Larry Greenfield is a certified fitness coach from New York, NY, who specializes in helping men and women over 40 get into the best shape of their life. Through years of experience, he’s discovered that personalizing his approach to fit each client’s needs and aiming for long-term results is the best path to improve his clients’ lifestyle. When he is not working, Larry Greenfield enjoys fitness, art, traveling, and outdoor activities with his family.
Tell us about yourself?
I am Larry Greenfield. I am originally from New Jersey and currently live and work in New York City. I graduated from Montclair State University with a Bachelor’s Degree in Business. I’ve always been very interested in health and fitness, so after graduating, I decided to get a fitness coaching certification to build a coaching business. It’s been almost 20 years since then. Fitness and nutrition are what I am the most passionate about. I love helping people to get into the best shape of their life. Seeing their transformation is very rewarding!
What makes you different from other professionals in your field?
I currently work with men and women over 40. What I’ve realized over the years is that there is a lot of available fitness advice for younger people, but your body doesn’t respond to exercise the same way at 40 as it did at 20.
Also, I embrace the individuality of each of my clients. I try to be realistic when I design workout plans. What are the targeted areas of improvement? We look at their lifestyle, their energy levels, availability of equipment, preferences. And we take things slow. It’s vital to build healthy habits gradually without making any drastic changes in lifestyle that are not sustainable in the end. Many of my clients have tried dieting and got no results, so we often have to work with mindset blocks and overriding those old patterns of thinking. You have to eat to lose weight. It sounds like a no brainer, but many people still don’t believe it.
What was the most important part of your professional journey?
Working with my first client. It was a special journey for both of us. He was referred by one of my friends. At the time, I was a recent grad with a certification in fitness. I enjoyed lifting and felt confident in my abilities, but what I didn’t realize was that our lifestyles were so different. What worked for me didn’t work for him. He was a busy family man in his 30s, and he didn’t have as much energy as I did. Luckily he was very patient with me and stuck around while we figured out an optimal workout routine. That experience taught me that I have to approach fitness from a holistic perspective and understand my client’s lifestyle and habits before we hit the ground running.
What are the best and worst purchases you’ve ever made?
The best purchase I’ve ever made was an engagement ring. I was so excited when I picked it out—such a good memory. My wife and I have been together for almost 15 years now. She is my best friend and the mother of our two children. I feel blessed to be with someone who believes in me and inspires me to move forward.
The worst? A couple of years back, I decided to get an expensive DSLR camera to learn photography. Well, it’s still lying around the house somewhere. Nowadays, all you need to take pictures is an iPhone.
What takes up too much of your time?
Sleep. I wish we didn’t have to sleep 7-8 hours a day, and I would accomplish so much more. But, as you probably know, you need to sleep enough to let your body recover to achieve your goals.
What three pieces of advice would you give to college students/new startup business owners who want to become entrepreneurs or leaders in their field?
Do what you enjoy. Even if you don’t make it in business, you’ve spent your time doing something you love.
Do something for yourself every day. It’s very common for entrepreneurs to burn out. You have to find things that will keep you “sane” throughout your entrepreneurial journey. For some people, it’s fitness, or hiking, or dancing – it doesn’t matter. You have to spend time on “unproductive” things to keep your productivity up.
And lastly, cherish people who walk this journey with you because even the most challenging path is fun and easy if you have companions that support you. I was very fortunate to have the support from my family and friends all along.
Who has impressed you most with what they’ve accomplished?
I am a massive fan of Michael Jordan. He said, “One day, you might look up and see me playing the game at 50. Don’t laugh. Never say never, because limits, like fears, are often just an illusion.”
I tell this quote to all of my clients over 40. So inspiring.
What drives you to keep going when it’s really tough?
My promises to myself. Frequently we give up when things get tough only because we bargain with ourselves and convince ourselves that the goal is not worth the effort. I stay on track because I’ve promised myself that I would achieve the goal. And I keep my promises.
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