[ February 13, 2017 by Fitness Revolution 0 Comments ]

7 Tips To Increase The Performance Of Your Fitness Business

(Last Updated On: September 23, 2019)

You put your heart and soul into your business.  It’s one of the things that makes working with fitness pros so rewarding.  You’re not just doing this to make money, you truly care about your clients and have a passion for help people.

Too often you sacrifice your own wellbeing and your business performance to help others.  

It doesn’t to be that way though!  You can have a successful business and help a lot of clients.  In fact, many of the most successful business owners I know make huge contributions to their community and to benefit others.

A successful business employs more people, has the ability to help more people and can do more charitable work in the community.

So, let’s talk about business performance.   How do you improve the performance of your business so that you can do more of what you love and do more good?

Here are 7 tips…

Take Great Care Of Yourself

At the center of every high performing business is a high performing business owner.  You owe it to your team, your clients and your family to be at the top of your game.

Let’s be clear though, you won’t always be at your best.  There are going to be periods where you are worn down, lose energy and have to make sacrifices with your fitness.  

Here’s a great article from Precision Nutrition that explains how to manage this:


If you want to be a high performing business owner you’ll need to focus on a few areas in your life:

  • Faith
  • Family
  • Fitness
  • Finance
  • Friends

I don’t know who to credit for this but I was first introduced to it by a client when I was first starting my personal training business.  They encouraged me to set goals in these areas and write them down.  It was one of the first success secrets that was shared with me by mentors.

Faith can mean many things.  It doesn’t have to be religion, maybe it’s your spirituality, meditation or something of that nature.  It is important to ground yourself in something bigger than yourself.


  1. The Headspace App
  2. The Traveler’s Gift

Family is next.  I’ve certainly had my challenges with family, as I’m sure you have, but as I’ve gotten a little older I realize the importance of this in my life.  

You know the value of fitness.  Don’t sacrifice your own for your business success.  Find ways to make this a priority and maintain your health.  Here’s what the Dalai Lama said when asked what surprised him most about humanity: 

“Man.  Because he sacrifices his health in order to make money. Then he sacrifices money to recuperate his health.  And then he is so anxious about the future that he does not enjoy the present; the result being that he does not live in the present or the future; he lives as if he is never going to die, and then he dies never really lived.”  

Finance is the next focus for you.  I’ve found that there are a few rules to make this work.

  1. Pay yourself first, always
  2. Don’t spend more than you make
  3. Don’t borrow what you can’t pay back


  1. The Richest Man in Babylon
  2. The Automatic Millionaire

Friends are the final piece of the puzzle.  You’ve certainly heard that “you’re the average of the 5 people you spend the most time with”.   And from my experience that’s very true.  

It can be a challenge to find closer friends as an entrepreneur which means you need to find groups of your peers that understand you and can motivate you.

However, don’t make all relationships about business.  Remember to have fun too 🙂


  1. How to Win Friends & Influence People
  2. Never Eat Alone

Focusing on these areas will help you find some balance in your life.  Balance doesn’t mean that all things are equal all the time however.  You’re constantly shifting your focus and energy to the appropriate area at the appropriate time.    

Create A Dashboard

You could probably drive a Chevy Malibu through the city without looking at the dashboard.  Your speed is under control and there’s not much chance of something going wrong that you need to know about.  

However, flying a fighter jet without looking at the dashboard would inevitably lead you to crash and burn.   There’s simply too much going on and you’re moving too fast to not look at how your machine is performing.

Do you want your business to perform like a regular ol’ car or a fighter jet?  

Running a high performing business, and figuring out how to increase your performance, requires you to measure certain metrics.  

We cover these in detail in our article Keeping Score In Your Business.

Tracking, measuring and monitoring the performance of select areas in your business allows you to make decisions, adjust strategy and figure out what’s working so you can increase your performance.

I know it’s not fun or sexy to spend time and energy tracking this stuff, but it’s 100% necessary if you want to have success.   And once you get the hang of tracking it you’ll find efficient ways to collect the info and you’ll get better at understanding what it’s telling you.

Be willing to spend at least 3 months tracking and reviewing your key metrics and you’ll see the benefits of it.   

Improve Your Marketing

Very few fitness businesses are great at marketing.  Marketing is the great equalizer in business.

Well, maybe cash flow is the great equalizer (more on that later) but marketing is right up there!

If you can out market your competition and then follow that up by delivering on your promises your business will be unstoppable.  

And it’s not that difficult to out market your competition, especially in the fitness industry.  All it takes is doing the simple things consistently.

Here’s your game plan:  

  1. Outline your marketing strategy
  2. Create Your Marketing Plan
  3. Follow Your Marketing Calendar

Here’s an example marketing plan laid out in a funnel:

Marketing isn’t random, it’s very purposeful.  Every action you take should have a purpose.  Using the Triple A Method will help you figure out what actions to take and then setting that up in your marketing calendar will give you purpose.

Shore Up Your Sales

Every fitness pro has a great sales process and high conversion rates when they get a majority of their leads from referrals.

Those leads are pre-qualified and pre-sold by your clients.   

As soon as you ramp up your marketing and get more leads things start to fall apart.  You get a lot more objections, people are no showing and your conversion rates go down.

It’s not because the leads are bad, they just might not be ready to buy right now.

This has become more of a problem with the popularity of Facebook ads.  It’s easier to get leads to apply or fill out a form, but they may not be as informed or in a place where they are ready to buy right now.

This requires you to add some steps in your marketing and sales process to increase your conversions.

You have to add content and follow up with leads that brings value to them.  This will show them why you’re a great choice for them and educates them on their problem and solution (your programs).

You’ll have to do more work to get people to show up for Success Sessions or consults.  A few key contacts via text, phone and email can make the difference.

And then once it’s time to turn that lead into a client you need a great sales process.

You can check out the article 10 Questions To Ask During Every Sales Consult to guide you in closing more sales.  And here are 6 Tips To Close More Sales for you.


  1. The FR Sales Process Mini Course  & Surefire Closing System

Focus On Your One Thing

You have limited time to grow your business.  So, it’s critical that you focus on your Core Offer if you want to be successful.  

Spreading yourself too thin and offering every program under the sun to attract clients is a recipe for stress and frustration.

Not only will focusing on your Core Offer help you become more effective and efficient at marketing, it will also strengthen your businesses image or brand in the community.

You’ll be known as the very best at what you do.  When you’re the very best at what you do marketing is a lot easier.   

Here’s our most recent post on Building A Strong Business by focusing on the core.

Never Stop Learning

One trait that all high performers have is their desire to learn.  They are constantly asking questions, trying to find new or better ways to do what they are already doing. 

Learning for learning’s sake is dangerous.  You can get caught up in information consumption and forget about the application.

High performers ask the right questions and start applying immediately.

These high performers learn in 3 key ways:

  • Reading or listening to books
  • Finding mentors or coaches
  • Attending events to learn from their peers

Reading or listening to books or finding courses that solve a problem your facing is one of the best ways to expand your knowledge.  If reading isn’t your thing find ways to get the the info you need in the format that you learn best from.  Audible books, videos, podcasts, etc.  

Mentorship and coaching is really popular right now.  And for good reason, it’s one of the best ways to grow as a business owner and person.  Trouble is there are so many coaches out there offering their services it can be tough to figure out who to trust.

When coaching is done right it’s not about giving you all the answers.  Your coach is there to help you think through issues you’re facing, uncover new opportunities, and help you process your ideas.  They hold you accountable but don’t manage you.    

Another asset for a good coaching program is being able to access a group of your peers.  You can learn a lot from others that have done what you’re trying to do and that are facing the same challenges as you.  

Every business owner needs a coach at some point in their business.

You can learn about our coaching system at Fitness Revolution and compare our coaching programs by downloading the following resources:

Here’s what our coaching is all about:

Events are a great place to access key experts in your field and to network with your peers.  In fact, any time I’m looking to hire a coach or join a coaching program I usually attend an event that’s hosted by the coach or group first to learn more about it and meet them.  

Finding events that help you accelerate your business growth as well as training expertise are key.  Don’t only focus on continuing your development as a fitness pro, put an emphasis on your development as a business owner as well.

The Elite Fitness & Performance Summit is the best of both worlds.  It’s the only place you’ll be able to access training, nutrition and business experts in once place in this type of learning environment.  

We’d love to have you at EFPS 2017 (yes, that’s a shameless plug!)  

Learn More About EFPS 2017

Prioritize Like A Pro

Prioritization isn’t just about managing your daily tasks.  As a leader and business owner it also requires you to understand your business priorities as they relate to your overall plan.  

We coach fitness business owners to set 2-4 key objectives each year that will set their priorities.  Then we break that down into quarterly objectives that will help the business owner accomplish their year objectives.

These objectives make it easier to focus on your true priorities and avoid getting sucked into the trap of putting out fires or getting distracted by the next shiny object that comes your way.

Once you know your bigger priorities it becomes easier to manager your daily activities. Often times that requires saying no to certain things.  

Anytime I get a little lost in my tasks, usually that presents itself as overwhelm looking at all I have to do, it helps to take a step back and review my quarterly or annual objectives.  This step back brings things into focus and I can get back to work on the most important things.

This takes practice and it’s a skill you have to learn.  Be patient and persistent and overtime you’ll see the rewards.

Your Action Plan

These 7 tips can transform your business and help you have the breakthrough you’ve been looking for in your business.  

You don’t have to put them all into action at once though!  You can pick a few or even just one to focus on right now.  It should be the one that you think will have the biggest impact on your business.

If you have trouble sticking to new activities then pick the easiest one first and get some momentum moving forward.

If you like a challenge and want to see big results fast then pick the one that will overcome your biggest challenge right now even if it’s the most challenging for you.

Once you pick the tip you’ll use go ahead and register for the Elite Fitness & Performance Summit 2017 and check that off the list.   Not only will you have something to look forward to but during the event you’re going to learn how to create some big breakthroughs in your business.

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