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The Great Gym Debate · Gym Business Coach Podcast

• 0:00
  [SPEAKER_02]: All right, welcome back to the gym business coach podcast.
• 0:03
  [SPEAKER_02]: I'm your host Tim Lyons joined in studio today with Randy Anxon.
• 0:08
  [SPEAKER_02]: What's up man, the morning, wasn't what's happened.
• 0:10
  [SPEAKER_02]: And we just got done with our $1 million model workshop had 17 gym owners.
• 0:16
  [SPEAKER_02]: And by the way, guys, we would have way more we sold out.
• 0:18
  [SPEAKER_02]: But this room is so tiny and we put destiny for everybody.
• 0:22
  [SPEAKER_02]: So we could take notes.
• 0:23
  [SPEAKER_02]: So I don't know, I think maybe blowing that wall down.
• 0:27
  [SPEAKER_00]: We can get about 50 people in here.
• 0:28
  [SPEAKER_02]: you know we've been done it's been ready for what three weeks and we're already talking about expanded it's it's the same it is it was an awesome event guys first time we've we've we've hosted something here at HQ at Legacy Personal Training here in Scottsdale if you haven't looked us up look us up online that's our semi-private training gym it is the million dollar model and that was one of the things I said like guys you get to go out there and look at it in
• 0:57
  [SPEAKER_02]: was really interesting was there was a point in time when we talked about the idea of offering large group metabolic conditioning style classes in your gym versus a small group metabolic conditioning classes versus semi-private strength impurities training programs, right sessions.
• 1:19
  [SPEAKER_02]: And I asked the question,
• 1:21
  [SPEAKER_02]: Um, pretty much every gym owner in the room.
• 1:24
  [SPEAKER_02]: I said, how do you train yourself?
• 1:25
  [SPEAKER_02]: And everybody align themselves with semi-private style, not even semi-private, but strength training, oriented, strength and conditioning.
• 1:34
  [SPEAKER_02]: You know, you're not necessarily body building, but definitely weights in strength training.
• 1:40
  [SPEAKER_02]: Whereas, they also agreed that offering the large group, metabolic class style, high heart rate, no weights, body weights,
• 1:51
  [SPEAKER_02]: didn't really they didn't believe that was the best product to put on the table case and point they don't even do it themselves yet this is the product that the gyms were delivering to their clients and so
• 2:05
  [SPEAKER_02]: there was a misalignment between what the coaches and the owners of the operations believe is the best for them and what they serve and serve up and delivered to the clients in their gym.
• 2:16
  [SPEAKER_02]: So very interesting concept and it kind of just opened up everybody's eyes.
• 2:21
  [SPEAKER_02]: Like why
• 2:22
  [SPEAKER_02]: Why don't we offer string training in it came down to really two or three main things.
• 2:28
  [SPEAKER_02]: Number one large group training is just easier to to deliver.
• 2:33
  [SPEAKER_02]: Yes, easier.
• 2:33
  [SPEAKER_02]: It's a class on top of that.
• 2:36
  [SPEAKER_02]: You don't need necessarily a really skilled coach.
• 2:39
  [SPEAKER_02]: Whereas, you know, large group training is just like that, who raw pat on the back style coach, high fives in chess.
• 2:45
  [SPEAKER_02]: And that's where really what it came down to.
• 2:48
  [SPEAKER_02]: And it was a little bit more fun to deliver.
• 2:51
  [SPEAKER_02]: Like, hey, it's kind of fun to deliver a high energy class.
• 2:55
  [SPEAKER_02]: That it just is.
• 2:56
  [SPEAKER_02]: Yeah, versus take it down.
• 2:58
  [SPEAKER_02]: We're going to do weights, reps, form, slow it down.
• 3:02
  [SPEAKER_02]: However, every Jim owner agreed that strength training was the right thing for them.
• 3:08
  [SPEAKER_00]: Yeah, not only them, you know, and they agreed that it is probably the, but it is the best product that they could deliver for their clientele.
• 3:15
  [SPEAKER_00]: To your point though, the congruency between their beliefs, their personal beliefs, then running around and brings up to the marketplace.
• 3:21
  [SPEAKER_00]: You know, why is it that they're doing something different, right?
• 3:24
  [SPEAKER_00]: And I think you nailed it.
• 3:25
  [SPEAKER_00]: It's a little bit easier to step into a little lower cost when it comes to equipment set up.
• 3:30
  [SPEAKER_00]: I mean, if we look at the industry, man, probably going back to the late 90s, early 2000s, like group trainings, been the thing.
• 3:40
  [SPEAKER_00]: We talk about it a lot, though.
• 3:42
  [SPEAKER_00]: It's now we come kind of that red ocean, where
• 3:46
  [SPEAKER_00]: not only did a lot of the gym owners in the room run that way, but so did most of the marketplace.
• 3:53
  [SPEAKER_00]: And if we talk about why, if we talk about the, you know, getting started in as a gym owner, it does.
• 4:00
  [SPEAKER_00]: It kind of comes with the lowest barrier of entry.
• 4:03
  [SPEAKER_00]: And just because you can do it, it doesn't mean it's the right thing for you to be doing.
• 4:06
  [SPEAKER_02]: Yeah, it's just because you've always done it, also is another, they're not a good reason to continue to do it.
• 4:13
  [SPEAKER_02]: So yeah, we talk a lot about it.
• 4:15
  [SPEAKER_00]: You know, the writing on the wall when it comes to the competition.
• 4:18
  [SPEAKER_00]: I think the biggest thing for large group and not necessarily the competition, but the difficulty of having something that's proprietary.
• 4:28
  [SPEAKER_00]: to where the marketplace can differentiate what you bring to the table versus everybody else.
• 4:33
  [SPEAKER_00]: Large group, I think, is the biggest challenge.
• 4:35
  [SPEAKER_00]: Yeah.
• 4:35
  [SPEAKER_00]: Because it didn't ultimately it is.
• 4:37
  [SPEAKER_00]: It's hot sweaty bodies in the room.
• 4:39
  [SPEAKER_00]: I'm not sure.
• 4:39
  [SPEAKER_02]: And other than the ease of delivering it, and the maybe the appeal to do it and the lower level coach.
• 4:48
  [SPEAKER_02]: I don't know another reason business wise to do it.
• 4:52
  [SPEAKER_02]: It's got higher term, it's got lower price points and lower and also lower client lot of time value.
• 4:58
  [SPEAKER_02]: And we did the math.
• 4:59
  [SPEAKER_02]: Everybody's clear on this.
• 5:00
  [SPEAKER_02]: Yeah.
• 5:01
  [SPEAKER_02]: It was funny because we did a post of in survey and everybody said crystal clear on their business now.
• 5:06
  [SPEAKER_02]: And that was that was a really good feeling to see 100% are crystal clear.
• 5:11
  [SPEAKER_02]: So, so the question becomes why don't you change?
• 5:15
  [SPEAKER_02]: And there's that saying, you know, I'm been doing this too long or I'm too old to change now.
• 5:25
  [SPEAKER_02]: And I'm saying like you're
• 5:31
  [SPEAKER_02]: I guess it's the opposite.
• 5:32
  [SPEAKER_02]: I guess I'm too.
• 5:33
  [SPEAKER_02]: I've been doing this too long to change now.
• 5:34
  [SPEAKER_02]: I'm saying you, uh, I guess we're looking for it's in your best interest to change now because if you don't change now, bottom line is that red ocean is going to creep into semi-private training or really, really soon.
• 5:49
  [SPEAKER_02]: And you want to be out in front.
• 5:52
  [SPEAKER_02]: In the other side of the, of the coin to your point is,
• 5:55
  [SPEAKER_02]: the proprietary unique mechanism, which is something else we went in the end of the loss.
• 5:59
  [SPEAKER_02]: I didn't realize we're going to go down that road, but actually it was a light bulb moment for almost everybody in the room.
• 6:06
  [SPEAKER_02]: And you have to answer this as a gym owner.
• 6:09
  [SPEAKER_02]: how do you answer this?
• 6:11
  [SPEAKER_02]: What is the thing in the reason why people get results with us?
• 6:14
  [SPEAKER_02]: What is the mechanism, the process, the blueprint, the step-by-step plan that you is the reason why people get results in your gym and if you can't
• 6:28
  [SPEAKER_02]: It put your, you know, if you can't explain that, if I, if you can't identify it, you're just going to be another commodity, you're just offering global fitness, like, I'm just offering fitness and nutrition and accountability.
• 6:39
  [SPEAKER_02]: Yeah, you are bearing or about to bear yourself because it's, um,
• 6:45
  [SPEAKER_02]: It that is the red ocean.
• 6:47
  [SPEAKER_02]: So the bottom line is you can create your own blue ocean by creating that proprietary blend and the funny thing is most gyms do something That is a little different in their own way, but they just haven't thought about it or they haven't identified it and I think that's a big thing is like is we talk about it in the room right like we went kind of one by one and
• 7:08
  [SPEAKER_00]: asked what what is it that you do a little bit different you know and you operate your programming you're training your beliefs when it comes to you you know building muscle and all that and there there always is a little bit of a nuance sure but if you can identify it you can't articulate it and bring that to not only your current clients that will help with retention help them understand the longevity and the program design
• 7:30
  [SPEAKER_00]: Um, but if you can't identify that for the marketplace, you're never going to get the benefit in what I mean, you you literally your mark and we've we've said this joke as long as, you know, the podcast has been around.
• 7:42
  [SPEAKER_00]: If we pull up the majority of gym websites, it's a fitness, nutrition, and accountability.
• 7:47
  [SPEAKER_00]: And just by using those three, you're putting yourself into that point of competition, because that's what you're selling.
• 7:53
  [SPEAKER_00]: And that's what the gym down the street selling, and that's what the gym down the street from them is selling, and it doesn't give you any unique advantage in the marketplace.
• 7:59
  [SPEAKER_00]: And at a time when acquiring clients is at an all-time hard, you know, hard shit.
• 8:05
  [SPEAKER_00]: Yeah.
• 8:06
  [SPEAKER_00]: If you don't have something that makes you a different, unique,
• 8:10
  [SPEAKER_00]: you're ultimately always going to be competing against the price.
• 8:14
  [SPEAKER_02]: So this is the challenge to Jim motorism in this.
• 8:17
  [SPEAKER_02]: Take a look and work at how you do your things.
• 8:21
  [SPEAKER_02]: Whether or not it's the order in which you train, whether or not it's a style that you train in and identify that as the thing that is the reason why people get results.
• 8:34
  [SPEAKER_02]: And then, shout out from the rooftops.
• 8:36
  [SPEAKER_02]: Let me bottom line.
• 8:37
  [SPEAKER_02]: And the funny thing about this is, if you go back to every unique mechanism, other than I want to say, and even this is a copy of something else, everybody else is already doing the thing, they just claimed it.
• 8:53
  [SPEAKER_02]: That the one unique mechanism or proprietary thing that probably didn't exist prior is CrossFit.
• 9:01
  [SPEAKER_02]: It's a combination, it's a methodology that didn't exist.
• 9:06
  [SPEAKER_02]: the exercises themselves did exist and forever, but even then they have their own twist on some of these movements like the keeping pull-up didn't exist or the kettlebell swing where the bicep passes the ear to count as a breath.
• 9:22
  [SPEAKER_02]: Like that's a variation, but the bottom line is, cross of it as a methodology, probably it didn't exist before that, and that's why you saw that.
• 9:31
  [SPEAKER_02]: That's way to grow.
• 9:32
  [SPEAKER_02]: Yeah, that's really to grow early on.
• 9:35
  [SPEAKER_02]: And then the other one, you know, that's very easy to talk about in this industry's worst theory and the orange stone is a heart rate zone that's that was basically on every piece of cardio equipment since the early or late 90s, but they just put their flag on the ground so the point is is you look at your thing if you're orange theory.
• 9:55
  [SPEAKER_02]: you go back and you look and say why do people get results with us well we train them in this kind of zone this heart rate zone let's stamp a color on it orange zone and let's make that our let's fly that flag and then nobody can compete with them because they are the only ones that claim it.
• 10:11
  [SPEAKER_02]: See how that works?
• 10:12
  [SPEAKER_00]: Yeah, to your point, it's not something, you know, look, you listening, you're looking at your delivery, you're looking at the way that you train.
• 10:20
  [SPEAKER_00]: It might not be revolutionary, you know, you might not have something that nobody else is doing, but you do something that is different than the way of an else does it.
• 10:28
  [SPEAKER_00]: And that's the point is you just have to find that unique identifier, a thing that
• 10:33
  [SPEAKER_00]: that is a belief isn't ethos is something unique about your delivery that's a little bit different than then everyone else or that you can claim and that's really the differentiator, right?
• 10:45
  [SPEAKER_00]: It almost becomes that secret sauce that once you claim it you own it nobody else can compete against so that or use it for competition and if you're going to do this as an exercise
• 10:56
  [SPEAKER_02]: I would highly recommend you move it away from large group training.
• 11:01
  [SPEAKER_02]: Okay, and so like it's too full, it's moving your services to a semi-private higher price point with the unique mechanism as the way you train those clients is the kind of like the the golden ticket here.
• 11:14
  [SPEAKER_00]: So yeah.
• 11:14
  [SPEAKER_00]: Yeah, the unique mechanisms kind of the bonus to this episode, right?
• 11:18
  [SPEAKER_00]: Yeah, the primary focus is bringing to the marketplace something that's an alignment with the way that you believe the new train yourself.
• 11:26
  [SPEAKER_00]: Is there's incongruency there?
• 11:28
  [SPEAKER_00]: That's the first step.
• 11:29
  [SPEAKER_00]: And then once you do identify,
• 11:31
  [SPEAKER_00]: You know, some of my private string training as the delivery, you want to bring to the table.
• 11:36
  [SPEAKER_00]: What is it within that that you can identify to really put your stamp on it and win in the competition?
• 11:41
  [SPEAKER_02]: Homework for UGM owners.
• 11:42
  [SPEAKER_02]: Hopefully that helps you guys kind of wrap your head around it.
• 11:45
  [SPEAKER_02]: But yeah, how do you train yourself?
• 11:47
  [SPEAKER_02]: Is that, is that what you deliver in the training gym?
• 11:49
  [SPEAKER_02]: maybe maybe not.
• 11:51
  [SPEAKER_02]: And if it's not, why not?
• 11:53
  [SPEAKER_02]: And if it isn't, and you want to move, let's start looking at some of my private.
• 11:56
  [SPEAKER_02]: If you need help with this in this transition, we offer a program of springboard.
• 12:00
  [SPEAKER_02]: Link will be in the show notes if you want to grab a call.
• 12:03
  [SPEAKER_02]: I would love to hear it from you guys.
• 12:04
  [SPEAKER_02]: Hopefully that helps, but it was just a really interesting concept and topic at the MDM Live that we just had.
• 12:10
  [SPEAKER_02]: So I want to share that with you guys.
• 12:12
  [SPEAKER_02]: That's it for this episode.
• 12:13
  [SPEAKER_02]: Hopefully that helps you.
• 12:14
  [SPEAKER_02]: Until next time, keep
• 12:16
  [SPEAKER_01]: All right, thanks for listening to another episode of the Built Girl Podcast.
• 12:19
  [SPEAKER_01]: If you want more help growing your business, join our free Facebook group, profit accelerator, hoping training gyms grow to $30,000 a month and beyond.
• 12:28
  [SPEAKER_01]: We'd love to see you there.
• 12:29
  [SPEAKER_01]: Go check out the show notes for the link and keep building something great and we'll see you in the next episode.