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.
There 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.