How To Seth Godin Your Fitness Business

Seth Godin is a marketing genius!

The guy just ‘gets’ building sustainable businesses without all the hype and over-the-top selling that most marketers seem to be so particularly fond of.

Especially in the fitness industry where hype seems to be the order of the day more often than not.

Fitnesspreneurs could learn a lot from Godin.

I know I have!

Some of the things that most stand out to me from Godin’s arsenal of heavy-duty relationship-building firepower are:

1. Give!

The biggest barrier to most people’s desire to join your club, your camp or your client list or to buy your products is cost. Even a penny for some people is too much… until they get to know you.

Give them the opportunity to find out what you’re about and they’ll gladly spend money, even obscene amounts of the stuff, with you. Yet if you only give of yourself to those who pay you FIRST, you’ll strangle your business to death.

Give then give more!

2. Think outside the box

Better than that, get rid of the box altogether!

Do things in ways that no-one else is doing them.

Charge more.

Charge less.

Charge nothing.

I’m not necessarily suggesting you should be the cheapest (it’s not a model I personally enjoy) but could your business offer some lower priced ‘taster’ elements for example? Can you offer some ‘FREE’?

Stretch the boundaries of ‘normal’ and make your own rules.

Copycatting is not a good business plan!

3. Be Remarkable… For The Right Reasons!

Thinking and acting outside of the box will make you remarkable for a while, but what kind of remarks are you actually getting?

Different is good but not always better for your business.

How can you be different AND better than the other fitness solutions your prospects are currently being offered?

Figure that out and you’ll get people talking and, let’s be clear on this, conversation IS marketing!

Think different first and foremost THEN ask “How can I make my difference better?”

4. Find the right words for your readers NOT the right readers for your words

Writing what YOU want to say is NEVER as powerful and attractive as writing what your readers really want to hear.

Sure, it’s important that you’re honest and genuine about who you are and what you’re about but people rarely line up to hear you pontificate from on high about what you feel is important. But they’ll come from miles around to hear you tell them what they most want to hear.

That’s because people are interested in themselves NOT you. You’re just the tool to help them make themselves right about their own theories about fitness and fatloss.

Sure, you can try to prove Seth wrong on this one but I’ve gotta warn you, you’ll fail.

How many personal trainers do you know who are trying to PUSH their message out their yet getting nowhere? How many others seem to grow and retain their lists almost at will. The difference between the 2 is that the first is about their own agenda whilst the second is about the prospects’.

5. STOP selling yet Sell More!

Selling should not even be in the vocabulary of a fitness professional. We’re not sales professionals after all.

What we do is share our passions, share our expertise, share our genuine care and concern for those we’re most capable of helping.

This is REAL marketing too!

Forget all that ‘closing’, ‘double-closing’ and salesy crap you’ve read about elsewhere. You can make a ton of money without it if you focus on genuinely helping (NOT SELLING) the person in front of you.

How many people say no to being sold?


How many people say no to being offered genuine help? Not many, right?

I rest my case!

Quit the cheesey sales-hype that the fitness marketing gurus are telling you to use and instead apply a little Seth to your business. Not only will you see a difference in your bottom line but you’ll get back to being a fitness professional again rather than a fitness hustler.

You didn’t join this profession to get into sales… so stop selling!


One of the things I love about Godin is the simplicity in his approach. Simple yet POWERFUL!

Try applying a little Seth to your business… I’m sure you’ll love the result.

To your success!


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!
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