Fitness Business University Podcast

SPEAKER_00: What's up,
everybody?

Before we start the show, my
latest book is titled The Eight

Profit Levers, and it gives you
eight things to do to make more

money at your gym.

It's a really, really short
read.

I think you can read it in about
35 minutes, and you can download

it for free at eight the number
eightprofitlevers.com or just

click the link in the show
notes.

Enjoy.

What's up, everybody?

I'm super excited for this
episode.

And it's my first one back after
Jim Pranos.

And I actually just got back to
the gym and saw the guys and

they were like, How was Jim
Pranos?

And it was like it was epic.

So it was a really, really,
really amazing event.

Super excited.

What I'm going to do today is I
mean, there's so many takeaways.

Over three days, I mean 72 hours
of work, but over three days, I

try to find seven things that I
think would be really cool

things to share with you that
could be actionable takeaways.

And I I I want to say this about
podcasts.

I was listening to uh I I don't
think sometimes we look for

podcasts that are gonna like
tell us everything, you know,

and give us the formula and give
us the secrets.

And I don't I don't know it's
how the how how how you you

should look at it, right?

I think here's here's what
happened yesterday.

So I was listen, I was walking,
you know, while I was waiting

for Joey at Jujitsu, I was
walking around, and I listened

to a podcast with Tim Ferris and
a guy named Jim Collins, right?

And Jim Collins wrote the book
Good to Create, super smart

dude, right now, on another
level, right?

And there was like one thing he
said that really stood out to

me.

It was kind of, you know, it
wasn't like the whole premise of

the entire podcast, but it
really stood out.

And he said, he's 68 years old,
and he said, I feel better at 68

than I did at 38.

I have more energy, I have more
energy than I ever felt in my

life.

And like, like hard stop right
there.

It's just like what energy is
just the life force of

everything.

Like, if we have more energy,
like life is just better.

If we have more energy, we're a
better spouse.

If we have more energy, we're a
better at our work.

If we have more energy, we're a
better parent.

It's just like it's like I think
sometimes we don't think of that

enough.

And especially us as gym owners,
we're we're working, right?

We there's early mornings and
late nights, and it's draining

of our energy to do things.

And so I think sometimes we lose
sight of of how important and

powerful energy actually is.

And I I I I looked at that and I
was just like, I don't think I'm

doing everything I possibly can
to manage my energy and have a

peak feeling each day I wake up.

Um you know, I I'll be honest
with you, it took me, this is me

being vulnerable.

Like, it took me a little longer
to recover from the three-day

event.

And one of the reasons why was
leading up to the event, I

normally do 75 hard.

And I've I'm drinking zero
alcohol and eating super clean,

and I'm working on twice a day.

And for whatever reason, this
time I didn't.

And I could use every excuse in
the book that, oh, my mom died,

uh blah, blah, blah, blah.

But at the end of the day, I
didn't do the work that I

normally do to prep to be ready
to go for the event.

Now, I I feel like I performed
the highest level I possibly

could, but that came with a
cost, right?

It came with a cost of it's
taken me a while to recover,

right?

You know, I'm just been
exhausted and tired, and some of

that's travel, right?

But at the end of the day, are
we doing the things to do?

So that one little thing, that
one little nugget I got, I like

turned it off.

I was like, I don't need
anything else.

I don't need to hear it was an
hour, two hour and 45-minute

podcast.

Like, I'm done, I'm good.

Right?

And so sometimes you listen
listen to these podcasts.

You don't need to like listen to
the whole thing.

I mean, I hope you do, right?

But sometimes you just need the
one thing, the one little thing

that's gonna hit you right in
the gut, and you'll be like, all

right, I'm good.

That's it for me.

And so that's what I hope this
is for you.

Like, do you can you hear one
thing?

Is there one thing that you
could possibly hear that could

like hit you in the belly and
just be like, oh man, that was

it, that was it.

This I'll give you one more
thing that I learned on that

podcast, which I think is really
cool.

And Jim Collins, he you know, is
doing well-known guy, doing big

work in the world, and he has a
team of six full-time people.

Tim Ferris, same thing, doing
big work in the world, and has a

team of four.

Now, obviously different
businesses than ours, right?

If we want to have a really,
really big gym, we're not gonna

be able to do it with, you know,
one trainer to help more people.

But they talked about the
difference between scale of

impact and scale of enterprise,
right?

And scale of impact is how many
people are you actually helping,

and scale of enterprise is how
big are you growing your

company, how much are you
scaling?

Are you open up multiple
locations and stuff like that?

And you know, I thought long and
hard about that, right?

And I think that's a big, big
kind of sticking point of gyms.

It's like, do I grow to you know
100 locations like Devin Gage

across the board?

A lot of times people see that
and they just get overwhelmed by

it.

Devin doesn't because he's he's
he's a killer, right?

But and then sometimes I think
what people feel is they feel

less than that they're not doing
that.

And at the end of the day, if
you had one gym that you're

training 150 to 200 people and
doing an amazing job and

creating deep relationships and
impacting those people on a high

level, and then being very, very
active in your community and

doing a damn good job of that
and publishing really good

content that is getting out
there, you know, not just in

your community, but other places
as well.

Right?

It's possible that your scale of
impact in that one location

could be bigger than someone
that has five.

That, you know, like five crappy
gyms that are transactional in

nature that don't really do
much, your your scale of impact

in that one gym is probably
bigger than the one that opens

up the five, right?

And so I think that that's the
that that was another

interesting thing they said, and
I think a lot of people struggle

with this is like that the only
thing they they can do to impact

more people is to scale and open
up multiple locations.

And that's not true, right?

I mean, look at me, look at what
I'm doing.

I don't have multiple gyms, but
I know that I'm helping more

people in, you know, through the
coaching and the consulting and

the things that I'm doing, well
more than if I had five gyms.

Well more.

So so don't always think that
that that one avenue, that one

way to scale is the only way
that you can make an impact in

the world.

You can make a big, big impact
in the world if if you have one

business and one gym and do it
really, really well, right?

If you have one very mediocre
gym, yeah, no, you're not gonna

probably impact that much.

But you're not listening to this
podcast to do mediocre work.

You listen to this podcast to do
great work.

Okay, so let me give you some of
the takeaways.

Now, I I will say this.

I'm gonna start with a caveat.

So we we have lots of fun in
these events, right?

Now, Jopranos is, you know,
obviously a play on the on the

uh on the TV show The Sopranos,
right?

And it's funny as I'm recording
this, I'm sitting at my desk,

and someone sent me a Tony
Soprano like bobblehead doll.

So that's sitting on my desk
right now.

But right so the show was one of
the more popular shows ever on

TV, and we did a funny skit to
begin the event, right?

And I I obviously dressed up in
my Tony Soprano tracksuit, and

then we all had you know all the
different characters of the of

the uh of the sopranos coming in
and as as as you know, they were

all gym owners that had
different problems and things

like that.

And it it ended up me talking to
the therapist on the stage, and

I ended up like getting chased
out of the room by the FBI, and

it was it was actually
hilarious, right?

And so it was a great way to
start the event.

I think that the lesson there is
the the way we started it was it

was funny, it was creative, and
then even people I was very

nervous about the people that
were guests.

We had about 25 guests in the
room that were not members of

SBF.

And I was very nervous to be
like, uh these people are

whacked out of their mind.

What are they doing?

I was so I was nervous about
what those people would say.

And they were the ones coming up
to me.

It was like, this was the best
way to ever start a seminar that

I've ever seen.

They're like, oh my God, this is
crazy.

So it was like it, it's it one
of my favorite lines from Dr.

Rob Gilbert is it's the start
that stops most people, right?

And it's the start of an event,
it's the start of a session,

it's the start of things that
really get things off on the

right track.

And so that's how we started.

We started with this cool, funny
skit.

It got everyone excited, it got
everyone fired up, it got

everyone laughing, laughing,
laughing.

Oh my gosh.

If you're doing things in
person, gotta make people laugh,

man.

You got and that was my only
goal.

When I was working on the skit,
I was just like, dude, the only

my only goal is to just make
people laugh.

That's what I want them to do.

They're in the seats, they're
seeing it.

I don't want any serious mob
stuff.

All I want is to get people
laughing.

That was my only goal.

And it worked.

It worked.

They were laughing, some they
laughed at.

It was interesting that like
because I wrote a lot of the

jokes myself.

Uh, some of them Chat GPT helped
us with, some of them we had a

Hollywood script writer, my
buddy John Beck, he's a

Hollywood script writer out in
LA, and he helped us too.

So a lot, a lot went into it.

And uh shout out to all my boys
that that helped us out in the

skit.

They you know attended Zoom
calls and we really prepared.

So, anyway, understand this the
way you start something is is

really powerful.

So that's how we kicked off the
session.

And then I I got into my first
lesson, and I always teach

something uh around mindset in
the first section of the thing.

And the reason why I teach
mindset is because of this quote

that I learned from Tony
Robbins.

The number one chokehold on a
business is the psychology of

the owner.

And so, yeah, we can have all
the tools and all the resources

and all the marketing and all
the sales and all the things

that we need about a business,
but if our mind isn't in the

right spot, if we're negative in
our head, if we don't have

energy, if we're just not there
mentally, we're not gonna do

nearly as well, right?

I I'll take the guy that's got a
great positive, optimistic,

energized mind over the guy
that's got that's burnt out,

that's got the really best
tactics, right?

And so some of this is about
what are the things that we need

to do to help improve the way
you think.

And so I always teach some sort
of a lesson, and the way I teach

things is based on this quote,
which is from Andy Stanley, and

it's memorable is portable.

And basically what that means is
if you can remember something,

you can carry it with you.

So my job was not to fire
everyone up and get people

motivated.

I that was not my job.

I don't want to teach mindset
like that.

I don't teach mindset like that.

I teach mindset to get people to
remember things, to deliver them

a system to change how they
think.

And so I taught a system that's
basically called the four C's,

something I learned from the
strategic coach program, right?

And it's basically these four
C's commitment, courage,

capability, and c and
confidence.

And you know, just running
through very briefly, we have to

fully, fully commit to something
that we want to have a

breakthrough.

And if we want to get more
confident in something, we have

to fully, fully commit to it.

And I talked about how to do
that.

Then after commitment, it goes
through a phase of courage, and

I I explained how courage
doesn't feel good.

Courage feels like fear,
anxiety, and uncertainty.

And I tell a story of guys like
they're in you know, training,

they're doing uh in Vietnam,
they're doing grenade training

and they're in the bunker, and
all the guys are scared to throw

the grenades.

And the the sergeant goes to the
men, fear is wetting your pants.

Courage is throwing the grenade
with wet pants.

So when you go through the
courage phase, it's not the

absence of fear, you're gonna
feel it.

It's can you find a way to calm
yourself down, to have the

clarity to take the next step,
which is finding the capability.

And capability is essentially
what are the skills and the

knowledge you need to get more
confident.

Confidence can be if all of a
sudden you acquire a new skill

and you get more knowledge about
something, you're gonna be more

confident in that thing.

unknown: Right?

SPEAKER_00: And every one of us
has been through this cycle of

like if you rode a bike, if you
graduated from school, if you

became a parent, like every one
of you have been through the

commitment, courage, capability,
and confidence stages.

Right?

It's something, it's it's
basically the way you get better

at something, it's basically the
way you create a breakthrough.

So I gave a ton of different
examples and I went deep into

each one on how to maximize your
performance, but that's kind of

how I started the event.

I I got it rolling with with
with teaching that that lesson.

And then I got into some stuff
about the future.

I I started to talk about well,
what what's going to happen with

the AI situation and gyms and
all of that, and it's

interesting because I've been
kind of going deep down the

rabbit hole with all this.

I haven't shared a lot of it
here because I'm still learning,

I'm still growing, right?

But it will be soon.

And it's interesting, I had a
guy in for a consulting day, and

he I started telling him about
all the stuff I'm learning about

artificial intelligence and what
that's gonna mean and what it's

gonna mean for gyms.

And and I I literally was
talking about it for like a

minute, and he looks at me with
these scared eyes, and he goes,

Are we gonna be okay?

Like gyms, are gyms gonna be
okay?

Because I think that's what a
lot of people are thinking.

It's like, oh my God, is it am I
gonna get you know replaced by a

robot?

Is this if my is my business
gonna be obsolete?

I think a lot of I think a lot
of careers are thinking that,

and some of them, rightfully so,
we're redoing our basement.

And uh we had an architect come
over to look at it.

It was we didn't really need an
architect, but it was just like

part of the design package that
we were using.

And so they came over and
Vanessa had already put into

ChatGPT what she wanted to look
like, and she showed it to the

architect, and he looked at the
at the rendering, and he looked

back at Vanessa and he was like,
You you you did this in AI?

And Vanessa was like, Yeah, it
took me like two minutes.

And he goes, We're screwed.

He's like, We're out of a job.

Like this ain't like that, it
would have cost you for me to do

that for you, would have cost
you an arm and a leg, and it

would have taken me five hours
to do of what Vanessa did in two

minutes, right?

And so there are certain
professions that should be

absolutely petrified.

Lucky thing for you and me, gyms
aren't one of them.

If anything, I'm more optimistic
about owning a gym than I ever

have been.

And in the event, I went into
why.

I I went into what are the
reasons why I think that owning

a gym is a really good spot.

And it's funny because there's a
lot of gurus out there that sold

their gym that I think are
kicking their own ass right now.

Like, why the hell did I do
that?

And I see some of them actually
starting new gyms right after

they realize what is about to
transpire.

So it's a great, you're in a
great spot.

Like if you own a brick and
mortar gym, you're in a great

spot.

And and right after the
mastermind, we uh me and the

Vanessa and the kids, we drove
to Vero Beach, which is about

two hours from Orlando, and my
cousin, who is a let's just say

he's you know, very, very
wealthy, he he has this monster

house on at on Vero Beach.

Monster.

And we went and stayed with him
and stayed the night and had a

great night.

And uh I sat on the beach and I
talked with him for hours and

hours and hours because he's a
tech guy.

And he's also a client of mine.

He's been a client of mine, so
he knows the gym game really

well because he's been a client,
literally, my cousin has been a

client of mine since 2007, since
before I opened my gym.

And so he's a guy that has
advanced knowledge of what's

going to happen in the tech
space, right?

And he understands my business
really well.

And I sat down for eight hours
talking to him on the beach

about like the my ideas and the
things that happen, and I was I

asked him tons of questions and
bounced stuff off of, and he

equally is optimistic.

He's like, Yeah, you should open
more gyms, open up more gyms,

right?

So easy so the good news is the
what the big thing I want to

share with you is it's a great,
don't be like get fear-mongered

into you know anything else.

So it's a great time to own a
gym.

Now, are there gonna be some
challenges in the next few

years?

Absolutely.

Is there some changes that we're
gonna need to make to run our

business?

Absolutely.

But there is there's some some
really good things on the

horizon.

Here's here's what I will tell
you.

One of the most important things
that you could lean into right

now is developing a massive
amount of trust with your

customers and in your community.

Trust-based business is the
future.

Is if you can become the
authority, the trusted advisor,

the expert status person in your
community, you will win above

all else.

And so a lot of that comes down
to who you are as a person.

A lot of that comes down to, you
know, who is the person leading

the business, right?

Because at the end of the day,
what's gonna AI is gonna create

a bunch of copycats, it's gonna
create a bunch of guys that are

doing the same shit and the same
marketing and the same message

and all that stuff.

And when you can separate and
differentiate yourself through

who you are, that can't be
copied.

We're gonna be in a copycat
economy, and you cannot be

copied.

And so you have to start
thinking about who you are and

how you communicate that to your
market.

One of the reasons why I'm doing
a workshop, and I'm not plugging

it here because only making it
available to my mastermind

clients, is I'm doing a workshop
called How to Grow a Personal

Brand to Grow Your Gym.

Not to grow a personal brand to
become famous on Instagram, to

grow a personal brand that can
grow your gym.

So basically, what's the
authority, credibility, expert

status, how to do that, and why
that's so important in today's

economy with AI and all the
copycats and all the people just

writing these garbage emails,
it's called AI slop on ChapitPT,

and then just putting garbage
out there, right?

And so what I was telling my
guys, right, and I'll tell this

to you, is who you become is a
really really, really important

piece of that.

And and that is like, you know,
the more you lean into growing

yourself as a person, as a
business owner, you know, the

the more powerful your business
is going to be.

It's like, you know, people
usually don't trust the

nameless, faceless business.

They trust the person.

Look at Steve Jobs, Warren
Buffett, like those are you know

powerful, strong names behind
powerful, strong brands.

You know, Twitter was not nearly
what it is today, right, when

when Elon Musk didn't own it.

It was owned by nameless,
faceless people.

But now, like everyone knows
Twitter or X or whatever you

want to call it, is because it's
been driven by Elon.

Right.

Now part of it is it's Elon, but
the other part of it is he's a

well-known household name in
through the community, right?

And so so that's kind of I I
that was like my first piece,

and then I went into some, you
know, because one of the

premises of the of the event was
be the boss your business needs

you to be.

And so I talked about what do
what do we need to do today to

be better bosses?

Okay.

So if you're listening to this,
you know, and you have you know

a small team of people, what do
you need to do to be a better

boss?

And the one thing I'll I I
talked about was was was

culture.

I talked about culture and that
that that I w I I learned how

important culture was from a guy
named Seth Godin.

And Seth Godin told me
personally, he said, Vince, your

number one job as the owner of
your business is to drive the

culture.

That's your number one job.

And a lot of times I and I've
taught that before, and a lot of

times People don't know what
that looks like.

They know it.

They're like, oh yes, I know I'm
supposed to drive the culture.

But they don't know like what
there there's there's things

that need to be done to do that.

It doesn't just happen.

You don't just show up to your
business and drive the culture.

Right?

There's intentional things that
that need to be done to be able

to do it.

And I sat down and I thought
long and hard of like, okay,

what have I done to drive a good
culture within my gym?

I mean here we are, my gym's
been operating for 18 years.

unknown: Right?

SPEAKER_00: And we have turned
over our entire staff.

Entire staff.

Yet we still have a very, very
strong culture.

We have very good retention and
we have very good staff

retention.

unknown: Right?

SPEAKER_00: But over 18 years we
have turned over our entire

staff and the culture is still
there.

Right?

And so I I talked about what are
the things people need to do to

drive the culture.

I'll give you one of them that I
think is probably the most

important one.

The most important thing that
you can do to drive the culture

is have a definition of your
culture.

How can you know what to do if
you don't have a definition of

something?

Right?

And so that's a really, really
powerful thing, and that's what

I pushed everyone to do is to
define the culture.

Now, how do you do that?

Simple.

You create core values.

Your core values are your
definition of your culture.

And you know, I challenged some
people in the in the room, and I

said, How many people, if I
called you up on stage right

now, raise your hand, if I
called you up on stage right

now, could tell me what your
core values are.

And not many hands went up.

And this is people that I've
been teaching this for years.

I guarantee you, if I went into
a room of gym owners that

haven't learned from me that
that, you know, no hands would

go up.

Right?

And so very, very few hands went
up, few brave people.

And I didn't call anyone up to
the stage.

I wasn't doing it to shame
anybody or anything like that.

But at the end of the day, if
you don't one have a definition

of your culture, and two, if you
have a definition of culture but

it's not known, if it's not
carried with you, go but back to

the memorable is portable quote,
that that's really step one.

Right?

So step one for you, if you if
you one of if Seth Goan says,

and I believe he's right, that
the number one job is to drive

the culture, then the first
thing we need to do is have a

definition of it.

The second thing you have to do
is know the definition.

unknown: Right?

SPEAKER_00: It's not enough to
put them on the wall.

Enron had core values on the
wall.

They weren't they weren't really
lived.

They weren't known, they weren't
lived.

So that's uh that's that was uh
one piece of that.

And then I got into my second
talk was all about making money,

right?

And that's kind of what I really
talked about.

Was I did seven ways to double
your income.

My talk was titled Seven Ways to
Double Your Income Outside,

Seven Ways to Double Your Income
in 12 Months, right?

And I did seven different
things.

And here's here's one of them
I'll share with you.

I think uh this was a powerful
one that a lot of people said

was one of their biggest
takeaways.

And this was clarity around
cloning and multiplying your

best customers.

That was one of them that I
talked about.

And if you if you think about
it, like who are your best

customers?

Who are the people that are
spending the most money?

Who are the people that are
referring the most?

Who are the people that are you
know very active in the

business, meaning they are
participating in all the things

that you do, they come to your
workshops, they do all this

stuff, right?

So who are your most valuable
clients, right?

And I had the the room write who
their most valuable clients

were, right?

From you know, mainly from the
the biggest driver of it is uh

is actually how much they spend,
right?

But really honestly, how much
they spend is it's it's probably

the way to start, but another
way would be how much they

refer, right?

Because the referral is more the
multiplier effect.

So you could do it with you know
how much they spend, who the

best spenders are, but you could
also do it through your best

referrers, and you could argue
that those people are the most

valuable.

So anyway, I had them create the
list of what are the things, you

know, who are the people, like
who have you actually looked at

at the list?

And and it's funny because I got
this through Vanessa, my wife.

Every year we take the top, you
know, you know, 20 clients, and

we do a like a holiday thing
where we deliver to their house

like a gift, right?

And the list, Vanessa was
working on the list and she had

the list out on the table, and I
started reading the names.

I was like, man, some of these
people have spent a ton of money

with us.

And I looked at the list and I
started looking specifically

into these people, and I came to
the conclusion that, hey,

there's one of the things that
we can do is start looking at

the things that those people are
into and start doing specific

marketing around getting those
people in.

I'll give you an example.

One of the people on the list
was, of course, the guy I was

talking about earlier, my
cousin.

Right?

He was the highest spender.

He was the highest spender by
like a lot.

And it wasn't even because he
was the highest because he's

been there so long.

It was this was only for the
year, right?

We didn't even do lifetime, we
just did last year.

Well, he's massively into golf.

Have we ever done anything with
golf?

Maybe once ten years ago.

Nothing much though.

Well, there's some of the most
wealthiest golf courses,

expensive golf courses in the
world ten minutes from my gym.

With loaded with people just
like my cousin.

Why, why, why, why?

That is that is a that is a pond
I should be fishing in.

But I had never even thought
about it until I sat down and

started to think about all
right, what are the things that

my cousin is into that I could
do things to get people like him

in the door?

Right?

So, you know, another one was
he's also into sailing.

I don't know, I still haven't
figured out how to do this one,

but I know he's into sailing.

And is there things real
relative to sailing that we

could do?

One of the people was a very,
very well-known real estate

agent.

unknown: Right?

SPEAKER_00: And you know, he's
been a real estate agent in our

community for two decades.

He's very, very, very connected.

Why haven't I done any joint
ventures with him at all, ever?

Nothing.

Not one thing with realtors, not
one thing with him, not one

thing like, why?

What am I doing that have all
these people that are that are

very, very high-end buyers in my
business already?

I can look and see what they're
into, what the commonalities

are, and poof, a marketing
opportunity comes right into my

face.

And some of it is just about the
thought experiment, right?

That's what it is.

It's just a really good thought
experiment to really sit down

and look at your best buyers
because that's what you want,

right?

You want more people like your
best buyers.

And then there's things that you
can do to find people like that.

So that was one of the one of
the seven that that I got I got

into.

I mean, I uh I could honestly,
this podcast could be four hours

of me just talking like this.

Um, but there was a ton of other
really good speakers.

One of the our speakers was a
guy named Ben Stocks, and Ben is

runs all the ads for my
consulting business, this

business, right?

And so he's like my right hand,
and he's also on my marketing

team as well.

And I and he did a talk, and he
he he made one of the best

points I thought of the entire
weekend.

And he talked about how
sometimes gym owners and

entrepreneurs they have this
badge of honor that they say

things like, Oh, I never watch
TV.

I never watch TV, I never I only
work out, work, and you know,

I've never watched TV, right?

And I'll be honest, like I watch
some TV.

Like I love sitting down with V,
my wife, and watching, we're

watching Landman right now.

Like it's awesome, it's fun, you
know, and again, like, yeah, do

I do a ton of it?

No.

But to watch an hour show at
night before I go to bed, it's

not gonna end my life.

But anyway, what he was saying
was if you don't watch TV, fine.

But guess who's watching TV?

Your customers.

Your customers are watching TV.

And so it would be helpful and
smart to know what the hell

they're watching and know what's
going on, so you could at least

have conversations with them
about it.

So he gave an example, and not
just conversations, but also a

marketing opportunity.

So he gave an example of Lady
Gaga, and there was a there was

something about Lady Gaga was
like at the Super Bowl, and

there was a picture of her, and
I mean, people were saying that

she looked fat.

I mean, she didn't look fat to
me in the picture, right?

But people were like crushing
her on social media because she

was fat.

And Ben took this and made a
post about it, and basically

like ripped it around and just
like, this is ridiculous.

People think that you know the
celebrities need to have be have

this bodies of perfection, this
is what's wrong.

And he had like, I mean, like vi
local viral, like hundreds of

hundreds of comments shared like
400 times, and actually posted a

picture of it, right?

And it was a really cool thing,
but it was only because it was a

current event.

And so the big takeaway is are
you up on current events and can

you take the current events that
are happening in the world,

right?

And can you use those in your
marketing?

And and one of the best things
for us back in the day was the

biggest loser, right?

And and and I've been like the
biggest loser, you could talk

about the different things
they're doing.

And I've I have been teaching
this for years, for years.

I mean, you go back to some of
my early stuff.

I used to talk about this
because what it this the story

goes is that we used to do this
exercise called, we still do,

Bulgarian split squats, and
everybody hated the exercise.

Everyone was like, oh, those
stupid foot up on the bench

things again.

Like they would yell at me,
they're like, This sucks, Fence.

And this is back when I was
training every session, right?

And then all of a sudden there
was an article that came out in

like women's health, and it was
a whole spread on the Bulgarian

split squat and how it's the
best art, it's the best exercise

a woman can possibly do for
glute development.

And they're always asking me, We
want glutes, we want glutes, we

want glutes.

And they would always get sore
from the Bulgarian split squat,

but they still just hated it.

And afterwards, they're like, Oh
my god, I saw that article in

Women's Health about Bulgarian
split sauce.

Can we do those split squats
more?

Right?

But but they saw it in the
publication, and now they have

this link with a with a
publication that they know and

respect.

What they know, what I should
have been doing is taking that

publication and using that in my
marketing and saying something

along the lines of, well,
Women's Health came out with

this great article on the
Bulgarian split sauce.

Good news, we've been doing
Bulgarian split squats here for

the last seven years.

Sorry, the call coming in for
the last seven years, and and uh

here it is women's health coming
out and saying how how amazing

it is, right?

Um, so you should be looking at
current events, you should be

looking at these different
magazines and looking and trying

to find these different
marketing opportunities that can

help you grow your business.

Okay.

So that was Ben.

Great job.

Uh Ben talked about driving the
culture.

Let me go through GR Hoff had a
great one.

He GR Hoff is the owner of Jim
Member Machine.

And it I I believe it's the best
marketing agency on the planet,

right?

They do GR does an amazing job.

And they have a great squad and
a great team, and they have

great or great retention at
their at their agency.

So anyone that comes to me and
wants digital ads or a website,

I send them to GR uh over at Gym
Ember Machine.

And GR spoke on Sunday and and
had a great one.

He had a great presentation, but
one of the th he he had a great

lifetime customer value formula,
right?

And so your lifetime customer
value is the total number, the

total amount uh of money that a
customer is worth, right?

And how do you figure that out?

Now, sometimes I have given like
these hard, clunky definitions

and formulas and on how to do
it.

And I do think it's probably the
most accurate way to do it.

But he gave a really, really
good way to do it is you

basically take your average
revenue, right?

So let's say you have you're
doing$20,000 a month, right, and

you have 100 customers, that
would mean your average revenue

is$200 a month, right?

And then what you do is you take
that number and then you divide

it by what your attrition rate
is, right?

Is it 2%, 3%, 4%, and you divide
that number by attrition rate,

and that gets you your lifetime
customer value.

So I will, hold on, just putting
the calculator now.

If I took that 200 and I divided
that by 0.03, right, that's

$6,666.

So basically, if your average
revenue was$200 a month and you

had a 3% churn rate, your
lifetime customer value, you

know, was$6,000.

So it's like that's when you get
a new customer, that's what

they're worth to you over their
lifetime.

Right?

And so the big thing is like
that's like an important number

to know because a lot of times I
don't want to spend$50 on the

newspaper ad.

I don't want to do that because
you know we might lose money.

And it's just like, yeah, but if
you got one customer, you spent

$50 and you made$666.

It's like it doesn't even make
sense that you're hesitating to

do that.

So I thought that that was a
good formula, you know, that GR

talked about, and he did he did
a really, really great job.

We had, of course, the great
Thomas Plummer speak, right?

And Thomas Plummer blew the
doors off as usual.

But he he, you know, it's funny.

It was a very, you know,
emotional talk.

Like he Tom got emotional at the
very end of the uh of the talk,

and just so he, I mean, standing
ovation for him.

It was absolutely incredible.

And he left us with this
message.

What did it mean to be you?

That's what he told us.

What did it mean to be you?

And I think sometimes we're so
bogged down in the business, and

we're so bogged down with where
am I gonna get my next customer,

and you know, uh, how am I gonna
make some more money and all of

that?

And I think at the end of the
day, you know, Tom is it's about

the the lifetime of impact that
you made in your community, in

your customers, in your staff.

That that's the overarching
theme of the entire thing.

What did it mean to actually be
you?

And he's leaning on did you make
a difference?

Like, did did you did you
transform lives?

Did you do the work, you know,
to be able to make a difference?

And I'm gonna be honest and say
a lot of people in in some of

these professions that are
sitting down and punching the

clock, it didn't it didn't mean
much.

If unless they had like a really
you know, they were very active

in their family life, but in
terms of their profession, you

know, what did it mean to be
them?

We have an unbelievable
opportunity for for our for our

life to really, really matter by
by creating an impact in the

lives of the people that we're
doing it with.

So he did an amazing job.

He ended it again, standing
ovation for the great Thomas

Plummer.

It was absolutely amazing.

I'm gonna wrap it up there
because I could totally keep

going.

We had Carly that talked about
the ambassador program, Joe

Hashe crushed it with his talk.

Mike Waldron talked about
finances, Tom Leonardo talked

about sales conversions.

I mean, it was loaded.

Not to mention the last.

Well, I'll I'll leave you with
one final story.

Not to mention the Gym Owner of
the Year Award, which we had.

We had three finalists for the
Gym Owner of the Year Award.

And what we do is we have them,
we have them do interviews, and

we essentially interview them
with with you know deep dive

interviews to get all about
their business, right?

And we put their names in the
program with the stories.

I got the programs the night
before I was supposed to leave.

And all their names were spelled
wrong.

And I had to make a decision.

I was like, what do I do?

Do I just you know apologize and
just be like or do I reprint all

120 booklets that cost me about
10 bucks a pot?

And I was talking with Vanessa
about it, and I was like, it'll

be fine, it'll be fine.

And she's like, no way.

She's like, you need to reprint.

She's like, call the printer now
and see if you can reprint them.

And I called the printer, and he
was able to reprint them.

And we I was I was gone, but
Vanessa actually ended up

bringing the books down, the the
new ones.

And so we threw away 120 bucks
and we got 120 new ones for the

event.

And I think the the lesson there
is how powerful it is to use

people's names, and how powerful
it is to individualize things

for people and to know people on
a deep, deep level.

And the the the foundation of
that is their own name.

The foundation of that is their
own name.

You'll build a better
relationship with people if you

remember names early and often
and you use it.

I think it's a very thing that
see people say they do really

well, but I don't know if they
actually do it really well.

And that example, that booklet
reprint was you know just my

commitment, and you know,
obviously being strong armed by

my wife, right?

I didn't want to spend the money
to do that, but it was the right

decision and the right thing to
do.

And man, uh, she as usual was
right.

And they got the books reprinted
and the names were spelled

right, and the winner was
Giancarlo Rainey.

He crushed it this year.

So proud of G-Man.

He did so great.

Check out his stuff on
Instagram.

Uh, you can see all the pictures
on Instagram from the event.

It went so good.

So super proud of everybody, the
other contestants, Christoph and

Bobby Maria.

They did amazing.

But G-Man took the ring for this
year at Gym Pranos as the Gym

Owner of the Year.

It's a prestigious award, and
super proud of him, and super

proud of everybody that came
down to Orlando and the team,

then everyone that spoke.

It was just an absolutely
incredible event.

I'm so grateful to be doing this
work, so grateful to be doing,

you know, coaching gym owners
and to have this opportunity to

put on these events and have fun
at the same time and doing it.

So and last I appreciate you.

Appreciate you for for listening
to this podcast.

Hopefully, you got one nugget,
one thing, like I said in the

very early 40 minutes ago, or
wherever this is.

If you get one thing from it, it
it was hopefully worth the 40

minutes of your time.

But go take action on that one
thing.

So I'll see you guys in the next
one.

Peace.

Guys, hope you enjoyed the show.

Reminder that my Eight Profit
Levers book is released and out,

and you can get a free copy at 8
ProfitLevers.com.

This is the book that's going to
give you eight ways that you can

amp up the profits at your gym,
and you can read it in less than

35 minutes.

Go to eightprofitlevers.com or
click at the link in the show

notes.

Thanks.