Fitness Business School – 5 Money-Making Upgrades

Full Transcript

Hey, Pat Rigsby here and in today’s episode. I want to talk with you about five different ways that you can upgrade the relationship with your clients, deliver better results and earn more money. 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 impact and improve their lifestyle. Be sure to listen til the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

One of the most overlooked opportunities we have as business owners is maximizing the value of our relationship with a client notice. I didn’t say maximize the amount somebody spends with us, the, the amount that we can extract from somebody is so many of the high ticket people would probably view it. No, instead I’m thinking more in terms of, okay, how can we give the people that we serve and even better experience? How can we solve more of their problems, move them more quickly to the goal, the goals they have reduce those points of friction that might be slowing them down or even derailing them well over, over the years, over the various training businesses that I’ve owned the franchises that I’ve founded and operated, the people I’ve consulted with or coached.

There, there have essentially been five different, very simple, very consistent upgrades that, that have worked year after year. These have worked for a really, really long time. They you know, they, they’re not just kind of flashing the pan things, relying on a trend. So, so you can count on this. If you put any of these in play, you potentially are going to deliver a better experience, better result for your client. You’re going to potentially make more money and in turn have a better business because let’s face it. A lot of times, we’re the ones who create this kind of arbitrary cap as to the, the relationship somebody has with us. We say, okay, you come three times a week, it’s $150 a month and we just cap it there. But plenty of people in our businesses over the course of the year, they, they would gladly pay a little bit more for more support to solve more problems, that sort of thing. In fact, depending on the offer that you make at any given time five to 20% on average, this is the numbers that I’ve seen over the last 17 years, five to 20%, depending on the price point, the level of commitment of your clientele will gladly upgrade to something else.

Now, does that mean those people will upgrade 12 months a year? No, but that’s why you cycle through things because people are gonna go through their own kind of seasons of life. And, you know, in January, some of them may want more accountability in, you know, leading up to summer. Some of them may want to go through a nutrition coaching program. So there’s always this opportunity. We just have to make the most of it. So what are the five easy upgrades? The first is super simple. Sell somebody more of the same. If somebody’s training with you in a semi-private format twice a week, see if they’d like to upgrade, you can sell them a four pack of sessions so they can do three times a week for a month. You can upgrade him for two months, three months and make it a subscription, but sell them more of the same thing. Plenty of people are gonna go through periods of time, typically during what we would consider peak seasons right early in the year leading up to summer or when the kids go back to school in the fall, all a lot of people will want to do a little bit more to accelerate their progress, get back on track after you know, maybe taking it easy for a while.

So sell them more of the same. So that’s number one, number two, training with you in a different format. So if you offer group training, some people would love to add on a semi-private or private training offering for a limited period of time so they can accelerate their progress. So maybe they can do things that, that are a little bit more complex. Obviously the complexity of movements you can use in a group training environment differ what you could do in a one-on-one type of setting. They may want to work on a specific goal that doesn’t fit right into that group training format. You know, maybe you have a golfer that comes to you for fat loss or that sort of thing, but leading into the spring, when they’re gonna be golfing, maybe they want to get ready for, for golf season, really make sure that they’re injury resistant really make sure they’re hitting the ball further. That they’re not gonna feel like they’re hobbling around. And they’re 20 years older on a Monday after playing 36 holes over the weekend. So training in a different format you know, adding on these other things or a flip side, if you have somebody who’s training one on one or semi-private and they, they want more volume in their work. Maybe they’re coming in twice a week, but they want to train four times a week. You know, you can add them into a group session. So that’s the second one third option, new coaching.

So this was something we really kind of learned about very quickly. In my first training business, we launched a nutrition coaching program all the way back in 2005, man, it’s been a long time our second year in business. And we started out doing one-on-one nutrition, coaching 30 minute sessions and it worked well, but very soon after Holly she, she morphed it into a group nutrition program and it, it, it just went over like gang busters. We sold out every session. We, we, we ran things eight or 12 weeks. We kind of tested different, different length. And it, it was wonderful. You, there would be a lesson each week, there would kind of homework each week. There would be accountability each week. And and our best clients, these ended up being our most successful clients because obviously tightening up nutrition, accelerated their progress. They got better results we did before and afters. And so these people became our walking, talking billboards. And because we all also sold nutritional supplements, they also became our best buyers of nutritional supplements. In fact, they bought multiples the amount of supplements that our typical training clients bought. So nutrition coaching is a wonderful bolt on we actually have started to pilot a bolt on nutrition coaching program, nutrition OS, where I’ve partnered with Dr. Mike cell entering that pilot stage. And we have a small group of people doing it now, and they just finished their first eight week program with clients. And the results were great. The, the successes were wonderful and they made a nice amount of additional income. And they had the luxury of doing this in a way that we didn’t way back when we launched this. They used zoom in a lot of cases, so they could deliver these and be, you know, in the comfort of their own home, or if they had an online training business, they could bolt us on. So nutrition coaching’s a wonderful for ops accountability, coaching the, the bottleneck in a lot of clients’ cases. And when it comes to making progress is not what they’re doing when they’re with you the three hours a week or so that they’re with you. They do great, but those other 165 hours, that’s where they, they tend to fail. That’s why we periodically run a program called the other 165, where I collaborate with my, my, my partner, long time friend, Doug Spurling on this other 165 program, because there needs to be accountability between sessions. If you wanna maximize some of these results, we’ve got some clients like Joe Martin who charge people like $250 a month for additional accountability.

I’ve seen really solid coaching programs. I’ve done coaching calls with, with businesses that their entire business is built around accountability coaching, and they’re doing multiple six figures a month. So how does that work? Well, basically, you know, you’re gonna have some mechanism where people have to be accountable to you on a daily basis for the things that you’re asking them to do outside of your structured sessions, whether that’s nutrition, recovery, hydration, additional physical activity, any of those things, whatever you’re asking them to do, they’re gonna have to check in. And then if they get off track, you guys troubleshoot, get them back on track the results go up. They’re excited because they know somebody’s watching. So that’s the fourth one. And then the last one selling nutritional supplements. Now maybe you are not an advocate of supplements. And if so, that’s totally fine, but let’s face it. Most clients, if they’re really kind of immersed in, in, in this goal of getting in shape, losing weight, getting healthier, they’re probably taking something. Maybe they’re are taking something as simple as vitamin D and fish oil, right? Maybe they’re taking meal replacement, maybe they’re taking green supplements.

There, there could be any number of things that they’ve added to, you know, their, their kind of daily routine. So it only makes sense that if they are taking this them, and you have any sort of opinion about this, any sort of insight about this you know, you can be their, their, their kind of source, right? Like you can be the person they go through and you can vet, Hey, these things are higher quality. These, these supplements are the ones you need. Versus these are just a lot of hype and marketing. So you can be that point per person for them and make an additional profit by giving them good direction by giving them clear and sound advice. So you don’t need the inventory, a ton of stuff. In fact, a lot of people will just let you drop ship directly to client. So you take the orders or you provide a link. And, you know, you’re making sure that your clients are choosing things that are actually gonna be supportive of the goals that they have. So there are five easy upgrades that you can add to your business and maximize the relationship that you have with your clients. You can get them better results and earn more profit too.

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