Latest / Gym Business Coach Podcast / Adapt or Die

Transcript

Adapt or Die · Gym Business Coach Podcast

• 0:00
  [SPEAKER_00]: All right, welcome back to the gym and business coach podcast found at gymbusinesscoach.com go check us out.
• 0:07
  [SPEAKER_00]: We also have a YouTube channel for both the podcast and our long-form stuff.
• 0:12
  [SPEAKER_00]: Think it's slash at the gymbusinesscoach.com or YouTube.com slash at the gymbusinesscoach.
• 0:20
  [SPEAKER_00]: Anyway, sorry, there you go.
• 0:21
  [SPEAKER_00]: Join me in the inks.
• 0:22
  [SPEAKER_00]: And what's up, buddy?
• 0:22
  [SPEAKER_00]: Morning.
• 0:24
  [SPEAKER_00]: Yo, well, listen guys.
• 0:26
  [SPEAKER_00]: Our grow someone's coming up.
• 0:27
  [SPEAKER_00]: It's coming up in June and I know we're selling tickets like crazy this last week and we saw a ton.
• 0:34
  [SPEAKER_00]: Lots of cool stuff, guys.
• 0:36
  [SPEAKER_00]: Send my private pros is popping off.
• 0:39
  [SPEAKER_00]: Um, you know, iron circles popping off.
• 0:42
  [SPEAKER_00]: This rack of ball court and we're in the popping off.
• 0:46
  [SPEAKER_00]: But listen, guys, we got a good episode for you today.
• 0:49
  [SPEAKER_00]: Listen, this is probably one of our foundational frameworks that affects everybody.
• 0:56
  [SPEAKER_00]: It affects everybody, no matter what industry you're in.
• 1:00
  [SPEAKER_00]: We call it the dynamic gym at principal.
• 1:02
  [SPEAKER_00]: And the theory is, or the framework is,
• 1:05
  [SPEAKER_00]: You know, you cannot fall in love with your product.
• 1:07
  [SPEAKER_00]: You always have to constantly improve.
• 1:09
  [SPEAKER_00]: If you if you fall in love with your pricing, your model, your systems to a point where you almost defend it, even though they're not serving your gym or you, that is the the biggest trap.
• 1:23
  [SPEAKER_00]: It's like blind to biggest trap.
• 1:25
  [SPEAKER_00]: I was watching Netflix over the weekend, case in point, the story of Blackberry.
• 1:29
  [SPEAKER_01]: Oh yeah.
• 1:30
  [SPEAKER_00]: It's a great documentary.
• 1:32
  [SPEAKER_00]: It talks about the story of the Blackberry phone and the smartphone and the networks and all these in there trying to sell it.
• 1:42
  [SPEAKER_00]: It's like to start up company run by just a couple of like nerdy dudes in a basement kind of getting this thing out.
• 1:47
  [SPEAKER_00]: And their big kind of like creation was this key board that was on their phone that, you know, people fell in love with that, not even, you know, the fidget spinners and his pop things, like the click of the little keys on the keyboard was such a big driver for people felt this satisfied with like it was a thing.
• 2:07
  [SPEAKER_00]: Yeah.
• 2:08
  [SPEAKER_00]: But, and I had many black bears, you know, especially in construction, they would give that was like your thing because it had email and
• 2:17
  [SPEAKER_00]: and so this rise of Blackberry and they were taking the world by storm and they were picking off people at a Google and out of all these bigger startups and they would you know give them huge stock options a $10 million to leave your job today and all this stuff and they were just growing out of control.
• 2:34
  [SPEAKER_00]: But they were blinded by their own product.
• 2:37
  [SPEAKER_00]: When Steve Jobs came out and made the show this scene, the whole blackberry crew was watching the streaming of the Apple keynote where Steve Jobs comes out and he talks about just a piece of glass and no keyboard.
• 2:53
  [SPEAKER_00]: The keyboard was in the graphics of the phone, right?
• 2:57
  [SPEAKER_00]: And black bears nobody wants that.
• 3:01
  [SPEAKER_00]: What do they do?
• 3:01
  [SPEAKER_00]: They want the click.
• 3:02
  [SPEAKER_00]: They want the thing, and it's like Steve Jobs's whole point was like, the keyboard is there whether you needed or not.
• 3:10
  [SPEAKER_00]: And blackberry was like defending their product instead of trying to figure out, well, maybe he got a point.
• 3:17
  [SPEAKER_00]: Not that you should just stick and move with that, what everybody else is doing, that's not the point.
• 3:26
  [SPEAKER_00]: the keyless or keyboardless phones that you know they would not change and they you know anyways by the time they figured it out was too late they had a track ball and I was like they're big thing anyways long story short this happens in the fitness community a lot
• 3:42
  [SPEAKER_00]: a pretty good example is CrossFit.
• 3:45
  [SPEAKER_00]: Yeah.
• 3:45
  [SPEAKER_00]: And as much as we hate on CrossFit, like this is a case in point for those guys to see like, hey, the writing is on the wall guys.
• 3:51
  [SPEAKER_00]: If you're a CrossFit gym, just look around, you know, there's more CrossFit's closing than opening.
• 3:57
  [SPEAKER_00]: I mean, maybe with the this rise of high rocks that there's a little bit more of a surge maybe coming in to where cross fits are offering high rocks training.
• 4:06
  [SPEAKER_00]: It's just like, and by the way, that's a whole nother.
• 4:09
  [SPEAKER_00]: So another episode about planting your flag on somebody else's name that you have no control over.
• 4:16
  [SPEAKER_00]: Like, that's a whole nother thing.
• 4:17
  [SPEAKER_00]: But the point of the message is it's like,
• 4:19
  [SPEAKER_00]: CrossFit could have should have adapted a long time ago.
• 4:23
  [SPEAKER_00]: You know, this large group class metabolic conditioning, you know, style training where there's this definitely a di-hark community of those people.
• 4:36
  [SPEAKER_00]: the business model itself doesn't support long-term like sustainable growth with the low price point.
• 4:43
  [SPEAKER_00]: The low price points the issue.
• 4:45
  [SPEAKER_00]: It's not the fact that it's crossfit, it could be any, it could be boot camps or whatever.
• 4:50
  [SPEAKER_00]: It's a class based large group concept that's really the issue.
• 4:55
  [SPEAKER_00]: And so what you're starting to see across fits and even the even boot camp gems that are franchisees that are starting to do semi-private personal training as a way to kind of bolster up the failing business model where it's like, in order to fix the problems in your business, you're doing something that doesn't even correlate with what you're quarantining it is.
• 5:15
  [SPEAKER_00]: So it's like you catch yourself and it's kind of like catch 22, whereas
• 5:20
  [SPEAKER_00]: the blackberry story, sure they could have kept their core thing and then maybe had a model with the wheelist thing or whatever the keyless keyboard or whatever the graphical keyboard to see.
• 5:33
  [SPEAKER_00]: Because if they just did that, I believe this to be true.
• 5:36
  [SPEAKER_00]: If they gave an option,
• 5:38
  [SPEAKER_00]: The Blackberry had the brand.
• 5:40
  [SPEAKER_00]: It had to be users.
• 5:42
  [SPEAKER_00]: And so like while Steve Jobs and iPhone had this unique thing, this one unique thing could have been inside the Blackberry phone, but they just refused to do it.
• 5:53
  [SPEAKER_00]: They fell in love with the keyboard.
• 5:56
  [SPEAKER_00]: And they thought that was the reason people were with them.
• 6:00
  [SPEAKER_00]: So interesting.
• 6:01
  [SPEAKER_00]: Yeah, just a really cool.
• 6:02
  [SPEAKER_00]: And there's there's dozens of these compile.
• 6:04
  [SPEAKER_00]: That was a part of that show to you.
• 6:06
  [SPEAKER_00]: Pawn the palm.
• 6:07
  [SPEAKER_00]: Yeah, compact computers is another great example.
• 6:14
  [SPEAKER_00]: Shit, I mean blockbuster is another example.
• 6:17
  [SPEAKER_00]: The anyways, there's there's the story after story where these great companies at their height that their power
• 6:22
  [SPEAKER_00]: Refuse to adapt to what the markets looking for.
• 6:27
  [SPEAKER_00]: And that's the thing we say at all the time, like the marketplaces the ultimate decider.
• 6:31
  [SPEAKER_00]: Well, here's something I'm catching myself saying this.
• 6:36
  [SPEAKER_00]: The core thing needs to be the core thing.
• 6:37
  [SPEAKER_00]: Let's talk about that.
• 6:39
  [SPEAKER_00]: The marketplace, when we're talking about things they want, they want quick fixes, and they want, like, for example, peptides.
• 6:47
  [SPEAKER_00]: That would be something where you would say the market is looking for this, but it's a different industry than what you're currently offering.
• 6:54
  [SPEAKER_00]: That could be said to say, hey, like, you know what?
• 6:57
  [SPEAKER_00]: The market also wants Lulu Lemon's style clothing.
• 7:02
  [SPEAKER_00]: So we're going to bring a clothing story.
• 7:04
  [SPEAKER_00]: And the market wants,
• 7:06
  [SPEAKER_00]: But BMW's.
• 7:09
  [SPEAKER_00]: So we're going to tell BMW's is like that's not the point.
• 7:11
  [SPEAKER_00]: So it's really interesting.
• 7:13
  [SPEAKER_00]: It's, you know, the peptide thing is a liability thing and I believe it's out of scope thing.
• 7:20
  [SPEAKER_01]: Yeah.
• 7:21
  [SPEAKER_00]: It is what the market place is begging for.
• 7:25
  [SPEAKER_00]: It's obvious because they're all taken it, right?
• 7:28
  [SPEAKER_00]: where this gets a little skewed, it's not adding a feature to your facility like a keyless keyboard to your regular keyboard.
• 7:36
  [SPEAKER_00]: That's a different thing than adding peptides to your fitness program.
• 7:40
  [SPEAKER_00]: What I'm saying is like, hey, maybe you do fitness a little bit different.
• 7:43
  [SPEAKER_00]: Maybe the large group becomes semi-private.
• 7:44
  [SPEAKER_00]: That's a great point.
• 7:45
  [SPEAKER_00]: Sure.
• 7:46
  [SPEAKER_00]: Like, that is still fitness, whereas like, it's in correlates with the keyboard, with the, with the graphical keyboard.
• 7:53
  [SPEAKER_00]: I guess that makes sense.
• 7:54
  [SPEAKER_00]: It does.
• 7:55
  [SPEAKER_00]: First is going way over here and saying, hey, we're going to do peptides.
• 7:58
  [SPEAKER_00]: And we're going to do this, this whole like meal prep thing in our facilities.
• 8:02
  [SPEAKER_00]: And we're going to have a chiropractor and a blood work guy in this corner and a full bottomist.
• 8:06
  [SPEAKER_00]: And then you're going to do a massage chair over here.
• 8:09
  [SPEAKER_00]: That's going to totally different lanes.
• 8:12
  [SPEAKER_00]: This isn't just a better way to do your fitness.
• 8:14
  [SPEAKER_01]: Well, and I think that's probably, I think you're going to see a little of that regardless, because it's almost like the iPhone, finally, or the iPhone getting iTunes.
• 8:25
  [SPEAKER_01]: You know what I mean?
• 8:26
  [SPEAKER_01]: Like there's things that you can bolt on.
• 8:28
  [SPEAKER_01]: There you go.
• 8:28
  [SPEAKER_00]: That makes sense.
• 8:30
  [SPEAKER_01]: But, you know, because if you think about it, like a phone or a communication device, where did music come into play?
• 8:35
  [SPEAKER_01]: Yeah.
• 8:35
  [SPEAKER_00]: I mean.
• 8:36
  [SPEAKER_00]: Or streaming videos.
• 8:38
  [SPEAKER_00]: Yeah.
• 8:38
  [SPEAKER_00]: Yeah.
• 8:38
  [SPEAKER_00]: Yeah.
• 8:39
  [SPEAKER_01]: So there might be, you know, there might be situations where it does make sense.
• 8:43
  [SPEAKER_01]: But I think even with that, like you still got to do your due diligence.
• 8:46
  [SPEAKER_00]: That's a hell of a point.
• 8:47
  [SPEAKER_00]: That is exactly like bringing peptides into a gem.
• 8:50
  [SPEAKER_00]: Yeah.
• 8:50
  [SPEAKER_00]: Putting iTunes on the iPhone is
• 8:57
  [SPEAKER_00]: It's a way to use the product differently, but it's not a phone.
• 9:01
  [SPEAKER_00]: It's a music player.
• 9:02
  [SPEAKER_00]: Yeah.
• 9:02
  [SPEAKER_00]: Interesting.
• 9:03
  [SPEAKER_00]: Well, hell, maybe I'm wrong.
• 9:05
  [SPEAKER_00]: I don't know.
• 9:06
  [SPEAKER_00]: Well, I'm just trying to figure out how this fits in.
• 9:09
  [SPEAKER_01]: But the point, I think you're trying to make a point of like, you know, be careful on how far outside of the scope and the main thing you have to do.
• 9:16
  [SPEAKER_00]: Yeah, I mean, peptides make sense, but it's a liability thing.
• 9:19
  [SPEAKER_00]: That's why I don't believe, like anyways, the other thing is this, like if you if you just like for our story here in our evolution of where we started to where we are now,
• 9:31
  [SPEAKER_00]: If we had fallen in love with the products, first off, we would have been out of business.
• 9:37
  [SPEAKER_00]: I mean, financially, just in making sense, we started as a 24-hour kind of keycard access gem with equipment and training if you wanted it through independent trainers.
• 9:50
  [SPEAKER_00]: That model sucks, okay?
• 9:53
  [SPEAKER_00]: That model is horrible.
• 9:54
  [SPEAKER_00]: Um, and the only reason I did it is because I had watched a, I've watched a guy have an any time fitness in this little town.
• 10:01
  [SPEAKER_00]: I was living in and he was he was killing it and it seems so easy.
• 10:04
  [SPEAKER_00]: It's like I'll just do this.
• 10:06
  [SPEAKER_00]: But when I got into the operations, it was clear if I had fallen in love with that model, what first off I wouldn't be here.
• 10:15
  [SPEAKER_00]: So we first thing we did was we got rid of our equipment, we got rid of our independent trainers, we brought in training team and we sold training, we were training model.
• 10:26
  [SPEAKER_00]: We were training model first and access if you wanted it.
• 10:30
  [SPEAKER_00]: It was the
• 10:34
  [SPEAKER_00]: that's how we started.
• 10:35
  [SPEAKER_00]: Then we went really deep into the large group boot camp style metabolic condition going outside slamming, you know, you know, flipping tires and all that stuff.
• 10:43
  [SPEAKER_00]: It was awesome when we grew.
• 10:44
  [SPEAKER_00]: But if I had fallen in love with that, we would be close.
• 10:48
  [SPEAKER_00]: So we added some of my private training, and then we did kind of a large group in a, in a semi-private training group.
• 10:53
  [SPEAKER_00]: And then we, if fallen in love with that, we would be mediocre.
• 10:58
  [SPEAKER_00]: And so then we looked at the numbers and we said, hey, you know, these clients aren't paying that much and they're really leaving on that way faster than these over here.
• 11:06
  [SPEAKER_00]: We don't need as many times the blah, blah, blah.
• 11:08
  [SPEAKER_00]: And we got rid of large group and just went all in on semi-private.
• 11:12
  [SPEAKER_00]: And if we had fallen in love with just semi-private, the way we were doing it, we would be above average, but not where we are today.
• 11:21
  [SPEAKER_00]: And so if I had fallen in love with that style of training, in the way we trained, we would be mediocre or we'd just above average.
• 11:28
  [SPEAKER_00]: And so even today, we've introduced some of my private pro as the delivery mechanism.
• 11:34
  [SPEAKER_00]: And that's put us even further ahead.
• 11:35
  [SPEAKER_00]: And so like our iterations and innovation is the only reason we're here is because I didn't fall in love with the way we were doing it.
• 11:43
  [SPEAKER_00]: We said there's got to be a better way to do this.
• 11:46
  [SPEAKER_00]: And so that's just that's the dynamic gym.
• 11:49
  [SPEAKER_01]: And you know, and here we are now having to figure out what comes next.
• 11:53
  [SPEAKER_00]: Have to come.
• 11:54
  [SPEAKER_00]: You always have to say what's coming next.
• 11:56
  [SPEAKER_00]: You know, I've got some ideas, maybe for another show, maybe for the growth, some that'll share my ideas of where I believe the future is.
• 12:06
  [SPEAKER_00]: But, you know, at the end of the day, guys, if you're running an old model, or if it's not serving you, let's just say, like, if maybe it's true, maybe it's semi-private, but it's just not serving you.
• 12:18
  [SPEAKER_00]: That's to say some of my private's going to serve you just by having it.
• 12:21
  [SPEAKER_00]: If you're doing it the wrong way, if you're not charging enough, if you're not delivering it the right way, like at the end of the day, that is subpar and you can't fall in love with that.
• 12:33
  [SPEAKER_00]: So you have to continuously look and innovate and stay ahead of this curve because guys, they're coming up on your ass.
• 12:39
  [SPEAKER_00]: competitions on your ass competitions on our ass has gym business coach like we see people hacking our stuff daily a solveness morning yeah like man this isn't that exactly what we said like two months ago years well ten years ago yeah I've been doing some of my private for 17 years
• 13:01
  [SPEAKER_00]: 17 years.
• 13:02
  [SPEAKER_00]: Yeah, it looks a little different.
• 13:04
  [SPEAKER_01]: But to your point, it's an evolution.
• 13:06
  [SPEAKER_01]: It's not like a whole new beast.
• 13:08
  [SPEAKER_01]: You know, I mean, it just evolves, even within that realm.
• 13:11
  [SPEAKER_00]: Yeah, it's interesting.
• 13:12
  [SPEAKER_00]: Yeah.
• 13:12
  [SPEAKER_00]: And so anyways, I guess this is the word of warning or or hey, let's take a hard look at what you're doing.
• 13:18
  [SPEAKER_00]: Don't fall in love.
• 13:19
  [SPEAKER_00]: Always look at and say, like, hey, is there a better way to do this?
• 13:23
  [SPEAKER_01]: How can it be better?
• 13:24
  [SPEAKER_01]: Yeah.
• 13:24
  [SPEAKER_00]: How can it be better for us as the gem for the coaches, for the clients?
• 13:30
  [SPEAKER_00]: financially, experientially, whatever that looks like.
• 13:34
  [SPEAKER_00]: How can we do it better?
• 13:35
  [SPEAKER_00]: And always, always, always look to improve.
• 13:38
  [SPEAKER_00]: As soon as you take your eye off that north star, you start just sitting back on what they call your laurels.
• 13:44
  [SPEAKER_00]: Like it will catch up with you, you know, by chance.
• 13:46
  [SPEAKER_00]: So guys, listen, hopefully that gets you thinking,
• 13:52
  [SPEAKER_00]: I offended you.
• 13:53
  [SPEAKER_00]: Maybe good.
• 13:53
  [SPEAKER_00]: I don't know.
• 13:54
  [SPEAKER_00]: It is just what I think.
• 13:55
  [SPEAKER_00]: Like we're allowed to say whatever that we want, right?
• 13:58
  [SPEAKER_00]: Um, but hopefully that helps you guys and you start looking around.
• 14:03
  [SPEAKER_00]: Like, what, what are, what are the best people doing?
• 14:05
  [SPEAKER_00]: How do I do it better?
• 14:07
  [SPEAKER_00]: How do I make this?
• 14:08
  [SPEAKER_00]: What you're doing better?
• 14:09
  [SPEAKER_00]: Is there innovations that we can do?
• 14:11
  [SPEAKER_00]: Is there a better way to do it?
• 14:12
  [SPEAKER_00]: So hopefully that helps you guys until next episode.
• 14:15
  [SPEAKER_00]: We'll see you in the next show.
• 14:16
  [SPEAKER_00]: Hopefully you see it at the gross summit.
• 14:18
  [SPEAKER_00]: Take care.
• 14:19
  [UNKNOWN]: Bye.