The Lifeblood Of Your Fitness Business

I dropped a friend off at the airport a few days ago in her car.

She is going to be out of town and did not want to leave her car at the airport.

Driving someone else’s vehicle is always an interesting adjustment. The exterior mirrors, the interior mirrors, the seat all need to be adjusted to fit the new driver.

After making these adjustments I started to drive away and immediately I missed the little convex mirrors that I install on all my vehicles. The ones that help see into the blind spots.

These mirrors are critical to me, and I don’t understand why they are not standard on all vehicles.

Riding the motorcycle as much as I do has heightened my need to be critically aware of my surroundings in any vehicle, especially with today’s distracted drivers.

I need to constantly track details like this, just like I need to track details in my business.

There are a lot of things a business owner can and should track to keep their business safe. Two stand out as critically important.

The business owner must track finances and marketing routinely and consistently. Yet few do.

When a business is experiencing challenges, the first thing to check is the tracking systems for finances and marketing. The tracking system will be historical, like the mirror on the car, and is only useful if it is in real time, daily.

Having daily data points allows an immediate correction, like when driving the car. Data points from days, weeks or months ago are interesting, but not an effective tool for the business owner.

Not having constant real time tracking is like driving a car without mirrors. It can be done, but it’s incredibly dangerous. Yet so many business owners get their financial reports and marketing reports at the end of the month, or even months later. Too late to be useful.

Stay focused on what the critical pieces of your business, your finances and your marketing efforts.

Start with your Profit and Loss statement. Review it every Friday for starters. It will be eye opening if you are used to getting it months later, or even at the end of the month.

Marketing can be a little more challenging but pick one key strategy you are using and track it daily.

Our 90 Day Membership Explosion program can really help you with this. We teach you the proven strategies for explosive growth and how to easily and seamlessly track your results daily.

Is it time for you to become part of the elite group of business owners creating explosions in their fitness business right now? If you are ready for the next step, follow the links below.

Remember, you will only get results if you take immediate action on your ideas.

How do you know if you need a mentor?

There is a quaint little town of about 20,000 people five miles from me that is suddenly famous.

Reporters and press people are swarming all over a tiny store in this little town. The mayor is being interviewed as well as local and state politicians, local citizens and business owners.

But the person everyone wants to meet remains a mystery and may remain that way forever.

The town is Simpsonville, SC the home of the Mega Millions Jackpot winner. In case you don’t know the drawing was for roughly one.point.six.billion.dollars. (If I write the number out the spam filters will go crazy.) 🙂

For the record I do not have the wining number in my possession. And frankly, I can’t imagine the problems the winner is facing right now.

I would not have made that statement a few years ago. I have learned a lot since then. My most significant life lessons have not come from school or formal training, but at the hands of some very successful people, my mentors.

I have always had mentors and I would not be where I am today without them. I take this very seriously and intentionally seek out good mentors. Some are dead, some alive, some distant, and some close. I can’t imagine life without them.

I was talking to one of my mentors yesterday about the 6 Figure Trainers business. She observed that many of my clients come to me when things are really bad. If they had only started with 6 Figure Trainers sooner, they would have been so much further ahead. Of course, the next question (good mentors always ask the tough questions) was, how can I get to these wonderful people and business sooner, so I can help them even more.

Questions like this make winners think and elevate their game.

The real answer to the question in the subject line above, is that the entrepreneur business owner always needs a mentor. Maybe more than one. So where can you find a mentor?

1.) Within minutes you can have a Book, a wealth of knowledge and power in your hands. But it does you no good if you don’t read it and apply it. I destroy books with notes in the margins, dog-eared pages and multiple color highlighters. And if the book is challenging or particularly relevant, I read it more than once.

2.) Other successful business people bring a wealth of knowledge and experience to the table. Look outside your line of business and learn from other professions. You even might find a networking group to belong to that brings people like this together routinely.

3.) Professional Mentors are people who made it their business to help other businesses grow. Be careful here as this business has a lot of charlatans. Look for someone who has been where you are and got to where you want to go. I always seek out the people that had the biggest struggles to overcome.

If you have a nagging thought in the back of your mind that you would benefit from a mentor, check out your options before things get worse.

At 6 Figure Trainers, we are dedicated to helping you through our mentoring programs. If you haven’t already, check out your options at the bottom of this email.

Remember, you will only get results if you take immediate action on your ideas.

How to explode your business in the next 90 days

I was on Top of Mt. Mitchell, the highest mountain on the East Coast, this last weekend.

It was not what I expected or what I am used to.

My son and I have climbed every mountain over 4,000 feet in the Northeast USA. (There are 114 of them.) It was very special to experience that together and build memories for a lifetime.

With rare exceptions the mountains we climbed were remote, rugged and had few people on the summit.

Mt. Mitchell is different with a paved highway to the top and the final hike is less than 300 yards long. As you can imagine, the top is very crowded with all kinds of people. We had to wait in line to get the picture below. This was a new kind of wilderness experience in the mountains.

It reminds me of the fitness business. It’s so easy to get into this business and many people do for all the right reasons.

We soon realize how crowed the fitness space really is. 

Then comes the reality of making a profitable business out of our passions. 

We are about 10 weeks away from New Year’s Day. Our fitness businesses will experience the usual rush of people who are all excited about their fitness plans but lack the resolve to really make a change.

As fitness owners we can feel a false sense of security and hope every January.

I have three tips to take advantage of the January opportunity without wasting time on people who will never stay with your program. But You must start now, 90 days out!

WARNING: the plan I am about to reveal earned one of the 6 Figure VIP clients $8,000 in October, November and December – BEFORE the January rush. (His annual sales increased $42,000 as a result

1.Create and follow a plan. Take a minute to write out your plan of attack for what promises to be on of the best years in the fitness industry ever. The economy is good, people have money and they are spending it. There is money coming your way, get ready. 

2. Attract only your ideal customers. This should go without saying, but sadly, too many people think that everyone is their ideal customer, Make it abundantly clear in all of your material who your ideal customer is. It will attreact more of the ideal and save you time working with the lesss than ideal. 

3. Create an event. The fitness industry is fortunate because we can treat our prospects to a sample our programs. They don’t have to and shouldn’t, go on faith and hope alone. Of course I am talking about a free trial or an open house event where the prospect can experience what it is like to participate in your programs. Few industries have this advantage.

Your event (experience) should not be “off the cuff” but rather carefully orchestrated and scripted. this takes time to practice and perfect, which is why you should start practicing in October. Then, buy January you have a system and are way ahead of the competition. 

Remember, you will only get results if you take immediate action on your ideas.

To your success!

I Dare You To Try This…

We are in the midst of the second hurricane to pass over/near Greenville, SC in the last few weeks. The impact here seems limited to high winds and lots of rain, but nothing too dramatic.

As the storm approached yesterday from the South, I had fun staying ahead of it on the motorcycle as I returned from another business meeting in Atlanta. 

I really like visiting different gyms, boxes and training centers. You begin to see common themes such as:

I want to build my business, but I really don’t have time to work on the business.

I understand. I’ve been there and felt the same way many times. Up early in the morning and in late in the evening with a constant flow of people that need your energy all day long, can be draining and mentally exhausting.

But there is a simple solution. And if applied consistently over time, it will produce amazing results. The solution is to schedule a 15-minute block in your calendar every day for a week to work on your business. No more than 15 minutes,

Treat this appointment with the same respect you would give a client needing your time. Close your door, mute your phone and set a timer for 15 minutes. Treat your time like your AMRAP. Work feverishly on your project and when the time goes off, stop working on it. Open the office door, un-mute the phone and go back to your day.

The next day pick up where you left off and repeat the process. In a week you will have accomplished a lot.

Then the second question I get is:

What should I focus on when I start working on my business?

If you are thinking this way, congratulations, you are past step #1!

The answer will depend on your situation, but generally focus on the most important things that will move your business forward.

If you are not certain what your priority should be, it is likely the one you are most uncomfortable with. There are lots of reasons for this that I won’t get into here, but it usually works very well.

What works even better is to talk to someone who has a business building perspective and ask them what they think. They can give you suggestions/direction in a very short time.

Take caution to seek the counsel of someone who has been where you are and has achieved success. Don’t take advice from someone who has a theory and no evidence of success.

If you are ready to go to that next elusive level, take advantage of our Complimentary (FREE) conversation. I guarantee you will come away with at least one actionable challenge that you can start on tomorrow. Check out the PS below.

Remember, you will only get results if you take immediate action on your ideas.

Is Facebook Advertising Worth It?

I am in Atlanta attending a training conference as you read this.

For the record I am not multi-tasking. Not me. I wrote this yesterday. Programmed to send to you at our regularly schedule Thursday time.

As the title, Thursday is all about content. Of course, there is an offer at the bottom. We have so many good things going on and I feel an obligation to bring them to your attention. Then you can decide for yourself. 

If Facebook marketing worth it?

We talk to a lot of fitness people every day. After a while you notice common themes. Among them:

  1. I need more members
  2. What I need is marketing and people are telling me to use Facebook
  3. I need Facebook marketing
  4. I have someone doing Facebook marketing for me
  5. I want a done for me program like Groupon

It seems every fitness professional is constantly looking over their shoulder for that next member.

Then they pretend they are a big corporation with bottomless pockets to create a brand, or they listen to someone with a theory that Facebook advertising and marketing is the answer. It might be helpful if used in the right context, but with rare exception, it’s not. Keep in mind that I am talking about paid Facebook advertising, not the free stuff. 

Often the Facebook proponents are also the people who you discover have a full voice mailbox after you listen to their message telling you to leave a message.

I know Facebook advertising can be effective for the right business situation, but is it right for you? Probably not. In fact you probably don’t need it at all!

All businesses need an established marketing plan in place long before they even consider paid Facebook advertising.

There are so many marketing opportunities, often free, that should be established and managed daily. Think traditional because it still works

  1. Market to your customers first
  2. Market to the neighborhood second because there are more people in your neighborhood than you can ever possibly serve, who are looking for your service and don’t know you exist. 
  3. Make yourself visible both online and offline.
  4. Get your messaging straight and make it an integral part of your culture 
  5. Take advantage of every appropriate free marketing channel available to you
  6. Measure everything and focus on what gives you the greatest return on your expenditure of time, energy and money.

Once you do all these things, then you are in a position to accurately evaluate the need and the wisdom of additional paid advertising.

Most likely you will be stunned. I see it all the time with our VIP clients

Here’s my shameless segway promo that I promised you. We have a great marketing program for our VIP clients that we are now offering as a group program!

You can participate in the beta testing of the roll out and build your marketing program in 21 days. This is an unbelievable deal, but you need to move quickly to secure one of the coveted remaining slots. See the PS below.

Remember, you will only get results if you take immediate action on your ideas.

How to build your marketing strategy.

I wrote in yesterday’s email I would be making a big announcement today. The announcement is really about an opportunity to radically alter the path of your business for the better.

First, let me give you a little background. As most of you know I have a lot of years’ experience in the fitness business in a variety of careers.

I started dabbling with the idea of developing a business by working as a part-time personal trainer. Build up my client base and then go full-time.

I was constantly looking over my shoulder for the next member or client for my programs. This was on my mind daily. It always seemed that just one or two new clients would completely alter my world for the better.

New people would show up and my excitement level would also rise. Then, someone would leave the program for one reason or another. Usually having nothing to do with the quality of the program. At the end of the month my net gain was in the “still struggling” category.

It was discouraging that this pattern repeated itself all too often. Sometimes I even wondered if the career was worth it. I loved what I did, and I know I made a huge difference in people’s lives, but at what price to me and my family?

I even went as far as taking on other careers and jobs in order to pay the bills. But this did not make me happy.

My heart was in the fitness business, but I had not cracked the code on how to make a good living running my own fitness business.

The as luck would have it, I lost one of my other income sources (a job). This was traumatic at the time, but I soon saw it as an opportunity to do what I really wanted to do, own my own full-time fitness business.

Here is where I made a quality decision.

It was not about owning my own fitness business. It was about owning a profitable full-time fitness business. At the time I still had one client in my part time training business. He was an ideal client for me. I knew I needed more clients like him.

It was obvious that I needed a marketing program to build the business. I needed new clients fast and the pressure was on.

Eighteen months later I was making $92,000+ from my business, working reasonable hours, taking 3 weeks a year off, and I had a very low overhead. If I can make this happen, so can you.

Step #1 was that I built the foundation for a marketing program. These are the same steps any successful business goes through.

I liken the marketing foundation to a three-legged stool. My value proposition, ideal client avatar, and the right marketing channel are the three legs. In a little more detail:

My value proposition: How well can I articulate what I do in a few words as possible? This took a long time for me to figure out. Once I had it, everything else was much easier.

Ideal client: Must get 100% clarity on this. Not everyone is ideal for your business.

The right marketing channel (media). The way to determine this is to figure out where my ideal clients where hanging out and go there with my marketing efforts. For instance, my ideal clients were not on Facebook, so why go there?

Complete these three steps and you will have a solid foundation for all of your marketing efforts. knowing this information brings you an unbelievable peace of mind and confidence. This leads to more business.

The challenge is that you can do all of this on your own. Or, you can let us guide you and work with you.

Working alone is largely a process of trial and error. With enough determination and persistence, you will get it right – eventually.

Working with us allows you to focus on proven strategies that get results fast. Either way, take the time and commit to getting your marketing foundation set up for success.

To say I am excited about this program is an understatement. For more information on how the program works, go here.

Remember, you will only get results if you take immediate action on your ideas.

Stop Turning Prospects Away!

I am between trips as I write this email. My last trips were a bit stressful because they were just before and just after hurricane Florence visited South Carolina.

All of that is behind us, and I can reflect, and share with you, a huge observation from one of my last trips.

In general, the fitness industry does a terrible job selling their product. It’s awful.

About half of my visits to gyms are as a prospective member. I stop by like a prospective member would.

As you can expect I get a variety of responses. Usually, I end up with a tour of the facility.

The Owner or tour guide, takes me through the facility pointing out all the features the facility has to offer me. This is a complete waste of my time. And if you do this with prospective customers, it’s a waste of your time too.

I don’t care about your features. I don’t care about your machines and “cardio.”

I stopped by because I am looking for something. I care about ME, not your machines and other features.

I stopped by because I am looking for something different in my life. If I wanted a machine I would have visited a retail store.

How do I know the tour guide does not care about me? They never ask me any questions.

How do I know the tour guide cares about me? If they ask me questions about me and what I am looking for. In a recent tour, the guide asked me two questions. My name, and my name again as we finished the tour. He didn’t even remember my name!

Before I go on a rant, here are the questions a tour guide should ask every prospective new customer:

  1. What do you want?
  2. Why do you want it?
  3. Why don’t you have it already?

Once you have a clear idea of the prospect’s goals, then show the customer how you can help them achieve their goals. Forget your features and benefits, focus on how you and your services create desired outcomes in people’s lives. This is what you prospect is interested in.

Rethink how you orient new prospects. Train you team. Watch you business grow.

Remember, you will only get results if you take immediate action on your ideas.

How To Show You Really Care

I just returned from a 10-day road trip on the East Coast. I got home to Greenville, SC just before hurricane Florence is predicted to hit the coast.

Throughout my travels I saw all kinds of evidence of emergency preparation.

It is truly amazing to see how we pull together as a country when we are faced with a challenge. It’s as though the worst of conditions brings out the best in us.

I think about this often. Why is it that it often takes the worst of situations to bring out the best in us? I confess that I don’t have an answer.

But I do know that this situation is an opportunity for us to showcase our genuine care and concern for people.

Not everybody on this distribution list is in the path of the hurricane, but many are. It’s pretty safe to say that everyone on this distribution list will be affected by the story in some way.

Depending on where you are, what can you do to show your care and concerns for the people in your area?

Here are a couple of thoughts. Consider the ones that apply to your unique situation.

  • Become a shelter, or volunteer at a shelter.
  • Volunteer to help in some way.
  • Offer a special workout as a fundraiser.
  • Openly promote and welcome evacuees to your facility.
  • Send an email or a video to your clients/members offering to help with their unique situation.
  • Participate in a blood drive.
  • Reach out to another Box, Gym, or Training Studio in the eye of the storm to see what they need.
  • Other.

Whatever you decide, the important thing is to be a solution in a time of need. People don’t care how much you know until they know how much you care.

Remember, you will only get results if you take immediate action on your ideas.

Above all, stay safe.