Fitness Business School – What People Actually Need

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I want to talk about what people actually need and why it’s not usually what they buy. 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 almost hate to say this, but what people buy is rarely what they need. I’ve been coaching business owners for about 17 years. I’ve written probably in the
neighborhood of 7,000 newsletters. I’ve recorded almost 400 podcasts at this point. Um, probably been a guest on another hundred. I’ve done about a hundred free videos, um, and hundreds of posts and articles and all those things are available free of charge.

I’ve written at least 10 different books specific to our fitness industry. Now, I’ve authored or coauthored a number of additional ones, but just specific to our
industry, 10, and I’ve given those all away at some point. I’ve offered a membership site for like $29 at one point that I had a CEO of a large, like several thousand unit fitness franchise tell me that I was giving away more for 29 bucks than they give to their franchisees and it kind of made him look bad. He said, I think it was tongue in cheek, but still, and I think your clients and prospects probably have about the same experience, right? There are thousands of free videos available online. There are hundreds of books, or well, thousands of books that they could get on Amazon for fitness and weight
loss and health improvement for under 20 bucks. Health Club memberships are available for $10 a month. Magazines with workouts and diets, they can
give her, just a few bucks at the checkout, CVS or Walgreens or wherever else. And plenty of information in there to use apps for pennies a day that could provide all the tactics anyone could ever need, basically access to any information they could ever need is as long as they don’t have some sort of genuine underlying, like underlying health issue.

So why aren’t more people successful? Well, honestly, I think it comes down to their inside game first. Too many choices. Don’t help anyone. If you’ve ever read the book the Paradox of Choice, you get it. Here’s an example. In the year 2000, Stanford researchers set up two displaced tables in, in a store, right? Table one had 24 different options of jam, and Table two had six different options. Table two actually converted 10 times better.

Now, table one, only 3% of people bought, whereas table two, 30% of the people who visited that table bought basically, the confused mind says no. So that’s the
first thing. It’s like people are just bad at choosing, right? It, it more choices, more confusion, less decisions. So the second thing is people are not very good at focusing, and they continually train themselves to be increasingly worse at it. How many minutes have you spent looking at your phone this week? Just go ahead and check. Like, you can open up the phone and see how much time, and mind you, it’s probably not gonna show up in minutes because it’s gonna be hours, right? How much time you spend on your phone. So even when we make a decision, we don’t put the blinders on and just focus on that thing. We have too many tabs open, both figuratively and literally. Like there are plenty of tabs open on most people’s computers. Whenever I’m doing a Zoom and somebody does a screen share, it’s kind of funny to see that they’ll have dozens and dozens of tabs open a lot of the time. So it’s hard for us to make decisions. We leave too many distractions kind of in our way. And then third, our lack of perseverance kind of feeds all of this. People typically just throw in the towel at
the first sign of distress.

They want immediate gratification, and they quit when it doesn’t come. And then finally last, we fear decisions. We’re so afraid of failing or being wrong or being embarrassed. We’re taking some sort of self-image blow. Um, or other people maybe kind of looking at us, failures or seeing our shortcomings that we fear making the wrong decision, and that overrides the excitement of potentially making the right decision. So what people really need is a path through this whole mind field of self sabotage. They need to be willing to do something until it works. They have to be willing to ride out the storm and navigate the
waves and endure the entire process. Frankly, that’s the game changer. Not more stuff or fancier tactics or anything like that. It, it’s being willing to stick with something and stay the course. And honestly, it’s tough to compete with that, with that approach. Success is almost inevitable, right? Somebody who’s got some perseverance, somebody who’s got some stick-to-it-iveness that tell that that person’s tough to compete against with that approach, it comes down to knowing what to do and then doing it right? Um, so people, that’s what they need help with. They need help with the actual doing because frankly, people do know what to do, or they can get access for what to do for under a hundred bucks.

Now, that might not be the optimal plan, but they can certainly get enough of a plan to make progress, but they still don’t take action. They still don’t implement and stay the course. So what they need help with is the actual doing of it. That’s what so much of my job and what your job is. Now, you may think,
Hey, my situation’s different and in some cases maybe it is, right? I work from home, I work with business owners, you’re working with consumers and maybe you’re in a brick and mortar facility, I get it. But I’ve also had over 5,000 different fitness clients and members at my actual businesses as well as I’ve had coaching programs where I’ve served at at least double that many people, right? Like 10,000 people. I’ve had a franchise with almost 300 locations.
I’ve certified over 5,000 fitness professionals in one program and another 3,500 in another that I founded or co-founded. And I’ve had at least 150,000 fitness pros to be part of my audience over the years, people reading the various newsletters that I’ve authored. So, you figure between all of those things, I’ve got a pretty good feel on what, what works when it comes to coaching and what holds people back from making progress and, and reaching their potential. So if my
hypothesis is true and I’m, I’m pretty confident it is, then I would give you two bits of advice to focus on if you want to be better at your own endeavors and better at serving the people that you currently serve or aspire to serve as a business owner. Number one, one way to get better at business is to make addressing the inside game a much bigger part of what you do. And that doesn’t mean you need to become a psychologist or anything else, but you need to be
cognizant of why people fail and be the person that helps them avoid those pitfalls and get over those hurdles.

And then two, another way to get better yourself is to stop chasing the perfect plan and start executing the plan. That’s 80% or 90% right? With some relentless consistency. If you do those things. And if you lead with that mindset so the people that you’re serving are embracing those two concepts, your business is gonna be so much better. The clients you serve are gonna be so much more successful and everything is going to get so much clearer. So that’s my theory. People aren’t buying the right stuff, neither are you, I’m sure I fall into this trap too, but the shiny object, more information, that’s not the answer. Finding a plan, sticking to it, staying the course.

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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