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Your Gym Model Is The Problem · Gym Business Coach Podcast

• 0:00
  [SPEAKER_01]: All right, welcome back to the Jim business coach podcast.
• 0:03
  [SPEAKER_01]: I'm here with Tim Lines joined in studio today by Randy Aates and what's it doing?
• 0:07
  [SPEAKER_01]: It feels like it's been a while since you and I've done a podcast.
• 0:10
  [SPEAKER_01]: Why was that you you exacted a few yeah two weeks ago or just one I think it's two
• 0:16
  [SPEAKER_01]: All right, you got me.
• 0:17
  [SPEAKER_01]: We're back.
• 0:17
  [SPEAKER_01]: We're back.
• 0:18
  [SPEAKER_01]: You got me back.
• 0:20
  [SPEAKER_01]: Yeah, big event coming up here What's happening?
• 0:24
  [SPEAKER_01]: Golly, what mean we were we were doing the episodes up there.
• 0:26
  [SPEAKER_01]: Yeah, that's why we were in the moon.
• 0:28
  [SPEAKER_01]: Yeah Artemis Behind the moon.
• 0:31
  [SPEAKER_01]: Yeah, but it's a dark side of the moon.
• 0:35
  [SPEAKER_01]: Oh Golly guys, hey listen I'm gonna throw this stat out there the average Jim owner makes less than a high school school teacher
• 0:43
  [SPEAKER_01]: What does that mean?
• 0:44
  [SPEAKER_01]: Well, I could speak to this because my mom was a schoolteacher for 37 years before she retired and
• 0:53
  [SPEAKER_01]: It's true.
• 0:53
  [SPEAKER_01]: I know exactly how much she made and I know what Jim owners make.
• 0:56
  [SPEAKER_01]: And the crazy thing about this is she's been retired for 10 years and that's 10 year old money.
• 1:00
  [SPEAKER_01]: Sure.
• 1:01
  [SPEAKER_01]: She was making versus what Jim owners are making today.
• 1:04
  [SPEAKER_01]: Now that's not to say, hey, what we're doing as a Jim owner isn't like respectable work, it's just the reality of how much Jim owners are really taking home in a current environment in most cases.
• 1:17
  [SPEAKER_01]: Um, and there's a dichotomy between the two sides of this kind of call it the coin, the spectrum, the, they're completely different.
• 1:25
  [SPEAKER_01]: You got Jim owners that don't make as much as a school teacher and you got Jim owners making more than CEOs and major corporations truth in the same industry.
• 1:34
  [SPEAKER_01]: And, and what do I mean by that, like over on the high school teacher side, you know, the average Jim owners making what three, two to three thousand dollars a month take home is that about right, 36,000 to 50,000 somewhere in there?
• 1:46
  [SPEAKER_01]: Yeah.
• 1:47
  [SPEAKER_01]: Okay, it's called 50,000 on the high end.
• 1:49
  [SPEAKER_01]: That's that's the average.
• 1:50
  [SPEAKER_01]: And that's not our number.
• 1:51
  [SPEAKER_01]: Guys, that's the state of the industry report put out by another company that we read into.
• 1:56
  [SPEAKER_01]: It's like, interesting.
• 1:57
  [SPEAKER_01]: The average Jim owners making about 36 to, I don't know, call, let's just say $50,000 a year.
• 2:03
  [SPEAKER_01]: And then on the other side, you have Jim owners taking home a half a million dollars a year.
• 2:07
  [SPEAKER_01]: And picking vacations every day or every week and doing whatever they want with their free time.
• 2:12
  [SPEAKER_01]: So you have a Jim that runs itself.
• 2:14
  [SPEAKER_01]: And no guys, this isn't like a major big box over here at the $500,000.
• 2:19
  [SPEAKER_01]: This is like Jim Jim's like our mind and everybody listen it.
• 2:23
  [SPEAKER_01]: This is your mom and pop Jim's independent Jim's.
• 2:25
  [SPEAKER_01]: But the real big driver, the catalyst between like, what is the lever that makes somebody move from the school teacher salary to the 500,000, it's the model.
• 2:35
  [SPEAKER_01]: The model.
• 2:35
  [SPEAKER_01]: Absolutely.
• 2:36
  [SPEAKER_01]: And we can't stress this enough.
• 2:39
  [SPEAKER_01]: A lot of the times a gym owner or gym is alpha, alpha gym owners like, hey, I'm just going to work harder.
• 2:46
  [SPEAKER_01]: I'm just going to do more work to to make it happen because, you know, if I just work harder.
• 2:50
  [SPEAKER_01]: I will make more money at the end of the day and you know nine times out of ten that could be right in some industries
• 2:57
  [SPEAKER_01]: more product, the more widgets you create, the harder you work, the more time that you put in, the more dishes you serve, the more that sometimes leads to more revenue.
• 3:07
  [SPEAKER_01]: But in the situation where you've got a bad model, it doesn't matter how hard you work, you're just going to make
• 3:22
  [SPEAKER_01]: owners that got into this industry would say, hey, you know what, I'm going to open a gym.
• 3:26
  [SPEAKER_01]: My earnings on capped.
• 3:28
  [SPEAKER_01]: I can do whatever I want, and it'll just make as much as I can possibly imagine, but they're stuck in a model that won't allow them to get any further.
• 3:37
  [SPEAKER_00]: Yeah, the big catalyst there is going to be turn, right, price point.
• 3:40
  [SPEAKER_00]: The model, meaning, you know, are we serving large group, team training type facilities versus something like we preached forever, you know, some of my private.
• 3:49
  [SPEAKER_00]: You know, right out of the gate on a high end, you might have a client worth, I'd say probably two and a quarter would be really stretching it for a large group, two and a hundred and twenty dollars a month.
• 3:58
  [SPEAKER_00]: Yeah, probably that's good money for a large group training model, and that's probably, you know, your A markets in LA, a Chicago, a New York, you know, like that's, that doesn't happen in middle America, you know, to mean to be able to charge that for a large group.
• 4:16
  [SPEAKER_00]: And then in the other end of the spectrum, if you compare a semi-private model in those areas, you're probably well over $500 a month per client.
• 4:25
  [SPEAKER_00]: So just from a sheer number, the client's worth much more.
• 4:30
  [SPEAKER_00]: The length of stay, we've preached this for forever, right?
• 4:33
  [SPEAKER_00]: Large group down to, I mean, hell.
• 4:36
  [SPEAKER_00]: Orange theories report say three months retention.
• 4:40
  [SPEAKER_00]: You know, so if you're getting, it's just called 200 bucks, times three, clients were 600 bucks to your business, versus a model where you're nearly getting that with every client each month, you know, two thirds of that, you know,
• 4:55
  [SPEAKER_00]: per month.
• 4:56
  [SPEAKER_00]: So, and then, you know, our numbers was at 36 months, average length of stay for some of my private client.
• 5:03
  [SPEAKER_00]: So, if you're, if you're just considering, like we talk about, you know, buying customers, buying clients from the marketplace, why would you not want to position yourself in a way to acquire a client that's worth exponentially, more massively, more money over the length of their stay versus, you know, and then you're not replacing them.
• 5:21
  [SPEAKER_00]: That's a big thing.
• 5:22
  [SPEAKER_00]: you're you're not replacing your entire gym four times a year.
• 5:27
  [SPEAKER_01]: Yeah, you're going to lose clients just to just have to make it known that you know what no client stays forever.
• 5:33
  [SPEAKER_01]: They move on.
• 5:34
  [SPEAKER_01]: They move.
• 5:34
  [SPEAKER_01]: They die.
• 5:35
  [SPEAKER_01]: They change your mind whatever it is.
• 5:38
  [SPEAKER_01]: But in the large group model, it's happening exponentially more than a semi-private.
• 5:44
  [SPEAKER_01]: And then you kind of dig in why.
• 5:46
  [SPEAKER_01]: Like, yeah, and this is always where my head goes.
• 5:48
  [SPEAKER_01]: It's like, why is a client?
• 5:51
  [SPEAKER_01]: It's staying so much longer in a semi-private atmosphere than a large group atmosphere.
• 5:57
  [SPEAKER_01]: You start looking at why and I started, I dissected this.
• 6:02
  [SPEAKER_01]: What is it?
• 6:02
  [SPEAKER_01]: What is the reason?
• 6:05
  [SPEAKER_01]: Let's start at the service level, for example.
• 6:07
  [SPEAKER_01]: The service level that you get in a large group training model is, you know, one size fits all everybody's kind of in the same room.
• 6:15
  [SPEAKER_01]: If you're not in great shape, you kind of hide in the back and you kind of like mail it in, type of thing.
• 6:21
  [SPEAKER_01]: And guys, this isn't me making this up.
• 6:24
  [SPEAKER_01]: This is what we ran for many years in the early days.
• 6:27
  [SPEAKER_01]: I watched it happen.
• 6:28
  [SPEAKER_01]: I would watch people, you know, like, hey, everybody's got 10 reps in this guy's done in like 10 seconds.
• 6:33
  [SPEAKER_01]: Like you did like five reps,
• 6:35
  [SPEAKER_01]: Yeah, everybody else is busting their ass.
• 6:37
  [SPEAKER_01]: So it's this weird kind of like one size fits all kind of fading to the background.
• 6:42
  [SPEAKER_01]: Don't work as hard as everybody else if you can because we're all just trying to get through this together.
• 6:47
  [SPEAKER_01]: There's no accountability.
• 6:48
  [SPEAKER_01]: If you don't show up, there's no customization.
• 6:51
  [SPEAKER_01]: There's no appointments like at least in our in our world.
• 6:55
  [SPEAKER_01]: It was a class you signed up for.
• 6:56
  [SPEAKER_01]: If you came cool, if you didn't cool, it didn't matter.
• 7:00
  [SPEAKER_01]: And so like that's that large group training model side and you start looking out.
• 7:03
  [SPEAKER_01]: Okay.
• 7:03
  [SPEAKER_01]: Well, well, was the price point.
• 7:05
  [SPEAKER_01]: Okay, at the average is around 159 to 179 you said 225 that's the high end like let's just say 200 bucks right it's a taken or leave is not whole lot of skin in the game.
• 7:16
  [SPEAKER_01]: It's like, hey, it's like 50 bucks a week if you do it weekly or whatever it's like not even that it's like 40 something but like 50 bucks a week.
• 7:22
  [SPEAKER_01]: Um, yeah, it's, you know, it's not enough pain for me to like, dude, I got to go because I'm paying a lot of money for this and I need to use it like that's that's out of the equation.
• 7:32
  [SPEAKER_01]: You look at the type of person that does large group training typically a little bit more in shape a little younger.
• 7:40
  [SPEAKER_01]: They don't have a lot of like need for customization because they don't have like a knee replacement, hip replacement and stuff like that because they couldn't work out in that environment without the customization anyway.
• 7:52
  [SPEAKER_01]: So like you're not, you're just seeing kind of like a morning of an in shape, younger kind of like, you know, a little bit hard, more hard core type of client, mostly a fat loss client in that room and high energy.
• 8:05
  [SPEAKER_01]: And so you see like, okay, well cool,
• 8:10
  [SPEAKER_01]: The reason those people don't stay, there's probably five things, but like number one, you can get that flavor of exercise any place in town.
• 8:20
  [SPEAKER_01]: Yeah.
• 8:20
  [SPEAKER_01]: You go to the big box show and get that large group of group X dynamic, where everybody's kind of going up and doing sprints and all that stuff.
• 8:26
  [SPEAKER_01]: Like there's nothing special about your large group training, metabolic conditioning with the music.
• 8:32
  [SPEAKER_01]: Like it's just not that, okay.
• 8:34
  [SPEAKER_01]: So that's the first thing.
• 8:34
  [SPEAKER_00]: And even with that, I mean, if you think about a membership to a big box show,
• 8:38
  [SPEAKER_00]: I mean, I pay about 40 bucks, 40 something dollars a month.
• 8:41
  [SPEAKER_00]: All of those classes are included.
• 8:43
  [SPEAKER_00]: There's no additional cost.
• 8:45
  [SPEAKER_00]: You know what I mean?
• 8:45
  [SPEAKER_00]: So for $40, I can go do, if I want to do, I'd go do any of those classes and I have to pay that, right?
• 8:52
  [SPEAKER_00]: Now you have a training gym that's your deliverable, deliverable.
• 8:58
  [SPEAKER_00]: And you're paying $50 a week on a high-end for just that training, you know what I mean?
• 9:05
  [SPEAKER_00]: So like when it comes to options for the consumer, there are a lot of either it is a low-hanging fruit.
• 9:11
  [SPEAKER_00]: They can go almost anywhere and get that service for pennies on the dollar.
• 9:16
  [SPEAKER_00]: And so it's hard to keep somebody paying more money for something that everybody else is basically giving away.
• 9:21
  [SPEAKER_00]: Yeah, that's that flavor of exercise, right?
• 9:23
  [SPEAKER_01]: Like that flavor is a bunch of bodies in a room getting sweaty and metabolic conditioning, high heart rate, you know, not at any customization.
• 9:33
  [SPEAKER_00]: It but the big takeaway for the client is variety.
• 9:37
  [SPEAKER_00]: You know what I mean?
• 9:38
  [SPEAKER_00]: Like they're looking for to do something different, a little bit all the time.
• 9:42
  [SPEAKER_00]: So whether you are changing your workouts enough for them to stay involved there, if that's not the case,
• 9:50
  [SPEAKER_00]: Yeah.
• 9:51
  [SPEAKER_00]: Why aren't they?
• 9:51
  [SPEAKER_01]: Let's hit.
• 9:52
  [SPEAKER_01]: Let's hit on that harder.
• 9:52
  [SPEAKER_01]: The client values in that environment.
• 9:55
  [SPEAKER_01]: The client values variety and change and new workouts and like super new challenges and stuff like that.
• 10:02
  [SPEAKER_01]: Okay.
• 10:03
  [SPEAKER_01]: If your stuff gets stale, they're going to go out outside and look for variety.
• 10:07
  [SPEAKER_01]: Yeah.
• 10:07
  [SPEAKER_01]: Right.
• 10:08
  [SPEAKER_01]: This is also your class past style person, deal seeker type person, jump in, jump out.
• 10:13
  [SPEAKER_01]: There's no, you know, there's no buy into like this is my hub.
• 10:18
  [SPEAKER_01]: I heard another podcaster that's in the fit to space A this a long long time ago and they any said something along the lines of You cannot expect your clients to have like your service be the only thing that they do.
• 10:31
  [SPEAKER_01]: Okay, you cannot expect that
• 10:33
  [SPEAKER_01]: And while he's right for large group training, because that client doesn't want one site so they want to jump around and do yoga and what you spend, they want to do like a hike and they want to come over here to this large group stuff and then they'll go to the big box and they'll go do a CrossFit and they'll go travel and all that stuff.
• 10:49
  [SPEAKER_01]: For that person, he's right.
• 10:51
  [SPEAKER_01]: Yep.
• 10:51
  [SPEAKER_01]: He's right.
• 10:52
  [SPEAKER_01]: You can't expect that.
• 10:53
  [SPEAKER_01]: And so like just to have them for a transactional workout kind of thing, then that's all you're going to get and that's why those clients don't stick around.
• 11:02
  [SPEAKER_01]: Okay.
• 11:03
  [SPEAKER_01]: They're paying the least.
• 11:04
  [SPEAKER_01]: They stay the least.
• 11:05
  [SPEAKER_01]: Also, they again, they lean a younger.
• 11:08
  [SPEAKER_01]: When I say younger, I'm saying like well under 40.
• 11:10
  [SPEAKER_01]: Let's call 35 years old and younger 25 to 35 that kind of bootcampy style.
• 11:17
  [SPEAKER_01]: what are those people doing?
• 11:18
  [SPEAKER_01]: They're getting new jobs or getting married.
• 11:21
  [SPEAKER_01]: They're trying to find their life.
• 11:23
  [SPEAKER_01]: I mean, they're going to buy a new house, they move out of town, and so for those reasons, those people leave as well.
• 11:28
  [SPEAKER_01]: It's not just the service, it's who it attracts, and the type of person it attracts, and the low price point, like everything says, that is the worst possible decision,
• 11:39
  [SPEAKER_01]: for a gym owner to make to put that as their core service.
• 11:42
  [SPEAKER_00]: So Ed one more in there, it's the delivery of the result, right?
• 11:45
  [SPEAKER_00]: Most of it being weight loss when they hit their goal, that pain has gone.
• 11:49
  [SPEAKER_00]: They no longer are seeking, you know, that big driver that got him through the door in the first place.
• 11:55
  [SPEAKER_00]: Why are they, why would they continue paying for that result that they've already achieved now they're thinking about.
• 12:00
  [SPEAKER_00]: Oh, cool.
• 12:01
  [SPEAKER_00]: I've lost the weight now.
• 12:03
  [SPEAKER_00]: I'll just stay active by, you know, hiking a couple of times a week or how can I save that money and still get and still maintain.
• 12:10
  [SPEAKER_00]: They don't necessarily need the trainer again, another reason against that model.
• 12:15
  [SPEAKER_01]: Now I'm trying to think about somebody listening to the show right now that is hardcore large group who can't style class base and they're and they're probably thinking like we're wrong.
• 12:26
  [SPEAKER_01]: or it's fun to train or it's easy to train or my coaches like to train or my clients love it here.
• 12:32
  [SPEAKER_01]: Okay, you're gonna have some clients that love it there.
• 12:35
  [SPEAKER_01]: And yes, I will give you the fact that it is easier to train.
• 12:39
  [SPEAKER_01]: You're not customizing anything.
• 12:40
  [SPEAKER_01]: You're not really even coaching a whole lot.
• 12:42
  [SPEAKER_01]: You're...
• 12:43
  [SPEAKER_01]: you're motivating yeah you think about a class you're on stage or let's go everybody you know everybody up okay yeah oh you know Mrs. Johnson you're gonna we're gonna push it a little bit today that's that's the type of coach you're doing not to say they they aren't great coaches that live in that environment that that is like a one tenth of the skill set that they could be using sure hey and so like while I get it's easy to to coach and it's fun to coach
• 13:11
  [SPEAKER_01]: Um, all for those three reasons isn't good enough because of all of the negatives and the cons that come with a large group training and like, yeah, we're kind of shedding on larger training just like just we are.
• 13:22
  [SPEAKER_01]: Yeah.
• 13:24
  [SPEAKER_01]: And it's not because I did in do large group training, it's literally because I looked at it and I analyzed the type of clients and why are these people leaving so fast when these other people over here are staying so long?
• 13:34
  [SPEAKER_01]: This is what I found.
• 13:36
  [SPEAKER_01]: This is a not like hypothetical, who's literally what I found.
• 13:40
  [SPEAKER_01]: And there's like, okay, well, what about the semi-private training clients?
• 13:43
  [SPEAKER_01]: What about those people?
• 13:45
  [SPEAKER_01]: Well, first off, when we were doing this, they were paying 350 and more.
• 13:49
  [SPEAKER_01]: We had a 350 and a 450, just for reference.
• 13:52
  [SPEAKER_01]: And this is a decade ago.
• 13:55
  [SPEAKER_01]: Yeah.
• 13:55
  [SPEAKER_01]: We had those three, we were doing 550, which is semi-private, like just we were.
• 13:59
  [SPEAKER_01]: And so, like, well, Tim and your area, no, not my area, like everybody's area could do this.
• 14:05
  [SPEAKER_01]: And so just just put it to you that way, 350 and over these clients were staying 36.2 months on average like the global average and some some are still here, right?
• 14:15
  [SPEAKER_01]: So 16 17 18 years later.
• 14:19
  [SPEAKER_01]: So the question is like, what are those people doing?
• 14:21
  [SPEAKER_01]: Who are those people?
• 14:22
  [SPEAKER_01]: And why are they staying so long?
• 14:24
  [SPEAKER_01]: Well, number one, let's go into the service level.
• 14:26
  [SPEAKER_01]: Okay, the service level, you're going down into like the workouts, again, be very clear.
• 14:31
  [SPEAKER_01]: Send my private, the way we teach it, the way we define it, is not small group training, where you're doing a large group training model, one size fits all with less people.
• 14:40
  [SPEAKER_01]: No, we are not talking about that.
• 14:42
  [SPEAKER_01]: We're talking send my private,
• 14:44
  [SPEAKER_01]: Specifically, and what that means is, is they have customized programs for them.
• 14:48
  [SPEAKER_01]: Each individual person up to six people per hour, one coach, custom programming.
• 14:56
  [SPEAKER_01]: And when I'm in custom, I'm talking hyper custom.
• 14:59
  [SPEAKER_00]: And when you talk about the programming itself, right, the difference is there.
• 15:02
  [SPEAKER_01]: Right, we have a lift cycle, right?
• 15:04
  [SPEAKER_01]: And so it's going through our going through our different phases from high purtrophied to power strength endurance.
• 15:09
  [SPEAKER_01]: We have a D-load weeks and integration weeks and all these different things that are built into into a program for the entire year in our clients are going through those phases.
• 15:18
  [SPEAKER_01]: And they know what those phases are because we put it on the wall and we send out emails.
• 15:23
  [SPEAKER_01]: And we talk about these different phases of what their workouts are going through.
• 15:27
  [SPEAKER_01]: Again,
• 15:28
  [SPEAKER_01]: this is not the same as going like what do you guys want to do today and putting a water on the on the board or something like that.
• 15:35
  [SPEAKER_01]: This is a thought through customized program.
• 15:38
  [SPEAKER_01]: Now on each person's individual workouts, there's there's seven levels of regression or progression that a client in a particular movement pattern will do for that day on that client.
• 15:51
  [SPEAKER_01]: The person on the next to him is doing a totally different.
• 15:54
  [SPEAKER_01]: Customize workout for them.
• 15:56
  [SPEAKER_01]: And, you know, it's like, Tim, well, how can you coach six people customize their work?
• 16:01
  [SPEAKER_01]: Well, we do it through our delivery system, which is, you know, semi-private probe.
• 16:05
  [SPEAKER_01]: But that's, that's not what we're talking about here.
• 16:06
  [SPEAKER_01]: What we're talking about is the finished product is a custom program.
• 16:10
  [SPEAKER_01]: So the clients, that's number one.
• 16:12
  [SPEAKER_01]: I believe the clients are paying for that.
• 16:14
  [SPEAKER_01]: I agree.
• 16:15
  [UNKNOWN]: Okay.
• 16:15
  [SPEAKER_01]: And I know that to be true because I can put six people in a small group training session and they'll leave just as fast as, in fact, probably faster than the large group training session.
• 16:25
  [SPEAKER_01]: So like, like, we need to be real clear here.
• 16:27
  [SPEAKER_01]: You're hearing people talking about small group, personal training, small group training, those words to me are the opposite of what I'm talking about here, which is semi-private training and it's custom.
• 16:41
  [SPEAKER_01]: Okay, so that's the service delivery now.
• 16:43
  [SPEAKER_01]: They have an appointment.
• 16:44
  [SPEAKER_01]: They don't show they're getting a call.
• 16:46
  [SPEAKER_01]: What do you mean, you know, like, you know, there's a accountability on that level.
• 16:50
  [SPEAKER_01]: There's no show in late council fees.
• 16:53
  [SPEAKER_01]: And they know that, right?
• 16:54
  [SPEAKER_01]: And so now you got this more, there's more buy-in.
• 16:57
  [SPEAKER_01]: This isn't just kind of kind of show up if you want to.
• 16:59
  [SPEAKER_01]: This is like, we're expecting you here.
• 17:01
  [SPEAKER_01]: We got a rack set up for you.
• 17:02
  [SPEAKER_01]: The coach is waiting for you in the clients know it.
• 17:04
  [SPEAKER_01]: Yep.
• 17:05
  [SPEAKER_01]: And they respect the time and they respect the clients, the coaches, and the other clients.
• 17:10
  [SPEAKER_01]: What do you mean to him, how do they respect the other clients?
• 17:12
  [SPEAKER_01]: Well, if you take up somebody's time slot,
• 17:15
  [SPEAKER_01]: You're not respecting, you don't show, you're not respecting the other clients.
• 17:18
  [SPEAKER_01]: And they know that could happen to them too.
• 17:19
  [SPEAKER_01]: And so there's this buy-in of like, hey, we respect people's time in here.
• 17:24
  [SPEAKER_01]: And just the culture of what we've created here, because the clients hold our coaches at a high level, right?
• 17:31
  [SPEAKER_01]: They respect them.
• 17:32
  [SPEAKER_01]: This is a professional organization.
• 17:35
  [SPEAKER_01]: Okay, so that's the delivery system.
• 17:37
  [SPEAKER_01]: The getting held accountable, this is the, they're, they're custom programming.
• 17:41
  [SPEAKER_01]: It's strength and conditioning.
• 17:42
  [SPEAKER_01]: That's another thing.
• 17:43
  [SPEAKER_01]: That's a different.
• 17:45
  [SPEAKER_01]: Metabolic conditioning is a large group.
• 17:49
  [SPEAKER_01]: Strength and conditioning is, well, Tim, what's the difference, right?
• 17:52
  [SPEAKER_01]: What's the difference?
• 17:53
  [SPEAKER_01]: Well, the word strength is the first thing, right?
• 17:56
  [SPEAKER_01]: You're building strength in these, in these semi-private training workouts, where lifting weights, hopefully heavy weights.
• 18:02
  [SPEAKER_01]: Um, whereas in a large group training, it's a lot of body weight.
• 18:05
  [SPEAKER_01]: It's, um, everybody picks up the same size kettlebell and swings it for the same amount of time.
• 18:09
  [SPEAKER_01]: And it's just like, oh, men do this weight and women do that way.
• 18:12
  [SPEAKER_01]: Yeah.
• 18:12
  [SPEAKER_01]: Sure.
• 18:13
  [SPEAKER_01]: There's some resistant training, but this isn't customized strength and conditioning.
• 18:17
  [SPEAKER_01]: So again, it's the, it's the, it's the programming itself.
• 18:20
  [SPEAKER_01]: It's the customization of the programming.
• 18:22
  [SPEAKER_01]: It's the strength component of now.
• 18:25
  [SPEAKER_01]: Think about this.
• 18:27
  [SPEAKER_01]: Weight loss.
• 18:29
  [SPEAKER_01]: You want to lose 20 pounds.
• 18:30
  [SPEAKER_01]: You get there and you're done.
• 18:32
  [SPEAKER_01]: Strength.
• 18:32
  [SPEAKER_01]: You can infinitely grow strength over time.
• 18:34
  [SPEAKER_01]: Yeah, okay?
• 18:36
  [SPEAKER_01]: So how do we as a fitness industry how do we why did we pitch in whole ourselves into something like weight loss where we cannot guarantee an outcome where there's so many things that go against you.
• 18:51
  [SPEAKER_01]: The in fact you have like the little list control over weight loss
• 18:57
  [SPEAKER_01]: versus, say, strength, strength, movement, mobility, quality of movement, range of motion.
• 19:04
  [SPEAKER_01]: We can control that as a fitness industry.
• 19:06
  [SPEAKER_01]: We can promise that on marketing, on our constatations.
• 19:10
  [SPEAKER_01]: We can promise that.
• 19:12
  [SPEAKER_01]: Why would we ever promise, wait, last, why did we, we'll guess what?
• 19:16
  [SPEAKER_01]: That's what the client wanted.
• 19:17
  [SPEAKER_01]: So we're gonna go to promise that to him.
• 19:19
  [SPEAKER_01]: That's just a typical fitness industry, doing whatever it takes to get the client to sign up type of thing.
• 19:25
  [SPEAKER_01]: that's just what it is.
• 19:26
  [SPEAKER_01]: Okay.
• 19:26
  [SPEAKER_01]: So let's let's create a program in this is for all Jim owners listening whether or not you're semi-private, private, large group, whatever.
• 19:34
  [SPEAKER_01]: Let's let's let's take control of the deliverable.
• 19:37
  [SPEAKER_01]: That's the first thing we need to do.
• 19:39
  [SPEAKER_01]: Let's take control of like what we can promise and what we can promise is strength.
• 19:44
  [SPEAKER_01]: We can promise strength because strength comes with progressive overload and rest, okay, a little bit of diet in there and me knows and stuff like that right and like some supplements, but like that's a lot easier to control the effort in the gym versus the cake in the mouth with weight loss right like 10 p.m. when they're no longer you know nowhere near you know we could control the environment that they're in right now.
• 20:08
  [SPEAKER_01]: Sure, if they sit all day, they're range of motion, like stuff like that, or if they hurt themselves, doing something stupid, landscaping, or something at their house, or whatever you get, sure, there's those issues, but like, this isn't like...
• 20:19
  [SPEAKER_01]: will power type of shit.
• 20:21
  [SPEAKER_01]: It's like, hey, we over exert ourselves or my jobs keeping me in this position for a long time.
• 20:26
  [SPEAKER_01]: Okay.
• 20:26
  [SPEAKER_01]: Well, let's build some breaks and stuff like that.
• 20:28
  [SPEAKER_01]: That's easier to do than the cake, right?
• 20:31
  [SPEAKER_01]: Okay.
• 20:31
  [SPEAKER_01]: So then, so then we looked at the human being that was servic like that was buying that semi-private training.
• 20:38
  [SPEAKER_01]: Like why are those people staying longer?
• 20:40
  [SPEAKER_01]: Well, if you look at the they skew older.
• 20:42
  [SPEAKER_01]: Sure.
• 20:42
  [SPEAKER_01]: And since we say kind of like under 40 was for larger, this is over 40.
• 20:46
  [SPEAKER_01]: Yeah, so what are over 40 people?
• 20:48
  [SPEAKER_01]: Um, you know, and I'm one of them, obviously, in your clothes, but like, what do they want?
• 20:52
  [SPEAKER_01]: What who are they?
• 20:53
  [SPEAKER_01]: Well, first off, they're typically a little bit more established or married.
• 20:56
  [SPEAKER_01]: They have kids.
• 20:57
  [SPEAKER_01]: They have a house, career that kind of in an area.
• 21:00
  [SPEAKER_01]: Yeah.
• 21:00
  [SPEAKER_01]: So like the moving thing does happen.
• 21:04
  [SPEAKER_01]: But it happens for other reasons.
• 21:05
  [SPEAKER_01]: It's very interesting.
• 21:06
  [SPEAKER_01]: Like our clients will move, but like, hey, we're going to move to Puerto Rico.
• 21:09
  [SPEAKER_01]: Okay, yeah, it's a tax shelter friendly country or not even a kiss art at the US, but like different area.
• 21:18
  [SPEAKER_01]: Okay, well, there's still moving, but they're not moving for a job.
• 21:21
  [SPEAKER_00]: Yeah, it's pretty good.
• 21:23
  [SPEAKER_00]: And the rate at which that happened is fractional.
• 21:26
  [SPEAKER_00]: Compared.
• 21:27
  [SPEAKER_01]: So, okay, so these people are a little bit more grounded.
• 21:29
  [SPEAKER_01]: Now, the other thing is they're paying a lot more.
• 21:34
  [SPEAKER_01]: But they also have a lot more money to spend, okay?
• 21:38
  [SPEAKER_01]: So they're not scraping the pennies up this week to try to get the $500 a month personal training membership.
• 21:44
  [SPEAKER_01]: Now, the thing is, it is harder or so.
• 21:47
  [SPEAKER_01]: Give a less of a population that could afford that, versus the $200 thing.
• 21:53
  [SPEAKER_01]: So yeah, that is a con, but when you do get these people,
• 21:57
  [SPEAKER_01]: come in and they're the right type of clients become lifestyle clients, they stay forever.
• 22:03
  [SPEAKER_00]: Yeah.
• 22:03
  [SPEAKER_00]: And you know what I mean?
• 22:05
  [SPEAKER_00]: And realistically, too, like you mentioned a couple of times like the demographic, well, that's always a question when I talk to a gym owners.
• 22:11
  [SPEAKER_00]: Like, yeah, well, you are in Scottsdale.
• 22:13
  [SPEAKER_00]: Like, how would that work for me?
• 22:15
  [SPEAKER_00]: at the systems and everything that we preach, like the delivery, all of that stuff, everything is almost identical.
• 22:20
  [SPEAKER_00]: If we change the price point to cater to an area where they just don't have the same income levels and things like that, it might be the one variable that's a little bit less, but even within that.
• 22:32
  [SPEAKER_00]: I mean, we've, you know, like the smallest areas that we work in, I mean, we've got Jim's and Easter Kentucky running this middle, like the middle of Wisconsin, like places across the country and scolime sea markets, right?
• 22:45
  [SPEAKER_00]: Maybe we're,
• 22:47
  [SPEAKER_00]: 15 dollars less a week, but at the same time we're only looking for most of these gyms and 200 people to be really successful.
• 22:54
  [SPEAKER_00]: Yes.
• 22:55
  [SPEAKER_00]: I don't know like there isn't a town that we've ever been in that we can't find 200 people right compare that to.
• 23:02
  [SPEAKER_00]: The old large group model where we're getting a third of the revenue, you need twice as many three times as many people to get the same revenue for yourself.
• 23:12
  [SPEAKER_00]: And so, you know, just just to lay that out there, because we're framing this from the really it's a benefit of the owner and the takeaway for the business that we're talking about here.
• 23:21
  [SPEAKER_00]: It's not just the delivery and the benefit for the client, right?
• 23:25
  [SPEAKER_00]: And that that's obviously, you know, if you're listening, you know, that we were teaching you and we want you to win as you are.
• 23:31
  [SPEAKER_01]: Well, here's the kicker to the whole thing.
• 23:32
  [SPEAKER_01]: You're saying, well, like some people that might say, hey, we can't do that in, which talk Kansas.
• 23:38
  [SPEAKER_01]: We can't do that.
• 23:39
  [SPEAKER_01]: What you can do it, in fact, why wouldn't you do it?
• 23:42
  [SPEAKER_01]: Yeah, meaning why don't you bring a Scottsdale level product to which a talk Kansas place it there and then be the highest in the market?
• 23:51
  [SPEAKER_01]: Yep, sure.
• 23:52
  [SPEAKER_01]: Maybe, and I don't, and I don't believe this, maybe you can't charge $650 a month.
• 23:58
  [SPEAKER_01]: in your town, maybe.
• 23:59
  [SPEAKER_01]: But you can deliver a $650 a month service in charge $500 a month for it and fill really good about it.
• 24:06
  [SPEAKER_01]: And nobody's going to be able to compete with you.
• 24:07
  [SPEAKER_01]: So again, pricing aside, the product in the delivery doesn't cost you a $650 a month to provide.
• 24:15
  [SPEAKER_01]: Like it just doesn't.
• 24:16
  [SPEAKER_01]: Like it is, it is no different price wise burden wise to the ownership to provide a semi-private training product versus a
• 24:28
  [SPEAKER_01]: I don't know if there's, it, well, okay, maybe equipment.
• 24:31
  [SPEAKER_01]: Yeah, the initial capital expenditure to buy equipment that you can serve as a strength in conditioning protocol versus a large group, which is usually a bunch of like sandbags and some TRXs, right?
• 24:41
  [SPEAKER_01]: Okay, floor space.
• 24:41
  [SPEAKER_01]: There, if floor space, you've got you've got more upfront capital for a semi-private training gym than you do a large group.
• 24:50
  [SPEAKER_01]: I agree to that.
• 24:51
  [SPEAKER_01]: But once you have all that spent to deliver the product,
• 24:57
  [SPEAKER_01]: I'm thinking about what it would take you human capital.
• 25:00
  [SPEAKER_01]: Okay, do you pay the coaches more or not necessarily?
• 25:02
  [SPEAKER_00]: I would say probably less because most of, from our experience, most Jim owners doing large group do a tiered.
• 25:11
  [SPEAKER_00]: Perfect, perhaps.
• 25:12
  [SPEAKER_00]: Perfect.
• 25:12
  [SPEAKER_00]: So their coaches are making more than the Jim is for that session quite often.
• 25:15
  [SPEAKER_01]: Yeah, I've seen that so so maybe even less.
• 25:18
  [SPEAKER_01]: So okay, maybe the software if you're using our software.
• 25:21
  [SPEAKER_01]: There's a $400 a month kind of thing one time for that.
• 25:24
  [SPEAKER_01]: I don't know.
• 25:25
  [SPEAKER_01]: I don't think they're cost you any more to provide a lot of semi-private training delivery than it does larger.
• 25:32
  [SPEAKER_01]: So like, okay, so so like what kind of
• 25:36
  [SPEAKER_01]: Bring it up objections and shooting them down at the same time because these are conversations you're having.
• 25:40
  [SPEAKER_01]: And like, well, why would it you, okay, this is an honest question to Jim owner's listening.
• 25:45
  [SPEAKER_01]: Why would it you want to deliver the best product that you believe?
• 25:52
  [SPEAKER_01]: uh... is possible to your clientele unless you don't believe that if you believe large group training medical condition one size fits all large-up training is the best product to deliver results to your community then you should not change that if you believe it if you believe it but but then there's a second question how do you train
• 26:13
  [SPEAKER_00]: They may train that way.
• 26:14
  [SPEAKER_00]: They could, they could, but I know you're in and you're out.
• 26:18
  [SPEAKER_00]: If you're in this industry, you're probably throwing some weight on a bar in Lyfton.
• 26:21
  [SPEAKER_00]: Yeah, you're doing strength and courage.
• 26:23
  [SPEAKER_01]: You and I both know that.
• 26:25
  [SPEAKER_01]: Jim owners listening, this is the, this is the, again, this is the practice which you preach.
• 26:31
  [SPEAKER_01]: And I'm going to tell it.
• 26:32
  [SPEAKER_01]: If you aren't doing larger training yourself, training yourself in the larger training environment, as much as you're expecting your clients like four days a week, then why are you delivering to the clientele?
• 26:46
  [SPEAKER_01]: Yeah.
• 26:47
  [SPEAKER_01]: Are you saying that what you do is better than what you provide or you just saying, I'm too late.
• 26:52
  [SPEAKER_01]: I don't know what it is, but like if you don't train yourself that way, or maybe you say that you have different goals in your clients.
• 26:59
  [SPEAKER_01]: They have fat loss and in your goal is strength and can there's maybe maybe because what your clients once they get to that weight loss are going to leave and go find strength and conditioning anyway, so like you better have that level.
• 27:09
  [SPEAKER_01]: So anyways, going back to like the owner benefit of a semi private training model versus a larger training model.
• 27:17
  [SPEAKER_01]: Number one, financially, there is more money to be made in semi-private training than there is in larger training.
• 27:24
  [SPEAKER_01]: There's just this, okay, for the price point, for the retention, for all the things we've already discussed in this, okay, there's more money coming in, okay.
• 27:33
  [SPEAKER_01]: And now what does that allow you to do as an owner?
• 27:35
  [SPEAKER_01]: Well, it allows you to go and give your coaches raises.
• 27:38
  [SPEAKER_01]: If they don't make enough, keep them longer.
• 27:40
  [SPEAKER_01]: Yep, give them training.
• 27:42
  [SPEAKER_01]: It allows you to buy more equipment and better equipment for your facility if it's run down.
• 27:47
  [SPEAKER_01]: It allows you to bring a cleaner in five days a week instead of once.
• 27:51
  [SPEAKER_01]: It allows you to do touch a paint every summer and make sure that the physical plant is great, right?
• 27:57
  [SPEAKER_01]: It allows you to market better.
• 27:58
  [SPEAKER_01]: It allows you to find more clients and bring them in that way.
• 28:01
  [SPEAKER_01]: It allows you to have better software
• 28:05
  [SPEAKER_01]: Okay.
• 28:06
  [SPEAKER_01]: Cool.
• 28:06
  [SPEAKER_01]: Well, that's a great reason.
• 28:07
  [SPEAKER_01]: Oh, and guess what, it allows you to take home more as an owner.
• 28:11
  [SPEAKER_01]: And it also, if we're talking about freedom, it allows you to hire a fitness director or some person that's in between the owner and the delivery of the product that gives you that one step of insurance policy that prevents the gym owner from going downhill when they lose a coach and back on the training floor and now the now the business struggles.
• 28:32
  [SPEAKER_00]: Yeah.
• 28:32
  [SPEAKER_00]: Okay.
• 28:33
  [SPEAKER_00]: And that that's something that I think is important to say to because in, like, you hear from Jim owner all the time, look, I don't, well, I wouldn't know what to do with all my time.
• 28:42
  [SPEAKER_00]: Well, you work on your business, not in it.
• 28:44
  [SPEAKER_00]: And that's the, there's both ends of that spectrum.
• 28:47
  [SPEAKER_00]: You know what I mean?
• 28:47
  [SPEAKER_00]: What, I would,
• 28:49
  [SPEAKER_00]: say that the majority of Jim owners that we that we work with with some of with large group are stuck in the delivery where they can't afford the margins aren't there the volume isn't there they can't keep people long enough so they're they have to be on the floor they don't choose to be on the floor and that's the big thing you mentioned freedom that's the reason I get up and do what we do every day is I want a Jim owner to have the option of what area of the business that they want to work on.
• 29:13
  [SPEAKER_00]: I don't want you to go see your kids play that game on Friday night and want you to be at the
• 29:17
  [SPEAKER_00]: the rehearsal Saturday morning like that's the reason that you as a entrepreneur step into that seat and then you find yourself buying a job and constantly battling this, you know, cyclical situation.
• 29:30
  [SPEAKER_00]: Yes, you want, I would assume that that's what you want as an entrepreneur, but you generally just don't know how to do it and a lot of it's because the margins just aren't there in the model that you're in.
• 29:41
  [SPEAKER_01]: The model, the models preventing you from going to those having that
• 29:46
  [SPEAKER_01]: So, what, okay, so like that, that was really the, that was the episode.
• 29:52
  [SPEAKER_01]: Like we want to make sure that Jim owners understand that if you're in the wrong model, you can't outwork it.
• 29:58
  [SPEAKER_01]: You just, you can't work harder to make more money.
• 30:00
  [SPEAKER_01]: You're just, you're just going to keep hitting the ceiling.
• 30:03
  [SPEAKER_01]: And again, that happened to us.
• 30:05
  [SPEAKER_01]: That happened to me.
• 30:06
  [SPEAKER_01]: I was in that room over there trying to figure out, like, what was the point?
• 30:10
  [SPEAKER_01]: And I brought the team in.
• 30:12
  [SPEAKER_01]: I brought Zach in.
• 30:13
  [SPEAKER_01]: I brought Mike in at the time.
• 30:15
  [SPEAKER_01]: and I say guys like what is going on and we were making I don't know let's just call it's 55,000, 60,000 a month back then and go if this is all we're gonna make I'm gonna close the doors.
• 30:25
  [SPEAKER_01]: That's what I said.
• 30:26
  [SPEAKER_01]: I said I'm not we're not doing all this for 55,000 dollars a month.
• 30:30
  [SPEAKER_01]: Just it's not worth it.
• 30:31
  [SPEAKER_01]: Let's do something else and we'll hold on let's
• 30:35
  [SPEAKER_01]: That was piss.
• 30:36
  [SPEAKER_01]: It doesn't matter how hard I was working.
• 30:38
  [SPEAKER_00]: It wasn't going anywhere.
• 30:39
  [SPEAKER_00]: That's another thing I'd mention, too.
• 30:42
  [SPEAKER_00]: In those positions, most of those gym owners are unlocking the doors 5 AM.
• 30:46
  [SPEAKER_00]: They're locking the doors at 9 p.m.
• 30:48
  [SPEAKER_00]: So if you as the owner in that scenario is bringing home 50 grand at the end of the year, compare that to the teacher who's working, incorporate standard.
• 30:57
  [SPEAKER_00]: Fairly 55.
• 30:58
  [SPEAKER_00]: Yeah, a couple months off there, you know, or lighter, I don't think you just get a full summer offer anymore type of thing.
• 31:04
  [SPEAKER_00]: Yeah, you know, like it's not, it's not 80 hours a week for 50 granted for as a teacher, but it is damn sure 80 hours a week for a lot of these gym owners to barely bring home 50 day.
• 31:17
  [SPEAKER_01]: So here's the point, like, what do you do it?
• 31:19
  [SPEAKER_01]: Yeah.
• 31:19
  [SPEAKER_01]: Why?
• 31:19
  [SPEAKER_01]: So that was the epiphany.
• 31:20
  [SPEAKER_01]: I have like, what are we doing?
• 31:22
  [SPEAKER_01]: Like, let's stop.
• 31:24
  [SPEAKER_01]: sugar coating this thing.
• 31:25
  [SPEAKER_01]: Let's stop like it is and that's when we figured out the model was wrong.
• 31:30
  [SPEAKER_01]: Like that just that's how it all kind of happened.
• 31:33
  [SPEAKER_01]: We had a great business and by all by us church to the manager like 50 $60,000 a month, it was awesome for most places, not for what I want.
• 31:41
  [SPEAKER_01]: Sure.
• 31:42
  [SPEAKER_01]: And that was with me still in the gym.
• 31:44
  [SPEAKER_01]: I was still doing sales.
• 31:45
  [SPEAKER_01]: Like sure Zach was a
• 31:49
  [SPEAKER_01]: But like, they weren't in the fitness director role where I was still doing every day, and so like I came to the realization like this is not worth our time my time like what are we doing here and that's kind of where I dissected everything and it's kind of a funny story because that tells it is like, you know, fifty sixty thousand dollars a month.
• 32:07
  [SPEAKER_01]: What do we do?
• 32:08
  [SPEAKER_01]: What is the point?
• 32:09
  [SPEAKER_01]: You know, and just I have a higher expectation, I had higher expectation still do, right?
• 32:13
  [SPEAKER_01]: Like, and you should too, listening, like you should absolutely expect your gem to make $100,000 a month or more, and you take home $300,000 a year as a owner and not have to service clients and do sales and do everything else in your gym that is possible.
• 32:31
  [SPEAKER_01]: Yes.
• 32:31
  [SPEAKER_01]: We see it happening every single day, actually.
• 32:34
  [SPEAKER_01]: We're living it.
• 32:35
  [SPEAKER_00]: We're living it.
• 32:35
  [SPEAKER_00]: We've, you know, and another thing there is like the transition.
• 32:40
  [SPEAKER_00]: Right.
• 32:40
  [SPEAKER_00]: You're in this model.
• 32:41
  [SPEAKER_00]: You've done this for years.
• 32:42
  [SPEAKER_00]: How, how could I possibly do that to him?
• 32:45
  [SPEAKER_00]: How can I go bring in this new deliverable change everything for some reason?
• 32:49
  [SPEAKER_00]: I don't know why you Jim owners think that like we expect you to stop servicing large group on Friday and you're selling private Jim on Monday.
• 32:56
  [SPEAKER_00]: And that's not the case.
• 32:57
  [SPEAKER_00]: No, right.
• 32:58
  [SPEAKER_00]: It's a phase approach.
• 32:59
  [SPEAKER_00]: I mean, we've got systems and we teach exactly how to go through that process and that change over.
• 33:04
  [SPEAKER_00]: We've got a number of gyms right now on our springboard that are that this year, I mean, we're about to hit me right now When this comes out, I think it'll you'll will be in May, right?
• 33:16
  [SPEAKER_00]: So this year alone.
• 33:19
  [SPEAKER_00]: I mean, I get I get three gyms that in the last two weeks have have taken the revenue that they were making from large group training and have have crossed that over and they're now making more with their semi-private deliverable through the phase approach
• 33:34
  [SPEAKER_00]: And we're talking a handful of clients that have made that transition.
• 33:37
  [SPEAKER_00]: Doesn't say much.
• 33:38
  [SPEAKER_00]: No, it's, we know just, I mean, just look at the numbers, right?
• 33:42
  [SPEAKER_00]: Like three to one.
• 33:42
  [SPEAKER_00]: Yeah, it's like three to one.
• 33:43
  [SPEAKER_00]: So for every large group client, you move over.
• 33:46
  [SPEAKER_00]: You're making three times the money from that one person.
• 33:49
  [SPEAKER_00]: From every new person that you bring into the business, you're making three times what you were for the versus putting them into a large group model, right?
• 33:55
  [SPEAKER_00]: So the math and getting to those numbers happens a lot faster and a lot.
• 33:59
  [SPEAKER_00]: easy to subjective word, but you know, it's not as difficult as Jim owners would think it is.
• 34:06
  [SPEAKER_01]: Yeah, you have some tough conversations, but the end of the day you're doing it for the business and you're doing it for your freedom and you're doing for your coaches and you're technically you're doing it for the clients too.
• 34:15
  [SPEAKER_01]: Absolutely.
• 34:16
  [SPEAKER_01]: It just because you're charging more does it mean you're hurting the client.
• 34:19
  [SPEAKER_01]: It means you're being you're able to give them a better product.
• 34:22
  [SPEAKER_00]: And if, I mean, I don't think there's any one of us that would agree that a cookie cutter, anybody, you know, large-scale style program is equivalent to a custom program.
• 34:33
  [SPEAKER_00]: They're, they're, it's not the same, right?
• 34:35
  [SPEAKER_00]: So the value is,
• 34:37
  [SPEAKER_00]: apples and oranges.
• 34:39
  [SPEAKER_00]: And the client sees that.
• 34:40
  [SPEAKER_00]: The client feels that we can back that up with retention, you know, the numbers and things like that.
• 34:45
  [SPEAKER_00]: Like that's the thing is the this whole conversation, we've removed the emotional attachment to these decisions, right?
• 34:53
  [SPEAKER_00]: At the end of the day, and this is something that we coach with, right?
• 34:55
  [SPEAKER_00]: Like I have I have one off calls with some of our clients, where they're like,
• 34:59
  [SPEAKER_00]: You know, they get in their head and they start to second guess some of these things and I'm like, hey, trust the process.
• 35:04
  [SPEAKER_00]: Look at the numbers.
• 35:05
  [SPEAKER_00]: Let's look at how things are going to be lost.
• 35:07
  [SPEAKER_00]: We, yeah, we have a framework for that.
• 35:09
  [SPEAKER_00]: And it's wild.
• 35:12
  [SPEAKER_00]: I mean, it's, it's so wild.
• 35:14
  [SPEAKER_00]: Trust the process.
• 35:16
  [SPEAKER_00]: Yeah.
• 35:16
  [SPEAKER_00]: And it, it's a matter of a company like.
• 35:19
  [SPEAKER_00]: You know, two to three months, your whole business isn't an entirely different arena than you ever thought possible.
• 35:25
  [SPEAKER_00]: And you're doing it with a fraction of the clients that you were fighting to keep in the business to make, you know, ex-over here.
• 35:32
  [SPEAKER_00]: So I think the epiphany that hits Jim owners when it starts to all come together.
• 35:40
  [SPEAKER_00]: And then once you're on the other side of it, it's like the one thing that I hear more often than not is I wish I did this sooner.
• 35:46
  [SPEAKER_01]: Yeah.
• 35:47
  [SPEAKER_01]: Well, we'll end on this one.
• 35:49
  [SPEAKER_01]: No, we've got a client right now.
• 35:50
  [SPEAKER_01]: They're in Spain.
• 35:51
  [SPEAKER_01]: We're a family.
• 35:52
  [SPEAKER_01]: They're all families in Spain.
• 35:53
  [SPEAKER_01]: Two clients in Spain.
• 35:55
  [SPEAKER_01]: Yeah, that's true.
• 35:56
  [SPEAKER_01]: Yeah, but this particular client was in our Gross Summit in Chicago.
• 36:01
  [SPEAKER_01]: They, uh, they drank the Kulei.
• 36:03
  [SPEAKER_01]: They liked what they heard.
• 36:04
  [SPEAKER_01]: They jumped in on board with their iron circle.
• 36:07
  [SPEAKER_01]: They, they moved very quickly.
• 36:09
  [SPEAKER_00]: Yes.
• 36:09
  [SPEAKER_01]: Like probably a little too quick.
• 36:10
  [SPEAKER_01]: Yep.
• 36:11
  [SPEAKER_01]: And they did make some waves and create some problems for
• 36:17
  [SPEAKER_01]: You know, they were at a point in their business where they were kind of just sick of like just being in their every day and not for not much to show for it They were a very large group oriented athletic training gym Crossfit centric a little bit in some ways The funny thing is they had all the equipment you could ever imagine for some of my private.
• 36:36
  [SPEAKER_01]: They just were using it utilized.
• 36:37
  [SPEAKER_01]: Yeah, what they were using it for larger
• 36:40
  [SPEAKER_01]: long story short is a set of chat with her today.
• 36:44
  [SPEAKER_01]: She's well over 107.
• 36:46
  [SPEAKER_01]: They're going into like 110 this week.
• 36:50
  [SPEAKER_01]: Some of my private training clients, they are their goals 130 at whatever 500 bucks a month.
• 36:57
  [SPEAKER_01]: So whatever that mass says.
• 36:59
  [SPEAKER_01]: And at the peak of their existence, and this is in one line.
• 37:02
  [SPEAKER_01]: They still have their
• 37:04
  [SPEAKER_01]: that they're not in the gym anymore.
• 37:09
  [SPEAKER_01]: They're in Spain.
• 37:10
  [SPEAKER_01]: They've got teams in place.
• 37:11
  [SPEAKER_01]: They've got a better delivery system.
• 37:13
  [SPEAKER_01]: They're they're converting at a higher level.
• 37:15
  [SPEAKER_01]: They've got well more, you know, well over the revenue that they were making and now they're not delivering it.
• 37:23
  [SPEAKER_00]: I think for three or four months, I think it's 90.
• 37:26
  [SPEAKER_00]: Yeah, 90 something days.
• 37:27
  [SPEAKER_00]: I think that's pretty crazy.
• 37:28
  [SPEAKER_00]: Yeah.
• 37:29
  [SPEAKER_00]: That's that.
• 37:30
  [SPEAKER_00]: That's 100%.
• 37:31
  [SPEAKER_00]: Like that should be the goal of everybody listening here is.
• 37:34
  [SPEAKER_00]: Yeah.
• 37:34
  [SPEAKER_00]: And again, it doesn't mean you have to.
• 37:37
  [SPEAKER_00]: It means you have the option to.
• 37:38
  [SPEAKER_00]: And that's the big thing.
• 37:39
  [SPEAKER_00]: You want to go take a.
• 37:40
  [SPEAKER_00]: Want to go train clients tomorrow?
• 37:42
  [SPEAKER_00]: If they can come fly back in and train clients if they wanted to.
• 37:45
  [SPEAKER_00]: Yeah.
• 37:46
  [SPEAKER_00]: They go walking and, you know, hey, no, take your time off, you know what I mean?
• 37:49
  [SPEAKER_00]: Take a day off.
• 37:50
  [SPEAKER_00]: We'll go do the work.
• 37:51
  [SPEAKER_00]: Yeah, they have the choice, but they don't have the requirement.
• 37:54
  [SPEAKER_01]: Yeah.
• 37:54
  [SPEAKER_01]: In the, you know, and something else that I know that drives them, the particular that drives a lot of you, Jim owners is like they're able to take care of their team.
• 38:01
  [SPEAKER_02]: Yeah.
• 38:01
  [SPEAKER_01]: So like, like their director and stuff has unlimited days off, they do whatever, you know, it's just, it's just the right.
• 38:07
  [SPEAKER_01]: It feels better, I guess, as owners that you can just allow your, your team that grow and stuff, give them a little bit more of a path.
• 38:13
  [SPEAKER_01]: I'm going to allow them to do live life a little bit, right?
• 38:17
  [SPEAKER_01]: And so guys, listen, I know there's a little bit longer of an episode, but the bottom line is this.
• 38:22
  [SPEAKER_01]: You're in the wrong model, it doesn't matter how hard you work, you're only going to get to a specific revenue level, and it's like, at that point, you have to make a decision, what are we doing this for, and if what you're doing it for is for the love of the game, the bio means stay right where you're at, you'll never make any more, you'll always be in your operation, if that's what you want and love, who might have say change it, okay, for everybody else that wants more, more revenue, more time, more freedom,
• 38:46
  [SPEAKER_01]: Then yes, so my private is the way bottom line.
• 38:49
  [SPEAKER_01]: We're not wavering on that.
• 38:51
  [SPEAKER_01]: You can't get to the the revenue numbers with that little of a clientele, just the numbers don't math out.
• 39:00
  [SPEAKER_01]: So like bottom line is this because if you need help, I mean, obviously, if you can come to the growth summit, even better.
• 39:05
  [SPEAKER_01]: We've got a big workshop to talk to all about this stuff with a million dollar model mastery and that's kind of happening on the Thursday afternoon love to see you there You know fit pro grow some a calm and you can check that out, but if not jump on a call If on a call, we got a springboard program for you We love working with large training gyms crossfit gyms that want to make this move If that's you would love to help you because there's a whole other Blue ocean on the other side of that wall
• 39:30
  [SPEAKER_01]: Okay, on the other side of that decision, guys.
• 39:32
  [SPEAKER_01]: Hopefully that helps you.
• 39:33
  [SPEAKER_01]: That's it for this episode.
• 39:34
  [SPEAKER_01]: I'm until next time, keep changing lives.
• 39:36
  [SPEAKER_01]: We'll see you guys in the next one.
• 39:37
  [SPEAKER_01]: Bye.