If You’re the Best, Say So (If Not, Become the Best)

Maybe it’s because the Internet filters everything into extremes, but I’ve noticed two very distinct personalities among the people who come to me for fitness business coaching.knowledge

On the one hand, you’ve got people who have incredible knowledge and experience to back up their training. They can talk shop with the best of them, and because they deliver amazing results they’ve mostly survived on word of mouth alone.

The only problem is that they’re very quiet.

These people tend to plateau in their business at a pretty low level just because a business owner’s “soft market” (the people they can reach naturally through word of mouth) is usually pretty small. That, and they aren’t comfortable marketing their training.

When these coaches and trainers want to expand their business, they hit a wall, and that’s when they need my help.

On the other hand, you’ve got people who have thousands of Instagram posts showing off their abs, glutes, legs, etc. These people will talk to high heaven about how badass they are and how they are God’s gift to the fitness industry.

Except that they’re currently training, oh, ten people or so. And only for a few months at a time.

Whole lotta bark, not a lot of bite, it turns out. These ones need my help too.

The Road to Greatness Goes Both Ways


When I look at these two different personalities, I see two halves of an absolutely unstoppable, world-changing fitness entrepreneur.

So what I do is coach each of them on how to fill in for their weaker half.

That’s not to say that you can’t play to your strengths – you absolutely can and should.

HOWEVER…you can’t play the game of being a fitness entrepreneur without being a big picture thinker. You can’t afford to ignore your weaknesses just because doing so is comfortable and you’ve skated by on your talents in the past.

You need to fill in the whole big picture of what a thriving fitness business looks like…which means you either need to flip your weaknesses into strengths, or hire people and systems that can do that for you.

Matches with the fire and smokeFor those of you fitness wizards with encyclopedic knowledge of the human body and a loyal but tiny army of human billboards – GET LOUD!

For those of you “smoke then fire” social media buzz machines with the truckloads of selfies – PROVE IT!

I love both of you equally…so I’m going to really break this down one by one to make sure you get it.

Hidden Gems Just Disappear


Hate to break it to you, but having the best training in town is not enough. That is a requirement, and you should take pride in achieving those results, but fantastic training is not enough all on its own.

Look, the world is too loud now for you to wait for people to come to you.

Think of it this way…there are thousands of people out there right now who are sick, overweight, and exhausted.

They are literally crying themselves to sleep because they know they need to make a change but they can’t figure out how to do it.

They have tried everything they can think of, everything from starving themselves to fad diets to useless infomercial products.

And just think about the OTHER marketers who attack them every day to try to get them to buy junk food, or buy the next “miracle pill,” or buy another workout machine that is purposefully designed to be forgotten in the closet.

If you aren’t louder than those other marketers, those people will keep falling for the scams and eating terrible food.


And look…you might have a loyal group of clients right now giving you a comfortable enough living…but what happens when the economy has its next recession?

Or, what happens when a natural disaster strikes and you need serious cash flow and savings to rebuild?

See, the truth about any business is that you if you aren’t growing, you’re dying. Stability is an illusion. Spread the word to maximum

If you have the greatest training town, you have an obligation to the world and to yourself to spread your message and reach more people.

To do that, you need to learn how to market and sell your business.

You need to learn how to consistently generate referrals from your existing clients.

You need to master social media marketing, because it’s the most powerful tool for reaching new clients and it’s not going away any time soon.

To learn all that, I recommend you come out to Fitness Business Summit 2017, where I’m getting the top experts in the industry to come and reveal their cutting edge marketing systems, income-boosting strategies, and sales systems for fitness businesses like yours.

Now for the other half of you…

Your Dog Food Sucks


There’s a classic saying in marketing that goes something like this…

“If you dogs don’t like your dog food, the packaging doesn’t matter.”

In your situation, your training is the dog food, and your “brand” is the packaging.

(Don’t call your clients dogs, though, they won’t like that.)


Nobody is going to care about how hot you look.

Nobody is going to care how many PRs you broke this month.

Nobody is going to care that you deadlift.

The only thing your past, future, and present clients care about is the value that you do or don’t deliver them.

And yes, having the training chops to get them in incredible shape (and proving it by being in great shape yourself) is a crucial part of that…but it’s only the tip of the iceberg.

Are you friendly?

Yellow smileysIs the atmosphere of your boot camp friendly?

Can you motivate clients to stick with it when they’re on the brink of quitting?

Can you take a 43-year-old woman who’s been physically inactive her whole life and give her the training and nutrition she needs to finally get in healthy shape?

Here’s the real kicker…

Can you convince her that she deserves to have a healthy body and lifestyle? Can you give her the emotional support she needs to make that a reality?

Being a true fitness professional involves so much more than just the workout.

You have to follow up with people and provide them the accountability that they don’t have on their own.

You have to be a motivator – you have to understand the deep psychological barriers that REALLY stop people from changing their unhealthy lifestyles.

You have to create a community atmosphere that is so welcoming and comfortable that it feels like a second home to your clients.

And if you come to Fitness Business Summit 2017, you can discover how some of the most successful fitness entrepreneurs in the world are boosting their client retention, turning their clients into raving referral machines, and delivering jaw-dropping training results for their clients. 

Keep your eye on the big picture, my friends, and keep on taking massive action!

Committed to your success,