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Your 2026 Marketing Playbook · Gym Business Coach Podcast

• 0:08
  [SPEAKER_01]: You are listening to the built-to-grow podcast delivering the knowledge in all things, fitness, business.
• 0:16
  [SPEAKER_01]: We help jimrollers win, hear your hosts, ten lions, and Randy Axton.
• 0:26
  [SPEAKER_02]: All right, welcome back to the Bill Skoro podcast.
• 0:29
  [SPEAKER_02]: We're host Tim Lines in the old studio joined by not raining, but Zach Columbia, what's up buddy?
• 0:34
  [SPEAKER_02]: What's up?
• 0:35
  [SPEAKER_02]: Hey guys, real quick, you're going to start seeing Jim business coach.com.
• 0:38
  [SPEAKER_02]: You're going to start seeing our name change a little bit.
• 0:40
  [SPEAKER_02]: Guys, that's only because we've shifted our focus over the last five to six years from marketing to coaching.
• 0:47
  [SPEAKER_02]: So we used to be profit marketing solutions.
• 0:49
  [SPEAKER_02]: We're moving to Jim business coach.com.
• 0:52
  [SPEAKER_02]: So don't be surprised if you start seeing some of that stuff.
• 0:54
  [SPEAKER_02]: Our colors are a little different.
• 0:56
  [SPEAKER_02]: It's still the greatest minds in the game right here behind the microphones.
• 1:01
  [SPEAKER_02]: But that being said, marketing is in our DNA.
• 1:05
  [SPEAKER_02]: And that's what this episode's about guys.
• 1:06
  [SPEAKER_02]: I want to break down for you.
• 1:08
  [SPEAKER_02]: The 2026 are really any year going forward.
• 1:11
  [SPEAKER_02]: You're marketing calendar in your strategy.
• 1:14
  [SPEAKER_02]: Because there are some specific things that a lot of gins are not doing, that after you're listening to episodes going to make a lot of sense and hopefully you can fix or create your marketing calendar so that you just go gangbusters next year.
• 1:27
  [SPEAKER_02]: Okay, so the first time I'm going to tell you real quick, onto the days of the one pole in the water solution where you just ran a Facebook ad in all the clients came and that's gone, that's been gone for years.
• 1:37
  [SPEAKER_02]: And unfortunately, there's a lot of gyms that are still kind of hoping and praying that things are going to still hit for you.
• 1:43
  [SPEAKER_02]: And I just I hate to break it to just is it.
• 1:46
  [SPEAKER_02]: And we've had nothing.
• 1:48
  [SPEAKER_02]: We've had our worst, I guess, Facebook result, strategy over the last 12 months that we've had and since we started.
• 1:57
  [SPEAKER_02]: So it's, and it's not just us guys, it's, it's cross the globe.
• 2:01
  [SPEAKER_02]: There's a, there's a, there's a bot problem.
• 2:03
  [SPEAKER_02]: There's, there's all kinds of things where you get leads, you call them, they don't remember even opting in.
• 2:08
  [SPEAKER_02]: It's like, what is really going on?
• 2:09
  [SPEAKER_02]: And I think they're just this underlying issue going on.
• 2:13
  [SPEAKER_02]: But that's the point in the message, guys.
• 2:15
  [SPEAKER_02]: What we believe in is multiple poles in the water, strategies, so that you have different poles catching fish for you all the year round.
• 2:25
  [SPEAKER_02]: You're not relying on that one deep water pole and hope for the best.
• 2:30
  [SPEAKER_02]: Okay, so if anybody's ever going on a deep sea fishing boat, and not getting sick, like the last time I went, how's it got, got a sea sick or whatever.
• 2:38
  [SPEAKER_02]: You'll notice there's five, six, seven, 10 lines in the water when you're trolling and you're going out to your location or if you're spinning around a school of fish.
• 2:47
  [SPEAKER_02]: And what you'll see is you'll see some of those baits out on the top of the water skipping, summer, mid, level, summer, deep water, and there's different bait on each hook and you're trying to attract different types of fish.
• 3:00
  [SPEAKER_02]: And the same thing can be said for your marketing at your gym, different mediums, different hooks and offers, different depths, you're trying to attract, you're trying to put your offer where the people's eyes are and the attention is.
• 3:14
  [SPEAKER_02]: And for ever, it was Facebook, and let's be honest, it was the king.
• 3:19
  [SPEAKER_02]: What we want to do for you guys today is I want to break down, I guess the global framework around how to create a robust marketing program or calendar for your gym.
• 3:31
  [SPEAKER_02]: But before we get into that, you got anything real quick you want to mention on this topic.
• 3:35
  [SPEAKER_00]: Yeah.
• 3:38
  [SPEAKER_00]: Like you said, you can't just, hey, I'm going to throw an ad campaign together, spend a hundred bucks on it, get 20 new members from it.
• 3:46
  [SPEAKER_00]: Those days are gone.
• 3:48
  [SPEAKER_00]: And so really the purpose of us sharing this is like you need a strategy, you need to be proactive.
• 3:57
  [SPEAKER_00]: You can't wait three months and then go, oh my membership is down.
• 4:02
  [SPEAKER_00]: I'm gonna run an ad.
• 4:03
  [SPEAKER_00]: Like, yeah, years ago, you could get away with that and you didn't have to be strategic about it.
• 4:09
  [SPEAKER_00]: You didn't have to have a plan.
• 4:10
  [SPEAKER_00]: You could just, okay, let's go get some members, right?
• 4:13
  [SPEAKER_00]: You can't do that now.
• 4:14
  [SPEAKER_00]: So you need to, you need to start planning now.
• 4:17
  [SPEAKER_00]: You need to know the plan of attack.
• 4:20
  [SPEAKER_00]: Otherwise, you're gonna get to June and be like, oh man, we need some members.
• 4:26
  [SPEAKER_00]: And then you're gonna run this campaign, so I can work.
• 4:28
  [SPEAKER_02]: Or are you going to look for a silver bullet to solve all your problems?
• 4:31
  [SPEAKER_02]: Yeah.
• 4:32
  [SPEAKER_02]: So there's two main truths here that you need to know.
• 4:37
  [SPEAKER_02]: Number one, you never turn marketing off, okay?
• 4:41
  [SPEAKER_02]: So this isn't a turn your light on, turn your light off when you need clients type of situation.
• 4:47
  [SPEAKER_02]: This is an all year thing, whether or not they're all paid strategies or some of them are organic or free, that's not the point.
• 4:55
  [SPEAKER_02]: The point is you never stop marketing in general, okay?
• 4:58
  [SPEAKER_02]: So that's the first truth.
• 4:59
  [SPEAKER_02]: And the second truth is,
• 5:01
  [SPEAKER_02]: is the best gyms in the world have multiple things going on and they stop relying on the one thing.
• 5:07
  [SPEAKER_02]: So if we were to break down strategies into three categories, you got a macro strategy, which I would say is in all year round, never turn off, you're always doing this one strategy.
• 5:17
  [SPEAKER_02]: That's a macro.
• 5:18
  [SPEAKER_02]: Mezzo might be, hey, we're going to do this for a quarter, turn off for a quarter, and we're going to switch a different strategy next quarter.
• 5:26
  [SPEAKER_02]: And then you get the micro strategies that might be a month at a time or a week at a time depending on what they are.
• 5:33
  [SPEAKER_02]: And then within those buckets you have three other buckets, which is what is the goal or the outcome I'm looking for from this strategy is it to get new clients.
• 5:45
  [SPEAKER_02]: Is it to get old clients back.
• 5:48
  [SPEAKER_02]: or is it to keep my current clients?
• 5:50
  [SPEAKER_02]: Because marketing is not necessary always to get new people.
• 5:53
  [SPEAKER_02]: It's also to keep some retention high.
• 5:55
  [SPEAKER_02]: There's things that you can do strategy that you need to keep your clients.
• 5:59
  [SPEAKER_02]: Okay, so let's start at the very top.
• 6:01
  [SPEAKER_02]: What is a macro strategy?
• 6:02
  [SPEAKER_02]: A macro strategy, again, is something you're gonna do all year round?
• 6:05
  [SPEAKER_02]: So I'm gonna give you like two or three examples.
• 6:08
  [SPEAKER_02]: Within each of these categories, and I'm going to tell you whether or not it's to get new clients or to get old clients back or to keep your existing clients.
• 6:16
  [SPEAKER_02]: So let's start at the very, very top.
• 6:18
  [SPEAKER_02]: I believe that all your strategy might be something like Google Business Profile Optimization.
• 6:26
  [SPEAKER_02]: Okay, this isn't a micro strategy where you just do it for a month.
• 6:30
  [SPEAKER_02]: This all year.
• 6:31
  [SPEAKER_02]: And so within that, you're trying to get new clients mostly because you're trying to
• 6:37
  [SPEAKER_02]: You're trying to show up for specific things, but you're also being very proactive with your reviews and your review responses and the key words seating within those reviews.
• 6:46
  [SPEAKER_02]: So your SEO within the Google Business profile stays relevant.
• 6:51
  [SPEAKER_02]: So in the Google business profile, if you haven't claimed your business profile, that's a very first thing you need to do because when you claim it, it then automatically gets more verified.
• 7:00
  [SPEAKER_02]: Okay.
• 7:01
  [SPEAKER_02]: And usually they have to send you something in the mail to your mailing address or call you on the business phone number.
• 7:05
  [SPEAKER_02]: I don't know what they're doing these days.
• 7:07
  [SPEAKER_02]: I've done it.
• 7:07
  [SPEAKER_02]: It was a decade ago, but there's different ways that they do it now.
• 7:11
  [SPEAKER_02]: So the Google My Business profile, you should be doing that all year.
• 7:16
  [SPEAKER_02]: You should be posting new photos into that.
• 7:18
  [SPEAKER_02]: You should be responding to reviews.
• 7:20
  [SPEAKER_02]: You should be also asking for reviews.
• 7:22
  [SPEAKER_02]: So while this is definitely a new client strategy, this is also a hybrid where you're also trying to keep your current clients because if your current clients are saying good things about you,
• 7:31
  [SPEAKER_02]: That's a review, I guess you're seeding reviews.
• 7:35
  [SPEAKER_02]: They're going to also go in there, read other people's stuff.
• 7:37
  [SPEAKER_02]: And it's your current client's doing the reviews.
• 7:39
  [SPEAKER_02]: I'm going to read the other people's reviews in there for it.
• 7:41
  [SPEAKER_02]: It's like, oh, this is a good place to be.
• 7:43
  [SPEAKER_02]: So it's kind of like a indirect keep your current client's play.
• 7:48
  [SPEAKER_02]: So another macro strategy would be,
• 7:53
  [SPEAKER_02]: podcast for example yeah this isn't like this isn't all you so we have one at the gyms called healthy living Scottsdale many other gyms we work with have also opted to do a podcast this is a combination again this is to get new clients but it's also keep your current clients right so let's talk about your our podcast here at at the gym legacy
• 8:14
  [SPEAKER_00]: Yeah, so we do an episode a week and for the keep current clients, one thing that we do is we kick every episode off with a client of the week.
• 8:27
  [SPEAKER_00]: So we're given a shout out to a client.
• 8:30
  [SPEAKER_00]: And then after the client of the week, we let them know.
• 8:34
  [SPEAKER_00]: Hey, you are a client of the week, right, and so then they're all pumped.
• 8:39
  [SPEAKER_00]: They want to listen to the episodes, you know, it just creates this level of engagement.
• 8:46
  [SPEAKER_00]: But then we're also educating our clients.
• 8:48
  [SPEAKER_00]: So, you know, instead of them looking elsewhere for, for, for, for, for, for, for, for.
• 8:54
  [SPEAKER_00]: material knowledge things, they can come to us and they can be like, oh, you know, what is what is my what am I coaching coaches have to say about this was the coaching team what they're the experts right just having a podcast makes you in it know of itself whether you are not
• 9:19
  [SPEAKER_00]: the get clients.
• 9:21
  [SPEAKER_00]: So one thing that you said Google my business and going and claim your profile and all that and there's probably people listening to this and it's not a bad thing.
• 9:29
  [SPEAKER_00]: They're just going.
• 9:31
  [SPEAKER_00]: I don't even know where to start with that right like what do I do.
• 9:35
  [SPEAKER_00]: So you also.
• 9:38
  [SPEAKER_00]: You know, a lot of that can, a lot of this can be like time consuming.
• 9:41
  [SPEAKER_00]: I don't have time on training the clients and just sales.
• 9:43
  [SPEAKER_00]: I can do them all these things.
• 9:44
  [SPEAKER_00]: So with a podcast, I got to add one more thing to my plate, right?
• 9:51
  [SPEAKER_00]: Well, we do a podcast once a week.
• 9:54
  [SPEAKER_00]: We take the transcript from that podcast.
• 9:56
  [SPEAKER_00]: We plug it into chatchipit and we create a blog article from it.
• 10:03
  [SPEAKER_00]: So podcast.
• 10:06
  [SPEAKER_00]: is 15 to 25 minutes depending on the topic.
• 10:10
  [SPEAKER_00]: Then we get the transcript, we turn it into a blog.
• 10:12
  [SPEAKER_00]: We post the blog on our website for SEO.
• 10:16
  [SPEAKER_00]: And then we send out once a week to all of our database, current clients, past clients, leads the blog article with a little snippet.
• 10:29
  [SPEAKER_00]: Hey, go to our website, right?
• 10:30
  [SPEAKER_00]: So we're driving traffic to our website.
• 10:33
  [SPEAKER_00]: And then once a week we send out a new podcast episode released to all of our base.
• 10:40
  [SPEAKER_00]: So from 115 to 25 minutes, you know, worth of effort, essentially, we're now turning that into multiple poles in the water and in different depths and channels of communication and all that.
• 10:56
  [SPEAKER_00]: So it's super efficient.
• 10:58
  [SPEAKER_02]: Yeah, that's a hell of a point because within that macro strategy, we have blog articles in SEO, both as macro strategies that you do all year round, and you're going to repurpose that podcast to also see those other tactics, right?
• 11:15
  [SPEAKER_02]: Those other strategies.
• 11:16
  [SPEAKER_02]: And on top of that, that also goes to a post on social media.
• 11:20
  [SPEAKER_02]: Right.
• 11:20
  [SPEAKER_00]: Exactly.
• 11:20
  [SPEAKER_02]: So then so it's the same topic.
• 11:23
  [SPEAKER_02]: And YouTube is the same
• 11:27
  [SPEAKER_02]: five different ways and they and they're all this is again this is a macro strategy and it's all in and all of it Is to get new clients get keep your current clients in to get old clients back so like Globally podcasts would check many of those boxes all in the macro strategies because you just do it all your rep
• 11:47
  [SPEAKER_02]: Okay, so we got the macros strategies.
• 11:49
  [SPEAKER_02]: We talked about a couple of them.
• 11:51
  [SPEAKER_02]: We talked about how to repurpose them, but all of those are all year round.
• 11:54
  [SPEAKER_02]: This is just something.
• 11:55
  [SPEAKER_02]: This is content.
• 11:56
  [SPEAKER_02]: This is newsletter articles to your, to your base via email.
• 12:01
  [SPEAKER_02]: It's blogs.
• 12:02
  [SPEAKER_02]: It's the podcast.
• 12:03
  [SPEAKER_02]: It's the Google Business Profiles SEO.
• 12:06
  [SPEAKER_02]: And even now, it is the.
• 12:10
  [SPEAKER_02]: Learn Language Model AI, right?
• 12:12
  [SPEAKER_02]: So it's the AI SEO.
• 12:14
  [SPEAKER_02]: I don't know if you're seeing LLMSEO, you're seeing AI SEO, you're here in A, EO, you're hearing all of that, because it's so fresh, yeah.
• 12:24
  [SPEAKER_02]: But what that is, guys, is doing things to your current website that helps seed and feed the learning language models, whether it's Chatchy, BT, or Gemini, any of the 50 other ones, where somebody is searching in an AI model,
• 12:38
  [SPEAKER_02]: for a result.
• 12:39
  [SPEAKER_02]: Hey, best restaurant in, you know, Manhattan for stakes, best.
• 12:45
  [SPEAKER_02]: And so it's people are starting to shift away from Google.
• 12:48
  [SPEAKER_02]: I'm one of them.
• 12:49
  [SPEAKER_02]: I go right to chat for everything now.
• 12:51
  [SPEAKER_02]: I don't even go to Google anymore.
• 12:53
  [SPEAKER_02]: So I'm getting, I'm getting search results for my questions in a lot of its local businesses.
• 13:00
  [SPEAKER_02]: We're going to get, you know, a saddle fix or a new X right and you can get it right here in the chat.
• 13:05
  [SPEAKER_02]: So you need to be up on all of that stuff.
• 13:08
  [SPEAKER_02]: That's a macro strategy.
• 13:09
  [SPEAKER_02]: Okay.
• 13:09
  [SPEAKER_02]: Cool.
• 13:09
  [SPEAKER_02]: So let's move down into Mezzo strategy and Mezzo strategy would be something that's over a quarter.
• 13:15
  [SPEAKER_02]: Again, we want to we want to focus on getting new clients, getting old clients back or keeping your current clients.
• 13:25
  [SPEAKER_02]: Those are all Mezzo strategies.
• 13:26
  [SPEAKER_02]: Let's do one that's a, um,
• 13:30
  [SPEAKER_02]: account well can do they're almost all combination sometimes but let's just do a strategy about a measure strategy that you're going to do in a quarter.
• 13:36
  [SPEAKER_02]: You may do a past client windback campaign that's over a quarter and it might you might do this in quarter one where you go back and you do a call campaign email and SMS campaign to all your past clients.
• 13:50
  [SPEAKER_02]: We miss you.
• 13:51
  [SPEAKER_02]: We want you back.
• 13:52
  [SPEAKER_02]: It's a free exit.
• 13:54
  [SPEAKER_02]: You know pick any membership.
• 13:55
  [SPEAKER_02]: It's something
• 14:01
  [SPEAKER_02]: But it's done through multiple strategies, so that is a mezzo strategy that is a specific to getting old clients back and you can do that once a quarter I believe that's about the right cadence because about every 90 days you're going to have new old clients that cancel or whatever you want to give them 90 days to find the way and then come back kind of thing.
• 14:22
  [SPEAKER_02]: And you could do that any time of the year, I believe that's probably a one-to-quarter thing.
• 14:28
  [SPEAKER_02]: So another one-to-quarter thing might be a seasonal style offer or play, summer, for example.
• 14:37
  [SPEAKER_02]: You might do this summer style program that is for athletes.
• 14:43
  [SPEAKER_02]: and you're going to do that to get new clients or even your old clients back that are athletes during summer and that's going to be done in major July.
• 14:52
  [SPEAKER_02]: Okay, again, it's a mezzo strategy.
• 14:54
  [SPEAKER_02]: It's something you do all year.
• 14:56
  [SPEAKER_02]: This is something that you're kind of specific for a quarter of the year.
• 15:00
  [SPEAKER_02]: You can do a
• 15:04
  [SPEAKER_02]: like a direct mail campaign for an offer in summer, or probably not, it depends on the part of the country you're in.
• 15:13
  [SPEAKER_02]: In summer it would be the worst time for us to run because everybody's gone.
• 15:16
  [SPEAKER_02]: But in other parts of the country you could do a direct mail piece to people that have second homes in the area that only come into town during the summer months and you you hit them in those months.
• 15:28
  [SPEAKER_02]: It's a direct mail.
• 15:29
  [SPEAKER_02]: So it's a it's a again.
• 15:31
  [SPEAKER_02]: It's a probably a get new clients type of play It's done through through mail and it's done once a quarter or only certain times of the year So far so goes at making sense.
• 15:45
  [SPEAKER_00]: Okay, I mean you can do a quarterly challenge
• 15:50
  [SPEAKER_00]: internal internal channel right here clients.
• 15:52
  [SPEAKER_00]: Maybe once you know once a quarter you could do a workshop that could be clients current clients and bring a friend and it's educational right so once a month or once a quarter you have it could be monthly this could be you know micro or it could be
• 16:11
  [SPEAKER_00]: something that's a messo, but haven't invented your gym where it's like, hey, we're gonna do a nutrition workshop.
• 16:17
  [SPEAKER_00]: It's open to all of our members and family and friends, like bring people in, and you know, you coach them on something and then try to convert the
• 16:26
  [SPEAKER_02]: Yes, yeah, and you could change your topic once a quarter.
• 16:29
  [SPEAKER_02]: Yeah, you can do a mezzo style trial that changes every quarter So you run a let's just I'm throwing things out there you run a $99 trial for 14 days in the first quarter
• 16:43
  [SPEAKER_02]: You run a 14-day Netflix style free offer in the second quarter.
• 16:49
  [SPEAKER_02]: You do a, you know, 30 days for 150 in the third quarter and, you know, in the fourth quarter, you change it up.
• 16:56
  [SPEAKER_02]: It's still the same strategy.
• 16:57
  [SPEAKER_02]: It's just your changing the offer around.
• 16:59
  [SPEAKER_00]: Yeah.
• 17:00
  [SPEAKER_02]: Right.
• 17:00
  [SPEAKER_02]: Every quarter.
• 17:01
  [SPEAKER_02]: So you can put in your market.
• 17:02
  [SPEAKER_00]: Somebody might, a specific portion of the audience might see one of those, and it resonates with them.
• 17:09
  [SPEAKER_02]: Right.
• 17:10
  [SPEAKER_02]: Okay, so in how you would deliver that style of offer could be direct mail, it could be social media ads, it could be your email list and campaigns.
• 17:19
  [SPEAKER_02]: And so like the tactic and the strategy are two different things.
• 17:23
  [SPEAKER_02]: The strategy is the trial changes.
• 17:26
  [SPEAKER_02]: The tactic is I'm going to do an email blast to a landing page that once people click on it, I'll get notified and I can reach out to them and call them.
• 17:37
  [SPEAKER_02]: But I could also then turn around and retarget them on social media because they hit my picks on my website and then I'm just going to retarget them for the rest of the quarter.
• 17:44
  [SPEAKER_02]: Like that.
• 17:45
  [SPEAKER_02]: That's the tactic.
• 17:46
  [SPEAKER_02]: The strategy is this mezzo strategy that we're going to do a trial, quarter one, quarter four, quarter whatever.
• 17:52
  [SPEAKER_00]: Yeah.
• 17:53
  [SPEAKER_00]: And it's like, guys, it doesn't have to be perfect.
• 17:56
  [SPEAKER_00]: You know, just map it out right now.
• 17:58
  [SPEAKER_00]: Like for for the next year, just map it out and be like, hey, I'm going to do these two or three Meso things.
• 18:05
  [SPEAKER_00]: These, you know, one per quarter for the first quarter, this is going to be my, you know, my, I'm sorry, macro,
• 18:15
  [SPEAKER_02]: It was getting into micro, so micro a micro strategy could be something you're doing once like a particular moment in time it's only good for this weekend or it's a
• 18:27
  [SPEAKER_02]: one week teen thing or it's a one up to one month.
• 18:30
  [SPEAKER_02]: Okay.
• 18:32
  [SPEAKER_02]: So a here's one to keep current clients.
• 18:34
  [SPEAKER_02]: This is always good around the holidays.
• 18:35
  [SPEAKER_02]: It's the holidays right now is a holiday party.
• 18:37
  [SPEAKER_02]: This is a a micro strategy that that the goal is to keep your current clients.
• 18:44
  [SPEAKER_02]: You can also get new clients that they bring guests.
• 18:45
  [SPEAKER_02]: But like, hey, we're going to have a holiday party.
• 18:47
  [SPEAKER_02]: We assume here all the time.
• 18:48
  [SPEAKER_02]: We're going to bring catering bartenders and music.
• 18:51
  [SPEAKER_02]: Have a good time.
• 18:52
  [SPEAKER_02]: do raffle and gambling and all the kind of stuff we brought the casino games in here.
• 18:57
  [SPEAKER_02]: We should do that all the time.
• 18:58
  [SPEAKER_02]: It's a great like client appreciation.
• 19:02
  [SPEAKER_02]: Another micro strategy might be putting a banner up on your building.
• 19:08
  [SPEAKER_02]: Okay, so this is something that we can only do in one month because our rules in our city and town only allow that to fly for one month per year.
• 19:16
  [SPEAKER_02]: But every every ordinance is different.
• 19:19
  [SPEAKER_02]: That's a
• 19:23
  [SPEAKER_02]: you're going to fly a banner and it's going to be in this particular month of the year and it's to get new clients.
• 19:28
  [SPEAKER_02]: Cool.
• 19:29
  [SPEAKER_02]: That's a great strategy.
• 19:31
  [SPEAKER_02]: Another micro strategy might be a particular internal challenge for a month, and again, being in December.
• 19:42
  [SPEAKER_02]: This is a good time to do a holiday, hold them style, don't gain weight over the holidays, with your current members.
• 19:49
  [SPEAKER_02]: Again, it's as a keep-client strategy.
• 19:53
  [SPEAKER_02]: That word challenge is an inner vernacular, but it's like the end of the day, it's a
• 19:57
  [SPEAKER_02]: reason to keep your clients motivated, especially in this time of the year where January comes around.
• 20:02
  [SPEAKER_02]: We just did an episode on that about how people just bounce in January.
• 20:06
  [SPEAKER_02]: Yeah, right?
• 20:08
  [SPEAKER_02]: Many, many other micro strategies.
• 20:10
  [SPEAKER_02]: You can do your fit over programs and your Facebook ads in a micro strategy.
• 20:15
  [SPEAKER_02]: It could be a mezzo strategy as well.
• 20:17
  [SPEAKER_02]: But the idea in the goal here, guys.
• 20:21
  [SPEAKER_02]: is that you, you look in a particular month of the year.
• 20:24
  [SPEAKER_02]: Let's just say January.
• 20:26
  [SPEAKER_02]: And you go down the list.
• 20:28
  [SPEAKER_02]: You got three macro stradges.
• 20:29
  [SPEAKER_02]: You got two mezzo stradges.
• 20:32
  [SPEAKER_02]: You got four micro stradges.
• 20:34
  [SPEAKER_02]: And they're all trying to hit different mediums.
• 20:37
  [SPEAKER_02]: They're all trying to hit new clients, getting your old clients back and getting new, keeping your current clients.
• 20:43
  [SPEAKER_02]: So it's hitting all of those.
• 20:45
  [SPEAKER_02]: and it's in all different poles in the water right so like i'm doing stuff on on digital i'm doing drop mails shipments i'm doing a jv partnership with a restaurant and i got like a special on their menu i'm doing a trial for the dentist's office next door i'm doing a luncheon learn over at these two things i'm going to host a webinar or a seminar at my gym
• 21:08
  [SPEAKER_02]: It's like, I'm hanging a banner.
• 21:10
  [SPEAKER_02]: I've got flyers at the local grocery store in the supplement shop.
• 21:14
  [SPEAKER_02]: Like, this is, this is it.
• 21:16
  [SPEAKER_02]: This is the point to the messages.
• 21:17
  [SPEAKER_02]: Is it one Facebook ad anymore?
• 21:21
  [SPEAKER_02]: And it's, and it's shitty as this is, guys.
• 21:23
  [SPEAKER_02]: I tell you, it's this a lot of damn work.
• 21:26
  [SPEAKER_02]: Yeah.
• 21:27
  [SPEAKER_02]: But two things you need to know is, this is in a hobby.
• 21:30
  [SPEAKER_02]: This isn't a hobby.
• 21:32
  [SPEAKER_02]: Like we're in this, this is a career.
• 21:33
  [SPEAKER_02]: Like if you're gonna do it, do it.
• 21:35
  [SPEAKER_02]: Like do it right, go all in, get the strategies, do everything right.
• 21:40
  [SPEAKER_02]: The second thing is we need to always understand how to great mentor, tell me this.
• 21:45
  [SPEAKER_02]: Never underestimate the task at hand.
• 21:47
  [SPEAKER_02]: And the task at hand is what we're trying to do when we're trying to get new members in your gym.
• 21:52
  [SPEAKER_02]: is we're trying to take somebody from either never hearing about you or they've been watching you from afar.
• 22:00
  [SPEAKER_02]: We're trying to get them off of their couch into your gym, design up an agreement and commit for a lifetime membership of lifetime fitness.
• 22:10
  [SPEAKER_02]: that should not be underestimated.
• 22:12
  [SPEAKER_02]: There's a lot of work that needs to happen and a lot of times they need to see five or six of those little things.
• 22:17
  [SPEAKER_02]: And if you're only just doing that one facet book ad, you're you're just kind of you're up against it.
• 22:22
  [SPEAKER_00]: Evolver die.
• 22:23
  [SPEAKER_00]: Basically, you know, like blockbuster video.
• 22:26
  [SPEAKER_00]: They just rented physical videos.
• 22:29
  [SPEAKER_00]: You had to go there.
• 22:29
  [SPEAKER_00]: You had to get it like they didn't evolve.
• 22:32
  [SPEAKER_00]: And they no longer exist.
• 22:34
  [SPEAKER_00]: And their market became less and less and less and less and it diminished.
• 22:38
  [SPEAKER_00]: And so the same thing is like, are you going to be the gym that does all the work and has the multiple poles in the water and you survive?
• 22:47
  [SPEAKER_00]: Or are you going to be the gym that still?
• 22:49
  [SPEAKER_00]: Just I'm going to throw out here and hope for the best and you're going to watch.
• 22:54
  [SPEAKER_00]: your market to manage to manage to manage until you go out of business.
• 23:00
  [SPEAKER_00]: That's the reality of it.
• 23:02
  [SPEAKER_00]: Yep.
• 23:02
  [SPEAKER_00]: So it's one of the other.
• 23:04
  [SPEAKER_02]: And as Jim people that you all are listening and fitness is easy for you, it's just part of your day to day routine and you haven't stopped training for decades.
• 23:14
  [SPEAKER_02]: This isn't the person we're trying to go attract.
• 23:17
  [SPEAKER_02]: Because if we were the already in the gym, they don't need your help.
• 23:21
  [SPEAKER_02]: We're trying to get the person that hasn't worked out in years, has pains, has very, lacks motivation.
• 23:28
  [SPEAKER_02]: We're trying to get them in so we can help them.
• 23:31
  [SPEAKER_02]: That's what you're really trying to do.
• 23:34
  [SPEAKER_02]: And the task to do that is exponentially greater than somebody that's already part of their day.
• 23:40
  [SPEAKER_02]: They're just moving to town.
• 23:41
  [SPEAKER_02]: They're looking for a new training gym.
• 23:43
  [SPEAKER_02]: We love those people.
• 23:44
  [SPEAKER_02]: They're going to come in on their own.
• 23:45
  [SPEAKER_02]: We don't need to market for those people.
• 23:47
  [SPEAKER_02]: They're going to go search your gym out and find it and look cool.
• 23:50
  [SPEAKER_02]: Awesome.
• 23:50
  [SPEAKER_02]: This place where I'm going to go train.
• 23:51
  [SPEAKER_00]: Yeah.
• 23:53
  [SPEAKER_02]: It's not those people.
• 23:54
  [SPEAKER_02]: We want everybody else.
• 23:56
  [SPEAKER_02]: And so the task at hand is difficult.
• 23:59
  [SPEAKER_02]: You're in a good position.
• 24:01
  [SPEAKER_02]: Listen, as episode right now, you have time to create this plan.
• 24:06
  [SPEAKER_02]: If I can just submit two things before we let you get off this podcast.
• 24:11
  [SPEAKER_02]: Number one is that multiple pulls in the water, okay?
• 24:16
  [SPEAKER_02]: That's just part of your new marketing strategy.
• 24:19
  [SPEAKER_02]: You're everywhere all the time, they call it Omni Presence, right?
• 24:24
  [SPEAKER_02]: And I also want you to never have to think again or say these words to your team is like, what are we marketing for next month?
• 24:31
  [SPEAKER_02]: Like, I never want you to have to think that.
• 24:33
  [SPEAKER_02]: So when you're out in front of this thing, and yet you build this plan out, you can go attack, it could change, it should change.
• 24:41
  [SPEAKER_02]: It should be adding, oh my God, this is a great new strategy, or I saw somebody, I heard another thing on a podcast and you add that to your strategy list.
• 24:49
  [SPEAKER_02]: But having this plan, having it done,
• 24:52
  [SPEAKER_02]: It's gonna solve that problem for you guys.
• 24:54
  [SPEAKER_02]: So hopefully you can turn around, make 20, 20, six year, best year ever, guys.
• 24:59
  [SPEAKER_02]: If you do need help, we are here for you.
• 25:01
  [SPEAKER_02]: There's gonna be links in the show notes.
• 25:03
  [SPEAKER_02]: Jimbusinesscoach.com, this is our new fresh name, coming out for 26.
• 25:07
  [SPEAKER_02]: So, case you see that, that's us.
• 25:11
  [SPEAKER_02]: Those are prizes.
• 25:12
  [SPEAKER_02]: Pull the mask.
• 25:13
  [SPEAKER_02]: Hey, it's me, right, right?
• 25:15
  [SPEAKER_02]: Hopefully that helps you guys, go make 20, 26, the best year ever, guys.
• 25:18
  [SPEAKER_02]: If you need help, you know where to find us.
• 25:20
  [SPEAKER_02]: Until next episode, keep changing.
• 25:23
  [SPEAKER_02]: All right, thanks for listening to another episode of the Built Girl Podcast.
• 25:26
  [SPEAKER_02]: If you want more help growing your business, join our free Facebook group, profit accelerator, hoping training gyms grow to $30,000 a month, and beyond.
• 25:35
  [SPEAKER_02]: We'd love to see you there.
• 25:36
  [SPEAKER_02]: Go check out the show notes for the link and keep building something great, and we'll see you in the next episode.