Fitness Business School – A Different Way to Grow

Full Transcript

Hey, Pat Rigsby be here. And in today’s episode, I want to talk with you about a different way to think about growing and improving your business. 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.

When I talk about business, I, I tend to kind of organize my
way of thinking and discussing things in what I think of as simplistic categories. Like our kind of core
business model is the connection unit. So we connect with people and that’s kind of the, the
original front end marketing, right? Then our conversion unit is how we follow up with people, how we
demonstrate our expertise, how we educate and motivate them, and eventually, hopefully get
them into like a conversion event and take them through a simplified sales process and get them to
become clients.
And then the coach unit is how we deliver the dream come true result through an experience they
enjoy. And then once we’ve got that established, then we can talk about scaling and optimizing, but
that’s the core. And so a lot of times when I’m meeting with somebody, they’ll, they’ll ask
something kind of vague about like, well, Hey, where do you see my opportunities for improvement?
And so one of the questions that I often ask is this it’s, what’s the difference between the clients who
get results and the clients who don’t. And if you can get past the generic
answers, right? The, the, the stuff like, well, the people who follow the plan, the people who are
consistent, you can really learn a lot that actually will help you in all three of those categories. Right? So
let’s start from the end and work our way forward.
So in the coach unit, well, the first thing that we can do is once we’ve clarified, Hey, what’s the
difference between those who get results and those who don’t well, we can figure out if we can kind of
make the steps simpler or connect the dots for those people. Like, for example, if the clients that, that
do get results are the people that are active outside of their training sessions and follow a nutritional
plan and that sort of thing. Well, what can we do to facilitate that? Can we install more of a, the other,
like the, what we call internally the other one sixty five, can we install more of that to provide more
support? Can we integrate maybe a nutrition coaching solution? Can we add accountability, coaching?
Can we make the stuff that, that we’re doing in that way already, because maybe you are doing stuff.
Can we make it simpler? Can we make make the steps we’re asking people to follow simpler,
to get started with and compound over time. So more of a habit building approach, or
maybe there, there there’s a correlation between just attendance. The people who show up at least, you
know, eight or nine times a month are the ones who get results. The people who show up less don’t. So
maybe there’s an incentive program where you’ve got you you’ve got a rewards
program for every time somebody comes, they accrue some sort of rewards. So, so if we can figure out
what the difference is between those who get results and don’t, we can certainly kind of change what
we are doing systematically to get a higher percentage of people results. Now, ultimately we’re dealing
with human beings that, that have full lives and ever changing responsibilities and obligations.
So we’re never gonna bat a thousand with this, right? It, it’s not going to be that, but currently, like, let’s
say 50% of your clients are either they’ve either achieved their goals or they’re on track to achieve their
goals. Well, how do we get that number to 55? How do we get that number to 60? How do we get that
number to 65? So what’s cool about that is once we know this, now it can become part of our
marketing, right? It can go back to that convert unit and we can make it part of that follow up process.
Part of that demonstration, where we can say, Hey, you know what? Most people who join a gym, get
this experience. You know, the, the truth about gyms, what gyms don’t want you to know is most people
sign up and they come an average of 3.6 times a month, or whatever the number is.
I don’t have that statistic. And it probably is not a relevant statistic until you kind of divided up by Jim
type or Jim category, but, so the, the average training client, Jim goer, whatever else they
do this, or, they’re only getting this much physical activity outside of their structured
training sessions, or they start this program and fall off. Well, here’s what we do to solve that problem.
And then you talk about your proven process, your methodology. And so what that’s doing is
overcoming the objection that they have, right? Like, Hey, I’ve tried this gym thing before I’ve tried
hiring a trainer before joining a program before it didn’t work. So if you are speaking about their
previous experience, when they say, well, yeah, that was kinda what happened to me, or
that’s where I struggled. Or that was, was the challenge that I just could never get past, or that’s the
thing nobody gave me help with.

And then the light bulb goes off over their head and they understand how now this is different and this
is better. And this actually resolves the problem that they’re looking for. And you were speaking directly
to them. You were speaking about a problem they’re trying to solve. And then if we go back to the
connect unit, well, that may be the exact thing that you do to market in the first place. You come up
with a lead magnet or you hold a, a, a free workshop you, you create content in
whatever format you’re doing it, whether it be a YouTube video or podcast or whatever else. And you
talk about the common challenges that keep people from achieving their goals and how you’ve done
things differently. And you may be thinking, well, I don’t wanna give away my secrets. I don’t wanna give
away the, the farm here and tell everybody what we do well, the reality is what you do.
Isn’t the magic. It’s how you do it. It’s you actually implementing it? Because we know that the
implementation of things is the hard part. So you can tell people, well, Hey, we hold people more
accountable. And we have a proven system for getting people to change their nutritional habits. Great.
Well, until they’re actually in the system, then it doesn’t matter. Or, Hey, we have this wonderful
program that, rewards people for every time they come in the gym. Well, other gyms may
hear you say that, but guess what? They’re not gonna do it because a change is not comfortable. And they’re gonna look at all the downside. Like why would I ever give away a reward and pay
people to come to the gym? That’s what they signed up for in the first place or whatever else their
objection may be.
But we all know how, how people react and how people respond. They want to rationalize their current
way of doing things. So they, they don’t have to do things differently. So if you want to improve your
business, one of the best questions you can ask yourself and answer honestly, is what’s the difference
between those who get results. And don’t because if you answer it and then start to act on it, you’re
gonna find every aspect of your business improvement.

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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