Fitness Business School – Attracting the Right People

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I want to talk with you about attracting the right people. 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 to the end
of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

Part of being a business owner for the last 20 years has been really just being in the prospect or client attraction business. And the reality is you’ll hear business owners very frequently say, Oh, I, the agency I’m using, they’re bringing me in the wrong people. Or. The quality of leads aren’t good or these people are tire kickers or whatever else.

And I’ve always been of the mentality that if you’re attracting the wrong people, it’s your fault. And I’ve been guilty of this too, right? Like I’ve been guilty of. Putting out messaging that might attract people because it’s popular in the market, the, Hey, we’ll guarantee this result, or we’ll deliver this many people are this much revenue to your door.

And I’ve always been relatively. Motivated to do that. Maybe in the wrong way of thinking like, Hey, we’ll do a better job in delivering a result than other people. We’ll be more effective at doing this. And I think sometimes my competitive instincts would get the best of me. But the reality is if you Put messaging out that is attractive to maybe more of a desperate audience, a business owner that’s really in dire straits, then that’s what you get.

And I think that’s the way that it has evolved every time through that I’ve witnessed. So years ago, I helped a good friend who has since passed away launch his first fitness bootcamp, a gentleman named Sam Bakhtiar. I remember when we were at the long beach perform better and we loaded a lot of bootcamp equipment into the back of his car because at that point he had a, Place called fit concepts.

That was a personal training studio and he wanted to launch this other thing. Fast forward a handful of years later, and Sam had just grown the bootcamp side of things to I think at that point it was four or five locations and he was getting ready to license it. And I consulted with him to package it up as a area exclusive licensing program because he had this program that really grew his business just rapidly.

And it was this lose 20 and six free challenge. It was based on attracting people with the word free, but there was a deposit and Jim launch took that and ran with it. And a bunch of other people did stuff, but Sam was the one who originated it. And actually Alex Hormozi was Sam’s apprentice, which you can go Find out some old websites way back in the day.

And that’s where he got the idea and the lose 20 and six challenge and Sam’s bootcamps were all really designed to tap into kind of the lower middle income market in Southern California originally. It, that was an audience that, that he felt like was underserved and they could go in and really make inroads because he felt like most of the people catering to the fitness market were always looking for upper middle class or affluent.

And it, it was amazing. Sam eventually grew his business to nine figures and, but when he would license this out, there would be people who had a semi private training studio that kind of catered to a more affluent crowd. And it was a very much a personalized service and everything felt very kind of boutique and each client got a lot of individual attention.

And then somebody would say, Hey, here’s an opportunity. I’m going to go bolt this. Lose 20 and six challenge on and license it from Sam. And so I went and witnessed a couple of these launches that Sam would go do when he’d do these installs. And it, it was amazing. The crowd that came in, they were completely different crowd than the clientele that was already at the gym.

They, Financially, they were in a different place. The registration form for the challenge would have like spots where you could break up the payment over three different credit cards if you need to, for the deposit, which was not the financial status of the people doing semi private training or something, that facility, and.

Almost always the gym owner would be miffed a little bit. They’d be like, wait a minute, this isn’t attracting the right type of people. I’m like, yeah, you picked an offer. That is not something that would be attractive to your clientele. What did you think was going to happen? And it just was such a powerful reminder that something could be a great idea and there can be a really responsive market, but that doesn’t mean it’s the market you’re looking for.

So if you want to. Attract the right people. You have to have the right language. You have to have congruent images. If you want to attract people who are already in business, you can’t talk about launching something. It’s probably more like fixing something or renovating something, right? It’s not getting something off the ground.

It’s not a startup. If you want to attract people who are really interested in joining a training facility, Cookbook, a grilling guide, something like that. There’s no direct correlation. Sure. You can build an audience, but that doesn’t mean they’re that audience. And I think some people get really eager to go join people’s done for you, content programs and everything else, because sometimes they’re really well done, they’re professional, they’re aesthetically pleasing, but they wonder why it’s not.

Bringing in the people they want to bring in. I’m like, because it’s not your message and it’s not specific to your crowd. And maybe it’s casting a wide net. It’s talking about nutrition when you sell training or something like that. There are no shortage of ways to put your message out in the market.

And some people get caught up in this just distribution of more and more content without thinking about who would be attracted to this content. Who am I speaking to? Who am I going to connect with? Who is this going to be really important to? Because that is the person most likely to respond and walk through my front door.

So it. I ideally it should be the right person and you should craft your message and distribute it in the right places accordingly. So if you want to attract the right people, don’t lose sight of the fact that the right people come from the right message.

Thanks for listening to this episode of The Fitness Business School.

Before you go, I have a quick announcement:

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Again, an email to [email protected] with diagnostic in the subject line will get
you scheduled and take you through this evaluation to help you build the business you want.