How To Create A Cash Surge, Step 1

Have you ever found yourself in a situation where you need to raise a lot of cash quickly?

Is there anyone who has not been in that situation is probably a more accurate question to ask.

I was faced with a predicted shortfall of $50,000 one summer. I had just bought a turn-key fitness business and the cash flow history painted a clear picture that we were in for a rough time. And I had a plan.

But this is not about me. This is about you. What I am about to share is something that you can do too. Starting this afternoon.

There are many steps in the process, too many for a single post. The most important step is the first one, the one I am about to outline.

First, you need to understand that this first step, properly executed will cause an immediate response in your team and your existing customers. It will create a buzz, people will be talking, and this is exactly what you want.

The exercise is to create a level 10 experience.

You need a piece of paper or a whiteboard. You can do this alone or you can involve your team. I find it works the best with a team of people.

Make a list of numbers from 1 to 10. Describe in detail what a level 1 experience would be like for your customers.

Then brainstorm ideas of what it would take to make the experience a level 2, then 3, then 4, and all the way to a level 10.

The key here is to brainstorm and write down all the options. Level 10 will likely be something so extravagant that you will never really do it, but the purpose is to stretch your imagination.

Some examples:

Level 1 – The customer comes to the facility, unlocks the door with their key, goes to the workout area and exercises in solitude and silence, avoiding the broken equipment. The bathroom is dirty, and they try to avoid using it if possible. They quietly leave when finished with their workout.

Level 2 – The customer enters the facility and is greeted with a friendly smile and asked how their day is going. They are handed a freshly folded clean towel. A trainer greets them by name in the exercise area and guides them through the workout with pleasant conversation and feedback.

Continue this brainstorming through all the levels,

Level 10 may look like this. A limo picks up the customer at their home or office and drives them to the workout facility. Their trainer is holding the door open for them when they arrive at the facility and greets them by name while handing them a water bottle filled with their favorite beverage. After the workout the customer is offered a protein shake, a coupon for complimentary cocktails at their favorite restaurant, and the limo return them to their home or office.

Level 10 is so “out there” that you will probably never do it, but it’s there to get you thinking big.

Once your list is completed, figure out which things you can put in place right away.

My favorite example is that we noted that we had a lot of Moms with young children and all the strollers. They had a lot of things to manage, especially when it was raining as they left the gym. Our solution that came out of this exercise, was to place a container full of umbrellas next to the door for their use.

The young Moms loved it. Everyone noticed the umbrellas and to our surprise most people went out of their way to thank us for the attention to this detail.

It was an immediate win-win. The customers loved it. The staff team was so excited to be part of the solution that they kept coming up with more ideas and we implemented as many as we could, as fast as we could. We became more and more sensitive to the needs of our customers, and the customers became raving fans.

This energy and excitement formed the foundation we used to engineer a $50,000 surge in cash flow in 30 days. I’ll share those details at another time.

You may not need the cash flow like we did. But, I am certain you need raving fans to stay competitive in your market.

Have fun with creating your level 10 experience and share your success with us.

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

To your success!

How about Gaining Five New Ideal Members a Month

I am back in the office after an 8-day road trip on the motorcycle.

It was a combination of family time, business meetings and just plain fun and exploration.

We had two very productive days of meetings at an Inn (essentially a very nice Bed & Breakfast) in Virginia. The Inn and property were owned by a very nice couple and they had obviously worked very hard to turn their dreams into a reality.

When the man introduced himself, he gave me his name and then said with a big smile on his face, “The Inn owns me.”

His admission brought an instant smile to my face and I assured him I knew exactly what he was talking about.

For more years than I care to remember, businesses and jobs owned me. And I am not alone.

Then I decided that life shouldn’t be lived that way, a very profound decision when I look back.

At 6-Figure Trainers, we see more businesses that own the owner than the other, more desirable, way around. We find that 95% of all business owners want to turn this situation around, but don’t know how to go about it. And our mission is to help them do exactly that.

The desire to change is so strong that many fitness business owners fall prey to schemes that seem “too good to be true,” because they actually are too good to be true.

For instance, the other day I saw an ad that boasted if you follow their program you can add 200 members to your gym. Of course this gets attention. It seems to be an easy fix.

But it’s not an easy fix; it’s a marketing ploy. Think about it. Do you really want 200 more members? Do you really need 200 more members? Are you ready to manage all the systems necessary to actively support and retain 200 more members? In most cases, NO.

I have been approached a number of times by marketing companies that make all kinds of wild promises about growing my membership by leaps and bounds, often with discounts, where the marketing company made most of the initial money from my new customers. I turned every one of them down – thankfully.

This plan does not work for a host of reasons. In fact, some of the businesses we talk to have, sadly, lost market share following these crazy schemes.

What I did, and what I teach others to do, is to intentionally and methodically grow your client base with customers that will stay with you for years. This long-term strategy pays far greater benefits, but alas it’s not “sensational” enough for many desperate fitness business owners.

What if you had a net gain of five new customers every month, month in and month out, until you decided that you didn’t need/want any more people? Conservatively, that would mean 60 more ideal clients next year at this time. (Our experience is that this is a conservative number, but we like to under promise and over deliver.)

Continue that growth for two years and you end up with a real business that supports you in every way. This would be a business that no longer owns you.

This is the essence of the 6-Figure Trainer’s program. We teach you how to do this and we work alongside you as you implement the strategies guaranteed to get you the results you want.

Want to learn more?

Join us on a free Webinar on August 16. We will show you the key elements of what you need to build your customized plan to add 5 -10 new clients & members to your business every month.

Please note this is not some kind of theory we are throwing out there. This is the exact plan I have used to turn around several big fitness organizations and to build my personal training business to a 6-Figure income in 18 months.

We’ll be presenting the hard cold facts of what works and what is simply a theory.

You do not have to be owned by your business. All you need is a path to turn things around. We will share the path with you.

You can sign up for the live webinar at the bottom of this page.

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Make a NOT Decision

I am writing you from the oldest inn (at least east of the Mississippi River) in the country.

It’s the Wayside Inn, in Middleton, Virginia, where Charles and I are spending a couple of days refining our programs for the fall.

As you can imagine, the place is rich in history. During the Civil War, the town and the Inn changed temporary owners so often, as first the North and then the South captured the town, the soldiers on both sides decided to NOT burn the hotel since they would need it when they returned.

Interesting logic, it has served us well.

As a result, today we have a beautiful and rich piece of history to enjoy.

Reminds me of running a business.

Every business goes through ups and downs. Things are good and then things are bad, then good again. The cycle continues – it’s a part of life.

While we are going through changing times, what things can we decide to NOT do so we can preserve something for the future?

We can decide to NOT give up on our core values, to continue in our quest to run a successful business AND provide a vitally useful service to our customers and community.

We can decide to NOT keep struggling with the business side of our business.

Most fitness business owners I talk to, and I talk to more and more every day now (5 today) have the second part down, they are continuing to provide a vitally important service to their community, even while they struggle with the business side of the equation.

Sadly, this is true for most businesses, not just fitness businesses.

I just got off a phone call with a 24-year-old trainer. Super guy. He asked me what it takes to change his business model now to avoid the pitfalls and run a successful business.

The answer seems so simple and yet few people will take advantage of it. The answer is to read books and hang around people who have achieved what you want to achieve.

At 6-Figure Trainers, we are about experience. We have walked the walk and learned, sometimes the hard way, what it takes to be successful.

Our mission is to share what we have learned with you, so you don’t have to reinvent the wheel. So you can learn, and implement, what really works – in the shortest time possible.

Want to join us and reboot your business today? Now is the perfect time to have a real impact on your fall programs, but don’t wait as our times are filling up fast now. In fact, this week all of our available times were booked for the first time ever!

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Marketing is Easy with This Foundation

I have gone on record for saying that most fitness professionals, and most business owners, would rather go out of business than sell their product.

Some people (most people) object to this truth. In fact, so did I when I first heard it.

I had a business with a product people needed. The customers I had absolutely loved my service and told me so frequently. I was really good at getting lasting results with people.

So why didn’t I have a constant flow of new people knocking at my door wanting my service?

Confused, frustrated and always anxious about where the next member or client would come from pretty much summed up my struggle. I was making enough money to survive, but always felt I was living on the edge,

Then I realized the real problem was me. I was not marketing or selling my services. I was simply hoping that new people would find me and my great product.

In those days I did not understand what marketing and sales actually was. I thought of it in terms of Corporate America, branding, imaging, discounting, and online/digital campaigns.

I was in for an education and it revolutionized my thinking and, in turn, my business.

I learned that I did not know how to market or sell and I learned these skills could be developed, quickly.

I learned the small fitness business has a number of HUGE advantages over “big box” and “globo” gyms.

The three most important things I did to change my future, and the same three things you need to do to change your future:

  1. Became crystal clear about what I really offered.
  2. Crafted a clear and compelling message I could share with people about what I did.
  3. Used variations of my message to promote (let people know) what I offered in carefully and strategically selected ways, marketing channels.

None of this is as easy as it looks. This is the “what” part of the transformation equation. The foundation to build on. The other part of the equation, and the most important part, is how do you make these changes.

How did I go about doing this and how would you do the same?

I read lots of books and hung around different people. You can, too.

The three things listed above are, first and foremost, internal changes in the mindset of the fitness business owner. Once these internal changes occur external changes in the business occur, usually at a surprisingly fast pace.

Your life and your fitness business will change in direct relation to the books you read and the people you hang around. It’s not simple.

The 6 Figure Programs were created specifically to help fitness professionals develop businesses that thrive rather than survive. We have the programs and the methodologies, the what you need to do strategies.

If you want to hang around people that are making things happen in the fitness industry you should consider our Reboot and Restart program. It’s designed to guide you through what you need to do and how do to do it, in a small group setting of like-minded people.

If you’re looking for the shortest path to fitness business success, this is for you.

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Most Fitness Business Owners Would Rather Go Out of Business

Most fitness business owners would rather go out of business than sell, or market, their product.

Agree or disagree?

Most fitness people disagree with that statement. But it’s completely true.

In the fitness business, we have an awesome product and there is an undisputable growing market for what we provide.

So why are so many fitness businesses more hobby than business, operating on the very edge of financial solvency? Losing money month after month? Or, in complete frustration, going out of business and walking away from their true passion to help people?

I lived that way for a while, too. And I hear it all the time in my mentoring business. Fitness professionals are always “looking for that next member or client.”

Meanwhile people in the community are constantly looking, even desperate at times, to find a solution for their fitness and health goals, and willing to pay for this service. People who live right in your neighborhood.

The two are not connecting and solving each other’s problems.

The problem is that the fitness professional is not selling their services, not marketing their services. By not doing these two things, they are frustrated, anxious and financially strapped.

By not selling their product and marketing it, they are choosing to go out of business, making a choice to go out of business.

People find the time and money to do what they really want to do. We tell our fitness clients that all the time and it applies to us, too!

When we don’t find the time to do what needs to be done, we are giving power to the opposite. In this case marketing and selling your product or going out of business. It’s that simple.

Most business owner make all kinds of sacrifices to build their businesses. They downsize their life. They take on a part-time job, downsize their house, live on someone else’s income, make incredible sacrifices. They choose this path over marketing and selling their products. They choose to go out of business rather than sell their products.

When I admitted this hard cold fact and took immediate and consistent action, my business turned completely around in a very short time.

Most business owners are really now aware of the choice they are making. Some, perhaps you, angrily object to this truism. It is a true statement because I saw it in my life and my clients’ lives and I, as well as many clients, have proven the statement multiple times.  And, more importantly, we have proven how to overcome it multiple times.

If you’re not selling and marketing your services every day, you are completely responsible for any disappointments and shortfalls in your business. Period.

I hear, “But I don’t have time” – all the time… I don’t buy that excuse, and neither should you. Everyone has a lot of wasted time every day that could be applied to selling and marketing. “But I don’t have a budget for marketing,” is another excuse. There is a lot you can do without a marketing budget at all.

Sometimes there is an even bigger questions, “How do I market? How do I sell? What is marketing, really?” All great questions, and there are easy answers for most of these questions.

For example, you have a voice mailbox attached to the phone number posted on your website under “Contact Us.” A prospect calls while you are teaching a session but can’t leave a message because your voice mailbox is full. You have made a decision to not sell or market your products.

If your prospect can leave a message and you don’t return it faster than the voicemail they left for your competition down the street, you have made a decision to not sell your products.

This is marketing and sales in its simplest form. There are numerous other examples of things that cost so little, in time and money, and yet, business owners don’t attend to the details, thereby making a decision to struggle or to eventually go out of business.

It’s a choice I see people make every day.

You want your business to be outstanding and the most respected in the community (the most desirable position to be in!)? Pay attention to the details. Learn, grow, learn more, grow more…

It’s no secret that I experienced all of this and learned some hard lessons. Then I got smarter and started asking for help from other people. Not just anybody, but successful people. I listened and implemented, and business grew quickly.

I am giving you the same opportunity. Few will take advantage of it, but a select group of success minded people will.

For the next 24 hours you can view the webinar we hosted last week. There is a lot of good content to get you thinking and taking action. For the DIY crowd, focus on the core content sections. There is also an offer for our next session of the Master Mind On Ramp Class which we renamed Reboot & Restart Your Fitness Business, for those who want (or need) results NOW!

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Here’s How to Solve the Marketing Puzzle

I am still on the road returning from visiting family for the holiday.

Every road trip for me is a combination of recreation, discovery and business. I really like checking in with fitness business professionals and visiting different gyms and workout facilities.

Whether I am talking on the phone with people or checking out a facility, it seems there are several themes that the conversation inevitably turns on and one in particular is marketing.

Marketing can be the big hairy monster in the room, hard to understand and ever harder to tame. Or so people think.

Everyone is concerned about their marketing efforts. Everyone feels they are not doing enough marketing. Almost everyone feels that social and online marketing is the skill they need to master, but they don’t have the time to do it right.

There is so much to the marketing puzzle. Online is simply one piece of the puzzle. An important piece but not the most important piece of the puzzle.

At 6-Figure Trainers we teach marketing skills. We are not a marketing company. We are a mentoring and education company. We teach skills and bring knowledge of what actually works to the table.

We teach much more than just marketing, but marketing is a fundamental, and very important, skill for the business owner.

And it’s not that complicated, at least the way we approach it.

I could go on and on about this topic but frankly there is a better way to get this information to you.

This afternoon at 2:30 Pm (EST), we are hosting a free webinar, Marketing to Your Ideal Customers.

You are invited.

This is a free webinar that goes through the process of how we teach marketing.

You don’t need a big budget. You don’t need special skills.

You will learn marketing strategies you can put in place today that will cost you no money.

Clear your schedule, attend the webinar, stay focused, take notes and you will see marketing for your fitness business in a completely new way.

I look forward to having you on the call. Grab your spot here.

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

How is Your Business Independence?

Like a LOT of other people, I am out on the roads traveling this holiday week.

Having the holiday in the middle of the week makes for an interesting celebration. Do we celebrate on one day, one weekend, or all week?

I remember a television show on July 4th several years ago. I seldom watch television, but this show caught my attention. It was about how the USA is the best place in the world to have control over what we do, how much money we make and what kind of vacations we take.

Many successful people were interviewed and the common thread among the successful was that they owned a business. They spoke openly about the opportunities and successes they had because of the business they owned.

I was psyched. I was sick of working for the “man.” But where to start?

I decided to follow my passion and build a fitness business. The problem I faced was that all of my education and training did not include anything about running and owning a business.

Determined to find a way, I called successful business owners in the town where I worked and offered to buy them breakfast in exchange for hearing their story of how they started and then built massively successfully businesses.

Every one of them hesitated to meet, but I persevered and every one of them met with me. I listened intently to everything they told me. I took notes. I bought breakfast.

What I received in return was an education in the truest sense. I felt prepared and, frankly, more than a little scared.

I took the plunge, like most of you reading this email, and started my business. Then the learning really began.

Every July 4th I reflect on that television show and my journey in business building and entrepreneurship since watching it. I reflect on my goals and what I have learned.

I have learned that successful fitness businesses, and all businesses, have three prominent characteristics.

First, they have and depend on systems for everything. Most started as one person’s dream and evolved and grew when other people were added to the business. Systems for everything is the key.

Second, successful business owners have excellent control over the finances of their business. They know where things stand constantly. They know and only trust the data.

Third, successful business owners know, manage, and stay close to all of the marketing aspects of their business.

While there are many other things that demand attention, most can be delegated to some degree or another.

How are you with your systems, especially the finance and marketing systems of your business?

I highly recommend that you commit your thoughts to writing. Do a written analysis and evaluation of your performance in the three categorizes above.

This is one of the most powerful things you can do to celebrate your independence as a business owner. Sadly, most people will find a reason to not take the time for this simple task.

If you find yourself in the rare category that actually takes the time to do this, I am betting your next July 4th will be a cause for a huge celebration. I am also betting the information at the bottom of this email is of great interest to you.

If you are in this rare category, congratulations!

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Your Bathroom is Part of your Marketing Plan

The grey haired, highly respected and distinguished professor stood in front of the Areas and Facilities class on the very first day of the class.

He said, with great authority and impact, “If you only learn one thing from this class remember this, keep the bathrooms exceptionally clean. This is the most important thing to remember about your facilities.

It was my senior year in college. This was one professor I had a great deal of respect for. This was one of those classes I was looking forward to, not because of the course content (facility management), but because I could learn from such an accomplished man.

His words have followed, even haunted, me at times for my entire professional career.

Every facility I have ever managed has always had exceptionally clean bathrooms (restrooms). I made that priority #1 and trained my staff accordingly.

Things can go sideways and often do. If we had a janitorial problem and priority #1 was at risk, I grabbed the mop and did whatever necessary to resolve the situation.

The professor had it right. But I have learned a deeper truth from the experience. Restroom cleanliness is not a facility issue, it’s a marketing issue. Yes, a marketing issue!

Think it through. The times when you have used a public restroom. If the “facilities” were dirty, smelly or whatever your impression of everything else went down. If they were spotless you found it easier to be understanding of other slight oversights, such as poor wait service.

In fact, if you are at a restaurant with poor service, but the restrooms are spotless, you think less of the waiter and not less of the owner. But if the restrooms are a mess you blame the owner and no one else.

People always talk about the restroom cleanliness with their friends. They advertise for you automatically and for free. Word of mouth marketing and advertising costs you nothing, but remember it’s a double-edged sword. You do have control over what they are saying.

In today’s world, a remarkably clean restroom is a rare and unique find. People love to talk about it when they find such a thing.

Stand apart from the crowd and have the cleanest restrooms around. Make it happen.

I am always surprised how fitness professionals view marketing.

At 6-Figure Trainers, we know that marketing relates to everything you do to get your facility and program up to high standards first, then add traditional marketing strategies. If you buy into the hype of the so-called experts, that their marketing strategies will get you all kinds of customers and will solve all of your problems, only to find that you ended up losing market share, and money, then it’s time to do something different.

6-Figure Trainers is a disruptor in the fitness industry. We disrupt assumptions, slick sales presentations, guesses and innuendo with the facts of how it really is, what really works for fast sustainable growth.

For more ideas on things you can do to improve your marketing, join us for our Free Webinar on July 3 at 2:30 pm.

Do yourself a favor and make this the highlight of your Independence week celebration.

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

To your success!

Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches