Melinda Hughes on How To Market HIT to People Who Don’t Like Strength Training

Melinda Hughes at the Strength Shoppe in Pasadena
Melinda Hughes at the Strength Shoppe in Pasadena

Melinda Hughes is the owner of The Strength Shoppe, a high-intensity training facility in Pasadena, California. She is a certified Nutrition Consultant, a certified Power of 10 trainer, an American Council on Exercise (ACE) instructor, and she holds a Bachelor of Fine Arts from Denison University, where she graduated from Denison magna cum laude with an Honors diploma.

In addition to helping hundreds of clients of all ages – some as young as 13, and others as old as 92! – get stronger, become healthier, and experience a higher quality of life, Melinda has also pursued other creative endeavours that being a successful business owner in the high-intensity training field has enabled her to do, such as starting a comedy channel on YouTube which has gotten over hundreds of thousands of views.

Contact Melinda Hughes:

In this episode, we cover:

  • The mindset and attitudes you need to start and sustain a successful HIT businesses
  • Melinda’s unique approach to business and how it gives her an edge in the HIT field
  • How to get good clients and new referrals (and how to keep them coming back)
  • How to market high-intensity training to people who normally wouldn’t think of doing strength training
  • … and much more!

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This episode is brought to you by the Resistance Exercise ConferenceThe science and application of strength training for health and human performance.

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QUESTION OF THE DAY: What was the most notable experience you’ve had with a HIT trainer or facility? Please let me know in the comments at the bottom of this post.

Show Notes

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Selected Links from the Episode

People Mentioned

  • Kamen Stranchevski

    Really liked this episode. Cheers Melinda, your attitude is truly awesome!
    I have a question, regarding the actual training, that was not the focus of the interview, but since you have a very big experience now, I’d like to ask. Some gusets here, have mentioned, who themselves or that they had clients, who did not get well along with superslow and they seemed to move away to other tempos and/or techniques in their HIT training. What is your opinion on that? Have you had cilents, who did not progress well with superslow and if so, what was you fix with them.
    Thank you!

    • Melinda Hughes

      Thank you, Kamen! In my experience, superslow works for everyone. We vary the frequency of the workouts (how often someone comes for a session) as well as the intensity of the workout, depending on the individual level of the client. The slow tempo works the muscle deeply and thoroughly. And it’s safe! We never speed it up. We use techniques (i.e. forced negatives, positive assists, different seat settings) to help clients overcome plateaus in training. Typically we only stray from standard superslow protocol for clients who need a lighter “physical therapy” approach. Usually we incorporate static holds for those who struggle with dynamic movement due to injuries or medical conditions– but if you’ve ever done a static hold, you know it doesn’t really feel like you are getting off easy!! Sometimes we add negative push-ups or negative pull-ups (the negative portion is the only part performed) to a routine when advanced clients want to feel so sore they can’t wash their own hair. Masochists!

  • Andrew May

    This was a great episode, Lawrence. Melinda was a real breath of fresh air both in attitude and in content. I’d love to hear her in a part two maybe focusing more on exercise protocols, genuinely interested in hearing how material familiar to me can be communicated differently. I find important concepts are best delivered by strong “non dry” personalities but different audiences are receptive to different speakers if that makes sense?

    • Thank you Andrew. Yes makes complete sense. Melinda has a unique communication style. Certainly will consider asking Melinda for a Part 2 in the future.

      • Andrew May

        Cool, certain people would switch straight off as soon as Doug or Drew for example start going into the nut’s and bolts of a workout whereas someone like Melinda would better hold their attention.

        • Strange but might be true. I can sit and listen to Doug and Drew for hours, but there is evidence online of people that aren’t as receptive to their style. Maybe some like Melinda resonates with that type of person.