ArticlesFor Business Owners
[ January 20, 2021 by CJ Easter 0 Comments ]

The 12% Marketing Investment Formula

Last month, in this article, we talked about the different channels you should have in your marketing investment portfolio. This month, we’ll discuss how much you should be investing in that portfolio.

The majority of independent gyms are underinvesting in marketing.

And because of this, they are getting left behind as boutique franchises buy up market share with their corporate branding campaigns AND large local marketing budgets.

According to CMO Survey by Duke University, Deloitte Consulting, & the American Marketing Association, the average service business spends 12% of revenue on marketing.

Based on my experience in my own gyms and working with hundreds of other gyms at Lead Engine Marketing, investing 6-8% in marketing will replace your monthly churn and keep your head above water, while 10-12% is necessary for growth.

However, not every gym has the financial bandwidth to invest 12% of revenue in marketing, but every gym owner has control over how they invest their organization’s time.

Based on this concept, we will reframe how we think about the term ‘investment’ and look at it as both money investment and time investment.

Total Marketing Investment = Money Investment + Time Investment

So how do you invest 12% into marketing when you don’t have the resources to afford that?

Here’s an example…

1 – Let’s say you want to grow pretty aggressively, so you decide to invest 12% in marketing.

Total Marketing Investment = 12%

2 – Your business can afford to invest 5% of revenue in marketing.

Money Investment = 5%

3 – This leaves a 7% balance that you must account for in time.

(Total Marketing Investment = 12%) – (Money Investment = 5%) = (Time Investment = 7%)

4 – Let’s say your staff consists of you + 1 full-time employee + 1 half-time employee, your total available working hours per week is 100 hours.

Total Available Working Hours = (You = 40 hours) + (FT Employee = 40 hours) + (HT Employee = 20 hours) = 100 hours per week

5 – So according to our formula, 7% of time should be invested in marketing, so 7 hours per week should be scheduled for marketing activities.

Marketing Time Investment = 7% x 100 hours per week = 7 hours per week

These hours can be assigned based on your organizational chart, but they should be built into your organization’s weekly calendar on a recurring basis.

(And remember, marketing activities are activities to develop new leads, not selling existing prospects)

 Growth requires investment. Investing money might buy you some speed, but even if you can’t afford to ‘go fast’, you can still ‘go forward’ by investing your time accordingly. And now you have the 12% Marketing Investment Formula to help you make the proper allocations.


If you feel like you’re underinvesting in marketing (while your competition is buying up your market share) and you’re ready to work with a team of Facebook ad experts to manage your digital marketing investment portfolio…
Apply to Lead Engine Marketing Now




[ April 23, 2020 by Jay Croft 0 Comments ]

Your Guide to Reopening After COVID-19

Everyone’s wondering when they can reopen their gyms. While we can’t give a certain date, we can tell you that right now is the time to plan for it.

It’s a confusing period, and the situation will keep changing in the weeks and months ahead. Reopening gyms is in Phase 1 of the federal reopening guidelines announced recently by President Trump. It will be up to individual governors when to allow states to reopen. And it will be up to each business owner after that.

Check out our free guide to reopening your gym after COVID-19.

This post will help you create your own reopening plan, along with an ongoing operating plan, as we keep adjusting. It’s time to ask questions, do research, make best-guess decisions – and remember that not everything will go according to plan. That’s OK — you’re creating a guide, not a pillar.

Here are questions to consider:

  • What do I need to be thinking about right now? 
  • What do I need to be doing right now?
  • How will reopening affect my service delivery, revenue and expenses?
  • Will my pre-pandemic business model be sustainable in the new market?

We recommend following these planning steps:

  • Review your current business plan/strategy
  • Determine what adjustments you need to make to operate right now
  • Talk to your Fitness Revolution Success Coach™ (if you don’t have one, talk to one of our FR Success Coaches here)
  • Firm up your plan and act swiftly and decisively (while assessing and adjusting weekly)

Here are some topics to guide your thinking.

  • Services: What adjustments should you make? Consider class size, physical space, and social distancing. Will you continue online training? Do you have outdoor options?
  • Plans: Do you have them in case someone tests positive or you’re ordered to close again?
  • Money: What’s your plan for clients coming back from freezes? Will you need separate pricing and marketing for in-person vs. virtual training? Update your budget to account for additional cleaning. Create processes for tracking PPP or other government funds.
  • Communications: Include staff, clients, prospects, vendors, neighbors, etc. Use every channel. Repeat consistent messaging. Tell them about service changes, new rules, safety procedures, and anything they’ll need to feel confident about returning.
  • Safety: How do you keep your gym clean and everyone safe? Intensify your cleaning procedures to include door handles, light switches, water fountains, etc. Update supply lists. Consider outside help. Post signs so staff and members know what you’re doing.

By planning now and continually reviewing, you’ll serve your clients better today and on the other side of this. You’ll be better prepared to bring on new clients, as well, and to keep your staff united – and everyone safe.

Check out the free guide we’ve put together to prepare your business.

[ April 15, 2020 by Kelly Berry 0 Comments ]

Make Sure You’re Giving the Best Zoom Experience You Can

When the coronavirus lockdowns hit a few weeks ago, many fitness pros quickly moved online. It was impressive to see gym owners, studio owners and trainers adapt to keep their clients engaged and exercising.

But, let’s face it. We were all hoping “this thing” would be over within a few weeks and we could return to normal life.

Now that we know otherwise, it’s time to take another look at your online experience. You might need to make some adjustments to improve what you’re doing and ensure your folks are having the best possible experience.

Download our free list of resources to protect your business during the COVID-19 crisis.

Like it or not, this is your reality now, at least for the time being. And it’s your responsibility to give the best online training experience you can. It will keep your clients coming back. It will encourage them to refer their friends to you. It will position you strongly for future growth when “this thing” really is finally over.

Here are a few tips to help you level-up your online game.

  1. We recommend Zoom. We’ve been using Zoom for years at Fitness Revolution and have found it to be simple and reliable. People can easily use it right off the bat. And it has a depth of features that make it appealing. It lets you see all your clients, and it lets them see you – and each other, providing that key social component they’re craving right now. Spend a little extra on the Pro account so you have more freedom.
  2. Test, test, test. By doing a few dry runs, you and your team will be able to iron out the kinks for the smoothest experience when you do go live. If you’re already up and running – keep looking for ways to improve the “little things” as well as the bigger ones.
  3. Play three roles. You and/or your team members need to play three roles during online workouts – demonstrating movements, acting as coach/cheerleader, and offering cues via the chat function. You don’t all have to be together, of course – and you can even perform all three roles by yourself, if necessary. 
  4. Open/Close. Prepare a PowerPoint slide to start and end each session. It should have tips and reminders about upcoming events.
  5. Share the workout in advance. It builds anticipation, and it also lets your people know how much space and what equipment they might need, if any.
  6. Make sure you’re visible. Stand at least 7 feet away from the camera, and make sure your head and feet can be seen.
  7. Schedule social time. Plan for a few minutes before and after the workout to let people socialize via Zoom. This is an opportunity for them, and also and a great way for you to continue the community you built up in your brick-and-mortar space.

By providing top-level customer service now, you’re going to retain clients and attract new business. And you might even be building a permanent service option that will endure even after “this thing” really is finally over.

Be sure to check out the free resources we’ve collected here to protect your business and keep you posted.

ArticlesCOVID-19For Business OwnersMarketingSelling
[ April 8, 2020 by Jay Croft 0 Comments ]

Selling Your Services Amid the COVID-19 Outbreak

During the COVID-19 outbreak, some business owners are unsure about how much focus they should devote to making sales. Fitness professionals have asked us repeatedly if they need to be selling at this time – or just generating leads to use later.

It’s a fair question with a simple answer: You have to keep doing both, now and always.

Download our free list of resources to protect your business during the COVID-19 crisis.

This is not profiteering. It is not unethical. It is not inappropriate. 

It’s your commitment to your business, your employees, your customers and your community. And like everything else nowadays, it just takes nimble thinking and determination to continually assess and re-evaluate.

Let’s break it down into four components.

Messaging. Strong communication is everything. You must position your offer well. Remember:

  • This is the new normal. At least for the time being, you’re an online fitness business owner, so embrace it.
  • Customers’ fitness needs remain, and they still want your expertise, time and support. Your messaging should lead with the value and benefits you bring, like accountability and community.
  • Keep the focus on how you’re helping clients and on what your prospects need.

Marketing. You never stop getting new leads and building your prospects list. It’s an essential task of your business. Try ideas like these to gain email addresses:

  • Create compelling content to drive traffic to your blog, podcasts and webinars.
  • Give away valuable resources (like e-books and cheat sheets) as lead magnets.
  • Run a sweepstakes or a contest.

Selling. Leads are important, but you’ve got to convert them to bring in any revenue. Here are some smart tactics:

  • Direct-response advertising on social media or search engines will direct traffic to your offer.
  • Referrals and “bring a friend to Zoom” promotions are opportunities for exposure, community-building and feedback.
  • Exchange email blasts with a joint-venture partner. (This is good for building your list as well as selling.)

Adjustments. Keep your long-term offers and pricing strategies in place. Add value wherever you can. But in rare instances, consider how you might make modifications.

  • Can you change the terms – say, from annual to monthly agreements, or make one-time sales to some prospects?
  • Create a new front-end offer at a lower price point and see what adjustments you can make to transfer them to your core offer.
  • Have something like this as a last resort, unpromoted: a low-cost, weekly option for clients in a financial jam. 

By always spinning both the marketing and the sales wheels, you’re doing the right thing for your business now during the crisis – and for the future, whatever it might look like.

Fitness Revolution is here to help you through these challenges. We’re sharing resources here to protect your business and to help you stay alert to the challenges and, yes, opportunities ahead. 


ArticlesFor Business Owners
[ April 1, 2020 by Jay Croft 0 Comments ]

Stay Focused on the Guideposts and Alert for the Opportunities

If you’re like millions of people, you turned on your computer or TV this morning and swiftly got caught in the swirl of anxiety-inducing news, opinion, advice, complaints, misinformation, and grief mixed in with random cat videos and inspirational quotes.

It’s enough to make you want to go back to bed, pull the covers over your head, and hope for a miracle.

Download our free list of resources to protect your business during the COVID-19 crisis.

So, stop for a minute. Breathe. Clear your mind. And focus on guideposts to help you stay on track. When your mind drifts away in scary “What If” scenarios, return your attention to the basics of what you can do about it.

Expenses vs. Investments

What are some investments that you must maintain, even during tough situations? Here are three that will keep you strong now – because this is no time to become a weaker business.

  • Marketing. Communicating with your market is always critical. Every day — period. Keep reaching out to clients, nurturing prospects, and generating leads.

What are your differentiators? Some larger chains can’t provide the virtual options that you can. Some of your other competitors are refusing to market and will disappear over time. If they’re around when this all ends, what kind of relationships will they have with clients and prospects then?

  • Consulting. You don’t want every negative comment on Twitter to send you into a tailspin. By the same token, you need coaches, mentors or consultants in your corner to help you see the big picture.

It’s so easy to get in our heads, lose perspective, or miss valuable insight that can come from someone removed from the daily grind of our business. A good coach or mentor is watching the industry overall and talking with others in your situation, so he or she can reveal connections and pathways to consider.

  • Personnel: Your team is a vital resource. It’s invaluable to delegate to employees so you have time to focus on mission-critical activities.

Divvy up duties. Assign trainers to lead online sessions. Put some in charge of updating individual clients. Your employees are valuable assets to deploy strategically.

Costs You Can Manage Right Now

  • Cancel non-investment costs: These produce no income and are not required to keep your business alive (premium versions of apps, software subscriptions, entertainment, etc.)
  • Apply for government aid: Assistance is available to help small businesses. Look into your options, starting with the Small Business Administration. Once you’ve taken steps to increase revenue like this, you can try to trim basic expenses.
  • Then, negotiate with people you pay: Talk with your vendors, suppliers, accountant and landlord to explore flexibility they might have. Try to meet in the middle somewhere.
  • Hold off on upgrades: That big piece of new equipment you’ve been wanting to buy? Delay purchases like this for now.

Amid all this uncertainty is great opportunity. More will be emerging that you might be able to see today. Keep your eyes open. Remember the guideposts and the principles that put them there.

ArticlesFor Business Owners
[ March 25, 2020 by Jay Croft 0 Comments ]

Why You Must Keep Marketing During the Crisis

In times of crisis, people seek leadership – whether in medicine, government or business. And now more than ever, your gym’s clients and prospects are counting on you to help them stay fit, which includes reminding and updating them about your services and expertise.

We’re not talking about dispensing medical advice or running for office.

We’re talking about marketing in a way that is helpful to your community and smart for your business.

Download free resources to help during the COVID-19 outbreak. We’ll keep updating with more information.

That means adjusting your services and offerings, yes. It also means communicating. It means marketing.

And that’s not only morally OK, it’s absolutely the right thing to do.

First, let’s address a misconception we’re hearing from some fitness professionals. We’ve been asked recently if it’s somehow unethical to promote your business and seek payment during the coronavirus crisis – as if the idea implies taking advantage.

It does not. You must continue marketing, which is a necessary business function – a “must have” rather than a “nice to have.” Don’t retreat into a limiting belief about your value out of a vaguely uncomfortable feeling. There is no ethical conflict in responsibly reminding people you can help them and providing a service in exchange for a reasonable fee.

Let’s clarify what’s OK by sharing an appalling example of what’s not: Price gouging of hand sanitizer or medical equipment during a public-health crisis. Would you even consider hoarding Purell and selling it at astronomically inflated prices to desperate neighbors? Of course not. Now, THAT is unethical.

Contrast that to staying in front of your clients and prospects, providing modified workouts or training online, sharing useful information and positive coaching, and – yes – doing so for money. Remember that your customers are counting on you to help solve a problem, and your employees are counting on you to stay in business.

Here are some actions you can be taking:

  • Keep your messages clear and helpful.
  • Pro-actively help your people transition with information and attentive customer service.
  • Reduce what you’re spending on ads to maintenance level.
  • Focus more on content marketing, which is much cheaper. That means posting on Facebook, sending more emails, and updating your website.
  • Explore high-demand joint ventures, like meal delivery.
  • Review our free, downloadable FAQs for help on pricing, delivering services, marketing and more.

Keep your eye on the future, too. What new opportunities will come out of this? What potential obstacles could you face? Where will your competitors be in a few months? The ones who disappear now will have the hardest time re-emerging.

Change is inevitable. But focus on elements of success that remain solid, like keeping your eyes open; caring for customers and team members; and sharing what you have to offer.

ArticlesFor Business Owners
[ March 18, 2020 by Jay Croft 0 Comments ]

Are You Ready for Virtual Training?

We’re all having to be flexible, creative and service-focused during the coronavirus crisis. The good news is, you’re not alone in figuring out how to proceed to protect your team, your clients and your business.

If you can’t deliver your services in person, then you need to be able to do so virtually. You can offer recorded training online, or set up live streaming sessions for individuals or groups.

But first, remember this: Don’t overthink it. Your clients know you’re in an unprecedented situation, and they won’t expect everything to be perfectly buttoned-up right away. You can always adjust, and you should. But right now, what they need from you is communications, support and – the reason they came to you in the first place – training!

We’ve gathered free resources to help during the COVID-19 outbreak. We’ll continually update it with more information.

When trying to decide what to include, keep in mind:

  • Your core offer 
  • The price point 
  • Base access and touchpoints off their current service level. For example: you may need to meet with a Personal Training Client weekly via Zoom vs. monthly for a Group Training Client.
  • Consider how you distribute the workload and among your staff.

We have identified three situations you might be in regarding all this, and we’ve developed guidance on steps for each of them. 

No. 1, The Basics: My gym just closed and I have nothing virtual set up yet.

Do This Now: First, email or call clients and let them know what to expect from you – even if you don’t have every detail figured out. Second, create a private, free community on Facebook or Instagram and share a similar message, encourage client interaction, and share daily workouts, motivations, and recipes.

No. 2, Improving Your Virtual Delivery (Group Training): I’ve done the above, and want to add value to my virtual Group Training.

Do This Now: Lead live workouts daily via Zoom or Facebook, share instructions so members can join, and let them know what space and equipment they’ll need. Also: personally check in with clients, while also sending a weekly email with a Google form that lets them share progress. 

No. 3, Improving Your Virtual Delivery (Semi-Private and Personal Training): I have the basics covered. How do I improve my non-group training?

Do This Now: Consider designing monthly programs delivered individually through emails, training platforms, or Google sheets). Find out what equipment they have, include links to demo videos, and check in weekly so they can share their progress and questions. You might develop nutrition coaching, as well.

The global pandemic is disrupting everything for everyone – but remember, we will get through it. And it’s up to everyone to support each other and keep their businesses and services available as much as possible. 

Consult this list of free resources we’ve put together for you – on protecting your business, communications, and more. Stay strong!

ArticlesFor Business Owners
[ March 13, 2020 by Fitness Revolution 0 Comments ]

Protect Your Gym During the Coronavirus Outbreak

As the coronavirus causes disruptions large and small around the world, no business is exempt from its effects – including yours. 

Gyms might experience a drop in attendance. Clients might have questions about sanitation and safety. You and your team could feel confused and disoriented in this unfamiliar territory.

It’s all totally understandable.

But you’re not alone. 

While the world struggles to figure out how to proceed, we have put together some recommendations and resources that can help you through this challenging time.


Business Recommendations

  • See if you can adjust programming to reduce the use of equipment that can harbor the virus. And try to accommodate safer exercise environments by reducing class sizes, increasing space for members, and taking classes outdoors.
  • Create a new offer or consider restructuring a current offer. For example, can you share an online training library or provide home training? Lead group sessions via Zoom?
  • If you allow freezes or cancellations for medical conditions, you’ll need to clarify what that means.
  • If you have a 24-hour cancellation policy for classes and sessions consider being flexible or even waiving it temporarily.
  • Don’t stop marketing. It’s not a discretionary expense, but a long-term investment essential to the health of your business.
  • Be clear in your messaging. Overcommunicate. Often. Many times. Over and over.

Managing Optics

You need to consider how your business will be viewed by your members, team, and community. Be genuine and authentic in your approach. This is a chance to display leadership during difficult situations and to live your core values.

Make sure:

  • Members know their health and safety is your No. 1 priority. List steps you’ve always taken, along with any additional steps, to foster a clean and safe environment. Reinforce that a healthy lifestyle is a major guard against infection. They need to rest, sleep, hydrate – and exercise even if they’re not coming into the gym.
  • Your team knows how to handle member questions. Keep them informed but not panicked. Urge them to stay home if they’re not feeling well.
  • You have an external message that shows your awareness of the situation; any developments in your business, such as confirmed cases; and what you’re doing to prioritize health and safety in your community. Keep all your communication lines open, and be a good neighbor.


Finally, staying informed is your best weapon. These are credible sources for ongoing information.

Remember to download our detailed recommendations and resources in PDF form.

It looks like coronavirus will be around for a while, but it will end someday. In the meantime, be careful, be kind, and be patient. We’ll get through it.

Hand Picking Ideal Job Candidate
ArticlesFor Business Owners
[ March 11, 2020 by Jay Croft 0 Comments ]

Put Your Ideal Client Profiles to Work

When you were creating your business, who did you envision as the ideal client?

Were you building a gym primarily for, say, young men who want to be competitive bodybuilders?

For women in their 20s and 30s who want to stay in shape before, during, and after their pregnancies?

Or were you aiming to attract, say, people over 60 who are interested primarily in functional fitness?

It’s not enough to just think about your ideal client and move on. You also need to create a fully developed Ideal Client Profile – and then use it constantly to attract new leads, convert them to clients, and shape your entire marketing programs. These are ongoing efforts throughout the life of your gym – whether you are just opening your doors or you’re ready to expand with new locations.

Where is your gym on the success path? Take our short, easy and free survey to find out where you are, so we can help you get to the next stage.

At Fitness Revolution, we’ll help you build Ideal Client Profiles for each of your core offerings. That’s one part of this, and crucial. But just as important is the next step, which too many gym owners ignore: We’ll show you how to use the profiles to serve your overall growth strategy. Here are some of the key points about Ideal Client Profiles.

  • They determine your marketing activities by defining your main audience.
  • You use them when creating your marketing calendar. If your ideal client has kids in school, for example, then you probably don’t want to run a promotion during spring break.
  • They help you decide what to include in your newsletters, ads and social media posts. Who’s reading this? What do they want to know about?
  • They help you decide where to focus your marketing time and money. Where does your target audience look for information?
  • You should refer to your profiles when changing your website.
  • And you’ll review them when deciding to attend networking or community events.

If you don’t know who you’re trying to reach – or if you don’t regularly remind yourself about your defined, intended audience — then you’re just talking into the wind.

Ideal Client Profiles help you identify your target audience, get their attention, and communicate why your solution is best for them.

Throughout the life of your business, you might have more than one core offering. And you might want to pursue multiple types of “ideal clients” for different services. These same systems will help you stay focused on each of them.

And just like you must know your audience to focus on them, you also must know your current stage of success so you can get to the next one. We’re here to guide you on that success journey by first evaluating where you are right now. Answer 10 short questions here and we’ll be off and running.

ArticlesFor Business Owners
[ March 4, 2020 by Jay Croft 0 Comments ]

Decoding Sales Objections: When They Say This…They Mean That

Overcoming sales objections is key to growing your business. But before you can overcome them, you need to understand them. 

Most skepticism falls into one of two categories. Either there’s a lack of understanding between you and the prospects, or they don’t see how your service will solve their problem.

If we understand what’s underlying their objections, we can respond with points that will make the sale – or, at least, gain insight into adjusting our sales process, if necessary. And that is huge: We get better sales conversations in real time, and we learn how to deal with similar objections in the future.

Fitness Revolution teaches a highly effective sales process. That’s the first element of overcoming objections. We also provide response strategies to bust through these roadblocks.

Here are a few examples of decoding the objections.

  • Price. “It’s too expensive” or “I can’t afford it” are the most common pushbacks. What they really mean: They’re not sure your service is worth the price or that they’ll get a return on their investment.
  • Thinking. “I need to think about it.” What they really mean: This could be true, a genuine part of their buying process. But it could also be a smokescreen to get out of the conversation because they don’t see the value.
  • Decision-maker. “I have to talk to my significant other.” What they really mean: Again, this could be true on its face. Or… it could be another way to dodge the real reason they’re reluctant to join your gym.
  • Time. “I just don’t have time to commit to a program.” Ah, we hear this all the time, right? What they really mean: They don’t truly understand your service – or they like the way they’re living now more than they value what you can do for them.

Here we have identified the four most common types of objections and translated them into bottom-line truths that can help you in the next steps of the conversation. Strategic responses will a) address the true nature of the doubts and b) keep the conversation moving toward a sale.

Your sales process has stages, obviously. And, so does your gym’s business development, whether you’re a newbie or a road-tested vet.

We help you get from one stage to the next (and the next…). First, we need to learn where you are right now on that fitness journey. So, take our quick and painless 10-question survey to give us some basic information about your current situation. We’ll evaluate where you are today – and what you need to do tomorrow and beyond.

Objections to that?


Two muscular men are making fist bump gesture during workout in the gym
ArticlesFor Business Owners
[ February 28, 2020 by Jay Croft 0 Comments ]

5 Things to Consider When Hiring

Growing your business can come with common growing pains. But if you know where you’re headed, challenges can be a good thing, providing lessons on how to improve and clarity about direction. 

Let’s think about hiring, for instance — staffing up with the right people in the right roles at the right time.

What does your gym need at this stage? Give us 2 minutes and we’ll show you how to keep moving toward success. 

Whether your gym is just starting or is far along on its success journey, you need a recruitment process to identify the best trainers, assistants, marketers and more – new team members who will help get you to the next stage of development.

You’ll find yourself wondering when’s the right time to expand with a new position? Which role deserves the most attention at this point? How do I not get burned (again)?

It’s all part of building a real business and not trying to do everything yourself.

You need a good recruitment process, and Fitness Revolution helps gym owners build a system that will contribute to your growth at every stage. Here are a handful of concepts to consider.

1 – Stages. The recruitment process should have stages of its own, from creating a job description to sharing it, then screening candidates, interviewing top prospects, and onboarding a team member. You can’t just wing it every time; employees are simply too important to your growth.

2 – Salary. Whichever role you’re filling, you need to know the pay range you can afford right now. You don’t want to pursue, say, a senior trainer when you can pay only for a newcomer. Conversely, you don’t want to miss out on top talent by lowballing them.

3 – Clarity. Create a job description that states the responsibilities of the job. Clarity is good for candidates, you, and your other team members. Also include how a new hire’s performance will be evaluated, and how the role fits into the gym’s overall mission and culture.

4 – Mining. Just like you have channels in place to generate customer leads, you’ll need to identify the places to look for talent. The good news is, you probably already have many of them: your friends, associates, social media, community involvement, and professional organizations. But how do you engage them to help with hiring?

5 – Questions. You need to know more about a candidate than basic qualifications. For instance, how do you determine if he or she brings the right intangible qualities? Be prepared with a script or at least a conversation guide for phone screening and face-to-face interviews. Consider, too, background checks and references at the proper point.

Fitness Revolution has helped countless gyms grow from conception through each stage of development, all the way to successful achievement of goals.

We do it by first learning where your gym is today on its own road to success. And we do that by asking you 10 short, simple questions that yield key insights about what’s coming – including the next potential pain and how to turn it into just growth. Start right here.

ArticlesFor Business Owners
[ February 19, 2020 by Jay Croft 0 Comments ]

How to Identify Your Company’s Core Values

Companies that develop a strong culture succeed more than those that muddle around without a clear presence or identity.  

And a key component of a company’s culture is its values: What are the its beliefs? How does it guide its people’s behavior and standards?

Values shape every decision a business makes. For example, internally, values define standards for hiring, firing, and rewarding employees – and externally, they guide your relationships with clients, vendors, and your community.

So, every business needs to develop, identify, and promote its values. This grows more urgent as you develop your company through the stages of its success journey. Surely by the time you’re scaling your business, creating a public identity, and staffing up, you need to know what you’re all about. And you need to make it clear to everyone every day.

What’s your gym’s current stage of business development? It just takes 2 minutes to answer 10 questions to find out.

How, then, do you figure out your company’s values? It’s a slow, thoughtful process – not something to bang out in a single meeting. And here are a few ideas to keep in mind. 

  1. Brainstorm with your leadership team and your employees about the qualities your company should exemplify. (Remember, there’s no right or wrong answer or good/bad suggestion when brainstorming.)
  2. Group the ideas to clarify their meaning and avoid redundancies.
  3. Start eliminating them, aiming for 3 to 7 ideas that you want to build into action-oriented values.
  4. During the process, use some extreme ideas to find out what your gym is all about. For instance, do you want your culture to be direct and no-nonsense, even if it seems rude? Or do you want it to be nice and conflict-averse, even if it means no one’s ever really clear about touchy subjects? Are you so “innovative” that you rush to seize every new technological tool – or so afraid of new things that you miss out on useful advances?
  5. Be sure everyone feels included – from top down AND from down up. You won’t get employee buy-in if it’s all an executive order, while the team will need your leadership in words and actions.
  6. When you have your list of proposed values, put it in a drawer and forget about it for a month. You might want to make some adjustments after some time has passed.
  7. Finally, make your values known to everyone all the time. Display them in your company handbook, on your website, and at the sign-in desk. Promoting your values distinguishes your company like a stake in the ground: This Is Us (and This Is NOT Us).

Fitness Revolution’s client-partners receive thorough coaching on how to develop and share your core values. We’ll also help you keep an open mind for an occasional tweak that honors where you’ve been while clarifying where you’re headed.

Values make up your culture, and the right components of both will get you to the next stage of business development – and beyond. Let us evaluate where you are today on your success path – and how to get you all the way to the goal. It takes just 2 minutes to answer 10 questions and get started on the ride of your life.

People drinking protein shakes at the fitness bar in a gym
ArticlesFor Business Owners
[ February 12, 2020 by Jay Croft 0 Comments ]

7 Tips to Keep Your Clients Engaged

To keep clients coming back year after year, you need to do more than help them reach their fitness goals.

You need to engage them on a continuing basis — while they’re in your gym and even while they’re away.

“Engagement” is more than just a buzzword. It’s the connection between your client and your business through various channels – in person, through social media, through email marketing and advertising, in your community, etc. It’s how you create strong emotional bonds so they feel like a part of your business.

But it’s about much more than feelings. Evidence is clear that clients who are highly engaged spend more money with you. They stay longer. And they bring you more referrals.

Whether your business is just starting out or is already established, you need consistent, dedication to keep your customers engaged.

You have big dreams about where you’re headed. But do you know where your business is right now? Find out in just 2 minutes with our simple, free survey.

Here are 7 tips to use every day.

  1. Apply the Human Touch. Yes, social media and automation are important. But so is making in-person connections with your clients and getting to know them face to face.
  2. Create the Right Client Experience. From onboarding through the initial 30 days and beyond… remember that a successful marriage doesn’t end at “I do.”
  3. Improve Customer Service. Take complaints seriously. Treat an unhappy client like an opportunity – to turn around a bad situation or just to learn from it. Make sure even your front-desk person knows how to respond to a little friction.
  4. Love Your Fans. Find your most enthusiastic supporters and encourage them to keep spreading the word about how happy they are with your gym. Don’t take them for granted.
  5. Keep It Real on Social Media. Make sure you’re accurately presenting your gym and your brand. Do it to express your values and share information, not to impress or promote a false image.
  6. Promote Client Successes. Telling stories about a customer’s victory is a classic win-win. The clients meet their goals, and you have a powerful piece to promote your services.
  7. Share Valuable Content. Most of the time, that means it’s not a direct offer or a pitch for your gym. Engaging content is interesting, educational, emotional, or even just amusing.

Engagement is a basic part of retention, which is crucial to building your business from one stage to the next. What stage are you at now? What else is important to reaching your ultimate goal?

We’re here to help you navigate your success journey. Start here with 10 easy questions that will take less than 2 minutes to answer. We know you’ll find the results engaging, to say the least.

ArticlesFor Business Owners
[ February 5, 2020 by Jay Croft 0 Comments ]

Retention Invention: No Client Left Behind

It’s so easy for gym owners to focus on getting sales that they sometimes forget to spend enough time on keeping the clients they already have.

But to ignore retention is to invite failure. You need a system to ensure that you’re not leaving any client behind from month to month. Engage them continually so they stay longer, make more referrals, and spend more money.

Retention is one of the biggest indicators of how your business is doing, at any stage of its development. It’s important for a new business to bake retention strategies into its operations – and retention remains just as crucial for an established gym trying to grow or expand. 

Where’s your business in its journey to success? Click here to take our short survey to get your free evaluation. 

Plus, we all work hard to acquire clients. It’s easier and cheaper to keep them than to replace them. And with a steady month-to-month client base, you have more stability in your revenue, you can plan with confidence, and you can build a better culture for employees and customers alike.

We created our No Client Left Behind system to give you the tools to engage them from the start and throughout their time with you. The system is easy to follow and based on just a few concepts.

Here’s the key idea: A client’s most critical phase with your gym is in the first 30 days. It’s easy to see why. He or she is coming into a new environment, learning new concepts, and applying them in ways that might be awkward. Change is hard for anyone.

So, you have to make it easy on them, particularly in the first month. That involves:

  • An onboarding to welcome clients and establish expectations. You can’t let them feel like they’re wandering around in the dark.
  • Weekly reports based on attendance that you use to follow up with people who don’t show. It demonstrates that you care and reveals potential problems early.
  • Surveys also show you’re interested in the newcomer’s reactions and opinions, and they give great ideas for improving your customer experience. 

If you provide a good, clear first 30 days, you’re on the road to long-term engagement. That’s when they love working out with you because they feel great about themselves. That’s when they bring in friends and family. That’s when your gym becomes a part of their lives.

But to start, of course, you evaluate a new client so you can provide the best, most personalized experience. And with the same goal for new gyms we work with, Fitness Revolution gives our newcomers a 10-question survey that takes just 1-2 minutes to complete so we can guide their gym to success. Take it here to get started.

Next week we’ll share seven tactics to keep your clients highly engaged so they’re less likely to leave and more likely to keep bringing you more revenue.

ArticlesFor Business Owners
[ January 29, 2020 by Jay Croft 0 Comments ]

Your Checklist to Guide Leads Through the Sales Process

Everybody wants to make a sale as quickly as possible, right? Wouldn’t it be great if we went from getting a lead to closing the deal – just like that?

Well, that’s a nice fantasy. But reality calls for a system to nurture leads through your sales funnel. You’ve got to actively guide them through it, from the first time someone expresses interest in your service to when you sell your core offer.

“Systematic nurturing” is critical but not so complicated. You need to build it with five key components.

  1. Data collection. Keep track of all leads’ names, contact information, date you got the information, and their stage in the funnel.
  2. Communication intervals. Establish a consistent rhythm for reaching out to leads and moving them to the next stage. For example, you could try, “Day 1 — Call; Day 2 — Text; Day 3 – Email.”
  3. Boundaries. What do you do if the lead responds to your outreach? What do you do if he or she doesn’t? You need to set up standards for each possibility along the way. And decide how many times you’ll try to connect before deciding it’s a dead end.
  4. Tracking. Make a note of all your efforts and results – say, each time you called or sent an email, and how the lead responded.
  5. Followed By All (FBA). Everyone on your team must take the same steps. Systematic nurturing depends on consistent execution. You want all your follow-up to look and feel the same.

To nurture your business toward your goals, you need to know where you are today. Answer 10 questions and we’ll tell you now. For free.

Now, here are three components that systematic nurturing does NOT need. These are common beliefs we have about ourselves that can hinder us in the sales process. Apply a little psychology and self-love so you’re not blocking your own progress with these limiting beliefs.

  1. A non-response means “no.” Actually, a non-response is just that and nothing more – and definitely not a rejection. Research shows it takes an average of eight follow-ups to get a meeting with a new prospect. People are too busy with their own lives to pay that much attention. They’re counting on us to make it clear we have the right solution to their problem.
  2. Follow-up makes me feel icky and annoying. Nobody likes to be obnoxious. But the key is where you apply your focus. Are you mostly concerned with what you can get out of this guy? Or are you sincerely trying to help him solve a problem? When you make that shift in thinking, you’ll see yourself as offering value, not being a bother.
  3. “I shouldn’t have to follow up. If they want me, they will call me.” It’s a variation on “If you build it, they will come” — but remember, “Field of Dreams” was a fantasy, too. In business, we have to work to engage our customers, even after we think we’ve already done our part. Consumers want businesses to take the initiative rather than passively wait. Make it easy for them by following up systematically, or you’ll lose them along the way.

Don’t limit yourself with these kinds of beliefs. Systematic nurturing gives you a guide to follow that’s more reliable than insecurity and second-guessing.

The truth is simple: Having a follow-up system for nurturing your leads is an essential part of a successful, high-functioning sales process.

Gym owners – where are you now in your path to success? Give us 2 minutes to answer 10 questions and we’ll tell you. Then, we’ll start guiding you to get where you want to be.

Get Your Free Evaluation Now




ArticlesFor Business Owners
[ January 22, 2020 by CJ Easter 0 Comments ]

3 Lead Channels You Should Be Invested in This Year

The opportunity in Facebook ads has been both a gift and a curse for gym owners. 

Never before has the attention of your ideal clients been so quickly accessible. However, because of this ease of accessibility, many gyms have become overly dependent on a single lead channel. So if Facebook changes a rule or impressions become more expensive (as it typically does over the holidays), these gyms are left scrambling for leads.

To avoid becoming one of these single channel gyms, you should look at your marketing like an investment portfolio. You can reduce your risk to changes in the market by diversifying your channels and consistently investing in them.

Here are the 3 categories of lead channels you should be invested in to diversify your marketing portfolio:

Low Volatility, Low Volume

In investment terms, low volatility, low volume lead channels are the savings account of your marketing portfolio. Referrals are the best example of this type of lead channel.

These leads are low volatility because you will likely close 75%+ from these channels and low volume because your leads will be limited by the number of clients you have and the number of people they are willing to refer to you.

If you are in a stage in your business where you want to maintain your current number of clients, investing in low volatility, low volume leads is a sound strategy. 

Medium Volatility, Medium Volume

Medium volatility, medium volume lead channels are the bonds of your marketing portfolio. Inbound traffic sources, such as search traffic to your website/online content or walk-in traffic if you are in a busy shopping center, are examples of this type of lead channel.

These leads are medium volatility because you will likely close around 40-50% from these channels and medium volume because your leads will be limited by the number of people in your area actively looking for you.

If you are in a stage in your business where you want single digit % annual growth of number of clients, investing in medium volatility, medium volume leads is a sound strategy.

High Volatility, High Volume

High volatility, high volume lead channels are the stocks of your marketing portfolio. Direct response digital ads, such as Facebook ads, are examples of this type of lead channel. 

These leads are high volatility because you will likely close around 10-20% from these channels and high volume because, although you are limited by your market size, you can control how often your ads are placed in front of your audience.

If you are in a stage in your business where you want double digit % annual growth of number of clients, investing more in high volatility, high volume leads gives you the opportunity to grow fastest.

What’s the Ideal Long-Term Marketing Portfolio?

The ideal long-term marketing portfolio is consistently investing in all 3 types of lead channels and has the ability to increase or decrease your investment in certain channels depending on your quarterly/annual growth goals.


If you’re a gym owner who wants to grow your revenue from low 6-figures to mid 6 (even 7) figures by investing in Facebook ads AND you want a team of professionals working to maximize the return on your ad investment…

Apply to Lead Engine Marketing Now


ArticlesFor Business OwnersFor Fitness ProsStage 1
[ May 13, 2019 by Fitness Revolution 0 Comments ]

The Text Message Follow Up That Doubled Our Conversions

There are some really scary stats out there when it comes to sales follow up…

According to the National Sales Executives Association only 48% of sales people never follow up with a prospect. Yet, 80% of all sales are made on the fifth to twelfth contact with a prospect.

Here are the stats for sales people’s activity in follow up:

  • 48% of sales people never follow up
  • 25% of sales people make a second contact and stop
  • 12% of sales people only make three contacts and stop
  • 10% of sales people make more than three contacts

Now, check out the stats on closing deals:

  • 2% of sales are made on the first contact
  • 3% of sales are made on the second contact
  • 5% of sales are made on the third contact
  • 10% of sales are made on the fourth contact
  • 80% of sales are made on the fifth to twelfth contact

You can either look at that and think “why do I have to follow up so much” or look at it and see all the amazing opportunity because most sales people are lazy.

But, we get it…

Follow up is tough. It’s grueling work that can wear you down.  

So, we’re always looking for ways to shorten the follow up cycle and engage with a prospect sooner. That’s why we recently implemented a text message follow up for new prospects (like brand new) that has doubled our engagement results and conversions to a Discovery Call.

This is best used for a new lead or prospect within a day (hours if you are able) of them entering your pipeline.  


Here’s the script:

Hi [Prospect First Name],

Its [YOUR NAME] from [YOUR BUSINESS NAME].  You recently [action they took].

I wanted to see if/when we could set up a quick 5 min call to discuss [results they want]?


There are few reasons this works…

First, text follow up is best for those prospects who are familiar with you and your brand. The fact that a new prospect just took action on something (click an ad, complete a form, download a guide, etc) means that they are primed to solve a problem and know who you are.

Second, you identify yourself and your brand right out of the gate.

Third, you keep it short and sweet.

Finally, you add some value. The call to action of setting up a call to help them brings value to the relationship.

Implementing this text message into our first contact with a prospect helped us get them engaged in a conversation and moved them to a Discovery Call or quick qualifying call.


If that single message doesn’t work you can follow up 2 days later with this…


Hey, just checking back in to see when we can chat.


That simple follow up helped us to move 4 prospects further down the sales pipeline in our first attempt at using it.

Feel free to personalize and adjust these texts to fit your business and your Ideal Client.  

If you want some help putting together a follow up system schedule a 60 min Discovery Call with us and we’ll breakdown your sales pipeline and get a solution in place.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ April 16, 2019 by Fitness Revolution 1 Comment ]

How To Overcome Sales Objections: “I need to check with…”

This is part 3 of our “How To Overcome Objections” blog series. You can see Part 1: Price Objections and Part 2: Think About It Objections by clicking the links.

One of the most difficult objections to overcome is the decision maker objection. Outside of being incredibly pushy or borderline arrogant trying to get someone to make a significant purchase without speaking with a spouse or significant other is difficult.

The best way to avoid this objection is to defuse it earlier in your sales process. During your Discovery Call with the prospect make sure that you let them know that you expect them to make a decision at the end of your Success Session.  

If you do that and still get the decision maker objection that shows up as “I need to talk it over with…”  you can use these start questions. Remember, these are questions to get the conversation started not pushy ways to get someone to buy.

That’s fair. What do you think they will need to know to support your decision?

This question allows you to answer any unknown questions the prospect has and is masking as someone else’s. It also helps you prepare them to persuade the other individual to support them.

If the decision was 100% up to you would you join today?

It’s always easier to put the pressure of telling you no on someone else. This question will help you determine if the prospect wants to join but really needs to talk it over with someone or if they are just afraid to tell you no.

Listen closely to the answer and any indication they are uncomfortable giving you an answer. If you sense that it is the prospect’s way of not having to upset you or tell you no remind them that it’s okay to come to that decision.

Have you mentioned to [person] that we were meeting today?

Most of the time if a person mentions that they are meeting with a personal trainer to another decision maker in their life they would discuss the possibility of signing up. So, if the answer is no you can ask why they didn’t mention it. If the answer is yes you ask if they talked about the criteria that would need to be met for them to sign up and where you missed the mark.

Do this in a very nurturing way to gain understanding. Avoid being confrontational.

What would make [person] say no?

You want to smoke out anything that would be a deal breaker for the prospect and the decision maker. Find out what these deal breakers are and prepare your prospect to overcome them or get around them in the discussion with the other decision maker.

How can I help you prepare to talk with them?

This is a great way to advocate for your prospect. Show them that you are there to help them get through this and make a great decision. Provide them information, talking points and assistance in any way possible.  

Get Your FREE Closing Scripts…

If you have trouble closing sales or need a powerful script to help you overcome objections download our free scripts and audio now.  

Surefire closing system - buying atmosphere

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ April 9, 2019 by Fitness Revolution 1 Comment ]

How To Overcome Sales Objections: “Let Me Think About It“

The response after our “How To Overcome Price Objections” blog posts was awesome! So, we knew you wanted more ideas and tips to overcome other sales objections.  

This post will cover the infamous “Let me think it over” or “Let me think about it” objection that you get in sales. We will follow this up next week with a final post to cover the final most common objection you’ll hear in sales (but you have to wait to see what it is).

Using the following questions and tips will help you understand if the prospect sitting in front of you really needs to think about joining your program or if they are politely telling you know with the objection. These questions aren’t meant to strong-arm someone into buying, but rather help you engage in a conversation to understand more about what would help them make a decision

Let’s start with these questions…

What’s Holding You Back?

This objection is a nicer way of saying “okay, what in the heck is it that you really need to think about”. If you have done a great job of discovering the challenges and problem the prospect is trying to solve then they should be ready to make a decision (even if that is to not join).

You want to spark up conversation and help the prospect process what it is that has them unsure. Often times they won’t really know so you have to lead them through the process.

Was there something I didn’t cover today?

This is a great way to find out if you missed a key piece of information or forgot to ask a critical question. Everyone has their own mental checklist of things that have to be addressed before buying, you may have missed your prospect’s.  

What else are you considering? Is there a bigger priority for you right now?

This will help you understand if they are shopping around and didn’t tell you. It also smokes out the importance of their fitness. You want to know how you are being assessed and need to know if they are looking at other options so you can address it with your differentiators.  

Again, these questions get the conversation started. You need to ask follow up questions based on the answers to overcome the objections.

What circumstances will have changed in [time]?

If you have someone saying they need to wait a few weeks or think about it for a few days it’s okay to politely ask what will have changed in that time frame. This is particularly great for prospects who want to wait weeks or months before starting.

This gives you the chance to allow them to see starting now is the best thing to do or at least get them thinking about what will or won’t be different in that timeframe.

How will you know this is the right program for you?

If they need to consider making a purchase there’s a chance they aren’t sure this is the right fit. Go ahead and directly ask them how they will know this is (or isn’t) the right program. The answers will tell you if you hit everything they needed to make that decision or if you missed something.

They may also talk themselves right into buying if you can walk them through it.

I understand. A few clients just like you were in a similar situation. They ultimately decided to join because…

This is a great chance to relate their current situation with a client success story. Most people feel alone in their decision making so showing them you understand, empathize and have worked with others like them allow them to feel more comfortable.

A lot of times when someone tells me they need to think it over what they really mean is “No thanks.” Is that what’s happening here?

This is a riskier move but very powerful. If you tend to have a lot of people ‘think it over’ and then not make a decision or ‘ghost’ you after they leave the Success Session you need to refine your sales process, but you can use the technique to uncover a hidden ‘no’.

Prospects are often afraid to tell you no because they don’t want to offend you. Giving them permission to say no with this question can get a decision made and allow you to understand how to help the prospect make the best decision.

Okay, that makes sense. Here’s what we should do next…”

You want to control the sales process and not leaving anything up to chance. However, there are some people who simply need to think over big purchases. In that case, show them you understand but also control the process by laying out next steps and getting a clear commitment that the individual will make a decision.

Get Your FREE Closing Scripts…

If you have trouble closing sales or need a powerful script to help you overcome objections download our free scripts and audio now.

Surefire closing system - buying atmosphere

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ April 2, 2019 by Fitness Revolution 0 Comments ]

The Fitness Pros Referral Checklist

Want more client referrals? Here’s a quick checklist to make sure your referral program is on point.

ArticlesFor Business OwnersStage 2
[ March 26, 2019 by CJ Easter 0 Comments ]

Are 6-week Transformation Challenges Dead?

Analysis of a $60,000 transformation challenge

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ March 19, 2019 by Fitness Revolution 1 Comment ]

How To Overcome Price Objections

There’s nothing more frustrating than having a client throw up an objection that you weren’t expecting and can’t overcome it. Instead of convincing them and pushing them to make a decision take this approach.

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ March 12, 2019 by Fitness Revolution 0 Comments ]

10 Keys to a Successful Fitness Business

One of the fastest ways to grow your business is to look at what others have done to grow and find success in theirs. That doesn’t mean you copy exactly what they do, or that your business has to look exactly like their business…

ArticlesFor Business OwnersStage 2
[ March 5, 2019 by CJ Easter 0 Comments ]

How Much Is a Lead Worth?

Do you know how much a lead is worth to your business? Here’s how to find out…

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ February 26, 2019 by Fitness Revolution 0 Comments ]

3 Keys To Developing Stronger Systems For Scaling Your Fitness Business

Growing, or scaling your fitness business isn’t easy. It takes more than a FB ad, a couple checklists and great training. If you would look at many fitness businesses that have found some success, usually in the $10,000/mo-$25,000/mo revenue range, there is one thing that really holds them back…systems.

ArticlesFor Business OwnersFor Fitness ProsStage 4
[ February 20, 2019 by Fitness Revolution 0 Comments ]

Using Role Play To Grow Your Fitness Business

Train your team how to handle difficult situations, think on their feet and help grow your fitness business with these role playing tips.

ArticlesFor Business OwnersFor Fitness Pros
[ February 14, 2019 by Fitness Revolution 0 Comments ]

Why Pre- & Postnatal Coaching Is So Profitable For Fitness Businesses

Learning more about pre- and postnatal coaching is one thing, but turning that knowledge into results for your clients (and growing your business) is another.

ArticlesFor Business OwnersFor Fitness ProsStage 4
[ February 12, 2019 by Fitness Revolution 0 Comments ]

How To Build Your Confidence as a Business Owner

As you are faced with new challenges as a fitness business owner it’s critical that you develop the courage and confidence to make the decisions required to get your fitness business to the next level.

ArticlesFor Business OwnersStage 1
[ February 5, 2019 by CJ Easter 1 Comment ]

5 Things To Do When Your Leads Aren’t Responding

Frustrated with leads ‘ghosting’ you? Here are 5 ways to ease your frustration.

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ January 29, 2019 by Fitness Revolution 0 Comments ]

How To Know If Your Marketing Is Working

You spend a lot of time and energy in your marketing. You need to know what is working and what’s not. We cover how to determine your marketing success in this blog.

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ January 22, 2019 by Fitness Revolution 0 Comments ]

4 Ways To Get ‘Unstuck’ In Your Fitness Business

When your growth stops how do you get ‘unstuck’ in your fitness business? There are 4 key areas you need to focus on as the business to kickstart your growth again.

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ January 15, 2019 by Fitness Revolution 1 Comment ]

Fitness Business Marketing For 2019

Getting more clients and adding revenue is challenging for any business, but fitness business marketing can particularly difficult due to low budgets, manpower and time. Here’s what will work for you in 2019.

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ January 8, 2019 by Fitness Revolution 0 Comments ]

3 Fitness Business Mistakes To Avoid

Don’t make these 3 critical fitness business mistakes if you want to maximize your growth and get fast results.

ArticlesFor Business Owners
[ December 31, 2018 by Fitness Revolution 0 Comments ]

Top Fitness Business Content of 2018

There’s a log of information out there telling you how to run and grow your fitness business. We put out at least one new blog post and video per week covering a variety of topics from marketing and sales to time managment and hiring.

Here are the top blog posts, videos and free resources from 2018…

Top Fitness Business Blog Posts 2018

With over 270,000 views here are the most read blog posts from 2018!

13 Questions To Ask In Every Personal Training Sales Consultation

The Fitness Pros Ultimate Guide To Maximizing Productivity & Achieving Your Biggest Goals The

How to Use Social Media for Your Personal Training Business

The Fitness Pro’s Guide For Business Success

How To Build Systems To Automate Your Fitness Business

How To Build Systems To Automate Your Fitness Business

Top Fitness Business Videos 2018

With over 41,000 total minutes of video watched from our YouTube channel here are teh top videos from 2018…

Top Fitness Business Free Resource 2018

Killer Testimonial Cheatsheet

Killer Testimonial Cheatsheet

How To Create Your Fitness Business Marketing Plan

How To Create Your Fitness Business Marketing Plan

Surefire Closing Scripts

Surefire Closing Scripts

Fitness Business Marketing Calendar

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ December 26, 2018 by CJ Easter 0 Comments ]

4 Reasons High Performers ‘ABM’

High performing fitness business owners ‘always be marketing’, even when it’s hard, because it’s a necessary behavior for their success.

ArticlesFor Business OwnersFor Fitness ProsStage 4
[ December 24, 2018 by Fitness Revolution 1 Comment ]

How to Find Good Staff for Your Fitness Business

If you want to transition from being self-employed to being a business owner you need to build a great team. Your business should be able to run without you there 100% of the time. Unfortunately, many fitness business owners who start off as great trainers or coaches struggle to let go of the day to day operations in their business

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ December 17, 2018 by Fitness Revolution 0 Comments ]

How To Increase Your Personal Training Revenue

You’ve got some big goals for your personal training business. Most of those goals are probably tied to increase your personal training revenue or profits.  

To increase your revenue you have to:

  • Increase the number of new customers
  • Increase the value of each sale
  • Increase the frequency of sales

Let’s take a look at 3 simple ways to increase your personal training revenue.

Raise Your Prices

When is the last time you raised your rates? I know, I know…it can a scary proposition to increase the cost of your services. The little voices in your head start telling you that you’ll lose clients or won’t be able to sell new clients because of your increased rates.

For most personal training businesses the opposite is true! It will be no more challenging to sell at your new rates than your previous rates. And, your current clients won’t all jump ship.

Look at increasing your current client’s rates by $5-20/mo. That small price increase won’t be enough to drive anyone away. For new clients you can increase your rates by $20-50/mo or 10-25% depending your comfort level.  

Invest In Your Marketing

There’s a good chance that you aren’t investing enough into your marketing. The best way for most personal training businesses to increase revenues is by creating more opportunities to sell their services. Those opportunities need to come in the form of new leads.  

Learn how to run Facebook ads, expand your social media marketing, increase your networking, start your email list, etc. If you don’t have the time to learn how to do it or don’t want to learn how to do it then outsource it.

Lead Engine Marketing is the lead gen secret weapon for many of our best coaching clients here at Fitness Revolution. For a small fee you can have someone set up your Facebook ads and send leads into your funnel so that you can focus on closing those leads.   

Offer High End Services

There’s a good chance 10% of your current clients would be willing to spend more money with you for high end services. Putting together a premium offer, with big margins, for your best customers can help you generate some revenue easily.

You could offer nutrition coaching/planning services, individualized training (such as a few 1-1 sessions month), all access passes to your workshops/challenge, or concierge level services. With the concierge level services you would partner with meal prep companies, massage therapists, chiros, etc to create a package for this individual at a premium.

Increase Your Wallet Share

This is a term that I recently heard and didn’t really get until I spent some time thinking about it. Your current clients, your entire market really, has a set amount of money they are going to spend each month. If you can provide valuable services or products to increase the share of that money then you’ll have no issue growing your business.

This is not about being greedy! These clients are going to spend the money either way. They would love to spend it with someone they already know, like and trust (THAT’S YOU!)

If you need a little help increasing your personal training revenues book a complimentary call with a member of the Fitness Revolution team to uncover hidden opportunities in your business.

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ December 11, 2018 by Fitness Revolution 0 Comments ]

Create Your Fitness Business Breakthrough: 3 Steps To Growth

Discovering the opportunities that will put your fitness business on the fast track for success can be a challenge. Always staying caught up in the day to day of running your business can distract you from the strategic level thinking required for breakthroughs.

The Fitness Revolution Fitness Business Alignment System™, the most effective strategic approach to running your fitness business, is set up to allow you to step out of your business at key periods during the year to plan and adjust as needed to hit your goals.

No matter how this past year has turned out for you a solid Annual Business Review can help you get the momentum you want for the coming year.  

If you want a complete overview of the annual planning session check out this blog post.

Your Annual Business Review will be a success if you follow this simple advice…

Step Away From The Gym

Trying to evaluate your current progress and strategically think about what you need to accomplish next is extremely challenging if you do it in your daily environment. Get outside of the gym for a few hours to prepare for and complete your Annual Business Review.

You will be tempted to check off a few tasks or complete your daily work if you try to do this in the gym.  

Find a place where you can settle in for a few hours to think.

Don’t Rush It

Transitioning from your daily routine to strategic thinking can be difficult. Often times I’ll find myself struggling for close to an hour to get in the flow of thinking strategically. It takes practice and is definitely a skill to develop.

Make sure you give yourself ample time to make this transition. Avoid giving up when things seem difficult or you get stuck on a thought. Often times the moments after that, if you are willing to grind through it, are where the magic happens.

Don’t Worry About How

You’ll be tempted to fix a problem right away or might get tripped up because you don’t know how to accomplish something that you think is really important. Stay out of the ‘how’ and on the ‘what’ in your review and planning sessions.

What the heck does that mean?  

Don’t worry about the steps needed to take to get your plan done or accomplish a goal. You can figure out HOW you will do it later. The most important thing to focus on during these sessions is WHAT you need to accomplish or fix.  

If you stick to that your mind will open up and you can explore out of the box solutions to your problems and attack them from different angles.  

That change in approach is what leads to big breakthroughs.

Need help…

It’s not easy to get through this alone. Oftentimes a business owner is too close the issues to really be able to step back and see the path to hitting their goals. That’s why a coach is so valuable when creating your plans. They challenge you to look at things differently and help you develop as a business owner. If you’d like to see if coaching could be a good fit for you let’s give it a test run! Schedule a complimentary Discovery Call today…

Schedule Your Call Today



ArticlesFor Business OwnersFor Fitness ProsStage 2
[ December 4, 2018 by Fitness Revolution 0 Comments ]

3 Steps To Improve Your Marketing & Get More Personal Training Clients

The fastest way to help more people is to learn how to attract more of them into your personal training business. If you’d like to get more personal training clients for your business, and who wouldn’t, then marketing is critical.  

Let’s assume you have the required credentials, certifications or education to deliver great results (and that you are doing it with the clients that you have now). You won’t extend your reach, help more people and, in turn, make more money if you don’t learn to promote yourself and your business.  

There are 3 simple steps you can take to improve your marketing and get more personal training clients! Keep reading to find out what they are…

Get Clear On Your Ideal Client

The power of identifying your ideal client isn’t in having a nice avatar or profile to add to your business strategy. You get the biggest benefit by learning how to understand the pains, challenges and fears that your Ideal Client deals with on a daily basis.

Luckily, your training programs solve those problems for them!  

Here’s a short list of info you need to build into your Ideal Client Profile:

  • Name
  • Age
  • Family
  • Occupation
  • Income
  • Home Type
  • Neighborhood/Subdivision
  • Hobbies
  • Activities
  • Pains
  • Goals
  • Challenges
  • Fears
  • Objections

Build Your Ideal Client Marketing Plan

Now that you are clear on who you are marketing to and what problems you can help them solve with your training programs getting your marketing in front of them will be much easier.  

A great marketing plan will include marketing activities that work to get the attention of your Ideal Client and motivate them to take the next step with you. This plan also needs to be diversified. You don’t want to rely on one source of leads to get more personal training clients.

You should have an internal, offline and online marketing activity in play at all times. The minimum acceptable is one activity per channel. The perfect amount of marketing is the amount that helps you reach your sales and growth goals.

Figure out how you will get your marketing message out to your Ideal Client. This includes referral programs, social media, Facebook ads, networking, public speaking, writing, podcasts, etc.

When creating your marketing plan consider how your Ideal Client will see your marketing and what you’ll ask them to do to take the next step with you. It’s easy to say you’re going to write blogs for your marketing, but if no one sees the blogs you write they aren’t going to produce for you.

The most effective marketing activities usually require the biggest investment of your time, energy or money. For example networking is still very effective (when done right) but it requires time or Facebook ads can get you a lot of leads but require a financial investment.   

Measure Your Results

There’s no way to know what is working or how to speed up your growth if you don’t measure your results. Tracking your leads, where those leads come from and your conversion rate from lead to client will give you a lot of insight into your marketing.

Remember, the real outcome we want to achieve with marketing is more personal training clients. Getting 1,000 leads is great, but not if none of them become clients.   

You want to be able to look back and know what marketing activities brought in the most leads, which produced the most clients, and your overall conversion rate. With this information you can identify bottlenecks or key areas to improve your marketing and sales.

The Best Plan Needs Action…

A perfect marketing plan is only good if you implement. Imagine creating the perfect workout for your client, guaranteed to get them the results they want in record time, but they didn’t show up to the gym to actually put in the work.  

They end up with the same poor results they’ve always got from training, right?  

That’s how many fitness business owners treat a marketing plan. They create it, spend time building a marketing calendar and never get out to actual market!  

If you need some help creating a great plan and a little accountability to ensure you implement it schedule a complimentary call today where we’ll discuss your current marketing and put a plan together to get you more clients and increase revenues.

Schedule Your Call Now


ArticlesFor Business OwnersFor Fitness ProsStage 3
[ November 26, 2018 by Fitness Revolution 0 Comments ]

How To Build A Personal Training Business: 5 Keys To Success

Running a personal training business is tough work! From the day you decide to start you will be faced with challenges, obstacles and difficult decisions that you’ve likely never thought about or been prepared to handle.

Taking action and implementing the following 5 key elements into your personal training business will give you the best shot for fast growth and success.    

A Sales System That Delivers Predictable Results

The fastest way to fail in your personal training business is not being able to get clients to pay you for your services. You have to be able to get clients to pay you, and pay you what you’re worth, if you want to grow.  

The first step is creating a system that you can use during your consultations that increase your chances of success with the sale. Here are 7 sales tips from fitness pros who have crushed their sales goals.  

A Marketing Plan To Generate New Leads

Learning how to implement marketing systems and put a marketing plan in place for your personal training business gives you control over your growth. You can’t survive off word of mouth marketing and referrals forever.  

The best marketing plan for personal training businesses is the Triple A Marketing Method. In less than an hour you can create a plan to attract more leads that is based on your strengths and allows you to focus your efforts on the highest return activities.

You have to take action if you want to get more clients. This plan show you how to get crystal clear on what actions to take.

A Productivity Routine

You don’t have an endless amount of time or energy to run your personal training business. The busy you get the tougher it will be to get it all done. This is why you need an operating routine in your business that allows you maximize your productivity.

Your productivity routine should improve communication within your business, allow you to stay focused on the most important projects and get more done in less time. If you feel like you are always running around with your hair on fire your current routine isn’t working.

Delegate Lower Level Tasks

Every minute you spend on a task that keeps you from marketing, selling, training or falls outside of your highest priorities as the business owner is lost opportunity. It’s costing you money!

Enter the skill of delegation. From the solopreneur to the business owner with a large team delegation is a skill that must be developed and implemented to grow the business. There will be a time where you’ll have to ‘wear all the hats’ in your business, but it shouldn’t last long.

Systemize & Scale

Developing systems and scaling a personal training business is often misunderstood. These are typically buzzwords that get thrown around in the industry.   

Systems are a set of tasks completed to deliver predictable results. However, systems shouldn’t be built out so in depth that they hinder the people trying to implement them. The systems you put in place should empower the people running them to do their job more effectively.  

Here’s a short article showing you how to create systems using the 20/80 rule.

To scale you need to be able to replicate those predictable results your systems create.  That requires that you hire the right people or outsource the right tasks so that others are getting results for you.

BONUS: Get A Coach

A business coach can help you get results faster.  They will have the experience and expertise to know what questions to ask you, understand the solutions to your problems, and teach you how to think like a business owner.  

Having a coach is like having a cheat code for a video game.  It removes a lot of the obstacles that keep you from having success.  Your clients hire you to help them devise a plan to reach their fitness goals and a business coach can do the same for your business/personal income goals.

If you want to see how a coach can help or where to start click the button below to schedule a complimentary call…

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ November 19, 2018 by Fitness Revolution 0 Comments ]

Personal Training Sales: 20 Questions To Qualify Prospects

Learning how to properly qualify a prospect in your personal training sales process is a skill that all fitness pros need to acquire. Avoiding the trap of qualifying off budget alone will help you convert more prospects into clients.   

Many prospects ask about price or what type of programs you offer because they don’t know where to start in their discovery process. You need to step up and take the lead in these conversations by redirecting the questions and focusing on their needs.

If you need a more indepth review of a process for qualifying prospects make sure to watch our How To Qualify Leads And Close More Sales For Your Fitness Business Video.

You don’t need to ask all 20 of the questions below when qualifying a prospect. Use this list as a guide to help you accomplish your end goal and booking a Success Session or consult.


  1. Why are you looking to join a training program now? What triggered your decision to join? What’s made this so urgent or important?
  2. What experiences, good and bad, have you had with other fitness programs? What do you want to be different this time?
  3. What results do you expect to see from the work we do in our programs?
  4. What are your personal goals?
  5. What’s your most important and urgent priority?
  6. What’s keeping you from overcoming or your challenges?
  7. What have you been doing to overcome this challenge?
  8. What have you done in the past that you would like to be doing today?
  9. What do you want to be the best at?
  10. What’s is the value of your health and fitness?
  11. Are your current efforts showing results?
  12. What do you struggle with most?
  13. How could you improve your relationship with health and fitness?
  14. How did you discover us? Have you taken the time to look at similar services?
  15. Who’s involved in making the decision?
  16. If you don’t join this program, how will you meet your goal? What will you do?
  17. How will you determine if we have been successful?
  18. If you don’t reach your goals, how will it affect your life?
  19. If we are able to help you reach your goals, how much is that worth to your quality of life?
  20. What makes you lose sleep at night? Or what do you need so you can sleep at night?

Need Help Growing Your Sales & Income?

Schedule a complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now


ArticlesFor Business OwnersFor Fitness ProsStage 2
[ November 12, 2018 by Fitness Revolution 0 Comments ]

Holiday Marketing Tips For Personal Trainers

Most fitness business owners dread the holiday season that ends the year. Client consistency declines and new clients are holding out until the start of the New Year to make any changes.   

You can still increase sales and get more personal training clients during this notoriously slow time of year. Here are a few tips to ramp up your marketing and get more clients…

Run a Holiday Challenge

Back when I was running my studio there was a statistic that came out stating the average person gains 10 lbs between Thanksgiving and the New Year. To help our community combat this weight gain we ran a short 21 day challenge between Thanksgiving and Christmas.  

People are busy during this time of year and fitness is usually a second thought, but if you can make it easy for someone to maintain their weight or even lose a few pounds over the holidays with a small challenge you can bring in some extra revenue and get some great Front End Offer clients to convert to Core Offer clients in the New Year.

Reactivate Previous Clients

There’s a good chance that former clients are going to be looking for a fitness solution in the coming year. Comb through your list of former clients and create a reactivation campaign for those who left on good terms or just fell off from your programs to bring them back. \

Holiday Gift Card Programs

During Black Friday or Cyber Monday you can sell holiday gift cards to your current clients to provide as gifts or to use themselves for upgrades. You can sell gift cards for a specific Front End Offer, pre-sell a New Year Challenge, offer discounts on gift cards or provide upgrade packages to generate some new sales.

Premium Programs

Many of your best clients are willing to invest a little more with you for a premium level program. Run a few specials to your best clients to offer them additional training, premium level services or paid in full packages that generate some extra revenue for you at the end of the year.

Be careful here not to discount too heavily or to take a big hit on your monthly recurring revenue coming in from these clients.  

Give Back To Your Community

Find an organization to partner with during the holidays to give back to your community. You can volunteer your (and your client’s) time, donate money, or collect food/gifts/money for an organization.  

This is a great way to get some exposure but also to help those who need a little help. Each year in my studio we did food drive, charity bootcamps, adopted a family and a ran a toy drive during the holidays. Our clients were always happy to participate, we got some good exposure in the media and from the organizations we helped and collected a few leads along the way.  

It’s up to you…

You can sit around and complain about the holidays being slow or people not wanting to start their fitness programs during this time of year or you can take action. With the right plan and some focused marketing activities you can grow your business during this traditionally slow time of year for personal trainers.

Pick one or two of the tips from above and include them in your marketing plan for the rest of the year.

Need Help Growing Your Business?

Schedule a complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 4
[ November 6, 2018 by Fitness Revolution 0 Comments ]

Building A Fitness Business Team: 3 Things Your Team Needs From A Leader

As a business owner you can only grow your business to a certain level by yourself. The long hours and endless tasks will burn you out if you don’t find a way to build a fitness business team to help you out.

Most fitness business owners make their hires out of desperation, especially at first. You let the stress pile up, push burnout right to the brink and then finally decide you’ll make a hire. You quickly find someone you think can ‘do it all’ and bring them on. Instead of planning their onboarding you throw everything you don’t want to do at them and hope they figure it out.

It may not seem that unplanned while you are going through it but very few first time managers and new business owners make a great first hire. They end up having to replace that person within a few months and end up right back where they started.

If you want to make a great hire check out our “How to Hire The First Employee For Your Fitness Business” article and implement the process laid out there. Once you have that person in place it’s time to build them up and reinvest the time you spent on the tasks they will take on into developing them.

A great team member, one who is going to help drive your business growth, will want 3 things:

  1. What should I be doing and how well
  2. How will I be rewarded
  3. How can I improve my performance?

What Should I Do & How Well?

Clarity provides energy. When your team knows exactly what they should be doing and what you expect of them they can do their job well. Usually, when you have someone underperforming in their role the first place to look is at their manager…that would be you!

The best place to lay out your expectations is in their job description. Instead of relying on a long list of tasks and responsibilities for the position we recommend that you clearly state 1-3 Core Responsibilities.  

These Core Responsibilities are the priorities for the position and will provide clarity for the team member who needs to perform them. These are usually listed out in 2-5 word statements such as “New Core Offer Client Growth” or “Deliver Training Sessions”.   

But, that’s not enough. You need to let them know how you measure their performance in these areas and so right under the Core Responsibilities on the job description you will list the metrics you will use to assess their performance in each. These should be something you are already measuring as a KPI or something that you can easily measure.

These won’t be meaningful if you list them but don’t follow through with managing to them!

Once you have defined the Core Responsibilities and Metrics for the position you’ll need to review them and clearly explain them to the team member. Once they have a solid understanding of what to do and how they will be assessed its time to set goals for them.

Each of your metrics should have a quarterly, monthly or weekly goal that you are reviewing with this team member in your Weekly Individual Meeting. These goals are the performance expectations for your team member.  

This clarity and weekly management of the metrics will allow you to get ahead of any issues and help your team member improve their performance.

How Will I Be Rewarded?

If a team member exceeds your performance expectations and knocks it out of the park with their goals they want to know how they will be rewarded. This isn’t always in the form of monetary compensation, but letting them know exactly what they can expect is important.

You can reward your team members with bonuses, incentives in pay, extra time off, gifts, or even simple recognition to the rest of the team. How you reward your team members is up to you and your budget, but you need to recognize and reward great performance.

Don’t confuse this with giving them extra for meeting expectations! You are paying them to do a job, so you expect them to hit your goals. However, if you have a superstar that comes along they will anticipate exceeding your goals and want to be rewarded for it.  

Save your rewards for exceptional performance! Reward and recognize more of what you want to see from your team.

How Can I Improve My Performance

Superstars are constantly looking to improve their performance, learn and grow. You need to nurture that need and help them with continued education and performance development.  

Working with your team members to identify the areas they need to work on to see improvements in their performance is critical. Much of your time as a manager is spent thinking about how to help your team and this is one of the best ways to do it.

Investing in professional development through certifications, courses, workshops or coaching can pay off big time for you as a business owner.

Business owners fear investing in their team members and having them leave. In most cases when you invest in your team they will become very loyal to you and your business. There are instances where a team member outgrows your business and needs to take the next step in their career which you aren’t able to provide at the time. That’s okay, and you should encourage them to do so.

If you get the reputation of developing superstars and helping the accelerate their career you will have no trouble finding great people to help grow your business.

But, if you don’t develop your team for fear that they may leave you will be stuck with subpar team members.  

I’d take my chances with superstars!

Put together plans to help each of your team members develop as a professional in this industry and become superstars in their position. You won’t regret it.

Hiring is the first step…

Hiring great people is just the first step as a manager to building a team of superstars. There’s a good chance you won’t be hiring team members that are already great at the job you hiring them for and they will require some development and training.   

You need to reinvest your time, energy and money into developing them so that they can help you grow your business.   

Want Help Developing & Building A Team?

Schedule a complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 4
[ October 30, 2018 by Fitness Revolution 0 Comments ]

Building A Fitness Business Team: What to do before hiring a manager

Growth comes in many forms. One of the keys for your success as you build a fitness business will be transitioning from the technician to the manager to the entrepreneur. Adding staff to your business will be a challenge at first, but the biggest challenge will come in the form of you transitioning to a manager role.

There’s a good chance you’ve never managed a team before now. You’ve always ‘just got things done’ because that’s what you do. As you bring on staff to fill in for all the non-management level tasks, your role will change more and more to manager. At some point, these positions will be highly developed so that on any single day, your business should be able function without you being there, as the everyday tasks will be taken care of by your well-trained staff.

However, you are still required to hold the business together when it comes to systems and people management. Systems management requires that you constantly evaluate that the systems you have in place function as you want and that you have developed and documented the systems required for smooth operation of the daily work that needs to get done in your business.

Systems management requires that:

  • The completion plans you have are as detailed as necessary for both accuracy and ease of use
  • Your filing systems (where people put documents and when) and client management systems are consistent and prevent loss of client information
  • Your personal training systems not only optimize clients’ results but also are able to be understood and re-created by your coaches
  • Your marketing systems bring in new leads
  • Your sales systems to convert leads into clients

People management requires that:

  • You consistently evaluate your staff to ensure they are able to follow your systems as written
  • They are put in the best possible positions to be successful
  • They are engaged and inspired to do their best every day
  • They are empowered to develop personally and professionally to be more effective employees

During this phase of your business owners journey, you should be optimizing your management systems so that you can hire and train managers to replace you. Managers you hire should be trained on how to carry out these systems, manage their teams and delegate accordingly.

Want Help Developing Systems & Building A Team?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ October 23, 2018 by Fitness Revolution 0 Comments ]

Building Your Credibility & Getting More Clients With Local Media

We’ve all seen those “As Featured In…” lists on the websites of experts. Why do they put them on there? Who the heck cares?

It’s all for credibility and positioning. Letting your target market know that you’ve been featured in a magazine, newspaper, online information site or other media channel automatically gives you expert status in the mind of your visitors.  

Listing top media outlets on your website and marketing materials is a great status boost. Don’t miss the opportunity to leverage your local media outlets to improve your marketing and get more clients.   

There are a lot benefits to staying local when it comes to Public Relations or PR. First, it’s often easier to get opportunities in your local market than it is to chase national or international media. Second, there’s a good chance your target market will recognize you and search you out when seeing you on local media. Finally, it can serve as a stepping stone to get bigger opportunities later on.

How Do You Get Media Attention?

Networking your way onto to TV, radio, podcasts or in print media is the easiest way to get your foot in the door. Leveraging those you already know to make introductions to the hosts, individuals who work for the media or simply finding ways to get in the same room as these media personalities or decision makers can set you apart.

But, you need to have a story that is worth talking about! Too many business owners send out press releases or pitch stories that serve better as commercials or promotions than actual newsworthy content. These media outlets are looking for stories that appeal to their target viewer. You need to be able to deliver something worth airing or printing.

Here are some tips to create a great story pitch:

  • Have real news to share. Don’t think everything needs to be “Breaking News” material but don’t solely rely on pitching your upcoming challenge. If you’ve read some new research or helped someone with a new concept or method for delivering results share it with your network.
  • Be the first to the party. If you’re business is the first to integrate something new that helps people get results and you think it’s newsworthy make sure to share it. People love innovative companies and their ideas.
  • Play off trends and hot topics. If there is a national or world wide trend that you are noticing popping up in media offer your help to provide a local perspective on the topic. Be available to provide content and you’ll get more publicity.
  • Post people stories. Success stories, new hires, recognition gained, etc are all great chances to share success stories about people in the community with the media. It may not get picked up for the headline on the 6pm news but it will make the local business section.

Build Your PR Calendar

If you’re going to use PR as a way to get new leads you need a plan. Simply hoping you’ll remember to send out press releases or network with media won’t deliver results. You’re going to need to be persistent and consistent with your marketing via this channel.

Using a marketing calendar will help and aligning this with the Triple A Marketing Method will give you a great chance for success.   

Here’s how to tie your PR Calendar into your marketing calendar:

  • Create 3-4 media themes for the year that relate to your Ideal Client
  • Create a list of 10-12 small interesting marketing related themes for ongoing press releases
  • Add in the media themes and press releases to your marketing calendar as a “promotion”
  • Create a template for your one-page press releases to use
  • Connect with your media network monthly by sending them your pitch or press release

Maximize Your PR Plan

The above PR calendar will help you stay top of mind with the media and give you a great shot at getting published or featured. However, if you want to maximize your success make sure you build relationships with your local media.

The first step is following up individually with the members of your network in the media. Start by following up monthly with them to check in and even congratulating them on a successful story. You can set up Google Alerts for articles or published content created by them or follow them and the media outlets on social media.

Once you get a feature or a little PR love from your network make sure to send them a hand written thank you note. This will go a long way in standing out and them remembering you the next time a fitness, nutrition or health story rolls across their desk.  

Share their content and amplify their reach with your social media. Comment on their posts, share their content, and make sure you are seen interacting with them when it doesn’t involve promoting you or your business.   

Want Help Building A Plan To Grow Your Business?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ October 16, 2018 by Fitness Revolution 0 Comments ]

When To Make Your First Hire For Your Fitness Business

As you grow your fitness business the responsibilities you have can quickly get overwhelming. You have more clients to manage, administrative tasks pile up, you put in countless hours trying to keep your head above water and there’s a good chance you’ve just started to make a little money.

You’re in the difficult position of having to figure out if you want to invest in a staff member or tackle all this on your own for a little while longer.  

How do you know when to make the first hire for your fitness business?

There are 4 key indicators you can look for:

  1. When the workload of the administrative assistant roles you are filling reaches critical mass (10+ hours/wk doing routine administrative tasks), then you should hire an administrative assistant.
  2. When the demand for your training services outgrows your ability to provide a quality training experience (e.g. the client to coach ratio in a class or classes is too great for you to provide excellent coaching to every individual), you should hire an assistant coach.
  3. When a demonstrated weakness of yours in a certain job position is negatively impacting business growth and you realize another person could perform the position’s responsibilities more efficiently and effectively.
  4. When you no longer wish to fill a certain position AND have the revenue to support hiring someone for that position.

You want to hire your first staff member to fill a specific position, but there’s a good chance you’ll be asking them to take on a bit of a hybrid position. What you want to avoid is creating a unique position around this individual, but rather have them fill two positions on your organization chart. As your business grows, you can easily transition the person into just one of the roles that best suits them and their desired career path.  

There are going to be some financial requirements to consider before making your first hire. You need to be profitable and able to afford paying this individual. There’s a good chance your margins will have to take a small hit for a short period of time as you get this individual up to speed and into their position but within a short time frame, say 90 days, you should see a return on your investment.  

Your investing in staff to create your capacity for you to focus on growing the business and performing revenue generating activities. The time you save once your new staff member is in place should be reallocated to marketing, sales and training so that you can replace the expense of this first hire with new revenue.

Are you ready to grow?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ October 9, 2018 by Fitness Revolution 0 Comments ]

How to Market Against the Competition

All businesses have competition, even if you’re the only trainer in your area. You have to compete with local gyms, other trainers, Yoga, Pilates, online training and streaming videos.

There are lots of options your Ideal Client has to choose from to help them reach their goals. You need to be aware of these options so that you can position yourself against them and make your business the obvious choice for your Ideal Client.

This IS NOT about changing your strategy based on the competition. Instead, look at this as a guide to help you understand your competition and your differentiators.  

Where Do You Find Out About The Competition?

There is competition everywhere fighting for your Ideal Client’s attention. Don’t rely on your memory or current knowledge of the competition to do your review. Dig in and spend an hour or so researching the options available to your target market.

You can get clues to the existence of competitors from:

  • Local business directories
  • Your local Chamber of Commerce
  • Advertising
  • Press reports
  • Exhibitions and trade fairs
  • Questionnaires
  • Searching on the Internet for similar services
  • Information provided by customers
  • Flyers and marketing literature that have been sent to you

Questions To Ask Yourself…

Once you’ve got the list of competitors ask yourself the following questions to help you complete your review:

  • Who are your competitors?
  • What products or services do they sell?
  • What is each competitor’s market share?
  • What price points do they sell their products or services at?
  • What are their past strategies?
  • What are their current strategies?
  • What type of methods are used to market their products or services?
  • What are each competitor’s strengths and weaknesses?
  • What potential threats do your competitors pose?
  • What potential opportunities do they make available for you?

A competitive analysis is a critical part of your marketing strategy and Local Market Positioning™. Using this article to help you identify and evaluate your competition will give you a clear path to differentiate your business.

Want Help Creating A Marketing Plan To Grow?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersStage 2
[ October 2, 2018 by Fitness Revolution 0 Comments ]

How To Create An Irresistible Front End Offer To Grow A Fitness Business

A strong Front End Offer can help grow a fitness business quickly. Not only will it speak directly to the needs and desires of your Ideal Client, but it will allow anyone on the fence about joining your program to test drive the experience.

Remember, the objective of your Front End Offer is to provide a positive experience for your Ideal Client. In order to do so it must:

  • Have a low barrier to entry (it doesn’t have to be free)
  • Provide a quick result or solution
  • Not undervalue your Core Offer

Your Front End Offer should help your Ideal Client start seeing the results they typically want. It can positioned as a Jump Start, Test Drive or Kick Start program. You want to give the impression right away that it’s the start of the program, not one that will give them the end result. 

Using a Fat Loss Jump Start, Tone Up Test Drive or Fitness Kick Start program will help you bring in more potential clients. Typically you want to run these for 14 days in a group training business and 7 Days or less for a personal training business. Providing 2-3 sessions per week for these programs allows the potential new client to experience enough of what you have and see some tangible results.

However, we want to call out the result and stand out in our marketing a bit more than a generic Jump Start. So, you’ll need to create a ‘hook’ or tagline for the program that really catches the attention of your Ideal Client.

To create the hook or tagline of your Front End Offer follow this formula:


Here is an example:

“Drop 2 Inches In 14 Days Without Dieting”

For extra credit list out the top 3-5 benefits the client will experience in this time such as:

  1. Increase your confidence
  2. Develop new strength
  3. Tone up your trouble spots
  4. Discover how to eat right without starving yourself

These can be used in your marketing and the copy to promote the Front End Offer.

With so many options for your Ideal Client to choose from to help them reach their fitness goals it’s important that you are able to attract them with a Front End Offer. Growing a fitness business is tough work, but with the right Front End Offer you’ll get more clients quickly.

Need Some Help Getting More Clients?  

Get hundreds of resources, modules and a complete marketing curriculum inside of The Academy! The Academy is the #1 resource for fitness business owners to discover the secrets to attracting more clients, increasing profits and creating systems to run their business.

ArticlesFor Business OwnersStage 1
[ September 25, 2018 by Fitness Revolution 0 Comments ]

14 Questions To Help You Get More Personal Training Clients

The success of your marketing and ability to get more personal training clients for your business rely on your ability to create a message that resonates with your Ideal Client.   

One of the easiest ways to figure out what to say in your marketing and learn how you can help your Ideal Clients choose your business over the competition is to ask! But, many personal trainers simply assume they know what their clients want and end up missing the mark.

Interview 5-10 of your current clients with this 14 questions to get more personal training clients:

  1. What did you hire us for in the first place?
  2. Why did you choose us?
  3. What do we do for you that other businesses don’t?
  4. What do you feel ike is missing from the fitness industry as a whole?
  5. What could we do that would WOW you?
  6. What do you find yourself simply putting up with when it comes to the fitness industry?
  7. What would you do if you owned a business like mine?
  8. Where would you search for a service like mine?
  9. What would you search for?  What would you type into Google?
  10. How did you originally find out about us?
  11. What companies do you admire and refer to the most
  12. What’s the one thing that you love about what our company does?
  13. If you referred us to a friend, what would you say about us?
  14. What’s the biggest challenge you face with [result they want] right now?

The answers to these questions will turn into marketing gold for your business!

Need Some Help Getting More Clients?  

Get hundreds of resources, modules and a complete marketing curriculum inside of The Academy!   The Academy is the #1 resource for fitness business owners to discover the secrets to attracting more clients, increasing profits and creating systems to run their business.   

ArticlesFor Business OwnersStage 2
[ September 18, 2018 by Fitness Revolution 0 Comments ]

4 Ways to Build Your Credibility And Grow Your Personal Training Business

Positioning is a powerful piece of your marketing plan. It tells your target market who you are, who you help, and why they should choose you. It also gives you credibility and should position you as an expert. So, how do we tell the world that you’re an amazing fitness pro?

Before you begin telling the world how awesome you are we need to create your Local Market Positioning™. Think of this as your strength coach or personal trainer resume, but packaged up in a way that actually matters to your target market. This is how you will stand out in your market, position yourself as an expert and clearly communicate why someone should listen to you.

To begin creating your Local Market Positioning™ you’ll need to do a brain dump of the following:

  1. Features of your program
  2. Benefits of your program to the end user
  3. Statistical data, tangible results and awards won
  4. Describe in detail how you deliver your program and get these results

This will be challenging, don’t worry about getting it perfect. Your goal is to get as many ideas and thoughts out of your head and on to paper as possible to be evaluated later.

The easiest place to start is with your statistical data, tangible results and awards won. You’re probably overlooking a lot of great differentiators that can position you as an expert inside of this category.   

For example, I was recently coaching a former D-I strength coach turned private sector strength coach through this exercise. During our coaching sessions we discovered that he had coached 3 Olympians, 5 professional athletes and hundreds of D-I athletes during his career. Those are incredible results that would grab the attention of any parent or coach of a young athlete.

Here are a few examples to spark some ideas for you:

  • [Your Business Name] clients lose an average of [XX] pounds in [YY] days
  • [Your Business Name] clients have lost a total of [ZZZZ] pounds in [Timeframe]
  • Best of [City] Personal Trainer/Gym/Fitness Center in [List years]
  • [XX] happy clients trained in [YY] years/since [Date]
  • [XX] [Your Business Name] Athletes have earned a collegiate scholarship

Don’t forget any awards you’ve won as an athlete, including your own transformation, or awards you’ve won professionally.  Your target market may not know why those are important but simply knowing you’ve been recognized as top in your field is important for your credibility.  

Once you’ve got these dialed in its time to go tell the world through your marketing!

Need Help With Your Positioning?  

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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ArticlesFor Business OwnersStage 1Stage 2Stage 3Stage 4Stage 5
[ September 11, 2018 by Fitness Revolution 0 Comments ]

The Power of Curiosity For Fitness Business Growth

It all starts with the right question…

You likely started your business or entered into the fitness industry because you asked yourself a question about what you wanted to do, who you wanted to help or how you wanted to make a living.  

Your growth as a person and business owner start with questions about skills you need to develop, obstacles you will face and finding the path to success.

It’s simple…you don’t know what you don’t know.  

To find out you have to be willing to ask questions. Curiosity may have killed the cat, but it saves the entrepreneur!

Fear and insecurity hold back many fitness business owners from experiencing growth. The fear of asking for help or looking stupid. Questions don’t make you less of a business owner, they make you a successful business owner.  

Here are a few questions you need to be asking throughout your journey of fitness business growth:

  1. What should I not do at this stage to get to the next?
  2. What should I focus my energy on at this stage?
  3. What are the biggest risks for me?
  4. What does success look like and how will I recognize it?
  5. What did you do?  How did you do it?
  6. What might I be missing?
  7. Who do you know that I should know?
  8. How can I (insert your goal or obstacle)?
  9. Who can help me (insert goal or obstacle)?
  10. What are my blind spots?

These are just a start, but the more questions you ask the more knowledge you will acquire. That knowledge, when put into action will result in fitness business growth.

So, what questions do you have for us at Fitness Revolution?

Seeking Answers To Your Most Challenging Business Questions?  

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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ArticlesFor Business OwnersStage 3
[ September 4, 2018 by Fitness Revolution 0 Comments ]

How To Rise To The Top: The Keys To Fitness Business Success

The struggle to find success in the fitness industry is real. You’re in a saturated industry with a lot of misinformation, hyperbole, smoke and mirrors. Just 12 years ago I was no different than you…navigating my way in business, simply trying to increase revenues.

I’m still no different than you.  

Each day I wake up with a desire and drive to push a little further, a little higher, and do a little more so that Fitness Revolution is THE GO TO solution for serious fitness business owners who want to take their business to the next level. But, enough about me…

You’re here because you aren’t cool with status quo. You want more from your business and more for yourself. And you want it all to happen by doing what you love.

While the market may be full of potential options for your target market, there are very few GREAT options for them. You have to be willing to step up and grab the top spot in their minds. When you do that you’ll have no problem rising to the top of your market and beyond.  

There are three things you need to dial in if you want to supercharge your success and rapidly grow your business.  


Your fitness business success will largely be determined by your commitment to the cause. Are you willing to do whatever it takes to succeed?

Discomfort will become your new reality. You will be uncomfortable making new, bigger decisions. You’ll be required to get out of your comfort zone to implement new ideas, methods and strategies. You’ll have to get used to leaning into the discomfort of the situations.

The beautiful thing about this discomfort is that growth lies on the other side. You’ll learn how to handle these new situations, you’ll develop new skills and progress in your development as a business owner. These new skills and capabilities allow to you grow quickly.

Be committed to growing your business and becoming the business owner you need to be.


Do you ever get annoyed with the client that constantly blames their lack of progress on someone or something else? It could be their schedule, their family, their friends, their metabolism, or the cycle of the moon. Not once has it been their fault that they hit a sticking point or haven’t gotten the results they want.

Fitness business success requires 100% responsibility from you. You have to own the wins, losses and everything in between. There are always going to be circumstances out of your control. We don’t focus on those, but rather look at what we could do better or what we can learn from those situations.

Failure is going to be part of the learning process. Lack of responsibility will keep you from learning. You’ll be in an endless cycle of repeating the same mistakes or going through the same challenges if you don’t own it and change it.

Your rapid growth and fitness business success are determined by your level of responsibility.


In Five Stars: The Communication Secrets To Get From GOOD TO GREAT there was a quote from Barbara Corcoran, Shark Tank investor and real estate mogul…

“If you’re going to be in business, the single most important thing is the ability to communicate your idea to every single person you meet”

You need to be able to communicate to your market, to your team and to your mentors what it is that you want to accomplish and how it impacts them. This isn’t just marketing, it’s about persuading your audience, whomever that may be at the time, to support your initiative.  

Learning how to clearly and powerful communicate a message will make fitness business success come a lot easier. You’ll inspire your team, invoke your market to take action and recruit others to help you accomplish your vision.

Poor communication will kill your success.  

Climb The Success Ladder

No matter where you are in your journey as a fitness business owner you will need to zero in on and work to develop new skills to keep your journey moving forward. There is no status quo or maintaining success. I’m a firm believer that you are either moving forward or you’re moving back.  

These three skills and mindsets will help you find fitness business success if you choose to develop them. As you work to master them you will be moving forward…fast!

Need Some Guidance & Accountability To Get To The Next Level?

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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ArticlesFor Business OwnersStage 2
[ August 28, 2018 by Fitness Revolution 0 Comments ]

Your Perpetual Referral Plan: Get Your Clients To Refer More

It’d be great if you could build your business off referrals alone, right? There are a few businesses out there who are able to do this, but they are outliers. Most of us mortals have to expand our marketing to other channels to grow our business and hit our goals.

That doesn’t mean you should neglect your internal marketing channel of referrals. Too many fitness business owners sit back and hope to get more referrals or word of mouth leads instead of taking control from the start.

Let’s breakdown what goes into a referral plan that can perpetuate itself, essentially allowing for a constant stream of referral leads into your business.  

How Should Your Clients Refer?

Don’t take for granted that you know exactly who you want as a client in your business and how to communicate with them about what you offer. Your clients only know their story and are not well versed in talking about your business. Outside of a great experience or the results they are getting you will be lucky if they can explain what you do to other in a way that matters.

Take charge of your referral experience by laying out:

  1. Who your clients should refer
  2. How they should refer them
  3. Why it’s important to them and their friends/family

Package all that up into a simple and easy way for them to refer and you’ll have a winning referral program on your hands.  

First, tell your clients exactly who you are looking to bring into your business, this would be the demographics of your Ideal Client profile. Something like “I’m looking for a busy professional who wants to lose at least 20 lbs but can’t find the time”. This paints a clear picture inside the head of your client and allows them to easily connect that to the people they know.

Next, lay out a simple and clear plan for them to refer the client. It could be VIP Referral Passes they can give out with their name on it for tracking or simply having them make an email introduction to the person they want to refer. The easier you can make this the more effective it will be.  

Finally, let them know what’s in it for them. Tell them what they get and why it’s important for them to refer. That can include things like referral rewards, improved experiences for them, improved results, or maintaining the culture of the gym.

Plant The Seeds Early

You want to inform your clients that you love, almost expect referrals from the very start of your relationship with them. Acknowledge that you need to earn the referral but if your client loves their results and the experience you provide the biggest thank you they can give you is to refer others like them who could use a little help.  

Immediately after a new client sign ups you should be requesting referrals. These are called Point of Sale referrals. Right after a new client has completed all of their paperwork to start training inform them of your referral program and let them know how to refer their friends. Leverage statistics for success rates of those who workout with a friend vs those who work out alone. It’s also key to let them know that this provides a support system out of the gym as well.  

Follow Up With Requests

Over the first 30 days of your new client’s experience I recommend that you have a pre-scheduled and systemized follow up process to ensure they are having a great experience. This includes text, email, calls and in person meetings. During this 30 day follow up I also recommend that make 3 referral requests, most of them through written communication to the client via email or letters.  

This reminds them of the referral program during their initial experience with you and takes advantage of getting referrals during one of the times they are most excited about being in your program.

Opportunity Referral Requests

Many fitness pros miss key referral request opportunities because they fail to listen. This is especially true when you build a team in your fitness business. Train yourself to request referrals when a client hits a milestone or tells you something positive about your program.  

Another key opportunity to get more referrals is to listen for your clients talking about their friends or family asking about what they do for their workouts, nutrition, or complimenting them on their results. You’ll hear things like “oh, my sister was asking about Fitness Revolution the other day…”  

Often times that goes unnoticed or the fitness pro will simply tell the client to have that person call them. Instead, take control and get the individual’s information or invite the client to bring that individual in for their next workout as a guest.

These opportunities will pop up frequently once you train yourself to recognize them.

Reward Referrals

When you get a referral it’s important that you reward the referring client. Avoid discounts and other intangible rewards for something that you can physically hand the client. It’s important to note that the client isn’t referring to earn money or get a reward, but the reward is important so that you can acknowledge them for their referral.  

The standard referral reward is a $25-50 gift card or cash. This is enough to show that you truly appreciate the referral and gives you the chance to recognize the referring client in front of your other clients.

Make a big deal about getting referrals by handing the client their reward at the end of their sessions, hopefully around other clients, and taking photos to share via your newsletter, social media and other marketing channels.

This act of recognition and then marketing of the photos will keep referrals top of mind for your clients.

Putting it all together

Any one of these referral programs would help you get more referrals, but when you put them all together you can create a steady flow of new referral leads for your business. It won’t take long for you to see an increase in referrals for your fitness business. This is also one of the highest return marketing activities you can do for your business because we both know that referrals are pre-qualified and pre-sold.

Need Help Putting Together A Referral Plan or Marketing Plan to Grow Your Business?

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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ArticlesFor Business OwnersStage 1
[ August 21, 2018 by Fitness Revolution 0 Comments ]

The Most Important Number In Your Fitness Business

We’re at a place in history where data is incredibly important. It’s helping us make better decisions and, when used correctly, can make running your business a lot easier.  

As a fitness pro you’re likely tracking data on your programs success rates, weight lost, inches dropped, and strength gained. That’s how you progress a client in their training and help them reach their goals.

Business is no different. There are a few very important metrics to track in your business but there is one that stands out above the rest. In fact, instead of throwing a million numbers for you to compile on a spreadsheet we’re going to break this down into a really simple action plan.

Critical Metric: New Core Offer Clients

The #1 metric for nearly every fitness business owner and fitness pro who is trying to grow their business should be New Core Offer Clients. This is the driver for your growth and a number that you can actively chase each day and see progress towards your goal.

Your New Core Offer Clients, or for those not familiar with our terminology here at FR, new clients, will allow you to hit your Gross Revenue and total client goals when planned well.  The trouble with Gross Revenue being your target is that you don’t know that you’re going to get there until it’s too late to change anything. You review your Gross Revenue reports at most weekly, more likely monthly.

Gross Revenue is the equivalent of weight lost in a transformation. You don’t know what you lost (or earned) until you weigh in each day or week. Sure you can check progress, but that doesn’t help you reach your goals. Tracking your macros, calories or food intake is the equivalent of using New Core Offer Clients as your metric goal. You know that if you hit your numbers for macros daily that you should hit your weight loss goal.

How To Set Your Goal

Gross Revenue is important, and we certainly want to drive new sales and total sales up as we grow a business. So, to set your New Core Offer goal for your fitness business you’ll need to factor in the number of clients you expect to lose and the average monthly value of a new client.  

Let’s say your goal is to add $1,000 of Gross Revenue per month to your fitness business over the next quarter. If you expect to lose 3 clients a month and the average monthly value of a client is $300 you need to get 7 New Core Offer Clients each month.

Here’s how the math works:

  • 3 Lost Clients x $300 = $900 Lost
  • 7 New Clients x $300 = $2,100 gained
  • $2,100 – $900 = $1,200 gained

At the end of the quarter, if you hit your goals, you should be up $3,600/mo in Gross Revenue.  

Relentless Focus

There are other metrics you should be tracking in your business and monitoring as the business owner, but relentless focus both by you and your team on the MOST IMPORTANT metric is required for growth.

Your daily actions and your attention should be aimed at ensuring you hit your goal for that metric each and every month.

If you’ve struggled a bit to hit your growth goals in the past do yourself a favor and post a big print out of your goals in your office or in the gym where you can see it every day and do something to drive that number up.  

The Best Don’t Do It Alone…

And Neither Should You!

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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ArticlesFor Business OwnersStage 1Stage 2Stage 3Stage 4Stage 5
[ August 14, 2018 by Fitness Revolution 0 Comments ]

Things You Should Know About Taking Your Fitness Business Online

Training people from the comfort of your own home, not dealing with client sessions or having to work around your client’s schedules. It all sounds amazing, but is it really all it’s cracked up to be?

Running an online fitness business seems incredibly appealing, especially if you’ve endured the long days, split shifts and headaches of having to run your in person fitness business.  

Let’s take a look at what you need to know about running an online fitness business if you want to be successful.

Start Small

The first mistake many fitness pros make is trying to tackle the entire world with their online fitness business. You start running FB ads, posting IG selfies and start blogging relentlessly.

Instead of trying to have your online fitness business bring in all of your income think of it as your side hustle or complement to your in person training business. Not doing training in person yet? Then you probably want to consider if you should be training people online at all.  

I’m a big believer that you need some in person experience to be able to train people online. Can it be done without that experience? Sure, but it’s going to be a tougher road and you’ll likely need to have another source of income for a while.

In fact, one of my mentees started out this way. He was working for the city while training himself for a fitness competition. As he made progress and shared his journey he also interned with me at my studio and was training clients on the side. From there he picked up some online clients and gradually worked with them in his very limited spare time.  

He’s running a six figure online business now and a studio. But, I think he’s the exception not the rule.  

Instead of trying to make your millions and live on the beach through your online fitness business let’s set a goal of adding a $1,000/mo in extra revenue to your business through online training and get your systems in order.  

Market Local, Serve Online

The easiest clients to get for your online fitness business are going to be previous clients you’ve worked with that moved away or couldn’t afford your in person services. The next easiest will be friends and family that are willing to give you the opportunity to train them online.  From there I would still focus on capturing a lot of my local market before taking my online fitness business to the world via FB ads or other marketing channels.

Once you’ve worked with several clients and got testimonials you will have the marketing resources and pressure tested systems to market to a bigger audience.  

As you are working with these local clients, previous clients who’ve moved or friends/family you will want to start building your marketing resources such as social media following, email list and any content platforms you use such as blogs, YouTube, etc.

The Delivery Is Different, Principles Are The Same

Don’t treat your online fitness business differently than a brick and mortar or in person fitness business. All  the principles stay the same and your journey will be very similar.

Most fitness pros jump into online training without thinking through their Core Offer, Local Market Positioning or pricing structure. It is as if you think because its an online business you can just kinda figure it out as you go.  

That’s a recipe for disaster.

Instead, determine how you will deliver your services, what systems you’ll need to do it and what you are going to charge. You’ll also need a clear marketing plan for attracting new clients. As you are doing this think about how you will be able to grow this business, take on more clients and earn what you want without it driving you crazy.

You will still have a culture in your online fitness business, need systems, have to learn how to lead, manage and delegate. Online doesn’t mean easier.  

Don’t Take The Personal out of Personal Trainer

Online training still requires a personal touch and interactive component to it. Don’t try to automate everything from your marketing to sales process and delivery of your programs.  

Create your Core Offer so that you have personal interaction with your clients, check ins and ways to develop relationships with them to increase client lifespan and client lifetime value. If you want to be completely hands off or rely on automated delivery of workouts combined with a FB group to run your online fitness business you’re in for a long, tough road ahead.

Here’s an example of how I would set this up:

Core Offer – 1-1 Online Personal Training

  • Intro Success Session and Evaluation 60 minutes via Zoom
  • Monthly Program Design, included weekly updates as needed based on progress
  • Weekly Check Ins via Email
  • Monthly 15 minute 1-1 Coaching Session via Zoom
  • Weekly Nutrition Adjustments as needed via check in
  • Unlimited email access
  • Price $199/mo

From there I would also offer a premium service that doubled or tripled in price for a set number of exclusive clients, say 10 max, which included weekly Zoom Coaching Sessions and unlimited text, phone access to me.   

*Note: Zoom is a video conferencing platform.

This could also be blended in with in person training once or twice a month as needed for clients if you are running a hybrid model.

Marketing Your Online Fitness Business

The wheels usually fall off here…

You start your online fitness business and think “if I start it they will sign up”. Then crickets. No one buys your program. You follow the digital marketing advice from the pros but its not working for you.

Now what?

Here’s what I would to do launch my program:

  • Create a compelling Front End Offer such as a 21 day Rapid Fat Loss Program that leads to my long term program to get some traction
  • Reach out to 5 people in my network, including previous clients to start a beta program or invite them to test drive my FEO for the online program daily
  • Post content to Instagram and Facebook daily including posts and stories
  • Start a blog and update it with content once per week
  • Build an email list and add 10 people per week to the email list through various methods including online marketing such as FB ads, network connections, strategic relationships and my website traffic
  • Email that list 3x per week with valuable content and offers
  • Ask for referrals from my current clients, family and friends.  Let’s say 3 asks per day

As my continued marketing plan, once I got some traction I would do the following…


  • 1 Instagram post
  • 5-10 stories on Instagram
  • 1 FB post
  • 3 network conversations
  • Follow up with leads and prospects
  • 1 Referral Ask


  • Add 5 people to my network
  • Send 3 emails to email list (MWF)
  • Add 10 people minimum to email list
  • Write 1 new blog post and publish
  • Publish 1 new YouTube video
  • Check FB ad statistics/metrics and optimize
  • Connect with 3 online or local business strategic partner prospects


  • Collect and share 1 new client testimonial
  • Promote FEO to my email list

This plan would include running targeted FB ads using a small budget to test my offers and then ramping up as I began to get a feel for my return on investment. I would outsource the FB ads to someone like Lead Engine Marketing and focus my efforts on following up with leads they got me.

Can You Be Successful With An Online Fitness Business?

Absolutely, but its not going to be an overnight success story and you aren’t going to be working 4 hours a week if you want to make any money or have any sort of meaningful impact on your clients. There’s work involved, it takes time and you have to follow basic business principles.

Commit to putting in the work, developing new skills and providing an incredible service and you’ll have success.

Want to see if we can help you start your online fitness business or take it to the next level?

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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ArticlesFor Business OwnersStage 3
[ August 7, 2018 by Fitness Revolution 0 Comments ]

A Clear Plan For Fitness Business Growth

There’s a good chance you’ll experience a few ups and downs in business. Rarely is your path to success a straight line to the top. You are forced to endure peaks and valleys, sometimes extremely painful valleys.

Those challenges are placed there so that you can develop skills, strategies and relationships that will help you get to the next level. It’s a lot like training. You have to endure a bit of pain and soreness to progress to the next level of fitness.

High Performance Mastermind member and FR Coaching Partner, Stone Davis experienced one of those valleys in 2017. Instead of struggling to figure it out on his own he leaned on his coaches and took a leap of faith to find a group of peers that would challenge him and pull him to the next level.  

Here’s what he had to say about his experience…

“To be honest before 2017 I didn’t have much struggle with my business. I would say being more organized was an issue. Then in 2017 was a pretty bad year for the business and I wasn’t sure what the issue was, I was still unorganized and I couldn’t convert any leads to clients.

So, being that I had no clue how 2018 would be I decided to take a chance and put all my faith and effort into a mastermind group and my coaching.”

You’re guaranteed to experience uncertainty in your business. There’s no way around it, but you can expedite your growth and personal development by seeking out the answers to questions you have and finding people to surround yourself with that will provide you those answers. Or, at the very least, help you find the answers.

“Business is much better now. I have a clear plan and vision for my gym by learning from other business owners in the field.”

Stone has seen revenues increase throughout 2018 and spends a lot of time traveling the world.  

This growth and the ability to take time away from his gym to travel are all made possible by the plan he has in place and the vision he is pursuing. This serves a guide for his daily actions that will either move him closer to or further away from that vision.  

Everyone’s plan is unique to them. You shouldn’t blindly follow the path of another business owner, but don’t neglect the knowledge and experience they have developed on their journey. Those two things can help accelerate your growth.

Need help with the vision and a clear plan for your business?

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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[ July 31, 2018 by Fitness Revolution 0 Comments ]

Mastering Your Personal Training Client Conversion Strategy

One complaint many personal trainers looking to get more clients have is about the quality of their leads. They are either ‘tire kickers’ or they have a million excuses to not show up.

What if the problem wasn’t with the leads?

There’s a simple solution to converting more leads into prospects and it lies in your sales pipeline. A clear follow up process with defined stages and actions will empower you to take control of the conversion process and stop relying on your leads to figure out if you are a good fit for them.

Let’s face it, if your potential new clients could make great decisions about their fitness and nutrition on their own they wouldn’t need you! They are self conscious, a little intimidated and probably have some negative head trash surrounding their ability to actually accomplish results. One of the easiest ways to overcome all that is to manage your sales pipeline and be relentless with your follow up.

And I know, I know, you’re probably thinking that you only want highly qualified leads and the people that really want to make changes in your business.

But, if all you take is the easy ones then you’re going to have a hard time growing your business. The really successful businesses are able to use their marketing and sales skills to convert more of the leads that aren’t quite ready to jump on right away or that need a little help seeing how impactful your services can be.

Imagine if you increase your conversion rate from lead to client by a measly 10%. If you get 20 leads a month that would result in 2 EXTRA new clients. At a couple hundred bucks a month that would have a huge impact on your top line by the end of the year.

The steps to get at least 10% more from your leads are easy:

  1. Create your pipeline
  2. Manage that pipeline
  3. Follow the process all the time, every time

That’s it!  3 simple steps to more leads.

Here’s what your pipeline should look like:

Leads include anyone that you have information for including name, email and phone number but may not be ready to inquire about your programs or start an FEO at this time. They will require some nurturing.

Prospects are those leads who have indicated they are ready to take the next step through an application for FEO, inquiry form on your site or calling in to ask about your programs.

The 1st Commitment stage is where you qualify your prospects via a discovery call and then schedule them for a Success Session to place them in the correct program.

The Front End Offer stage will indicate a client who is in your entry level program or test drive program such as a trial, challenge or jump start. These clients require follow up to convert to your Core Offer.

The Core Offer stage indicates someone who has joined your regular training services, the Core Offer, in your business. These clients need to be onboarded and followed up with to ensure they stay and refer.

Each of these stages have key actions steps to move on to the next level or disqualify themselves. There is also a timeline for each stage so that you aren’t disqualifying too quickly or leaving an opportunity in a stage too long.

Here’s what that looks like:

Putting your pipeline together, complete with clear follow up steps that include phone, email and text to convert a lead to prospect, prospect to 1st commitment, and 1st commitment to FEO or CO will enhance your current marketing.

Could Your Sales & Marketing Use A Boost?

It’s always helpful to get a second pair of eyes on your sales and marketing processes.  There’s a good chance that you’re leaving money on the table with your current plan and our team here at FR is ready to help you uncover that hidden opportunity in your business.

Schedule a free Discovery Call with a member of our team to learn how we can help you get more from your business.

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[ July 24, 2018 by Fitness Revolution 0 Comments ]

16 Reasons Your Personal Training Business Fails

Every day we meet a new fitness pro who is struggling to get their fitness business to the next level. They are frustrated with their growth, stressed out by their business, and confused about what to do next.

Time’s running out to find a solution for many fitness pros. And when that time does run out we see a lot of great fitness pros leave the industry or never reach the number of people they should because of these struggles.

Here are the not so sweet 16 reasons your personal training business fails…

You Never Learn To Sell

This is one of the first skills you need to develop as a good trainer. Being good at what you do isn’t good enough and simply offering training services doesn’t mean the clients will come. You need to learn how to get people to pay you, and pay you what you are worth, for your professional services.

Listening To The Wrong People

The wrong mentor, coach or advice giver can do some serious damage to a business. They may send you off with a bad strategy or worse give you advice that puts your entire business at risk. You need to pick your mentors and coaches wisely.

Failure To Track Performance

What gets measured gets managed. Failing to measure the performance of your marketing, financials and other business basics will leave you guessing when it comes time to make decisions. You don’t have the time to guess, business is hard enough without making uneducated decisions.  

Not Developing New Skills

When you started training you didn’t know nearly as much as you do now. You developed new skills and methods for delivering results and creating change in your clients. The same focus on personal and professional development needs to occur for your business.

No Cash Flow
The ability to invest in your marketing, your team and your business can accelerate your growth.  But, you’d be surprised how many businesses doing $200,000/year or more in gross revenue don’t have a dime to invest. Store up some cash so that you have a cushion to invest in your business when it’s time. You won’t miss that new piece of equipment as much as you’ll miss not being able to bring in new clients or hire that new trainer.

You Don’t Learn To Manage Your Time

Building a great business is nearly impossible on your own. Eventually, you’ll need to hire and delegate so that you can free up some of your time. But, before you do that it’s critical to learn to manage your own time and priorities.  

Misinterpretation of Systems

Systems don’t mean a checklist and they don’t mean automation. Too many fitness pros try to automate a process or system that should be run by a person because you know, we’re in a personal service industry. Systems should empower the people running them and when appropriate you can automate things to make it easier on the person running it. Examples would be putting clients on autopay for their memberships so a person doesn’t have to track and bill them for sessions.  

You Are Disorganized

As an entrepreneur, you’ve survived in a world of chaos. Doing every job, knowing where everything is and exactly how it should be done. That will be your achilles heel when it comes to building a team and being efficient with your time. You need to have your systems, processes, and business organized to allow others to flourish. Don’t expect them to be able to ‘just figure it out’.

You Hire The Wrong People

Slow to hire, quick to fire. That’s the rule when it comes to building your team. Now that doesn’t mean you should let someone go at the first mistake because often time that’s on you. It does mean that you need a great hiring process, clear expectations for each team member and a process to ensure they are trained to do their job well. Do everything you can to hire, train and retain the right people.

Burnout Blows Up A Business

You only have so much gas in your tank. Burning the candle at both ends, running around with your hair on fire trying to grow your business can’t last forever. Even if you outlast this, most your performance won’t be what it could. Learn to say no to opportunities that aren’t directly tied to your current goals and delegate tasks that you should no longer be doing. Oh, and take some time to recharge. Even if that’s just an afternoon on Sundays.

Bad Partnerships

Partnerships can be great or they kill a business. Most fitness pros bring on a partner for the wrong reasons. Before you take on a business partner get clear in what they will bring, get everything in writing and know exactly what the expectations are from both parties.

Putting The Brakes On Marketing

This industry is too competitive to stop marketing. Many fitness pros get ‘too busy’ to keep up their marketing. Eventually, their funnel of new leads dries up and revenue starts to drop. But, you can’t just turn your marketing back on and hope for immediate results. It can take weeks, even months, for marketing to turn into revenue. Don’t take your foot off the gas….EVER!

Refuse To Let Go

As you grow into a business owner with a team your roles shifts from ‘do-er’ to leader. If you refuse to let go of the technical work in your business, including some of the training. NOT ALL, if that’s what you love to do, but at least some of the training needs to be delegated. Your job now is to get results through other people, which requires a majority of your time is spent leading them.

Growing Too Fast

Have you ever had a client who wanted to progress on an exercise too early? They usually end up hurt and then set back with their progress. The same goes for a business owner who tries to open up another location too soon, doesn’t master the fundamentals at each stage of their business or tries to be an absentee owner too quickly. You have to earn the right to grow as a business owner and that requires putting in the work.

Your Ego Gets In The Way

After you’ve seen some success its easy to drink a little too much of your own Kool-Aid. If you think you’ve got all the answers and that you ‘know better’ things are eventually going to catch up with you. You’ll avoid addressing pressing issues or being real about the issues in your business. You need to be in a constant state of learning and growth.   

Business Doesn’t Evolve

The market is constantly shifting and changing if you don’t adapt your business will suffer. Doing things one way because that’s how you’ve always done them is a surefire way to eventually go out of business. Many giants have fallen, such as Blockbuster, because they refused to adapt. Your small business is even more sensitive to market shifts.  

BONUS: You Don’t Get The Support You Need Fast Enough

Every single successful business owner and entrepreneur finds mentors and coaches to help the learn and grow. You should look at this as an investment in your future and your success, it’s not an expense. In fact, you can’t afford to not find a mentor or coach. If you want to learn how FR can help you and see if we are a good fit, schedule a Complimentary Discovery Call with a member of our team. We’ll figure out if any of these 16 things are occuring in your business and help you address them quickly.

Schedule Your Discovery Call



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[ July 17, 2018 by Fitness Revolution 0 Comments ]

How to Grow Your Personal Training Business

If we’re having a conversation exactly one year from today, and you had to look back over the past 12 months, what would have needed to happen over that period of time for you to be happy with the growth in your personal training business?

Take a minute and really think about your answer…

It’s easy to think about where you need to be in order for you to be happy with your success, but the challenge comes in figuring out the plan to get there. And more importantly having the accountability to execute that plan!

There are 3 elements of success in a personal training business. This is the trifecta for growth in your business and accomplishing big things in your business.

3 Elements of Success For A Personal Training Business

From our experience working with hundreds of personal training business and fitness business owners these three elements will put you on the fast track to success:

  1. Live Events
  2. Support from a peer group
  3. Support from a coach

Live Events

One of the most powerful experiences you can have is attending a well run summit, conference or workshop.  

“Stepping away to work on developing your business in a live, hands on environment will create breakthrough moments for you.”

The first step in learning how to be successful and what it takes to grow your personal training business is putting yourself in a growth environment where you can learn from experts. Live events not only give you the chance to learn new strategies but you also get to see what’s possible by surrounding yourself with other like minded business owners.

Our most successful coaching clients attend two events per year.  The first is a Live Coaching Meeting designed to help the accelerate their business growth and the other is the Elite Fitness & Performance Summit.   

Momentum grows when you attend live events and the relationships that are developed help develop a strong, supportive community for you.  

Support From A Peer Group

You’re not in this alone!  There are other personal training business and fitness business owners out there who are dealing with the same challenges as you.  The trick is finding them and leveraging them to help you grow as a business owner.

You share common issues, challenges and opportunities. A strong peer network is a critical element to your success. Engaging with them will make life much easier for you.

“FR has streamlined our growth and allowed us to be a business with measurable goals and a direction that is leading somewhere we can see.” 

-Trevor Warnke, Athletic Revolution Mundelein

Your network will give you the power to “see what’s coming next”, essentially to predict the obstacles you’ll be facing before you get there. The experiences of the other business owners can be a valuable asset if you engage.  

WARNING: Make sure you find the right peer group. Not all are created equal!

The combined experience and knowledge of your peers and the lessons you can learn from them for bigger, faster growth for everyone. Always try to ‘level up’ with your peer groups and in your network. Aspire to connect and share ideas with those who are more successful than you or are where you want to be.  

Support From A Coach

You’ve probably experienced some level of chaos in your business. You’re on the verge of being burnt out, feeling as if you can’t add one more thing to your plate. Finding time to spend with your family or friends seems impossible and you may feel like you’ve hit a ceiling in your business.

You’re in a never-ending cycle of going to work each day but have lost sense of your true purpose.


You know there are solutions to your problems and answers to your questions. You tell yourself “it doesn’t have to be like this!” but struggle to create the solutions on your own.

That’s the beauty of a business coach for your personal training business. They provide an extra set of eyes that can give you a fresh look at your challenges and help you see the opportunity in your business.   

A great coach will help you do the following 3 things, in this order…

Step 1: Get Control

The first thing any great personal training business coach will do is assess your business and help you prioritize the actions that will produce the best results. You need to get control of the chaos and start freeing up some of your time and energy so that you can focus.

There’s a good chance your coach will be be very ‘hands on’ during this portion of your time together. You’re going to need a clear plan of action and accountability to get the job done. Your coach should work with you to ensure you’ve got healthy cash flow, your marketing is improving and there are no critical warning signs in your business.

Step 2: Build the Machine

Now that you’ve freed up energy to focus on your long-term vision for the business, it’s time to start building the machine. You’re beginning to sense momentum in your business.  Marketing efforts are more productive, your revenue is growing and there are far less fires and emergencies that arise in your day-to-day.

Your coach shouldn’t let you relax too much at this point. The real work is just getting started!  Don’t confuse the reduced chaos with success, now you have to implement the systems and structure within your business that allow it run like a well oiled machine.

This is where your coach should make systemization simple. Your systems will empower the people in your business to do great work and you’ll start to feel a sense of accomplishment each day.  

A coach will help you spend more of your time on the things you love doing and it’s paying off for you!

“I felt I was in the same spot I was when I opened the business four years prior. I was busy. I was doing alright financially. But I could not envision what the future of my business was going to be like. I was worried that I was just going to continue to be a trainer with a studio to train clients rather than a trainer with a business.

FR helps me evaluate the state of my business—performance numbers I should be looking at, who is my ideal client, who I should be marketing to, and what systems if any did I have in place. And then they helped me establish a vision for the future of my business.”

-Rich Ruffing, Accelerated Fitness  

Step 3: Run an Aligned Business

Your relationship with a coach should be transformative, but it can take time. At this point it’s time to make the leap from fitness pro and grow into an entrepreneur and leader for your team.

Because of the plan you and your coach have implemented your business is working as a cohesive unit, with clear purpose and direction. Your vision is defined and goals are clear.

You should sense incredible momentum and have the ability to evaluate more opportunities instead of dealing with constant problems. Most importantly, you’ll see issues early and be prepared to address them quickly.

This isn’t the end for you though…it’s simply the beginning! It’s the beginning for your newly aligned business and the opportunity for you to grow as a leader. To keep the momentum going you’ll use the system your coach has taught you (they do have a system right?) in your business consistently. Now your focus is maintaining alignment and making faster progress towards your vision.

Now no level of growth seems out of reach!

Your 12-Month Roadmap

We started this blog post with a simple question…

If we’re having a conversation exactly one year from today, and you had to look back over the past 12 months, what would have needed to happen over that period of time for you to be happy with the growth in your personal training business?

There’s a good chance that you can clearly see what you want your business to look like and what you want it to do for you. The challenge always comes in creating (and sticking to) the plan to reach those goals.  

You don’t have to do it alone!  Fill out the form below and schedule your complimentary Discovery Call to find out if we can help you build that plan and get it implemented quickly.

FREE 60-minute Coaching Call Application

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[ July 10, 2018 by Fitness Revolution 0 Comments ]

10 Reasons You Need To Be At The Elite Fitness & Performance Summit 2018

If You Ever Wondered What It Takes to Create A High Powered, Cash Generating Fitness Business That Allows You To Live The Life You Want, You Are Not Alone

A world-class fitness business that pumps out predictable revenue and doesn’t drive you insane trying to manage all the chaos is a fantasy that many fitness business owners and fitness pros only dream of. Having a multiple six, maybe even a seven-figure fitness business can seem like an unattainable business target only achievable by the superhumans you see on social media.   

While contemplating multiple locations, building sales funnels and taking several weeks off to spend time on vacation with family may seem like goals for the elite, many fitness business owners struggle with the day to day challenges of running a business. If you resolved those issues you could create a substantial impact on your business, growth, and career.

  • How do I attract more quality leads and build my business with Ideal Clients?
  • How do I sell my training at the price I deserve without selling out and being a sleazy salesperson?
  • How can I automate more of my business so that I don’t have to spend 18 hours a day running around with my hair on fire trying to manage the chaos?
  • How I can predict my sales and profits so that I can run my business?
  • How can I build a reliable team of ‘A Players’ who help me grow my business and build my culture?
  • How do I lead a team and become a fitness entrepreneur?

The answers to these questions elude most fitness business owners for their entire career.

That is, until now…

For the past 12 years Fitness Revolution has been helping fitness business owners implement strategies that grow their business and develop the skills needed to reach their full potential as a fitness entrepreneur. From the startup fitness business to well-known gyms that appear in the Men’s Health Top 10 Gyms list, FR has helped them all.   

Many fitness business owners wonder how they can achieve more in their business without having to kill themselves doing it. Because of this, FR hosts the Elite Fitness & Performance Summit each year to provide you with TWO full days of strategy and innovation for your business.

If you’ve have ever wanted to the chance to learn from the best in the industry join the Fitness Revolution Team and our top industry experts to learn how to IMMEDIATELY transform your business with more sales, greater efficiency, and more profits, YOUR opportunity has finally arrived…

Book Your Ticket Now

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[ July 3, 2018 by Fitness Revolution 0 Comments ]

The Fitness Business Weekly Operating Routine

Poor communication with your team will kill your business. It leads to lots of frustration for both the business owner and the team. That’s why we created the weekly operating routine for fitness business growth. It allows you to manage and communicate with your team to get the most out of them.

A team that understands their personal impact on the business goals is a strong team.

Here’s your weekly operating routine:

  • Weekly Review
  • Weekly Alignment Meeting
  • Weekly Kick Off

This seems like a lot, but the time you will save and headaches you eliminate by implementing this routine will pay off BIG TIME!

The Weekly Alignment Meeting is done at the same day and time each week with a set agenda to get the team up to speed and for you as the business owner to get feedback and input from your staff.

The Weekly Review and Kick Off are done individually by each member of the team. Our Coaching Partners and our team here at FR uses the Priority Tracker to do a quick review at the end of the week and get our week started. This creates bookends that allow you to focus on your top priorities and celebrate any wins.

Each part of this operating routine builds off the other. Your weekly review and kick off help prepare you for your WAMs. You then take the info from your WAM or to-dos and carry them to your review and kick off.

No one gets this perfect the first time around. You will get better at it as you get more reps in with the routine. Get started this week and you’ll start to notice the rewards in your business quickly.

Need some help ramping up productivity in your business?

Complete this quick form and schedule a complimentary call with a member of the FR Team to get you pointed in the right direction! This is the fastest way to make progress and eliminate obstacles in your way…

FREE 60-minute Coaching Call Application

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[ June 26, 2018 by Fitness Revolution 0 Comments ]

Building A Strong Team For Your Fitness Business

Being a victim of your own success is no fun! Business growth eventually requires more and more to be done to maintain the business success. These tasks fall on your plate at first and eat up your time.

Ever find yourself spending hours on low level activities or things that don’t fit your strengths because they “must get done” and the result is you not doing the stuff that actually matters? Or that gives you energy and purpose?

This trap keeps many fitness businesses stuck. The business owner never brings on a team or learns to delegate tasks to other people so they can free up their time.

Most hires come from an act of desperation. The business owner gets so stressed out and burnt out that they hire the first person that is willing to do the work so they can get it off their plate. This reactive hiring will cost you a lot in the long run.

If you want to build a strong team here’s what you need:

  1. Clearly identified Core Values to use as a filter
  2. An Organizational Chart to create structure in your business
  3. Position Descriptions for the new positions
  4. A hiring process
  5. An onboarding process

These 5 pieces will allow you to make better hires, delegate tasks faster and build a team that supports your culture.

Need To Build A Team & Want To Do It Right?

Complete this quick form and schedule a complimentary call with a member of the FR Team to get you pointed in the right direction! This is the fastest way to make progress and eliminate obstacles in your way…

FREE 60-minute Coaching Call Application

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ArticlesFor Business OwnersStage 2
[ June 19, 2018 by Fitness Revolution 0 Comments ]

“Where Do I Find More Clients?”

As you start your fitness business word of mouth marketing is your bread and butter. You do a great job working with clients and they in turn help you grow your business. But, that doesn’t last long!

Eventually you need to grow faster and acquire more clients than word of mouth or referral marketing allows. Which brings up the million dollar question…

“Where do I find more clients?”

Unfortunately, many fitness business owners end up spinning their wheels in an attempt to get their marketing message out into the world. You scramble to attend networking events, beg for referrals and maybe even take a crack at running Facebook ads. This uncalculated and random approach to marketing rarely works in your favor.

Here’s a better way…

Develop Your Prospect Profile

Fitness marketing, any marketing really, requires that you have an intimate understanding of your prospects. Here at FR we call this your Ideal Client Profile and use a resource called Prospect Profiles to help you layout a plan to communicate and find more clients.

Building your prospect profile doesn’t take long when you use a simple framework to help you think through the exercise. The secret to creating a great Prospect Profile however is taking your time to really step outside of what you think you know and get inside the head of your prospects.

The Demographic

Your Prospect Profile is centered around building a character. You want your prospect to come to life so that it’s easier to imagine communicating with them and helping them solve their problems in your fitness marketing.

Begin by laying out the following:

  • Age
  • Gender
  • Marital Status
  • Family (Kids, ages, etc)
  • Location (Neighborhood, City, etc)
  • Occupation
  • Income
  • Home Type
  • Car
  • Hobbies
  • Interests
  • Level of Education

Don’t be afraid to get specific. Age ranges don’t work for this exercise! You need to zero in on just ONE prospect. That doesn’t mean you will only work with this person, but it helps with your marketing. You can create multiple prospect profiles to account for different genders, age ranges, etc.

Goals & Values

The next piece of the prospect profile puzzle is identifying goals and values. This is pretty self explanatory, but important. Know specifically what goals and the reason that the individual wants to achieve those goals for themselves. Work hard to go deeper than “get in shape” or “move better”. Be specific about the outcome your prospect wants to achieve.

Buyers value different things when making a choice to work with a company or person to help them accomplish their goals or solve a problem. Ask your clients what they value in a business, how they choose to work with a company and understand their personal Core Values. This will ensure that you are building a business around clients who will support your culture, not create their own.

Challenges & Pain Points

If your prospects could change on their own they would do it. No need to spend a few hundred bucks a month for a trainer if I could just go to the gym and eat better, right?

Your prospects will make decisions emotionally, we all do, so it’s important to know what they are struggling with during their decision making process. You want to know what is holding your prospects back, what causes them frustration, what obstacles have kept them from making this change on their own or keeping this change. You will use all of this in your fitness marketing to show your prospects that you understand what they need and what they are going through.

Pain points are important. Behind every fitness goal is a motivator, a pain point that drives someone to make the change that they desire. You need to know the deep down emotional reason that someone would invest a few hours a week and change their lifestyle to reach a specific goal.

Objections & Fears

You know those little voices in your head that tell you not to do something or that tell you that you’re not good enough to reach a goal? Your clients have those as well, so you might as well be prepared to address them. Based on the demographics of your prospect, what are the things that would keep them from starting with you in the first place?

Their objections such as time, money, having failed before, etc are important to bring up in your marketing. By overcoming them in your content and in your marketing messages you’ll better prepare them to make a good decision when it comes time to sell. Their fears are the little voices in their head telling them they can’t do this or what if they try and fail at it. What is holding them back from at least trying you out?

Where You Can Find Them

A lot of fitness business owners go to the same old sources for leads. You’ll try to build relationships with chiros, physical therapists and maybe even a massage therapist only to be disappointed because the relationship didn’t produce fast enough for you.

You have to realize that every fitness pro is targeting those businesses or people for more leads. How can you be different? Ask the following questions:

  1. What organizations do my prospects belong to?
  2. What charities do they participate in?
  3. Where do the shop and spend their disposable income?
  4. What schools do their children attend?
  5. What social media are they using most often?
  6. What restaurants do they eat at?
  7. Where do they spend their free time?

If you can do a brainstorm list of these areas, or even ask some of your current clients these same questions, you’ll have a large list of potential places, business or people to leverage in your marketing.

Once you have identified the places you can find more people you need to create a marketing plan to get your message in front of these prospects. That could be paid advertising, joint ventures, networking or any other marketing method that will effectively get their attention.

Master Your Fitness Marketing…

Learning how to find and attract your Ideal Client doesn’t have to be difficult, but it does require that you have the right framework and resources. If you want to be able to grow your business, help more clients and still have the freedom to enjoy time with your family and friends you need to join The Academy.

Inside The Academy you’ll get access to Fitness Marketing Mastery (along with several other curriculum and courses) to help you create a marketing plan for your business. Leverage our training modules and discussion forum to accelerate your growth while you put things in place to free up time and make more money.

Get started for just $39/mo (with no commitment!)

ArticlesFor Business OwnersStage 2
[ June 12, 2018 by Fitness Revolution 2 Comments ]

Creating A Crystal Clear Marketing Message

A clear marketing message will attract your Ideal Client, repel the tire kickers and help you stand out from the competition. The one big hang up is usually creating a great marketing message for your business.

You have the ability to communicate your brand story to your target market and community. If you don’t tell it, someone else will. It may be your customers and raving fans or it could be your competition and haters.

There is a simple framework for creating a good, crystal clear marketing message for your business. This eliminates confusion for your target market and will increase the number of referrals you get from your current clients and network. At Fitness Revolution we call this Local Market Positioning.

Want to know some good news?

The competition you are facing probably won’t go through the steps needed to create a great marketing message. They will allow the market to dictate their positioning and hope that it’s what they wanted.

But, you’re better than that! You want to control your Local Market Position and dictate how your community thinks and talks about your business.

There are 3 key pieces to good Local Market Positioning:

  1. Differentiators
  2. Buying Criteria
  3. Positioning Statement

Standing Out From The Crowd

Your target market is being blasted with marketing all day, every day. They get hit with ads on social media, commercials on TV, crazy headlines on the news, insane claims on magazine covers waiting in line at the grocery store. You get the point.

How do you stand out and make your business known as the best fitness solution for your target market?

Easy…you tell them why you are different.

The hard part is figuring out what makes you different. Often times you’re too close to your business to be able to really see what makes you stand out.

The key to finding powerful differentiators for your business is looking at your business through the eyes of your Ideal Client. What do they want? What matters to them?

Here are a few tips to get your brain working:

  • Do you have any statistical data on results you deliver? (example: Average client loses 10 lbs in 60 days)
  • Have you won any awards that position you as the best? (example: Named best gym 5 years in a row)
  • Were you the first to do anything? (example: The first private training studio in [YOUR TOWN])
  • Do you have a unique process for delivering results? (example: Naming and explaining the system for how you create programs and deliver training that makes it easy your client to understand)
  • What is going on in your business that others in your community aren’t doing or aren’t talking about doing? (Example: How you educate and train your staff?)

Once you’ve nailed down a decent sized list, 10-15, you want to narrow it down to 3-5 really strong differentiators. Sit on them for a few weeks and then come back to clean them up. Your differentiators should now be used in your marketing, put on your website and communicated to your target market.

What Matters To Them?

Understanding the needs and desires of your target market is critical for marketing success. You need to know what matters to them when they are getting ready to make a buying decision.

These are things like:

  • Distance from home or work
  • Cost
  • Flexibility
  • Convenience
  • Availability
  • Exclusivity
  • Community
  • Cleanliness

Once you are able to zero in on your Ideal Client’s key buying criteria you want to address that in your marketing and highlight those factors for them.

The Positioning Statement

Your positioning statement is 1-2 sentences that communicates the most important aspects of your business to potential new customers. This can be used at networking, on your website, on your marketing materials, and shared with your clients so they know how to explain it to their friends.

There are 4 key pieces:

  1. Who you are
  2. Who you help
  3. How you help them
  4. Why they should choose you

It may look something like this “I own a personal training business, Fitness Revolution, that helps people that want to lose 20 lbs or more in 90 days. We do this through our unique F5 training system and with the help of our extremely supportive community.”

By the way, I total made up the F5 training system 🙂

This clearly communicates who you are, what you do, who you help and will also bring up some questions about how you do it. That’s exactly what you want in a positioning statement.

Here’s how each of the pieces are represented in the statement above:

  1. Who you are: Fitness Revolution
  2. Who you help: People who want to lose 20lbs in 90 days
  3. How you help them: Unique F5 training system
  4. Why they should choose you: Supportive Community

Now anyone who hears this statement will know if you can help them or if they know someone who you could help!

Using Your Marketing Message Effectively

Going through the process of creating your Local Market Positioning will give you a better understanding of your target market and how to communicate with them. Document it and reference it often so that it remains top of mind.

Once you feel like you have a strong Local Market Positioning audit your website to make sure it is present, review it prior to creating any marketing materials, and use it to guide your marketing decisions.

Your marketing message is useless, no matter how good it is, if its not being heard!

Need help creating a marketing message and plan that attracts great clients? Watch this…

Learn More

ArticlesFor Business OwnersStage 2
[ June 7, 2018 by Fitness Revolution 1 Comment ]

How to Market Your Fitness Business

Do you know why your clients REALLY invest in your services?

Here’s a hint…

They aren’t buying sessions or even great training. They are buying results. The outcome that you deliver is what will attract more leads and clients to your business. It’s also what will help you charge what you’re worth and eliminate a lot of the price objections you get from leads.

Marketing the outcome you deliver and the problems that you solve for your potential clients allows you to grab their attention. You can speak directly to their needs and desires. Once you have their attention marketing your credentials, how you deliver your programs and all the bells and whistles of your business becomes a lot easier (and more effective)!

What you are marketing is an offer, one that allows your potential client to achieve their goals. Creating marketable offers, both Front End Offers and Core Offers, for your business could be the game changer that you’ve been seeking.

Here are 7 questions to help you nail down the marketability of your programs:

  1. What specific result can you promise and deliver to clients?
  2. What time frame can you deliver those results in?
  3. What challenge, obstacles or pain can you help them avoid (that are important to them)?
  4. What is that important to them?
  5. What are the top 5 benefits of someone will get from working with you?
  6. Is the result you’re promising and the time frame appealing for your target market?
  7. Does it stand out from your competitors claims and offers?

If you highlight the answers to these questions in your marketing you’ll start to attract more (and better) clients!

Need Help Getting More Clients?

Schedule a complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

ArticlesFor Business OwnersStage 4
[ May 29, 2018 by Fitness Revolution 0 Comments ]

A 7-Figure Fitness Business Owner’s Tips For Success

High Performers share a lot of common traits. Understanding the power of coaching and discipline tend to be two of the most important traits that led to their success. You don’t build a multiple 6-figure or 7-figure business and then figure out how to perform your best in the business.

At Fitness Revolution, we’re very fortunate to work with a lot of great fitness business owners. Matt Kendrick, owner of MK Healthhub in the West Midlands, UK has been an absolute superstar. Since joining the Accelerator Coaching Program in 2015 and then progressing to the High Performance Coaching Program in 2017 he has seen rapid growth.

Since 2016 Matt has nearly doubled his business, going from $612,000 in gross revenue to over $1.17 million in 2017. He’s showing no signs of slowing down in 2018!

Success Coach Pearla Phillips, who works directly with Matt says “he’s a first class business owner and a pleasure to work with.” But, it takes more than being a first class business owner to see the kind of success that MK Healthhub has experienced in the past 2 years.

Here’s what Matt had to say…

“Before joining Fitness Revolution, one of the biggest struggles was not having systems in place. I wasn’t able to make decisions because I didn’t have enough clarity on what was ahead of me.

I used to feel that I was working very much ‘in the business’ FR provided me with accountability

and support to grow. That trusted support makes a huge difference in your confidence when making business decisions.

This system creates discipline and ensures that I am very much working on the business with effective systems to track everything and plan ahead.

I have never been so focused on planning and goal setting. I have a huge sense of satisfaction each quarter with what is being achieved”

Success Coach Pearla adds, “Matt is an amazing communicator and has a heightened awareness of teamwork. He keeps the lines of communication open with his team and stays on top of his meeting cycles with agendas to ensure they are productive. He is reliable and never misses a check in or Monthly Business Review with me.”

One thing that Matt is always seeking to improve is efficiency. “Matt consistently brings topics to our coaching sessions about improving efficiency or getting clarity on a topic to take back to his team”, says Pearla.

Matt’s 7-figure fitness business is built off the foundation of discipline and coaching. He is always prepared, focused on empowering his team and working to get clarity on what it takes to be a better business owner and leader.

Congrats on all your success, Matt!

Thinking Coaching Could Help You Grow Your Business?

There’s a clear gap between where you are now and where you want your business to be in 12 months, or even 5 years. The gap is full of uncertainties, unknowns and obstacles. Many fitness business owners never cross the gap because they simply don’t know what they don’t know. Coaching can help you fill in the gap and help you develop the knowledge and skills to reach your goals faster.

Complete this short application to schedule free 60-minute coaching call today!

FREE 60-minute Coaching Call Application

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[ May 24, 2018 by Fitness Revolution 0 Comments ]

6 Keys To Becoming A High Performing Fitness Business Owner

Wanna chase that “Lifestyle Business Owner” dream?

This probably isn’t the place for you. All the hype and BS surrounding the gurus telling you about being able to become a 7-figure online trainer or work just a few hours a week while building an empire is holding you, and the rest of this industry back.

That message is the equivalent of a trainer telling a client they can get cover model ready in 2 short weeks by simply taking their supplements and following their proprietary workout routine. It ain’t gonna happen…

Now that we’ve got that stuff out of the way we can get to the good stuff. What does it really take to run a highly successful fitness business? Online, studio, bootcamp or even a great business as an independent trainer.

A successful fitness business is built off the work of a High Performing Fitness Business Owner. Without a leader ready to tackle the toughest challenges and take risks, the business stands no chance at reaching its full potential. You must transform from fitness professional to fitness business professional to achieve your biggest goals.

Seek The Truth

High Performers want to know the truth. And sometimes the truth hurts. Surrounding yourself with ‘yes people’ and only wanting your decisions to be confirmed is a dangerous game to play as a business owner.

Your mission is simple…

Always look to be challenged and uncover the truth about your decisions and your thought process. High Performers don’t always make the right decisions and the outcomes of the best decisions don’t always work out in their favor. Mistakes are made, but the High Performer learns from those mistakes.

Bet On Yourself

High Performers are willing to bet on themselves. They will invest in their marketing, in their personal development and in their growth as a business owner. The best investment you can make with time or money is on yourself.

You’ll see business owners who continue to struggle constantly make excuses for why they can’t afford to market or hire a coach to help them grow their business. It’s not that they can’t afford it, but that they don’t value the investment.

If you knew that you could invest $1,000 today, but it would turn into $2,000 in 3 months you’d make that happen, right? That’s what marketing and coaching, when done right, can do for you and your business.

Kind, Not Nice

High Performers deliver kindness.

You may be thinking “WTF does that mean?” It’s pretty simple. Kindness is delivering information to someone with the intent to help them grow. You deliver kindness because you care about the individual. Being nice is telling the person what they want to hear or omitting information that may upset them.

As a High Performer you’ll need to learn how to communicate with your team, and even clients, kindly. There are going to be times that you have to be critical of someone’s performance or actions to help them grow as a member of your team. You can’t be afraid of conflict and avoid delivering this message if you want to be a High Performer.

Create Space

You can’t be busy and be a High Performer. Busy is what the average business owner calls themselves. Productive is how you describe a High Performer.

To be productive and think strategically about the growth and development of your business you need to create space. Space to think, to ponder, to ideate, to grow.

You’ll be tempted to put out every fire, tackle busy work, and seem busy to avoid having to spend time with your thoughts. In a world that moves incredibly fast it can be a real challenge to slow down and think.

This isn’t wasted time! Your best ideas and strategies will often come after an hour or two of sitting and thinking about your business without distractions.

A High Performing Network

There isn’t a single High Performer that I am aware of who has accomplished their success alone. High Performers understand the power of surrounding themselves with people who make them better and lift them up.

The saying that you are the average of the 5 people you spend the most time with is proven true over and over again. In fact, many of the times that I’ve felt stuck in business or my own personal development have been because I either outgrew my current network or wasn’t surrounding myself with the right people.

Finding a group of peers that you can connect with, lean on for help in challenging times and that help you grow as an individual and business owner will accelerate your progress. There’s nothing more powerful than being around the right group of people.

Seize Opportunities

High Performers tend to identify opportunities and take action on them quickly. Not every opportunity is worth moving on, so you’ll have to learn to make good decisions. Often times the decision to act means evaluating risk and learning how to manage that risk as you continue to move on the opportunity.

One of your biggest opportunities as a Fitness Business Owner is being apart of the Elite Fitness & Performance Summit. This is the #1 event for Fitness Business Pros in 2018.

Will you seize it?

This is your opportunity to learn from top experts in the industry, discover strategies that will transform your business and connect with a network of High Performers.

Reserve your spot today…

ArticlesFor Business OwnersStage 3
[ May 15, 2018 by Fitness Revolution 0 Comments ]

How To Delegate In Your Fitness Business

Are you spending your time on the most important activities in your business?

If you’re like most business owners the answer is “No.” You end up putting out fires and using up your valuable time on simple tasks that need to get done. These tasks keep you from doing the revenue generating activities and strategic planning within your business.

Every minute you spend on a task that keeps you from marketing, selling, training or falls outside of your highest priorities as the business owner is lost opportunity. It’s costing you money!

Enter the skill of delegation. From the solopreneur to the business owner with a large team delegation is a skill that must be developed and implemented to grow the business. There will be a time where you’ll have to ‘wear all the hats’ in your business, but it shouldn’t last long.

How To Delegate

Most delegation is actually a simple shift, or piling on of tasks that the business owner hates doing or doesn’t want to do anymore to someone who gets paid less than them. The tasks are then left untrained and unmanaged, leading to frustration later on when they aren’t being done well (or at all).

There are two components to delegation:

  1. Handoff
  2. Manage

When done well delegation includes clarification, training and accountability for the results. You can’t afford to miss any of these three areas.

During the Handoff you will clearly lay out the expectations for the individual being given the tasks and the priority level for the task at hand.

Consider the following questions:

  • What level of detail is expected?
  • What priority level does this have?
  • What information needs to be reported back?
  • What level of authority does the individual have to make decisions?

Once you have clearly laid out expectations it’s time to train the individual to complete the task. Plan ahead by gathering all of the information they will need to complete the task and a clear explanation of where to find this information in the future.

Training can take place using these three steps:

  • Explain the task
  • Demonstrate the task
  • Observe them doing the task

Once you have trained the individual to complete the task and are confident they are able to complete it on their own its important to identify the risk tolerance you are willing to take as a business owner. What are the boundaries for the delegated task?

A delegated tasks shouldn’t end up back on your to-do list. You want to train the individual to identify, analyze and solve any problems that come up when completing the task, especially if it’s a repetitive task. A little time and energy spent upfront in training and prep will save you lots of frustration down the road.

The process doesn’t end with the Handoff! Now you have to manage the task and hold the individual accountable for delivering the results you want. This step is often skipped by business owners only to find out later that the task was never done or done well.

Don’t let that happen to you!

The first step in managing delegated tasks is to create checkpoints to get updates on progress or completion. During these checkpoints you want to ensure that the individual is following through on their commitment and discuss any issues they may be having with completing the tasks.

You have two options for the frequency that you get your updates. First, mostly for one time tasks, you can put the responsibility of the individual who now owns the task to provide updates to you at milestones and/or completion of the task. Second, typically best for recurring tasks, is to build in checkpoints during your Weekly Operating Routine. A great spot for this is in your Weekly Individual Meetings (WIMs).

What Shouldn’t Be Delegated?

The first tasks that fitness pros usually want to delegate are sales and/or marketing. This is a BIG mistake. Those are revenue producing activities that feed your business. Tasks or items that are critical to the growth or success of your business should not be delegated, especially at first.

You’ll likely have a small set of skills or items that your unique strengths. These are tasks or items that only you can do best for your business. These should remain with you for best results.

Your Delegation Action Plan

Find one task that you can practice delegating to another person this week. It might be something as simple as vacuuming the floor of your facility or even getting your groceries for the week. If you’re looking to delegate tasks around the gym or household chores so that you can spend more time growing your business look at apps like Task Rabbit. is a great resource for finding freelance workers to do online activities or administrative work.

Delegation is possible even for the solopreneur. Picking a one time task to free up a little time can be a great start for most business owners. Investing a few bucks to get something off your plate that is keeping you from finding new clients or growing your business will be well worth it.

Delegation becomes addictive when you do it well.

Free Training: How To Scale Your Business

If you want to learn how to scale your business to $30,000/mo or more then register for this free live training with Ryan Ketchum. During this training you’ll discover how to maximize your marketing, build a team and increase your productivity to get better results in your business.

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[ May 8, 2018 by Fitness Revolution 0 Comments ]

10 Reasons Fitness Pros Should Attend Live Events

It’s easier than ever to access information from experts all over the world. Blogs, podcasts, YouTube and social media make everyone and everything accessible. Which makes you think long and hard about attending a live event, conference or summit.

When attending a live event you have to fork out travel expenses, hotel, food, time away from the business and time away from family. There’s no question it is an investment. The determining factor is the return on that investment.

After running a 3+ hour workshop for sports performance and youth fitness business owners at last weeks IYCA Summit I did a little reflecting on the benefits of getting to these live events for a business owner. Here are my top 10 reasons you MUST get to live events if you want to succeed.

10 Reasons You MUST Attend Live Events

  1. It gives you the chance to connect, in person, with other people who are going through the same challenges and facing the same difficult situations as you.
  2. You have the opportunity to feel connected to a community bigger than yourself that can motivate you and inspire you take bigger, bolder actions to grow your business.
  3. There is no better learning environment than live, in-person learning from experts all over the world. You’ll naturally absorb more information at a conference or summit than you will online.
  4. You get the chance to escape the day to day rigors of running your business to focus on growing your business. The space this creates will allow for faster and bigger growth. Learning online in between sessions and then jumping right back into your routine kills some of that creativity and momentum.
  5. The content and knowledge being shared at live events is cutting edge and innovative. Much of what you see online is created after this information has been shared to audiences all over the country.
  6. You get the chance to connect with the experts and ask them questions. Emailing back and forth or connecting on social media is great, but being able to look a presenter in the eye, shake their hand and have a fluid conversation can’t be beat.
  7. Just ONE idea from a live event can dramatically impact your business. You don’t need to absorb everything from the event, you only need ONE big idea that will transform your business.
  8. You get to cut loose and have some fun! You work incredibly hard to grow and run your business. Attending these events allows you to kick back with other like minded individuals and have a little fun. You’ll go back rested and recharged.
  9. Your commitment to your craft and personal development can be used to position you as an expert. Showing your clients and target market that you are growing as a fitness and business pro helps you stand out among the trainer who’s biggest concern is running the rack for bicep curls on a Saturday.
  10. You’ll open your mind to new possibilities. It’s easy to get stuck in your own little world, running your business and gridding away. Stepping away for a few days allows you to see what’s possible in terms of growth in your business and for yourself. Your mindset will shift and growth becomes easier because you are able to think bigger.

If you aren’t willing to invest in yourself how can you expect your clients to invest in themselves with you?

The Elite Fitness & Performance Summit 2018 is the #1 event for Fitness Business Pros! If you want to level up as a business owner and grow your business then this is a MUST attend event. Save $100 on your registration and get $1,036 in bonuses by registering today.

ArticlesFor Business OwnersStage 2
[ May 1, 2018 by Fitness Revolution 6 Comments ]

How to Use Social Media for Your Personal Training Business

4 Tips To Leverage Social Media

Love it or hate it, social media is here to stay and it’s a critical part of your fitness business marketing plan. If you’re not using social media to build your authority, position yourself in the local market and communicate with your audience then you’re making things hard on yourself.

These tips aren’t going to turn you into the fitness equivalent of a Kardashian, growing 100+ million followers, but it will help you stay front and center for your local market.

Create Your Own Reality TV Show

Social media allows your audience to get a ‘behind-the-scenes’ look at your life as a fitness pro. They want to know what your day is like, what you’re thinking, where you eat, etc. Stories, especially on Instagram, give you the ability to create your own reality TV show.

Now, you may not want to let everyone in on your personal life. That’s okay. Show them what your gym life is like as you go through training sessions, share client successes, etc.

However, the more you can seem like a real person in your stories the more powerful they will be.

Set a goal to share 5-10 stories each day with your followers and give them a behind the scenes look at what life is like as a fitness pro.

LIVE with…

Creating live videos on social media allows you to connect with your audience in real time. This is one of the most powerful ways to share your content (and one I need to do a lot more!)

Stay away from live Q&As until you can figure out what to expect in terms of your audience engaging. Start off with sharing tips on nutrition, toning up your arms, tightening your midsection, glute exercises, etc. Whatever is most appealing to your target market, talk about that.

Be consistent and don’t get discouraged if you’re audience is small at first. It takes time to build a following and get them to engage.

Go live on each social media channel at least 1 time per week.

Do Your Research

This is particularly useful for Instagram. Using the right hashtags and locations in your posts are two of the most powerful ways to grow your local audience.

Following the right hashtags allows you to engage with your audience and enter into conversations that you may have missed otherwise.

For more info read this article on Buffer.

Be Social 🙂

Do you put up your post, scroll for a bit, maybe like a post or two and then jump right off social media?

If so, stop! Use social media to actually be social. (This is admittedly another area I need to improve on!) Comment on posts that you see, engage with your followers, DM or PM someone you haven’t talked to in a while.

The more you engage on social media the more it will give back to you, especially as a brand.

You can even use this to build up joint ventures by sharing and commenting on posts from other local businesses. This is a great way to get your foot in the door without cold calling.

Aim to reply to all your comments (unless you have 100,000+ followers) and DMs in a reasonable amount of time, comment on 3 posts each time you jump on social media and DM at least one person a day.

Don’t overcomplicate it!

Social media can become overwhelming and confusing. Don’t let it! Set a few simple rules for yourself, establish your behavior goals and then follow through. After 60-90 days evaluate if you feel like you got enough out of social media to keep with it or go back to the drawing board and find a new plan.

You don’t need tens of thousands of followers for social media to impact your business. All you need is a consistent plan to expand your reach and add value to your audience.

Here’s the cheat sheet if you skipped to the end:


  • Post 1x per day with a video or picture
  • Go LIVE 1x per week
  • Reply to all comments and PMs
  • Comment on at least 3 other posts per day
  • Share 1 other business post per week
  • PM one person per day


  • Post to your feed 1x per day with a video or picture
  • Go LIVE 1x per week
  • Post at least 5 stories a day
  • Research hashtags and locations to build your audience (and use them)
  • Comment on at least 3 posts per day
  • Comment or Repost another business post once per week
  • DM one person a day


  • I don’t know, don’t use it much 🙂
  • No seriously, I can’t help you here….

Using the tools you have your fingertips, mainly your smartphone, you can now share valuable content and be the first fitness pro your target market comes to when they are ready to change their lives.

Join Us At The Elite Fitness & Performance Summit 2018

This year at EFPS we’re going to be sharing a ton of great marketing and business growth strategies, just like what you learned here today. We’ll go on a journey together at this event to uncover the hidden obstacles and opportunities in your business.

Learn More

ArticlesFor Business OwnersStage 2
[ April 26, 2018 by Fitness Revolution 2 Comments ]

The Fitness Business Marketing Rx

You can consistently and confidently attract high-quality clients. All you need is the right fitness business marketing prescription. A marketing plan isn’t a random compilation of marketing ideas and tactics done inconsistently. Yet, many fitness business owners and personal trainers do exactly that and hope to get more clients.

If you witnessed a trainer randomly running around from machine to machine, from the dumbbells to the squat rack, performing a bunch of different exercises with reckless abandon you’d raise an eyebrow and think “what a joke…”

A great fitness pro would lay out a program, with specific exercises, rep schemes, etc to deliver the desired result for the client.

Now, think of marketing as the program and the client as your business…

You need a specific plan, with the right exercises and volume to hit your sales goals and growth goals for your business.


While you may feel like you’re staying busy it’s not producing results. Over the past few years I’ve been teaching the Triple A Marketing Method and building marketing plans for business owners. After hundreds of reps and watching the results come in I’ve got a pretty specific marketing prescription that I recommend…

The Referral Rewards System

You must be able to get your current client base to perpetuate your growth. You’ll see evidence of this in a lot of the activities I’ll be prescribing to you today, but the easiest and most direct way is via referrals.

Most referral programs underproduce or fail because they are very passive. To have success you need your program to reward, acknowledge and stay top of mind. An effective referral rewards program is promoted consistently through recognition of the referring clients.

Your Marketing Rx: Instead of passively waiting for referrals to come in set a target for the number of referral requests you’ll ask for each week.

Testimonial Collection

The next best thing to a referral is a client testimonial. This provides social proof to use in your marketing. Great testimonials tell a story. They allow your target market to see that you understand their problems and can help them get the results that you want.

If you’re looking for examples of great testimonials watch a late night infomercial for a fitness product. They are full of success stories that move people to take action.

Your Marketing Rx: Ask for at least one testimonial each month

Social Media Marketing

There has never been a time where building an active audience is easier than it is right now. And that’s all because of the power of social media.

Social media gives you a platform to share your ideas, connect with your audience and showcase what you do. The use of stories and video allow you to literally have your own reality TV show channel without all the crazy drama (I hope!).

Instagram is the channel that you should focus on for the time being, especially with your free content.

Your Marketing Rx: Post at least 3 times per week to your feed, using hashtags (do your research) to build your following. Add to your story every day, at least 3 times per day to communicate and connect with your current following.

Facebook Ads

The changes at Facebook recently have caused a bit of a stir, but I don’t think they are cause for panic. What you’ll notice is your organic reach for business and fan page content will go down and ad costs are going to continue to rise.

But, that DOES NOT mean you avoid running Facebook ads. It means you need to dial in your marketing message, spend your marketing budget wisely and focus on your follow up to make the most of the leads you get.
The mistake you want to avoid is selling directly through your FB ad. Instead, the goal of your ad is to acquire a lead or prospect via an opt in form or application. Let your follow up and sales process convert them to a paying client.

Your Marketing Rx: Run ads constantly, rotating between ads to build your email list and ads to promote a Front End Offer application. AND FOLLOW UP RELENTLESSLY!!!!!

Email Marketing

This is something I’ve preached about for years and very little has changed. Every single personal trainer or fitness professional should have an email list. Email is still the best and easiest way to communicate and sell to your audience.

The key to making email marketing work is sending valuable content on a consistent schedule.

Your Marketing Rx: Email your list at least once per week. One out of every 4 emails should be a direct promotion to your Front End Offer. Add every lead you get to your email list and ask your network if you can add them as well.


“Show me your friends and I’ll show you your future…”

That’s a biblical concept with serious business application. Your ability to add value to others, connect with powerful people and have a presence in your community will dramatically improve your business growth.

When I was growing my fitness business I never turned down an opportunity to attend an event. It didn’t matter if it was a networking event, Chamber of Commerce event, charity gathering or a client’s party. My presence at these events allowed me to rub shoulders with key members of the community and connect with other business owners who opened up doors for me.

Not to mention if you have clients at the event they will always introduce you as “This is my personal trainer…” That’s nearly as good as a referral.

Networking with a purpose can transform your business. Even for introverts 🙂

Your Marketing Rx: Add 3 new people to your network each week and connect with 3 of members of your current network.

Putting It All Together

You may be looking at this list and feel overwhelmed. Or maybe you think you’re already doing all this and not getting results. Or, you could need a little more detail to get things going.

If any of those sound like you make sure you book your ticket to the Elite Fitness & Performance Summit 2018. I’ll be taking a deep dive into the Fitness Business Marketing Rx and bringing in experts on many of these topics to show you exactly how to explode your business growth with them.

Get Your Tickets Now

ArticlesFor Business OwnersStage 1
[ April 17, 2018 by Fitness Revolution 0 Comments ]

How To Sell Long Term Memberships To Your Personal Training Clients

The Key To Selling Long Term Memberships For Personal Trainers

Is it getting tougher to sell long term memberships to your personal training or group training clients?

Maybe, there is definitely a trend in the market to move towards less commitment and more flexibility. You can’t ignore that. However, you also can’t ditch long term membership plans all together because selling them is a bit more challenging.

I still think there is a need, and people are willing to commit, to a service over extended periods of time.

Your Membership Options

A big mistake that I see fitness business owners and personal trainers making with their long term agreements is offering too many options. This only confuses the potential new client and makes their decision more difficult. Creating that friction results in fewer sales, which can be perceived as prospects not wanting longer term commitments.

To keep things simple create JUST TWO membership length options. A month-to-month option with a 30 day cancellation and a 12 month or longer membership option with an automatic renewal.

You can then prescribe the set number of days that is best for that individual client to achieve their results in the appropriate period of time. You can offer them 1, 2, 3, or even 5 day per memberships.

Allowing flexibility to adjust the number of days as needed will make people more comfortable with committing long term and keep your clients around longer.

Why not 3, 6, and 12 months?

Well, from my experience you sell a majority of the 3 and 12 month memberships when offering 3 or more term lengths. There is very little upside to a 3 month over a month-to-month commitment for your business, at least financially. So, make it as easy as possible to do business with you and keep it simple.

Pricing Your Programs

Here’s the second big mistake that personal trainers make when building their membership or pricing options. You discount your long term memberships, essentially accepting to get paid less for the program that you feel is best for that client.

Is there a better way?

Of course! It’s a simple mindset shift on your part as a business owner. When setting your prices you will price your longest term membership at the rate you want to make for delivering your services. Then you charge a premium for anything shorter. This premium can be anywhere from 5-20% depending on how you want to position the programs.

To the customer this will be perceived as a discount, but you are protecting yourself from discounting your services and falling below your profit goals. That’s a win-win!

Prescription Vs. Price Sheet

Finally, if you want to sell more long term memberships you need to prescribe the right program for the client. Avoid using a price sheet or showing your client all the offerings you have and prices during the close.

You don’t go to a doctor and ask to see a list of all the prescriptions that may cure your illness or make you feel better. They write it out, you get it filled…end of story. Every so often you may ask for another medication because the one prescribed is too expensive or doesn’t agree with you. In that case your doc will prescribe another medication or generic form to meet your needs.

The same is true with closing a personal training sale:

  1. Prescribe the best program for that person
  2. Let them object or accept
  3. Handle objections if needed
  4. Deliver the results

If you feel that a 12 month, 3 day per week program is the right fit for a prospect and let them that is what you are prescribing to help them reach and sustain their goals you have now shame in presenting that offer to them.

Any objections that come up can be easily addressed with a different offer such as month to month, 2 days per week or some other alternative.

The alternative route of handing over a price sheet and saying “which program do you think you want to do” takes you out of the driver’s seat. Your prospects are seeking your expert recommendation not someone to provide them a smorgasbord of options that make no sense to them.

Upgrading Memberships

One final tip for you…

Signing a client to a month-to-month doesn’t mean a life sentence of higher monthly payments for them. Get a system in place that cues you or your team to upgrade a client who has had a great experience and got good results after 2-3 months to a 12 month membership.

Not only will it save them money each month but you have extended out the lifetime value of that client for your business.

If you need to get away from financial reasons, it also means you get to work with this client longer to ensure they stay on track and turn it into sustainable results.

Long Term Memberships Are Still The Way To Go!

It may require a bit more sales skill and finesse on your part to sell long term memberships to your clients, but it is well worth the trouble. Not only will it provide more security and stability in your business but it reduces the stress you have as a business owner.

I can’t imagine having to worry about losing a large majority of my clients month after month.

Oh, and one final tip! Either of these memberships options I’ve suggested set you up to establish a foundation of autopay or EFT revenue for your business. You’ll save time chasing down payments and have a good sense of the revenue to expect month after month in your business.

This confidence in your revenue, without having to re-sell or sell new clients, allows you to make better decisions for your business. Not to mention, if you can build up your autopay revenue to cover your expenses, the reduced stress you’ll have as a business owner.

Get The Top Sales Course For Fitness Pros

If you want a system that allows you to easily sell long term memberships for your fitness business then look no further than the FR Sales Process course. Inside you’ll discover a simple sales system that ANYONE can use to grow their business.

ArticlesFor Business OwnersStage 3
[ April 10, 2018 by Fitness Revolution 0 Comments ]

3 Strategic Steps For Fitness Business Growth

Fitness Business Growth Tips For The Business Pro

There are 3 big components to scaling up your fitness business and seeing continual growth. Focusing on these 3 areas will help you overcome most of the biggest challenges that business owners face. So, what are they?


Team building…


Any of those make you squirm a little? That’s likely because you don’t know how to implement these well yet and they are new, maybe even unknown to you. That’s why you’re here though, right? To discover better ways to grow your business.

Fitness Business Growth Strategy: Control Lead Flow

Without a steady flow of new leads and prospects to keep your sales pipeline full your business will struggle to grow. Controlling the flow of leads, so that you can experience predictable and reliable growth, is the first critical skill you need to master as a business pro.

It all starts with a great strategy. That’s a Core Offer, Ideal Client and Local Market Positioning. Dialing in your strategy allows you to focus your efforts, prioritize your activities and eliminate ideas or methods that may not fit.

Many fitness pros, especially as you start out, have too many offers. You run small group, large group, personal training, online training and everything in between. The efforts you put into growing your your fitness business are spread too thin. Instead, hone in on one program and be the absolute best at delivering results for your clients in that one program.

After you establish your strategy the next step is building your marketing plan. You need to identify your top 3 lead channels, ones that fit your strengths, and have a focused plan to acquire that lead and convert them to a client.

Your business will eventually grow and require a larger flow of leads to sustain growth, and it’s at this point where you can expand your marketing, ramp up your investment in marketing, and expand offers to support the business growth.

Fitness Business Growth Strategy: Building A Strong Team

Being a victim of your own success is no fun! Business growth eventually requires more and more to be done to maintain the business success. These tasks fall on your plate at first and eat up your time.

Ever find yourself spending hours on low level activities or things that don’t fit your strengths because they “must get done” and the result is you not doing the stuff that actually matters? Or that gives you energy and purpose?

This trap keeps many fitness businesses stuck. The business owner never brings on a team or learns to delegate tasks to other people so they can free up their time.

Most hires come from an act of desperation. The business owner gets so stressed out and burnt out that they hire the first person that is willing to do the work so they can get it off their plate. This reactive hiring will cost you a lot in the long run.

If you want to build a strong team here’s what you need:

  1. Clearly identified Core Values to use as a filter
  2. An Organizational Chart to create structure in your business
  3. Position Descriptions for the new positions
  4. A hiring process
  5. An onboarding process

These 5 pieces will allow you to make better hires, delegate tasks faster and build a team that supports your culture.

Fitness Business Growth Strategy: Weekly Operating Routine

Poor communication with your team will kill your business. It leads to lots of frustration for both the business owner and the team.

That’s why we created the weekly operating routine for fitness business growth. It allows you to manage and communicate with your team to get the most out of them.

A team that understands their personal impact on the business goals is a strong team.

Here’s your weekly operating routine:

  1. Weekly Alignment Meeting with your team
  2. Weekly Individual Meetings with direct reports
  3. Weekly Review
  4. Weekly Kick Off

This seems like a lot, but the time you will save and headaches you eliminate by implementing this routine will pay off BIG TIME!

The Weekly Alignment Meeting is done at the same day and time each week with a set agenda to get the team up to speed and for you as the business owner to get feedback and input from your staff.

The Weekly Individual Meetings are done weekly so that you have a 1-1 touch point with each member of your team that reports directly to you. This time is spent on helping them get better at their job and managing their performance.

The Weekly Review and Kick Off are done individually by each member of the team. Our Coaching Partners and our team here at FR uses the Priority Tracker to do a quick review at the end of the week and get our week started. This creates bookends that allow you to focus on your top priorities and celebrate any wins.

Each part of this operating routine builds off the other. Your weekly review and kick off help prepare you for your individual and team meetings.

If you’re a little hesitant to get started, begin with the Weekly Review and Kickoff. The rewards will be significant and you can gradually implement the other parts of the operating routine.

Become A Business Pro…A Clear Path To Success

It’s tough running a business on your own.  There’s a good chance you know what problems you need to solve but aren’t sure exactly how to get them done or where you’ll find the time to figure it out.  

That’s exactly why you need a coach.  To help you create solutions and hold you accountable for getting them done.  Not to mention the time you can save by having someone who’s ‘been there, done that’ give you the solutions you need.  

Apply for a complimentary Discovery Call today to find out how we can help you…

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ April 3, 2018 by Fitness Revolution 0 Comments ]

How To Create A Less Stressful Personal Training Business

Sometimes all you need is an extra set of eyes and a little guidance to propel you forward in your business. So many fitness business owners wander around, aimlessly trying to out work their problems and ‘hustle’ for growth.

And while hard work can’t be ignored, it shouldn’t disrupt your life. You created your business to provide a better life for you, your loved ones and create more impact with your clients. When your business starts to degrade your life, adding stress and frustration, it may be time to take a different approach.

That’s what Garrett McLaughlin chose to do after attending the Elite FItness & Performance Summit last year. He jumped into a coaching program that was able to transform his business. 6 months later here’s what he has to say…

Before finding FR what was your struggle? What were your biggest frustrations?


Before finding FR, I was doing a million things and trying to reinvent the wheel. Hard work was not the problem, but I lacked the systems and metrics to be successful.

One of my biggest frustrations was how hard and how much I was working for what it produced.

I knew that if I could only learn how to fine tune the process to the most valuable strategies that produced results, then I could ‘turn on’ and ‘turn off’ the switch when needed. This would lead to more efficiency in my business and allow me to be more present outside of it with the people I love.

How did that affect your life? What did you feel like before you joined the Coaching Program?

This has really hit my life hard over the last few years. There have been times where I didn’t travel home to see family, missed weddings with close friends, and stressed constantly to the point where I was never fully present in the moment. I knew I had the potential to run a great business, but I needed the guidance to get out of my own way.

When you’re constantly wondering how much you’ll make that month it becomes hard to think long-term and get out of your own way.

How did the FR Coaching Program help you?

The FR High Performance Coaching Program has helped me tremendously and I can’t overstate how thankful I am to be a part of it. I only wish I joined sooner!

The areas where the program has really helped is having the guidance and accountability of a personal coach, properly tracking the right metrics which clearly show the health of my business, and having tons of educational content to reference in order to better operate a successful business.

Pearla has done a great job in helping me develop programs and services that fit my strengths while simplifying my business.

Every day I know exactly what tasks I need to complete and have clearly established goals to work towards. This has lead to less stress and more clarity in my day-to-day.

How is life different for you now?

Life has been a lot less stressful!

I am now working smarter in a systematic way and have seen more reliable and sustainable results. Plus, I’m able to enjoy things outside of the business on a daily basis. Instead of constantly being stressed out about money or generating new leads, I know I have the systems in the place to work for me even when I am not working.

Join The Waitlist for EFPS 2018 and let it be the start of your business transformation!

Join Now

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ March 27, 2018 by Fitness Revolution 2 Comments ]

Transforming From Fitness Pro to Business Pro: Growing A Successful Personal Training Business

Want to build a personal training business that provides you the income and freedom you want without sacrificing your values? Most ‘gurus’ would tell you to build a lifestyle business, maybe take things online, or some other form of that bad advice.

Somewhere along the way being a business owner that has a brick and mortar personal training business was bad. It’s as if you gave yourself a life sentence of working 18 hour days and being broke.

That’s simply not true! You can make a six figure or more income, not just revenue, from your personal training business if you take the right approach. This approach requires that you make the scary transition from fitness pro to business pro.

The transformation is only scary because many fitness pros jump right into it without a plan and without a clue of what’s really needed to become a business pro. The unknown is what scares us.

Think of it like this…

Your clients are scared to start their fitness journey because the things they’ve tried haven’t worked and they don’t know what to do next.

The exact same applies to you as a business owner. You’ve probably tried a lot to grow your business or escape the endless cycle of chaos in your business. If it didn’t work well, or you’ve found yourself back in that cycle, what’s next?

Creating a plan for a successful personal training business is a lot like designing a great program for your clients.

You must assess your weaknesses, identify your strengths and then develop a plan that helps you accomplish a clear goal. Instead of trying to tackle everything at once, you focus on a 4-12 week program that puts you on pace to hit your long term goals and adjust your programs when needed.

Prescribing a training program and nutrition plan that will help a client lose 20 lbs is easy for you. The steps are clear and the path is obvious. But, when it comes to ramping up sales, building systems and developing into a leader that clarity is lost.

We’ve laid out the steps in The Journey Of A Fitness Business Owner.

The final big factor in making a successful transformation from fitness pro to business pro is your mindset. Negative self talk and head trash can keep you from developing the skills and having the courage to do what is needed to become a successful business pro.

What’s holding you back? What is your next step in your own transformation from fitness pro to business pro?

Maybe it’s just getting around the right people and having the right plan laid out for you.

One guaranteed way to take a step forward in your transformation is to attend EFPS 2018! This is Fitness Revolution’s annual summit for personal trainers and personal training business owners who want access to the best info to grow their business.

Jump on our waitlist to get VIP pricing and early registration for this amazing event. Join us on September 14-15th in Indianapolis this year!

Get On The Waitlist

ArticlesFor Business OwnersStage 3
[ March 20, 2018 by Fitness Revolution 0 Comments ]

Mistakes You Make When Creating Systems For Your Fitness Business

Create More Efficient Fitness Business Systems By Avoiding These Mistakes

Having fitness business systems in place can make your life a lot easier as a business owner. Efficiency, effectiveness, and delegation are all possible because of systems, but you can also create more frustration and headaches by making some critical mistakes.

Getting Too Detailed

At first glance this seems odd, right? You want to create a system that gives clear instruction for the individual trying to complete it, but you need to avoid having a 3 page checklist for a simple system that should only require a few steps.

When you hire the right people and train them on the implementing your fitness business systems the amount of detail required is minimal. Remember, you get 80% of your desired result from 20% of the activities. Instead of trying to figure out every single detail about how an administrative assistant should reply to a customer and scripting it out, train them on the outcome you want and key steps to get to that outcome and let them work their magic.

Fitness Business Systems = Checklists

A system is NOT a checklist, it’s a method for getting an outcome. Systems require training, management and guidelines to be effective in your business. Simply handing someone a checklist for adding a new client to your CRM can get the job done, but you need to train them on being efficient, connect why it’s important to get it done right, and have a process in place for holding them accountable for doing it.

Set It And Forget It

Systems require management. Many fitness business owners create a system, hand it off and forget to ever check back in on it. This is the easy path, but it also creates the biggest opportunity for frustration. At some point, if you don’t manage the person that is supposed to use the system you will find out that something is wrong. It may not be getting done at all or it could be getting done really poorly.

To avoid all that make sure that you have checkpoints in place through weekly huddles with the individual or scorecard numbers that tell you if the system is being done properly. Getting ahead of an issue is much easier than fixing it after a few months.

Too Quick To Automate

A hammer works well with nails but it’s pretty ineffective at cutting wood. Automation is a tool, and when used in the right way it can make your life incredibly easy. However, if you try to apply automation to everything it will backfire on you.

Fitness business systems shouldn’t all be automated. We are in a people based industry and should rely on people to handle some of our systems. The system should support the person that is running it so that they can do their job more effectively.

It’s really frustrating to call into a customer support line and go through all the automated selections and identifications only to end up talking to a real person 20 minutes later that doesn’t have any of that info and asks you to provide again. That’s ineffective automation, having a person answer the first time could have solved the problem quicker and resulted in a happier customer.

Trying To Create All Your Systems At Once

Here’s one that will leave you tied up for months, frustrated and doing more work than necessary! Many fitness business owners try to create their entire list of systems at one time, essentially building an operating manual for their business.

Trouble is they get so caught up trying to figure out every last detail of what they will need that none of it ever gets implemented. You end up with a 100 page manual that’s pretty worthless.

Instead try tackling one system at a time. Build it, train your team on it, optimize it and manage it. Then move on to the next system. This will act like compounding interest for you as the business owner. Each system you implement will give you back a little more time to build more systems or focus on revenue generating activities.

What Systems Do You Need Right Now?

Take this quick business assessment to find out the biggest gaps in your business and identify the HIGHEST PRIORITY right now. After completing this 5 minute assessment you will have clarity on where you can apply systems to optimize your business. It’s 100% free, just complete the short form to download now.

Download Now

ArticlesFor Business OwnersStage 3
[ March 13, 2018 by Fitness Revolution 0 Comments ]

5 Business Skills For The Fitness Business Owner

5 Skills That Will Take Your Business & Career To The Next Level

Success in the fitness industry relies on your ability to deliver great results to your clients. Over time you’ve developed skills and learned new techniques to be able to create programs and coach your clients to success.

Growing and running your fitness business, whether that’s a studio or as an Independent Contractor, also requires skill development. You can’t expect that being a great coach and trainer automatically results in business success.

Here are 5 skills that you can begin developing right now if you want to see more success with your fitness business.  

Fitness Business Owner Skill #1: Communication

Great communicators can motivate, lead and manage teams. As a business owner you’re success and growth will rely heavily on your ability to communicate with your clients, your team and your market.  

It doesn’t matter if you’re an extrovert or introvert, great communication skills need to be developed. This includes both written and verbal communication.

Solid communication can compensate, at least for a while, for not having all your systems in place and learning how to be a great manager-leader in your business.

Fitness Business Skill #2: Management

Your ability to build and manage a team will determine how fast and how large you can grow your business. You can’t do it all forever!   

Trying to avoid developing your management skills will leave you and your team frustrated. The lack of clarity and accountability will ultimately repel great team members from your business and you’ll end up with their jobs back on your plate.   

Management requires you to create structure for your team, properly train them to do their job well, provide them support when needed and hold them accountable to producing results.

Fitness Business Skill #3: Priority Management

This can be exchanged with time management, but I prefer this term. We all struggle with getting enough done in our day and have to choose what may get left undone at the end of each day or week.  

The only good way to assess what you may or may not focus your time and energy on is by learning how to manage your priorities. It’s the difference between staying busy and being productive. Busy simply means you were working, productive means you were working on the most important things.  

Using tools like the Priority Tracker and following our Annual and Quarterly planning cycles allow you to strategically select your top priority goals and keep them front and center each day.  

When you know your priorities you can filter your opportunities and develop your “no” muscle.  Saying “no” will eventually be more important than saying “yes”, but it takes time to learn how to do it effectively.

Fitness Business Skill #4: Delegation

You gotta let go!  Have you ever hired someone to do a task, got really frustrated because they didn’t do it well and then took it back because “you could do it better the first time”?   

That’s a surefire way to get burnt out and overworked!

It’s one thing to say that you delegate and it’s another to do it well. Most fitness business owners end up delegating tasks out of frustration.  You get overworked, end up buried in tasks and then decide to find someone else to dump all your “extra” work on so that you can get it off your plate.

Don’t treat delegation like a bandaid.  Delegation should be a permanent solution.

When you take a little extra time to delegate properly you can give the right tasks to the right position for good.

Fitness Business Skill #5: Accepting Coaching

Trying to figure out this whole fitness business thing on your own is difficult, maybe impossible.  You’ll need to look for some outside help to grow as a business owner and entrepreneur. That may be from mentors, coaches, books or even podcasts.

The key with any of these growth resources is being able to accept coaching and a willingness to change. Many fitness business owners who have found a little success think they can figure it all out on their own.

You might think that you need to recreate the wheel or that your business is different so it requires a more specialized solution. Maybe you choose to ignore all the signs appearing in your business telling you that you need to work on a skill that’s uncomfortable for you.

The business owners that are able to accept coaching and fail forward are able to grow faster.

Get Access Our Fitness Business Owner Training…

What if you could get your Fitness Business Owner MBA while still running your business AND do it for just $39/mo?

That’s exactly what you’ll get inside The Academy, the top rated online training program for fitness business owners.   Inside you’ll get access to our entire library of business curriculum, training modules and resources designed to make your business better and life a little easier.



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[ March 6, 2018 by Fitness Revolution 1 Comment ]

The Fitness Pro’s Guide For Business Success

How To Overcome The Biggest Challenges You’ll Face As A Fitness Business Owner

It’s nearly every fitness pro, personal trainer and strength coach’s dream to one day have their own gym and be their own boss. Unlike the path to getting certified and securing your first job as a trainer, a business owner’s journey is not clearly defined.

That leaves many fitness pros jumping in head first and modeling what looks like success of the people that they admire. You’ll run the same programs as the presenter you admired at a big fitness conference or try to recreate their gym and culture as your start up business without having an idea how they actually built it in the first place.

Without trying to put a damper on your dreams, it’s important that you understand running a business and starting a gym is incredibly challenging. And the challenges don’t stop once you’ve got a few clients. At every level you experience new challenges and issues that you have to overcome to reach the next level of success.

It’s a lot like a video game. There are levels with increasingly difficult milestones to hit or bosses to beat if you want to advance. And just because you didn’t advance on your first try, or maybe you’re completely happy at the level you’ve reached it doesn’t make you a failure.

In a previous article I’ve laid out the Journey of A Fitness Business Owner. That will serve as a great supplement to this article as you build your own successful fitness business.

We’re going to take a deep dive at what’s required for you to navigate this competitive industry and find the success you want. Your chances for success increase greatly by following along and implementing the ideas, strategies and concepts that I’ll be sharing.

The biggest mistake you can make is assuming that you have the most basic skills and competencies covered in your business and jump too far ahead. Do a quick ego check and truly evaluate your business.

Ignoring areas of your business that could cause or are causing problems won’t make them go away.  It also won’t make it sting less when they manifest themselves in your business.

The goal isn’t to put a quick fix in place for some of these challenges or to build out everything in your business all at once.  The goal is to be a little better tomorrow than you are today.  

“Nothing Happens Until A Sale Is Made”

That quote has been attributed to a number of people including Peter Drucker and Thomas Watson. As a fitness pro you may be a little put off by it, maybe even offended. If that’s the case, lean in to that discomfort a little bit. Why do you think it makes you feel that way?

Most fitness pros avoid selling like the plague. You get uncomfortable asking to be paid what you’re worth for something you’d probably do for free.

Those uncomfortable feelings, and negative mindsets around sales and money are the biggest cause of failure for fitness pros in the earlier stages of business. Without being able to generate revenue your business cannot survive.

You’ll hear things like…

“I don’t want to be too salesy”
“I’ll let my experience and expertise sell for me”
“I’m an introvert”

These are all simply excuses for not selling and display a person’s misunderstanding of sales. Selling ethically means that the customer invests in your services on your terms and both parties (you and them) are happy with the exchange.

The biggest shift that you’ll have to overcome is understanding that you aren’t selling workouts or nutrition coaching to someone. You are selling the idea of a transformation to them and that the best way to accomplish that transformation is with your services.

Sales isn’t a talent that you either have or don’t. You can develop sales skills and that is best done by having a process to follow. You reply on a training process to deliver results for your clients, so let’s put a sales process in place to generate results (revenue) for your business.

The Fitness Pro’s Sales Process

Your foundational sales process should be simple. Trying to use advanced closing techniques or overcoming objections by using NLP is a mistake when you’re first starting out.

Let’s breakdown the steps in your sales process:

  • Acquire A Prospect
  • Discovery Call
  • Success Session
  • Front End Offer Delivery

Acquire A Prospect

Prospects are potential clients that have indicated an interest or inquired about your services. Someone filling out an application, calling you from your site or filling out your contact form on your site are all prospects.

The biggest difference in a lead and a prospect is their interest level. Many times a lead will become a prospect by the act they took to engage with you. Other times a lead will have to be nurtured to become a prospect (i.e. a person on your email list stays there for months before replying back to ask about your pricing).

Discover Call

Now that you’ve got a name and contact information, both email and phone is best, you can begin to qualify this individual. Typically this happens through a Discovery Call, or a quick 10-15 minute conversation, between you and prospect to determine if you should take the next steps.

During this call you want to control the conversation. The prospect will have questions about your service, and it’s perfectly acceptable to answer those questions, but you should control the dialogue. If you don’t the prospect will ask questions like “how much does it cost to work with you?” and “what do you do?”

As a skilled sales person you’ll take control by asking a lot of questions about the prospect and their goals. You want to find out why they want to hire you, what their end goal is and how they plan on making their decision to hire a trainer or not.

Controlling the conversation doesn’t mean you talk the most! You want to ask questions to steer the Discovery Call and get the info you need, but the prospect should do 80% of the talking.  At the end of this Discovery Call the ideal outcome is to schedule a Success Session, FR’s lingo for consultation, and meet with the client 1-on-1 for a more thorough evaluation.

The Success Session

This is your chance to shine and really connect with the potential prospect.  However, the focus still needs to be on the prospect and their goals.  Simply trying to wow a prospect with your knowledge and expertise won’t guarantee a closed sale.

There are 4 parts to a Success Session:

  1. Engagement
  2. Discovery
  3. Value Building
  4. The Close

Each of the 4 parts has a defined purpose and sets up the parts that follow.  Skipping part of the process, reordering the parts or ‘winging it’ all lead to unpredictable results with sales.  Trust the process!

Engagement is all about creating a connection with the prospect, finding common ground and establishing rapport.  This is your chance to throw in a little small talk and get the prospect feeling comfortable with you.  The more comfortable they are with you the better chance of them being open and honest in the next part of the Success Session.

Discovery is where you spend most of your time.  This is about finding your prospects pain, the emotional reason they want to hire a trainer or coach.  If you can get the prospect to paint you a clear picture (with their words of course) of how they see and feel about themselves now and how they see and will feel about themselves once they’ve reached their goal you’ve done a great job!

You aren’t trying to solve their problems during Discovery.  Don’t wow them with how you will fix the pain and get them to their goals, just let them talk to you about their challenges, obstacles and issues.

Value Building is your place to shine!  Now that you know where someone sees themselves and where they want to go, as well as their biggest challenges, it’s easy to create a clear path for them to reach their goals.  Show the prospect how you’ll help them and get them to their goal while avoiding the obstacles that are holding them back, but do it using layman’s terms.  

Finally, you’re all set to close.  This is where you get the commitment from the prospect to pay for your help.  If you’ve followed the process up to this point you’ve got a great chance at winning a new client.

There are two options here:

  1. Sell your Front End Offer
  2. Sell your Core Offer

The easiest route is to sell the client on your trial, jump start or entry level offer to ‘test drive’ your services.  This is a lower cost, low barrier to entry program that allows them to experience what you can do for them without having to make a big commitment.

You’ll have a lot of success by selling through your Front End Offer.  However, you must put another conversion conversation in place to ensure the commitment of the prospect into your Core Offer (primary, full priced service).  Many fitness pros mistakenly assume a client in their Front End Offer will automatically want to join their Core Offer.

Closing doesn’t have to be complex or complicated.  A simple A/B close technique is all you need to have success.   

It goes something like this “Mrs. Jones, based off what we’ve discussed today the best program to help you [list goal] is going to be our personal training program.  You can either start out at 2 days per week or 3 days per week and our clients that get the best results commit to 12 months of working with us.  Which of those two programs would you like to get started with today?”

You’re going to get questions and objections.  That’s okay, take a deep breath, stay calm and address them.  As long as you don’t get a direct “NO!” from a client you’ve still got a chance to close the deal.

Front End Offer (FEO) Delivery

If you get a prospect that needs to go through your Front End Offer before committing to a longer term commitment you need to put a few steps in place to increase the chances they stay around.

The most basic step to put in place is a scheduled follow up Success Session with them for 3-5 days before their FEO ends. This should be scheduled at the time of the initial Success Session. Creating this opportunity to convert the FEO client into a Core Offer (CO) client, address their questions and present your offer to them is critical.

Throughout the FEO you should have 2-5, depending on the length of the FEO, touch points in place to communicate with and check in on the FEO client.

Advanced Techniques

The simple process above will be enough to help you reach your initial goals.  As you get more comfortable selling you can add to your sales toolbox and develop advanced techniques and sales skills.

Upfront Contracts, alternate closes, reversing strategies, questioning techniques and others will compliment your basic process, not replace it.

The Fitness Pro Marketing Plan

Any effective plan requires a good strategy and disciplined implementation.  Expanding your reach, building your brand and positioning your fitness business isn’t done through random acts of marketing.  

It doesn’t matter if you are a one person show or have a team of trainers working for you in your business, marketing is mandatory for success.  There’s good news though! Marketing doesn’t have to be complex or confusing.

Great marketing begins with a strategy, aligned to support your business’ overall objectives and accomplish your business goals.  So, what goes into a great marketing strategy.

Your marketing strategy should include:

  • A defined Core Offer
  • Ideal Client Profile
  • Local Market Positioning

These 3 components create the foundation for your marketing plan.  Investing the time to create a solid foundation will produce better long-term results for your business.  But, you don’t need a perfect marketing strategy in place to begin marketing.

Defining Your Core Offer

The mistake many fitness pros make in their business, especially when trying to generate enough revenue to keep the lights on, is offering too many services and programs.  Being a jack of all trades and master of none will burn you out quickly.

Your Core Offer should be the thing you’re best at in your business.  You’ll be building your business around this service.   It gives you a focal point and purpose for your marketing activities.

This doesn’t mean you can only have one offering in your business, but you should have one primary offering that allows you to grow and scale your business.  Supplemental programs can also support your business growth, but won’t be your focus.

As your business matures you can expand your Core Offerings and open up new revenue streams for your business.   Until then, relentlessly focus on growing your Core Offer.

Ideal Client Profile

Your Ideal Client is the prototype of the individuals that you will build your entire business around.  This doesn’t mean that you will only accept your Ideal Client, but your marketing will be set up to find and attract this Ideal Client.

It seems counterintuitive to zero in on just one profile.   By focusing your Ideal Client Profile on one person you are better able to imagine their pains, needs, challenges, objections and lifestyle to market effectively.    

Your Ideal Client Profile covers the following:

  • Name
  • Gender
  • Age
  • Profession
  • Income
  • Marital Status
  • Family
  • Hobbies
  • Interest
  • Car
  • Education
  • Goals
  • Challenges
  • Buying Process

Bring it all together by including a picture of your Ideal Client.   This allows you to tell your Ideal Client’s story and use that story in your marketing to attract them.   When you’re done you’ll know where to find your Ideal Client, what marketing channels to use and how to market to them.

Local Market Positioning

Your ability to answer the question “Why should a customer choose your business over someone else’s?” can make or break your marketing.   You need to know what makes you different and how to communicate that message via your marketing.

Your Local Market Positioning should:

  1. Differentiate your service from the competition
  2. Address important customer buying criteria
  3. Articulate key service characteristics

This can be accomplished by creating a list of differentiators and a powerful positioning statement. You’ll spend quite a bit of time refining and perfecting your differentiators and positioning statement.   

You want 3-5 differentiators, that when put together, make your business unique and stand out from the competition.  This is done by brainstorming a list of the features, benefits, and statistics in your business.  

Once you have your list filter it by running it through the key buying criteria of your Ideal Client.  The goal is to get a solid list of 3-5, that when used together make you the obvious best choice for your Ideal Client.  Craft these up into statements that clearly communicate the importance to your Ideal Client.  

Your positioning statement is like a verbal calling card.  It will address who you are, who you help and how you help them.   You’ll have to work through a few versions to get to your final, impactful version.

Here’s an example:

“For men who want to lose 20 lbs or more Fitness Revolution is a personal training studio that helps them regain confidence, lose that spare tire and feel 10 years younger in less than 2 hours per week in the gym using our SHRED training program.”

That clearly addressed the needs and concerns of a busy guy that needs to lose 20 lbs but doesn’t want to spend a ton of time in the gym.  It also prompts questions such as “what is SHRED” and “how do you do that” which create conversation opportunities.

Building A Marketing Plan

Random acts of marketing won’t produce great results.  Unfortunately, that’s exactly how many fitness pros approach their marketing plan.  They do a few things here and there when they have time and if things get a little slow in the business they panic and ramp up marketing activity.

What if you had a more systematic and calculated approach to marketing?

That’s exactly what the Triple A Marketing Method does for you and your business.  It helps you drill down into focused activities to drive your lead generation.  The three A’s of the Triple A are Assets, Arsenal and Action.  

Once we’ve identified your action plan you can focus on those key activities and plug them into a marketing calendar that will help you organize your promotions and key marketing initiatives for the year.

Now, I get that this isn’t some fancy funnel or Facebook Advertising hack.  Those can be included in your marketing plan, if you have the budget and skills to get them implemented.  However, they aren’t the only way to grow your business.  

Evaluate Your Assets

Assets are resources, skills or people that are present in your business. By focusing on your strengths and assets that already exist we can get things off the ground a lot sooner.  Review your business, your team and yourself to determine your assets.

Here are some ideas:

  • Unique ability to network
  • A valuable network in your community
  • Enjoy public speaking
  • Copywriting skills
  • Money to spend on marketing
  • Technology skills (building web pages)
  • FB following
  • Email list

Take an inventory of all the assets available to you and include your team members if you have them. Once you have your list, prioritize the top 5 that you plan to leverage to enhance your marketing.

Build Your Arsenal

Your marketing arsenal includes the array of ways that you will generate leads in your business.  Arsenal items are typically the tactical marketing methods that may already be familiar to you such as referral rewards, Facebook marketing, and networking.   

There should be continuity between your assets and your arsenal items.  For example if you didn’t list public speaking skills as an asset then running workshops or seminars probably shouldn’t be in your arsenal.

To complete your arsenal you need to pick AT LEAST ONE arsenal item for each of the three channels of marketing.  This includes an internal channel, online channel and offline channel.  By diversifying your efforts you’ll create maximum exposure and your activity will be enough to support your marketing goals.

You’ll be better served by doing a few things really well rather than doing a mediocre job on a few things.  For example, if you only have $50/mo to spend on Facebook ads you should probably use that money in another channel because you won’t be able to drive enough traffic to your ads to support your marketing goals (we typically see it costing fitness pros $5-10/lead).  You should focus on something else and save your money to invest in Facebook ads once you’ve generated more revenue.

As you want to scale your business or shift to working more on the business instead of in the business you may choose to devote more time and energy into your marketing.  At that point you’ll scale your marketing arsenal items and increase the number of items you have in each channel.

Below you’ll find lists of potential options for the three marketing channels.

Online Marketing Examples:

  • Social Media Marketing
  • Paid Facebook Advertising
  • Email Marketing
  • Blogging
  • YouTube

Offline Marketing Examples:

  • Direct Mail
  • Joint Ventures
  • Networking
  • Public Speaking
  • Workshops/Seminars

Internal Marketing Examples:

  • Referral Rewards Programs
  • Bring A Friend
  • Referral Contests
  • Review Sites
  • Testimonial Marketing

The options and tactics you can use in each channel are numerous, don’t consider this an exhaustive list.   

Your Action Plan

Now you need to get to work and build out daily, weekly and monthly actions that will drive leads into your business.  This is where we shift the focus from the outcome (leads, new clients, revenue, etc) to the habits and actions (calling your network, setting up public speaking, posting to social media). There is a lot that you can’t control in marketing, so we want to focus on the things you can control and that give you the best chance for success.

A great action plan ties in your marketing strategy.  You should focus on the actions that you think will appeal to your ideal client and focus your marketing efforts on the places you can get your marketing infront of these people.

Recently a coaching client that works with older adults (70+ years old) inquired about Facebook ads on a coaching call.  After some digging he couldn’t prove to me that his Ideal Client was actively using Facebook or that they actually bought things from Facebook.  He needed to go back and research his market to see if that activity would be a good fit.  Instead of jumping to a popular tactic we discussed how he could spend the same marketing money to send direct mail to neighborhoods and communities where these individuals lived.

Marketing the right message in the wrong place will deliver poor results!

Below is an example action plan for a fitness professional.


  • Ask for 1 referral
  • Post 3 times to social media


  • Send weekly email newsletter
  • Post one new video on blog/YouTube
  • Reach out to 5 new Joint Venture Partners


  • Host one seminar
  • Collect 2 client testimonials

Your marketing action plan will be unique and vary depending on time available, commitment to growth, size and type of business, etc.  Don’t try to match what others are doing, but rather model successful habits, follow principles and create your own plan!

Creating Your Marketing Calendar

Your action plan will be about sharing valuable content, building your expert status in the community and creating opportunities to capture leads. Everything has a purpose and that purpose is to move someone one step close to becoming a lead or prospect for your business.

The social media posts should have clear calls to action and next steps for the person reading/watching your posts. The newsletter should have at least one offer in it each month to drive someone to your Front End Offer or have them take the next step with you. Your joint venture calls are to create opportunities for them to promote you and maybe help you set up your seminars. You collect testimonials to share in your newsletter, social media and prove that you get clients great results.

Don’t waste time on random activities in your marketing!

Your Triple A Action items will go into your marketing calendar so that you can track them over the course of the quarter and year. You’ll also want to plan out your annual promotions and big events that will drive more leads into your business. For example mapping out a quarterly or monthly seminar, bi annual referral contest and three transformation challenges each year create opportunities to increase your marketing. You’ll have set marketing for each of these promotions and your Triple A actions should support those promotions as well.

Performance Measurement in Your Fitness Business

There’s a good chance you track your client performance, right?  You do regular assessments, weigh ins, body fat testing, etc.  Why would you spend time marketing and invest energy into running your business but not track your performance?

No one has taught you how to do it or you don’t see the value.  Those are really the only two answers that make any sense.  I’d like to change that today and show you how and why it’s critical to your business.

Remember the reference to video game levels we discussed early in this article?  That’s very relevant when talking about tracking your performance.  At first you don’t need to know very last little detail about your marketing or business performance.  However, as you grow data becomes more important and the decisions that you need to make require you to have that data.

The only reason we track performance is to see if what we are doing is working.  Wouldn’t your client get really frustrated if they spend 3 hours a week working out and focused on their nutrition only to find out they weren’t making progress?    Now imagine that client not checking their weight, body fat or looking at performance improvements for over a year.  They just kept plugging along, being frustrated and hoping something changed but not knowing what was going on.

That’s exactly how most business owners go about running their business! Blindly doing things, staying busy, but never knowing if what they are doing really matters or if its working for them.

To get started you’ll only need to measure a few key metrics.   They are easy to track and don’t take up a lot of time, especially if you know what they are and have the tools to track them effectively.

If you’re not tracking anything right now start with the following:

  • New Leads
  • New Front End Offers
  • New Core Offers
  • Lost Clients
  • Total Clients
  • Gross Revenue
  • Expenses
  • Autopay Revenue (amount of revenue from EFT payments)

The first four metrics are what we call your 4 Sales and Marketing Pillars.  They give you an checkpoint each week on where you’re at with your marketing and if you are on pace to hit your goals.   Total clients is a nice number to know at at all times so you can evaluate growth.

Leads low every week?  You’re probably not going to hit your New Core Offer or revenue goals.  Losing a lot of clients? You need to focus on retention.

The final three metrics are monthly financial metrics that you need to be tracking so that you have a finger on the pulse of your business financial health.  All of these can be used to figure your Key Performance Indicators (KPIs) for your business.

When you’re ready to take it to the next level and you’ve consistently been measuring and reviewing your 4 Pillars and Monthly Financial metrics you can begin to measure your marketing performance.

This is where things get a little more advanced.  You want to be able to track all leads, lead channel and conversion metrics in your business.  We provide our coaching clients with a Lead Tracker that allows them to do all of these things including lead/prospect follow up.

If you’re just getting started you’ll need to have a spreadsheet or method to track all leads, critical information about the lead and where they end up in your sales pipeline.  One other key piece is tracking lead channel so that you know which of your marketing activities brought in the leads.

This will show you holes in your pipeline and also marketing channel performance so that you can optimize your marketing and sales processes.  Without this data you’re guessing, and none of us have the time or energy to guess when it comes to growing our business.

Your next level of metrics will include:

  • Core Offer Conversion Rate
  • Retention Rate
  • Core Offer Growth Rate
  • Operating Margin
  • Autopay to Expense Ratio
  • Lead Channel Performance

As a business owner you’ll be able to run your business off these metrics.  If you evaluate these metrics monthly and set goals for them you’ll begin to notice trends and the numbers will tell you if there is a problem to fix in your business.

This is not a comprehensive list of numbers you need to track in your business.  From here, as you grow, departments in your business will be responsible for a more indepth set of metrics and individuals on your team will be responsible for metrics.  At the end of the day they should all tie back to the bigger plan for the business and support your goals.

Goal Setting & Goal Getting

If you’ve got metrics you can set good goals! As business coaches, we at Fitness Revolution, want our clients to be able to set and exceed big goals. You need to have confidence in the plan you’ve put together and its ability to help you reach your goals.

As your just getting started goals are pretty basic. They are probably short term, monthly or maybe quarterly goals that are focused on revenue or growth. Things get a little trickier as you grow and your business moves into different stages.

With the right planning and goal setting cycles in place you can accomplish a lot in a year. You should be setting both annual and quarterly goals in your business. At first quarterly goals are more important, because you don’t have the experience or information to set great annual goals. As you progress as a business owner your annual goals become more clear and the quarterly goals are used to as milestones to accomplish your bigger, organization wide company goals.

Annual Goals

Eventually you’ll get in a cycle of planning for your business (more on that later), but until then you need to create some objectives and goals for your business each year.  

The sweet spot for most businesses is 2-4 annual objectives and a clear set of goals for, at the very least, the following:

  • New Core Offer Clients
  • Retention Rate
  • Operating Margin
  • Gross Revenue

It would be great to set goals for all of your 4 Sales and Marketing Pillars, and in a perfect world that’s exactly what you’d do.  However, the metrics listed above are the key drivers for your business.  By focusing on these you’ll have to produce good results will all the others.  

Your objectives for the year should be the most important projects or initiatives in your business that need to be done so that you are set up for long term success or help you accomplish your metric goals.

For example, putting a new client onboarding process in place can be a key initiative if you need to improve your retention.  

Quarterly Goals

Annual goals give you a big target to try and hit, but they are typically too big and too far away to motivate most business owners. That’s why you’ll need to zoom in a little and set some clear targets for the next 90 days.

This 90-day cycle seems to be the sweet spot for being long enough to accomplish something meaningful but not so far out that you lose motivation or get bored. You’ll use the same set of metrics to set goals for the quarter as you do annually.

Quarterly Rocks

Other than your goals what projects do you need to complete, milestones do you need to hit or habits to instill that ensure you accomplish all of your annual objectives? These will be your Rocks.

Your Rocks can be one of your annual objectives that you are going to focus on completing in the next 90 days or a project that will set you up to accomplish your annual objectives.

For example if you have an annual objective to have “All Core Processes developed and documented” you may have a quarterly Rock to “Develop and Document Our Marketing Process”.

These Rocks will be your top priority during the quarter and the most important thing you should be working on as the business owner. In the early stages of your business these will likely be tied directly to your metric goals and revolve around sales and marketing growth. As your business matures you’ll work to develop systems and implement processes that make your business more efficient.

Building Your Team

One of the biggest challenges you’ll face as a business owner is learning how, when and who to hire. At some point you’re simply not going to be able to keep up with all the tasks that need to be completed for your business to run well. Your success and growth has now created a time management problem.

Many fitness business owners hire out of desperation. They get burnt out, stressed and bring on the first person they can find to do whatever it is they can get off their plate. You violate the age old rule of “hire slow, fire fast”.

Before hiring your first team member take a look at your business and see if you can outsource some of the things that are eating up a decent chunk of your time (not just the stuff you don’t want to do) that someone else is better capable of doing. For example, outsourcing your bookkeeping is a great way to stay on top of your finances and offload a few hours a week of tasks. You can also get this done relatively inexpensively.

Avoid the mistake of trying to hire  for marketing and sales positions first! Those are high ROI, revenue generating activities. Not to mention those being highly compensated positions, at least if you want good candidates, and tougher to find. The exception to this rule finding a company to manage your Facebook Advertising if you are using that as a marketing channel.

Your best bet as a first hire is to find a good administrative assistant. There are a lots of qualified candidates and you can hire them relatively cheap. The duties required for an admin can also be done just about anytime so their work hours can be flexible.

There are a few key steps you need to get in place before making your first hire though, and I know it seems a little over the top but doing it will avoid a lot of frustration for you in the future.

Building Your Position Description

Consider this your Ideal Client profile for a team member.  If you hire before clearly defining what this position will be responsible for and how they will be assessed there’s a good chance you’ll pile a bunch of random things on them.  That’s a good way to frustrate them and have them quit.  

Your position description should include the following:

  • Position Title
  • Department/Supervisor
  • Core Responsibilities
  • Metrics
  • Specific Duties & Responsibilities
  • Requirements

This provides you and the new team member clarity on what they do, where they fit in the business and how they will be assessed.  Skipping this step or trying to short cut your way around it ends up bad for the business owner nearly every time.  

Core Responsibilities in the position description are the 2-5 primary responsibilities that the individual or position is responsible for completing.  They are the 20% of their job that produces 80% of the results for your business.

Every position should also have metrics that are used to measure performance.  This may be a customer satisfaction rating, response time, or even retention metric depending on the position.  

The Hiring Process

Before you begin to interview and fill the position, you need to define your hiring process.  Doing this before you start allows you to focus your efforts on the actual hiring as you navigate the process.  This gives you a set of guidelines and some structure to make decisions easier.

A successful hiring process includes:

  • Position description
  • Budget for compensation
  • Recruiting for the position
  • Interview process
  • Onboarding and training

Defining these items before you start removes having to ‘figure it out’ or ‘think about it’ when questions and situations arise in your hiring.  A few hours of prep before hiring will save you a lot of headaches, frustration and bad hires in the future.  

Organizational Chart

After your first hire or two it’s time to build an Organizational Chart.  This is much easier to do when your team is small and it seems like an unnecessary step than it is to do when you have a team of 5 to figure out where to place them.  

Org charts provide a clear line of communication and help your team understand responsibilities in the organization.

There are a few rules for an Org Chart you should follow:

  • CANNOT have more than 1 person per seat
  • One person CAN hold more than 1 seat
  • Don’t get crazy with the number of seats
  • Don’t make it horizontal

Your Org Chart and position descriptions should align.  When you get this resource in place for your business delegation and implementing systems becomes a lot easier because of the improved communication and understanding of the organizational structure.

Systems, Automation, Delegation

Fitness businesses are people centric and utilize processes to optimize the peoplein them.  Your business will likely never run off checklists and fully automated systems.  You need people to run your business and by hiring with care you’ll find the right people to make your business run.  While this isn’t as sexy as systemizing and automating your business, mostly because it requires a bit more work, the rewards can be great.  

Systems, automation and delegation are tools that you can put in place to optimize the performance of the people in your business.  The goal is to make their job easier and more efficient so they can spend more time on what matters most.

Here are a few of the key systems to put in place once you have a small team or need to optimize your own time:

  • Follow up systems for leads and prospects
  • Client retention systems to increase lifetime value
  • Training systems to deliver consistent results
  • Employee Handbook to act as a resource for team members
  • Cash management system
  • Annual Planning system/cycle

Systems are created to deliver a specific result.  They are created to support people in their jobs.  Delegation should be used to get a task in handed off to the right position, not simply to get something off your plate because you don’t like doing it.  This includes tasks that are below your pay grade as the business owner.    

Automation can be extremely helpful, but is also the hardest to get set up right.  For example, automated marketing campaigns require lots of monitoring and optimization to produce the result you want.  Automation is best used when you can remove a step in a process that takes up time and requires energy.  For example can you pay your bills on autopay to avoid writing checks or can you deliver information to someone automatically to avoid having to remember to send it each time.   

Rely on systems and delegation to power your business and focus on hiring the right people to run them for your best chance at success.

Your Meeting Cycle

“Meetings suck!”  If you’re thinking that, it’s okay…

You’re right,most meetings suck.  But that’s because most meetings are poorly run and have no purpose. The right meeting cycle in your business can improve communication and help you reach your goals faster than before.

You won’t need to invest much time in regular meetings until you have employees in your business.  You will want to build in time for strategic planning early on in your business.  

Strategic planning meetings would include:

  • Annual Business Review
  • Quarterly Business Review

These two meetings take place on a regular cycle to help you review the previous year/quarter, assess the current state of your business and plan your next steps.   As a business owner you need to create the time and devote the energy to stepping outside the business for a little bit to plan out your future.    

The rest of your meetings should support your goals and business objectives.  They give the business owner a chance to take the pulse of the business and deal with any issues that may come up.  

Your regular meeting cycle should be:

  • Weekly Level 10 Team Meeting
  • Weekly Department Level 10 Meetings
  • Weekly Individual Huddles

There’s a good chance you’ll only use the Weekly Level 10 Team Meeting and the Huddles for a while.  A mature business with multiple managers running departments would require Weekly Department Level 10 meetings.

If you’re in doubt of where to start begin with a weekly team meeting.

Here are the keys to a successful meeting:

  • Set time, day and place
  • Clear agenda
  • Prepared attendees
  • Every attendee has a purpose
  • Key roles identified

Huddles serve as a touch point for managers to communicate and assist their direct reports.  Setting aside 15-25 minutes each week to review your direct report’s metrics, priorities for the week and discuss any questions or problems they have will save you a lot of frustrating conversations throughout the week.  Investing this time consistently will help your team members increase their performance quickly and produce better results for your business.

Developing into a Manager-Leader

Getting results in your business through other people is a difficult transition.  Most fitness business owners don’t have management experience and it certainly wasn’t covered in your certifications.  

You’ve likely been a producer in your business up to this point.  Is it fair to say you’ve been self employed and now are ready to make the leap into being a business owner?   

That may be a little tough to swallow at first, and you probably will want to deny it. But, if you can’t say that your business can run without you there for more than a few days at at time (which includes generating new revenue) you have a job.

There’s nothing wrong with being self-employed.  Nearly every fitness business owner must go through that process to become a business owner/entrepreneur.

Taking this step requires that you have a lot of the components we’ve already talked about in place and you’re working on developing the skills required to be a great manager-leader.  

Your focus now shifts on developing your team and the people in your business so that they produce amazing results.  You optimize systems and improve processes to streamline the business.   

At this level your time is more valuable than ever, so you need to learn to say ‘no’ more than you say ‘yes’.  Filtering what is important and knowing your priorities becomes critical.   You’re now focusing your work on the things that you are best at in your business.

Telling you that you can master this in a few weeks or even a year would be a disservice.  Trying to rush your development puts you a risk of failure, and once you’ve reached this level the stakes are pretty high.

Your vision and the culture of your business will become much more important at this stage.  The Long Term Vision for your company will serve as your beacon to make decisions and a guiding post to filter our opportunities.  The culture in your business will begin to come to life and you have a responsibility to sustain it through hiring the right people, living your Core Values and nurturing the people in your business.

Evolving To A Fitness Entrepreneur

This is like the holy grail of fitness business ownership. Building a business that can thrive without you being present.

You’ll, onc again, have to level up your skill sets to be successful at this stage. You need to be able to lead and manage managers in your business so they can make decisions that support your vision. You alos need process in place to keep issues from always getting to you.

The position you take in your business is more mentor than manager. You are now able to look at bigger opportunities and spend more time as the visionary for your company.

“Enjoy The Process”

You’ve probably told that to a client or two as they worked to reach their fitness goals. The same message applies to business ownership. It’s a process. Trying to skip steps or cheat the system leaves you incredibly vulnerable.

If you’ve read through this entire post you may be a little overwhelmed. Its okay, know that you don’t have to build this all at once. Comb back through the article and the find the first topic that you feel you’re missing and begin working on it. I’ve tried to write this in sequential order of what you’ll need in your business.

Sometimes you need a little help getting things in order and figuring out what the top priority is for your business…

Or maybe you want to shorten the learning curve and get access to the knowledge and tools to make implementing this stuff easier.

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[ March 1, 2018 by Fitness Revolution 0 Comments ]

Developing Systems For Your Fitness Business

If you had systems in place for your fitness business would it be a lot less stressful and frustrating?

The thought of creating systems can be overwhelming, so instead of starting with an operations manual or 1,000 checklists here’s a better process for you to get started using today.

Let us help you create systems to optimize your fitness business…

Complete the application below to talk with a member of the Fitness Revolution team about helping you optimize your fitness business.

FREE 60-minute Coaching Call Application

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[ February 27, 2018 by Fitness Revolution 0 Comments ]

Building Better Systems For Your Fitness Business

How To Use the 20/80 Rule To Create Fitness Business Systems

Systems…they are like Bigfoot or a unicorn.  Every fitness business owner is chasing them, working to put them in place, but very few have actually succeeded in defining and implementing them well.   They are a mysterious component of a fitness business that seems to always be just outside the reach of most fitness business owners.

Without systems in place, you will be reliant on either doing everything yourself or hoping that your people can figure it out.  Both of those situations put you on the fast track to burn out.

There’s got to be a better way, right?

Fitness Business Systems The Easy Way

Before we dive into systems we need to address the elephant in the room…

A system is NOT JUST a checklist of tasks to be done.

Let’s zoom out really quick, okay?   Without getting caught in the details of all the checklists and tasks that must get done in your business it’s important to note the 20/80 rule.

The rule states that 20% or your actions will deliver 80% of the desired results.  It’s likely that 20% of your clients make up 80% of your profits, 20% of your program design system delivers 80% of the results you get, etc.

Every business has a set of common processes that are required for them to operate and be sustainable.   You need to get leads, sell services/products, deliver those services/products and manage your finances.   While there are many different approaches to fulfilling those process, they all must be done for a business to be successful.

The Core Processes in your business are the 20% that make up 80% of the business activity.

A few examples of these Core Processes are:

  • Marketing Process
  • Sales Process
  • Service Delivery Process
  • Retention Process
  • Accounting Process
  • Human Resources Process

Simple Fitness Business Systems Deliver Big Results

Identifying your Core Processes isn’t enough.  Now, you need to zoom in a bit closer to figure out how each of these processes gets completed or delivered in your business.  Remember, avoid creating a checklist (at least for now) and keep things really high level.  Trust me, you’ll have a lot more success by following this method.

For each of your Core Processes document a maximum of 5 steps for each.

Here’s an example of the Marketing Process:

  1. Create Your Core Offer
  2. Define Your Ideal Client
  3. Local Market Positioning
  4. Build Your Core Marketing Funnel
  5. Create Your Triple A Marketing Plan & Marketing Calendar

These 5 steps would put any business owner in a great spot to go get leads for their business.  But, it’s not a checklist or step by step blueprint for running a lead generation campaign.

Each of these 5 steps would eventually need to be broken down into smaller steps and eventually, checklists or step by step instructions would be developed and documented for each of them.   The key is not doing that until it’s absolutely needed.

Building Out Your Fitness Business Systems

If you try to build out all of your systems at once there’s a good chance you’re going to struggle through this process.  It’ll leave you stuck and frustrated with your business for a long time.  Instead, take a similar approach you would use with a client through their training process.  Complete an assessment, identify the #1 problem and then take the time to focus on creating the process that will solve that problem for good.

If you did this each quarter, and let’s say you got 2 processes and systems developed and documented in your business, that would equate to 8 big problems solved.  How would your life and business be different if you got rid of 8 big problems in the next year?

From there you can evaluate your systems each quarter to make sure that things are working the way they should for your business right now (they will never be perfect, and that’s okay).

Want help building out your Fitness Business Systems?

Trying to get this all accomplished as a business owner by yourself is a challenge.  Often times you need an experienced coach and the right set of tools to help you navigate the craziness that you experience every day and identify the biggest needs in your business.  We’d love the opportunity to talk with you and figure out if we can help you implement better systems in your business and help you get to the next level.

If you’d like the opportunity to talk with a coach here’s what you need to do:

Step 1: Download Your Fitness Business Assessment (Click The Button Below) 

Step 2: Schedule Your FREE Coaching Call 

Step 3: Implement and Take Action!!!

Get Your Business Assessment

ArticlesFor Business OwnersStage 2Videos
[ February 26, 2018 by Fitness Revolution 0 Comments ]

How to Double Your Personal Training Income in 6 Months

Need a boost in your personal training business? Learn how one trainer doubled his lead generation. clients and income in 6 months by applying a unique system to his business and life.

Inside you’ll discover how:

  • He went from frustrated to confident in running his business
  • To apply a system to get more leads and convert those leads to paying clients
  • Increase your income and make what you deserve as a personal trainer


If you’re interested in learning how Fitness Revolution can help you with your personal training business let’s talk!  Complete the form below to schedule your call…

FREE 60-minute Coaching Call Application

  • This field is for validation purposes and should be left unchanged.

ArticlesFor Business OwnersStage 3
[ February 19, 2018 by Fitness Revolution 0 Comments ]

How To Build Systems To Automate Your Fitness Business

You know that gigantic to-do list sitting at the side of your desk, or worse lingering in your head, waiting to get done. It’s probably full of tasks that you need to delegate or automate! But, you can’t do that without creating systems that run your fitness business.

Once you begin to figure out how to bring in new clients your challenges shift. Now you face the issues of having to wear all the hats in your business and be everything to everyone. The more clients you have the more time you spend programming and training.

Something has to give, right? Well, we can’t magically add more hours to your day and even if we could that’s not the answer. Hard work and hustle will get you to a certain point, but you can’t do that forever.

How (and what) do you automate and delegate in your fitness business so that you have more time to work on the business instead of being trapped working in the business?

3 Key Systems To Delegate In Your Fitness Business

One of the first things that many fitness business owners try to get rid of is marketing and sales. Because you don’t love doing, or maybe just don’t understand it, you try to hand it off to someone. Trouble is that you rarely will find someone to market or sell as well as you do (if you have some simple processes in place) and if you do find that person they usually require a significant investment (read that as they get highly paid!).

Now, that doesn’t mean you should do it everything yourself, but don’t hand off all the marketing and sales responsibilities to someone else.

Facebook Advertising

If you are going to delegate anything with your marketing the first step would be to have an expert run your Facebook ads for your business.  Free up the time you would spend learning how to create images, landing pages, target your audience and build out funnels and invest it back into converting the leads that you get from your FB ads.

Lead Engine Marketing is the perfectly solution for a fitness business owner who sees the value and is ready to invest in having an expert run their FB ad campaigns.

Before you leverage a marketing agency or service to get you leads make sure you have the following in place:

  • Lead Tracking
  • Follow up systems or scripts
  • Sales Process

While the leads can be driven to your business they will require work to convert into clients.

Administrative Systems

If you’re spending a ton of time on client follow up, basic administrative work and data entry it could be time to hire an administrative assistant.  But, before you do, make sure you have a documented list of follow up systems and processes for your new admin to follow.

Inside FR Coaching Programs we provide a complete administrative operations manual so that you don’t have to recreate the wheel or start from scratch.  

?Want to see if a coaching program could help you and your business? Complete Your Application to Schedule A Complimentary Coaching Call!

Your admin systems would include:

  • Managing new leads
  • Client Data Entry management
  • Client Follow Up
  • Customer Service

Imagine not having to confirm sessions, appointments, handle basic client questions, chase down a credit card or perform client follow up!  


The final basic systems that you should create and then delegate is your bookkeeping.  Typically you will go from a basic spreadsheet that tracks your finances and need to move into a software like Quickbooks.  

Simply using a software like Quickbooks and taking the time to set it up to connect with your bank accounts could save you hours of time.  

Here’s a quick list of things you need:

  • Manage the general ledger
  • Reconcile bank statements – deposits and payments
  • Enter vendor invoices for business expenses
  • Select vendor invoices for payment and write checks
  • Enter sales
  • Enter and track the cost of your assets
  • Process payroll, track/remit payroll taxes, prepare payroll tax reports
  • Prepare employee W-2’s at year-end
  • Prepare reports: balance sheets, profit & loss, and cash flow

Once you have this system in place, or if you need help setting it up hiring a qualified bookkeeper can be a great investment for you.    

Re-Investing Your Time For Growth

When leveraged correctly creating systems and delegating tasks will act like a multiplier in your business.  Your time will be worth more and the tasks you’ve handed off will be in the hands of competent individuals who can produce a better result than you.  

Now that you have systems in place you should be investing your time in the highest dollar per hour activities in your business.  You’re now doing more revenue producing activities that will help you grow and expand your business.

If you can’t quite figure out where to start with business systems, hiring or delegation it may be time for a little help.  There’s a blueprint for success ready!

ArticlesFor Business OwnersStage 4
[ February 13, 2018 by Fitness Revolution 0 Comments ]

Becoming A Leader In Your Fitness Business

Look up the definition of leadership and it’s pretty boring…

It’s literally “the action of leading a group of people or an organization”.   Helpful, right?

I found that a better picture of leadership was painted by looking through quotes…

“Management is doing things right; leadership is doing the right things” – Peter Drucker

“A leader is one who knows the way, goes the way and shows the way.” – John C. Maxwell

“Leadership is practiced not so much in words as in actions.”  – Harold S. Green

“The quality of a leader is relfected in the standards they set for themselves.” – Ray Kroc

And maybe my favorite (but I’m biased)..

When there’s a commitment to a purpose beyond someone’s own self interest, the ability to recognize what should be done to serve that purpose, and the willingness to do it. – Nick Berry

When do you become a leader?

There are a few people out there who seem to be ‘natural leaders’.  I don’t believe that leadership is a tallent that you are born with or you don’t have it.  Leadership is a skill that you have to develop.  It takes work and requires effort on your part to progress.

And as you grow as a business owner and leader you have to constatly be leveling up your game so that you don’t get left behind.   Leading a bunch of guys on your church league softball team requires a lot less skill than leading a group of successful entreprenuers in your community.

You become a leader the day you decide to become a leader.  It’s the start of your journey, if you choose it.

True Leadership Presence

You’ll notice the impact of your leadership skills when you are able to get results in your business through others.  These results will get produced not only because you enforce the rules (that’s management) but rather because your team models your example.

Results happen because you are able to motivate your team to be the very best version of themselves.

A leader will be the one running toward the problems in your business instead of turning away from them hoping no one notices the smoke.

Acting like a Leader

If you want to be a great leader start with this…

  • Ask the tough questions
  • Focus on building up your team
  • Realize the true impact of your decisions
  • Keep your ego in check
  • Incrase self awareness
  • Invest in personal and professional development
  • Have a healthy sense of optimism and true beleif in your plan
  • Be courageous
  • Be a great communicator
  • Have a clear vision
  • Protect your most valuable assets (time & people)

The “Overnight Success”

You may have heard other successful people say they “spent the last 10 years working to be an overnight success.”   As a leader you have to be willing to invest the time and energy into developing your leadership muscles.

You won’t become a great leader overnight, but you can be a better leader today than you were yesterday!

Practice implementing the actions listed above to take yourself from techinician to manager to leader in your business.

Your Leadership Mentors

Here at Fitness Revolution we work hard at being better leaders.  Our Leadership Team talks about leadership and pushes each other to continue to develop our leadership skills on a weekly basis.

Trying to become a leader on your own is difficult.  You can make faster progress and have a better chance at success when you surround yourself with others who are trying to accomplish the same goals.


ArticlesFor Business OwnersStage 2
[ February 6, 2018 by Fitness Revolution 2 Comments ]

How To Make Your Fitness Business Stand Out

Why Should A Prospect Choose Your Business Over The Competition?

Your business should be the most well known and respected fitness solution for your target market in your community. If its not, then you’re blending in with the competition and likely struggling to bring in new clients.

Taking the top position in your market shouldn’t be complex. It does require a great strategy and disciplined approach.

Positioning is being able to clearly communicate what you do and who you do that best for.   You should attract your target prospects and repel others.

3 Keys To Successful Positioning For Your Fitness Business

Differentiate. Address. Articulate. Your Local Market Positioning™ should be able to accomplish these three objectives to be successful.

You need to differentiate your service from the competition. Clearly being able to communicate why a prospect would choose your business over others is a powerful marketing skill that will help you take top position in your community.

Addressing important customer buying criteria is next on your list. You’ll need to determine what matters to your prospects when they are making a decision for hiring a personal trainer or joining a gym.

Articulate key service characteristics that make you the best choice. You need to be able to put a little spin on things to make them attractive for your target market. What is better about your service, how you deliver it or the results it provides than your competition.  You get to decide how your training services are perceived by your audience.  They can either blend in or stand out.

Avoid These Positioning Mistakes

The most common mistake, but one that is detrimental to your marketing success, is having bland and boring differentiators. You’re going to want to state the obvious in your differentiators and create a list of things that you think make you stand out, but in reality don’t matter to your prospects.

Differentiators such as using assessments, creating personalized workouts, caring about your clients, etc fall into this category. It doesn’t mean they can’t be differentiators, but you have to do some work to craft them up into something that is impactful.

The second most common mistake is relying on a list of features as your differentiators. If equipment or technology is listed as a differentiator you’re at risk. It’s easy for your competition to wipe out your differentiators by implementing it into their business.

Placing too much of an emphasis on your education can be a mistake as well. Simply relying on your certifications or a degree isn’t impactful. On the flip side, if you have a lot of experience (more than most any other fitness pro) or advanced degrees that allow you to stand out, such as being able to practice as a physical therapist or being an exercise physiologist those can be used to your advantage.

Remember, for your positioning to be great it has to differentiate, address, and articulate.

Creating Powerful Differentiators

You’re looking to have 3-5 strong differentiators to use in your marketing. Each of these differentiators may not secure your spot at the top of your market, but when put together they should ensure your business stands out as the top choice.

Here’s a quick rundown of how to create your differentiators:

  1. List all the features of your service
  2. List all the benefits your client will get from your service
  3. List any statistical data, tangible results, and awards you’ve won
  4. What are the top 5 buying criteria of your clients?
  5. List your top 3-5 competitors, their positioning, and the rates they charge.

If you take your time answer these questions and complete the exercise you’ll have a foundation for your differentiators.

Compile the top differentiators that specifically address your Ideal Client’s buying decisions and that help you stand out from the competition. There’s a good chance you’ll have 5-10 possible differentiators.

Spend some time crafting them into powerful statements that make your business the obvious choice for your Ideal Client.

Once you feel like you have your top 3-5, stop and ask why each of these is meaningful to your Ideal Client. Check to make sure that’s clear in your statements.

Your Positioning Statement

Now that you have a solid list of things that make you stand out it’s time to create your positioning statement. This is comparable to an elevator pitch or unique selling proposition.

The positioning statement for your business should address who you are, who you help, how you help them and why they should choose you.

It looks a little like this…

“Fitness Revolution helps fitness business owners create a successful business they love through strategic business coaching programs with highly trained, experienced Success Coaches using a proven system for delivering results.”

Yes, that was a shameless plug 🙂 

A powerful positioning statement will be able to explain how you get the client their desired results. It should also prompt more questions such as “how” and “tell me more about that”.

Consider how you can explain what you do in your programs in a way that is attractive and appealing to your Ideal Client.

Taking Over The #1 Spot

Creating your differentiators and positioning statement won’t automatically help you get to the top of your local market. You’ll need to test them in your market, refine them, and use them everyday in your marketing to get to, and hold that top spot.

When you’re able to differentiate, address and articulate your Local Marketing Positioning the marketing you do will be more impactful. Things will become easier and you’ll notice that you’re attracting more of your Ideal Client.

Your Local Market Positioning should permeate all of your marketing. It helps you make decisions on where to market, your message and the types of marketing you do in your community. It’s a filter to ensure you’re focused on the things that will help you be the #1 fitness solution for your target market.

ArticlesFor Business OwnersStage 2
[ January 31, 2018 by Fitness Revolution 0 Comments ]

How One Trainer Added 34 New Clients In One Month

One business owner came to Fitness Revolution looking for a better way to grow his business.   The first priority for Filipe Cotas, owner of TFW Medway, was to get a systematic marketing plan in place to bring in more clients.  He had some success with marketing and client acquisition but it wasn’t as smooth as he wanted, especially for the goals he had set for himself.

Like many other business owners he was working 80-100 hours per week in gym.  He loved what he did, but he knew he couldn’t keep up this pace forever.

Filipe and his Success Coach, Pearla Phillips, intiated a marketing plan in the first month.  This plan resulted in Filipe selling out his first transformation challenge of 2018 by adding 34 new members in a matter of days.

Filipe trusted the process and committed fully.  That’s the biggest reason for his success.

– Pearla Phillips, Success Coach

There’s no question Filipe will experience continued success on his journey.

Want to see if we can help you with your business?

At Fitness Revolution we specialize in strategic business coaching for serious fitness business owners.  If you know there has to be a better way and are ready to take the next step apply for a complimentary Coaching Call today!  On this call you’ll speak with an expert on our team to see if we can help you with your business.   The #1 investment you can make in your business is in yourself!

Complete the application below to schedule your call…

FREE 60-minute Coaching Call Application

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ArticlesFor Business OwnersStage 2
[ January 30, 2018 by Fitness Revolution 0 Comments ]

Optimize Your Marketing Plan To Get More Leads

Is your marketing plan bringing your fitness business enough new leads and clients to hit your goals?

If you’re like most fitness pros the answer is “NO!”  But, it’s not your fault.  You’ve probably never been taught how to market effectively and if you’re looking for help many “gurus” will give you bad advice.

Hate to break it to you, but there’s no single marketing idea, FB ad or fancy funnel that will drastically transform your business.   It’s easy to buy into the snake oil that’s being sold to most struggling fitness businesses out there trying to get more clients.   You want to believe that you can put a FB ad and instantly get more clients.

And, yes, there are a few success stories out there of business owners who hit it out of the park on their first try.  They bring in dozens of new clients almost instantly.  But, for the majority that plan won’t work.  Plus, its dangerous to put all your success and the growth of your business on just one idea.  The second something changes (like Facebook’s algorithm or rules) you’re in serious trouble.

Instead, let’s take a look at your marketing plan to discover opportunities for improvement.  Sound good?

What’s your marketing strategy?

Ever feel like your marketing just isn’t hitting the target?  It’s like you’re talking to no one.  Or worse, bringing in the wrong type of leads.

If that’s the case, start with doing a quick audit of your strategy.

The following is a good place to start:

  • A marketable Core Offer
  • Perfect Prospect Profiles or Ideal Client Profile
  • Positioning Statement
  • Differentiators

If you’re having trouble makeing profits with your current offerings or your prospects are choosing the wrong program for themselves it’s time to look at your Core Offer.  The Core Offer must be the ONE THING you are best at doing, fit the needs of your Ideal Client and be the economic driver for your business.

Don’t make the mistake of having too many offerings and not focusing on building one true Core Offer.  You want this to be the thing that you are known for in your community.  It can be 1-1 training, boot camps, large group training, small group training or semi private training, but you need to pick one and master it.

Next, it’s time to dig into your Ideal Client Profile.  This allows you to focus your marketing on a very specific person (one you’ve made up) and hone in on their pains, challenges, goals and values.  Being able to get inside the head and understand the emotions of your Ideal Client will help you steer your marketing and craft your message.

One of the biggest mistakes you can make is creating a profile that describes a client after they have already joined your program.  You want to think about an Ideal Client and what they need when they are searching for a solution to their problems, hence the term Perfect Prospect.

What makes you different?

Most business owners can’t really answer that question.  They will spew out a list of features or bland, boring statements that just about every trainer would use in their marketing.   If your differentiators can be easily replicated or knocked off they put you at a big risk.

A great example is having certain equipment in your gym like MyZone or Inbody.   That certianly helps you and is likely a great thing for your clients but the trainer down the street can easily go buy those things and instantly take away your differentiation.

Instead, a differentiator would be that you use the latest technology to better results for your clients in less time.

Now you can filter decisions like investing in new technology or equipment for your gym to help you stay ahead of the competition.  You’ll have to stay on top of the new products, but for the right type of client this could be a huge differentiator.

Consider what makes you different.  Do you have an advanced degree, deliver results in a unique way, have statistics that help you stand out?

Being able to clearly communicate why what you do is different, in a way that matters to your prospects, is the ultimate marketing weapon.

Once you know who your marketing is aimed at, what you are marketing and how you are different craft up a quick positioning statment that clearly communicates it to your audience.   Test it out on your clients, friends, and people in your network to see if it resonates with them.  Ask them how they would describe what you do and what makes you different to get a good sense of the language and terms to use in your marketing.

What’s Your Marketing Plan?

You should apply the same diligent planning and preparation for your marketing activies as you do when preparing a client’s training program.  This is the driver for growth in your business.

A great marketing plan uses your marketing strategy to help guide what marketing you will do, the message you’ll communicate and the places you will need to market your programs.

Your marketing plan should leverage 3 marketing channels:

  • Internal
  • Offline
  • Online

This ensures you have a diverse marketing plan and reduces your risk if something happens to one of the channels.  Your message will spread much faster and reach more people when you take this approach.

Focusing on the Triple A Marketing Method to find your marketing activities and then adding them to your marketing calendar completes your plan.

Once you know what you are doing for your marketing it’s all about implementation!

Where Do Your Leads Come From?

Once you’ve mastered the basics with a great strategy and plan it’s time to dig in a bit deeper.  Do you know where most of your leads are coming from and which lead channel is producing the highest conversion rates?

This all starts with tracking your leads.  You need to one place to compile your data, keep track of your lead follow up and evaluate your marketing performance.  Without a high powered, expensive CRM or software the best way to do this is by using a spreadsheet.

Using a Lead Tracker you’ll be able to get detailed insight into your marketing and learn where to invest more of your time, energy and money to produce the results you want…


This is only effective with discipline.  You must track every lead that comes your way and update your Lead Tracker frequently.  This ensures your data is accurate and clean.  Once you start inputting your leads into your Lead Tracker you’ll assign them a lead channel and keep track of them as they go through your follow up processes.

Now you’ll have a clear look at your bottlenecks in the marketing or sales process as well as best performing lead channels.

Implementing high level, but simple, activities like Lead Tracking into your business is what will eventually allow you to grow and scale quickly.  Without it you’re simply guessing!

The Marketing Game Never Ends

You’ll never perfect your marketing.  It’s a constantly evolving skill that you will need to develop and hone as you become a High Performing Business Owner.  You’ll improve your messaging, targeting, copywriting, and conversions as you grow.

Marketing is like oxygen for your business.  Without it you can’t survive long!

If you need a bit of help to improve your marketing make sure to grab our FREE Marketing Calendar and BONUS Video Training now!


ArticlesFor Business OwnersStage 3
[ January 23, 2018 by Fitness Revolution 0 Comments ]

How to Master Your Fitness Business: 5 Tips For Eliminating Chaos

You probably took some shortcuts when you first started your fitness studio, bootcamp or gym.  Money was tight and you did whatever it took to get that next client and increase your revenues to pay the bills.  As your fitness business grows and you mature into a business owner, not just a self-employed trainer, its critical that you begin to address some of these shortcuts.

Replicating yourself and the results you get for your business will be key for continued growth.  There are only so many hours in a day that you can spend working on or in your business.  As you become more successful it will be tougher for you to do everything in your business.

Mistakes can be very costly when you get to this stage in the game.  Bad hires can cost you thousands and inefficiencies can hold you back from ever reaching your full potential.  

The easy thing to do would be to tell you to “implement systems in your business”.

But, what in the heck does that mean?  Most fitness business owners who want systems come to me asking for done for you scripts or templates to implement in their business.   

Instead of asking for an instruction manual on running your business you’ll be better served to develop skills and implement a few concepts that will make things a lot easier for you as you continue to grow.

If you’re feeling a bit of chaos in your business, constantly scrambling to get things done but never really making any progress this list is exactly what you need.

Fitness Business Owner Tip #1: Create Your Organizational Chart

The very first step in adding to your team and growing your business is developing an organizational chart complete with positions in your business and responsibilities for each position.

At first this may seem pretty silly. It’s just you and one other trainer, maybe a part time admin. Why would you need a complete org chart?

That’s like saying someone is just getting back into exercising and doesn’t need a workout program. Sure, you could just go in and workout but things will progress a lot faster with a well designed training program.

Creating your Organizational Chart when you have a small team, or no team at all, is the best time to do it. You haven’t made the mistakes that many business owners make at this point and you give yourself a template for growth.

Learn how to create an Organizational Chart inside Fitness Business Mastery.

Here’s a look at an Organizational Chart template

Fitness Business Owner Tip #2: Clear Responsibilities

Hiring new team members, from a part time admin to a director of sales to a general manager, requires that you clearly layout responsibilities and expectations.  Not doing this from the start sets you up for a lot of headaches down the road.

The easiest way to create clear expectations with your team members and employees is through position descriptions.

The typical way a fitness business owner hires their first employee is:

  • Get overwhelmed and burnt out
  • Decide they need to offload some tasks
  • Hire someone to take on those tasks (plus whatever else they can throw at them)

This leads to no expectations for the owner or the new team member and a lot of frustration.  You’ll end up pushing whatever you don’t want to do at this person and hoping they get it done without considering what you actually need or what they are best suited to do. A better approach would be to use your Organizational Chart to create a positions description to fill a seat on the chart that can help take on some of the tasks and responsibilities in the business.

Discover a template for job descriptions inside Fitness Business Mastery.  

Fitness Business Owner Tip #3: Define Your Priorities

A lack of focus can burn you out quickly.  Without knowing what your priorities are its easy to get caught up in the routine of putting out fires and dealing with urgent, but not important issues that keep you from your most meaningful, productive work.   

Setting goals and using your position description Core Responsibilities as a guide will help you discover your true priorities.  And yes, even the business owner should have a position description for your role or roles in the business. 

As the business owner its critical that you know what the #1 focus of your time and energy should be at all times!  Your team will be looking to you for guidance and leadership.  If they see you scrambling all the time don’t expect anything different from them.

If you are using a system for planning your day and week, and it’s working, keep on using it. If you want access to our resources jump into Fitness Business Mastery.

It’s possible to create your own, but why do all that work when we’ve done it for you.

To help manage your day to day activities and keep the most important things at the center of your attention at all times we coach our clients to use a Priority Tracker.

The Priority Tracker is broken up in sections:

  • Weekly Highlights and Headlines
  • Rock Status
  • Metrics
  • Marketing Priorities
  • Daily Action Items
  • Misc Notes

Each section has its own purpose, but having all this information at your disposal keeps it top of mind and allows you to plan your day and week according to your biggest, most important priorities.

Fitness Business Owner Tip #4: Outsource Tasks & Services

We live in a time where it’s easier than ever to find someone who is great at a task and loves doing it to take on the work for you.  Using sites like Upwork to find skilled designers, editors, and virtual assistants can save you a lot of time and energy.

Services can also be outsourced to experts to save you time and energy.  The big plus to using outsourced services is that they can usually deliver a better result than you would get on your own.

If your business is ready, outsourcing services such as cleaning, bookkeeping and paid marketing, like Facebook ad management, can be a great investment.   

Tasks like blog updates, video editing, etc can be outsourced to individuals all over the world and save you a lot of time.  

Also consider using apps like Task Rabbit to find workers to do some upkeep in your gym or run basic errands for you.  

At some point the investment to get someone else to do it will be worth the time you get back to invest on your business.

Learn how to delegate and create simple processes to make this easy in Fitness Business Mastery.

Fitness Business Owner Tip #5: Hold Routine Meetings

As you grow and your team grows communication will become a challenge.  Having a routine meeting cycle for you and your team will help alleviate some of those challenges.

At a minimum you should be holding one team meeting each week.  Yep, every week you meet with your team and go through some specific numbers as well as talk about any issues going on in the business.

The keys to making this work are:

  • Meet at the same day and time each week
  • Have an agenda
  • Be prepared

Honestly, if you do those three things you’ll be off to a great start.

This seems tedious and unnecessary at first, but once you get into the groove you’ll wonder how you survived without it!  

Your meetings are designed to keep your business moving forward and ensure everyone is on the same page.  With the right set up and frequency it will eliminate a lot of confusion and chaos in the business.

Get a template meeting agenda and overview of all the meetings you should be holding in Fitness Business Mastery.

Business Mastery Doesn’t Come Easy

It took you years to develop into the coach and trainer that you are today.  The same effort, time and discipline need to go into becoming a High Performing Business Owner.  

However, you don’t have to figure it out on your own.  There’s a formula for running a great business.  You go to experts and get certifications to enhance your career as a trainer and coach, why wouldn’t you do the same for your business?

Our team at Fitness Revolution put together Fitness Business Mastery to give you a guide, a roadmap, for develop a great business.  If you’re ready to take the next step make sure to check out this awesome curriculum!  

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[ January 19, 2018 by Fitness Revolution 0 Comments ]

How To Establish Yourself As A Local Personal Training Expert

Experts are paid more and get clients easier.

I’m pretty comfortable making that statement, but there is one catch…

People have to see you as an expert.  You can be the absolute best at what you do, be the most educated or deliver the best results but if no one knows about it or percieves you as an expert then it’s not going to help you grow your business.

What is Expert Status?

You know the Instagram fitness celeb that can persuade your clients to do ridiculous exercises and try stupid diets?  They have expert status.

Expert is defined as a person who has a comprehensive and authorative knowledge of a skill in a particluar area.

Being an expert is one thing, have that status and perception is another.   There’s good news though!  It’s easier than ever to establish yourself as an expert, as proven by the Instagram fitness celebrity.

How to build Your Expert Status

There are a few key ways to build your expert status, but before we dig into the how I think it’s important to recognize that you don’t need to be seen as an expert by the entire world.  As a fitness business owner your focus should be on your community.   Be the most well known personal trainer in your area and business will be good!

Even more important than being an expert is being an influential expert.  You want to be able to persuade people to take action and follow your advice.

This all starts with know what sets you apart!

Digging in and establishing your Local Marketing Positioning™ is going to be critical for your success, especially at first.  While everyone else is chasing every type of client and branding themselves as a personal trainer you can focus on branding yourself as a stand out fitness professional.

You need to determine what makes you different, why that matters to your prospective clients and how you will convey that message to them.

Once you have a clear picture of your position in the market it’s time to secure it and be the GO-TO fitness pro for it.

Sharing Your Message

Workshops, seminars, blog posts, videos, media appearances and social media can all be used to build up your local expert status.  If you’re just getting started I recommend that you focus on one key area, especially if time is limited.

Blog posts, videos and social media require you to market those items to ensure people see them.  If no one is reading or watching your message it’s going to be tough to be thought of as the expert.

Launching workshops or networking your way to media appearances can be a quick jump start to gaining expert status.  And because you have a clear list of differnetiators and a positioning statement it’s going to be easy to show people why you are the one they should listen to or highlight.

To run workshops it’s usually best to partner up with other local businesses or organizations at first.  Perfect your presentation, perfect your pitch at the end and do it for free to get some experience.  By partning with these other organizations you can put the burden of filling the workshops on them.

As you gain experience it will be easier to figure out how to run your own workshops at your studio or at other locations in your community.  You’ll figure out the marketing and be able to fill them up and get lots of new leads that see you as THE EXPERT.

Don’t get to caught up if only a few people show up for your events in the first few months.  Be consistent and treat every workshop you run like there are 100 people in the audience.

Creating content and sharing it online is another great way to build up your expert status.  It can take more time to build an audience but it’s still possible.  If you’re going to use online channels like Youtube, your blog, and social media to create content and build up an audience that sees you as an expert also take the time to build up an email list so that you can communicate with them and share your content with them as you create it.

Tips For Success

Be consistent, keep your Ideal Client in mind, and go to work.  It’s not difficult to outperform your local competition and be seen as an expert.  However, it will take discipline to get it done.  You’ve got to be willing to put yourself out there at workshops when no one may show up, write blogs every week when no one is reading them or get on camera and feel like a fool for a while.

It’s all part of the process.  You’ll get better at delivering workshops, writing and video overtime.  Consistently putting out the content (and some of it will suck) is going to be the key to your success.

Your abililty to reach a lot of people in your local community has never been better.   It’s time you start sharing your expertise with them!

Need help growing your business?

We’d love to chat with you on a COMPLIMENTARY Discovery Call to see if we can help you grow your business.  All you have to do is click the button below and apply for your call.  NO OBLIGATIONS, NO TRICKS….Only a 60 minute call to find out how we can help you take your business to the next level.

Apply For Your Call Now

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[ January 4, 2018 by Fitness Revolution 0 Comments ]

How To Sell More Personal Training With 4 Mindset Shifts

Are Your Beliefs Keeping You From Selling More Personal Training?

Many of the biggest obstacles that keep salespeople and business owners from finding success, especially in fitness, lie right between their ears…

If you’re struggling to turn leads into clients or hit your sales goals it may be time to focus on your own mindset and belief system around sales.  There are 4 main obstacles that fitness pros battle and I’ll show you how to overcome each in this short video.

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[ January 2, 2018 by Fitness Revolution 0 Comments ]

How To Use Joint Ventures To Get More Clients For Your Fitness Business

Maximize Fitness Business Growth Through Joint Ventures

Imagine having a team of other businesses and organizations out there promoting your offers and programs to their clients.  Sounds pretty amazing right?

That’s one of the methods I used to grow my fitness studio and extend my reach in the community without having to spend money on advertising.  Building up a list of Joint Ventures, basically Referral Partners, that are willing to promote you and your business is one of the fastest ways to gain traction.  But, there’s a trick to making it work and most fitness business owners approach this the wrong way and kill the relationships before they start.

You may be more familiar with the terms strategic relationships or strategic partnerships.   For now, assume these are all the same but we’ll be using Joint Ventures to refer to any business or organization that you will work with to help promote each other.

Finding A Common Interest

Many fitness business owners look to physical therapists, chiropractors, and other health professionals to establish these Joint Venture relationships.  While this seems like an obvious partnership, most of the time it produces very few clients for the fitness professional.  It’s not top of mind for these individuals to refer you clients and even if they do most of the time the patients or clients they work with are just trying to get out of pain.  There’s a gap in their needs.

You can, however, greatly benefit these individuals businesses as your clients are often seeking solutions to enhance their performance in the gym.  Getting them feeling and moving great helps you out.   Don’t rely solely on these relationships to grow your business, but don’t disregard them either.

As you being planning your Joint Venture strategy the best place to look is with your current clients.  Find out what businesses or organizations they current frequent.  A simple question you can ask is “Hey [First Name], I’m looking to partner with a few other businesses or organizations in the community to help more clients.  Who do you think would be a good fit for us?”

It’s funny how you’re clients will tell you exactly where to go if you want to find more people like them…but, you have to ask!

Dream 100

Chet Holmes, author of the Ultimate Sales Machine, recommends that business owners and sales people create a list of 100 other businesses or people they want to work with, no matter how outrageous.  It’s called your Dream 100 and it’s your hot list for Joint Ventures.

Take a look at your community and make a list, even if you can’t get to 100, of the businesses, organizations or people you want to create Joint Ventures with to help each other.

Define Your Offers

Just like we have you define your Core Offer to help you plan your marketing it’s important to create a basic list of offerings for your Joint Venture partners.  Now, you shouldn’t go and create new programs specific for them.  You should create a promotional plan that you both can agree to following so that the relationship is beneficial.

One of the things that derails a Joint Venture partnership is a lack of clarity on what is supposed to be done and what the expectations are for each business or partner.  If you go into a meeting trying to come up with a plan on the spot you’ll likely overcommit or leave things too vague to deliver a consistent result.

Create a few templates of a promotional schedule or Joint Venture agreements that you can present to the possible partner.  This makes you look experienced and creates a respect from the other business owner or partner.  Having a couple options for a Joint Venture agreement gives the impression you’ve done this before and removes the thinking for the possible partner.

Now, if the opportunity presents itself to get more creative you still have the option to add in terms to the agreement.  It’s much easier to start with a foundation than create something from scratch.

This also leads into our bigger picture… THE STRATEGY!

Using Joint Ventures To Grow Your Business

Having a few partners to promote your offers is great, but having a Joint Venture Strategy that fits into your overall Marketing Strategy and that allows you to hit your business goals is even better.

If you are going to use Joint Ventures in your marketing put the time and effort into creating a strategy for it.

The first part of your strategy should be “how will I get these Joint Venture partners?”

You can start by mining your network, asking for introductions to your clients or even cold calling businesses from groups like BNI or the Chamber of Commerce.  Set a goal for the number of new Joint Venture partners you will reach out to each week.  The goal is to set a meeting to learn about their needs and present your agreement to them.

For example if you reach out to 5 new Joint Venture partners each week there’s a good chance you’ll set at least 1 meeting.  If you hvae 1 meeting per week it’s likely you’ll get 1 new agreement and Joint Venture partner each month.

Working this system week after week will build up your bench of Joint Venture partners.

That’s a strategy at work!  Now all you have to do is track the leads you get from Joint Ventures and optimize your marketing.

Value Exchange For Long Term Success

There must be a value exchange for this partnership to work!  If you ask, ask, ask and never give back to your Joint Venture partners then the relationship won’t last long.  Take time to do a lot of the front end work such as building out the promtoion schedule, creating cotnent and delivering ready-to-use, easy marketing materials.

Hey, I never said this was easy…

When you’re creating your agreement terms make sure you put something in of value for the Joint Venture partner.

Here are a few ideas:

  • Exclusivity
  • Challenge/Content Sponsorships
  • Email Promotions
  • Social Media Promotions
  • Special Promotions

There are endless ways to get creative with your offers.  Figure out what will get the best results and max exposure without disrupting your own marketing calendar.

What now?

If you read through all this and your stomach turned a little bit thinking of all the work and connections with other business owners then this probably isn’t for you!  Find another offline marketing channel that is better suited to your skills and assets in your business.

When used correctly and the plan followed diligently Joint Ventures can be a very productive marketing method for a fitness business.

If you are excited by the idea of creating partnerships with other businesses then set your target for new contacts each week and start working the system!

Download A FREE Marketing Calendar To Get You Started

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[ December 28, 2017 by Fitness Revolution 0 Comments ]

Fitness Business Success Principles

Methods are many, principles are few. Methods always change, principles never do…

At Fitness Revolution we’ve identified the 5 principles that are required for ALL successful fitness businesses.

Check out this video to discover the 5 Alignment Principles and how to use them in your business.

Get our complete curriculum for implementing these Fitness Business Alignment Principles into your business inside Fitness Business Mastery!

Learn More

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[ December 26, 2017 by Fitness Revolution 0 Comments ]

Top 5 Marketing Ideas For Fitness Pros In 2018

What’s Going To Help You Grow Your Fitness Business, Get More Clients & Bring In More Revenue…

Every business and every industry evolves and adapts over time.  The fitness industry is quickly evolving with an increase in competition and leveling up of the business owners involved.  More money is being put into franchises which makes things a bit more challenging for the small business owner and private studio owner who want to make a real difference.

How can you out market your competition and clearly show your community why you are the best?

Here’s a few ideas for marketing your business in the coming year.

Paid Facebook Marketing

You can’t get away with throwing a few bucks into a boosted post or hoping to put $10 into a FB ad and get a good return on your investment any more.  The good news is that there is still time to have a big impact in your local community through paid advertising on social media platforms.

However, it’s now costing between $7-10 to get a lead!

For most fitness business owners taking the time to learn Facebook marketing strategy and create the marketing that is required to make it successful takes too much time.  It’s why many fail when they try to run FB ads or other paid social media marketing.

Instead of trying it yourself, outsource! Invest in someone to run your ads and create your funnels for you.  Take the time you save and put it back into your business by focusing on converting the leads that get delivered to you.

If you want a simple solution check out Lead Enginge Marketing.

Strategic Partnerships

Joint ventures and other strategic partnership attempts fail for many fitness business owners.  The biggest reason is a lack of clarity on the purpose and plan of each relationship!

You go in and hope that the other party will promote you and bring in a flood of new clients.  That rarely happens.  Typically the other business owner isn’t great at marketing and they are busy running their own business.   These ideas sound great at first, but then fizzle out.

Instead of relying on hope to build your business create a plan…

Invest a few hours to map out a few levels of strategic partnerships with your business.  Brainstorm all the ways that you can add value to a business and how they may be able to provide you leads.

Here’s a few examples:

  • Basic Partnership:   Each party sends out 1 email per quarter to their respective email list and social media audiences.
  • Premium Partnership:  Sponsorship opportunities for challenges,  discounts provided to all new clients, 1 sponsored email or video per month
  • Exclusive VIP Partnership: Exclusivity (no other related business will partner with you), Premier sponsorship of all challenges, Ads or banners in gym/business,  1 sponsored email and social media post per month to audience.

There’s obviously more details to be hashed out to make this work, but that gives you a good start.   If you treat this like a true partnership and invest time to building these relationships and managing them they can provide you a lot of exposure and leads.


If you love to educate your target market and position yourself as a subject matter expert in your community there’s no better way than getting in front of people.

This idea takes a bit more work to get right, but it can pay off big time for you and your business.   You have to be able to market and fill the seminars or workshops you do and then be able to conver those individuals into prospects for your business.

Using seminars to generate leads is the equivalent of online marketers using webinars.  You have a captive audience that is invested (with their time) in listening to you present on a topic you are the expert in and that they need to solve a problem for themselves.   The hardest part is usually finding the right topic to attract lots of people and then filling the seats.

Start small, even 5-10 people in a seminar is a great start.

Use your joint ventures, paid marketing and your email list to promote the seminars.  I’d recommend hosting this for free at first to get more leads.  After you get registrations put a system in place to follow up with each lead and confirm their post.  You can expect a few to not show up after registering for free, but if you market well and keep them engaged between registration and the seminar you should get a good turn out.

The conversion strategy at the seminar isn’t to sell a higher ticket item or even your Front End Offer to the audience.  Instead, offer a free Success Session to everyone in the audience and provide a special incentive to them for booking it right then and there.

Now you’ll have qualified prospects committed to sitting with you 1-1 where you can conver them to clients.

Content Marketing

This is a longer term play, especially if you aren’t going to spend a lot of time and money to really promote your content.  However, putting out amazing and helpful content that benefits your audience is a great way to establish yourself as an expert and be the go to when someone needs help reaching their goals.

The best part about this is 99% of business owners won’t do this consistently enough to make a real difference.  If you can be that 1% and commit to a year of content creation on a consistent schedule you can absolutely stand out.

Content can be video (a really good choice right now), written or audio.  A combination is even better!   Think about how many podcasts are also on YouTube.  When you have video content it’s easy to get it transcribed and turn into a blog, add to multiple platforms to share and audio can be pulled and put into a pdocast.

Commit to putting out at least 1 peice of great content each week for a year and track the results.  Again, this is a long term play, but those that can accomplish it will have a leg up on the competition.

Do a quick brain dump of the questions you get asked in session or by prospects and you’ll have  great start to your content.    Don’t worry about impressing your peers and other business owners, this is about helping your target market and potential clients solve a problem.

Planning, Tracking and Optimizing

The number of business owners that I speak with who aren’t using any type of marketing calendar or tracking system for their business is amazing.  How can you possibly expect to identify what’s working or systemize your business if you arne’t planning, tracking and optimizing your marketing?

Successful fitness business, those with High Performing Fitness Businesses, are going to be planning out a content marketing schedule, promtional plan and tracking their marketing activities consistently.  They will also take the time and see the value in tracking their leads and creating some accountability around themselves for the follow up needed to convert those leads.

When you track the right things and plan appropriately optimization is easy.  You simply look at the data and it will tell you what’s working.

If you’re not planning, tracking and optimizing your marketing each quarter then there’s a good chance you’ll not hit your growth goals and all of these other marketing ideas are worthless.

Your Marketing Systems Are Here…

Inside The Academy we’ve worked hard to put together modules, courses, curriculum and tools that help you become a better marketer and business owner.  If you want to ramp up your marketing and grow your business in the coming year and aren’t in the The Academy you better hope that your competition isn’t either…

Check it out for a full 30 days for fust $1!

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[ December 21, 2017 by Fitness Revolution 0 Comments ]

How To Grow A Personal Training Business

From 30 to 110 Clients…

Anthony Dix and his business partner Corey Cripe, owners of Fitness Lying Down, struggled to make their business work for a long time.

Stress, burn out and frustration impacted not only their business but their lives at home.

Learn how they turned it all around and great from 30 clients to over 110 clients and now have a less stressful, fun business.

Discover How A Success Coach Will Grow Your Business..

Running a fitness business is too hard to do it alone!  Get a bit of support and guidance through one of our coaching programs here at Fitness Revolution.  To see if it’s a good fit schedule Complimentary Call today!

Apply For Your FREE Coaching Call

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[ December 19, 2017 by Fitness Revolution 1 Comment ]

The Fitness Business Annual Planning Session

Achieve More Faster With This Planning Routine

“A goal without a plan is just a dream…”

I had to look it up but Antoine de Saint Exupery is creditted with that well-known quote.  You probably use some form of it to motivate your clients and explain the difference between what you do and what they may find in typical gyms, from typical trainers.

But, do you approach your business the same way?

Most business owners get so caught up in working in their business they never take a breath, look up and plan for their future success.  They hope that someday they hit their goals.

Now, don’t get me wrong…

Doing the daily work is what allows you to accomplish your goals.  However, if you’re working on the wrong stuff it’s all for nothing!  Let’s make sure you have a great plan to help you reach your goals and build a business you love.

The Fitness Business Owners Annual Planning Session

Do you spend more time programming for your client’s than you do creating a plan for your business?

That ends today!  Because we’re going to lay out your Annual Business Review™ and all the steps you need to take if you want a great plan for the year ahead.

If you’re reading this and it’s not time to do your annual planning, that’s okay too!  You can easily use this in your Quarterly planning.

You can do this no matter the time of year, size of busienss or type of business.  The best time to start is now!

During your Annual Business Review (ABR) there are a few prerequisites:

  1. Complete your Annual Business Analysis
  2. Compile your Financials Metrics and 4 Marketing and Sales Pillars™
  3. Review your Strategic Alignment Plan™ (if you don’t have one, you’ll create it during your ABR)

These simple tasks will help prepare you for a successful ABR session.  It’s possible to complete your ABR ahead of time, but it’s kinda like jumping into your workout with doing your movement prep or warm up.

How Long Should Your Annual Planning Last?

This differs depending on the size of the business, not just in revenue but in team members.  At Fitness Revolution we plan for a full 2 days out of the office for our Annual Business Reveiw.

If you’re familiar with our 5 Stages of A Business Owner’s Journey here’s what I’d suggest for each stage:

  • Stage 1: 2 Hours of dedicated planning time
  • Stage 2: 1/2 Day of dedicated planning time
  • Stage 3: 1 Full day of dedicated planning time
  • Stage 4: 1-2 full days of dedicated planning time
  • Stage 5: 1-2 full days of dedicated planning time

As your grow your business and start venturing into Stage 3 and beyond there’s a good chance you’ll need to bring in members of your Leadership Team to participate in your ABR.   With a coach you may be able to expedite the process a bit and get a crisp plan in place quicker, but it’s still recommended that you dedicate some time to reflect on your business without having to worry about your day to day tasks.

You’re probably thinking “Ryan, your NUTS! That’s too much time…”

This will be some of the most valuable time you spend working on your business and it’s the foundation for all the work you’re going to put in over the next 90 days and beyond.  It’s where you build your plan to hit your goals!

At first it will be difficult, almost painful to step away from the business.  It gets easier and you get better at doing it.

This is why we give you these frameworks and processes to follow, it allows you to make the most of this time without having to figure it all out on your own.

No matter the amount of time that you spend on your ABR the framework is still the same…

How To Run A Successful Annual Business Review

It’s best to start with the outcome in mind.  At the end of your ABR you want to have:

  • Your Annual Gross Revenue Goal
  • Identify Metric Goals such as New Clients, Net Clients, Operating Margin or Retention that are important for your business success
  • 2-4 key objectives for the year
  • 1-3 Quarterly Rocks that align with your annual objectives
  • An updated Strategic Alignment Plan

Step 1: Check In

During this time check in with yourself and your team, if involved, and rate your business, life and health.  This allows you to evaluate where you see yourself, good or bad, and increase your self awareness.  This works particularly well with your team or a business coach as they can get a pulse for where mindset is and where some potential issues could be in your life/business.

It’s always great to starting a positive as well.  Typically not all of these areas are going to be in dumps.  There’s a good chacne at least one great thing is going on in your life and you get to celebrate it here.

Step 2: Rock Reporting

This section of your Annual Business Review is designed to get a Done/Not Done status report on your previous Quarterly Rocks.  Remember, these were supposed to be the MOST IMPORTANT projects or benchmarks in your business for the pervious quarter.  We want to keep tabs on them and hold yourself and team accountable for getting them done.

If you follow our process for setting these SMARTR Rocks™ you’ll have a clear picture of where they stand.

Step 3: Previous To-Dos

If you had meeting to-dos or tasks that needed to be done from a previous Monthly or Quarterly Business Review check in on their status and get an update from the responsible individual.  This allows for continuity from meeting to meeting and establishes a culture of accountability.

Step 4: Strategic Alignment Plan Review

At this point you want to to either fill in your Strategic Alignment Plan or review your completed plan to ensure it is updated and accurate.  Go through step by step to evaluate your Core Values, Long Term Vision, Core Offer, Local Market Positioning, Ideal Client and check in on your yearly/quarterly goals.

If you are missing a key component or need to update one of the sections typically we would coach you to create a Rock or establish a to-do to use one of our tools to help you get it up to date.  It’s typically not a valuable use of your time to try and crowdsource the information and get it completed in this meeting.  Assign it to the responsible individual and let them take it and run.

Step 5: Set Your 1 year Goals

Now it’s time to set your targets for the coming year!  These should get you a little bit (or a lot) closer to your Long Term Vision.  You will look at your projections for Gross Revenue, evaluate your marketing plan  and create mielstones for your big projects.

This can be a tricky task the first few times.  If you have trouble this goal setting post may help you out.

Step 6: Set Your Quarterly Rocks

Now it’s time to drill down and focus on the next 90 days.  What has to happen for you to be on pace to hit your annual goals at the end of the quarter?

If you can clearly answer that question you’ll be off to a great start.

Avoid the mistake of taking on too much at this stage.  You’ll overestimate what you can get done in 90 days the first few times.  Focus on the most important items and leave the rest for later.   Heck, if you get all your Rocks done early you can always tackle more projects.

Step 7: Evaluate your Issues and Opportunities

Your SAP is a great place to keep tabs of issues and opportunities you don’t want to lose but can’t focus on right now.  Evaluate this list and prioritize the items you can solve right now that will have a big impact on your business.

This is the time to really dig in and find solutions to make these go away forver.

Step 8: Review Rocks and Goals

It’s time to wrap up your planning session!  Review your Rocks and Goals to ensure they are still accurate after completing your ABR and then get to work on putting together your SMARTR Rock Planning Sheets™.   Typically, if it’s not done before the ABR you can spend a few days planning out the steps to get your Rocks done.

What’s next?

Get to work on implementing your plan!  A great business coach can take a well prepared coaching client through this exercise in about 60 minutes, especially after they have built a good working relationship.  It does require work on both the coach and the fitness business owner’s part to make that 60 minutes effective.

Spending some time with your team or on your own going through this exercise ahead of time will make any time you have with a coach more effective.

If you have a team it’s time to head back to them and cascade the plan so they can help you hit your goals.

Need help…

It’s not easy to get through this alone.  Often times a business owner is too close the issues to really be able to step back and see the path to hitting their goals.  That’s why a coach is so valuable when creating your plans.  They challenge you to look at things differently and help you develop as a business owner.   If you’d like to see if coaching could be a good fit for you let’s give it a test run!  Apply for a complimentary coaching call today…

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[ December 14, 2017 by Fitness Revolution 0 Comments ]

A Simple System For Fitness Business Success

Many fitness business owners find themselves overworked and headed towards burnout because they don’t have a good system to help them leverage their abilities.

Or, you get stuck because you don’t know what’s next and have not yet developed the experience in your business needed to get to the next level.

In this video we talk about the keys to success in a fitness business and an innovative and unique system to will power you and your business towards your goals.

Want more from your business?  Need to implement a system like the Fitness Business Alignment System to hit your goals and simplify your business?   Schedule a complimentary coaching call here…

Complimentary Coaching Call


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[ December 12, 2017 by Fitness Revolution 0 Comments ]

Strategic Planning For Fitness Business Success

How To Be A Forward Thinking Fitness Business Owner And Develop A High Performing Fitness Business

Most fitness professionals jump into business ownership with no formal training in business.  Heck, I nearly failed the two business classes I took in college (probably because I never showed up to them…)

You can find some success with sheer willpower early on.  Grinding through the challenges and outworking or outsmarting them.  But, eventually you’re going to face bigger challenges as you grow your business.  These challenges require a more strategic approach to overcome.

A secret behind the success of many of our coaching clients is a simple tool called the Strategic Alignment Plan™.  This resource allows you to share your culture, vision and goals with your team, keep them top of mind for yourself and get everyone moving in the right direction.

We’re going to take a look at what’s behind the Strategic Alignment Plan throughout this article, but before we do let’s get a few other things out of the way.

What is Strategic Planning?

This is the business management activity that is used to set priorities, focus your energy and resources, strengthen your operations, and ensure that everyone in the organization is working together to achieve the same goals.

During your Strategic Planning sessions you’ll adjust the path of your business, reset goals, and define key objectives that must be accomplished for the business to accomplish it’s bigger vision or mission.

You’ll be able to look forward to see where the business is going and how you’ll get there, but more importantly you’ll be able to identify how you’ll know your successful.

You should be holding Strategic Planning sessions in your business once per quarter. We call them Quarterly Business Reviews, one of these being an Annual Business Review.

Why do I need a Strategic Alignment Plan?

It’s easy to get lost in the day to day of running your business and lose sight of your bigger picture objectives. Having a simple resources to align your vision, culture, goals and plans is key to maintaining continuity between your planning sessions.

This also helps you refresh and recenter when you get a little off track. Often times as a business owner you’ll find yourself chasing the next shiny object in front of you. It’s times like these that a quick review of your Strategic Alignment Plan can help you evaluate if that shiny object is pulling you closer to your goals or further way.

This tool also helps you share your vision, culture, goals and plans with your team. They can clearly see where you want the business to go and the impact they can have on your business in their day to day operations. Too many business owners assume their team and employees know why what they are doing is important. If you don’t tell them and show them, they won’t.

The Strategic Alignment Plan

The Strategic Alignment Plan was created to support implementation of the Fitness Business Alignment System™.  It’s composed of 5 Alignment Principles™ that are required to be in place for any business that wants to be a High Performing Business.   

These Alignment Principles are:

  • Culture
  • Communication
  • Goals and Metrics
  • Systems
  • Strategy

Here’s a look at each section of the Strategic Alignment Plan…

NOTE: From here on out the Strategic Alignment Plan will be referred to as the SAP.

Core Values

At the very top of your SAP are the Core Values of your business.  These values will drive the decisions you make in your business, the people you hire and how you interact with clients.  Placing them at the top of your SAP ensures you review them each quarter during your Quarterly Business Review.  

Another side benefit, assuming you share your SAP with your team, is that it keeps your Core Values front and center for everyone.  This ensures they are living in the day to day operations of your business.

Long Term Vision

Your Long Term Vision is the statement that reflects where you are going. Your statement can be reflective of anywhere from 3 to 30 years. Most are between 5 and 10.

It’s important to know that developing your Long Term Vision is a process, not a single event. You’re not looking for perfect; you’re looking for the first version. Complete the following exercise to help generate your Long Term Vision.

Your Long Term Vision will shift overtime. It’s a constantly moving target, like the horizon. It’s not critical you get it perfect, but it should serve as a compass for you to determine your shorter term goals.

Core Offer

Your Core Offer is the service that you are going to build your business around. It’s the one that you would want all of your clients to end up in if you had that choice, and it’s the one that you should be known for.

Your Marketing Strategy will be built around this, so it’s critical to stay focused on what drives your business revenue.

Local Market Positioning

Your Local Market Positioning and Differentiators are the answer to the question, “Why should a customer choose your business over someone else’s?”

Local Market Positioning consists of two parts: Market Differentiators and Positioning Statement. These are both clearly display on the SAP to guide your overall Marketing Strategy.

Ideal Client

Your Ideal Client is the prototype of the individuals that you could build your entire business around. This isn’t your favorite client but instead is a set of characteristics that we’re going to turn into a fictitious person.

You’ll even give that person a name. If your ideal client is Roger, then Roger should be the type of client who, if you could find people just like him, would fill your entire Core Offer and support a high-performing business.

Avoid thinking about specific clients you have now so you don’t get stuck on them. Your ideal client will probably be a blend of several really good clients.

1 Year Goals

It’s time to zoom in and start thinking about what you need to accomplish in the next for you to be happy with your business growth.  The annual goals you set for your business should help you move one step closer to your Long Term Vision.   

Typically, in this section you’ll find that you need to identify 2-4 objectives to accomplish in your business, clearly defined goals for each of your 4 Sales & Marketing Pillars and your 4 KPIs.

The 4 Sales & Marketing Pillars are:

  • Leads
  • Front End Offers
  • New Core Offer Clients
  • Retention Rate

The KPIs are:

  • Operating Margin
  • Autopay to Expense Ratio
  • Core Offer Conversion Rate
  • Core Offer Growth Rate

These give you clear target to aim at for the year.

Quarterly Rocks

Now that you know what needs to happen in the next year we have to zoom in one more time to focus on what you should accomplish in the next 90 days to keep you track.

Rocks are the big projects or initiatives in your business. Outside of the day to day activities required to run your business these are your top priorities.
Set 2-4 Rocks per Quarter for your business and aggressively attack them!

Quarterly Goals

Again, you’ll need to drill down into your annual goals and determine what needs to happen in the next 90 day for you to be on track to reach them.

You’ll determine what your 4 Marketing and Sales Pillars and KPIs need to be for the upcoming quarter and list them in this section.

Issues/Opportunities List

There’s always going to be more issues to handle and opportunities to assess than you can tackle in a given quarter, and possibly year. Instead of trying to keep tabs on them in your head drop them onto this list on your SAP so that you can spend your energy working on your quarterly Rocks and goals.

This is a running list that you can reevaluate at each planning session.

How To Get Started With Your Own Strategic Alignment Plan

I’ve yet to meet a business owner who knocks it out of the park in their first run through of creating an SAP. It takes practice and time to develop the skills and understanding needed to have a really good SAP.

The key to success is just getting started. Go through our blog posts, videos and articles to develop each section. We’ve covered them in depth here on this site.

Or, you can jump into Fitness Business Mastery when we release it in a few days 🙂

The fastest path to getting your SAP created is jumping into a coaching program and using our tools and coaching to build it out with you.

No matter what you choose, I urge you to get started and begin using your SAP in your strategic planning sessions right away.

If you want some help complete the application below and schedule a FREE call with us…

Coaching Call Application

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[ December 7, 2017 by Fitness Revolution 1 Comment ]

Assessing Your Fitness Business Performance

Before you begin planning your next moves or setting your goals for your fitness business it’s important that you evaluate your current performance.

Learn how to assess and evaluate your business. This is a part of our Fitness Business Mastery Curriculum inside the Academy.

If you’d like access to the tools and resources for just $1 click the button below…



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[ December 4, 2017 by Fitness Revolution 0 Comments ]

Your Annual Fitness Business Analysis

Evaluating Your Fitness Business Performance And Planning Your Next Steps

Success in business doesn’t happen by accident!  There’s a lot of hard work and planning that goes on behind the scenes of every successful business, no matter the stage you are in on your business journey.  That all starts with a Fitness Business Assessment.

When you’re caught up in the day to day running of your business, focused on just getting stuff done it’s easy to let planning slip by the wayside.  Who has an extra hour or two, let alone an entire day to set aside for planning out your next moves?

That thought process is exactly what keeps many fitness business owners stuck in the same old routine, getting the same old results.

At the end of each year and quarter you’ll want to block off a day to sit down, reflect on the past 3 to 12 months and begin planning your next steps.   If a day is too much to manage right now, give yourself at least 2 hours.

Trust me, this time you spend planning will be a worthwhile investment.  

Disclaimer: Your first planning session will be difficult.  There’s a good chance you’ll fumble through it.  Strategic Planning is a skill that must be developed, stick with the process.  

Our coaching clients find that having a Success Coach go through your planning with you makes things a lot easier.  It’s great to have an outside, expert perspective to help you.  

Want some help with this? Schedule a free coaching call today.

Prior to your Annual Business Review (the planning day), you’ll want to complete an assessment of your business.  This is a great exercise to go through with yourself, and your team if applicable, a few days prior to your planning session.  

Now, let’s get into the nuts of bolts of your Annual Business Analysis…

Assessing The Last 12 Months

It’s important that you look back at both the wins and losses in your business over the past 12 months.  Celebrate what went well and learn from what didn’t.

In your Annual Business Analysis ask yourself the following questions:

  1. What has gone well in the business in the past year?  
  2. What didn’t go well in the past year?
  3. What has gotten clearer to you about where you see your business in 3-5 years?

Departmental Reviews

After you have evaluated the overall performance of the business and areas for improvement you’ll want to zoom in and take a look at a few key areas of the business.  Each will be rated on a 1-5 scale and have a few clarifying questions to help you discover any blind spots in your game.


Which best describes your feelings on your business’s financial performance?

  1. I am unsure of how our business is doing financially
  2. I’m not happy with how our business is doing financially
  3. I’m okay with how our business is doing financially
  4. I’m happy with how our business is doing financially
  5. We’re doing well financially, and we are tracking all the numbers to prove it

After your rating answer the following:

  • What do you think is needed to make this a 5?
  • Do you review your financials monthly?
  • Do you have a budget in place?
  • Do you know how well your expenses compare to other similar businesses in our industry?

Marketing & Sales

Which best describes your feelings on your marketing and sales performance?

  1. I’m unsure of how our marketing and sales performance is doing.
  2. I’m not happy with our marketing and sales performance
  3. I’m okay with our marketing and sales performance
  4. I’m happy with our marketing and sales performance
  5. Our marketing and sales performance is strong, and we are tracking the numbers to prove it.

After your rating answer the following:

  • What do you think is needed to make this a 5?
  • Are your Local Market Positioning Statement and Differentiators clear and in use in all of your marketing?
  • Are you tracking all incoming leads?
  • Do you have a marketing calendar in place and followed in each quarter?
  • Do you know your ROI on leads from various lead sources?
  • Do you have a follow up process with leads that is used every time?
  • Are you consistently meeting your sales goals each month/quarter?


Which best describes your feelings on your product and service quality?

  1. I’m unsure of our product and service quality.
  2. I’m not happy with our product and service quality.
  3. I’m okay with our product and service quality.
  4. I’m happy with our product and service quality.
  5. Our deliverables are high quality, our customers are very happy and we’re tracking the numbers to prove it.

After your rating answer the following:

  • What do you think is needed to make this a 5?
  • Are you clear on what your Core Offer is?
  • Do you have a process in place that measures and ensures your customers are consistently receiving high quality service?
  • Do you have a process in place that collects feedback from customers?


On a scale of 1-5 how would you rate your effectiveness as a manager?

  1. Not effective at all
  2. Rarely effective
  3. Average
  4. Above Average
  5. Very Good

After your ratings answer the following:

  • What do you think is needed to make this a 5?
  • Do you have regular and effective communication with your staff?
  • Do you and everyone on your staff regularly set and meet goals for themselves?
  • Do you measure the performance of everyone on your staff?
  • Do you have systems in place for hiring, training, performance improvement and staff exits?

What’s next…

After reviewing those specific areas of your business you’ll have a great idea of what is needed for you to take your business to the next level and meet your upcoming goals.

Get crystal clear by answering the following:

  • In order for the next year to be successful, list 2-4 objectives you need to accomplish and 2-4 metric goals you need to hit.
  • What areas do you need help in to meet these objectives and goals?

Next week we’ll take a deeper dive into the actual Annual Business Review and how to plan for a successful year.

If you’d like to get a bit of help going through this business analysis and talk to a coach to help you figure out what you need to do for you to have the best year ever apply for a FREE coaching call below…


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[ November 30, 2017 by Fitness Revolution 0 Comments ]

How getting involved in charity can grow your fitness business

Josh “JB” Bowen, 2018 Personal Fitness Professional Personal Trainer of the Year has overcome a lot in his career and life.

Over the past 14 years JB has went from trainer at a big box gym to high level executive almost overnight. That led to him facing dozens of new challenges he didn’t have the knowledge or experience to figure out, but he pushed through and got it done.  After hiring over 1,000 employees and developing a training program to enhance the level of training across a big box franchise life threw him another challenge.

The company was bought out and now he had to make a choice…

Join this new company that didn’t fit his values, but make A LOT of money…

..or he could leave it all behind to go out on his own.

Josh took the hard road and went out on his own.  Now he’s running a thriving Fitness Studio in Lexington, KY that has contributed over $100,000 to charity.  Learn how JB developed this resiliency and followed his passion to develop a business he loves.

You can follow Josh here:
Aspire Fitness Kentucky-

Click Here to check out Josh’s books and support their causes. 

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[ November 27, 2017 by Fitness Revolution 1 Comment ]

The Journey Of A Fitness Business Owner

The Skills You Need To Go From Struggling Start-Up To High Performing Entrepreneur

One of the scariest parts of being a business owner is the unknown.  There’s nothing guaranteed when you make the courageous, often times scary leap to running your own fitness business.  

Do you ever find yourself wondering what’s next in your journey as a fitness business owner?

What should I be focused on?

What should my business look like?

What should I focus on to get to the next stage of my business?

You’re not alone!  After working with hundreds of fitness businesses we laid out what your business will look like at each stage, the challenges you are going to face, common reasons for failure and what success looks like, including the skills you need to develop at each stage to prepare for what’s next.

The Business Owner’s Journey

We’re going to take a deep dive into each of the 5 Stages through this article, but first let’s do a quick overview of each.

You may find it valuable to read through each of the stages, or if you’d rather skip right to the stage you are in now and figure out how to get to the next stage of your journey that’s cool too.  This article is a lot like a choose your own adventure. Read it and use it however you see fit to help you.

Stage 1: Sell, Sell, Sell

Facility Type/Space:  Independent Contractor

Gross Revenue (monthly):  $0-$2,000

Major Earnings Benchmark: Make enough to pay the bills

Values: Being a great technician

Stage 2: Marketing Machine

Facility Type/Space:  Independent Contractor

Gross Revenue (monthly):  $2,000-$12,000

Major Earnings Benchmark: Income is 50% of revenue, paid on a regular basis

Values:  Going from technician to marketing and sales

Stage 3: System-wise

Facility Type/Space:  Leased space

Gross Revenue (monthly):  $10,000-$25,000

Major Earnings Benchmark: Income is 30-45% of the revenue, start earning market based wage

Values:  Going from marketing/sales to business

Stage 4: Manager-Leader

Facility Type/Space:  Leased space

Gross Revenue (monthly):  $25,000-$50,000

Major Earnings Benchmark: Six figure icome 

Values: Going from creating results to getting results through others

Stage 5: Entrepreneur

Facility Type/Space:  Leased space or property ownership as investment

Gross Revenue (monthly):  $50,000+

Major Earnings Benchmark: >50% income from profits, working less and making more, getting paid your highest dollar per hour amount 

Values: Opportunity, balance, family, experience, retirement

Take an honest assessment of where you are and let’s dive in and look at what each stage looks like and how to get from one to the next.

Stage 1: Sell, Sell, Sell

When you are first getting started one of the most valuable skills you can develop is sales, outside of being a great trainer/coach…of course.

You won’t last long in this industry if you can’t get people to pay you for your services. Many fitness business owners are forced out of business quickly because they never learn to sell their services.  It’s an easily avoidable fate.

The Challenges

At this point you’re asking questions like:

  • What should I be doing each day? 
  • Who do I listen to?
  • I need clients…where are they?

These questions along with overcoming your internal fears about sales will need to be addressed as you continue to grow your business.  As you gain new clients you’ll also build your credibility.  

Common Causes of Failure

If you never learn to sell it will be impossible to stay in business.  Not developing sales skills and utilizing a system that will get you predictable results will leave you clientless and penniless.  

This is a stage where you are most vulnerable to bad advice.  You are working diligently to make your business work and open to taking advice or coaching from just about anyone.  This advice could be detrimental to your growth.

A bad lease at any stage can put the strain on a business, but when you’re just starting out and trying to generate (and keep) as much revenue as you it can put you out of business.   

Many times Word of Mouth marketing drives a Stage 1 business, if that doesn’t take off because your clients aren’t willing to talk about you or you can’t deliver results worthy of referrals it’s going to be a long, tough uphill battle.

What Does Success Look Like?

You’ll know you’re having success in this stage when you have happy clients and you’re seeing steady, continuous growth.  

This success is built on the foundation of you acquiring the proper credentials to deliver training services and have a big focus on getting better at delivering results.

To support your growth you’ll need a polished and consistent sales process in place that allows you to hit your daily and weekly goals.   

Congratulations if you can check off all these boxes…


What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you:

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

Understanding the value of a business coach at this stage will give you a distinct advantage!  They will help you implement systems faster, avoid the mistakes that put many fitness businesses out of business and get results quickly.  

By having a coach early you will build a solid foundation for your future success.   

Key Performance Indicators

With sales being the biggest factor to success in Stage 1 your KPIs are tied directly to your ability to add new clients.  Focus on New Core Offer (new clients) and New Front End Offers (trials, etc) during this stage.  

The faster you can bring in new clients the quicker you’ll be able to move to the next stage.

Stage 2: Marketing Machine

Congratulations!  If you’re in Stage 2 you’ve got your business off the ground and are making a bit of money.  Many fitness pros never get to this stage, you should be proud of yourself.

But, there’s more work to do…

In Stage 2 you’re going to need to ramp up your marketing.  It’s critical that you develop a plan to attract and acquire new potential clients for your business.   By learning how to predictably bring in new leads you will be able to support your business through the future growth stages.  

Without the ability to market you will be vulnerable.  

The Challenges

You’re getting busier now and there’s a good chance that you’ve said ‘yes’ to every opportunity that came your way to get to this point.  That’s going to be a risk for you.  You’ll have to learn to assess the right opportunities so that you have a focused plan for growth and aren’t chasing the idea of ‘busy for busy’s sake’.

You’re now more comfortable selling, but are starting to wonder how this whole trading dollars for time thing is going to work for you in the future.  There’s a good chance you’re starting to ask the question “how much should I be charging”.

It’s easy to be a victim of your own success in this stage.  If you continue to sell it means you’ll have more clients to train.  That’s great, but if you are spending all your time training you can’t sell any more.  Your revenue growth stops!  

Marketing can be tricky, especially in a competitive industry like fitness.  You’ll need to hone in on your target market and learn how to create a plan that gets you in front of the right people.  Spreading your message and attracting more leads is crucial if you want to grow.  

There’s a good chance you’d train people for free, because you love it.  But, that’s not a great business model… A huge challenge for many fitness pros as they go through this stage in their journey is overcoming their own issues with money, self worth and fear of success.   

You are great at what you do!  If you earn it, you deserve success.

Common Causes of Failure

As you grow and move through the stages of your journey the risks become greater.  They continue to evolve with you and your business.  If you know what trips up many business owners you can take the steps to avoid the causes of failure

In Stage 2 common causes are:

What Does Success Look Like?

Success in Stage 2 is all about being able to control your marketing.  You must be able to bring in new leads when you need them, be consistent with your marketing activities and these activities allowing you to hit your quarterly goals.

As you grow and time becomes an issue it’s also key that you bring on your first new hire for your business, likely an administrative assistant to help with some of the office work tasks that are keeping you from revenue producing activities.

A successful Stage 2 business owner will also begin manage their time and priorities well.  They have a system in place and structure to create time in their day instead of hoping they can make time.

What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you:

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

These require a bit of explaining…

The community that you’ll find the most support in is a network of your peers.  You want to find a group of fitness business owners who have been or are going through the same journey you’re on.  This allows you to feel connected and eliminate the feeling that you’re the only one experiencing the challenges and problems that arise in your business.

A community of your peers can lift you up and provide you support when you need it most.  

It’s also critical that you seek out and attend skill development workshops and mentorship programs.  These can be in person or online programs that are focused on helping you develop specific skills and competencies needed to move forward in your business.  

Key Performance Indicators

We’ll take a small shift in Stage 2 and start looking at the front end of your marketing funnel when evaluating performance metrics in your business.  

In Stage 2 you should be tracking and reviewing:

  • New Leads
  • Core Offer Conversion Rate (Lead to New Client)
  • Expenses

Stage 3: Systems-wise

Things have really taken off for you!  It may have taken you 12 months to get to this stage in your journey or several years.  No matter the time it took, you’re here now and have proven that you want to create a successful, High Performing business.  

This is a pivotal stage for most fitness business owners.  It’s where you have to begin thinking of your business as an actual business!  You have to replicate the results you can get yourself through systems and structure.

The Challenges

In Stage 3 you’re going to be thinking…

  • Not all of my customers are awesome…
  • Is this the best use of my time?
  • How can I get other people to do this well?
  • I need a break!
  • What’s important?  What are my priorities?
  • How am I doing?

Things are going well in the business at this stage but you’re realizing not all opportunities are created equal and it’s quickly becoming evident that you’re going to have to develop a new set of competencies.

It’s critical that you begin to make the mindset shift from being a great trainer who can market and sell to a great business owner.

Common Causes of Failure

As you grow and move through the stages in your journey the risks become greater.  They continue to evolve with you and your business.  If you know what trips up many business owners you can take the steps to avoid the causes of failure.

In Stage 3 common causes are:

  • You stop marketing because you are too busy
  • You stay in this stage too long and never progress
  • Open another location too quickly
  • Hire reactively (too fast), fire too slow
  • Disorganization/lack of priorities
  • Burn out
  • Can’t adapt to the business to shifts in the market
  • Thinking a system is a checklist
  • Bring on a partner or realize a current partnership is bad

What Does Success Look Like?

This stage is often the toughest for a fitness business owner to go through because what is required for success may not come naturally.  

When you’re in this Stage look for the signs of progress and success by recognizing the following:

You can see there is a lot that goes into success in Stage 3.  There’s a reason many never make it out of this stage and it’s often the stage that sends good people packing in our industry.

This is where the hard work starts for your business.  But, if you can get through this you’ll have a solid foundation for growth and an ability to scale your business.

What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you: