Whenever I ask this question, the typical responses are: “In the gym.” “With a warm-up!” “As a kid.”   All totally different answers, yet, all valid!   Here’s my answer: “In the brain!”   Yup… that’s my answer – and it’s valid, too! Follow Me On This…   What is the most meaningless statement…

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  I just received this email today.  Definitely going up on the testimonial page… Thank you, Randy. ————-   Hi Art   You got me in trouble this weekend at a marketing workshop I attended.  I’m not mentioning any names here cuz I never want to “bad-mouth” anybody.  But, I hope you post this on…

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  I just counted 3 different fitness marketing forums discussing the same topic: How to Raise Your Rates.   Listen… this is nothing new. The issue of rates and price-point strategies has been a “front-burner” topic for more than 50 years! It’s discussed among fitness business owners at every trade show, conference and workshop.  …

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  When you decide to build and project a fitness brand one of the most important considerations will be your choice of colors and type of fonts.   Who knew colors and fonts could be so impactful?   But it’s true!   For example, what colors would you use if the target market (avatar) for…

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  Lately, there have been numerous blogs, Facebook posts and entire websites from fitness marketing experts on how to build a fitness brand.      Their branding “manifestos” are filled with advice on demographics, avatars, emotional attributes, messaging, positioning, strategies and tactics, etc.     It’s all good stuff.   Yet, I just scratch my head when…

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  Here’s a fact.  My business is exactly like yours. I have administration. I have operations.  I have  sales and marketing. I have financials.   While I don’t have an onsite staff, I retain the services of over 50 different freelance experts.  As such, I manage their time and budgets for all of our projects, services and products.…

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  A while back I went to visit some friends at their studio in S. California.     Up on the wall was a 65″ flat screen TV with the ONBOARD 101 displayed on the screen.  Wow… it looked very professional and impressive.   During a private one-on-one or small group session, they display the current chapter on the…

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There’s a saying among “seasoned” business professionals that goes: “Old age and treachery will trump youth and skill..”   New research as well as some of our own sales statistics indicate there’s some truth in this adage.   When I started this company in 1988, the average age of our customer/fitness professional was 28.  It…

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