Homegrown Business: Anthony Liberatore, Owner of ELITE Performance Training

ELITE Performance provides a personalized approach to personal training by customizing training programs, in the form of one-on-one sessions or group training, and nutrition plans to meet the client’s specific goals and needs. Anthony creates a judgement-free zone for his clients and enables them to hit those milestones. With an understanding of sports conditioning and individualized personal training, ELITE Performance is able to cater specifically to you, allowing you to become the best version of yourself. We spoke with the Owner of ELITE Performance, Anthony Liberatore, to learn more about them!

ELITE Performance Training

What is your business called and what does it do?

My business is called ELITE Performance and we are a local personal training studio. We have worked with clients ranging from athletes looking to excel in their sport to everyday people who just want to lose weight and feel good.

What made you want to do this work?

Like most boys growing up in Canada, I dreamt of playing in the NHL. However, while chasing the near impossible I fell in love with the idea of general fitness. Something about the constant challenge you put on yourself to get better every day appealed to me. In the end, though, I still tried corporate life and worked as a buyer for several years. It wasn’t until the pandemic turned all our lives upside down that I realized I had more to offer than just sitting at a desk 40hrs a week. I wanted to help others enjoy and fall in love with the process the same way I did so many years ago. Looking good is just a byproduct of hard work.

What problem did you want to solve with the business?

With ELITE Performance I didn’t want to solve a problem but rather offer a solution or an option for others. We live in a day and age where everywhere you look there’s either a gym or some sort of fitness studio popping up. However, that doesn’t mean they are necessarily the best choice for you.

The option of personal/private training in a gym when you are the only person training is not easy to come by and that’s where ELITE Performance comes in, we offer you the chance to be 100% invested and not have to worry about what others think or if the gym is too busy and the machines are all occupied. No judgment – only encouragement.

Who are your clientele/demographics?

Our clientele varies from individuals aged 14 – 60 years old. These clients can be looking for strength or muscle gains as well as individuals who are overweight and need to lose a few to feel good in their own skin. We’ve also worked with local hockey programs to design meal plans for game/training days and we’ve certainly helped individuals rehab an injury.

How does your business make money? How does it work?

Simply put, my business excels and thrives when my clients are excelling. Whether that be in a sport/competition or in everyday life. We make money by getting you results.

Where in Montreal can we find your profession?

We are currently located on the east side of Montreal, specifically St-Leonard

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

Why should I choose you?

The answer isn’t as simple as you would think. The way I tell my clients is they need to be doing this for themselves and not for others. Therefore, why would you want a trainer to sell him or herself? Every trainer has done roughly the same schooling and certifications. Where they differ is who they’ve worked with or for in the past as well as how they treat their product (results), are they approachable in the sense they want to work with you no matter what limitations you have to get you to your goal? Or do they have a demeanour in which it seems they have all the answers and if you question them you’ve already lost their attention? Like on a first date, a personal trainer needs to make a good first impression and so does the potential client.

What is the best part about what you do? What is the worst part?

Seeing my clients excel and grow within, and getting individuals to gain confidence which visibly translates to other aspects of their life is truly one of the best parts of this industry. The worst part can be tied to the question above. It’s when a client feels that just because they are paying for your service you must put up with them. Ex, a client comes to see you asking for help losing weight because they are visibly overweight. You sit and come up with a plan, you work hard on a nutrition guidance plan for this individual
only to notice weeks into your contract that this individual hasn’t done a single thing they originally asked you for help on. When you question them on why they haven’t put their health first and take charge, you’re faced with the response of “I don’t have time” or “it’s just too hard with my lifestyle”.

What is your favourite joke about your own profession?

Why couldn’t the personal trainer get evicted?

Because he was squatting.

What are your social media channels?

Instagram | Facebook

• PAY IT FORWARD: What is another Montreal business that you love?