Fitness Business School – Sustainably Successful 3 of 3

Full Transcript

Hey, Pat Rigsby here and in this episode, I want to follow up on our last two and talk to you about adaptability in the role it’s played in my longevity as a business owner. So 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.

I thought this would be an interesting topic to wrap up on this little three part series, because in the last episode I talked about consistency and sometimes I think that people may interpret consistency and adaptability is almost conflicting thoughts or things that aren’t necessarily all aligned with one another. And then I think that you have to be adaptable to be consistent.

I think that without adaptability, consistency becomes far less valuable because everything changes, the landscape changes. And I think about, for example, my consistency with email marketing and the impact it’s had on my business where I’ve sent I mean, I guess at this point I’ve gone somewhere upwards of 6,500 days sending an email consecutively. Well, the way that people consume email is a little bit different. I mean, you, you realize when I started writing these daily emails, there was no iPhone. And if there, I don’t believe there was Facebook or whatever may maybe, I don’t know but I know there was no, no iPhone. So typically the way that they were read the formatting might be different. I know that for me, the, the tone of the email has become a little bit more informal.
It was a little more formal in the beginning, I wanted to be perceived as some smart professional instead of just being a little more authentic.

So I needed to change, I needed to adapt, I needed to evolve. And then business changes too. When I first started, I know that when I started talking about, us using a subscription model and annual contracts and that sort of stuff, people looked at me like I had three heads. I remember telling the two
kind of leading consultants in the industry that, hey, we were selling 12 month contracts for training and they were subscription memberships. And both of them told me, no, that’s not possible. And I’m like, well, I have like 400 clients in the middle of nowhere in Kentucky doing it, so I’m pretty sure it’s possible. But that was one-on-one training and we were selling 30 minute sessions and before long group training exploded. And then there was the emergence of people using things like Facebook ads and then there were challenges. And then there was funnels and all the, the, the stuff like Groupon and all these
other things that evolved and now franchising, really franchising then on then the pandemic and then back to franchising where these, all these things have evolved and happened in our business in if you aren’t adaptable, if you aren’t staying in front of it, you become irrelevant. And so for
me, it’s always been something where I felt like, Hey, I’ve gotta stay one step ahead. I’ve gotta see where we’re going. I’ve got to understand what’s happening outside our industry that is influencing the industry because things don’t just happen in a vacuum. I need to see trends as they start to emerge and see things that somebody’s gotta be first on certain things. And I need to be taking notice of that and seeing what’s going to take hold.

And if I want to remain valuable to my clients, I can’t do the same thing forever because people get bored. I have to continue to learn, I have to continue to evolve without losing those things that made me appealing as a business coach to those clients in the first place. So there still has to
be that same overarching philosophy, but I have to continue to make sure that I am saying it in a way that’s relevant to the current landscape. And then I have to keep evolving my business. And if I think about, just simple examples of that, well, yeah, I’ve used email marketing for almost two decades now, but I kind of dabbled in podcasting and then became very consistent with that where we turn out about three episodes a week and heck now at this point we’re probably fast
approaching 400 episodes. Now we’re really putting some emphasis on our Facebook group is another way to connect with people. So things that I’m doing that I need to continue to be adaptable with. I mean, our coaching program, we have like 40 to 50 zooms every month. And in the beginning it was all phone calls and live events. And so there are all these things that we are gonna continue to do to, to stay relevant. So I have to lead by example, but I also think that we get a lot of people who fall in love with the way things were and they get that mentality of, Hey, this is how we’ve always done it.

And that’s the kiss of death, right? Like if you are not evolving to keep up with the market, you’re gonna get left behind. But if you want to lead the market, you gotta be the one out in front kind of seeing where the puck is going and skating to it. So that’s it. Coaching, consistency and adaptability. Those are really the the three kind of pillars that I’ve leaned on to, to have some sustained success. And if you think about my marketing is largely me coaching people until they pay me to coach ’em. And consistency, like we don’t run ads for a week or two, then stop, we run ads like 365 days a year and then we change how we may be reaching people or following up with people over time. So these things are common threads throughout everything that we do. The connect unit, the the convert unit, the coach unit, they’re all woven throughout every piece of my business and will continue to be for as long as I stay in business. So hopefully there’s some takeaways through these three episodes that you can benefit from and apply in your own business.

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