A morning run is what you need to wake up and recharge your batteries. Everyone knows this, but 80% always skillfully find excuses not to get out from under the covers: it’s going to rain, it’s cold, you don’t feel like it, and, finally, “I’m going to run alone like a fool.” Running is more popular than you think - go to social networks by tags#Run after me and#fat melter , and you will see more than 20 thousand bright and positive photos: jogging, festivals and competitions, culinary master classes and healthy dishes, lectures and seminars - all on a voluntary basis and absolutely free. More than 70 thousand like-minded people in 78 cities of Russia organize weekly races, learn how to train and eat right as part of the All-Russian youth project “Run for Me”. Thanks to the author's project of Natalia Shulga, a nutritionist, practitioner-consultant in balanced nutrition and weight correction, the fashion for healthy lifestyle life is gaining momentum. Natalia told us when and how to run in order to lose weight, explained why snacks are needed, and why functional nutrition will win over ordinary food.

– Natalya, how did the idea of ​​the project “Run after me” come about?

When my son was born, I realized that I didn’t want to do anything else, except for my health and family. I realized that I was tired of working for the boss, tired of the glass ceiling. From that moment on, I decided that I needed to put my thoughts, feelings, body in order, and went on a run.

– Why running and not swimming, for example, or fitness?

Running is easy. I got up an hour earlier than the child with her husband, put on sneakers - and ran. Everything came from the desire to somehow switch and simply rearrange your legs: when you jog, the body enters some kind of trance, problems become solvable, and you negotiate with the world and with yourself. Running is such a first step on the way to yourself. During this beautiful morning ritual, everything falls into place, I understand where I am, who I am, what I want and what I don’t want ... For me, running is life in the present. I started with 20 minutes of jogging for pleasure, and six months later I went to 10 kilometers of calm daily running.

– But such athletic performance cannot appear out of nowhere: in childhood, you must have been an athlete?

At school, I skipped all physical education classes, received exemptions with a certificate ...

– You?!

I mowed be healthy! I really disliked running. At the age of 14, a teenage search for myself began, I decided to do athletics, and at the very first lesson I was forced to run a 100-meter race. I almost died while running, and the coach looked sadly: “This is no good.” In general, all the memories from school and institute about sports cause only horror :)

– How, then, was your sudden passion for running perceived by those around you: friends, acquaintances?

Seeing that my life was changing, my friends began to ask: “What are you doing?”. When they learned about running, of course, at first they were surprised: no one perceived me as a runner six or seven years ago at all. But it so happened that in the past these guys were also disappointed in the glass ceilings, in the system of working for the boss, they wanted to find themselves ... And they also decided to try. At some point, there were 30 of us: every Saturday at 9 am we met near the Taganskaya metro station and ran to Sparrow Hills and back. Our group was noticed by an investor, who wanted to invest in us, offered to launch a full-fledged project, I came up with the name “Run after me”. While running, we gathered a large audience - the largest group that ran with me on Saturdays on initial stage, - 350 people. It turned out that running is interesting not only for me :)

– Natalia, when is the best time to go for a run?

If you consider running as an activity for yourself, for your soul, for communication with nature and the universe, you can run whenever you want. If the task is to put your body in order, you need to approach the exercises with the mind. At first, the body runs on glycogen: the muscles burn the “sugar” that you received all day with carbohydrate foods. You probably noticed such a moment of “slipping”, when at first you don’t want to run for a minute or two, you rearrange your legs through “I can’t”, and then it becomes easy, energy appears, a second wind opens - just at this moment fats begin to burn. So: to start lipid metabolism in the morning, it is enough to run 20-30 minutes before breakfast. And in the evening, when you have already eaten a lot, for the “fat melter” you will have to run for 1.5–2 hours - and not just jogging, but with accelerations or uphill. Running at a steady pace during the day or evening is practically useless: it will start the metabolism 2-3 hours ahead, but it will not help you get in shape quickly.

– Usually, after 5 minutes of running, an unprepared person begins to prick in his side. And running for an hour and a half without stopping is hardly possible for everyone ... What to do when it seems that you can no longer?

Running for an hour and a half is, of course, already a semi-professional sport. There is no need to bring yourself to exhaustion. You need to run only at a pace that is comfortable. When you drive yourself, you overload the heart muscle, although it does not need to be specially trained: the heart always works at its maximum anyway, but vascular system valves wear out. So choose only an easy pace. Or go for a brisk walk with a heart rate of 120-130 per minute - it will be as effective as jogging, and at the same time you will reduce the shock load on the joints. Sport should bring joy, there is no need to accumulate fatigue from lesson to lesson and go to training, thinking: “Oooh, I’m going to die!”.

– Natalya, can you suggest a universal jogging option that will suit both a beginner and a professional, will it be effective and enjoyable?

Go out in the morning, jog first - wake up, let the body enter the system: now the heart beats, the muscles began to work, you felt your body. Now do 2-3 accelerations to start the metabolism. Accelerations are very short: 3-5 seconds, no longer. After accelerating, go to a brisk walk to allow the body to recover, walk for 2-3 minutes or gradually switch to jogging, and then accelerate again. To reduce stress on your joints and improve efficiency, accelerate uphill and back down at a brisk pace. Only twenty minutes are enough for such a workout, from the tenth minute running will no longer seem like a torment to you, you will not notice rain or snow - endorphins will enter your bloodstream and you will feel like a happy person :) Plus, when you come back from a run, thanks to interval approaches, the press will be outlined, and the legs will be tightened.

– Is it better to run outdoors or indoors?

On the fresh air the body receives more oxygen, oxygen warms up the blood faster, and the blood activates cellular metabolism, including the fat burning process will start faster. You will feel good and get fast results.

– So running is enough to get in shape? Or do you need to do something else?

Running is a shock load on all joints, on the feet, on the knees, ligaments - hard tissues. They are formed longer than muscle for six months. For example, if you start training a month before a serious race, you will have time to grow muscles, they will become strong, strong, elastic, but you will damage all hard tissues during the race. I myself passed the stage of running without correct technique, this led to overtraining of the body, and I realized that the body needs to be supported from the inside. Therefore, we began to teach the guys how to run correctly, instill a culture of running, and most importantly, we added functional training: they strengthen the articular tissue, the key muscles of the back and body that hold all our internal organs. Such sets of exercises prevent many health problems 20-30 years before their possible appearance, help to achieve a full physical form and be ready to pass any standards.

– Natalia, the topic of regulations is very interesting. Since September, the All-Russian physical culture complex “Ready for Labor and Defense” (TRP) has been approved for physical education population from 6 to 70 years and older. As far as we know, you acted as an expert in the development of new regulations. But you say that you yourself did not like all these 100-meter races in your childhood. Why are you supporting now?

I would like the standards to stop being perceived as a nightmare and an opportunity to get a sufficient portion of humiliation - as it was at school and at the university, certainly not only with me. I want it to be exciting and prestigious: I calmly passed and received my badge. I believe that the TRP can become an additional filter for a person's success. For example, according to the standards, a woman of thirty years old should run a 100-meter race in a maximum of 15 seconds, and 1 kilometer in no more than 4 minutes 40 seconds. These are not superpowers, this is just confirmation that she is strong, flexible and in good shape. And in just a month to prepare for the delivery of all the standards of the All-Russian sports complex The GTO will help anyone with functional training.

– Let's return to the conversation about how to run correctly: before breakfast, with accelerations, at a comfortable pace, additionally strengthening the body with functional training. What else matters?

Of course, in order to run fast and without injuries, you need to feed yourself well from the inside. Even at the very beginning of the project, I was faced with the fact that not everyone understands how and what to eat. Just imagine: 300 people come running after running to the office - hungry, what to do with them? We began to come up with culinary master classes, organize lectures with nutritionists, teach people about food culture.

– Natalya, what's the point? proper nutrition, In your opinion?

The formula is simple: you need to eat often, fractionally, 4-5 times a day: start the metabolism with food, but do not overfeed yourself, portions should be strictly limited. It is necessary to consume a sufficient amount of liquid, because water is the source of all metabolic processes in the body. You should always drink water when you want, plus before each meal I advise you to drink half a glass of water so as not to confuse hunger with thirst. It is also important to maintain a balance of proteins, fats and carbohydrates - nutrients.

– After all, you need to constantly monitor what you eat, keep counting ...

The main thing is to understand the basic principles. If you do not eat carbohydrates in the morning (the best option is not boiled porridge), then after four in the afternoon you will have symptoms of hypoglycemia: drowsiness, dizziness, cravings for sweets. Many girls say they can't live without chocolate - so if you eat enough complex carbohydrates in the morning, sweet addiction will pass. And if you dine with carbohydrates - for example, pasta - the body will not digest it overnight, and in the morning, before breakfast, you will have to "run back" this pasta - otherwise it will be deposited in the fat "depot". The whole human physiology is aimed at the accumulation of fats, proteins and carbohydrates for the future: what if there is a war?! And never go hungry! Many people think that if you want to lose weight, you should not eat - this is wrong. This slows down the metabolism, so snacking is a must.

– What's the best thing to eat?

Of course, the simplest snack is an apple or nuts, half a banana, a handful of almonds, 30 grams of coconut, or meal replacements. I, in general, am a supporter of functional nutrition, I’m calm about it: it’s convenient, the composition is balanced, and there is a clear portion - a snack should be just no more than 200 grams in order to slightly muffle hunger, and then return to regular food. By the way, you need to be careful with fruits: they provoke hunger. If you do not drown the fruit with protein, there is a danger of overeating during the main meal. Even snacking should be approached wisely.

– Energy Diet - Suitable as a snack?

In my opinion, this is the perfect snack before lunch or an evening workout.

Interviewed by: Maria Vasilchenko

Material preparation: Tatyana Vozhakova

Maria:

PRO PODCAST:

ABOUT THE GUEST:

Today we have a very close and dear guest to me. I would like to introduce you to Natalya Shulga, who is

Maria: Hello, Dear friends! My name is Maria Azarenok, and I am glad to welcome you to my author's podcast "Be a Brand".

PRO PODCAST:

In this podcast, we meet interesting people, which become brands that have already become brands and are actively working in this niche. These people can help you with their recommendations, tips, techniques, techniques that will allow you to quickly reveal your uniqueness, package it correctly and become popular in the niche that interests you.

ABOUT THE GUEST:

Today we have a very close and dear guest to me. I would like to introduce you to Natalya Shulga, who is certified nutritionist practitioner, developer educational programs in nutrition and fitness. In fact, Natalia's regalia can be listed for a very long time, but I'd rather ask her questions that will help you get to know her and get to know her much better. Natasha, hello!

Natalia: Hi Masha! Hello, dear listeners, I am glad to greet you all!

Maria: Natasha, let's start with the main thing. When I look at your regalia along with the projects you created and the years of your work, I can read all this for a very long time, but let me just ask you a simple question:

Natalia: A good question, which I answer regularly, every six months or a year. If you look at my professional activities over the past 8 years, then, of course, I am engaged in healthy lifestyle. This was the first step when I decided that this niche was interesting to me. I am involved in projects in the field of wellness.

The second point that I have determined for myself is that these are still projects - flowing, voluminous systems and processes, short-term and long-term, but having their own beginning and end and including people. That is, I am a healthy lifestyle designer, speaking in a narrower sense.

Thirdly, it must be taken into account that the sphere of healthy lifestyle is very large. The food market is evolving and we are seeing how many food products are entering the market and immersing us in the fitness industry. Again, the fitness industry programs themselves are developing so rapidly that you don’t have time to change clothes from one brand to another, get involved in one system, switch to another - everything is very plastic and mobile. And here it became clear to me that I am a person who works with food, draws up nutrition programs, that is, a person who works with physiology and understands it from all sides. To turn on physiology, you need to teach a person to move competently, at the right time and with the right return, and also teach him to eat correctly. In other words, I am a healthy lifestyle designer who works with human physiology - an even narrower area.

Next, you need to understand who is nearby in this area, who you can learn from, who you can work with, whom you can immerse. And here I understand that it’s no longer girls who want to lose weight that are closer to me, although I started with them and they were my first audience. Now I am closer to athletes who want to constantly maintain themselves in competitive weight, to feel and manage their physiology literally “by the clock”, and those athletes who want to achieve specific results from season to season. This is already the narrowest area of ​​what I do. V Lately This is sports nutrition. Therefore, answering the question “who are you?”, I will most likely answer that I am a sports nutritionist. But I understand that this is my area of ​​interest, and the audience is much larger. And here I will have a question for you, Masha:

How can I make sure that my perception of myself, my competencies, is read by the audience and is really in demand? Not everyone is accustomed to the word nutrition, and here sports nutrition also appears.

ABOUT THE TREND IN THE SPHERE OF HLS:

Maria: Come on, before we get to your question, I want to dig a little bit into the past. I'll explain why. There are a lot of people who work or want to work in the field of healthy lifestyle. Do you agree that this is a trend?

Natalia: Oh sure. @shulgarussia works.

Maria: That is, the trend now is to be in shape, exercise, run, swim, jump, crossfit. At the same time, many, having come into contact with this, want to earn money on it, they want to be someone in this industry, do you agree?

Natalia: Well, of course. I will give a concrete example. Eight years ago there was a project "Run for me". He still exists, but eight years ago he was not popular, and no one ran on the streets. When I went out for a run in the morning in the winter, I looked like a crazy city. Two years have passed - everyone ran. Now we see how popular the Moscow marathons are, and, moreover, the “I love running” team is a well-known project, they counted all the technology from the “Run for me” project and made commerce out of it. "Run for Me" worked with government programs, while "I love running" caught on in time and packaged itself as a commercial product. Big fellows.

ABOUT THE ORIGIN OF THE BRAND:

Maria: Yes, I was at one of their festivals - a very interesting diverse audience. It can be seen that this is a close-knit, cool team. The question is the following:

you started doing all-Russian project"Run for Me" in 2010?

Natalia: Yes, about.

Maria: After that, it took you as many as 4 sports forum, each of which was attended by more than 3,000 people, you were going to Seliger. How did it happen that such a huge project “Run after me” was born and grew out of a simple run? How did you manage to gather many thousands of people who united around you within the framework of this project, and even so that within the framework of the state project "Seliger" you began to conduct shifts and popularize running among young people?

Natalia: Good question. I knew who to go to. I'm from politics, and I proposed a sports project. They gave me six months and they said: “Well, show me how many people you will have.” And I, plus ten more people, began to leave from the Taganskaya Koltsevaya metro station to St. Basil's Cathedral, and along this embankment we walked 5 km at a fast pace, because my first audience was not running. We walked, and there were people with a lot of weight. Every Saturday at 8 am we in full force gathered near the Taganskaya metro station. After 2 months, 300 people came out with me, because everyone who liked who we talked to, who we talked to, they joined the project.

Maria: That is, you come to the metro, and there are 300 people there?

Natalia: No. Of course, it was serious work. At first there were 10 people on the first Saturday. On the second Saturday, each of these ten brought two more people, then two more people, and so in 2-3 months we reached the figure of 300 people. Three hundred people walked without any single form, as it is now customary, when everyone is very nicely dressed. We were all so different, and the police did not understand what was happening.

Maria: So I just wanted to ask how the law enforcement officers reacted to this rally?

Natalia: Yes, they did not react. No symbolism - no claims. Quietly, peacefully, with music speakers on our shoulders, we reached.

Then the investors with whom I started saw that this was not a whim, and that fitness, in principle, could be massively popular, and they asked me to give it a name. I realized that "Run for me" is a good name, invented on my own, with an assessment of the situation from beginning to end. Packaging in purple and light green colors is still very popular in those regions that are developing this project, and in a couple of years we have more than eighty regions. That is, now the project can truly be called all-Russian.

Maria: More than 80 regions have been combined from your simple desire to run, popularize it and make a project out of it?

Natalia: Yes. But I had to try. Then investors saw this strength, that 300 people is serious, especially to pull out such a number of people in Moscow. This is not Tambov, where you can just get out of nothing to do, but in Moscow, where there are so many entertainments and temptations.

We were given a nice 1500 sq. m., and there it was necessary to think about how to occupy people so that they would justify such a big friendly gesture, and how to occupy these square meters. Thus, the model of a fitness studio was born, where, on the one hand, culinary master classes were held, on the other hand, people trained in different directions. The model of such our studio spilled over to Seliger, where those same 300 people arrived. We were seen by Vladimir Vladimirovich Putin in random and very happy circumstances. After that, he proposed to revive the TRP in the country, and after this funny coincidence, such studios were opened, for example, in Vladimir. Let it be a budget option, at the university, but, nevertheless, the project went to the masses. In Vladimir, in Cheboksary, in Grozny there are these studios where you can come and learn how to fulfill all the standards.

Maria: Yes, I remember, I saw on Instagram that you periodically went on business trips, you conducted training and so on.

Natalia: I call it charity for myself. Since I was given this office then, then I have to give something back now and throughout the development of all my projects in the field of healthy lifestyle. Of course, it didn't end with Run After Me. This is a very understandable, simple ideology - why run, why run, where to run. Further, of course, I want to grow.

How to make running for a long time, without illnesses, sores and injuries, how to make running popular among young people? When I started, I came across grandfathers in the morning with such elongated sweatpants, we greeted each other, and it was a lot of fun. Now you look, good cool guys are running in the morning.

Maria: We are sitting now, next to us is a park, and every hour someone runs there.

Natalia: Yes, if you come to New York, all the streets are running there. It's all so cool! In fact, we are already getting there. Soon the Moscow marathon will consist of cool people - not sick, with good physiology, who finish and run further with pleasure.

Maria: Well, now it's very nice. I ran the Moscow half marathon, and the audience is very high, very different industries.

Natalia: Do you agree that people have become different?

Maria: And I don't know what they were. I started running myself a year ago thanks to your influence. Do you remember the first time I came to you for briefing with the question: “Where to run?”. You said: "Run there to the embankment and back, and you'll have enough to start."

Natalia: I remember. It was cool! I gave you the task of running evaluation training.

Maria: Yes, and I ran. And then after 9 months I ran a half marathon. Ran a little over two hours.

Natalia: Cool you, well done! This was probably the answer why "Run for Me" became successful. There is a purpose. It's very easy to set goals. Run, and that's it - you're done.

ABOUT #FAT AND "IDEOLOGICAL IMMORTALITY":

Maria: There is already a plus in nutrition advice, as I understand it? What did you get next?

Natalia: Yes.

Maria: I'm just looking at where you started. In fact, your starting career was not at all in a healthy lifestyle, because today you are a brand in a healthy lifestyle. And when you started, you started with work in political parties.

Natalia: Not in parties, but in youth projects.

Maria: Yes, right. Tell me, what if a person does not have such a background so that he can go out with a project to investors, go to some political resources? What should a person who is simply passionate about his healthy lifestyle idea do? How can he grow up?

Natalia: Notice anyway. We must act. Now social networks in a second can turn absolutely zero, I mean an unknown person, if he has content (unique content) into a mega-popular one, with a multi-million audience. In fact, a star. The Internet gives us, as I call it, “ideological immortality”, if you give a postulate, for example, the hashtag #zhirotopka. Who invented it, no one will remember. I came up with it, but everyone uses it. I love it.

Maria: Did you come up with the hashtag #fatty?

Natalia: Certainly! If you scroll down the feed, where you get to the very first mention, there are only my posts.

Maria: Fine! How much of this tag has already spread there?

Natalia: More than 20,000 for sure.

Maria: Normal, yes. By the way, in September I watched the hashtag #Moscowmarathon, it was also a little over 20,000, just like #fattop. Great!

ABOUT GOOD TONE AND TINA KANDELAKI:

Natalia: Yes, very curious. If “Run for Me” started now with such use of hashtags, then, of course, everything would happen many times faster. Therefore, it seems to me that now it is a bad form to turn to investors. A good tone is to offer unique content, then they will definitely read.

I remember this transition when I went to Instagram and just started posting my workouts with some stupid collages at the time. It was very funny, but the first #abs #abl tags, mention of muscles and so on, such a clear localization and specifics immediately brought me the first subscribers. Very cool!

Further, I remember, I corresponded for a long time on Instagram with Tina Kandelaki. She switched to functional training. I then and now consider functional training to be the most relevant and healthiest direction in fitness on the verge of sports. It was very good to build a dialogue with Tina Kandelaki, and the second wave of subscribers came to me from her. And then I realized that this is interesting to me, and others are interested, and I can do this for a long time, endlessly.

Maria: This, what is this?

Natalia: HLS. I do not like this abbreviation - it is terrible and stupid, but I can not find an analogue.

ABOUT MONEY AND MONETIZATION:

Maria: Yes, this is a very thick word, there is a lot behind it. Let's now look at the commercial component of this whole story. What are you earning from?

Natalia: There are several streams, and since I have a project activity, they, of course, change - they come there, they come here. It is easier for women to arrange this when you linearly manage several projects at the same time. It does not bother you at all, but on the contrary, moving from one project to another, you switch, and it turns out very harmoniously. You can’t concentrate and aim at one point, otherwise you will go into a stupor, and the end will come.

Maria: That is, do you think that such multitasking, multiprojecting is good for women?

Natalia: Very good. And the more versatile the directions are, the stronger you will strengthen other lines. But, of course, in one line you definitely need to succeed. If you come out in something: in the family, in cooking, in any business in the TOP, then all other areas will be pulled into the TOP. That's for sure.

Maria: In what area do you consider yourself in the TOP?

Natalia: Of course, I'm a foodie. I know what to eat, when to eat and how to make a person feel good and get out as quickly and as safely as possible on a dry body composite.

Maria: Okay. There are different types of projects. What is the monetization for?

Natalia: The first is clients. Clients are the medium through which you understand whether you get in at all or not, whether there is a result or not. We need an initial result.

Maria: That is, it is important to feel the market through the client. When working with a specific person, do you understand if your technology works?

Natalia: Certainly. At the same time, there should not be many clients in order to keep them in focus. I keep no more than five on my balance sheet. I had a period when there were 20-21 clients per month. It's very difficult, it's okay not to work. Accordingly, here you already understand how much money. The question always arises, what price to assign to yourself, and how much you invest in time in order to take care of a person. How to build a professional dialogue in general - WhatsApp chat, Skype calls or food assessment from photos, and so on.

Maria: Do you have clients all over Russia?

Natalia: Oh sure. Moreover, now we are going on tour to Germany. I specifically visit two of my clients there. They are waiting for me, we will have a joint training with them. This is a very serious energy. Five clients are enough for me to exchange energy and understand that I am working, there is work and you can feel the physiology.

Maria: Since I quite often communicate with people from the field of healthy lifestyle in one of the profiles of my activity, there is such a problem that when a person trains, his income is limited to man-hours. That is, there is a certain number of clients that he can take per day, and there is a number of working days. Let's say we need more. What to do next in such a situation? Raise?

Natalia: No. There is a very limited resource here, it is needed in order for you to understand physiology and healthy lifestyle. You need clients that you are close to. When you feel whether he went beyond the required volume of the main metabolism or did not finish it. This physiology, its subtleties, the feeling of my mastery are very important for me personally.

ABOUT TOP CLIENTS:

Natalia: The second way is wider, what to earn money on and how to build positioning itself. I work with large state corporations. Orders are not frequent, but 4-5 times a year I get to serious marathons for employees and top managers of companies such as VAZ, Rosneft, Dell, etc. Such large orders should not be frequent either, but they ask me all the time. There is a very thin line here, a good presentation and work with the top management, because they don’t let everyone in.

Maria: And how did you manage to get such orders and such clients?

Natalia: I have a partner with whom we launched an educational platform on the healthcourse.ru portal, where we accept clients and teach nutrition. We don't have such a system. Since my partner works with the Research Institute of Labor, he has access to companies, and once fixed there and after a couple of seminars, I was noticed by TOPs, invited and continue to invite. We are friends. With Rosneft, everything has grown into a running club.

Maria: Yes, every Wednesday I see photos of you rocking out there on the embankments.

Natalia: Burning, yes. This is a very good direction.

In the first case, you need to feel the skill, the craft and check how well you get, because everything changes - today you need sports nutrition, tomorrow you don’t need it, veganism or meat-eating, here you need to understand what you are working with.

The second circle is access to large brands, through which you form and shape yourself as a brand, as a name.

The third wave, which I definitely work with, is seminars for a mass audience, where you can have a good chat. Here I have a complete outlet when you sit people in front of you, no matter 15 or 100 people, with whom you can chat about what is relevant, because the trends in food and fitness are very plastic, they change. Every month something new happens. You can already sell such seminars well, switch them to webinars and take up as much space as possible here. This is such a point recommendation.

Maria: By the way, I often tell my students that the quality of the content that you create must be so good that if they come into contact with you once, then they stay with you. That is, you are now confirming the thesis that if you go out and speak to an audience, then after that orders automatically go?

Natalia: Yes. It's straight to the point.

Maria: I just noticed that this often happens when you perform somewhere, not necessarily for money, you then receive feedback in the form of a flow of people for your service.

Natalia: Yes, it works very well. Here, in fact, are three directions, due to which I feed myself and those around me.

ABOUT COOPERATION WITH FAMOUS BRANDS:

Maria: Wait, there's a fourth trend that I also see on your Instagram. I see that you are still working with commercial brands that choose you as an ambassador, as a friend, as a speaker, right?

Natalia: It's the laziest job ever, it's so enjoyable!

Maria: I mean, when you put on your cool sneakers and ran?

Natalia: Yes, it's very nice when big commercial brands invite you as a unique character. For example, a press tour with Adidas for the presentation of their first Ultra-Boost sneakers.

Maria: That was your experience, right?

Natalia: Yes. Twice they released Ultra-Boost and twice in New York with sprinters, with Johan Blake we sat and tried these shoes, tested them, ran.

Maria: So Adidas took you to New York?

Natalia: Certainly! Twice.

Maria: Wow! I guess I wasn’t subscribed to you then, I didn’t know about it.

Natalia: Masha, flip the page and you will see a selfie with Johan Blake there.

Maria: Listen, how cool!

Natalia: Johan Blake, in case our listeners don't know, is the second fastest runner after Bolt. He is the second, but he and Bolt are very friendly, they also correspond on Instagram. It's funny to watch them, they are cool.

Maria: Now very important question questions that many people were interested in. How to get contracts with commercial brands? To be dressed, watered, fed with sports nutrition, drinks and everything else? You also have sponsors in different categories. How can a person from a healthy lifestyle get such contracts? Yes, and money, so that they would also be taken to New York to be there everywhere at presentations? How?

Natalia: Again, the answer is unique content. I will now explain what I mean. For example, I suddenly went vegan five months ago. This is what I call a person who does not eat animal protein at all. Vegetarian, vegan, perhaps more accurately.

I gave up animal protein for selfish purposes. I had a client with a sports status who asked me to calculate the diet without animal protein. Of course, I know and understand everything in numbers, but it feels very dangerous. Training cycles Mine and hers are roughly the same and the physiques are the same. I switched to giving up meat products, animal protein: eggs, dairy products, etc. Passed, got involved, and I liked it.

Here somehow on Instagram, you need to publish it in my personal diary, what happens to me in general. I wrote that I am a vegetarian, a vegan. Of course, there are a lot of questions, but in a few days I am invited to an event organized by Iberogast - a presentation of a new product on the market.

Maria: Yes I remember. Completely herbal ingredients. For them, vegetarianism was just an important criterion. You acted as a moderator there and gave the topic.

Natalia: Yes, I acted as a moderator and gave a topic, but they noticed me just through Instagram.

Maria: That is, through the hashtag?

Natalia: Yes, with a hashtag. The second example: we are currently running the Fstatica challenge, you can look at the hashtags. You stand in a pose, fix it and describe what kind of pose it is, why it is needed, how it all happens. As soon as I put the name of the pose with a hashtag, the yoga community immediately finds me and starts writing comments. Everyone is monitoring. And as much as I communicate with commercial companies, everyone needs their own narrow audience and access to it.

That's how Adidas found me. I didn’t have a lot of followers then - 5,000 people, but Adidas reached out to me because I was doing “Run for me” and put this hashtag. They were looking for an ambassador on the run. No one was running when they entered the market.

Vegans, understandable and not confused, who can in simple words disassemble the diet, again, with a narrow focus, they are also looking for.

If we talk about a completely confused topic - sports nutrition, I'm sure that it will take several months, and Federations will contact me professional sports because there are no professionals. I performed in the Federation in front of biathletes, I was invited by the Biathlon Federation in St. Petersburg to speak to active athletes and tell them how to make a diet. There, the people, it would seem, are preparing for medals, but they have just learned to eat fresh food and support themselves.

Maria: What does fresh produce mean?

Natalia: Fresh means unspoiled.

Maria: Are they eating spoiled food?

Natalia: Yes, they could simply not notice and eat everything. I ask the athlete: “What do you eat for breakfast?”, And he lists sausages, white bread with butter, everything in a row.

Maria: Is this a professional athlete?

Natalia: Yes, biathlete. Therefore, we have such results in sports - sometimes positive, sometimes negative. And how our fighters on rolls and sashimi dry themselves and drive weight. They smear all the skin with Dolobene, line up on treadmill, for two days they remove water and limit themselves in everything. You can do it differently, smarter.

Maria: You want to say that there is a less traumatic process, how to make such a result?

Natalia: Certainly! Moreover, our physiology is so predictable that if you put it into the system, then you can understand exactly in what state you will be in three days, and where your body will be. So you need to accurately formulate your specialization.

By the way, here on Instagram they presented me on the case that I too often began to take pictures in front of the mirror and show the press cubes that I shouldn’t do this.

Maria: Why?

Natalia: Because this is in a mass trend, and they began to perceive me as a “bikinash”, but it is necessary to maintain the uniqueness of the content.

Maria: So you need to be photographed with glasses, with cubes and glasses!

Natalia: Of course, with a medal.

Maria: Listen, but the shoemaker must be in boots, what do you think?

Natalia: Agree. There is a subtle point here. Apparently, some very precisely chosen background is needed so that the audience perceives the press cubes as sports result and the result of controlling physiology, not posing.

Maria: It's clear. That is, posing is not suitable for your brand?

Natalia: Not suitable.

Maria: That is, people directly write that Natalya ...?

Natalia: Yes, complete rubbish.

Maria: But on the other hand, I see that you have discussions under all sorts of semantic posts, and those events where you are invited are, it turns out, intellectual sports.

Natalia: Oh, I love it, yes. Don't feed me bread - let me chat.

Maria: When I announced our meeting with you to my students, I was flooded with questions that they wanted to ask, and 90% of the questions were about nutrition, about training, and so on.

Natalia: So I'm doing everything right.

Maria: But I will not ask these questions today.

Natalia: And thank God! Send me to a seminar.

Maria: Yes, because the answers to all these questions can be found on your course, on your Instagram, on webinars, on your marathons, and so on.

ABOUT UNIQUE KNOWLEDGE:

Natalia: Such an accurate recommendation now: I am not afraid to share unique knowledge. If I read knowledge somewhere on an expensive course in sports nutrition, I can easily post it on Instagram. Anyone who is interested, he will understand, take and will use. I know that many people achieve results simply by being subscribed to my page.

Maria: So, just following you, for free?

Natalia: Yes, people change. If you share information well, the audience will be grateful and there will be an increase, for sure.

ABOUT HOW A PHOTO WITH THE PRESIDENT AFFECTS THE NUMBER OF SUBSCRIBERS:

Maria: This is a very cool recommendation. I agree with this 100% too, and I also notice on my Instagram that this is the case. Okay, another interesting question. I know firsthand that you have a contract with a network company and you are a friend of the company, right?

Natalia: Yes.

Maria: Functional nutrition, NL International, Energy Diet. I want to ask you if you were afraid to start such a partnership? Because we all know what they think in Russia about network companies. There are opinions for, there are opinions against. We will not discuss this now, whether we are for or against, and what we generally think about this. You can easily understand from my page what I think about it, but I think about it well.

Nevertheless, were you not afraid that starting such a partnership, starting to talk about some product, despite the fact that you were not a manager and did not build a business, but became a partner of the company as a friend, that you might lose part of your audience ?

Natalia: Maybe I have lost part of the audience, but I write what I think. Since I know how to work with food, then I need to talk about it. In fact, the product is unique in that it is a very elegant and ingenious solution to collect proportionally everything that is needed for a person, for those who do not understand at all.

If a lot of people come and ask: “how can I lose weight?” The first filter is a can, try it. The second filter - you are already starting to figure out how many proteins, fats, carbohydrates per kilogram of dry matter, how to combine it all there, how to build it. There is a simple way, and why not talk about it.

Maria: Roughly speaking, this was not a problem for you, because you understood the product. It doesn't matter what the company was called, we've already said that, but the point is that it could be another company with the same product.

Natalia: There could be another.

Maria: That is, the quality that you tested on yourself was fundamentally important for you?

Natalia: Yes. I tried, and suggested and prescribed my programs. But in general, I was interested in exactly how a nutritionist can sort it all out and tell again what kind of product it is, and why customers should use it at all. In general, a very exciting process when you actually take on the ideology of a company created without you.

It's an interesting moment because it's hard to fall in love with Adidas shoes when they don't fit you. And if suddenly the sole does not work, of course, you will not run. Let me tell you calmly, I discussed this with Adidas when we signed the contract. Before Ultra-Boost, the shoes did not fit me. I broke my feet, I had serious problems after the first marathon, but the release of Ultra-Boost completely removed everything. It's just like a magic wand. I fell asleep with the thought of why I need this contract, and in the morning you wake up and are already called for a fitting. Here you need, of course, not to dissemble, be honest with yourself and understand what you are promoting. And, of course, I wanted to feel myself as a nutritionist, because these are such troubles, to count all this, the devil will break his leg.

I will give a very funny example of the question of whether I was afraid of losing an audience while working with NL. It would seem that my photo with Vladimir Vladimirovich Putin should bring wild popularity and a bunch of orders. No. Everything is radically opposite. Vladimir Vladimirovich has a birthday, and once a year I had such a tradition to post on Instagram a congratulation with the necessary hashtags and our common photo. As soon as I make this post, it would seem, only once a year, while I do not tell how good Putin is, I do not say how much he did for the country. I just post a photo and write: “Happy Birthday, Vladimir Vladimirovich!”. Minus 100-200 subscribers immediately, in the first hour, I don’t follow anymore. Curious but true. Even with NL International it wasn't like that, you know? Funny?

Maria: Yes, we touched on an interesting topic.

Natalia: That's why I don't do politics. It's unpopular on Instagram.

Maria: Yes, there is such a rule that one cannot speak aloud about politics, about religion, and about what else?

Natalia: I don't think it's right to talk about food right now. If you are a vegan, then you need to hide and not embarrass anyone.

Maria: Natasha, we, in principle, sorted out commercial issues and directions with you. For me, by the way, an activated personal brand is when offers find you on their own. You have already implemented it, and we see how cool it works.

Finally, I have a few questions for you that I plan to ask all our guests. They are specifically related to a personal brand.

TOPIC "BE A BRAND" AND FLASH OF FIVE QUESTIONS:

Maria: Who are you?

Natalia: I am a healthy person.

Maria: You are a healthy person, great. What is a personal brand?

Natalia: This is a good wrapping of your name.

Maria: Where do you think the brand starts?

Natalia: A brand starts with a name. @shulgarussia is a brand.

Maria: How to become a brand?

Natalia: You need to understand what you are carrying and pack unique knowledge in points (1, 2, 3).

Maria: Your basic principle success?

Natalia: Be honest with yourself and with everyone who listens to you.

Maria: Fine. Thank you.

Natalia: Mash, I heard that there were questions that were not related to the brand, but related to nutrition and training programs.

Maria: We cannot discuss these issues today, this is not our topic.

ABOUT GIFTS:

Natalia: Yes, and since I am an honest person and I understand that there is an audience that is waiting for returns, there is an offer. Firstly, I present to all listeners our calendar of events for 2017. You can use it just like that, hanging it on the wall, or you can join any event and event: from fitness camps to yachting trips - whatever you like. What a person is fond of, we are waiting for him everywhere and we will teach him how to eat wisely and exercise. And second: as a gift to this calendar, to make it clear why, the first week of training according to our system - fun, homemade, without any equipment. You can do this at any time with food reinforcement.

Natalia: Certainly. If you want to be a leader, you need to take care of your health in order to be competitive and not get sick, at least.

Maria: one hundred%. Well, with your recommendations, it will be simple, comfortable and environmentally friendly. Well, I thank you for taking the time for us. I think that we will see each other again and again, and I am planning for one of your super regattas, which we did not even have time to talk about today, neither about the community, nor about the regatta, nor about the movement. But today we are talking about the brand.

Natalia: Invite me, I'll be happy to come here.

Maria: Thank you for being honest today about the commercial aspects for healthy people, because healthy people have such a request. Subscribe to Natasha in social networks. All links will be in the cover letter, receive gifts, and thank you too for your attention to us today. Listen to our podcasts every week and Be a Brand!

We presented the point of view of a nutritionist and sports nutrition store owner. Now we have met with a sports nutritionist and listened to her point of view.

Meet Natalya Shulga. This slender and charming girl is also a multifunctional athlete. In her list of activities: swimming, triathlon, Athletics, crossfit and even obstacle races. We met at the Lybid stadium, where Natalya trains.

So, sports nutrition again ... Some people confuse supplements with doping. According to the nutritionist, doping is an artificial stimulation of the body to what it is not capable of without taking special stimulants. But bioadditives are the adjustment of the mechanism of the cells of the body.

As you know, in order for the training to be effective, you need nutrients. Unfortunately, we can't always get them from food. Then sports nutrition comes to the rescue.

“When we come to cardio training, the heart learns to pump more blood volume,” says Natalya. – Cells and capillaries learn to accept this volume and return decay products back. If the capillary network is weak, this process does not start well. When the heart valves do not have time to take and give blood, there is an increased or decreased pressure.

Sport levels arterial pressure. Power training- raise, and cardio loads - lower. We become healthier and feel better. Bioadditives, of course, work for this energy system. Then we consume oxygen faster and remove decay products faster.

Now for the important information. Earlier we wrote that an important part of sports nutrition are essential amino acids - BCAA. Of course, they help build muscle. However, if you look not only at aesthetics, but at the functionality of the body as a whole, all amino acids are important.

- If you feel unwell in the morning, get up badly with an alarm clock, you need to include taurine in your diet, look at other amino acids. L-carnitine, which is marketed as a fat burner, is actually a non-essential amino acid found in our bodies. It develops as soon as you start moving.

Let's go outside with a quick step - look, the pulse has risen to 120. So L-carnitine is definitely in the blood. If you drink it additionally before cardio training, the energy intake from fats will go faster.

However, you need to know when you are definitely going on fat, and not on glycogen accumulated from food. To approach sports nutrition you need to know exactly what you are missing.

There are dietary supplements that Natalya advises to take not only professional athletes but for children and even pregnant women.

- The first one is "Omega-complexes 3, 6, 9". Saturated fatty acid that cleanse the vessels from the inside. Cholesterol leaves the body with good fats. For example, visceral fat can only be corrected with the help of proper nutrition with a large intake of "omega".

There is a complex Q10. It is impossible to keep a good pulse without clean vessels. A clean vessel is a connective tissue without cholesterol plaques, a fiber that allows a significant flow of blood to pass through. An elite athlete pumps 40 liters per minute on a treadmill. A good volume of drinking and clean vessels is 30% to the success of sports achievements.

Let's start from nutritional supplements, amino acids and talk about healthy eating generally. Natalia tells what every athlete can eat for breakfast, lunch and dinner.

- In the morning - necessarily unboiled porridge - buckwheat, oatmeal. Be sure to eat easily digestible protein. You can natural yogurt, a light omelet. Serving size - two of your palms. You should leave the table slightly hungry, knowing that in half an hour you will definitely be eating.

The next meal is a snack. Eat an apple, a handful of almonds. If you go to a workout, you can add protein to the same meal.

Lunch should not start with soup, but with a portion of green salad, but not with mayonnaise, but with olive oil. Carbohydrate side dish - corn, again buckwheat porridge, heat-treated vegetables, baked potatoes, beets, carrots.

As a protein, you can use: fish, beef, chicken without antibiotics. Three hours later, the second snack. You can repeat the morning one or focus on protein - eat cottage cheese. For dinner, a portion of salad and again protein food. Carbohydrates are no longer needed, because at night we must sleep and rest.

There are athletes who build muscle with the help of hormones. There are many ways. For example, you can enter an injection after a workout. Hormones are well absorbed in a warm body. But we remember from a previous interview with a nutritionist that playing with hormones can be dangerous.

And then, an artificially “grown” bodybuilder is just an aesthetic appearance. Such a guy is definitely not ready for serious sports tests. Let's not forget the main objective any workout - improving your health and only then - external data.