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Are You the Cheesecake Factory of Fitness? How to Streamline for Greater Success · Gym Business Coach Podcast

• 0:08
  [SPEAKER_00]: You are listening to the built-to-grow podcast delivering the knowledge in all things, fitness, business We help jimmers win, hear your hosts, ten lions, and Randy Axton
• 0:27
  [SPEAKER_02]: All right, welcome back to another episode of the build to grow podcast.
• 0:30
  [SPEAKER_02]: That would be your host today, Randy angston joined behind Mr. Zachol and Mia.
• 0:34
  [SPEAKER_02]: Yo, yo, how are we doing?
• 0:35
  [SPEAKER_02]: Living the dream.
• 0:36
  [SPEAKER_02]: Oh, yeah.
• 0:36
  [SPEAKER_02]: That's what they call it.
• 0:37
  [SPEAKER_02]: That's what they call it, huh?
• 0:40
  [SPEAKER_02]: All right, guys, today we're going to bring you something that we've been talking a lot about in our springboard coaching program.
• 0:46
  [SPEAKER_02]: And it's going to revolve around the delivery system of your business.
• 0:50
  [SPEAKER_02]: We've been having the conversation.
• 0:52
  [SPEAKER_02]: We talked about the seven habits of winning gym.
• 0:56
  [SPEAKER_02]: One of which was kind of keeping the main thing, the main thing, was we're going to elaborate on that a little bit, kind of dive into the conversation that we're having with chip owners around making sure
• 1:06
  [SPEAKER_02]: You know, we're not living with a shiny ball syndrome.
• 1:08
  [SPEAKER_02]: We're not jumping from service to service.
• 1:11
  [SPEAKER_02]: Not throwing things in the business just because we can type of thing.
• 1:14
  [SPEAKER_02]: But, um, one is that one you kick off and just kind of recap or kind of explain what we mean by like keeping the main thing the main thing.
• 1:22
  [SPEAKER_03]: Well, I think this is your term, but you don't want to be the cheesecake factory of fitness, where you have all of these different services that you are trying to fulfill on.
• 1:37
  [SPEAKER_03]: And I would take it even one step further.
• 1:39
  [SPEAKER_03]: So you know, services is like, well, we do large group.
• 1:42
  [SPEAKER_03]: We do small group.
• 1:42
  [SPEAKER_03]: We do semi.
• 1:43
  [SPEAKER_03]: We do one-on-one.
• 1:44
  [SPEAKER_03]: We do athletic training.
• 1:45
  [SPEAKER_03]: We have stretch therapy.
• 1:46
  [SPEAKER_03]: We have recovery.
• 1:47
  [SPEAKER_03]: We have this.
• 1:49
  [SPEAKER_03]: And what's really important for somebody to understand is that the system, the gym operating system for each one of those is different.
• 2:03
  [SPEAKER_03]: It's its own individual gym operating system.
• 2:06
  [SPEAKER_03]: So how you market and attract somebody for one-on-one training.
• 2:12
  [SPEAKER_03]: how you do a consultation and convert that person, how you deliver that service, how you ascend that person is different than how you do it for some of my private, it's how you different than, you know, for a large group training.
• 2:25
  [SPEAKER_03]: So most businesses don't even have a
• 2:30
  [SPEAKER_03]: full gym operating system for one service, let alone five different ones.
• 2:38
  [SPEAKER_03]: So there's that, that's like the top layer is like, hey, you get all these different services.
• 2:44
  [SPEAKER_03]: But I would take it one step even further and say, you know, what, what,
• 2:50
  [SPEAKER_03]: service or style of training do you believe in as a gym?
• 2:56
  [SPEAKER_03]: Because what happens is even if you have let's just say you do semi-private training like us.
• 3:02
  [SPEAKER_03]: Even if you have semi-private training, but then you have somebody come in and they want to do bodybuilding and that's semi-private training in your functional training gym.
• 3:11
  [SPEAKER_03]: If you say yes to that person,
• 3:14
  [SPEAKER_03]: Well, now we have to have a separate delivery system to, you know, it's not just, hey, I'm training in a semi-private environment, but now I have to program differently for that person.
• 3:24
  [SPEAKER_03]: And that is going to have a trickle down effect.
• 3:27
  [SPEAKER_03]: It's going to impact how the coaches deliver the training for that client, who's designing that programming for that person.
• 3:33
  [SPEAKER_03]: How does that impact the other members in your gym that are training a different way?
• 3:44
  [SPEAKER_03]: CrossFit style wards in a semi-private and you're like, yeah, I'm gonna take this client because they're money's green Yeah, and and so you add that and then you do youth athletic training in your, you know, semi-private format And then you do bodybuilding and and you have all of these different ways that you deliver your programming Now things are even, you know, muddier So it's not just the multiple Service offerings, but it's also like what is your thing that you're offering?
• 4:13
  [SPEAKER_03]: And, and, man, you got me going out of here, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no
• 4:36
  [SPEAKER_03]: Um, you hang out.
• 4:37
  [SPEAKER_03]: You have a nice little coffee shop.
• 4:40
  [SPEAKER_03]: And they're first principles was like they wanted to bring that like European coffee shop feel to America.
• 4:45
  [SPEAKER_03]: Right.
• 4:46
  [SPEAKER_03]: And then all of a sudden they bring in a new CEO.
• 4:49
  [SPEAKER_03]: And that's he was like, Hey, we're missing the opportunity here to sell Bagels and sandwiches and smoothies and protein shakes and they add all of these things to their menu and what happens.
• 5:01
  [SPEAKER_03]: they just start tanking, because they put all of that, like now they're, how they manage supply chain has changed, how the barista interacts with the customers different.
• 5:13
  [SPEAKER_03]: The speed to delivery cup of coffee, which is what they do, declines because they're trying to service multiple different products and now they're making smoothies and sandwiches and all of these things, and they can't even be good at what they originally were good at.
• 5:29
  [SPEAKER_03]: yeah and so it was like hey we've tanked for six straight quarters let's get rid of the CEO they brought in a new one and the guys like we're going back to the third place principle and we're gonna sell coffee and focus on that.
• 5:41
  [SPEAKER_02]: I mean I just saw you little yesterday or day before I mean there's 12
• 5:45
  [SPEAKER_02]: or 15 here in the valley that are closing for participants right and that's I mean think about that guys like nobody's imagine starbucks closing locations none of the second most locations of any franchise and and the world i believe um for fastening to it on the uh no it's subway subway Starbucks yeah interesting yeah we we talk about it you know to mention the we've shared the boss and chicken story yes that's the same idea right and you know you might be listening you it seems like
• 6:16
  [SPEAKER_02]: it seems like a natural progression you know what I mean where oh we're really good at this without the thought of the delivery system the marketing the servicing the ability to sell it is just by throwing something else on the menu of options you have to look at it through the lens of all of those different operating systems that are impacted by that and I think that
• 6:41
  [SPEAKER_02]: I always use the term where the saying, you know, just because you can, doesn't mean you should.
• 6:45
  [SPEAKER_02]: Yes.
• 6:45
  [SPEAKER_02]: And I think that that's a big thing.
• 6:46
  [SPEAKER_02]: You know, we've talked on this podcast, we did an episode on the five by five or the five question matrix where it was, you know, do you believe in it?
• 6:54
  [SPEAKER_02]: Can you service it?
• 6:54
  [SPEAKER_02]: Can you sell it?
• 6:55
  [SPEAKER_02]: Does it get your client a better result?
• 6:56
  [SPEAKER_02]: Look, all five of those different things.
• 6:58
  [SPEAKER_02]: The important thing there is, unless all five are yes, it's not even in contention.
• 7:03
  [SPEAKER_02]: If all five are yes, it's still an option.
• 7:05
  [SPEAKER_00]: Yes.
• 7:05
  [SPEAKER_00]: It's not a yes.
• 7:06
  [SPEAKER_02]: It's just an option to just to then decide if it doesn't make sense to continue.
• 7:12
  [SPEAKER_02]: But I think you said something that was really prevalent.
• 7:15
  [SPEAKER_02]: And there's, oh, I'll follow up with another thing, but you said, do you believe in it?
• 7:19
  [SPEAKER_02]: And I think this is where Jim owners get.
• 7:22
  [SPEAKER_02]: They get it wrong.
• 7:23
  [SPEAKER_02]: I would say because we get excited by the opportunity to sell it or like you said that when the money is green right this person's interested in giving me the money Sure, take the money and figure it out later at the expense of
• 7:35
  [SPEAKER_02]: other clients at the expense of your time and program that goes into it at the expense of all of the things downhill that you don't think you might not be thinking about just because that person's excited and you your phenomenal trainer, you've got a great team and can you service that person in what they're looking for?
• 7:51
  [SPEAKER_02]: Probably.
• 7:52
  [SPEAKER_02]: But you know, do you have the systems in place to market and to sell it and to do the programming and all of that stuff without breaking what you already
• 8:06
  [SPEAKER_02]: Those clients, if you're gonna bring that into your business, those clients are a different individual than the clients that are currently paying you money or that you've built your business around thus far.
• 8:15
  [SPEAKER_02]: And I think that's something that we often forget.
• 8:18
  [SPEAKER_02]: Just because we're in the service, the fitness industry doesn't mean that all fitness is what we do.
• 8:24
  [SPEAKER_02]: And I think that's where again, where a lot of gym owners go wrong because they know we could do it, but they don't realize that it is not the same business that you're currently doing and it's almost grasping at straws it's a little bit of a, either a desperation option, you know, like tactic where we just whatever we can do to get more revenue coming in as opposed to.
• 8:44
  [SPEAKER_02]: doubling down on what it is you bring to the table already what you believe in what you're really good at what you're servicing already and making that the growing area of the business so that you don't have to look at all these other ancillary options or different service options.
• 9:00
  [SPEAKER_02]: If that's not the business that you're running today, that's the only thing you need to focus on.
• 9:04
  [SPEAKER_03]: Yeah, it's a very simple, so like the five question matrix, you know, obviously, but we can even simplify it from there.
• 9:13
  [SPEAKER_03]: You as the gym owner, do you train yourself the same way that you train your clients?
• 9:22
  [SPEAKER_03]: So this is one of the things that, you know, I think CrossFit is not a great business model.
• 9:29
  [SPEAKER_03]: I think it's a great sport.
• 9:30
  [SPEAKER_03]: I love the sport across.
• 9:31
  [SPEAKER_03]: I love watching it.
• 9:32
  [SPEAKER_03]: I'm like, man, these people are insane.
• 9:34
  [SPEAKER_03]: Absolutely right.
• 9:35
  [SPEAKER_03]: But from a business standpoint, I don't think it's a good business model.
• 9:39
  [SPEAKER_03]: The one thing that I will absolutely give credit to for the box owner is that box owner, usually bleeds CrossFit.
• 9:48
  [SPEAKER_03]: Yep.
• 9:49
  [SPEAKER_03]: And they're like, I believe in this.
• 9:50
  [SPEAKER_03]: This is what I do.
• 9:52
  [SPEAKER_03]: Okay.
• 9:52
  [SPEAKER_03]: So they're, like, I'm going to give credit to that person.
• 9:56
  [SPEAKER_03]: Yeah.
• 9:56
  [SPEAKER_03]: But a lot of Jim owners out there do not train their clients like they train themselves.
• 10:03
  [SPEAKER_03]: And so if you're going to, if you're going to offer a large group training.
• 10:08
  [SPEAKER_03]: program and it's going to be a circuit style come in 60 seconds here, 20 second rest like and that's your workout framework.
• 10:20
  [SPEAKER_03]: How often do you do a workout like that yourself?
• 10:24
  [SPEAKER_03]: Sure.
• 10:24
  [SPEAKER_03]: If it's, if it's, that's the way I believe in training.
• 10:30
  [SPEAKER_03]: Awesome.
• 10:30
  [SPEAKER_03]: Who am I to tell you to train differently?
• 10:32
  [SPEAKER_03]: Yeah, but if you're telling your clients to do that,
• 10:36
  [SPEAKER_03]: and you're going to the gym and you're like, it's Monday, it's chest day, baby.
• 10:39
  [SPEAKER_03]: Yeah.
• 10:40
  [SPEAKER_03]: Then there's a disconnect and you don't believe in your own product or service.
• 10:46
  [SPEAKER_03]: Yeah, it's a good point.
• 10:48
  [SPEAKER_03]: And so if you're like, yeah, believe in this, I do it twice a week.
• 10:52
  [SPEAKER_03]: Okay, cool.
• 10:53
  [SPEAKER_03]: build that into a program that you're selling to your clients where they do that twice a week and then they do whatever else you're telling that you do yourself the other days of the week yeah and so this is where you know for for a gym owner it's like well what do you believe stop just taking money just to take money because
• 11:13
  [SPEAKER_03]: That's such a short term solution, like if you zoom out and you looked at all of the negative ways that that is going to to eventually impact your business, you would not take the money.
• 11:28
  [SPEAKER_03]: You would just tell the person, no, we don't do that here.
• 11:31
  [SPEAKER_03]: Here's what we do.
• 11:32
  [SPEAKER_03]: Yeah.
• 11:34
  [SPEAKER_03]: And you know,
• 11:37
  [SPEAKER_03]: Yeah, it's like, if I, if I go, hey, I'm going to offer this because there's a certain percentage of people that will buy it, but I don't believe in it, it's going to impact the main thing that you do believe in.
• 11:53
  [SPEAKER_03]: Even if you're still selling the main thing, the deliveries gonna be different.
• 11:58
  [SPEAKER_03]: It's, you know, your coaches are gonna have multiple things that they're trying to deliver.
• 12:02
  [SPEAKER_03]: And I remember here when I started as a coach, we did, we had large group like Bootcamp, training and some of my private training.
• 12:11
  [SPEAKER_03]: And we had large group training at 6 p.m.
• 12:16
  [SPEAKER_03]: And our last semi-private session was at 7 p.m.
• 12:19
  [SPEAKER_03]: But we also had semi-private training at 6 p.m.
• 12:23
  [SPEAKER_03]: So for those clients that came in at 6 p.m.
• 12:27
  [SPEAKER_03]: Their experience was totally different because we had 20, 30, 40 people in here doing a large group training session while those people were doing their semi-private.
• 12:39
  [SPEAKER_02]: Sure.
• 12:40
  [SPEAKER_03]: So if they came in an hour earlier or hour later,
• 12:44
  [SPEAKER_03]: different environment different you know vibe like music's not as loud more availability for equipment like you know the coach that's running the semi-private is now having to like adjust where that person's going through the gym and navigate it because you got 40 people over here jumping on boxes and you know sweating all over the place.
• 13:01
  [SPEAKER_03]: and then as a coach, I would get done with that 6pm and for the 7pm I was smoked because I just brought all this energy and I'm yelling and getting everybody hyped up and that 7pm I'm like holy cow, like I got to make it through one more hour and it's a totally different like energy level that you know, and vibe that you're bringing to the session so then it impacted the 7pm too.
• 13:24
  [SPEAKER_02]: And I think that's a good point because like bandwidth, right?
• 13:27
  [SPEAKER_02]: Like whether it's resource, financial resources, whether it's the energy that you're bringing to the table, whether it's the knowledge of the programming, whether it's the your just ability to like, you know, actually show up and deliver a superior service.
• 13:42
  [SPEAKER_02]: And time, you know, Jim owners, not, I'm not trying to rag any guys, but you do not value your time the way that you should.
• 13:50
  [SPEAKER_02]: You're the first to jump in and just do something.
• 13:53
  [SPEAKER_02]: because, you know, you can, but at the expense of what it's doing in other areas.
• 13:58
  [SPEAKER_02]: And, you know, I've talked about it before, where...
• 14:01
  [SPEAKER_02]: I don't want to see you bragging about repairing the equipment on the training floor to save 60 bucks.
• 14:06
  [SPEAKER_02]: Like that's outsource that, right?
• 14:07
  [SPEAKER_02]: Not only is it not the most financially sound use of your time, but the liability that comes with it is probably even worse than the hour, or whatever you've just burned up.
• 14:19
  [SPEAKER_02]: But there's things like that.
• 14:21
  [SPEAKER_02]: You have to look at this business as from the lens of a business owner, not just willing to do everything simply because you can.
• 14:31
  [SPEAKER_02]: back to kind of your belief around what you're doing, people, the whole goal is your term, right, five mile famous.
• 14:40
  [SPEAKER_02]: What are you known for?
• 14:41
  [SPEAKER_02]: What is your business known for?
• 14:43
  [SPEAKER_02]: What is your belief as an owner in the business?
• 14:45
  [SPEAKER_02]: What is your ethos and how you bring that to the market place?
• 14:49
  [SPEAKER_02]: And if you're the type of individual who's who's
• 14:52
  [SPEAKER_02]: kind of like the cheesecake factory months mindset where oh we serve anybody in everybody the liquid back to the old you know master or jack of all trades master of none correct right and if you want to be best in class if you're going to be the expert in your area you can't do that in every one of those rounds or none right athletic performance is different than a large group that's different than a one-on-one
• 15:16
  [SPEAKER_02]: the chances, you know, I don't, and again, it's not a certification thing.
• 15:19
  [SPEAKER_02]: It's the ability to bring that to the marketplace successfully and have a business that's actually paying you a dividend as an owner that's providing a service that everybody who's getting that gets an equivalent or repeatable experience.
• 15:34
  [SPEAKER_02]: If you look at your business and you're kind of all over the place, this is where you're going to have to take a step back and say, okay, well, why are we serving too many different types of training?
• 15:45
  [SPEAKER_02]: I'm not saying that you may not have, you know, you might have ancillary services like stretch therapy or recovery or things like that.
• 15:56
  [SPEAKER_02]: the way that we look at it is those should complement your main service, not be another service that you know, is kind of a left or right choice.
• 16:04
  [SPEAKER_02]: And that's where a lot of gym owners, I think get they muddy the waters in a way because it's, you know, you go back to the fact that, oh, we've got a couple hours on the schedule for that we could throw in some team training, why don't we just go do that?
• 16:16
  [SPEAKER_02]: And you're not thinking about all of the other things that takes to bring that, you know, to the business.
• 16:20
  [SPEAKER_03]: So even, even within the same service, same, same service, let's just use my private as the example because this happens with, like I was on the phone with with the Jim owner the other day and we were talking about this.
• 16:38
  [SPEAKER_03]: So, some of my private training, and they were like, well, we're gonna have a two-time a week membership that's X, and then we're gonna have our three-time a week, and then we're gonna have our unlimited, and then we're gonna have the elite one that has the unlimited training plus, you know, whatever, recovery and infrared song on like all these things.
• 16:57
  [SPEAKER_03]: And I was like, hey, which one do you believe is going to, which one do you believe is gonna get your members the best results?
• 17:06
  [SPEAKER_03]: which one.
• 17:07
  [SPEAKER_03]: And they're like, well, obviously this this top one.
• 17:09
  [SPEAKER_03]: And I'm like, okay, sell that.
• 17:11
  [SPEAKER_03]: Yeah, sell sell that.
• 17:14
  [SPEAKER_03]: And so, you know, if you just determine, how do I get my clients the absolute best results?
• 17:22
  [SPEAKER_03]: What can I price that at and go all in on it?
• 17:27
  [SPEAKER_03]: your world gets so much more simple, you start marketing that, you start selling that, you start delivering that, and all of those become very congruent, and I would argue that you can be so much more successful.
• 17:42
  [SPEAKER_03]: If you just determine what is the best thing that you can deliver for your clients.
• 17:48
  [SPEAKER_03]: and then focus on it for get all the other noise, all the other distractions like if your client comes in and they're like, hey, here's, I need a result.
• 17:59
  [SPEAKER_03]: Nobody comes to us because they are like, hey, I want to train two days a week.
• 18:04
  [SPEAKER_03]: They come to us because of what that training two days a week they believe is going to get them.
• 18:09
  [SPEAKER_03]: Yes.
• 18:09
  [SPEAKER_03]: And so your job is to deliver a packaged solution for the client.
• 18:14
  [SPEAKER_03]: Here's how we get you that result, right in the benefit.
• 18:19
  [SPEAKER_03]: And so the client will buy that.
• 18:21
  [SPEAKER_03]: They don't know they're saying like they're coming in and saying like you know how many times a week do I need to train and what's going to cost me because they don't know what else this is going to get them the solution and
• 18:34
  [SPEAKER_02]: Or that's what everybody else is talking about, right?
• 18:36
  [SPEAKER_02]: It's always the features, you know, for X, I get X this, this, this, and this, right?
• 18:41
  [SPEAKER_02]: And if that's the conversation you're having through a consultation, you're probably doing it wrong.
• 18:45
  [SPEAKER_02]: You're probably losing the real power in that opportunity, the client's looking for the end result.
• 18:53
  [SPEAKER_02]: that, you know, what's in it for me?
• 18:56
  [SPEAKER_02]: And then the how, they really don't care about, right?
• 18:59
  [SPEAKER_02]: They don't care, I mean, they care, but it's not the things that they're actually weighing in the true decision making, you know what I mean?
• 19:06
  [SPEAKER_02]: If they knew it was a different style of trade, we don't talk about the type of training that we're providing until that person's, you know, sitting across from you, really.
• 19:15
  [SPEAKER_02]: It doesn't show up in our marketing.
• 19:16
  [SPEAKER_02]: We're all we're talking about is the benefits.
• 19:19
  [SPEAKER_02]: The solution we bring to the marketplace provides to the client and they get the option say hey is that a solution is that the solution.
• 19:26
  [SPEAKER_02]: I'm looking for yes.
• 19:28
  [SPEAKER_02]: Okay.
• 19:28
  [SPEAKER_02]: Cool.
• 19:28
  [SPEAKER_02]: How do we get that done?
• 19:30
  [SPEAKER_02]: That's downhill.
• 19:31
  [SPEAKER_02]: But if you're leading with all that stuff right like that that's where
• 19:37
  [SPEAKER_02]: Again, you're kind of missing the mark, right?
• 19:38
  [SPEAKER_02]: It's about the result and the solution you bring to the table, not the how, in a way.
• 19:44
  [SPEAKER_03]: And so that's what we do with our Springboard program is, okay, what do you believe is gonna get the clients the best result?
• 19:53
  [SPEAKER_03]: What's the your main thing that you wanna focus on?
• 19:56
  [SPEAKER_03]: Okay.
• 19:56
  [SPEAKER_03]: Cool.
• 19:57
  [SPEAKER_03]: This is what it is.
• 19:59
  [SPEAKER_03]: All right.
• 19:59
  [SPEAKER_03]: Now let's talk about how we package that, how we put it together, how we the language that we use to position that as a solution or somebody.
• 20:08
  [SPEAKER_03]: Here's how we price it.
• 20:09
  [SPEAKER_03]: Here's how you, you know, put it on your schedule like all of those things.
• 20:14
  [SPEAKER_03]: And we're coaching the the gym owner on how to do that and make it the main thing.
• 20:21
  [SPEAKER_03]: And then
• 20:22
  [SPEAKER_03]: If somebody has these other services existing in their business, the large group, whatever it is, it's like, okay, well, that's fine.
• 20:32
  [SPEAKER_03]: We're not going to just say, like, oh, cut that off.
• 20:35
  [SPEAKER_03]: Maybe that's making you a grand a month or 15 grand a month or something.
• 20:39
  [SPEAKER_03]: We're not going to just say, like, don't worry about that and just do this.
• 20:43
  [SPEAKER_03]: Um, we're going to say, okay, let's stop selling those, let's sell this main thing.
• 20:49
  [SPEAKER_03]: Let's market it.
• 20:50
  [SPEAKER_03]: Let's sell it.
• 20:51
  [SPEAKER_03]: Let's deliver on it.
• 20:52
  [SPEAKER_03]: And then let's convert, let's use some strategies that we employ to go ahead and convert people over gradually and phase out those other programs so that when we do decide, okay,
• 21:08
  [SPEAKER_03]: like we're not losing any revenue.
• 21:10
  [SPEAKER_03]: Yeah.
• 21:10
  [SPEAKER_03]: Right.
• 21:11
  [SPEAKER_03]: Um, so yeah, it's just a strategy and that's the way to go about doing it, but you have to know
• 21:17
  [SPEAKER_02]: what you believe and then I'll leave it with this.
• 21:20
  [SPEAKER_02]: One of the things that I had a conversation with the Jim owner yesterday about these different service options, you know, there was there he wants to do a different service than his main thing a couple of days times a week.
• 21:31
  [SPEAKER_02]: But again, he realized, well, my coaches don't train that way, so I have to bring in outside help.
• 21:37
  [SPEAKER_02]: No, you know, nobody sells it or he's doing all the sales, nobody else can sell that.
• 21:41
  [SPEAKER_02]: So he's stuck in that position.
• 21:43
  [SPEAKER_02]: There's all of these different things.
• 21:44
  [SPEAKER_02]: And my challenge to him was, where do we
• 21:47
  [SPEAKER_02]: Right, his opportunity was what I know that I can get some people from the marketplace because they're thinking about this, I'll bring him in and then over time I'll just convert him into our main thing.
• 21:57
  [SPEAKER_02]: Where do you draw the line?
• 21:58
  [SPEAKER_02]: You know, as a Jim owner, you're hit with a million different things a week.
• 22:01
  [SPEAKER_02]: or a month probably that you could bring into the business.
• 22:06
  [SPEAKER_02]: But if you don't believe in it, it shouldn't be an option, right?
• 22:09
  [SPEAKER_02]: Like, and so he didn't believe in that type of training.
• 22:12
  [SPEAKER_02]: And that was my challenge to him was like, okay, is that that's outside of the congruence of what you believe in.
• 22:16
  [SPEAKER_02]: Why are we even negotiating bringing that into the business?
• 22:19
  [SPEAKER_03]: That's not all I have.
• 22:20
  [SPEAKER_03]: But he knows that his coaches don't believe in it.
• 22:23
  [SPEAKER_03]: So he has to go out and get different coaches like
• 22:27
  [SPEAKER_03]: Think about that.
• 22:28
  [SPEAKER_03]: Oh, I have clients in my business that are coming in and training here, and then my coaches are going to be They're no longer the X. They're not going to well, they're not going to lie to the client if the client's like, hey, should I be doing that and the client the coach is going to be like
• 22:42
  [SPEAKER_03]: Oh, like you shouldn't be doing Zumba or whatever.
• 22:46
  [SPEAKER_03]: Like what is that going to do for you?
• 22:48
  [SPEAKER_02]: Yeah.
• 22:48
  [SPEAKER_02]: And so think of it.
• 22:50
  [SPEAKER_02]: I'm sure you get hit with like EMF suits and vibration plates and all the like the tech stuff and the stuff changes all the time trends come and go and fitness and back to the kind of shiny ball syndrome is like if you don't have a really clear filter of what it is you bring.
• 23:06
  [SPEAKER_02]: what you deliver upon, what you will even, you're gonna be the one that's susceptible when those people are knocking on your door trying to sell you their opportunity to your business because you feel like, oh, I can get some people in the door with us, some people in the door with that, some people on the next thing you know, your business is the cheesecake factory.
• 23:22
  [SPEAKER_03]: We're just, okay, we're, I know we need to wrap this episode up, but I'm just gonna go, go, this route.
• 23:30
  [SPEAKER_03]: It's the same thing with being congruent with your coaches and your staff.
• 23:34
  [SPEAKER_03]: So in your gym, your coaches need to be able to simply speak to your business and your product and the problems that you solve the same way that you would in a consultation selling it.
• 23:47
  [SPEAKER_03]: So like for our staff here, it's lift.
• 23:51
  [SPEAKER_03]: lifestyle integrated fitness training.
• 23:52
  [SPEAKER_03]: What we do as a business is we help integrate fitness training into our client's lifestyles.
• 23:58
  [SPEAKER_03]: That's what we do.
• 23:58
  [SPEAKER_03]: That's what the team knows and we train on it.
• 24:01
  [SPEAKER_03]: Boom, boom, boom, boom.
• 24:02
  [SPEAKER_03]: If you have multiple service options and you have a coach that runs the boot camp and they love the boot camp and they're like, you should come to boot camp and then you have a coach that's over here doing, you know, strength training and a coach that's
• 24:18
  [SPEAKER_03]: There is nothing you could possibly be known for other than running workouts and having a gym with equipment and payroll.
• 24:27
  [SPEAKER_03]: You do not own a business, you don't own a brand.
• 24:30
  [SPEAKER_03]: If you're not known for something specifically that you do.
• 24:34
  [SPEAKER_03]: And so,
• 24:36
  [SPEAKER_03]: Not only are you susceptible to coaches leaving and taking clients, but you're going to have this infighting or at least in congruency within your own business with current clients of like do I go here and do this?
• 24:49
  [SPEAKER_03]: Do I go here and do this?
• 24:50
  [SPEAKER_03]: It has to be a single program.
• 24:53
  [SPEAKER_03]: So if the message is, hey, we believe in strength training three times a week and then doing the metabolic training twice a week, the
• 25:01
  [SPEAKER_03]: That's the message.
• 25:02
  [SPEAKER_03]: The whole entire team preaches and that's your program.
• 25:06
  [SPEAKER_03]: But then we have to box that up.
• 25:07
  [SPEAKER_03]: We have to sell it as something specific that solves problems for clients, not as I come in and work out.
• 25:14
  [SPEAKER_03]: There's no value in workouts alone.
• 25:17
  [SPEAKER_03]: Once a client gets that and they do it for, you know, 10, 20, a hundred times, they're done.
• 25:24
  [SPEAKER_03]: They're leaving.
• 25:25
  [SPEAKER_03]: People do not buy from you because of what you have.
• 25:29
  [SPEAKER_03]: They buy from you because of what you believe and it aligns with their beliefs.
• 25:33
  [SPEAKER_03]: So if you sell them the what workouts, then
• 25:39
  [SPEAKER_03]: Once they get it, they're gone.
• 25:41
  [SPEAKER_03]: There's no loyalty there.
• 25:42
  [SPEAKER_03]: I can go get workouts anywhere and I can go sweat and the coach can correct my form anywhere.
• 25:49
  [SPEAKER_03]: And I don't care what you say, like you're not better at it than the gym down the street.
• 25:53
  [SPEAKER_03]: Maybe you are, but like the client, the client won't, they don't know the ticket, yes.
• 25:57
  [SPEAKER_03]: But if you say, hey, our magic sauce is we do this proprietary blend of functional strength training with a metabolic reset on these programs five days a week or whatever, then that's something that's unique to you that your competitor doesn't have they have a different thing.
• 26:16
  [SPEAKER_03]: And so who do you think is going to win the person that's saying, hey, come work out over here or the gym that's saying, hey, we've got this proprietary program of how we deliver, you know, results for our clients.
• 26:26
  [SPEAKER_03]: Boom, so.
• 26:28
  [SPEAKER_02]: Well, I think, you know, and today was a, that was a good one.
• 26:31
  [SPEAKER_02]: I mean, obviously, I think we, we hit the point.
• 26:33
  [SPEAKER_02]: We made main message.
• 26:36
  [SPEAKER_02]: Obviously, keep the main thing, double down and what it is you believe in what you want to bring to the marketplace, the solution you provide not just hot sweaty bodies in the room.
• 26:45
  [SPEAKER_02]: Um, and.
• 26:46
  [SPEAKER_02]: you know take this to your business look at your business one thing that we've really focused on not only here at legacy but with a lot of our clients right now is more is not better more is more and right now I think the strategic advantage in the marketplace is actually optimizing the business and refining down not expanding on most okay one more thing one more thing
• 27:06
  [SPEAKER_03]: one more thing.
• 27:08
  [SPEAKER_03]: It is okay for you to not be for everyone.
• 27:13
  [SPEAKER_03]: If a customer comes into your business and they try it out for a week, two weeks, whatever, and they're like, I don't like the way that you guys train.
• 27:20
  [SPEAKER_03]: I want to go to jump on boxes or whatever and get sweaty.
• 27:24
  [SPEAKER_03]: No problem.
• 27:25
  [SPEAKER_03]: Thanks.
• 27:27
  [SPEAKER_03]: move on.
• 27:28
  [SPEAKER_03]: That's not your ideal client.
• 27:29
  [SPEAKER_03]: They don't align with what you believe.
• 27:31
  [SPEAKER_03]: And that's okay.
• 27:32
  [SPEAKER_03]: That's not a bad reflection of you.
• 27:34
  [SPEAKER_03]: If anything, that's a good reflection.
• 27:35
  [SPEAKER_03]: Hey, we're real clear on what we do.
• 27:37
  [SPEAKER_03]: Yep.
• 27:37
  [SPEAKER_02]: So I'll agree.
• 27:39
  [SPEAKER_02]: Well, take that to your business.
• 27:40
  [SPEAKER_02]: Like I said, and you know, find the win here, guys.
• 27:43
  [SPEAKER_02]: If you're struggling, obviously, exactly.
• 27:46
  [SPEAKER_02]: You know, we're the two main coaches in the Springboard program.
• 27:50
  [SPEAKER_02]: there's a link in the show notes reach out.
• 27:52
  [SPEAKER_02]: We'll jump on the call.
• 27:53
  [SPEAKER_02]: We'll figure out what it is you bring to the table that's your unique special sauce and we'll help you kind of, you know, double down on that and bring that to the marketplace.
• 28:01
  [SPEAKER_02]: But that's what we have for today's episode.
• 28:03
  [SPEAKER_02]: Keep changing lives.
• 28:04
  [SPEAKER_02]: We'll see you in the next show.
• 28:06
  [SPEAKER_01]: Alright, thanks for listening to another episode of the built-grilled podcast.
• 28:09
  [SPEAKER_01]: 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.
• 28:18
  [SPEAKER_01]: 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.