Fitness Business University Podcast

SPEAKER_00: What's up, guys?

Welcome to another episode.

I am in the parking lot of
jujitsu.

So if you hear these cars
whizzing by, just know that's uh

a little white noise for you.

So it's uh Thursday as I record
this, and I this past Monday

night, I took my entire family
into New York City to go to

Madison Square Garden to watch
Monday night raw.

And it was fire.

Like if you want to watch a
business at the top of their

game, like the WWE is freaking
killing it.

Like this, like this was a
Monday night thing.

Like they do these shows every
Monday night.

This is not like uh, you know,
one of their main, main, main

things.

This is like they do this every
week.

And it was, we were like jaw
jaw.

Vanessa loved it.

The girls loved it, they're not
like huge wrestling fans, but it

was just super entertaining, and
the crowd was amazing.

Everyone kind of gives wrestling
a bad rap, like the people there

are thugs and stuff like that.

It's like they were so nice.

Like Joe, these people would
walk by.

They were selling these legit
WWE looking belts that were

like, you know, they must, they
were, I think they were selling

them for like 800 bucks.

And some guy would they're like
they carried these fans carried

them with them through the New
York City to go to this super

garden with a belt.

And grown men.

And they're walking by, and
Joey's looking at the belt with

his eyes bugging out of his
head, and they kneel down and

they hand you, they're like,
Here, hold it, hold it, take a

picture of it, take it, and
there's there's like it was

amazing, it was super nice.

And like the people behind us
were talking, like it was so

cool.

But anyway, the there's so much
to learn about business from

what these guys are doing now
and in the past.

You know, there's they're doing
some cool things now.

They're the the big thing
they're doing now is like John

Cena's last final tour.

So now they're like every arena
is sold out because they're

marketing it as Cena's last
event.

They do a brilliant job of
promo, like while we were there,

they were promoting so many
other things, like upcoming, you

know, Survivor series, or
upcoming this and that, and

there was just like tons of ads
for different things to help

future pace, you know, the next
thing you're gonna watch or the

next thing you're gonna go to,
and the graphics they used were

incredible.

The thing about wrestling, too,
and I remember if you ever

watched the movie Gladiator,
they basically uh Russell Crowe,

or one of the guys, I think it
wasn't Russell Crowe, but he

goes, win the crowd and you'll
win your freedom.

And that is what all wrestlers,
and I talked to Kurt Engel about

this when he was at our event.

But all wrestling's job, like
the number one job of a wrestler

when they go out there, whether
they're a heel or a babyface,

and what that means if you don't
follow wrestling, a heel is like

a bad guy and a babyface is a
good guy.

Whether you're a heel or a baby
face, your job, if you're a

heel, your job is to get as many
boos as you possibly can to get

the crowd hating you.

If you're a babyface, your cra
your job is to like make that

crowd erupt and explode, right?

But it's all winning the crowd.

And it's like exactly what we
need to do in our marketing,

it's exactly what we need to do
for our members.

We need to win the love and
affection and trust of our

people.

And so, watching this and
watching how they do it and what

they do to do it, like why are
some wrestlers like better than

others?

Like, what is it about The Rock?

What was it about Hulk Hogan
that made it so much better?

That is worth studying big time
for you.

So, even if you don't like
wrestling, man, I don't know.

I I and I think this is one of
the things that if I if I can

teach you one thing to market
your gym better, is to in every

buying experience and everything
you watch go, you start thinking

about where are the things that
where are the connections that I

can make from what they're doing
to what I can do to improve my

business.

And that that's just how I live.

I live with trying to make these
connections for all right, how

can I look at this and how can I
relate this to what I'm doing

and implement it somehow in some
way.

But the biggest lesson I've ever
learned from wrestling is very

relative to you right now, and
that is they always created

these flagship pro uh programs,
right?

And one of their flagship
programs is a thing called

WrestleMania, another one is
SummerSlam, another one is

Survivor Series, right?

And they've run these programs
for the last 40 years, and they

do them at specific times of the
year, and they, you know,

there's a whole campaign around
marketing that, but it's like

it's that's their thing, right?

And it's on the calendar and
it's never strayed from the

calendar.

And I think that's the the big
thing I want you to walk away

with today is you're thinking
about planning your marketing

for the year.

And uh I'm getting ready for our
annual planning event on

December 12th, and I'm gonna be
leading our mastermind members

through an uh a marketing plan,
how to lay out a marketing plan.

But but the thing I want you to
remember is you should not

create a marketing plan from
scratch.

Right?

And so every year when the WWE
lays out their event calendar,

they don't need to be like,
well, what are we gonna do for

events?

They're like, oh, nope.

SummerSlam goes here, uh
Survivor Series goes here,

WrestleMania goes here.

And when you sit down and plan
your marketing, you need to

think, okay, fall promo goes
here, winter promo goes here,

pre-summer program goes here,
here's what we're gonna do to

market it, here's how many times
how many weeks we're gonna

market it in advance, here's our
goal.

And starting to think about your
marketing with these built-in

flagship things that don't
really change.

That they're just there, right?

Now you can try different
campaigns, you can try new

social media things, you can try
new email hooks and all these

different things, but man, it is
gonna save you so much energy

and so much time to be able to
build a campaign.

I'll use like a you know, a
January campaign, like a New

Year thing, to be able to have
that stuff done, to be able to

have the emails written and the
ads ready.

It's like the amount of time
that's gonna save you.

You build it once, and then it
can be used over and over and

over again.

It becomes an asset for you
instead of you starting from

scratch all the time.

And so that's what I suggest you
do.

When you sit down and do your
marketing calendar, think about

the WWE, and it's like, all
right, what do I what am I gonna

repeat from the previous years
or last year that worked really

well?

And starting to, you know, build
these things that people look

forward to.

You know, it's like you know,
when you go to watch, when

people go to, you know, back in
the day when TV used to be live,

right?

It'd be like they look forward
to their TV show that was on at

eight o'clock every you know,
Monday night.

Well, well, you can create these
campaigns where people look

forward to it every year that
you're going to run it, right?

And so that's the big that's the
big takeaway is start to think

about what are the big rocks of
your marketing that you're gonna

do every year, right?

And allow those to be like the
pillars that you put everything

else around it.

And maybe you don't get as many
clients in the month of October

that you did in the month of
September because you ran the

challenge.

Well, that's fine, right?

The goal is to get a nice little
blitz from people coming off

their hiatus for the summer, and
that's the what you got to

really think about.

Like there's certain times of
the year where people are more

likely to do stuff like this.

And so that's just what you got
to take advantage of.

But the real juice comes from
creating it, making it great

once, and then using it and
reusing it over a period of time

until it totally stops working.

And then you may want to change
the the time period, the

wrapper, all right, that's fine.

But until it's proven to you,
like obviously WrestleMania

works.

Right?

And so do run it until I don't
know why we do this.

I'm guilty of this too.

I don't know why we do things
and we have success with it, and

then we wanna we chase another
shiny object, so we stop doing

that thing, and then we start
doing another thing, and you

come back, you pull your head up
a year later, you're like, why

the hell did I stop doing that
again?

We don't know why we do that,
but we all do it.

So that's it.

So I think it's really about
finding the big rocks of your

marketing.

They're pretty much going to be
run in the fall, one's gonna be

run in the one's gonna be in
January, one's gonna be

pre-summer, and have these big
events where you just run them

every year and it's easy for you
to implement, it's easy for you

to do.

I have a really, really good
thing rolling right now, and it

is my 50 strong program, and it
kind of ties right into this

concept that I'm teaching you
today.

But it is everything that I did
to market this 50 strong

program, which was kind of like
this play on 75 hard, right?

I did 75 hard, which is Andy for
Sellers program, and I realized

like, man, my clients need this.

And then I said, man, my clients
will never do this.

So I created 50 Strong, which is
a little bit of a dumbed-down

version.

But instead of, it's just like a
change of pace.

Instead of a fat loss challenge,
it's really this gut punch of a

thing.

It's hard to do, it's
challenging to do, but people

really like it because of the
challenge from it.

It's really, it's been a cool
thing that we added to our gym.

We we do it for current members
and we do it for non-members.

And it's been a it's been a
really cool thing we've added to

our gym.

It's been probably our our new
our newest challenge.

I think it's about three or four
years old.

But I've been I package it up
and gave it to my guys and they

loved it and they run it.

And for our Black Friday deal,
we put everything together.

We put the ad copy, the emails,
how to run the program.

There's a guidebook in there,
there's videos from me telling

you how to do it.

Everything you need is how to
run this thing, is in there.

If you click the link in the
show notes, you can get all of

the details for it.

And then this year I put in
three bonuses, so check out that

some three cool bonuses when you
pick it up.

So it's our Black Friday deal.

So if you're listening to this
during Black Friday, make sure

you go to that link in the show
notes and get all the info.

I think it's like a hundred
bucks, so pretty small price to

pay for something that could
generate a bunch of new clients

for you and give something
awesome for your current members

to be able to keep them rocking
and keep them engaged.

So check that out in the show
notes.

But at the end of the day, I
don't want you to reinvent the

wheel every time you need to
market your gym.

I want you to create things
once, okay, and run them and get

them.

Not I wouldn't say on autopilot.

It still takes time to do, but
it's going to take you a lot

less time every time you do it.

And if you buy 50 strong,
something like that, it's

already done for you, so you
don't even have to do it.

And here's the honest thing,
too.

You can take the structure of 50
strong and you can take the same

concept and make it for you know
a fall promo or a winter pro

pre-summer promo.

I didn't even think about this
because chat, right?

But you could literally take my
stuff, put it into chat, and

say, hey, create me a pre-summer
program based on this concept,

right?

It probably will give you
everything that you need.

Pretty crazy.

But you get this, you just gotta
get this once and it it'll feed

you for a really long time.

So click the link in the show
notes.

Appreciate you guys, appreciate
you listening.

Let me yak into the phone here
while I wait for my kids at Jiu

Jitsu.

But I will see you guys on the
next one.

Peace.