Chalene Johnson
The Fit Girl Next Door
By L.E.
Gomez
Chalene Johnson may be the powerhouse of a modern fitness phenomenon that
energizes the masses at health clubs everywhere, but the girl from Michigan is
still there, true at heart.
Fifteen years after she created the ever-popular fitness program, Turbo
Kick®, Johnson's rising status as a fitness personality has not shaken her
ability to be a mother, wife and mentor. You ask her about her roots, and she'll
bring up Rachel Ray. Ray was fueled by a passion to teach people that cooking
can be fun and simple. Johnson sees the parallels.
"In much that way, though my early aspirations were not fitness, I have
always simply wanted to help people experience fun when they exercise," she
said. "My goal is to help people be happier, healthier and live a more balanced
life."
Much of that life is a product of her success, which has brought in a lot of
notoriety and fanfare. At the same time it has brought in a lot of work, hundreds
of TV hours promoting her program, filming DVDs and connecting with her fans on
the Internet.
Johnson's image and energy fuels the brand, whether it is on the cover of
magazines, on TV news programs, workout DVDs, infomercials or websites. None of
it happened over night.
From an early age, Johnson was drawn to kinetic energy,martial arts classes,
dance, hip hop or simply the way cheerleading squads would combine sound to
accentuate their choreography. The energy that came out of human movement was
particularly attractive to her. That attraction would eventually lead to the
creation of the Turbo Kick program. But early in her fitness career, the 1970s
and 80s, aerobics was king.
Judi Sheppard Missett, with Jazzercise ®, and Jane Fonda, with aerobics,
brought fitness to the masses on TV and in fitness clubs. The industry wouldn't
see a noteworthy explosion until the 1990s when videocassette players became
household products nationwide.
After graduating from Michigan State University, Johnson settled in Southern
California where she experienced first-hand a shifting movement in group
exercise as new formats emerged. The pressure was on fitness instructors who
were expected to choreograph, test and create music programs for a wide variety
of formats.
So she took what she knew about Tae Kwon Do, dance and aerobics, mixed her
own music and brought it into the gym where she worked as a part-time fitness
instructor. The concept was fresh. It didn't even have a name at the time but it
was catching on. By 1997, Johnson created Powder Blue Productions to help
produce notes and instructional DVDs (VHS at the time) with music, the
combination became a preprogrammed course that trained instructors.
"In essence I was providing instructors with the benefit of letting me do the
`testing' and research and development for each of their classes and providing
them with a paint-by-number system that allowed them to focus on another format,
such as step, or another that they enjoyed choreographing themselves," she
said.
In its first year, Powder Blue Productions trained nearly 1,000 instructors.
Within a few years, the program was getting attention at health clubs across the
country. To date over 80,000 instructors in 43 countries have gone through one
of Johnson's many prechoreographed fitness trainings. "For the first 10 years we
never spent a dollar on advertising. It was all word of mouth from one fitness
instructor to another via message boards, fitness meetings, conventions and
group fitness forums," she said.
Johnson became a figure hard to ignore. Two years after she officially
created Turbo Kick, a small (but rapidly growing) company in Los Angeles,
Calif., took interest in her workout program as something that could be sold as
a home gym product.
Through its infomercials and its diverse menu of in-home fitness programs,
Beachbody tapped a demand for accessible fitness and weight loss programs
outside the gym. Beachbody was ready for the changing times, and along with it
were a number of fitness trainers who wanted to introduce their fresh and
exciting concepts. Johnson was one of them.
...I have always simply wanted to help people experience fun when they
exercise...My goal is to help people be happier, healthier and live a more
balanced life
At the time, Johnson had hired Jay Blahnik and Julie LaFond to manage and
process offers to market her product that were coming in from various
infomercial companies. Through that process, the group declined offers from some
infomercial giants to go with what was at the time a small up-and-coming player.
Together, Johnson and Beachbody introduced Turbo Jam® as the in-home version of
Turbo Kick. Turbo Jam spawned a number one selling infomercial and a
home-workout craze. Beachbody is now a fitness infomercial giant with programs
such as P90X®, Insanity® and TurboFire®.
While Turbo Kick initiated with the instructor, pro-level demographic, the
program later shifted to a consumer market. The target end user was no longer
the veteran fitness instructor, Johnson explained. It was now the fitness
enthusiast, or as she said, the one "who has moved from the back row to the
front row and now is looking for another challenge."
"Because of Beachbody, there are literally millions of DVDs in the homes of
people who might not ever have gathered up the gumption it takes to try a group
fitness class at a health club," she said. "I am so thankful that we did the
early research when many lucrative deals were on the table and decided to go
with a company that really `gets' not only fitness, but the importance of the
culture and the family I had created with Turbo Kick. The relationship has been
amazing."
To some, Johnson is the master role model of what it takes to create a
successful enterprise¿particularly one in which prominence can help reach a
bigger goal, and that is to be a mentor.
Though she continues to create workouts and manage Powder Blue Productions,
her focus has zeroed in on personal development through a series of audio
programs called "Car SmartTM" and via her motivational retreats like the
"life-changing" weekend in Southern California called Camp Do More. Along with
the fitness component, her audio programs and retreats are about coaching people
to balance their lives outside the health club with goals like reducing stress,
improving self-image and making the best use of their time to live according to
their priorities, she said.
"Quite by accident I ended up in fitness videos, but my personal mission
extends beyond fitness. Of the camp she said, "It's my calling. It's my
passion.