Fitness Marketing Made Simple – “Nobody Does That!!”...

One of the biggest problems with marketing a fitness business these days is that, well, EVERYBODY seems to be offering EXACTLY what you’re offering, right? I mean, sure, the fitness marketing Guru’s tell you that you’re supposed to create a Unique Selling Proposition (USP) for your business to make it stand out from your competitors but they always seem to forget that the word ‘unique’ means ‘one of a kind’ and that fitness businesses tend to be anything but one of a kind. After all, a pushup is a pushup is a pushup. A squat is a squat is a squat. Circuits are circuits, Tabata’s are Tabata’s and no sooner than a  kettlebell, an Indian club or a Vipr turns up on the scene to make your training just a little different (if not truly unique) does every man and his dog find out about it, attends the same course you did and now starts offering the exact same training protocols that you were using to make you ‘stand out’ from everyone else who was trying to get their hooks into your prospective clients. And the realms of your nutritional advice fare no better either. You decide that nutrition is more than calories in vs calories out and learn about metabolic typing and your competition does the same. You learn about fasting protocols and suddenly THEIR blogs are talking about the importance of fasting. You lean about hormone balancing and they too are biosignature and supplement experts almost before you can blink. And what about your Magnetic Marketing Message (MMM)? In all likelihood it fares no better. You offer ‘drop a dress size in 6 weeks’ and so does the bootcamp down the road. You cut it to 4 weeks and so do they. You add...

30 Fitness Marketing Questions You MUST Ask If You’re Serious About Success...

Most of the personal trainers and bootcamp instructors that I talk to believe they know a fair bit about marketing. Tell them about SEO and they say ‘Oh yes, I know that’ Tell them about building lists and they’re like ‘Yup, doing that’ Tell them how to write  blog posts and ads and web copy and they respond ‘I’ve been doing that for ages!’ A funny thing though, for all their ‘knowingness’ around what they should do and how they should do it, most of them still seem to be struggling to earn a decent living from their fitness businesses or, even if they make good money, they only achieve it by giving up HUGE amounts of their life to do so. I don’t know about you, but to me this doesn’t seem like ‘knowing’. It seems more like marketing that isn’t really working to well. Look, you can read all the books, attend all the seminars, watch all the videos and sign up for all the masterminds and mentoring programs you want but that doesn’t mean you’ve any REAL savvy around marketing your fitness business. Every single mentor program I’ve run has had AT LEAST one or 2 of these people on it. They ‘mmm hmmm’ and ‘uh huh’ in all the right places, tell you that they understand the importance of what you’re saying, tell you that they’re ALREADY doing that because they read the books before the course and yet they STILL fail to see any appreciable growth. Why? Because they’re confusing information with knowledge. Information is just data. It’s meaningless in most cases. Knowlegde is information applied. If you’re not DOING what you’ve been told works then quite simply, you lack savvy. As Yoda said ‘There is no try, only...

The 10 Major Causes Of Fitness Business Failure

Most fitness businesses are SERIOUSLY under-performing. Is yours? If it is, it’s pretty certain that at least ONE of these fitness busines failures are present… maybe more. Check it out and see for yourself why you’re struggling…   Dax Moy is one pretty strange dude. Part philosopher, part poet, part high-level health coach, part author, part presenter and part fitness business success coach and COMPLETELY bonkers and head over heels in love with the idea of making the fitness industry into a fitness PROFESSION. Join Dax’s Facebook group of other bonkers fitpros who are making a difference over today. You’ll LOVE the great community we’ve built there! Share The...

Is Your Fitness Business Sick? Part 4 – Your Promotion Strategy...

Ok, so we’re really moving now with these fitness business healthchecks and, from the feedback that I’m getting from most of the community, it seems that most trainers are really underperforming in most areas. But don’t panic and don’t get all down or negative about it. Now that you know where you’re falling down, you can do something about it. Simply look at all the areas where you scored a zero and you’ve got a great recipe for finding the thousands (if not hundreds of thousands) of pounds or dollars that are hidden in your fitness business right now. It’s there. That’s the crazy thing about all this. The money is there, you just have to do the right things to get your mitts on it : ) Today let’s continue our investigation by looking at how you actually promote yourself and your business through your knowledge of fitness marketing. Let’s see how you stack up : ) As usual, award yourself 10 points for every question you can answer yes to and zero for each one you can’t. Let’s do it! 1. Do you know the ONLY four ways in which to grow your business? There are only 4 ways, no matter what you can think of…do you know them? 2. Do you have a clear and effective system of getting new clients? Note the keyword ‘system’. This implies that you have a specific set of times, ways, methods rather than randomly throwing out ads, tweets and status updates or last minute sales. 3. Do you have a clear and effective system of increasing the number of sales from your clients? Again, it’s a system. Do you have a method that guarantees your clients will buy more from you, more often? 4. Do...

Is Your Fitness Business Sick? Part 3 – Your Packaging...

By all accounts the first 2 instalments of the ‘Is Your Fitness Business Sick?’ series has been showing many of you that you’re still a good way off of getting your business to where it needs to be in order to extract the maximum profits in the fastest and easiest way possible.   Don’t be too hard on yourself though, the truth is, MOST fitness business owners are struggling with these exact same problems. Well, most except those who are making a ton of money, that is : )   For those guys, this is old news and barely worth talking about.   But if this is all new to you or, at least, if USING it is all new then understand that you are leaving tons and tons of money on the table that’s yours for the taking, and all of it without having to do a single thing to improve your fitness skillset one little bit.   (Understand, I’m not saying that you shouldn’t, you want to be the best you can be but you don’t HAVE TO know more than you know now to double or even triple your income)   In the first 2 instalments you got to see how issues with clarity, focus and being target-specific were costing you, today let’s look at your packaging and how you present yourself and your business and see how and where that’s keeping you from being as successful as you could be, huh?   Same drill, 10 points for yes, a big, fat zero for no and add them all up at the end.   Ready?   Packaging 1. Do you have a clear, attractive and effective business identity that fits your UMI?   What is it? Can you actually describe that identity? If you can’t, you don’t have one!   2. Can your clients and prospects clearly describe what that identity is?   If they aere to describe your branding/identity, what would they say? 3. Does your identity clearly tell prospects ‘What’s in it for me’ to do business with you?   Is the identity you’ve created for yourself and your company and products one that makes it clear that you’re ‘a cut above’ ? 4. Do you have a uniform or personal identity package that clearly differentiates you from your competition?   Be honest here, do you?   5. Do you have a web-site that offers clients and prospects information that is valuable, useful and easy to read?   As in, it’s not just a salesletter with some crappy banners and pictures of models curling 2lb weights and all that crap, but one that tells the story of your business in a way that leaves prospects better off for having visited.   6. Do you have branded marketing materials such as letterheads, brochures, flyers and business cards that both identify you in a unique way and clearly convey your magnetic marketing message?   If they say ‘vistaprint’ or any other company’s name on the back the answer is no. Likewise if they’re on cheap paper, card or material.   7. Do you know what makes those materials attractive to your prospects? (Or are you simply working on personal taste?)   How do you know that your prospects are actually attracted to your ‘stuff’? 8. Do your materials have ample strategic and tactical evidence of the efficacy of your services? Such as testimonials or endorsements and other social proof.   9. Do your materials clearly explain your risk-reversal strategy? If you even have one! If you do, does it have pride of place on all of your materials? 10. Do you have clear proof that your packaging materials actually contribute to your business by bringing in new clients?   How do you actually KNOW that your packaging is contributing to your business bottom line?   Again, if you scored above 8 you’re doing ok here, 7...

Is Your Fitness Business Sick? Part 1 – Positioning...

When was the last time you gave your fitness business a REALLY good check-up? I don’t mean some meaningless “yup, looks ok to me!” kind of cursory inspection but a real life, honest to goodness, warts-and-all appraisal of what’s working and what’s not? If you’re like the majority of personal trainers and bootcamp instructors the truth will be that you probably haven’t done this in a long time. Oh sure, you’re always playing about with your website and your marketing materials, but that’s not the same as actually assessing your business for its productivity, sustainability and and growth is it? It’s not the same as poking about in the dark corners and seeing the the reality of what’s holding you back from the growth, the income and, ultimately, the lifestyle you most dream of. That won’t happen unless you’re clear and I mean CRYSTAL clear about where you are with your business right now, right this minute. Once you’re clear it’ll be the easiest thing in the world to make the changes necessary to grow your business and those changes will have TONS more impact than running from one advertising strategy to another or from looking for more human billboards and all that kind of stuff. It’s not that these things don’t work, they clearly do, but all of that… ‘stuff’ is in the realms of tactics. It has nothing to do with strategy. Trouble is, tactics don’t grow a business. They make some sales, sure enough, but business growth comes from building strategies that are founded upon principles. Remember, methods there are many, principles but few, methods often change, principles never do. Tactics are methods. They’re always changing. No sooner do you get to grips with SEO than it changes. Get to page...

Is Your Fitness Business Sick? Part 2 – Your Pricing Assessment...

In part 1 of this series you assessed your positioning in the marketplace to see where you REALLY stood in terms of having a solid foundation in terms of your uniqueness, your magnetism and your ability to attract your ideal clients to the services that you offer.   If you’re like most personal trainers who I’ve given that test to in the past, you probably failed miserably : )   Don’t feel too bad, even a bad score is still useful knowledge… if you act upon it to make it better!   In today’s little assessment we’ll look at your pricing and try to see how healthy your pricing strategy is in relation to where it could (and should) be.   Just like the last assessment, give yourself 10 points for every question you can answer yes to and zero for every no.   Your maximum possible score is 100.   Let’s see how you do with this one : )   1. Do you know the current lifetime value of your clients? In financial terms how much is the acquisition of a new client actually worth to you?     2. Do you know your average client acquisition costs? How much do you spend to get a new client to join your company and take up your services? Do you know?   3. Do you know your current client attrition rate and what is the major cause of them leaving?   What is the EXACT rate of client attrition, at what stage of the relationship fo they tend to leave and why? 4. Do you have a clearly defined pricing policy that clients understand and agree with?   Do they understand why you charge what you charge and feel that you’re good value...