Tag Archives: fitness business
“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.
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.
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.
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.
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.
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.
As silly as it seems, a lot of people won’t ask and for stupid reasons as well.
It is important to seek out others to support you.
Of course there are more than 3 reasons, however these are the most relevant.
1 – You can’t do it alone
Might seem obvious, yet so many will try and be a one-man band and tackle it all, then they wonder why everything is on mediocre at best.
The whole idea of you being a combination of the 5 people closest to you, its kinda like really true.
Give it some thought.
2 – Skill Gaps
As people we want to think we have all the skills we need, and this is sadly not the case for the majority of us, we need people we respect and trust at our side to fill in our gaps.
Take the PT business for example.
New people to the fray just about know how to train people, just about. In regards to business most have no clue on the following – Marketing, Taxes, Business Planning/Budget Management, the list can do on.
Yet even potentially knowing this they won’t seek out some guidance, often using money as the excuse, yes excuse because that is what you have business loans for to help you get your business up and running by hiring the people you NEED to help you succeed.
Many won’t, how do I know this?
I know more people who failed to stay in the business than actually stayed, and I see more people dropping out every day.
Ask for help, it will be worth it.
If your skill gaps are in say the knowledge of fat loss and that is your goal, then please hire one of the aforementioned PT’s.
3 – Being too scared to ask
This one is the easiest to understand.
People don’t want to seem weak, or like they can’t do something, I get it, it’s painful to admit you can’t do something and it makes you feel bad about yourself, however that is a mindset you’ve learned, you weren’t born with it.
Do you think a child feels bad when it’s learning to walk and keeps falling over?
No, it just keep doing what it needs to, and when it can’t do it alone it gets helps, either form a parent or something close enough to grab on to.
We are taught that asking for help is a bad thing from our earliest days in school.
Think about it, teachers would not give you the answer, they’d want to you find it for yourself, and while this is an incredibly useful skill it planted a seed that this is how we should do everything, and that is just not true.
In the working world if you don’t know something you must ask for help, less you completely balls up a project that could not only cost the company millions, it may also cost you your job.
Yet in knowing this we still fear asking for help.
To some the feel as if asking will put them below other people, they’d be someone to pity, subject to their benefactors benevolence, and whatever else you want to say.
This might be true, however once you’ve gotten the knowledge, or the skills and you know how to move forwards you many not need that specific person every again, however you do need what they know.
They weren’t wrong when they said that knowledge is power, because it is.
Better to ask a question and be thought a fool for a mere moment than stay silent and be branded foolish for life.
Give the above some thought and share your personal reasons below as to why you don’t, won’t ask of help.
Are you currently working in the Fitness Industry?
With the festive season fast approaching you may find that a mouse in the only thing that isn’t stirring.
You may find it’s also your clients.
The second some get the chance they scarper.
Sadly this is the nature of the business, peaks/valley’s and all that jazz.
While you can’t guarantee keeping all of them there are some methods you can implement for damage control, or at least to allow you to start the new year with a leg up and better baseline of standards.
Here is something you may or may not choose to do.
– Increase your prices come January the 1st.
This means a total overhaul over everything you do, out with the old and in with the new as they say.
It’s best to tell people now this is your intended.
Now you may be thinking that this will kill what clients you have that may have stayed along with the ones that are already getting primed to pull a Road Runner on you.
Fear not, there is more to this.
To the current clients on current pricing structure you give them this option:
– Their current agreement becomes a rolling contract with eh same fee they are paying now, it gets frozen at this forever, so long as they keep paying it each month, it will never go up. If they happen to leave when they come back they will be subject to the new pricing structure.
Some may say this is harsh, however those are the ones who fail at the business element of the fitness industry.
I get it you know, the pain that will set in.
The fear of not being able to pay bills, of struggling to find clients and all that other horrifying stuff, however I have something to tell you about all of this.
This doesn’t apply to those who are good (you).
Provided you are good at what you do, you’ll always have business (clients), more often than not those who panic are the ones who generally suck at the business side of fitness.
If this is you, it’s okay, embrace it and hire someone to help you get better, or don’t because you don’t need to be successful.
In these red & white coloured times you can of course offer ‘little red dress’ boot camps, or ‘office party preludes’ to help people minimise the damage to their waistline, these have value and bring in a quick bit of profit.
They are not a long term solution and that is what you need to start thinking about; long term solutions.
You train people for a living, you know that change doesn’t happen overnight, the same is true for business.
Essentially you’re the business equivalent of that average gym goer who want’s it all with no risk or effort, think long and hard on this.
I’m not saying these things to be mean, well, maybe a little bit :P.
I am saying them because I’ve seen too many coaches/trainers who had such potential end up as nothing more than a statistic because they got scared of running a business.
Yep, you now run a business, it’s no longer a hobby like it once was, not i’s a way of earning a living.
Give some thought to the following:
– A quick deal for a buffer of cash
– How to deal with clients to incentivise them to say
– What kind of business you want to run long term
Think about these carefully and feel free to share your musings with me.