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 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!

The Fall Explosion

As I write to you, I feel so energized – for two reasons.

For the first time in my life I came down with food poisoning about a week ago. It has been 5 very difficult days. But things are better now, and I have a restaurant I will never go to again.

The second reason I am energized is because this is the PERFECT time of the year to reboot and restart a fitness business.

Some schools are already in session, others will be starting very soon. Along with the school calendar people settle into their lives and routines for the next 9 months. They create habits for the next 9 months, and this includes their fitness habits.

Early in my fitness career I learned that people joining my programs in September would be needing lockers for the year. They would be in for the long haul, not like the January resolution crowd.

The September people are looking for a good program. They are looking for real results. They are looking for a location that fits their lifestyle.

In short, they are your potential ideal clients.

It’s magic when opportunity and preparation meet. some people call it luck.

The opportunity is the people in your neighborhood who are ready, and in many cases, actively looking for a quality fitness program to help them reach their goals.

And before I forget to mention it, the economy is the best it has been in years. My friends in other various business all confirm that people have discretionary cash and are spending it. People are in a position to afford your programs!

The preparation part is in your hands, your responsibility. Are you prepared for this natural wave of interest in what you have to offer? Or do you not fully grasp the opportunity?

Perhaps you are simply tired and look forward to this renewed interest and believe you don’t really have to do a lot right now to get some new people. I understand because I have been there too.

If you feel that way, you are correct. However, the smart professional who digs deep and puts a few key things in place can take advantage of this natural flow and double, or even triple the impact on their business. Doubling the natural flow of people joining you in September has a HUGE impact on the next 9 months.

The preparation phase that I am referring to has a name, marketing.

Marketing your programs right now means putting strategies in place to take advantage of the natural interest in your program, and then figuring out how to double or even triple the impact on your business. Think of it as a wave coming at you that you can make even bigger.

For most fitness professionals, the biggest problem with marketing their business is they don’t know what marketing is, much less how to go about it.

At 6 figure Trainers we teach how to market your business. The size of your marketing budget does not matter. There is always something you can do, today, to improve your marketing. Here is the overview of what you need to do:

First, market to your existing customers. This is where you will get the greatest return on your marketing efforts. Marketing effectively to this group can make all other marketing unnecessary.

Second, market to your neighborhood. Club Industry Show statistics are clear that most people, who routinely attend fitness programs, travel 15 minutes or less to the program. Focus here!

Third, focus on other areas of marketing, only if you still want/need to after the two above. Unfortunately, too many fitness professionals believe this is where marketing starts. Nothing could be further from the truth.

We are controversial by taking that stance. But the results speak for themselves. We don’t teach theory, we teach what has worked for us and for our clients.

Want to learn more?

Join us on a free Webinar today at 11:30 am.

We will show you the key elements of what to do to build your customized plan to add 5 -10 new clients & members to your business every month.

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!

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