I always find it funny that almost everyone who launches himself or herself into the bodybuilding/fitness thoroughfare believes they should be given a gold ring or something just because they have a good physique. Yeah, right. Most competitors "on stage" have good physiques. Research the industry. Research it hard before you plunge into it. Fitness, Figure, Bikini, Bodybuilding and now "Physique" competitions are great to compete in but are you prepared for the hard work you must put in to get any kind of return from your time investment?
I'm talking about all the promotion you'll have to do to get something from a very stingy industry. Be prepared for all the rejections you'll get. Being such a vain group of individuals, it's pretty evident that this rejection doesn't come easily for us. I know you're all thinking out there, "Why could they possibly not want me?" Well, they have their reasons!
You want to be known, right? You want to get photo shoots. You want more publicity? How about a sponsorship? I personally know many top NPC and even IFBB professionals that don't have anything and they have no idea on how to get anything that the industry offers. If you don't understand how the promotional and marketing game is played, you‘ll have very little chance of winning at it. Most physique athletes simply don't understand how to promote their physiques. I constantly here bodybuilders complaining about not having anything but they don't do anything when it's even offered to them for free. With that being said, are you ready to market your body? Want some ideas? Then keep reading. I'll tell you everything you need to know on how to be business savvy in the fitness industry.
Let me show you just what is possible when you work hard at it. I've been fortunate enough to be featured in several industry magazines, and also four European publications. I said fortunate, because it's very hard for any female bodybuilder, pro or amateur, to get her photos into a magazine these days. Over the past dozen or so years I've been featured in MuscleMag International, Ironman, Flex, NPC News, Body's magazine (Italian publication), B&K Sport (Swedish Publication), Athena 2 (French), Women's Physique World (WPW), Steel Jungle, Le Monde Du Muscle (French), Natural Bodybuilding & Fitness,
Muscular Development, Body Talk, Powerhouse mag, and the list goes on. I have had sponsorships at one time or another from some of the following: Eclipse, Bodybuilding.com, House of Pain, FATBACKS Extreme wear, Inzer Advance Designs, MG Development, Musashi Sports Supplements, Team Labrada, Sportpharma, and Champion Nutrition. Currently my biggest sponsor is
www.needtobuildmuscle.net, Nathan and Need to Build Muscle have some hard core supplements that work and I use them! NocWarrior does my bench shirts and I do everything I can to promote them
In addition I've negotiated business relationships with mainstream companies such as ASICS Tiger Corporation's Women's Fitness Alliance Team (from 1993 through 1996 - ASICS Tiger Corp., is a major high school and collegiate wrestling shoe and sneaker manufacturer), Oh yeah, and let's not forget Reebok (1993-94). Yep! I was with Reebok too. Oh, I almost forgot about all the University and College Sports auctions for scholarship funds that I've participated with. That's not marketing or promoting yourself, right? Wrong. The old saying, sometimes you have to give a little to get a little is totally true. You wouldn't think that giving photo sets, autographed 8x10 of myself would help me get anything. Right? I received hundreds of individuals paying for more pictures and videos of me because of aligning myself with collegiate athletics.
All the above was obtained with persistence and hard work. That's what we're going to do together - hard work. Here are some ways to capitalize on your knowledge and experience while gaining publicity and making some money too.
Ready? If you are then you're on your way to getting more. Ok, the best way to start on your path is you need to enter a show. Whether that is in competitive bodybuilding, fitness, bikini, figure, powerlifting or strongman/woman competition; do something. Anything! Knowing what and who you are in the eyes of other people will be a vital part in successfully marketing yourself and/or your services. Now, if you assume just because you are a bodybuilder or a "natural" bodybuilder, fitness competitor or figure model you should get that coveted supplement contract or your picture in the magazines then you're barking up the wrong tree. Let me explain some things. Speaking as a woman with muscle, I don't care how much muscle you have or how much muscle you think you don't have, or how "feminine" you think you look are over another girl; there will always be someone who won't like all your muscle. But, there are those who will.
Also, I can't emphasize this enough, please don't think being "natural" or "drug-free" makes you unique either. The overwhelming majority of letters sent to companies are from the above titled bodybuilders. In these letters they constantly emphasize the fact that they are natural by putting the words "natural," "drug-free," or "drug-free for life" in CAPITALIZED, bold, italicized, underlined, or ALL FOUR different styles. Kind of redundant isn't it? It may matter to you but it doesn't make you as unique as you might think. Trust me on this. I've been to many "natural" shows and many have failed their drug tests. So, try to be unique in a different manner than exclaiming your "all-natural."
You can generate a regular income from everyone's favorite, personal training. If you're good at what you do and can produce results in your clients, then people will pay to get the results you can offer them. On the other hand, being a Personal Trainer is so common nowadays; it's getting out of hand. So, if you want to make it as a PT you have to be different. You need to find a niche. Whatever it is, find something special that sets yourself apart from other PT's.
Have you ever heard of E-Books? Learn how to publish your own book. This can be about dieting, training, stretching, or anything that will interest others. I am working on mine while you're reading this.
Training videos are a much-needed commodity. There are not enough out there, especially hard-core training videos, posing videos and such.
Have you thought about the Internet? Most of you already have a Website, right? If you don't, get one now; spare no expense. My web site (
www.anitaramsey.com) was done by Fitnessmedias.com. Simon, and the rest of the guys, with Fintessmedias.com are great. Tell them I sent you. The Internet is the cheapest way to publicize what you can offer the world. You can offer almost anything that can generate an income, and establish a market for yourself. The Internet road is currently the best way for marketing yourself.
Show promoters, local gyms and supplement stores are always looking for something to offer their clientele. More and more bodybuilders are seeing this opening. The coveted "After Party" is a big thing in today's world. Events like gym openings or local supplement outlets will use you for special appearances for a grand opening or maybe a special sale. But don't wait for them to come to you; go see them now.
Marketing for fitness business practices should be at the top of the list. Pure and simple, if people don't know about you, your products or your services, they don't get to know you nor can they buy from you. Get business cards and brochures!
Business cards Do you have any? No? Get some made up quickly! Photo business cards are the best for giving to businesses, photographers and potential clients. I get my cards done here:
http://www.personaltrainerbusinesscard.com/index.html they are fast and really reliable.
Flyers & Brochures These are special flyers designed to show off the best pictures of yourself that you offer for sale, and these same flyers can offer other possible job descriptions. One of the most important marketing tools you cannot do without is a flyer. You can always ask the printer to be a sponsor, and offer them credit on your flyer, that could lower the price a little. Always ask. That's my motto. If you don't ask, you'll never know. Your photo flyer should have your name (nickname too if you have one), mailing address (get a P.O. Box), the cost of each 8X10, and add a discounted price for a picture package deal and other services you offer.
Extended Marketing What do I mean by "extended marketing?" This type of marketing is all about going away from the industry but using your body and its image outside the industry. First, compile a list of businesses? This list should consist of bodybuilding and NON-bodybuilding companies. Send each business a flyer, and a cover letter asking for sponsorship in return for your services. Some of the places I've sent my marketing package to are Muscle Car magazines, Muscle Car Parts Manufacturers, Heavy Metal bands, and Cigar manufacturers (I like Cigars). I always pick up Hot Rod and Dubs magazines for new places to send in my sponsorship letters. Go to a magazine rack and look at all the possibilities. Those companies might be looking for new faces. Please note: Even if you never receive a reply from a company you've tried to contact, because you will get several companies who will not acknowledge you, always conduct business like a professional and send them a "thank you" card. And in the real world of business, them not responding to you, that's not good business! But it happens, and way too often. Makes me sick how people like that can run a successful business.
Getting Noticed! How do you go about doing this one? First of all, write a profile/bio to the publisher of each bodybuilding and fitness publication and along with your letter, comp card and/or flyer send a couple good color 8 x 10 pictures, and a SASE (that's a self addressed stamped envelope). Then wait, and hopefully you'll soon find yourself in the next issue. And pray it's that easy. It often helps to compete and win a major state, regional, or national event too.
Schmooze! Another very important asset is to make you known by appearing at bodybuilding shows. And not just the big ones, like the Arnold, but local ones too. And do something I didn't do very well during my career. Schmooze! Or as Clark Bartram says "Network!" Get yourself over to the Arnold Expo or attend FIBO. The Arnold Expo is the best place to make contacts and show your face. I worked the HOP booth at the 1999 Arnold Classic and I was very lucky that "House of Pain" picked me when they could have gotten a thousand fitness girls. Germany also offers the biggest Fitness Expo in Europe called FIBO and this year there's a Chicago FIBO 2 week after the Mr. Olympia contest. More and more shows are putting together expos so get involved.
Be Aware This is the bodybuilding and fitness industry and you should be prepared for everything and anything. Most importantly know whom the photographers and writers in this industry are. And for you ladies, don't be careless and get overly excited if someone comes up and claims to be with a MAJOR "muscle" magazine" wanting to take your pictures. Ask them whom they work for? Ask to see a business card? And for Gods sake, do not sign anything that looks like a release. Also, carry a simple non-release type of document for them to sign if you're not sure who they are. I do. It's a simple thing that says you can't use my pictures without my written permission. Also, if you're at a show, ask the promoter who the individual is.
There are a lot of people running around at shows saying they are with the top magazines taking photos of unsuspecting girls. I'm lucky to have my husband with me. Once at the JR. USA, "REAL" photographers were photographing some of us girls and some random guys started videotaping us. My husband noticed them and before they got me in their lenses he chased them off. Later we saw their stuff on the Internet bootlegging pictures and videos for money. Same thing happened when I was at Venice Beach being photographed by Rita Ross (the wife of the late Don "The Ripper" Ross). A fat man started video taping me. That ended quickly. That ended very quickly. Trust me when I tell you that this man's threats of suing us didn't stop my husband from getting rid of him. It helps to have a 300 plus pound bodyguard who'll get rid of annoyances. So, remember, if you're going to be part of this industry then you should know who takes pictures and writes for what magazines. Know your sport, inside and out! Be careful, there are allot of wolves in sheep's clothing watching you. So, for you girls out there be careful and don't be naive! Guys that goes for you too; you big muscle heads. Just be aware.
Finale Note I‘m a female bodybuilder, and I have competed for over a dozen years and although I've returned from a 10-year layoff from the stage. Even at my current level of muscularity, I'm viewed as unacceptable in an industry that promotes muscle. That goes for you too, guys. Many "normal" girls find your massive muscles gross. Just as much as those who find me gross. And you Figure and Bikini girls, there are thoughsands of you out there making marketing and getting anything even next to impossible because you all have GREAT bodies. So remember, just because you're in the "bodybuilding" industry doesn't mean you're going to get a contract, a photo shoot, or magazine exposure. Winning a show or being "all natural" doesn't make you special in the iron world. Being tenacious, working hard, knowing where to look, and using the info I've outlined above will get you noticed and even might make you some money. Never give up and good luck on your body sponsorship.
Anita Ramsey-Schultz
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