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…

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  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…

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  WOW…!  —> This headline generated more than $25,000 in sales in just ONE DAY!   Maybe its been done before, but, in my 25 years of fitness marketing, I’ve never seen anything like it.   Listen… I’m not a big fan of “bait and switch” type advertising. Or, the parsing of words. It’s just…

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  When it comes to offering weight-management services… thousands of clubs, studios and trainers make 2 HUGE MISTAKES:   They only offer: one (1) program  one (1) price    That’s the equivalent to going to a tire store only to find they only carry one type tire in one size for one price.  How many…

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    The new school of Fitness Marketing is all about Brand Interaction.  But just what the heck is it?   Think of it this way…   Every time you drive your car, you are interacting with the brand. (Toyota, Chevy, Ford, Nissan, etc.).   Every time you lace up your training shoes, you are…

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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…

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  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.    …

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  Six months ago, Rodney Sullivan complained he was always playing “defense” with his personal training clients.   For example: If a client was late he would extend beyond the scheduled session time.   If a client didn’t show up, he didn’t charge for the time.   There are many more examples but you get…

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    For the past several years, new fitness trends require big facility owners as well as boutique studio owners to increase overhead with new equipment, new programming and specialized staff – often with little or no ROI.   The logic behind this imbalance often is justified as a means to acquire new members in…

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How many times have you seen this old pitch: “Lose 10 lbs in 2 Weeks!” Or,“Lose 30 lbs in 30 Days!”   Then, of course, there are all the magic pill offers accompanied with bogus before and after pictures and it goes on and on… It’s like the never-ending marketing campaign from HELL!   All…

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