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How Gym Owners Can Build a Profitable Business · Gym Business Coach Podcast

• 0:00
  [SPEAKER_01]: Welcome to the Jim Business Coach podcast.
• 0:03
  [SPEAKER_01]: No plot, no guess word, just proven strategies to help Jim owners win.
• 0:09
  [SPEAKER_01]: All right, welcome back to another episode of the Jim Business Coach podcast.
• 0:14
  [SPEAKER_01]: I'm going to be your host today, Randy Anxon, join us at Columbia.
• 0:17
  [SPEAKER_02]: Yo, yo, it's hard to say, still.
• 0:19
  [SPEAKER_01]: It's like, it doesn't roll off the top yet.
• 0:22
  [SPEAKER_02]: It's like when you enter a new year and you always write the previous year the same thing.
• 0:28
  [SPEAKER_02]: So obviously for everybody listening, it's like we are rebranding from built to grow podcast to the gym business coach podcast still still still fresh.
• 0:41
  [SPEAKER_01]: Um, you've got a great topic for today.
• 0:43
  [SPEAKER_01]: Um, when you kind of lead things off and we'll just dive right in.
• 0:47
  [SPEAKER_02]: Yeah.
• 0:48
  [SPEAKER_02]: So, um, think it's, this is a very, um, there's a lot of depth to, to this problem.
• 0:56
  [SPEAKER_02]: But one of the,
• 0:58
  [SPEAKER_02]: reasons why I think Jim's struggle to attract customers and to speak to the audience is because they never had the same problem as the customers that they're trying to.
• 1:17
  [SPEAKER_02]: Speak to.
• 1:17
  [SPEAKER_02]: Sure.
• 1:18
  [SPEAKER_02]: Okay.
• 1:19
  [SPEAKER_02]: So if you think about like how most business owners start to or entrepreneurs kind of start and open their own businesses, they recognize a problem where they have a problem themselves and they essentially go searching for a solution and they can't find a solution.
• 1:41
  [SPEAKER_02]: And so they're like, well, since a solution doesn't exist, and there's no business or product or service that can help me solve this, I'm going to create it myself.
• 1:54
  [SPEAKER_02]: And so they find a solution, once they create it for themselves, and it works, then they fill driven, compelled to
• 2:09
  [SPEAKER_02]: solved that problem that same problem for other people.
• 2:12
  [SPEAKER_02]: Yeah.
• 2:12
  [SPEAKER_02]: And so then they go and start a business.
• 2:15
  [SPEAKER_02]: And it kind of goes like that the term is like their mess becomes their message essentially.
• 2:22
  [SPEAKER_02]: It's like, hey, you know, this was my my message.
• 2:27
  [SPEAKER_02]: And now I have this message that I'm portraying
• 2:36
  [SPEAKER_02]: is not only does it orient kind of the first principles of your business, but it creates gravity.
• 2:48
  [SPEAKER_02]: Okay.
• 2:48
  [SPEAKER_02]: And so when you have a single problem that you solve in your business, that's what you're known for.
• 2:58
  [SPEAKER_02]: And when you speak that message to the marketplace, now it attracts people to you.
• 3:06
  [SPEAKER_02]: It pulls people to you.
• 3:09
  [SPEAKER_02]: And if you look at the current landscape of the industry,
• 3:15
  [SPEAKER_02]: It's the business, the gym owner chasing the customers instead of attracting the customers.
• 3:23
  [SPEAKER_02]: It's good point.
• 3:23
  [SPEAKER_02]: Yeah.
• 3:26
  [SPEAKER_02]: And it's because, I mean, there's multiple layers to this, but if you just think about it,
• 3:33
  [SPEAKER_02]: you're your typical Jim owner, you know, they've never been fat out of shape.
• 3:39
  [SPEAKER_02]: Yeah, they never, maybe they were an athlete and they were super passionate about fitness and they got into weight training and then they, you know, became a personal trainer and then they open a gym and it's like, how is that?
• 3:51
  [SPEAKER_02]: person supposed to you know communicate or relate to or relate to a you know a 65 year old woman that's like an ideal client for them or you know a guy that was wasn't athlete in high school and then you know got busy with life had kids stop working out prioritized their career
• 4:17
  [SPEAKER_02]: and now 20 years later is trying to get back in shape.
• 4:21
  [SPEAKER_02]: And it's not that you intellectually don't understand the problem, sure.
• 4:30
  [SPEAKER_02]: But at a personal level, you are not like resonating.
• 4:35
  [SPEAKER_01]: You're empathizing.
• 4:36
  [SPEAKER_02]: It's not like a direct match, right?
• 4:37
  [SPEAKER_02]: Yeah, yeah, yeah, yeah, experience it yourself.
• 4:39
  [SPEAKER_02]: Exactly.
• 4:40
  [SPEAKER_02]: And so there's this major disconnect that that just exists between
• 4:45
  [SPEAKER_02]: like a gym owner, a trainer, and the marketplace.
• 4:51
  [SPEAKER_02]: And so, again, there's multiple components to this.
• 4:56
  [SPEAKER_02]: One would be if you look at a typical gym, and yes, the gym owner, hey, what problem do you solve?
• 5:05
  [SPEAKER_02]: their, their answer is going to be we solve multiple problems.
• 5:11
  [SPEAKER_01]: We can help anybody.
• 5:12
  [SPEAKER_02]: We can help it be a multiple problems.
• 5:14
  [SPEAKER_02]: If you solve multiple problems, you'll be known for none, for no solution.
• 5:19
  [SPEAKER_01]: The Jack ball trades master of none, right?
• 5:20
  [SPEAKER_02]: yes exactly and so if you're like well yeah but you know trainer I understand fitness I can train a youth athlete I can train the you know 45 year old you know female I can train the 65 year old you know grandma and so most gyms if you look at their
• 5:39
  [SPEAKER_02]: clientele it's this full like spectrum there's no like avatar that they've created and it's because they didn't have that mess that then became their message and they started the business to solve this one specific problem.
• 5:58
  [SPEAKER_02]: Um, and so they're just trying to solve the problem for forever for anybody.
• 6:02
  [SPEAKER_01]: Yeah.
• 6:03
  [SPEAKER_01]: Really.
• 6:03
  [SPEAKER_01]: Yeah.
• 6:04
  [SPEAKER_01]: And we, you know, we talk about it a lot.
• 6:05
  [SPEAKER_01]: Like Jim owners, the natural progression, right?
• 6:07
  [SPEAKER_01]: Is probably a trainer somewhere got your reps in.
• 6:11
  [SPEAKER_01]: Maybe you were manager or something along those lines and you felt that the next natural progression is open up the gym.
• 6:17
  [SPEAKER_01]: You know, skills that's changed.
• 6:19
  [SPEAKER_01]: Um, you know, when you're developing a team, it's not the same as
• 6:22
  [SPEAKER_01]: getting your results for your client and all of the things that come along with a business side of it, too.
• 6:26
  [SPEAKER_01]: But I love this message because, you know, we talk all the time about knowing who you serve, knowing your clientele, there's that old saying, there's niches in the rich, or there's riches in the niches.
• 6:36
  [SPEAKER_01]: Yes.
• 6:38
  [SPEAKER_01]: But when it comes to this industry, I mean, it is very difficult.
• 6:41
  [SPEAKER_01]: is in the the grand scheme of things right to attract the right individuals to a business and I think one of those big overlying issues is exactly what you're talking about.
• 6:51
  [SPEAKER_01]: They're trying to serve everybody so they're marketing messages and kind of mute, right?
• 6:55
  [SPEAKER_01]: It doesn't resonate with the person that they're actually
• 6:59
  [SPEAKER_01]: most capable of serving of the person that if you look at your business, I mean, I'm sure we know right look at the client Tell that you have what is their commonalities and when you define your avatar client.
• 7:10
  [SPEAKER_01]: It's a lot more than you know age Gender and you know location or demographic type of thing, right?
• 7:17
  [SPEAKER_01]: It's buying practices.
• 7:18
  [SPEAKER_01]: It's their internal beliefs
• 7:21
  [SPEAKER_01]: There's a lot of things that go into it that if you, the better you know that avatar, I think that's the difference between pursuing or chasing versus attracting.
• 7:30
  [SPEAKER_01]: Yeah.
• 7:30
  [SPEAKER_01]: You could speak to those types of clients and just those types of clients.
• 7:35
  [SPEAKER_01]: And it kind of opens up the floodgates, right?
• 7:36
  [SPEAKER_01]: Everybody then recognizes, hey, they're the ones that train these people.
• 7:41
  [SPEAKER_01]: This client's, that's like a, like you could look at, um, like an athletic performance facility, right?
• 7:47
  [SPEAKER_01]: The average gen pop,
• 7:50
  [SPEAKER_01]: individuals probably not walking in there.
• 7:52
  [SPEAKER_01]: But you look at your normal gym or a normal training facility, are they speaking to who they serve or they trying to just throw it out and accept anybody.
• 8:04
  [SPEAKER_01]: And I'd say the majority of them are kind of lost is to how to go about speaking to their avatar client.
• 8:09
  [SPEAKER_02]: Yeah.
• 8:10
  [SPEAKER_02]: And if you think about,
• 8:14
  [SPEAKER_02]: Let's just take like an attorney, a lawyer, for example.
• 8:19
  [SPEAKER_02]: If you were doing a real estate deal, you don't just go get an attorney, you get a real estate attorney.
• 8:30
  [SPEAKER_02]: They specify, they specialize in that world.
• 8:40
  [SPEAKER_02]: And, you know, if you get in a car accident, you go get an accident.
• 8:44
  [SPEAKER_02]: So, you look at our industry, it's like you can't just serve everyone and you have to, you have to know who you're solving the problem for.
• 8:56
  [SPEAKER_02]: and then speak to that person and this comes back to the model because if we look at like hey, I'm trying to make it as a large group model,
• 9:15
  [SPEAKER_02]: Man, I need 500 people, you know, it's really hard.
• 9:19
  [SPEAKER_02]: If we're talking about the riches or in the niches, it's like, man, how do I speak to in my local area within like a five mile radius, like, or 10 mile radius?
• 9:32
  [SPEAKER_02]: How do I, how do I speak to 500 people that are only have that one problem?
• 9:37
  [SPEAKER_02]: Yeah.
• 9:38
  [SPEAKER_02]: You know, but if you look at like a semi-private training model,
• 9:44
  [SPEAKER_02]: Now it's like, well, I really only need 130 to 200 clients to absolutely like blow it out of the water.
• 9:55
  [SPEAKER_02]: Yeah.
• 9:56
  [SPEAKER_02]: So now it makes it much easier for me to.
• 10:00
  [SPEAKER_02]: direct all of my messaging towards that specific problem, you know, and speak and speak to those people.
• 10:09
  [SPEAKER_02]: And this goes, this comes back to this major challenge that we're seeing globally with like Facebook ads.
• 10:22
  [SPEAKER_02]: In agencies and people are like Facebook ads aren't working for me anymore, and I'm really struggling to attract customers and all of that.
• 10:31
  [SPEAKER_02]: Well, just from a pure marketing standpoint, guys, this is really simple.
• 10:37
  [SPEAKER_02]: You have hook story offer.
• 10:42
  [SPEAKER_02]: And what is missing is the story for just about every gym out there.
• 10:49
  [SPEAKER_02]: I would agree.
• 10:50
  [SPEAKER_02]: So again, going back to the first principles, the origin of like why you started a business, what problem are you trying to solve?
• 10:59
  [SPEAKER_02]: Well, for somebody that had a mess,
• 11:03
  [SPEAKER_02]: They solved it, and now they have the solution for somebody that matches them.
• 11:11
  [SPEAKER_02]: There's a story there.
• 11:13
  [SPEAKER_02]: There's a natural story that just like hits home with people that's relatable, that's genuine and authentic.
• 11:21
  [SPEAKER_02]: If you look at the agency model, it's hook offer.
• 11:26
  [SPEAKER_02]: Yep, there's no story that is relatable.
• 11:32
  [SPEAKER_02]: At least not that's genuine and authentic and you look at the nature of our business and it's so intimate in relationship driven that you that without that component, even if you do, which is getting harder, but even if you do just hook and offer somebody and you get them to take action,
• 11:55
  [SPEAKER_02]: that doesn't create this identity, association between the business and the customer.
• 12:05
  [SPEAKER_02]: And so they might not stick.
• 12:07
  [SPEAKER_02]: They might turn at an early point in the business, even if they do sign up, because people wanna do business with where they share mutual beliefs.
• 12:22
  [SPEAKER_02]: And so it's really creating a lot of problems on multiple different layers for gems out there.
• 12:32
  [SPEAKER_01]: Yeah, and I think you're speaking to it in a great way, right?
• 12:35
  [SPEAKER_01]: We're talking retention issues.
• 12:36
  [SPEAKER_01]: We're talking about the issues attracting new business.
• 12:39
  [SPEAKER_01]: I mean, this is going to have its fingers and every layer of the business.
• 12:45
  [SPEAKER_01]: Let's talk about one of the things we talk about all time is the lifestyle client versus the transformation client, right.
• 12:52
  [SPEAKER_01]: This is where I think some of the listeners might kind of not only say get confused, but they might have a hard time understanding the difference.
• 12:57
  [SPEAKER_01]: Like what if I have if I overcame something or if I had my story or if or maybe it's not their story, but maybe it's like their first.
• 13:05
  [SPEAKER_01]: you know, handful of clients.
• 13:07
  [SPEAKER_01]: You know what I mean?
• 13:08
  [SPEAKER_01]: Like if they themselves didn't experience that type of challenge, lean on those types of stories, right?
• 13:13
  [SPEAKER_01]: What transformations, it's a transformation, what type of, well, and it could be a transformation, right?
• 13:18
  [SPEAKER_01]: Transformation and identity, identity shift, that type of thing.
• 13:22
  [SPEAKER_01]: You know, let's, let's just, for sake of example, let's say, you know, the busy executive that hasn't been in a gym for years, and now is the loyal avid gymgoer that's getting the results that they want for their life.
• 13:33
  [SPEAKER_01]: And it's not necessarily the the number on the scale, right?
• 13:37
  [SPEAKER_01]: But sharing that being able to share that story, how in finding your message, should you or can you do it in a way that doesn't isolate you to start then instantly go to like the transformation, like I did it again, like the weight loss type client.
• 13:56
  [SPEAKER_01]: You know what I mean?
• 13:58
  [SPEAKER_01]: Um, most of the clients that we serve that are lifestyle have kind of that moving goal post, right?
• 14:04
  [SPEAKER_01]: They want to move better, feel better, prevent injury, all of the things, but
• 14:09
  [SPEAKER_01]: how do we do that in a way that's not talking about, hey, get started now and lose 30 pounds in the next 90 days, you know?
• 14:16
  [SPEAKER_02]: Yeah, well, we all were spoiled at one point because you could do that and then you could get 50 new people.
• 14:27
  [SPEAKER_01]: Yeah.
• 14:28
  [SPEAKER_02]: And, and so.
• 14:33
  [SPEAKER_02]: What's really important for everybody to understand is that there's a framework of how you speak to the audience, and it doesn't matter what the platform is that you're speaking on.
• 14:51
  [SPEAKER_02]: guys, you know, like, there will come a point in time where Facebook is not a thing anymore.
• 14:57
  [SPEAKER_02]: Sure.
• 14:58
  [SPEAKER_02]: You know, like, whatever.
• 15:02
  [SPEAKER_02]: I mean, you look at like, AOL or, it's the message.
• 15:08
  [SPEAKER_02]: You know, like, there's my stream.
• 15:11
  [SPEAKER_02]: Yeah.
• 15:15
  [SPEAKER_02]: Wow, just stage by itself.
• 15:19
  [SPEAKER_02]: Maybe, right?
• 15:20
  [SPEAKER_02]: But you had my space, right?
• 15:22
  [SPEAKER_02]: And then Facebook and like young kids aren't on Facebook, or young kids, teenagers, early 20s, like they're not on Facebook.
• 15:30
  [SPEAKER_02]: some of them don't even have Instagram, you know, these days it's TikTok.
• 15:35
  [SPEAKER_02]: It's, I don't know, like the next generation probably be on Sora where there's just, it's all AI and there aren't even real, you know, human beings or whatever, it's just going to continue the platforms, it's going to continue to change.
• 15:48
  [SPEAKER_02]: And so it's, well, how do we build a bullet proof message that the hook can change?
• 15:56
  [SPEAKER_02]: We can, you know, throw different hooks out there,
• 15:59
  [SPEAKER_02]: The story has to tie back to the avatar that we serve.
• 16:06
  [SPEAKER_02]: And then the offer, we can adjust our offers, right?
• 16:09
  [SPEAKER_02]: We can make them season all or, you know, throw different variations or AB tests out there to see what hits.
• 16:21
  [SPEAKER_02]: But we cannot just hook offer hook offer hook offer that doesn't work anymore.
• 16:28
  [SPEAKER_02]: It doesn't it doesn't work the marketplaces is skeptical.
• 16:32
  [SPEAKER_02]: They've seen it overly saturated with that.
• 16:37
  [SPEAKER_02]: And so
• 16:39
  [SPEAKER_02]: You know, it doesn't, again, like the ideal scenario is like, here was my, you know, mess that I turned into my message and I tell that story, if you don't have that, you still have a story.
• 16:52
  [SPEAKER_02]: Everybody has a story.
• 16:53
  [SPEAKER_02]: And so how does that story, how do you make that story or communicate that story in a way that, that,
• 17:03
  [SPEAKER_02]: just hits home with the audience.
• 17:06
  [SPEAKER_02]: It could be, hey, I started out as, as, you know, a young trainer thinking that I wanted to train professional athletes and guess what I did and it was not all that it was cracked up to be and then I remember like working with this client that was,
• 17:25
  [SPEAKER_02]: throw a name in there that matches the age, you know, a barb.
• 17:29
  [SPEAKER_02]: I was working with barb.
• 17:30
  [SPEAKER_02]: And let me tell you about barb and the changes that we saw on barb came in and she, you know, didn't want to work out.
• 17:38
  [SPEAKER_02]: She was scared and she had tried 50 different things and never stuck with them.
• 17:42
  [SPEAKER_02]: And here's the process that we took her through.
• 17:45
  [SPEAKER_02]: And so you're telling the story of that person that's reading it.
• 17:50
  [SPEAKER_02]: in, you know, through through like your own story.
• 17:54
  [SPEAKER_02]: And now it's like, that's me.
• 17:58
  [SPEAKER_01]: They can help me.
• 17:59
  [SPEAKER_02]: They can help me.
• 18:00
  [SPEAKER_02]: They can solve my problem.
• 18:01
  [SPEAKER_02]: That's what they do.
• 18:02
  [SPEAKER_02]: Oh, here's a, you know, get started now.
• 18:06
  [SPEAKER_02]: Offer, let me, let me learn more about this.
• 18:09
  [SPEAKER_02]: Let me take, take action.
• 18:11
  [SPEAKER_02]: that that takes effort and work.
• 18:16
  [SPEAKER_02]: It's totally different than me just being like here's a fancy hook, here's a whatever discounted free week, what offer like click the button.
• 18:31
  [SPEAKER_02]: agencies like the agency model of of what it has been.
• 18:36
  [SPEAKER_02]: I think it's starting to change and they're they're moving towards coaching now and everything because that's the only way that they can really, you know, key people.
• 18:44
  [SPEAKER_02]: Sorry, hey, guys, where you've been, but in that sense, whatever 20.
• 18:49
  [SPEAKER_02]: But the agency cannot tell your story.
• 18:55
  [SPEAKER_02]: They cannot tell your story or create or manufacture, right?
• 18:58
  [SPEAKER_02]: Yeah.
• 19:00
  [SPEAKER_02]: And there's never going to be that genuine connection that speaks to the audience.
• 19:09
  [SPEAKER_02]: And I think that that is really the missing link in the marketplace as it is now, the landscape of the marketplace, that's
• 19:21
  [SPEAKER_02]: making it so difficult for jams to attract and keep people.
• 19:29
  [SPEAKER_02]: And so, you know, like there's lots of books and there's lots of resources out there too.
• 19:37
  [SPEAKER_02]: become a, you know, learn how to copyright and these things, you know, we teach a lot of the nuts and bolts of that in our springboard program, but if somebody, most Jim Lutters don't, also just won't make the time, they're so desperate to just get a quick buck that they won't make the time to sit down and create that story,
• 20:06
  [SPEAKER_02]: or when they do create that story, they don't know how to then present it, bring it up, put it out there.
• 20:14
  [SPEAKER_02]: Yeah, you know, where to put it.
• 20:16
  [SPEAKER_01]: And I think that's a lot of what we're seeing is is a lot of Jim owners are acting out of desperation for that next new sale.
• 20:23
  [SPEAKER_01]: And unfortunately, I think that's where agency's kind of get
• 20:29
  [SPEAKER_01]: Jim owners like hooked into it because like they promised the world, you know, you get started with them and then they're telling you what the hook and the offer should be that might not even align with what you do in your business and the next thing you know, it's this revolving door of like I need to just I need to switch the hook and the offer all of the time and you kind of put you back into that red ocean consistently where you're just competing with everybody else saying the same thing and it's a muted message.
• 20:55
  [SPEAKER_01]: When, if you tell your story and you, you understand and grasp these concepts, that's one of the things like, like, the way that we coach it, and we don't do, or when we talk about marketing or the coach Jim owners on marketing.
• 21:10
  [SPEAKER_01]: You know, it's not like, hey, here's the image, here's the copy, it's not that simple.
• 21:15
  [SPEAKER_01]: Like if it was that easy, there wouldn't be all the agencies, everyone would be doing it for themselves and we'd all, you know, have a constant line of clients come through the door.
• 21:23
  [SPEAKER_01]: But I think the real benefit to understanding this stuff is when you have the ability to create that story, share that message, really understand that.
• 21:35
  [SPEAKER_01]: it puts you into that that blue ocean right you become the one of one that serves this demographic this this type you know this avatar client and then the gym down the street really can't compete at that against you you know to mean their story is going to be different there if if they even have a story for themselves then
• 21:52
  [SPEAKER_01]: Um, so it's like one of those things that like, it's a solution that has legs.
• 21:57
  [SPEAKER_01]: It will last.
• 21:58
  [SPEAKER_01]: It will work as long as you continue to need the medium might change.
• 22:03
  [SPEAKER_01]: Your hook and offer might change, but ultimately, you have to take ownership of that message that marketing message and it should resonate with your story.
• 22:12
  [SPEAKER_01]: It should be who you serve and how you get that kind of result.
• 22:16
  [SPEAKER_02]: And you can't tell it once.
• 22:19
  [SPEAKER_02]: So I know it's going to happen.
• 22:22
  [SPEAKER_02]: People are going to listen to this to be like, okay, like that makes sense to me.
• 22:26
  [SPEAKER_02]: I'm going to go, you know, write an email and send it out.
• 22:30
  [SPEAKER_02]: And then it's like, that was the effort that you put out there.
• 22:36
  [SPEAKER_02]: This has to be ingrained in your brand.
• 22:43
  [SPEAKER_02]: And so like your brand awareness campaign or strategy has to tie back into that origin story or that problem that you solve in every component of it has to speak to your ideal avatar.
• 23:03
  [SPEAKER_02]: customer or, you know, customers with some minor changes.
• 23:07
  [SPEAKER_02]: So like you could say, hey, we serve whatever, the 45 to 60 year old.
• 23:17
  [SPEAKER_02]: One of those avatars could be a female version and one of them could be a male version.
• 23:21
  [SPEAKER_02]: And you can speak to both separately and the beauty of a platform like Facebook is like, well, I can target, yeah, I can target the female with this copy, with this story.
• 23:31
  [SPEAKER_02]: I can target the males with this copy.
• 23:35
  [SPEAKER_02]: But again, it all has to be the same kind of solution just a different story to help them understand.
• 23:45
  [SPEAKER_02]: But I would also say, and we say it all the time is like, don't underestimate the task at hand, because, like, for, for instance, Joe Lee yesterday, she said, hey, did you know it's quitters day?
• 23:58
  [SPEAKER_02]: So Quitter's Day is like a January middle of January thing.
• 24:04
  [SPEAKER_02]: It's like a nationally known as Quitter's Day where people give up pretty, I guess the masses give up on their new year's resolution.
• 24:13
  [SPEAKER_02]: And she goes, do you think we should do a text blast about that?
• 24:18
  [SPEAKER_02]: And I was like, well, what do you, you know, like give me more information.
• 24:23
  [SPEAKER_02]: I put something together, and so she gives me a text message.
• 24:26
  [SPEAKER_02]: And it was like, it was like, hey, that's, you know, quitters day.
• 24:30
  [SPEAKER_02]: And, you know, if you give it up on your New Year's resolution, we're, you know, get our $99 to week off for.
• 24:39
  [SPEAKER_02]: And I was like, no, no, no, no, no, number one is you're basically calling everybody a quitter.
• 24:49
  [SPEAKER_02]: So instead of us placing the reason that they have failed on their previous approaches and programs,
• 25:02
  [SPEAKER_02]: and positioning our solution as the reason they didn't have our solution that's why they haven't been successful.
• 25:12
  [SPEAKER_02]: Instead of doing that, you're attacking directly.
• 25:16
  [SPEAKER_02]: You're not putting yourself in Miss Johnson's shoes right now reading this.
• 25:21
  [SPEAKER_02]: Good call.
• 25:23
  [SPEAKER_02]: So that's number one.
• 25:25
  [SPEAKER_02]: number, so the whole positioning of the message is wrong, right?
• 25:30
  [SPEAKER_02]: Number two is there's nothing in there about our solution that the differentiates us.
• 25:39
  [SPEAKER_02]: It's one message,
• 25:41
  [SPEAKER_02]: not a strong out story of messages that you deliver over five days in an email campaign, which would be the right way to do it, by the way.
• 25:52
  [SPEAKER_02]: And then there's just an offer you go straight to the offer.
• 25:59
  [SPEAKER_02]: So the hook in nature is wrong, it's like you're a quitter, no story and then offer, right?
• 26:07
  [SPEAKER_02]: And she's never done any like marketing like this, which is, you know, it's like, okay, well, I'm going to teach you and we just sat in there for like an hour and I was walking or through all this, but that's also a pretty good representation of how most gym owners just
• 26:27
  [SPEAKER_02]: versus like, if I'm going to do this, I got to do it all out.
• 26:34
  [SPEAKER_02]: Yeah, I got to write that email that five email campaign that catches attention and then, you know, leaves in a cliffhanger that's going to say, hey, here's the rest of this, you know, the next thing tomorrow,
• 26:51
  [SPEAKER_02]: And then over the course of five days, we build this like this shared identity of that person of like I got to work with those people because I love their story.
• 27:02
  [SPEAKER_01]: Yeah, and they they they they understand what I'm going through they yeah, they get it.
• 27:06
  [SPEAKER_01]: Yeah, it's a great point going back to like the underestimate and task at hand.
• 27:12
  [SPEAKER_01]: I think that's the biggest issue is we just lob things out there and we expect.
• 27:16
  [SPEAKER_01]: that the masses are gonna resonate with it and it's just not the case, you know?
• 27:22
  [SPEAKER_02]: And you could have a, you could also have a great story and you and your, and it might not match your model.
• 27:32
  [SPEAKER_02]: Right?
• 27:33
  [SPEAKER_02]: Like, I'm not going to be like, I got into fitness, you know, to help people.
• 27:39
  [SPEAKER_02]: And I found that I was, you know, working with people that had injuries.
• 27:43
  [SPEAKER_02]: And then you bring them in and they're in a group class jumping on boxes with 20 other people.
• 27:48
  [SPEAKER_02]: There has to be congruency there as well, because if there's not,
• 27:54
  [SPEAKER_02]: You're just, you know, you're, you're, you're, you're, you're, you're, they're not going to, they're not going to convert, and if they do convert, they're not going to stay.
• 28:04
  [SPEAKER_01]: And like, it brings up another, I mean, just a, probably, we could probably wrap things up on that.
• 28:08
  [SPEAKER_01]: But the, congruency between your beliefs as the owner.
• 28:13
  [SPEAKER_01]: that got, you know, that is your story, the type of training you, you yourself believe in, the type of training you do for yourself, is there concurrency with what you're bringing in the marketplace in your model, right?
• 28:25
  [SPEAKER_01]: We know a lot of jim owners that, you know, run group training facilities.
• 28:32
  [SPEAKER_01]: Um, no, this is this great episode.
• 28:35
  [SPEAKER_01]: I mean, definitely gets a gear's turning.
• 28:37
  [SPEAKER_01]: Um, I highly recommend kind of stepping back looking at your business.
• 28:40
  [SPEAKER_01]: Looking at your journey, what got you started?
• 28:42
  [SPEAKER_01]: What was the solution that you wanted to bring to the marketplace?
• 28:47
  [SPEAKER_01]: Um, but even more so maybe that has changed.
• 28:50
  [SPEAKER_01]: Maybe the who you served today is not the who you thought you would be serving when you started your business.
• 28:55
  [SPEAKER_02]: There's a story there.
• 28:56
  [SPEAKER_01]: There you go, right?
• 28:57
  [SPEAKER_01]: And, uh,
• 28:58
  [SPEAKER_01]: But craft a better story, write a better story, write a story maybe for the first time.
• 29:04
  [SPEAKER_01]: And then it will, it will help differentiate you in the marketplace.
• 29:08
  [SPEAKER_01]: It will help you identify with who you serve to a much more finite.
• 29:19
  [SPEAKER_01]: position and it will it will absolutely change the game.
• 29:23
  [SPEAKER_01]: Now, it will is this the one shiny bullet thing.
• 29:27
  [SPEAKER_01]: You know, that's going to solve all the problems when it comes to marketing.
• 29:30
  [SPEAKER_01]: No, but will this exist.
• 29:31
  [SPEAKER_01]: Yeah, that doesn't exist exactly.
• 29:33
  [SPEAKER_01]: But this will definitely put you in a position to where.
• 29:36
  [SPEAKER_01]: It doesn't matter the agency you're working with.
• 29:38
  [SPEAKER_01]: If you're running ads in house, you know, is that kind of gave you the formula between hook story and offer?
• 29:44
  [SPEAKER_01]: If you have those components, you have a much more viable chance at earning that business, getting the win, differentiating yourself from the ads of your competitors down the street.
• 29:55
  [SPEAKER_01]: And ultimately, you know, we want to see you guys win.
• 29:57
  [SPEAKER_01]: So take this to your business, do a little research, little, um, soul search, soul search, maybe yeah, there you go.
• 30:05
  [SPEAKER_01]: And, uh, crap, crap to better message.
• 30:07
  [SPEAKER_01]: So maybe use a little, use this as a little bit of homework between now and next week and see what it does for you and your business.
• 30:14
  [SPEAKER_01]: But uh, anything else sad?
• 30:18
  [SPEAKER_01]: All right, well, thanks for joining us for another episode of the gym business podcast.
• 30:24
  [SPEAKER_01]: We'll see you in the next show.
• 30:26
  [SPEAKER_00]: All right, thanks for listening to another episode of the built-grilled podcast.
• 30:30
  [SPEAKER_00]: If you want more help growing your business, join our free Facebook group, profit accelerator, helping training gyms grow to $30,000 a month and beyond.
• 30:39
  [SPEAKER_00]: We'd love to see you there, go check out the show notes for the link and keep building something great and we'll see you in the next episode.