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Status · Gym Business Coach Podcast

• 0:08
  [SPEAKER_02]: You are listening to the built-to-grow podcast delivering the knowledge in all things, fitness, business.
• 0:16
  [SPEAKER_02]: Only be help jimrollers, win, hear your hosts, ten lions, and Randy X-Ten.
• 0:27
  [SPEAKER_01]: All right, welcome back to the built-to-grow podcast.
• 0:29
  [SPEAKER_01]: My host Tim Lyons joined again by Randy X-Ten.
• 0:33
  [SPEAKER_00]: Okay, and only damn close to seven hundred times.
• 0:38
  [SPEAKER_01]: Yeah.
• 0:39
  [SPEAKER_01]: Let's get right into it, guys.
• 0:40
  [SPEAKER_01]: Got a good episode for you today.
• 0:41
  [SPEAKER_01]: We're talking status.
• 0:43
  [SPEAKER_01]: We're talking how status is a powerful driver of decision making.
• 0:48
  [SPEAKER_01]: So we're going to get into status for a second.
• 0:50
  [SPEAKER_01]: So we were speaking with, well, we were talking before the show.
• 0:55
  [SPEAKER_01]: We're talking about what are we selling here at the training gyms at the micro gyms?
• 1:00
  [SPEAKER_01]: What are you selling at your gym?
• 1:02
  [SPEAKER_01]: Is it the training?
• 1:04
  [SPEAKER_01]: Or is it a change of identity?
• 1:06
  [SPEAKER_01]: There you go.
• 1:07
  [SPEAKER_01]: Is it a new status in their community?
• 1:10
  [SPEAKER_01]: And really, the honest truth is, it's the identity.
• 1:13
  [SPEAKER_01]: Like we're not selling the workouts, the workouts provide a result, which maybe help somebody feel better about themselves look better.
• 1:20
  [SPEAKER_01]: And now they have a new identity.
• 1:23
  [SPEAKER_01]: I'm a healthy person versus a not healthy person.
• 1:27
  [SPEAKER_01]: And therefore in their eyes and maybe others, they're status in the community rises.
• 1:32
  [SPEAKER_01]: Sure.
• 1:34
  [SPEAKER_01]: And if you look at it from that aspect, there's a lot more that goes into status in your gems and whether or not people stay or leave or are driven to do things in your gem and refer in everything else, it comes down to the status of themselves in the community.
• 1:52
  [SPEAKER_01]: So there's a lot of examples here.
• 1:56
  [SPEAKER_01]: You all have the, maybe it's you.
• 1:58
  [SPEAKER_01]: You all have that one friend that loves to be the first one to see the movie, find the dive bar, find the cool restaurant.
• 2:07
  [SPEAKER_01]: You got to try this place.
• 2:09
  [SPEAKER_01]: Dude, yeah, there's a grand opening.
• 2:12
  [SPEAKER_01]: I went to the grand opening.
• 2:13
  [SPEAKER_01]: It's awesome.
• 2:13
  [SPEAKER_01]: You got to go through this place because they want themselves, in their eyes, their status is higher because they've new first.
• 2:22
  [SPEAKER_00]: Sure.
• 2:22
  [SPEAKER_00]: They gave you that value, the insight.
• 2:25
  [SPEAKER_00]: Yeah.
• 2:25
  [SPEAKER_00]: That's one example.
• 2:27
  [SPEAKER_00]: Yeah.
• 2:27
  [SPEAKER_00]: It's like they feel like they get a win.
• 2:29
  [SPEAKER_01]: Yeah, yeah, it maybe makes them feel better.
• 2:32
  [SPEAKER_01]: Maybe it's one-off being sometimes that could be it.
• 2:36
  [SPEAKER_01]: But it's really interesting.
• 2:37
  [SPEAKER_01]: So every decision that's made either, you know, when somebody's purchasing something, or we're making a decision on whether or not to do something, a lot of it has to come down to status.
• 2:49
  [SPEAKER_01]: Like will this raise or lower my status in other people's eyes?
• 2:53
  [SPEAKER_00]: And you used to be like community, but it could be your family.
• 2:59
  [SPEAKER_00]: You know, you're small, social group with friends.
• 3:02
  [SPEAKER_00]: So I don't think it's always global, you know what I mean?
• 3:05
  [SPEAKER_00]: But it could be a little micro.
• 3:06
  [SPEAKER_01]: It goes back to that story about the first class tickets, right?
• 3:10
  [SPEAKER_01]: Like that to me is a status for me, right?
• 3:13
  [SPEAKER_01]: It's a status that I hold myself up to, but there's no doubt in my mind that I know that people walking past me have their own version and if story that telling themselves,
• 3:23
  [SPEAKER_01]: in their head, who is that guy?
• 3:24
  [SPEAKER_01]: Why is he sitting up here?
• 3:25
  [SPEAKER_01]: Is he famous?
• 3:26
  [SPEAKER_01]: Is he movie stars in the athlete?
• 3:29
  [SPEAKER_01]: It means he's really good looking, so he must be something right now.
• 3:32
  [SPEAKER_01]: Yeah, that's exactly it.
• 3:33
  [SPEAKER_01]: Yeah.
• 3:34
  [SPEAKER_01]: And it's so funny because the same product value or service to one person may raise their status into that and to another person, it may lower their status.
• 3:46
  [SPEAKER_01]: I'll give you a quick example.
• 3:49
  [SPEAKER_01]: Well, you can go to that first class ticket.
• 3:52
  [SPEAKER_01]: Somebody that doesn't value first class or they have a group of friends that are frugal and they're with their family and maybe they're paying pinching and they just don't, they just don't want to spend money.
• 4:03
  [SPEAKER_01]: Whether or not they can or that's irrelevant.
• 4:07
  [SPEAKER_01]: If they were to get the first class ticket in their communities eyes, they're direct surroundings, their status would be lowered.
• 4:15
  [SPEAKER_01]: What do you spend in the money on that?
• 4:16
  [SPEAKER_01]: The worst.
• 4:17
  [SPEAKER_01]: What's the waste of money?
• 4:18
  [SPEAKER_01]: Look at that guy throwing that money away.
• 4:21
  [SPEAKER_01]: Another good example is the Lamborghini.
• 4:24
  [SPEAKER_01]: So we're just talking about the same thing.
• 4:27
  [SPEAKER_01]: So to some people, a Lamborghini would raise their status to a lot of people, especially if you look on social media, right?
• 4:35
  [SPEAKER_01]: Like if you look at business gurus and digital marker, you know,
• 4:40
  [SPEAKER_01]: They're always flashing, of course, because they believe that if they drive that car, their status is raised in their community of others, right?
• 4:50
  [SPEAKER_01]: Or maybe it makes them feel good, but it is identity.
• 4:53
  [SPEAKER_01]: It is identity and status.
• 4:55
  [SPEAKER_01]: Now, if a mom in a general public school neighborhood were to buy that same Lamborghini and drive and go pick up her kids from school, her status would be lowered because of all the, you know, the many vans that she's cutting in front of, she got their first.
• 5:14
  [SPEAKER_01]: She got their sister.
• 5:17
  [SPEAKER_01]: She's sitting in the Lamborghini with the top down.
• 5:21
  [SPEAKER_01]: think about all of the moms that are driving the many vans they look at this lady like what you know they they ridicule or they make up stories in their head right and so therefore she might be embarrassed to drive that same Lamborghini to pick up her kids whereas the guru guy will floss it and flash it and everything else
• 5:41
  [SPEAKER_01]: raise status in one position, lowered status in another position.
• 5:43
  [SPEAKER_01]: So when you go back to your gems, what are we trying to do with our clients?
• 5:48
  [SPEAKER_01]: We're trying to help them get a new identity, which then raises their status in their eyes, but in their family's eyes and in their community's eyes.
• 5:56
  [SPEAKER_00]: Yeah, exactly.
• 5:57
  [SPEAKER_00]: And that's a good point too.
• 5:59
  [SPEAKER_00]: And you have to think about the identity.
• 6:01
  [SPEAKER_00]: I think that it's
• 6:02
  [SPEAKER_00]: Everyone should kind of do a little bit of deep dive into this, right?
• 6:06
  [SPEAKER_00]: What is the identity that our average or avatar client is looking to achieve?
• 6:11
  [SPEAKER_00]: Where are they today?
• 6:13
  [SPEAKER_00]: What has to happen in order for them to achieve that new identity?
• 6:17
  [SPEAKER_00]: And making sure that your delivery, the experience, all of that is in alignment with the new identity you want your clients to achieve.
• 6:27
  [SPEAKER_00]: What are they, are they, you know, again, it depends.
• 6:31
  [SPEAKER_00]: We're not trying to, most of our gyms, most of the gyms we work with, right?
• 6:33
  [SPEAKER_00]: We're not trying to create body builders and figure competitors and that type of thing.
• 6:38
  [SPEAKER_00]: But health, you know, getting rid of some of that, maybe it's the beer belly, maybe it's the seditary lifestyle.
• 6:44
  [SPEAKER_00]: I mean, you're like, they're trying to create some form of change that will then allow them to feel different about themselves and embrace that new identity.
• 6:54
  [SPEAKER_01]: Yeah, I mean, here's another great example.
• 6:57
  [SPEAKER_01]: The golfer.
• 6:58
  [SPEAKER_01]: The golfer goes out with his buddies.
• 7:00
  [SPEAKER_01]: He's in your gym so he can out drive them.
• 7:03
  [SPEAKER_01]: He wants to raise his status among his peers on the golf course.
• 7:10
  [SPEAKER_01]: And so, wow, what are you doing, man?
• 7:12
  [SPEAKER_01]: He's driving it.
• 7:13
  [SPEAKER_01]: You're out driving everybody.
• 7:14
  [SPEAKER_01]: Now you did, you were, last two months ago, you were, you know, two, eighty-five guy.
• 7:19
  [SPEAKER_01]: Now you're three-of-five.
• 7:20
  [SPEAKER_01]: What have you been doing?
• 7:21
  [SPEAKER_01]: Well, his status is raised.
• 7:23
  [SPEAKER_01]: Yeah.
• 7:24
  [SPEAKER_01]: And he's in the gym for that specific conversation that's going to happen when he out drives.
• 7:29
  [SPEAKER_01]: And that's literally what he's doing the workouts for.
• 7:33
  [SPEAKER_01]: So he's changing his identity.
• 7:34
  [SPEAKER_01]: He's now the long drive ball guy, right?
• 7:37
  [SPEAKER_00]: You can see an interesting.
• 7:39
  [SPEAKER_00]: This is an interesting one.
• 7:41
  [SPEAKER_00]: We're status matters in a way that they'd actually supersedes the result.
• 7:47
  [SPEAKER_00]: When you have that client that has your keyfob or your keychain with your gym name on it and they don't go.
• 7:54
  [SPEAKER_00]: But
• 7:55
  [SPEAKER_00]: when they're on the street, when they're out shopping, when they're doing all their social things, they're damn proud of that tag hanging from their keychain, because to them, it equates to the status of being part of that community as opposed to, again, even just being part of the community of the gym,
• 8:13
  [SPEAKER_00]: does differentiate the status regardless of how they look feel about themselves and things like that.
• 8:20
  [SPEAKER_00]: We've seen that off so much.
• 8:21
  [SPEAKER_00]: It's got sell very there's there's a good, you know, portion of the population.
• 8:26
  [SPEAKER_00]: It's a little vein.
• 8:27
  [SPEAKER_00]: Of course.
• 8:28
  [SPEAKER_00]: And status does I think it impacts.
• 8:32
  [SPEAKER_00]: Yeah, you know, this area maybe a little bit different than it does others probably just scaled, right?
• 8:36
  [SPEAKER_00]: Like it's kind of bigger.
• 8:37
  [SPEAKER_01]: It's the black card.
• 8:38
  [SPEAKER_01]: It's the reservation at the nice, you know, it's the country club membership.
• 8:43
  [SPEAKER_01]: It's the first class or whatever.
• 8:44
  [SPEAKER_01]: It's your platinum membership, but you know, it's all of those things.
• 8:49
  [SPEAKER_01]: that drive decisions sometimes.
• 8:52
  [SPEAKER_01]: Now, again, those same exact products and services may lower somebody else's status if they're not in alignment with those things.
• 9:01
  [SPEAKER_01]: Over here, let's just say somebody isn't vain and they want to be practical.
• 9:07
  [SPEAKER_01]: That many van that they buy will raise their status because it's economical.
• 9:12
  [SPEAKER_01]: It's practical.
• 9:14
  [SPEAKER_01]: So that's a different avatar.
• 9:15
  [SPEAKER_00]: Yeah, maybe the bells and whistles of that, you know, vehicle catered to the kids in the back seat as opposed to, you know, the performance of a supercar or something.
• 9:23
  [SPEAKER_00]: Right.
• 9:24
  [SPEAKER_01]: And so you have to be aware of the indirect like identity in status changes of your clientele.
• 9:35
  [SPEAKER_01]: Now, think about your current clients in your gyms.
• 9:38
  [SPEAKER_01]: And how do you use this to your advantage?
• 9:40
  [SPEAKER_01]: Right?
• 9:40
  [SPEAKER_01]: Here's a couple of great examples.
• 9:41
  [SPEAKER_01]: So the perk field thing, right?
• 9:44
  [SPEAKER_01]: Way back in the day, we had a levels board that you could only earn.
• 9:48
  [SPEAKER_01]: You could only earn through points and maps and workouts and money spent and all the things.
• 9:54
  [SPEAKER_01]: You couldn't just go buy a t-shirt that was the gold.
• 9:58
  [SPEAKER_01]: Sure.
• 10:00
  [SPEAKER_01]: And one of those biggest ways to rise up on the ranks was giving referrals.
• 10:05
  [SPEAKER_01]: And just before we launched this officially, we had gotten a referral from a client in Fiona, and she had gotten, which was at the time the free month of her next month's membership.
• 10:17
  [SPEAKER_01]: We just zeroed it out.
• 10:18
  [SPEAKER_01]: It used to be our last incentive.
• 10:20
  [SPEAKER_01]: And when she didn't see her numbers go on the board and she didn't move levels, she questions, okay, what's going on?
• 10:26
  [SPEAKER_01]: I thought I gave you that referral, don't I get the point?
• 10:28
  [SPEAKER_01]: She goes, and Zach goes, hey, you know, I don't know if you noticed, but we gave you a five hundred dollar free month or four eighty or whatever, it was at the time.
• 10:36
  [SPEAKER_01]: She was go ahead and build me, I'd rather have the points.
• 10:38
  [SPEAKER_01]: Yeah, I'd rather have the status.
• 10:40
  [SPEAKER_01]: I would rather have
• 10:43
  [SPEAKER_01]: other people see me at the gold level then that five hundred dollars which was beautiful thing for us because you know points don't cost anything secret secret right
• 10:54
  [SPEAKER_01]: And it just tells you kind of everything we always wanted to know.
• 10:58
  [SPEAKER_01]: What is the motivator in intrinsic motivation of them for your clients to take specific actions on things?
• 11:06
  [SPEAKER_01]: And for ours, or at least her, at the time, was status.
• 11:13
  [SPEAKER_01]: It's not a secret.
• 11:15
  [SPEAKER_01]: Every credit card company in airline, they all figured this out.
• 11:19
  [SPEAKER_01]: Long time ago.
• 11:20
  [SPEAKER_01]: Yeah.
• 11:21
  [SPEAKER_01]: It's exclusivity.
• 11:22
  [SPEAKER_01]: It's, if you know, you know, it's all of that stuff.
• 11:26
  [SPEAKER_00]: We've talked about the velvet rope, right?
• 11:28
  [SPEAKER_00]: You know, bottle service at the club.
• 11:30
  [SPEAKER_00]: Right.
• 11:30
  [SPEAKER_00]: That's a great way of just kind of seeing it in real time.
• 11:34
  [SPEAKER_00]: The, in order to get to the, the, the, you know, bottle service behind developer rope, get to buy the bottle.
• 11:41
  [SPEAKER_00]: The same liquor that's available in a single drink at the bar, but the second that they bought that bottle, they get this private area, which, again, they feel is a different status than everybody else.
• 11:54
  [SPEAKER_00]: Right.
• 11:54
  [SPEAKER_00]: Going to the bar to get those drinks.
• 11:57
  [SPEAKER_00]: It's the same outcome just done differently.
• 12:01
  [SPEAKER_00]: And it changes the way that they're perceived.
• 12:02
  [SPEAKER_00]: I mean, you think about it.
• 12:04
  [SPEAKER_00]: People that walk by is like, who's the one that got who were those people that have the table, right?
• 12:09
  [SPEAKER_00]: The average is looking at those that are behind the velvet rope differently.
• 12:14
  [SPEAKER_00]: And the people that are behind the velvet rope feel as if they are better or have a higher status than everybody else.
• 12:22
  [SPEAKER_01]: It's a status as an identity.
• 12:23
  [SPEAKER_01]: It's a feeling.
• 12:24
  [SPEAKER_01]: It's all of those things.
• 12:27
  [SPEAKER_01]: And so here we are, not realizing it most of the time, what we're really providing to the end user, which is the client now.
• 12:37
  [SPEAKER_01]: You could use that to your advantage.
• 12:39
  [SPEAKER_01]: I mean, you should use that to your advantage because that's what they want.
• 12:42
  [SPEAKER_01]: Like you're not, you're not like being whatever shady.
• 12:46
  [SPEAKER_01]: It's like you're giving them the status that they want anyway.
• 12:49
  [SPEAKER_01]: That's they want to be the healthy person.
• 12:51
  [SPEAKER_01]: They want the six pack ads.
• 12:53
  [SPEAKER_01]: They want to take their shirt off.
• 12:54
  [SPEAKER_01]: They want to run around their kids.
• 12:56
  [SPEAKER_01]: They want to draw out drive their butt golf buddies.
• 13:00
  [SPEAKER_01]: whatever, give it to them, let them own it, celebrate it.
• 13:06
  [SPEAKER_01]: When they hit that goal, the achievement, that's the achieve phase, right?
• 13:09
  [SPEAKER_01]: Or whatever, and you'll be really cool, right?
• 13:12
  [SPEAKER_01]: And so we felt it was necessary to explain that in a different way.
• 13:18
  [SPEAKER_01]: It might open your eyes a little bit.
• 13:19
  [SPEAKER_01]: Maybe you knew this, I don't know.
• 13:20
  [SPEAKER_01]: Maybe it just is, oh yeah, now it makes sense.
• 13:22
  [SPEAKER_01]: Whatever.
• 13:23
  [SPEAKER_00]: Well, the bottom line is if you're still trying to sell workouts, if you're still trying to sell just a fitness result, this is all of the things that you're not thinking about that your clients are.
• 13:36
  [SPEAKER_00]: Whether they're conscious of it or subconsciously, you know, like it's taking place subconsciously, these are the things that if you can have things in the business that help speak to this, help create a higher status for your clients, the chances are they're going to say with you a heck of a lot longer than before.
• 13:52
  [SPEAKER_01]: All right, hopefully that helps you guys.
• 13:54
  [SPEAKER_01]: Been the wheels.
• 13:55
  [SPEAKER_01]: That's it for this episode.
• 13:56
  [SPEAKER_01]: Until next time, keep changing lives.
• 13:57
  [SPEAKER_01]: We'll see you on the next one.
• 13:58
  [SPEAKER_01]: Bye.
• 14:00
  [SPEAKER_01]: All right, thanks for listening to another episode of the Builds Grow podcast.
• 14:03
  [SPEAKER_01]: If you want more help growing your business, join our free Facebook group, profit accelerator, hoping training gyms grow to thirty thousand dollars a month and beyond.
• 14:12
  [SPEAKER_01]: We'd love to see you there.
• 14:13
  [SPEAKER_01]: Go check out the show notes for the link and keep building something great and we'll see you in the next episode.