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Fitnesspreneur's Life

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Now displaying: June, 2015
Jun 30, 2015

Digging Into Your Clients Problems.

By now you understand how important it is to fall in love with the marketing side of your fitness business. Only by deepening your understanding of how to reach your clients can your business grow and be profitable and sustainable so that you have the means to serve your clients.

Marketing to your tribe.

You need to know who it is you want to serve. You need to narrow your focus and speak to a specific group of people instead of trying to talk to every potential client out there. If you're trying to reach everyone, you'll be heard by no one.

And you'll be stuck being the small fish in a big pond.

But instead you can start carving out the exact tribe you want to serve. That way, you can become a big fish in a little pond. And once you start to serve the people who you truly care about, the real fun begins because day in and day out, you'll be helping those people you enjoy serving to reach their goals.

Understanding the Problem

To really know your tribe, you need to know their problems.

You might argue that in the end all of your clients want the same thing. They want to be more physically fit and healthy. In the end, that's the service you're providing. Shouldn't selling the solution be enough to bring in the clients? The problem is that's not where your client starts.

When it comes to the desire to improve one's physical fitness, your client is starting with their problem.

Sure, your client has known all along in the back of their head that they need to be healthier, that they need to exercise more, and that they need to improve their nutrition. But that's not where they start. They start from the problem.

They only decide to find a solution in order to move away from their problem.

People want pleasure. They want to be healthy and have a body that's physically fit. But the thing that is going to motivate them is the pain. When someone has back pain, their first desire is to end that pain. That's what's going to get them into the gym to start making the positive changes that will improve their health. And alleviate the back pain.

The problem is the key to understanding your tribe.

Your marketing will reflect their needs and instead of trying to sell to them, they'll come running to you.

Dig into their problems, develop solutions, increase income and start living the Fitnesspreneur’s Life.

Jun 23, 2015

Building Your Tribe

 

Everybody is trying to talk to everyone.

 

Talk about shooting yourself in the foot before the race has begun. From a business and marketing perspective, this is a lazy approach that won't provide a useful answer. Do you have an unlimited budget to go out there and market to everyone?

 

If you try to compete with everyone, you're in a race to the bottom.

 

And at the bottom there's nothing unique about what you're trying to offer. You don't have a specialty because you haven't created one, and you'll have no chance to rise up as an expert in any area or niche. You are swallowed. Gone. Lost in the big sea of everybody else.

 

Discover Your Tribe

 

Discover what your tribe is so you can lead, corral and herd people to it and show them how to live the lives they want.

 

It's not about creating more products or services. Instead, it's about bringing people together around a mission or a movement. A purpose. Who are the people you are going to bring into this tribe? What do you want this niche to look like.

 

Because once you create the tribe, you are positioned to take the lead as their chief.

 

So who is your tribe? Who do you want to motivate? Who do you want to elevate? Think about it. Maybe you like working with mothers. Great. But you need to be more specific. Pregnant moms? Moms with infants? Stay at home moms? Executive moms?

 

The more specific you can be in identifying your tribe, the more specific you can be in addressing and solving their problems.

 

If you can't identify their problems, you can't identify the solutions. And you won't know what programs to create that will speak to your tribe.

 

Less is More

 

You might be thinking to yourself, 'I have ideas for 5 different tribes right now!' No. This is the mentality that will slip you right back in to being a little fish in a big pond. How many tribes do you think you can serve? At one point are you spreading yourself and your messages too thin?

 

Focus on serving one, maybe two tribes, at the most.

 

You need to commit the next couple of years to understanding your tribe. With one or two tribes, you can dig in and penetrate the market. By keeping your focus consistent over time and making your message clear and specific, you won't have to sell yourself because you'll already have made a name for yourself.

 

Your new clients, will search you out.

 

 

Start living the Fitnesspreneur’s Life!

Jun 16, 2015

Marketing is really as simple as 1,2,3 - The Trifecta of Marketing.

The Trifecta of Marketing is really going to help you go from a frustrated business owner to one who is in the know. It will help you get outside out of the textbook definition that's in all the school books.

It's time to put on the overalls and gloves and get into the trenches of what marketing really is. It's getting your message, the right message, to the right people with the right media. And doing it efficiently, effectively and profitably.

Marketing works but it’s all about knowing good marketing from bad marketing.

So let’s dig in to what the Trifecta of Marketing really is.

1 - Your Market

Your market is the “who.” Who are you trying to talk to? Who do you want to work with? This is more about understanding your ideal client so you don't have to take just anyone and everyone.

It's time to understand that you can work with exactly who you want to work with and start building a business around those people.

It comes down to you identifying that ideal client. There is a big difference between the needs of just athletes and football athletes. There's a big difference between the needs of baseball athletes and soccer athletes. The more unique you can tailor your client base the better.

2 – Your Message

The second M in Trifecta is Message.

What are you trying to say? What's the message that your going to work into everything that you market? There are trainers who have taken the stance that cardio is the devil. Other trainers may decide to focus on motivating pregnant mothers to start focusing on their exercise and nutrition plan throughout the duration of their pregnancy instead of waiting until after their baby is born.

You need to start focusing on your message and what you want to get out there.

3 – The Media

Once you know who you are going to talk to, your market, and what you're going to say; you will start to understand the third M of the Trifecta, Media.

Media relates to the “how” and the “where” and it's how you are going to get the message out there.

You can get the message out via email, social media, ad or affiliates. Then you need to figure out the where. Is this going to be in a newsletter, a TV spot, a radio ad, email, social media? Some things have crossed over that but it’s still all about the how and the where.

Jun 8, 2015

Why do most fitness businesses fail?

 

If you own your own fitness business or are considering starting one, this is a question that you need to consider. Because when you look at the statistics of how many studio owners and small fitness businesses are actually making it, the numbers don't look good.

 

In fact, only about 50% of all new businesses are still open at the 5 year mark.

 

You need to ask yourself this question. What is the fundamental reason why your fitness business exists? Is it to make you money? Is it because you've always wanted to be a business owner and now you'll be able to cross that off your bucket list? Or it it because you want to help your clients?

 

If you don't understand the fundamental reason why your business exists, it will fail. For a fitness business to succeed, it needs to exist to be of service to others.

 

What do you want? A Business or a Hobby?

 

A lot of people are unaware that instead of running a business, they're more interested in running a hobby.

 

The biggest mistake you can make is to become a business owner when that’s actually not what you want to be.

 

If you understand what you truly want now, you can make the decision for your future of whether you should stay a hobbyist and work for other people or go forward and begin your own business. And it's fine if you don't want to be a business owner. Our industry needs people who love being the technician and are helping clients on the floor.

 

Avoid the reason most fitness businesses fail.

 

If you prefer to remain a hobbyist and you can determine that for yourself now, you'll save yourself a lot of heart-ache and money.

 

If you're starting to fall in love with the complexity of being a business owner. If you're excited when challenged to figure out the business and the marketing aspects of your business to meet the needs of your customers and turn a profit, then you've come to the right place.

 

It's time to change the trend of fitness businesses lasting only three to five years.

 

 

It's time to become one of the best businesses in the industry. If you want that to be your business, let me know. Check out my blog and newsletter because I have a ton of stuff available and more in the pipeline. Let's get after it!

Jun 3, 2015
Hear from the epitome of the work ethic of one of the top fitnesspreneur's in the industry, Trina Gray. Dive in and listen to a Wife, Mom of 2, Gym Owner, 7-Figure Beachbody Coaching business. 

Hear how she takes her town in Alpena, Michigan from a double digit unemployment and obesity. She has NO EXCUSES for why you can't get fit and having a THRIVING & healthy business.  

Trina has 3 core values that has changed her business & life.  Personal Development, Sharing her story and having them both resonated in all different points in your career. 

Jun 3, 2015

Hey there! It’s Vito here and today I’d like to address the hate that services like ClassPass and Groupon are generating.

To hear some people tell it, these marketing services are the death of our industry. No way! 

Our failure to evolve and not understand marketing poses a way bigger threat to us than marketing services.

That's all these services are: lead generator. They bring people through the front door that normally wouldn't have come in. What you need are solid strategies to turn those low margin packages into big margin sales!

Sales is the name of the game. I know some of you are cringing at this.

But you can’t help people if you can’t sell them a service. If you want to survive or, better yet, thrive in this day and age, you better fall in love with the sales process. 

Here are four strategies to combat and, in some cases, use these services to grow your fitness business

Strategy #1: Have multiple streams and offers

If you only have one of something, you are setting yourself up for failure. So build other revenue streams.

By creating other revenue streams, you increase the value of each member that walks through your door. And ClassPass might be a good way to get them to you. Once they’re hooked, you can tap into higher margin services.

Whether you use something like ClassPass to bring people in to your business or not, diversify if you want to stay alive.

Strategy #2: Be willing to acquire clients at loss or break even…at first

It doesn't matter that people use Groupons or whatever. That's not where your profits lie.

Get them through the door and then offer them personalized programs and services on the backend. That's where the high margins are anyway.

Get them through the door. No people, no sales. It’s that simple. A service like ClassPass can get you those people. 

Strategy #3: Develop a Stacking Revenue Model

Stacking Revenue is the business practice of anticipating your customers' needs and having a wealth of products to offer them.

You need all of those solutions in place before they walk through the door. Once they come in because of ClassPass or attendance in a class of yours, address their specific needs each and every time. You bring people in through the low margin front end offer (like ClassPass) and into your higher margin backend offers.

Strategy #4: Create Specialty Programs

Specialty programs are programs designed to speak to a specific audience about a specific problem and deliver a specific solution.

 

These programs speak to a specific person who is looking for a specific solution. That's something that ClassPass can never offer.

Jun 2, 2015

Don't Let The #1 Reason Fitness Businesses Fail Keep You From Doing What You Love

 

If you're like most personal fitness trainers today, the number one thing you love to do is go out and help people reach their health and fitness goals.

 

At some point, you experienced the benefits of living a healthy, fitness-oriented lifestyle; and it improved your life. You realized you had the knowledge and skills to train others. So you gave it a shot.

 

If you're like most personal fitness trainers today, you aren't super excited by the sales and marketing side of the fitness business.

 

The result is you end up using methods that simply don't work. In fact, there's a good chance that your marketing isn't in alignment with who you are as a fitness professional. And brushing over the sales and marketing side of your business will cost you.

 

It will cost you clients, and it will cost you income.

 

The number one reason why fitness businesses are failing is because they have no Education Based Marketing.

 

Education Based Marketing is marketing that educates. It’s marketing that gives value and builds trust before you ask for anything in return. The best part is you don't get that icky salesman feeling that comes along when you go out there and do the direct sales approach.

 

When you love teaching, educating and delivering value, you'll find that Education Based Marketing is in great alignment with who you are as a fitness professional.

 

Go out there and build a bigger business. You can get past that icky “salesy” feeling. You can get past hating marketing because now you are delivering value. You are developing trust as a trusted educator and that feels good.

 

This is where you need to be going with your marketing.

 

That's the first step, becoming aware that this is a style of marketing that you can do. This is a style of marketing you're going to embrace and love. Ultimately you can go out and make a bigger difference with Education Based Marketing.

 

We are on a mission to help train fitness professionals in this industry that are hungry for more.

 

 

Go out there and make a big difference today and start living the Fitnesspreneur’s Life.

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