A couple of days ago I was reading an article about Luxottica, a pretty amazing company that most people have never heard of.
But maybe you’ve heard of some of these companies that offer their own premium brands of sunglasses:
Ray-Ban
Oakley
Bulgari
Dolce & Gabbana
Salvatore Ferragamo
Prada
Burberry
Chanel
Polo Ralph Lauren
Tiffany
Versace
Luxottica makes all of them and about a dozen others. They own Ray-Ban and Oakley and work under license with the rest.
But if that wasn’t’ enough, they also own LensCrafters, Pearle Vision and Sunglass Hut. So their eye doctors are the ones telling you that you need a new pair of glasses, their sales people are ones helping you choose them, and their factories are the ones making the glasses.
Basically, if there’s money to be made in the sunglasses market – they’re getting a piece of the action.
So how can you apply this in your business – here are a few ideas:
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Tonight we’ll have some of the most successful fitness pros in the industry getting into Louisville for this weekend’s Bootcamp Bootcamp event. If you’re not going to be one of the folks in attendance – no sweat – I wanted to give you some surefire tips that will have your business rockin’ in no time. Here you go:
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Be Great At What You Do – If you’re a sh&tty trainer or coach – all the marketing advice in the world won’t make up for it. Think about seeing a great ad for a restaurant. It might get up in the door for one meal, but if your meal was bad, would any amount of advertising ever get you back?
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Joint Ventures – Have you ever taken the time to find out how many businesses are there in your area who serve you potential clientele? You should.
Build a relationship with them so you can eventually have them as a referral source. Start by being nice, offering free training to the owners and at least steep discounts to the staff. Send them some referrals. Eventually you will be able to get referrals in return and more structured lead generation activities like endorsed mailings or emails.
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When discussing marketing it’s easy to fall back to the standby stuff like networking, public speaking, direct mail and PPC ads.
But these are not the only ways to grow your business. Here are 7 hidden fitness marketing tactics that will help you grow your business in a hurry.
1. Have a ‘Carrot’- One of the best hidden fitness marketing tactics I know is to build ‘carrots’ into your business. Martial arts does this with the belt system. Most MLM companies have this with different tiers you can ascend through by reaching certain performance benchmarks. We’ve even developed a system for this in Athletic Revolution.
The easiest way to build a carrot into your business is to run Transformation Contests so your clients have a short term deadline to shoot for. But don’t limit yourself to this. There are plenty of other ways that you can set intermediate goals for your clients so they can reach certain benchmarks to reinforce their successful behavior.
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Selling personal training, bootcamps, youth fitness programs or even health club memberships – that’s the foundation of your business.
No sale – no client, camper or member.
But most fitness pros I know hate selling. But that’s only because they’re not comfortable with it yet.
Here are three tips to change that and make closing sales much, much easier.
Fitness Sales Key #1 – Everything Leads To A Sale
Sometimes I have to remind the trainers we work with that while sending press releases, getting on TV, making blog posts, writing articles, creating product and all the rest are great…they’re all just a means to lead to you selling something.
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I just got back from a few days in Dallas at the Dan Kennedy Super Conference where I got to pick up a few ideas on everything from copywriting to franchising. I also got to spend some time with fitness industry colleagues Curtis Mock, Chris Bachelor, Craig Ballantyne and Scott Colby.
But some of my most enjoyable time in Dallas was Saturday morning when I got to spend some time with King Hoover.
King is a long time customer and friend that has been part of our original Trainer’s Inner Circle program and is currently a Bootcamp Blueprint & IYCA member. He’s also one of the most humble and kind gentlemen I’ve met.
King started off our conversation almost apologetically, saying that he was a little upset with himself for not implementing all the great marketing strategies we’ve provided in the Blueprint.
I had to laugh a little.
King’s built a great business in Fort Worth, Texas and he’s had his own syndicated radio show, he’s on TV and he’s about as media friendly as anyone I’ve met.
And he’s probably the best networker I know.
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One of the most common questions I get goes something like this:
“How can I fill up my schedule without spending a fortune on ineffective advertising or direct mail?”
What they really mean is:
I don’t have enough clients. Can you help?
Well, the better question is what did I NOT do in the past few weeks to cause me not to have as many clients as I want? I guess what I’m saying is the answer lies in your own actions. Every day you get to decide whether you’re going to work on your business or just complain about the problems within your business.
So, with that in mind, here are several things you can do ASAP to get things rolling – if you’re willing to take ACTION:
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This coming weekend I’m headed to Portsmouth, Ohio to visit the University that I coached at. They’re honoring the team I coached that finished 5th at the World Series 10 years ago so I’ll get to see some of my former players and I’ll throw out the first pitch for their game.
Should be fun.
Well, as you’ve heard me mention a number of times before – coaching taught me a lot. And because we were a program with pretty limited resources I had to learn how to achieve success by doing some things differently than the competition since we weren’t going to compete by having more scholarships (we had about 1/10 the number our best competitors had) or a nicer facility (we used a city owned park.)
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We all want business growth. More clients. Different programs. A new facility. The list goes on and on.
It’s just part of being a fitness entrepreneur.
Here are 11 different ways you can absolutely achieve explosive growth in your fitness business. Some, like group training, might be old news to you but can be tweaked a bit to add thousands of dollars to your bottom line – while others like warehouse facilities might be something you’ve given a little thought to but haven’t been certain if it was right for you.
Check them out and tell me in the comments below if you want to hear more about any of them specifically.
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One of my Mentorship clients – Justin Yule decided to use his 35th birthday and Tax Season to develop a great little promotion and offer a paid in full discount to his current members and his unconverted prospects.
Here’s what Justin had to say about it:
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Discover how to take 1 business, 1 revenue stream and zero clients and turn it into 14 businesses, 101 revenue streams and 2.5 million dollars a year.
Last Wednesday I held a exclusive webinar, ‘Multiple Streams Of Fitness Income’, detailing how Nick and I went from a start up training business in Elizabethtown, KY to a multi-million dollar group of 14 different businesses with over 100 separate revenue streams. Just today, we’ve released the 22-page transcript of that webinar.
