Fitness Business School – 3 Keys for Successful Business Growth

Full Transcript

Hey Pat Rigsby here. And in this episode, I wanna talk with you about three keys for success that’ll help you grow your business. Let’s get to it.

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.

So often we think about success in business being very tactical. We
think in terms of, you know, our business success being tied to what Facebook ad we run, or, um, you
know, if we have, uh, you know, a specific training methodology, but if you think about it from a big
picture standpoint, there really kind of three things that determine your potential for success. The first is
the potential demand for what you do.
You know, if there’s not a demand, if you’re selling something that people don’t really desire, they’re not
willing to trade their time and money and effort and energy for, you know, you’re not gonna be able to
convince a meaningful number of people to, to get on board and to stay on board. So that’s the, the first
thing there has to be a demand. There has to be a desire. And, um, we’ll, we’ll come back to that in a
couple minutes, but the second thing is your ability to do it, your ability to deliver what this person
desires, the problems they wanna solve, the, the goals they wanna achieve. And then the third is the
difficulty in replacing you. Now, let, let’s think about this one at a time, the first, the, the need for the
demand, the desire for what you do well, if, um, somebody has a big problem to solve, then they’re
more likely to, to spend money.
They’re more likely to commit time to doing this. So are you selling something that people actually
desire or are you selling the things that you just wanna sell? If you look at our industry, a lot of people
choose to promote their workouts, their methodology, the things they’re excited about. I can’t tell you
the number of times that I I’ve seen people come up with names for their business, that they think are
interesting to them that nobody else gets, or, you know, you go to their, their web page and you know,
it’s, uh, Hey, we offer classes at these times and we are this price, but we don’t ever talk about what’s in
it for you. The, the things that are important to you. So, so when we think, think about what we’re
offering, we need to consider what people actually want. Now, there are a lot of things that people
want.
Now, the core thing in our industry that people want usually is they’re trying to solve a problem or trying
to achieve a goal. But there are things that go beyond that. They may want to feel important. They may
want something that’s convenient. They may want something that they feel like it is a status thing.
There are other things that people look for and we need to make sure that whatever we’re offering,
there’s a significant amount of demand for that. So that’s, that’s number one. Now, as we go go a little
deeper, we gotta be able to deliver on this. You, you know, you have to be able to deliver the thing that
you’re promising you, you will gain a much greater market share. If you focus on actually solving the
problems the clients want solved, right? All too often, we get somebody in the door and then, you know,
it’s rinse and repeat.
We do the same thing every day. We’re not focused on actually moving the client forward. We’re not
making them feel important. We’re not making them feel connected and valued. We’re not holding
them accountable. We’re not motivating them. We’re problem solving. We are hosting a workout. We’re
handing them access to equipment. And we’re saying, do this exercise, this exercise and this exercise.
And it’s not that those things have zero value because clearly, you know, anything that moves somebody
towards being more physically active has some value, but it kind of undermines the, the demand, the
need, everything else. And you know, it’s not going to keep somebody if they’re not getting
the gratification that they’re looking for, right? Like if they’re not feeling like, Hey, I’m making progress.
This is what I signed up for. They don’t need to necessarily get the precise goal.
They told you they wanted when they came in, because frankly, that was their most uninformed state,
right. That was when they knew the least about the actual process. And so they probably weren’t sure
exactly what they did want at that point. But the more informed they are, they get, they get very clear
about what’s important to them, what they want, what they’re trying to escape from, what, like, if it’s
pain or something like that. And if they find that you can’t make them feel better, if you can’t make
them feel more important, if you can’t move them towards whatever physical or mental goals they’re
trying to pursue, then they’re a short timer. They’re not going to be there for an extended period of
time. And they’re certainly not going to be an ambassador for your business to the other people in their
lives. So that’s the second one.

And then the third one, the difficulty in replacing you now, your, your first instinct may be that, you
know, the, you know, I want to replace myself. I want to, um, delegate things and elevate my role in the
business. But what I’m talking about first and foremost, the difficulty in replacing you is if you create a
solution that is somewhat unique, then it’s harder to replace you. Now, if you are doing the exact same
thing at the exact same fee structure in the exact same geographic area, as everybody else, it’s pretty
easy to replace you. But if everybody else is doing large group training and you’re doing small group
training, it’s not as easy to replace you. If everybody else is just hosting workouts and you’re actually
solving problems and delivering results, not so easy to replace you. If you are integrating accountability
and nutrition, coaching, and aiding people in what they’re doing in the other 165 hours, they’re not in
the gym.
And everybody else is just saying, come in, grab the dumbbells exercise for an hour. We’ll see you in a
couple days, not so easy to replace you. So if it’s challenging to replace you, then you are more valuable
that that being said, there’s a second component to this. If you spend all your time doing things in your
business that are easily replaceable, if you are doing the things that you could pay somebody $15 an
hour to do, instead of spending the time that that you have doing $50 an hour task, 75, a hundred
dollars an hour tasks, you are basically settling for being a very replaceable person, and you’re not
maximizing your value, but that’s probably at this stage a different podcast episode entirely. But those
three things, the demand for what you do, your ability to do it, and the difficulty in the client replacing
you and the role you play in their life.
Those are critical. Those are keys to success, but they’re often overlooked. They’re often things that
people kind of just gloss over because they’re so busy looking for the next ad or the, the next fancy
exercise. And they’re forgetting strategically, if you wanna be successful in business, there’s a, a, a
different way of thinking. You have to apply as a business owner. These three keys for success will help
you do just that.

Thanks for listening to this episode of the Fitness Business School. Before you go, I have a quick announcement. When I first connect with a fitness business owner they almost always ask me, “How can I get more leads or how can I get more leads and client?”

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