Gregory Florez, founder and CEO, is one of the country's leading experts in several h ealth and fitness categories including: personal coaching and training, product trends, and fitness technology. His companies, First Fitness, Inc. and FitAdvisor.com have worked with over 40,000 executives and employees of Fortune 500 companies around the world, including DuPont and Intel, to improve the health of their valued employees over the past 22 years. Mr. Florez' FitAdvisor Health Coaching Services were rated as the top coaching service by the Wall Street Journal. He has published several books, served as a board member for IDEA, and is a spokesperson for the American Council on Exercise. 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 magazine. He is also a featured columnist for Club Industry's Fitness Business Pro magazine, and The American Council on Exercise's Professional website. Gregory is a former college and Nike sponsored athlete and participates in a variety of endurance athletics.

William Hebb has over twenty years experience in the design and manufacturing of fitness equipment, with an emphasis on treadmills. After operating the Tyler, Texas division for the Vitamaster and Roadmaster Companies, William and his brother founded Hebb Industries, Inc. in 1994 to manufacture and distribute Trimline treadmills. After an extrememly successful start-up, the Hebb's sold the the business to Schwinn Cycling and Fitness in 1998, but stayed on to manage the operations through 2003. Since then, William has been a sales consultant for the Nautilus Group and is currently working with a variety of other companies in the fitness industry. William has an accounting degree from Wichita State University.

Richard Cotton started with First Fitness as a consultant in the development of a handheld exercise program development and logging device. In November 1999 he came on full-time as the chief exercise physiologist responsible for all exercise related content disseminate by First Fitness. He also serves as the project manager of all web-related development. He has a bachelors degree in economics from Wayne State University in Detroit and a masters degree in exercise science from San Diego State University. Richard formerly served as chief exercise physiologist for the American Council on Exercise, where he was responsible for all research, education and publication, and certification projects. He serves as the southwest region certification director for the American College of Sports Medicine. Richard is considered a leading expert on personal fitness and exercise science - having extensive practical and clinical experience. He is frequently quoted in national publications including the New York Times, Wall Street Journal, Consumer Reports, Men's Fitness, Shape, Self, Family Circle and has made television appearances on numerous shows including CNN, Dateline NBC, Good Morning America, and CBS News. Richard is an avid golfer and runner.

Tony Murillo is the Chief Information Officer for First Fitness, Inc. and has been working with the FitAdvisor team since 2002. He has 22 years of experience in the information systems field working in a broad range of industries including healthcare, biotechnology/research, insurance, transportation, light manufacturing, retail, and consulting.

In addition to his work with FitAdvisor, he is also the Director of Informatics at the Huntsman Cancer Institute where his responsibilities include strategy and management of information systems in support of the Institute's research, administration, and clinical efforts. Prior to joining the Institute in 1997, Tony spent 10 years with Intermountain Health Care's Health Plans division in a number of management and technical capacities. His responsibilities involved him in nearly every aspect of information technology within the division, including software development, systems management, database administration, systems integration, project management, business analysis, and actuarial analysis. Tony is a past President of the Intermountain Chapter of AIIM (Association for Information and Image Management). He currently participates as a member of BRIITE, Biomedical Research Institutions Information Exchange. Tony is an avid golfer, and enjoys driving sports cars, fast!

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.

Daniel Sternberg, has been a licensed psychologist for over 30 years. He works as a specialized consultant to businesses and community organizations across the nation. He is a certified Sedona Method Instructor, who has used the Sedona Method to empower his own work and personal life for over 20 years.

Dan works with organizations on evaluating and developing Emotional Intelligence within their employee base, using a combination of group workshops and individual interaction. His work covers areas such as: employer-employee relationships, anxiety management training, pain management, crisis resolution, trauma, and psychological assessment.

He was part of a team of psychologists sponsored by UNICEF to train professionals in Bangladesh in techniques to treat trauma in victims of natural catastrophes and war.

Dan has worked with local and national executives, teams and individuals to expand their awareness beyond the everyday stresses and conflicts, release their creativity, and improve their productivity. He believes that only by removing emotional blocks, will we recognize and realize our full potential.

Julie joins the FitAdvisor Team with a rich, and practical background in health, and nutrition. In addition to being a practicing, Registered Dietician, Julie has a Masters degree in Pulic Health, and a B.S. in Foods & Nutrition. She has also been a faculty member at Brigham Young University, and is a member of the Sports and Cardiovascular Nutritionists Practice Group. Julie has also been a Director of Site Services for the American Heart Association for the state of Utah. Julie also has expertise in nutrition for children, having served as the Clinical Nutrition Manager for Primary Children's Medical Center for 6 years.

Julie brings a common sense, realistic approach to helping clients with lifestyle changes, while maintaining a sense of fun, and flexibility. She is also a runner, mountain biker, and mom.

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