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7 Habits of Winning Gyms - Habit 1 · 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, who will be held gemrollers, win, hear your hosts, ten lions, and Randy Axton.
0:28
[SPEAKER_02]: Alright, welcome back to the built-to-grow podcast.
0:30
[SPEAKER_02]: I'm your host, Tim Lyons, joined in studio today by Randy Axton.
0:34
[SPEAKER_02]: You survived the floods?
0:37
[SPEAKER_01]: Yeah, that's a good one.
0:38
[SPEAKER_02]: The Hoboob.
0:39
[SPEAKER_01]: Yeah.
0:39
[SPEAKER_02]: So guys, there's a, there's a, there's a anomaly, a weather anomaly that happens in a two places in the world.
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[SPEAKER_02]: One in Saudi Arabia and one in Arizona desert.
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[SPEAKER_02]: Mojave, Mojave desert, it's this giant cloud of dust and they call it a Hoboob.
0:56
[SPEAKER_02]: Look it up, Hoboob is wild.
0:59
[SPEAKER_02]: And if you've ever seen, what's that movie?
1:03
[SPEAKER_01]: Yeah, I don't know when you're talking about it's not doing it's, uh, they can always move.
1:10
[SPEAKER_02]: What's the movie?
1:11
[SPEAKER_02]: Where are they anyway?
1:11
[SPEAKER_01]: It's big, big clouded cloud, yeah.
1:13
[SPEAKER_02]: That's like, in the guy like turned into bumblebees and stuff.
1:18
[SPEAKER_02]: The mummy, the mummy, yeah.
1:20
[SPEAKER_02]: You see a really good depiction of what this thing.
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[SPEAKER_02]: Anyways, it hit a blast at the entire Phoenix Valley last night and everybody's trees are blown over and everybody's got like a layer of dust.
1:29
[SPEAKER_01]: Yeah.
1:30
[SPEAKER_01]: Fun fact.
1:30
[SPEAKER_01]: Mojave Desert is the only desert in the world with two monsoons, seasons.
1:35
[SPEAKER_02]: Oh.
1:35
[SPEAKER_01]: Is that a hashtag?
1:36
[SPEAKER_01]: Yeah.
1:37
[SPEAKER_01]: That's your, you're, you're nugget for today.
1:39
[SPEAKER_02]: Yeah, nobody really cares.
1:41
[SPEAKER_02]: All right, let's get into it guys.
1:43
[SPEAKER_02]: We're going to run a quick series.
1:45
[SPEAKER_02]: A seven part series.
1:46
[SPEAKER_02]: It's the seven habits of winning gyms.
1:48
[SPEAKER_02]: This is something that I presented on at the gross summit.
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[SPEAKER_02]: And we want to just kind of double down on it because these seven habits win.
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[SPEAKER_02]: When you follow them.
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[SPEAKER_02]: When you follow them, you become unstoppable.
2:01
[SPEAKER_02]: This, this go, you go from like losing gym to a winning gym.
2:04
[SPEAKER_02]: And there's not, it's funny, because in this industry, gyms don't lose because the gym owners don't care, right?
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[SPEAKER_02]: They almost care more than almost any other industry.
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[SPEAKER_02]: They lose because they don't fall, they run their gyms on emotions, opinions, my clients won't.
2:24
[SPEAKER_02]: Yeah, thoughts that are not based on fact or habits.
2:29
[SPEAKER_02]: And, you know, we've had the unique opportunity of looking behind the curtain on so many gyms across the world, thousands, I've seen P&Ls.
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[SPEAKER_02]: I've seen different models, whether it's a big box gym or an MMA studio or yoga or Pilates or boot camp or semi-private training gyms, there's these habits that the winning gyms follow.
2:51
[SPEAKER_02]: that have been able to kind of distill down into a really, you know, a seven-part series for you guys.
2:55
[SPEAKER_02]: And this will be a really good, we haven't done a series in a while, which will be cool to kind of just add on to these things.
3:03
[SPEAKER_02]: And I guess your, I guess the contract will make with you guys listening is as you listen to these habits.
3:11
[SPEAKER_02]: Don't think about how you can't do this.
3:19
[SPEAKER_02]: Think about it from how can you implement these things because already prove it, right?
3:24
[SPEAKER_02]: This is not just what I think it's just what I just what I know.
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[SPEAKER_02]: It's what I've seen and so we'll just jump right into it.
3:30
[SPEAKER_02]: There's their seven habits.
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[SPEAKER_02]: We're going to start with one per episode and the first one is winning gyms master the main thing.
3:37
[SPEAKER_02]: Okay, what do I mean by that?
3:40
[SPEAKER_02]: If you were to look at any business or any gym, for instance, no matter what the model is, there's always going to be this Pareto principle of 80 20, 80 percent of the revenue comes from one thing.
3:54
[SPEAKER_02]: And whether or not that one thing covers all the bills or it doesn't cover all the bills,
4:01
[SPEAKER_02]: winning gyms master the main thing and they they stick by that main thing you were talking about a booty building gym right like think about this for a second guys there's this there's this gym how many locations 14 locations 14 is what the article said yeah now and and their main thing was we help women build their booties right it is and as we
4:27
[SPEAKER_02]: state that's if you want your booty built you go to this place right and whether or not being a fitness purist you believe that developing the gluteus is the only thing you need to do in your body or not.
4:40
[SPEAKER_02]: this particular niche of people want that, right?
4:43
[SPEAKER_01]: Correct, yeah.
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[SPEAKER_02]: And they would rather not do anything else, but that.
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[SPEAKER_02]: So all of the workouts are a glute dominant, and yeah, there's some fat burning stuff going on in there, but like you want to build your booties, this thing.
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[SPEAKER_02]: So they've mastered the main thing.
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[SPEAKER_01]: Yes.
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[SPEAKER_02]: And unfortunately, I see a lot of gyms not focus so much on making their product, the best in class.
5:07
[SPEAKER_02]: they just worry more about how to market and sell it.
5:10
[SPEAKER_01]: Well, in alignment with that is a lot of times they overlook what they do best in an attempt to serve everybody, right?
5:19
[SPEAKER_01]: Like we always use the analogy of the cheesecake factory of fitness.
5:22
[SPEAKER_01]: You know what I mean?
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[SPEAKER_01]: The opposite of that is knowing what you're good at and doing and serving one group, one specificity, one that one thing that you do the best.
5:33
[SPEAKER_01]: It goes back to the old, you know, master of, or jack of all trades, master of none, right?
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[SPEAKER_01]: You're all over the place.
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[SPEAKER_01]: You're grasping at straws, trying to make the, the ancillary things take off or shifting focus away from the, the, where the 80%'s coming from and trying to make these in, in tiny little incremental gains everywhere else.
5:55
[SPEAKER_01]: When if you just put your focus on the main thing, yeah, that's where the value is.
5:59
[SPEAKER_02]: That's where you should put the value.
6:00
[SPEAKER_02]: So winning Jim's do this.
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[SPEAKER_02]: They say, this is our thing.
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[SPEAKER_02]: We're going to double triple quadruple down, make it best in class.
6:08
[SPEAKER_02]: Unfortunately, in this world of digital marketing and gurus and fitness business coaches and people are going to help you run a better business, most of everything they're teaching you is how to manipulate people and to buying your thing, how to market, how to sell it.
6:29
[SPEAKER_02]: By our thing, it's a marketing play that gets people in the door, right?
6:34
[SPEAKER_02]: It's here's how you tap on the presentation sheet and circle a specific
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[SPEAKER_02]: price point and say, this is what our best clients do and you nod your head and you're playing with their, you know, he techniques and like, what about the thing you're delivering on and it's just assumed that it, it's already the best it can be.
6:56
[SPEAKER_02]: And again, if we were to look back at your product, your main thing, is it is good as it could be?
7:03
[SPEAKER_02]: Could I not go into your gym and find seven different ways to make it better?
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[SPEAKER_02]: And you yourself could make
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[SPEAKER_02]: And it's so funny because we, we find all these other things to do, what make the thing that we do is good as possible.
7:21
[SPEAKER_02]: And I would believe if we were to look internally and give it an honest, get honest feedback.
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[SPEAKER_02]: It's probably not even close to what it could be.
7:29
[SPEAKER_01]: Sure.
7:30
[SPEAKER_01]: Yeah.
7:30
[SPEAKER_01]: I mean, how many gems were rely and it's massive.
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[SPEAKER_01]: I'm going after the growth summit, like the data that we brought to it and things like that, like the majority of gems are still referral based.
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[SPEAKER_01]: As a global, you know, position in the marketplace, like most gems are still relying on referrals as their number one lead source.
7:49
[SPEAKER_01]: If your product is the absolute best in class, you might be able to get by so long with that.
7:55
[SPEAKER_01]: But either way, you're going to have to start marketing, right?
7:57
[SPEAKER_01]: And I'm sure in some of these seven habits, marketing is going to be one of them.
8:02
[SPEAKER_01]: But when it comes to the product that you're offering, right?
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[SPEAKER_01]: The reason you need a hard set, like those different sales techniques.
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[SPEAKER_01]: The reason you're going from agency to agency is because what you have and what you bring to the marketplace doesn't have enough.
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[SPEAKER_01]: Staying sour.
8:19
[SPEAKER_01]: Exactly.
8:19
[SPEAKER_01]: Right.
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[SPEAKER_01]: It's not or voice itself.
8:21
[SPEAKER_01]: You know, I mean, how many you every you can go to a town and you can ask three people with the best restaurant in town is If you can you ask the best is your name come up when they ask what the best gym in town is with the best, you know, deliverable and service and offering and Results option that type of thing
8:40
[SPEAKER_01]: If you're not in the top of that conversation, that's what you need to focus on first, right?
8:45
[SPEAKER_01]: You're always going to be marketing.
8:47
[SPEAKER_01]: You're always going to need to sell, but the main thing to your point, the main thing has to be the main thing.
8:52
[SPEAKER_01]: Don't get caught up with the shiny balls and the distractions and the marketer, they hit you up to sell the next thing, right?
9:00
[SPEAKER_01]: It build a really great service and part of that communicate, part of that.
9:08
[SPEAKER_01]: exposure happens just organically.
9:11
[SPEAKER_02]: It does.
9:12
[SPEAKER_02]: In, you know, going back to the way people kind of operate their business where their businesses are making enough money, they start to add
9:28
[SPEAKER_02]: T-shirts, supplements, nutrition programs, stretch therapy, another like a boot camp for seniors, athletic training, and then you're all over the board, like you said, the cheesecake factory, right?
9:41
[SPEAKER_02]: And then it gets diluted and you're not really good at any of them.
9:45
[SPEAKER_02]: And that's what I see the best gyms not do.
9:49
[SPEAKER_02]: They make sure their main thing is absolutely best in class.
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[SPEAKER_02]: And then they'll add and optimize here and there.
9:56
[SPEAKER_02]: But typically, it's for us, when we started looking at, you know, where all of our revenue was coming in, when we had two or three different types of services, it was like 90% coming from semi-private anyway.
10:09
[SPEAKER_02]: So we just made it, we just like there's no point
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[SPEAKER_02]: active adult, we call it a foundation's or, you know, summer athlete training because some of our clients had kids and we wanted to, but instead of thinking about all those other things anymore, we cut them out.
10:28
[SPEAKER_02]: And what happened was all of our focus went into the one main thing that we did and we just expeditially grew in an element that because we do have others like stretch therapy.
10:38
[SPEAKER_01]: There is nutrition and things like that.
10:39
[SPEAKER_01]: But if you think about those things, they're supportive of the main thing.
10:43
[SPEAKER_01]: They're not a replacement or a different version of it, and that's what we see a lot of Jim's doing.
10:48
[SPEAKER_01]: You're doing some semi-private or you're doing one-on-one training or you're doing large
10:57
[SPEAKER_01]: or you're doing other trainings when training is your main thing just to try to supplement the income for your main thing.
11:03
[SPEAKER_01]: Yeah.
11:04
[SPEAKER_01]: Those things should supplement or should complement the main thing, right?
11:07
[SPEAKER_01]: If you're going to bring in additional services and profit centers, things like that, I would absolutely dial down on the main thing.
11:14
[SPEAKER_01]: When you get that to a
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[SPEAKER_01]: an interesting word to use, but like when the revenue is coming in for the your main thing and you have the ability to take some risks or add some services, what compliments that service, where are things that you can bring in that's going to make those clients continue to pay for your main thing, but then maybe they get some new recovery, so they get some new tradition, they get some stretch therapy, those types of things, but it's not moving them out of the main thing.
11:41
[SPEAKER_02]: It's common with losing them or
11:43
[SPEAKER_02]: It's a really good point because when you look at digital marketing, for example, and you look at when you run people through a funnel and you have a main offer, and the main offer is like, like, you're, let's just call it for us, for some of my, that's your main offer, some of my private training.
11:58
[SPEAKER_02]: The upsells and the order bombs and the check downs and the things are always to get a better result from the main thing.
12:05
[SPEAKER_01]: Exactly.
12:06
[SPEAKER_02]: So for example, if we were to sell again, this is a digital marketing
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[SPEAKER_02]: like playbook if you were to sell semi-private training the add-on to that might be a nutrition plan it might be a supplement it might be a stretch therapy or recovery session or a protein shake or or like a guidebook it's not another version of semi-private training it's not like semi-private training is here but then you also get
12:40
[SPEAKER_02]: a large group training session and then you do like a one on one as a bonus and then you get whatever.
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[SPEAKER_02]: We're doing barbell training over here, but that's like totally different than the main thing.
12:50
[SPEAKER_02]: So like my point to that message is, when you have your main thing, double treble down on it, make sure that you go through the emotions of what a client gets in your service from the time they walk in the door to the time they leave, everything within that session.
13:07
[SPEAKER_02]: Then, only then, if it's as good as it can be with your budget, your time and the way you've got your gym set up, then and only then will you add to those service offerings and only then complement the main thing.
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[SPEAKER_02]: by not adding a alternate to the training, but to a compliment.
13:26
[SPEAKER_02]: There you go.
13:28
[SPEAKER_02]: One last thing on note here, when we're really talking about delivery system of the thing that you're doing, we see this happen all the time when it comes to the programming itself.
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[SPEAKER_02]: This is what you're selling.
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[SPEAKER_02]: This is your thing, your methodology, your blueprint of the way you do things, right?
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[SPEAKER_02]: either the gym owner, whoever started the operation, doesn't let that go.
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[SPEAKER_02]: They just like, I'm doing the programming for the entire gym.
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[SPEAKER_02]: Every member, I'm gonna spend hours and hours, six to 10 hours a week, just customizing the programs.
14:01
[SPEAKER_02]: That's one version.
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[SPEAKER_02]: Or,
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[SPEAKER_02]: The gym owners are like, hey, I'm too busy doing all the business stuff.
14:07
[SPEAKER_02]: You coaches do the programming for all the clients, and you program for your clients, and coach B, you program for your clients, and then there is no method.
14:18
[SPEAKER_01]: Yeah, and then the brand owns none of it.
14:20
[SPEAKER_01]: Yeah.
14:21
[SPEAKER_02]: We believe both are wrong.
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[SPEAKER_02]: We believe it should be brand control top down.
14:24
[SPEAKER_02]: I don't think it needs to be it shouldn't be the owner of the gym because that's not the best use of their time correct.
14:30
[SPEAKER_02]: There should be a methodology a philosophy coming from top down when we get into the How to do particular movements.
14:39
[SPEAKER_02]: This is very important because again, I was you kettlebell swings you go to any gym in America and the kettlebell swing is taught 17 different ways
14:48
[SPEAKER_02]: Right, and what is your way?
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[SPEAKER_02]: What is your cueing?
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[SPEAKER_02]: What is your, you know, the height of the kettlebell is it going to the over their head or is it going to the top or you squatting with your knees or is it hip and jeans like you got to know you have to own that methodology and then either
15:07
[SPEAKER_02]: Either you purchase a strat, like a framework that the gym owns, like some my private pro, for example, or it's one of your main guys, GMs, and it's owned by the business, but it's controlled by one person.
15:20
[SPEAKER_02]: It's not, it shouldn't be the owner.
15:21
[SPEAKER_02]: I really don't believe it should be the owner.
15:23
[SPEAKER_02]: We believe that's the way it should be.
15:25
[SPEAKER_01]: Correct.
15:26
[SPEAKER_02]: And then again, going deeper into this, what the main thing is, you need to take a hard look at your physical plant, like the physical,
15:34
[SPEAKER_02]: area where people work out.
15:35
[SPEAKER_02]: Have you a pain in the walls in six months or six years?
15:39
[SPEAKER_02]: Yeah.
15:39
[SPEAKER_02]: Oh, yeah.
15:40
[SPEAKER_02]: Have you.
15:40
[SPEAKER_02]: I mean, you saw what I said today.
15:42
[SPEAKER_02]: I was walking and walking in, yeah.
15:43
[SPEAKER_02]: I go, we got a paint this wall.
15:44
[SPEAKER_02]: It's a very, that I just go, I go right to it, right?
15:47
[SPEAKER_02]: It's just because I'm not in here every single day.
15:49
[SPEAKER_02]: So I see things that, you know, you walk past every day and if you're here all the time.
15:55
[SPEAKER_02]: Have you updated anything?
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[SPEAKER_02]: Have you rebranded or
16:03
[SPEAKER_02]: Um, the, the, the big box jammed down the street just redo their floors made a big deal about it.
16:08
[SPEAKER_02]: Yeah.
16:08
[SPEAKER_02]: You got it.
16:09
[SPEAKER_02]: You got to do it because it's the physical plan.
16:12
[SPEAKER_02]: Now when it comes to, you know,
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[SPEAKER_02]: being different than the market.
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[SPEAKER_02]: That's when you bring in guys like Hoco Black and have him redesign your entire place so that it is the best in class.
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[SPEAKER_02]: Like I believe for a training gym, at least in this area, we are best in class with that physical plant out there.
16:30
[SPEAKER_02]: Sure.
16:31
[SPEAKER_02]: Absolutely, like nothing like it, right?
16:35
[SPEAKER_02]: You go into any gym in any town in America, you can see Black turf,
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[SPEAKER_02]: Black like rubber green turf maybe with stripes maybe with the logo on the wall and we did the same thing for years I never really knew that there was a better way and now that you do you're listening to this episode You obviously know there's a better way
16:55
[SPEAKER_02]: I've got some some in the gross time.
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[SPEAKER_02]: I got some beautiful photos of of physical plants that like don't look like a gym.
17:02
[SPEAKER_01]: I think that would be good homework for you guys listening, right?
17:04
[SPEAKER_01]: If you're thinking about, all right, is my service, am I the best in class?
17:11
[SPEAKER_01]: You hit a couple of things.
17:11
[SPEAKER_01]: Is there a walk to the floor?
17:12
[SPEAKER_01]: Go look at the things you're probably walking past in your business, right?
17:15
[SPEAKER_01]: Go check the garbages.
17:16
[SPEAKER_01]: Are they full?
17:18
[SPEAKER_01]: Go check, you know, is there towels laying around, is the cleaning supplies still hanging
17:26
[SPEAKER_01]: You know, the cleanliness, the music that's played, the color of the walls, all of that type of stuff matters massively when you want to be best in class.
17:33
[SPEAKER_01]: On top of that, then go hit the training floor.
17:35
[SPEAKER_01]: Go view.
17:37
[SPEAKER_01]: You know, your coach is throughout the day and watch the form, watch the queueing that you're doing, making sure that kettlebell swings are done uniformly across every single training session in every single coach.
17:48
[SPEAKER_01]: And if it's not right there, that's your opportunity to make the change.
17:53
[SPEAKER_01]: That's easiest way to start, right?
17:54
[SPEAKER_01]: Go visibly see what needs to be changed and implement those changes.
17:59
[SPEAKER_01]: This is your homework for the week, based upon everything that we just discussed, right?
18:03
[SPEAKER_01]: If you put your time and attention on these things and you make the main thing the main thing you're going to see change take place in your business in a positive way.
18:12
[SPEAKER_01]: Yeah.
18:12
[SPEAKER_01]: Yeah.
18:13
[SPEAKER_02]: So that's what winning gyms do.
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[SPEAKER_02]: Habit number one, winning gyms master the main thing.
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[SPEAKER_02]: Hopefully that helps you guys.
18:20
[SPEAKER_02]: We got six more to go.
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[SPEAKER_02]: We'll we'll rattle them off here on next episodes coming up.
18:26
[SPEAKER_02]: But that's it for this show.
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[SPEAKER_02]: Hopefully that helps you until next time.
18:29
[SPEAKER_02]: Keep changing allows us to see on the next show.
18:33
[SPEAKER_02]: Alright, thanks for listening to another episode of the Builds Grow podcast.
18:36
[SPEAKER_02]: 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.
18:45
[SPEAKER_02]: 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.