Interview with Carmen Bott
by Tiffany D. Johnson. Originally published in 2007
In the process of researching professionals in the sports and fitness industries, I
came across several owners, fitness instructors, wellness coaches, but none were as
professional, inspirational, and responsive as Carmen Bott of Human Motion Inc in
Vancouver, British Columbia. In her busy schedule she found the time to answer several
questions regarding how she got interested in fitness, her business, and the fitness
industry as whole. She also provided some great advice to those aspiring to get into
fitness and/or owning a business in the industry. This paper is a summary of that online
conversation. My perspective of the industry has changed as a result of this interview.
My first question to Carmen was how she got interested in the fitness industry.
As it turns out being involved in athletics is generational. Her grandfather was a
Canadian Olympic ski jumper. Her parents were also really active in sports. Growing up
she was an athlete herself, playing basketball, soccer, softball and running track. It seems
Carmen had no choice when it came to fitness, it was in her blood. However, when
selecting a major in college she did not lean towards Exercise Science or something
similar. Instead she decided to study Criminal Psychology. This was a far cry from
exercise or sports. It’s funny how destiny finds us even when we’re going in a different
direction. As an elective Carmen decided to take Kinesiology. I’m sure she figured it
would be an easy class for her since she grew up in such an athletic environment. It
would also give her a chance to expand her knowledge in this area. Needless to say, she
got bit by the “kinesiology bug”. Her interest was so strong she decided to change her
major and transfer schools. Carmen has a Bachelor’s degree in Human Kinetics and a
Master’s degree in Exercise Physiology from the University of British Columbia. That
was 15 years ago. In 2004, Carmen founded Human Motion Inc.
Today Carmen is the president and founder of Human Motion, Inc. “Human
Motion is a consulting company offering research-based exercise prescription and
education services” (www.humanmotion.com). They offer personal training and small
group training. Seeing the need to increase wellness and health in the corporate sector,
they offer health and wellness programs for corporations interested in having optimal
employees. Aside from training and coaching, Human Motion Inc. provides services in
injury rehabilitation as well as participating in research opportunities. The company also
facilitates presentations on health and fitness, educates future trainers and is considered
experts in fitness technology development.
Being an aspiring fitness business owner myself, I wanted to know the challenges
and surprises Carmen faced when starting her business. What she found most
challenging was the many hats she had to wear because starting out she could not afford
to pay people to help. Initially she was doing the accounting, data entry, marketing, in
addition to being a trainer and coach. She best described it as being “a finder, a minder
and a grinder rolled into one.” This is where most mistakes are made for small business
owners. While they may be the best at what the do, they may find it too much of a
challenge to be everything required to run a new business. A good trainer does not
necessarily make for a great marketing person or data entry person for example. Today
Carmen has a team of people working with her to ensure every aspect of the business is
run properly and smoothly. In addition, to owning the business Carmen is also a writer,
coach, teacher, and lecturer. She also serves as a consultant for both national and
international athlete performance projects.
On the day I spoke to Carmen she only trained morning clients and took one of
her clients hiking for the afternoon. Carmen describes herself as a “work-a-frolic” and
loves every minute of what she does. She enjoys meeting with clients, teaching 2-3 classes per semester and spending the remaining time on her business. In addition, she also travels once or twice a month to lecture at various conferences and clinics. This gives her opportunity to meet new people and learn new
things. Monday thru Friday she puts the “pedal to the medal” and reserves weekends for
friends and family. Although Carmen is a busy woman she does maintain a good
work/life balance.
So what advice does she have to offer to others who are seeking to get into the
fitness industry?
(1) If you can, shadow the best in the industry
(2) Volunteer your
services in any way, shape or form
(3) Practice what you preach, be fit and healthy
(4) Play to your strengths
(5) Get a good education
(6) Decide after a few years, where you
would like to specialize.
I also wanted to know what advice she had for those interested
in starting a fitness business. Carmen says, “Hire a good business lawyer and find three
mentors outside of your trade (for example, someone in marketing, human resources, and
accounting or bookkeeping).” My personal favorite, she suggests reading E-Myth by
Michael E. Gerber three times. Carmen also says, “To be prepared to work twice as
hard.” One final, yet important piece of advice, she says “do not offer free sessions or
sessions for trade with other professionals; it undermines your value.”
The fitness industry is one Carmen loves and enjoys. However, because it is
neither standardized in Canada nor the US, there are no minimum requirements to
becoming a trainer. She stresses that she is actually not a personal trainer. She says, “I
am a strength and conditioning specialist with a master’s in exercise physiology.”
Carmen strives to differentiate herself from those who are less skilled. It is important for
her to spend time cultivating her reputation and position in the fitness market. With so
many false advertisements and quick fixes on TV and in magazines, it’s easy for
consumers to become confused as to what is true. This is not an issue for those seeking
services from Human Motion, Inc. Carmen says, “People know the quality of service
they are getting when they hire my company.” With challenges also come rewards in the
fitness industry.
Overall, Carmen deals with generally motivated, enthusiastic, and kind people.
She finds it to be a massive reward when she can impact someone’s health status or sport
performance. Her client base ranges from Olympic and aspiring professional athletes to
new Moms, those who are injured, and so on. Initially some clients are a little misguided
when it comes to fitness. A large misconception is that fitness comes quick. While the
athletic clients understand fitness to be a development process, her general clients have to
be guided when it comes to their expectations and timeframe. Carmen ensures they
understand to become healthy and fit is not only about exercise. When it comes to health
and wellness and optimal performance it’s all about nutrition, rest, recovery, and training.
All units work together to produce healthy, fit results. She strives to help her clients set
realistic goals as well as an action plan to get them using a very holistic approach. Over
the years Carmen has been impacted by the difference she has made in her clients’ lives.
She has also witness the changes in the fitness industry since starting in 1995.
There are more trainers than ever before in Vancouver alone. In 1995, there may
have been approximately 500 certified trainers in her area. Today, there are well over
10,000. With the increase in numbers, respect for the industry has turned to be come
more of a trend. Lots of people are seeking the newest exercise, the newest type of class.
This is why Carmen and her company are sure to stick to what works and not what is
hottest or newest. They do lots of research and collaborate with some the of the best
sport scientists in the world. I really like what she says about trends, “We save the trends
for our staff uniforms! Adidas provides us with cool-looking gear.” It seems Carmen has
used the industries downfall as fuel for her business.
When asked what she would like to see changed in the industry, she says she
would like to see a governing body or website where the potential client can go to review
a trainer’s background. This would help potential clients to make an educated decision
about who they hire to take care of their bodies. Carmen believes “fitness is a
preventative medicine and should be viewed as such”. As you can see in this brief
interview Carmen Bott is an inspiration and motivator. She holds a wealth of knowledge
and her willingness to share and give advice set her far above the rest. I’m sure we’ll
hear even more about her in years to come.