One of the biggest opportunities you have as a fitness professional is to leverage other people’s audience. Other businesses have worked hard to build up a customer, client, or patient base, and with a strategic approach you can benefit from that relationship.
A Perfect Example
Outside of our industry, my good friend Nick Nanton has done this about as well as anyone could ever hope to do so. Nick and his partner Jack’s business model is actually pretty simple: They develop unique, high-value offerings that would benefit – but aren’t already being offered to – the audiences of the colleagues they have (like me as an example).
They’ve created offerings like group-authored books that they guarantee to turn into an Amazon Bestseller, TV shows that allow people to gain valuable media credits, and even promotions that showcase participants in places like USA Today and other major newspapers. They’ve even recently developed an offering in which they film a documentary for clients and get it aired on the Biography Channel.