Fitness Business University Podcast

SPEAKER_01: Welcome to another
episode of the FBU Podcast.

Before I announce my guest, I
want to tell you a story.

So it was 2015 or 16, I can't
remember.

And it was interesting.

I was dabbling in some other
consulting business, and I got

so fired up and excited about
this consulting business that I

was a part of, not an owner of,
a part of.

And I got so excited about it, I
put all of my time into that.

And the short story is my
business was not ready for me to

be putting all of my time into
that.

And all of a sudden I look back
behind me and like my gym is

sucking serious wind.

And I was like, oh my God, what
am I doing?

I need to get back in there and
fire things up.

Right.

And so I've kind of been gone
for a while.

Not gone, but I was there, but
not mentally there.

I was like so focused on other
things.

And it's like it's the ultimate
example of your focus as a

superpower.

Right.

So whatever you focus on will
grow.

I was not focused on my gym at
this point in my life.

I needed to be focused on my
gym.

And the balance sheet and prof
and loss statement was telling

me I needed to.

And the cash balance.

Mike Wallagen's calling me,
yelling at me, like, bro, what's

going on here?

Right?

And again, I say these, I tell
these stories because like

everyone thinks that like
everything's been like perfect

for me for really my whole
career.

And I've had a lot of like low
balances before.

So I have to I have to get back
in and start firing things up.

One of the first things I did
was I took over consultations.

I started selling again, which
is great.

But I need to really, you know,
fire up the marketing.

And I got this idea.

I'm not going to give the credit
goes to the guy on the call with

me who I'll announce in a
second, but the credit of the

idea does not go to him.

The credit of the idea goes to a
little Jewish boy out in

California named Neil, who gave
me the idea.

He was a client of mine in San
Diego when I was a personal

trainer.

And he gave me the idea to run
this marketing play called a

sweepstakes.

And the sweepstakes, I basically
told him, I was like, you know,

people are sophisticated here.

They don't play the lottery,
like, they don't do things like

this.

And he had a background in
social media marketing for the

pro hockey leagues.

And so he was doing a lot of
sweepstakes type stuff.

And I reluctantly tried it.

I was like, I'm going to try it.

And basically the play was we
were going to give away like a

six-week kitchen sink membership
to four people.

That was a kind of the play.

We had never done anything like
this, like in no giveaways or

anything like that.

Um, even we were we at one point
we were doing paid

consultations.

Like, you can't sit down and
talk to me without paying 150

bucks.

Like, that's what this.

So we were going from that to
this, and this is like, oh my

god, I can't give all this away.

But I was I tried it.

And I got the idea, and I was
like, you know what?

I need to put all I got into
this because I was my back was

against the wall.

Back was against the wall.

I need to put some gasoline on
this fire.

And I had a friend whose name is
Gus.

Gus Ralph.

Right.

And I knew Gus.

And I was, you know, I think Gus
was I he was a coaching client

of mine.

That back when I was dabbling in
coaching, when I shouldn't have

been coaching, I should have
been running my own.

When I was coaching GR, I
shouldn't have been coaching GR.

I should have been running my
own dang business.

But I was his business coach for
a little while.

And he got really, he was a good
gym owner in Minnesota.

He had his own gym in Minnesota,
then eventually moved to Texas

where he ran his gym remotely,
which I always can tell people

know their stuff when they can
run their gym remotely.

So he ran his gym remotely and
started was starting to dabble

in the marketing side.

This was like back when people
were, you know, putting pieces

of dog poop on Facebook and
getting$2 leads.

And I think you saw that, right?

And was getting good at it.

And the cool thing, what I knew
about GR was that he was a Dan

Kennedy guy like me.

So he was a Kennedy guy.

He knew how to write copy, he
knew how to make offers.

And so we wasn't this face.

There's a lot of Facebook ad
guys that didn't know shit about

marketing.

And what I loved about GR was
that he understood marketing and

understood Facebook, the tech
side of Facebook, which I

obviously didn't.

And at that point, we had never
run a Facebook ad before.

And so we put together this
promo.

And it, without giving you every
detail of it, it absolutely

knocked it.

I mean, the stars aligned in
every possible way.

In every possible way.

And we had we ended up having
the best year in GFP history to

that point.

I think we were about eight
years in, and we absolutely

think we added$200,000 in
revenue on top of what we were

already doing, which was over a
million dollars at the time,

right?

Which is a big growth rate for
that size of a of a company.

And we smashed it.

And the guy on the phone with me
was a very, very big reason why.

GR Hoff, Jim Member Machine.

Welcome to the FBU podcast for
the first time.

SPEAKER_00: Yeah, I know for the
first time.

And that's a fun story.

It's a good story, right?

Yeah, I I remember, I still
remember I was pacing around.

We were home for the holidays,
so I was pacing around my

parents' garage as I was talking
you into you're like, I need a

marketing quarterback.

I was like, Oh, I know a guy, I
know a guy that might be able to

do this.

Yeah, the story I tell on my
side, because I know it's been a

while since we've integrated our
stories, is that I was I was

growing things out of a gym that
looked like it was straight out

of Texas Chainsaw Massacre up in
Minnesota and growing that.

And so then the guy that was
helping run this mastermind at

the time was like, Well, if you
could make it grow, make a gym

that looks like that grow.

I wonder what you could do for
something that doesn't look like

it's you know about to be
condemned.

And uh there you go.

The rest is a very long history
book for sure.

SPEAKER_01: Right.

And so, yeah, that was my you
were my first ever ad manager.

And and you and I'm glad you
said that too.

You weren't just an ad manager,
you were a marketing

quarterback.

And it's funny, one of the
there's like little pieces of GR

all around GFP that still exist.

One of them was we had a woman
that was kind of like our, if

you think I hate to use this
term because he's an absolute

pervert, but the subway guy,
Jared, remember the you know,

the spokesperson, or you know,
think Oprah for Weight Watchers,

think Michael Jordan for Nike.

There's plenty of examples,
right?

So cat this woman Kathy, she won
the sweepstakes and went from

like, you know, lost like 83
pounds, and we were we were

brilliant with getting the
message out there and how we

were getting the videos out, and
she was brilliant in what the

way she was doing.

It just again, the stars aligned
and it absolutely exploded our

company.

But one of the you wrote the
back we wrote, we wrote Kathy

and I wrote a book together
about the whole thing, the whole

transformation.

And you were very helpful in
writing copy for the book.

You wrote the back cover of the
book, in addition to which there

was a curse on the back cover of
the book, and one woman that

worked for me almost quit
because I put a curse on the

back cover of the book.

And then the one of the things
that you you should always do in

books, especially if you're
gonna have a you know a book

that does lead generation, is
little ads throughout the book.

And so you wrote those ads
throughout the book, and all of

a sudden, when we when the book
came out, we started getting

people responding, you know, to
those ads, which is like, and

this is all unheard of back in
the day.

Like people are writing books
like crazy now, but like to

write a book like back, you
know, a decade ago, like no one

was even thinking about that
stuff, right?

Let alone a book co-written with
a client.

Like, I don't I don't think it's
ever been done.

Like, I I still don't think I
don't know of anyone else that's

done it, but it was it was wild,
it was a wild, wild time.

And then, you know, obviously
you you hung with us for a long

time, and you know, we did
really, really well, and things

were good, and for whatever
reason, you know, things go in

different directions, right?

Whatever.

And you kind of went in all in
to the digital marketing world,

and I'll let you take it from
there.

So, like, let's say so.

You were kind of doing, you
know, like little stuff with

people like me, you know, client
work here, client work there.

And then I think you realize
like, oh, I got something here.

What the heck is where am I
gonna take this thing?

Take you you pick it up from
there.

SPEAKER_00: Yeah, so I don't
even know if you know this.

I was I was technically a
multiple gym owner.

So I I had the gym in Minnesota
that was all mine, and then

probably a little after that
time, maybe 2016 or so, I

started to, I was a big fan of
Marcus Lamonis and the profit.

Yeah, I love that job.

Yeah.

And so I started to, you know,
some of these distressed gyms

that we were working with, I
actually created equity and

partnership situations where I
ended up owning multiple.

Then my oldest was born in 2018.

That was the same year the the
entire split with the past

mastermind happened.

And my my oldest had a bunch of
issues.

So he had surgery like a week
out from being born, continued

issues, right?

Like he had his last surgery
just a couple of years ago,

right?

So this is he was five or so.

He's doing great now.

Like the story has a has a happy
ending.

But it became very clear.

It's like, dude, if if my
manager messes up in Minnesota,

I'm not flying back to fix the
gym and install a new GM for,

you know, be there for two
months to try to keep things

running and what have you.

And we already had, thanks to
you, right?

You were the guy that originally
introduced me to Rick at Alloy.

We do 90% of their open Alloys
now, however, many years later.

But the writing was sort of on
the wall.

Like I'm pretty decent at this
marketing stuff.

I think I'm way better at the
marketing stuff than I was as a

gym owner.

I could do that remotely without
having to leave my wife and

special needs son.

And so we we started to to
really dive into that as the

main thing.

I I think it was July or August
of 2018 that we made that made

that move.

And there's a lot of story in
between there.

Yeah.

But that was the the beginning
of GMM.

And fast forward now with the I
don't know, do you do I don't

know if I want I need to be the
one to break the spoiler.

If you need to be the one to
break the spoiler, but like post

this new partnership.

It's like we're working with
upwards of 350 gems actively

around the world, which is super
cool because it started with

Vince Gabriel being closed on my
parents' porch.

Was I yeah, I was the first one.

Uh yeah, it's interesting.

Probably technically a couple of
other website people, like I was

doing some website and a little
bit of automation work here and

there, but in terms of the
actual, I don't know what you

want to call it, like fractional
CMO and really doing ads for

folks and things like that, like
you were definitely first.

SPEAKER_01: Yeah, yeah.

Yeah, and and again, what like
you might be wondering why the

hell are we talking today,
Vince?

Don't you own a marketing
agency?

And isn't GR a direct competitor
that you hate and want to kill?

No, he is not.

So I not anymore.

Not anymore.

Uh so I sold GIS Marketing
again.

I'll I'll probably do, I told GR
before the podcast, I'll

probably do a whole podcast long
form with just me yakking on the

lessons learned from selling a
multi-million dollar agency and

the things that come from that.

But today I just I'll announce
that we I sold KISS Marketing to

GR.

And you know, the main reason, a
couple of main reasons.

The first main reason was when I
got into the agency business, I

told myself I'm giving myself
five years to figure this out

and to see if I want to continue
doing this.

And I think, as you guys know,
listening to this, sometimes

businesses get to a certain
level where they're going to

need a different level of
involvement, a different level

of care to take it to the next
level.

And that's one of the things I
was kind of faced with.

I was faced with, okay, I am my
business is based in Texas, I

don't live in Texas, very happy
with what I have going on and

with the SPF mastermind and
things like that.

And was I willing to do what
needed to be done to take it to

the next level?

And to be honest, I just wasn't.

I wasn't.

And, you know, uh, you know, the
good thing is is that, and I was

in a really good position in
that, you know, GR was

interested in the company, in
addition to a few other people

who were interested in the
company.

And I I went with GR.

And here's why I went with GR
and Jim Machine.

I think this is this is
important.

The first thing is the story I
just told.

I had personal experience.

Like I knew GR personally, and I
had personal experience.

Like, I know this guy knows his
shit.

Right?

He's not a branding guy, he's a
direct response guy like me.

That so that was the first thing
of like, all right, I'm picking

GR because I have a personal
experience with him, not only

just knowing him personally as a
guy, right?

And one of the things I well,
and let me tell a quick sidebar

story, and I think this is
important.

There you go, GR, your moment in
the sun.

But this is a quick sidebar
story.

It's not that the story we just
told where he helped, you know,

explode the marketing of my gym
back in the day.

But I ran a race with GR once.

And it was a not like it was
like a Spartan race, like kind

of like a Spartan race, but it
was on the beach.

It would think it was called the
Warrior Challenge.

Our friend's Uncle Mike ran it
on the beach in New Jersey

Shore.

And GR, we were like teamed up
with four people, and it was me,

GR, Big Tom, who you guys know I
talk about all the time, and

then another guy who you you
wouldn't know, right?

And I don't know like what was
happening, or someone was

cramping or something, and GR
just put someone way bigger than

him on his back and ran the rest
of the challenge with this 300

pounder on his back.

And I was just like, Holy shit,
like this guy ain't like he's a

quarterback, right?

He was a quarterback back in the
day, but like this guy has like

got a gear, like another level
and another gear.

And and I was telling J.R.

like Hash and I talk about this
a lot, like that gear is

important, like the being being
able to have that physical gear

to be able to take it to the
next level, to be able to finish

and finish strong, that
transfers to like everything in

your life that transfers to
business, that transfers to how

you deal with your family, and
if like every sign of like

physical struggle, it gets a
little bit hard and you stop.

Man, that that's gonna show up
other areas.

And I saw that in GR and it was
like a little bookmark in my

mind.

There's a little bookmark in my
mind of this guy's a gamer.

He's a gamer, he takes it to the
next level.

And so there was there, there
was that, there was the really

good results that he got for me.

There was that I had a personal
relationship, there was that he

had clients that were in my
mastermind that frustratingly

for me at the time were in his
group, right?

And for whatever reason, the
agency is a it's a it's a beast

of a game, but we screwed up.

Like there was, I'll be honest,
like there was period we had a

few clients that we screwed up,
and it was beyond repair from an

agency standpoint.

They stayed with us in SPF, it
was and it was beyond repair

from an agency relationship, and
they went to you guys.

And the cool thing was they they
stayed with us in the SPF in the

mastermind, which is great, but
they were just getting their

ads, you know, by from another
uh group.

So I knew it could coexist.

I knew that the businesses could
coexist, but I also heard that

things were going well.

I heard that you know, guys that
are doing really well in my

group are all using GMM and
they're having success, right?

And then the other one, and I
don't want to get into this too

much, but the other one is that
you you you know, one made a

great fair offer, but also that
you kept the entire team whole.

So we had, I think at the time,
over 10 employees at the time.

You kept everyone on the squad,
you made great offers to

everyone on the team, and you
honored the squad and all of

that stuff together, because you
know, full disclosure, the other

deal that I'm talking about was
a better financial deal, right?

And I told GR that and I told
everyone that okay, but the

reality was the things that were
coming together, you know, in

terms of me choosing GR were all
of those things.

And now we're you know in the in
in the midst of the transition,

right?

Which isn't isn't always clean,
right?

It isn't always there's been
some challenges and things like

that, but overall, I think it's
been a it's been a good

transition.

It's been a it's a good thing,
and we're I'm super excited for

you know our new partnership,
right?

And you know that I have been
pretty public in saying that I

don't want to refer a lot of
different companies, right?

I want to find the companies
that I trust, that I believe in,

that that I know do good work,
that I that I know care about

the customers, right?

And I do know you care about
your customers based on your

churn rate, right?

And that's that was another
thing, you know.

When someone tells you the churn
rate of their company, that can

tell you a lot about them.

And your churn rate was was
ridiculous, like for an agency,

right?

Ridiculous.

So, you know, I I've been public
about my relationship with

Perform Better.

I've been public about my
relationship with Jason DeRose

over at Gym Subs.

Uh, we're starting to do must
some more stuff with my friend

Summit at Nomley.

And now Gym Member Machine.

I think there might be another
one.

Oh, of course, Mike Waldron, my
best friend in the world, Mike

Waldron, Carmel Valley, who is
so busy right now, he's like,

stop sending me people.

So don't even include him.

But so I have like a really good
nucleus now of vendors,

partners, whatever you want to
call them, of stuff that I know

gym owners need, that I either
don't provide or no longer

provide.

And now I can trust that they're
gonna go to a place that that

they're gonna get taken care of.

And then the other thing that
was allows me to focus, the

other thing I didn't say, this
allows me not having an agency

allows me to focus on what I'm
best at.

And that is coaching gym owners
and helping gym owners make more

money and helping gym owners
grow and expand and you know

withstand all the challenges
that come from owning a

business.

Like that is my superpower, that
is my thing that I do best.

I'm not an agency guy.

I understand marketing on a high
level, but I'm not getting in

the weeds like these guys are
getting.

And so I'm super excited about
the partnership.

I'm excited about Jeff GR.

He's speaking at our next event
coming up in November, and our

also our our big one coming up
in end of February and into

March.

So GR, thanks for being here.

That was a long intro.

SPEAKER_00: Yeah, that was a
introduction record for intros?

SPEAKER_01: Yeah, that was the
intro.

Let's start.

SPEAKER_00: Well, uh just tell
us.

SPEAKER_01: Yeah, tell us a
little, give us a like a little

elevator pitch of GMM.

Like give us a little bit of
what you guys do and who you're

working with, and just tell
everyone about it.

SPEAKER_00: Yeah, I mean, the
the the easiest way to, I think

the the old elevator pitch when
we used to do our own podcast

was like, we're we're here to
help gym owners grow in ways

that that you and your team and
your community and the people

you serve, and not least
importantly, your bank account

are going to feel great about,
right?

So we're very much a growth
partner for the the boutique

training gym.

So if you're a major health
club, we don't have a service

for you.

Right now, if you're yoga or in
that ancillary sort of fitness

industry space right now, we
don't have anything to help you,

right?

We're trying to, as Vince said,
I think so eloquently, focus on

the thing that we want to be the
best in the world at, and that

is helping boutique training
gyms grow.

And we are very much a, I like
to consider us a full service

marketing partner.

So we'll help you with your ads
and your Facebook and your

Google and your Instagram, et
cetera, et cetera.

We've got, I think now paid ads
are hard and we can do some

expectation setting later,
right?

I don't think they're magical.

Well, I think we're probably the
best in the world at helping

gyms that gyms like the gyms and
SPF grow.

Paid ads are still hard.

And so as hard as those things
are, we also have a website

product that I think is the best
in the industry.

So as many expectations as I'll
set on the ad side, our website

product is amazing.

Really great design, search
engine optimization, conversion

optimization, all the things on
that front.

And then we tie it all together
with the automation.

So I don't try to keep it a
secret.

I think every marketing agency
on planet Earth now is using Go

High Level as the bones of their
software.

So we do full service, go high
level sales and marketing

automation.

And the way I describe that to
gym owners is like, yeah, you,

you know, you can go get Go High
level and you can get it

relatively cheaply.

Every agency has it.

It's kind of like, you know,
dumbbells and barbells and

plates.

So my guess is you, dear gym
owner, you dear listener on the

other side, uh probably feel
like you do a way better job at

using the equipment that you
have, even though it's the same

equipment that the gym down the
street has.

Why?

Because of the service and how
well you put your programs

together and how well you coach
and handle and respond to your

clients and so on and so forth.

So we tie it all together with,
you know, done for you work on

the automation front.

Our biggest bragging points on
folks that come to us from other

agencies is that we will often
solve problems faster than other

people respond.

So I don't think it's a secret
to the people that are listening

to this.

For many of them, it's probably
the first time they've heard of

who the hell I am, right?

Like I am not industry famous,
not famous at all, certainly,

and not even industry famous,
but our our agency's churn rate

has been at or around two to
three percent churn for the past

five or six years since we
started tracking.

SPEAKER_01: Yeah, and and if
you're listening to that and you

are comparing two to three
percent for an agency and a gym,

like it's it's it's ten times
like what no like the gym, a two

to three percent attrition rate
for a gym is good, but it's not

like unheard of.

The two to three percent for an
agency is is unheard of, right?

SPEAKER_00: Oh, it's we I I eat
my own dog food, so I like I'm a

big believer that gym owners
should be going to events like

yours, right?

They should be in masterminds,
things like that.

And and I eat my own dog food,
so I go to agency events, right?

Similar to SPF for agencies.

And we're at this huge event,
and people were on stage with

these mega agencies bragging
about how good 10 and 15% churn

was.

And like, shit, are we doing
something wrong?

Right, because we've been at two
or three percent.

SPEAKER_01: We're holding people
at gunpoint.

SPEAKER_00: Yeah, yeah, yeah.

And that's with so, like the to
me, yes, the churn is a big

bragging point.

The other thing is that we don't
do long-term contracts.

So we do a simple 30-day,
basically cancel any time with

30 days notice deal, if you
will, in in our agreements with

our clients.

And even with that open door for
clients to leave whenever the

heck they want, we've been at or
below, you know, two to three

percent churn.

The last two quarters, we've
actually been like 1.68 and

1.59.

Like it's been a ridiculous
couple of quarters for us.

I think the team is just
continuing to get better.

And then we'll also like we will
do coaching on the sales and

follow-up side of things.

So for the gym owners, it's a
little bit more whatever the

word is, uh mature, advanced,
whatever the terms are, they've

got a team that is trying to
sell for them.

We will coach up your sales
team.

So we have four hours of live
group coaching per week, and we

can do things specifically on
sales and follow-up.

So if we're not getting those
leads to show up, right?

Big problem with lots of
agencies, great.

We will coach up your
salesperson, your DOT, your GM,

whoever the heck you know you
need to have closing those leads

on the phone, you know, four
days a week.

SPEAKER_01: And I love that, I
love that about you guys because

I agencies are notorious for
like blaming the salespeople.

And like, oh, we got you all
these leads, and you just need

to close better.

And at the end of the day, yeah,
that's true, but instead you're

helping them do it.

Like you're not just blaming
them, you're actually helping

them do it.

And that's actually what your
topic is at the next event is

going to be talking about
setting and closing and you

know, from a sales perspective.

So that's the other thing I I
understand and like about you

guys is that there is that
understanding that hey, pay dads

is not this magic miracle
unicorn that's all of a sudden

you've got to like there's work
that that's created from it, and

if it goes well, it's a lot of
work, right?

So yeah, so I I got a question.

Why why is it hard?

It it seems to me that certain
areas are hard with paid ads,

and then there's other areas
where it's like it doesn't seem

that hard.

That it seems like, oh, they did
really, really well there.

And I this has always been a
tougher era.

We paid ads have worked for us,
but not nearly what I see in

other areas.

I know, like you know, even Rick
down in Alloy when he had his

original gym, it was like a slog
to get customers from Facebook.

Can you talk about that?

Like, because like it's they're
not all created equal.

Like paid ads in certain areas
are not called great.

Can you talk about the
difference between those two

things?

SPEAKER_00: Yeah, so every every
market is very, very different.

So before you even get into the
execution that happens on the

back end, every market is
exceptionally different.

It in fact, I think one of the
reasons we get to say we are so

good now is because back in the
day when we were doing Rick

stuff and it was just the
prematurely greying douchebag in

the basement doing his
marketing, they were struggling

to get$50 and$60 leads.

We were struggling to get$40,
$50,$60 leads for them.

And so Rick, to his credit,
right, would bring in everyone

and their mother.

And I'm not going to list all
the names, but he's like buddies

with everyone in the industry.

He'd bring in everyone and their
mother to compete with us.

Certain, certain guys went by
the initials or girls by the

initials, AH that's maybe
written a lot of books.

We had to do copy, head-to-head,
daddy's copy against his,

head-to-head.

We won, by the way, against the
legendary hundred million dollar

man.

But yeah, like every market's
hard.

So he'd bring in everybody and
their mother to compete against

us.

And one particular agency, I
think they were the biggest in

the space at the time, came in
and talked a bunch of trash.

And they said, Oh, this guy,
he's getting you$40,$50,$60

leads.

Like, we're gonna get you so
many leads you don't even know

what to do with them.

And da-da-da-da-da-da-da.

And yeah, I don't think it was
Rick.

So to be fair, I can't do my
Rick impression.

Say, GR, please come back.

But it was it was the point of
contact at the time, about six

weeks later, says, Hey, GR,
yeah, would you be open to

coming back and doing the stuff?

Because those uh$30,$40,$50,$60
leads look really good in

comparison to$350,$400,$450
leads, right?

Because every market is
different.

So, you know, the the reality is
even pockets, because now, now,

so there's like 120 alloys open.

We're working with 105, 110 of
them.

And so you've got these folks
that have multiple territories

and they'll be in different
pockets of the same suburb.

You can do all the same
optimizations and everything

else and get very different
results, even just in the same

suburb.

And so every every market is is
very different.

And that's why, you know, one of
the things you'll see with with

us is we're not gonna promise
you a given number of leads.

I'm not gonna promise you a
given cost per lead, a given

number of members, any of those
things.

Because the reality is anyone
who does that either has no

intelligence or no integrity,
and neither one's good, right?

They're either ignorant or
unintelligent because every

market is so is so different.

Now you will see you'll see
differences on the back end in

terms of execution as well.

And that's a big variable in
terms of the success that gyms

will have.

But I think broadly what's made
it so difficult for gyms is we

are in a world of decreased
trust across the board from a

marketing sense, right?

So probably about six years ago,
I don't remember how you know

when and it was I'm gonna say
names, like Gym Launch is the

biggest company to do it, right?

We had this advent of the
fake-free six-week challenge,

the bait and switch thing.

And to their credit, they did a
great job growing a company that

was serving thousands of gyms.

And there were tons of copycats.

It wasn't just Gym Launch, there
were tons of copycats that were

trying to do the same thing, the
same bait and switch fake-free

thing.

And, you know, I think the the
marketplace for gyms became

very, very, very tough a couple
of years after that became the

primary offer, really.

For I don't want to say most
gyms, but the gyms doing most of

the advertising, there were
probably very few eyeballs that

are potential clients in the
fitness space that did not see

free six-week challenge.

We're just trying to get success
stories.

It's definitely totally free.

And we're definitely not going
to charge you$3.99 to$5.99 to

come in to get your free
challenge.

And so the trust in the fitness
industry is decreased a ton.

So folks are more skeptical than
ever because they've gone

through years.

The consumers that we're trying
to target have gone through

years of being told this thing's
free, but when they show up,

it's not.

And so it's given, I think, gym
owners a little bit of a bad

name in Deecure's trust.

Same thing in our space, right?

So one of the reasons I like
you, Vince, is that you're not

going to promise gym owner that
they're going to be a

millionaire overnight, right?

Any of the gym owners listening
to this.

SPEAKER_01: I think it's our
it's up to three weeks now, the

promise.

To three weeks.

Okay.

Yeah.

SPEAKER_00: Yeah.

Yeah.

So but you know, pause the
podcast and go on Facebook, dear

Jim Owner.

I guarantee you you're going to
see 10 ads from 10 different

people promising you 120 members
in three seconds of no work or

you don't pay.

And if you don't believe that's
bullshit, then I have a bridge

to sell you here in frickin'
Cthula, Texas.

There's no water in Cthula.

So that should that should help
you out.

But uh yeah, I mean I think I
think folks are dealing with

decreased trust.

I think there's increased
competitiveness, and then every

market is different.

I don't know if that answered
the question or not.

SPEAKER_01: Yeah.

In the rant.

What uh what does a business do
to start getting that trust

back?

Like so if if if if I'm a gym
owner and I'm listening to it,

it's like, okay, cool, decreased
trust.

How do I be start to become a
business?

And this is probably not an ad
agency question, it's more of

just a marketing philosophy
question.

Yeah.

But that's why I like talking to
you, is because when I talk to

you, I don't feel like I'm
talking to a geek, you know,

about mark about, you know,
tech.

SPEAKER_00: Like the race.

SPEAKER_01: Right.

Yeah, exactly.

Like, like you and I can have a
really good philosophical

conversation about marketing.

And so I I feel good asking you
this question, where most people

that I asked this question to
couldn't even begin to answer

it.

But I think it's important.

So what does a gym do if all of
a sudden the trust is like out

the window and there's all this
skeptic and stuff?

How does a I'm a little gym out
in, you know, Bumblebee, you

know, in South Dakota, trying to
get some clients, trying to like

build a name for myself.

I have maybe exhausted my
referral link because I do think

there is that period.

I think referrals are big.

It's funny, I'm doing the thing
tomorrow.

There was like a this big not
big study, this study that came

out, and they wanted me and a
couple of Fisher and a couple of

other guys to do you know some
talking about the study.

And it's just like your basic
stuff, right?

But like the number one way
people are getting, you know,

clients are through referrals.

And I do think that's true, but
I don't think that lasts

forever.

I think that you go through this
period in your business where,

yeah, you're you everyone loves
you, you're the new kid on the

block, and like they want to
help you out.

And yes, you grow your business
through referrals.

But after that, if you want to
get to the next level, if you

want to, you know, get to you
know, mid-six figures, high six

figures, million-dollar
business, like you're not going

to be able to do it.

Just like, oh, let me get some
referrals.

Like, there is gonna be things
you're gonna have to do for

marketing.

How does one go about in an
untrusting world to generate

trust in the marketplace?

SPEAKER_00: This could be a I
don't know how long you have, it

could be a super duper crazy
multi-parter.

The first thing when it comes to
the paid ads, I think, is gym

owners need to adjust to
expectations to a certain

extent.

Right.

And and so, you know, back in
the day when I was doing

Facebook ads for GFP and doing
Facebook ads for my gym in

Minnesota, like we'd run a
couple hundred dollar budget and

we'd run our, you know, the
FitMom, Rip Dads would have you

challenges, and we'd have people
direct message us, and we would

have 21 people direct message.

My mom would send a copy and
pasted message, and 19 would

book, and the 19 would show up.

And I only had time for group
sales, so I would close all 19

people in a group orientation
and consultation.

What a time.

What a time.

I don't know.

I know.

I tell people I forgot.

SPEAKER_01: I totally forgot we
used to do that is send people

direct to Messenger.

That oh my god, I totally forgot
about that.

SPEAKER_00: Yeah.

It it so you know, whatever that
closing rate, it was like 90%

lead to close.

And for me, I had to close
people in a group, like I

wouldn't do a one-on-one
consult, so I'd get really good,

you know, selling in this group
environment.

And it wasn't always that
pretty, but I I remember in the

old mastermind, I was spending
$3K a month on ads, and I was

scared to go higher because
everyone else was like, I'm

spending$300 a month on ads and
shit in the bed.

And I'm like, I've read dead
kidding, but I'm still scared to

go above three.

And I wish, like going back, you
know, it's like when the

market's good, drill baby drill.

I uh, you know, I wish I would
have found a way to spend, you

know, 30k a month on ads for my
little gym somehow.

But anyway, gone are those days,
right?

And so part of it is the
expectation setting.

You know, we tell folks that,
you know, we need to be able to

be healthy at 10% lead to close.

That means if 10 people give you
their name, email, phone number,

maybe a couple of qualifying
questions, that one of them is

coming in to buy, right?

We need to be able to be
financially healthy with one of

those people coming in to buy.

Now, part of the way we handle
that at GMM is particularly if

you come in and you are not
already a very healthy business

with a proven conversion
mechanism on the back end.

So, like GFP, I'm assuming right
now, has you know the old jump

start, and maybe the jump start
converts really well and y'all

know your data, you're healthy
cash-wise, so you can afford to

not make money on the front end
of your ads, maybe for a couple

of months if you didn't have to.

A lot of gyms coming in can't
stomach that when they get

started with this, right?

They're struggling.

They've been through this like
guru runaround and they need to

make money tomorrow.

And so for us, we will design
their initial offer so that they

can make money 10% lead to
close, is the first thing.

Now, do we have folks that
convert at higher rates than

that?

Absolutely.

So for us, we really want to
shoot for 20%.

Some gyms don't get there.

It can be very market dependent,
right?

We had a pre-sale earlier this
year that did like 38, 40% lead

to close during their pre-sale,
closing people on Zoom.

That is not the norm.

Right.

And so the first thing, okay,
what do I do in an untrusting

world where well most gyms are
going to need paid ads as a part

of their strategy to grow?

I've only like maybe you guys
and one other gym I've ever seen

get to like 70, 80k months
without doing a single paid ad,

right?

Because you guys were already at
the million dollar mark before

we started to do any of this,
however many years ago.

SPEAKER_01: Well, the exact
number was 1.1 million.

That's where we were at when we
started doing paid ads.

Yeah, which is pretty crazy.

SPEAKER_00: Hopefully the dog
can shut up.

But yeah, you were also in
business for eight years.

SPEAKER_01: Yep.

SPEAKER_00: You know, and the
other gym that we saw get to

that point before enlisting
someone like us had been in

business for a lot of years.

A lot of gyms don't have time to
wait to get to that point.

So paid ads are probably gonna
have to be a part of the thing

from an expectation setting
perspective.

You probably need to set better
expectations for yourself.

Do not expect 50% of your leads
to come in and convert because

that's probably not gonna
happen.

To be clear to the gym owner on
the other side, like I if you

sit down with somebody, you
better be closing it.

Again, this can depend on
whether or not you're selling a

one-on-one or small group or
what have you.

But on average, I want you guys
closing at 70% when somebody

actually sits down in front of
you, show to close percent,

should be like minimum 66%.

And if you're not there, then
one of us can coach you up to

get there.

But yeah, 10% lead to close.

We need to be able to make
money.

Stop running BS bait and switch
offers, right?

Like your your your first step
to rebuilding trust is to stop

digging the whole thing.

Are people still doing it?

People still doing it.

I think so.

I'm still seeing it quite a bit.

Like, I think it's I it's funny.

SPEAKER_01: So what there's like
a little like it's like I was

like, I just want to try it
once.

It's like I'm not going to, but
there is like thing in the back

of my head of like it probably
would do pretty well.

And then, but again, the the
thing is what happens afterwards

is the is the problem.

SPEAKER_00: That's the problem,
and then the reputation, like we

had one guy, and he ended up
becoming very, very successful.

He was a Rick referral back in
like 2021.

His direct quote was it took me
two years to rebuild.

Like, I did I did that company's
thing, and it took me two years

to rebuild my my reputation.

Wow.

Wow, yeah.

Like when we say we're gonna
have you do things that you and

everyone else are gonna feel
good about.

Part of that idea is I'm only
gonna ask you to run things that

I'd be okay running in my gyms.

Yeah.

Because I understand, like you
understand that you're gonna

have to run into these parents
in the grocery store aisle, you

know, or you're gonna have to
run into these adult fitness

prospects at, you know, the get
your kids' games and recitals

and church and school and
whatever.

And I don't want to be looked at
with a side eye, like, oh,

that's the scammy fuck that sold
this thing for free and then

told me it was$5.99.

Like, I don't want to experience
that.

So if there are other ways to
grow, like we're gonna help you

do it that way.

So stop running the bait and
switch offers.

I think adding as much proof,
creating a an overwhelming

abundance of proof proof is
deeply important, right?

Totally.

So reviews, referrals, all that
fun stuff.

And then from a like, if if if
there are any really like

heavy-hitting copywriters, like
we've done quite well with our

ads for GMM by completely
zigging when the industry is

zagged.

So, like if you see our ads for
GMM, you'll see it's like, I'm

not gonna promise you jack shit,
dear GM owner, right?

And it's a very jarring thing in
comparison to what they're

seeing with the other ads in
their news feed, and those have

done very well for us.

SPEAKER_01: But yeah, yeah,
that's great.

No, all good stuff.

I want to touch on something
that you were talking about

before, which was like the 10%
close.

And and I think that it reminds
me of have you done any of Dean

Jackson?

I I think you know Dean.

I definitely know of Dean.

Dean talked about Dean Dean
talks about the study that was

done by the data handling
inquiry service, where they

basically took like a shit ton
of industries and a shit ton of

leads, and they were just like,
all right, what are the results

from this?

And they basically came to the
conclusion that when someone

opts in for something, 50% of
the people buy and 50% don't

buy, right?

And that's across all
industries.

It's not one business.

It's like if someone, you know,
opted in for tires, it doesn't

mean they bought Goodyear tires,
it means they bought tires in

general, right?

So don't think one company.

But basically, out of the 50
that buy, this is what the study

said, 15% buy in the first 100
week uh fire for 100 days and

85% buy in the next 100 weeks.

And it just goes to show you
that that that's exactly what GR

is saying.

It's like a small percentage of
people will buy a very small

percentage, right?

But then that does not mean that
people on those leads that were

generated, those nine leads that
GR talked about, will not buy in

the next 100 weeks, which begs
for the email list, which begs

for consistent follow-up, which
is all got to be part of.

So it's like you can't look at
this paid ad thing and like

think it's going to solve all of
your dopamine problems by just

getting a bunch of people in the
door.

Like you got to play the long
game.

And the long game is a very
small percentage will come in

right away, and a very and a
bigger percentage, right, of

those people will probably come
over the next 100 weeks or for

what have you.

So I think that's a that's an
important piece of knowing that

when an agency helps you
generate leads, you're getting

clients, but you're also
developing an asset, you're

developing a list, yeah, which,
as our mentor Kennedy, talks

about was the most important
things in business is a list.

Like develop your list and grow
your list.

So that's a really important
piece.

Yeah.

All right, we're beating this up
pretty good.

Where do we go from here?

Do we want to wrap it or do we
want to keep rolling?

Do you have anything else?

SPEAKER_00: I I got I got I got
I got plenty.

I mean, you you talk about the
if we go back to the why are

things difficult question.

I didn't even mention the like
the automation front, right?

So six years ago when and even
go back to when when you want to

go in the way back machine when
we set up infusion software.

Oh yeah, right.

Six, seven, eight years ago,
gyms did not have automation as

a piece of the puzzle, right?

Automated texting was still
super rare even in 2018.

Like we had it set up.

I had set up a product with the
other company that was that was

going relatively well.

And then it was like, Yeah, we
want you to build this thing,

we're gonna give you no
security, and also we want all

of your marketing plans.

Good.

I'm gonna go out on my own.

But it's just it's more
competitive.

So, like, auto if you automated
text messaging is permission to

play, it's table stakes now.

More people have taught good
follow-up.

And so back in the day, I
remember it used to be like, oh,

you know, set your phone to
voicemail and tell people that

you're gonna get back to them
within 24 hours.

Dude, now if you wait 24 hours,
I and I tell folks this all the

time, this will be valuable.

Like, never work with GMM.

That's fine.

But if you want to make more
money and then eventually maybe

figure that you want to delegate
it because we cost about as much

as a good VA and your time is
way better spent doing bigger

things for your gym.

Like, take this and make some
money with it.

We write really good ads.

When people click on our ads,
they're going to see other

things in that category.

This happened to me with
sunglasses, right?

So I click on a sunglasses ad.

It was from Gooder sunglasses.

It was like fun marketing.

So I click on it.

I come back to Facebook.

What do you think I see, Vince?

Sunglass.

Sunglass.

Yeah, no, it wasn't dog food.

Yeah.

So fucking ads from other
sunglass companies.

But I see Oakley and I see Ray
Band and I see whatever other

sunglass brands there are.

So marketing nerd says, shit,
like, is Gooder a subsidiary of

Oakley?

Or like, who's the big parent
company?

No, they're not related
whatsoever.

This was not retargeting from
Gooder.

This is Facebook saying, Oh,
you've clicked on an ad in this

category, you're likely to opt
in for it.

Let me show people, let me show
you more things from that

category.

So when people click and opt in
on your gym ad, that tells

Facebook, hey, this person that
just clicked is interested in

personal training or gyms or
whatever your category is.

They're gonna see more ads for
more gyms in your area, right?

When that happens.

And so if you wait to do the
follow-up game and you don't

reach out quickly, and part of
the honestly, part of like the

10% lead to close, nine times
out of 10, the gym owner is not

doing what needs to happen from
a follow-up perspective, right?

Like it's just a fact.

And I can say that because I'm
not taking the money of anyone

directly on this call.

But it's very likely that that
other gym has been trained by

somebody that's actually gonna
follow up quickly, that's

actually gonna call within five
to 10 minutes, that's actually

gonna double dial, that actually
has sales and marketing

automation software set up to
get them booked ASAP, and is

actually gonna try to set them
an appointment for the same day,

next day, and get them in the
door that same afternoon that

they opted in for their ad after
they've opted in for yours.

And then when you call the next
day, that person goes to you

because they've signed up for
another gym.

We've had this happen where the
gym owner says, Yeah, I'm super

mad at my follow-up guy.

I was yelling at you guys, and I
got a text back from this gal

that says she signed up for
another gym.

It's like when that person
doesn't respond, that's not a

bad lead, right?

That's bad follow-up.

So they're there are absolutely
bad leads, like trash leads are

a thing, and we can go down the
rabbit hole in what we do at GMM

to try to increase the quality,
which is a problem on any of

these ad platforms.

But you've got to have follow-up
as a part of the puzzle.

SPEAKER_01: I tell you, it's
it's funny.

I was I always tell a story, but
I was on my front porch, my

neighbor's a finance guy, big,
big guy, and uh he's got solar

panels on his roof.

And I'm on my porch looking at
the solar panels like this guy

must know something.

And I go to my phone and I'll
Google to go so to look at solar

panels, and I fill out a form
for like a thing to get more

information about solar panels.

Nothing three days.

Three days later, I get a call
from a guy uh hey, you know, I

saw you were interested in solar
panels, give me a call back.

I was done, gone.

Never thought about solar
panels.

I haven't just I haven't thought
about solar panels until I tell

retell that story.

And is it possible that I
guarantee if he calls me that

day, I got solar panels on my
roof.

SPEAKER_00: At least you've
explored it.

At least you're an actual lead
that has gone through some math

and gotten a presentation or
whatever else.

Like that's all we can ask for
as gym owners.

But no, because we want to be
slow.

SPEAKER_01: So you gotta be
fast.

You gotta be fast.

Let's talk website.

I I love I love websites.

It's funny, like websites when I
first kind of started my

business.

There was like, I think it was
this thing called like flare or

something.

It was like these videos that
you would put on the website of

like these active stuff, and it
was like all about that stuff.

And it's like I think for the
first decade, maybe more, right?

Maybe more, my website was just
a thing.

It was not a lead generation
machine, to no pun intended,

right?

It was not a thing that I relied
on to generate leads, and that's

been a big shift for us.

Like when we had KISS, like we
actually had websites that

generate leads.

You I know are doing a great job
of creating websites that you

and I think it is, man.

I mean, talk about an asset that
I mean if you're running your

own Facebook ads, you got to do
the work.

Like, you guys obviously do the
work for someone.

If you set up a really good
website, and even if it provides

way less volume of leads, the
quality of someone coming

through a website is likely
going to be a lot higher due to

intent and several other things
that I think you're probably

gonna talk about.

But let's talk about websites.

I know you that's like your
secret sauce on websites, but I

am like every business needs to
have a really good website that

is built and designed that when
someone comes, that nothing else

you want to have happen except
they put their name, their

email, and their phone number in
there.

Because if they leave and they
don't do that, they ain't coming

back.

So talk about websites and how
important they are and why, what

separates the GMM websites from
everything else?

SPEAKER_00: Well, I think this
is like this is a good point for

folks that are shopping
marketing providers because

there are lots of folks now that
will sell a website, right, as

part of their marketing
engagement with you.

And things that I would be
looking out for if I was a gym

owner that was gonna, you know,
have somebody rebuild the

website.

Number one, what's it built on?

So at GMM, we we don't build it
the easy way, we build it, we

build it the hard way.

It's harder for us, but it's
better for the client.

So I messed up lots of things,
messed up a ton, and go have

another three episodes on things
I messed up in my first gym,

right?

One thing I did not mess up was
the number one core value has

always been treat everyone like
they're your mother, your

brother, your child, right?

And so we build our websites
like the gym owner on the other

side is my brother or sister or
mom if they're older, right?

Whatever it is.

And so we build them all on
WordPress.

I'm seeing stuff out there now
that is a just maybe this is too

mean, but I'm an asshole.

So here we go.

It's terrible websites that are
built on go high level.

Why?

Because it's simple, right?

You can templatize and snapshot
that and get the client a

website in a couple hours, and
it is dog shit for SEO.

They look awful.

Sorry, that maybe maybe that's
more subjective or objective, or

subjective is the word.

I can speak English, but they're
just they're just not built

right, right?

So you need for the for the
typical gym that's in a more

typical market, less
competitive, you need very good

fundamental SEO setup on the
front end.

That's like basic shit.

H1 tags and H2 and make sure you
got the location mentioned and

good maps and da-da-da-da-da.

You have good design that looks
good.

So we want our clients to be
stockproof across the board.

All right.

And I get to say this too,
because I'm not just trying to

keep people's money.

A lot of times folks will say
the website's doing so well that

we want to turn off the ads.

Most of your lead flow through
your website, again, assuming

that you're running good ads, is
actually going to be people

clicking over, direct, Googling
you from your ad, what have you.

And so you want to be stockproof
because those are the people

that are doing the homework,
creating a more qualified

prospect, right?

Doing the work to have
themselves become a more

qualified prospect for you, that
then go to your website.

Your ad is the blurb, it's the
elevator pitch.

Your website is your chance to
really separate yourself from

the other.

I think that's a real.

SPEAKER_01: I think it's a make
a placeholder for where you're

at, right?

Because I think that's a really
important piece of this of like

looking at the Facebook ads is
not just how they're directly

doing, but almost creating this
omnipresent situation where it's

there and it's happening.

I equate it to the drive-by on a
main road where you drive by a

business and you drove by that
business so many times and so

many times and so many times,
and all of a sudden you see it

so many times, you eventually so
Facebook ads do that.

It provides that omnipresent
situation that eventually they

maybe they saw and they didn't
even respond to the ad.

Like you just said, they Google
you, they go to the website, and

the website's a better place for
them to convert because they're

just more context, there's more
intent right behind it, right?

But I think that's a really big
piece of, and and I talk about

this concept called the
marketing glove that I teach all

the time, that it's just like
multiple ways to generate leads.

And Facebook ads, even if
they're not doing well, like

even if you are getting 5%,
right?

It's still probably worth it if
it's helping the other things

that you have going on to be
able to generate it.

So I think that's a that's a
really good, important point.

SPEAKER_00: Yeah, we've we've
got folks that crush it with

yeah, yeah.

Well, I'll tell this brief story
first.

Like we've got people that crush
it with events, right?

Like doing the local farmers
markets and local events and

things like that.

And they've been really putting
a lot of effort into it for the

past couple years.

And they say all the time, it's
like, yeah, we had we have like

three people approach us at the
booth saying, like, oh yeah,

like just seeing your ads dozens
of times, right?

And then finally that person
becomes a lead when they happen

to be at the same event that the
person's at.

So don't attribute that lead to
Facebook ads, right?

Definitely don't do that.

And they're they're great
people, so they're they're not

like trying to have that fight
or what have you, but it's just

an example of the way the way
you're the way to think about it

is like you're if you go out
fishing and it's like you have

to keep like throwing the pole
in the water and you reel it in

and throwing the pole in the
water, reel it in.

SPEAKER_01: Like every time you
take the pole out, you ain't

gonna catch any fish, right?

And that's what a lot of people
do.

They they try Facebook ads for a
month and then they stop, and

then they try it, and they're
like, Oh, let me do, oh, it's

the holiday, so let me run an
ad.

It's like, no, like you're gonna
catch way more fish if you just

keep the pole in the water.

And the only time you reel it in
is when a fish comes in, and

right when it comes in, you
bring it right back out, and

it's like just keep the thing in
the keep the thing going all the

time.

These guys that like shut off
their ads, like, oh, I'm gonna

shut it off for two months.

And it's just like, why?

Like, why would you do that?

SPEAKER_00: Yeah.

When you and you typically you
typically won't feel that for a

couple months after because like
your your pipeline first month

after, you're gonna be okay.

You still got people in the
pipeline from your last month of

ads, and then all of a sudden
I've got less people to convert

from my front end offer if I'm
doing that.

I've had some churn, and two
months later and I'm saying, GR,

help me, right?

My business is going into the
shitter.

Like, can we turn shit back on?

Right.

And we don't want to do that.

So anyway, there you go.

Good segue.

Uh going back to the websites.

Oh, yeah.

Websites.

Your ads or your elevator pitch,
your website is where you create

your additional context and kind
of if you've got a freak flag,

right?

That's where you let it fly.

If you've got very, you know,
niche things, a lot of folks

will say, like, I want people to
understand good training and

da-da-da-da-da.

It's like you're probably not
gonna do that.

You're probably not gonna create
a perfect client off of a at

most, if they're a slow reader,
an ad, they're gonna take one to

two minutes to read, right?

Your website is the spot where
you really create your

personality and differentiate
yourself from the competition.

So you want to have those things
that separate yourself from the

competition there on your
website.

It needs like in today's day and
age, there's too many tools for

things to look good.

It's got to look good, right?

Which is a challenge for gym
owners that are trying to do it

on their own.

A lot of times you can get
something that looks good if you

build it on any of these, you
know, like Squarespace.

Oh, yeah, you could probably
create a decent looking website

on Squarespace.

Your SEO fundamentals are likely
to be shared, right?

So you want to build it the hard
way.

You want to have it have one
friction-free door.

So have a very simple, clear
call to action.

I don't want to be distracting
people with a bunch of stuff.

I want them to have one spot to
convert that should ideally be

tied to a sales and marketing
automation software.

So you're not waiting five days
to get back to, you know, level

on five hours to get back to a
website lead that is highly

qualified, ready to do the
thing.

I guess they're probably
searching other gyms in the area

at the same time.

I think that's a relatively, I
don't know if it's a

comprehensive rundown, but yeah,
yeah.

I mean, the the thing I'd I'd
worry about if I was a gym is

number one, where is the where
is the website being built?

Right?

You want to be able to look at
your performance data.

So we've taken clients from name
a website provider, we've taken

them from there.

And to be clear, GMM is not just
my marketing brain.

So at this point, we've got it's
a team of almost 40 people, and

we have made the decision to
hire for scale.

So it's not one smart marketing
person trying to delegate a

bunch of things to underlings.

I am not even close to the
smartest person on our team

anymore.

It's like we have a guy running
our websites department that we

stole from the biggest website
agency in the gym industry, and

he runs that department and runs
that product.

We have people in the ads
department that have done

nothing but gym ads for every
working hour for the past six

years, you know, taken from
other big agencies and homegrown

ourselves and so on and so
forth.

So, like our website guy is a
freaking ninja.

It's not just, oh yeah, our main
thing is ads, and then like

here's a website that we slap
together on GHL because we're

either lazy or don't know
better, or or what have you.

But for you know, for most gyms,
you're not going to need crazy

fancy SEO.

Like we sell that as an as an
additional service.

Most gyms just need basic
fundamental initial setup and

should not be paying sometimes
thousands of dollars a month for

an SEO provider, which again, we
can get into the whole rabbit

hole on SEO services, because
that's another big black hole

where people will get screwed.

Yeah, that needs to be a podcast
episode.

How people like me screw people
like you.

But you probably just need good
basics.

And again, unless you're in
Manhattan or some ridiculously

competitive market, where then
you might need, okay, we need a

consistent content strategy.

We need this, that, and the
other.

For most folks are going to get
by with a really good basic, you

know, foundational, maybe sounds
better than basic SEO structure

that performs exceptionally
well.

You need to look at speed data,
performance data on mobile,

everything needs to be mobile
optimized, you know, all those

things.

Because if you don't have that
stuff, you're likely to be

falling behind.

SPEAKER_01: Yeah, the the
biggest one that I see is just

like when I go to a website and
I anytime someone comes through

into our world and I'll look at
their website, it's just like,

be clear on what the hell do you
want them to do.

Like that's just like so that's
such an easy thing to do.

But everyone has like 5,000
different things that they

could, you know, they could
possibly do.

And it's just like just give
them one really clean, easy

thing to do, like literally,
like step by step, walk them

through where do you need to go.

It's funny.

When I used to do, I think I
learned this from Kennedy, but

when I used to do you know,
webinars, I used to actually

like walk people through the
order form.

I would be like, all right,
guys, here's what I want you to

do.

Go to this URL.

All right, now put your credit
card rubber into this thing.

Like it's like you want to like
walk people.

It's that that's another that's
another whole other

conversation, but like that's
what you want people to do is be

if it for it to be super clear
because that is like if they go

and they bounce, there's a
really good chance they ain't

coming back.

So yeah, we covered a lot of
ground today.

This won't be our only podcast
that we do.

I expect to hear from GR a whole
lot more.

I'm super excited about the
partnership and the relationship

and we have for those of you
guys, and and I want to tell

you, like, you know, as someone
that I've seen grow, I'm a

little bit older than you, but
as someone I've seen grow up and

have had the opportunity to
coach and mentor, I'm really,

really proud of you.

I'm really proud of the business
that you built and the and the

company that you've built.

I know it's based on integrity.

I like to see you winning, I
like to see you successful.

I think you're a straight
shooter, an upfront, honest

person.

And so, you know, I'm I'm
excited about the partnership.

I'm excited about the alignment,
and I think you're doing really

good work.

So I'm proud of you.

Keep rocking and rolling, you're
doing great, and you know, take

care of everybody over there for
me.

All those kisses.

We're doing our best.

Love those kiss guys.

All right.

All right, last thing for you
guys that for you good students

that stayed to the end, we have
a gift for you.

So, G and R, in celebration of
the announcement of this

partnership, we've put together
a special offer, and we're gonna

make it very, very clear on what
you need to do to redeem this

special offer.

But GR has so very generously
offered for the first dozen

people, and just know if you're
listening to this on a podcast,

this is going out via my emails
as well.

You guys know that there's
20,000 plus uh gym owners on my

email list that are going to get
this same offer.

We are locking it down to 12
people.

So to the first 12 people that
sign up for GMM will get$500.

Can you tell me that five, what
is it,$500 just the first month?

SPEAKER_00: $500 off.

Yeah, yeah,$500 off the first
month for the yeah, not

recurring, sorry, not recurring.

Three kids to have to send three
kids to college.

Got it.

Yeah, yeah.

But$500 off the first month, so
we can win you over and make you

decide you never want to try
another marketing boyfriend or

girlfriend again, is the idea.

And it's and it's 12, uh
partially because of look, guys,

like we don't we you don't get
three percent churn and two

percent churn and one point six
eight is a 1.68, 1.59% churn in

the last two quarters by
slapping everybody on the same

thing.

Right.

This is a lot of custom work.

We work very closely with every
gym owner that comes through our

doors.

And so we want to make sure that
we can take care of you guys.

One thing I will not jeopardize
with any business I'm a part of

is taking care of the clients
that trust us, right?

With a tiny part of their
business's growth.

So we're limiting it to 12.

My birthday's this month and
it's 12.

So we're we're keeping a little
bit lucky for a number that is

still small enough for us to
serve the hell out of and

hopefully help take your gym to
another level here before the

new year.

SPEAKER_01: Beautiful.

So it's$500 off for the first
month.

The URL is just join.com
backslash Vince.

That is the URL.

Join.com slash Vince.

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

And the cool thing is go through
the process.

Like go through and talk to
them.

I know you guys have the what
you advertise as your super

high, super duper high pressure.

SPEAKER_00: Super duper high
pressure get to know your call.

Hell yeah.

SPEAKER_01: I see that in your
head.

The super duper high pressure
get to know you call.

But it's just a good, like you
have a good way about the

tongue-in-cheek marketing of
saying things like that.

But yeah, I'm I'm really
confident, and this is the only

agency that I'm going to be
recommending.

There's a lot of options out
there, and this is this is my

choice based on a lot of
factors, right?

A lot of factors that I
mentioned earlier, like an hour

ago in this podcast of why I've
made this call and why I've made

this decision.

But I'm excited for it.

So if you want to be one of the
first 12 of getting on GMM,

they're doing good work.

Join dot gmemory machine.com
slash Vince.

GR.

Nice job today.

SPEAKER_00: Well done.

Yeah, I think I think you did
great.

I appreciate the hell.

Did you cry?

Did you get it?

I think I think it was a tear.

I think it was uh an invisible
tear.

Oh, which oh on which part on
which part?

Which part?

The part where you're so kind.

That's that's all.

That's all.

Yeah, yeah.

I appreciate you.

SPEAKER_01: Awesome, brother.

Well, we'll see you.

We'll be back on a podcast soon.

Very excited for you to come out
to New Jersey to speak at the

next mastermind meeting.

That'll be at the new GFP.

I don't think you've ever seen
the new GFP before.

So thanks for listening, guys.

Head over to join.jmemberchine
dot com slash Vince and get over

to GR and his and his cronies,
and they'll take good care of

you.

Tell him I sent you.

Peace.

Yeah.