Tag Archives: Business

4 Basics Lessons to Build Your Fitness Business

A lot of hopeful people jump into the realm of fitness.
 
It seems easy because they themselves like fitness, they’re passionate, have a story to share of how they lost weight etc, and they really really want to help people.
 
Obviously for the sake of helping people, not to fulfil an emotional need or anything.
 
In the early days of being qualified many are fuelled by the promises of instant business from friends, family, colleagues and people that they happen to know.
 
I’m going to tell you that this is folly.
 
Those promises rarely become a reality and we are naive for believing they ever will because while people judge themselves based on their proposed intentions (even if never followed through on), we judge them used on their actions.
 
To most people it is enough for them to say they will do something and not do it, they still get the initial feeling of being good, helpful, needed/wanted/important, yet that’s as far as many go because they’ve gotten what they need at no actually cost to them.
 
So this being the case, why would they then pay?
 
🎓 Lesson 1 – Don’t rely on the good will of others because they will let you down.
 
When a new trainer/coach gets about 6months into their fitness business journey things start to change.
 
Suddenly they realise that people didn’t suddenly flock to them because they were nothing special, in fact they were just another trainer.
 
Yep, once qualified you’re nothing special, just one of many.
 
At this point the need for an individual identity starts to become apparent, some being to hammer their social media, sharing all sorts of motivational quotes, photos and videos of –
 
“This (insert target demographic) can🏋️‍♀️ 🏋️‍♀️ all you need is to believe”
 
It may spike some interest, however there is still very little of value for people because all that they do is copy what others are doing.
 
Now copying trends isn’t a bad thing, so long as it’s a successful one and you know WHY it works.
 
If you don’t know why then you won’t make it work.
 
You can go for all the fads and trends available to you, yet without a solid message or set of values backing what it is you’re saying there will be no call to action for people because it’s just not real.
 
🎓 Lesson 2 – Jumping on the bandwagon to try and become different/noticed doesn’t work, it makes you the same as everybody else doing it.
 
Finding a niche that you can call your own isn’t easy.
 
In fact it can take many years because a lot of people are still influenced by what they themselves find enticing, and while this isn’t a terrible thing it doesn’t mean that the potential clients available to them will react in the same way.
 
So many talk of being their best self, an individual, different.
 
You will find that many potential clients and those who have stagnated often talk of wanting those very things, a coach/trainer who is their best self, an individual who different and does things differently.
 
Alas, if you do things that are not familiar and truly different this weekend warrior of the majority will put in a subtle dig along the lines of
 
– “We usually do it this way.”
– “I like to do ti like this.”
– “My/Our old trainer used to do it this way.”
 
My answer to anything similar to the above is as follows:
 
“I thought you said that you wanted something different?”
 
Or
 
“That’s cool, they sound like a great coach, so why did you leave them?”
 
Yep I will put people on the spot and call out hypocrisy and bullshit because I’m just too tired to be tactful these days.
 
You see as much as people say they want something different what they actually mean is something different yet familiar and basically the same as what they’re doing, but still different though.
 
It’s fucking maddening.
 
This is where taking the jump and creating a true niche that is different takes courage because the world and it’s dog will tell you have the things they’ve already done are great and that you’d do well to adopt some of those ideas.
 
Which is the height of disrespect in my eyes.
 
If you truly want to be different be prepared for criticism.
 
🎓 Lesson 3 – People will tell you how they want you to run your business, by all means listen and be thankful for any advice/feedback, just remember you don’t need to bend yourself out of shape to help other people fit in. If they don’t fit, that;s okay, they can go somewhere else.
 
Th hardest part about running any business is understanding that you’re in actual fact running a business.
 
As such you can’t afford to piss about.
 
Too many in fitness don’t understand this and try to make it a hobby that pays them, and one that pays them well, this is a mistake.
 
The only people who can get away with running a fitness business like this are of the following:
 
– People who are retired and don’t need to work
– People who have a job they can step back into at will
– People who come from money
– People who have a partner who supports all other finance
 
^^ Many don’t like this, yet it’s very much the truth.
 
Running a business isn’t easy, and yet in fitness so many think that once they become qualified people will just rock up and throw money at them, that they ill be abel to do 3-4 clients a day only, train whenever they like and live ‘the good life’.
 
This is a dangerous attitude to have.
 
The average fitness professional will work a 12+ hour day in most cases, and that isn’t taking in to account all the behind the scenes things such as admin, tracking, program writing and the logistical part of running a business.
 
If you think it will be easy you’re in for a shock.
 
🎓 Lesson 4 – Remember you’re running a business, not a charity or a hobby that pays well, a business.
 
If you are someone new to the industry you’d do well to hire a mentor.
 
Now many will say they can’t afford this investment and to that I have this reply for their consideration:
 
Can you afford not to be successful then?
 
There are many ways to find the cash to invest in your business, and having someone in your corner to help you avoid making silly mistakes, while perhaps costly in the early days will save you literally thousands moving forwards.
 
You may choose to consider or ignore the above.
 
Either way I hope you do well and don’t end up as fitness fodder.
 
Enjoy,
Ross
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Controversial…

Three things in business you need as a PT/Coach that are undervalued and overlooked way too much.

1️⃣ – An application form to train with you.

^^ This helps with information gathering and will also allow you to know if people are willing to put in the effort for you to work with them.

Think of it this way, if they can’t get past filling in the form then they’re not ready for you yet.

2️⃣ – Minimum commitment agreement.

^^ Further refining the type of client you work with can have you find the people that are truly ready to change.

Example: 6months, 3 sessions per week, only 10 client spaces, etc

As nice as it will be to train once a week for a month and have all their problems solved that’s not how good coaching works.

Setting up minimum’s is very useful, in the example about having 3 sessions per week would also be a good place to start, that way if someone says “Can I do just one per week” you can honestly say “I’m afraid the minimum is 3 per week as this provides more favourable results.”.

It’s a test of commitment and dedication to the cause.

3️⃣ – No free trials.

^^ Controversial, however it will serve to further your business.

This doesn’t mean you can’t offer a discounted first session because this still gets people into the frame of mind that if they want your time/expertise they need to be ready to invest.

Free stuff is nice, however too much of it can, in regards to trial sessions etc, can devalue how people see your services.

🤔🤔🤔

Food for thought.

Enjoy,
Ross

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Overwhelmed

“The problem is choice.” – Neo
 
The Matrix has a split crowd when it comes to it’s impact as a movie/film series.
 
Looking further into it and the metaphysical side of things can drive many to tears, yet some of the quotes from it really are quite applicable to life.
 
Take the one from Neo written above.
 
A quote that applies greatly to life because in my experience in working with many people, from varied backgrounds and levels of understanding/experience, the problem really is choice.
 
You can choose utility or euphoria.
 
What you need or what you want.
 
One leads us down a life that to some may not be exciting enough, yet a good one never the less.
 
The other yield endless pleasure at the cost of sustainability.
 
In the modern world people will say you need a mixture of both, or some other such idealist rant/quote and while the intentions are all well and good it still doesn’t help solve the problem, choice.
 
Choice can literally paralyse some people.
 
Too much of it and we shut down.
 
Did you know our brains can only process so much information at once before we become overwhelmed and it literally shuts down to rest it’s cognitive ability.
 
This is why the term of bullshit baffles brains is actually quite accurate.
 
You find sales people and those trying to influence/argue will use this tactic and fire information out left and right because most people just can’t keep up, and there is a tipping point where they shut down and become incredibly susceptible to influence or having ideas be forced onto them.
 
A true feat of skill in my opinion.
 
Is it morally/ethically a good one, well maybe not if used for nefarious deed, however it’s still impressive for people to use it well.
 
Think Darren Brown, and people like him, their mind works in a way I couldn’t even begin to explain, and the speed of which they think, words escape me.
 
Yet this allows them to do what they do with hypnosis/persuasion and all that other impressive mind trick stuff.
 
So yea, just something worth remembering.
 
Too much choice overwhelms you.
 
How can you use this knowledge to your advantage?
 
Offering less choice, that’s how.
 
Be this in the sense of business, training options, nutritions, or life, less is truly more because you will have time to make a conscience choice, maybe even a good choice too.
 
If you’re offering PT to a new client, give them option A or B.
 
Nothing in-between, no hidden agenda, just A or B.
 
Peak Hours or Off Peak Hours, choose wisely.
 
^^ I got that from Charles Poliquin, may he rest in peace.
 
Here is a little process I personally use to help with setting up many aspects of my life (training, business, the lot really).
 
Step 1 – The filter of three (is it true, good & useful)
Step 2 – What two choices will be offered?
Step 3 – Let the people tell you what they want*
 
*If it’s not in your option A or B, then you may choose yourself to have a discussion with the person, for whatever reason it is, or not, that’s your choice to make.
 
Keep things as simple as possible.
 
You should investigate this thoroughly.
 
Enjoy,
Ross

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What most PT’s don’t want you to know

I’m going to let you in on a secret held closely by those in the fitness industry.

The majority of us have no real clue what we’re doing.

Honestly, in the early days apart from knowing a few basics on from (even that is questionable) when it comes to putting together training programs we’re woefully underprepared.

This is speaking from experience.

Initially what got given to people was nothing more than copies of what had been found in books or learned in passing by those more experienced.

This wasn’t really programming, it was merely getting people to exercise and expend energy.

Don’t get me wrong, for the larger population of gym-goers all they want is to feel like they’ve done something, they care little for the details or even if what they’re doing is optimal for them.

So long as they enjoy it that’s all they care about.

Do you know what, that’s 100% cool because if it keeps people training then it doesn’t really matter if their coach/trainer doesn’t really know what’s going on, so long as the client is happy that’s the priority.

It took me years to really get a good grasp on programming.

Even then there was still a lot of gaps.

Of course, over time a deeper understanding has been gained and now more can be seen in each successful program/protocol that is out there.

Has this improved my ability to coach/plan?

Yep, without a doubt.

Has it been something I will share with my clients?

Nope, most don’t want to know. They just want to be told what to do, how hard to work and that’s it.

Sadly the only people care about the quality and details in training programs are the coaches (and a few unique clients).

Thus you don’t have to be good at the above to do well in fitness, you just have to give the people what they want, a solid business tactic.

One word of warning though, the approach of giving people methods without understanding will only really work on beginners.

This is why you rarely see a PT/Coach in a gym wh works with anyone at the intermediate level or higher (they lack the depth of knowledge to do so), and do you know what, this is a good thing because it’s almost more hassle than it’s worth.

Being someone who has gone through various stages of learning and coaching I can tell you this much, no one really cares how much you know.

No one cares that a decent program can take several hours to write, in fact, most will be just as happy with something you cut & paste from the internet (cookie cutter stuff).

The only person that will ever know is you.

If you want to delve this deep then these three books are good places to start:

– Super Training by Mel C. Siff and Yuri Verkhoshansky
– Periodisation by Tudor Bompa
– The Transfer of Training in Sport by A.P. Bondarchuk

You can also find a lot of great info online for free.

Another gem of a book is Viking Warrior Conditioning by Kenneth Jay.

The choice is yours, my friends.

Enjoy,
Ross

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The problem with making your passion your purpose/profession.

 
You see this in fitness all the time.
 
People start up a fitness business because it is their passion and all they want to do is help people.
 
While this is all very nobel and altruistic it has a glaring flaw.
 
If someone is truly passionate that is.
 
This little shred of wisdom is often forgotten in the passion fuelled haze of progress –
 
Not everyone shares your passion, nor do they want to share it and as such they don’t want what you have to offer.
 
^^ Newer people and even some older ones in fitness take this personally when they really shouldn’t.
 
Why?
 
It’s not personal, it’s just business.
 
That’s the problem with making your passion your business.
 
It’s your passion, not everyone else’s and trying to force people to feel the same way you do about XYZ is a surefire way to crash and burn.
 
Now I’m not saying that you shouldn’t care about what you do, however you do need a healthy amount of disconnect from it and to understand that if you do decide to make your business something that surrounds that which makes your heart sing that you might be doing a solo.
 
This isn’t aimed at shitting on your dreams.
 
It’s aimed at giving you a dose or reality because I’ve seen so many people fail and it’s not something wanted for you, or anyone embarking down the route of running a fitness business to be fair.
 
Fail to heed this warning at your own peril.
 
You’d also do well to remember that this is said from experience because it just so just so happened that this befell me and it took years to understand.
 
As such I failed my way to success 🤦‍♀️
 
So if you wish to make it in the endeavour above you must not only make the focus of your work YOUR passion, you must make it appeal to the passion(s) of your target audience/clients/buyers.
 
It’s less about you and almost always all about THEM.
 
Keep this in mind and you’ll find your dreams don’t end up in the dumpster like many others have before yours were even dreamt up.
 
Be passionate, just also remember to be vigilant.
 
Enjoy,
Ross

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***Warning, contains truth***

If you dislike an objective view of things then you best stop reading.

You won’t be judged, shamed or have your profile smeared.

Yet if you are someone interested in hearing a few bitter pills to swallow then please continue on.

I’ve heard many a conversation in many a gym over the years.

In the last decade though there has been an underlying tone in a lot of them; life, the world or however you describe it seems to owe ‘them’ (the collective them, as in everyone) something.

The world, people, what/whoever doesn’t own you jack shit.

Honestly.

In this life while there are those born with a silver spoon in far better stead than others and are presented all the opportunities, that doesn’t mean that just because you haven’t had this that you’re owed something.

People have become very weak-minded these days.

Take the example above, I’m sure you know someone who has it all.

They never asked for it all, they just happened to be one of those few who happened to get it due to the hard work and sacrifice of someone in their daily at some point.

Same will be true for your progeny.

Whatever you achieve and the foundations you lay will be used but hem to get a better foothold in life.

The people of the 20’s, 30’s, 40’s all did this for their young.

Then there was a time of bountiful harvests, follow day people gaining the attitude of being entitled and this is where things started to go wrong.

Sadly we are entitled to nothing in this life.

To be alive and have things as good as we have them is already a gift.

Don’t believe me?

If you’re reading this then I’d say you’ve already got it better than some who either will never have the chance to use modern technologies or others who have had their basic humans rights stripped away, not naming any northern countries or anything.

This is why I love fitness.

It keeps you humble because you don’t get results without effort, sacrifice and time given to the iron gods.

True enough some people have better genetics.

If you feel yours are lacking and that you should have better ones then I truly hope that txt time you choose to be born of better parents.

Think back to school, you had all the gifted kids and most of them now will be nothing more than a memory because they wasted the 3 space head start they had and rested on their laurels.

Anyone who gets a head start in life while lucky isn’t guaranteed success because the world doesn’t owe it to them, remember that.

So my dear friends, have you ever felt that you deserve more than you have?

That you’re owed something for nothing because reasons.

Sorry buttercup, you ain’t.

Neither am I.

We may not ever get what we feel we deserve, yet is what we feel we deserve actually what we are due? – Now there is a good thought.

Do what you can without the thought of reward just because you can.

In the end if you’ve given whatever you see as a priority everything you have to give you’ll probably be satisfied with what you have in the end.

Don’t except the world to cater to you for nothing.

Life doesn’t work that way for most of us.

Also if you’ve been one of the few to start severals steps ahead of the rest I am happy for you, truly. Now use that opportunity to do great things and don’t fuck it up.

To everyone else I will say one last thing….

There’s always a bigger fish.

Enjoy,
Ross

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Deliberate Practice FTW!

Did you know you’ll never be good at the things you don’t do.

🤯🤯🤯

I know right, quite the mind blowing sentence.

Funny thing is this is something a lot of people actually forget or just don’t seem to be aware of.

When it comes to fitness, or movement as a whole the use/disuse principle is quite really one people should keep in the back of their mind at all times.

If you are looking at having a certain set of skills they need to be practiced.

^^Once you acquire the skills maintaining them (depending on how high a level you want to retain) can take minimal effort.

Same goes for an area you’re aiming to improve or build upon, it needs some attention. 👀

All that being said, you’ve also got to accept there may be some form of sacrifice of what you have to gain what you want.

The cosmic balance must be maintained as it were.

I like to think of it like spinning plates.

You can spin only so many as one time, those will be the ones that are looking good yet there will be some that are slowing, others that are about to topple and a few that are already in free fall, that’s just life.

Using fitness as an example.

You are rather unlikely to bench press 500lbs while also being able to run a sub 5min mile pace on a marathon.

True enough it’s not an impossible task to achieve, however it’s just not probable or reasonable for many.

In our mind we see ourselves at our peak or what was our last peak of fitness, this leaves us with a hefty dose of cognitive dissonance in regards to our abilities.

You’ll also find it’s another reason people won’t push themselves out of their comfort zones and be humbled.

Unless it’s proven it can be ignored. 🤔

Many would rather live in blissful ignorance than uncomfortable awareness.

Sad but very true.

So to wrap up this little mid morning musing take some time to be honest with yourself.

What areas do you need to work on more than you do?

^^This can be in relation to fitness, life, business and more.

Give it some thought.

Enjoy,
Ross

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It’s for them, not you

When it comes to writing about your company, you’d really dow ell not to make it all about you.
 
I know how odd that sounds, however just bear with me.
 
Take a look at any companies mission statement, or their values, beliefs or anything else of that nature.
 
You will see this word a lot – ‘We’
 
“We have the best facilities with high end equipment.”
 
“We have experts trainers in various fields.”
 
“We are basically the shit and that’s why we’re valuable.”
 
^^ This is what those kinds of messages are conveying.
 
Believe it or not this is rather common.
 
Seriously go to any business page about the company and you’ll likely see something like that.
 
You might be asking – “Is this really a bad thing? They just want to showcase their skills and all the have.”
 
While this is indeed all fine and dandy, it’s about the company and what it does, instead of trying to connect with their audience and what they can do for them.
 
In the famous words from one rather flamboyant US President.
 
John F. Kennedy – “ask not what your country can do for you, ask what you can do for your country.”
 
Your messages should more often than not be about what you can do for the person/people you’re trying to reach.
 
Writing in such a way that has them visualise themselves being a part of your community, your tribe (popular word these days), as it were.
 
Let us take a look at my two arbitrary example above once again.
 
“We have the best facilities with high end equipment.”
 
“We have experts trainers in various fields.”
 
Classics, now if we tweak them, with a couple of different words you’ll notice the massive difference it makes.
 
“You will have access to the best facilities with high end equipment perfectly suited to your needs.”
 
“You can speak to any one of our experts trainers whenever you need some help with your goals.”
 
While a tad longer the message is far more inclusive to the person and will be read by them, the individual as they can now start to picture themselves being there.
 
If we wish to keep them to one line here are some other tweaks we can make to convey the same message.
 
“You’ll access equipment suited to your needs.”
 
“You have our experts trainers to help plan your goals.”
 
It is little tweaks like these that can set your apart from the rest because of one simple reason.
 
You’re showing that you care about them (your potential clients) and it’s all about their journey and helping them, it’s not about the company itself and how brilliant it is.
 
Don’t get me wrong, the company or business may indeed be brilliant, however blowing your own trumpet before showing people you’re their to help them and care about them first is not the wisest route to take.
 
People buy from people after all.
 
Give the above some thought and if you have any little bits of scripture you want to share in the comment, please do so.
 
Will do me a favour?
 
Take a look at your current business adverts/mission statements etc, read them as a client and ask yourself this one simple question –
 
Is the company talking to me or merely about themselves?
 
Enjoy,
Ross

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Fellow trainers, this ones for you.

How do you train your clients?
 
Is to improve them or merely to impress them….
 
There is an amazing difference between the results of the two.
 
You’ll also find that the majority opt for the latter.
 
Sadly we live in a world where people need to be kept constantly entertained and pandered to, as such it has caused training to devolve over the years.
 
This is one reason why group exercises is so popular.
 
It’s exciting, entertaining, fun and may produce results.
 
Now it is true not everyone trains because they want to get results or fortify their bodies for life, and this is fair enough.
 
If you’re the kind of trainer happy to provide that service then great, you’ll have quite a lucrative business, you just have to remember you need to keep adding in new things to keep people attention.
 
Perhaps that isn’t you, maybe you are the sort of trainer who has peoples best interest at heart and is just not sure how to go out programming for such a thing because we still have to keep people on side and while training might be what people need, it may not be what they want.
 
Once you understand what people want, you can create what they need based around their biases, preconceived ideas and understandings of what they think PT is.
 
To be fair you’ll see a lot of trainers/coaches share videos on social media that look epic, however the likelihood of their training produce sustainable results is slim.
 
One thing to remember is that as a trainer you’re in the service industry.
 
This being said, you need to decide what kind of service you want to offer.
 
One that seeks to impress clients.
 
Or
 
One that seeks to improve clients.
 
While you can indeed combine both, they’re not mutually exclusive.
 
Over the years I’ve found some consistent ways of provide both to clients that you can take and apply to your own.
 
Here is the structure for most of my classical sessions:
 
– Warm Up (clients need fulfilled)
– Skill (clients need fulfilled)
– Strength (clients need fulfilled)
– Conditioning (clients want fulfilled)
– Cool Down (clients need fulfilled)
 
The conditioning section will often confirm a bias or a preconceived idea of what they feel they need to be going to achieve the results they want.
 
If it’s fat loss, this section will be hot death and leaving them a smouldering mess on the floor because that’s what they feel they need to be doing for fat loss.
 
Say they are looking to add muscle, it will be some disgustingly high rep pump driven super-ultra-mega-drop set that blows them up and gives them DOMS the next day, because that’s what they feel they need to be doing to achieve their result.
 
I’m sure you get the idea.
 
People come to us as trainers/coaches with ideas already formulated or how they think it will go.
 
Now you have a few options here.
 
Do what they want and potentially get results (more likely a no result outcome).
 
Do what they need and definitely get results (which may oppose a belief/bias and even if they get results they will not enjoy training and stop, madness).
 
Do what they need at the start and finish with what they want, subsequently getting them results and confirming the ideas they had in their head, then over time educate them as to why what they thought was incorrect.
 
^^ Never tell them straight tout they’re wrong, unless you’ve sold yourself as that style of ‘non-nonsense’ trainer who won’t tell people what they want to hear.
 
Many people don’t like being told their wrong, even if they are.
 
It’s the classic – “The customer is always right, even when they are wrong, which is all the time.”
 
You need to be clever because you’re running a business after all.
 
Now it might be common sense that you’d not hire an electrician and then proceed to tell them how to rewire your house, yet in fitness people will hire you to train them and always tell you how it needs to go, I know, I know.
 
Everyone thinks they know how to train, as such it’s best for you to go along with them and aim to educate each client over time.
 
This can be in the form of work shops, nutritional meetings, client Q&A’s, that way you can set out from he start that in each there will be objective discussion about how things actually work.
 
In this way you can question peoples misconceptions without causing them to be offended because they chose to come to said event.
 
Honestly if you run 2-3 weekly discussion/Q&A sessions you’d be surprised how many people will come to them.
 
That said, you’d do well to do some gym floor walking and subtly ask people what burning topics of curiosity regarding fitness they have, that way the talks will ‘feel right’ for them and something they can’t miss.
 
Okay, I’ve gone off on a tangent, again.
 
Simply you need to remember this; work with your clients to improve them, not merely to impress them.
 
If you have any questions please leave them below.
 
Enjoy,
Ross

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A Words Worth

We do love a fancy word or two in fitness, don’t we.
 
Metabolic Conditioning, sexy.
 
Anaerobic Lactate Intervals, nice.
 
Max effort ramping to ratchet loading, tasty.
 
Super-mega-ultra-saiyan-sets, sign me up!
 
It seems the more frivolous the word of title, the more people are drawn to it.
 
Such simple creatures we are.
 
I get it you know, like the humble magpie we like shiny things that catch our eye and for all intents and purposes there is very little wrong with being dawn in by fads.
 
Well, apart from the potential impact on your wallet.
 
Looking for the next best thing, the next suck fix and miracle that will solve all your problems (for about 6 weeks) is just how it goes.
 
Promise someone the world in 12 weeks or less and you’ll have them hooked.
 
Try to compel them to accept responsibility for a lifestyle change that will have them retaining the results they achieve for more than 2 weeks and you’ll see them scarper faster than Scooby & Shaggy when they found a monster.
 
Perform kettlebell swings for 30 seconds on, 30 seconds off, 10min total.
 
^^ Pretty effective, in the rest do some active recovery in the form of a mobility movement.
 
Here is how it can be named.
 
Option 1 – 30/30 kettebell swing intervals for improving body composition
 
Option 2 – Kettlebell Metabolic Accelerator for Fat-Loss
 
If I was to post an add with a video which title would grab people attention.
 
Yep, it’s obvious, essentially they both say the same thing, just in different ways.
 
Alphabet gymnastics truly are the mark of a good salesman.
 
Give some thought to the above.
 
If you’re in the fitness industry and struggle to attract people it could be because you’re boring in their eyes.
 
Or at least not speaking the language that resonates with your potential clients in the demographic you have.
 
If you’re not sure what words they want to hear, go ask them.
 
Have some conversations and listen to what people are saying, instead of trying to tell them what you want them to hear int hew you want to say it.
 
You’d be surprised how often if you ask people what they want they will tell you.
 
Well, in so many words you might say.
 
Enjoy,
Ross

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