Is Fitness Branding a Hoax?

  All This Talk About “BRANDING…”   This topic is near and dear to my heart since it’s been part of my professional career for more than 35 years – so this may be a bit of a rant — or at the very least — a “wake-up call.”   First off, it seems that…

Read More

You’d be Home by Now…!

  Here’s a fun analogy… ​ During the 70’s and 80’s home builders placed huge billboards along the roads next to their developments that read: ​ “If you lived here, you’d be home by now!” ​ It was a great sales pitch targeting thousands of long distance commuters. ​ And, in some ways it’s the…

Read More

The .02 Percenters – Fitness Business Marketing

  It’s amazing! ​ Our health and fitness industry is most definitely going through a significant change… It is evolving… in a BIG WAY! ​ ​THE .02%-ers!​   As we navigate through the second surge of Covid, this change spells OPPORTUNITY for the .02%-ers who see it right now (early adopters) and are starting to…

Read More

How to Build Your Online Fitness Tribe

  By now, you’re well aware the fitness business is rapidly changing.    One of the biggest changes is going to come from small clubs, studios, boot camps and spas that have figured out how to run both a “Physical Training Business” and an “Online Coaching Business” at the same time.   Is it happening…

Read More

Flash vs. Process… and Your CRM

  Recently, I learned a brand new term that relates to both Fitness and CRM.  But, first, a little background.   Yvonne Cummings has 23 clients who have been training with her, consistently, for 10 years.  And, some even longer.  In 2006, when she moved 30 miles away to open her new studio, half of…

Read More

How to Accelerate Your Fitness Business

  I know.  I know….   All the fitness sales gurus tell you that this business is all about sales…. as in “sales-driven.”   Well, that may be true for today and tomorrow… but, if you plan to have a long-term career as a health professional… then, you really need to take a longer view.  …

Read More

How to HELP Your Clients Navigate STRESS…!!

  [Free STRESS ASSESSMENT CHECKLIST at the bottom of this post!]   If you are a Health Coach or Fit Pro who consults with clients beyond physical activity and nutrition…   And, if you approach other elements of life that we all navigate, then, this is a fantastic introduction to how STRESS impacts our physical…

Read More

The Alternative to Discounts…!

  Here we go again.    In the next few weeks, millions of health and fitness professionals and top health coaches will continue to make this awful mistake.   Sure, we all want new clients and members.  And, we all want to make more money.   But, for some reason, Black Friday and Cyber Monday turn…

Read More

Are You Famous?

  JJ Johnson is.  At least within his market area.  His branding is impressive.   JJ is a sophisticated marketer and understands the value of imprinting his brand on his clients and members.  But it wasn’t always this way.   How did JJ become famous?  It’s all about capturing “mind-share.”   Who’s Captured Your Mind?…

Read More

The Best Lines…!

  By now, you know how much I preach about going out and presenting the TRUTH about Weight-Management and Lifestyle.   But, I also know that it’s time consuming and requires a lot of creativity, effort and discipline to pull it off.   So, I want to share with you some of the best lines…

Read More

How to Level-Up Your Fitness Business

I’m asking you to THINK about THIS again.

MARKETING is a conveyor belt. The sales and marketing strategies you think about and plan today typically come off the conveyor belt 8 to 12 weeks later. So, seriously, have you asked yourself this:

Read More

How Do You Know if You’ve Got What It Takes…?

  When I was 22 years old, a friend of mine named Tommy Jordan, who was just a few years older, got a job in sales at a Jack LaLanne’s European Health Spa.    I laughed because he was so shy.  I mean downright timid!   Within two years he was running the place and…

Read More

How to Convert $11.99 into $23,000 – Old School Style

  At first, it was hard to believe. But then, again, there are some really smart fit pros and health coaches in our industry.   And they use their creativity to help leverage their branded fitness products into some very effective branded fitness marketing.   It also explains why Erica will become a gazillionaire if she…

Read More

Love, Hate and Fitness Technology

It’s a really weird feeling…   It’s that same feeling when I really want to slam down that piece of triple chocolate-chip cheesecake…   BUT,  I also know that it will just totally “whack” my nutrition plan — and probably throw me into a sugar-coma!   You know the feeling..?     You really want it…

Read More

World’s Smartest Trainer

  O.K., O.K…..  Maybe not the “All-Time World’s Smartest Trainer” by your own definition.   But, certainly one of the smartest, most cleaver and profitable marketing approaches I’ve heard about in a long time.     In just one month, it resulted in 27 new clients!   Yes, that’s right. 27 new clients!   One…

Read More

The Ultimate Lead Generator

When it comes to fitness marketing, the four-letter word that makes me crazy is the word: FREE!   You probably already know how I feel about “lost leader” marketing.    I hate it.   I come from the school of “make every dollar do the work of $10.”  Be smart.  Never “de-value” your products or…

Read More

Ultimate Lead Generator Part II

  I received a ton of email about the Ultimate Lead Generator post.   So, I am going to go step-by-step in order to demonstrate the basic strategy that was implemented and how it was executed.   This is a simplified version, but will provide a better understanding of the “lead generator” approach.    …

Read More

How to FIX the Money Leaks in Your Fitness Business

  Ready for a little “tough love..?”   I am reacting to a flurry of negative, whining phone calls I’ve received, lately.   The negative calls, coming from club owners, studio owners and independent trainers —  have all been about: Not making enough money Unfair competition  Feeling powerless to change their plight!     WTF…???   …

Read More

How to Build Coaching Partnerships

  Recently, I’ve been writing about partnerships.  Namely, the medical community (a gold mine)!   Hooking up with schools is another great partnering opportunity: Elementary Schools Middle Schools High Schools  College Athletic Departments   That’s right — partnering with coaches.   Over the years, many top trainers have shared their “coaching” experiences with me.  And…

Read More

How to Play Fitness Money Ball

  If I were your fitness business marketing consultant… the very first thing I would ask you to do is this:   Go rent, download or stream and watch “Moneyball.”        Honestly, the movie serves as a perfect metaphor for what’s going on in the fitness business right now.     And, why…

Read More

Stupid Idea that Works!

I’m pretty clear on most things “Marketing and Sales.” After all I’ve been at this game for more than 40 years  —  and the last 30 years running one of the most successful “micro-branding” businesses in the country.   So, when one of our customers came to me with this idea… I told him it…

Read More

How Top Health Coaches Start a Client Transformation

Most clients have big expectations when they plunk down their money for a fitness, weight-management program or comprehensive health coaching program.   Interestingly… they never tell you “what” those expectations are.  Instead, they just keep it all in their heads.   In their minds, there is a certain weight (they have a number!) A specific…

Read More

Gumball Millionaire

Here’s a story about creative PRICING and VALUE and PROMOTION. Here it is…   I once listened to a business owner tell his story. He owned gumball stands – the pedestal kind with the glass bubble “head” and the “quarter-slot” payment mechanism.   He wasn’t doing great.   He had gumball machines in offices (lots…

Read More

How to Get Your Clients to Take You Home!

  If you’ve ever spoken to me on the phone, you know that I often talk about SMIT.     The Single Most Important Thing.     It can be big or small.  It can be a long-term or instant.  In all things, SMIT is about FOCUS.  CLARITY.   Sometimes the SMIT can take a…

Read More

The Missing Link Of Your Business

With the exception of a few… almost all clubs, studios, indoor boot camps and other fitness venues seem to miss one of the most basic, primary elements of marketing.    Here It Is..   Over the the years I’ve visited hundreds of fitness facilities.    And in each case there were signs and banners with…

Read More