Fitness Business University Podcast

SPEAKER_00: What's up,
everybody?

Welcome to another episode.

I'm in the jujitsu parking lot,
of course.

And waiting for the little guy
to come out.

But hit up a podcast for you
guys.

Recording this a few days before
Christmas.

So you're probably going to hear
this after Christmas, but I want

to wish everybody a Merry
Christmas out there.

Enjoy a great time.

It's a great time of year.

I don't love the clutter and the
decorations and stuff like that,

but I do love the time with
family, the downtime, and the

thinking about goal setting for
the year and the upcoming year.

So there's lots of maybe more
positives that than negatives,

but there's a okay.

So uh so speaking of holidays,
we had our company party, our

Gabriel Fitness Company party a
couple weeks, well last weekend

or this, and got to talking with
the guy that's the physical

therapist.

We rent space to a physical
therapy company.

And yeah, we invited him and he
came.

And he's a really cool dude.

Very awesome guy.

And he he's a physical
therapist, but he also is like a

big runner, endurance guy.

He actually did rim to rim to
rim, and in like 18 hours, he

smashed it.

I didn't even finish it.

He smashed it.

So he's he's a pretty high-level
endurance athlete.

And he started a running club, I
think last year.

And I was asking, I was talking
to him about this running club

because I knew he was doing it
now.

So I I was very intrigued by
this running club that he

created, and it's becoming a
thing.

And I was asking him all these
questions about how he started

the running club, and he was
just meeting like four other

people to start, just people I
knew from my town.

I was like, how many people are
now?

He was like, 200 people.

And I was like, You mean to tell
me 200 people?

This guy started this himself
right from scratch a year ago.

And every I think it's I don't
know if it's every morning, but

I think it's uh definitely on
the weekends.

But I think it is every morning,
maybe the summertime or

something like that.

They meet, and there's 200
people that meet in this park

and they go run together.

200.

And it's become this big thing.

And so I'm like dying to know
what did you do?

And he's not like a big social
media guy.

I mean, he's literally doing PT
all day.

He's not like having time to
build this running club.

So I'm curious to see: did you
hire a social media company?

Did you run ads?

Like, what did you do to get it?

Actually, what happened was
there is a guy in our community

that has this huge community
channel, like the biggest

channel to put the biggest
Instagram page in the area.

And he caught me into the
running club, and this one guy

promoted the running club, and
literally it went like from

overnight from like eight people
to 200 people.

And it was from one person,
pretty much one person.

And it got me thinking about
this concept of the angelits,

which is something that I
created a really long time,

which is there are people that
have access to your customers

right now, that have already
paid for the customers, that

have already generated the
leads, that have already built

relationships.

There is someone right now that
has a big list, whether that's

on Instagram, whether that's on
email, whether that's phone

numbers, whatever it is, a big
list of people that have your

perfect clients on that list.

And I would tell you, there's no
faster way to grow.

Like, how did this running club
go from eight to 200 people?

Right.

And it it wouldn't have done
that by just slow, it would have

done it slowly by word of mouth.

But he said the thing exploded
overnight.

And it was because of this.

And so this is really something
to look into for your marketing.

And I think that you know you
got a lot of people that are

relying on Facebook ads and
stuff like that.

And I owned a marketing agency
for a long time.

I refer clients to gym member
machine because they do an

amazing job.

But even they would tell you
relying on ads and ads alone is

not a good marketing strategy.

And so what you want us to is
start to think about finding the

possible relationships in your
community that have access to

the customers that you want.

Now, I've talked about this many
times before.

If you're a podcast listener for
a while, you're probably rolling

your eyes.

Well, here he goes again.

But let me ask you, how many
times have you actually

relationships have you actually
created?

How many customers have you got?

And I'm gonna tell you, this
does take some energy and

effort.

This isn't like this like you
know, pay-to-play thing where it

just, oh, you just put you know
3,000 bucks a day, 3,000 bucks a

month on Facebook and see what
happens.

It's like, no, I think that to
get to the next level, we gotta

have some of these built-in
partnerships and relationships.

They're really powerful.

I'll tell the quick story of how
this came up, but basically I

started training when I first
when I first started my gym, and

this is before I even had the
gym, I introduced a guy who had

like four kids, and I started
training all of his kids.

He liked what I was doing, and
he started telling everybody

about me.

And I started getting phone call
after phone call after phone

call from different parents and
saying, you know, this guy had

had told me that I should get my
kids with you, so I want to sign

him up.

And I'm like, I'm telling you,
like it was incredible how many

people came from this one guy.

And I was like, I said to
myself, I was like, this guy's

like my angel, like everyone's
coming to him.

And then I thought to myself,
it's just like, what if I

created more of these guys, more
John Haddads, and created more

relationships like this?

And that's exactly what I did.

That's his that's how I grew my
gym.

We did, you know, I see a lot of
guys saying they did half a

million bucks after like eight
years, and and now they're

coaching Jim Motors, which makes
sense.

But we did half a million bucks
in my first year, and there was

not one ad run, no paid
marketing at all.

It was all this type of stuff.

It was me creating really good
strategic partnerships and

allowing those strategic
partnerships to leverage their

list and come to mind.

Now, there's a lot of steps to
go through this, and I talk

about this a lot in my book, my
new book, The Eight Profit

Levers.

It actually is this is what I'm
talking about, one of the eight

profit levers.

And if you want a free copy of
the book, just go to

eightprofitlevers.com.

They actually the number eight
profit levers.com.

I'll put that link in the show
notes as well.

But you can there's a whole
chapter on this, what I'm

talking about.

So you got these different
people, and and it could be a

person, right?

In this situation, it was a
person, you know, that was just

connected in the community.

Other situations it could be
like uh like a football coach.

Like I had a football coach, and
that was one of my angels that

you know he was a well-known guy
and he was winning, so people

loved him and did whatever he
said.

And so this guy loved my stuff,
and he started telling all the

other coaches to work with me.

And so I started getting all
these other sports they got

basketball, lacrosse, and field
hockey, and they got all these

different sports working because
of this one guy.

He could be a business owner.

I had a relationship with a
private club when I first

started, and it was a lacrosse
club, but it was a private

business.

I created a relationship with
him, and all of a sudden we

started doing the stuff with
him, and we ended up doing like

running his combines for him,
and we got tons of kids from

that program.

Tons of kids.

So that was that's an example of
a a business.

Joe Hashe has the example of
this where he ended up getting

80 new customers from a joint
venture with a hospital.

There are these places to go
where there are many, many, many

of your customers all at once.

And the first thing you got to
do is you gotta create the list,

right?

And that's why I call talks
about the angel list.

And the angel list, there's no
excuse anymore.

I used to work with people and I
used to sit down with them and

write out their angel list, and
it would take us sometimes three

to four hours.

There's no excuse anymore with
Chat GPT.

ChatGPT will tell you exactly
who you should partner with.

And it is important, there's a
specific prompt.

I don't have the prompt in front
of me memorized, um, but there's

a specific prompt that they use,
and actually, I do believe this

prompt.

Oh teacher, I do believe this
prompt is in the book, the A

Profit Levers.

So this exact prompt.

But the prompt says something
along the lines of looking to

create different partnerships
with other businesses.

And you can say you can say, but
you don't have to say just

businesses, but businesses,
organizations, right?

So organ an organization would
be like the PTA, the school, or

something like that.

Right?

So businesses or organizations
or individuals that have access

to my customers, right?

Now, hopefully Chat T T B has
learned who your customers are.

If you haven't taught it to do
that yet, then you're gonna have

to put in specific who you're
looking for, adults over 40 in

this specific area.

And what you want to do is you
want to put in into the prompt

people you've already worked
with.

So it's really helpful if you've
already had a couple

relationships that you've worked
with to put those in there.

So chat knows it has like sample
or example.

So in my case, like we did a
venture with a yoga studio

recently.

So I put currently we have
relationships with yoga,

whatever, and the head football
coach for X High School.

Right, you put in current
relationships so chat knows that

all right, this is kind of what
I'm looking for.

You also want to give chat the
geographic areas being like, I

live, my my gym is in Berkeley
Heights, my gym is in this town,

and I only want to get new
customers from a 15-minute drive

time from my gym.

So you want to give it like
really, really sweet, and what

it'll do, it's ridiculous.

But the full prompt is in the
book, the Aprofit Levers, okay?

So go get that book.

But the full prompt is in there
and literally just copy and

paste it, but it will spit out
exactly who you should work

with, and it'll give you the
contact information, and then

you know, obviously, chat will
keep going.

Like, dude, would you like me to
create an intro email so I can

send an email?

Like, so it's never ever been
easier to do this.

There's like we can't, yeah, I
can't, we can no more excuses,

right?

You gotta do this, and and and
the the fear I get a lot is

like, oh, I've tried this before
and these don't work, and like

blah blah blah blah blah.

That's that's it's like this
will never ever not work.

People working with people will
never ever not work.

It may be a little harder, it
may take a little bit more

courage to be able to do, but it
won't not work eventually, and

you gotta remember something
called the law of averages.

The more attempts, the increase
or like increase, that the

higher the likelihood that
you'll succeed.

unknown: Right?

SPEAKER_00: So the more joint
ventures and the more angels

that you reach out to, and the
more times you sit down with

them and have a discussion with
them and talk about doing

something together, the more
that happens, there's a bigger

likelihood that one of them will
be a big hit.

The problem is people talk to
like four people and they're

like joint ventures don't work
because I talked to four people.

Well, no shit.

They think it's gonna work with
everybody?

It's not.

You think just because you
reached out to one person and

they didn't call you back that
joint ventures don't work?

Come on.

Like the number one, you know,
Dan Dan Pink's book, the The New

ABCs of selling.

The ABCs of selling used to be
always be closing.

The new ABCs are attunement,
buoyancy, and clarity.

Right.

Attunement being another word
for empathy, seeing things

through their eyes.

Buoyancy being I'm talking about
the your ability to stay afloat

amongst an ocean of rejection.

Gotta have some buoyancy.

And the last one's clarity,
gotta be can't be all jumbled

and confusing.

So you gotta have some buoyancy,
you gotta hang in there and just

be able to be told no and and
keep going forward.

So that's what this game is
about.

I mean, I've written how many
thousands and thousands of

emails, not of them have been a
hit.

And more of them have been a
bust than a hit.

So you gotta understand that.

So so this is important.

This is important to it's a it's
a good piece of your marketing.

It takes time, it takes energy.

And here's the thing though,
maybe I I do know that there are

certain people that hire people
for this.

Like, let's say you had someone
that in your gym that's like

really connected in the
community, like hire them to do

this, hire them to go into
different companies and

organizations and look for
different sponsorship

opportunities and just you know
pay them like a percentage or

just pay them hourly, whatever
it is.

But maybe there's someone
connected that's better at this

stuff than you are that you've
you hire to help you do this if

you're not gonna do it.

But it's too important to be
just not done.

And it's just they there's just
a lot of opportunities.

A lot of opportunities.

And I think that the number one
thing that people need to do is,

especially these days, with the
increasing cost of meta, the

challenge in the traffic online,
the the way social media is just

so crowded.

I I think that the big win is
going to be, I don't think the

big win is going to be marketing
diversity.

Is that you you can't, and I've
been saying this for years, but

I think it's more important than
ever as things that used to work

really well don't work as well.

And it's now going to be you're
you cannot, there is no one

trick pony marketing that we can
rely on one place to get up our

customers, and then we're good
to go.

That's not happening, especially
for a job.

So you're gonna have to get
better at building a little bit

more of a robust marketing plan
that can that has a good

website, that has meta-ads, that
has strategic partnerships, that

has a referral system.

Like this is all like this isn't
like a thing where you know it's

a nice to have anymore.

This is a necessity to win, to
be able to diversify your

marketing.

And and a and a pillar of it is
this angel list, is this these

community partnerships.

And again, you can read more
about this in the A Profit

Levers, but that I'll put that
link in the show notes that you

can get for free.

And it actually does also give
you, you don't even need this

anymore, but it does give a list
of I think 67 I think 67

different options of different
types of businesses,

organizations to work with.

So it gives you a big list in
the book.

I'm not gonna be crazy and list
them all here.

So that is kind of what will be
man, it's just but it's spurred

on a holiday party.

And and that's one thing too, is
I and and I've had to teach

myself this, and I and it's
funny, this new book that I'm

reading that this new book that
I'm writing is called How to How

to Be Smart, How to Feel Smart,
and How to Look Smart, even if

you're not that smart.

And I will tell you that I am
not that smart.

There's a lot of guys that are
in my mastermind that are way

smarter than me.

Like sometimes I'm in the CEO
room and those guys are so

freaking smart, I'm just like,
I'm just gonna let these guys

talk.

And sometimes they're paying me.

I better say something here.

But they're so smart, they're
just like, I have only succeeded

due to one thing and one thing
only, is that's curiosity.

It's just I have a curiosity
around why things work, and then

I find out why things work, and
I do, I guess, a decent job of

communicating that to other
people.

But it did it it it's not
without an extreme curiosity,

and so I pulled that out of this
guy, this doctor.

How did he go from this?

And what can I learn from this?

What can I take from this?

Well, all it did was reinforce
something I've been teaching for

the last decade.

This is really powerful stuff.

Ain't going away.

It ain't a fad.

Working together with other
people and businesses or in

organizations, will not go away.

Nada will.

At some point.

I don't know.

But the people as long as
there's bricks and mortar,

there's gonna be bricks and
mortar businesses.

And I don't think brick and
mortar gyms are at a risk for

going extinct by any.

So that's gonna be there.

And so it's gonna be really,
really good for you to get on

this train.

That's right.

Okay, so get on it.

Let's go.

That's did you make the list.

Go put it into Chat GPT, uh,
download the book, A Profit

Levers, get the prompt, put the
prompt in.

Right?

And the page the the book is
really, really short.

It's like you can read in like
30 minutes.

It's really short.

Um, the chapters are short.

Uh, I wanted it to be something
that you can read these one, get

a grip on what these
eight-profit levers are, and

then really get be able to start
taking action around, you know,

ringing the register and make
some money that you're so that's

what it is about.

So excited for the new book,
getting a lot of good feedback

on it, and happy that I'm gonna
be writing this next one that is

I think this one's gonna be one
of my favorite ones to write.

I don't know, I don't know if
many people are gonna like it,

but I do think it's gonna be my
favorite one, my favorite ones

to write.

So that's a bonus hit.

So there it is.

That's it for today.

Go to the eightprofitlevers.com,
get the book, put in the prompt,

get that list, different joint
venture angels that you can

partner with, and then let's
let's go.

Let's set some goals around
lists, let's make some moves.

It's not going to be easy.

It may be a little messy.

You're going to be told no a
bunch of times.

But man, once we get the one,
you can go from frigging like

eight people to 200 people
overnight, like this running

club did.

That can happen at your gym, and
I've seen it happen before.

Hopefully, I'll see you on the
next one.

Peace.