Fitness Business University Podcast

SPEAKER_00: What's up everybody?

Welcome to this video about the
fix the sales masterclass.

The first thing I gotta tell you
is I'm recording this video on

the Tuesday before the
masterclass.

And I, if you were to bet me a
hundred dollars that the fix the

sales masterclass would be
outpacing the fix the marketing

masterclass that I did last
week, I would have thought I

would lose that bet.

And the reality is we have more
people signed up for the fix the

sales master masterclass.

And as surprised as I am, I
really think that there's a big

shift in the industry.

I think a lot of people are
realizing that, hey, I'm getting

leads.

I am getting leads.

I just can't get the leads on
the phone, or I can't get them

to show up, or I can't close
them.

And I think it's like starting
to become this shift between I

can't get any leads to I can't
get any customers, right?

And that's the biggest thing,
right?

That the biggest thing about
this whole game is we can't cash

leads.

We can only deposit the money
that we get from a customer into

our bank account.

So the sales conversation is
really, really important.

And so I'm going to shine the
light on what I'm going to be

talking about in the master
class.

And at the same time, hopefully
we get some value from this

video.

The first thing I think we got
to understand is this is the

only guarantee in business that
is you will lose clients, right?

That's that's really the only
guarantee in business is that

you're gonna lose clients.

And at the end of the day, even
if you made your gym free,

you're still gonna lose about 1%
of your membership, right?

If you've got 100 members, uh,
you're not gonna keep everybody.

Someone's gonna move, someone's
gonna get sick, someone's gonna

have life change, and they're
not gonna trade at your gym,

right?

And so our businesses have this
built-in layer of attrition,

right?

We're gonna lose some people.

Now, for those of you doing a
really good job, your attrition

is three to five percent, right?

And that means if you have a
hundred members, you're losing

three to five, you know, every
month.

That's if you're doing a good
job.

So even if you have a hundred
members and you're doing a good

job and you lose five, you still
got to get five, right?

To stay the same.

So this whole free lunch thing
doesn't exist.

Like we still even if we have
really good retention and a

really good product, we still
got to do some work to at least

stay the same size.

Now, if you want to grow, right?

Let's say you're losing five and
you want to get, you know, plus

five, you know, at the end of
each month, which is a great

goal.

You gotta do some work, right?

And that's what we're gonna be
talking about.

Now, a couple things, and I have
my notes here, that's why I'm

looking down on what I want to
cover.

I I believe that there's a lot
out there on marketing, right?

And again, I'm a marketing guy.

I talk a lot about marketing.

There's tons of marketing
agencies and people selling

marketing and all of like things
like that.

But there's not as much on the
sales side, there's not as much

on people teaching gym owners on
how to do the sales.

Not, not, not none, right?

There are some people doing a
pretty good job of it.

I like to think that we do a
pretty good job of teaching

people how to sell better.

But my friend G.R.

Hoff, that uh has an agency
called Gym Emberschream, he does

a really good job of coaching on
the sales side as well.

But at the end of the day,
there's a lot out there to help

you get more leads, and there's
a promise of all these leads.

And what it kind of does is it
gives you that hit of dopamine.

But the reality is, I said
before, it doesn't do what we

need to do in terms of putting
it into our bank account, which

is what what we're trying to do,
right?

You're trying to make some money
in this business.

So that's really what it's gonna
be about is this whole

masterclass is gonna be about
how do we get customers that's

gonna help us make the money we
want to make.

Now, if we're talking about
sales, there's really only a

couple things we need to know,
right?

There's really like, and we can
boil it down to three things.

So the first thing is, and it's
the first metric that I'll go

over, but the first metric is
how what percentage of the leads

that you get come in to do the
first thing.

Now, whether you do
consultation, whether you do a

trial membership, it doesn't
matter, right?

I'll use those terms
interchangeably, right?

But that's the first kind of
metric.

It's almost like we can put them
in buckets, right?

That's the first bucket.

We got to be able to get that
bucket to anywhere from 20 to

30, you know, percent.

That means if we uh 10 leads, we
got to be able to get, you know,

two to three of them to come in
for consultation or trial,

right?

And there's a lot of moving
parts to that.

There's, and I'll discuss all
this on the masterclass, but

there's, you know, how quickly
we get to them, there's what we

say on the phone, there's the
whole process of getting them to

show up.

I mean, all of these things I'm
gonna discuss and cover and give

you the best practices and the
things that are working right

now uh to be able to do it.

And then full disclosure, if you
don't know who I am, I'm a

business coach that does this
for gym owners, but at the same

time, on the other side of that
wall, believe it or not, ready

for it?

Is it gym?

And I own it.

And there's people that train
there and there's staff members

that are employed, believe it or
not.

And so I use that as a lab,
right?

Looking at this stuff all day.

I had a meeting an hour ago with
the guy that runs my gym, and

we're going over all of these
numbers.

So I'm doing this with you.

I'm doing this along the way,
and I'm seeing what's working,

I'm seeing what's doesn't.

Plus, we have you know 137, I
think at this point, master on

members where I'm hearing what's
going on with them.

So uh there has been a lot of
challenges with this bucket.

There's been a lot of challenges
of the they don't answer the

phone and they we can't get them
on the phone, and you know, they

respond to the text and then
they disappear.

There's a lot of that right now.

So I'm gonna go over the best
practices of what you need to do

to be able to take that
conversion rate and wherever you

are, make it better, right?

And am I am I gonna guarantee
you that all of a sudden

everyone's gonna show up?

No, that's just not possible.

So I think some of this is uh
really gonna be about uh

managing your expectations.

Like some of you might be doing
okay and you don't even realize

it because you don't know your
numbers.

That's an important, that's an
important distinction.

Some of you are frustrated with
your sales, but you actually

might be doing better than you
think based on there's some

industry, you know, standard
numbers.

Now, there's always unicorns out
there, but at the end of the

day, I'll shine the light on
what numbers are, what's good,

what's not good, and how much
can you actually uh get better.

So that's that first bucket is
getting the leads to show up for

the first time.

The second bucket, right, is
converting them to a member,

right?

And this is really where the
money is made.

This is whether you do a
consultation.

You know, we on the other side
of this wall is our consultation

room.

We have a room that's dedicated
specifically for that.

We sit down one-on-one with
every customer for an hour.

We don't do trials or free
classes or stuff like that.

That is just the way we do it.

Not saying any of that is wrong.

I have plenty of customers that
do it that way, but that's just

the way we do it.

And that's the first step
towards someone becoming a

member at my gym, right?

And so that is a very, very
scripted, thought-out process,

right?

And they'll go over the best
practices.

What do we need to do to get
more people to say yes?

What do we get need to do to get
more people to buy?

And so we'll go over why they
don't buy.

We'll go over the common
objections that they have in the

sales process.

We'll go over what you need to
say.

I talk about in the sales letter
of this masterclass, is there's

a really, really important
question you need to ask.

All right, I'm not gonna give it
to you right now because I gave

it to you in one of my emails.

Hopefully you're reading the
emails.

All right, I gave I gave you the
question.

But what I'm gonna do is I'm
gonna shine the light on, I'm

gonna go deep on the actual
question that you need to ask.

If there's one question that
trumps all other questions, and

we got to ask this one, and you
got to know this one, and you

got to know a cold.

So I'll go over the ins and outs
of that question.

And I and I'll tell you this
when I learned this question, we

spent about four hours at a
workshop.

I was at a workshop in
Philadelphia with a program

called the Strategic Coach
Program.

And we spent four hours on this
question, and they just unpacked

it and unpacked it.

So I have a very, very, very
deep understanding of this

question.

And I'm not gonna take four
hours to do it.

I'm gonna teach it to you in a
few minutes and give you the ins

and outs of what you need to
know.

But at the end of the day, to
convert more people that come

for a consultation or a trial, a
lot of it comes down to that

process.

What happens in that process?

Uh, what are the things we need
to do, the things we need to

say, the things we need to do
ahead of time uh to be able to

get more people to buy?

And truth be told, just like
there is a certain percentage of

you know, people you're gonna
convert from lead coming in to

consult, there's just around a
certain percentage you're gonna

convert from, you know,
consultation to new member,

right?

So we're not gonna get 100%,
right?

I don't think there's many
people out there closing at

100%.

And if you are, you need to
raise your prices because you

don't want to actually do that,
right?

So we'll we'll talk about the
different percentages and the

different what what should you
be shooting for?

And some of it is relative.

Some of the matters is are you
doing a trial membership?

Are you doing an annual
contract?

Are you doing month to month?

I'll go over all that stuff with
you.

Okay, so that's getting more
people to buy in your

consultation.

And then the third bucket, this
is a big one, is price.

How much money are you charging?

I had oh, I had a call with
another gym owner, a prospect,

you know, kind of responding to
one of my books.

And he's like, you know, I gotta
get more customers, you gotta

get more customers.

And he was telling me what his
prices were.

And the poor guy was charging so
little money.

I told him, I was like, brother,
I think the worst thing I can

teach you is how to get more new
customers because you're putting

more new customers into a broken
price model.

And what's gonna happen is
you're just gonna keep putting

more customers into this thing.

You're gonna keep working,
working, working, and you're

just gonna bring yourself out
because you're not making any

money as it is, and we just
added more customers from that,

and you keep having to work
more, it's not gonna be a good

ending to this.

So we got to change some things.

For him, he needed to change his
model.

I'm not gonna get into that
tomorrow on the masterclass, but

he really did need to change his
price, right?

And so price is is such an
important piece of a financially

successful business.

And the thing with prices, it
gets challenging, right?

Because there's what involved?

There's emotions.

There's like, oh, how much am I
charging?

And like, are they gonna say no?

And there's there's all kinds of
stuff like that that happens.

And I'm gonna teach you how to
get past some of that.

So I I will, I'm not gonna
guarantee you this magic pill

that you're all of a sudden get
past all of it.

Some of it will be how you grow
as a person, right?

Some of it will be how you
develop yourself and the things

you you your beliefs about
yourself and your business and

your product and your staff.

And some of that, sometimes that
does take time, to be honest

with you.

But I'm gonna kind of point you
in the right direction to do

that.

But so I will talk about how to
select your price, right?

So how much you should be
charging and how to get that.

I'll talk about how to present
price, which I think is a

really, really important piece.

I think a lot of people screw
this up.

Think Cheesecake Factory, right?

You go to the Cheescake Factory
and you have all these items to

choose from, and there's so many
things, and you're like, ah, I

don't want to do it.

I don't know if I want anything.

Just like send me to the bar and
I'll just drink because I can't

decide what I want to eat.

And there's a lot of gyms that
that are like that.

So I'll teach you how to
simplify your price sheet, how

you should be actually
presenting uh your prices.

And finally, I will talk about
the king and the king of all

kings to make more money, and
that is how to raise your price

on current members.

Okay.

And a lot of people are very
fearful of this, a lot of people

don't want to do it.

Other people have said
consultants have told them to

promise that they will never
ever raise their rates, which is

terrible advice.

And I'm just going to tell you
that I personally, so full

circle.

So I personally in October of
2025 raised my prices at my gym

about by$49 a month.

We run a small group training
gym and we were charging about

$400 a month for twice a week.

We we raised it to$449.

The staff was very nervous, they
were very scared.

I was like, hey, you guys
deliver a great product.

We have great retention, we have
great close rate, we have earned

this price raise.

And we did, and it was massively
successful.

So I'll teach you how to do
that.

I'll teach you what to say, I'll
teach you how to present it to

your customers.

It's a really, really important
piece.

That alone, and just learning
the skills that you need to

learn to be able to raise price
and do it in a way that you can

keep maybe not 100%, but the
majority of your members.

And I'll show you some math on
how to get around it.

And I will show, I have a cool
exercise that I teach in this

one that's called price raise
anxiety melter, right?

How to how to melt anxiety about
raising your prices with your

members.

So excited about that one.

So we got uh presenting price,
we got selecting price, we got

raising price.

And the last piece I'll talk
about is hey, we got these

members, right?

Because we're talking about
sales.

Sales is about getting new
customers, right?

We want to make sales.

We'll talk about how to make
more sales from the customers

you've got, right?

And so specifically, I will talk
about referrals because I

believe that's the lowest
hanging fruit and the biggest

value.

If you can get one customer and
turn one customer into two

customers, the lifetime value of
that customer just doubled,

right?

And so that's a really, and I do
think there's value in selling

supplements and you know,
offering other things 100%.

I won't be covering that on the
masterclass.

I'll probably do that at a later
date.

But like the best thing that I
can help you do to make more

money from your current
customers is how to generate

referrals, is how to get them to
generate referrals and and and

how also to get them to train
with you more often.

That's that's a big piece,
right?

To how to get them to go from
twice a week to three times a

week.

Like how many people do you have
coming twice a week?

Well, why aren't why aren't they
coming three?

So I'll show you a strategy on
get how to get them from two

times a week to to three times a
week, which you know could you

know make some big moves in your
business just on that alone.

Okay, uh, so those are the big
needle uh movers that I'm gonna

I'm gonna talk about.

I will also talk about, sorry,
this thing is like shaking.

I will also talk about the sales
mindset, okay?

How to think about sales,
because a lot of times people

think like, oh, sales is you
know a dirty word.

I don't want to feel sleazy, I
don't want to look stupid, I

don't want people to think I'm
greedy.

And there's a lot of that in the
gym industry because you know

what we're we're nice people,
right?

We're good people, and we got
into this injury of going to

change lives and help people.

And I did too.

Like that's like I fell in love
when I was a personal trainer in

San Diego.

I fell in love with helping
people.

I fell in love with it.

I was just like, this is what I
want to do for the rest of my

life.

But I realized is that when I'm
more financially successful, I

can help more people.

And when I'm not financially
successful, I help less people,

right?

And so it's kind of like you
need to get yourself in a good

spot.

If you get yourself in a good
spot, you're gonna be able to

lean into your staff better.

You're gonna be able to help
more people, you're gonna be

able to like give money to
charity, right?

Like some of the the best money
that I spend from being

successful in business is like
the money I give to my church.

It's like so I'm so grateful to
be able to have that opportunity

to be able to do that every
month.

And that's why we want to be
able to make money.

So the first mindset is all
about you, but the second

mindset, this is really, really
important, very important to

understand is what's going on in
the mind of your of the

prospect.

Really important.

What is going on through their
mind when they're buying?

And what's going on through
their mind when they're all of a

sudden hearing stuff, they're
hearing stuff, and they're like,

uh, I need to talk to my spouse.

I'm not sure if I can afford it.

I don't think I have the time.

I'm gonna tell you what's going
in on in their minds, and I'm

gonna tell you what you need to
do before that those thoughts

start to come into their minds.

I'm gonna tell you what you need
to do beforehand to help reduce

it.

Now, will it go to zero?

No, it will not, but can it
reduce the number of times

someone's like, I need to think
about it, I need to talk to my

spouse?

Yes, it can.

Okay, so that's what so that's
the sales mindset, and a lot of

this is from my book.

Like, so I wrote this book,
Ultimate Guide to Sales from

Your Gym.

I think pre-COVID, this is like
2019, even 2018, um, is when I

wrote this book.

There are some things in this
book that will never ever end,

right?

In terms of it, it's it's
totally uh time-tested.

It's not these like, oh, that
only worked back in 2019 or that

was before COVID.

No, some of the principles
inside uh this book will will

let they're just basic sales
principles that will never ever

go away.

So a lot of the things I will be
pulling is from this book that I

wrote similarly to the
masterclass that I did for the

marketing one.

A lot of the principles that I
taught were based in from my

book, that orange one right
there.

That's it right there.

That's the orange one.

So that's it.

That's the sales masterclass.

I believe wherever you're if
you're listening to this on a

podcast, click the link in the
show notes.

If you're watching this on
YouTube, go click the link

somewhere.

I guess it's below the video.

I don't know.

You can always go back to one of
the emails.

It's totally a free webinar.

We're doing it on Thursday,
April 23rd, and it's at noon

Eastern.

Thursday, April 23rd at noon
Eastern.

Super excited for it.

It's gonna be a great time.

Full disclosure, I am running
this like a masterclass.

So it's not a webinar.

I don't have PowerPoint slides.

So I'm just letting you guys
know I don't have PowerPoint

slides.

I I will be working up from a
document that I'll be teaching

from, but it's not a webinar.

I'm not gonna have this big
sales pitch of some course or a

product at the end of the
webinar.

It's not what I'm gonna do.

Um, I've done that stuff before,
right?

I've taught webinars before and
everything like that.

That's just not what I'm doing
on this one.

And there will be a bonus.

Like if you show up, okay, there
will be a bonus.

I and the bonus will be related
to the lot of the stuff that we

talk about.

Hint, hint.

The bonus may have something to
do with with price.

I'm just giving you a hint hint,
and it's a good one.

You're gonna want to show up
live.

But the only way to get the
bonus is if you show up live on

the webinar, and we'll give you
that as well.

And what else am I missing?

I think that's it.

So hopefully you're gonna.

This is I'm recording this on a
Tuesday, so we got a couple more

days.

Again, I'm still shocked at the
amount of people that have

already registered for this
event, it just makes me believe

that people are struggling with
this sales process.

And I believe a lot of the stuff
you're gonna learn is gonna help

clean some stuff up.

Now, I'll tell you this if you
just learn one thing that can

improve your close rate by let's
call it 10%, right?

Let's say you learn one thing
that improves your close rate by

10%, and that means that let's
say you're at 50% before and you

get it to 60%.

Okay.

And so every month, let's say
you're sitting down with 10

people before you were closing
five, now you're closing six.

Okay.

That is six, that's one a month,
one more a month.

That's 12 over the course of the
entire year.

If you take 12 and you multiply
by your lifetime customer value,

which I will tell you for us is
around$10,000, right?

That's what our lifetime
customer value is at GFP, around

$10,000.

And I will talk about that too.

I'll tell you how to get
lifetime customer value on the

masterclass.

I think it's important to have
your mind set around what are we

trying to sell here?

Are we selling a$200 membership
or are you selling a$10,000

lifetime value?

And you tend to approach those
two numbers very differently.

Like how you're gonna approach
$200 versus how you're gonna

approach$10,000.

Now, the money to them is$200.

The money to you is$10,000,
$10,000 if it's the lifetime, if

that is your lifetime value,
right?

And so I could take this
lifetime value of$10,000.

I got 12 new customers.

That's$120,000, right?

I think that's right.

Yeah.

Yeah, that's$120,000 more from a
10%.

You can get a 10% increase by
just doing one little thing a

little bit better, asking one
question, overcoming one

objection.

There's just sometimes we got to
move the needle a little bit.

I don't think this masterclass
is gonna help you go from a, you

know, 30% close rate to a 97%
close rate.

I'm not, I'm not that good,
right?

I'm not that good of a sales
coach.

But if I can improve your close
rate by 10% by taking one little

thing that that we do, and you
have a strong lifetime value

like like we do here, um, and
let's say it's half as good,

right?

Let's say your lifetime value is
only$5,000.

Well, that's an extra sixty
thousand dollars that you got

from a free masterclass by doing
one little thing a little bit

better.

So that's what we're after.

So that's my pitch.

Hopefully, you learn something.

I I try to do some teaching
during my commercials for these

for these masterclasses, but
hopefully you pick something up.

But hopefully, really you come
to the masterclass.

It's completely free.

There's nothing that I'm gonna
sell you at the end, and uh, I'm

super excited for it.

I get really jazzed for these, I
get energized uh when I do these

master classes.

The last one we had, we had, I
mean, an incredible amount of

people that registered for it
showed up.

There's great energy, there's
great questions.

It was just a really feel good
thing, and I'm thinking this

one's gonna be uh just as good
if if if not better.

So hopefully you join us again.

If you're listening to this on
podcast, the link is in the Show

notes if you're watching this on
YouTube.

I'm sorry you had to stare at my
ugly face the entire time.

But you can click, I think it's
descriptive link in the

description on YouTube or
wherever it is.

I'm not really even sure
anymore.

Click that link and you can
register for free.

And I will see you on the
inside.

Peace.