Empire xxvi
Stuart Macmichael is the man behind the brand. Raised in a small town in Tasmania and with a background in mining and getting his hands dirty he never saw himself as someone that needed much help. Moving to Perth he started to feel isolated and spiraled into a Drift (sorry mining term, look it up). In a dark place he didn't know where to turn. "I've always been a positive person so I thought I could beat it. It slowly got worse and worse to a point where it was scaring me. I knew it wasn't me I kept telling myself...
“But I only train general population…”
This is a sentence commonly spoken within today’s health and fitness industry. Many newly qualified Personal Trainers may find themselves thrown into the rat race of a large commercial gym soon after completing their certificate. The reasons for seeking their services may differ from client to client, but the initial perspective of the trainer usually remains the same – ‘most of my clients are general population’. This isn’t to say that this is a negative outlook to have, however when you begin the process of labelling your clients as ‘general population’ then it is easy to make false assumptions about...