I’ve said it many times already and I’ll probably say it many times again: very often, our biggest obstacles are our own self-limiting beliefs. Whether those beliefs have their origins in our own heads or whether we’ve just chosen to accept what the media, our families, our friends or our competitors tell us, the negative things we choose to believe are often the main thing standing between us and true success. That’s why when people ask me how to start a fitness business, one of the first things I tell them is “Get your head straight.”
On November 7 & 8, my great friend and partner Craig Ballantyne and I are hosting the Online Info Blueprint Workshop in Costa Mesa. We’re going to have several incredible speakers, including Kevin Harrington of TV’s Shark Tank and the incredibly successful fitness entrepreneur Mark Costes. (Last I heard, we still had about eight seats left and all tickets come with a money back PLUS guarantee, so if you want to register, get over to the registration page quickly)
If you’ve never heard Mark Costes speak, you should. He gave an incredibly valuable one-hour talk on taking your business online at Fitness Business Summit 2014 and one of the first things he covered was getting past our own self-doubts and self-limiting beliefs. I’m going to share some of the self-limiting BS he talked about; things I’ve heard over and over again from people who have asked for my advice on how to start a fitness business. When you’ve finished reading, take stock of what your own beliefs are and give them an honest assessment to see if the biggest obstacle between you and success is……you.
There’s simply too much competition in my area
Self-limiting beliefs tend to come in two flavors: the “things outside my control” beliefs and the “either/or” beliefs. This is one of those “things outside my control” beliefs and I hear it probably more than any other.
It’s particularly frustrating for me because the solution is so simple that most people don’t believe it. If you don’t want to compete with everyone in your area, don’t. Set yourself apart and become a field of one. Don’t sell what everyone else is selling. Don’t be a generalist, be a specialist. Don’t sell service, sell results. Establish yourself as a local expert. When you do these things, you will have no competition. Let everyone else undercut each other on price or try to outsell each other on their coolness factor. Continue reading