NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

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Michael Wood, CSCS: Strength & conditioning specialist/nutrition coach, nationally recognized fitness expert & author 

My NativeAdVantage:


Michael Wood, CSCS, is a certified strength & conditioning specialist and nutrition coach (PN1). He is a nationally recognized fitness expert and author of TBC30: 6 Steps to a Stronger, Healthier You (Wicked Whale Publishing, 2018). His exercise programs have appeared in two other books, The 30-Minute Fitness Solution by JoAnn Manson, MD (Harvard Press, 2001) and Cut Your Cholesterol by David Katz, MD  (Reader’s Digest, 2003). Michael is the co-author of ten scientific research papers and abstracts as a result of exercise research completed at the USDA Human Nutrition Research Center on Aging at Tufts University in Boston. He has been featured in media and print publications such as U.S. News & World Report, Boston Magazine, Men’s Health, Prevention, Best Life, Men’s Fitness, Boston Globe, Denver Post and Delta Sky Magazine.

His exercise programs are completed more than 200,000 times each month by members at Koko FitClub franchises across the U.S. and Canada. Michael was a former assistant strength & conditioning coach at UConn where he also attended graduate school. Michael was named twice by Men’s Journal as one of the “Top 100 Trainers in America” and voted Best of Boston by Boston Magazine. He lives in Massachusetts on Cape Cod with his wife and daughter.

What do I do best?

Educate and motivate others on the importance of regular exercise and healthy nutrition.

What makes me the best version of myself?

The ability to adapt to what work and life throws your way.

What are my aspirations?

I would like to see people read my new book, TBC30: 6 Steps to a Stronger, Healthier You (Wicked Whale Publishing, 2018). To build and develop a successful concierge wellness company.

My Biggest Success?

First my family, wife and daughters, then summiting, Africa’s highest peak, 19,340’ Mt. Kilimanjaro in Tanzania.

My Most Challenging Moment?

The loss of a loved one, who left us way too early.

My Motto?

“We become what we think about.” (Earle Nightingale, 1956)

My Favorite People/Role Models?

My wife.

My Favorite Places/Destinations?

Anywhere in Italy, Paris, France and locally Cape Cod (MA) and Block Island (RI).

My Favorite Products/Objects?

ElliptiGo SUB, T-Pin Vector by T-Pin Muscle Therapy, Fitbit Ionic watch and Ascent Whey Protein

My Current Passions?

All aspects of human performance and helping others change their lives through weight-loss and pain reduction.

My NativeAdVice:

How did you get into the industry?

I got into the health & fitness industry back in 1988 as a personal trainer at a well-known club in Cambridge, MA called LePli Health Spa.

Any emerging industry trends?

On the horizon I see a continued, deeper, collaboration with fitness/wellness and the use of technology. For example, we recently developed a digital membership platform on Podia that enables users to download fitness/health/wellness content as well as stream audio-based exercise content. Visit

Any industry opportunities or challenges?

In regard to opportunities, I see a huge potential for (wellness & health) coaches to work with clients individually but also digitally. I currently work with clients all across the U.S. as a performance and nutrition coach at

Inspiration for the business idea, and your vision for the Business?

What originally inspired me was the opportunity to change lives. That still applies decades later but the focus is more on helping clients with weight loss and pain reduction.

What's next for the Business in the near future?

I have been working on a concierge wellness model for an upcoming new business in 2019.

Your key initiatives for the success of the Business?

Continuing to partner and collaborate with key individuals and companies. I have had success working with companies like Welltory, a data driven assessment app as well as ElliptiGO (Stand-up bike) and T-Pin Muscle therapy (developed a great roller product).

Your most difficult moment at the Business? (and what did you learn?)

We put out a book this summer, TBC30, as part of our online coaching business. I was told by the publisher, Wicked Whale Publishing, that in order to be successful, 20% of your effort would be needed to write the book but more importantly, 80% of your effort would be needed to market the book. Boy was she right!

Ideal experience for a customer/client?

Get results and reach their health/fitness goals. To ultimately know and understand that they are working with a coach that comes with years of experience and education who in turn will give them the tools and skills to get more out of their exercise and nutrition plans.

How do you motivate others?

I motivate my digital clients through daily text/email/calls with constant encouragement. We haven them set goals, test them, work with them for 30-days and the re-test them, “if you can’t measure it, you can’t improve it.”

Career advice to those in your industry?

It has been said that only 10% of individuals get up in the morning and go to jobs that they love! This is a great industry to be in. You have the ability and knowledge to help people change their lives.