Gregory Florez, founder and CEO, is one of the country's leading experts in several health and fitness categories including: personal coaching and training, product trends, and fitness and technology. He has published several books, is a board member and editor for IDEA, spokesperson for the American Council on Exercise, and a NIKE athlete. He is featured regularly as a writer, speaker, and expert in industry publications and conferences including: Health and Fitness Business, The American College of Sports Medicine, Club Industry, and consumer media, such as The Wall Street Journal, Business Week, Men's Health, Vogue, Good Housekeeping, and Smart Money. Gregory is a former college and Nike athlete, and participates in a variety of endurance athletics.

Kevin has held positions in financial services, accounting, management consulting, and hospitality and has more than 15 years experience coaching athletes, executives, and individuals with weight management and healthy lifestyle goals. As an independent consultant, Kevin assisted small and large companies to develop efficient and effective operating rules and practices, develop and implement strategic planning, design effective workflow and successfully integrate technology.

Kevin's interest in fitness, and competition initially grew out of his need to motivate and train himself, and other athletes, for the rigors of high level training and competition. After his Bachelor's degree, Kevin pursued a career as a competitive triathlete, competing in regional and national championships. To be successful Kevin educated himself about the physiological and psychological factors affecting endurance performance.

Competitive success led Kevin to begin to train other athletes and coach working professionals and executives with weight management and healthy lifestyle goals as an independent coach and consultant. Through this work, he realized the common need to understand and foster behavior change. "The process of change is rarely a straight path. It involves committing to a goal; sharply defining priorities; uncovering road blocks; and finding creative solutions that fit into 'real' life." Kevin has achieved a Master's degree in Sport and Exercise Psychology, with research topics of personal goals, intrinsic motivation and commitment.

As co-creator of FitAdvisor™ and Vitality Coaching™, Kevin has helped thousands of people to lead more vital and healthier lives.

Kevin is a senior coach and currently serves as the Chief Operations Officer for First Fitness, Inc. He has responsibilities for corporate strategic planning, corporate strategic alliances, account management, infrastructure development, product development, and coaching services. Kevin resides outside of Chicago.

Sarah Squires has worked in the health and fitness industry since 1992. She has a B.S. in Exercise and Health, and worked in the private sector with a specialty in women's health initially. She later moved into the public health sector, working on many statewide health promotion and disease prevention initiatives. Her love for running and personal fitness inspired her to become a certified coach, and personal trainer. Sarah is an avid marathon runner and triathlete and has worked on the production of several local races including the LaSalle Banks Chicago Marathon and the Chicago Triathlon.

For the past several years, Sarah served as the Head Coach for the Leukemia and Lymphoma Society's Team in Training Marathon training program and for several other local running organizations. More recently, Sarah has taken on Corporate Wellness Consulting and works with companies to build healthier more productive workforces. She is a committed health educator and believes in a holistic approach to lifelong wellness.

Her credentials include the following:

• Certified Performance Enhancement Specialist-National Academy of Sports Medicine
• Certified Personal Trainer AFAA
• Certified Marathon Training Coach
• Certified in CPR

Nancy Russell is a Personal Trainer/Exercise Therapist. She has a degree in Exercise and Sport Science from the University of Utah. Nancy has worked as an Exercise Therapist in orthopedic rehabilitation, and teaching fitness and aerobic classes. I also spent a year as a personal trainer in a top health club in New York City. She is also certified to work with pre and post partum women, and is a new mom herself. Nancy is also a certified Emergency Medical Technician, Life Guard, and arthritis exercise instructor. As an avid runner, rock climber, skier, kyaker she has traveled the world to compete. Nancy won three junior national championships and took sixth place in the World Cup of Climbing in Laval, France in 1997. She is also a Guide for Exum Mountain Guides in the Grand Teton National Park.

Christian Fritze is an Exercise Physiologist. She graduated from the University of Utah in Exercise and Sports Science in 1997. She has extensive experience working with individuals as well as with groups helping them determine and achieve their health and fitness goals. As a corporate health and wellness consultant for RST and Associates working with Utah Transit Authority, Fairchild Semiconductor and National Semiconductor, she provided fitness and health related seminars, personal training, diet analysis, relaxation classes, and group exercise instruction.

Sabrena Newton has been actively involved in the fitness industry since 1987 where her focus has been teaching group exercise, owning and operating her own personal training business, managing fitness departments in commercial facilities, and lecturing to university students and established fitness professionals. Sabrena has a B.S. degree in Exercise Science as well an M.S. in Physical Education from the University of Kansas, and has numerous certifications in exercise instruction. She works actively with the American Council on Exercise to create curriculum, and prepare fitness professionals for certification. Lastly, Sabrena enjoys educating other fitness professionals about current industry topics of interest through speaking engagements on a national basis.

Katie graduated from Indiana University of Pennsylvania in 1999 with a BS in Dietetics, and graduated from the University of Utah in 2003 with a Master's Degree in Foods and Nutrition. Katie also has specializations in sports and wilderness nutrition. She counsels clients in both clinic, and hospital settings, and is an adjunct instructor at the University of Utah. Katie is a member of the American Dietetic Association. As a dietetic intern, she prepared dinners for the US Olympic Speed skating team during the 2002 Olympics and contributed to the NOLS Cookery, a very popular backcountry cookbook.

Katie swam competitively for 10 years, loves backpacking and has run several marathons. She is also an avid telemark, and back country skier, and enjoys working with people to make simple, maintainable changes in their diet and lifestyle.

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