Latest / Gym Business Coach Podcast / 5 Things You're Doing To Sabotage Your Business Right Now

Transcript

5 Things You're Doing To Sabotage Your Business Right Now · Gym Business Coach Podcast

• 0:10
  [SPEAKER_00]: Podcast delivering the knowledge in all things, fitness, business.
• 0:16
  [SPEAKER_00]: We'll be health gemrollers, win, hear your hosts, thin lions, and Randy Axton.
• 0:27
  [SPEAKER_01]: Oh, right, welcome back to the Goats Girl Podcast.
• 0:29
  [SPEAKER_01]: My host, Tim Lines, join again in studio by Randy Inc., and what's up buddy?
• 0:32
  [SPEAKER_01]: How are we doing?
• 0:33
  [SPEAKER_01]: That's one of my favorite shirts right there for the Iron Circle Man.
• 0:36
  [SPEAKER_02]: That's why I wore it.
• 0:36
  [SPEAKER_02]: I heard it was your favorite.
• 0:37
  [SPEAKER_01]: Yeah.
• 0:39
  [SPEAKER_01]: Yeah.
• 0:40
  [SPEAKER_01]: It's a good one man.
• 0:41
  [SPEAKER_01]: That was from our Iron Circle experience in North Carolina where
• 0:46
  [SPEAKER_01]: Oh, black beard, the pirate used to roam.
• 0:49
  [SPEAKER_01]: What a cool story though.
• 0:50
  [SPEAKER_01]: Cool story.
• 0:52
  [SPEAKER_01]: Special announcement guys.
• 0:54
  [SPEAKER_01]: I did release this on social media last week.
• 0:57
  [SPEAKER_01]: Our guest speakers for our next upcoming Las Vegas Iron Circle experience in October.
• 1:03
  [SPEAKER_01]: And if you guys have any interest in the iron circle, get in now because you're going to get a chance to hang out for a full day with Stephen Kotler, who is a neuroscientist.
• 1:14
  [SPEAKER_01]: He's a Nobel Peace Prize, like Pulitzer Prize, a nominee.
• 1:18
  [SPEAKER_01]: He studies the brain and what and how to get into peak performance.
• 1:23
  [SPEAKER_02]: Yeah.
• 1:24
  [SPEAKER_01]: That's our first guest.
• 1:24
  [SPEAKER_01]: Our second guest is the founder of ClickFunnels Russell Brunson marketing magician, the, you know, the playbook writer for just about every gyms marketing that they're doing right now.
• 1:38
  [SPEAKER_01]: And
• 1:39
  [SPEAKER_01]: We're excited to have him as well as a second guest speaker on Saturday.
• 1:43
  [SPEAKER_01]: So big double bonus for everybody coming out.
• 1:45
  [SPEAKER_01]: It's a massive event.
• 1:47
  [SPEAKER_01]: It's huge.
• 1:48
  [SPEAKER_01]: Yeah.
• 1:48
  [SPEAKER_01]: It's, you know, changing the game.
• 1:51
  [SPEAKER_01]: We're pushing the gas.
• 1:52
  [SPEAKER_01]: I, you know, when it comes to iron circle, it's what I want.
• 1:58
  [SPEAKER_01]: Yep.
• 1:58
  [SPEAKER_01]: It's what I would want it.
• 1:59
  [SPEAKER_01]: You know, what if I was a gym owner.
• 2:01
  [SPEAKER_01]: So that's the way I think about everything.
• 2:04
  [SPEAKER_01]: How, how, like,
• 2:06
  [SPEAKER_01]: If I'm a gym owner and I'm paying to be in a mastermind, I want X, Y, and Z. I want the best information.
• 2:12
  [SPEAKER_01]: I want the best players.
• 2:14
  [SPEAKER_01]: I want a line in the sand to get in there.
• 2:17
  [SPEAKER_01]: I want, you know, big thinkers, things that guys are doing other things and I want to be in that room.
• 2:21
  [SPEAKER_01]: Yeah.
• 2:22
  [SPEAKER_02]: And we go right to the top.
• 2:23
  [SPEAKER_02]: You know, there's value in that right.
• 2:25
  [SPEAKER_02]: We always talk about proximity.
• 2:27
  [SPEAKER_02]: We got Russell Brunton himself.
• 2:29
  [SPEAKER_02]: Yes.
• 2:29
  [SPEAKER_02]: That's what he teaches marketing concepts.
• 2:31
  [SPEAKER_02]: We've got Stephen Kotler himself, not somebody who teaches a flow state and you know those things.
• 2:35
  [SPEAKER_02]: They're the guys.
• 2:37
  [SPEAKER_02]: They wrote the book.
• 2:38
  [SPEAKER_02]: We're going to hear directly from them.
• 2:39
  [SPEAKER_01]: Yeah.
• 2:39
  [SPEAKER_01]: Yeah, proximity.
• 2:42
  [SPEAKER_01]: I don't circle that net if you have interest in an iron circle, we do have some openings not for long though after the growth summit, some things are changing.
• 2:50
  [SPEAKER_01]: So get in now.
• 2:51
  [SPEAKER_01]: All right, let's get into this topic.
• 2:52
  [SPEAKER_01]: There's five things that we see all the time that Jim owners are doing to sabotage their growth.
• 2:58
  [SPEAKER_01]: And we're going to get into them on this show.
• 3:01
  [SPEAKER_01]: Let's just get into them.
• 3:01
  [SPEAKER_02]: There's diving.
• 3:02
  [SPEAKER_01]: Number one.
• 3:04
  [SPEAKER_01]: Always and consistently chasing leads versus trying to keep their clients in the gym, right?
• 3:12
  [SPEAKER_01]: It's that old saying, you know, three times, five times, ten times cheaper to keep a client in your gym than chase an acquire a new client over time.
• 3:23
  [SPEAKER_01]: And with rising marketing costs constantly, this is not going to change.
• 3:29
  [SPEAKER_02]: competition never slows down, you know, there's a million reasons why acquiring a new client just gets more difficult.
• 3:35
  [SPEAKER_01]: Yes.
• 3:35
  [SPEAKER_02]: It's time goes on, sure.
• 3:36
  [SPEAKER_01]: And, you know, and do I believe that new leads are the lifeblood of any gym, of course, so it's cash.
• 3:44
  [SPEAKER_01]: Cash is what you're collecting in your gym from your current members.
• 3:48
  [SPEAKER_01]: And so speaking of North Carolina, we just had Joey Coleman out here, you know, the eighth, never lose a customer again.
• 3:54
  [SPEAKER_01]: And on the cover of that book, it's got a little red balloon that's floating away.
• 3:59
  [SPEAKER_01]: And he told us what that means.
• 4:01
  [SPEAKER_01]: It's like that's what typically happens with customers in any business.
• 4:04
  [SPEAKER_01]: They just quietly float away and you don't hear much.
• 4:08
  [SPEAKER_01]: And I would argue that's probably about as accurate as it gets.
• 4:10
  [SPEAKER_01]: You don't hear much until it's too late.
• 4:12
  [SPEAKER_01]: You know, that soft cancel that freeze it.
• 4:14
  [SPEAKER_01]: That freeze.
• 4:15
  [SPEAKER_01]: It never comes back or or the, you know, financial, which really isn't or whatever it is.
• 4:21
  [SPEAKER_01]: It's the lack of usage.
• 4:23
  [SPEAKER_01]: It's silently disappearing and you've got to constantly replace replace replace.
• 4:27
  [SPEAKER_01]: And while I believe there's going to be nearly if not impossible to keep your Trishon at zero for a long term, you could do it over short terms.
• 4:36
  [SPEAKER_01]: You've got the more members that you have, the bigger your business, the more clients you're going to have to replace, just a law of percentage of nutrition.
• 4:45
  [SPEAKER_01]: But if you were to turn your budget that you spend on marketing and you kind of turn it inward and let's take some of that budget or a new budget and let's try to keep your clients longer by celebrating victories
• 5:01
  [SPEAKER_01]: by onboarding them correctly, by holding their hand when they need the most.
• 5:07
  [SPEAKER_01]: All of those things are in the book, by the way.
• 5:10
  [SPEAKER_01]: And we did the whole, we put all the things up in this other room here, me, Julie, and Desak, and we just knocked out all of our things.
• 5:21
  [SPEAKER_01]: All of our stages are affirm.
• 5:24
  [SPEAKER_01]: All these things that
• 5:26
  [SPEAKER_01]: The customer goes through from the buying cycle to the buyer's remorse to the need for community and all the things in between.
• 5:34
  [SPEAKER_01]: And we realize really quickly, we're missing huge chunks of this in most every gym is.
• 5:39
  [SPEAKER_01]: Most every gym is so front and focus the first three phases all the way to their first appointment that everything after that kind of falls off because in your head you're like, well, this person's a great member.
• 5:50
  [SPEAKER_01]: They've been here for five years.
• 5:52
  [SPEAKER_01]: What do I need to worry about them for?
• 5:54
  [SPEAKER_01]: Well, I'd argue that there's a people you should probably worry about the most.
• 5:57
  [SPEAKER_01]: They've been in the most, right?
• 5:59
  [SPEAKER_01]: And it's just, it's just counterintuitive for most gyms.
• 6:03
  [SPEAKER_02]: And you could see it, it retrospectively in like the marketing to gym owners, right?
• 6:09
  [SPEAKER_02]: There's a million agencies trying to teach you how to get another lead.
• 6:13
  [SPEAKER_02]: There's almost nobody talking about how to keep people in your business.
• 6:16
  [SPEAKER_01]: Well, that's what Joe.
• 6:16
  [SPEAKER_01]: Yeah.
• 6:17
  [SPEAKER_01]: Well, Joey Coleman's first slide was like, there's twelve million books on sales and marketing and like a thousand on retention and customer experience.
• 6:27
  [SPEAKER_01]: You know, it's so smart by him.
• 6:31
  [SPEAKER_01]: And we're excited.
• 6:32
  [SPEAKER_01]: Actually, we're going to have him again.
• 6:35
  [SPEAKER_01]: Yeah, we're going to have him again for one of our other events.
• 6:37
  [SPEAKER_01]: So, so that's, let's mistake number one.
• 6:39
  [SPEAKER_01]: Let's, let's focus in word.
• 6:41
  [SPEAKER_01]: Let's keep your clients happy.
• 6:42
  [SPEAKER_01]: All right.
• 6:43
  [SPEAKER_01]: Mistake number two.
• 6:44
  [SPEAKER_01]: We see this.
• 6:45
  [SPEAKER_01]: It's not as common selling sessions versus the result.
• 6:49
  [SPEAKER_01]: We do still see this.
• 6:50
  [SPEAKER_01]: There's, there's a couple of gems.
• 6:51
  [SPEAKER_01]: Maybe a little bit older school that would rather or it's easier to sell ten packs, fifteen packs of sessions.
• 7:00
  [SPEAKER_01]: And, you know, maybe they have a basic membership there as well.
• 7:04
  [SPEAKER_01]: And let's be honest, if you're talking to a member or a client or a prospect that comes in and they have this weight loss goal, how can you say or ever really guarantee that they're going to hit the result in ten sessions?
• 7:17
  [SPEAKER_01]: And they have to sell them again.
• 7:19
  [SPEAKER_01]: You need to sell them up first off a lifestyle.
• 7:22
  [SPEAKER_01]: Yeah.
• 7:24
  [SPEAKER_01]: We, everybody listening onto the show right now.
• 7:27
  [SPEAKER_01]: Fitness is a lifestyle for you.
• 7:29
  [SPEAKER_01]: It's part of your daily routine.
• 7:31
  [SPEAKER_01]: I was up this morning in the gym, right?
• 7:34
  [SPEAKER_01]: Every single day you're in the gym.
• 7:35
  [SPEAKER_01]: You're doing your thing.
• 7:36
  [SPEAKER_01]: It's not hard for you.
• 7:39
  [SPEAKER_01]: but we for some reason sell the session packs because it's maybe it feels good to get three grand up front or something like that, but it's just not real.
• 7:49
  [SPEAKER_01]: It's not the service.
• 7:53
  [SPEAKER_01]: Is that the productized service that the client really needs?
• 7:56
  [SPEAKER_02]: Great way of putting it.
• 7:56
  [SPEAKER_02]: And I think to your point, I think most of the gym owners I speak to that are doing that.
• 8:02
  [SPEAKER_02]: Stay doing that because that's what they've done, right?
• 8:05
  [SPEAKER_02]: They know that they should probably be doing it differently, but they've always sold sessions.
• 8:09
  [SPEAKER_02]: They don't know how to have that conversation with their clients.
• 8:11
  [SPEAKER_02]: They don't know how to make the transition in their business to selling time.
• 8:17
  [SPEAKER_02]: The result lifestyle, those types of things.
• 8:19
  [SPEAKER_02]: So they just gravitate back towards what they know.
• 8:22
  [SPEAKER_02]: you know, Jim owners like you guys listening if this is you this is your opportunity right everyone else is going this direction because this is there's way more strength and power and I mean could you imagine being able to look at the rest of your year and have a somewhat an understanding of the projections of your numbers and things like that because you're selling
• 8:41
  [SPEAKER_02]: whether it be weekly memberships, monthly memberships, but you're selling the time that the person's paying for, not just the session pack.
• 8:48
  [SPEAKER_01]: Number of sessions.
• 8:49
  [SPEAKER_02]: I mean, and think about it, right?
• 8:50
  [SPEAKER_02]: Jim owners, the sale is it has to take place, but nobody enjoys like having to go have that sales consultation to first somebody who's been in the business, you know, you get to sell another pack of sessions.
• 9:00
  [SPEAKER_01]: Yeah, and just like you're getting great at it at the end of that.
• 9:03
  [SPEAKER_01]: As well, it's time to renew your sessions.
• 9:05
  [SPEAKER_01]: Are you going to renew?
• 9:06
  [SPEAKER_01]: And it's like when the, uh, it's like when the breeze that spins that iPad around is going to ask you a couple questions.
• 9:12
  [SPEAKER_01]: That's the tip.
• 9:14
  [SPEAKER_01]: How awkward is that?
• 9:15
  [SPEAKER_01]: Yeah, well, it's just gonna ask you a few questions before they spin and I go like, what the tip of you?
• 9:23
  [SPEAKER_01]: Well, yeah, it's just all the table here, yeah.
• 9:25
  [SPEAKER_01]: Man, you know, it is what it is.
• 9:27
  [SPEAKER_01]: I would say this.
• 9:29
  [SPEAKER_01]: If you're selling sessions right now, I would love for you to go look at those.
• 9:34
  [SPEAKER_01]: ten packer is it's called twenty packs how long does it take them to actually do the twenty sessions is it six months because they're doing three sessions a month or something or seven months and that's the part of the problem right when we know shown up in in consistency leads to retention when we know you know clients at risk when they're not coming in enough times each month all that stuff is
• 9:56
  [SPEAKER_02]: It's writing on the wall.
• 9:58
  [SPEAKER_02]: What are you doing to mitigate some of that stuff as your model, right?
• 10:03
  [SPEAKER_02]: Like you have the choice to make these changes in your business so that you don't have the variable stress, right?
• 10:10
  [SPEAKER_02]: Like think about that.
• 10:10
  [SPEAKER_02]: I mean, if you had to resell everybody in your business every month.
• 10:15
  [SPEAKER_01]: And you have no idea where your business really is.
• 10:18
  [SPEAKER_01]: You don't know the health of your business.
• 10:19
  [SPEAKER_01]: Working with a gym on a recently that that sold sessions and in his CRM or in his membership management database is software.
• 10:27
  [SPEAKER_01]: He had like eight hundred clients.
• 10:29
  [SPEAKER_01]: I'm like, holy smokes.
• 10:30
  [SPEAKER_01]: You got to enter in training class.
• 10:32
  [SPEAKER_01]: Well, it's not really accurate because a lot of these guys aren't sessions and, you know, some of the, you know, if they don't have, if they still have unused sessions, they're still kind of on as a client.
• 10:41
  [SPEAKER_01]: As a client, and then seeing this guy in five years, I'm like, well, let's, let's really look.
• 10:46
  [SPEAKER_01]: That's why I really focus on the delta race.
• 10:48
  [SPEAKER_01]: Recurring revenue.
• 10:49
  [SPEAKER_01]: It's that, it's that monthly recurring revenue.
• 10:52
  [SPEAKER_01]: And honestly, I believe a recurring revenue model is much easier to sell to the consumer than twenty sessions for whatever eighty bucks a set.
• 11:03
  [SPEAKER_01]: I don't know, a sixteen hundred bucks or whatever.
• 11:05
  [SPEAKER_01]: It's nine bucks a week.
• 11:07
  [SPEAKER_01]: Yeah.
• 11:08
  [SPEAKER_01]: And then they're there for four years.
• 11:10
  [SPEAKER_01]: You know what I mean?
• 11:10
  [SPEAKER_01]: It's the totally different thing.
• 11:11
  [SPEAKER_01]: All right.
• 11:12
  [SPEAKER_01]: Mistake number three.
• 11:13
  [SPEAKER_01]: Let's get into it.
• 11:14
  [SPEAKER_01]: Doing everything yourself.
• 11:16
  [SPEAKER_01]: Okay.
• 11:18
  [SPEAKER_01]: This is going to not just be specific to gym owners.
• 11:21
  [SPEAKER_01]: This is all business owners, not all, but like think about the alpha style, get it done, focus, gym owner entrepreneur guy or girl.
• 11:31
  [SPEAKER_01]: Well, it's a lot easier sometimes for you just to do the thing, then stop, teach somebody to do it, look over the shoulder, catch them mistakes, and then you just like, maybe you tried that, and then they keep making mistakes.
• 11:44
  [SPEAKER_01]: You just give it up and take it back.
• 11:46
  [SPEAKER_01]: I know I do that all the time.
• 11:48
  [SPEAKER_01]: I've done it all the time and it's just like, it's because we move so fast.
• 11:53
  [SPEAKER_01]: And it's a, I don't know, what is it?
• 11:56
  [SPEAKER_01]: It's a curse.
• 11:56
  [SPEAKER_01]: It's a blessing and a curse.
• 11:57
  [SPEAKER_01]: You're moving fast.
• 11:58
  [SPEAKER_01]: Your team can't keep up.
• 12:00
  [SPEAKER_01]: It's easier for you just to do it.
• 12:02
  [SPEAKER_01]: So you just do all the things and then it's like, well, then these other people just aren't doing anything or you don't trust them.
• 12:08
  [SPEAKER_01]: So you don't give them anything new because they screwed it up once and
• 12:11
  [SPEAKER_01]: So here's the fix.
• 12:13
  [SPEAKER_01]: Okay, first off, this is very backwards to say, but you have to care less.
• 12:22
  [SPEAKER_01]: There you go.
• 12:23
  [SPEAKER_01]: You have.
• 12:24
  [SPEAKER_01]: You can't care as much as you would care for it.
• 12:28
  [SPEAKER_01]: Just let's just call a task.
• 12:30
  [SPEAKER_01]: Tim, let's do it.
• 12:31
  [SPEAKER_01]: Why wouldn't, why would you want to care less?
• 12:33
  [SPEAKER_01]: Well, if you continue to care as much as you care about it, you'll never give anything up because they're never going to care as much as you, your staff isn't.
• 12:43
  [SPEAKER_01]: You're, they're not going to do it as well as you would or they're going to do it a different way.
• 12:46
  [SPEAKER_01]: Maybe it's the right way in yours as the wrong way, but it's not dot to you, right?
• 12:51
  [SPEAKER_01]: And so you have to just take that filter and be like, okay, okay is good enough for these three things or whatever.
• 12:58
  [SPEAKER_02]: So many, I know podcast or a coach or somebody said a while ago, eighty percent of a result that somebody else does for you is better than a hundred percent of the results you do in the work.
• 13:10
  [SPEAKER_02]: Right.
• 13:10
  [SPEAKER_02]: And when it comes to business, the goal is growth.
• 13:14
  [SPEAKER_02]: You was the gym owner, you know, you've got to set limited availability of bandwidth.
• 13:19
  [SPEAKER_02]: And if you're trying to take it all on yourself, some things are going to fall off, you know what I mean?
• 13:23
  [SPEAKER_02]: You can't do it all.
• 13:25
  [SPEAKER_02]: And especially as you're trying to scale, it becomes a who not a how.
• 13:28
  [SPEAKER_02]: It's not you, right?
• 13:30
  [SPEAKER_02]: How many business owners talk about employing people that are smarter better than them in their role?
• 13:34
  [SPEAKER_02]: And allowing them the autonomy and the authority to go make those decisions and do the work.
• 13:39
  [SPEAKER_02]: That's true.
• 13:40
  [SPEAKER_02]: That's how you scale.
• 13:41
  [SPEAKER_02]: If you want to be stuck in that cyclical situation of my business can't grow, this may be one of those big reasons why
• 13:49
  [SPEAKER_02]: because you're trying to do it all yourself instead of.
• 13:51
  [SPEAKER_01]: Yeah, I'm fully.
• 13:52
  [SPEAKER_01]: Yeah, that book.
• 13:53
  [SPEAKER_01]: I was just, we're just talking about who doesn't help.
• 13:55
  [SPEAKER_01]: That's by Dan Sullivan.
• 13:57
  [SPEAKER_01]: Sorry.
• 13:58
  [SPEAKER_01]: No, you're a doctor, Benjamin Hardy.
• 13:59
  [SPEAKER_01]: Yeah.
• 14:00
  [SPEAKER_01]: So Dan Sullivan and Benjamin Hardy wrote a book called Who Don't How?
• 14:03
  [SPEAKER_01]: And it kind of is like common sense.
• 14:06
  [SPEAKER_01]: It seems like, well, yeah, you don't need to know how to do everything.
• 14:10
  [SPEAKER_01]: You need somebody who can and does know how and that's what they do.
• 14:14
  [SPEAKER_01]: Well, there's a missing piece to this book that I'm very clear that's not in there, because I listen to it, it's the what.
• 14:22
  [SPEAKER_01]: So, I don't know if they need to do the what, and then the who doesn't have to have, because here's the reality.
• 14:29
  [SPEAKER_01]: If you don't know what you want, you can't even go find the who to do it, right?
• 14:36
  [SPEAKER_01]: So you need to know what you want to have done, then you need to find the who to do it, but here's the other thing.
• 14:43
  [SPEAKER_01]: Stop making all the decision processes go through you.
• 14:48
  [SPEAKER_01]: You must have or allow your team to make decisions on your the best behalf of the business, right?
• 14:54
  [SPEAKER_01]: That's that is the catalyst to getting things off of your plate.
• 14:58
  [SPEAKER_02]: I think it's like week one when we start your profit.
• 15:01
  [SPEAKER_02]: But you're like, no, if you're in the role and you're making it just make the decision, we'll figure it out later if it was, if something needed to change, but everything going through you means you're the one that's doing it all.
• 15:12
  [SPEAKER_01]: And we'll slow down.
• 15:12
  [SPEAKER_01]: Yep.
• 15:13
  [SPEAKER_01]: If you want to move fast in your business, fast, scale, bring people up with you.
• 15:18
  [SPEAKER_01]: You have to let them make the decision.
• 15:20
  [SPEAKER_01]: You can't be over the one overseeing everything.
• 15:23
  [SPEAKER_01]: And there was a point in time, like when I gave up this role as director or owner or whatever, to the first director, which was, well, it was Brent.
• 15:34
  [SPEAKER_01]: We had just kind of a line of sand.
• 15:35
  [SPEAKER_01]: If it was under five hundred bucks, I don't need to hear about it.
• 15:38
  [SPEAKER_01]: Then it was a thousand bucks.
• 15:39
  [SPEAKER_01]: I don't need to hear about it.
• 15:40
  [SPEAKER_01]: Now it's like, I don't need to hear about it.
• 15:42
  [SPEAKER_01]: Unless you feel like you need to tell me because it's like way out of bounds or hey, we got to buy any squat rack.
• 15:47
  [SPEAKER_01]: Yeah.
• 15:48
  [SPEAKER_01]: Okay.
• 15:48
  [SPEAKER_01]: Well, let me know what's going on.
• 15:51
  [SPEAKER_01]: But that's the secret.
• 15:53
  [SPEAKER_01]: That's the key.
• 15:54
  [SPEAKER_01]: You need somebody that's making decisions for the best interest of the business.
• 15:57
  [SPEAKER_01]: And you have to believe that.
• 15:59
  [SPEAKER_01]: You have to believe that the employee is looking out for the business.
• 16:04
  [SPEAKER_02]: It's one step further too, not just believe that they are, but make sure you as the owner, like the Ole Miss is on you to make sure that they have the skill set, the knowledge to make the decisions, right?
• 16:15
  [SPEAKER_02]: And so you always have to have them, you have to like train them to kind of like know the way that you think they believe, like they have to emulate your decision-making, correct?
• 16:24
  [SPEAKER_02]: That makes sense, right?
• 16:25
  [SPEAKER_02]: And so, but once it happens, I'd say more often than not those decisions are,
• 16:30
  [SPEAKER_01]: in alignment with you as a owner hundred percent on a mean but that skill like you can't just throw them in the position be like all right here's the here's the credit card you're good to go you have to be able to let yeah so train that person on how you make decisions and i'm very clear i've said it's a million times we buy time yep okay we buy knowledge
• 16:51
  [SPEAKER_01]: And we look at the return on investment.
• 16:54
  [SPEAKER_01]: We're not like, Conan, one of our guys that works for us, he was like, he loves buying these things on what's that thing called?
• 17:01
  [SPEAKER_01]: Absumo.
• 17:02
  [SPEAKER_01]: Absumo.
• 17:03
  [SPEAKER_01]: Yeah.
• 17:03
  [SPEAKER_01]: And he presented one to me this morning.
• 17:05
  [SPEAKER_01]: He goes, I know it's a little premature, but like, I think I can buy this.
• 17:10
  [SPEAKER_01]: lifetime deal on this website that will take over like the Shopify instead of paying thirty nine bucks a month it's eight hundred dollars one time like let's let's put that on the side dude we don't need that we don't need to buy things because just because we can we don't need to buy that does like what's the return of investment it will take twenty months to ask the math of it but what about what about the the cost of doing it and moving everything over so it's not worth it to me right so
• 17:40
  [SPEAKER_01]: Who knows?
• 17:40
  [SPEAKER_01]: All right.
• 17:42
  [SPEAKER_01]: Mistake number four, there's no clear path for ascension for your members.
• 17:46
  [SPEAKER_01]: Okay, so one of the big things we teach in our springboard program is the ascension model.
• 17:50
  [SPEAKER_01]: The ascension model essentially says,
• 17:53
  [SPEAKER_01]: How do you take somebody from never hearing about you, bring them into your business at a baby step, and then bring them up to the most expensive thing, the next thing above that all the way to the top of what you call your value ladder, your sentient model, your sentient ladder, to the thing that will get them the best results.
• 18:14
  [SPEAKER_02]: Highest price programming provides the greatest opportunities for the best results.
• 18:18
  [SPEAKER_01]: So most gyms, I wouldn't say all, don't really have a model or a path to get somebody from A to B or A to Z, whereas the Australian say A to Z. They don't have that path.
• 18:33
  [SPEAKER_01]: They have services, maybe they have basic gym access, a large group training class, some semi-private, maybe some one-on-one, and then that's it.
• 18:42
  [SPEAKER_01]: But they don't ever cross pollinate or bring somebody up to the next level.
• 18:48
  [SPEAKER_01]: because of a lot of reasons, one, they don't market internally.
• 18:52
  [SPEAKER_01]: In order for you to sell something to somebody, they need to know it exists, right?
• 18:59
  [SPEAKER_01]: If they don't know what exists, they're never going to ascend.
• 19:01
  [SPEAKER_01]: And so, and then the other side of that issue would be a class-based model, specifically just class-based, not-strength-based.
• 19:09
  [SPEAKER_01]: Sure.
• 19:09
  [SPEAKER_01]: So when I say a class-based model, I'm thinking metabolic conditioning.
• 19:13
  [SPEAKER_01]: It's just for everybody to listen.
• 19:15
  [SPEAKER_01]: A metabolic conditioning class, whatever.
• 19:19
  [SPEAKER_01]: Hot sweaty in a room, metabolic conditioning, high-heart rate, sweaty, high-five chest bumps.
• 19:25
  [SPEAKER_01]: That's loud music.
• 19:26
  [SPEAKER_01]: That's it in a nutshell.
• 19:29
  [SPEAKER_01]: Well, the client that goes into that typically is looking to lean out, lose body fat, lose weight, get more cardiovascular endurance, feel better and shape better.
• 19:41
  [SPEAKER_01]: But nowhere in that model in that metabolic condition, model is building lean body mass.
• 19:47
  [SPEAKER_02]: Correct.
• 19:49
  [SPEAKER_01]: In order to do that, you have to lift weights.
• 19:51
  [SPEAKER_01]: You have to create muscular damage.
• 19:54
  [SPEAKER_01]: And after a while, especially those hardcore coal and fire breather boot camp cross-fitter type while the crush fit has some strength training, but like a boot camp model, burn boot camp.
• 20:05
  [SPEAKER_01]: Well, they just plateau.
• 20:07
  [SPEAKER_02]: Yeah.
• 20:08
  [SPEAKER_01]: their body adapts to the stimuli, right?
• 20:11
  [SPEAKER_01]: And it's just going to be that way forever.
• 20:13
  [SPEAKER_01]: And you know, and you know, this is true when somebody takes two classes in a row, the same day.
• 20:18
  [SPEAKER_01]: Yeah.
• 20:19
  [SPEAKER_01]: There's no possible way.
• 20:20
  [SPEAKER_01]: Somebody should be able to blow through two sessions in a row.
• 20:23
  [SPEAKER_01]: Yeah.
• 20:23
  [SPEAKER_01]: Absolutely.
• 20:24
  [SPEAKER_01]: But we had a client out of Florida who was a boot camp, only class base, metabolic, you know, body weight, a lot of a lot of stuff.
• 20:33
  [SPEAKER_01]: And she, he had, was a firebrothers.
• 20:35
  [SPEAKER_01]: And he was introducing some of my private through our model and
• 20:39
  [SPEAKER_01]: He got some clients to try it out and they were doing some squats and some heavier lunges and dead lifts and stuff like that with the barbell.
• 20:49
  [SPEAKER_01]: And they were blown away how out of shape they were.
• 20:51
  [SPEAKER_01]: Isn't that amazing?
• 20:52
  [SPEAKER_01]: And these were those fire breathers, two sessions in a day, every day, type of people.
• 20:57
  [SPEAKER_01]: It's because their body was not used to that.
• 20:59
  [SPEAKER_01]: And so that alone
• 21:01
  [SPEAKER_01]: was the next step up for those particular clients, because they're in great shape, quote unquote, they don't have to be muscle mass.
• 21:08
  [SPEAKER_01]: Yeah, like got to get to muscle mass.
• 21:10
  [SPEAKER_01]: So not having those two levels of service.
• 21:13
  [SPEAKER_01]: If you don't have that string training service for a large group training class, where does that person go somewhere else?
• 21:20
  [SPEAKER_01]: out the door.
• 21:21
  [SPEAKER_01]: Yep.
• 21:22
  [SPEAKER_01]: So it's a retention play.
• 21:24
  [SPEAKER_01]: It's a monetization play, but it's a result play.
• 21:27
  [SPEAKER_01]: It's a retention long-term retention.
• 21:30
  [SPEAKER_01]: So yeah, so that's a common mistake we see.
• 21:33
  [SPEAKER_01]: And in the number five is you're not leading your managing chaos.
• 21:39
  [SPEAKER_01]: This could be more true.
• 21:39
  [SPEAKER_01]: What's the first thing you do typically with a new training client or the new coaching column?
• 21:43
  [SPEAKER_01]: Time on it.
• 21:44
  [SPEAKER_01]: Time on it.
• 21:44
  [SPEAKER_01]: Time on it.
• 21:45
  [SPEAKER_01]: And what do you see mostly?
• 21:47
  [SPEAKER_02]: Putting out fires, right?
• 21:48
  [SPEAKER_02]: They're in a reactive state instead of proactive.
• 21:51
  [SPEAKER_02]: They're showing up every day and they're going, all right, what do we have to do today?
• 21:54
  [SPEAKER_02]: What fires do I have to put out?
• 21:57
  [SPEAKER_02]: But they're not managing or running the business.
• 22:00
  [SPEAKER_02]: They don't have gold set for growth and things that are going to support the progression of the business.
• 22:06
  [SPEAKER_02]: It's all today today in the moment.
• 22:10
  [SPEAKER_01]: In the moment.
• 22:10
  [SPEAKER_01]: Yeah.
• 22:10
  [SPEAKER_01]: What's the problem I got to solve today?
• 22:13
  [SPEAKER_01]: So they're a firefighter, not a fire marshal.
• 22:15
  [SPEAKER_01]: Diego?
• 22:15
  [SPEAKER_01]: Yeah.
• 22:16
  [SPEAKER_01]: And so I'm speaking to this at the Perform Better Summit.
• 22:20
  [SPEAKER_01]: Fire fighters do exactly that.
• 22:22
  [SPEAKER_01]: They run into the fire, they spray it down, and they solve that problem in the moment.
• 22:28
  [SPEAKER_01]: Fire marshals are preventative.
• 22:30
  [SPEAKER_01]: They're looking at fire code, fire sprinklers are the things in the right place.
• 22:33
  [SPEAKER_01]: The systems is there an exit plan.
• 22:35
  [SPEAKER_01]: You know, so there's not a catastrophe in a particular building.
• 22:39
  [SPEAKER_01]: The owners of the gym need to be fire marshals.
• 22:41
  [SPEAKER_01]: They need to have the plan that prevents those fires from ever starting.
• 22:47
  [SPEAKER_01]: And if they do start there immediately, extinguished without the owner having to do the work.
• 22:52
  [SPEAKER_01]: And so it just comes down to be in proactive, like you said, having a clear game plan and not just mailing it in every day.
• 23:01
  [SPEAKER_01]: You're walking into the gym with no plan.
• 23:03
  [SPEAKER_01]: The best way you can do this is the night before I like doing the night before some people do it first in the morning.
• 23:09
  [SPEAKER_01]: The night before you think about the next day, and what are the things they're going to move the needle in your business?
• 23:16
  [SPEAKER_01]: Maybe it's called that other business owner sent up a deal across promotion.
• 23:21
  [SPEAKER_01]: going in and learning a new ad hook or something to drive or maybe it's to add emails to your automation because you only have one or maybe it's building a system to do the performance evaluations for your coaches because you really don't have anything set and stone is kind of on the fly it's like that's the fire marshals job you know it's to set all those systems up in place to make sure that the fires never happen
• 23:47
  [SPEAKER_02]: Yeah, I think the last thing that you said there, I mean, tying that to almost like training your team, educating your team, developing the skill sets of the people that are working for you to manage and handle those things so that you don't end up with the fires, right?
• 24:01
  [SPEAKER_02]: And it's really hard for Jim owner to stop what they think they need to be doing today to prevent that future fire, right?
• 24:09
  [SPEAKER_02]: Like do the work that's going to help mitigate some of that stuff for the future?
• 24:13
  [SPEAKER_02]: I think otherwise, I mean, it's really cyclical.
• 24:16
  [SPEAKER_02]: You know what I mean?
• 24:17
  [SPEAKER_02]: Until you make any conscious choice to attack some of the problems that consistently happen in the business and do something different or figure out a system to help that, you're going to continue having those fires.
• 24:29
  [SPEAKER_01]: Yeah, and it goes back to the other thing, not having everything go through you.
• 24:33
  [SPEAKER_01]: If everything goes through you, all the fire is going to be on your right in front of you when you walk on the door.
• 24:37
  [SPEAKER_02]: Well, I could tell you with the hundred percent certainty that Zack and I are a layer of insulation in your head space.
• 24:45
  [SPEAKER_02]: But that's intentional.
• 24:47
  [SPEAKER_02]: If we allow everything again, we have the conversations for things that you should be tuned on.
• 24:55
  [SPEAKER_02]: The stuff that just doesn't require your input, we have the authority to go handle, make sure that we can put that fire out without it getting to you.
• 25:02
  [SPEAKER_01]: Never gets to me.
• 25:03
  [SPEAKER_01]: There's like a moat, which keeps my head space clear, because I'm not that like the emotional guy, but it affects the shit out of me when something's going wrong somewhere, and like man, then I feel like I gotta go in and like deconstruct it, reconstruct it.
• 25:18
  [SPEAKER_01]: And here's the other weird thing that we didn't know what you really talks about is, as the longer you're in business,
• 25:25
  [SPEAKER_01]: You solve a problem.
• 25:27
  [SPEAKER_01]: If for something that happens, let's just, I don't know, I'm gonna come up with something here.
• 25:31
  [SPEAKER_01]: Okay, so like the problem was, clients were maybe booking out sessions and not showing up, too, and there was no repercussion.
• 25:44
  [SPEAKER_01]: Let's just say that, that's a problem, right?
• 25:46
  [SPEAKER_01]: Because they're taking a time slot or a coach is there and then nobody shows or whatever it is.
• 25:51
  [SPEAKER_01]: So you put a system into penalize a client.
• 25:54
  [SPEAKER_01]: You get the memo out.
• 25:56
  [SPEAKER_01]: And if somebody knows shows, there's a twenty-five dollar fee, whatever.
• 26:01
  [SPEAKER_01]: And it fixes the problem for a while.
• 26:03
  [SPEAKER_01]: You know, exactly.
• 26:03
  [SPEAKER_01]: Yeah.
• 26:04
  [SPEAKER_01]: Then the problem starts coming back.
• 26:06
  [SPEAKER_01]: And you're all way down thinking everything's fine as the owner.
• 26:10
  [SPEAKER_01]: Then you go back and you find out the problem's happening again.
• 26:14
  [SPEAKER_01]: And then you find out that nobody's been being charred.
• 26:16
  [SPEAKER_01]: You're not being charred.
• 26:17
  [SPEAKER_01]: Exactly.
• 26:17
  [SPEAKER_01]: You fixed it once already.
• 26:19
  [SPEAKER_01]: But then you didn't stick to that thing because somebody gave you a shit or whatever it was.
• 26:24
  [SPEAKER_01]: One of the clients was bitching about it.
• 26:26
  [SPEAKER_01]: And let's just not do that anymore.
• 26:28
  [SPEAKER_01]: Then the problem shows back up.
• 26:29
  [SPEAKER_01]: And then you're thinking that problem was solved.
• 26:31
  [SPEAKER_01]: It was solved, but then you get off that you got off the plane.
• 26:33
  [SPEAKER_01]: Yeah, it happens all the time.
• 26:35
  [SPEAKER_01]: Yeah, yeah, constantly.
• 26:36
  [SPEAKER_02]: Right.
• 26:36
  [SPEAKER_02]: If you have a system in place, go back to the system that's working.
• 26:39
  [SPEAKER_02]: Don't just scrape in every member many times early on.
• 26:43
  [SPEAKER_01]: It's like, I swear we fixed.
• 26:45
  [SPEAKER_01]: We've already fixed this once.
• 26:47
  [SPEAKER_01]: Like, what was it that we did?
• 26:48
  [SPEAKER_01]: Oh, that's right.
• 26:49
  [SPEAKER_01]: We were building people every day.
• 26:50
  [SPEAKER_01]: Well, what happened?
• 26:51
  [SPEAKER_01]: Are we doing that still?
• 26:53
  [SPEAKER_01]: You find out they're not.
• 26:54
  [SPEAKER_01]: Well, there's no back to doing that.
• 26:56
  [SPEAKER_01]: It's fixed.
• 26:56
  [SPEAKER_02]: Yeah, the problem's not that they're not showing up.
• 26:59
  [SPEAKER_02]: The problems in fact, we're not doing this thing to penalize them first not showing up, right?
• 27:04
  [SPEAKER_02]: So yeah, but even at that too, that's another it's a good way of looking at things to in the business is when you have a system in place.
• 27:13
  [SPEAKER_02]: If they're not doing the system, you go back to the system.
• 27:16
  [SPEAKER_02]: If the system isn't working, you find tune and tweak the system.
• 27:20
  [SPEAKER_02]: You don't necessarily wipe the slate clean and bring in whole new system in too.
• 27:24
  [SPEAKER_02]: CJ Motors doing that all, they're working harder than they have to.
• 27:28
  [SPEAKER_02]: We just went through it with one of our clients just talking about employee time off.
• 27:32
  [SPEAKER_02]: He had a system in place, and then I was saying, there was this mismanaged scheduling and something like, and he's like, oh, well, we were doing it this way.
• 27:39
  [SPEAKER_02]: And it worked.
• 27:40
  [SPEAKER_02]: And then we're, you know, he's like, but what other way can I, can I do it?
• 27:43
  [SPEAKER_02]: I was like, wait, right, are they, are clients?
• 27:46
  [SPEAKER_02]: Are you doing, like, was it working when they were doing that?
• 27:51
  [SPEAKER_02]: Yeah.
• 27:51
  [SPEAKER_02]: Okay, we'll go do that.
• 27:52
  [SPEAKER_02]: Like, don't, don't, don't, you don't have to change where you were communicating how it being done.
• 27:57
  [SPEAKER_02]: Add all these other bells and, no, just go do what was working.
• 28:00
  [SPEAKER_01]: That's the answer for your first.
• 28:02
  [SPEAKER_01]: hundred percent entrepreneurial curse says oh that was working so well let's try something completely different this time it's it's the curse because we're creators and we want to create something and it's just like well don't don't make it harder it's the thing it's it's bandwidth it's energy it's thought it's all of that stuff yes get in move on and I think if you look at business as as a is a going down the track of business going down the the road right
• 28:31
  [SPEAKER_01]: anything you can do to get tin you pushing down the road and not catch that flat tire not pull off the side and go down the wrong path stay on the road and fix it it like you start to veer give it a little nudge bring it back on to the path yeah micro you know adjustments micro jossimizations yeah yeah you got it all right guys that's it so those are the five things we see a lot of times happening in gems
• 28:55
  [SPEAKER_01]: They're sabotaging your growth.
• 28:57
  [SPEAKER_01]: Hopefully that helps you guys.
• 28:59
  [SPEAKER_01]: If you have interest in the iron circle, iron circle.net will put the link in the show notes, Russell Bronson, Stephen Kotler, super pumped to see those guys coming up in our next event.
• 29:09
  [SPEAKER_01]: That's it for this show.
• 29:10
  [SPEAKER_01]: Until next time, keep changing lives.
• 29:14
  [SPEAKER_01]: Alright, thanks for listening to another episode of the Builds Grow podcast.
• 29:17
  [SPEAKER_01]: If you want more help growing your business, join our free Facebook group, profit accelerator, helping training gyms grow to thirty thousand dollars a month and beyond.
• 29:26
  [SPEAKER_01]: We'd love to see you there, go check out the show notes for the link, and keep building something great, and we'll see you in the next episode.