Last week I commandeered a post on fitness business shenanigans from friend, and fellow gym owner, Mike Perry of Skill of Strength. I took his original, bulleted-point list and added my own two cents to each one. You can check out points 1-10 HERE.
Today I want to highlight points 11-20.
On Running a Fitness Business: Part 2
11. Community is everything.
TG: Mike Boyle has a famous quote that I’ve heard repeated time and time again:
“No one cares how much you know, till they know how much you care.”
I think it’s fucking pimp-level status that you know all 17 muscles that attach to the scapulae, have taken all 417 PRI courses, and can work Dan Duchaine quotes into casual conversation on gluceoneogenesis.
You’re a fitness nerd superstar and we should go practice karate in the garage together.
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However, it’s likely the bulk of your clients could give two flying whatevers about the scapulae, breathing patterns, and/or the Kreb’s Cycle. All most really care about is that 1) you help them get results and 2) you’re cool to hang out with and not a pretentious, uppity a-hole.
Community is huge. People want to be amongst their people. Why do you think Hyrox has replaced CrossFit and is so successful? It isn’t the endless burpees and kipping pull-ups – I’ll tell you that much.
It’s the immense sense of community and being surrounded by other like-minded individuals that makes all the difference in the world.
This doesn’t always have to be attached to fitness either. I know some gyms where staff or even members organize a book or movie club, where people get together every so often to discuss prose or film.
Organizing day-trips is another fantastic way to build community.
Legacy Strength in Floral Park, NY will organize hiking trips outside the city or other “active” activities for their members. The peeps at Mark Fisher Fitness champion community service, which is amazing.
Dan John stresses “intentional community” where people come in to train, as a group, for free (and to have fun).
There are endless ways to build your community. Be creative. Pants optional.
12. Get everything in writing and NO special deals!!
TG: This is the face I make whenever I inform someone what my prices are at CORE and they shoot back with:
“Ah, I see. Well, do you offer any discounts or maybe a free trial session or something?”
Well first I reply with:
“Hahahahahahahahahahahahaahahahahahahahahahahaahahahahahahahahahaha. That’s precious.”
And then I do this:
HERE’s a post a wrote not too long ago on why I don’t offer discounted rates or free sessions.
Unless your name is Matt Damon or Rambo (or you have a time machine and can bring back early 90’s Mariah Carey) I’m probably not going to cut you a deal.
You wouldn’t ask a dentist or lawyer for a “free trial run,” so don’t ask me.
13. Get used to working mornings and evenings. The middle of the day is for eating, training, errands, and hopefully a power nap.
TG: In all seriousness, I’d also toss in continuing education here: catching up on digital courses, articles, research reviews, and, okay, the latest season of Lioness.
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DON’T JUDGE ME.
14. Keep your gym clean.
TG: My wife and I like to go out to dinner on Saturday nights. Thankfully we live in a great “foodie” city – Boston – which offers an infinite selection of restaurants to visit and try out. One of the things I’ll judge a place on is the cleanliness of their restrooms. If they can’t bother to keep that area clean, what’s the likelihood the kitchen isn’t covered in Ebola?
Take pride in your space. While I’ll be the first to admit you shouldn’t judge a book by it’s cover, you can be damn sure people are judging you on the cleanliness of your gym.
NOTE: the only exception here are legit powerlifting gyms. I don’t have any Pub-Med studies to back this up, but I’m pretty sure the grungier the gym – and the more tetanus shots required to touch the barbells – the stronger the people are.
15. Word of mouth is often times the best marketing.
TG: Your clients are almost always going to be your best source of marketing.
I mean, if you think about it it makes sense. What’s likely to be more effective at driving more traffic to your gym: a random Facebook Ad that looks and sounds just like every other Facebook Ad? Or the honest endorsement from a spouse, friend, or colleague?
Here are two pieces of advice when it comes to word of mouth marketing:
- Don’t be afraid to ask your clients to help spread the word. Ask them to share posts on social media. Ask them to refer people your way. It’s likely they’re more than willing to do so.
- Reward them for it. I give all clients a 20% discount on their next package if they refer someone to me and that individual ends up purchasing a package him or herself.
16. Your family is more important than your business. It’s very easy to overlook this.
TG: Since becoming a dad almost ten years ago (my gosh, time flies!) this has never been more relevant. It’s not lost on me that your livelihood (the gym) is what puts a roof over your head and puts food on the table; I get it.
It IS important.
That said, so is your family, and if you’re more interested in reviewing last month’s margins for the 42nd time or figuring out whether you should switch the toilet paper in the bathroom then I’d make the argument you need to reset your priorities.
Maybe it’s the curmudgeon in me talking, but I truly feel that it’s important for all fitness pros to dedicate one day a week (at least) to either family time or personal time. What you do with that person time is on you. Catching up on shows, reading, Legos, or, I don’t know, kitty cuddles. It’s all gravy. Just try to make time for it outside of the #grind.
17. Networking is huge. Find good people to work with.
TG: I have been so fortunate in my career to be surrounded by such studs and studettes. That and I am just a very cool person to hang out with.
Going out of your way to reach out to other coaches and health/fitness professionals in your area – physical therapists, massage therapists, physicians, dietitians – is one of the best business decisions you can partake in.
Make appointments to go shadow or observe other people, follow suit with a “thank you” note, and I can almost guarantee you’ll get some referrals out of it.
This is the actual “thank you” card I send people.
18. You need a ” business person “
TG: This x a bazillion-gazillion “Mmmm hmmm’s.”
One of the aspects that made Cressey Sports Performance so successful at it’s infancy was the fact Pete Dupuis was on board to do all the “businessy” stuff – track sessions, bookkeeping, collecting payments, payroll, taking phone calls & answering emails – which then allowed Eric and I to do what what we did best: assessments, write programs, coach, and argue over who had control of the stereo.
Even if you hired someone as a business consultant to help you set up better systems and organize ways to be more efficient, someone you spoke to weekly or even on a monthly basis, even that, would be money well spent.
On an aside, you can also check out Business for Unicorns. You won’t be sorry.
19. Less selfies, more emphasis on your clients.
It’s NOT about you. It’s never about you. Stop being douchey.
20. Coffee
TG: Monster White
