Reframing Health and Fitness: Why Muscle Matters for Your Clients and Your Business

In the ongoing evolution of the health and fitness industry, few frameworks have been as impactful as Dr. Gabrielle Lyon’s (2023) Muscle-Centric Medicine (MCM). As highlighted in the introductory article, MCM revolutionizes conventional fitness by positioning skeletal muscle as the core organ in the pursuit of health, longevity, and metabolic resilience. This second installment expands on the principles outlined in the original piece, providing personal trainers with a detailed perspective on how adopting a muscle-centric approach can drive superior client outcomes and sustainable business growth.

MCM argues for a paradigm shift: to move beyond the cardio-focused metrics and superficial aesthetics that often dominate fitness programs and to instead recognize muscle as an endocrine organ integral to overall wellness. For trainers, this perspective offers a distinctive approach to attracting clients, retaining loyalty, and establishing a competitive edge in a saturated market.

Building on the Foundation: Why Muscle-Centric Medicine Is Not Just Another Trend

As previously noted, MCM distinguishes itself by emphasizing muscle’s critical role in metabolic health, cellular function, and chronic disease prevention. The original article discussed how muscle acts as a metabolic driver by releasing myokines—proteins with hormone-like effects. These myokines, including interleukin-6 (IL-6) and irisin, regulate glucose levels, enhance insulin sensitivity, and contribute to the management of body composition (Pedersen & Febbraio, 2012; Hoffmann & Weigert, 2017).

Expanding on these insights, MCM suggests that muscle health influences nearly every physiological process critical to aging well. By guiding clients toward goals focused on muscle function and metabolic stability, trainers can help clients shift from short-term, weight-focused metrics to a broader, health-centered outlook. This approach aligns with the American College of Sports Medicine’s (ACSM) vision of exercise as preventive medicine but refines it by advocating for muscle-centric practices tailored to sustainable health.

Enhancing Business Value through Muscle-Centric Medicine

MCM offers more than a compelling narrative for personal trainers—it provides a strategic advantage. In an industry driven by client results and retention, the muscle-centric model enables trainers to craft programs that are scientifically grounded and easily adaptable to diverse client needs. Here are a few key ways trainers can leverage MCM principles to improve client engagement, satisfaction, and business growth:

Shifting the Client’s Focus to Long-Term Health

One of the unique appeals of MCM lies in its ability to reframe fitness as an investment in longevity. Rather than focusing narrowly on weight loss or muscle tone, trainers can educate clients about muscle’s role in preventing chronic disease, optimizing metabolism, and supporting cognitive function. This shift resonates particularly well with clients over 40, who are increasingly interested in health maintenance and functional longevity. According to the Transtheoretical Model of Behavior Change, guiding clients through contemplation and preparation stages toward actionable goals can lead to long-term lifestyle changes (Marshall & Biddle, 2001). Consequently, trainers who adopt a muscle-centric approach are better positioned to foster sustained client commitment.

Designing Programs that Maximize Myokine Release and Metabolic Benefits

MCM advocates for resistance training as the foundation of any effective health program. By targeting large muscle groups with compound exercises, such as squats, lunges, and deadlifts, or other machine-based “high ground” exercises that provide clients with maximal stability (Lyon and Davidson 2024), trainers can promote the release of myokines, particularly IL-6, and irisin, which are linked to fat metabolism, glucose regulation, and anti-inflammatory effects (Pedersen et al., 1997; Hoffmann & Weigert, 2017). Additionally, these exercises provide structural stability and improve functional capacity, which is particularly relevant for older clients aiming to maintain independence and mobility.

To optimize safety and efficacy, trainers should individualize programs based on each client’s needs. For example, while some clients can benefit from free-weight exercises, others—particularly older adults or those with limited mobility—may require machine-based modifications initially. By offering tailored modifications, trainers can ensure that all clients benefit from the metabolic advantages of resistance training, reinforcing the long-term value of their services.

The Importance of Protein Intake and Nutritional Guidance

The foundational role of protein in muscle-centric training cannot be overstated. As Lyon (2023) emphasizes, adequate protein intake is essential for maintaining muscle mass and supporting metabolic function. Current research suggests that most clients, particularly those engaged in regular training, benefit from a protein intake of  2.2 grams per kilogram of body weight, which equates to ~1g per lb. of ideal body weight (Layman et al., 2015; Paddon-Jones & Rasmussen, 2009). As a result, trainers can guide clients on protein sources and timing, helping them meet the leucine threshold necessary to stimulate muscle protein synthesis at every meal.

Although trainers should avoid exceeding their scope of practice, advising clients on basic nutritional principles, such as balanced protein intake and nutrient timing, is an effective way to bolster client results. Furthermore, educating clients on the synergistic effects of diet and exercise in supporting muscle health reinforces MCM’s comprehensive, science-backed approach and enhances clients’ perception of their trainer’s expertise.

Marketing Muscle-Centric Medicine as a Distinctive, Science-Driven Offering

MCM is uniquely positioned to address common concerns such as age-related muscle loss, weight management, and hormonal health. Trainers who market their services focusing on MCM can attract clients seeking holistic, health-focused solutions. Emphasizing the scientifically validated health benefits of muscle-centric training in consultations, social media, and promotional content can appeal to clients who are more interested in sustainable health than short-term fixes.

Testimonials and success stories from clients who have experienced health improvements under an MCM framework can be powerful marketing tools. Demonstrating measurable outcomes, like improvements in strength, energy levels, or metabolic health, validates the MCM approach and fosters a sense of community among clients who share a commitment to longevity and wellness.

Addressing Age-Specific Concerns: Adapting MCM for Middle-Aged and Older Clients

MCM’s benefits are especially pronounced for middle-aged and older clients, who often face challenges such as sarcopenia, hormonal shifts, and decreased metabolic flexibility. Resistance training tailored to these clients not only builds strength but also mitigates the risk of chronic diseases associated with aging. For female clients, particularly those in peri-menopause or menopause, MCM offers a proactive approach to counteract the decline in estrogen, which can lead to muscle loss and increased fat storage (Sheffield-Moore & Urban, 2004).

Incorporating resistance exercises that enhance bone density and muscular strength provides physiological benefits beyond physical fitness. Additionally, understanding and empathizing with gender-specific challenges can enhance client relationships as trainers demonstrate a nuanced understanding of the factors affecting female clients’ health.

Conclusion: Embracing Muscle-Centric Medicine for Enhanced Client and Business Outcomes

Expanding on the concepts introduced in the original article, this piece underscores the business potential of adopting a muscle-centric approach. By prioritizing muscle health through resistance training, dietary guidance, and personalized programming, trainers can help clients achieve results that transcend aesthetics and foster a holistic understanding of fitness that aligns with longevity goals.

As the fitness industry continues to evolve, trainers who embrace MCM will stay at the forefront of science-based health practices and build a reputation as experts in a rapidly growing niche. For personal trainers, MCM offers a robust framework that enhances client outcomes, fosters loyalty, and creates a sustainable, health-centered business model—ensuring clients can live strong and healthy lives well into their later years.

References

Hoffmann, C., & Weigert, C. (2017). Skeletal muscle as an endocrine organ: The role of myokines in exercise adaptations. Cold Spring Harbor Perspectives in Medicine, 7(11), a029793. https://doi.org/10.1101/cshperspect.a029793

Layman, D. K., et al. (2015). Defining meal requirements for protein to optimize metabolic roles of amino acids. The American Journal of Clinical Nutrition, 101(6), 1330S–1338S. https://doi.org/10.3945/ajcn.114.084053

Lyon, G. (2023). Forever strong: A new, science-based strategy for aging well. Simon & Schuster.

Marshall, S. J., & Biddle, S. J. H. (2001). The transtheoretical model of behavior change: A meta-analysis of applications to physical activity and exercise. Annals of Behavioral Medicine, 23(4), 229–246. https://doi.org/10.1207/S15324796ABM2304_2

Paddon-Jones, D., & Rasmussen, B. B. (2009). Dietary protein recommendations and the prevention of sarcopenia. Current Opinion in Clinical Nutrition and Metabolic Care, 12(1), 86–90. https://doi.org/10.1097/MCO.0b013e32831cef8b

Pedersen, B. K.,& Febbraio, M. A. (2012). Muscles, exercise, and obesity: Skeletal muscle as a secretory organ. Nature Reviews Endocrinology, 8(8), 457–465. https://doi.org/10.1038/nrendo.2012.49

Sheffield-Moore, M., & Urban, R. J. (2004). An overview of the endocrinology of skeletal muscle. Trends in Endocrinology & Metabolism, 15(3), 110–115. https://doi.org/10.1016/j.tem.2004.02.009

Authored by: Tim Hanway MS CSCS ASCC ACSM-EP, Assistant Teaching Professor of Exercise Science at Simmons University and a Peak Performance Productivity Coach who empowers his clients and students to achieve sustained high performance in all areas of their lives.