Customized Fitness Nutrition Planning: BodybySara

Powerfoods Block-Based Customizable Diet Plans 

© Sara Elizabeth Eastwick 2014

Sara Eastwick | Diet & Fitness Affinity Group

Key Phrases: Dietetics; Sports Nutrition; Recovery Eating; Disordered Eating


A Case Summary Prepared By:

Sara Elizabeth Eastwick

Master of Education | Bachelor of Science

Fitness Nutrition Specialist

Certified Personal Trainer

Core Conditioning Specialist

Clinical Research Coordinator


Executive Summary

This case summary and review shares space with the competitive market analysis necessary to create an authentic revenue stream within the context of a fitness club. The review is built to illustrate and synthesize purpose in establishing a Nutrition Counseling Program of Excellence within the corner of fitness occupied by nutrition and dietetics. Efficient implementation will rely on best practices and approaches identified through research that will allow Sara Eastwick in partnership with Health Club to position a new brand as a leader in the wellness coaching, not only among current competitors but also in new markets as they emerge.

The full scope of the existing organizational structure along with current nutrition, personal training and fitness club data and trends provide a diverse framework of methods and approaches most likely to garner success within this proposed, customizable model. The nature of this document is unburdened by the assumption that existing methods of support will be abandoned, or that the model will extend beyond what is already known and understood in the clinical research area of fitness nutrition. Rather, proposers will communicate effective means of continuing and improving existing service line provision while diversifying market reach, leveraging the most up-to-date digital and assistive tools courtesy of literary and in-house research.

Reflective of the Health Club philosophy, the proposed model will ensure that every client is afforded opportunities for customizable nutrition guidance and acquisition of knowledge through special tools and resources made available during paid sessions. The model flows progressively through a research-based infograph: as with personal training, nutritional planning will begin with a client intake interview and assessment. Plans will be customized according to “blocks” but all will be premised on the inclusion of the Powerfoods[1] (i.e., AOX-rich fruits, vegetables, lean proteins and whole grains). The blocks will depend on a person’s fitness level, energy needs, individual goals and overall health.

Proposers intend meaningful accomplishment of comprehensive and effective assistive nutritional services. These services support those who have trouble losing excess body weight despite a planned exercise regimen; those with a metabolic disorder for whom nutritional advice must be addressed collaboratively with their primary healthcare provider; athletes who seek performance enhancement through appropriate nutrition; and individuals with disordered eating, either resulting in dramatic weight loss or weight gain.

Articulated for reputation emphasis are the achievements and qualifications of the staff associated with the proposed model: the outstanding quality of the trainings, demonstrations and research activities resultant of this project hinge on the excellence of the staff and clinicians recruited to Health Club’s talent pool. Experience with dietetics and nutrition and expertise in wellness coaching in varying contexts will be enlisted to satisfy the ambitious goals of this program. It is the contention of proposers that the following Case and Analysis represents a catalogue of useful data and statistics promoting the model’s implementation necessity.

[1] The Powerfoods vary according to the research source. However, an articulated resource specifying which Powerfoods will be provided at the time of Program Implementation according to achieved group consensus.


Environmental Scan

SWOT Analysis

This analysis is a survey of what currently exists in the Health Club Nutrition locus:


  • Technical expertise (diet and nutrition credentials; professional development)
  • Existing distribution channels
  • Strong organizational management

  • Limited data on revenue potential
  • Overcoming/combating marketing for rapid weight loss gimmicks
  • Commercial emphasis on “products” versus plans with real food

  • Increased need for dietetic and nutrition services due to persistent weight and dietary health issues
  • Competitors are focused on the central aspect of wellness, i.e., fitness, lacking the nutrition component
  • Aging population, greater needs across community

  • Area competitors
  • Vacillating market trends (which can also prove Opportunities)
  • Expenses


These considerations include internal and external influences. Affecting the external considerations – the market trends, the competition and the funding bases – are the areas team members are aware carry the most power and influence.

Additional research and external influences were evaluated among juried sources in efforts to ascertain the broader impact potential of this project. This 360 degree perspective further finds necessary critical comparison among varied approaches and philosophies regarding Nutritionist training and service provision, as well as how market competitors are responsive to the increased and diversified needs of the population served during fitness club sessions.


Vision statement

This model is designed to ensure that every person is given opportunities to improve their overall health and wellness, enhance their athletic performance and maintain a healthy weight. The Nutrition Counselor will provide meaningful, comprehensive and effective support services, largely invested in 1:1 counseling and nutrition/dietetics education. These services support the contemporaneous personal training efforts.


Plan of Action

Success metrics are defined and vision statement specifics clarified according to the following strands:

Goal 1:

Reorganize the existing model by implementing a Nutrition and Dietetics Strand within the suite of personal training and fitness support already provided.


Goal 2:

Research, develop and adopt an articulated Dietary Assessment and Customizable Client Diet Guide to improve wellness outcomes as a full suite of services provided along with personal training and fitness.


Goal 3:

Borrow from existing organizational strengths and expand core client base by directing nutritional efforts to individuals who might not currently receive personal training services. Provide 1:1 assessments and coaching, small group seminars and targeting diet training sessions.


Goal 4:

Develop and implement a broad range of research-based tools and resources to which clients will gain access when they include nutrition sessions as part of their suite.


Goal 5:

Incorporate professional development and extensive credentialing to remain apprised of new clinical research, best nutritional practices and the competitor landscape.

Remain apprised of best practices, competitor landscape and the most up-to-date research and devices.


Services: Dietary Plans Customized for each client

Weight Loss and Weight Management

Athletic Performance Enhancement

Growth and Muscle Mass

Lean Mass (healthy aesthetics)

Sustainable Healthy Eating Behaviors


Advice and Seminars on:

-Restaurants and dining out on a diet plan

-Protein powders, vitamins and supplements

– Special Diets: Celiac, diabetes, vegetarian, cardiovascular conditions

-Disordered Eating


Service Delivery Model

When working with an exasperated population, abandonment of a program due to complexity, inapplicability to lifestyle and slow results are serious concerns and key indicators of the level of counselor success. Studies show that many individuals have trouble sticking to a diet that includes radical changes all at once, such as selective deletion diets (low-carb or very fat) or restrictive diets that permit a low caloric intake and banishment of certain foods immediately. Other “leaver” contributors are:

  • Unrealistic expectations of weight loss timeframe
  • The plan is not adapted to optimize its “fit” with the client
  • Limited or no training in nutrition and dietetics from scientific perspective.
  • Lack of knowledge about how to incorporate foods you love into a diet that still produces the anticipated results
  • Ongoing services to ensure the client is maintaining the diet; adjusting for new caloric needs as the exercise increases and the weight decreases
  • Poor fit with the person’s needs and his/her environment
  • Feelings of embarrassment due to excessive attention (too many check-ins, too much follow-up)
  • Negative social judgment.
  • Denial of need

Proposed Workflow:

  • Trainers will refer clients to Nutrition Counselor
  • Nutrition Counselor will proceed with a client intake interview and dietary assessment
  • In many cases, review of a three-to-five-day food journal will be necessary before a plan can be established
  • Nutrition Counselor will review the assessment and the journal with the client and discuss client needs.
  • The client will establish 3-5 of his/her own weight loss or weight gain goals
  • Together, the Nutrition Counselor and the client will develop a “Powerfoods Block-Based Customizable Plan” that includes the 13 Powerfoods as well as blocks that depend on a person’s fitness level, energy needs, individual goals and overall health.

o   Blocks for athletes might have a 50-30-20 split across Carbs, Protein and Fat

o   Blocks for Women in their 40’s and 50’s might have a diet that focuses on calcium and vitamin D to support bone health

o   Blocks for individuals trying to improve (lean) muscle mass might have a 40-30-30 split across Protein-carbs-fat

As part of a scientific approach and a research-based platform, continued research should also be included within the team-based mechanism. As trainers see improvements in client fitness performance, and clients report results, de-identified, aggregate data can be collected and included in white papers or journal articles.


What are the 13 Powerfoods?

Oft-cited foods high in vitamins and minerals and specifically anti-oxidant rich

Olive Oil                              Pumpkin/squash                                            Coffee

Avocado                             Walnuts, almonds, peanuts                        Dark Chocolate

Salmon                                Whole Grains                                                    Oatmeal (steel cut)

Berries                                 Tea                                                                        Greek Yogurt

Dark Greens



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