Fitness Business School – 7-Figure Factors

Full Transcript

Hey, Pat Rigsby here and in this episode, I’m gonna share with you what I consider the three most

important factors in me reaching at least seven figures in business revenue every year, since 2007, let’s

get started.

Welcome to the fitness business school podcast. The show for fitness business owners who want to grow their income, increase their end impact and improve their lifestyle. Be sure to listen to the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

There are plenty of people who are quick to throw around revenue numbers and these, these grand kind

of high ticket sales numbers and everything else that you know, maybe, maybe they’re, they’re

impressive or, you know, they’re, they’re really attractive for marketing. And, and I don’t do a whole lot

of that, but I figured it was worth mentioning that really there are only three things that I, that I think

have played a, a really, really meaningful role in me hitting at least seven figures in business revenue

every year, since 2007.

And that’s with businesses that, you know, in 2007 the majority of the revenue came from offline

locations, you know, more than half of it. As opposed to now, you know, zero of it is currently coming

from offline locations. So, you know, broad spectrum of businesses, everything from franchising down to health club to, you know, education, business, coaching, information, marketing, all sorts of different

things. There are basically three pillars that have held throughout that have, that have helped me. And I

wanted to touch on those three because as opposed to what you’ll see in the Facebook ads from people

who throw around gaudy numbers, but have probably been doing this for like six months it’s not some

magic bullet. It’s not some quick tactic sure. That some, anytime that you can catch a wave before it

crests, there’s an opportunity, right?

Like if you are an early adopter in something you can really do well, I’ve never really had the good

fortune to be a super early adopter and much of anything other than maybe recurring billing for

personal training and coaching business owners on group fitness group. I mean group personal training,

like boot camp type stuff. Those were two that I were, you know, I, I think I was the, the first person

teaching recurring revenue. The first person teaching front end offers not necessarily the first person

doing either of those things, but the first person maybe distributing that type of coaching and education

to the, the industry. And then one of the first handful of people teaching kind of that boot camp group

training business model and a coaching program.

But you know, you, you see some people who are a first mover and they, they do great or they catch a trend early and, and make a lot of money. And those, those have not really been the, the pillars that I’ve built, some sort of longevity and success on it. It’s really, you know, the, the first thing is consistency. The, the stuff that that gets done on a weekly basis is remarkably consistent. There, there are really kind of three pillars of things that get done the first pillar, well, I’ve, I’ve used pillar already as an indicator, but there are like three lanes of productivity for me. The first is serving the people that are already under our umbrella that’s priority one, like, okay, we’ve gotta make sure that what we’ve promised to people is met and hopefully exceeded. So you know, that takes precedence over everything else, because the most important recruiting we all do is to keep the people that we have. So making sure that those people are taken care of is that first lane.

And that’s been the same since before 2007. And then the second lane is the basic business building

habits. There’s always something going on for connecting with new prospects. There’s always some sort

of conversion mechanism going on. I very much like in my daily planner, there’s this reminder sell one

thing a day. Yeah. Hopefully there are plenty of days. We sell more than one thing. But my, my job as the person who runs this business is I have to bring in business. And because there are other people who are coaching under our umbrella, there are other people who are serving clients under our umbrella. They’re, they’re reliant to, to an extent on me doing just that if I don’t bring in new business, then I’m not moving forward. So there are habits, very habit based things. That’s my daily email. We, we get podcasts out like clockwork.

Every week. We run Facebook ads to generate leads every week. There’s always both the filling of the

pipeline with new connections, new leads, and then the, the, the nurturing of those relationships to

educate, motivate those people and offers to invite them, to be part of what we do now, depending on

capacity, depending on what I’ve got on my plate, the, the intensity of the offers, the type of offers,

what we’re asking the off people we’re offering to do next. If they do decide they wanna move forward

that varies, but the, the, the consistent habits that’s week after week, and then there’s always that third

kind of lane of things happening and that’s projects, the, the things that we’re trying to get done to

make something better for me, maybe, you know, it can be writing a book. It could be creating assets

that are gonna have some real long term impact.

It may be launching a new revenue stream or launching a new product or upgrading something that

exists, but it it’s more episodic. It’s not a, you know, this daily habit like brushing your teeth for, for us,

those three lanes, we are relentlessly consistent in having those three operating on a weekly basis. And

so many people love to talk about annual marketing calendars and three year plans and 10 year visions.

Well, the, the, the business is built on what you do each and every week. So that’s number one. For me,

it is relentless consistency, as far as how I’ve been able to hit these kind of benchmarks year after year.

The second thing that I think has been very consistent, it has been this relationship focus and with, with

kind of a, an undertone of coaching throughout, I very much see, see my job as chief relationship

builder, head coach.

And so I am continually trying to invest in relationships, coach people up to make ’em better. Anything

that I’m doing from a you know, from a content standpoint, anything that I’m doing from an event

standpoint, like if I’m going to speak it perform better, or if I’m going to attend something, I want to

build relationships. I want to either create new relationships or nurture existing relationships. And I

want to do that with everybody, not just people that I think, Hey, this, person’s got some sort of

potential upside for me. You know, but I, but I want to have those relationships with people where they

know that I’m genuinely interested in them, right. And I think that’s partially why we, we don’t really

have much in the way of turnover. You know, I say this, knowing that I’m not gonna be able to, to say

this forever, but we, since I’ve started my current business in the beginning of 2015, we’ve had zero

people that have been a quote unquote team member, like, you know, coaches contribute is

contributors in any way, shape or form.

We’ve had zero people leave. And, you know, at some point somebody’s gonna say, Hey, I need to focus

my efforts elsewhere. I’ve got these other things that are going so well that I need to place an emphasis

on that bit since 20 15, 0 people leave. And I, and I think that is very much a relationship mindset and

the fact that, you know, most of those people I was doing coaching for before they became part of the

team. And most of those people were successful business owners and involved in our programs. And so

by having those sorts of relationships and being you know, a head coach that wanted to be you know,

wanted to, to help people succeed, you help enough people succeed. And there’s some doors that open

for you to probably enjoy some success yourself. So those two things I, I think are the, the two primary

pillars.

And then the third pillar has just been adaptability. There are certain things that I think are

fundamentals that are just not going to change for at least as long as I’m doing this for a living. The fact

that that people benefit from being coached, the fact that people want to feel valued and important.

You know, the fact that people want to be a better version of themself in some way, shape or form.

There’s certain kind of things that I think are like the bedrock of coaching, whether it’s coaching fitness

clients or coaching business owners, and, you know, people are always gonna want things to be

convenient for them. And they’re always gonna want things to be they’re, they’re gonna wanna be

treated fairly, right? Like, I, I don’t know that people want things inexpensively or, you know, need to,

you know, have the most expensive thing.

I think it’s always like a value thing. I think they all want to feel like, Hey, I am getting something valuable in exchange for the time and money. I invest. I think all that, stuff’s it, it is just human nature. I think it’s just not gonna change anytime during my lifetime. But I think that the, the part that, that, that I’m referring to here is this third pillar is my willingness to be adaptable. And that’s been the case

throughout. I’ve not ever been somebody that has said there’s only one way to do it, and everybody

needs to do it this way. I am continually not only willing to adapt, but kind of excited about adapting. I

want to go where, you know, things are headed and ideally kind of you know, skate to where the puck is going, not to where it’s been, so to speak.

You know, I want to know that, Hey, if the industry’s gonna trend this way, I’m fine to, to, to gravitate

that way. I’m fine to evolve the way that I coach to better serve people. I’m fine to you know, learn new

platforms and make sure that we’re serving people in that way, because that’s, that’s the way life is.

Right. I mean, imagine being the person that you know was doing this for a living 20 years ago, and

you’re unwilling to adapt to the fact that smartphones are going to play the role they play in the world

today versus what they played 20 years ago. I, I mean, you would be completely irrelevant. And, you

know, for us being adaptable, I think is key because market interest change. I mean, if we think about

the, just the time that I have been in this industry, when the business world in, in fitness, it was big box,

health clubs, long term contracts, personal training, sold one on one and packages at premium prices.

That was the industry. And then over time, you know, it, it evolved to, you know, subscriptions and

shorter commitments and group training. And, and we’ve gone through phases of Zumba and CrossFit

being, you know, incredibly, incredibly prominent. And it’s not that they don’t they’re, they don’t have

any prominence now, they, they certainly still do. But you know, then you get, now we’re in a sea of kind of group training, boutique franchises from everything from the F 40 fives and orange theories to cycle bars and club Pilates and that sort of stuff. So the, the industry’s gonna keep evolving. And I think that being adaptable has been the other thing that has really helped me a lot. So I, I mean, that’s, it, it it’s

being relentlessly consistent, being relationship focused with kind of an emphasis on coaching and then

being adaptable. Those are the three kind of foundational things that have helped me throughout now.

People in, in many cases know me as the email guy or whatever, but I am tool and platform agnostic. If

you told me that email was going away tomorrow, my, my goal is using email as a tool to stay connected to somebody very consistently with follow up, to build a relationship, I would find a different mechanism to accomplish that same goal. So hopefully those

three lessons Can help you build the type of business that you want and use them in the way that work

for you. But I know they’ve worked for me and I have a feeling they’ll pay

dividends in your business growth journey as well.

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