Active Management

Tag: fitness industry

#JTInTheRaw Show 39: On Boarding Customers For Long Term Loyalty
Research from Paul Bedford indicates that gym inductions can add up to seven months of additional membership. So if the average monthly fee is say 50 bucks, that’s 350 bucks extra for $25 worth of labour. I think that’s a great return on investment – pay 25 and get a 14 times return!

Welcome to show 39 of JTInTheRaw where I am going to share what I have learned for building an on-boarding process for new clients and members. Today is a snippet of my Filex presentation at the end of the month in Australia.

So further into the show, the focus will be mainly for fitness industry viewers but right now . . . no matter what industry you are in I want you to listen to What Cheeses Me Off!

As a gym member what really cheeses me off is equipment that is not working. My main gripe is batteries and rowers. But last week when I was trying to get in my zone for my spin class a lady was swapping handle bars because the ones on her bike didn’t have water bottle holders.

I’m sorry but as a paying member I don’t give you any leniency in your equipment. If I tell you that the battery is going in the rower, my expectation is it fixed by the next day.

#JTShoutOuts

As you know I like to start shows with some shout outs and I like to start with a shout out to the 700+ people who downloaded Fitness Business Podcast shows yesterday. Thanks to you the Fitness Business Podcast hit a record month of downloads. And while on the Fitness Business Podcast, this week’s show is a cracker! On my recent trip to IHRSA, Chantal the amazing host of the show and I trained in 9 gyms and this week we share the good, the bad and the ugly of LA fitness studios. Listen to show 96 here.

Another shout out this week to Missy, Carrie, Luke, Kristen, and Kate who have been marvellous with your contributions to the Active Management blog this week. My peers have done an incredible job summarising what their takeaways have been from IHRSA. If you have missed the blogs, click here.

Let’s talk about onboarding a new client.

Regardless of the industry you are in your on-boarding process should have two aims:
- Create an experience on every visit, so they want to come back;
- Manage their expectations for success
According to Robbie Kellman-Baxter in her book the Membership Economy she defines on-boarding as:
- Providing new members, a road map of what to expect;
- Help them get up to speed with your culture, so they don’t look or feel stupid;
- Provide them the knowledge and habits to be successful in their new community.
In the fitness industry, while new members are itching to get out on the floor, we need to sit down with them and map out what will happen as they embark on this journey. I’d suggest:
- Explain an appropriate time line
- Explain how they will feel
- Take them through their “IF THEN” strategies
- Give them take away info, as they will not remember everything
- Back this up with an email reinforcing the first session’s education
- Show them one or two pieces of equipment – maybe!
It doesn’t matter your industry IF you get a new client on-board them appropriately IF you want long term loyalty.

Some examples . . .

When I first attended a spin class at the gym I go to, I had no idea why I was getting snarled at by so many people. It was because I was someone else’s bike!

If I am new to your club there are certain aspects I just don’t understand until you tell me or I discover them. If I discover them, this can cause friction in my experience. If we can tackle them in advance I am ready and know what to do.

As an example: I would have my group fitness staff stand at the door welcoming members into the studio with a hand shake, high five or cuddle. And then when a new person arrives they can immediately look after them and show them where to go and what to do in the class. You may even like to introduce them to another a member. In fact, I recommend to listen to Chantal’s experience at Barry’s Bootcamp on show 96 of the Fitness Business Podcast.

I suggest there is a 3 step formula to use in the on boarding process when we have a new member.

Step 1 – remove the friction points.

This means you must remove anything that will slow the process down. Simple things like:
- Where do I park when the parking is full?
- How do I log in if I forget my key tag?
- How do the lockers work?
- Remembering how to use equipment
- And the list can go on . . .
Step 2 – deliver immediate value.

We know it is IMPOSSIBLE to deliver immediate results (ie weight loss, increased flexibility, getting stronger or fitter) so we should not promise that or try to deliver that. What would they value – ask them? For me it’s being acknowledged. For others it will be an automated email sequence. Some it maybe clean change rooms. We need to understand what they value and then deliver it.

I would focus on the ‘workout experience.’ I want them to get value from their touch points when in the club. I want them to say to me in the car park, I loved that experience today.

Step 3 – Reward the desired behaviour.

And what is the desired behaviour we want from a new member? Usage! We want them using the club! So we need to develop an exercise adherence program and a reward system for members in their first 12 weeks. We want them to feel the love when they do what they are suppose to do.

An example is MyZone. When you have achieved the World Health Organisation’s recommended activity levels, you receive an email from MyZone. That rewards the desired behaviour.

Your job is then rinse and repeat these steps in order to turn the new members into super users.

I think that should get you started on your on-boarding process. It is NOT easy and I am excited to speak about this at Filex because I am passionate about getting any new client in any business starting on the right foot. I love sitting in front of a whiteboard, identifying the friction points and either educating clients about how to overcome them or getting rid of them. So if you would like me to work with you on your on-boarding process, no matter where in the world you are I can work with you. Just drop me a message or email me [email protected].

Next week

There is more work on my Filex presentation. I have a strong desire to really shape this presentation so people walk away with real action items. So more work to do.

I’m working on the marketing of the Fitness Business Podcast Meetup on the 28th April. Chantal will be running the meet up and we are keen to get 30+ people along at 6am for a networking, walking, meet up. To come along book your spot at http://fitnessbusinesspodcast.com/event/filexmeetup/.

And today I am off to Anytime Fitness at Oran Park. I am working with a dozen personal trainers on gaining new clients. In other words teaching them to be more likeable and engaging.

So before I head west, let me finish quote of the week which of course relates to the on-boarding of your new members or clients. Actually, this week I am not ending with a quote but rather a formula:

Quote of The Week

“Remove the friction points + deliver immediate value + reward the desired behaviour = on-boarding”

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
April 4, 2017
From Our NPE Friends: How To Create a ROCK-SOLID Sales and Marketing Plan That Ensures Consistent Growth
By Sean Greeley, NPE CEO & Founder

Consistently attracting (and keeping) the right clients into ANY business is an ongoing battle.

You’ve gotta hustle to bring new clients in the door, get busy serving them, and then it’s all too easy to lose momentum with the marketing activities that continue driving prospects to your business.

Not to mention the fact that competition is always increasing in the marketplace, and if you’re not consistently developing your sales and marketing systems, messaging, and more… your business will forever struggle to make it into the big time.

That’s why it’s “mission critical” to create a rock-solid sales and marketing plan to deliver the right quality and quantity of new clients your business needs to hit its goals.

Growth does not happen by accident.

It happens when you plan and work for it…. week after week.

Read on to learn more about how you can craft a plan that gives you everything you need and then some.

1. Get a clear vision for your success and develop a positive mindset.

“Before every shot, I go to the movies.” ~ Jack Nicklaus, Golf

All champions see the future before they create it. And whether in sports or business, success requires a clear vision and a mindset to go create that which you don’t yet have and cannot see.

That’s why the first step in creating any plan is to first answer the following questions:
- What does success look like for your business?
- When you visualize and see the future in your mind, what will it feel like when you’ve accomplished your vision?
Take time to make the movie in your mind. And practice working on it for at least a few minutes daily.

2. Define your core values, purpose, and mission for the business.

“Profit is not the legitimate purpose of business. The legitimate purpose of business is to provide a product or service that people need and do it so well that it’s all profitable.” ~ James Rouse

A lot of people have made a lot of money in business without ever defining their values, a purpose, or a mission.

But you’ll find it quite challenging from a leadership perspective to build a team and company that lasts for more than just a couple years without getting very clear about what you stand for, why you do what you do, and where you’re going.

Taking the time to define what your business stands for allows you to lead your sales and marketing (and your business) in the right direction.

Your purpose fuels the work to be done, and your mission will focus your efforts to achieve a goal.

3. Develop a profile of the perfect client you want to attract.

The most important element for the success of ANY business is ensuring you’ve got a great market to serve that’s well defined and easy to reach.

Get THIS right and everything gets easy.

Get this wrong, and there is no amount of good messaging, technology, or magic that will deliver results.

Here are the three questions to guide you in defining your market:

Who are they?

Define who they are, and be specific.

Are you serving mainly men or women? What age range? What else do you know about them or what defines them? Are your best prospects 30-year-old new mothers, or 50-year-old executive men?

The more specific you can be, the better. Also just as important is getting clear about who you DON’T want to work with. Not everyone is a good prospective client for your business.

Where do they live or work?

For local service businesses, your location must be convenient for your clients to visit multiple times each week. Generally speaking, it’s best to be within 15-30 min travel time from where someone lives or works each day.

Get clear on this because it will further narrow down your targeting not only for online advertising, but also for identifying key partners, direct mail opportunities, and more.

Why do they buy?

At the time they signed up with you, every new client has a primary emotional driver that is behind their actions and decision to enroll in your program.

They were either feeling really bad about a problem they were struggling with (most likely), or really excited and driven to achieve a goal. We value your privacy.

Taking time to know and understand their “why” allows you to not only best direct your clients (and athletes) to their goals… but also communicate with them through your marketing in a way that will ensure you get their attention.

4. A positioning statement that distinguishes your business from the competitors.

A positioning statement is an expression of how your service and brand fills a particular consumer need in a way that your competitors don’t.

It must answer the following questions:
- Who is your target market?
- What category are you competing in?
- What primary benefits do you provide your clients?
- Why should they believe the claims you make about your services and how you can help them?
We’ve already covered target market, so let’s talk about category.

There are many categories. The point is to define yours. Are you competing against other gyms? Other personal trainers? Other weight loss programs?

You can’t expect to win the war against them all. So choose a fight you can win by carving out the category you know you can own.

For defining the primary benefits you provide your clients, don’t go with just the easy ones like “weight loss” or “lose inches.”

Ask your clients what they love most about working with you.

How do they describe the benefits they value most… in their own words and language?

Then when it gets to proving your claims, list all the credibility boosters you’ve got to work with.

How long has your business been around? How many clients have you served? Have you won any particular awards? What certifications do you and your staff hold? What case studies, before and after photos, and more can demonstrate the results you’ve gotten for others?

The more you’ve got to work with here, the better.

It doesn’t matter what you say about yourself – the more you can leverage what others (clients, media outlets, and more) have said, the more credibility you’ll establish in your messaging.

5. Create compelling offers that give your prospect a reason to respond.

When you’ve got a well-defined market, and good positioning… then more than half your marketing battle is won.

But now it’s time to go fishing.

And that means you’ve got to get the right bait on your hook.

Your “bait” in this case is your offer.

There are two types of offers: free and paid.

Free offers are generally used for list building in exchange for a prospect sharing their contact information OR to move them forward in a simple sales process.

Examples of free offers include case studies, guides or reports, cheat sheets or handouts, toolkits, free trials, free workshops, quizzes or surveys, assessments or tests, and consultations.

Paid offers on the other hand qualify a prospect for a larger sale, or discount an existing product or service offering in order to generate response.

Examples of paid offers include trial periods of services (less than 30 days is best for fitness service offerings), assessments or tests, complimentary products or services, and more.

6. Messaging that connects emotionally with your prospect.

Messaging is all about how you communicate with your prospects. What do you say to them in order to inspire them to take action?

Imagine you’re knocking on their door, they open and you’ve got 5 seconds in order to keep them interested enough to invite you in.

What will you say?

Here are some questions to guide you in the right direction:
- What problem(s) does your prospect want to solve?
- What goal(s) do they want to achieve?
- How do they feel about their problem? What pain is it causing them?
- Why does the goal matter to them? How will they feel once they’ve achieved it?
- What positive benefits do they hope to gain with your services?
- What are the negative consequences of not taking action?
If this were easy, then everyone would be a good copywriter.

The truth is writing copy is easy…. when you know what to say and how to say it!

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter Drucker

7. Consistent application of good marketing strategy applied across all phases of the Fitness Marketing Lifecycle.

The Fitness Marketing Lifecycle is the process by which a person evolves from knowing nothing about your business, to raising their hand to learn more, to becoming a client, and then eventually becoming a raving fan who tells everyone they know about you.

Each step of the lifecycle is important. And at each step, you’ll adjust the way you communicate, the messages you deliver, and the call to action you make.

Attract: There are many ways to attract prospective clients to your business.

Just remember, when you own a local service business, don’t get stuck behind the computer.

It’s easy to get caught behind a desk… especially when you’re crafting a marketing plan or working on digital advertising.

But relationships are the goal of all your planning and activity, so don’t forget what matters most.

Get out and build relationships in your community!

That being said, there are many strategies you can use to attract potential prospects to your business and grow your list.
- Advertising– Facebook, Google Adwords, local magazines, coupon books, what else?
- Networking & Partners– BNI, Chamber of Commerce, Rotary, local business association groups. Build relationships with like-minded professionals that serve your target market.
- Events – Public speaking, workshops, health fairs, races, and more.
- What else? – Always be on the lookout for new strategies and lead sources where you can easily connect with prospective clients for your business.
Capture: Capturing contact information is critical to facilitating your ongoing marketing activity.

If you don’t have someone’s contact info, you can’t follow up with them. And follow-up is the name of the game.

Maximizing conversion of capturing contact information will dramatically affect both your short and long-term sales and revenue results.
- Website– Optimizing your website and setting up good landing pages is essential.
- Phone – Answering the phone live, having effective scripting in place, and capturing contact information for follow-up.
- Face-to-face – Walk-in traffic, public speaking workshops, and more… always make an offer in exchange for contact details.
Nurture: Only a small percentage of the prospects you’re in front of will be ready to buy now.

You can’t create demand in the marketplace, but you can keep in touch and stay positioned so when someone is ready to buy… they come to you.
- Automated marketing funnels– For mid-to-high price fitness services in the 200-500+/month range, a 14-30 day follow-up sequence is generally best.
- Phone – Outbound phone calls are one of the easiest and most effective follow-up tools. Don’t be scared to pick up the phone and speak with someone you can help.
- Text message – For prospects too busy to answer or return calls, everyone can read and reply to a simple text message.
- Newsletters – Emails should be sent at minimum 1x a week to unconverted leads and prospects. It’s simple, fast, and free.
- Social Media – An easy way to build relationships and allow others to connect with your brand and community.
- Workshops – Running workshops monthly in your facility is a great way to position yourself as an authority expert and give others a low-risk way to get to know what you’re all about.
Sell: Selling is where ‘the rubber meets the road.’

At NPE we teach the AUTO-CLOSER® Sales System for selling large packages of premium-priced programs face-to-face.

Every prospect is qualified before meeting face-to-face for a consultation.

And if you’re selling a short-term trial program, set up an orientation that “pre-frames” the goal of the trial period while also scheduling a consultation after the trial period has completed.

Serve: The goal of business is to get and keep a customer.

And “after the sale” is where you get the opportunity to deliver such an extraordinary customer experience that your business stands out like a lighthouse in the marketplace.

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” ~ Sam Walton, founder of Wal-Mart

During trial offers, it’s especially important that you prove you can deliver great value to your customer.
- Help your clients create change with simple actions
- Support them in gaining momentum and confidence
- Build and develop relationships with your new client and your entire community
Upsell: Good businesses deliver a product or service once it’s sold.

GREAT businesses are constantly asking the question, “How can I better serve and support my clients in solving their problems and achieving their goals?”

That line of thinking will lead you to additional offerings that make good sense to add to your business at the right time.
- Solve additional challenges your clients are struggling with
  • Help people achieve their goals faster, with less effort
  • Introduce complimentary products and services that support your primary offerings
Ask to Refer: Asking for referrals is one of the simplest and oldest forms of marketing there is. But it doesn’t happen by accident – it happens by taking action with good strategy and systems.

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral is the holy grail of advertising.” ~ Mark Zuckerberg, Facebook
- Ask your clients to support your mission
  • Who do they know that (insert your profile client statement that defines WHO, WHERE, and WHY here)?
  • Make it easy for clients to connect others with your business
  • Thank them for their help!
The marketing lifecycle involves a lot of systems and strategies.

Putting It All Together (Plan)

As you work through assembling the components of your plan, it’s then time to put it all together.

“Unless commitment is made, there are only promises and hopes; but no plans.” ~ Peter F Drucker

Here are a few important considerations in that process:
1. Assess where your business has the greatest opportunity for immediate improvement (in every business there are ‘easy wins’ that can move you forward quickly… identify them and take action).
  2. Determine your available resources (time, money).
  3. Create a plan and start moving forward.
  4. COMMIT to doing whatever is necessary to reach your goals.
  5. Track your results, adjust as needed, and “upgrade” your plan to reach your goals faster.
Best Practices

Lots of business owners try to craft a yearly plan.

While that can be helpful, try just focusing on 90 days at a time.

A lot of changes happen quickly in a growing business.

If you can get your marketing working 2-3 months ahead, you’ll be light years above of your competition.

And the most important aspect of every plan is consistent action.

Consistency with marketing will grow your business from a stage 2 to stage 4 business (and well beyond).

Click here to download our complete guide “Fitness Business Sales & Marketing Planning Guide”
March 28, 2017
#JTInTheRaw 38: Successful People Implement. Here Are Your Success Steps.
If you don’t do stuff, then why are you watching, listening or attending?

Today in JTInTheRaw I’m going to kick some butt and maybe it will be your butt. However, I’m kicking butt because I love ya! Because I want you to be successful! Super successful.

Welcome to JTInTheRaw show 38 where I chew the thin each week on business. I am merely a conduit of information that I learn and that I think is relevant for people in business.

#JTShoutOuts

First up a shout out today to Kirsty from Studio 46 in Melbourne. I spent 3 hours with her talking about instilling a core values based culture. Thanks Kirsty for the opportunity to work with you!

Second shout out goes to Nigel & Ryan from Australian Fitness Network who have asked me and Chantal from the Fitness Business Podcast to be the MCs of the Filex Business Summit!

Thirdly, a huge thank you to my fitness industry colleagues – Andrew, Brent, Angus, Leanne, Matt, Ryan, Chantal and more next week – who have been contributing to our IHRSA2017 blogs – click here to read them.

Ok so now on with the show …

This week I had a coaching client fire me. She has decided not to continue with our monthly sessions. I am really disappointed and take this personally. I feel I screwed up.

I went back and looked at my notes from our sessions. I saw each month the carry over items that hadn’t been completed from the previous month. This list seemed to get longer and longer. The number of items not done compared to items done.

I chatted to an avid watcher of JTInTheRaw this week. She told me how much she loved show 37, where I shared business tips from 2 conferences I attended. She said it was one of the best – thank you Fiona! And she said I could use her name.

If you missed show 37 click here.

I asked Fiona so what is the number 1 idea & then your plan to implement that idea after watching show 37.

There was silence.

Finally, in a separate conversation with a non fitness industry person we talked about a business book that we’d both read. We agreed it was awesome. I told him that after reading the book, I looked at how I was marketing my business & I was moving more to videos to get my message out.

I asked what changes had he made.

His answer, “None yet.”

He read the book 6 months ago.

So here it comes guys n girls … pull down your pants, bend over and here comes my size 8 up your bum!

You cannot achieve anything in business or life if you do not implement!!!! PERIOD

If you have a business coach, you have to walk away with a to do list at the end of the session and then do it!

If you attend a conference like IHRSA or Filex next month, you have to develop a list of action items, prioritise, date then for completion & then start the list.

If you read a book, pull out 3 ideas you can use in business or life and plan them being used.

And if you watch JTInTheRaw do shit! Don’t just watch me, hit like when I say something cool or send me a message & say great show. Send me a message that says, ‘3 weeks ago you said to segment my database and start marketing to that group with a specific message. I did that and made X sales.’

Watching, reading, attending and even buying a course are the easy things to do. Implementing the ideas is the hard shit but it’s this hard shit that gives you a return on investment.

Buying a gym membership doesn’t get you healthy. Going to the gym gets you healthy.

Stop filling up on education and start doing!

Hit like if you sometimes are like this .. you read, watch, or attend but fail in the implementation phase. Tag someone in the comments if you know anyone like that … they’ll never know!

To avoid TFI: total failure to implement, you need 3 things:
1. A can do attitude. You need to believe that you can implement ideas and strategies.
1. Get your first list to 3 items and then set a date & a person responsible to implement. Note I said your first 3 items, once completed you can start a new list of 3. More than 3 & you can feel overwhelmed and do nothing!
1. Disciplined Planning. You have to allocate time in your day, week or even a month to work on this. If you don’t mark time out in your diary, you’ll never get to it. Make it an appointment and have the discipline to stick with it.
If you look at the most successful people in business and life they make things happen by doing things. Be one of those successful people and start implementing.

Here’s your challenge, no matter when you watch this show – now or on replay – put in the comments below what you’re going to implement after watching this show.

As a quick hint on implementing … fire rifle shots not cannon balls! This analogy comes from Jim Collins in his book Built To Last. He says successful businesses don’t waste energy, resources & money on cannonballs trying to hit a target. Rather they use low cost, low energy, and minimal resources to test & measure their idea – ie fire a small bullet – then refine before launching a cannonball!

Rifle Shot Steps
- Step 1 in getting your #hustlemodeon is commit to implementing ideas. Be a player in the game of business not a spectator.
- Step 2 is test your idea on a small market, segment or group.
- Step 3 evaluate
- Step 4 adjust your idea
- Step 5 … boom! Fire that baby!!!
What do you think guys n girls? Do you like it? Will you help me out?

Please make me feel good by implementing ideas & then telling what you got,

Remember, pop in the comments what are you going to implement to turn what you have heard, watched or learned into actions … go!

That wasn’t too bad was it? That’s not a bad butt kicking at all!

Next week, I’m in Sydney all week! I’m going to be working on 2 projects:

The marketing of Active Management Memberships. We are working feverishly to improve our Member Hub to make it more user friendly – well Alicia is. I’m going to be putting together some resources for members next week. Plus building a campaign to grow our member numbers. I’d love you to become a member, bronze memberships are only 49 bucks. Pop active in the comments below and I’ll send you the link to join.

I’m writing a brand new presentation. This is all about onboarding a client for loyalty and long term success. I’m not solving retention challenges but hopefully improving retention with some science & practical examples of on boarding.

Next Friday I’m working with Steve and his personal trainers in their quest for more clients from the gym floor and converting as point of sales. So next week I’ll be live from Mt Annan!

As always let me finish with my quote of the week …

Quote of The Week

“You cannot achieve anything in business or life if you do not implement! Period!”

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
March 28, 2017
#JTInTheRaw 37: Insights & Learnings From IHRSA 2017 – Part 2

#JTInTheRaw is my weekly show where I chew the thin on all things business.

In shows 36 and 37 I share profound insights from the IHRSA 2017 conference and also the Superfast Business Conference.

Quote of The Week

“Bucketting your leads & customers are the future. The future is already here.”

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

March 22, 2017
#JTInTheRaw 36: Insights & Learnings From IHRSA 2017 – Part 1

Justin Tamsett’s Insights From IHRSA 2017

Quote of The Week

“Question deeply. Understand why we question deeply.”

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

March 14, 2017
#JTInTheRaw 35: 2017 Customer Trends You Need To Know
If I look like poo this morning, it’s because I caught the red eye home from Perth at 5am! This is JT In The Raw!!!

Welcome to #JTInTheRaw where I chew the thin on business. For the next 14mins & 36s plus or minus a bit I’m going to help you get your #hustlemodeon by understanding today’s consumer!

Last week’s show I asked you guys to identify business books we must read, so thank you to Kristie, Chris, Matt, Lisa Simone, Angus, Jason, Elisa, Eugene, Amanda, Chantal, Greg, Brett, for your suggestions. I was hoping for 500 books we have a good list 15 or so!

If you missed last week’s show pop 34 in the comments and I’ll send you the link. Being part of the JTInThRaw community, I’m hoping we can add to the list of books to make you a better business person, leader, entrepreneur, parent, partner or even lover! So put 34 in the comments watch the show & then share your book to grow our list!

#JTShoutOut

First a shout out to Jason, Karlee, Michelle, Tom, Peter, Frances, Alena, Jodi, Sara, Cindy, Shelly & Charmaine. This is the team from Life & Soul and F45 in north Western Australia. For the past 2 days, we unpacked how to operate as a Team. Then we developed a brand promise and began the journey on committing to core values. We did a great exercise called the Prisoners Dilemma to help the team identify what is happening with their Teams during meetings! Finally, to inspire innovation I took them on a journey around the world looking at cool stuff.

Life & Soul Team double thumbs up to you for coming with open minds and leaving with DOMS … delayed onset mind soreness!

I am super grateful when owners like Pete & Cindy trust me to help grow their team personally & professionally. I love it and get an amazing warm & fuzzy. Thank you Pete & Cin.

If you would like to work with me on developing your brand promise, core values and business goals send me a message! Email, private message here, call me (ask for my number in the comments) or send a raven from Kings Landing to me in Westeross – a little Game Of Thrones reference there!

Second shout to Retention Guru, Dr Paul Bedford, who had asked me to speak at his retention conference in May in Manchester in the UK. I feel humbled to be asked to share the stage with Paul, Lexie Griffiths and Keith Smith. I’m going to be doing a new presentation called Building Culture Starts Off The Field. I’m going to share 7 keys to building a winning team before even entering the field of play – ie in front of the customer. Thank you Paul …

This Week

Tomorrow I fly to LA for IHRSA. It is an honour to speak at this conference and this year I think is my 10th consecutive year speaking & I’ll be delivering 3 presentations. So today I thought I’d give you an overview of my main presentation on what is the 2017 consumer looking for in business that they are going to spend money with!

These are not exercise trends … these are consumer behaviours, needs and trends that if we meet – in any business – we will gain & keep customers, members & clients.

The challenge that we face in business is the expectations of your members and prospects are shaped by multi-nationals that have more resources – including capital – than you. When you deal with this huge companies, who understand how the consumer thinks, you expect every company you deal with to treat you the same. That includes your business.

First continuing trend and morphing trend if status.

The evolution of status has moved from:
- Being seen as superior by my peers – eg being in the top 20 visitors in your facility in a month; gaining free membership for referrals
- Being acknowledged for my loyalty – eg public recognition for how long someone has been a member of your facility;
- Receiving VIP privileges for my loyalty with you – eg a VIP area at the Christmas party for members who attended 150+ times in a year; or being invited to the launch of a new service owing to how long I have been a member; or paying less based on referrals I have brought to your club
For hundreds of millions of consumers they are on the endless search for status which now is more about their inside world: not what I have but who I am.

Our consumers are now adapting to an environment in which digital experiences are a status currency – Instagram followers; being tagged in your clubs; checking into your business.

Personal improvement is well established as the most powerful – and most sharable – form of status currency.

The challenge for your consumer, is that while they have more ability to gain and share status, there is no app for personal will power. Will power has not increased in our consumers. In 2017, there will be rising numbers of consumers looking to employ an external source of will power.

Second status I’ll talk about it: the consumer asking “How do I become a better person?”

Millions around the world, more aware that ever of their own ethics, actively want to become – and prove they are – better people. What’s more, they’ll reward brands that serve up the new tools, platforms and experiences that can help them find the answers to become a better person.

Thirdly, consumers are increasingly distrustful of mainstream media.

They’re increasingly skeptical. these networked citizens are more aware than ever of their own collective power to effect local change, and they’re looking for you to facilitate that. Step up . . . find common ground . . . and help them contribute to the community. The local community.

The next trend is to be a good person. Be a good company. In a world where hackers can place sanctions on ‘bad’ businesses, it’s wise to have positive impact! Beyond bolstering your digital security, the safest thing your brand can do? Make sure it has a net positive impact wherever it operates.

Rising numbers of your customers are asking you to make the world a better place to be. That world being their local community.

Most companies are inherently conservative. They don’t want to ever offend anyone. But as a result, this neutrality sees you just blend into the world. Many consumers will embrace the company that take a stance on a cause. When a company says “fuck you” to a common enemy like cancer, diabetes, domestic violence, you are no longer neutral and you stand out!

I know you all cannot be at IHRSA and I’m sorry you won’t hear all the details and examples of these trends I have in my presentation. So here is the deal … tell me in the comments below why you are not attending my session at IHRSA and if I think it’s a valid reason, I’ll share my notes with you AFTER the conference – not next week but the week after!

IHRSA is a big week and Chantal from the Fitness Business Podcast is going for the first time. I don’t think she knows what is about to hit her! It’s a great week and I love catching up friends across the globe! If you’re going to be in LA next week pop LA in the comments so we can look out for you!

That means I’ll be coming to you LIVE from IHRSA next week so tune in & I promise to give you a summary of my learnings!

Just before I go thanks to everyone who helped the Fitness Business Podcast have a record download month in Feb: 6460 – a massive 231 downloads per day. If you’re in the fitness industry and not subscribed to the show get to www.FitnessBusinessPodcast.com, see the best show notes in the business that Chantal writes, subscribe, get an amazing free gift when you do and you won’t feel like you are missing out!!!!!!!

That’s it for another show except for quote of the week. So here is my though for the week:

Quote of The Week

“Knowing what your customer wants is one thing. Understanding what your customer wants is deeper & will have a greater impact on your business.”

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
March 7, 2017
#JTInTheRaw 34: The Best Business Books List

Welcome to this week’s show of #JTInTheRaw where I chew the thin on business. Every week I do my best to help you lead, manage and run your business better. My focus is fitness business but any business will benefit from JTInTheRaw!

This week I’ve got the #1 strategy to make you the best leader, entrepreneur, parent, lover or person. Stay tuned … this will amaze you … the #1 strategy!

Part of this week’s show includes input from you. You’re going to be part of show 34 and I promise it won’t hurt, be hard and will help your business … I guarantee it!

What then is the #1 strategy: reading! All my members of the Industry Leaders Roundtable are readers! I love hearing about the books they are reading.

I listened to Luke Carlson on The Fitness Business Podcast and he reads 30mins Monday to Friday; and 3 hours on a Saturday. By the way this week’s show is a dead set ripper!!!

The most successful people read! And this means reading books not Facebook feeds or Instagram!

Chantal on The Fitness Business Podcast asked every guest for 3 apps, rituals or habits the guests do to be successful and stay on top. Nearly all guests have said reading is critical to their growth.

In fact on www.fitnessbusinesspodcast.com you can now download an ebook that contains all the books that are recommended by guests.

Now I have a client who is not a big reader. And I get some people are slow readers, poor readers and even dislike reading. So start downloading audio books!

When you read you feed your intelligence and your soul.

Now for something different in JTInThRaw. I haven’t done this ever before … I’m going to turn the show over to you … so get ready to type.

Question 1: Put in the comments your fav book. It can be fact or fiction. What is the best book you would recommend people MUST read not should read MUST read? Go ….

#JTShoutOut

First one is for Active Management members. This week we started a virtual Roundtable which is a fancy name for a Q&A session with our video marketing ninja, Eugene from Gym Click Media. Eugene is an expert and this is your opportunity for FREE consulting from an expert. Get into the members Facebook group and check out education Eugene shares, ask questions and engage. This will seriously help your video marketing. It is pure gold! If you’re a member and not in the Facebook group, click here.

And if you’re not a member, you’ll get a 3 to 10 times the return on your membership investment by using Eugenes tips. If you want the link to join click here.

Second shout out is for all my Roundtable members – thank you for being a member. I know each other value you as a member and I’m grateful for your support of the most unique group of fitness business owners. Thank you!

This Week

This week I am super dooper pumped … I have 3 exciting things happening that rock my world!

Firstly, I’m working with Alicia and we are rebuilding the activemgmt website! Check it out www.ActiveMgmt.com.au.

Secondly, I’m working on my presentation for IHRSA on consumer behaviour. I promise next week in #JTInTheRaw I’ll share an overview of this presentation … tune in next week IF you want to know current consumer trends!

Thirdly, I’m off to north Western Australia – a town called Port Hedland – to work for 2 days with the Life & Soul Team. We are going to build an amazing culture with cracking exercises and truly deep thinking!

Quote of The Week

Reading feeds your intelligence and your soul!

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

February 28, 2017
#JTInTheRaw 33: Telling Personal Trainers How To Do Their Job!
Welcome to your weekly dose of business tips, insights and thoughts as I chew the thin on running a business.

I am coming to you from Wollongong about 2 hours south of Sydney as I am about to do some training with personal trainers on converting members to clients with amazing service! In fact later in the show I’ll share a new acronym I have come up with to help guide PT’s.

So in this week’s show I have:
- #JTShoutOuts
- What does a DABB mean in personal training
- #AskJT
- And Quote of the Week!
I have to admit I am still coming down after a personal hi-light! Last night I was the ground announcer for the NSW Waratahs V NZ Highlanders. What a blast it was! Although some of the names I think I may have got wrong! But no-one nabbed me I the car park, so I am hoping I was pretty close!

#JTShoutOut

First shout out to everyone who has been asking about my leg. I have good news, my leg is on the way to being repaired after having 3 layers of 25 stitches 3 weeks ago. Stitches are out, no infection and no swelling so I have been given the OK to start training again! No running for about 4 more weeks but at least I can get moving!

A second shout out to my friend Meredith from Venues West and Pierre and Geoff for inviting me over to work their Team this week. It was a great experience as always to work with new people. We had a blast designing avatars for their perfect clients and deciding which trainers would match those avatars. Thanks for the opportunity.

Thanks also to everyone who shared last week’s show on body language to engage people during tours and group fitness. So many of you tagged a friend, colleague or even an enemy in the comments and I am very grateful.

By the way if you missed last week’s show on body language and the impact it has, click here.

On with show 33 . . .

This week I have done two training sessions for personal trainers in clubs. Our goal has been to get more clients buying PT, renewing PT and continuing with PT. I’m not going to share all my IP with you guys here today but I would like to drop a gold nugget for you: The DABB!

The DABB is an acronym for:
- Don’t take a client for granted – EVER!
- Add value
- Be Likeable
- Be Consistent
I find many PT’s – I guess anyone who has regular customers – can get complacent with their regulars. You let the little things slip – a few minutes late, not shaving, smelly, forgetting to email something you promised. You must never ever take a customer for granted. If need be, have less clients and care of them all!

If every experience with the you is the same, ie you do just the basics, you are not adding any value. In every session, think how can I add some extra value for this client. It could be a challenging exercise, a measurement they weren’t expecting, some homework, a website, a print out . . . OMG the list goes on! Add value; add value; add value and keep clients!

There are 7 components to being likeable:
1. Smile
2. Be nice
3. Be respectful
4. Be present
5. Be enthusiastic
6. Be confident
7. Be authentic
If you fake anything, your clients will see straight through you!

And finally be consistent! My fav story on consistency comes from Michael Gerber’s E-Myth where he describes the inconsistency given in many hairdressing salons. I’m using my version of the story but you’ll get the drift.

On the customers first visit to the salon, she gets her hair cut plus champagne, strawberries, a wash and a blow dry. So impressed she books for a second appointment.

On the second appointment, the champagne is replaced with tea, strawberries gone and cookies replace them. There is no wash just a blow dry.

On the third appointment, no food no drink and just a blow dry.

On the fourth, just the cut.

This inconsistency in service drives customers nuts! More importantly has them looking for another hairdresser or in our case gym or personal trainer.

My advice on consistency, only deliver to one client what you can deliver to 100 clients!

Now what . . .

My tip is get all your trainers around have them watch this video – or tag them in the comments below – and then brainstorm with them the answer to this question: “How Can We DABB?”

I hope this helps boost member and client sales, renewals and general service.

#AskJT

This comes from Rob who I spoke with yesterday who said, “I am too busy to keep my social media up to date. I know it’s part of the marketing of my business, I just don’t like it, aren’t good at it and have no time.”

Firstly, Rob no one on the planet is not ‘no good at social media.’ Get that out of your head! We can all post on Facebook, load a photo on Insta or send a tweet. So long as it is on brand, you cannot screw it up.

Perhaps Rob you can do social media better.

Here is the only option I shared with him:
- Find time to do it yourself as you can’t replace your tone in your posts. It’s your business and your love for the business will come through your posts. Find the time.
I reminded him you can schedule posts on Facebook! You could just do all your posts – which could be done just in a day – on a Friday night. There are also loads of apps to help you schedule Insta.

But as Rob has been working on the tools everyday – doing 15 hour days, he literally doesn’t have time at the moment. I suggested:
- Do a contra deal with someone you know. Ideally a member as they understand the studio’s culture. Just ‘contract’ them for 3 months with clear measurement parameters – eg number of posts, growth of fans, reach, etc.
- Grab someone from TAFE or Uni and have them do an Internship with you. Use the same measurements and have them lock in for a 3 month contract.
- Outsource it to someone overseas, who maybe cheaper but this would be my last option. In fact, I’d rather post once a week myself than out source it. Been there done that and been burnt!
Hope this helps everyone. Feel free to share these tips by tagging someone in the comments below.

This Week

I am pumped this week as I have my Club Owners Industry Leaders Roundtable.

That reminds me the new website for Industry Leaders Roundtable is LIVE! Love to know what you think. Check out www.IndustryLeadersRoundtable.com.au or pop ILR in the comments below and I’ll send you the link. Pssst – when you check out the site there is an AWESOME free resource you can download which is pure GOLD!

Anyway I digress, so Tuesday to Thursday is the club owners’ roundtable. We are checking out a couple of gyms in Brisbane, and then Sharks in Southport is in the Hot Seat. Each of the owners will be sharing their vision for the next 12 months for their business, the top 3 KPI’s for the next quarter and their strategic priorities. It will be game on as other Roundtable members will challenge them before supporting them.

I really love my job running Roundtables, as they truly help the business owners AND there is nothing like this in the industry.

Then next Friday I am back in Sydney for JTInTheRaw show 34.

Thanks for tuning in today. This was a show specifically for personal trainers – either in your own business or as employed. If you think you know anyone who could benefit from learning the DABB, please tag them in the comments.

Quote of The Week

For service consistency, only deliver to one client what you can deliver to 100 clients!

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
February 21, 2017
#JTInThe Raw 32: Using Your Body Language To Boost Your Authority

Welcome to your weekly dose of business tips, insights and thoughts as I chew the thin on running a business. This week I’ve got a cracking #AskJT about body language, so this week will be packed with tips for you and your staff on how to present yourself!

Remember at any stage in this show you can share it with a friend or colleague or anyone you know by tagging them in the comments. And if you like what I say, I love the instant feedback . . . so hit Like or Love or Wow buttons!

Let’s test if your awake . . . hit like now if you can hear me?

Body Language Impacts What Your Say

Last week I shared the statistics on how people receive the message we are giving them. If you missed the show, pop 31 in the comments below and I’ll shoot you the link to grab the stat’s.

From last week’s show, I received an #AskJT email from Simon who has a boutique studio in Orlando Florida who asked me “Can you share any body language secrets to help my trainers during their group training classes so they engage better with our clients?”

Sure can Simon, so get your pen and paper ready . . .

I went to the master of passing on body language tips, the great Tony Robbins. So here is what he says . . .

Posture

Your power, status and confidence are communicated by how well you use the space around you.

When you slump down, round your shoulders inwards and in fact do anything to make yourself smaller, you give off an insecure impression.

Keep your posture tall, shoulders back and head high. When you are expanding yourself you are taking control of the surrounding space.

According to Harvard professor Amy Cuddy, two minutes of power posing — standing tall, holding your arms in a “v” shape towards the sky, or standing with your hands on your hips and legs apart like Superman — can significantly increase your confidence.

Before your team go into a sale or a tour, take a PT session or leap into teaching group PT, have them try holding their body in the power pose. It will make them look confident and feel more confident.

Arm Movements

A key component in teaching a class or taking a PT session is what you do with your arms and hands.

Waving your hands or arms wildly about signals to others that you’re out of control. It makes it challenging for prospects and clients to respect your expertise. Keep your movements smaller and more relaxed.

Your people Simon, need to use open arms and showing the palms of their hands. They will come across as sincere and respectable. People will then listen and engage with your team.

I’m sure you know this one but when your arms are crossed, they form a closed off, defensive barricade between you and your client. The client you are communicating with will see this metaphoric wall as a sign that you are protecting yourself, you have something to hide, or that you are resistant to truly engaging in the conversation.

Keep your hands in plain sight and position your arms in a more open, inviting way.

As an added tip if a prospect has crossed arms shake hands, have them hold a piece of equipment, or offer them a drink. The more you can get the other person to physically open up, the more engaged they will feel.

Fidgeting

If your Team members are nervous or stressed they will fidget. They may twirl their hair, bounce up and down, click a pen or move about restlessly. And while your team may think this is all harmless, these actions signal you are insecure or even insincere.

If your team catch themselves fidgeting, have them focus on their breathing and move into their Superman pose. Their stillness sends the message they are cool, calm and collected.

Your Face Tells So Much

When the clients or member are speaking to your team, facial expressions will show they genuinely care.

It goes without saying that frowning, scowling, grimacing, a negative facial expression or having a killer bitch face will create an immediate distance between you and others. They’ll perceive you as being cold, insecure and closed off.

You may not be aware that negative facial expressions send a signal to the brain that whatever you are doing is difficult or unpleasant. Your brain releases cortisol into your bloodstream, which elevates your stress levels. And will make your mood worse.

Smiling shows confidence and warmth. A smile also increases activity in the left pre-frontal cortex, the hub for positive feelings.

Eye Contact

Eye contact is your most important component of nonverbal communication. The ability to look into the eyes while communicating signals confidence, authority and sincerity. If you look away people will assume you are insecure or worse still when trying to sell: untrustworthy.

Simon, if you can have your team be more aware and in control of their nonverbal signals, they will have an important communication edge on your competitors.

Your team can understand the message they are sending, and position themselves with confidence and authority.

If you want your group training to rock Simon, take the time to understand all the nonverbal cues and gestures, it may just be the game changer you’ve been looking for.

What do you think? Did you learn anything about body language in communication? Hit Like if you did?

And if you know anyone who could benefit from watching this show, then please tag them in the comments below. By popping their name in the comments below they’ll receive a notification to watch the show. So thanks in advance for sharing!

This Week

This weekend Zoe represents her zone at the Regional Little Athletics carnival in discus and shot put. Provided it is not called off owing to Sydney’s 40+ degrees days!

This week is a mid-month break from my Industry Leaders Roundtables.

Monday is a day of writing content for Active Management members.

Tuesday I head off to Perth to work with personal trainers and front desk team members in an awesome facility. I’m working with them on building a personal training team and changing the mindset of the team to see value in PT.

Wednesday is a flight home.

Thursday is finishing touches my IHRSA presentation on consumer trends and behaviour.

Friday I head to Wollongong to lead a group of Anytime Fitness personal trainers in ensuring they do not get objections when they tell members how much PT costs. We will focus on before the session and during the session so we show value in PT. Can’t wait to work this group.

This means next week show 33 will come to you from Wollongong!

Quote of The Week

Understand nonverbal cues and gestures for a game changing competitive advantage.

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

February 14, 2017
#JTInTheRaw Show 31: It’s Not What We Say It’s How We Say It & Gaining Referrals
Welcome to JTInTheRaw show 31 where I chew the thin on business. Today’s show is from Performance PT at Smeaton Grange. The owner of this business is on the NSW PT Industry Leaders Roundtable and we have a meeting today.

In this week’s show I will talk about:
- It’s not what we say but how we say
- Setting up a referral campaign
- Two shout outs this week
- #AskJT
Communication

As you may be aware I had an accident last week end where I sliced my leg open and had 76 stitches. Yep 76 stitches! This meant a trip to hospital and as we entered I had no idea what was in store for me.

I’m not going to gross you out with graphic details but I do want to tell you about the amazing nurse and doctor. These two guys were fantastic and all week I have been wondering why they were so good. And it dawned on me . . .

The effectiveness of spoken communication relates to
- 7% of meaning in the words that are spoken.
- 38% of meaning is the way that the words are said
- 55% of meaning is in facial expression.
The words the medico’s used were standard medical terms. It was how they said them and their body language that showed me their professionalism, helped me relax, and out me at ease that they’d do a good repair job of my leg.

It was a great reminder to me and now you, that the saying is true: it is not what you say but how you say it.

I challenge you this week to understand these statistics again and think how this impacts the message you are giving to your team or your clients.

Gaining Referrals

How many of you ask for referrals?

Do you ask at point of sale? Do you ask during their membership or tenure as a client? Is it programmed into the life cycle of your customer?

So the next question is IF you get a new client or member as the direct result of a current client or member referring them, what do you give them? How do you say thanks?

A Neilson 2015 Global Trust in Advertising found that 83% of consumers take action – research a brand or buy something – on recommendations from people they know.

Many businesses have success with ongoing reduced memberships fees, free services or even free product. All of these work IF they resonate with your client base.

Research shows that small rewards perform as well as large rewards.

The key for today’s consumer is rewarding them with social capital. This means that you give your referring customer the ability to look like an “insider” in your business to their friends.

Your role is to make them look like a VIP in the eyes of their friends with an exclusive or limited opportunity to their friends because they are a VIP customer.

What is vital in this referral process is that you say ‘thank you.” I am a fan of hand written card saying thank you that is personalised and has no clichés! The extra effort you go to will be acknowledged and loved by your clients.

Shout Outs

I have a shout out this week to 2 people:
- Coss Marte – this week on the Fitness Business Podcast is the most inspirational guest ever interviewed. Coss was a drug king pin in New York City who spent time in the big house a couple of times. And on his second visit was told if he didn’t lose weight he would die. So he started working out in his cell! The result, he has a studio in NYC called Con Body, which I have been to. This interview is awesome and truly inspirational. If you would like a link to the show, just pop 88 in the comments and I’ll send you the link.
- My Victorian PT Industry Leaders Roundtable – thank you for your support this week. This was the first time in 160 roundtables that I had to cancel. I really appreciate your support . . . thank you.
#AskJT

This week the question comes from Scott in New Zealand who asked me “Last week’s #JTInTheRaw you talked about adding value to the follow ups to prospects. Can you please give some examples.”

Of course I can Scott!

If you missed show 30 last week I explained that most sales people give up too early when following up prospects. I gave some stat’s and ideas.

Ok value adding in the contacts Scott must relate to what your prospect wants. You want to provide FREE tips to help them achieve their goals.

So Scott for someone who wants to lose weight, you may have your top 10 breakfast recipes or your favourite 7 low fat snacks.

For a new exerciser, a tip sheet on how to pick the right exercise shoe or how to start an exercise program.

Value add means providing content to your prospects that helps them. This can be websites, podcasts, articles or your own tip sheets.

Scott when you know the pain point of your prospect, you add value to them by sending information that helps reduce that pain.

By the way, if you don’t use this information in the prospecting process then you can use it in the onboarding process!

Hope that helps Scott!

You’ve been watching #JTInTheRaw show 31 and if you think you know someone who could benefit from understanding why it is important how you say things, where to start when building a referral program, or what adding value in your prospects journey means then pop their name in the comments below and they’ll be notified on facebook to watch the show. I’d be very grateful if you share the show.

Quote of The Week

83% of consumers take action on recommendations from people they know. Help them recommend you.

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
February 9, 2017