February 6, 2017

Meet Leslie Maltz of Leslie Maltz Fitness, Nutrition & Wellness in San Fernando Valley

Local Stories

Today we’d like to introduce you to Leslie Maltz.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My fitness career did not begin until after I’d had both of my children when I was 31. I had gained quite a bit of weight and when my son was 2, I decided to get a trainer to help me get on track. After about a year with him, he introduced me to a new martial art that was becoming quite popular in our area called Krav Maga. I took 6 months of classes and was asked by the owners to participate in their first instructor course in the United States. Within a year I was a full-on Krav Maga instructor and my fitness career was born. I had been a secretary for the previous 10 years and at age 35 I realized my true calling was helping others. Between 35 and 52, I received several certifications ranging from martial arts, personal training, adventure training, athletic performance, and nutrition. I was featured in Black Belt magazine and have been published in Health and Fitness Her and Better Homes and Gardens. I was also featured in Kym Douglas’ book Hollywood Diet Secrets.

In 2005 I created Backyard Bootcamp, the original outdoor adventure and weight loss program. Before the Biggest Loser, there was Backyard Bootcamp. People in L.A. referred to me as the original Jillian Michaels.

In 2008 I opened a gym for an indoor adventure and was the first of its kind…a completely unique experience of 100% functional movement gym. No machines. It was unique until CrossFit came on the fitness scene. I sold my gym in 2013 to a CrossFit owner and decided to focus primarily on nutritional coaching and my private clientele.

Between 2000 and 2007, I competed in dozens of triathlons, including a half Ironman. In 2013 and at age 50, I competed (and won) an NPC Bikini Competition in the Masters 40+ division.

At 54, it is now my passion to assist clients with the aging process and to inspire and motivate women (and men) to stay active, try new things and maintain a healthy diet for their body to thrive in the 2nd half of their lives.

Has it been a smooth road?
Oh gosh no! Saboteurs everywhere. The advent of the “discount shopper” after the 2008 crash really hurt business for everyone offering a personal service. Groupon got rich while businesses failed. It was a dark time for many.

Also, the body breaks down. Staying active and in shape is hard on the body when you try to cram a lifetime of activity into 15 years. That’s what I did and I’m paying for it now. My hope to help others benefit from what I have learned over the last 20 years about what TO do and what NOT to do when it comes to exercise.

So let’s switch gears a bit and go into the Leslie Maltz Fitness, Nutrition & Wellness story. Tell us more about the business.
I sort of went over that already in my previous answer. I am known for being really tough, a no-bullsh*t kind of trainer. But as I am getting older, I think I’ve softened. Maybe because I have more empathy.

What sets me apart is my integrity. I won’t push a client just for the sake of giving them a good sweat. If a client comes in and I see (and can feel) their body needs some TLC, I will switch gears and maybe take them through an hour of yoga or even massage and stretch them. The workouts are not about me.

How do you think the industry will change over the next decade?
I think Cross fit has hit its peak and will slowly die out as the WOD. I think indoor programs like Orange Theory and Boxing gyms will be popular but marketing will have to be taken back by the gyms. Groupon and ClassPass have the ability to put a gym out of business. An entire community would have to refuse to participate in their programs in order for that shift to happen. Short term pain for long term gain is required. Unfortunately, too many gym owners want the instant gratification and don’t see their eminent demise when using these companies.

It is likely many trainers will go back to private training in order to survive the marketplace. However the days of charging $125/hr. are gone. More trainers means more competition.

It would be great to have a national database where all trainers have to register with so clients can do their due diligence when picking a trainer based on talent and expertise instead of what they charge.

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