In conversation with personal trainer Adam Kelly – by James Sweetman
August 21st, 2013 at 5:24 pm
Adam thank you for agreeing to be part of my ‘in Conversation with’ series, where I’m interviewing a range of people who are ‘living their passions.’
Adam Kelly
You run your own gym, ‘Pura Vida’ based in Greystones, Co. Wicklow. Tell me a bit about what you do and the ethos behind your work because it is not your typical gym.
Pura Vida is a Costa-Rican term that means Pure Life, but it has an even more profound and deeper meaning to the people of Costa Rica. They use the phrase to express a philosophy of strong community, perseverance, good spirits, enjoying life slowly, celebrating good fortune, whether small or large. I came across the terms whilst on honeymoon with my wife Jane. It’s a sentiment that really struck a chord in my heart.
The gym itself is a pretty special venue, made of wood and glass and set in a landscaped garden, surrounded by a running track. The building was designed by Diarmaid Gavin and Shomera, and was part of Diarmaid’s exhibit in his prize-winning garden in the Chelsea Flower Show. It really is a unique space.
I would like to think that people are attracted to work with me because what I’m offering is not a typical gym experience. My motto with clients is – have fun, be inspired and then, inspire others, train hard, but most of all be consistent and form good habits, to form a life-long balance.
The Pura Vida Gym
Were you always interested in health, fitness and wellness or has it evolved over the years?
Respect for my body, health and fitness was always encouraged at home. My father ran marathons in the eighties and we both took up cycle racing when I was 15. I competed for over 10 years. I raced in two Junior Tours of Ireland, won national medals and got exposed to racing in France, all of which taught me self discipline and mental resilience. My racing results also helped me get into University which was great.
It’s funny but I remember when I was about 9, questioning the nutritional value of the donuts my mother would bring home as a treat. So I think my interest in health and fitness has been there from an early age.
Many of the people I’ve interviewed in this series worked in a range of jobs or careers either before they found their niche, or to supplement their income whilst pursuing their passion. Was it the same for you, or have you always worked in the fitness industry?
I was lucky in that I became acquainted with my niche area at an early age. My will to improve my cycle racing, and having some decent results to my name, meant I earned a place in my Sports Science degree in Nottingham. I then studied in the UCD Michael Smurfit Business School to gain some business sense which has been very useful now that I run my own business.
After college I worked in business consultancy for two years before escaping to Australia to watch the Sydney Olympics. I stayed in Australia for a year, but it was when I was there that I decided what I wanted to do with my life.
Coincidentally, it was when I was in Australia that I came across coaching and began to think about moving into that field myself.
So Adam, tell me about your decision to open your own gym in Greystones. Was there one moment when you decided ‘right I’m giving this a go?’
I remember it distinctly. I was interviewing the owner of a personal training gym in Melbourne, about how he ran his operation. I told him there and then, that I was returning to Ireland to do the same, and that I would invite him over for the grand opening.
The grand opening happened 15 months later. Pura Vida opened only last Christmas, after having co-owned a gym with my business partner for the past 10 years.
What do you enjoy most about what you do Adam?
That’s easy, the moment when a client walks into my gym, shakes my hand and says ‘thank you, I did it.” It’s when they win their tournament, reach the summit of a mountain, achieve their goal.
What has been the biggest lesson you have learned in your career to date?
The biggest lesson I’ve learned is that in the service industry people buy from people. It seems so obvious, but when you’re working so closely with clients, you have to get along with them. Otherwise it’s not worth pursuing the relationship.
In the early years how did you go about attracting clients and generating business? Today, does the business tick over, or do you undertake specific marketing initiatives to keep the business flowing?
When I opened my first gym we decided that the visibility of our location was key to attracting clients, and that the extra rent we had to pay for such a landmark location, would in fact be our marketing budget. Of course we also relied on word of mouth.
Back then social media was in its infancy whereas today, marketing methods have changed somewhat. Whilst I have my website (www.puravida.ie), my Google ranking, my social media campaigns and so on, my business is very much based in a local community. So sticking up a sign and getting involved in community activities is just as important.
Adam competing in a triathlon
I know you are a bit of an action may yourself with a big interest in extreme sports and triathlons. What motivates you to push yourself in these areas?
I constantly enjoy a challenge. The challenge becomes the goal, which keeps me motivated and more importantly keeps me training consistently. I feel that I need to be the sample product or benchmark that my business creates, so that I know how far I can push people and what is possible for them to achieve. If I have achieved it, using my own methods, then I can confidently use those same methods with clients, with evidence and conviction.
I am a keen triathlete, having started competing in Ireland in 2001. I train with and race for a team called Base2Race Academy. Although I am 37 years old, I feel triathlon training keeps me young, especially when I beat the younger lads in their twenties! Swimming, three mornings a week at 7am, with my training group, gets me through the cold, dark winter months. I have a coach too, who helps me achieve my own goals. He is an Ex-pro Triathlete, Eanna Mc Grath, who has trained with the best coaches in the world. Their collective wisdom and their training methods filter down through me, to my own clients.
Any nuggets of wisdom you can share for readers of this blog who want to improve their own fitness.
Here are a few principles that are central to how I operate.
- Be Consistent in your training.
- Set a clear tangible goal that scares you.
- Look for guidance from the best in order to be the best.
- Go to bed early, rise early – get ahead of the pack.
- Drink more water and less coffee and soft drinks.
- Eat food that is as natural, raw, local and varied as possible.
Adam about to snowboard down Mont Blanc
I know many people out there would love to be earning their living by doing the work they love to do, or by following their passion. From your experience what advice would you pass on to them?
A client reminded me today of the well known saying – ‘if you love what you do, you never have to do a day’s work in your life.’ Work takes up, on average, five out of seven days of your week. That’s 71% of your life. If it’s not enjoyable, and not what you were put on this earth to do, then take the necessary steps to change things. Your work should enhance your life, not stress it, and most importantly, not shorten it!
What’s next for Adam Kelly and Pura Vida? Have you any goals or dreams that you are working towards?
I adore food and sharing that passion and knowledge with my clients, family and anybody else who will listen to me, or eat with me! So, whilst I provide physical training lifestyle and nutritional coaching, I do not currently supply, offer or provide food products to my clients. I think this is the missing link that will complete my offering. I have some big foodie ideas that will need some big investment, partners and time inputs.
I also have prepared the bones of my book, which is a work in progress. Both these ideas need care and attention, so I’ve started using the services of a local business coach, Shane Craddock, who is coaching and challenging me through this process.
Finally any advice, hints or tips you would give to someone interested in pursuing a career in the fitness industry?
Live the life you intend to preach; otherwise you are living a lie! By living the life you preach, then you continue learning, simply by living.
Adam, here are some questions I think you will find interesting. My aim is to ask everyone I interview the same questions.
What’s your most cherished possession?
After losing all my possessions in a gas explosion, I vowed never to put much value on my possessions ever again. I was in the gas explosion and walked away with my life. That was a very valuable lesson regarding material goods.
What are you currently reading (or learning)?
I am not a great reader I prefer to immerse myself in real life. I’m highly curious, and my favorite word is why? I’m just back from holidays in the Greek Islands where I observed the local people, what they eat, what they grow, when they go to bed, how they move. It was fascinating. Maybe I’m just nosy, but I learn best by doing, by participating, by asking questions.
What’s your idea of happiness?
Happiness should be a daily occurrence, rather than something to aspire or work towards. I am happiest, when I am up to see the sun rise, having slept well, done some exercise and can then tuck into a great breakfast. Happiness for me is also about appreciating and noticing the simple everyday things in life.
Who or what inspires you?
The everyday person, who is comfortable financially, who is stress free, happy in their relationships, takes time to prepare their food and eat well, they inspire me. A person who exercises daily, who is steady, consistent and takes control of their life. Maybe those people are my parents? I may know no different!
What character trait do you most admire?
Being consistently consistent! But not at the cost of being exciting and spontaneous.
If you could send some advice back in time to your twenty-year-old self, what wisdom would you share?
I never ever have regrets, only learning. However, I do love working with and coaching teens as to how to get the best out of their young lives and how to make the best choices. I remember back to how vulnerable and impressionable I was at that age, and the life choices I had to make.
If you had a motto what would it be?
Be consistent. Be steady, be Happy.
Adam, it has been a pleasure speaking with you.
ADAM KELLY BSc Hons, qualified as a Sports Scientist in 1997. He continued to build his education, by studying at the Michael Smurfitt Business School, followed by training as a Life Coach, Triathlon Coach & Tutor with Coaching Ireland. He has been training clients in his gym in County Wicklow since 2002 www.puravida.ie. Adam is well known in the community both as a personal trainer and athlete, having co-founded Wicklow Triathlon Club and is race director for the annual King of Greystones Triathlon Challenge. Nationally, Adam is Triathlon and Fitness Editor of Ireland’s only outdoor adventure magazine, Outsider. Adam is contactable via email at adam@puravida.ie, on FaceBook & Twitter@PuraVidaIrl or by simply picking up the phone! 01-2763075