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703. What Every Profitable Studio Owner Should Track · Be It Till You See It

0:00
[SPEAKER_02]: You have to be confident enough, both in your own abilities, and that the universe will provide for you the right way.
0:07
[SPEAKER_02]: You have to be confident enough to say, no, to the wrong person.
0:13
[SPEAKER_02]: So you keep space open for the right person, as you say, and you have to be confident that the universe is going to bring that right person to you.
0:24
[SPEAKER_00]: Welcome to the Beat till you see it podcast, where we talk about taking messy action, knowing that perfect is boring.
0:31
[SPEAKER_00]: I'm also Logan, Ply's instructor and fitness business coach.
0:34
[SPEAKER_00]: I've trained thousands of people around the world, and the number one thing I see stopping people from achieving anything is self-doubt.
0:43
[SPEAKER_00]: My friends, action brings clarity.
0:47
[SPEAKER_00]: and it's the antidote to fear.
0:49
[SPEAKER_00]: Each week my guests will bring bold, executable, intrinsic, and targeted steps that you can use to put yourself first and be it till you see it.
0:59
[SPEAKER_00]: It's a practice, not a perfect, let's get started.
1:05
[SPEAKER_00]: All right, be it babe.
1:06
[SPEAKER_00]: This is really for my Pilates Studio owners and teachers out there.
1:09
[SPEAKER_00]: People who want to open a Pilates Studio, we are going to get deep in numbers and you're hearing me talk a lot about my thoughts about the Pilates industry and how you are going to have a profitable Pilates business.
1:20
[SPEAKER_00]: So it's kind of fun.
1:21
[SPEAKER_00]: If you've never heard me talk Pilates business and you want to hear my thoughts, you can.
1:25
[SPEAKER_00]: For those of you who are profitable Pilates members are going to hear some of my favorite things to say and I think you're going to be really impressed with how amazing your studios are doing compared to others.
1:35
[SPEAKER_00]: But also, I think it's really important to know what the stats are.
1:37
[SPEAKER_00]: What is going on in the plies is to it is changing.
1:39
[SPEAKER_00]: There are a lot of studios, but are these studios actually as successful as they look.
1:43
[SPEAKER_00]: So I think this report is really fun.
1:44
[SPEAKER_00]: If you watch it on YouTube, you're going to see actually the visuals of these numbers.
1:48
[SPEAKER_00]: If you're like me and I need to see them, you can watch there.
1:51
[SPEAKER_00]: We'll also have everything in the show notes and in the blog as well.
1:54
[SPEAKER_00]: You guys are awesome here as Jillian from the BFS network.
1:58
[SPEAKER_00]: All right, Loves, this is gonna be fun.
1:59
[SPEAKER_00]: This is, you guys get to hear me in my own element.
2:02
[SPEAKER_00]: Probably a little more behind the scenes of what we do with other businesses, but we have an incredible guest here.
2:06
[SPEAKER_00]: We're gonna talk a lot of numbers.
2:08
[SPEAKER_00]: If you wanna, if you're a visual person, you might wanna watch this on our YouTube channel.
2:11
[SPEAKER_00]: Julie and from the BFS network, you are here.
2:13
[SPEAKER_00]: Hello, tell everyone who you are and what you rock at because they're gonna wanna know.
2:18
[SPEAKER_02]: Leslie, I am here in your home studio in Las Vegas.
2:22
[SPEAKER_02]: This is not Zoom.
2:23
[SPEAKER_02]: This is, I could touch your high five.
2:25
[SPEAKER_01]: Here we go.
2:26
[SPEAKER_01]: There we go.
2:29
[SPEAKER_02]: Hello, everyone.
2:30
[SPEAKER_02]: My name is Julian Barnes.
2:31
[SPEAKER_02]: I am the co-founder and CEO of the BFS network.
2:34
[SPEAKER_02]: I am based in New York City here in Vegas to hang out with my good friend Leslie and Brad.
2:40
[SPEAKER_02]: We are the BFS network for for today's conversation.
2:44
[SPEAKER_02]: The most important thing I'm going to share is we are known as
2:47
[SPEAKER_02]: the premier market intelligence company in the boutique fitness industry.
2:52
[SPEAKER_02]: We publish the state of the industry report, which is the annual report, which is the most comprehensive report in our industry.
3:00
[SPEAKER_02]: A lot of data, a lot of KPIs, a lot of metrics, all focus on showing what profitable studios do.
3:07
[SPEAKER_02]: So I'm here today with Leslie and I'm going to share some of the numbers and she's going to tell us how to achieve those numbers.
3:13
[SPEAKER_00]: Yeah, I'm excited.
3:14
[SPEAKER_00]: Let's go.
3:14
[SPEAKER_00]: Let's do it.
3:15
[SPEAKER_00]: I'm a visual person.
3:16
[SPEAKER_00]: So I'm glad you got a visual for us.
3:17
[SPEAKER_02]: So the first thing I wanted to just talk about is who participated in the survey.
3:22
[SPEAKER_02]: In addition to the profitable Floddy's community, this survey has been conducted over the last 18 months, 500 plus studios worldwide, most importantly,
3:34
[SPEAKER_02]: It is the overwhelming majority, like 89% of the studios that participated in the survey have three or fewer locations.
3:43
[SPEAKER_02]: And most of them have one location individually on self-finance, no private equity, no investor that we're talking about, just the regular studio owner who bootstrapped and saved and maybe borrowed from the bank to open.
4:00
[SPEAKER_02]: That's who's in here.
4:04
[SPEAKER_02]: There's no berries, there's no soul cycle, and if there are some independent club Plotty's franchisees, they're individually owned, they're not big corporate.
4:16
[SPEAKER_00]: So that's not one of those people who owns like 75 or 100.
4:18
[SPEAKER_02]: Yeah, exactly.
4:20
[SPEAKER_02]: Exactly.
4:21
[SPEAKER_02]: All right.
4:21
[SPEAKER_02]: So that's who's in it.
4:22
[SPEAKER_02]: Also, there's broad geographical distribution of the survey, meaning.
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[SPEAKER_02]: 45% of the responses came from cities, population half a million more, 45% came from cities 50,000 to half a million, another 10% are rural areas less than 50,000 and 46 out of 50 states.
4:43
[SPEAKER_02]: So we have geographic representation, we have market size representation, one, two, and three locations, no PE, no investors who were talking about the average mom and pop small studio everywhere in
4:56
[SPEAKER_00]: Okay, you know, I'm going to want to know I didn't what the four states are because we've got to find students like three S's.
5:03
[SPEAKER_02]: No, three in says North Dakota Nebraska and I forget the other two.
5:07
[SPEAKER_00]: Okay, I've over really great to be for you Nebraska.
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[SPEAKER_00]: So we're on our really pretty incredible on open for over 20 years.
5:13
[SPEAKER_02]: So yeah, so we need.
5:14
[SPEAKER_02]: Okay, so that's who we're talking about.
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[SPEAKER_02]: So the way we're going to rock today is talk about.
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[SPEAKER_02]: the BFS scorecard which is six KPIs.
5:24
[SPEAKER_02]: I'm going to share with the listeners all of you the six KPIs that profitable studios track and I'm going to tell you what those KPIs are and then we're going to come back and I'm going to ask Leslie how and what a studio should do to achieve those KPIs.
5:44
[SPEAKER_02]: So I am the what today is Leslie's going to be the how.
5:48
[SPEAKER_00]: Yeah, so for those of you this show, if they was explained to me, I think this is a lot of fun.
5:52
[SPEAKER_00]: For my, my people's listen, he's going to be that Steve Kornakki at the big board, and I'm going to come in as like Rachel Maddow or Chris Hayes.
5:59
[SPEAKER_00]: I mean, obviously I watch a news channel.
6:00
[SPEAKER_00]: So there we go.
6:03
[SPEAKER_00]: So I'm going to come in with my opinion and my like, planetary.
6:06
[SPEAKER_02]: But you don't have, you don't have blonde hair.
6:07
[SPEAKER_02]: So you're not the other channel?
6:09
[SPEAKER_00]: I'm not.
6:09
[SPEAKER_00]: I'm not.
6:09
[SPEAKER_00]: I'm not.
6:10
[SPEAKER_00]: I'm not.
6:10
[SPEAKER_00]: I know.
6:12
[SPEAKER_02]: I didn't know.
6:12
[SPEAKER_00]: I know.
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[SPEAKER_00]: Also,
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[SPEAKER_02]: Oh, real, oh, real, keep it real.
6:20
[SPEAKER_02]: Okay.
6:21
[SPEAKER_02]: So KPI number one is number of leads per month and profitable ploddy studios, generally are generating somewhere between 10.
6:35
[SPEAKER_02]: to 50 leads per month.
6:37
[SPEAKER_02]: The number one response is more than 50 leads, so 30 percent of the respondents generate it more than 50 leads, and then the tie for second was less than 10 leads per month and 10 to 25.
6:51
[SPEAKER_02]: Less than 10 was 20 percent, 10 to 25 is 21 percent, so that's basically a tie.
6:57
[SPEAKER_02]: So,
6:58
[SPEAKER_02]: I don't know for sure, but if I had to guess the studios that are generating 50 leads more than 50 leads among the probably matte pilates with larger class sizes and they need more leads.
7:08
[SPEAKER_00]: I think any time you need more leads, it's probably that you're having more class-based big classes, yes.
7:12
[SPEAKER_02]: Exactly.
7:13
[SPEAKER_02]: And so the studios with less than 10 or 10 to 25 are probably more of the performer.
7:18
[SPEAKER_02]: So number of leads from month is the first metric to track.
7:21
[SPEAKER_02]: I'm going to run through these quickly and then we're going to come back.
7:24
[SPEAKER_02]: Mm-hmm.
7:26
[SPEAKER_02]: The first KPI is number of leads per month, and the highest response was more than 50 leads per month.
7:35
[SPEAKER_02]: 30% of the profitable ploddy studios that we survey, 30% generate more than 50 leads per month.
7:42
[SPEAKER_02]: And I would imagine that the majority of those are our ploddy smack classes where they have more people and seats and bigger studios than they need to fill classes.
7:51
[SPEAKER_02]: Tied for second,
7:53
[SPEAKER_02]: was less than 10 leads per month and 10 to 25 leads per month.
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[SPEAKER_02]: And that is between 20 and 21% of the people who completed this assessment, selected less than 10 and 10 to 25.
8:06
[SPEAKER_02]: So number of leads per month is the first KPI that we are going to talk about.
8:10
[SPEAKER_02]: Second KPI is the conversion rate.
8:14
[SPEAKER_02]: And let's see if I can do this because I'm not an idiot.
8:17
[SPEAKER_02]: What I told you, right?
8:18
[SPEAKER_00]: You're doing great.
8:19
[SPEAKER_02]: So there we go.
8:21
[SPEAKER_02]: God, conversion rate of least the first time visitors.
8:24
[SPEAKER_02]: I can't wait for Leslie to break this down.
8:26
[SPEAKER_02]: But it's one thing for someone to email you, to DMU, to IMU, to say, I'm interested to send me more information about your studio.
8:34
[SPEAKER_02]: It's another thing for that person to actually walk in the door.
8:37
[SPEAKER_02]: And so conversion rate of lead to first-time visitor, profitable-plotty studios are converting at more than 54%.
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[SPEAKER_02]: 54% of the profitable-plotty studios are converting at more than 30%.
8:51
[SPEAKER_02]: So think about that.
8:52
[SPEAKER_02]: For every 10 leads,
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[SPEAKER_02]: the best studios are getting three of those 10 emails to walk in the door, right?
8:58
[SPEAKER_02]: So conversion rate of least the first time visitors.
9:02
[SPEAKER_02]: Now they came, they took a class, they bought the intro offer, the question is what percentage are those people?
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[SPEAKER_02]: made a second bigger purchase.
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[SPEAKER_02]: I said, they already purchased the intro offer.
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[SPEAKER_02]: I like to think about it like this.
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[SPEAKER_02]: We go to a restaurant the first time, and you have a nice meal.
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[SPEAKER_02]: My question is always, am I going to come back?
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[SPEAKER_02]: And especially if you bring a friend with you, maybe is your favorite restaurant, and you bring a friend with you to your favorite restaurant, and you pay for the dinner, the question for your friend is, did you enjoy your dinner?
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[SPEAKER_02]: Did you enjoy your dinner enough that you would come back and pay for that second purchase same thing applies with studios so they bought the intro offer did they come back and profitable studios pilati studios
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[SPEAKER_02]: 55% of profitable ploddy studios convert to a second bigger purchase more than 30% of the time.
9:57
[SPEAKER_02]: So see how small these numbers get for every 10 leads, three walk in the door and of those three that walk in the door, only one is making an expert.
10:06
[SPEAKER_02]: So Leslie's going to break that down.
10:09
[SPEAKER_02]: She is chopping up the bitch.
10:10
[SPEAKER_02]: I can't wait for me.
10:12
[SPEAKER_02]: All right.
10:12
[SPEAKER_02]: So.
10:13
[SPEAKER_02]: Well, those are the first three, first three KPIs.
10:15
[SPEAKER_02]: Okay.
10:16
[SPEAKER_02]: So the last two KPIs we're going to talk about are average member lifetime value, which is how long they stay.
10:23
[SPEAKER_02]: And so the largest category for profitable ploddy studios, 28% of profitable ploddy studios have a lifetime value greater than two years.
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[SPEAKER_02]: The good news is, hence the name of profitable ploddy.
10:39
[SPEAKER_02]: that 71% of the profitable polarity studios that completed this assessment have a LTV of more than two years.
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[SPEAKER_02]: And that's really important.
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[SPEAKER_02]: I'll let Leslie weigh in and why that's important.
10:51
[SPEAKER_02]: But the number is more than two years.
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[SPEAKER_02]: You want to be an LTV more than two years.
10:56
[SPEAKER_02]: And finally, the last KPI we're going to talk about today's
11:02
[SPEAKER_02]: your members leave and you have to go refill that spot.
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[SPEAKER_02]: You can't grow over constantly replacing someone in your studio cell, profitable ploddy studios, 43% of profitable ploddy studios minimize churn to less than 5%.
11:18
[SPEAKER_02]: 43% but here again, the profitable ploddy's community that Leslie runs 71% of the people who completed this assessment,
11:28
[SPEAKER_02]: have a churn less than 5% so let's recap the five KPIs are number of leads per month converting those leads from lead to verse visit converting the first visit to a second purchase of assuming the first visit is an intro offer second purchase and then how long do they stay and do you retain them by minimizing churn?
11:52
[SPEAKER_02]: What was with the five KPIs?
11:54
[SPEAKER_02]: That's what profitable studios do in the plight of sector, Leslie.
11:59
[SPEAKER_02]: Now, tell the people, tell the people, Leslie, what they're supposed to do to achieve these numbers.
12:06
[SPEAKER_02]: How do they get?
12:09
[SPEAKER_02]: This number of leads promote.
12:11
[SPEAKER_00]: Okay, so here's this really great.
12:12
[SPEAKER_00]: I just want to say like I'm really proud of the people for this out because my goal has always been for the people we coach for long term.
12:17
[SPEAKER_00]: I'm like, your business should get really boring.
12:19
[SPEAKER_00]: Like it should get really predictable.
12:21
[SPEAKER_00]: Look, my goal is that some of our people need one lead a month because they actually don't have room and that they're actually referring out to other businesses in the area and that obviously is more of a smaller studio that doesn't have like large group classes, but that is
12:33
[SPEAKER_00]: the absolute goal because it's better to be entertained in your life.
12:37
[SPEAKER_00]: Your business should not be so entertaining.
12:39
[SPEAKER_00]: So what I would say is like force to do is to have a really great conversion.
12:43
[SPEAKER_00]: If you don't know how many lead you're getting a month, that's important.
12:46
[SPEAKER_00]: You got to start there and you want to know where they're coming from, because that really does help you understand where you're spending your time marketing.
12:52
[SPEAKER_00]: Everyone tries to sell you to the moon and back that you should be on social media.
12:55
[SPEAKER_00]: You might not need to be.
12:56
[SPEAKER_00]: Depends on your community, right?
12:57
[SPEAKER_00]: Depends on how many people are there.
13:00
[SPEAKER_00]: I know that sounds crazy in 2026 that I tell someone that it's not about social media, but it's not like more and more people are not necessarily trusting what they're seeing on socials because of AI and things like that.
13:10
[SPEAKER_00]: So you really want to have an amazing network of clients who love you.
13:13
[SPEAKER_00]: We're for people out.
13:15
[SPEAKER_00]: So you're getting strong solvably.
13:16
[SPEAKER_00]: It's because those are going to be the ones that actually come in over just like reaching out to see who it's going on.
13:21
[SPEAKER_02]: So if you have something to jump on, I didn't, I didn't mention it.
13:25
[SPEAKER_02]: But.
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[SPEAKER_02]: We also asked studio owners, what was their most effective legion tactics?
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[SPEAKER_02]: Do you want to guess what that answer is?
13:32
[SPEAKER_00]: Firstly, referral by far, by far, and every, every, every modality.
13:38
[SPEAKER_00]: Yes, and here's the people's two to one.
13:40
[SPEAKER_02]: Like it wasn't close.
13:41
[SPEAKER_02]: It was, it was more, and again, these are, these are prof, not just Pilates.
13:46
[SPEAKER_02]: All modalities.
13:47
[SPEAKER_02]: Yeah.
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[SPEAKER_02]: The number one lead intact to get referrals.
13:50
[SPEAKER_02]: So when you said, people don't trust was on the socials and socials, what do people trust?
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[SPEAKER_00]: They trust their friends.
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[SPEAKER_02]: They trust people.
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[SPEAKER_02]: They know people who they know like and trust.
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[SPEAKER_00]: So here's the thing.
14:00
[SPEAKER_00]: If I, if you were a new business right now, you need people right now.
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[SPEAKER_00]: If you're if you're spending all of your time marketing yourself versus stuff online and buying ads, that's one way to do it.
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[SPEAKER_00]: And, and you will get people.
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[SPEAKER_00]: I'm not saying that doesn't work, but you will get more people quicker.
14:13
[SPEAKER_00]: If you actually tell the people who know I can trust you, whether they're clients or not, well here's my studio does, here's who we help, here's how we help them, who do you know?
14:21
[SPEAKER_00]: If you say who do you know, it opens a loop.
14:23
[SPEAKER_00]: You open a loop, people aren't likely to say, I don't know anyone, right?
14:26
[SPEAKER_00]: Because that would have to think about that.
14:28
[SPEAKER_00]: But if you say who do you know, it opens this loop and they start being aware of it.
14:31
[SPEAKER_00]: And if their friends like, oh my shoulder hurts like, oh I just heard about the studio of the on the street like people will refer you people.
14:36
[SPEAKER_00]: And those are the people who actually come in more likely than not than someone who's just cruising the internet and filling up the contact form.
14:42
[SPEAKER_00]: whoever feels at the contact form, honestly, it's whoever gets to them first and doesn't bug them.
14:47
[SPEAKER_02]: So, let's take the people behind the scenes for a second.
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[SPEAKER_02]: Before this call, we would chill not in your backyard and it's a safe to say that we have some fundamental disagreements about how studios actually operate.
15:00
[SPEAKER_02]: Something's right.
15:02
[SPEAKER_00]: And so, I think that's okay about it.
15:05
[SPEAKER_02]: I wanted them to know that this is not the things that you and I agree on are the most important fundamental aspects of running a business.
15:13
[SPEAKER_02]: The things we disagree on, I say they're on the frames, they're just mad up choice, but this, this having referrals, no like and trust that, it is tested over time.
15:26
[SPEAKER_00]: Yeah.
15:26
[SPEAKER_00]: I mean, it's so, and also it just makes it a lot easier on you if you need clients today.
15:32
[SPEAKER_00]: You open the studio recently or you hired a new teacher or you open some new classes.
15:37
[SPEAKER_00]: You need people to fill those seats today.
15:38
[SPEAKER_00]: You will always have a faster rate of transitioning them into clients if you're going to your community and the people who trust you because they will talk about you.
15:47
[SPEAKER_00]: They will have a trust transference.
15:49
[SPEAKER_00]: If you are waiting for people to
15:51
[SPEAKER_00]: They'll out your contact form.
15:52
[SPEAKER_00]: Then it's like, well, they want to do it 11 pm last night while they were watching someone on some TV show doing what they thought was Pilates.
15:59
[SPEAKER_00]: So they reached out.
16:00
[SPEAKER_00]: But now it's 8.9 a.m. in the morning.
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[SPEAKER_00]: They're at work.
16:02
[SPEAKER_00]: Then it's like, well, I'm too busy this weekend.
16:04
[SPEAKER_00]: So you've got to get people when they're, when they're excited.
16:06
[SPEAKER_00]: If you're the 30% conversion rate from the lead.
16:09
[SPEAKER_00]: into coming in.
16:10
[SPEAKER_00]: That's great.
16:11
[SPEAKER_00]: I actually don't think that that's a terrible, I think if you have higher than that, you are doing great.
16:16
[SPEAKER_00]: But if you have a lower than that, that's where I have concern.
16:18
[SPEAKER_00]: I feel like 30% feels very fair.
16:20
[SPEAKER_00]: Where I want you to really look at is from that.
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[SPEAKER_00]: When they come in, if you have a lower than 30% conversion rate, you really do have an issue.
16:27
[SPEAKER_00]: Because
16:29
[SPEAKER_00]: the numbers just get so small and you're actually just wasting a lot of time.
16:32
[SPEAKER_01]: It's hard.
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[SPEAKER_00]: You're working really hard.
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[SPEAKER_00]: And so I think this is where you as owner and you to look at what your onboarding experience is.
16:39
[SPEAKER_00]: How are you setting people up?
16:41
[SPEAKER_00]: Are you getting them with the right teacher?
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[SPEAKER_00]: Are you the only person who's teaching them that it really is on you?
16:45
[SPEAKER_00]: What's going on and this is where I think a lot of people make mistakes because they try to sell Pilates or whatever the modality is people actually don't want to buy a process.
16:53
[SPEAKER_00]: They want to buy the transformation They want to buy the passion from you and so this is where if you're a studio owner and you're not the one
17:00
[SPEAKER_00]: who's doing these intro offers, they're going into a class or they're going into another teacher's experience.
17:05
[SPEAKER_00]: You need someone who's got passion and actually can read the person because you have to take what their goal is and what you offer and show how they get there.
17:14
[SPEAKER_00]: Nobody wants to hear, oh, you're going to buy the four session a week package because that's no, that's a process.
17:19
[SPEAKER_00]: They want to buy in on the belief that you have that you can get them to where they want to go.
17:23
[SPEAKER_02]: You just said the magic word.
17:26
[SPEAKER_02]: And I don't know if people really heard you.
17:27
[SPEAKER_02]: I want to go back.
17:29
[SPEAKER_02]: And you said they want to buy the what?
17:32
[SPEAKER_02]: Starting with a letter T. Oh, the transformation.
17:34
[SPEAKER_02]: Say that again?
17:35
[SPEAKER_00]: The transformation.
17:35
[SPEAKER_00]: They want the transformation.
17:36
[SPEAKER_00]: They want the end result.
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[SPEAKER_02]: I like to say that there is no transformation without the transaction.
17:44
[SPEAKER_02]: There's no transformation without the transaction.
17:47
[SPEAKER_02]: So you have to ask the question, why are you here?
17:50
[SPEAKER_02]: And you have to actively listen to what they say, and then be prescriptive in your answer to the question, okay, so you want XYZ?
18:02
[SPEAKER_02]: Great, here's how you're gonna get that.
18:04
[SPEAKER_02]: two times a week, three times a week, you're gonna take this class, that class, this class, et cetera.
18:09
[SPEAKER_02]: You're gonna give them a description, just like a doctor would give you a prescription and tell them when they ask what is a cost, you reframe it.
18:16
[SPEAKER_02]: The investment for you to achieve your desire goal is going to be one of time and money.
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[SPEAKER_02]: The time is twice a week or three times a week and the monthly investment for that is gonna be X.
18:28
[SPEAKER_00]: I agree so much because if you can actually get them to understand that this is a tool in the toe their transformation and they can make the transaction and you break it down, you can also be honest with them and this is where trust is really built.
18:41
[SPEAKER_00]: So some people are going to come to you with goals that are not in alignment with what you do.
18:46
[SPEAKER_00]: If you actually tell them, oh, I love this.
18:48
[SPEAKER_00]: Like, for example, in Pilates and L.A. every single person wants to lose five pounds.
18:52
[SPEAKER_00]: And it's like, well, here's what we know about science.
18:54
[SPEAKER_00]: Science would say, if you want to lose weight, it's a few different factors and any fitness and it's an any fitness is part of the journey, but it's not the tool.
19:04
[SPEAKER_00]: The actual tool is, especially if you're serving women, what are your hormones like?
19:09
[SPEAKER_00]: What are you eating?
19:10
[SPEAKER_00]: And then you can go it.
19:12
[SPEAKER_00]: But if you all you do is work out to lose weight, you're not going to, you might lose a couple pounds, you might change the metabolism you've got, but it's actually not going to get you to the goal.
19:19
[SPEAKER_00]: So this is where it's really cool for people.
19:21
[SPEAKER_00]: This is what I coach people on their first time sessions is.
19:24
[SPEAKER_00]: Find out what they're there.
19:25
[SPEAKER_00]: And then tell them,
19:27
[SPEAKER_00]: you can or can't help them.
19:29
[SPEAKER_00]: So I would always say, here's how polices gonna be part of your journey.
19:32
[SPEAKER_00]: Here's what we can't do.
19:34
[SPEAKER_00]: But here's what we can do.
19:35
[SPEAKER_00]: First of all, most people are lied to so much or are sold a bunch of smoke and mirrors that they actually will like that you told them that.
19:43
[SPEAKER_00]: They might not buy from you, they might go to someone else or they might try something else in comeback because they actually believe in trust but I really do believe in being authentic here.
19:49
[SPEAKER_00]: And then when you're teaching the sessions, you need to actually tell them, here's why I've chosen exercise for you.
19:54
[SPEAKER_00]: Here's why this exercise is going to hit you with your goals and that's what people don't do.
19:58
[SPEAKER_00]: They just keep talking about Pilates' supplies that Pilates is now on every corner.
20:03
[SPEAKER_00]: So maybe that worked in the 1990s, by the work of the early 2000s, but it doesn't work today.
20:08
[SPEAKER_00]: You actually have to say, with my eye, I'm seeing your shoulder is doing this and you
20:13
[SPEAKER_00]: have back pain.
20:13
[SPEAKER_00]: And so what I'm seeing is like because of this imbalance, you're going to have back pain until we get this bounce.
20:18
[SPEAKER_00]: So here's at least three exercises we're going to do and they're going to help you with this.
20:20
[SPEAKER_00]: You have to actually tell them take them behind.
20:23
[SPEAKER_00]: It's I like to say that their first sessions, their intro sessions are like going to a buffet.
20:27
[SPEAKER_00]: They get to see all the different options.
20:29
[SPEAKER_00]: And then you're going to talk about all the different options.
20:31
[SPEAKER_00]: And then you're going to prescribe them like Julian said, like, hey, okay, so first of all, I never say to do like that.
20:36
[SPEAKER_00]: You got to just, you got to go into the confidence.
20:38
[SPEAKER_00]: you're like, thank you for letting me teach you, right?
20:39
[SPEAKER_00]: Because that gives gratitude, it lets another sessions over.
20:42
[SPEAKER_00]: And then you go into, you said you want to this.
20:45
[SPEAKER_00]: Here's how we're going to get there.
20:47
[SPEAKER_00]: Here's the process.
20:48
[SPEAKER_00]: Yes, and then if they're like, whoa, that's too much for me.
20:51
[SPEAKER_00]: If you go through all the investment and all the time and they're like, that's more than I can spend right now.
20:55
[SPEAKER_00]: You can see I understand.
20:56
[SPEAKER_00]: we can take a little longer instead of coming three times a week and do this in this.
21:01
[SPEAKER_00]: But you have to actually help them find a way I get it.
21:04
[SPEAKER_00]: Some people don't work out.
21:05
[SPEAKER_00]: So, and it's not even the money.
21:06
[SPEAKER_00]: It's the actual going from zero times to the gym to coming three times.
21:10
[SPEAKER_00]: You're asking a lot.
21:10
[SPEAKER_00]: So, this is where you have to be honest.
21:12
[SPEAKER_00]: And this is where I think our industry really needs a little kick in the pants and a nice one.
21:17
[SPEAKER_00]: And people that are with me a long time have heard me say this.
21:20
[SPEAKER_00]: If you aren't going to hold people accountable to their goals, you're going to become a
21:27
[SPEAKER_02]: 1,000 sent and remember they came to you like you didn't go find them.
21:33
[SPEAKER_02]: Yeah, but even if you did, even if you went to the local farmers market, you didn't force them to give you their email.
21:39
[SPEAKER_02]: They gave you their email.
21:41
[SPEAKER_02]: They walked into the door.
21:43
[SPEAKER_02]: You have to ask them why.
21:45
[SPEAKER_02]: Why they walked in and you have to actually listen so you can connect.
21:50
[SPEAKER_02]: what they said with what you're going to say, you know what you're going to say.
21:54
[SPEAKER_02]: Yeah.
21:54
[SPEAKER_02]: You know what your packages are.
21:56
[SPEAKER_02]: The question is, can you connect your packages to the goal they told you they want to achieve?
22:03
[SPEAKER_02]: It is not a behavior permission.
22:05
[SPEAKER_02]: You are the person in the position of authority.
22:08
[SPEAKER_00]: Well, that's just it.
22:09
[SPEAKER_00]: You just said you, you are the person's position of authority.
22:11
[SPEAKER_00]: And that's where people don't, they see themselves.
22:14
[SPEAKER_02]: Retain your
22:21
[SPEAKER_00]: If you have people who are late canceling and you're not charging them, I promise you you're losing that client.
22:26
[SPEAKER_00]: That's not a client you want by the way, but it's also you're losing that client because they're not when push comes a shop that I commit it.
22:32
[SPEAKER_00]: Right, when their budget has an issue, when something comes up, they're really like, oh, I'm going to cancel my Pilates because they're not actually seeing results because you didn't hold a accountable to get results.
22:42
[SPEAKER_00]: And I think this is where people really have to actually like, remember, there is such a thing as like, you are in relation to them.
22:48
[SPEAKER_00]: And there is a camaraderie.
22:49
[SPEAKER_00]: But you're also, you're the expert.
22:50
[SPEAKER_00]: They came to you.
22:52
[SPEAKER_00]: And the only way that they can exchange the energy is to pay you that worth.
22:55
[SPEAKER_00]: But you have to hold the accountable so that they get those results.
22:57
[SPEAKER_00]: And when you get them the result, that's why you don't have churn.
23:00
[SPEAKER_00]: That's why you're trying to so low.
23:02
[SPEAKER_00]: And that's why you'll have clients for life.
23:03
[SPEAKER_02]: And by the way, we're going to come back to.
23:05
[SPEAKER_00]: Okay, but I just want to say, I think like, I think a lot of people go, oh, this person came to me.
23:10
[SPEAKER_00]: I hope they like me.
23:11
[SPEAKER_00]: You can't be like that if you want a business that actually works and doesn't stress you out at the end of the day.
23:17
[SPEAKER_00]: You have to actually have the authority because you are the expert.
23:20
[SPEAKER_02]: You have to be a little bit like Steve Jobs.
23:23
[SPEAKER_02]: Steve Jobs said, you know, as the customer what they want, you tell the customer what they need.
23:29
[SPEAKER_02]: None of us raised our hand and said, we want a phone, remember the blackberries and the trellows and we want a contact management thing, we want to serve the web.
23:39
[SPEAKER_02]: No one said I want that.
23:41
[SPEAKER_02]: He presented it to us and said, here isn't this cool.
23:44
[SPEAKER_00]: Yeah, I think that's where it's like I understand some people's first time sessions on a group class I would argue that that's a harder way to sell things I would absolutely say if you are a class based studio and you want to have clients for life, you should have some sort of onboarding that allows them to be either.
24:01
[SPEAKER_00]: on their own or in a very small group of other people who are also on an intro so that you can actually find out why they're there and actually tell them how do these exercises on whatever equipment you're teaching them actually help them reach their goal because if you just put them in a class with a bunch of other people first of all
24:18
[SPEAKER_00]: they get lost and the experience people get annoyed if the teacher keeps teaching to the newbie you're going to lose people they're going to start going I'm not getting challenged here I'm going to this studio over here so you I really do believe in an onboarding journey and of course people are going to say oh this do over here will let me in great
24:33
[SPEAKER_00]: You should go to that studio that doesn't have any worries about you getting hurt and doesn't want your sessions be personalized.
24:37
[SPEAKER_00]: No problem.
24:38
[SPEAKER_00]: I understand you want to get started.
24:40
[SPEAKER_00]: I actually believe in like villainizing a little bit of the thing that you are not doing so that you can actually tell people here's why you wanted to work with me.
24:46
[SPEAKER_00]: Here's why you want to trust me because I actually care about why you're here and that you're not just a number on my reformer.
24:52
[SPEAKER_00]: You're actually a person who's impact.
24:54
[SPEAKER_00]: I want you to have the transformation you wanted.
24:56
[SPEAKER_00]: But I also think when you're in, when they're in that first session, whatever it's a week or a session, I really do think if you don't tell them what you're seeing in their body that's keeping them from the goal they want to have, you are missing out on an opportunity for them to understand how smart you are and how much of an expert you are.
25:10
[SPEAKER_00]: If you tell me,
25:11
[SPEAKER_00]: that you want to have better posture and I'm seeing that your hip is up to one side and you're late.
25:16
[SPEAKER_00]: You have to tell people, oh, I noticed this.
25:17
[SPEAKER_00]: No wonder your posture is having problems.
25:18
[SPEAKER_00]: So who are we going to do these exercises?
25:20
[SPEAKER_00]: And I always said this, but I think it's really where people miss out.
25:22
[SPEAKER_00]: This is where teachers keep that to themselves.
25:24
[SPEAKER_00]: And they actually don't tell the client what they're seeing and they just pick exercise.
25:28
[SPEAKER_00]: But the person doesn't know why you're picking that.
25:29
[SPEAKER_00]: So you have to take you have to peel back the curtains so that they can see that you're in there with them.
25:34
[SPEAKER_00]: You're a partner in this journey and you're going to hold them accountable to heading the goals they want.
25:38
[SPEAKER_00]: And then when they hit those, you're going to
25:41
[SPEAKER_02]: All right, so let's talk about KPI number three, a new visitor who purchased a membership or a bigger package, so we're talking specifically about people who purchased the intro offer.
25:53
[SPEAKER_02]: They finished the one week or the two week or the one month, whatever the intro offer is, they finished that.
25:58
[SPEAKER_02]: Did they pull out the credit card and make a second purchase?
26:02
[SPEAKER_02]: What should studios do, owners and structures, to increase the probability of a yes?
26:10
[SPEAKER_00]: I love this question so much.
26:11
[SPEAKER_00]: I'm gonna take us back a little bit.
26:12
[SPEAKER_00]: So, we're going to go back to the intro offer.
26:15
[SPEAKER_00]: you need to pick an intro offer that actually fits the goals you need.
26:18
[SPEAKER_00]: You need a lot of clients intro offer needs to be very simple, very easy.
26:22
[SPEAKER_00]: They go like, if I would say, I wouldn't even give people two weeks.
26:25
[SPEAKER_00]: I think that is crazy nonsense.
26:27
[SPEAKER_00]: I also, I don't like free.
26:29
[SPEAKER_00]: I think you have to charge.
26:30
[SPEAKER_00]: It's very hard to go from zero to whatever you're charging.
26:32
[SPEAKER_00]: So I would say, if you need clients yesterday,
26:35
[SPEAKER_00]: You're doing a single session intro offer with a very much hands-on experience where someone is told like you find out what they need to interview style and then a concierge out the end about what's going on.
26:45
[SPEAKER_00]: That's what you need.
26:46
[SPEAKER_00]: If you don't need a ton of clients, then your intro offer can be a little longer and actually be a higher.
26:51
[SPEAKER_00]: Need to say yes, meaning instead of going from like, let's say I'm doing a private session in the intro off for a $60 for one session.
26:56
[SPEAKER_00]: It might be 180 for three.
26:58
[SPEAKER_00]: That obviously is going to get rejected more because it's a bit more.
27:01
[SPEAKER_00]: I don't know if I want to spend $180 on you.
27:03
[SPEAKER_00]: I just met you.
27:04
[SPEAKER_00]: I don't even know you, but you don't need a lot of people.
27:06
[SPEAKER_00]: So you're like, I only want the best to come through.
27:10
[SPEAKER_00]: Right, so you really want to make sure you're picking that now.
27:12
[SPEAKER_00]: Obviously, the higher the intro offers time and money commitment is the more likely you're actually going to have a second purchase if they do it in the condensed form of time and that's why I don't I disagree with two weeks or one month.
27:23
[SPEAKER_00]: I really do especially for in person.
27:25
[SPEAKER_00]: I think you want to keep things quick because when that dopamine high is happening, that's when they're more likely to buy if it's three sessions that they can take over three weeks good luck because they only felt the high.
27:37
[SPEAKER_00]: In the moment when they drove their car home, they actually didn't get the benefit.
27:39
[SPEAKER_00]: But if it's three sessions in one week, you're more likely to get that second purchase.
27:43
[SPEAKER_00]: So you want people to feel the benefits because let's be really honest.
27:46
[SPEAKER_00]: Joe Pilates has a quote that everyone likes to use, but they don't finish the sentence.
27:50
[SPEAKER_00]: and 10 Pilates, you feel different in 20 sessions, you look different in 30 sessions, you have a whole new body, but they don't finish it.
27:56
[SPEAKER_00]: If you come three to four times a week or your money back, that's what Joe said.
28:00
[SPEAKER_00]: So that's what he says, but if you come three to four times a week, if you're just coming to support is once a week, it'd be like trying to study Spanish once a week.
28:07
[SPEAKER_00]: I can recognize words, but I'm not going to be able to understand bad money, that's not happening.
28:11
[SPEAKER_00]: I have to do it multiple times a week in the sciences there no matter the modality, unless you're doing something three or four times a week, you're actually not making a change.
28:18
[SPEAKER_02]: Well, that's the key, right?
28:20
[SPEAKER_02]: Earlier you said you're here for the transformation.
28:22
[SPEAKER_00]: Uh-huh.
28:23
[SPEAKER_02]: The first step, I would argue the first step in the transformation is transforming your daily routine.
28:30
[SPEAKER_02]: And what you just said is, people need to adopt a new routine that says, I'm coming on Tuesday morning, Thursday after work, Saturday morning.
28:40
[SPEAKER_02]: I'm committed to that change.
28:43
[SPEAKER_02]: See, here are these terms, commitment, investment, transformation, commitment.
28:49
[SPEAKER_02]: They need to commit, you need to present them,
28:53
[SPEAKER_02]: In prescription, you are more likely to be successful if you present a prescription that gives them the opportunity to adopt a new routine from day one.
29:05
[SPEAKER_00]: You just, here's the thing, you will sound more confident when you're talking with them.
29:09
[SPEAKER_00]: If you're making them rise up to the occasion, it is understanding like they're intake forms.
29:14
[SPEAKER_02]: You're leading them.
29:15
[SPEAKER_02]: Yes.
29:15
[SPEAKER_02]: To rise to the occasion.
29:17
[SPEAKER_00]: Yes.
29:18
[SPEAKER_00]: Here's the thing.
29:18
[SPEAKER_00]: Are you more likely to come to the person who says, when do you want to come in, right?
29:22
[SPEAKER_00]: If you're someone who's listening who says, when do you want to come in?
29:26
[SPEAKER_00]: Do you want to come in next week?
29:27
[SPEAKER_00]: I'm going to tell you right now, your business is a hobby, and eventually the IRS is going to audit you.
29:31
[SPEAKER_00]: So that's not going to get for you.
29:32
[SPEAKER_00]: You're not going to be profitable.
29:34
[SPEAKER_00]: If you're telling people, hey, you should come out.
29:36
[SPEAKER_00]: You're going to come two times a week.
29:38
[SPEAKER_00]: I have 10 a.m. on Tuesdays and Thursdays.
29:40
[SPEAKER_00]: Does that work for you?
29:41
[SPEAKER_00]: That is me telling you you're going hmm does it work for me, but you're not you're more likely to like look at your calendar like when do I want to come at oh next week actually feels really full and I can't come in right you want to actually tell people and prescribe people have the confidence on what you're doing and this is where I think a lot of people have a lot of fear oh my god they they'll think I'm being rude know they won't they're going to think that you're in control this is a business.
30:04
[SPEAKER_00]: It's a business.
30:05
[SPEAKER_00]: And also I don't want to waste people's money.
30:07
[SPEAKER_00]: So you can even say that here's a deal.
30:09
[SPEAKER_00]: If you're only going to come once every other week, this is kind of waste of money.
30:12
[SPEAKER_00]: You shouldn't really do this.
30:13
[SPEAKER_00]: You could probably do something at home on YouTube, but like you really want the transformation.
30:17
[SPEAKER_00]: You have to commit to it.
30:18
[SPEAKER_00]: And the commitment looks like this.
30:19
[SPEAKER_00]: And that's where I would say like whether you do memberships or packages.
30:23
[SPEAKER_00]: I don't like unlimited because that is craziness.
30:26
[SPEAKER_00]: You also can't prescribe people the times to commit.
30:29
[SPEAKER_00]: If you want to hit the school in the next three months, I recommend our three time a week.
30:33
[SPEAKER_00]: Commitment.
30:34
[SPEAKER_00]: If you, if that's too much for you, there was a two time.
30:36
[SPEAKER_00]: Like you have these things that people can choose a journey of path.
30:39
[SPEAKER_00]: If you're only at him one time.
30:40
[SPEAKER_00]: So we curious to deal, you can never miss and I'm going to need you to do homework because the reality is one time a week.
30:45
[SPEAKER_00]: If that's all you can afford time or money wise.
30:48
[SPEAKER_00]: I get that something is better than nothing, but you got to do something at home.
30:51
[SPEAKER_00]: Otherwise, it is a waste of your time and money.
30:53
[SPEAKER_00]: I don't want to waste your money.
30:54
[SPEAKER_00]: And when you talk like that with people, they're like, oh, this person really knows what they're talking about.
30:58
[SPEAKER_00]: When you ask them when you want to come in, a broken clock is right two times a day.
31:01
[SPEAKER_00]: You're going to get some people, but those are the type A people who just you happen to be near them or close to them and they kind of like you.
31:07
[SPEAKER_00]: You're not going to have a business that's easy to predict how much money you're going to make month after month.
31:13
[SPEAKER_02]: Would you say that transformation requires the three Cs?
31:18
[SPEAKER_02]: You need to change your routine.
31:21
[SPEAKER_02]: You need to be consistent about the change you're making in routine.
31:26
[SPEAKER_02]: You have to be willing to get rid of your comfort zone, get out of your comfort zone.
31:32
[SPEAKER_02]: Very little change occurs when you're comfortable.
31:36
[SPEAKER_00]: Oh, you know what happens.
31:37
[SPEAKER_00]: Like, if you don't change the world does, you just actually get further behind.
31:40
[SPEAKER_00]: And so I do think that like, I love all those frequencies and I think that's really helpful for people.
31:46
[SPEAKER_00]: Here's the thing, the objections you're going to get are three.
31:48
[SPEAKER_00]: There's, there might be some other ones, but there's a three of her teaching for a really long time.
31:52
[SPEAKER_00]: And I used to run nine studios for a high-end fitness company.
31:55
[SPEAKER_00]: So I have heard them all, which is, I don't have the money.
31:59
[SPEAKER_00]: Guess what everyone says that when they actually don't really want to tell you why they can't do it or they didn't like it gets an easier thing you're not going to go show me your wallet right so I don't have the money I don't have the time this is one for people who want change but they're afraid of leaving their comfort zone so this is where you actually have to have a speech ready and hand I get that I'm a very busy person here so we're going to do.
32:18
[SPEAKER_00]: We are going to pre-schedule your sessions for the next month so you can schedule your whole life around it.
32:23
[SPEAKER_00]: How about we start two weeks out because it's a little easier two weeks out.
32:25
[SPEAKER_00]: It's not overwhelming.
32:26
[SPEAKER_00]: We're going to schedule your whole life around it.
32:28
[SPEAKER_00]: And because of our cancellation policy, you're going to cancel your friends over this and you're actually getting the transformation.
32:34
[SPEAKER_00]: Or they have to think about it.
32:35
[SPEAKER_00]: If they have to think about it, there's a couple things going on.
32:37
[SPEAKER_00]: You weren't good enough at making sure they understood how what you're doing is going to help them with their transformation.
32:42
[SPEAKER_00]: you didn't get either a you didn't get it on a school out of them or you actually didn't tell them how you're going to get there and so there's their kind of end but they're not sure or you've way too many offers.
32:53
[SPEAKER_00]: If you have too many offers, I don't know what to do.
32:56
[SPEAKER_00]: If I see we have these packages and we have these back and we have this class over here, we have this class over it's too confusing for me and I have to think about it.
33:03
[SPEAKER_00]: You want things to be very easy for people to make a yes, and that's why.
33:08
[SPEAKER_00]: And so if they have to say, if I get the one, oh, I have to talk to my husband, that is also a way of saying, I don't have the money, or I'm not sure, because most women have the ability to spend the money on what they want.
33:17
[SPEAKER_00]: The first one I've ever heard this was a brand new teacher.
33:19
[SPEAKER_00]: The first one I've heard this, I said, no problem.
33:21
[SPEAKER_00]: If your husband has any questions, here is my number.
33:24
[SPEAKER_00]: Remember, these are the goals that we talked about.
33:26
[SPEAKER_00]: Here's how we're going to get there.
33:27
[SPEAKER_00]: Here's how things have to come in.
33:29
[SPEAKER_00]: And if you want me to chat with them about how this is going to work out, I'm happy to do that.
33:32
[SPEAKER_00]: Guess what?
33:32
[SPEAKER_00]: He came up to my studio the next day, and he said, my wife can come as much as she wants.
33:36
[SPEAKER_00]: Whatever she wants, she can come as much as she wants.
33:38
[SPEAKER_00]: I just want her to be happy.
33:39
[SPEAKER_00]: Right?
33:39
[SPEAKER_00]: Like, so most of the time, it's not the husband.
33:42
[SPEAKER_00]: It's she was not sure if she was worthy of the commitment.
33:45
[SPEAKER_00]: And we have to hold space for that.
33:47
[SPEAKER_00]: But if you can actually think of the objections you have and then come up with your responses, ahead of time, you're going to come off more confident when they have those.
33:54
[SPEAKER_00]: And then guess what?
33:55
[SPEAKER_00]: Then go think about it.
33:55
[SPEAKER_00]: Okay, great.
33:56
[SPEAKER_00]: I'm going to reach out next week.
33:57
[SPEAKER_00]: I'm going to reach out tomorrow.
33:58
[SPEAKER_00]: I'm going to call back on the follow up.
33:59
[SPEAKER_00]: Is that okay with you?
34:00
[SPEAKER_00]: You'd be surprised how many people come in if you follow up.
34:03
[SPEAKER_02]: Now here's one of the areas where we made, we made this a great.
34:05
[SPEAKER_02]: I agree with everything you just said, sometimes it's okay to say we may not be for you.
34:12
[SPEAKER_00]: Uh, we're not going to disagree on that.
34:13
[SPEAKER_00]: I love that.
34:14
[SPEAKER_02]: We, we, we, we, I hear you.
34:17
[SPEAKER_00]: Mm-hmm.
34:18
[SPEAKER_02]: The three objections.
34:20
[SPEAKER_00]: Mm-hmm.
34:20
[SPEAKER_02]: Don't have time.
34:21
[SPEAKER_02]: Can't afford it.
34:22
[SPEAKER_02]: Not sure.
34:23
[SPEAKER_02]: Okay.
34:23
[SPEAKER_02]: I hear you.
34:24
[SPEAKER_02]: We may not be the right place for you.
34:26
[SPEAKER_02]: We are the place for people who are willing to make a commitment to the transformation they seek.
34:31
[SPEAKER_02]: We work with people who are committed.
34:34
[SPEAKER_02]: We work with with and then whatever's in your community, you know, we work with
34:40
[SPEAKER_02]: describe they might be business owners, executives, you know, presence of corporations, whatever is in your tribe in your community.
34:49
[SPEAKER_02]: We work with the best of the best.
34:51
[SPEAKER_02]: If you want to be part of that, we love to have you, but I get it.
34:53
[SPEAKER_02]: We may not be for you.
34:54
[SPEAKER_02]: And that's okay.
34:55
[SPEAKER_00]: That's okay.
34:56
[SPEAKER_00]: Julian, we don't I love this because I had so I just coach someone today.
35:00
[SPEAKER_00]: And she was talking about, oh, they got sick and they couldn't do this and now they're good.
35:03
[SPEAKER_00]: They're, I said you should fire them as clients are not good clients.
35:06
[SPEAKER_00]: Correct.
35:06
[SPEAKER_00]: The, in fact, I would call that dirty money.
35:09
[SPEAKER_00]: Every single teacher out there who's taking clients to just come in willingly.
35:12
[SPEAKER_00]: That is dirty money.
35:14
[SPEAKER_00]: It's actually never going to get you good referrals.
35:17
[SPEAKER_00]: They're certainly not going to be a walking billboard.
35:19
[SPEAKER_00]: The best advice I ever got when I first started teaching Pilates.
35:21
[SPEAKER_00]: Best advice is teacher to give me a side as my first day and he goes,
35:24
[SPEAKER_00]: Get one client and make them obsessed with you.
35:27
[SPEAKER_00]: You focus every energy and everything you have in that one client And you have clients for life, and he's not wrong.
35:32
[SPEAKER_00]: I was gifted a duet session from teacher who is moving and I took that to heart And they're like, oh, we can't come next week.
35:38
[SPEAKER_00]: I'm like, oh, we'll see you.
35:39
[SPEAKER_00]: Let's go extra one this week.
35:40
[SPEAKER_00]: Gotta make it up
35:42
[SPEAKER_02]: Exactly.
35:42
[SPEAKER_00]: And they're like, what?
35:43
[SPEAKER_00]: We don't do two in a week.
35:44
[SPEAKER_00]: I'm like, well, you're missing next week.
35:45
[SPEAKER_00]: I'm not going to wait two weeks to see you.
35:47
[SPEAKER_00]: What change are we going to have?
35:48
[SPEAKER_00]: We got to do this.
35:49
[SPEAKER_00]: They never miss a session.
35:50
[SPEAKER_00]: Guess what?
35:51
[SPEAKER_00]: Within two weeks, I had two of their friends from their building, right?
35:55
[SPEAKER_00]: Because I was like, if you want to work with me, this is how often you have to do this.
35:58
[SPEAKER_00]: And here's the thing, when you tell people, we might not be for you.
36:00
[SPEAKER_00]: One, some people will rise to the occasion because they don't like to be rejected.
36:03
[SPEAKER_00]: And or two, you're leaving space for someone who's going to actually add to the community and make your business successful.
36:11
[SPEAKER_00]: you're going to make an impact on that because it's not fun to teach people who are not committed.
36:15
[SPEAKER_00]: It's actually exhausting.
36:16
[SPEAKER_02]: I know you believe in karma.
36:18
[SPEAKER_00]: I do.
36:18
[SPEAKER_02]: Right.
36:19
[SPEAKER_02]: As we sit in a room full of crystals everywhere.
36:23
[SPEAKER_00]: People I'm wondering when their karma is coming, I'm just going to say.
36:27
[SPEAKER_02]: So you have to be confident enough that the universe will present you what you need when you need it.
36:37
[SPEAKER_02]: And that that confidence
36:40
[SPEAKER_02]: is really tested when you have some financial needs and the wrong client walks in and you have to be confident enough both in your own abilities and that the universe will provide for you the right way.
36:55
[SPEAKER_02]: You have to be confident enough to say no.
36:59
[SPEAKER_02]: to the wrong person, so you keep space open for the right person, as you say, and you have to be confident that the universe is going to bring that right person to you.
37:11
[SPEAKER_00]: Yes, well, and be.
37:11
[SPEAKER_02]: But it's not going to always be on your schedule.
37:13
[SPEAKER_00]: No, and that well, that's here's a thing.
37:15
[SPEAKER_00]: We just, we've been talking about these different leads.
37:18
[SPEAKER_00]: You actually don't get to decide when people are going to finally come in the door.
37:23
[SPEAKER_00]: So you have to make sure that whatever you're doing is making sure it's put in front of them and remind it in front of them and they're reminded again and tell there like oh I'm finally going to get ready.
37:31
[SPEAKER_00]: We actually don't get to say when they come in the door, but once they're there, we absolutely can say you're in my house and in my house is something to do things, right?
37:40
[SPEAKER_00]: Right, like my house we you can lead your shoes on.
37:43
[SPEAKER_00]: We got a dog.
37:43
[SPEAKER_00]: He goes in and out.
37:44
[SPEAKER_00]: This is a desert like we're we're fine But some people's houses what the shoes go off.
37:48
[SPEAKER_00]: I was just had a friend's house It's in the flies industry.
37:50
[SPEAKER_00]: He's like yeah, you take your shoes off and when all those stairs and he's like Oh, there's a deck put these slippers on and I'm like oh my god There's so many rules for that's what
37:57
[SPEAKER_00]: it's his house.
37:58
[SPEAKER_00]: Those are the rules of participating in his world.
38:01
[SPEAKER_00]: And so I would just say like it's okay to have these rules really helps people understand the boundaries and it will make for better clients where more consistent and guess what they will go back to the best way to get clients refer you better client.
38:14
[SPEAKER_02]: Great.
38:14
[SPEAKER_02]: So now how do we keep them?
38:16
[SPEAKER_02]: How do you recommend that your clients act in such a way as to increase lifetime value?
38:23
[SPEAKER_02]: First of all, what does lifetime value?
38:26
[SPEAKER_02]: Second, why is it important?
38:29
[SPEAKER_02]: Third, how do you increase it?
38:30
[SPEAKER_02]: What is it?
38:31
[SPEAKER_02]: Why is it important?
38:32
[SPEAKER_02]: How do you increase it?
38:33
[SPEAKER_00]: So if you can correct me, I'm going to do a simple lifetime value as clients, if you have the clients for two years, how much money do you often make up them?
38:40
[SPEAKER_00]: And getting an average of a lifetime value really helps you understand how many clients you really kind of need for your business to predict or project what you want to make.
38:47
[SPEAKER_00]: You want to make a million dollars for your studio and your average lifetime client is X.
38:51
[SPEAKER_00]: Then you need 25 of those clients to get there, right?
38:54
[SPEAKER_00]: Like so it really helps you understand the business you're going to have.
38:57
[SPEAKER_00]: And our businesses, we have a really amazing lifetime value of a lot of our clients.
39:00
[SPEAKER_00]: It's kind of insane for our membership bases that are online, what they are.
39:04
[SPEAKER_00]: And so once we know those, it really helps us understand how much money we're going to spend marketing, right?
39:08
[SPEAKER_00]: Especially if you're on a man business or whatever.
39:10
[SPEAKER_02]: I'm what you're willing to invest in marketing.
39:13
[SPEAKER_02]: Yes.
39:13
[SPEAKER_02]: If you know that you're a member.
39:15
[SPEAKER_02]: is paying you $100 a month, which is $1200 a year, and they have an average 10 year of two years, then you know that you have about $2,400 per every client.
39:27
[SPEAKER_02]: So now you back, that's not even, that's before profit.
39:29
[SPEAKER_00]: Yep.
39:30
[SPEAKER_02]: Okay.
39:30
[SPEAKER_00]: Yep.
39:30
[SPEAKER_02]: Now you back that down and back that out and say, well, how much am I willing to end?
39:34
[SPEAKER_02]: Best, by an acquisition cost, my willing to invest $100 to make $24.
39:40
[SPEAKER_02]: Sure, my willing to invest $2,000 to make $2400 not so much.
39:45
[SPEAKER_00]: There are people who will do that, and I think they're crazy.
39:48
[SPEAKER_02]: So, so you know that number because you want to know how much you want to invest.
39:52
[SPEAKER_00]: Yes, and that's, and that's, it's really important.
39:56
[SPEAKER_00]: It really does take time to get that value.
39:57
[SPEAKER_00]: If you're a brand new studio, this is going to be something.
39:59
[SPEAKER_02]: It takes 18 months.
40:01
[SPEAKER_00]: It's really important.
40:02
[SPEAKER_00]: It was a set of, I think the second two questions.
40:05
[SPEAKER_02]: That's what it is.
40:08
[SPEAKER_02]: How do you keep your members?
40:11
[SPEAKER_02]: with you for two, three, four years.
40:13
[SPEAKER_00]: Yes.
40:13
[SPEAKER_00]: Okay.
40:13
[SPEAKER_00]: So first of all, this is going to sound crazy.
40:15
[SPEAKER_00]: You're probably not going to, if your value system doesn't include commitment and consistency, you're, you're, you're already started your business off on the wrong foot for a lifetime, a long term lifetime value of a client.
40:26
[SPEAKER_00]: Like you have to actually have in your value of your business, we have, we want committed.
40:32
[SPEAKER_00]: client or consistent.
40:33
[SPEAKER_00]: What are we going to do?
40:34
[SPEAKER_00]: It's part of our value system to make sure that happens.
40:36
[SPEAKER_00]: Maybe that comes from communication, maybe that comes from transparency, maybe that comes from responsibility, maybe that comes from community.
40:41
[SPEAKER_00]: But you have to decide in your value system how you're going to get there from the from the get because everything in your value system and how you make decisions on who you hire, what services you offer, what days you're open, all that stuff, right?
40:54
[SPEAKER_00]: Second thing is.
40:56
[SPEAKER_00]: If you're not making sure your clients are consistent, if you're not, you're like, you're, and I've said this before, I'm going to say again, if you're just letting them cancel, there's no fees.
41:04
[SPEAKER_00]: They're not committed.
41:05
[SPEAKER_00]: Guess what?
41:05
[SPEAKER_00]: They're going to eventually go somewhere else because no one's making sure they show up.
41:10
[SPEAKER_02]: The word they're looking for, I think, is accountable.
41:12
[SPEAKER_00]: Yes.
41:13
[SPEAKER_00]: Right.
41:13
[SPEAKER_02]: For the count of bug, you have to hold your clients accountable to the prescription for the transformation that they said they want.
41:23
[SPEAKER_02]: Yes.
41:23
[SPEAKER_02]: You didn't tell them what they wanted.
41:25
[SPEAKER_02]: They told you what they wanted.
41:26
[SPEAKER_02]: You told them how to get it.
41:28
[SPEAKER_00]: Yeah, exact.
41:28
[SPEAKER_00]: So I think this is where people are afraid they're going to lose clients if they uphold a cancellation policy.
41:34
[SPEAKER_00]: Nope.
41:34
[SPEAKER_00]: You'll lose them because you didn't now you might lose them in the beginning like this is too harsh great.
41:39
[SPEAKER_00]: This is not the studio for you.
41:40
[SPEAKER_00]: That's due to the street is in charge.
41:41
[SPEAKER_00]: Go there.
41:42
[SPEAKER_00]: I don't know if you'll get your goals, but you won't be charged for not showing up here.
41:46
[SPEAKER_00]: You said you wanted to do this.
41:47
[SPEAKER_00]: I held the space for you.
41:49
[SPEAKER_00]: It's really important that, and you'll say in your own words, but I promise you, I promise you, I had clients.
41:55
[SPEAKER_00]: When I was in LA, I was in LA, I taught in LA for 12 years.
41:57
[SPEAKER_00]: I was there for 14, 12 years in LA, and when COVID hit, I still had more than half of my clients from the first year I started teaching.
42:06
[SPEAKER_02]: Do you think how what did you do to to maintain that LTV?
42:11
[SPEAKER_00]: So aside from my boundaries, if I traveled, there was a teacher coming into their space at their exact same time.
42:16
[SPEAKER_00]: So their schedule didn't change just because my schedule changed.
42:19
[SPEAKER_00]: I think this is really important.
42:21
[SPEAKER_00]: No matter the size of your space, you've got to have backups or a backup policy in place.
42:25
[SPEAKER_00]: So that you can get sick, have to travel, have a baby, make sure that they're taking care of at the schedule that they committed to because it's really hard for them to move their schedule.
42:36
[SPEAKER_00]: If you're not reinstating what they're getting from you, you think that they're mine readers, they're not, right?
42:42
[SPEAKER_00]: So you have to remind them how far they've come, how close they are to their goal.
42:45
[SPEAKER_00]: Oh, you've hit this goal, where are we at now?
42:47
[SPEAKER_00]: You also need to actually, they talk so much.
42:50
[SPEAKER_00]: They are nonstop.
42:51
[SPEAKER_00]: They think you're their therapist.
42:52
[SPEAKER_00]: If you're not listening to the things they're saying they're going to go do with their family, oh, you're going to go hike such and such volcano in Europe?
42:59
[SPEAKER_00]: Okay, we're going to add some exercises in to make sure you can do that.
43:03
[SPEAKER_00]: Oh, you're going to start you want to start running a marathon.
43:04
[SPEAKER_00]: Okay.
43:05
[SPEAKER_00]: We got to do these things to help keep your hips open.
43:07
[SPEAKER_00]: Otherwise, you're back center.
43:08
[SPEAKER_00]: You need to hear the things that they're saying.
43:10
[SPEAKER_00]: They want to do with their kids.
43:11
[SPEAKER_00]: They're family.
43:12
[SPEAKER_00]: You have to insert your lesson.
43:14
[SPEAKER_02]: Yes, I'm hearing you say listen.
43:16
[SPEAKER_00]: Listen.
43:16
[SPEAKER_00]: Well, what do most teachers do?
43:18
[SPEAKER_00]: And this is a thing that this I will I say this.
43:21
[SPEAKER_00]: The industry is having an amazing moment right now.
43:23
[SPEAKER_00]: But I promise you right now, because all the teachers are focused on cues.
43:26
[SPEAKER_00]: and all the students are focused on how many people are in the class.
43:30
[SPEAKER_00]: You are going to see the pendulum swing the other way because people are not there for your cues.
43:35
[SPEAKER_00]: They're there for the transformation.
43:37
[SPEAKER_00]: And if you're not looking with your eyes about what their body is doing, you don't know what cue you need.
43:42
[SPEAKER_00]: You have to see what they're doing and then give them the correction that they need in that moment and because we have different learning styles and things like that you can't I'm sorry can't have them or I skews you have to learn how to be present and be present to listen to what they're saying when they're leaving what are they saying oh you know and I have people going oh my sister's coming in town next week guess what I'm saying oh is your sister coming with you to class do we need a reschedule your sessions because if you can start to train them then they're never missing.
44:09
[SPEAKER_00]: they're they're getting the constancy, but you have to know that their goals are not changed with their life.
44:13
[SPEAKER_00]: My clients, 12 years long.
44:15
[SPEAKER_00]: I mean, it's amazing what what height we got out of them and their older.
44:18
[SPEAKER_00]: So I think it's really important for people to to actually remember that the impact you want to make is there if you listen and they'll stay because you keep remind them how Pilates is part of their part of their life.
44:31
[SPEAKER_02]: And so churn to wrap it up.
44:33
[SPEAKER_00]: Yeah.
44:33
[SPEAKER_02]: LTV and churn are related so you want your LTV to be high so they stay with you for many years and you want to reduce your churn which is the percentage of people of clients members who leave your studio.
44:45
[SPEAKER_02]: What are some of the best practices that studio owners can implement to minimize churn?
44:52
[SPEAKER_00]: So I think this is where if your business is based off weightless and 12 hour things and like hoping people cancel, so people get off the weightless, you're actually gonna have turn.
45:00
[SPEAKER_00]: I actually think this is what we have to really think about.
45:03
[SPEAKER_00]: Who are trying to serve and how we're serving them?
45:05
[SPEAKER_00]: And I would really make sure that your clients are able to be part of the journey of the growth of your business.
45:13
[SPEAKER_00]: They should be part of it celebrated from money that they're there.
45:16
[SPEAKER_00]: They always need to have a name.
45:17
[SPEAKER_00]: Every single person who ever you hire
45:20
[SPEAKER_00]: if they're not saying people's first names, and also following up, oh, you've been gone for two weeks because of ex-surgery.
45:27
[SPEAKER_00]: How are you doing?
45:28
[SPEAKER_00]: Yes, we paused your membership, but like, actually check on them.
45:31
[SPEAKER_00]: Oh, I don't want to bother them.
45:32
[SPEAKER_00]: Oh my god, they won't respond if you're bothering them.
45:34
[SPEAKER_00]: Like, it's we have to actually stick around and be in pop people's lives and follow up and remind them that they matter and that they're missed.
45:42
[SPEAKER_00]: And if you have any teachers who are not remembering people's names and not remembering that they're been gone, you're going to have a turn problem.
45:48
[SPEAKER_00]: I think the reason why my businesses have grown even in coaching people and that we have people who've been with us since day one is because we constantly remind everybody who the OG people were, these are people are here.
46:02
[SPEAKER_00]: They've been with us a long haul.
46:03
[SPEAKER_00]: They remember what is like when it's small, but they're being introduced to the new people when it's bigger and they're feeling with their part of the community, I think people forget
46:11
[SPEAKER_00]: people at the base of everything just want to belong.
46:14
[SPEAKER_00]: And if you're not able to look in the eye and remember their name and introduce them to somebody else, they're going to fill and see it at some point.
46:21
[SPEAKER_00]: And so I really do think that churn is reduced when you see people as a human being.
46:26
[SPEAKER_02]: So I have a bonus question for you, which is writing your wheelhouse as a veteran instructor, more like a comment for you to apply to from the very beginning of this
46:40
[SPEAKER_02]: This might take away of what you've been saying.
46:43
[SPEAKER_02]: Impact.
46:45
[SPEAKER_02]: We talk about people want transformation.
46:48
[SPEAKER_02]: Talk about how do you convert?
46:50
[SPEAKER_02]: from Lee to first time visitor, how do you convert from first time visitors to second purchase, how do you keep them a long time, how do you minimize churn to me?
47:00
[SPEAKER_02]: The answer is impact and would we at BFS don't focus on front of house?
47:06
[SPEAKER_02]: We're not body instructors where you obviously are.
47:09
[SPEAKER_02]: And so what I like to remind people and I'm going to ask you to elaborate, I like to remind people
47:15
[SPEAKER_02]: None of the processes, none of the systems, none of the messaging, none of the soft matters.
47:22
[SPEAKER_02]: If you're not delivering fire classes each and every time, we disagree, assess.
47:28
[SPEAKER_00]: Oh, I agree.
47:30
[SPEAKER_00]: I also think it's really interesting because I come for this as a classical applies instructor, but I coach a lot of contemporary base parties.
47:37
[SPEAKER_00]: So my fire classes on the reform are always start with footwork and probably end with the same exercise.
47:43
[SPEAKER_00]: So when you say fire classes, I think it's really important that I say
47:46
[SPEAKER_02]: You don't have to say impact.
47:47
[SPEAKER_02]: It has to have to deliver.
47:49
[SPEAKER_02]: Yeah.
47:49
[SPEAKER_00]: They have to act well.
47:50
[SPEAKER_00]: So what I'm saying, I'm agreeing with it.
47:52
[SPEAKER_00]: I'm also saying you don't have to be someone who's recreating the wheel every time, but they have to people have to feel so different than when they walked in the door because if they feel the same,
48:04
[SPEAKER_00]: Then they're not coming back.
48:06
[SPEAKER_00]: This is a nice hobby that they have.
48:08
[SPEAKER_00]: You fit the the thing.
48:09
[SPEAKER_00]: But as soon as a road constructions up, their job goes across town, you're out of it.
48:14
[SPEAKER_00]: Here's what I know about.
48:16
[SPEAKER_00]: I was a teacher for a so long in LA.
48:18
[SPEAKER_00]: People would drive across freeways to stay with the same teacher because of the impact.
48:24
[SPEAKER_00]: Why would they do that?
48:25
[SPEAKER_00]: When there's a studio, it's LA, there are, and by the way, it's LA, like New York, the best implies instructors in the world are in these places.
48:32
[SPEAKER_00]: And they're like going across down, why is it because it's the impact?
48:34
[SPEAKER_00]: And I think this is where people lose their confidence.
48:39
[SPEAKER_00]: They see other people doing things and go, oh, I should do that too.
48:43
[SPEAKER_00]: Everyone's the reformers are beige now, I should do beige.
48:46
[SPEAKER_00]: Everything is this, no, what is it that you said you would give people and what it is that they want?
48:52
[SPEAKER_00]: And if you can stay clear on that
48:55
[SPEAKER_00]: Understand what their new wants are, you will have them for life.
48:58
[SPEAKER_02]: When this goes really well.
48:59
[SPEAKER_02]: It goes back to something you said earlier today.
49:01
[SPEAKER_02]: Take one client and give everything to see it again.
49:05
[SPEAKER_02]: You said so.
49:06
[SPEAKER_00]: Take one client and you make them obsessed with you and then you'll have clients for life.
49:09
[SPEAKER_02]: Okay.
49:10
[SPEAKER_02]: So unpack that because I think you're talking about how do you make them obsessed with that?
49:16
[SPEAKER_02]: To me, that sounds like you're saying.
49:19
[SPEAKER_00]: Give them a hundred and ten percent teach the best class every time you other but it goes back to accountability if you I'm going to give a hundred and ten percent in every session but you have to show up for the sessions and you have to do you've to and it's a two-way street I'm not in your body right so you got to make sure that they feel like they can trust you to tell you what's going on but they have to show up for these sessions because guess what they don't get don't get the transformation if they come once every other week
49:42
[SPEAKER_02]: But I guess I was talking about the instructor.
49:44
[SPEAKER_02]: The instructor has to show up, prepare for every session.
49:49
[SPEAKER_00]: I think this is where, for instructors, I would say, and this goes for the studio nurse who are hiring.
49:54
[SPEAKER_00]: Teaching them how to teach Polaris can be taught.
49:56
[SPEAKER_00]: Personality is humongous.
49:59
[SPEAKER_00]: And so if your board is an instructor, your clients are board.
50:02
[SPEAKER_00]: You have to be a curious person.
50:05
[SPEAKER_00]: I think being a Polaris instructor for the long haul means you're a absolute curious person.
50:10
[SPEAKER_00]: Why is that person moving like that?
50:11
[SPEAKER_00]: I said it like that.
50:12
[SPEAKER_00]: Why do they do with that?
50:13
[SPEAKER_00]: Like you have, you can't be like, I said it like that.
50:15
[SPEAKER_00]: They did it differently.
50:16
[SPEAKER_00]: No, why did they do it differently?
50:17
[SPEAKER_02]: You can't be thinking about your dinner plans while they're going to the hundreds.
50:20
[SPEAKER_00]: You have to be looking at them going is really interesting.
50:24
[SPEAKER_00]: I wonder, I don't think we'll do that thing I plan for class based on what I'm seeing right now.
50:27
[SPEAKER_00]: You have to be so present and so curious.
50:30
[SPEAKER_00]: You understanding the exercises, classical contemporary, that is teachable.
50:34
[SPEAKER_00]: That's time.
50:34
[SPEAKER_00]: That's not worried about passion.
50:36
[SPEAKER_00]: If you are not passionate about this, you will sell nothing.
50:39
[SPEAKER_00]: You have to be passionate about what you do, because some people have been sold.
50:44
[SPEAKER_00]: The smoke and mirrors for so long, they're kind of not trustworthy, but your passion's going to get them over the thing to actually try out the transformation.
50:51
[SPEAKER_00]: You have to be excited for them.
50:52
[SPEAKER_00]: You have to hold them accountable, but then you actually have to teach the body in front of you.
50:56
[SPEAKER_00]: And this is where people have problems.
50:58
[SPEAKER_00]: They don't not teach the body in front of them.
51:00
[SPEAKER_00]: and that is going to take skill.
51:03
[SPEAKER_00]: It's going to take time, but it's going to take you being present, not thinking about dinner.
51:07
[SPEAKER_00]: And I also just want to say, like, caring a little bit more about what it is that you're doing.
51:12
[SPEAKER_00]: If this is, if you're a teacher who just wants to get paid, and this is really fun, that's fine.
51:16
[SPEAKER_00]: Go be in a class-based place.
51:17
[SPEAKER_00]: There's a bunch of franchises that will take you.
51:19
[SPEAKER_00]: That's perfect for you.
51:20
[SPEAKER_00]: They care about classes being filled and good music, and that's fine.
51:23
[SPEAKER_00]: But if you wanted to this for life, I would really strongly look for studios
51:27
[SPEAKER_00]: where they are a solo owner, where they care about how you teach, where they invest in it, and then you can develop your skill set, but you've got to be present in the space that your answer you can teach about in front of you, and that's where the impact will have, and you're going to hear them say, hey, I did this thing, and then you need to celebrate it with them, and then you need to celebrate what you did, too.
51:43
[SPEAKER_00]: And I think this is where a lot of people they forget to give themselves credit for what they did, and that session, too.
51:48
[SPEAKER_02]: So let's summarize, we talked about the five KPIs, number of new leads per month, conversion rate of lead to first visit, conversion rate of first visit to second purchase, increasing your LTV and minimizing your churn.
52:01
[SPEAKER_02]: What's the one or two takeaways you want people to remember about how they achieve those five KPIs?
52:09
[SPEAKER_00]: Okay, it's really important.
52:12
[SPEAKER_00]: What is the impact you want to have?
52:14
[SPEAKER_00]: Like why are you teaching?
52:16
[SPEAKER_00]: It actually doesn't matter how much Julian I can tell you with numbers how much you can make like Julian I believe by this chart can make a spreadsheet and I can help you figure what you're going to charge and we can show you with this many people you're going to make millions of that actually doesn't matter to me.
52:29
[SPEAKER_00]: You have to know who you are while you're teaching in the impact you want to have because then from there, and that value system, we can actually develop the business that will have all these things, but if you're like, oh, applies this cool.
52:40
[SPEAKER_00]: I just want to teach it.
52:41
[SPEAKER_00]: You're going to have a really like weirdly put together business that we're going to have to unravel a lot of bad stuff later.
52:48
[SPEAKER_00]: So I want you to really get clear.
52:49
[SPEAKER_00]: Who is it that I'm here for?
52:50
[SPEAKER_00]: What's the impact I want to have?
52:58
[SPEAKER_00]: And you'll still have people for life when start a back pain.
53:00
[SPEAKER_00]: They'll just stick with you.
53:01
[SPEAKER_00]: But like that could be your focus.
53:03
[SPEAKER_00]: But if you're not clear on why you do this, it's just that it's a hot thing and you can make some money.
53:06
[SPEAKER_00]: Oh my god, go straight stock.
53:08
[SPEAKER_00]: I mean, like there's so many other things you could do.
53:10
[SPEAKER_00]: This is something that will require you to really a like people and care about their transformation.
53:17
[SPEAKER_00]: But if you don't know who you want to help,
53:19
[SPEAKER_00]: It's gonna be like trying to throw things at a wall and try to hurt kittens.
53:22
[SPEAKER_00]: It will not be fun It will not be profitable not long-term anyways, and it and it's not gonna be something you're gonna do You'll come to me and want to sell your business and I'll be like there's nothing to tell So we have to start with your why who the impact is and then from there if you have all of that We can put any type of polite business under that there's so many different ways But you've got to have that for me to actually help you in a way that's gonna achieve not just what you want But the impact you want to have
53:48
[SPEAKER_02]: Let's leave it right there.
53:49
[SPEAKER_00]: I love it.
53:49
[SPEAKER_00]: Julian, this is so fun.
53:50
[SPEAKER_00]: You guys.
53:50
[SPEAKER_00]: Thank you so much for being here and listening to all this.
53:54
[SPEAKER_00]: I hope this is helpful.
53:55
[SPEAKER_00]: Julian, where can they see like can they see this public report like where can they view it.
53:59
[SPEAKER_00]: How can what what what would they put their own numbers in.
54:07
[SPEAKER_02]: or BFS report, you can complete the assessment.
54:09
[SPEAKER_02]: When you complete this assessment, you receive your own scorecard, where you can benchmark your metrics against other studios.
54:17
[SPEAKER_02]: So BFS report.com.
54:19
[SPEAKER_00]: Perfect!
54:27
[SPEAKER_00]: Okay, there's I didn't prepare you for this, but here you go, we do ask people to give bold, executable entrance, like, or targeted steps to be at telesee it.
54:38
[SPEAKER_00]: So based on your experience in the in the life of numbers and all the businesses you've seen and whatever you think be it, tell you see it means what would be a tangible, actionable step they could take.
54:49
[SPEAKER_02]: Be it until you see it?
54:51
[SPEAKER_00]: Be it until you see it.
54:51
[SPEAKER_00]: We don't fake it till you make it here.
54:53
[SPEAKER_00]: That's negative.
54:53
[SPEAKER_00]: That's imposter.
54:54
[SPEAKER_00]: Like, be it until you see it.
54:56
[SPEAKER_00]: Acting as if you're the thing before you're there.
54:59
[SPEAKER_02]: Remember, you're the boss.
55:00
[SPEAKER_02]: They came to you.
55:01
[SPEAKER_02]: Do not give away your power.
55:03
[SPEAKER_02]: It came to you.
55:05
[SPEAKER_02]: Right?
55:06
[SPEAKER_02]: There are thousands of studios that could have walked in and maybe they walked into several of them.
55:10
[SPEAKER_02]: But they walked into yours.
55:11
[SPEAKER_02]: They gave you permission to tell them how you can change their life.
55:17
[SPEAKER_02]: Don't give your power away.
55:19
[SPEAKER_00]: I love that so much.
55:20
[SPEAKER_00]: Okay, you guys, you know what to do.
55:21
[SPEAKER_00]: Until next time, be it till you see it.
55:24
[SPEAKER_00]: That's all I got for this episode of the Beat Tell You See A Podcast.
55:28
[SPEAKER_00]: One thing that would help both myself and future listeners is for you to rate the show and leave a review.
55:32
[SPEAKER_00]: And follow or subscribe for free wherever you listen to your podcasts.
55:36
[SPEAKER_00]: Also, make sure to introduce yourself over at the Beat Pot on Instagram.
55:40
[SPEAKER_00]: I would love to know more about you.
55:42
[SPEAKER_00]: Share this episode with whoever you think needs to hear it.
55:45
[SPEAKER_00]: Help us and others be a till you see it.
55:48
[SPEAKER_00]: Have an awesome day.
55:51
[SPEAKER_00]: Be it till you see it is a production of the blue pod cast network.
55:55
[SPEAKER_00]: If you want to leave us a message or a question that we might read on another episode, you can text us at plus one three one oh nine oh five five three four or send a DM on Instagram at be it pod.
56:06
[SPEAKER_01]: It's written, filmed, and recorded by your host, Leslie Logan, and me, Brad Crowell.
56:11
[SPEAKER_00]: It is transcribed, produced, and edited by the epic team at disenio.co.
56:16
[SPEAKER_01]: Our theme music is by Ellie at Apex production music, and our branding by designer and artist John Franco Chilfe.
56:23
[SPEAKER_00]: Special thanks to Melissa Solomon for creating our visuals.
56:26
[SPEAKER_01]: Also to Angelina Herico for adding all of our content to our website.
56:30
[SPEAKER_01]: And finally, Samarth Root for keeping us all on point and on time.