Full Transcript
Hey, Pat Rigsby here and in this episode, I want to talk with you about what I consider the fourth rule of building your ideal business. 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 till the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.
So last episode, we talked about delivering a great result for your clients, the result they want. Now this episode, this kind of works hand in hand with the result. You have to deliver a world class experience. If you want to build your ideal business. See we think in the fitness industry that people come to us just because we’re hosting workouts, but the truth is we, we kind of exist in a time and place right now where workouts are a simple commodity people can, can, can get anywhere. They can hop on YouTube and get free workouts. They can join a big box health club for $10 a month and have access to almost limitless amounts of equipment, right? There’s no shortage of access to exercises to do workouts, to follow that they can get for free or really minimal investment. So to succeed, we need to create an experience where somebody’s excited to come spend time with us, where we are one of the best parts of their day. Our clients come and spend time with us knowing that when they leave, they’re gonna feel better. They’re gonna feel happier and fulfilled. They’re gonna have a sense of accomplishment.
That’s what a great business does. That’s what an ideal business does. And that’s the type of experience that we need to deliver. So how does this work in practice? Well, we have to understand that we’re delivering more than just workouts. We’re delivering more than just exercise instruction. We’re making somebody feel happier. We’re helping them feel valued and important. We’re empowering them. We’re, we’re making them feel appreciated. We’re providing them with accountability. We’re giving them all the things that allow them to not only get the physical and hopefully emotional results they want over time, but we have to deliver an experience that makes it pleasant. That makes it enjoyable in the process because their time isn’t just spent at the finish line, we all think about the finish line, Hey, lose 20 pounds, whatever else. But the time is spent in the process. And so understand if you want compliance. If you want people to stay the course, they have to enjoy the journey.
Now, you know, I, I get it. If they’re in the middle of workout and their health, you know, their heart rate is elevated really high. It’s probably gonna be physically uncomfortable in the moment. But at the end of that training session, they’re gonna feel a sense of accomplishment. And that’s, that’s wonderful, right? Like I’m not suggesting that everything has to be easy and everything has to be a game or whatever else. But every day they need to feel like this was a good decision for them, right? They need to feel better than when they arrive. You know, that moment they’re walking out the door because they do have that sense of accomplished. They feel like they’ve spent time in the right place. Ideally, they’re gonna have a connection with you outside of the four walls of your facility. If you’re an in person business. And you’re, you know, you’re, you’re following up with them. They’re part of maybe an online community. You’re telling them they did a great job. You’re catching them, doing things, right. Making them feel important and appreciated. You’re recognizing them for the improvements that they are making, not just chasing them down when they’re absent, because you figure that they may be, you know, going AWOL and they’re gonna cancel see the great businesses.
The ideal businesses are more than just a workout. They’re doing these things and they’re doing them on a consistent basis. Their clients know they’re part of something special. And because of this caliber of experience, the clients can’t help. But rave about it, staying on as a client is such a foregone conclusion in this type of environment that you essentially negate the competition because they, they’re not shopping around looking for something more convenient or something cheaper because your experience is just so different and we’ve all it, you know, we’ve all encountered businesses like that, where we aren’t super price sensitive and where would be willing to drive, you know, a couple of miles further to, to experience it because we just know it’s the best place for us.
It’s the type of place that we talk about with friends that we take, like when people from out of town come to visit us, we want to share that with them because we understand how you unique. It is right. People just rave about it. So they’re spreading the word, they become ambassadors for the business because of that experience. So if you want to differentiate yourself from the competition and really become a category of one, having your ideal business in many ways, it is built on a foundation of not only results, but delivering an extraordinary experience.
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