LaDonna Roye: Doctor recommended Concept 10 10 and she’s down 1 pant size

Hairstylist LaDonna Roye has worked out at Concept 10 10 in North Naples since 2011.

Her doctor recommended she try Concept 10 10 and she was quickly glad she did.

The workout was perfect for LaDonna. It wasn’t intimidating and she only needed to do it for 20 minutes once per week!

Watch LaDonna here as she describes her experience with Concept 10 10:

Here are some of the key points of why LaDonna said she loves Concept 10 10 better than any other workout she’s ever tried in her life:

  • Strength improvement is remarkable with quick results near the outset and continued progress.
  • She spends less time and money at the chiropractor and massage therapist
  • She doesn’t sweat
  • It’s only 20 minutes, once per week.
  • The environment at Concept 10 10 in North Naples is nothing like the typical gym environment.
  • Personal trainers are professional, knowledgeable and friendly as they motivate her to go beyond what she thought was possible
  • She can go right to work after her workout without waiting to stop sweating, showering, etc.


Concept 10 10 training for everyone, current members aged 14 to 98 years old

Concept 10 10 is safe for everyone of almost any age and fitness background. It’s recommended to be at least 14 years old due to the size of the machines and maturity to stay focused. However, some even younger people can also benefit with no risk.

Currently, the oldest Concept 10 10 member is 98 years old. She has two artificial hips and is in the best shape she’s been in for the past several decades.

“Some people say that children under age 14 can’t workout because it will negatively affect their growth. That is another fitness myth,” says Jorgen Albrechtsen, the owner and founder of Concept 10 10, which has several locations internationally and a headquarters in North Naples among its Southwest Florida locations. (Licensing and franchising information available here).

Watch and listen to more of what Albrechtsen has to say about the accessibility of Concept 10 10 here:

More on the importance of exercise while aging
Regarding age, there is a very unfortunate belief among some people that senior citizens need or would benefit from less exercise. This is rarely the case.

Concept 10 10 is extremely safe. It is very low impact, with equipment adjusted to clients specific needs and a personal trainer who is focused on only one member.

All of the physiological mechanisms necessary for the human body to adapt to exercise remain intact through every stage of life. The only difference is that a person at age 35 who has never trained with weights is only beginning to lose the muscle mass from the aging process combined with de-conditioning while a person in their 70s has dug a deeper metabolic hole due to allowing muscle atrophy for a longer time.

 The remedy for adults of either or any age is the same– reverse the process through strength training. Concept 10 10 is the most efficient strength training there is. Most seniors, as is the same for other members, will need at least five days, to recover from the training.

“Seniors have the most to gain from a high-intensity strength training program like Concept 10 10,” said Albrechtsen.

In the case of inactive seniors, muscles have been laying dormant waiting for stimulus to awaken them. That is why Concept 10 10 trainers observe a common doubling or 100 percent increase in strength among senior members in as little as 6 to 12 weeks!
The only modifications in the exercise are in the case of injury or conditions such as arthritis which may initially restrict range of motion. This is true at any age.

Benefits for seniors (same as other ages only in even greater degree):

  • Regain muscle
  • Regain strength and muscle size
  • Enhanced walking endurance
  • Reduced body fat
  • Increased metabolism
  • Reduced blood pressure
  • Improved blood lipid profiles
  • Increased gastrointestinal transit speed
  • Enhanced glucose utilization
  • Alleviated low-back pain
  • Increased bone mineral density
  • Eased arthritic symptoms
  • Relieved depression
  • Improved post coronary performance
  • Decreased cholesterol
  • Decreased dependence on prescription drugs for many conditions (such as blood pressure, cholesterol, depression and diabetes)
  • Independence
  • Increased body temperature even while resting


More science and background information about Concept 10 10 here.
What is this 20-minute workout all about? Click here.
Other common questions answered here.

Subscribe to our You Tube channel.

Like our Facebook page.

Sign up for our email newsletter.

Try a free session. Contact us. (239) 431-7143

Located in North Naples, on U.S. 41 approximately 1 mile north of Immokalee Rd in the Lynwood Square Plaza, 12820 North Tamiami Trail, Suite 5, Naples, FL 34110.

Unique Concept 10 10 workout requires unique breathing for optimal results

Concept 10 10 is a unique exercise and with it comes a different breathing technique than many people may have learned to use during their previous fitness activities.

Many members find it somewhat difficult to employ this breathing technique at first. However, once they learn how to breathe efficiently, they will soon find they can get the most out of their 20 minute weekly sessions and see better results.

Jorgen Albrechtsen, founder of Concept 10 10 and owner of the world headquarters location in North Naples, explains in this video how to perform this breathing technique and why it is important.

Breathing throughout the performance of each exercise should be continuous, natural and performed with an open mouth. Breathing should be through the mouth and several inhales and exhales will be taken with each movement at Concept 10 10 because the movements are so slow.

As the exercise becomes more difficult, you should deliberately breathe faster.

It is important to break the urge to hold your breath. Many weight lifters may do this by holding their breath while exerting or more precisely closing the glottis or vocal chords, getting a gulp of air in their lungs and then pushing against it. Often you see red faces and tense facial muscles when people are doing this. We DO NOT want this, as Jorgen Albrechtsen explains, because:

  • It raises blood pressure.
  • It raises intravascular pressure on the venous circulation and increases intra-thoracic pressure, which decreases venous return to the heart.
  • It provides an internal mechanical assist within muscle– which is why weight lifters will hold their breath to make record lifts. However, it undermines the Concept 10 10 goal of fatiguing the muscle, as it essentially short-circuits that process. So, not only is it potentially dangerous to do it, but it also prevents the muscle fatiguing and resulting growth factors we’re working to achieve.

Subscribe to our You Tube channel for more informational videos like this.

Sign up for our email newsletters for business updates on Concept 10 10 licensing and franchising, fitness tips, news, promotions and messages from our members.


Fentimans: Concept 10 10 fastest, most upscale fitness option in Naples

Concept 10 10 stands out among the seemingly endless fitness options in Southwest Florida where there are more gyms, added classes and new equipment and gimmicks added to the market daily. If you want something different and something you can count on that is backed by science and dozens of unpaid testimonials and endorsements from this community, you want to learn about Concept 10 10. (When a word or phrase is underlined below, click on it for details and more information.)

Jackie and Andrew Fentiman of Bonita Springs began working out at Concept 10 10 in North Naples about two months ago.

The couple enjoyed several activities including kayaking and pilates. However, they began drifting away from a regular fitness routine.

“I am constantly looking at different fitness options. I read about Concept 10 10, then I stopped in here, saw a sign for a free trial, read about it online… Once we tried the free starter session, we knew it was a good workout,” Jackie Fentiman said.

Just 20 minutes a week in a private one-0n-one session with a trainer was a great draw. The science available on the website made sense. Was it really going to work?


“I thought it was going to kill me,” she said, wide-eyed and smiling regarding that first start session.

After reading about it, Andrew Fentiman said he actually wasn’t that skeptical.

“Just like anyone, we did still wonder if there was a catch though,” he said.

That changed for him after the start session as well.

Despite a lull in their fitness routine before Concept 10 10, previously the couple had worked with a private trainer for 25 years.

“A trainer pushes you, but this is so very different. You can feel the muscles kind of collapsing because of the effort. We all know you have to break down muscle to build it up again. So, intuitively it all made sense,” said Andrew Fentiman.

The Fentimans work and keep a busy schedule, so staying fit and gaining their body’s ultimate level of strength by committing fewer than 20 minutes per week to a workout is a dream come true.

Concept 10 10 founder and owner Jorgen Albrechtsen explains why 20 minutes is “not only enough but the optimal amount” in this video:

Jackie was thrilled that Concept 10 10 gave her the strength to enjoy paddle boarding for the first time.

The results they reported come as no surprise to Concept 10 10 trainers.

In addition to gaining functionality, Jackie’s ongoing neck pain was eliminated. (Another testimonial from Concept 10 10 member and Naples doctor who eliminated neck pain here Denmark’s blog with more photos is here.)

Best of all, Jackie gives Andrew “the eyes” and exclaims that she loves the way he looks!

Andrew may be a little shy about the compliment regarding the changes in his body that Jackie sees, but he really enjoys it too.

The Fentimans are completely sold on Concept 10 10 and can’t give it up if they wanted to. It didn’t take long.

“We were immediately impressed as soon as we walked in here. It doesn’t look like a gym. Doesn’t smell like a gym. The trainers don’t wear the same clothes, talk the same language. This is something completely different,” said Andrew Fentiman.

Jackie and Andrew Fentiman of Bonita Springs have found their ideal means to fitness at Concept 10 10 in North Naples. It pushes their muscles to the max in an upscale, private setting while relieving her neck pain, adding to their abilities in other activities and making her love the way he looks more than ever!

It’s true. Where else can you go to get your muscles to the point of complete exhaustion in just 20 minutes so that you don’t have to workout again for another seven days?!   A different Concept 10 10 location of course.

In addition to the headquarters of the international Concept 10 10  that is located in North Naples, another location is opening in downtown Naples near the Lemon Drop Hotel and a third location is opening in Estero near the ship, a landmark located on U.S. 41 between Bonita Beach Road and Coconut Point Mall. (If interested in learning more about franchising and licensing click here.)  The license for Fort Myers is now available and is an excellent business opportunity. The 2 new Concept 10 10 locations in Naples were taken by members of the North Naples location. They were so impressed with their own results that they wanted to get involved in the business.

With all these Concept 10 10 locations, you truly will be able to get a workout in anytime– in the middle of any errand or during a break from work. You won’t return sweaty and you need not have extra shoes, clothes, towels and equipment in the trunk.

“It’s true. We’re in workout clothes, but you could come here in your business suit, take off your jacket, do a workout, and then, go back to work afterwards,” said Andrew Fentiman at a recent session in North Naples.

Learn more about the no sweat workout here.

Sign up for our newsletter here to learn about ongoing and upcoming specials with incredible savings as well as information to keep you healthy, fit and informed.



Concept 10 10 takes on tennis for a win

A powerful swing in just minutes, that’s what Pernille Albrechtsen gets out of her Concept 10 10 training.

Pernille Albrechtsen, Concept 10 10 co-owner & Dunes tennis champ

Albrechtsen’s tennis team won for the first time in years at a tournament held at the Dunes Tennis Club, located in the North Naples community where she lives.

Albrechtsen, now a local 2012 season tennis champ, has only been playing tennis at the Dunes for about two years. She did not play the sport at all prior to joining up with her tennis partner Gail Tipito with the Collier Tennis Association.

Pernille and her husband Jorgen Albrechtsen were opening the Concept 10 10 location at the same time she was getting started in the game. The club was set up and operational for the second season of tennis.

Pernille Albrechtsen started working out at Concept 10 10  for 20 minutes about every five to seven days– soon it was even less than 20 minutes per session as her weight was maximized on several of the six machines. Learn about those workout specifics here.

“I’m faster on the court. I can move around and I don’t get tired. Now, I’m stronger than the other girls are. I don’t get injuries the way the other girls do, but I did the first year,” she said.

Albrechtsen suffered a hamstring injury that she attributes in-part to jumping into the game without  building up the proper strength.

“You’re not getting stronger playing tennis at the level we’re playing. You’re standing still. Then, when you set off to run after the ball, you’re more likely to get injured,” she said.

Albrechtsen isn’t taking that risk anymore. She admits with a laugh that there are days she wishes the leg press were broken. Despite the fact that it takes only about three minutes or less on each machine, it is tough.

The Dunes tennis team, including 2012 Collier County champion partners Pernille Albrechtsen and Gail Tipito, bring their community’s team up a notch after a win that Pernille attributes in-part to strength training 20 minutes each week for one year at Concept 10 10.

“I know I have to do Concept 10 10 High Intensity Training because it gives me the strength, the power. The better you are at those hard, deep strokes, the opponents can’t take it.”

Another great advantage to her game was that lingering frequent bouts of back pain were alleviated by strength training on the lower back machine at Concept 10 10.

Pernille has always been active. She’s a certified aerobics instructor, fitness trainer and trained more than 200 other aerobics instructors. She also played badminton and handball, her favorite for years. She has the greatest strength of her life because of Concept 10 10.

Want to hear another tennis player’s personal testimonial with Concept 10 10? Watch this video on the Concept 10 10 TV channel on You Tube.

Keep up with golfers, tennis players, beach-goers and otherwise coach potatoes sharing their experiences with Concept 10 10 on the Concept 10 10 Facebook page.



Spot toning: One of the biggest fitness myths

My belly always seemed to hold that extra bit of fat until...

Spot toning: One of the biggest fitness myths

Are you holding extra fat in your thighs or maybe your buttocks? Perhaps you seem to always carry a little more extra baggage in your mid-section?

Don’t be tempted by products, services or techniques that promise to target the body fat in any one of  these particular areas.

If you’ve got chubby big toes or belly fat woes, truth is, your body fat distribution won’t change.

“Concept 10 10 won’t take your money to sell you lies”, says owner and founder Jorgen Albrectsen.

Targeting a belly roll with thousands of pushups or a magic pill is giving into the myth of spot reduction.

Many people aren’t perfectly proportioned– whatever your idea of perfect is. They may be the type to have a larger upper body or a larger lower body.

“They can get strong as they can be,” Jorgen says. “They will still be disproportionate.

“You can’t carve out the body you want. That’s why we have this joke: ‘Choose your parents carefully,'” he says.

It’s genetics.

“We realize it’s disappointing to people because they’ve been living a dream that unfortunately doesn’t come true.”

Commercially, financially, it could be tempting to feed into this mythology of spot reduction. However, clients’ results are the payoff at Concept 10 10.

Read their testimonials here.


The runaround: You need not jog to be in top “cardio” health, Concept 10 10 members say

Marathons and triathlons abound South Florida at the beginning of the New Year. The Concept 10 10 training doesn’t include jogging, and, in fact, kind of discourages it. Nonetheless, many runners who are clients of Concept 10 10 said the workout is giving them a leg up come race time.

Neither age nor risk of injury are slowing down Concept 10 10 member Robert Hedgepath (who shares his age in the video below). In fact, although jogging is discouraged by Concept 10 10 due to an unnecessary risk of injury, the Concept 10 10 workout helps Robert’s running.

Concept 10 10 training is the best you can do for your cardiovascular system, owner and founder Jorgen Albrechtsen reports. Jogging and other high-impact, low-intensity exercises are not part of Concept 10 10 because they increase the risk of injury and they are not effective in maximizing physical fitness, he says.

Not having to jog to gain your maximum fitness level is attractive to many Concept 10 10 clients. Jogging is one of the many traditional “aerobic” exercises that damage joints. Non-marathoners may also just find such activity unpleasant. So, these people are in for a treat at Concept 10 10 because running and old-fashioned “aerobics” exercises, often referred to as cardio, are not in the Concept 10 10 exercise routine. Runners are also in for a treat though, because Concept 10 10 clients who enjoy running are reporting increased speed and endurance following training at Concept 10 10 in North Naples.

The Concept 10 10 workout includes just about 20 minutes of work each week on a total of six machines, with each movement done in slow, controlled movements for about 10 seconds lifting the weight and 10 seconds lowering the weight. Beginner clients can benefit by two workouts per week for the first 2 to 3 weeks until they achieve their high intensity weight and perfect the technique of 10 seconds lifting, 10 lowering.

The six exercises increase strength and muscular development by working the muscles until fatigue without any high-impact or risk of  injury. Each client works alone with a trainer in a one-on-one setting. The increased strength gained by the ultimate Concept 10 10 workout increases cardiovascular fitness.

“This is cardio at its best. All serious research indicates increasing your muscle mass and increasing your cardio is totally the same thing. If you’ve increased your muscle mass, you’ve increased your cardio performance,” says Jorgen.

Concept 10 10 member Robert Hedgepath gets it. He heard of the science behind Concept 10 10 years ago. Research and first-hand experience sold Robert on the concepts several months ago.

“Well I still believe in cardio, I still like to run, but I know it’s just a matter of being stronger,” he says.

Hear Robert Hedgepath share his experience (and his age) in this video:


So, although it’s not encouraged, Robert still runs regularly. The strength that he’s gained from Concept 10 10 helps in multiple ways. It improved his overall fitness by increasing his upper body strength, which running was not doing for him, he said. Furthermore, the strength gained in his lower body and throughout his body, is helping his running.

Learn more from Jorgen Albrechtsen in this video below on how cardiovascular health is maximized with Concept 10 10 through its high-intensity, low-impact workouts versus low-intensity, high-impact activities such as jogging.

Concept 10 10 is cardiovascular exercise at its best without any jogging or traditional work:


Also, learn more about the myth of cardio and other fitness myths on the Concept 10 10 website  as well as in our first newsletter of the New Year coming mid January.


Concept 10 10 a driver in upping golfers’ game skills


Concept 10 10 leads to heavy-hitting golfers

Heavy hitters: Concept 10 10 gets golfers hitting full-swing

Golf takes practice. It also takes strength. Golfers are learning that by committing to just 20 minutes each week at Concept 10 10 in North Naples they are driving their game skills to new heights. Moreover, they’re doing it in much less time than they’ve spent with even some top-notch golf trainers.

Eli Egozi of North Naples admits that given his time commitments on the golf course, at the driving range and with a golf trainer, it was the idea that he need only commit to 20 minutes a week at Concept 10 10 to gain optimal results in increasing his strength.

“That’s the only thing that brought me here. That’s why I came to try it even if I didn’t believe it at first,” Eli said as he prepared for his fifth session at Concept 10 10 recently.

It took his third training session at Concept 10 10 to make him a believer, he said.

“After the first session, I was still not completely convinced yet,


but I said “let’s give it a shot”.

It was precisely the shot he needed.

Eli takes lessons at one of the world’s best golf courses, Tiburon Golf Club in North Naples.  The Rick Smith Golf Academy there is top-rated.

“They always said the next step is to just get stronger.”

That Eli did with Concept 10 10.

“I was hitting an extra five yards here, 10 yards there. I feel… I know, I keep getting better,” Eli said.

The proven results are in the distance shots for Eli. But, the bonus is the decrease in fatigue during each round of golf.

Eli has a free gym to use in his gated community. It’s just not for him– the waiting for machines, other people’s sweat, risking injury and not pushing himself to do more each week the way the one-on-one trainers at Concept 10 10 do.

Eli Egozi sets up to begin with a back-strengthening move, the first of the six equipment stations at Concept 10 10, Naples


The short, 20-minute duration of the workout does not reflect the challenge, he said.

“Don’t try to play golf the same day you do this,” Eli said. “Your muscles are just not the same.”

Concept 10 10 licensing: Want to be a part of increasing other people’s game skills?

Learn about the possibilities and requirements for starting a Concept 10 10 by becoming a franchisee or licensee.

No specific background is needed to start a Concept 10 10 facility. A franchisee or licensee is chosen based on his or her personality and interest in the concept.  All the training and all the tools necessary to start and run the business will then be provided.  The training takes place in the Concept 10 10 Naples, Florida location and is done in approximately 10 days.  New franchisees from all over the world will come there to learn and practice.

The cost to start a Concept 10 10 can vary, but in general a minimum of $200,000 is needed. More information can be obtained by e-mailing

Working out shouldn’t be a pain in the neck


Dr. Tracye Zlobl

Tracye Zlobl spent too much time in the doctor’s office. Sure, Tracye is a doctor, but still, enough was enough.

Dr. Tracye Zlobl is a 52-year-old OB/GYN practicing in Naples. She has enjoyed physical fitness almost her entire life. That was until earlier this year when neck and upper back pain left her unable to workout as frequently as she would like for nearly six months.

She was spending thousands of dollars and dozens of hours in other clinicians’ offices. Changing her fitness routine from Pilates to Concept 10 10, saved her the hassle of spending all that time and money at the physical therapist’s, chiropractor’s and acupuncturist’s offices.


“I would get a little bit better, go back to Pilates, and re-injure myself,” Dr. Zlobl said of the frustrating cycle she had found herself in prior to Concept 10 10.

Now, however, Zlobl’s sessions of deep tissue massage are precipitated only by an appreciation for relaxation—not by any literal pain in the neck.

Hear in the doctor’s own words how Concept 10 10 saves Dr. Zlobl time and money by clicking here Dr. Zlobl saves time and money with Concept 10 10.

Zlobl learned about Concept 10 10 from a friend, a woman who is her client and used to do Pilates with her. Almost immediately the lack of impact and contact involved in Concept 10 10 attracted Zlobl. The relatively short time commitment of just 20 minutes each week was also appealing for the busy doctor.

Zlobl started with a free trial. She liked the cleanliness and set up of the fitness club. Her trainer, Peter, was professional and made her feel comfortable.

Dr. Tracye Zlobl and Concept 10 10 Head trainer Peter Murphy

Dr. Tracye Zlobl and Concept 10 10 Head trainer Peter Murphy

It was enough to attract her to buy a few more sessions. However, it wasn’t until her third week, or third session, that she was completely sold on it, she said. In total she worked out with Concept less than an hour at that point and saw more muscle tone and experienced more strength gain than at any of the multitude of exercise studios she experimented with over the years.

“Concept 10 10 literally saved me time and money,” she said.


See the Video Here

Dr Tracye Zlobl

Getting into the Concept 10 10 business is no pain in the neck either

Inquiries from around the world are coming in from people who would like a Concept 10 10 center in their area. Some of these people want it nearby so they can get a weekly training session. Others want to learn about the possibilities and requirements for starting their own facility by becoming a franchisee or licensee of Concept 10 10.

No specific background is needed to start a Concept 10 10 facility. A franchisee or licensee is chosen based on his or her personality and interest in the concept.  All the training and all the tools necessary to start and run the business will then be provided.  The training takes place in the Concept 10 10 facility in Naples, Florida and is done in approximately 10 days.  New franchisees from all over the world will come there to learn and practice.

The cost to start a Concept 10 10 facility can vary, but in general a minimum of $200,000 is needed. More information can be obtained by e-mailing




Progression and intensity

Progression and intensity

The first training session mostly focuses on the techniques and defining an approximate resistance for the member. Finding the right weight may take a few training sessions. Therefore, the member ought not to get disappointed over the possible lack of intensity in the first training session.
It will occur when techniques and the correct weights have been clearly defined. However, it shouldn’t take more than 3 (max 4) sessions.

Once resistance, technique and intensity are in place, the member should not train
more than once a week, as the muscles need time to regenerate. By more frequent
training with maximum intensity, the body will not be allowed the time required
to regenerate. Normally it takes 5-8 days for the muscles to recover with the intensity applied for training with Concept 10 10.

But if the training is carried out with a lower intensity, training twice a week might be preferable, although never as good as once a week by higher intensity.

Some members, however, cannot manage to reach such high intensity, and it
may be an advantage for them to train twice a week.


Why it is called Concept 10 10, and what the slow movements do

The training is carried out in 6 machines. This ensures strength training of the large muscle groups in an unbroken series of 6 exercises.

Each exercise is worked out using 10 seconds of lifting and 10 seconds of lowering.
Hence the name: Concept 10 10. Performing with the slow movements will eliminate the effects of inertia (momentum of the movement). This ensures the impact on the entire muscle. The entire muscle grows stronger, as each muscle fibre is exercised without missing the weakest ones. That is why the exercises always have to be done in movements of 10 seconds either way. The member is not supposed to count the seconds in his or her head. The instructor will keep an eye on this and give instructions.


Each exercise must be done in one set until momentary muscle failure. At the exhaustion point the member simply stops short. At this point, you may count 10
seconds, while the member holds the weight and keeps trying to move the weight,
following which you bring the exercise to an end. Each exercise is repeated 4-7 times and each set therefore takes between 1½ and 2½ min., and never more than 3 min. Increase the weight progressively until one can do the exercise for almost 2½ minutes in good form before reaching the momentary failure point, and then increase the weight again by about 3-5%. The member should be left to concentrate on doing the exercise correctly, while the instructor takes care of everything else. The weight will only be adjusted for the following training session.

The complete workout takes less than a total of 20 minutes.