In his interview with The Suit Magazine, Peterson discussed his personal business model as well as his training methods. It’s clear that he focuses on his craft as opposed to his renown—he’s been featured in top celebrity and fitness news outlets, but didn’t want to divulge much about his superstar clients.
His career began humbly about 20 years ago, with just a few clients in the Los Angeles area. Since then, with hard work and a little help from word-of-mouth, Peterson’s business has exploded. Today, when he's not in the gym or tweeting fitness tips with celebrities and fans, he's working to develop and promote fitness-related products. Current projects include developing videos for Shape Magazine and working with Gatorade to develop a game for Xbox Kinect.
From his years of experience dealing with all kinds of clients, from motivated A-listers to reluctant beginners, Peterson has become an expert in dealing with people and their fitness issues. We asked him about the road to success, and the challenges of branding himself while maintaining a growing client list.
How did you get your start in the fitness industry?
I was in the gym and a guy asked me to help him with his workout about 23 years ago. He saw I was in shape, and he assumed I was a trainer. After that, I decided to try it, and I've been doing it ever since.
What’s the secret to building a strong brand?
I have to use the old saying: if you do something you love, you'll never work a day in your life. You have to do something you're passionate about. If it’s something you like, you'll be predisposed to work hard and be more successful.
What are some of the greatest career lessons you’ve learned as a trainer?
You're always your best advertisement; you have to stay in shape yourself, and you have to show up. Being there and keeping your appointments is what leads to referrals. You can't have more cancellations than the client.
How do you help your clients achieve their fitness goals?
I have them focus on what they can do instead of what they can't do. I will typically start with two workouts a week—one with me and one on their own.
What's it like working with celebrity clients?
My clients try to get the most out of their 60 minutes. They're all overachievers. When you see them in the gym, you understand why they're successful.
Looking forward, what are your goals regarding your brand and your future work?
Fitness is a career for me, not a job. I don’t accept every endorsement offer. I'd rather put one product out that's valid and valuable than pitch a product that's not.
How can busy professionals fit exercise into their lives?
You have to find a way to build your schedule around it. Don’t take on too much, or it becomes ominous and onerous. If you’re trying to change your diet, quit smoking and implement a new fitness routine all in one week—that’s a recipe for disaster. Just getting on a treadmill for 20 minutes a day is a good start. Build on that over a couple of weeks so it can become part of your daily routine. And make sure you get a morning meal!
You've trained Kim Kardashian and other high-profile women. What are the best fat-burning workouts you teach them that other women can use?
Don't skip breakfast, and watch out for fast food. Those portions are more than you need, and there are more carbs and fat than you need. Dinner should be the smallest meal of the day. Plan your food ahead instead of waiting until you're hungry. If you wait too long, you're at the mercy of your location and only what’s available there. Don’t give up that power.
How can people stay green during their workouts?
Try a permanent water container instead of a water bottle. Buy equipment for the home that doesn't plug in. Recycle tennis shoes—there are a lot of companies that use recycled tread to build tracks at schools. Use an environmentally friendly detergent when washing workout clothes. And exercise outside; the best times are early in the morning, or later around dusk.
Any further fitness advice for our readers?
I recommend people work out for between 60 and 90 minutes each day. I don't believe in fad diets and quick fix workouts with minimalistic requirements. That's a lie. You have to put the time in the gym. You have to be honest with yourself.
Business Profile
Gunnar Peterson
Celebrity Trainer
Beverly Hills, CA
Certified personal trainer with the NSCA
Single dad: Children, 3: Henry, Jack and Sloan (Pre-teens)
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