Lou Schuler on Writing, Communication and Media in the Fitness Industry


Lou Schuler is a journalist, author, presenter, and Editorial Director of the Personal Trainer Development Center.

You could say Lou wasn’t the fastest or strongest kid on the block when he was young, but that didn’t stop him from getting into working out when he was 13 years old. His passion for health & fitness became a part of his identity that, later in life, he was able to merge it with his love for the written word.

After starting his career in the fitness industry as a Fitness Editor, Lou penned several books on health & fitness, including The New Rules of Lifting and the Testosterone Advantage Plan.

Lou joins me today to share his experiences as a fitness writer and editor. He explores how good fitness coaches can connect with their clients through shared experiences and highlights the importance of networking in the fitness industry.

He shares his advice to newer coaches on filtering information, especially in social media, and why they shouldn’t focus too much on a narrow niche. And he also reveals the biggest red flags of a coach or fitness guru and explores how a writer can effectively deliver his message to his audience.


If you could identify with that person who’s been teased for their weight or athletic ability, it’s going to make your message more powerful. – Lou Schuler


This week on the Physical Preparation Podcast:

  • Lou’s background and his career path from journalism school to screenwriting and the publishing industry
  • How Lou transitioned from his first job as a fitness editor to writing his book on health and fitness to his current role as PTDC’s Editorial Director
  • Selling health and fitness to somebody who isn’t interested in them
  • Lou’s advice for up and coming fitness trainers on how to filter information
  • Significant industry shifts Lou has seen over the years and the biggest red flags of a fitness coach
  • The reason new coaches and fitness writers shouldn’t invest their all in too narrow a niche
  • Why Lou welcomes self-publishing online and his observations on the state of media in the fitness industry
  • The importance of building connections and networks in the fitness industry
  • Why Lou still believes that people still like to read and why writing will never go away
  • Lou’s writing process, how he warms up, and what social media platforms lack in terms of conversations
  • Writing for the joy of telling a story and how to connect with your readers
  • Why negative feedback is part of good marketing


Connect with Lou:


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