Fitness Business School – Ep 3 – Consistently Deliver Results

Full Transcript

Hey Pat Rigsby here and in this episode, I want to talk with you about the third rule of creating your ideal 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 impact and improve their lifestyle. Be sure to listen till the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

So we’ve talked about identifying your ideal client and, and working with them, making your business one that is built around them. We’ve talked about marketing, we’ve talked about selling rule. Number three, you have to consistently deliver a result producing service. Now that seems like a forego conclusion, right? But sure. We’re supposedly in business to deliver results for our clients, but the truth is most businesses in the fitness industry. Aren’t focused on consistently delivering results to their clients at all. Most of them are just in the business of hosting workouts. They’re in the business of providing exercise instruction or renting access to equipment. They’re not delivering consistent results to the people that they serve. In fact many, if not, most of the businesses that struggle and aren’t sustainable over time are often blaming that whole lack of results on the clients themselves. Think about that for a second.

Think just for a minute, they’re blaming this on the clients themselves. Imagine if you hired somebody to paint your house, they came over and they painted the house and then they looked at you and they said, you know what? The reason the house isn’t awesome looking is because you are a bad homeowner. It’s your fault. You are a bad homeowner. And that’s why our paint job was bad. Now that probably wouldn’t sit too well with you. But we and our industry are very quick to say things like, man, those clients aren’t committed. Those clients are unwilling to do what it takes in the time outside of the gym. They’re not working hard enough. They’re not serious. The business owners forget that the fact, these people, they they’ve come to us and paid our business to help them bridge the gap from where they are, to where they wanna be to achieve their goals, not just for permission to attend workouts or use, you know, our prized equipment or our pieces of cardio. But see, we sell fat loss. We sell performance improvement. We sell body transformations, even life transformations yet when it comes to actually delivering that, the businesses that do not thrive. They’re the ones who aren’t doing a good job of the delivery.

So let’s try and exercise here that, that I think will help you think about when you are the consumer. And let’s say, you’ve got a stopped up sync. You try a plunger, no look right. You try liquid plumber. Doesn’t work. You hire a plumber. They come to your house to repair the sink. Can you imagine how you’d feel? If the plumber comes works a while they collect their payment and say, I can’t fix it. You’re not responsible enough to keep stuff outta your drain. I know I told you I’d fix it and you still need to pay me the full price for fixing it, but the sink’s not repaired. And really it’s your fault. Now, you wouldn’t be happy with that experience. You wouldn’t leave people good reviews. You wouldn’t refer your friends and you probably wouldn’t use that plumber again. Right? So in the typical fitness business, the one that’s kind of struggling, the owners and their staff are quick to pass the responsibility of getting their desired result back to the client.

Even though those clients are investing time and money in them, based on the promises that were made, they’re trusting the expertise, the guidance of the coaches to get the result they want. Now let’s face it. If the client had a perfect work ethic, had the, the absolute best habits and was super disciplined. They probably wouldn’t have walked in the door in the first place, right? The great businesses though, the ideal businesses are gonna have to be the ones that do deliver that result on a consistent basis to the people they, they serve. They’ll find a way to set those clients up to succeed. They’ll not only reach their expectations, but in many ways, those clients are going to exceed expectations because they’re gonna get these ancillary benefits. They didn’t even think about. They may have thought about losing some weight, but they’re gonna feel better. Their joints are gonna hurt less. They’re gonna have more energy. They’re gonna have more confidence. They’re going to be a better version of themself. Ideal businesses have a system in place that’s gonna facilitate behavior change so that clients get great results. They’re gonna be honest about what the process actually looks like instead of promising the moon and then not delivering on it.

They’re going to identify the right prospects that are, that they actually can help. Instead of just saying, man, we’ll tell anybody anything. They need to hear to get them in the door and take their credit card. They’re gonna onboard people to set them up to succeed. They’re gonna coach ’em and provide them the accountability to support the education. Really anything else. They need to escape the place they’re at that they’re unhappy with and to arrive where they wanna be. Now that to me is an ideal business. The businesses that can produce consistently high level results for their people, time and time again. And if you wanna build your ideal business, you’ve gotta go back and look at your ideal client and get a clear understanding of what they actually want, where they really are and what they truly need. And if we do that, right, they’re looking for the things that I think we can help them with and we can help them achieve daily results. The small wins that accumulate and compound over time and keep them excited and motivated and inspired and on track. And when they do drift a little bit, we are going to be able to pull them back on track course, correct problem solve and help them stay. The course. Now you may be thinking, well, wait a minute, they’re in my gym three hours a week and they have 168 hours a week that that are gonna impact their results.

Well, you’re their coach 168 hours a week. And we’ve gotta figure out how to help them get to where they want to go. And we’ve gotta be able to, to provide a framework, a structure, a program that supports them in going from where they are to that place they wanna be. And if you can do that consistently, and you’re putting that out there in your marketing message, as we talked about in the previous episodes, you’re gonna have your ideal business, that frankly, is, is going to grow on its own and the pipeline’s gonna fill itself. So don’t ever overlook the fact that you have to be able to deliver results and not just host workouts to build your ideal business.

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