LAKEWOOD RANCH -- In a yellow building in Lakewood Ranch you can find a dietitian who does not believe in diets, a fitness trainer who does not think that pain equals gain and an acupuncturist who hates needles -- all under one roof.

These three health services call the building at 5300 Paylor Place home. The women who run them are all marketing and growing their businesses at the same time.

Up to this point, they say they have grown through word of mouth, and now they refer clients to each other.

The three women must work against stereotypes people have of their professions. They all stress an individualized approach.

"I use a nondieting holistic approach," said dietitian Pamela Mathis. "I don't think diets work long term. I work with people to change their relationship with food."

Mathis moved her business to Lakewood Ranch in January after practicing in downtown Bradenton for 13 years. Her business has been so successful, she said, that she will add services this fall. She also plans to work with more children and teens.

The dietitian works with clients who have medical conditions such as high cholesterol, cancer and digestive disorders. She also treats people with weight-management issues and eating disorders.

"I teach people how to change their food choices to prevent disease and promote wellness," Mathis said.

Her anti-aging nutrition plan slows the aging process from the inside, she said, by providing proper hydration, anti-oxidants from food and anti-inflammatory foods like salmon, nuts and fruits. Mathis' clients range in age from children to the elderly. She works with one 90-year-old who is concerned with maintaining his independence and quality of life.

An initial consultation costs $115 and follow-ups cost $55. The follow-up sessions take 30 minutes and the number of sessions depends on an individual's needs. Some come in once or twice, while others come in more often for support and further education.

Since everyone is different and each client has different goals, Mathis works on creating individual solutions. She does not hand out cookie-cutter diets, she says.

Work it out

Like Mathis, certified personal trainer Rebecca Meyer serves a widely varied clientele at FitPlanet. The president and founder of the company trains elite athletes to compete in triathlons, and she helps people in their 70s work on their balance. Even the athletes, though, differ physiologically from one another.

"Everybody is different," Meyer says. "You cannot train everybody the same way."

One athlete, for instance, had little mobility in his right leg and Meyer noticed it while observing his running gait. She found out that he had had surgery on his back and leg early in life. She designed his training regimen accordingly.

FitPlanet can test athletes for their blood lactate levels and their maximal oxygen intake.

"It's more like a lab environment than a fitness center," Meyer says.

A computerized bicycle on site allows athletes to train on a simulated course from anywhere in the world. One person training for the Arizona Ironman can see and feel what it is like to ride the course, hills and all.

FitPlanet also provides training in offices in Bradenton. Trainers visit a local OB/GYN's office and a local attorney's office. The company also has a contract with the University Park Country Club, Waterlefe and Heritage Harbour communities.

All of the trainers at FitPlanet have a degree in an exercise field. Many are certified by organizations like the American Council on Exercise. Three athletes currently train with Meyer for multisport events like the triathlon. She trains more than 30 clients.

Private one-on-one training costs $75 per session. A six-session package runs for $435. Sessions take as long as the athlete needs to finish the training.

Pinpointing the problem

Each needle is individually wrapped in sterile packaging. Unlike hypodermic needles, they flex and they move.

"They're designed to work with the body," says Suzanne Swearengen, acupuncture physician. "It doesn't hurt. They're not painful when the proper technique is used."

They are also much smaller than their hospital counterparts. A hospital needle is 16 to 28 gauge, whereas an acupuncture needle is 36 to 40. The bigger the number, the smaller the needle.

"I'm afraid of needles," Swearengen says. "I pass out in a heartbeat if I have to get a shot. But I'm not afraid of these."

Acupuncture can be used for conditions as varied as sleep disturbances and sinusitis but Swearengen says the majority of her clients come to treat pain. Once they come to her office, they discover that other ailments can be treated.

Swearengen treats patients for sleep disorders and digestive issues as well as for arthritis. She treats five to 10 clients a week.

Her services start at $80. The first session takes an hour and a half and each session after that lasts one hour.

Clients should see results within three sessions but many come back for tune-ups, Swearengen said.