Fitness Business School – Clients vs Programs

Full Transcript

Hey, Pat Rigsby here, and I wanna talk with you today about the difference in focusing on clients
versus focusing on programs. 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.

A common mistake I see business owners make is they fall in love
with their program. They get so caught up in the thing that they’re selling, and they don’t focus enough
on who they’re selling to. I was having a conversation with somebody, uh, the, the other day, and
they were talking about all the different programs that I have sold through the
years, dating all the way back to personal trainer, you and the trainer’s, inner circle and boot camp
Blueprint to the things that I sell now. And, and I kind of laughed. I said, because in my mind, I basically sell one thing. I sell coaching to help people go from where they are to where they aspire to be. Now, sometime I’ve sometimes I’ve done that for 1999 a month, and, uh, personal trainer, you, and sometimes I’ve sold that as a franchise back, back a few years ago. So, I don’t wanna say that I don’t want you to take that as, okay, I’ve not evolved and everybody gets the exact same thing at every price point, but for me, the focal point is on the client. And what do they need not on? Hey, we’ve got this rigid program that you need to adhere to. For me, I am relatively program agnostic, and as long as it fits within my personal guardrails, the type of work I wanna do, who I wanna work with, the hours I wanna work, then I’m always open to a different approach.

We’ve done things that were very heavy, live event focused, and then when the pandemic hit, we became very Zoom focused. I don’t really care
whatever’s the best for the client and allows the client to get started and get some momentum. That’s
the stuff that I am e excited about and interested in. And frankly, I would recommend that approach,
that mentality to, to you as well. Now, you don’t need to follow my exact methodology by any stretch
because I’ve done this in a way that works for me. But if you are somebody that has become so rigid in
saying, well, I’m selling this thing, and, I’m not getting buyers, I’m not getting people who are
interested, things are slow. Well, maybe you need to put the spotlight on the person you’re trying to
serve, and you need to fall in love with serving that person.

And if you do, you’re gonna be able to find a different way to connect with them. It’s part of the
reason why I don’t get nearly as frustrated as perhaps a lot of people do when I put out a promotion or
an offer or extended invitation that kind of falls flat because I wrote it through my, my lens, my
worldview, my experience. And so I think I’m making an educated guess on, I have a
hypothesis as to what will work after working with fitness business owners for almost two
decades. But I’m not a mind reader. I don’t know exactly what language is gonna work for
them. So I put something out and if I have to retool it or create a different type of offer that, you
know, is more attractive or mitigates the risk more or allow somebody to come in and sample how we
can help, then I am all for it. I mean, that’s totally fine because I mean, ultimately I know that if I get somebody in I can help, right? If somebody comes in and connects and experiences what we do, I can help, I can help them solve their problems. I can help them achieve their goals. I can help them get more leads and turn those leads into clients and generate revenue and turn that into personal profit, personal income. I can help people shrink the workload that they have and focus on playing their best role on the business and take more time off and build what, what we call their ideal business. But I know that that starts with getting them in the door. And my guess is you can kind of do the equivalent for the people that you serve. You can help them lose weight and feel better and improve their health and enhance their self-confidence and become stronger and perform better in whatever challenges they’re they’re taking on.

And I think that you can give them a sense of accomplishment because they’re gonna come in and get
outta their comfort zone and do some things that that may not always be easy for them, but they’re
gonna feel better after spending time with you, and you’re fully capable of doing that. But we gotta get
’em in the door for them to experience that. And as much as we’d like to articulate that upfront,
nothing’s going to be as convincing as them actually experiencing it. There’s no advertisement you can
run, no, no email you can send that is gonna be nearly as compelling or convincing as them being
immersed in it and actually feeling that sense of accomplishment and actually getting that rush of hitting a new personal record or seeing some progress or getting unstuck and breaking through a plateau and knowing how you are different and better.

So if you truly do enjoy the clients that you serve, don’t get stuck. Don’t, don’t kind of fall into that kind
of quick sand of, Hey, I only am focused on selling this program and people need to adapt to me. Now
you’re, you’re capable and competent, and I’m, my guess is your program has evolved over time, or
even the programs that you, you deliver, if there are more than one have evolved over time. And if
you were to look back five years ago the things that you do wouldn’t be exactly the
same. And that is you adapting and improving and evolving. Well, maybe instead of us just saying, okay, how do I program a lunge or a squat better or what
exercises should we be choosing in a group setting? Maybe we need to think about, Hey, what does the
person that I want to help actually need to see or hear that’s gonna get ’em off the couch and walking
through that door the first time?

And if you focus on that and you make that the thing that you are pursuing, you’re going to have more
impact. You’re gonna earn more income, you’re gonna be happier with your job. And you know what?
Here’s, here’s the, the other side of this coin. If you don’t really love the people that you work with, then
maybe do a little bit of, uh, investigation and figure out who you would love to work with, who does
excite you when it comes to solving problems and achieving goals. So if you figure out what that person wants to accomplish, and if you can figure out who that person is that really fits your goals and
your vision for your business, you’re gonna see everything grow.

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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