It's that time of year.


You're probably being bombarded with $19.99 gym membership offers, articles on how to drop 15lbs quick and easy, and, of course, the "magic pill" that melts fat and builds rock-hard muscle all while you sit on your ass and eat whatever you want.

As a coach and gym owner, it's an incredibly frustrating time. So let's just clear some things up and then we can move in to the good stuff.

The pushers of these promos don't really give a damn whether you actually use their product or service. They just want you to purchase it. As far as they're concerned, they would actually prefer that you purchase the product or service, take your hand, pat yourself of the back for a job well done, and then continue to do nothing. 

They are in the biz of providing the carrot that dangles in front of you as you "try really, really hard" to reach your goals. They know that you will get temporary fulfillment from taking that first step towards achieving your goals. On the flipside, they also know that the vast majority of you will fall off the wagon for one reason/excuse or another.

"I just don't have the time."
"Working out is hard."
"Eating healthy is expensive."
"I don't have anyone to push me."
"I don't know what I'm doing."

I could go on and on but I'll spare you.

Look, we all know that this time of year is littered with shiny promises of a better body and all with little to no work involved. We know this is bullshit. There is no easy way to achieve a goal. It takes work. Period.

But even that's not enough. You see, the reason so many people fail is because they have not found a important enough reason to make the achievement of this goal a MUST. 

Let's just dig in to that a bit. How many times have you heard someone say that they really should workout more? Or that they should eat healthier? Does that strike you as being a powerful proclamation? Nope.

"Should's" are weak and provide an out when things get shitty. On the other hand, stating that you MUST workout more, or that you MUST improve your nutrition is a different animal. Stating and truly believing that you MUST accomplish something let's your brain know that it's time to get serious. Mentally, you have just burned the boats and the only way you come out of this endeavor is victorious or dead.

The reason I'm sharing this with you is so that you can go into 2016 with some ammo. Look, I would rather people just not make resolutions if it's going to be a "should" rather than a MUST. I know how bad it sucks to set sights high and then fall short. It's a shitty feeling and one that can often lead to a wicked downward spiral of let-downs.

So, as you contemplate what to shoot for in 2016, ask yourself how bad do you really want it? Is it a weak-ass "should", or do you have enough gusto to make it a MUST?