By Murtaza Adamjee
In a world marked by growing rates of “morbidly overweight” and “morbidly obese,” Jo-Ann James comes into work each day and applies her principles of living to motivate others: helping the unhealthy make drastic lifestyle changes to reverse a trend nearing pandemic proportions. As a fitness professional and founder of Vital Steps, she has made it her life’s work to help others take back control of their bodies and provide them with the necessary tools to maintain a healthy lifestyle.
Jo-Ann’s ardour for fitness dates back as far as she can remember. She’s always been athletic – a trait identified by her toned physique – and sports was something she was naturally drawn to.
And after numerous medals and athletic accomplishments, the progression into physical fitness was a calling that, ultimately, found her.
During a stint as a fitness instructor one summer, Jo-Ann was bit by the often contagious exercise-instructor bug. “It was a gratifying experience; it’s (fitness) about enhancing life and wellness. You have to live every day,” says Jo-Ann.
She switched her major, namely Psychology, to the physical education and health program at the University of Western Ontario, and became a group fitness instructor and organizer at the UCC recreational complex.
Following her graduation, Jo-Ann was recruited by Fitness Ontario to become a trainer of fitness leaders for the Fitness Ontario Leadership Development Program (FOLP). As a FOLP Trainer, her mandate was to develop future fitness leaders.
Jo-Ann went on to manage a series of several notable clubs, including the Columbus Centre and the McGill Club, in addition to her role with the Fitness Leadership Program. But after reaching a certain point in her career, Jo-Ann realized her roles and responsibilities were often limited to administrative and operational duties. At this point, her focus and interest was geared on creating fitness and wellness programs designed to meet the unique and specific requirements of women’s bodies as they evolve from youth to older adults.
In 1997, Jo-Ann founded Vital Steps, a personalized fitness and lifestyle studio located in Toronto, a place where she had the ability to work with her clients on the floor, providing them with both customized and personal exercise programs.
“Based on the feedback from women regarding larger clubs, Vital Steps was created and designed to be personalized, intimate and results-oriented, encouraging client accountability and responsibility for their progress.”
At Vital Steps, Jo-Ann has created an environment where clients are provided with customized exercise programs, one-on-one personal training sessions, constant feedback, and the necessary tools to engage in healthy, active living.
“You aren’t intimidated when you walk in. You actually feel like whatever you do here is going to benefit you,” says Jo-Ann.
The core of Vital Steps is established using a number of distinct programs that encompass both a personal training and team-fit approach. Prior to engaging in a program, each client receives a vital lifestyle assessment that includes a postural analysis, a body composition evaluation, a muscular and cardiovascular endurance evaluation, and a flexibility and balance evaluation that includes body weight and girth measurements. Using these measurements as functional baselines, Jo-Ann and her team are able to design exercise prescription programs that help clients set realistic goals. In addition, each client receives access to the Vital Scale program that helps monitor body fat, lean muscle mass, and body mass index (BMI). Because of this, clients have the ability to monitor their results and track improvements.
The studio offers its clients a holistic approach that encompasses a number of unique fitness programs: group exercise classes, post rehab training, osteoporosis prevention and rehab that encompasses a bone-building program to maintain or improve bone density, one-on-one training, partner training, team fit training, steps training, and sports specific training.
Vital Steps also hosts Tropic Fit Trips for discerning clients. This year, the Vital Steps team will be traveling to the Bahamas for Christmas, in addition to Peru in May and Costa Rica next spring, to provide its clients with the experience of a lifetime.
It has been reported that, for the first time, the current generation of children will have a shorter life expectancy than their parents. Children are heavier, rounder, and weaker, and only 12 per cent of youth and teens meet the suggested 60-90 minutes of daily physical activity. To this end, Jo-Ann has developed the Lean Teen Series: three workouts created specifically for teen girls. PulsePlusbootcamp also runs during the summer months and includes nine weeks of swimming, sports, and one-on-one personal training.
In addition, Vital Steps has launched licensing programs for existing and start-up fitness studios, and an exclusive Home & Commercial Design Gym Program providing customized design and construction, access to acquire state-of-the-art fitness equipment, and an ongoing personal-training program.
Jo-Ann has also established Adult PulsePlus Fitness Bootcamps. The program offers seven or twelve week boot camps designed to help you get in shape at your own pace, and challenge individuals of all fitness levels. More information is at pulseplusbootcamp.com.
As a fitness professional, the challenge is often motivating clients to adhere to their exercise programs. Using the knowledge and tools they are provided with, Jo-Ann’s clients are closely monitored, making them accountable every step of the way. And although she’s constantly helping her clients become aware of their bodies, ultimately she can only help if they’re helping themselves.
“That’s what keeps me going,” says Jo-Ann. “Watching people unfold.”
Vital Steps sees a wide range of people come through the door, and continues to support individuals in different stages of their lives. We all need to do something physical. When we stop moving, our minds scream at us to do something. But if you don’t answer the call, you can be sure Jo-Ann will. As she says, “Health is not a luxury...it is a necessity.”
Photo by Matt Pfaff.