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Quick Wins with COM
4 minutes | Nov 24, 2019
How To Last Long Term in The Fitness Industry | Quick Wins With COM Episode 77
Do you want to stay in the fitness industry for the long term? Then you need to know It’s not about the exercise! If you have been in the industry for 2+ years you’re probably realizing that to continue in the fitness industry you need something more than just how to exercise and how to get people to lose weight. You need LONGEVITY in this industry because it can be daunting, very hard and very time-consuming. It requires early morning starts, it requires working late in the evening so if you are going to stay in this industry, you need to understand how you will continue your journey. Here are the 3 key things you need to do to stay in this industry long-term: 1. Join a peak body Join an industry association like Fitness Australia or Exercise NZ and be apart of this body. You might want to get a mentor or be a mentor, you might want to present or connect with national events. These things will help you to be surrounded by the right proximity for the long haul. Anyone can last short term but if you want a long term career you need to surround yourself with the right people that are here for the long term as well. 2. Listen to your clients more If you notice you’re clients are leaving, they are probably leaving because their lifestyle has changed. Maybe they have kids now, maybe they have a new job or they are struggling to get to the sessions. There is something happening in their lives which means they can’t attend your sessions anymore and that is a concern. You can either ignore it because the client is lacking so they are not working OR you can say there is an OPPORTUNITY here! Maybe it’s not about the exercise but it’s about something bigger, you have the chance to encompass a life program and a journey for them. You need to understand what their new goal is, and if something has to adjust for you to meet their goals then you may need to do that! 3. Keep learning If you need to learn a different style of training because your clients have progressed, whether that be with age or with life as a fitness professional you need to learn what to do that will help you progress and stay in the industry. With books, events and fitness communities it is easier than ever to learn new things about the industry! Anyone can join the fitness industry but only a few maintain longevity and to keep longevity you need to follow these three steps. Stay connected with the industry, learn and grow! Your clients don’t want the exercise, they want the outcome of how to makes them feel. So if you want longevity in this industry, look outside of the exercise and start asking your clients what they want and listen to what they’re saying and what they’re not saying – this will give you a very successful career in the industry.
25 minutes | Nov 20, 2019
How To Make The Right Moves In The Fitness Industry With Ty Menzies | Industry Change Episode 23
In this week’s episode of Industry Change I chat with Ty Menzies the CEO of LIFT Brands. Ty has had over 15 years of experience in this industry with a background of owning independent clubs, franchises and is now the CEO of LIFT Brands with over 300 locations across the Asia-pacific. We also want to say a big Comgratulations to Ty for being elected as a Board Member of Fitness Australia and The Exercise Association of New Zealand. Ty’s journey in the fitness industry Ty’s journey has not been an overnight success story. He started as a personal trainer and really enjoyed it, but always knew he wanted to be a business owner and wanted to step into a sales and club management role. He had great mentors and took good advice from the right people that guided him into the sales and club management space. The first club he managed was a very large gym in London which was a great experience, he was hired by the owner of The Gym Group (UK), John Treharne who has taken that business from nothing to now 60 locations! Ty was lucky and was involved with the right people, actively put himself out there in the industry. He came back from the UK and wanted to start his own business. He came across a franchise, EFM Health Clubs which is still around today and he bought his first EFM at the age of 21 and then went on to own 3 EFM locations in Melbourne. Whilst he had these 3 he then bought a mid-size independent club. This was an opportunity that he came across and it was in a dire position but he turned it around and made it successful, so at the time he owned 4 gym venues! He then sold them to move onto his next venture. Snap fitness approached him to help drive the franchise development part of the business. He spent months developing franchises and sold 35 franchises and was in a good position to be the CEO which has only progressed from there. What is LIFT Brands? Ty is the CEO of LIFT Brands which is a collection of fitness-minded businesses that share a goal to help people get healthy in a positive community. They own snap fitness 24/7 which covers all hours convivence, 9Round which is more boutique and fitness on demand which is virtual. All these brands cover key fitness environments for all demographics. They have a very strong presence in New Zealand and Australia and are expanding across the Asia-pacific region. When is the right time to make the right move? The importance of opportunities and timing… Peter Taunton the founder of LIFT Brands says, “If you haven’t failed in business you haven’t had a go!” Ty has had his fair share of failures but strongly believes that if you aren’t having a go you aren’t experiencing the industry and growing beneficially. Ty stresses that it is important to know that if you fail, fail fast and step out quickly. Some people try and hold on too long, but realizing the problem, losing a small amount of money, stepping out of the situation and learning from it is how you can be proactive in the industry. A lot of fitness professionals can over-analyze things and opportunities come and go all the time, it’s a matter of whether you will take the chance and run with it. Ty’s father used to say, “Take a huge bite and go at it hard!” That’s something you have to do with business. You can’t expect to go into something and just have it all done with no effort, you need to put in the work! Where do you see the future of the 24/7 gyms? These days it is so easy to get the 24/7 gym, it is an important incentive for a consumer because people don’t live in the 9-5 world anymore. While Ty’s facilities see 80% of people turning up at the peak 6 am-6 pm times, there is still a lot of people turning up during outside hours, especially with people from different areas, different demographics, and different cultural backgrounds. 24/7 is something that clubs should consider but it isn’t the be-all and end-all. The convenience of 24/7 and having multiple locations is still very important but the main thing consumers want at the moment is COMMUNITY and RESULTS. Everyone can meet the standard of convenience but now it’s about pushing towards the personal connection. When you start out you need to have a great facility, with close locations, good equipment, and 24/7 access and a generally good product/offering. However, now for longevity people want to enjoy being there and see results, which is where Ty is now focusing his attention. So he focuses on what he is doing within the gyms and with instructors, like implementing new programs and offerings as well as technology-based elements to encourage a sense of community. What is your belief on education to grow a brand, particularly with SNAP fitness and LIFT Brands? Ty believes, “Education is the number one key component to winning in any sort of space.” In terms of education about franchising, there are so many different thought processes. Ty has a very distinct way of operating franchises. He says it is all about the more flexibility you give the less control you have. If you lose that control you basically lose your brand. It is important to find the balance, you are in business on your own but not for yourself. Ty encourages franchise owners and fitness professionals to add flavor to the business but with that comes education. Ty aims to give his franchisees all the tools and resources that they need for success. LIFT Brands run a huge amount of education for everyone in their network for personal trainers, club managers, and franchisees, both face to face and online. This education is needed to ensure not only that they are successful but to give these professionals different thought processes and ideas and they can bring into their network. If they’re not attending external education they aren’t getting the new ideas they need. For a potential franchisee who thinking about joining and ready to invest but don’t know where to put their money, what do they need to do to go through the process? From a perspective of independent vs franchise there are significant differences: If you’re someone who is very entrepreneurial and have your own ideas and design your own thing then go independent. Do your thing and make it happen and let your ideas flow because that will flow with your clients and it will work. People coming into a franchise who may not back themselves, or have great ideas but don’t have the tools to implement what they want. LIFT Brands can still work with someone who is in that entrepreneurial space but it may be difficult for them to settle into the franchise process. Ty has seen every type of franchisee with different backgrounds, ages, and experiences. The biggest benefit of franchising is that when you’re opening your first store you can get distracted by so many things and if you’re doing this independently you will get distracted by a lot of other things. A franchise sorts out the ‘other things’ for you, even simple things like your membership forms! What you want to be focused on as a franchisee is just building your club and selling memberships, making it profitable as soon as possible. Which is doable when you are in a network like LIFT Brands that gives you the tools and education to succeed. If you decide to be a franchisee how do you decide where to go? “You have to resonate with a brand to start with.” It is important to look at the benefits of certain franchises. One of LIFT Brand’s key benefits is the flexibility in franchising. When Ty talks to a potential franchisee they are always looking into other options. There is a majority of the people buying into the franchise that have a strong entrepreneurial spirit and they want to bring their own flavor to the franchise. Ty encourages this with collaboration! LIFT Brand’s let you design the floor plan with their design team so you collaborate with the team. Ty likes their franchisees to have that involvement and the ability to make decisions that are specific to the location, the demographics around that area and for them as an individual. We have the flexibility for the franchisee’s certain needs because they are aware that you have certain needs. Things have changed within the franchisee environment, Ty says they are looking for more franchisees rather than less. He would rather have 3 franchisees across 6 clubs than 1 franchisee. This is so those franchisees will have more connectivity to their businesses and spend more time with their club managers growing the business. They want franchisees to be more hands-on in their business which is key to fostering success. Is it important to be apart of the fitness industry community? With years of experience in the fitness industry, he has witnessed the industry explode! Being involved in a range of different events and understanding what is going on in all of these different markers is really important for Ty and LIFT Brands. Ty believes that being involved in where the industry is going is very important. Being connected to fitness bodies like Fitness Australia and Exercise NZ will help you to drive the decision making that is coming out of those spaces. This a big part of where LIFT Brands is trying to move to make more of an impact for the benefit of the physical and mental health of Australians in general. Ty is currently doing a lot with franchisees to help the physical and mental health of members. In a few weeks they’re opening all of their SNAP gyms up across Australia and NZ for anyone in the community to come in, no questions asked! They’re also doing an awareness walk to raise money for mental health, last year they raised an amazing $140 000. Ty believes Industry events and doing a lot in the community is very important to make a posit
4 minutes | Nov 17, 2019
How To Stand Out Among The Competition | Quick Wins With COM Episode 76
Did you know Richard started out as a personal trainer at the age of 17? At the time being a Personal Trainer was very new, so the goal was to educate people about what a PT was. Now everyone knows what a PT is, so as a PT you just need to understand how you can talk to potential clients to get them to join your tribe. In today’s QWWC episode Richard is in SNAP fitness in the Christchurch CBD, creating a lot of content for gyms and having conversations with fitness professionals. He noticed a lot of fitness professionals keep saying that the industry is not as good as it used to be, it’s more competitive and it’s different. Yes, things have changed and the game has shifted. It doesn’t matter what industry you are in, as long as the position you are in at the moment is a successful position for you and you’re going in the right direction. When Richard was 17 he bought a fitness studio for $50 000 and he had no idea what he was doing! It took him an hour to get to work at 3 AM and an hour to get home at 10 PM. One thing that he had on his side was the willingness to do work! He didn’t know how to run a business, nor any experience in being a leader or managing a team. But his willingness to do the work, to overcome these challenges is what got him where he is today! So next time you’re saying the industry is too busy, too competitive and it’s too hard, well you need to have a better work ethic. That means: More learning Understanding how to market betterUnderstanding how to tell a good story Understanding how people actually feel when they come to your facility And most importantly, MORE WORK! Did you know there are only 15% of people in gyms, that means there is a big opportunity in the marketplace to understand how you can take your business to the next level if you are willing to do the hard work? You need to be willing to travel, willing to do the hours, willing to work overtime, if you’re willing to do what it takes to try and understand how to attain quality leads into your business then you can be successful! If you want to grow your business then be an expert at marketing, learn how to post more, post with storytelling and post with consistent content. People are educated about gyms but now it’s your turn, you need to understand how you can talk to those potential clients how to attract them into your tribe How hard are you willing to work on your sales and marketing? 80% of your sales and marketing will help you win the game, so what’re you going to do to work harder and grow your business?
5 minutes | Oct 20, 2019
How to Get the Most Out of Social Media | Quick Wins With COM Episode 75
Whether you are a gym owner, personal trainer or studio owner, everyone has a story to tell. If you tell this story well you can attract potential clients and make sales! You need to make people go: I know who you are, I know your story and I’m interested in buying off you. Recently Richard did a New age of online marketing event in NZ, that Richard Beddie, CEO of Exercise NZ attended, and told fitness professionals about the cash injection strategy which is all about using Facebook to generate 7 new clients for free! One of our very own COM Ninjas followed this strategy and generated $30 000 in revenue! So now you’re asking how do you do the ads right? Content – If you produce the right content well and you tell your story with confidence you will entice the right people to explore your business.Time – You need time to execute ads right because you won’t see the results overnight. How can people use Instagram effectively? Many people are guilty of inconsistency with their messaging! You need to figure out what message you are trying to portray and what you want to showcase your business as! How are you showcasing your business on Instagram? The images you use can tell a powerful story so you need to make sure they all have a distinct purpose. To make an impact it is important to think about the overall objective first, because once you have that it is a lot easier to get what you want out of Instagram. New partnership with exercise NZ! Together with Exercise NZ, our mission is to get people healthier and that all starts with fitness professionals and their marketing. If we can get fitness professionals engaging with potential clients this is where the impact starts. It is important to make sure the messages are accurate, so we can help people tell their story really well. Want your fitness business to make an impact? Check out our New Age of Online marketing event – It’s FREE and events are now run all across Australia and NZ!
3 minutes | Oct 13, 2019
How to Make Your Business Stand Out?| Quick Wins With COM Episode 74
What is your business’ point of difference? Do you stand out in your customer service, events, community or programs? Is your uniqueness something you are showcasing? In this episode of QWWC Richard is in Christchurch, he is visiting a lot of different fitness and wellness locations in New Zealand. He noticed a lot of things about these businesses that made them stand out independently. What is it that you provide to the marketplace that no one else does? The fitness industry today is competitive, it is saturated and often hard to stand out. Which is why it’s so important for you to find your purple cow! A purple cow is something worth noticing in your product or service. Once you have found your purple cow, you can use this unique selling point to market your business effectively and draw in new leads. Marketing is not necessarily about the actual event, but it is about the lead up to the event, it is the little things that make an impact on potential clients. Being different and unique in the marketplace and marketing what no one else has is something that people are attracted to. Stop trying to be the same, stop trying to be like everyone else, people want uniqueness!
3 minutes | Oct 10, 2019
Getting Your Content Out | Quick Wins With COM Episode 73
The fitness industry is very competitive and we often have many people asking, how can I attract more clients? The answer is clear – Get your content out there! Put your content on any and every social media platform to showcase your business. So now you’re asking – How do I do this? Create your own content, get someone to film your sessions, this doesn’t have to be professionally filmed. You can even use your camera on your phone, as long as you have this content that presents your business and real clients the authenticity is enough to entice people. You should showcase your clients’ stories and ask them how training with you has improved their lives. When you ask that question and capture it you will get the answers you need to gain more clients. This method is simple and you can do it again and again. This kind of content gives you something to market online! Which means you can: Improve the quality of ads Having authentic content that people engage with will boost the quality of your ads because it is like no other! If you have a unique selling point, showcase it in your videos, let the world know what you have to offer and why people should join you! Improve retention Having existing clients feel involved in the growth of the business is so important. It’s all about connectivity and community and what a better way to do this than involving your clients in the process. Improve the quality of leads When people see how much your clients benefit from you they will want to be involved. People are drawn to a community that is motivated and have fun and if your content shows this then people will want to join in! With original content that is all about storytelling, you can capture what’s actually going on in your business and show people what they are missing. Repeat this process and this is how you will become the number one fitness professional in your industry because people can understand and visualize what you do.
3 minutes | Jun 19, 2019
Why The Latest Instagram Hack WON’T Grow Your Fitness Business|Quick Wins Episode 72
https://youtu.be/Jc8z8AmhD6U What does it take to level up in your marketing in 2019? Plenty of fitness business owners are playing the short game in business. And why not? The short game gets you leads now. But at what cost? And when you stop paying – the leads stop. In 2019 levelling up in your marketing requires leading from uniqueness. Building your BRAND and then marketing your authority… and only THEN, having the ability to sell. STOP SELLING With the rise of pay to play platforms like Facebook Advertising, it’s easy to think that getting leads for your fitness business is a breeze. But if you’ve ever spent any more on Facebook, you’ll realise it’s actually a lot harder than it looks. 3 years ago we might have been able to create an ad for our 7 day trial or our 21 day challenge and have a flow of leads coming in at a very low cost. But today? That’s much harder to do. Why? Because attention is harder to get with so many people advertising on the platform now. So how do you get leads without selling? The answer is in your brand LEAD FROM YOUR UNIQUENESS Instead of just leading from direct sales, you need to focus on your brand. Not only does brand still matter in 2019 – it’s the ONE thing that matters. If you are not building your brand and are all about SALE SALE SALE, then you’ll very quickly fizzle out. Either because you don’t have the consistent money to spend on advertising – or people will just plain get sick of you. The key to building your brand in 2019 is to find your uniqueness. What is the thing that makes you well, ‘you?’ It’s finding the secret sauce or the special KFC herbs and spice recipe. It’s something that no one else can compete with you on. Once you’ve found your uniqueness, then you can start to market that uniqueness. Don’t fall into the trap of the short game of just selling up front. Take the time to build your brand through quality content and uniqueness and you will not only see more quality leads, but a consistent flow of leads in the long run. Find out how you can discover your uniqueness by downloading our Position Of Power Cheatsheet. Find out how you can discover your uniqueness by downloading our [thrive_2step id=’8281′]Position of Power Cheatsheet – Click Here[/thrive_2step]
3 minutes | Jun 12, 2019
How To Create Content For Your Fitness Business (& Save Money) – Quick Wins With COM Ep 71
Video seems to be one of those things you either love or hate. Some people LOVE to be in front of the camera, most people hate it. But this alarming statistic remains – as of 2019, 80% of internet consumption is video content. Which means if you’re not in the video content game, you’re falling behind. VIDEO CONTENT BUILDS AN AUDIENCE When you create video content that entertains and brings awareness to your brand (aka not selling) you start to build an audience of fans – people who LOVE your content and LOVE your brand. You are purely entertaining people and adding value through content. The great thing here is you don’t have to sell (which most people hate), and these types of videos are the ones that people comment on, share and tag their friends in. All of this increases the audience for your videos and ultimately your brand. These people become raving fans who in turn… give you the opportunity to sell to them. CREATE VIDEO CONTENT WITH PURPOSE The key to great video content is creating it with a purpose. Lots of Personal Trainers create Instagram stories – but are they always on purpose? Are you thinking about your audience, what your audience wants to see and what value you can provide. If you’re going to be running Facebook Ads, rather than run ads to a cold audience – take the time to create awareness videos that can warm your audience up and see your brand BEFORE you try to sell them something. CREATE CONTENT THAT PROVIDES VALUE The key to really great awareness content is to provide true value to your clients. What brings the most value to your clients. Is it a workout of the week? Is it a case study from one of your current clients? Or a client story or interview? Maybe it’s a tip about nutrition or how to stay on track with your goals over the holidays? The best awareness content is content that can provide value, teach something and hopefully entertain at the same time. Content can be the ultimate converter for your fitness business. How can you incorporate video content into your fitness marketing.
3 minutes | Jun 5, 2019
How To Become An ‘Overnight’ Success | Quick Wins With COM Ep 70
Do you ever look at other successful businesses and just think ‘wow! They’ve made it.’ Often they look like an overnight success, but the reality is far from that. It’s taken years, hard work, late nights, education, and so much more layering to build that ‘overnight’ success. Nothing great ever comes easy and we live in such a content rich society that we have the opportunity to upskill ourselves at every turn. From free videos on Youtube (like this one) to online courses and face to face studying – there is not lack of content. The question is are you willing to put in the work, are you willing to execute? When you put in the hard work and make tough decisions to turn of Netflix and invest in your business instead – then you will see success. Watch the full video to find out some of Richard’s tips for building a successful business.
3 minutes | May 8, 2019
Niche Down To Scale Up | Quick Wins With COM Episode 69
Niching is a funny topic. It really doesn’t make sense. How can limiting your audience cause you to be able to reach MORE people? But that’s exactly what choosing a niche can do for your business – it can be the catalyst for some serious scale in your business. Niche Down to Scale Up Being all things to all people will leave you being nothing to a whole lot of people. When you neglect to choose a niche in your business you are really limiting your potential to be the number 1 trainer or studio in your area. Because when you’re trying to reach everyone – you are also competing with everyone. But by choosing a niche – you are actual limit your competition and are much more likely to be able to be that number 1 or 2 in your area. Solve Problems For Your Niche Niching is about solving multiple problems for the same audience. Let’s imagine for a moment that your niche is women. When women come to train with you they most likely have some kids at home. So immediately you need to solve the problems of ample parking, kids facilities and convenient class times. Once you choose your niche you can work out the problems of that particular segment and start to solve those problems – which brings you that step closer to number 1 or 2 in your area. How do you know which Niche to choose? First things first – look at your current clients and work out the commonalities between them. Maybe your niche is female only or male only, or people with injuries or any number of other similarities. Secondly, think about the problems that these people might all have in common and how can you solve those problems for them. Remember, don’t be a number ??? in a sea of competition. Choose a niche that you can serve so well that you become that number 1 or 2 in your area.
8 minutes | Mar 25, 2019
The ONE BIG MISTAKE Most Fitness Businesses Are Making With Partnerships – Quick Wins with COM Ep 68
No doubt as you’ve grown your business, someone has mentioned to you that you should look into a joint venture of partnership. Common partnerships for Fitness Businesses can be doctors or allied health professionals. On the surface, it seems like a good idea and start off positive. But quite often they can decline quickly when both sides of the partnership become disillusioned and leads don’t immediately start to flow in. This doesn’t mean that partnerships don’t work – it might mean that you haven’t been clear on expectations or that you are expecting too much of the partnership. Partnerships can work and they can work quite effectively – but they do need to be worked on. In fact there are three different partnerships in business that you should be looking to build. The Referrer This is the partner who every now and then refers someone to your business. They like you and like your work, so when they have someone appropriate they send them your way. This could be another business or even a client. The problem with this kind of partnership is that you have no control over it or when you get new leads. But you obviously welcome the leads when the come. It’s not a game changer partnership and isn’t sustainable as your only partner or leads source. BUT, they are important and you still want to maintain good relationships with these people. The Partner This kind of partner is gold and can really skyrocket your business. With this kind of partnership you will have a formal agreement in place and clear expectations of when leads will come through and what you get in return. The agreement might take a few different forms including a lead for a lead. Or possibly a rebate in return for a lead. It’s important that both parties are clear on the expectations of the partnership and that you meet regularly to discuss the partnership. You might even consider putting the leads in a Google Doc so that you can keep track of them. The Promoter The promoter partner is someone who is a raving fan. This could be a client, a media outlet or another business. They can’t pass you leads, but they can promote your content. This works best with a business who has similar clients to you, but is not competing with you. Everyone is looking for more and more content – and having someone that produces great content for their audience might be just the thing they are looking for. By identifying the types of partners in your business, you will start to see partnerships really start to work for you – and see your business begin to grow in ways you couldn’t imagine.
7 minutes | Mar 21, 2019
Stop Competing And Find Your Position Of Power Instead | QWWC Ep 67
Competition in business will always exist – but what if you could ensure that you never had to compete again? Just a long line of leads and clients who know, like and trust you. It’s actually possible, when you are marketing from your Position of Power. What is a Position Of Power? Your position of power is that thing that makes you unique in the marketplace. It’s the thing that no one can beat you on. For KFC it was their secret sauce. For Michael Jordan it was that one slam dunk move. We’re not talking about just saying I’m the best trainer. Cause anyone could essentially say that. What makes you the best trainer? Have you had the MOST amount of people lose weight through your programming? Where you the first to train a certain way. That is your real position of power and here’s how you find it. Step 1: What Are You? The question to ask yourself in order to find your position of power as a fitness professional is are you the only, the first, the most experienced, the strongest. We call these your USP’s – Unique Selling Propositions. Write a list of all these things so that you can use them as your position of power. If you’re struggling to find something that you’re the first, the biggest, the longest at try adding up or counting how long you have been training for (eg. 20 years), or how many sessions in total you have run (eg. 1000 hours of training). STEP 2: Why You? The second thing to ask yourself to find your position of power is why do you do what you do? Why do your clients come to train with you? This is a great indication of your position of power. The best way to do this is to actually just ask you clients – they are the ones who will tell you the truth. STEP 3: Write Down Your Statement/Vision Now that you have a good idea what your position of power is, it’s time to write your ‘signature statement.’ This is the one line that you can use when speaking to people or in your marketing to showcase your position. This might sound something like… The only trainer in Sydney who consistently get results for our clients every week… guaranteed. Sounds much better than just ‘we get results for our clients’ right? And that’s why we call it a position of power. STEP 4: Market It Now that you are clear on your position of power it’s time to put it out there to the world. Use it on social media, your facebook, paint it on the wall in your gym. Even better, create a badge or icon that represents your new position of power and use it EVERYWHERE. Your position of power will elevate you from just another trainer in your area… to the only trainer that people want to come and train with.
0 minutes | Mar 13, 2019
How To Get 3-5 new Clients In the next 7 days With Zero Marketing Budget | QWWC Ep 66
When you need leads you need leads right? While we wholeheartedly believe in the long game here at COM, we also recognise that sometimes you just need to get some leads in the door. That’s why we’ve designed a series of Cash Injection Strategies starting with this one: The Announcement Method.The strategy will show you how to find those people lurking in your existing contacts and turn them into leads and clients. Check out what Michael said after he implemented the strategy… Watch the video to find out more. Dive Into A Cash Injection Masterclass To Learn More If you want to dive even deeper into this strategy, sign up for one of our Cash Injection Online Masterclasses, where Richard will talk you through step by step how to execute the strategy and the exact scripts to use for your Announcement Video. Spaces are limited to 15 people each – sign up here.
4 minutes | Feb 21, 2019
Breakthrough The Fear To Grow Your Business | QWWC Ep 65
Every next level of your business requires something different from you. What got you to where you are now is not going to be OK to get you to your next level. Whether that is going from outdoor training, to in a gym, or maybe opening up a new facility or going into a larger facility. Next levels always require more of you. Today in this episode of Quick Wins With COM, Richard talks with Tony Menillo from Better Than Ever in Adelaide. Tony has been a part of our COM Ninja Program for the past 8 months and in that time gone from operating in a small studio in Adelaide where he couldn’t fit everyone in – to fitting out a brand new warehouse space and filling it to capacity before he even moved in! Tony’s story is that he has owned this warehouse space in Adelaide for around 10 years but was fearful to make the jump from his small comfortable studio space, into this larger space. It’s not an easy feat to move into a new space. Not only do you have to worry about council planning, architects, engineers, and all the business side of things. You have to make sure that it’s still convenient for your current clients to get to and it’s in the right location, etc. Fast forward a few months and Tony has moved fitted out his brand new location, moved in and sold 100 NEW foundation memberships (not including his old clients). It’s an amazing result for someone who one year ago was help captive by fear. Tony joins Richard for this episode of Quick Wins With COM to give his four points for stretching and moving to new levels in your fitness business. 1. Believe In Yourself Ah Mindset. You can have all the training in the world, but unless you have the right mindset you will find it very hard to move to the next level in business and do something that you’ve never done before. Tony’s biggest tip is to just Believe In Yourself. Believe that you are the number 1 trainer in your local area. Believe that you make a difference to your clients. Believe that you are worth it. This is very much easier said than done. You may need to speak your affirmations to yourself each morning. Maybe you need to write down in a vision board what you want? There are many things you can do to upgrade your belief in yourself and your business. Start to talk to yourself and tell yourself that YOU CAN DO IT. 2. Know Your Numbers It’s all well and good to believe in yourself but at some point you need to make sure you are making GOOD decisions. Get yourself good advisers around your business in accounting, marketing, sales, retention, etc. Talk about your ideas with those people and get their advice. They can very easily help you to set about a plan to make your goals a reality – but without them you might make some big errors – so make sure you have great people around you who can help you to push forward. A good accountant will be able to work through with you how much your expenses are, how much your income is and reduce the stress on yourself making all these decision without really knowing exactly where you are at right now. 3. Get The Right Structures In Place Now that you believe in yourself, and you’ve got the advice of good business people around you. You really need to make sure you have the operational systems in place to be able to scale. This comes down to writing things down, making sure that your business can run without you. It may require you to bring on trainers, scale your business to an online model, or start franchising. Whatever scale looks like to you it’s going to require that you get the right structures in place. This might mean writing down what it is you do, how you do it, WHY you do it that way. It will mean getting contracts in place – systems for training, nutrition, etc. A great way to get this started, is simply to write a list of everything you do – from training clients, to doing accounts, sales calls, etc. Then as you can offload and delegate some of these things that you don’t necessarily HAVE to do. One thing is for sure – if you don’t have the right structure in place – you will quickly fail. So start thinking about systems now. 4. Don’t Procrastinate Tony drives it home for us with his last tip which is ‘Don’t Procrastinate.’ You can have all the plans and dreams in the world, but if you’re not taking action towards them – they are just pipe dreams. Don’t let fear hold you back from reaching your full potential in your business. The fact is, when you’ve nailed the first three points – you are ready to go. When you have a belief in yourself, when you’ve run the numbers and when you’ve got the structures in place – there is nothing else holding you back! BONUS – Start Marketing The last point is to start marketing BEFORE you move into that new facility, or you add that new class or expand in that way. We have seen massive results come from pre-launching new facilities for our clients. But the KEY is to start marketing early. Make sure that you’ve got your branding on point, that you know your numbers when it comes to how many leads you need and what type of marketing you need to be doing. Bottom line is: Don’t wait 13 years to make your dreams a reality. Get the right advice, believe in yourself and go make it happen!
3 minutes | Dec 6, 2018
The alarming mistake you’re probably making right now if you’re thinking of scaling your fitness business anytime in the future
So you’ve built a sweet little fitness studio or gym but you’ve reached a ceiling. You just can’t fit anymore people into your sessions or your space and now you know you have to scale somehow. There’s so many different ways you can scale your business. Either buying a larger property, opening multiple locations, hiring new trainers to open up new session times. Whatever type of scaling you’re thinking about – let’s talk about how you can get through this tricky business successfully – cause let’s face it – so many things can go wrong. The biggest roadblock that you’ll find trips up most people who try to scale their businesses is missing asking themselves this one fundamental question – Can I duplicate my DNA? You’re secret sauce recipe. How to Duplicate your DNA You can have every operational situation under control, but if you can’t answer this fundamental question you will ultimately fail. It comes down to – do you know you’re USP and can you multiply that across new locations, new trainers, etc. So then how do you identify what your USP is, so that you can make sure that you can duplicate it across locations? Here’s a couple of tips that can come in handy when thinking about your Unique Selling Position. Think about your Personality As a small business, sometimes you are the USP. You’re personality, how you speak to people, how you walk the gym floor. Your personal way of approaching the business could be exactly why people show up. What are you passionate about? Is there a cause that you are particularly passionate about. Something that makes you super excited? Maybe it’s a particular type of training, or getting movements right. Whatever it is, it could be your new USP. What makes you rant? We all have that thing that makes us rant right. Maybe it’s people not putting their weights away, or people doing movements wrong. Whatever that is for you could be your USP. What can no one else compete with you on? The best USP’s are the ones that no one can trump you on. For instance are you the first in your area, the largest, the smallest (boutique), etc. Find something that no one can compete on and you’re winning. Ninja Move If you really want to hone in on what your USP is you can’t go wrong with actually talking to some of your current clients to find out exactly why they chose you above their competitors. Once you’ve clearly identified you’re secret sauce then you can move onto developing the strategies around scaling. Creating a foundation membership special and establishing a waitlist can help to get early registrations and buy ins from people in the new location. Whatever the strategy you use, be sure to make sure that your USP is established and you’re able to replicate it into your different locations – that will ultimately bring you success when it comes to scaling.
3 minutes | Oct 22, 2018
3 Ways To Up Your Content Game – Quick Wins With COM Ep 63
Content – right? Everyone says you need to do it, but how do you fit it in, make it quality and have it attract exactly the right kind of person? Using your PT sessions to capture video and images is a good idea and great for quick snaps on Instagram stories. But if you really want to create great pillar content that is going to attract the right kind of person, you need to go beyond the quick snap or Instagram story. A great way to do this is to have regular content shooting days. Get a group of your clients together for a special session so that you can capture video and images for a month or two’s worth of content. Why create a special session for this? Well, first of all doing it as part of a normal session can be problematic – you might not have the time to get the best shots, not to mention that the client is paying YOU to train them, not to get content. So creating some content days were you batch a whole lot of videos and images on is a great way to make sure that you have top notch content throughout the month to use on social media, on your website, for blogs and emails and more. It’s important that you create the right kind of content that reaches your ideal demographic. Here are 3 tips to ensure you are creating content that is going to reach your avatar. 1. PREPARE THE CONTENT Firstly, you need to prepare for the shoot. If you’re going to be creating content for a month then you need to prepare what kind of shots you would like. We call this a shot list. You might have some different images you’ve found online as inspiration for the shoot – bring these along. What kind of people do you want there? Think about the people you want to invite. Who are the people you are trying to attract? Make sure you have those kind of people at the shoot. If you are doing videos, think about the kind of video you are going to film. It could be a gym walkthrough where you show people through the facility, maybe it’s a sales video where you talk about your offer, it could be an educational video or a video showing how to do a certain exercise in the gym. Whatever type of video you choose (and you may choose more than one) make sure you have a brief outline of what will be included in the video including any scripts or dot points that you have to speak about on camera and any extra shots that you want as overlays. 2. PREPARE THE ENVIRONMENT It’s important to make sure that you have the right environment when you are creating this content. It’s no use if you’re a PT in a gym having a shoot outdoors in a park – because that creates a disconnect for potential clients. So make sure that you shoot in your facilty or where you hold your sessions. It gives people an ‘insiders view’ of what happens in your facility or at your sessions. Secondly, make sure the place is CLEAN. Walk through the gym or facility with the eyes of an outsider – what do they see? Sometime when you walk past something everyday you can tend not to see it anymore. But take a good look around and make sure that there is no rubbish, nothing lying around that shouldn’t be. Put any equipment away that doesn’t need to be out. You get it – get your place looking schmick! 3. PREPARE THE PEOPLE Make sure you have the right people there. Think about the kind of people that you are trying to attract and have those people at your shoot. There’s not point having males at your shoot, if you’re trying to attract females only! It’s best to put on a special filming/shoot day for this instead of using one of your existing sessions. This means that you have the time and space to be able to get the shots that you need. Invite some of your clients that you want to be involved – hype it up. Tell them it’s an extra special (COMPLIMENTARY) secret session. Provide them with lunch, coffee, breakfast, snacks on the day. Lastly, make sure you tell them exactly what you are doing and how you are going to use the videos or images. Some people may not want to be in images on your website or a video that is being promoted on Facebook. So make sure you get people to fill out a video/photography release form and just be open with them. This 3 step preparation method will set your content game on FIRE.
5 minutes | Oct 4, 2018
The Secret Page On Your Website That Will 10x Your Conversions – Quick Wins with COM Ep 62
What if I told you that you are probably missing out on converting leads because you are not utilising one of the most important pages on your website? Would you want to know what page that is? There’s one page that almost all of our potential contacts visit and that is the thank you page of our website. It’s the page after they put their details in that often just says ‘Thanks, we’ll get back to you within 24-48hours.’ But what if you could leverage that page to 10x your conversion rate and get people so excited about your brand that they are raving fans even before you pick up the phone to cal them back? Let’s explore exactly how you can maximise the Thank You Page for 10x-ing the conversions on your website: 1. Don’t Wait 48 Hours To Call Most thank you pages will say ‘Thanks for your enquiry, we’ll get back to you within 24-48hours.’ In today’s fast moving world it’s just not OK to wait that long to get back to people. The simple fact is that fastest person to get back to a potential prospect usually wins. And customers expect a response almost immediately. They are most hot at that time that they put their details in that form – so get back to them almost immediately. Ninja Move: Have a Facebook Messenger Bot on your thank you page that allows someone to send you a message via facebook messenger to ‘fast track’ a response. 2. Infuse Your Personality Onto The Page With Video The best way to get across your personality on your thank you page is with a video. You can create a real warmth at this point – because up until now they have just been browsing your website – now they can see real person. Remember – this is the most excited they will ever be at this point, so keep them on that high! Ninja Move: Be sure to have your video auto play on the page so that visitors hear you and see you straight away – it helps to connect with them more. 3. Point them to the next step Most thank you pages leave it there and the person is just left to wait for your phone call. But at this stage, you can create ways for them to find out more about what you do and who you are. You can do this by linking to other videos or blog posts on your website, having links to your social media and encouraging them to follow you. The aim is to get them to engaging with you on other platforms. Ninja Move: Have some case studies on the thank you page to increase your credibility 10x. Everyone loves to hear a story – especially how you helped another client just like them. And just like that you’ve built up your credibility, authority and personality of your brand. When you do this you’ll be doing what 99% of people are not doing – and that puts you ahead of the pack already. Due to popular demand the New Age Of Online Marketing Workshop is hitting the road in Sydney during October & November. Now in 4 convenient locations around Sydney including Alexandria, Parramatta, Penrith & Liverpool. In this half day workshop presented by Richard and Joey Toutounji, discover the new ways to market and grow your health and fitness business and find the clients that you never knew existed! Register Your Free Seat Here EPISODE TRANSCRIPTION Richard T.: … What you’re doing, you’re building up rapport and you’re building that you’re the expert in the marketplace ’cause everybody else probably won’t have a video on the thank you page, and if they do have a video, they most likely will not be pointing them in the direction to build up the credibility, the authority, the personality into your brand. Richard T.: Welcome back to Quick Wins With Com. I’m Richard Toutounji, CEO of Com Marketing. It’s been a little bit of time since we’ve been at the Quick Wins seat. Today I thought I’d come with you with some, just some really tactical ways where you can improve maybe what you’re currently already doing. Today’s topic, we’re talking all around the most underutilised page of your website. What is the most underutilised page of your website? What is that page that, when I say most underutilised, also one of the most important pages to ensure that you can actually really convert a potential client. What page am I talking about? Drum roll. I am talking about the thank you page. That’s the page when somebody makes an inquiry into your service, so they’re inquiring on your service, your product, and then they go to the page. You know the page I’m talking about? “Thank you. We’ll get back to you in 24 to 48 hours.” Richard T.: First of all, the first thing you really should be doing is getting rid of that whole mentality of 24 to 48 hours. When somebody puts a contact request for you, you want to be on that really, really fast. How can you maximise the thank you page? Richard T.: Well, the first step to maximise a thank you page is add a little personality into the thank you page. What people are expecting at that stage, people are expecting to get the normal page where they put their details in, they’re going to get back to you 24 to 48 hours. What you want to do, you want to break the vibe a little bit. On that page, what I’d recommend to do is to put a video on the thank you page. “Hi. Thanks for putting your contact details request through.” And with the video, all you want to be doing is you want to infuse your personality into the brand. For example, if you’re the business owner and they’ve come through and they’ve looked at your products and services and they’re looking for a contact page or a page that you have a specific offer to, you want to relate the thank you video with the offer. For example, you would say, “Thanks for putting your details in, etc., etc. We’ve got those details and we’re going to be in contact with you real soon.” Richard T.: The aim of this video is to get a little bit of warmth around it so they know that they’ve put their details in. And now they’re really excited at this point because remember, at this point, they are the most excited because they literally have made a decision and they’ve made a decision to put their details in on your website. You might’ve been running Facebook ads, you might’ve run a campaign, they may have organically found you, they may have referred to you. But it doesn’t matter how they got there, they put their details in that page. Richard T.: Now, in the meantime, what you want to do, you want to leave them with something that they can take away right then and there, and they can start exploring a bit more about what you do because they’re at a level of high interest. In the video, you want to direct them into a few different ways. You want to, one, direct them into your Facebook group. So, if you have a Facebook group like a page for particular potential clients, you want to direct them there, so you can start engaging with them in the actual Facebook group that you may have set up. Number two, you may want to direct them into your blog or video content if you’re doing a good job of that. Or number three, you may also want to put some case studies on the page or below the page or in the video. Any of those mechanisms will ensure that what you’re doing, you’re building up rapport and you’re building up that you’re the expert in the marketplace ’cause everybody else probably won’t have a video on the thank you page. And if they do have a video, they most likely will not be pointing them in the direction to build up the credibility, the authority, the personality into your brand. Richard T.: I hope that’s helped. A little bit of tactical move today in regards to Quick Wins with Com. Again, the most underutilised page. Richard T.: If you are in the fitness industry and you want to continue these learnings, my best advice is go over to Facebook and type in ‘crush your fitness marketing,’ and enter into our private Facebook group. In this group, you’re going to get some more advice. I go live in this group every Wednesday. You can learn more of the tactics that we’re teaching you and you can engage in the conversations there. If you are in the fitness industry, you can enter in that group. If you’re not in the fitness industry, go to our other group called Com Club. You can search that on Facebook too. Richard T.: I’ll see you next time on Quick Wins with Com.
22 minutes | Sep 28, 2018
Systems To Scale Up Your Fitness Business With Chris Muddell of Employsure | Industry Change Episode 16
The one thing that we see can hold personal trainers back from scaling their business is the fear around hiring staff and employees. So today on Industry Change Richard talks to Chris Muddell from Employsure about the best way to manage new staff and compliance in your business. Chris is a BDM at Employsure and also a sales and performance expert. He’s a ‘magic man’ when it comes to scaling businesses through the right systems. Most people went into business in order to help people and because they were good at what they do and then suddenly we are thrust into a world where we unsure of – bookkeeping, accounting, marketing, HR and more. It can be hard to know exactly what we are supposed to be doing – because we never trained for this! At the end of the day you have two choices in your business. Stay as a solo operator (and there is nothing wrong with this) or bring on employees to help you scale your operations. The reality is that most business owners don’t hire employees soon enough. They struggle working 12 hour days, doing ALL the work, when in reality if they bought on a part time employee to help them, they could work less hours and focus more on growing the business rather than doing EVERYTHING. But how do you navigate the tricky world of managing new employees? It’s definitely a worry for most business owners. You have to think about wages, contracts, holiday pay, what you’re obligations are, what if employees screw you, etc.? The KEY is setting expectations from the start. A solid employee handbook that outlines all the behaviours that you expect and the consequences for not following those behaviours. When you and an employee agree on set behaviours, everything from sick leave to putting away weights in the gym, then you can breath easy knowing that you have a system and fallback if anything ever happens. And best of all, Employsure are able to make this whole process happen for you, from developing your employee handbook to writing employee contracts and being there if and when things go pear shaped. You don’t have to let fear of the unknown hold you back from scaling and growing the business of your dreams. Just make sure you have a good trusted partner to help you along the way.
3 minutes | Jul 12, 2018
The Secret To Retaining Clients In Your Gym – Quick Wins With Com Ep 61
You have set up your social media, you have paid for your Facebook ads, and now you go through the waiting game of gaining leads. But the real aspect you should be focusing on is generating quality leads. Today we have Richard Toutounji, CEO, and Founder of COM Marketing, in the gym talking about how to transform those leads into quality leads. You need to build a community which people want to come back to. By having a community, people will feel safe and want to come back. People are like the domino effect and when one person says their session was great or they are getting results, their friends will follow. Referrals are the best source of marketing and it does not cost a cent. You will not have to spend more money on generating new leads when you have them in your reach. The main thing is to give them great service when they walk into their session and when they walk out of their session. Amazing service will bring you permanent clients and those permanent clients will refer to new clients in addition to the leads you are generating from your social and digital media platforms. People do not remember the good they remember the great and if you provide a great session, you will have full training sessions. Thank you for watching and stay tuned for more quick wins!
8 minutes | Jul 10, 2018
5 Reasons Cashies Will Make You Broke – Quick Wins With Com Ep 60
A business involves many components and one of the most important ones is the cash flow. Today on Quick Wins we are going to be talking about why using cash could destroy your business as a personal trainer. What is the job of a personal trainer? They are there to train clients and make them feel the best they can be. A personal trainer is not a bookkeeper or an accountant (unless one was in the field previously). Cash seems easy to control at first and people are happy because it is tangible money ready to use, there is no need to check your credit or if there is enough in the bank account. As a personal trainer, one needs a smooth process when controlling their finances. Why are cash payments not the way to go? Cash payments are not consistent, keeping track is a nightmare and no financial assurance. Here are some reasons as to why cash payments will not work. Unnecessary work As a personal trainer, all of your focus should be on the client. When dealing with cash you will have to do more. You will become an accountant, bookkeeper, and tracker when using and be dealing with cash. You will have to keep track of everything, for example, what is coming in and what is coming out. That does not seem so hard at first, but it will eventually when it falls to pieces when you start to receive more clients when people start canceling or re-adjusting their schedules or just simply not paying on time. Which brings the idea of dealing with cash inconsistent. As a personal trainer, you will start to worry about many things at once instead of the client in front of you which could affect the long run of your business. So what do you use? A direct deposit system. Direct deposit is quick and hands-free when it comes to keeping track and holding your clients accountable. You will get to be a personal trainer and not an accountant. Unnecessary Conversations As a component of you becoming a personal tracker of cash you will have to deal with ‘ unnecessary conversations’. Now, having conversations is part of everyday life, however, having those ‘uncomfortable conversations’ is not worth your time or your clients time. Saying “you miss-paid me” or “you owe me this much” is not the most productive and elegant way of dealing with your cash flow. Not to mention you could potentially ruin that business-client relationship you had because any conversation around money is never the best conversation and could lead to translating the wrong impression or message. A direct deposit system will avoid all of these difficult conversations because it all happens immediately and automatically which saves time and money. Cancellations After having those conversations you are going to have to deal with cancellations. Cancellations are going to happen and you will have to be prepared for them. Having a cash system is not going to work when people cancel because you cannot do anything about it. It does not matter how many policies or cancellation rates you have, you are going to have another one of those awkward conversations in order to receive the money. At the end of the day, the client did not receive the offered service so why would they pay for it. It is a ‘sticky’ situation either way so avoiding the cash payments are your best bet. The direct debit deposit is going to smooth out those cancelations by charging them because it is automatic. New job in sales? Personal trainers, as said before, are there to help guide and train a client, not re-sell their packages. When a client is finished with their sessions you are going to have to re-sell the idea with the client because that cash flow has finished. When you have a direct deposit system you can keep charging those people until they say “okay I am done with my training” or “can I switch to this plan of training”. Either way, you will not have to be a salesperson on top of being a personal trainer. Having that direct deposit system also shows a sense of professionalism and organization, which is what people want to see. I want a vacation too! We all want to take a holiday right? Being a personal trainer, the holiday seasons are unpredictable because clients have events to go to, will have family time, and just will not have the motivation to go and train, which we have all experienced before. Clients experiencing all of these things will lead to those cancellations and you will not be making your money and will not be on your deserved holiday. So what do you use instead of a cash payment? A direct debit system. You are able to keep your clients on track, charge when necessary, receive the correct amount, and eventually go on your deserved holiday. At the end of the day, you will be able to do your desired job and that is to train your clients, and train them in a smooth and professional manner. Think about where your business is now and what situation you are in. If you are struggling to keep afloat figure out a new way to deal with your finances, if you are using cash make the switch to a direct deposit system. If you need help with specifics or just need a direction, go to our website; here at COM, we have a partnership with Paysmart, who are great to work with. See you next time on Quick Wins.
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