This fitness marketing blog is dedicated to one thing... helping fitness professionals like yourself grow your personal training business by teaching you how to get more clients who'll pay, stay and refer.

    As the fitness industry evolves you'll always be on cutting edge of new systems and strategies to market your fitness business, deliver the highest value to your clients, and to improve your productivity and time management so that you can spend more time enjoying life.

    And if you're tired of working IN your business and you want to start working ON your business then look around this site, and come back often because you've discovered the #1 authority site committed to helping fitness pros, coaches, and personal trainers become better entrepreneurs and business owners. Whether you're looking for proven fitness boot camp marketing ideas, creative ways to generate more client referrals, better business systems and operations, or new and out of the box personal trainer marketing tactics that are driving new leads, prospects, and clients then you've come to the right place.

    There's no better time than now to own a private gym, personal training studio, athletic center or fitness boot camp. People are tired of going to the big box corporate gyms where the experience is impersonal, the workout results are sub par, and service is horrible. More people than ever are looking for workouts that deliver results and save them time - and they're willing to pay more for it.

    So if you're just now thinking about going into business for yourself and starting a personal training business, or if you have an established fitness business and you're ready to take it to the next level with better systems and reliable fitness center marketing ideas then be sure to check out the content packed fitness business building blog posts, articles, videos and resources available throughout this blog.


Negativity is Killing Your Fitness Business

I could tell you how amazing you are 20 times over and you’ll never listen to me. I could explain how I think you’ve got everything it takes to succeed, how you’re already doing great but you’re going to do better, and for the most part you’ll probably ignore me: in one ear, out the other.

FBBC5But a stranger could walk up to you off the street or walk into your fitness business and tell you that you’ll never succeed, that you don’t have what it takes to make it, that you’re already a failure, and you’ll probably remember that day for the rest of your life.

That’s just how we work (for the most part, anyway). We ignore the positive messages in our life and choose to focus on the negatives.

But it doesn’t have to be that way!

And it really shouldn’t. How do you expect to motivate yourself every day if you’re focusing on all the people who say you’ll never make it? Where will you find the drive and determination to grow your business when your thoughts are focused on what you can’t, rather than what you can do?

You have to make the conscious decision to force the negativity out of your life and focus on the positive.

Negativity is a noose around your neck, tightening and tightening as you struggle to get free. It’s like a ball and chain around your ankles that gets heavier the harder you try to run.

It’s crippling— so get rid of it.

But it’s not quite that simple. While it isn’t an easy thing to do in the first place, there’s definitely a wrong way to get rid of the negativity in your life.

Doing away with negativity and adopting an optimistic point of view is not a free pass to ignore reality. You don’t get to pretend that everything is perfect, that everything is going to stay perfect, or that you have no worries.

Because there will always be problems. There won’t be a day in your life that doesn’t have problems and you are going to need to fix those problems.

But an optimistic individual can see a problem, understand its severity, and then without hesitation or delay, successfully address that problem.

So this isn’t a free pass to ignore your issues or the world’s evils, rather it’s a tool that outfits you with the ability to address and solve difficulties.

Alright then, so where do we go from here?

Well, I’ve got a couple strategies—guidelines, if you will—to help you successfully and safely be rid of debilitating negativity.

Negative ThoughtsIt starts in your own head.

The first place to address negativity is in your mind: your own thoughts are the easiest place to counteract negative messages.

But you’ll never completely eradicate negative thinking. Obviously an active mind facing a difficult situation is going to anticipate multiple outcomes, including bad ones. It’s how you react to those thoughts that matters.

As soon as you begin to believe that something is for certain going wrong or that there’s no way you can succeed, that’s when you actively fight against your harmful thoughts. That’s when you remind yourself of all your other successes, of the people who believe in you and are willing to help you, and of your ability to skillfully and successfully address the issue.

But remember, don’t promise yourself that everything is going to be O.K.. Instead, expect things to go well while preparing for the possibility that they might go horribly wrong. And if they do go wrong, execute the plan you’ve already put into place.

Positivity comes from preparation. Prepare for negative thoughts and fight them as soon as they enter your brain. Prepare for negative situations and deal with them without worry, excessive stress or depression.

Obviously, there’s only so much you can do— life can really blind-side you sometimes. But you can maintain a positive attitude and healthy thoughts by actively counterbalancing negative behaviors and situations.

But what about thoughts, ideas, or images you can’t control? What about other people’s thoughts?

You can’t force others to be positive. You can’t ensure that your best friend won’t complain all day long and you can’t guarantee that your mother won’t fill you with doubt and fear. The people in our lives can be, for many, the largest sources of negativity.

And that really only leaves you with two options: you either ask them to keep their negativity to themselves or you reduce your interaction with them.

Neither of these options is simple. A friendly request to keep things positive can easily be misunderstood or even offensive for some. And as for cutting loved ones out of your life, it doesn’t get any more difficult than that…

But either option is better than allowing yourself (and your business, as a consequence) to get dragged down by someone else’s incessant negativity.

Do your best to influence those around you with your dedication to positivity. Steer conversation toward what’s great rather than what is wrong and discuss solutions instead of dwelling on problems. Remind the people in your life, just like I’m doing here, not to live within a constant cloud of negativity.

Negative PeopleBut sometimes you can only go so far, you can only influence people so much. When it comes to problematic people who insist on negativity your only option is to learn to live without them.

There will always be individuals who find their way into your life and then lie in wait, ready to drag you down just to keep you form rising above. And it’s your responsibility to make sure those individuals go right back out of your life.

I know this appears as a rather cynical worldview, but the only positive way to deal with this reality is cutting off interaction with those kinds of people.

So if your brother insists on reminding you of how you don’t have what it takes to run your own business, then stop calling him. And if your ‘friend’ keeps asking you to blow-off responsibilities to get smashed, then find someone else to spend time with.

Now, hang on a minute, you’ve got to be extremely careful here. There’s a razor thin edge you’ll be walking along when deciding who gets to stay and in your life who needs to leave.

If you want to do this right and avoid devastating consequences, never confuse negativity with criticism. Cutting someone out of your life just because you can’t accept his or her constructive criticism is a devastating move.

Post 41Usually it’s those who love us the most that offer criticism— it would be extremely unfortunate to let those kinds of relationships deteriorate. But what’s even more important to remember is that those people who offer you criticism, the ones who love you the most, are usually the ones who know you the best. In other words, if they’re trying to let you know you’re wrong about something, odds are, they’re right.

So learn to tell the difference between a negative person trying to tear you down and a loved one trying to boost you up.

Cut out the negative and absorb the criticism into a positive outlook on all the ways you’re going to improve.

Committed to your success,



Posted in Mindset and Self Improvement, My Two Cents | 4 Comments

The 5 Worst Fitness Business Mistakes You’ve Already Made

I know it sounds crazy but whenever I start consulting new clients I usually spend the first few meetings doing the same thing: correcting the exact mistakes I’ve encountered with pretty much every fitness business I’ve ever helped. I’ve come to find that owning a business in the fitness industry comes with certain pitfalls that, try as you might, you’ll most likely fall into.

gym-fail-0012There are certain assumptions we all make or certain perceptions we all share that force us to make the same mistakes over and over again.

Lucky for you, I’ve already worked through most of these issues dozens of times, I know exactly how to solve them, and I’m just about to tell you precisely what to do.

If you’ve committed any of these mistakes, don’t get down on yourself for it— I made the same mistakes once upon a time too…

But now that you’ve found this article you don’t have any more excuses to continue doing things wrong. Check out what I have to say about these issues, find out if any of them apply to you, and make the changes your business needs.

Mistake #1: Refusing to sell weight loss.

Here’s a touchy one. Now, as you’ll know from many other posts on this site, it’s imperative, for the success of your marketing and your business, to highlight your specialization. And I realize that many of your businesses do not specialize in weight loss. And that’s great— nothing wrong with that.

But the truth is, many people looking for a personal trainer or a boot camp membership (or better yet, people who aren’t even shopping for training) don’t care about their overall health. Unless they are specifically there on doctor’s orders, odds are, they aren’t very concerned about living a healthy lifestyle; they just want to lose weight. So even if you specialize in holistic nutrition, women’s fitness, body building or whatever, there will always be prospects who just want to know you’re going to help them drop some pounds.

That isn’t to say your specialization doesn’t matter, because it’s very important for your marketing and differentiation, but that doesn’t mean you should avoid reminding prospects that you can help them look better naked.

It’s what a lot of people need to hear before they’ll purchase.

Mistake #2: Selling Without a Sales Process

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Posted in Fitness Boot Camp Marketing, Fitness Business Systems | 2 Comments

The Future Shouldn’t be a Mystery

“Where do you see yourself five years from now?”

Wow. What a question. It’s just about as cliché as an interview can get and it’s usually answered with responses just as trite.

But humor me. Ask yourself (don’t worry, I’m going somewhere with this) where you see yourself or where you think you will be exactly five years from now.

Go ahead, take as long as you need, I’ll wait.

the futureDone thinking? Good. You’ve just predicted your future.

Did you even know you could do that? It’s a weird thought, but you’ve just predicted exactly what and who you will be five years from now.

And if you’re thinking to yourself, “well, that’s not true. I didn’t predict anything, that’s just wishful thinking,” then you did it wrong. Because this annoying little question that underpaid middle managers use to trip up recent college grads is actually an incredible tool you can use to dictate your future.

But you have to do it the right way.

You can’t just say, “I’m going to be an astronaut in five years,” and then BOOM, your on the moon. It’s a lot more complicated than that.

So let’s look at some of your answers and find out the right way to turn these predictions into reality.

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Posted in Mindset and Self Improvement, My Two Cents | Leave a comment

7 Do-or-Dies of Selling Personal Training

Selling, contrary to what many non-sales people often think, is not a magical gift that only a certain few possess. It isn’t about superhuman powers of perception or manipulation, and it doesn’t require decades of training. While it definitely isn’t the easiest thing you’ll ever learn, it does, however, follow a relatively rigid formula.

sales formulaAnd you can learn that formula.

Rather than intuition or natural talent, learn to see sales as building blocks and memorization. Once you begin to understand the components of a sale, you’ll be able to reproduce a positive outcome over and over again.

To help you get started, I’ve put together seven of the most important components of any sale. Start memorizing and practicing these essential building blocks, and you’ll begin to understand the successful sales formula.

Component #1

Become the Assistant Buyer.

Break down your perception of yourself as the salesperson and start picturing yourself as the assistant buyer. So what does that mean?

Think of it this way: Imagine one of your good friends has just moved across the country and is searching for a new personal training program. He’s sent you an email explaining all the options around him and he wants your advice on which program is best for his needs. Because you know each other well, your friend trusts you. He feels that you will know what his needs are, what he can afford, and which program will get him the best results. So you make a couple recommendations and he makes the purchase based on your guidance.

Make your prospects feel exactly like a friend asking for your advice.

You aren’t trying to convince them that they need this program with so many sessions. Instead, you are doing them a favor and recommending a particular option based on their wants, based on their needs, and based on what you know about them.

Be the helpful expert rather than the pushy salesman.

Component #2

Learn what the prospect wants and sell it to them.

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You don’t Sell Enough Because You don’t Love Enough

Reciprocation. It’s a powerful societal force that links communities together and keeps our deep seeded selfishness from destroying our collective relationships.

Think about it: When you do a huge, inconvenient favor for your friend, is it because you really desire to? Or is it mostly because one Saturday two years ago he was the only one who showed up to help you move?

reciprocationSure, we enjoy performing selfless favors for those we care about. But what happens when someone keeps asking you for favors yet refuses to reciprocate whenever you ask for help? That person stops being someone you really care about, right?

And how would you feel if you heard everyone talking about how you refused to help a friend who has helped you in the past?

No one wants to be labeled a moocher, a user, a deadbeat. These are the dregs of our society, right? Those who take and never give back.

You and I, all of us, we will go through a whole lot of trouble to make sure we are never considered to be this kind of person. We might even go as far as spending a bit of money or considering a service because we feel obligated by the rule of reciprocity.

If a light bulb hasn’t gone off in your head by now, listen up: the rule of reciprocity will help you sell fitness.

Now, before we go any farther, let’s have a quick chat about ethics. This strategy is powerful, but that doesn’t make it dishonest. I’m going to show you how generosity and genuine care will help you make more sales. When people see you as a giver, rather than just a taker, they will be more willing to do business with you. If you abuse this strategy it won’t work; prospects will see your ill intentions from a mile away.

Alright, here are four strategies for benefitting from the rule of reciprocity with your boot camp, group training, or one-on-one training business.

#1 – Swag

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Vaccinating Your Fitness Business– It’s the Right Choice

All the hoopla about vaccines that’s been spreading around lately is really starting to get old. At this point, I don’t care if we all go down in one flaming pile of measles as long as the media would just shut up about it already! (If you haven’t heard, just Google Measles and Disneyland. Should clear things up for you.)

But, as over-covered current events usually do, all this talk about vaccines has got me thinking. There is a great analogy to be drawn here between vaccinations, the measles outbreak, and setting up your fitness business.Vaccines

When it comes to getting things started off right, there are lots of ‘vaccinations’ you should be shooting into your business so that you avoid common sicknesses that lots of business catch after a few years. There are procedures, ideas, safeguards you can put into place now, while you’re starting (or even if you’ve been going for a while) that should save you from getting caught up in any future epidemics.

So pull down that crackly sheet of paper, hop up on the doctor’s bench and roll up those sleeves because it’s time to give your fit biz some shots!

The Hiring Bad People Vaccine

This is one shot that your business needs on day one. Establish a policy of hiring the right kinds of people so that the wrong kind of person never ruins you.

I’m not even talking about finding people who can do their jobs, that goes without saying. I’m talking about hiring the kinds of people that aren’t going to cause major problems for you later after your business starts to age.

You would be shocked by the amount of my employees that have been dishonest or deceitful when it comes to money, training, sales, commissions, whatever. You might think that your employees will never let you down, but people can make some pretty bad decisions when the pressure is on, so make sure you are absolutely sure about the honesty and integrity of those you hire.

You also want to make sure you bring on people who have the kind of attitude that will help you grow, rather than hold you back. You want people excited to learn, to grow, and to work. People with drive, determination and ambition, balanced by honesty and integrity— that’s what you need to succeed. Don’t hire anyone else.

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Your Best Friend or Your Worst Enemy: Social Media Marketing

The days are flying by and everyone around the HQ is cranking up the power as the 2015 Fitness Business Summit approaches faster and faster every day. We’re all feeling the pressure around here and I’m sure you are too as you get ready for the tidal wave of information you’ll be digesting at the conference.

With preparations well underway and the crew just about ready to slam the shifter into high gear, I wanted to give you a small preview of the kind of awesome tips we’ll be sharing.

Screen Shot 2015-01-29 at 2.37.47 PMI always strive to make sure that any content I produce is not only extremely helpful and value adding but that it is practical enough to be understood and applied right away. That’s how everything at the Summit is going to be in March and it’s how this post is going to be for your social media marketing.

I love teaching social media marketing because new tips and strategies are easily applied and tested. While hugely significant results still take some time, it’s easy for all of us to practice our marketing techniques on social media, right? It usually doesn’t cost anything and it allows you to try out new ideas without getting majorly punished for small mistakes.

But all this informality doesn’t mean that social media content marketing is in any way unimportant. You can bring yourself some massive success if you get things just right.

That’s what today’s tips are all about, guidelines that should help you avoid major mistakes and maybe even score some big wins with your Facebook, Twitter, and other social marketing efforts.

Tip #1 – Caution: Feed the Blaze but Don’t Get Burned

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Posted in Fitness Boot Camp Marketing, Fitness Information Marketing, Fitness Marketing Strategies | Leave a comment