Lindsey Calof Fitness Services

Owner-Fractional Operations for Fitness Businesses and Distance Running

Concordia University-St. Paul

Curriculum design and engaging instruction for a variety of courses including Health Psychology and Applied Exercise Prescription

Adjunct Faculty of Practice

Self Esteem Brands, LLC

I was promoted to lead a team of health coaches in developing a strong customer experience through the lens of the franchisee, while providing ongoing mentorship and training to ensure team alignment and retention. 

As the Senior Manager of Health Coaching Insights, I conducted extensive research and pilot testing to provide data-driven health coaching insights to executives, allowing them to make critical business decisions and drive alignment across franchisees. 

During the acquisition of a nutrition company, I led corporate-level presentations and in-house trainings, and pioneered projects to drive UX. Additionally, I served as an instrumental advisor to CEO and President by expertly consulting them on importance of health coaching

Senior Manager: Health Coaching Insights

As the Operations Manager, I led an initiative to establish in-house physical therapy at franchise locations, which involved researching and establishing a viable business model, sharing data-driven insights to highlight revenue benefits from the partnership, creating a team to oversee the project, recruiting clubs to participate, designing pilot testing, and creating an operations playbook.

I facilitated live training for regular franchisee education and pilot programs on health coaching, nutrition, and operations, and created client-facing content (including content blogs, presentations, workbooks, and meal and recipe guides).

Operations Manager: Personal Training

Anytime Fitness

As the Director of Virtual Experience for Anytime Fitness, I was awarded "Most Impactful Team Member" for leading concept research, testing, and creation of celebrated Virtual Health Coaching service (250 clients and $300K revenue in the first year).

I slashed employee and client turnover by leading with empathy and guiding teams in planning, building, and improving the efficiency of the health coaching program, including creating and assisting in the creation and promotion of a cellphone application for clients. Additionally, I designed a health coaching certification to localize the learning process, which involved devising a health coach curriculum, facilitating classroom training, leading testing for franchisees, and successfully certifying ~20 employees

Director of Virtual Experience

As the Regional Director - Personal Training and Group Fitness at Anytime Fitness, I developed a dynamic team of 15 fitness leaders tasked with coaching personal trainers and serving leadership roles at club locations. I led efforts to scale fitness and management processes across top-performing Anytime Fitness clubs and six growing personal training businesses.

Regional Director: Personal Training and Group Fitness

In this role, I led a personal training program composed of 200+ clients (with all different fitness levels and unique needs) and repeatedly exceeded sales and renewal goals, fueling program growth. I actively sought out and established recruiting, interviewing, and hiring methods to build a high-performing team. Additionally, I sustained and grew the personal training business by consistently hitting sales targets and renewal goals. Lastly, I founded and managed a Group Fitness program to effectively meet client and member needs and interests.

Lead Personal Trainer

St. Catherine University

Devised creative lesson plans, conveyed relevant lectures, and developed fitness activities for a Women's Fitness and Wellness course. Recognized by students for inspiring introspection and appreciation for healthy lifestyles.

Adjunct Lecturer

University of St. Thomas

Group Fitness Instructor

AdvantageHealth Corporation

Health Fair and Screening Contractor, Group Fitness Instructor

LIFETIME FITNESS

Personal Trainer, Group Fitness Instructor

University of Wisconsin-Eau Claire

I help fitness companies keep their current members longer and unlock the best opportunities for them to buy services. 
I serve as a fractional leader in product development and operations, remaining part of a team for the amount of time needed to make meaningful change happen. 

I also offer traditional consulting and project-based work. 

I have 15 + years of working in fitness: from client-facing, small business, and full-scale corporate. 
→ Check out my experience section for more context on work that I’m proud to share. 


Outside of work: 
-I am a wife to Alex, a lifelong entrepreneur who lifts me up.
-We’re parents to a little boy and silly pup. They fill us up.
-Love any type of running event, as a runner or spectator.
-I have music for every mood.   

I’m so glad you found my page and would love to connect further. 

If you are interested in a chat + learning more about my work
→ Please send me a note here on Linkedin
→ You may schedule a 30-minute workspace using the link in my bio

Well, my Monday “good news” post has somehow turned into a Tuesday Good News..let’s keep those marathon highs going, shall we? 👏🙌

Honestly, I was planning to share this yesterday but had a hard time forming it. 

What started as a “Thank You Update” to donation supporters and a Linkedin post turned into a deep reflection and writing something a lot more personal. 
Maybe I’ll share it somewhere one day. 

🏅For now, I’ll tell ya the good news: 
🏅Twin Cities Marathon 2025 was successfully completed. 

The weekend began with a loving meetup with the The Brave Like Gabe Foundation Crew on Saturday

Race day started with kind of a tough first half. 
The heat and my nerves were just sitting on me

When the sky turned into a rejuvenating rain,
I clicked into a second gear
And enjoyed a strong, happy finish

When I saw someone I knew, they got a big sweaty hug

I waved and fist pumped to every “𝘺𝘦𝘢𝘩 𝘉𝘳𝘢𝘷𝘦 𝘓𝘪𝘬𝘦 𝘎𝘢𝘣𝘦!” I heard

I dumped all the water on my head

I ran up every hill

Felt all my feelings

Wishing that I wasn’t there, instead home with my baby boy 
and at the same time, thanking God that I was healthy and strong enough to complete a marathon since my Gabe is now in heaven. 

Extra special treat: I got to run with my Twinny, Lauren

So thank you again
If you liked my posts leading up to this
Sent me a note
Donated to rare cancer research 
Or hugged me on the course (and if you weren’t expecting a hug, sorry I was incredibly sweaty 😜 ) 

Not sure what I’ll tackle next. 
For now, I’m sleeping in and eating all the pickles 

#marathon #bravelikegabe #twincities #twincitiesinmotion #mom

Lindsey Calof

Scale Without Losing Your Members │ Fractional Product & Operations Leader │ Retention & Revenue Growth for Fitness Companies

Good Enough is better than incomplete. 

This doesn’t mean low quality.  
Instead of perfect, I shoot for consistency
With a high bar

→ LinkedIn Posts: I’ve published them live, scheduled them a day ahead, or written them on the fly, and have seen identical engagement.

→ I’ve had better outputs when I rock out a Peloton run instead of following the prescribed workout on my plan.

→ Adding more veggies and water every day vs. stressing over cutting a bunch of stuff out keeps my overall nutrition density high. 

→Talking with my friends on the phone while each of us is out walking is almost as good as meeting in person, and the connection makes it onto my week. 

Think about what you want to accomplish
Get clear on what’s important to get right.

Then complete it your own dang way. 
Where you know you can keep doing it. 

Good enough isn’t flashy
But it IS powerful

#behaviorchange #healthcoaching #fitness #lifestyle

I haven’t picked up a weight in a gym in….maybe a year? ⁣⁣
⁣⁣
After my first son was born, it became so much easier just to hop downstairs.⁣⁣
I liked strength training, but didn’t make as much time for it until I discovered programming that clicked with me. ⁣⁣
⁣⁣
My running got stronger⁣⁣
I had far fewer issues with pain⁣⁣
Clothes fit better. ⁣⁣
And more than anything, I opened an outlet to feeling strong and happy.⁣⁣
⁣⁣
𝐄𝐱𝐭𝐫𝐚 𝐩𝐨𝐬𝐢𝐭𝐢𝐯𝐞𝐬 𝐭𝐨 𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐨𝐮𝐭 𝐚𝐭 𝐡𝐨𝐦𝐞: ⁣⁣
→Zero commute time + no packing  ⁣⁣
→Who cares which workout clothes you have clean?⁣⁣
→Comparison is gone. 
⁣⁣
And what a time to be alive? ⁣⁣
There are so many at-home streaming options.⁣⁣
That can also feel overwhelming. ⁣⁣
⁣⁣
𝐇𝐞𝐫𝐞’𝐬 𝐚 𝐬𝐡𝐨𝐫𝐭 𝐥𝐢𝐬𝐭 𝐨𝐟 𝐦𝐲 𝐟𝐚𝐯𝐨𝐫𝐢𝐭𝐞 𝐀𝐩𝐩 + 𝐎𝐧𝐥𝐢𝐧𝐞 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡 𝐏𝐫𝐨𝐠𝐫𝐚𝐦𝐬⁣⁣
⁣⁣
📍Peloton Interactive How many of you are sick of me talking about it? ⁣⁣
   Can’t. Won’t! It’s all I do. ⁣⁣
⁣⁣
📍Nike Training App *FREE with targeted options, and you ⁣⁣
  can use your own Spotify playlists ⁣⁣
⁣⁣
📍Apple Fitness+ . Great instructors and programs that are  ⁣⁣
  easy to follow.⁣⁣
⁣⁣
📍Nourish Move Love *Free Option. Workouts are challenging and thoughtful. ⁣⁣
⁣⁣
How do I select the right workouts?⁣⁣
→ (a very common source of anxiety)⁣⁣
⁣⁣
*A week’s worth of strength can look like ⤵️⁣⁣
𝘋𝘢𝘺 1-𝘜𝘱𝘱𝘦𝘳 𝘉𝘰𝘥𝘺 + 𝘊𝘰𝘳𝘦 ⁣⁣
𝘋𝘢𝘺 2-𝘓𝘰𝘸𝘦𝘳 𝘉𝘰𝘥𝘺 ⁣⁣
𝘋𝘢𝘺 3-𝘍𝘶𝘭𝘭 𝘉𝘰𝘥𝘺 ⁣⁣
⁣⁣
𝘋𝘢𝘺 1-𝘍𝘶𝘭𝘭 𝘉𝘰𝘥𝘺⁣⁣
𝘋𝘢𝘺 2-𝘍𝘶𝘭𝘭 𝘉𝘰𝘥𝘺⁣⁣
⁣⁣
𝘋𝘢𝘺 1: 𝘊𝘰𝘳𝘦⁣⁣
𝘋𝘢𝘺 2: 𝘜𝘱𝘱𝘦𝘳 𝘉𝘰𝘥𝘺⁣⁣
𝘋𝘢𝘺 3: 𝘓𝘰𝘸𝘦𝘳 𝘣𝘰𝘥𝘺⁣⁣
⁣⁣
𝘋𝘢𝘺 1: 𝘍𝘶𝘭𝘭 𝘉𝘰𝘥𝘺 + 𝘊𝘰𝘳𝘦⁣⁣
⁣⁣
*(pick whichever 1-3 days in your week that work best)⁣⁣
⁣⁣
𝐆𝐞𝐭𝐭𝐢𝐧𝐠 𝐒𝐭𝐚𝐫𝐭𝐞𝐝 𝐀𝐒𝐀𝐏⁣⁣
→ Don’t let a lack of equipment stand in the way! ⁣⁣
→ You can overnight a set or two of dumbbells. ⁣⁣
→One lighter and one medium set from Amazon will do the trick. ⁣⁣
⁣⁣
Create an alert on FB marketplace for heavier weights.⁣⁣
→Gyms offload them all of the time, people move, etc. ⁣⁣
⁣⁣
𝐀𝐜𝐭𝐢𝐨𝐧𝐬 𝐭𝐨𝐝𝐚𝐲⁣⁣
✅Check out one of my favorite streaming options. All offer free trials. ⁣⁣
⁣⁣
✅Do a little scan of your at-home setup. Whatever you have now is good enough to start. Decide if there’s anything else you need in the coming months⁣⁣
⁣⁣
✅Get moving. Hit PLAY today. Feel a little off? I always give myself the first 5 minutes to decide if I’m into a workout or not, and then permission to either stop or try something new. ⁣⁣
⁣⁣
⤵️ are you an At Home Exerciser?⁣⁣
⁣⁣
📸the whole crew gets into it. ⁣⁣
⁣⁣
Coming up in my Next Post → 𝘚𝘵𝘳𝘦𝘯𝘨𝘵𝘩 𝘛𝘳𝘢𝘪𝘯𝘪𝘯𝘨 𝘊𝘭𝘢𝘴𝘴𝘦𝘴 𝘵𝘩𝘢𝘵 𝘐 𝘵𝘩𝘪𝘯𝘬 𝘺𝘰𝘶 𝘴𝘩𝘰𝘶𝘭𝘥 𝘵𝘳𝘺. ⁣⁣
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Hi, I’m Lindsey. I help fitness companies increase revenue by building programs that customers love. ⁣
⁣
If you enjoyed this post → Like, Comment, Share, or Follow my Page. ⁣
⁣
#fitness #healthcoaching #operations #behaviorchange⁣
⁣

𝗦𝘁𝗿𝗲𝗻𝗴𝘁𝗵 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴. 𝗬𝗘𝗦. 𝗔𝗺𝗮𝘇𝗶𝗻𝗴. 𝗛𝗼𝘄….𝘀𝗵𝗼𝘂𝗹𝗱 𝗜 𝗱𝗼 𝘁𝗵𝗮𝘁?⁣
⁣
“How heavy is 𝘩𝘦𝘢𝘷𝘺?”⁣
“What if I get hurt?”⁣
“I hate it when I’m sore’⁣
“Am I doing enough?”⁣
⁣
All real questions I’ve heard from people in my life lately.⁣
⁣
Also completely in line with the clients and members of the companies I work with. ⁣
⁣
And they haven’t changed from my days working as a personal trainer + health coach⁣
⁣
I understand the feeling of being totally motivated while listening to a podcast boasting the endless benefits of throwing heavy weights around, only to turn it off and feel intimidated and confused about where to start. ⁣
⁣
𝗢𝘂𝗿 𝗯𝗿𝗮𝗶𝗻𝘀 𝗱𝗼𝗻’𝘁 𝗿𝗲𝘀𝗽𝗼𝗻𝗱 𝘁𝗼 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗼𝗿𝘀⁣
We like to feel confident and build muscle from repeated success⁣
Our strength comes from our own sense of self-worth⁣
More often, community is a necessary tool⁣
⁣
I have a little space right now and once this topic got into my head, I realized that I had a handful of posts to share 😀⁣
     ⁣
⁣
𝗠𝘆 𝗚𝗼𝗮𝗹→ something you read here sparks your next step forward.⁣
⁣
𝗜𝗳 𝘁𝗵𝗶𝘀 𝗶𝘀 𝗵𝗲𝗹𝗽𝗳𝘂𝗹 𝗮𝗻𝗱 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗼𝗹𝗹𝗼𝘄 𝗮𝗹𝗼𝗻𝗴, 𝗗𝗼 𝗶𝘁! ⁣
⁣
𝗙𝗶𝗿𝘀𝘁 𝗧𝗼𝗽𝗶𝗰 𝗰𝗼𝗺𝗶𝗻𝗴 𝘂𝗽 → Deciding to Get off the Cliff and Start Strength Training This Week⁣
⁣
📸 me in our new home gym, pic taken by a 4-year-old who was going to ask for a snack 3x during his mom’s workout⁣
⁣
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👋Hi, I’m Lindsey. I help fitness companies increase revenue by building programs that customers love. ⁣
⁣
If you enjoyed this post → Like, Comment, Share, or Follow my Page. ⁣
⁣
#fitness #healthcoaching #operations #behaviorchange⁣

𝟭| 𝗗𝗼 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝗽𝗲𝗿𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝘁𝗼 𝗱𝗼 𝗮 𝟭𝟬-𝗺𝗶𝗻𝘂𝘁𝗲 𝘀𝘁𝗿𝗲𝗻𝗴𝘁𝗵 𝘄𝗼𝗿𝗸𝗼𝘂𝘁? ⁣⁣
⁣⁣
I’ll give it to you. ⁣⁣
⁣⁣
I worry that ego ⁣⁣
Maybe something you heard about what “counts” ⁣⁣
It could be halting your ability to start⁣⁣
Like today⁣⁣
⁣⁣
If you’re not incorporating strength workouts right now,⁣⁣
• 2, 10-minute blocks a week ⁣⁣
• For the next 6-8weeks⁣⁣
• Would be significant, wouldn’t it? ⁣⁣
⁣⁣
I use 10 minutes like it’s a magic value of time. It’s not.⁣⁣
Just an example that may get you over the hump.⁣⁣
⁣⁣
𝗗𝗲𝗰𝗶𝗱𝗲 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗳𝗲𝗲𝗹 𝗴𝗼𝗼𝗱 𝗮𝗯𝗼𝘂𝘁 𝗶𝗻 𝘁𝗲𝗿𝗺𝘀 𝗼𝗳 𝘁𝗶𝗺𝗲. ⁣⁣
⁣⁣
𝟮 | 𝗦𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀, 𝗺𝗼𝗻𝗲𝘆 𝗼𝗿 𝗮 𝗹𝗮𝗰𝗸 𝗼𝗳 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗼𝗳 𝗰𝗼𝘀𝘁 𝗰𝗮𝗻 𝗵𝗼𝗹𝗱 𝘂𝘀 𝗯𝗮𝗰𝗸 𝗳𝗿𝗼𝗺 𝘁𝗮𝗸𝗶𝗻𝗴 𝗮 𝘀𝘁𝗲𝗽. ⁣⁣
⁣⁣
𝗛𝗲𝗿𝗲’𝘀 𝗮 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻 𝗼𝗳 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹 𝗯𝘂𝗱𝗴𝗲𝘁 𝗿𝗮𝗻𝗴𝗲𝘀 𝗳𝗼𝗿 𝘀𝘁𝗿𝗲𝗻𝗴𝘁𝗵 𝗽𝗿𝗼𝗴𝗿𝗮𝗺𝘀⁣⁣
⁣⁣
Online programming + Apps → Free up to $50/month⁣⁣
Studio Classes → Free first class up to $200/month⁣⁣
Personal (virtual or 1:1 training) → up to $75-$200/session⁣⁣
⁣⁣
𝐃𝐞𝐜𝐢𝐝𝐞: 𝐰𝐡𝐢𝐜𝐡 𝐨𝐩𝐭𝐢𝐨𝐧 𝐨𝐫 𝐩𝐫𝐢𝐜𝐞𝐩𝐨𝐢𝐧𝐭 𝐟𝐞𝐞𝐥𝐬 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐭𝐨 𝐛𝐞𝐠𝐢𝐧. ⁣⁣

𝟯 | 𝗪𝗵𝗮𝘁 𝗲𝗹𝘀𝗲 𝗺𝗶𝗴𝗵𝘁 𝗯𝗲 𝗶𝗻 𝘁𝗵𝗲 𝘄𝗮𝘆? ⁣⁣
Think for a minute and see what comes up. ⁣⁣
⁣⁣
Fear of failure? Feeling uncomfortable or sore? Being new? ⁣⁣
Would it look different if you had some friends in it with you? ⁣⁣
⁣⁣
𝗔𝗰𝘁𝗶𝗼𝗻→ With 10 minutes you have to spare today, why not sneak in a strength session ⁣⁣
 ⁣⁣
⁣⁣
⤵️I’ve got links in the comments to two favorite 10-minute workouts. ⁣⁣
⁣⁣
Each requires zero equipment and can be done right there in your office. ⁣⁣
⁣⁣
If you try one, I’d love to know 🙌⁣⁣
⁣⁣
Coming up next →⁣⁣ Strength Training at Home: My personal review and programs I think are worth a try.⁣⁣
⁣⁣
____________⁣⁣
⁣⁣
Hi, I’m Lindsey. I help fitness companies increase revenue by building programs that customers love. ⁣⁣
⁣⁣
If you enjoyed this post → Like, Comment, Share, or Follow my Page. ⁣⁣
⁣⁣
#fitness #healthcoaching #operations #behaviorchange⁣⁣

𝗗𝗲𝘁𝗼𝘅𝗲𝘀 𝗮𝗿𝗲 𝘀𝘁𝗶𝗹𝗹, 𝗶𝗻 𝟮𝟬𝟮𝟱, 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗜 𝗻𝗼𝘁𝗶𝗰𝗲 𝗴𝘆𝗺𝘀 𝘂𝘀𝗶𝗻𝗴. 

𝗪𝗲 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆.

A campaign with marketing around weight loss (𝘴𝘰𝘮𝘦𝘵𝘪𝘮𝘦𝘴 energy support)
Rules to lead members toward a sales target
    *Typically promoting supplement sales
    *Includes a *FREE* meal plan! 

Communication is high-level, and the guidelines are often difficult to follow
    *𝘣𝘶𝘺 𝘵𝘩𝘦 𝘱𝘳𝘰𝘵𝘦𝘪𝘯 𝘱𝘰𝘸𝘥𝘦𝘳*
    *𝘤𝘶𝘵 𝘰𝘶𝘵 𝘈𝘓𝘓 𝘴𝘶𝘨𝘢𝘳*

Consumers have become weary. 

In place of the clickbait email series
I think we would all appreciate a fresh challenge

The Steps 

1| Update the medium: Record your best coaches delivering advice in their own voice

2| Give it a punchy personality that fits your culture

3| Add protocols that members can actually achieve and feel great about like…
• Workout completion protocols
• Goals that are Measured (ex. miles walked, ran, rowed)
• SIMPLE nutrition lessons and calls to action
    → How can I find out my actual post workout protein needs?
    → What are 3 go-to meals/foods that work for my life? 
    → Signs that you are succeeding in your daily nutrition choices

📈Empowering people leads to far better results and sales across the finish line. 

⬇️Who has an email about the latest detox in their inbox right now? 

#detox #operations #fitness #fractional

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