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Be Careful What You Hook Your Wagon To · 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.
• 0:16
  [SPEAKER_00]: We help jimrollers win, hear your hosts, ten lions, and Randy Axton.
• 0:27
  [SPEAKER_02]: All right.
• 0:28
  [SPEAKER_02]: Welcome back to the Bill to grow podcast and we host him at Lions Join in Studio by Randy Aks and what's up man.
• 0:33
  [SPEAKER_02]: Hello my friend.
• 0:34
  [SPEAKER_02]: Grow some at September fourth through six y'all.
• 0:37
  [SPEAKER_02]: Fit pro grow some a calm Nashville.
• 0:39
  [SPEAKER_02]: Yes.
• 0:40
  [SPEAKER_02]: Some awesome show guys.
• 0:41
  [SPEAKER_02]: We got a ton of stuff to talk about.
• 0:43
  [SPEAKER_02]: But let's jump right into this episode.
• 0:45
  [SPEAKER_02]: We're talking about hooking your horse to the wrong wagon.
• 0:48
  [SPEAKER_02]: Yeah, or being careful.
• 0:50
  [SPEAKER_02]: What do we mean by that?
• 0:50
  [SPEAKER_02]: So like the end of the day, it's so interesting.
• 0:53
  [SPEAKER_02]: It's not funny.
• 0:53
  [SPEAKER_02]: It's very interesting.
• 0:54
  [SPEAKER_02]: You look at the trends in the fitness industry.
• 0:58
  [SPEAKER_02]: You, I mean, I don't have a meant front of me, but you, but I remember waves of things happening for a while.
• 1:04
  [SPEAKER_02]: It was aerobic or calisthenic.
• 1:08
  [SPEAKER_02]: And it was just a size.
• 1:09
  [SPEAKER_02]: Jazz or size.
• 1:12
  [SPEAKER_02]: Then it was like high intensity interval training.
• 1:15
  [SPEAKER_02]: And then it was a little bit cross-fit.
• 1:16
  [SPEAKER_02]: It was randomized workouts.
• 1:18
  [SPEAKER_02]: Then it's
• 1:20
  [SPEAKER_02]: You know, then it's the advent of the tools that come along with the fitness programs.
• 1:24
  [SPEAKER_02]: It's the TRX with huge sandbags, metal bells, battle ropes, and now it's high rocks as this running program.
• 1:35
  [SPEAKER_02]: It's just interesting to see trends.
• 1:40
  [SPEAKER_02]: The people that create the product that goes with the trend, they're the big winners.
• 1:45
  [SPEAKER_02]: Oh, for sure.
• 1:45
  [SPEAKER_02]: Because they, you know, they're selling their product and they're selling it as a solution for X, Y, or Z. A lot of times it's, you'll get better results or you'll make more money when you bring in this system or you see it, right?
• 1:58
  [SPEAKER_01]: Like the whole, just use, use a group class, for example, right?
• 2:02
  [SPEAKER_01]: The whole class then went to a sandbag workout.
• 2:05
  [SPEAKER_01]: right the whole class is now using kettlebells or battle ropes or so it was like you took the tool and it made your identity and training associated with just the tool itself very in very good point that's that's the thing that's the trend right so the so this tool comes out and you learn or you get certified in it and then that tool becomes your new identity
• 2:27
  [SPEAKER_02]: And that's the biggest problem.
• 2:29
  [SPEAKER_02]: Correct.
• 2:29
  [SPEAKER_02]: I agree.
• 2:30
  [SPEAKER_02]: Because the trend is going to come and go.
• 2:33
  [SPEAKER_02]: You know, if I remember T.R.
• 2:35
  [SPEAKER_02]: X for a long time, that was like the tool you had to have.
• 2:38
  [SPEAKER_02]: And the good news about the T.R.
• 2:40
  [SPEAKER_02]: X was like a hundred fifty bucks.
• 2:42
  [SPEAKER_02]: It wasn't like, you know, a high and treadmill or something that vibration plates, vibration plates, trampoline.
• 2:50
  [SPEAKER_02]: Yeah.
• 2:51
  [SPEAKER_01]: Please bungee.
• 2:53
  [SPEAKER_01]: Let's get into it.
• 2:53
  [SPEAKER_01]: Let's do it.
• 2:54
  [SPEAKER_01]: Let's change your gym to a bungee gym.
• 2:57
  [SPEAKER_02]: And so you get your horse sattled up or hooked up to this tool that is a trend that dies over time.
• 3:05
  [SPEAKER_02]: Yeah, yeah, a cart, your horse is whatever you get the analogy, but the point is that that tool goes away or the trend or the lower of it goes away.
• 3:16
  [SPEAKER_02]: And you're stuck with this identity that you've hooked into.
• 3:21
  [SPEAKER_02]: Again, with going back to the TRX, like there was a full-blown TRX's gems.
• 3:26
  [SPEAKER_02]: The whole gem was a TRX, you know, they had these big, like, T.P.
• 3:32
  [SPEAKER_02]: looking towers, like V's, and then they had all the TRX's hanging down.
• 3:35
  [SPEAKER_02]: And they would bring them out to the events, they'd perform better and stuff.
• 3:39
  [SPEAKER_02]: Well, I believe that TRX, for example, is a good tool.
• 3:43
  [SPEAKER_02]: I would never tell anybody to put their whole gem model identity under a tool.
• 3:51
  [SPEAKER_01]: Well, let's talk about some of the situations where Jim's have done that.
• 3:56
  [SPEAKER_01]: I mean, cross, it's a perfect example, right?
• 3:58
  [SPEAKER_01]: If you've associated your entire identity to a brand, a tool, something like that, you're also at the width of the
• 4:08
  [SPEAKER_01]: I'm trying to say, you're at the control of that, right?
• 4:13
  [SPEAKER_01]: That's controlling your success to some degree.
• 4:15
  [SPEAKER_01]: When CrossFit started to kind of downturn, right, in injuries and the unfortunate death that they event and things like that, and people started to disassociate, like the marketplace, right?
• 4:28
  [SPEAKER_01]: Stopped looking at CrossFit as the solution that they wanted, the gyms that the whole identity was CrossFit,
• 4:36
  [SPEAKER_01]: They had no choice but to take the hit.
• 4:38
  [SPEAKER_02]: They go down with it.
• 4:39
  [SPEAKER_02]: And it was none of theirs doing.
• 4:42
  [SPEAKER_02]: So look, look, this business is hard enough.
• 4:44
  [SPEAKER_02]: And that's why like a franchise, while there's some good sides to it as far as systems and operations are so many bad sides to it too, because you're at the
• 4:54
  [SPEAKER_02]: You're at the risk of some bad operator in another state, making the news because they did something really stupid in their jam and now you're a whole brand, your model is tarnished because some guy you have no control over, completely out of your control.
• 5:10
  [SPEAKER_02]: And you may be a great operator, but some, you know, Dodo, ended up doing something real dumb in another one.
• 5:17
  [SPEAKER_01]: Yeah.
• 5:18
  [SPEAKER_02]: And so, so there's that.
• 5:19
  [SPEAKER_02]: And then again, like you said, the CrossFit, but like going back to even Zumba or Zumba studios or spin, spin might be a little different.
• 5:29
  [SPEAKER_02]: Let's take, let's take the whole idea of all of these tools.
• 5:35
  [SPEAKER_02]: And not put our identity to what the tool is.
• 5:38
  [SPEAKER_02]: We're not a kettlebell gym.
• 5:40
  [SPEAKER_02]: We're not all kettlebells for every movement in the gym, but we'll leverage the tool for particular movements in the global
• 5:51
  [SPEAKER_02]: Grand scheme of resistance training.
• 5:53
  [SPEAKER_02]: Yeah, resistance training isn't going any like talking like micro versus macro.
• 5:58
  [SPEAKER_01]: Right.
• 5:59
  [SPEAKER_01]: Yeah, macro being more like the movement, the type of training, not the tool specific, right.
• 6:05
  [SPEAKER_01]: You like the type of training being done in resistance training, strength training is that it's not going anywhere.
• 6:11
  [SPEAKER_02]: It never, it's been the beginning of time.
• 6:14
  [SPEAKER_02]: You know, you go back to the old strongman stuff.
• 6:16
  [SPEAKER_02]: They were lifting these, you know, dumbbells with the big, you know, round balls on the ends of the strongman's and stuff.
• 6:21
  [SPEAKER_02]: And there, like, look, guys, resistance training, the science is proven, strength training is the way.
• 6:27
  [SPEAKER_02]: How you do it, it's up to you.
• 6:29
  [SPEAKER_02]: Now I understand, like, the need or the
• 6:35
  [SPEAKER_02]: I guess the idea to create a unique mechanism to get the result.
• 6:40
  [SPEAKER_02]: Give you an example.
• 6:41
  [SPEAKER_02]: These things are popping up now.
• 6:44
  [SPEAKER_02]: This EMF.
• 6:47
  [SPEAKER_02]: These suits that you put on your body.
• 6:50
  [SPEAKER_02]: And it shocks your muscles to contract.
• 6:55
  [SPEAKER_02]: And there's all these little electrodes on it.
• 6:56
  [SPEAKER_02]: And you're in this little like skin diving suit, like you're like a scuba dive.
• 7:02
  [SPEAKER_02]: It's like a wet suit.
• 7:03
  [SPEAKER_02]: That's what it is with a zip thing.
• 7:05
  [SPEAKER_02]: And you got all these like let's rod on you.
• 7:09
  [SPEAKER_02]: I can understand the thing that says the reason we get results in our gym is this suit that you wear.
• 7:17
  [SPEAKER_02]: But it's a trend and it's a fat and that thing's going to disappear as fast as it shows up.
• 7:24
  [SPEAKER_02]: But guess what isn't strength training.
• 7:25
  [SPEAKER_01]: Yeah.
• 7:26
  [SPEAKER_02]: Lift in the barbell.
• 7:27
  [SPEAKER_02]: What you're, you know, put it on your back and do movement.
• 7:30
  [SPEAKER_01]: It's almost like a way of thinking about it is like, can I do what I do every day without the tool?
• 7:35
  [SPEAKER_01]: without that specific tool, right?
• 7:37
  [SPEAKER_01]: Can you do the same workout without that suit on and get a similar result or can I do that with something else and get the result that we're looking for, right?
• 7:45
  [SPEAKER_01]: Like is it interchangeable or am I dependent upon everything has to happen in this suit, right?
• 7:49
  [SPEAKER_01]: That's the only way that we can get a result.
• 7:52
  [SPEAKER_01]: That's where you're at the the mercy
• 7:55
  [SPEAKER_01]: of, well, I've had organization that tool.
• 7:58
  [SPEAKER_02]: Yeah, well, when I, when I, when this place opened up, I'm like, you know, they're doing free classes.
• 8:03
  [SPEAKER_02]: Let me, let me throw my status in this.
• 8:06
  [SPEAKER_02]: Let me see what happens.
• 8:08
  [SPEAKER_02]: to more two of them simultaneously.
• 8:09
  [SPEAKER_02]: So they didn't have a suit that fit me, right?
• 8:13
  [SPEAKER_02]: Like, I'm not the big, like I got friends way bigger than me, but like I'm bigger than a normal person.
• 8:20
  [SPEAKER_02]: And so I go in and it was like the double-eye stamp face.
• 8:22
  [SPEAKER_02]: They had to go open this new suit.
• 8:24
  [SPEAKER_02]: It was like a triple-eye.
• 8:26
  [SPEAKER_02]: Now, I don't look at that as a knock because like, I know I'm a little bit bigger, right?
• 8:30
  [SPEAKER_02]: But like, what if a overweight, like heavy, heavy, four hundred pounder dude comes in and he's got to get a five X suit?
• 8:37
  [SPEAKER_02]: Let's make it feel great.
• 8:38
  [SPEAKER_02]: So already you're losing the game.
• 8:42
  [SPEAKER_02]: Then
• 8:43
  [SPEAKER_02]: I'm in a dressing room, but Naked trying to slip my, you know, my ass into the suit.
• 8:49
  [SPEAKER_02]: And I can get it, but like my arm is going to reach around to zip the thing up.
• 8:52
  [SPEAKER_02]: So like now I've got to come out with the, like a hospital gown open up in the back and I asked this, you know, a little trainer, a twenty three year old trainer check.
• 9:00
  [SPEAKER_02]: You know, hey, hit me one time with the zipper.
• 9:02
  [SPEAKER_02]: And these up, yeah, oh, it's nice to snug right now.
• 9:04
  [SPEAKER_02]: I'm like walking around, you know, like if you've ever seen a bench suit, like if you've been with your arms.
• 9:12
  [SPEAKER_02]: I'm walking around like Frankenstein like Randy from Christmas story with the code.
• 9:16
  [SPEAKER_02]: That's right.
• 9:17
  [SPEAKER_02]: That's right.
• 9:18
  [SPEAKER_02]: So I'm out there and I'm doing the workout and yeah, I mean at the end of the day, I was sore.
• 9:25
  [SPEAKER_02]: Sure, but is that the goal?
• 9:27
  [SPEAKER_02]: I guess for them.
• 9:28
  [SPEAKER_02]: So it was like contracting and it was like lock up my arm and like yo yo dude chill out with the thing my arms locked up again.
• 9:36
  [SPEAKER_02]: So you literally could do the workout or you could stand there and you would get shocked with these little things and I'm like dude this this can't last and just can't like there's fifty things wrong with that.
• 9:47
  [SPEAKER_01]: You know.
• 9:48
  [SPEAKER_01]: And just imagine the, I mean, there are full businesses that that is all that they offer.
• 9:53
  [SPEAKER_01]: That's it.
• 9:54
  [SPEAKER_01]: That's the place I went to.
• 9:55
  [SPEAKER_01]: And unfortunately, as that phase comes and goes, so does that business?
• 10:01
  [SPEAKER_01]: Yeah.
• 10:02
  [SPEAKER_01]: Or, or, or their force to pivot.
• 10:04
  [SPEAKER_01]: And that's that's a really hard part, too, because a lot of them are franchises.
• 10:08
  [SPEAKER_01]: Right?
• 10:09
  [SPEAKER_01]: So then what can you and can you not do within the franchise agreements?
• 10:12
  [SPEAKER_01]: Can you save your business?
• 10:15
  [SPEAKER_01]: even though their franchises failing, they have nothing else to provide you to get to circumvent the down trend of the tool that they've hoped they're going to.
• 10:26
  [SPEAKER_01]: And yet you're a hundred percent at that mercy as a business owner.
• 10:32
  [SPEAKER_02]: So here's the solution, right?
• 10:34
  [SPEAKER_02]: It's right.
• 10:35
  [SPEAKER_02]: And we're giving you all these like problems.
• 10:36
  [SPEAKER_02]: Like here's a solution.
• 10:38
  [SPEAKER_02]: The core of your delivery, your programming should be string tree, resistance tree.
• 10:43
  [SPEAKER_02]: That should be the core of it.
• 10:45
  [SPEAKER_02]: The tools you use are irrelevant.
• 10:47
  [SPEAKER_02]: You want to use a kettlebell over head press today, cool, dumbbell, cool.
• 10:51
  [SPEAKER_02]: Fix barbell, cool.
• 10:53
  [SPEAKER_02]: Regular barbell, cool.
• 10:54
  [SPEAKER_02]: Doesn't matter.
• 10:55
  [SPEAKER_02]: You want to use a TRX today, do some body weight stuff, assist it squat, cool.
• 11:00
  [SPEAKER_02]: You want to use a bower up to finish or metcon, cool, do that.
• 11:04
  [SPEAKER_02]: You want to jump on this sled or this tank things, or if you want to use a landmine today, cool, it doesn't matter.
• 11:13
  [SPEAKER_02]: You program the movement and decide on the tools, but your gym is not a kettlebell gym.
• 11:21
  [SPEAKER_02]: Your gym is not a TRX gym.
• 11:23
  [SPEAKER_02]: Your gym is not a tool-based gym.
• 11:26
  [SPEAKER_02]: Its strength training is your core product and then the tools you decide how to use them.
• 11:32
  [SPEAKER_02]: You may find great uses for some and some, you know, you may have a TRX in there that you don't use for half of your clients and half of them clients you do.
• 11:41
  [SPEAKER_02]: Cool, but you're not a TRX training gym.
• 11:43
  [SPEAKER_02]: Yep.
• 11:44
  [SPEAKER_02]: See the point we're trying to make.
• 11:46
  [SPEAKER_02]: So listen, guys, there's trends, micro and macro, you know, there's things that come and go in this industry, circuit training was one.
• 11:52
  [SPEAKER_02]: And you know, at the end of the day, you know what isn't going away is strength training.
• 11:57
  [SPEAKER_02]: Stick with strength training as your core offering, you'll be just fine.
• 12:01
  [SPEAKER_02]: Hopefully that helps you guys, until next show, keep changing lives of seeing on the next one.
• 12:08
  [SPEAKER_02]: Alright, thanks for listening to another episode of the Builds Grow podcast.
• 12:11
  [SPEAKER_02]: If you want more help growing your business, join our free Facebook group, profit accelerator, helping training gyms grow to thirty thousand dollars a month and beyond.
• 12:20
  [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.