A Post On Building Your Fitness Business By Pat Rigsby

Recently Nick Berry and I were asked to contribute a chapter to a book called “The Only Business Book You’ll Ever Need.” This was an incredible honor as a few of the other authors were Brian Tracy, Robert Allen and Harvey McKay, all New York Times Best Selling Authors. This book won’t be on the shelves for a couple more months, but I wanted to share an adaptation of our chapter with you as it definitely can help you build your business.  Enjoy this sneak peek.

As an fitness business owner, you essentially accept the fact that you’re trading the security that comes with a steady job for the opportunity that comes with owning your own business.  But what if we told you that security and opportunity don’t have to be mutually exclusive?  Our experience is that not only can you have the best of both worlds, but you can do it more quickly and easily than you probably imagine by creating multiple streams of income within your fitness business.

About the time we launched our first fitness business together, our “The Only Business Book You’ll Ever Need” co-author, the legendary Robert Allen, released his best selling book: Multiple Streams of Income, which served as inspiration for us as we embarked on building our new personal training business. We were opening this fitness business in a town of just 23,000 people in Central Kentucky, not exactly a perceived hotbed for personal training, so we knew from the beginning that we needed to have multiple ways of generating revenue if we wanted this venture to be a success.  So instead of simply relying on selling one-on-one personal training services like most people who owned similar types of businesses, we created a number of different revenue streams, including:

• One-on-One Personal Training
• Group Personal Training
• Weight Management Programs
• Sports Performance Programs
• Dietary Supplement Sales
• Smoothie Bar
• Workshops
• Corporate Fitness Programs

This approach quickly propelled us to a point where we had over 400 clients in a town where utilizing the typical approach to this type of fitness business might have yielded 1/10 that amount.

And that’s where things really started to take off.  Soon, health clubs and personal training business owners were seeking us out to consult and share some of the strategies that we’d successfully utilized so they could employ them in their own fitness businesses.  These consulting opportunities opened our eyes to the vast opportunities that were available sharing our systems and strategies through information marketing and business coaching.

Over the next few years we developed a variety of coaching programs, information products and seminars helping personal trainers grow their businesses.  Most recently we launched two separate personal training-based franchises, one targeting the youth fitness & sports performance market and the other targeting the adult fitness market. Both are among the fastest growing fitness franchises in the world.

Once we’d positioned ourselves as industry leading providers of business coaching and resources for fitness professionals, we would be presented with opportunities to obtain ownership in other business in the industry where our expertise would be of value.  Now, along with our business coaching and franchises, we also have ownership in a leading fitness certification organization, an equipment company, several niche fitness information-marketing fitness businesses and a handful of other businesses, collectively providing us well over 100 different income streams.

Now we teach thousands of fitness professionals around the world to employ the ‘multiple streams of income’ approach and how simple it is to integrate into a fitness business.  While you may not have an interest in building a fitness business that looks anything like ours, the ‘multiple streams of income’ approach will work in your fitness business too, perhaps even better than it’s worked in ours.   Really it simply starts by answering these two questions:

1. What ‘problems’ do your current offering(s) create?
2. What opportunities do your current customers / clients / patients present?

By answering those two questions you’ll easily be able to identify potential income streams for your business.  Let us give you examples of how we might have answered those questions in our personal training business.

What ‘problems’ do your current offering(s) create?

One-on-one personal training is potentially too expensive for many consumers so offering small and large group personal training allows those than can’t afford one-on-one personal training similar benefits while being available at a much lower price point.  Also, personal training focuses on the exercise component of physical improvement, but there are other factors than can impact someone’s success while trying to achieve fitness goals like nutrition, supplementation and recovery.  By offering weight management programs, supportive nutrition solutions though our ‘smoothie’ bar, dietary supplements and workshops, we can address the other factors that will help our clients achieve their fitness goals more quickly and easily.

What opportunities do your current customers / clients / patients present?

Many personal training clients are either business owners or business decision makers, so they can open doors to opportunities to provide corporate fitness programs or off-site weight management programs at their companies.  Additionally, many clients have children and / or are in positions of influence (teachers, school administrators, coaches, etc.) for the youth population and would see the benefit in, and help promote, youth fitness and sports performance offerings.

Hopefully you’re already getting some ideas for income streams you can develop based on those two questions.  Another great way to get ideas for potential income streams is to simply look at other businesses and see what they do.

Here are a couple examples:

Automotive dealerships don’t just sell cars.  They do repairs. They do preventative maintenance.  They offer financing. Some dealerships even provide things like detailing or car rental programs.

Amusement parks don’t just offer rides and attractions.  They sell food and refreshments.  They sell a variety of retail products from theme-related attire and toys to sun block and sunglasses that visitors might have forgotten to bring.  They also offer paid parking, photographs taken during guest stays, and many have their own hotels that guests can utilize during their visit.

There are thousands of businesses employing the ‘multiple streams of income’ approach, so learn from the successes they’re having so you can create your own.

Once you’ve determined some general ideas of what other problems you could solve for your clients or the opportunities that they could create for you and your fitness business, then you need to decide on the models for your income streams.

Basically there are five types of Income Models you can implement:

1. Service Based
2. Product Based
3. Coaching / Consulting Based
4. Information / Knowledge Based
5. Affiliate / Referral Based

Each of these Income Models has it’s own set of benefits and drawbacks and some may be more appropriate than others for your business, but you should have no problem choosing a couple that you can integrate into your business and add additional revenue – in some cases almost immediately.

So let’s take a look at each of these Income Models in greater detail.  We’ll share an overview of the model and an example of how we’ve integrated it into our own businesses.

Service Based – This is typically the easiest to add to a fitness business, as it often requires little set up and relies primarily on you or a staff member utilizing skills that you (or someone on your team) possess and will be of benefit to your clients and typically compliments your primary offerings. The upside to this type of Income Model is the ease of start up and integration into your personal training business.  The downside is that it’s time and skill intensive.

When we had our first personal training business, the easiest and most obvious Income Model for us to integrate was a Weight Management Program.  This program was basically a nutritional education program delivered by our staff members that helped our clients reach their goals faster and was the perfect compliment to the exercise based coaching that was our primary offering.

Product Based – Product based models are potentially very simple to integrate into your fitness business as well.  The upside to the product based Income Model is that it usually doesn’t require any special skill to offer products beyond some basic product knowledge and this model isn’t as time intensive as the others.

The first potential drawback to the product model is the fact that most products or similar competitors will be offered in other retail outlets so there isn’t as much price elasticity as with the other models.  The other drawback to the product model is that it usually requires an upfront investment for inventory.

Our initial use of the Product Based Income Model was through selling dietary supplements to our personal training clients.  Our clients were regularly investing in supplements to help them reach their fitness goals and often consulted with our staff when choosing what supplements to purchase, so it became obvious very quickly that we should carry our own line of quality supplements and direct our clients to purchase from us.  Not only were there financial benefits to this, but we also now could direct our clients to products that we knew and trusted.  A great win/win.

Coaching / Consulting Based – Coaching / Consulting Based Income Models are great if you’ve established a successful fitness business and are willing to share your business systems and knowledge with other entrepreneurs.  The primary benefit to this Income Model is that the potential financial upside of business-to-business coaching /consulting is typically much greater than providing services to consumers. The other real upside is that it allows you to leverage what you already know and do in your own business by sharing it with others.

The potential drawback to the Coaching / Consulting Based Income Model isn’t really a drawback at all. It’s more of a pre-requisite.  To ethically coach or consult you should have experienced some success in your own experiences. If you’ve successful gotten a certain type of client results over and over – and have a systematic approach that others can model, then this approach is very powerful.

We first employed the Coaching / Consulting Based Income Model by teaching other personal trainers and health club owners how we’d successfully built our personal training business.  This Income Model eventually merged together with the Information / Knowledge Based Income Model and evolved into our two franchises: Athletic Revolution International and Fitness Revolution International.

Information / Knowledge Based – In the Information / Knowledge Based Income Model you simply document what you know and do successfully and package it to be shared with others.  There are many advantages to this model.  Some of the biggest are the fact that you can develop information products to offer to people that normally couldn’t be your clients due to geographic constraints, so essentially the whole world is potentially your market.  There is great leverage with this type of Model too.  You can create a product once and sell it over and over again.  Typically the margins on offerings in this Model are very high too.

If there is any downside to this Income Model, it is that while your market is no longer limited by geography, the same goes for your competition.  When offering an information product or program you will be competing for your prospect’s attention with many more marketers than you would typically face when just selling products or services locally.

We began with the Information / Knowledge Based Income Model with two different offerings at about the same time. One of our offerings was directed to other fitness business owners sharing our systems, strategies and tactics for building a successful personal training business.  The other offering featured my wife, Holly, and was a consumer product called Fit Yummy Mummy, which was a fitness program specifically designed for moms.  In both cases, we simply packaged the things that we’d done successfully in our own fitness businesses and shared them with people who could benefit from the knowledge, but couldn’t work with us face-to-face.

Ultimately both of these initial products laid the foundation for new fitness businesses that have each become category leaders in their respective markets.

Affiliate / Referral Based – This Income Model is very simple to integrate into your fitness business as it basically just requires you to find a product or service that you can refer your clients to, which is complimentary to your offerings.  The upside to the Affiliate / Referral Based Income Model is the fact that it requires very little work on your part to generate additional revenue.  The ‘partner’ that you are referring business to will provide the service or product while paying you a referral fee.  The downside to this Model is that you are putting your relationship with your customer in the hands of someone else.  If they provide an inferior product or service, then you will suffer the ill effects of that. Therefore, if you employ this Income Model, be certain to only refer only businesses of the highest quality.

We initially utilized this Income Model by referring our personal training clients to a massage therapist.  The massage therapist provided a quality service to our clients that we did not offer and paid us a referral fee for every client we sent.  In addition to those benefits, the massage therapist also referred their clients to us for our services to make this a great reciprocal relationship.

By determining what problems you could solve for your clients or the opportunities that they could create for you and your fitness business and the income models you can employ to address them, you can not only add tens of thousands of dollars to your bottom line and better serve the people you work with, but you may also lay the foundation for new fitness businesses that enjoy even greater successes and profits than the one you have now.  We certainly have.

Dedicated to your Success,

Pat

A post on how to grow your fitness business by Pat Rigsby

There are hundreds of ways to grow your fitness business and we touch on plenty of them here at the Fit Business Insider. But sometimes when you want to get more clients, generate more referrals or increase your income it really boils down to taking action instead of just knowing what to do.

So with that in mind I wanted to help you grow your fitness business today by getting you to take action.

Step 1: Choose A Strategy For Fitness Business Growth

Like I mentioned, there are dozens of things you can do to grow your fitness business, but I don’t want to overcomplicate this so we’re going to limit the list to things that you can do which won’t cost much money, are relatively easy to implement and can be started immediately. Here are your options:

• Add an upsell at the Point of Sale
• Switch your month to month clients or clients that pay by check into 3, 6 or 12 month clients on EFT.
• Raise your rates 3-5%.
• Launch a Reactivation Campaign
• Add a Point of Sale Referral Request
• Launch an evergreen Referral Program
• Create a Joint Venture with another local business
• Collect Testimonials from your successful clients
• Launch a Transformation Contest
• Hold a 3 Day Promotion
• Hold a Workshop
• Create a Downsell Offer

Now it’s time to decide which strategy you’ll use over the next several days to grow your fitness business. Will you ask your new clients to upgrade to a bigger program or a special bundled offer? Will you initiate a joint venture with someone who can send you clients right away? Will you raise your rates?

Which strategy should you execute first?

That depends on what you already have in place, the assets you have available (database, space, time, etc) and what has the most potential upside for your particular situation.

Honestly, I don’t care. I just want you to do SOMETHING. Take action and reap some rewards. Then choose another one and do the same.

So pick one strategy and get started.

Step Two: Create Your Plan

Once you’ve decided which strategy you’re going to use, you need to develop your action plan. You need the details worked out, the timeline in order, specifics about any other people (like staff members or JV Partners) that might be involved and items / materials needed to execute the plan.

This plan is basically your outline for your new growth strategy – so make sure you’ve done your preparation.

Here’s an example:

72 Hour Promotion

Dates: January 25th – 27th

Offer: Launch of 6 Week Nutrition Coaching Program. During 72 Hour Promo the price will be $197. After the promotion it will be $297.

Needs: 3 Days Worth of Promotional Emails (4 emails in all). Flyers to be handed out in the facility. A dry erase board for internal promotion. Course materials. Course details (dates / times / description).

Other People’s Involvement: Other staff members should know details and be able to enroll clients.

Incentive to Buy: $100 off the program if purchased during the promotion.

That’s about it. You can certainly get more detailed, but that would be enough to build on.

Step Three: Produce The Materials

Whether it’s simple email broadcasts to your list, a form that clients can use to give you testimonials or new price sheets reflecting your increased rates – you’ll need to produce the emails, scripts, flyers, forms, content and whatever else is needed to execute your strategy.

For a Testimonial Request Campaign, here’s an example of the materials you might need:

• Testimonial form – online or offline
• Script to ask for testimonials to be used in person or on the phone
• Email to request testimonials

Step Four: Prepare Others To Do Their Part

If you are enlisting staff members, joint venture partners or clients to play a role in your strategy, you need to empower them to do their part. This means giving them the tools and training needed to execute the plan.

For example: If you were going to include photos or videos in this, then directions for your staff or any outline for the specifics / format would also be necessary.

If you are asking your clients to refer people – you need to not only incentivize your clients, but you also need to educate them on what a good referral looks like, provide them with marketing materials and tell them what steps to take to get a referral into your pipeline.

Scripts, tools, specifics about the plan and it’s execution are all necessary if you’re getting others involved.

Step Five: Launch!

This is the day you put everything into action.

Review your plan, make sure all systems are go and start bringing in new clients, getting testimonials or generating revenue.

Be sure that the fulfillment of anything you sell is in place. Refine your scripts and emails based on the feedback that comes in. Offer extra thanks or post-purchase reassurance for anyone that purchases or responds.

Be sure to track your plan and the results so you can improve on the plan and roll the strategy out again in the future or use the intelligence you gain to improve other strategies you implement.

That’s it – Plan it, do it, track it. Reap the benefits and move to the next strategy.

If you want to grow your fitness business, being proactive and regularly taking actions like these are a must. Use this plan to get you started and use the momentum and cash you generate to take your business to the next level.

Dedicated to your success,

Pat

A Post On Productivity For a Fitness Business Owner by Pat Rigsby

Like you, I’ve got a lot going on. We’ve got a number of rapidly growing businesses that I play a significant role in. I have a wonderful family that I am committed to spending quality time with. I have personal goals and things I enjoy that I need to have time for.

Because of those things I’m always looking for ways to be more efficient, more productive, and to make my time more valuable. So here are 24 productivity tips for the Fitness Business Owner that I think you’ll get al lot out of.

1. Plan your day ahead – I prefer planning it the night before.

2. Always work from a list. You should actually have different lists for different purposes. A ‘Goals’ list is for your big picture objectives. Your monthly list is a list you make at the end of the month for the month ahead. Your weekly list is for the upcoming week and your daily list is your weekly list broken down into daily tasks.

3. Planning a project will likely cut the time spent on the project by at least half. List every step from start to finish, organize by priority and sequence.

4. By now you know the 80/20 rule- 20% of actions account for 80% of results. With that in mind, get your most important stuff done first.

5. Think long term. Before starting a task or activity – determine what the long term benefits / consequences will be.

6. Set big goals. Be clear on them. It will make all your short term decisions much easier. Things either line up with your goals or not. If they do – act. If they don’t – omit.

7. Be willing to delay gratification and make short term sacrifices so you can enjoy greater rewards in the long term. Every successful person I know has taken that approach.

8. Average people do what gives them short term gratification. Great ones do what it takes to achieve long term goals even if it’s not as easy or fun in the short term.

9. Time is going to pass whether you use it to move closer to your goals or farther away. Only you get to decide how you use that time and where you want to be in the future.

10. Think about the consequences of your actions and behaviors. If you do that you’ll usually take the steps necessary to get where you want to go while those who ignore the ramifications of what they do won’t.

11. Review your list of tasks and projects regularly.

12. There will never be enough time to do everything you have to do. – What are my highest value activities? What can you and only you do, that if done well, will make a real difference? What is the most valuable use of your time, right now?

13. The things that matter most must never be skipped over for the things that matter least.

14. Continuous learning is a must for success. Make time for it. The need to grow and improve never ends.

15. Take responsibility and know that you and only you are the deciding factor in achieving your goals.

16. There is never the perfect time to get started, so start now.

17. Challenges are there to weed out the average. Keep that in mind when you encounter them.

18. One of the most powerful words in time management is NO! – You have no spare time, say no early and often to everything that isn’t high value.

19. If you don’t schedule it – that means you don’t see value in it.

20. Adding something new to your plate requires you to stop doing something old.

21. Do the most difficult task first, start it first thing in the morning.

22. Use time blocks. 25-50 minutes of no email, no phone, no distractions will get you to your goals faster than 8 hours of a normal workday.

23. Make every minute count. – Create a sense of urgency, an impatience that motivates you to get started.

24. Focus on getting things done now. Successful people get more done – and as you know…You Get Paid For Done!

There are 24 tips that have helped me and that I think will help you or any fitness business owner. If you have more to share – please add them below.

 A Fitness Business Post By Pat Rigsby

Why What Most Experts Tell You About Building A Fitness Business Is All Wrong And How You Can Take Advantage Of The Best Opportunity To Build A Successful Fitness Business In Our Industry’s HistoryThe REAL Truth About Running A Great Fitness Business

During this FREE No Holds Barred Fitness Business Teleseminar Eric Cressey, Mike Robertson and Pat Rigsby will reveal:

	The 3 critical mistakes fitness businesses are making that are KILLING their chances for success…and how you can avoid them…
	Why almost all Fitness Marketing Experts are all wrong about what it takes to build a great fitness business…
	The Blueprint for building businesses like IFAST (which has been recognized by Men’s Health as one of the Top 10 Gyms in the U.S.) and Cressey Performance (known as THE Destination for baseball players who want to reach their potential)…
	The critical factors that will separate great training businesses from the pack over the next 12 – 18 months…
	How a small group of fitness professionals have ‘Cracked The Code’ and built businesses that generate a steady flow of clients and have the systems in place to consistently provide results, profits – and freedom…and how you can too…
	Doing More Research. This is just another way of saying ‘you’re too lazy to do the real work.’ As I just mentioned, things don’t have to be perfect to get started, so the need for endless research before taking action is completely unfounded.
	Not Feeling ‘Worthy’ Enough. Not believing that you had enough education, knowledge, skill or experience can stop you before you get started, but the truth is that you can get experience without ‘doing’ and you can’t develop your skill without practice. Most every ‘expert’ I know felt this way at one point or another and still proceeded to take action.  So should you.

To get Instant Access to The REAL Truth About Running A Great Fitness Business, simply fill in the form below and click the red “Get Instant Access” button.

Personal Training Business Growth. A post by Pat rigsby.

It’s simple to grow your personal training business.

Associate with people that are more successful than you. Seriously, is that so hard?

We flew all the way to Boise a couple of weeks ago to Mastermind with guys like Russell Brunson.

Business owners doing 7 and 8 figures!

So what about YOU?

Who is the most successful person you have been associating with lately?

What have you done to surround yourself with people more successful than yourself?

Jim

PS – If you’re looking to network with successful personal training business owners you MUST come to Fast Track to Fitness Millions LIVE!

PPS – If you’re already registered to Fast Track be sure to read this about your hotel room to make sure you get the lowest rate possible!

Fitness Professional Success

So what’s the one tip?

PROMOTE YOUR SYSTEMS AND NOT YOURSELF!

I did a coaching call with one of my Fitness Professional customers this past week and he had an interesting dilemma. It seems his reputation is rock solid in his town and he is gaining more and more exposure.

How is that a dilemma? Well, as the OWNER of his training studio he is finding that more and more people want to work with him and not the other trainers who work for him.

As a business owner he wants to be working ON his business not IN his business. He is fully aware if he just keeps taking on more new clients he’ll never break the cycle.

So how should he promote himself differently?

I told him he is in a great position now. His name and reputation are rock solid.

So now all he needs to do is start educating people on the value of his training SYSTEMS and not just on the fact that he is a Fitness Professional expert.

He needs to promote the effectiveness of his systems to everyone who will listen: his prospects, his clients, the media, those who refer to him, everybody!

That way when people contact his studio prospects will know they can train with anyone at his facility and receive the same great results!

This is a BIG TIME tip you must follow if you want to be able to grow your business, earn more money and take more time off.

You MUST have systems in place for your business. And that includes training systems!

By the way, THE systems man in the Fitness Industry, Pat Rigsby, is celebrating his 2 year wedding anniversary in a big way. Be sure to join in the fun  today. You’ll be glad you did.

Who loves ya?

Yours in prosperity,

Jim Labadie
http://ptwealthbuilder.com

PS- Pat is a brilliant marketer and I assure you that you want to take advantage of this celebration. His information is top-notch and gets my complete recommendation.

Fitness Industry Challenge

Here’s the conclusion to Dax and my conversation. He’s issued a challenge and I accepted…
…will you?

*****************************************

“Why not?” I asked, worry evident in my voice as he continued. “Well, because I’m going to ask you to do the very same thing that you want the rest of the industry to do… take action!” “Not a problem my friend” I replied “I’ve gotten to the point where I regularly take action on my ideas.”

“Yes, but most of those ideas and actions are now well within your comfort zone, correct?”

“Well… I guess. They certainly don’t scare me the way they used to.” “And that’s the problem mate.” Said Dax “You see, compared to the industry we’re trying to influence, you, I and the other six-figure earners are now seen as ‘comfortable’. You know, the people who read our stuff or who listen to our audios and attend our seminars think that we’re rolling in money and that everything we touch turns to gold.” “But that’s not true!” I replied “Yes, I do very well for myself by comparison to the rest of the fitness  industry, but I’ve worked hard to get here and every new project is a flight into the unknown. It’s the same for all the guys I know.

None of them has their success handed to them and all of them take a lot of risks and soak up a lot of failures too.” “I know that and you know that, but the truth of the matter is, compared to most of this industry, we’re seen as super-successful, privileged and ‘different’. To most, whilst our pay-packets are much bigger,they see the risks we take as somehow smaller than theirs” He went on, “So, if we’re going to ask the industry to take action on things that are outside of their normal comfort zones, I think we’re going to have to do the same.” I now knew why he said I wasn’t going to like it. Dax was planning something that, in all likelihood, was going to stretch me more than I’d become accustomed to recently. But what was it? “What is it you want me to do, Dax?” I asked.

“Not so fast Pat. A little background is needed first if you will…” was his reply. He then proceeded to ask me about my various products, how much they cost, how many had sold, what my profit was and in no time at all had almost as good a profit and loss statement of my business as I had. “These aren’t B.S figures?” He asked. “What do you mean?” I replied. “You know, those magic marketing dollars that appear on websites and such ‘I earned $50,000,000 in 3 hours selling a little known secret left to me from a favorite aunt’ type of thing” he said “I mean are these honest-and-for-true dollars that you ACTUALLY made?” I ‘got’ him now “Yes, they’re real. They’re not hype-marketing dollars” I replied.

“Good! We can’t afford for hype and B.S to come into the test. If it’s going to be a fair one, we need to accurately measure responses based purely upon the facts. No hype, no marketing crap, just a plain and simple assessment of whether or not the fitness industry will take action or if they’re too lazy to do so.”

By this point I was getting a little frustrated and said “But I’m still not clear on what you want me to do!” I’m not ashamed to say that what came next, shocked,stunned and, well, terrified me. “Ok Pat, here’s what I want you to do my friend… give it away.” was the simple statement that got me.

I thought I’d misheard. “You want me to do WHATT??!!” “Give it away mate.” he repeated. Now, for those of you that know me personally, you’ll know that I’m a pretty calm, even, centered person, not given over to outbursts but I guess the shock, no,the utter stupidity of the idea just got to me. “Are you nuts??!! Why would I want to give away the very stuff that has already made me over $125,000 and is likely to make me even more in the next year or so.

You call this marketing?” “No Pat, I don’t” he replied “I don’t call this marketing at all. I call this walking your talk.” “What do you mean?” I asked. “Pat, I’ve only known you for just over six months and in that time I like to think we’ve become pretty good friends. You’ve told me time and again what’s wrong with the industry and you’ve told me time and again that ‘something has to change’ in order for it to grow right?” “Yes, but how it THIS change?” “I learned a long time ago that whenever someone says ‘they ought to do something about that’, that they use ‘they’ to mean someone other than themselves. In essence, they absolve themselves of the responsibility for change by creating a ‘they’ who, in some fictional world is responsible for the problem. We all do it from time to time, but some more than others.” “Go on…” “Well, the ‘they’ in the eyes of the industry are us.

The very people who’re writing the books, giving the talks and making the money. It stands to reason then that if the industry is going to change that it needs to start at the top and filter down” “But how does giving all my stuff away create the kind of change you’re talking about?”

I asked “It doesn’t sound like the kind of thing that’s going to lead to action.” “You’re right, but remember our first aim here was to see if PT’s were too lazy to take the action required to be successful. If you lower the hurdles to the floor and they still don’t take action then you know that it’s laziness and nothing else that’s holding them up. At the very least, you can use what you learn to create a ‘Too damned lazy to get off your ass’ PT marketing guide” he joked. “But giving it all away, that’s a big step Dax. I’m not sure what it’ll actually achieve. Couldn’t I just write a report and give that away?”

I asked. “C’mon Pat, that’s not the way to grow… besides, I’ve got a plan!” He said cheerily. “You’re not actually going to give it away for nothing.”

“Oh, I got it, a sale!” I said, cheering up slightly myself.

“Oh no mate, not a sale. That’ll serve no-one. That’s just marketing. A money-making process. No, you’re going to let them name their own price.” I still can’t believe it but I was stunned for the second time in 5 minutes. “Name their own price?? But some of these products are selling for hundreds of dollars! I can’t just let people name their own price!”

“Can’t, or won’t?” he asked and brought me crashingdown to earth. “The truth of the matter is that you CAN let people name their own price my friend, it’s just a case of WILL you? In essence, it’s the same question we’re asking the fitness industry isn’t it? WILL you take action on your success?

There’s no ‘can’ or can’t’ about it is there? Every single trainer out there CAN, but will they?” So here I am at this point in the proceedings trying to actually ‘walk my talk’ and taking part in Dax’s little experiment.

I’ve got to say that I’m more than a little uncomfortable with the idea and worried about what the outcome may be, yet at the same time I’m intrigued to find out whether Dax’s assertion that most failure is merely a result of ‘lazy thinking’ is correct or not. But I guess there’s only one way to find out and that’s to take the leap right?

So here’s what I’m going to do. For the next 48 hours I’m going to let my all of my subscribers email me directly at pat@fitnessconsultinggroup.com and name their own price for the entire bundle of products on the fitness industry including:

Fitness Riches – the best selling book on the business of fitness of all time ($49).

The PT Business Action Plan – the same tools that we use with all of our coaching clients and in our own business ($49).

The Referral Manual – 23 referral systems that you can plug into your business today ($27).

There’ll be no haggling, no bartering, no back and forth emailing, I’ll (I still can’t believe this) accept your ‘bid’ for the lot and send you the link for the downloads. Those who take action will be getting a bundle of tried and tested personal trainer success systems that are worth over $125 for whatever they feel is a fair price.

There’s another cost too.
I want you to include in your email EXACTLY how much you intend to make in the next 12 months as a result of USING (not just reading) what I send you.

Remember, this ‘experiment’ is about action, so it’s important to me to know that those who get their hands on the materials will actually do something with what they read rather than sticking it on their shelf and forgetting about it. So that’s it!

That’s all there is to do. It’s the lowest possible hurdle you could imagine really. Name your own price for an entire library of materials that have already helped over a thousand trainers around the world to generate new business and greater profits, send me an email with your bid and method of payment at pat@fitnessconsultinggroup.com before midnight on Saturday and I’ll send you the whole lot for that exact sum, no haggling. Well, that’s it.

That’s all you have to do. But will you? We’ll soon see! : )

Pat

P.S – Dax reckons that I won’t get more than a handful of emails as everyone will be waiting for some kind of ‘catch’ or upsell or, well, something. There’s none of that ‘waiting in the wings’. Just send me the email, name your price and it’s all yours.

P.P.S – I’ll be reporting back on Monday to tell you whether Dax’s ‘Lazy Ass’ theory was right or not…