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Published June 14, 2019

016 Fitness: How A Program Markets Itself


Ranalli and Volpe love to eat, which is likely why they choose to do their Marketing RV podcast from restaurants and bars. So, just what were they thinking when they invited a personal trainer on the program?

Truth be told, the dynamic podcast duo is conscientious about physical appearance, too. In fact, Gene balances his brews with barbells, and vice versa, hence his Barbells and Brews podcast—but that’s another subject for another blog post.

Dwayne Wimmer of Vertex Fitness is the featured guest on this episode recorded before a buffet of delectables at Antonella’s Italian Kitchen in Bryn Mawr, PA. Lorraine invited Dwayne on the show as a result of his response to her Facebook solicitation for advice about sciatica. Rather than hit Lorraine with a hard sell of his strength training business, Dwayne simply recommended she read the book Crooked: Outwitting the Back Pain Industry and Getting on the Road to Recovery by Cathryn Jakobson Ramin, which she did.

Little did Dwayne know this was the perfect way to lure a skeptic into his gym. After trying a myriad of solutions, Lorraine is being trained at Vertex on the MedX Medical Lumbar Extension, to which she lovingly refers as the Illudium Q-36 Explosive Space Modulator.  

Dwayne’s philosophy about fitness and workouts may make you question everything you thought was bible. In this podcast, he reveals the source of most back pain and offers an alternative view on cardio, “core” strengthening, and calories in vs. calories out. In business since 2001, Vertex’s differentiator is attention to detail with emphasis on safe, efficient, and effective strength training.

Finally, kudos to special guest Susanne Williams who was not interviewed but captured terrific photos of the evening for this and the previous podcast featuring Antonella and Ray Santacroce.


02:10 Gene likens his experience podcasting with me to my debilitating sciatica.
04:45 It’s Barbells and Brews, get the name right.
06:55 The name Vertex Fitness was the result of a cease and desist letter.
09:50 Why Dwayne prefers the GP over division one athletes.
11:00 Dwayne’s philosophy on fitness.
14:48 Dwayne recommends seeing a registered dietician for consultation on diets.
15:10 Dwayne explains why doing a lot of cardio can lead to weight gain.
20:31 Dwayne makes a bold statement about body builders.
24:44 Meet the MedX Medical Lumbar Extension, which strengthens the lower back.
26:14 Inversion, traction, and other means of back pain relief.
27:47 This is what a 30-minute Vertex workout looks like.

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