Structural Integration: So, Rolfing® got a few minutes of fame on Oprah. Sue, can you give us the back story of how that came about?

Sue Seecof: Dr. Oz asked Oprah to feature Rolfing and invited his Rolfer, Ron Spechler to join him on the show. Ron and I discussed the interview and thought about the best way to portray Rolfing, how to make it stand out from the rest. Ron also met with Dr. Oz to prepare for the show. The day before the interview, the producer called and said Ron was not feeling well and she needed a replacement. I called the Rolf Institute and we agreed that Jon Martine (with his endless energy) would be the best person for the job. I left messages for Jon and another Rolfer as a backup. I knew I had to close the deal quickly or we might lose the moment. The producer also called a Certified Rolfer in Chicago, Amanda Kreiss, who called me to check in and offered her support. She did a great job answering questions for the producer, recommended they interview Jon, and was invited to the show to be in the audience.

Busy Jon finally called back. The first thing I said was “This is not a joke, would you like to be on the Oprah show tomorrow? You will need to fly to Chicago tonight.” Jon said yes, but he had a client coming in, and could we talk after the session? Certified Rolfers are so loyal to their work! (“Oprah, could you wait, I have a client!”) I suggested Jon call the producer first! So he did.

SI: How did you prep Jon on such short notice?

SS: When Jon finished his session, he packed and took off for the airport. His first flight was cancelled, so we chatted about the interview while his plane was being rescheduled. I explained that Dr. Oz and Ron had prepared a script for the show that Jon could follow. We talked about sound bites he could use to describe Rolfing. Jon asked what he should say “officially”, but as he has worked with me over the years on PR interviews, I knew I could rely on him to do a great job representing Rolfing without a lot of coaching, so I told him to simply do the best he could and “roll with it”. When I asked him what he does to handle stress, he said he would be fine if he could run around the building a few times. I knew we had the right person for the job!

SI: Jon, first, thanks for doing such a great job representing Rolfing. You seemed quite calm and collected on the show. What were you feeling inside?

Jon Martine: I felt tired and a bit rushed since I had arrived at the hotel after midnight and then had a bite to eat and got some sleep. My biggest concern was getting a coherent message across in such a short amount of time. I was in a limo by 7:00 am, and when I arrived at the studio we did a quick rehearsal before the show. I paced around the “Green Room” and talked to Amanda to settle down. Once I got going with the demo on Dr. Oz during the taping, it felt quite familiar and I was able to relax. I am used to working with clients and answering questions in class, so this oriented and grounded me.

SI: I heard that a lot of footage was filmed, then the producers edited it down to the final segment. How you feel about the end result that was aired? What were you most pleased with, and what do you feel was lacking?

JM: To tell you the truth, they only edited one or two questions and they were not necessary. I was generally pleased with what they chose to air. The questions were not the same as what we had rehearsed and they went freeform once we started. The show is called “Oprah” for a reason: she asked things that she was interested in and she knows her audience, so she takes the lead. I felt we had little control over what was asked, and I would love to have had more direct input, but again it is the Oprah show. I was pleased to have an opportunity to demonstrate what Rolfing may look like. Again, it was short, but people got a chance to conceptualize what a Rolfer might do with a client. There are so many things that could have been done, so what was lacking is a difficult question to narrow down. Before and after pictures of clients, some background of Dr. Rolf, the general theory of Rolfing, what are the benefits and why do people seek Rolfing all are questions that come to mind. But the fact that millions of people have now heard the word “Rolfing” and know a bit more about it is an incredibly valuable step on our PR path. I want to thank Sue Seecof for her continued efforts on our behalf and her incredible patience and professionalism. The producers all said she is wonderful to work with and were impressed with her skillful demeanor.

SI: That compliment means even more coming from Oprah’s producers, who must deal with so many PR people on a daily basis. Any comments, Sue?

SS: As a PR person, I have learned over the years to balance between pushing to get your message across and backing off and trusting your producer. This was a good PR situation. Oprah is an advocate of alternative medicine and health and a master interviewer. Her producer and I worked together and supported each other’s agendas. It was a win/win and the Rolf Institute received 50,000 hits to its website. I want to also acknowledge Certified Rolfer Ron Spechler, to whom the credit goes for making this happen.

SI: Jon, one last question. Has your brush with fame had any impact on your life and practice? Do strangers approach you in the supermarket? Are clients starstruck? Or is it life as usual?

JM: I certainly feel the experience was exciting and impactful for Rolfing as a whole; yet any concerns about being mobbed by strangers in the market were quickly squelched. People in the health club that my wife and I have gone to for years stopped me to say they saw the show; while my friends, family and clients called wondering if my rates were going up.

I have found that I gained credibility with some people who were not interested in Rolfing in the past; some of them have made appointments. A number of new clients have reported seeking a Rolfer due to the Oprah show. Many seem to have heard about the Oprah show and Rolfing; yet did not connect my name to the show. The Oprah fans are curious to know what she is like and are interested in hearing about the experience. Even though the show was months ago, it seems like the ripple of interest continues.

SI: Thank you both.

Rolfing Structural Integration on Oprah