I WAS invited onto the Principles of Performance Podcast recently hosted by Eric D’Agati and Mike Perry. If you’re looking for a much needed break from quality family time during the holidays I got your back.
You can download & listen from all major streaming services HERE.
Or, if you prefer to stare at my sultry eyes as I speak you can watch on YouTube below:
It’s official: This marks the sixth year in a row Dean Somerset and I are presenting together. We’re so excited to be coming to Athens to kickstart 2020.
Nope, this article refers to the “homework” (or drills and exercises) we trainers and coaches give our clients to do at home that help address stuff they need to work on more whether it be motor control. stability, bad breath, etc.
Last week I commandeered a Facebook post on fitness business shenanigans from friend, and fellow gym owner, Mike Perry.[footnote]This is what happens when you have a 6-month old infant at home and his morning naps start to dwindle to quickie 30 minute power naps: It’s torture…especially when mornings used to be my ideal reading/writing time. Don’t get me wrong: I’m thoroughly enjoying the quality time I get to spend with him, but I’d be lying if I said I wasn’t a little frustrated how little time I have to read and inspire myself to write. I’m left “stealing” people’s status updates and turning them into blog posts. #sorrynotsorry.[/footnote]
I took his original, bulleted-point list and added my own two cents to each one. You can check out points 1-10 HERE.
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.
However, it’s likely the bulk of your clients could give two flying fucktoids 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 CrossFit is so successful? It isn’t the kipping pull-ups – my god, it’s not the 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?”
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 social media.
TG: Or, if you’re stuck as Daddy Day Care…watching The Price Is Right.
It’s a delight.
In all seriousness, I’d also toss in continuing education here: catching up on blogs, articles, research reviews, and, okay, The Defenders.
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 Facebook. 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 January 31st of this past year – when our son Julian was born – this has never slapped me in the face more.
The past seven months have not been rainbows and butterfly kisses. It’s been a crash course on clusterfuckery, time management, and perseverance.
The introvert in me may gripe on the loss of alone time and the universal frustrations that come with being a new parent – sleep deprivation, blowouts, and more blowouts.
However, now that I’m “in it,” how can I look at that cute little munchkin face and stay mad? His adorableness is off the charts and it’s been such a treat to have the daddy-Julian time with him in the mornings.
The “family before business” mantra is a crucial piece of advice I hope never gets lost on me.
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.
19. Less selfies, more emphasis on your clients.
It’s NOT about you. It’s never about you. Stop being douchey.
Yesterday a friend of mine and amazing coach, Mike Perry of Skill of Strength, posted a list or treatise, if you will, on his Facebook page of things to consider when running a fitness business.
It was great.
I wanted to share them here with my own thoughts and additions.
1. You’re not going to get 50 leads a week. If you do, most of them are rubbish. Don’t bother clicking on that sponsored ad.
TG: The selfie video filmed from inside a private jet or with a group of models and a Camaro in the background should be a red flag enough.
The truth of matter is: allowing your business to grow organically via patience, hard work, and word of mouth is almost always going to “win out” over the quick gratification you’ll receive from dolling out a few hundred dollars to some fucktart who doesn’t even own a gym in the first place.
Guess what: Cressey Sports Performance didn’t spend one single dollar on advertising or marketing in the first five or so years we were open.
However, we got people results. THAT’s what got people in the door.
Quit looking for the easy fixes, shut up, and do the work.
2. Systems matter. Make it as clear as possible.
TG: There should be as little ambiguity as possible here. When someone reaches out to me asking about training I give them the rundown:
Assessment cost this much. In the assessment we will cover “x,y, and z.” And, to keep things as transparent as possible I even send along my pricing sheet so they’re aware of expected costs should they choose to continue.
Systems will vary depending on size of a facility. I mean, how I go about “systemizing” my way of doing things – as a one-man show – compared to when I was at CSP, tag-teaming responsibilities amongst a larger staff, needs to be taken into account.
Suffice it to say, verbiage used during an assessment (and with larger staffs, ensuring the same verbiage is used to coach and cue exercises), pricing, cancellation policies, collecting payments, how programs are dispersed, tracking of sessions, scheduling, what night is after hours Fight Club, all of it, needs to be systemized to prevent chaos.
3. You cannot do it all yourself. Well, you can for a bit. Eventually you will get burnt out.
TG:I’ll tell you this: It helps to have a very understanding partner. I can’t thank my wife enough for her support throughout the years.
“Oh, my bad babe, I can’t watch Scandal tonight because I’ve got programs to write.”
The thing about the fitness industry is that we work when others don’t. This is compounded when you factor in all the chores and responsibilities that percolate the “to do” list outside the actual hours of training clients.
Cleaning, bookkeeping, program writing, etc.
One thing I’ve done that has helped my life immensely is to hire a personal assistant. For the past year Keeley has performed all the tasks that are time sucks on my end: tracking sessions, doing some proofreading, keeping track of client’s birthdays, and other organizational shenanigans.
It allows me to focus more on the things that matter most: Netflix.
Just kidding.
I do feel some people are quick to turn their nose up on menial jobs like cleaning bathrooms and such. If you’ve just opened, and overhead is high, why “waste” money on something that’ll take you 15 minutes to accomplish.
I know some gym owners – and successful ones at that – you still do their own painting, assemblage of equipment, as well as cleaning duties.
You’re not above it. If anything it builds character and more pride in the business.
But yeah, after awhile, getting some help is life-changing.
4. If you train 30 hours a week and you want your own place, plan on doubling that.
TG: When we opened up CSP, and for the first 1-2 years thereafter we’d all put in at least 10-12 hours per day, 6, sometimes 7 days per week.
It’s no fucking joke.
Please, don’t enamor yourself with the idea that gym ownership is the holy grail, top seat, in this industry.
There’s no secret club or handshake that you’re privy to once you own a gym. For many all it means is added debt and stress.
5. Social media matters. It’s a game that has to be played whether you like it or not.
TG: My tenets to social media:
Engage with your audience. What’s the point of having it if you don’t take the time to answer questions and correspond with your followers?
More times than not – and I understand this is tough given the current political and social climate – distancing yourself from political and religious commentary is best. NOTE: I actually had a new client confide in me that she left her previous trainer due to his proclivity at talking politics during sessions (and on social media). I’m not saying it’s wrong or that it should be avoided 100% of the time – I’ve dabbled in it occasionally – but everyone has to weigh the opportunity costs of doing so.
The more you make it about YOUR CLIENTS and THEIR journey’s, the better.
Share, share, share.
Less selfies, more actionable content
LOLCat memes are fair game though.
6. At first, train everyone. Eventually the energy vampires will leave and you will create a solid client base.
TG:I think this sage advice. I don’t want to touch it.
But I will anyways.
I’m lucky in that when I eventually decided to leave CSP and venture off on my own I had accrued 10+ years of experience and career capital. I had also developed enough of a name and reputation for myself via my writing that I could basically feed my Zod complex and people would just come to me.
Haha – just kidding.[footnote]Or am I?[/footnote]
The bulk of people who start up with me are kinda already familiar with me and know what they’re getting themselves into.
I mean, my tagline is “Because Heavy Things Won’t Lift Themselves.”
I wonder what would have happened if I named my place Toned Tony’s Palace of Techno and Tickle Fights?
7. If you are going to specialize in one thing, you should aim to be the best at it.
TG:Again, not much I need to add here as it speaks for itself.
There was a time at CSP when we were reticent to be accepted as the “baseball facility.” We were scared that if we did so we’d be leaving other business on the table.
We were wrong.
Thankfully, we (namely, Eric) saw that there was an underserved population out there and we took it upon ourselves to be THE guys to train baseball players.
I’d caution you to think you have to be a jack of all trades. Strive to be the best at one thing and I can almost guarantee you’ll crush.
So, whether you want to specialize in training certain athletes, powerlifters, fat-loss clients, postpartum, or bomb sniffing dolphins…own it.
8. Some days owning a business is awful.
TG:Makes me think of THIS post by Pete Dupuis on “hidden” costs to opening a fitness facility.
Owning a gym can be frustrating, tiring, stressful, and altogether a cornucopia of clusterfuckery. A valuable lesson I learned from Eric Cressey, though, is to not let any of that affect your ability to provide a welcoming and productive experience to your clients and athletes.
You still need to be able to shut all that out, smile, and go coach.
9. Some people are just jerks.
TG:Oh man, this could be a blog post on its own.
You learn to roll with the punches. My wife, a psychologist, is always quick to point out that most of the time when someone acts rudely or uncouth it rarely has anything to do with you as a person.
She’s a doctor and gives people the benefit of the doubt. I just point out they’re likely an insatiable a-hole.
“It’s too cold, it’s too hot, I don’t want to do this, I hate this exercise, the music sucks, I feel fat, it’s Thursday, blah blah blah.”
The beauty about owning your own spot is that you don’t have to take them on as a client, or, worse case (and this RARELY happens), you fire them.
10. If potential clients say things like ” it’s too much money” or ” do you have anything cheaper” they are most likely going to be a pain in the butt. It’s ok to say no.
TG: All I’ll say here is that I wrote an article on why I don’t think it’s a good idea to discount your rates or offer free sessions HERE.
This Isn’t It
Mike actually made a list of 20 things, and I want to chime in on all of them. I think this post is long enough and we’re at a good point where we can stop and take a few breaths.
READ: I need to go pee. Plus, I need to go coach.
I’ll post points 11-20 next week. Till then, I’d love to hear your thoughts.
Anyone who’s read this site for any length of time knows I have an affinity for several things:
1. Matt Damon[footnote] OMG did you watch THIS?[/footnote]
2. LOLCats[footnote]Because, it’s cats. And you’ll LOL.[/footnote]
3. Beef Jerky[footnote]Which I can’t eat for two years because of these freaking braces. FML.[/footnote]
4. Star Wars.[footnote]Han shot first, sorry.[/footnote]
5. Deadlifts[footnote]Other things on the list (in no particular order): caffeine, Rocky IV, cheese, boobies, Quentin Taratino, oxygen, and of course, my wife.[/footnote]
With regards to strength and conditioning there’s probably no one topic I’ve written about more than the deadlift.
And, as it happens, I’m currently working on a project for the Personal Trainer Development Center I feel will end up being one of the most thorough (and entertaining) resources on the deadlift ever written.
It’s tentatively titled Deadlift – catchy, right? – and based off my initial draft, looks as though it will run the length of a Dostoyevsky novel. Or a Bret Contreras blog post.
So keep your eyes peeled for it within the next few weeks. Fingers crossed.
And on that note I have a new exercise you should try.
Hover Deadlift
Beard!
Who Did I Steal It From: Massachusetts based strength coach, Mike Perry. You should check out his website Skill of Strength. Amazing stuff on there.
This is an excellent drill for newbies learning to deadlift correctly.
What Does It Do: For me the biggest mistake many people make when it comes to performing the deadlift is taking a haphazard approach to their setup. The key is to get (and MAINTAIN) tension throughout the duration of the lift (or set).
Ever watch someone deadlift and immediately see their upper back rounding or the their hips shoot up first? This is usually indicative of lack of tension (or the weight is too heavy, but the sake of brevity lets assume the former).
The Hover Deadlift is a simple (and quite ingenious) way to help teach someone how to get tension in their lats/upper back, and more importantly to MAINTAIN that tension throughout their rep/set.
Key Coaching Cues: I used two kettlebells in the video above, but you could just as easily use one if that’s how you roll.
Stand directly above the bells, push your hips back, knees out, and try to melt the handles in your hand(s). This last cue will help teach you to pack your shoulders.
Instead of standing straight up with the weight, you’ll first “hover” an inch or two above the ground. This will ensure you maintain tension in the lats/upper back to prevent rounding (and so that the bell doesn’t move away from the body).
Lock out at the top, squeezing glutes hard.
Return back to the ground, hovering again 1-2 inches above the floor before coming to a complete stop.
