Fitness Business School – Where Should Your Focus Be?

Full Transcript

Hey, Pat Rigsby here and in today’s episode I want to talk with you about where your focus should be. 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.

You know, I guess that was a little bit of a tricky opener because with, without knowing your unique situation or whatever else, saying, okay, this is where your focus should be, is, you know, it can’t be personalized. But I, I guess my point in using that as a start was all too often the place that our focus isn’t, we could definitely do more with, and that is on our ideal client. And there, there has, you know, there is this opportunity to focus more on your client and almost instinctively see better results.

So I want to give you three different things that you can do that will help your client and in turn help your business. And so the first is entering the conversation that’s going on in your ideal client’s mind, right? Like, whenever our client gets up and, and gets started with their day, what’s the conversation going on in their head? Like, that’s the problem we’re solving. That’s the goal we’re helping them achieve. You know, is it, you know, walking to the closet and trying to figure out which clothes they’re not gonna wear today because they don’t feel good about the way they look? Is it looking the mirror and being unhappy with what they see? Is it feeling stressed and overwhelmed? You know, I mean, these are the thoughts that, that our clients and our prospects are having. And then, you know, I
mean, we need to take a, a look at ourselves and say, how are we addressing that?

And, you know, and not just programming exercises and delivering workouts and doing the things that we want to do. Now that may seem like it’s really detailed and nuanced, but that’s what’s important to them. There are certain things that are important to them, and all too often we ask people to connect the dots for us. We ask them to understand how our special program delivered at these times on these days is going to be the thing that makes them feel good about the clothes they wear and allows them to pull out the stuff that’s tucked away in the back of their closet that they’ve not worn for a while. That makes them, you know, I mean, do they understand how what we do is gonna help them feel better about themselves when they look in the mirror and be proud rather than be a little bit uncomfortable?

Now, I wanna be clear. This, this is designed to be be something where it is of service to the client, right? Like, it isn’t, oh, we’re trying to manipulate ’em and, you know, if we talk about this sort of thing, make them feel bad or whatever else. No, I mean, we want to focus on being in total alignment with what our clients need. Because if we do, they’re going to see us as a solution. Now the second thing that I think that we can do that’s gonna be of a great deal of help in moving our business forward. So it, it has the potential to be a focal point is just figure out ways to create wow moments for clients. And there, there’s an opportunity for a wow moment pretty much each and every day.

And, you know, that could be something as simple as congratulating a client on achieving their first pushup or chin up or telling them they did a great job or just sending a note out of the blue. I mean, if we think about some of these businesses out there that are just, you know, wow businesses that notice you and do all the little extra things, well, we can be one of those businesses, and I don’t think we’re talking about spending, you know, mountains more money or anything like that. It’s just making people important, making people feel special, making people feel appreciated and valued. Because all too often in all of our daily lives you know, we can go days and weeks at a time without necessarily feeling that way. And so we have the opportunity to create those little wow moments for people.

And the more you do it, the better off we are. And then the third is – Does it move our client from being, you know, is, is what we’re doing, taking them from being unhappy to happy? And, you know, I’ve written at length about our job is to help people be happier. And, you know, maybe that’s oversimplifying it, but in many cases, if somebody doesn’t have like a health problem associated with being, you know, 15 pounds overweight or whatever else, then why does it matter? Well, because they’re not happy. They, they want to feel a certain way. They want to look a certain way. And so if I’m thinking about this, it’s how do we help them be happier, both over the long term and in the moment? And you know, you, you may think, Hey, that’s just too simple and no, I’m teaching people
discipline and I’m teaching people commitment and everything else.

Well, ultimately, if somebody’s not getting some reward, what are they going to be committed to? They need to have some sort of motivation in order to be commitment. So ideally, we are trying to help them, you know, lose weight, to feel better about themselves, improve their performance, so they’re better,
better at whatever it is that’s important in their life. We want them to increase the, the joy and happiness. We want to reduce the stress and unhappiness. Now, the way that I think about all of this is just that, that’s an opportunity that not only if we are good at it, our clients stay longer, they pay more, but all these other marketing things that we want to do, right? Like generate referrals, have social proof, create these wonderful reviews and testimonials that can serve as like the backbone of our marketing efforts. I mean, all that stuff is super powerful.

And then when you bring people in on short term programs or trials or whatever else, they, they just stay without question because this is the right place for them. So if you start to think about, hey, this should be a focal point for our business. And a lot of times when people think about retention, they
think about this really mechanical, kind of systematic process. But maybe part of it’s just saying, how do we care more about our clients and how do we show it in, you know, the, these different ways entering the conversation in the, in, in, in their mind, finding every opportunity we can find to create small wow
moments and then moving them from unhappy to happy. Well, if we do this and we serve, this serves as kind of our beacon man, we are going to have such better results and we can turn around and just make sure that we’re shining the spotlight on this to the public so it becomes the way that we market and
attract more of those right clients.

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