Fitness Business School – Relationships with the Right Clients

Full Transcript

Hey, Pat Rigsby here and in this episode, I wanna talk with you about evolving your relationship with the right clients. 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.

Something that, that I’ve been able to do over time is kind of just grow relationships with people and,
you know, get the right people onto the bus, so to speak, but then it’s kind of finding the right seats.
Right? And I, I think a lot of times people start a program and, and, you know, and I understand the logic in saying, Hey, we’re gonna have this program that only has one type of seat on the bus and you need to adapt to that thing. And, and I get it because it’s a much simpler model to operate, but sometimes, you know, for me, the enjoyment is kind of having this baseline program, but then offering things that might be ancillary. So people can almost in an ala carte way, customize the experience to what they want. I think of it a little bit. Like, you know, if like when we, we took a vacation to Disney Alauni in Hawaii a few years back and, you know, there’s this baseline experience that, that you’re buying, right?

Like you’re, you’re getting a hotel room, you’re getting access to a collection of amenities that that’s
great. And that’s kind of like the core program, but there are all these ancillary excursions or other
amenities that you can get. If you want to go you know, take surfing lessons. You can do that. If you
want to go zip line, you can do that. If you want to take excursions to different parts of the island, you
can do that. And for me, that’s kind of a fun way to build a business and evolve my relationship with
the right clients. And, you know, we have kind of our core program, the ideal business accelerator that
we get people in. We you know, we, we serve them on all these basic things to help build the business
they wanna build. But if somebody wants to get more customized attention that doesn’t require a long
term, additional subscription, you know, they can do one off co coaching sessions or you know, like
strategic planning days, if they want to bolt on a nutrition coaching program, they can do nutrition OS
and they can add that if they want to upgrade to our boardroom program, if they’re a fit, they can do
that if they want to.

You know, if they, if they want to you know, integrate small group training, if they want to learn to be a
better copyright, like we, we offer these one off kind of smaller sessions, like workshops, where they can kind of bolt on additional things that are fit from them. So people can kind of create their own
adventure, so to speak. So you know, my, my, in my mind, we have clients that we’re helping in one kind of core way, but then we, we have opportunities to solve other problems or add value to their business in other fashions. And for me, that’s more fun than chasing new clients. Like we already have a relationship. We can be a more important, more valuable part of their world and only, and not sell them a bunch of things they don’t want, right. Because they have this core offering, but they’re only bolting on the things that they like, the things that they’re interested in, the things that are relevant to them rather than us kind of ratcheting up the price and saying, well, you’re gonna get all these things and maybe you only really want 20% of it.

So that’s kind of an interesting way to approach business that frankly, I don’t think a lot of people in our
industry do, I think a few people, you know, maybe some of the, the higher end health clubs, like the
lifetime Fitnesses of the world or Equinox that might have kind of their baseline membership, but there
are a lot of a card offerings. They may do something like that. But I think that, you know, a lot of times
if we look at other hospitality businesses they’re really good at this. And those are people that I’ve kind
of studied and learn from to, to kind of shape this mentality. You know, you, you know, you have a
relationship with somebody, you know what those people are about what they want. They know you,
and then it just comes down to providing great solutions when they want them or when they need
them. And if we do that, I think that we can build a better business and we can build a business that
better serves our clients.

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