If you’ve known me for a while, you know I love technology.
Heck, I’ve been developing software for the health and fitness community since 1995!
But, when you read this…. you might think I talk out both sides of my mouth.
As much as I love technology… I’ll be the first one to stand up and tell you that technology is NOT the end all.
In fact, it actually “pains me” to see so many young entrepreneurial trainers getting sucked into the idea that technology, social media and online training is the ONLY way to go.
Just think about this and let it sink in…
As fitness professionals our core services “live” in the PHYSICAL world. We help clients change their PHYSICAL bodies… their PHYSICAL being!
The digital world has its place. It clearly helps all businesses. But, again, it is NOT the end all. It is a part. A component.
If you feel like you’ve been sucked into the belief that the whole fitness industry has gone “online” and that you’ve been left behind…. let me offer a real-world perspective.
We have hundreds of fitness partners who run very successful training businesses without all the digital hoopla —
The Quiet Success of Jane Doe
She chooses to remain “quiet” so, I’ll just call her Jane Doe.
And, there’s more than one Jane Doe. There are hundreds… if not thousands.
Jane is NOT on Facebook, Twitter or LinkedIn. She doesn’t post on Instagram every 10 minutes. She doesn’t podcast and she doesn’t blog. She doesn’t even have a YouTube account!
Her website is a basic one-page description with her phone number and email address.
According to all the marketing experts in today’s hyper-competitive health and fitness space, Jane is doing EVERYTHING WRONG. EVERYTHING…!!!!
And, yet, Jane Doe has a thriving six-figure business.
How can this be…?
Jane Doe is part of a small contingent of super-premium fitness professionals that I’ve labeled “Quiet, Sexy, Money” (QSM).
This group is NOT flamboyant. They are NOT social media stars.
What they are, is SUPER-CONNECTED on a personal, one-on-one level.
Yes, I know this might be considered “Old School.” But, these days, it’s a contrarian marketing strategy.
These are the health and fitness professionals who network like crazy in their local market areas.
This special segment of health and fitness professionals consider themselves “people persons” who belong to and attend meetings and mixers at:
- Local Chamber of Commerce (mixers and events)
- BNI (Business Networking International)
- Le Tip
- Women in Business Networking
They are the ones who volunteer for all kinds of charities and non-profits like:
- United Way
- Habitat for Humanity
- Cystic Fibrosis Foundation (a plug for my daughter’s employer!)
… as well as more local non-profits that benefit their local communities such as:
- After School Programs
- Low-Income Family Assistance
- Homeless Resources
- Senior & Elderly Care
Some of them even serve in public office such as the school boards, town supervisors, city council, selectmen, etc.
Beyond this type of participation, they also rely heavily on referrals from:
- Seminars (their own)
- Health Fairs (local)
- Corporate Brown Bag Presentations
- Medical Partners
Oh yes… they are well known at the local country club and tennis courts. Many serve as volunteer assistant coaches for high school and middle school sports teams.
Top real estate agents know them. So do hair stylists, estheticians, chiroprators and family practice medical professionals.
It’s the LOCAL Network
It’s amazing how many fitness marketing experts are surprised when I reveal that many of my most financially successful fitness partners are located in cities and towns with populations between 20,000 to 40,000.
None of them are famous. None of them are social media stars. None of them are particularly noticeable except for their healthy physiques.
They are local professionals with stellar reputations who get eyeball-to-eyeball, belly-to-belly with their markets.
Group Think or You Think?
Listen, at the end of the day, it gets down to what fits for YOU. Just because there’s a buzz about going online and promoting your business 100% via social media, doesn’t mean you have to do it.
That’s just “group think” being promoted throughout the industry. It doesn’t mean it’s right.
What’s right is what works for YOU… period. That’s “you think.”
It’s that same individualistic, inner-voice that probably motivated you to start your own business in the first place.
Here’s the Point…
I’m relaying all of this because of recent conversations I’ve had with many trainers, health coaches and club owners… both young and old.
They suffer miserably from FOMO (fear of missing out) and are inundated with email promoting shiny new objects they don’t understand — but guaranteed to make them successful! (I’m guilty of sending them, too).
The point is this… if you’re NOT ready to be online… then, don’t worry about it. You’re NOT going to kill your business.
If you’re a qualified fitness professional and consider yourself a hands-on “people-person” then, you’re in sweet spot… seriously.
Get out there and network, volunteer and participate in your community.
And, when I see you with that smug smile on your face, I’ll know you joined the group of super-premium health professionals we call: Quiet, Sexy Money!