Kettlebell Inc. Functional Fitness Magazine

Volume 4, Issue 3 December 2010- 1

Kettle-Baby!By Jessica Huthmaker

Steve Maxwell

kettlebell WORKOUT

Gluten and Dairy FREE

Banana Bread

Survival GuideHoliday

www.kettlebellinc.com

By Lauren Brooks

By Lisa Shaffer


Steve Maxwell

Steve Maxwell Kettlebell Workout

kettlebell WORKOUT


It’s been twelve years since kettlebells entered the United State’s collective consciousness.

I was right there in 1998 and imme-diately saw the potential; I was play-ing with my own set of homemade KBs for two years before I ever met Pavel Tsatsouline. Like all good things, the beginning was simple and innocent enough, but once the social element entered things have became more complex, twisted and roiled. Here come now the HKC, RKC, MKC, KFC...IKKF, KKK...the list of acronyms marches by and some-how these letters are supposed to mean something. Further, there’s hard-style, soft-style, the inevi-table hybrid style...and the debates continue and we even begin to forget the original, simple idea. Much like the early days of Brazilian jiu-jitsu, kettlebells have gone through the same process of social complexity. First, no one knew what it was; then everyone condemns and claims it can’t or doesn’t work; then every-one emulates and copies...and now, busily competing! Just as with BJJ, because of a dearth of truly qualified instruc-tors, people began to acquiring false credentials and titles for themselves in their efforts of self-legitimacy and moola-making. Oh, how like a large family (or slopping hogs) we rush and shove to squeeze in a place at the feeding trough just to grab a piece of that pie! Don’t get me wrong: The people of these United States bene-fit from upstart movements like kettlebells. But what I’ve noticed in this country is there exists such a fear of market competition that people readily lie about their expe-rience, background and credentials in order to impress others enough to purchase their products and services. Kettlebell “providers”

think they need to do this to get over the competition. The irony is that it’s completely unnecessary. Let’s examine the facts, and an overview of the actual role kettlebells play in the life of ordinary citizens.

1. The United States is officially the fattest nation on earth. USA Today listed the order of national obesity and USA was first, with Mexico in second place.

2. It’s been measured (by people who do these things) that only 15% of the US population regu-larly exercises in any way, shape or form, at any given time.

3. What qualifies as exercise in this case includes walking the dog, mowing the lawn, vigor-ous house cleaning, mall walk-ing, etc. This means that those people doing exercise as a specific fitness activity unto itself is is likely closer to 10%.

4. Of this 10% of the populace, most are engaged in big-box gyms--the corporate chains-- and in these gyms, what passes for exercise generally involves rodent-caliber scurrying on various and sundry machines, plus group class activities and if resistance exercises are performed at all it is generally

a cursory set or two done on a tracked machine.

5. Of the 5% or so using weights, maybe 2.5% make up the barbell/dumbbell crowd-- usually a bunch of kids--follow-

ing the bodybuilding magazine madness routine of the week.

6. This leaves a tiny minority of the general population seriously working out, ie perform-ing meaningful and progressive exercise programs--maybe 1% if you’re feeling especially opti-mistic--involving themselves with the so-called functional fitness movement, such as kettlebells, sandbags, MovNat, etc.

This is a tiny amount of people who know what kettlebells are, much less lifting them! But Steeve, Jillian Michaels was on TV with kettlebells!

But Steeeve! Kettlebells are sold in Target!

But Steeve, everyone I know is swinging kettlebells!

Well, let’s not forget that birds of a feather flock together aka the concept of relevance. It’s esti-mated that in 2009 there were over 307,000,000 in the United States. There are 52 metropolitan centers here, each with populations of over 1,000,000.

So even 1% of the popu-lation means there are still over 1,000,000 people lifting kettlebells--if the 1% guess is accurate. While this number may be negligible when compared to the entire US popula-


But what I’ve noticed in this country is there exists such a fear of market competition that people readily lie

about their experience, background and credentials in order to impress others enough to purchase their prod-

ucts and services.

Volume 4, Issue 3 December 2010 - 4

tion, it’s still a significant amount of human flesh.

But let’s backtrack for a moment....

1. Compared to the rest of the world, the United States popula-tion is extremely fat.

2. The majority of people in the US don’t work out, that is, most people don’t lift kettlebells or have never even heard of them.

This means there is a vast, untapped market out there that kettlebell training can greatly help.

There is no reason for those people on the business end of kettlebells to fear perceived competition. We can all work for the rest of our lives and still never come close to reaching the potential of paying customers out there. Truly, people don’t want to be fat and unfit, they simply don’t know any better. It’s a lack of education. Long ago, very early in my life, I recognized in myself my role as a provider of health and fitness education to

others. Later, I recognized the kettlebell as a perfect instrument for the job. Here’s the thing: people reading this article, in this magazine, don’t need to be sold on the virtues of kettlebells--we are already the True Believers! Which brings us to the other thing: the kettlebell is genu-inely such a fantastic training tool we need not resort to huckster-ism, scams and/or the outright lies already part and parcel of the fitness arena. All anyone has to do is try one kettlebell out to see that there is something to them. There is a great potential market in the US and it’s up to each individual KB trainer to tap into that market. So now for the $64,000 question: How will you tap into that market? What is your intention? If your intention is to go in there and attempt to conjure up as much money as possible, it’s inevitable your lower nature will be revealed and people will see your attempts for what they are and this thing you offer will be chalked up as just another fitness scam. As a kettlebell trainer, kettlebells begin to symbolize who you are as a person, and will be the medium in which your personal-ity is revealed to your clients and potential clients. This is a person-ality-driven business and the most relevant aspect of your personality

in this case is enthu-siasm. Enthusiasm will trump actual k n o w l e d g e - - a n d even good looks--every single time. Enthusiasm reflects

joy and care...and is infectious. There exists at least a ton of marketing advice out there for how to attract customers, some lame and some perhaps worthwhile. Perhaps

Enthusiasm will trump actual knowledge--and even good looks--every

single time.



you have even sat through a few lectures on this topic. You might have heard suggestions such as fliers, writing articles for associated publications, purchasing advertise-ments and marketing lectures, but I, Steve Maxwell, tell you this: the most important thing you can do is BE an example of what it is you are offering people--and to genuinely care about these people. If you’re in this business to generate lots of paper--as in dollar bills--I suggest that you stop now, because you’re in the wrong business. Clients are acquired--and kept long-term--by simply demon-strating the value of what it is you do. The best way to demonstrate this value? Produce measurable results. There’s nothing like getting results that keeps people coming back week after week, month after month, and year after year. In order to produce results, however, you’ve got to know what you’re doing! This means product knowledge, which in turn means

you must take your own educa-tion seriously. Go to workshops and seminars, read everything you can get your hands on, and prac-tice plenty of self-experimentation. Don’t be afraid to try new things--but keep your enthusiasm in check until you know if it’s merited. So, if you have the personal-ity, knowledge, and the enthusiasm necessary to make it in this business, the best way to get the message out there is old-fashioned word-of-mouth. THIS is how you get clients into your gym and classes. The most powerful marketing tool ever. It doesn’t matter what people tell you about your lettlebell programs to your face--it’s what they tell

others when you’re out of earshot. This is why you need never fear competi-tion, because you will attract those very people you can

most help and who in turn can most help you. Thus if you sincerely wish to help people and provide a useful service, your genuine enthusiasm will attract the right element. And

you don’t have to worry anymore about economics. And you can sleep better each night.

More on Competition

Without local competi-tion, your clients will never truly know how good you are. Competi-tion provides exactly this: a point of comparison. Realize that there exists different strokes for different folks. Know that there are people out there you can’t help and that others may help. Sometimes you are better off sending a potential client down the street. Further, there are certainly people out there who you decidedly don’t want to work with; having a local competi-tor gets you off the hook.

More on Personality

As I said, this is a person-ality-driven business; people don’t come to you because of your abil-ity to perform stupid pet tricks. Customers come to you because of your warmth, friendliness and

Without local competi-tion, your clients will never truly know how

good you are.


Volume 4, Issue 3 December 2010 - 6

enthusiasm. The average kettlebell client couldn’t care less how many snatches you can do or whether you’ve set world records. Don’t be intimidated by the exhibitionists out there and their egotistic displays of KB prowess. They will always exist and they will always attract a certain element of the market to them but this business is not about what YOU can do; it’s about what you can help OTHERS accomplish. For the most

part, the average person (and make no mistake, the majority, ie 99%, of your clients, even as a coach at a high level, will be average people) is seeking a coach who demon-strates a keen interest in their prog-ress and cheerfully assists them in becoming the best they can be. The super studs of sport don’t typically make the best coaches and teachers for this reason, though there are, of course, always exceptions. Something I always admon-ish my own students about in my seminars is to NOT work out with your students. You aren’t there to get your own workout, but to attend to your clients. There is no way you can get your own proper workout in while paying appropriate attention to form and technique in your class.

Wrap Up

Wrapping this up, the major-ity of people in the US are hurting. They suffer from gross obesity and overweight, among other less visi-ble sicknesses. The majority of people do NOT work out, and those who do, do so in a most ineffectual manner.

Most people in the US have never heard of kettlebells, leaving a huge market out there for kettlebell trainers. The kettlebell really is an effective fitness tool; it truly deliv-ers--WE know this. If you are true to yourself, and develop yourself into the the highest level instructor you can be, through cultivation of the higher personality and fitness knowledge,

you will certainly attract all of the clients you could ever need or want. Financial abundance will be a consequence of your actions NOT the cause. Because of this there is no need need to fear competition or your brethren in the field. We kettle-bell trainers are a tiny minority in a field of potential! Stop believing in a finite universe! I offer you the example of Kettlebells Iceland, far flung on an island of only 300,000 people. Iceland, the country, suffered one of the worst economic crashes EVER, yet Kettlebells Iceland--that very same year--had an unprecedented spike in membership, (this despite the fact the owners had left for a year of world travel and weren’t even in the country, much less on site) their business doubled. They regularly hold classes with 50 participants, sometimes up to 75 or more. They had to expand there space into the surrounding building. What happened? The people of Iceland recognized--and grasped-

-the value that kettelbells bring to their quality of life and when their income became limited, they chose

to invest in a realm where they had more control: keeping themselves healthy. Kettlebells Iceland brought the customers in droves using the brute force of their enthusiasm and kick ass classes, adapted in their own style from a foundation built upon my training systems. Don’t be fearful of the collective economics. Always find ways to become more and more that which is your truest self. If that self is a kettlebell trainer, then nothing can obstruct your success in the field.

- Steve Maxwell

Upcoming events:

Steve Maxwell Strength & Conditioning Seminar

Saturday 20 November 2010

Portland OR

Maxwell Level One Kettlebell Certification

Saturday & Sunday 19/20 February 2011

Portland OR

Kettlebell, Body Weight and Joint Mobility

Training

Saturday 19 March 2011Las Vegas NV

Recognized as one of today’s most creative strength and conditioning coaches, Steve Maxwell’s talent for constructing fresh, well-rounded and effective mixed-modality workouts is legendary.

Find out more about Steve Maxwell and his videos at MaxwellSC.com

Something I always admonish my own students about in my seminars is to NOT work out with your students. You aren’t there to get your own workout,

but to attend to your clients.


http://maxwellsc.com


Here are the ingredients. I found this on the Specific Carbohydrate Diet website but used less honey, more bananas, and added spices to make it a little healthier and tastier. Here is the recipe.

3 cups of Almond Flour1/3 cup of honey3 eggs2-3 very ripe bananas1/2 tsp baking soda1/2 tsp apple cider vinegar1/2 tsp of cinnamon and nutmeg

Gluten and DairyFree Banana Bread

By Lauren Brooks

1. Smash Bananas or put in a food processor. 2. Mix all ingredients together unti smooth. 3. Pour in a loaf pan and bake at 350 for 50-60

minutes depending on your oven. If you pour in 3 mini loaf pans (which I did) then bake for only 40 minutes.

It was moist and sweet. I loved it and have a hard time not eating so much of it. The calories are a bit higher due to the fat from the Almonds. But it's good fat and low carb! My stomach feels great. Besides, I don't count calories anyway.

For those who know me I don't spend a whole lot of time in the kitchen. This banana bread is THAT good that I wanted to share it with everyone. Yesterday was Ben's birthday and I wanted to make him a cake that we could both eat without feeling too guilty. Guilty mean-

ing no stomach pains and bloating afterwards. This banana bread / cake is made with Almond Flour.

Gluten and Dairy Free Banana Bread

Volume 4, Issue 3 December 2010 - 8Kettle-Baby!

Pickles and Ice cream? Backaches and swollen ankles? Not if kettlebells are a part of your pre-natal regimen!

Before kettlelbells came into my life, I had constant weight struggles and was never able to find a joyful balance of nutrition and exercise. Though I had lifted and competed for well over a de-cade, unreasonable diets combined with an hour of lifting weights plus a (dreadful) hour on the elliptical yielded mediocre results physical-ly and mentally I was burned out, bored, and feed up. I had thought about one day becoming pregnant, and facing this method as the only way to lose weight after pregnancy was also dreadfully discouraging. Thankfully, I was intro-duced to kettlebells, became RKC certified, and life has never been the same! I knew the several years of consistent kettlebell training I had invested in would be an asset when I became pregnant for the first time. Myself being the first guinea pig I had access to, I became my own control group in experimenting with just how beneficial kettlebell training was/is in relation to preg-nancy and being a first time Mom. I was told by my midwife that I could safely continue my

Kettle-Baby!By Jessica Huthmaker

Volume 4, Issue 3 December 2010- 9Kettle-Baby!

current exercise routine, but af-ter conception was no time to try something new. Being firmly root-ed in Kettlebell training 3-5 times per week, why would I want to try anything new? Nothing had ever changed my body physically along with my mental outlook like kettle-bells had! It’s fun and it works! Prior to becoming pregnant, I had maintained my weight and shrunk in size with very little ex-tra effort by committing to regular kettlebell lifting and clean eating, mostly Zone. When I became preg-nant I continued what I had been doing with little change. My swing was typically a 24kg, 20kg, or a 16kg and pressing and snatching was 20kg or 16kg. I was even a little surprised that I felt no need to go down in weight until about 7 months! I would find that I would get out of breath a little soon-er as time went on at which point I lowered my weights and increased. One shortcut I was happy to take was that as my belly got bigger, my pushups got shallower! Also, as my belly grew, I switched to single arm swings rather than double. A typical workout through-out pregnancy looked like this-

3-4 Circuits of:

10-20 Pushups10-20 Swings5-8 Clean to press left/right5-8 Front squat, one bell left/right10-15 Snatches left/right10-20 Plie squats (to stretch and open hips)I also did Z-health before and dur-ing workouts and finished up with the foam roller.

Under close supervision of my midwife, each week she gave

me the go ahead to continue my 3-day per week workout routine, and was amazed at the ease of my pregnancy! My tests always came out crystal clear, the baby was growing at a healthy weight, and I was gaining about 1 pound per week with little extra fat. I remained mobile, had no back pain, could sit, stand, bend over, get around easily and comfort-ably, and swing kettlebells with the best of them! It was hard to tell I was pregnant until almost 7 months.I maintained a full work schedule training kettlebell clients all day with great energy up until the week before I delivered. The only reason I took the week off before my due date was to get the house ready for our new baby!

Delivery and Post-PartumOur 7lb, 5oz healthy b a b y boy arrived after 10.5 hours of labor. It was harder than a kettle-bell workout, but I am convinced the level of ease I ex-perienced was greatly in con-junction with the amount of ket-tlebell training I had invested in. I was able to have com-pletely natu-ral child-birth and the next day was up and around enjoying the newfound joys of motherhood! I had gained 27 pounds during my

pregnancy and within 12 days of giving birth I was at my pre-preg-nancy weight. I waited 18 days after having Eli-jah James to go train at our kettle-bell studio with a group of friends, though I felt like I could have after only one week. I was able to do a full workout, and again, my only drawback, was being more out of breath than usual. I quickly resumed my 3 day per week workout sched-ule and haven’t stopped! So the conclusion to my experiment:Kettlebell training continues to reign as the most versatile, effec-tive, enjoyable fat burning training

modality incorporating strength, car-d i o v a s c u l a r

fitness, mobil-ity, stability, and balance, even

during pregnancy. It can be done at the gym, at home,

or at a park and defi-nitely fits into a new-

borns nap schedule!For more information

please visit www.Ket-tlebellKonnection.com and be sure to pick up a

copy of Kettlebell Kon-nection: Build your own

workout DVD!

Volume 4, Issue 3 December 2010 - 10Holiday Survival Guide

Where did this year go? It seems like just yesterday we were talking about New Year fitness resolutions. How did you do with

your fitness goals this year?

by Lisa Shaffer

Survival GuideHoliday

Are you still struggling to lose the 7-10 pounds you put on during the holidays last year? I certainly hope not, but if you are, now, and I mean this

second, is the time to make a plan to get through the holi-days without gaining another 7-10 pounds. It’s a never ending cycle. The holidays sneak up on us and we find ourselves overwhelmed, stressed out and starved for time and sleep. So what happens? We end up making the worst possible choices; fast food consumption, workouts that are nonexistent and putting our own health last on the list. There really is no excuse for this behavior. It all boils down to lack of planning and priorities. Don’t let this happen to you. These 4 things will get you through the holidays happy and healthy.

1. Timemanagementandplanningdaily2. Workoutnomatterwhat3. Nutrition4. Changeyourmindset

Time management is the biggie. It’s really easy to fall into the trap of “I’ll just deal with that when I get there”. The problem with that mentality is that when you get there you have 5 more things to deal with at the time. I find it best to spread things out and deal with them in stages. First things first and that is to make a plan daily. Working out needs to be a high priority. Make your to do list every

felt great! Making your workouts a priority is more than worth it. I already mentioned plan-ning your meals. I’m going to talk about nutrition here. There are some simple rules to follow for healthful eating. You’ll have more energy and you will put your body into fat burning mode.

Say NO to:

Fried foodsSugarCorn

White starches or breadWheat products

DairyAlcoholSoda

Say YES to:

VeggiesSalads

Fruit that is fiberous, low glycemic (apples, berries, grapefruit)Healthy fats such as avocados, nuts/seeds,

olive oilClean protein,

chicken, fish, eggs, no processed meats

Clean carbs, brown rice, hummus, beans, lentils

Drink water and lots of it. Go for one gallon a day. If you will eat like this 80% of the time then you earn your treat every once in a while. You’ll see pounds shed off; you’ll have more

no excuse not to workout. It’s porta-ble, it’s very effective and it doesn’t take much time. Even 15 minutes a day will keep you on track. Better yet, I say be bold. Set a big goal and make it public. Here’s an example;

last year on The Kettlebell Connec-tion forum (thekettlebellconnection.com) we did a challenge that Jim Beaumont started for the month of December. It was a Turkish get up challenge. One TGU for every day it was of the month. On December first we did 1 TGU on each side, on December 2nd we did 2 TGU’s on each side and so on for the rest of the month. By the time December 31st rolled around it was a very nice challenge. Plus, we all gained a lot of strength in the process. I decided to add on swings to go along with the TGU’s. We also did 1000 swings in the first week, 1500 swings in the second week, 2000 week 3 and then 2500 in week 4. What? Was I nuts? Well, I thought so at the time because it was very much a chal-

lenge to get it all in on top of everything else I had to do but I was committed. One thing that kept me going was doing it online with other people and

making it public. It’s really hard to just quit when you know others are watching and counting on you. I have to admit that was very hard to push through but it paid off big time. When I went to all the after Christmas sales I was buying jeans a size smaller. Let me tell you, it

Holiday Survival Guide Volume 4, Issue 3 December 2010- 11

single day. When you can actually see what needs to be done and then check it off, item by item, as you do it there is a huge sense of accom-plishment and feeling of being in control.

Along with planning your daily tasks you need to plan your meals as well. I know, this is such a pain and it seems like all you are doing is adding to the list of things to do. But, if you don’t make that extra effort to plan your meals you will never get through the holidays without gaining weight. Be sure to take your lunch to work as well. It saves time during your day so you can get a little Christmas shopping done during lunch or better yet, get in a 30 minute workout if possible. Either way, you aren’t wasting time and money eating your lunch out every day. Start a gift shopping list early. I drive my family crazy with this one. November 1st I start asking my family members what is on their Christmas wish list. Over the next few weeks I make an effort to start picking things up as I see them or when I’m in the area of the store. It spreads out the financial burden and it keeps me from putting if off to the last minute. Shop online when possible. Many retailers have discounts and/or free shipping for the holidays. Make a plan for working out. When you have an effective training tool like a Kettlebell there really is

When you have an effective training tool like a Kettlebell there really is no excuse

not to workout. ‘

‘Even 15 minutes a day will keep you

on track.

world; we have major holidays all year long and most of them revolve around some kind of candy or junk food (Valentine’s Day, Halloween, Easter, they even make red, white

and blue candy to celebrate patriotic holidays, Thanksgiving, Christmas, etc). How many times a year have you said “I’ll workout tomorrow”? Every single bite you eat counts. Have you really earned your treat? Did you workout most days during the week and eat healthy meals all week long without cheating? We all need more time. But the truth of the matter is we really just need better priorities or better time management? How much time do you spend watching TV or surfing the net, on Facebook or worse yet, playing games on the net? Start now, right now. Make your plan and stick with it. If you are having trouble with workout goals and nutrition then contact your favorite Kettlebell instructor and pay for a plan. Otherwise, there are plenty of free workouts on my site and any other Kettlebell instructor’s site. No excuses this year.

-Lisa Shaffer

Holiday Survival Guide Volume 4, Issue 3 December 2010 - 12

energy and feel much better. Do it! You won’t regret it. Lastly, you need to change your mind set. It’s critical. I like to call this living in La La Land. It’s

simply having a justification for every bad choice you make. Here are a few you may be using.

• Theholidaysareonlyoncea

year.

• I’lldealwithitinJanuary.

• It’sonlyoneparty.

• Onebadmealisn’tgoingto

hurtme.

• I’veearnedthis......

• I’ll workout when I have

moretime.

I’m sure if you thought about it you could come up with 10 of your own. If you find yourself making these excuses chances are you live in La La Land. La La Land is fun, I stop by there sometimes myself but you can’t live there. Here is the real

How many times a year have you said “I’ll workout tomorrow”? ‘

‘ Lauren Brooks

Baby Bells

DVD and Berry

Kettle-bell Set Bundle

Visit us athttp://store.kettlebellinc.com

For more information regarding Kettlebell training and nutritional supplements contact Lisa Shaffer at NoFearFitness.com.


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Kettlebell Inc would like to thank our loyal customers for such a great year! Our mission is to help everybody meet their heath and fitness goals with quality training information and quality equipment. We wish you continued success

and if we can help you in any way with your fitness needs please do not hesitate to call or email us any time.

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Kettlebell Inc. Functional Fitness Magazine

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