If you want to gain referrals from doctors working with your demographic whether for HRT or using a GLP-1 drug, learn how to show what you do. It’s not your certifications or your website. It’s the art of communicating what you do and how you do it by demonstrating or by testimonials that will win you referrals.

My Guest:

Emily Sadri is a Board Certified Women’s Health Nurse Practitioner, Certified Nurse Midwife, and the founder of Aurelia Health, a modern telemedicine practice for women over 35. Aurelia Health provides comprehensive hormone replacement therapy and weight loss support with long visits and un-rushed care.

Emily is passionate about making complex hormonal topics accessible and believes that great health starts with happy hormones and a balanced stress response.

Questions We Answer in this Episode: 

• How can you, within your scope of practice, support the female clients you’re working with in midlife? [00:08:58]

• What is attractive about a health and fitness professional for a provider so that you can be that? [00:11:57]

• What coaches do you refer to? [00:13:24]

• What is Emily’s tip for success in working with this demographic? [00:13:50]

There you have it. This is a blue ocean waiting for you. Few coaches and trainers do this outreach to the medical community well. This is not an email campaign. This is getting to know one doctor at a time and letting them know you and what you do. You heard it here! To gain referrals you also may want to consider referring clients to others. 

Connect with Emily and The Perimenopause Revolution Summit:

https://www.flippingfifty.com/revolution 

On Social:

Instagram: https://www.instagram.com/emilysadri_np/ 

Facebook: https://www.facebook.com/emilysadri.np.ohio 

Resources: 

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Flipping 50 Menopause Fitness Specialist: https://www.flippnigfifty.com/specialist 

Other Episodes You Might Like: 

Coaching Client Nutrition within Scope of Practice for Revenue & Impact:

https://www.fitnessmarketingmastery.com/coaching-nutrition-clients/

Is There a Boundary Between Your Personal and Professional Self?

https://www.fitnessmarketingmastery.com/boundary-personal-professional-self/

Tools to Get Clients to Stick With Their Exercise:

https://www.fitnessmarketingmastery.com/clients-stick-with-their-exercise/ 

Optimizing Hormones Early in Perimenopause:

https://www.flippingfifty.com/optimizing-hormones-early

You can use words for a competitive edge no matter what level of experience you have. In this world of seconds-long attention span and how do you come up with the words that attract the right audience? Those that would love to learn and follow your guidance? 

My Guest: 

Sam Horn is the CEO of the Intrigue Agency. Her 3 TEDx talks and 10 books have been featured in New York Times and presented to Oracle, Intel, Accenture, and NASA. As the former Executive Director of the world-renowned Maui Writers Conference and one of LinkedIn Learning's most popular communication instructors, she helps people craft one-of-a-kind books, talks, and careers that scale their income and impact - for good.

Questions we answer in this episode: 

• How do you come up with content that matters? [00:08:09]

• Why would people love to follow you (and they would!)? [00:16:59]

• Where do “good ideas” come from? [00:13:07]
  
  

Notes from Sam Horn:

1. Where do you go that people want to go? [00:17:28]
2. Who do you meet that people would like to meet? [00:17:53]
   What is one piece of advice? [00:18:10]
3. What have you learned that people would like to learn? [00:18:20]
   
   

Do you use of words for a competitive edge right now? I encourage you to think about how much intrigue you yourself stir when you’re in conversation with someone. You are not boring! It is not uncommon though for us to give a quick answer because we aren’t used to the spotlight and it’s not even that we assume someone knows what we do, we just haven’t flexed this muscle of being the one talking and we aren’t going to be comfortable with it right away if that’s the case. 

I’ve observed trainers from college coursework, to internships to first jobs to 40 year colleagues. There are varying degrees of confidence. But notice a long time coach? He or she doesn’t mutter, doesn’t care who else hears it, they want that message loud and clear.

Connect with Sam:
https://samhorn.com/

On Social: 

Facebook: 
https://www.facebook.com/SamHornPOP/

Instagram: 
https://www.instagram.com/samhornintrigue/ 

Twitter: 
https://twitter.com/SamHornIntrigue 

LinkedIn: 
https://www.linkedin.com/in/samhorn/ 

Other Episodes You Might Like: 

Social Media Marketing Strategy from a Boss Babe Herself:
https://www.fitnessmarketingmastery.com/social-media-marketing-strategy/ 

Develop & Define Your Brand Voice | Fitness Marketing Made Easy:
https://www.fitnessmarketingmastery.com/define-your-brand-voice/ 

Resources: 

Marketing to Women:
https://www.fitnessmarketingmastery.com/copywriting-course 

SOMEDAY is Not a Day in the Week, What Are You Putting Off?
https://www.flippingfifty.com/someday-is-not-a-day-in-the-week/ 

“I wasn’t marketed to anymore.” 

My guest today points out a glaring still-existing dilemma in our fitness industry. Even in this age where menopause and longevity being buzzwords of the year, images and marketing terms are centered around young, youthfulness, and anti-aging. Images of young, fit individuals in bra tops still prevail.

If you want to reach over 50 clients, you have to know what to say and what not to say. Jay Croft creates original content for trainers, gyms and studios. Everywhere you write, speak, or create video, you are a copywriter. I rounded up a professional writer to help you with content to reach over 50 clients.

Be sure you stay til the end for some help on how you can use AI to generate content to reach over 50 clients better, faster and create a relationship. 

My Guest:

Jay Croft created Prime Fit Content to help gym owners reach more people over 50 after 30 years in mass media and corporate communications. A veteran writer, editor, and content creator, Jay creates premium, original material best used in email newsletters, social media, and blogs. He also consults with businesses about this vast, underserved segment and how best to communicate with them effectively.

Questions We Answer in This Episode:

What is your background and how & why you got into this? 

What are some of the challenges trainers online or off  have in communicating with the over-50 market?

What are a few key pieces of advice in improving your game on this?

Why isn't the fitness industry doing more to help people over 50?

What role can content and communications play?

What works and what doesn't?

Connect with Jay:

https://primefitcontent.com

On Social:

Facebook: https://www.facebook.com/jaycroft

Threads: https://twitter.com/JayCroft

Instagram: https://www.instagram.com/primefitcontent/

LinkedIn: https://www.linkedin.com/in/croftjay/

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/podcasts

Resources:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course 

This 5-tip list is NOT elaborate. It IS the health coaches marketing formula you can count on. It’s easier and it’s lighter. Months ago I shared this within our Flipping50 Menopause Fitness Specialist support group.

It’s still a bit of a struggle for coaches who don’t have: 

A clear message 

That solves a customer-identified problem 

That the customer is actively seeking an answer to 

Sometimes it just takes a flip of content. 

For instance… if no one knows they need magnesium… and you’re not a pharmacist or doctor, telling benefits of magnesium is generally not going to be a hugely popular post. 

If magnesium supports sleep, constipation, and 400 other enzyme actions in the body… like metabolism the better lead might be “How magnesium supports menopause issues.” 

Or 

How to sleep without medication.

How to poop without laxatives.

And how to boost metabolism without tons of exercise. 

So… while this 5-tip health coach marketing formula for social media will help … you have to get beyond #1 in order for them to work.  

#1 A perfectly crafted message that solves a problem your customer has 

• Non-salesy 
• What problem does it solve?
• How high a priority is it for your dream customer? 

#2 Good sound and clear visuals 

Good sound is a must if you’re narrating. Closed caption is also important since most have sound off by default. 

A casual pic on your iphone is perfect for stories. It may not be on your post. 

Over produced Canva-obvious graphics that look like a business are not the solution, though. 

#3 Post about 2 maybe 3 Reels per week 

Posting more cannibalizes your own content. 

Make it much better, much less often. Share it again, react and respond to comments. 

#4 Short beats long 

When you can use content less than 15 seconds that gives tons of value. Make them want to play it over and over again. If they watch 100% of it, it helps you be seen. If they play it over and over or save it… even better. 

#5 Talk, Tag, and Text repeat the SEO 

If your text (copy in the post) is unique to the video or the images… you lost an opportunity. You want layers of talking in a video, or words on a video Plus the tags you use Plus the copy you use. Repeat 3x for gold. It’s not this in the post graphic and that in the post message. 

Resources: 

Flipping50® Menopause Fitness Specialist: https://www.flippingfifty.com/specialist

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Other Episodes You Might Like: 

2-Ingredient for Better Social Media Posts! Beyond Better & Less: https://www.fitnessmarketingmastery.com/better-social-media/

Fitness & Health Pros, Get More Social Media Traction: https://www.fitnessmarketingmastery.com/social-media-traction/

Personal Trainers: How to Boost Your Social Media Engagement: https://www.fitnessmarketingmastery.com/social-media-engagement/

Let’s tackle this impressive-sounding term and science so your exercise prescriptions are on point! 

Your Health Coaching certification and your Group Fitness training don’t cover it. Your personal training certification doesn’t. 

The “minimum viable information a fitness or health professional needs to enter the field” is not enough for your support of women. Let alone women in menopause, the most significant disruptive period of her life (pun intended). 

So this episode aims to give you the insights about what it is and how and why it’s important. 

Responses in groups range from, “every woman is different” to “something is better than nothing” and these comments come from both our consumer members and our health and fitness professionals. 

This information provided exclusively on the She Means Fitness Business podcast is intended for health and fitness professionals to grow their business by enhancing awareness of strategies for coaching midlife women, marketing to midlife women who are looking for support, and for coaching midlife women in a way that helps them most, and helps you grow a thriving business - as a midlife women - given most of our audience though not all are themselves midlifers. 

The second step we offer helps women go from earning a sporadic income to increasing their monthly income by at least $5000 a month so that they can make a reasonable living. Once someone goes through 90 days of coaching and training to reach that, there’s a level of sustainability and the focus becomes scaling. Some trainers and health coaches may feel this  is “success.” Most however, if they’re honest truly want a greater impact and influence and freedom in finances and time for themselves. That’s really phase 3. 

You may be wondering, what’s step 1? That is the Flipping50 Menopause Fitness Specialist. If you’re not already well-versed in exercise endocrinology, this is the way to make sure you have answers when midlife clients have questions. You know what’s possible and within your scope and how to support and receive support from other allied health professionals. 

Here I’ll discuss exercise endocrinology basics: 

• Definition (influence><) 

• Type of exercise 

• Timing of exercise 

• Exercise nutrition 

• Lifestyle habits influence on exercise endocrinology

Resources: 

Flipping50® Menopause Fitness Specialist: https://www.flippingfifty.com/specialist

Marketing to Women: https://www.fitnessmarketingmastery.com/copywriting-course/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Other Episodes You Might Like:

3 Reasons and fixes Your Female Fitness Clients Aren’t Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-clients/

3 Fast Ways to Better Results for Female Training Clients: https://www.fitnessmarketingmastery.com/female-training-clients/

7 Tips to be a Personal Trainer Every Midlife Woman Wants to Work With: https://www.fitnessmarketingmastery.com/be-a-personal-trainer/

Making fitness recommendations on social media or your “newsletter”? Are you meeting with clients and giving them some tips on how to improve their health? 

For fitness and health coaches working with individuals, it’s time we do them justice! These fitness recommendations need a tune up.

First, let’s acknowledge this: there are all kinds of health coaches. Some are board-certified functional health coaches that have a significant depth of study, knowledge, understanding what questions to ask and what answers reveal. 

Then there are health coaches that are certified by organizations that have required little more than reading a text or viewing training videos online, taking a test when ready and receiving a passing grade of 75% or more. (I always wonder about that 25% of comprehension, don’t you?) 

Then, there are health coaches that have adopted the title without diving into training of health coaching, how to answer questions. They may also be giving advice as a fitness or nutrition professional, and not actually coaching. There’s a distinction between the two. For more information on a CEU course coming up, stay tuned at fitnessmarketingmastery.com. As a part of the Flipping50® Menopause Fitness Specialist course for alumni and for CEU course alone, or as a part of renewing I’m providing a 2-hour training on coaching midlife women. 

Be the first to know by clicking here: https://www.flippingfifty.com/specialist  

I’ll let you know when we open again, and when the course is available to take. No obligation, we’ll just send the details!

OK, let’s dive into those recommendations and why so you have a much better understanding!

Common Fitness Recommendations that need to die!

1. Healthy Snacks 

Not all clients should snack. A percent of women over 40 are definitely dealing with some blood sugar issues or adrenal stress. However, many more women actually need to fast between meals so their liver can function optimally and they can begin to burn fat. Snacks keep someone using what goes in now. So the need for snacking is a clue. And yes, for those women who do experience shakes, or nausea or dizziness, they need to deal with that now. However, that’s a sign you need to get to the underlying cause of it. 

In the Flipping50 Menopause Fitness Specialist, we help clients (and trainers who work with them) identify which protocol will help them. Food, sleep, exercise - all need to be unique if this is the status of clients. 

Suggesting healthy snacks without suggesting when and why and who is a disservice to midlife women. It is keeping some fat.

1. High Protein Meals from inflammatory foods 

In 2014 some of the most popular pages on Facebook were those listed as “high protein meals” and now? On instagram it’s “fitness meals.” The following is huge. But the ingredients are often highly inflammatory foods for most midlife women (and others). 

Hormonal changes bring gut issues. They show up in skin issues, weight loss resistance, digestive issues, irregularity, inability to reduce fat, inflammation. That points to leaky gut. Leaky gut is an obstacle for weight loss, immune function, disease prevention because not absorbing foods or supplements means there’s a gap between what someone thinks is healthy lifestyle and what’s really happening. 

1. Exercise 1st Thing in the Morning 

This will be unpopular. Especially if you do something very Orange Theory and have 4:30am or 5am classes or meet with clients at this time. But there is greater risk of disc issues within an hour of waking. [A podcast with Dr Stuart McGill at Flippingfifty.com or on your favorite podcast platform will help you understand this]. So, are clients up by 3:30 to do your session? 

Don’t shoot the messenger. It’s science.

You also may be disrupting sleep, not something midlife women can afford. Working with your hormones on a daily basis - as well as weekly - is so very important.

And I won’t go into this, but end of the day isn’t ideal for intense exercise either. So HIIT at that 5:30pm class isn’t in your client’s best interest. 

Surprised? More blogs and podcasts at fitnessmarketingmastery.com support how and why.

You may also like this: https://www.flippingfifty.com/sleep-fmm-specialist-opt/

And last but not least, this common fitness recommendation is potentially the nemesis of some midlife women. 

HIIT Workouts to Burn Fat 

A midlife woman already under a high level of perceived stress, and sometimes not perceived is just increasing cortisol. That’s increasing catabolism. That as you know is when muscle breaks down and the body stores fat easier. 

The body can not both store and burn fat. Under stress, it will opt for fat storage. Stressed midlife women, or those with too little cortisol, needing a nap after workouts, are burning out… not burning fat. 

Sooner or later they will have to stop. Stop exercise. Stop training with you. 

HIIT workouts should be the smallest percentage of exercise and movement time a midlife woman does in a week. 

HIIT should also be the last thing added and first to go if a woman isn’t feeling amazing! And getting results from her program. 

Other Episodes You Might Like: 

3 Reasons (and fixes) Your Female Fitness Clients Aren’t Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-client/

Adaptogens for Coaching Midlife Clients: How & When It Helps: https://www.fitnessmarketingmastery.com/adaptogens/

Coaching Clients Effectively | Weight Loss Success Coach Interview: https://www.fitnessmarketingmastery.com/coaching-clients-weight-loss-success/

Resources: 

Flipping50® Menopause Fitness Specialist: https://www.flippingfifty.com/specialist

Help Clients Sleep Better: https://www.flippingfifty.com/sleep-fmm-specialist-opt/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

How would you like to reduce fitness marketing time and still continue to attract ideal clients? Yes, please, right!? 

Even better, is the idea that you can potentially get better results. You’ll hear why in this episode. 

Cranking out content every week takes time. I’m going to start with 5 mistakes I have made, and not going to lie, I can still default to these mistakes if I’m not careful! 

However, I want to say this, having to create content for two-arms of my business, our Flipping50® community and our Fitness Health Coaches and Trainers - has been the biggest eye-opening experience of my life. 

You can create MORE all day. And I'll tell you, I am prolific. It’s my superpower. I’m joking! It’s my safe place. I love to create. So naturally this is where I’ll bury myself on a Sunday morning. Not because I’m behind or don’t have a book or a walk or something better to do, I truly love it. But content creation - whether packages and services, or blogs and podcasts - that are not marketed… don’t help you or I. 

How bizarre is that? I just said that creating marketing copy that you don’t market doesn’t work. What I mean is the only way you can reduce fitness marketing time - and want to - is if you are getting the content you do create out there. You never want to create a podcast … post about it once, and never again talk about it!!! 

5 Ways to Reduce Fitness Marketing Time

1. Script your videos. Don’t just turn on the camera and riff. At least not until you have an established audience and you go live and have people there who will ask questions. 

When you start scripting… you may realize as I do, I don’t have one video, I have 5. I have 5 short videos that I can drip out this next 2-3 weeks and stay congruent with the topic that is in alignment with whatever we’re promoting. 

• Batch record. 

This is easy, when you do #1. Maybe it’s not batch record. Maybe it’s creating 12 photos of you with different expressions or using professionally done images in new ways. Maybe it’s finding the images you want to use or the graphics you’re going to use in Canva.com

• Create posts in advance. 

I’m still of the school of thought that posts done in real time do better. At one point, who didn’t use Hootsuite, or some other 3rd party scheduler? Even Facebook or Instagram in advance - though they’re popular - I generally don’t.

What I do is create the content and use Trello.com so that the content is there, I copy it, paste it to the site and I’m done in minutes.

• Observe engagement 

First because it informs what you do more of, what you stop doing or do less of, but also because this can be done in 15 minute increments every day. It’s THIS… not the post itself but you engaging with the followers who comment that matters!  

• Think ahead. 

The more time you spend regularly before you go into production mode, the more reduction in your actual time creating marketing content you will spend. I do this “think time” while I’m lifting weights or I’m taking a hike. It’s the best place for ideas to come to me!

What’s coming up right now? Superbowl, Valentine’s Day, St Patrick’s Day, Spring Break, March Madness…. What do you want to do with each of those? What are you launching next month, the month after that? What do your clients need to know before they’d realize they need what you’re selling? That content pre-meditated and not “hey, we’re open” is the difference between engaging content and flat feeling like an ad content. 

People are on social media to see family and friends. No one wants to feel judged, like they’re in school, or to see an ad in your timeline posts. 

A little bonus is this… I’ve found that no longer is 4 posts a day on Facebook an advantage. And the more time I give my reels on Instagram to marinate and be the most recent content, while using stories to stay TOMA, the better they do. So reduce fitness marketing time by posting less.. Could also work for you. Test it. 

What about you? Ways you reduce your fitness marketing time?

Other Episodes You Might Like:

10 Social Media Tips That Work for Fitness & Health Professionals: https://www.fitnessmarketingmastery.com/social-media-tips-2/

Generate Simple Social Media Content Fast | Fitness Coaches: https://www.fitnessmarketingmastery.com/social-media-content/

Fitness Marketing Secrets to Recession-Proof with Bedros Keuilian: https://www.fitnessmarketingmastery.com/fitness-marketing-secrets/

Resources:

Health & Fitness Business Scorecard:https://www.fitnessmarketingmastery.com/scorecard

What’s the difference between coaching and advising a client? Are you using the title coach but a little unsure of what that means?

You’re not alone.

There are thousands more coaches of all kinds: health coaches, business coaches, life coaches, wellness coaches, divorce coaches, career coaches, and many wear the hat of an expert in their field too. 

So, whether you are or you’re not a personal trainer, this is for you. 

Coaching has great value. 

Yet, when you’re playing the role of cheerleader or you’re giving expert advice you’re not actually coaching. 

This episode explores when coaching is valuable and when you want to advise, if you do have the knowledge. 

Coaches: 

Support

Ask questions

Improve accountability

Encourage autonomy 

Encourage self-examination 

Ask for realistic goals

Trainers: 

Provide assessments 

Give recommendations for actions 

Set realistic goals

Give answers 

Evaluate performance

Determine next steps 

When clients don’t know what to do in order to achieve results, trainers determine the actions that make the most sense for them.

When clients know what to do but aren’t doing it, coaches help discover why that is true. 

To be an effective leader in programs, you may be both. 

First, you’re trying to determine the exercise plan based on a scientific combination of current status, health and activity history, hormones, goals, and limitations. That’s training using exercise science to create an exercise prescription. 

Concurrently or next you may be trying to consider why past attempts failed or why clients are non-compliant. That’s coaching using questions. 

Both skills are necessary for the improvement of fitness.  

Where does the line between coaching and advising blur? 

Where coaching and advising blur – and where effectiveness begins to wane, is when what is intended to be a coaching call becomes empathetic and without objective. 

A coach is definitely a warm person. However, it’s not enough. Are you able to ask questions that help someone see the answers for themselves? A coach allows an individual to have more personal power. When a coach praises or judges and evaluates she robs the client of personal power. 

Let me do a check-in with you, respectfully. You may have just felt a little offensive to what I just said. I’d like for you to stay with me. I hope you’ll consider that you’d only take offense if it was something you felt you did. 

If you say, good job! I’m proud of you! I’m so glad you did that…

Any of those is evaluative and a judgment. Though they’re praise and you may see that as positive, they indicate an evaluation. 

If instead you asked, how do you feel about that? Or I can only guess how good that feels, what’s it like for you? How is that different from what you’d experienced before? 

If you’d like more information on how to buff your coaching skills. Not those we associate with cuing and positioning clients, but skills like mirroring and reflecting, stay tuned. I’ve got a Coaching Midlife Women’s workshop coming up later this month you’ll love.

Resources: 

Fitness Business Scorecard: https://www.flippingfifty.com/the-fitness-health-coaches-scorecard/

Other Episodes You May Like: 

How to Charge More, Raise Your Health Coaching Rates, and Not Pee Your Pants Doing It: https://www.fitnessmarketingmastery.com/raise-your-health-coaching-rates/

6-Figure Months From 6 Mindset Shifts: Fitness Coaching Business: https://www.fitnessmarketingmastery.com/6-figure-months/

4 Fitness & Health Coaching Website Pages that Make Sales Easier: https://www.fitnessmarketingmastery.com/website-pages/

Wondering where your clients come from? You’ve got the cert, the degree, the lululemons and still not many clients filling your schedule or revenue filling your bank? 

When you’re ready for Facebook Ads, this is your episode.  

Small budget? 

Start your Facebook ads by creating a leads campaign. 

The Basics

To Begin Using Facebook ads:

You need a personal profile 

To Create a business page

From your business page you create a Facebook business manager.

This is where all of your ads are created.

Leads help you create an email list. This email list is where you’ll begin creating sales. 

Selling directly to a cold audience is expensive and the results are dismal. That means just deciding you have a program starting and you want to advertise is about 2 months too late. You ideally have started 2 or more months ago sending traffic to a lead generator that was free and you’ve been nurturing those new subscribers ever since. Now they’re warm leads who want the next step. 

Start by giving something that will lead to a sale later. 

The shorter that path to a sale the better.

At some point though, you’ll want to increase your traffic to an opt in that you know your ideal customer wants. 

The higher the conversion rate for you the better. Ideally you know that from looking at your Google Analytics. From it you can see how many land on your opt in page in a given date range. Then you can see how many land on your thank you page in a given date range. From the two you know your conversion rate, right? 

You want to be sure that you share the freebie to social, any existing email list and get as much traffic as possible 

Two Tips:

• Keep the form filled on Facebook for the lowest cost leads. From your thank you page, which can double as your opt in page you’ll take them to the next step. An automation email will drop them right into your email list where you should have
• Broad audience – that means about a million people

All CRMS have a Facebook integration. No matter what Customer Relations Management you use, you’ll find some support for connecting to Facebook. If you’re not technical, and don’t want to do your own ads at all, you DO want to know what’s possible. You need to know what numbers you want and are possible.

Ready for Traffic?

If you don’t have a freebie that converts, creating one is your first order of business. 

Share it with your most active and engaged social media channels. Test and establish that your ideal client wants it.

Resources: 

Ultimate Freebie Creation: https://www.fitnessmarketingmastery.com/bestfreebies

Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Other Episodes You May Like: 

The Perfect Facebook Ads Formula for Fitness & Health Businesses: https://www.fitnessmarketingmastery.com/fb-ads-facebook-ads-formula/

11 More Ways to Boost Personal Training Leads, Sales and Revenue:

https://www.fitnessmarketingmastery.com/11-ways-boost-personal-training-leads-sales-revenue/

3 Ways to Increase Your Email Opens (social posts & website traffic) NOW!: https://www.fitnessmarketingmastery.com/ways-to-increase/

In this best health coaching business podcasts year-end countdown episode, I give you what you voted based on downloads as the best of 2022. This year clearly it was tips and tricks to market to train your menopause fitness clients, and featured 3 expert interviews. 

In Letterman style countdown here it is. All the episode links will be included in the show notes so you can catch up on any you missed. 

#10 ​​Fitness Trainer Opportunities Right Now 

You can see fitness trainer opportunities or you can see obstacles with gyms at low capacity and so many virtual programs. How would you like to sit down with an expert at getting seen and heard when it’s not easy? Guest JJ Virgin brings her years of expertise to this episode.

That’s just what you’ll find in this episode full of health coach and fitness trainer opportunities. 

https://www.fitnessmarketingmastery.com/opportunities/

#9 4 More Better Fitness Marketing Tips 

There are better fitness marketing tools than a newsletter. There are better fitness marketing tools than Tic Tok if you don’t have a back end that makes sense and attracts new subscribers. 

Are you inviting people to your email newsletter? That one died in the early 2000s. This episode will bring you into the future with better ways to let the world know about you.

https://www.fitnessmarketingmastery.com/better-fitness-marketing-tools/

#8 I Hate Exercise | Psychology Health 

Behavior change is hard. And if you know that all too well, say you’ve seen your detailed exercise prescription fall by the wayside and clients fall off the bandwagon, then this episode may give you some insight into why. 

Mike Kelly is my guest on this episode and as an expert in exercise psychology since 1989, his topic is one that we’ve not made enough progress in since 35 years ago when I entered grad school committed to creating better ways to facilitate behavior change. 

https://www.fitnessmarketingmastery.com/psychology/

#7 How to Pivot Your Fitness Brand

If you’re scared, frustrated, or feeling unrewarded for the hard work you’re doing, listen in. No one has a smooth ride all the way through and Natalie Jill is no different. As you hear her resilience, you may recognize some of the fight in you too. 

There’s a place and a need for your fitness brand right now. Here’s how to pivot what you may be doing and turn it into better results. 

https://www.fitnessmarketingmastery.com/your-fitness-brand/

#6 Find Clients and Students for Your Programs 

If you’re a trainer or health coach with all the certs, and education, a desire to serve and to make a living, it doesn’t matter if you can’t find clients and students for your fitness programs. But there’s such an obvious need. So the question isn’t is there demand. It’s where they are, how do you get them (instead of letting them find another option). It’s also getting out of your head the idea that to find clients and students for your fitness programs isn’t the problem. If you believe that there’s too much competition, you’re sunk.

There is room for all of us. This episode will show you how.

https://www.fitnessmarketingmastery.com/find-clients-and-students-for-your-fitness-programs/

You’re half way in this BEST Health Coaching Business Podcasts of 2022 roundup. You’ve got endurance! Do you have the answers to hot flashes, belly fat, weight loss resistance and adrenal fatigue for your clients? Are they suffering from exercise intolerance and how do you know? 

For answers to this and more so you can coach your clients… and yourself … the Flipping50® Menopause Fitness Specialist course is designed to give you more than the CECs you need. It’s designed to give you the answers your clients - millions of potential clients are looking for. 

Learn more at: https://www.flippingfifty.com/specialist 

#5 10 Instagram Secrets for Better Posts

If you think there are Instagram secrets that magically will gain you verified status, grow your followers by 10k or… that you even want to do that… this is not your episode! 

Oh, and if you’re being asked to invest 1-2K to grow your followers by 10K on the daily, don’t! It’s so tempting right? Even though it's going to ultimately hurt you when you have zero engagement… it sounds like something you can almost justify. 

Try the tips inside this episode instead. 

https://www.fitnessmarketingmastery.com/instagram-secrets/

#4 5 Marketing Ideas for Female Fitness Business Owners

In this episode, I share 5 marketing ideas for Female fitness and health business owners. If you’re stuck.. this will help you get unstuck! They’re not rocket science. But as I’m recording this on a Monday morning, I know that this morning maybe more than most can be a pain point for fitness and health coaches. If you aren’t full, if you didn’t have a lot of calls and inquiries, and maybe especially if you tried to work through the weekend (but even if you tried taking time off), it’s tough to feel like you’re doing enough.

So, these 5 marketing ideas have little to do with doing more. They’re really about some things you already have and using them better.

https://www.fitnessmarketingmastery.com/5-marketing-ideas/

#3 3 Fast Ways to Better Results for Menopause Fitness Clients 

If you have a female training client, I can almost guarantee she wants it all, AND is overwhelmed before she starts.

You, dear trainer (or health coach) will be tempted to give them the diet changes, the hydration goals, and the exercise to do all at once. And they will start on Monday and blow it by Wednesday and come back to you next week sheepish, feeling like a failure already. 

So don’t! In this episode I show you how to get much faster results with uncommon strategies. 

https://www.fitnessmarketingmastery.com/female-training-client/

#2 Marketing Health | Every Day... 

Marketing health is no small task. It’s the biggest part of running a business. Often, a year (or less) into deciding they want to be a health or fitness pro, some of the best pros realize that the training, coaching, and movement they love doesn’t matter or take up the majority of their time. It’s the marketing that does.

https://www.fitnessmarketingmastery.com/business-priorities/

#1 12 Content Ideas for Health & Fitness Pros

Whether it’s email, blogs, or social media posts, the number of content ideas you need is endless. Before I go further, I will say that having a strategy around your content is crucial for it to be successful.

For social media posts? You don’t have to and don’t need original content in each of these places.

Your original content should live at your site. That’s where your content ideas are going to work for you most. The posts you do on social are the next step. If you’re a coach or trainer with longevity, substance, and here for the long haul, those here now gone tomorrow posts are not what you want to invest your time and energy in.

This is your resource for ideas that will help you now and throughout 2023. 

https://www.fitnessmarketingmastery.com/content-ideas/

There you have it, the BEST Health Coaching Business Podcasts of 2022 from She Means Fitness Business. Stay tuned, 2023 is right around the corner with 20 ways to market your health coaching business, coming up! 

You may have the best heart, the best program, or be the best local trainer or health coach, but if you haven’t figured out ways to market your health & coaching business consistently, effectively, then no one knows about you.  

There are dozens of ways for you to market your health coaching business here. Some are direct and others indirect. Indirectly marketing means you’re not just sharing your freebie. That still feels a little like someone you’ve never met stalking you for a date. You have no reason or motivation to get a freebie (let alone, to those of you who are posting on social media your programs and hoping that people register from social media – that strategy unfortunately would go on the “20 ways to kill your organic marketing” list.  

Indirectly marketing your freebie means you’re sharing it but leading with some other generous offer first. Did you know? We no longer require 7 touches before someone will know, like, and trust you – potentially even enough to give you an email, let alone buy from you – it takes about 21 today!

 Yes, 21 times(many say 28) in front of someone. And they are not seeing every post you painstakingly made on social media. People have lives. They don’t wait for your next post, email, or video. So create, yes. Then share, send, and resend when they didn’t open. Be purposeful, have a plan and it’s then that these will get your wheels creative juices going! 

You can return to this over and over! It’s not a checklist suggesting you need them all, but you do need number 1, then you need to give it wheels as many of the additional simple ways to market your health & fitness coaching business will.

Create a Freebie

If you don’t have one you love, that works consistently, focus on this until you do. Where do you post it? Not just hidden on your website. In your blogs, podcasts, interviews, and on social posts in an organic not spammy way. Be sure that you don’t make this mistake: make a freebie, and then leave it. Or this mistake: make a freebie and then make another and another. Stick with your freebie. Promote it, and drive traffic to it (in ways I’ll share below as well as paid traffic depending on your budget).

Watch your conversions every week. How many people actually opt in for it? If you create anything… that no one wants.. you’ve wasted time. So be sure you base what you make on what your customer wants. Keep tweaking until you know that the conversion rate (number of people who land on your freebie thank you page after being presented with your freebie) is high before you go and create another one. 

Not many things on this list will market your health & fitness coaching business the way a freebie will. It’s going to be true for a long time. 

Pop Ups

Add a pop up on your website to the freebie. 

Examples of pop ups include: announcing something special, are you leaving/before you go, and did you forget? I’m including 3 images of pop-ups in the notes here that may give you ideas. And yes, they can be annoying. But they do work. 

Create content that lives forever: 

Start a Blog

Write an Article or post for someone else.

Create a Video 

Start a Podcast. 

Every time you post a new blog (relevant), video, or podcast, insert a ‘native’ CTA for the freebie and then create a slice of that content and share it on at least 5 platforms with a graphic. Haven’t been doing this and have tons of content (a book? Blog or podcast?)? You can go back and do this for every one of them! Continue to share them once created over and over again. This is really an indirect share of your freebie. 

You’ve got gold, now you just need to harvest it! The gold here is that as long as the content is still relevant, you can and should drive traffic to it regularly.

 Examples of These Simple Ways to Market your health & fitness coaching business in Action: 

I have a knee strengthening video on YouTube.  It has millions of views. In it there are 5 or 6 exercises. I can and should share ONE of them in a short video post and tell them that to get the rest of the exercises they can watch the full-length video here…xxxx. 

I can also share a study about omega 3 and inflammation in knees (I have in my arsenal) and suggest if they want other ways to exercise for relief... they watch the video. 

So while I’m sharing a free social post to another free full length video... in order to finally give them an option to “opt in” and subscribe to my email list with another “freebie” – it often takes that kind of chain reaction to prove the trust factor to a new prospect. (85% of consumers make a slower decision than the 15% of us who may jump in)

Got tons of blogs? Create a book using them. Each blog can be a chapter. In every chapter link to or send to the free resources in your freebie. The book itself can be your freebie. Using a free book with shipping or a free pdf version with a small fee.  (Often called a “trip wire” based on the theory that buyers of a small item are usually the best buyers for something more). 

Be a Guest. Every time you’re a guest on someone’s stage, podcast, or summit, share your freebie, with a juicy description. It’s not a pdf, it’s a solution to a big problem your audience has. 

Ask for a Referral current members to give you a paid client. Ask ONE person for one referral. Don’t send some kind of a broadcast to a group of people expecting someone to step up. What happens when you do that in a room? Everyone believes someone else will but feels no obligation or inspiration to do so. 

Tell them how to do it in a specific way and reward them both. 

Share success stories/ testimonials. When you do this, how you get your testimonials matters. It’s not an accident. There are questions you absolutely want to ask and those that you don’t. 

Want help collecting testimonials? 

Sponsor an event. 

Events are always looking for business partners who then get their name on the t-shirt, or the advertisement, or get to talk at the event. Explore how much it would be and the visibility you would have. 

What this looks like: 

I sponsored an event for $12500. I was a keynote speaker, had a vendor booth, and gave a workout one morning before sessions. I paid for my sponsor multiple times over in the revenue from new clients and students that continue to be a part of programs today. So don’t dismiss these paid opportunities to be in front of a dream live audience. They may be a far better investment than paying for Facebook or Google ads to strangers. 

Brand It

Consider putting your own brand name and logo on a t-shirt. Then wear it every time you’re on camera. Strategically you want to make sure placement of the logo is clear and legible and probably higher up than you might ordinarily have it on a t-shirt. I was on with a colleague recently and watched a replay clip of us he shared. In it, he had on his branded shirt, and while I was in brand colors, he was a billboard in his shirt, as well as in the graphics framing the clip that was used for social media. Brilliant! I go to the gym or to run errands regularly wearing a visor. Why wouldn’t I get branded visors made? In fact, I have one. There are dozens of ways you can apply this. 

Be a Vendor

Be a vendor with a booth at a health fair or women’s event/kids’ event (where would your customer be?) There’s a fee but if it’s your specific demographic it’s probably a lot better way to spend that money than spend the same on Facebook ads. 

Host a program for your (or other) church

Present at Women’s Meetings

Contact women’s organizations in the late spring/early summer about doing a program for them next year. This is when many organizations wrap up for the summer, new officers are installed, and t

he new Vice President or Education chair has the task of deciding the programs for the next calendar year before fall. Sometimes organizations -specifically women’s philanthropic organizations – have multiple divisions in the same town/city. In the college town I lived for 30 years there were 20 unique subdivisions and I presented at more than half over the years. 

Market Your Health & Fitness Business with Radio Exposure

Contact the local radio station about a month or day – sleep awareness month, osteoporosis day – and offer to provide tips and do a talk show or be interviewed with their host. When you’re booked, promote promote, promote. After you’re on, get the recording, send it out and promote, promote, promote.

Use that station’s logo on your site in an “as seen on.” 

Be Seen on TV

Contact the local TV station and pitch a newsworthy story. Use statistics, and tie it to their largest audience. You’ll need to do research on the kind of stories they do, the kind of guests they host, as well as know key soundbites that you can give them. They’re busy. Make their job easy by providing the news, why it’s relevant, timely and why you’re the expert. Provide your contact info and 4 questions you can answer. Call, email, and keep asking to talk to the producer until you get an answer. Once you’re booked, do a good job and you’ll be asked back.

Double your Reach

Create a Buddy Pass**. If you already have clients joining your programs, whether your paid or your freebies, give them a buddy pass to share with a friend for 50% off. You’ll want to tie this to some kind of reward for the one who shares it. She wants to save! So… you can do this for a special product right off the bat, a buy 1, get the second 50% off and say instead of each option costing $50 the two can join for $75. 

Make Gift Giving Easy

Mother’s Day, Christmas, Birthdays… are all perfect opportunities for gift certificates, or special promotions. But… don’t stop there. It’s not really special for you to say, “Spend your gift money here.” Instead sweeten the pot. Include a package they can wrap up: send an actual book (not a pdf), a journal, a set of bands, a t-shirt, sweat towel, small ball, etc. Make it something you’ll incorporate into your workouts or coaching. 

Then include a $10 off or $50 off a next step program for the gift recipient too. So you’re not just getting a new client sale, you’re increasing the chance they’ll make a second purchase and planting that seed for them too. 

**About buddy passes and gift giving ease: These are ways to market your health & fitness business… as long as you talk about them! And if your ideal target market is following you, invite them to share the news with their gift-buyer! Or Be sure you know WHO you’re talking to when you post or email… in the gift case you’d potentially be targeting a partner or daughter or son. You have to give that some thought. 

Attend Training with Other Business Owners

The networking with other business owners that you do alone can be worth the cost of attending. This could be as small as attending your Chamber of Commerce business networking breakfast once a month. But it can today be virtual and if your business is virtual, even better. Yesterday in fact, on day one of a two-day training on business skills (yes, even after marketing fitness for 35 years I still invest in learning and getting coached myself). 

In our small group, we had a chance to hear each other and everyone in my group needed what I have. When you have your radar open to every situation you’re in, there is a potential to meet others who need your services, it can happen organically. Even if not them, their wives, or moms or daughters or a corporate presentation could be waiting for you. 

There you are! All the best in 2023!

Resources for building your business: 

Marketing to Women Copywriting course: https://www.flippingfifty.com/copywriting-course 

Flipping 50 Menopause Specialist: https://www.flippingfifty.com/specialist 

Help Your Clients Sleep: https://www.fitnessmarketingmastery.com/sleeper

Can you talk to customers the way their friends do? 

If the customers you want to attract want clarity, want to end the confusion, want confidence, they also want to sense it from you. 

Two Common Incongruencies:

Fitness and health coaches who are over the top on social videos, moving in a frenzy, speaking with overzealous enthusiasm … that isn’t a fit for the market they want to attract with money to spend, and the commitment to follow through. 

Fitness coaches forget about the customer they want to attract and the mistakes of making videos on social media – that don’t get any likes, shares, views, comments or saves. 

Don’t forget WHO you are and WHO your ideal prospect is. Reverse engineer from your ideal customer – the one you know has the most success and that you love working with! 

Talk So Customers Listen

How do you talk to customers in a way they’d listen? What tone of voice, what rate of speech, what type of video would appeal to THEM? 

If you’re just trying to compete for eyeballs without caring which eyeballs, your popularity, if you get it may cost you. Wasted time on people who want freebies, or entertainment… and maybe not even that. Because without being authentic, it’s hard to attract anyone.  

Know who you are, and who the customers you want to attract are! Be you and speak to them like a friend not like a speech or performance. You want to talk authentically whether you’re writing, actually speaking, or in a video moving. 

Other 5-Minute Marketing Episodes You May Like: 

How to Promote on Your Timeline Posts: https://www.fitnessmarketingmastery.com/timeline-posts/

Post Less, Engage More: https://www.fitnessmarketingmastery.com/engage-more/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Last chance! If you're seeing this and you work with women in midlife, now is your chance! Join the Flipping 50 Menopause Fitness Specialists already earning and learning more to boost their business this year! 

Timeline posts that are promotional read like ads. Ads push people away. People come to social media for social awareness, laughter, to see what friends are doing, to get to know you, education -as long as it’s entertaining. 

Engagement tells you everything. If you post promotions and no one likes it, comments on it, shares it, or saves it  or fewer than 10 people do any one of those, you are hurting yourself. 

Timeline posts that are promotional, even including paid advertising, ultimately hurt your organic reach. 

Use the evidence that you have as the testimonial for this one. I can think of 2 recent students doing this regularly, and even my own example of doing this a month ago (after having not done so for more than two years as a rule.) The performance of that post was pathetic. And now? It’s sitting there as a sore thumb. Archiving content that doesn’t serve you is a good idea. Get rid of it so no one else scrolls through your timeline if they’re looking at you for the first time. 

Case Study:

A recent social media Instagram audit revealed that more than 80% of posts were promotional. They were either images of programs or the post copy did nothing more than relay the details of the start and cost. 

Once we reviewed how to share tips included in the program and then tease a free next step, engagement went up and conversions to paid customers began to rise consistently. That is, even though promotions were down to 10-20%, the effectiveness improved dramatically. 

Using a place where people want entertainment, humor and to catch up with friends, to promote will backfire.

Other Episodes You May Like: 

Post Less, Engage More: https://www.fitnessmarketingmastery.com/engage-more/

Fitness Marketing Secrets to Recession-Proof: https://www.fitnessmarketingmastery.com/the-voice-for-fitness-professionals-podcast/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Developing relationships with medical professionals was going to be easy once Exercise is Medicine™ was announced! Trainers and gyms thought it was going to be great. Imagine it raining clients told by their physicians to exercise and start working with a trainer. 

No one came. 

"Exercise is Medicine was established in 2007 by the American College of Sports Medicine to inform and educate physicians and other health care providers about exercise as well as bridge the widening gap between health care and health fitness."(https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7444006)

It's Up To YOU. 

You want an endorsement from a physician. They want to know their patients get a safe referral and their credibility is supported.

• Make it clear what’s in it for them. 
• Make it easy for them. 
• Make the relationship with you public by inviting them to over. 

• Host events and invite them(let them see you in action)

• Host events and feature them(live or your podcasts or virtual video show)

• Offer to do a lunch & learn for their office (if local or possibly virtually)

• Contact them with a professional letter/email

• Follow up - emails and letters get lost

• Call the office 

• Follow up - messages get lost 

• Offer to train them

Mistakes when Trying to Develop Relationships with Medical Professionals 

• No follow up

• Confidentiality breach

• Lack of specific CTA 

• Lack of specific way they win 

• Are you a specialist? In what? Does that serve a lot of their patients? 

Because very few are doing this well right now, you have a huge opportunity. You have nothing to lose and everything to gain. I’ve witnessed physicians actually become part-time fitness instructors. Chiropractors and physical therapists were gymnasts and fitness instructors before they were practicing. Learn more about physicians. Try taking an interest in them and begin creating a relationship the same way you’d create a friendship. The more you’re interested in them and how you can help them the more likely you are to get attention. 

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/podcast

Resources:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course 

https://www.flippingfifty.com/wwwexercise

Better social media posts come from 2 things.

A watched post never boils….oh, that’s pot. But the same is true. If you look at a post every 

hour or in 20 hours and think, it didn’t get much engagement I’ve got to post again, you’re missing the boat.

#1 Post less often. 

#2 Keep them more engaged on previous posts.

Too often we’re confusing better social media posts with posting more. Instead, post stories. Why? Because no one can watch just one story anymore than they can watch just one reel. 

How do you watch stories? You land on a story and then you click click click through all of them from the same account. So does your prospect. So they will see the post that you shared, then you immediately shared to your story (you did that right?) and you can post it again to stories after the first disappears in 24 hours. 

Go Big, Then Go Home... and Relax

Try posting something bigger less frequently and then blow it up with stories. 

Better social media posts come from a blend of mindfulness about your customer, and a little luck. I recently had a reel get 14K views in 2 hours with no idea why. I couldn’t distinguish it from others that had far less engagement. So there is a timing, there is music - use good not overused music over reels. Try voiceover reels. Try it all. When the algorithm changes you’ll have to determine again how to create better social media posts. 

But you should never have to determine what your audience wants. When you know them you should always get a consistent connection. Remember that if you pass this off to a VA who is doing it for you, it’s still you that should monitor the posts, and review the insights to be sure: 

• You’re growing
• You do more of what works less of what doesn’t
• They use your voice 
• The engagement you get comes from the customers you want

Here’s to better not more! 

Other Episodes You May Like: 

Post Less Engage More: https://www.fitnessmarketingmastery.com/engage-mroe

6 Ways to Boost Your PR Without a PR Company (or Budget): https://www.fitnessmarketingmastery.com/boost-your-pr/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

How would you like to engage more people on every social media post? 

Make juicy content and then post stories to bring you TOMA of your account. But stop cannibalizing your own content. I know “they” tell you to post every day, four times a day, but that’s old news and it’s not working. 

This is. 

I post daily and I might get 2000 views on a video and 60 likes. 

I post every 3 or 4 days and I get 5000-6000 views and 2-300 likes and comments.  

As the algorithm changes, so too must you change. 

Posting on social media frequently was truly a thing in 2013 and 2014. In fact, posting 4 times a day on Facebook was a thing and worked. It doesn’t any more. Unless, possibly you are in real estate, selling houses and your audience is looking for a house right now. 

With fitness, you may wear out your welcome posting that much consistently. It might work for a “day in the life” post or an “How I eat in a day” series of posts. And always, if you have a theory about what will work because you know your audience, test it. 

Will your ideal clients follow multiple posts a day? Are you really capturing her or are you throwing things out there trying to capture anyone? Do you want to post many times and get little engagement on any one post, or post once, and reshare it to stories, to your personal feed, several times to boost its appeal? 

Likewise, consider what your posts are doing for you. Are you just throwing up cute memes? Or are you connecting, relating, or driving traffic to more important content? My goal is 99% the latter. I bring eyeballs to my content over and over instead of thinking of new posts that dead end over and over. 

In 2022, good content that your audience wants was gold.That’s not going to stop in 2023. Let a post take your ideal prospect to somewhere for a deeper relationship. Hint though: it’s not a sale, a promotion. It’s a cornerstone piece of content or a freebie.  

Post less, engage more by using stories. 

Other Episodes You May Like: 

Best Social Media Fitness Posts Right Now: https://www.fitnessmarketingmastery.com/best-social-media/

What to Post on Social Media: https://www.fitnessmarketingmastery.com/what-to-post/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Chances are if you don’t have deep pockets you need ways to boost your PR without having to spend thousands of dollars on a PR agency.  I’ve got 6 and a list of examples both in the episode and the shown notes here. 

Don’t skip the homework! Taking action is the only way to make the time you spend listening worthwhile! I love to brainstorm and conceptualize as much as any entrepreneur. But it’s in the followthrough that business owners win. 

Collaborate with other fitness & health coaches 

            You do fitness? Find a health coach or functional doctor who is recommending exercise but isn’t an exercise specialist 

            You train women? Find someone who trains men and cross promote you to their audience and them to yours

Call your media stations (on Speed Dial RIGHT NOW) 

Ask whether they host guests. 

Ask what their lead time would be. 

Follow their anchors or segment hosts 

Use Your Media Segments 

It’s never the one time you’re on air for 3 minutes. It’s what you do with them.  

Host a “Show” 

            It could be a podcast but doesn’t have to be. Live on FB, IG, or YT with a guest  

Host Leaders of your industry niche 

            Senior Games hosts of each state, National 

            Menopause Society and NAMS 

            Fitness Associations 

            Fitness Conferences 

Write a book. 

            Self-publish

            Co-author

            Small publisher 

            Traditional (longer timeline)

There you have it, 6 simple ways to boost your PR without it costing an arm and leg. Which did you like best? Which will you do first? 

Other Episodes & Resources You Might Like: 

5 Step Blogs: https://www.fitnessmarketingmastery.com/best-blogs/

7 Things Profitable Trainers Know: https://www.fitnessmarketingmastery.com/profitable-trainers/

12 Content Ideas for Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/content-ideas/

Create an Irresistible Fitness Freebie: https://www.fitnessmarketingmastery.com/irresistible-freebie-how-to/

If you're talking, creating video, posting and have the website and emails, but still business is slow? You most likely are not using words that your ideal customers need in order to reach for their credit card and ask how they work with you. Get support now to stop struggling and start attracting. 

This episode of things profitable trainers need to know may not be what you expect. There are other practical components of building funnels, writing emails, and creating copy that makes customers buy I could talk about. But not here. 

There are hundreds and thousands of trainers. Not all of them, not even many of them, are truly profitable. While you might think I’m going to talk about the need for a course, and a course before your course... and we definitely could. That is funnel talk. But there’s more. There’s this sixth sense kind of list that has to be there first.  

Do let me know if this is helpful. I’ll share a way to give yourself a grade on your business too. (check resources below)

This episode of 7 things profitable trainers need to know is based on the foundation for tracking, communicating, and decision-making. 

Look objectively at the right numbers 

-the “books” P & L statement 

-subscribers in and out 

-source of traffic 

-ROAS for ads or marketing effort 

-where do I spend, where do I spend less or stop spending 

Train Holistically – it’s more than movement

-foam rolling isn’t necessarily the best way to support fascia 

-assess and respond to hormone status of individuals 

Create Simple Messages from a Complex Set of Information

-stop the teach & preach and move into raise & praise 

-lower the barrier to entry 

-be inclusive vs exclusive 

-make it step-by-step

Breakdown the What, Why, and How of Information for Prospects

-Share WHY far more than HOW

-you can’t be a step ahead or new prospects won’t join you

-demonstrate you doing… and explain WHY 

Be Willing to be Seen and Heard Imperfectly 

-all marketing is visual today 

-a brick-and-mortar business still needs individual trainers teaching digitally  

Spot Trends and Solve Problems 

-Trends and fads exist for a reason 

-How do you answer uniquely? 

Choose a NICHE, Stay In It 

-collaborate with others who know more about something than you

-it takes a village, make sure you’re building one with collaborative partners 

-if you’re reluctant to interview someone because you think you know more, think about it

-if you “do that too” it doesn’t mean they can’t be a partner 

-if you go deep in health coaching, and clients still need the very specific exercise 

-If you go deep in exercise, and clients still need the nutrition

There you have it! 7 Things profitable trainers need to know! And there’s more of course! The tactile and practical creation of courses is a must for passive revenue.  

Resources Mentioned in this Episode: 

Your Business Scorecard podcast: https://www.fitnessmarketingmastery.com/business-scorecard/

Right to the Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Training women in midlife? The Flipping 50 Menopause Fitness Specialist directory is growing with trainers and health coaches who train in person and virtually all over the world. The Advanced Specialist is the only one that is included, and allows lifetime access to the Facebook group as long as you’re an active contributor, and license to use dozens of worksheets customizable with your contact information for two years. After that you can renew with proof of your continuing education and CEU-courses offered via Flipping 50. 

https://www.flippingfifty.com/specialist

Which of the 7 things profitable trainers need to know was the most valuable? 

We’ve got fitness marketing secrets for you inside this episode. Every other word is nearly a pearl, a story, or advice for you to recession-proof for this recession/depression that is ahead. 

Though he’s the author of Man Up, and the title may not turn your head, it’s for you too. It's HU-Man, up. There’s never been a better time to be a woman in business. The power and the influence you have and the ripple effect of that extending through each woman you help influencing others can change health care history. 

My Guest: 

Bedros Keuilian is an American Entrepreneur and a believer in the American Dream. He and his family are immigrants who escaped communism and came to the United States to find freedom, opportunity and a better life.

Today Bedros is a serial entrepreneur and investor in over a dozen industry leading brands and businesses. He’s the founder of Fit Body Boot Camp, three times listed in Inc Magazine as well as Entrepreneur Magazine’s 100 fastest growing franchise brands in the world. Bedros is the author of the Wall Street Journal Best Selling book Man Up – How To Cut The BS and Dominate In Business and In Life.

Bedros believes in the power of the human spirit and uses the stage, TV, social media, his podcast and his blog to share his Immigrant Edge and American Dream story to help inspire audiences worldwide to get unstuck and reach their fullest potential!

Questions we answer in this episode: 

04:14 You’ve coached trainers on the practical aspects of fitness business. Yet, leadership and personal development are what you seem to be talking about now, what’s behind that? 

What two “Rs” does Bedros recommend we all learn? 

08:16 Since the pandemic happened, how do fitness providers deal with this mom

23:20 How does your ability to make decisions quickly matter? 

27:25 How do you build your decision-making muscle? 

31:32 Who’s a better leader, an introvert or extrovert? 

53:24 How would you start over and be seen and heard? 

There is so much more in this episode you do NOT want to miss. Play it. Play it again. 

You’re going to hear these remarkable “quotables,” or Bedros-isms, to help you recession-proof your business(and your mindset) right now: 

2 Rs to Success

Check Up from the Neck Up

The model of F.I.O.

The subconscious mind doesn't know the difference between a small or big decision.

-Bedros Keuilian 

Connect with Bedros: 

https://www.youTube.com/bedroskeuilian

https://www.Instagram.com/bedroskeuilian

Bedros’ Book is MAN UP on Amazon: https://www.amazon.com/Man-Up-Bullshit-Kick-Business/dp/1946885037/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=1670003450&sr=8-1

My suggestion: get the Audible version: https://www.audible.com/pd/Man-Up-Audiobook/B07KBF2J23?source_code=GPAGBSH0508140001&ipRedirectOverride=true&gclid=Cj0KCQiA4aacBhCUARIsAI55maEeFDUoXvbgmPyh7eH9rxFtgSSOtwCE-OUW0eyTlUDuEGXatQvzLJUaAlsTE

ALw_wcB&gclsrc=aw.ds

Your choice of color might be hurting your business. This episode, and the sister episode on Flipping 50©, will be a big eye opener for you. 

What benefit could dressing in your eye color or using your hair color for accents have for you? 

If your choice of color sends the wrong message how much could you benefit from a change? 

Feel a lack of confidence going on video or getting your pictures taken ? 

It could be color. 

I've loved and been drawn to specific colors all my life. I've also hated certain ones. And in a standoff with my then new stepfather at age 7 I wasn't shy about what I liked and didn't and what I'd wear and wouldn't. I won. But, years later I know now that brown may in fact have been my better choice. Every time you dress, you create an image, you design or tweak your website or someone creates images for you, imagine if you could improve your relationship with your customers or would-be customers. What would that do for your business? If just doing the same thing, but you improved your results by 10 or 20%, would that be okay? 

Heck, yes! 

And know it or not consciously, you feel better in certain hues and tones and more selfconscious in others. Why not eliminate the random choices right now ? 

Questions we answer in this short episode: 

How important is color to relationship building in a business? 

What are some ways to implement color into more than just wardrobe choice? 

I’d love to know, have you experienced the influence of right vs wrong choice of color? What happened? 

Connect: 

https://membership.jenniferbutlercolor.com/

Schedule A call: 323-931-26266 Leslie

JENNIFER on Social Media:

Instagram: https://www.instagram.com/jenniferbutlercolor/

Facebook: https://www.facebook.com/JenniferButlerColor

Complimentary masterclass with Jennifer! Don’t miss it!

https://www.eventbrite.com/o/jennifer-butler-color-30053486018

promo code FIRSTTIME to attend for free.

Whether you’re overworking because it’s still a side-hustle for you and you can’t let go of that “real job” with real benefits or you’re overdoing all the social media posting and getting no traction anyway, or… you’re making money and seeing profit margin grow but still working constantly .. this is for you. It’s a wake up call. 

Overworking and underearning feel a little too like you? I get it. 

The excuse that you love what you do isn’t enough. Not if,you have to pay the bills, or you really had to prove to someone this isn’t a hobby and you could actually sustain your living doing what you love. 

There are dozens if not hundreds of fitness presenters that you know like and trust, that can’t make a living doing what they’re presenting on. They are telling you how to create group training programs and often have never solely earned a living doing it. They’ve coppled together half a dozen jobs, teaching at multiple sites, teaching at universities, and still aren’t earning the kind of revenue they want, need or deserve. 

So, how do you? How do you break this cycle and stop seeing what appears superficially to be such a cool position to be in, and really create a life where you have free time, a family or travel and leisure ways you spend time? 

Feeling like you have to do more…

True confessions, I’m not proud of this one. And it still plagues me to this day. 

Even though I have 6-figure months. If you’re trying to make your first $1000 month or $10k month, I get it. I have been there. One month at a time, one sale at a time, is the only way any of us gets there. And.. not only have I done it, I’ve done it with high stakes. At 49, 11 years divorced, with a son starting college, I started over. When others were thinking about a corner office and a convertible, I committed to the dining room table and to driving my Lexus until the wheels fell off. (I pretty much accomplished that) AND, I said, if I’m not where I need to be in a year, I’ll sell the house. As it turned out I had to. 

Pro or Con?

Fortunately, I had no debt before I started all of this. 

Unfortunately, I had no debt before all of this… because I didn’t understand calculated risk. I didn’t understand the feeling of creating a responsible debt in order to create something scalable. Well, I learned. You know, present the problem and the teacher shows up? All that. 

I have always worked a lot when I had a responsibility, a goal, a deadline. It wasn’t only the urgency of staring at 50 living in a bedroom - with my dog - of my niece while paying college tuition that drove me. So, I share this with you in case you too are driven to do well. 

You may be putting off taking the leap. I did. For two years I’d been thinking about leaving my job and doing something with a bigger reach. Then during a trip to Cozumel during Thanksgiving week - it’s easy to dream and plan out of your environment, I sketched out all my ideas. At the end of the year, I intended to give notice. I didn’t. January 15th I intended to. I didn’t. On January 16th I finally did it at lunch with the boss. I formally turned in my resignation letter the next day. 

Leaving is Hard

Leaving that job was hard. I had the flexibility and freedom to work in a way that got the job done, hit and surpassed my numbers every month, cared more than anyone else about the numbers, and wanted to do better and better. But I was beginning to see I had done with the people there and the systems there I was reaching an upper limit. I wanted to take the systems I’d created and share them. It’s what I used as framework for Flipping 50, and it’s what I use to coach trainers and health coaches in our mastermind (DIY and Live coaching) how to do it too. 

I still work hard, but I love it. I love the freedom to take off for 10 days and be in Colorado, working in the morning and later in the day, and spending the day hiking, and strolling Pearl St in Colorado. I love the flexibility of blocking out days when I may be shooting videos for a program, or… I may be on a trail in Moab creatively allowing ideas for a business plan to take on a life. 

And yet, that entire 6 weeks when I was still locked into a regular paycheck and benefits, it was hard to face the reality that it would all be up to me. 

So, I still work hard. It’s become a habit. 

I am better. And it takes discipline to stay better. 

I meditate on this. I use discipline and accountability with friends. Because I still need it. 

When I began Flipping 50, in 2013.. There was a lot of research, a lot of work and testing, and very little revenue. 

That gave me anxiety. 

I had been in a very comfortable mid-six figure earning range for several years, with no debt, owned my own house, drove a Lexus, belonged to the country club and the women’s sorority and all the things. 

And then 11 months later, I’d withdrawn from my job putting me in front of audiences regularly, on the radio regularly, leading teams and without an income that covered expenses, beginning to make me very uncomfortable. 

So I worked. I worked from rise to bedtime sometimes and I vividly remember not getting out of my pajamas some days. I remember starting at my dining room table at 6am and finishing not before 10pm. 

And there was online learning, coaching sessions, developing copy, creating offers, learning tech, and online commerce, and Facebook ads. 

I hadn’t been afraid of hard work before that. In fact, I joked before and during my resignation that I was going to spend my flexible 60+ hour work week on my own business and thought I could be at least as successful as I was running a program and have a bigger reach in an area that needed it.

[I was targeting trainers. Some of you may be here because of the Profitable Programming for Personal Trainers program that was my first offer and coaching that was a part of that for those that chose it. [And the Planned, Profitable Promotions masterclass is launching soon. This model has evolved but still works today to plan every month, quarter, and year.]

And I was right. 

For a few years it was scary AF. And I wasn’t even making enough to cover my rent, utilities, grocery needs, let alone the cost of investing in my business skill development. 

But I did. 

I invested 100k in programs and masterminds because I needed a guide who had done it, and a community who didn’t look at me like I had 3 heads (to this day my relatives don’t really know what I do). 

And.. instead of making 5-7k a month (with no debt/mortgage/car payment) as I had when I left safety and security in January 2013, I hit 6-figures in more and more months every year. 

AND, I don’t need to work as much.

I don’t need to work as hard.

BUT I do sometimes. 

So what is that about? 

That’s really what this episode is about. 

If you’re just starting and this feels like, there is no way I can relate to you. I can. 

I promise. 

My rent was $3000 a month in the mountains after I’d sold my house because I needed the money. My bank account was so low I got a $13k loan from a relative. 

I know exactly where I was sitting that night talking to him on the phone accepting his offer for a loan. I know I was in tears and felt like a loser and so helpless. 

And the tears I believe looking back were less about hopelessness than they were pride and inability to ask for help. 

Once I sold my house, about 5 dicey months later while living in the basement bedroom of my niece’s home, I invested $20k of it into a mastermind 2 months later. 

And it made me feel both vulnerable and supported all at the same time. I knew I had found someone who had been there. And who could help me accelerate what I needed to do, eliminate what I didn’t need to do, and get out of my own way. 

You, by the way can simultaneously be coaching someone to do something you know already and be reaching out to someone to coach you to do something you don’t know yet. 

If you are a good coach, you are coachable. 

Once you establish habits, even if they aren’t serving you or you aren’t getting results, habits are hard to break. 

Cigarettes for instance, are making it hard for the smoker to walk upstairs, to catch her breath, but it’s such an addictive habit that it’s hard to break. 

If you’ve always received praise for hard work, (and it’s pretty likely if you’re in midlife or older you did), then that is really embedded in your fiber. 

It might be weird for you to hear this, but you have to unlearn the “hard work pays off” mantra. 

If you’re overworking and underearning, you’re at least partially to blame. 

You have to start considering, what if it was easy? 

Even sayings like, don’t make it easy, make me stronger, can backfire on you. Because, think about it, what are you telling the universe? Give you something hard to do. 

And if you pray or hope for patience, what’s going to happen? You might get stuck in traffic or delay success. Because you asked for these lessons. 

What do I do to avoid overworking and underearning ?

Let me clarify that overworking at first may give you traction. Like it did me. This is IF you are doing the right things. However, at a point, you will find you hit a place where your ROI has hit a threshold. It will be true that working more rewards you less and less. Not only in money. But many of us though we need and want to make a living and have a lifestyle, we want something more than money. We want quality of life, freedom, flexibility, and we want to make a difference. We want a legacy. 

That’s in part both egoistic and altruistic. Both parts exist in all of us. 

So depending on where you are… 

Overworking and underearning because you just got started and want to get there faster (like I did) …

overworking and underearning because you’re not doing the right things….

Or you’re overworking and underearning because while you’re making many times over what you did once, you’re continuing to pour into it out of habit, and the idea that YOU must. 

Here’s how I’m working on this:

I start my day very differently than I have before (different choices produce different results)

I tap into my most creative time of day to do work. 

I know when to pull away because I lose my attention and focus. 

And I tell a friend who won’t let me off the hook for it and keeps on me. 

I feed my brain and soul with the right books, podcasts - like this one, exposure to friends and coaches doing the same but maybe in different ways so I can explore ideas for my customers.

At bedtime, I mentally practice again what I did in the morning. Just for a few minutes before I sleep. 

Every day. Not sometimes. Every day I do these things. 

Every month I break out of routine for 3 days. Some months that is a mastermind event I attend, others that I host. And sometimes is a staycay and others a go-away stay. 

Then, I take a trip every quarter for a week. These last two trips have been to Colorado. These are trips where I do what I want to do when I want to do it. There isn’t an agenda. There may be family, there may be friends. If for instance there’s a retreat(I’m hosting or attending) or I’m flying in for a private half day with a few clients, I add time before or after it. The work time is not my break.  

Too many fitness professionals are overworking and underearning. Too many health coaches are doing the same. 

Whether you’re overworking because it’s still a side-hustle for you and you can’t let go of that “real job” with real benefits or you’re overdoing all the social media posting and getting no traction anyway, or… you’re making money and seeing profit margin grow but still working constantly .. this was for you. It’s a wake up call. 

ATTEND FREE: 

My Masterclass to help you PLAN and increase profit and make it predictable - in terms of time demands and revenue.. https://www.fitnessmarketingmastery.com/planpromos

She Means Fitness Business Episodes You’ll Love: 

For an episode that relates and will help you realize 5 Key areas to growth: 

https://www.fitnessmarketingmastery.com/business-scorecard 

To earn more you have to have a sense of your value, your distinct difference (sometimes called brand), and you have to believe the transformation you offer is worth it. 

Have you cried in a meeting? Have you broken into tears asking for help? Have you been in  tears about your current job situation and yet not known what to do about it? 

In this short episode, I ask Dr Sharon Melnick about two key scenarios I’ve seen over and over in the fitness industry. Whether it’s happened to you, or almost, or you can empathize because maybe you so get it but wouldn’t allow yourself to be in that situation… this is for you. 

The episode describing Dr. Melnick’s new book is available at flippingfifty.com/in-your-power for you to listen to after this. 

My Guest: 

Sharon Melnick, PhD is an executive coach for women leaders who shows them how to be heard, stop second guessing, and use their power to create change.

Her approaches are informed by 10 years of Psychology research at Harvard Medical School. She's coached/ trained 40,000 professionals at over 50 Fortune 500 companies and numerous start-ups and women-led companies, and presented at conferences worldwide (including at the White House, West Point, and the United Nations).

Her new book about how women can use their power to advance their career and end disrespect is titled In Your Power: React Less, Regain Control, Raise Others, available now for pre-order. She is also the best-selling author of Success under Stress: Powerful Tools to Stay Calm, Confident, and Productive when the Pressure’s On. Dr Melnick enjoys hosting the Power Shift podcast.

Questions Dr. Melnick answers in this episode: 

• Female fitness professionals notoriously struggle to charge enough to make enough - what advice would you offer? 
• Women in fitness working for small, mid, and large size fitness centers tend to bring emotions with them to meetings. The saying, there’s no crying in business comes to mind. But I’ve seen tears way too often in meetings with upper management. 

That’s it. Helpful? You can earn more by stepping into your own power. 

Get the Book! And GIFTS!

 www.inyourpowerbook.com

Connect with Sharon:

https://www.Instagram.com/drsharonmelnick

https://www.linkedin.com/in/sharonmelnick/

As a health entrepreneur there can be a roller-coaster of emotions. If it attracts you, it excites you. You love everything about health, wellness, fitness and you like reading it, watching it, doing it. You’re drawn to new books of all kinds - cookbooks, detox books, and you’re following influencers and educators learning as much as you can. 

Then there’s the resistance. As you look around you, not all in your immediate environment are seeking the same kind of growth or knowledge. They resist change and enjoy their lifestyle even if not their results. To them, you’re the oddball, the obsessed, and constantly thinking and talking about health. 

So from one health entrepreneur to another, I bring you this episode with Jon Carder. Each of us gets to our own tolerance level. Whether it’s our health or our illness tolerance, or it’s the resistance from others. 

Unless you surround yourself with enough people who do believe, who get you, and who are like you, it’s all too easy to wonder, is it you? Are you the one going in the wrong direction? 

Are you a lone health entrepreneur? 

For me, this happened in 1982-86. I was shifting into a world I’d never been exposed to before. One that was wide open with other ways to choose how to live and care for yourself. And I loved it and was thriving thanks to it. But constant comments and swimming upstream in a world not tuned into health, wellness, and fitness as more than a “craze” was hard. 

As it turns out, I was ahead of my time. But without a community who felt the same. So this is for you if you’re in need of community and a reminder this will always happen if you’re starting something. 

Questions we answer in this episode: 

You described yourself as a hotdog salesman shut down at an early age… and that was the beginning. What was the attraction for you? It really wasn’t a love for hotdogs… why do you think you didn’t just want to be shooting hoops or hanging at the pool? 

From hotdogs to making health more accessible to more people, that’s a pivot. Describe your business entrepreneurial pivots due to failures…  

You quit college to do your own business, what kind of resistance did you experience? Did your parents love the fact you quit college? 

Connect with Jon:

Website: FREE TRIAL 

On Social:

Linkedin: https://www.linkedin.com/company/wearevessel

Facebook: https://www.facebook.com/vesselhq

Twitter: https://twitter.com/wearevessel

Instagram: https://www.instagram.com/vesselhealth/

Other Episodes You May Like: 

Female Entrepreneur Playbook: https://www.fitnessmarketingmastery.com/female-entrepreneur-playbook/

New Female Fitness Entrepreneur Podcast: https://www.fitnessmarketingmastery.com/female-fitness-entrepreneurs/

Are you growing your business fast enough? 

Growing your fitness & health coaching business right now may feel overwhelming. Until that is, you realize what steps you need to start, which to stop, and which you’re already doing you need to accelerate. So let’s just dive into this interactive episode. 

Free Download:

First though.. go grab the download I have for you here. https://www.fitnessmarketingmastery.com/scorecard

When you’re busy it can feel overwhelming. It can feel stressful. But it can also be comforting. You get to ignore the little voice that is nervous about revenue and wants to be making more. That’s the benefit. When you stay in motion you don’t allow yourself to analyze what you’re doing that may not really be working. That’s the detriment for some of us that are as or more addicted to hard work as we are to results. 

I hate to admit it, but I’ve fallen into that trap. When I started over at 49 with a huge sense of urgency, I knew marketing, I’d been doing it for decades for fitness businesses, not just my own. But what I blindly failed to assess is the fact that I needed to sell, not just to market, more often. And that branding, is not marketing. It all has a place and time – branding, marketing, selling – but staying stuck in any one of them is not going to grow your business. 

True Confessions

I personally am a recovering content queen. I spent an abundance of time creating programs to sell, and then over-invested my time in content creation, before I really was selling. 

Don’t get me wrong, content creation is absolutely important. But it won’t make sales. You have to ask. 

In this business scorecard I’m sharing with you we discuss these steps:

• Find prospects 
• Get Clients 
• Serve clients 
• Retain clients 
• Get referrals from clients/testimonials 

The reality is you can find prospects and get clients before you have your product or service ready. You want to start growing your email list so you have a waiting, willing audience when it’s time to promote. 

To do that you need a freebie gift for them so juicy that they’d have paid for it. That doesn’t mean big or something that takes a long time to consume (or create). It’s usually something that could be done in a day, or a day plus the time it takes you to enlist a graphic designer or Fiverr.com gig. 

I’ll cover these 5 key areas for building a fitness & health coaching business : 

1. Niche 
2. New Clients & Customer Acquisition
3. Follow Through 
4. Nurture 
5. Process & Customer Outcomes

Think of this business scorecard as a wellness checkup. Find out if your business is healthy with activities that grow your fitness & health coaching business.

Where are you in regard to a developing a niche? 

Listen to these and identify which one of them best describes where you are now. When you’re looking at the score card, you’ll realize you have 3 different numbers within the category to choose. Consider that 1 is low and 12 is high. You may decide that you’re in the lowest category right now, but you could be a 1, 2, or 3 in it. So, as you make progress, even small progress, you can improve your score. 

How well are you at attracting new clients or customers? 

Are your daily activities working for you to grow your fitness & coaching business? 

Be honest as you fill this out. You may have heard something before, know you need to do it, and still not actually be doing it.  

Does your level of follow through slow or grow your fitness & health coaching business?

People aren’t always ready to buy when you want them to buy. So how do you handle that? This section will tell you if you’re on the right track or if you have some small things that could make major improvements in what you do.

Do you dedicate time regularly or have an automated way to nurture your business? 

How do you create relationships that are beyond superficial with your customers? Do you have a predictable way to be top-of-mind for your audience? 

How well are you able to document your process? 

Do you create predictable outcomes with your avatar? What is your process or method? Listen to these statements and choose the one that best describes where you’re at right now. 

Download the cheat sheet. Do this quarterly, or if you’re building your business, do it monthly. You’ll want to declare for yourself the area you plan to focus on improving and the steps you’ll take so that you can see progress from one assessment to the next. 

Create to https://www.fitnessmarketingmastery.com/scorecard

 Be sure you stop by https://www.fitnessmarketingmastery.com/scorecard to get the scorecard and become a part of our community so you receive the invite to masterclass. 

Are you Planning and Promoting Like a Boss? Learn how I plan content and how it pays to plan. 

A one-hour masterclass AND sharing the exact planning tool I use to plan my promotions and publishing calendar. You’ll see how I plan content and I’ve duplicated it for you to use as a template this year, next year… and beyond. 

If you’re hoping to create a retreat or simply to deepen relationships and loyalty among your clients and members, (as we all should), then you’ll love this. From hosting retreats for more than a decade I learn something new every time. My retreats look very different from the first I hosted over a decade ago. And I’ve learned the most from my attendees after the retreat. 

Having quiet time to journal on a trail and cooking together were two things suggested and requested. 

Among the most fun activities we did during a recent 4 ½ day retreat was charades. We also held a team best shot putting competition. Though I also included a midnight trail ride through the desert, it was the charades and putting that they all talked about on the last day. 

Joe Huff and his business partner Bridget Hilton are obsessed with experiences. As keynote speakers, co-authors of the book Experiential Billionaire and Treasure Maps card game, and self-proclaimed experiential guinea pigs, they are passionate about inspiring people to live intentional, regret-free lives by going after audacious goals. They’ve trained to be samurais, danced with the northern lights, tracked silverback gorillas in a hail storm, stood face-to-face with a hungry lion on safari, visited 50+ countries and all 50 states, absorbed life lessons from Maasai Mara tribesmen, built schools for kids in need, and explored the experiential riches life has to offer.

• How can fitness & health coaches help clients find a way to experience the world in a way they wouldn’t have been able to do and in doing so build a new revenue stream?
• What kind of retreat would you create if you were doing it – having had the experience as a personal trainer yourself? 
• What would you leave out of a retreat? 
• What kinds of activities would you include? 
• Getting clients is one thing. Keeping them another. Relationships and loyalty building will be the reason for success in 2023 and beyond.

Connect with Bridget and Joe: 

Website: https://www.experientialbillionaire.com/

On Social:

LinkedIn: https://www.linkedin.com/company/experiential-billionaire/

LinkedIn: https://www.linkedin.com/in/bridgethilton/

LinkedIn: https://www.linkedin.com/in/joe-huff-20bb026/

Instagram: https://www.instagram.com/experientialbillionaire/

Instagram: https://www.instagram.com/bridgetlhilton/

Instagram: https://www.instagram.com/joehuff/

Other Episodes You Might Like: 

How to Host a Wellness Retreat, and Why https://www.fitnessmarketingmastery.com/how-to-host-a-wellness-retreat/

How to Host a Successful Fitness Retreat https://www.fitnessmarketingmastery.com/successful-fitness-retreat/

Resources: 

Book:  New book titled “Experiential Billionaire” released September 12th, 2023 available on Amazon! https://geni.us/deapB

Free Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/ – Don’t forget to grab our free guide that complements this episode, providing you with additional insights and resources to get your first midlife coaching client.

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Power Plate: https://www.flippingfifty.com/powerplate

What’s your current email frequency? How did you arrive at that? Did you test less or greater email frequency to determine what works best for your audience? 

Spoiler alert. This episode dives into the real effect of a daily email frequency on the creation of a business. Now, it’s up to you. In terms of your own email frequency, do you have a limiting belief about people unsubscribing? Or do you have actual proof? 

Do you know that if they’re actually unsubscribing it’s because of your email frequency and not the subject line and email incongruence or value? 

My Guest:

Kevin Ellis, better known as Bone Coach™, is a Forbes-featured certified integrative nutrition health coach, podcaster, YouTuber, bone health advocate, and is the founder of BoneCoach.com.   

Through a unique 3-step process and a world class coaching program called the Stronger Bones Solution™, he and his team have helped people with osteopenia and osteoporosis in over 1500+ cities around the world get confident in their stronger bones plan. 

His mission is to not just help over 1+ million people around the globe build stronger bones… It's to help our children and grandchildren prevent osteoporosis and other diseases in the future so they can lead long, active lives.

Questions we answer in this episode:

How long have you been serving your niche of women with osteoporosis? 

Once someone is on your list, what’s your email frequency? 

How long do you give someone who isn’t opening emails on your list before you show them the door? 

What is the reason you have been so successful? What do you think is the difference in the way you’ve been able to build quickly, and successfully? 

Attend the Masterclass for yourself or share with your clients:

https://www.flippingfifty.com/bone-health-masterclass  

Listen to Kevin's Interview on Flipping 50: 

https://www.flippingfifty.com/bone-coach

Connect with Kevin:

BoneCoach™ Website: https://bonecoach.com/

BoneCoach™ Facebook: https://www.facebook.com/bonecoach

BoneCoach™ Youtube: https://www.youtube.com/bonecoach

BoneCoach™ Instagram: https://www.instagram.com/bonecoachkevin

BoneCoach™ Pinterest: https://www.pinterest.com/bonecoach

BoneCoach™ TikTok: https://www.tiktok.com/@bonecoach

 If you’re a trainer or health coach with all the certs, and education, a desire to serve and to make a living, it doesn’t matter if you can’t find clients and students for your fitness programs. But there’s such an obvious need. So the question isn’t is there demand. It’s where are they, how do you get them (instead of letting them find another option). It’s also getting out of your head the idea that to find clients and students for your fitness programs isn’t the problem. If you believe that there’s too much competition, you’re sunk.  

So in this episode.. whether you run a gym and you’re struggling to bring people back in, or you offer an online fitness business, there is something in this episode, examples of how to market, in this episode. 

There is room for all of us. 

 00:00 

For those of you doing online programs feeling threatened by the reopening of gyms and the changes of numbers - Maybe you experienced some success during 2020 or 2021 if you got started then, and maybe your numbers aren’t quite as good in 2022. OR, Maybe you’re wondering about it being worth starting in 2022 because you haven’t yet. There’s something for you too.

Statistics

05:20 Despite compelling scientific research and widespread public health recommendations, among women 45–64 years and 65–74 years old, only 18% and 11%, respectively, perform physical activities that enhance and maintain muscle strength and endurance two or more times per week

(2010) 

Create a Community

06:57 Although personal involvement and commitment to any exercise program are essential, studies indicate that initiating individual behavior change is more likely with social or environmental change and support. 

A large number of women who drop out report time, and preference of exercising at home, as obstacles to exercise (in a gym). Good news for at-home exercise options not as good news for gyms, you might think. 

But post pandemic it’s a different landscape. Some are returning to gyms because they miss the, what I call, parallel play. That is, when you go somewhere for a specific reason and others are doing the same thing. You’re not distracted in the gym by laundry, lawncare, or the work desk staring at you.

This could actually be a positioning point for gyms now that group fitness and personal training options that are abundant and easily accessed online. Marketing that appeals to that pain-point of not getting to the workout, even with the best of intentions, because at home there are just too many other things to get in the way, may be one way to connect to people with fresh ads.

The elephant in the room for gyms is that:

10:04 Globally, from Q1 to Q2 in 2020 there was a 46% rise in fitness downloads:

60% of Americans enjoyed their home workouts during quarantine so much, they plan on canceling their gym memberships. 

Interestingly, India had the highest increase in downloads, rising by 156%. I bring that up for this reason: it makes sense because India had the largest lockdown in the world from March – May 2020 when 1.3 billion people were suddenly housebound. 

If you don’t have a gym in India and you’re wondering why this is important, stay with me. If you consider then states in the US, or wherever you are listening in the world – Canada, the UK, Australia – with the strictest lockdown status, the largest reported numbers of C-virus, those areas may be among some of the hardest to come back without an online option, marketing that takes an honest look at benefits of exercise vs risks of contracting the virus. 

Will the Pandemic Help Physical Activity Increases 

11:50 What remains to be seen is if this increase in accessibility and convenience will support increased fitness or a rise in the number of people consistently exercising enough for health benefits. 

Will the Physical Activity Increases Support Better Health?

This too, for gyms may be a point of distinction for those who embrace education of “activity” and “availability” compared to quality and direct tie to the needs and goals of individuals.  

It’s an opportunity to educate on the benefits of yoga and Pilates, that are not the same benefits one needs for muscle strength, metabolism, and bone density. 

It’s an opportunity to demonstrate the need for planes of motion in movement and not isolating activity to say, a spinning bike. 

Statistics on Participation in Exercise Pre-Pandemic

15:10 As age increases, participants are more likely to adhere to strength training. For example, for every additional decade of life, participants were approximately 10 times as likely to adhere to strength training.

In a study that featured comparison of web-based vs print-based physical activity interventions (a decade before the pandemic), web-based outperformed print-based, but both were effective. 

So, you understand how this went:

• One group was given a print-form of exercises and journal to record. 
• Another was given web-based exercise instruction and recording of activity. Both worked well. 

The results:

71% of previously inactive became active 

94% of previously active continued activity at recommended levels after the program 

Yes, please, all day, right?

The World Needs Options

18:26 For those of you doing online programs feeling threatened by the reopening of gyms and the changes of numbers - Maybe you experienced some success during 2020 or 2021 if you got started then, and maybe your numbers aren’t quite as good in 2022. OR, Maybe you’re wondering about it being worth starting in 2022 because you haven’t yet. There’s something for you too. 

At-home exercise works. Print, web-based, both work. Meaning, whether you’re using a pdf of exercises and just providing a simple program, or if you’ve created videos… how you provide online training may not matter. 

But, something else does. 

What It Takes

If you arrive at the right program for your ideal customer, you can create a huge and lasting impact. However, there’s one more step. You have to be able to market this program. They have to know it exists and it’s just right for them. You have to have a means to distinguish it from others and make someone say, I don’t just want any program, I don’t want any program but that one. 

Your voice – whether it’s funny, serious, educational, girl-next-door… needs to be full of conviction and inviting to the person who will thrive in your offering. You need to sound like you can hear the voice inside their head. They need to feel you know what they’re thinking, what they worry about, and what they want. That’s not branding, it’s not a broad approach, it’s marketing and it’s narrow.

How do you know when your message is distinct enough? 

20:30 You’ll have enough followers that you have some haters. Someone will say things like, “you confuse me” or “you need to get to the point” or “I don’t like your tone of voice.” I’ve heard all those. But out of 100 people if 2 people with nothing more to do than criticize tell you that, and you connect with 98? Those people will only find you IF YOU take a stand. They will find you because of the way you explain things, and don’t rush to conclusions, or whatever unique quirks you may think you need to fix! Keep them! 

In fact, marry your unique interests with your message. 

In the Marketing to Women Copywriting course, students learn how to identify not a broad target of women in midlife or women who are pregnant for the first time, or just diagnosed with osteoporosis… but that within THAT niche you choose, there are 5 unique personas that you will either repel or attract with the marketing you choose. Then you combine your personality with that? Gold. That’s how you find clients and students for fitness programs… in an evermore crowded space trying to get them.  

From the images, the script you use in videos on your pages, to your opt in pages, your emails or social media posts, what you say is important, HOW you say it is everything. Every woman in your niche does NOT make her buying decisions based on the same values.

Consider this 

23:02 How many people are socially awkward and don’t enjoy the gym? How many actually now have social anxiety since things are opened back up – who never experienced that before? How many of them were the paying members in a gym we call “low maintenance” – meaning they used it less than 2x a month? 

So, let’s say you’re targeting women in their 50s and 60’s who are concerned about bone and brain health and balance. Are you talking to the ones who have anxiety and depression? 

With pandemic weight gain (averages still range from 15-29lb), and the correlating diabetes, pre-diabetes, bone loss risks from pandemic behaviors we are still in a moment in time when we’ve got to address this in marketing. 

And few are. 

Another point of distinction. Lead with it, don’t bury it. 

I’ve attended and presented at 6 fitness conferences in the last 2 ½ years. Interestingly, not one had many – if any – sessions dedicated to what’s true right now, and how we bring up the need now, deal with long-haulers, anxiety and depression from isolation to get people started where they are. Problems people have now are not the problems they had pre pandemic. Even now, as things “feel normal” cases are coming up, weight is still there, causing the risk of comorbidities that the right exercise can do something about. 

We won’t get people active, or over the hurdle of coming to the gym for the first time, or back to the gym, without talking about these issues. What’s their comfort level in your environment relative to their anxiety and depression? It affects large masses of people. Do you deal with how to orient them and make them comfortable? Enthusiastically telling them that the exercise is going to help, isn’t enough. 

25:43 You’ve got to tell them how you’re going to make them comfortable coming in and doing the exercise. You want to describe what they feel when they go to leave their house, or get out of the car once in the parking lot. These are real things. You don’t alienate people who don’t have anxiety and depression by doing that. You probably also impress them with your openness and willingness to talk about tough issues. That’s your distinguishing feature and positioning point.

Gym Owners and Trainers: 

26:37 Will you suggest times of day that are better? 

• How will you check in with them with a phone call to review how it’s going? 
• What’s their preferred communication? 
• Will you suggest a private session instead of a group program based on their individual emotional needs?

These are the kinds of things we have to keep in mind now:

• Coming on too strong, 
• high enthusiasm, 
• over-the-top confidence…

could actually alienate some of the people who need you most. 

Think in the Now About Your Avatar

Who do you want to help? Who do you need to help? How many people does your current approach leave out feeling they don’t fit in or want to?  

And best question… how can you create or tweak an offering so that they have a place they can feel like home… whether it is at the gym or at home?  

There’s a place for your business model, for creating one that you love and allows you to deliver in the way that you want to for your lifestyle. You may want to keep exploring models you hadn’t yet considered for these times we’ve never been in. 

Keep the Faith

28:34 So, don’t be fooled by gym-reopenings being bad if you’re an online program provider or coach. 

Don’t be dissuaded or fearful of all the Peloton, mirror, and online trainers and apps if you’re a gym. 

There are always going to be people who choose people and need to lift heavily safely in a gym. There will always be people who have all the things sitting in their home, access to thousands of workouts, and don’t do them, needing accountability – of an online coach or program. 

We all know, we are not serving enough people and that is where the real opportunity lies. Combine the real talk about seriousness of health and fitness in this moment we’re in, not ignoring or discussing weight loss the way you did in 2019 and find your point of distinction.  

Don’t be just different. Be better. Be the perfect match for your ideal customer and the absolute wrong match for others.. Feel like home. 

Resources mentioned in this episode:

Marketing to Women Copywriting Course : https://www.flippingfifty.com/copywriting-course

Similar Recent Episodes You Might Like: 

12 Content Ideas for Fitness & Health: https://www.fitnessmarketingmastery.com/content-ideas/

3 Reasons (and fixes) Your Female Fitness Client Isn't Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-client/

 References:

There were many references used in the creation of this episode, many of which were also referenced in this Flipping 50 episode: https://www.flippingfifty.com/

Seguin RA, Economos CD, Palombo R, Hyatt R, Kuder J, Nelson ME. Strength training and older women: a cross-sectional study examining factors related to exercise adherence. J Aging Phys Act. 2010 Apr;18(2):201-18. doi: 10.1123/japa.18.2.201. PMID: 20440031; PMCID: PMC4308058.

Coaching midlife clients brings a new set of hormones, conditions, injuries, lifestyle habit challenges and stressors. You should have an equally robust toolbox expansion to go with it.

Consider this one episode that will help. In our Flipping 50 Menopause Specialist course there is a module dedicated to one of the topics we discuss today. You’ll hear my guest expert on adaptogens discuss just how you can find ways to inform your clients, support them through application, and in doing so, increase your value as a coach. 

I’m curious: have you tried adaptogens?

I’ve shared details about benefits of maca - and the difference in the quality and mysterious 11 strains that may or may not help a woman in previous Flipping 50 podcasts. I’ll link to that as well as to the brand that I recommend for clinical grade maca when someone truly wants to use an amount proven to support their needs. 

Others include ashwaganda, rhodiola, and we’ll talk about more on this and the other podcast. When you or your clients are looking for natural, this is a great solution! 

My Guest:

Danielle Ryan Broida is a pivotal voice in the functional food and wellness space. As a Registered Herbalist of the American Herbalists Guild (AHG), Certified Holistic Nutritionist, Instructor of Mycology, and Head of Education at Four Sigmatic, she is teaching the world about the importance of a life on super herbs and mushrooms for vitality, longevity, and better performance from brain to body. She is the author of a new book, Healing Adaptogens, published September 27, 2022.

Rapid Fire Questions we answer in this episode:

• How can adaptogens help midlife female clients?
• What are the most common questions midlife women ask about adaptogens? 
• Is there any risk of drug or medication interaction? 
• Do most adaptogens come in a dose recommendation based on weight or to-tolerance, or how is that addressed?

Listen to the full Flipping50 episode: https:///www.flippingfifty.com/adaptogens

My Foursigmatic coffee episodes are fewer and further between right now but I do love it and the wise addition to a habit most women already have. Why not make good habits all that easy to well, adapt? 

Other Episodes You May Like: 

Coaching 7 Hormone Phases: https://www.fitnessmarketingmastery.com/hormone-phases/
Training Menopause: https://www.fitnessmarketingmastery.com/training-women-in-menopause/

You can see fitness trainer opportunities or you can see obstacles with gyms at low capacity and so many virtual programs. How would you like to sit down with an expert at getting seen and heard when it’s not easy? 

That’s just what you’ll find in this episode full of health coach and fitness trainer opportunities. 

Link to the Flipping 50 5-Day Marketing to Women in Midlife Challenge. 

My Guest:

Triple-board certified nutrition expert and Fitness Hall of Famer JJ Virgin is a passionate advocate of eating and exercising smarter. JJ helps people stay fired up and healthy as they age, so they feel the best they ever have at age 40+.

JJ is a prominent TV and media personality, whose previous features include co-host of TLC’s Freaky Eaters, 2 years as the on-camera nutritionist for Weight Loss Challenges on Dr. Phil, and numerous appearances on PBS, Dr. Oz, Rachael Ray, Access Hollywood, and the TODAY Show. She also speaks regularly and has shared the stage with notables including Seth Godin, Lisa Nichols, Gary Vaynerchuk, Mark Hyman, Dan Buettner, and Mary Morrissey.

JJ is the author of four NY Times bestsellers: The Virgin Diet, The Virgin Diet Cookbook, JJ Virgin’s Sugar Impact Diet, and JJ Virgin’s Sugar Impact Diet Cookbook. Her latest book, Warrior Mom: 7 Secrets to Bold, Brave Resilience, shows caregivers everywhere how to be strong, positive leaders for their families, while exploring the inspirational lessons JJ learned as she fought for her own son’s life.

JJ hosts the popular Ask the Health Expert podcast, with over 14 million downloads and growing. She also regularly writes for Rodale Wellness, Mind Body Green, and other major blogs and magazines. JJ is also a business coach and founded the premier health entrepreneur event and community, The Mindshare Summit.

Visit www.jjvirgin.com for hundreds of free recipes and resources, plus state-of-the-art programs, products, and plenty of support to help you build your dream life.

00:00

Questions we answer in this episode:

04:42 If you were starting over right now, unknown, what would you do to be found, seen, and heard? 

09:25 What mistakes do you see qualified/credible health & fitness pros making

11:06 What difference has the pandemic made in the way fitness and health coaches want to consider showing up differently? Is there an opportunity there that we’re not fully stepping into? 

Rapid fire: 

15:15 You’re posting every day and you’re not getting any engagement? 

16:05 You feel like you’re not “enough” … pretty enough, certified enough, fit enough so you procrastinate 

17:37 What do you find that gets the best engagement right now? 

20:50 Thoughts about using Facebook groups today? 

21:14 To those fitness pros who are afraid to email more often because someone will unsubscribe… 

Connect with JJ: 

https://www.jjvirgin.com

mindsharecollaborative.com

Resources Mentioned: 

Super Fans - Pat Flynn

Belong - Radha Agrawal

Whether it’s email, blogs, or social media posts, the number of content ideas you need is endless. Before I go further, I will say that having a strategy around your content is crucial for it to be successful.

For social media posts? You don’t have to and don’t need original content in each of these places.

Your original content should live at your site. That’s where your content ideas are going to work for you most. The posts you do on social are the next step. If you’re a coach or trainer with longevity, substance, and here for the long haul, those here now gone tomorrow posts are not what you want to invest your time and energy in.

Spend time studying your customer. Know the experience you want them to have. Fifteen seconds on social is not the starting point. It’s the result of knowing what to say to bring them to the next step already waiting, complete, and logical based on what they think, feel, and do now.

But we all go dry or get distracted by life sometimes and it’s nice to have a vault to go to. So, I’m giving you one here. Create a place – maybe for you it’s a spreadsheet or Google doc where you and a team contribute with ideas. My hope is that these become the inspiration for a whole set of ideas for you.

00:00

Twelve Ways I Get Content Ideas

06:37 Listen to podcasts – outside of our industry and niche

            What kind of treatment did they give the content? Pay attention to that. Is there a point, a story, an example? What’s the rhythm and how did they organize it?

07:25 10 Most Frequently Asked Questions (FAQs)

            What burns the most calories?

07:41 10 Questions You Wish They’d Ask (SAQs)

            How do I exercise to lose fat based on how I feel right now?

08:02 Use AMA Post Round Up

            Use the posts in Instagram, or create your own on any social media account.

08:47 Go Back to Old Blogs, Articles, podcasts, videos and create an “update” (or just get ideas)

09:55 Go Big with a list of tips, reasons, sources

            These are usually lists. Things that support weight loss that aren’t exercise: sleep, drinking water, eating the right foods, etc.

            Compile your small lists into this big list (then link to it)

11:16 Go Deep with one of the big items

            Take one thing from that list and explain it in depth. When there are 5 or 10 or 20 things, give them one and go deep and explore it.

            e.g. Why drinking water is so important. List 10 things it does for you or the obstacle it is when you don’t. Those are two posts.

13:10 Use what’s already news and create a comment or reaction

            NYTimes articles are a great source of information. Recently Today compared nutrition status of white potato to sweet potatoes. What is your reaction to it? Set up alerts so you are first to know when new research is shared on your topic.

15:52 Create Top 10 lists or Listicles  

            Top 10 exercises for _________ (correcting a problem)

            Top 10 reasons ________ (you’re tired, you’re gaining fat)

The Ultimate FREEBIE Guide for Health & Fitness Pros

18:24 Create complimentary content necessary for making the fitness work

What else do they need in order for exercise to be most beneficial? Create content ideas about that. One content idea is sleep. Another is protein. Another is alkalinity.

18:52 Talk About an Elephant in the Room in your niche or our industry

The barrier to entry. Recently it’s been in the news that there’s a shortage of trainers and coaches in the fitness industry. What’s that mean to the quality of trainers and what do you think of it?

19:25 Round up interview of unique experts that you reach out to

Biggest post-pandemic problems for your niche, or the recommendations they give on a certain topic, e.g. bone density: supplements, foods to eat and to avoid.

In an upcoming episode, I’m going to talk about how to stay focused, organized, and follow through on these great ideas, because let’s face it… a lot of us are “quick starts” or we’re so analytical that we don’t go into action.

Other Episodes You May Like: 

Every Day Business Priorities: https://www.fitnessmarketingmastery.com/business-priorities/

How to Reverse Engineer a Funnel that Converts: https://www.fitnessmarketingmastery.com/fitness-funnel/

Marketing health is no small task. It’s the biggest part of running a business. Often, a year (or less) into deciding they want to be a health or fitness pro, some of the best pros realize that the training, coaching, and movement they love doesn’t matter or take up the majority of their time. It’s the marketing that does.

Marketing Health Better with Better Priorities

Everyday business priorities are probably the hardest part of running your own business. With a multitude of to-dos, between the marketing, advertising, creating programs and products, determining price point, writing emails, there’s the incoming emails from customers, people marketing to you, from prospects. Then there’s the sense of urgency you have about posting on social media and keeping up with that, at the same time wondering if keeping up with that is worth it or what that secret is that you don’t know everyone else seems to know!

There is a lot. So, this episode is dedicated to helping you sort out the skeleton of what you need to do, and first though, to removing the things that are getting in your way.

What’s Blocking Your Business Priorities?

In a very sneaky way, what I’m about to say is procrastination. If you’re doing any of these it’s easy to fool ourselves and pretend some of these are part of business, and necessary.

I would argue that if you don’t have a master plan, they can sidetrack you and hijack the time you have … some of the best time for focusing. 

You’ve got a business priorities challenge if any of these describe you:

• The first thing you do is pick up your phone… find a way not to.
• You create posts to social media before you do anything… you’re like a boat just drifting without an anchor.
• You look at your social media numbers and they make you giddy … or deflated and baffled… before you look at your CRM and subscriber numbers… you’re counting your deposit slips instead of counting cash. 

What is important?

In the sea of things to do and possibilities that YOU alone decide, it’s important to know how you determine the most important thing.

One highly successful business owner said it during dinner with he and his wife.

At the end of the day, did I make more money than I spent?

Simple, right? And to build a business with cash flow – unless you have investors who fund your business and you’re okay losing money to start up in order to make predictable gains later – you to sell before you spend.

With an in person one-woman shop or an online fitness business, that’s very easily done. We operate as far from build it and they will come as possible. Instead, we attract them, sell them things they want and the create them.

But that’s not always going to happen every day. Some days especially at the early stages of your business, (and that can last for a long period of time if you’re not 100% focused on it daily), you’re going to need to create the content and marketing that will create an audience to sell to first.

Unless you have a big budget, and a proven advertising strategy, and funnel that converts, investing in paid advertising too early is risky.

When You Need Traction

Two questions to ask so you can determine your business priorities:

Is there a promise that the way you invest your time will provide ROI?

What are good non-revenue ways to spend your time? Here are two.

Create a product:

What it looks like: a course or framework for it and the marketing copy for opt in pages, the emails the sales page, planning the assets you need to create or outsource

Business Plan:

Plan your next 6 months of 1) promotions, 2) launches, and 3) marketing.

What it looks like: First, what it’s not- creating all the pieces. Instead, it means to plan what you do need so that you can plan what then goes on your calendar. Marketing health will take a significant amount of your time until… until you’re confident you know your audience better than anyone else, until you’re able to hire someone who can do it better than you, and you know exactly what numbers to ask for and measure.

Promotions

You start with what you’re promoting. What program or what package are you featuring?

Plot that on a calendar and think about your time investment to run the program you sell. How often will you offer the program? Is there another program after that for people? Write out the plan based on the things you want to sell, your customer journey, and when programs will start and end.

Launches

This is something so many skip it’s ridiculous and that’s perfect for you since you won’t miss it! A launch includes pre-launch – the time leading up to the cart open

Cart open – when you are on the daily talking about testimonials, overcoming objections, providing information about why this, why now, and why you

Program start – when you’ll pour into your new clients

[Content] Marketing

You may decide you’re posting a blog or creating a new full-length video 2 or 4 times a month during your pre-launch. Once you determine the frequency you can commit to, you decide what each of those posts need to do. Are they top of funnel kinds of marketing?

Are they middle of funnel kinds of marketing?

Are they bottom of funnel marketing?

Do you already have content you can use? They may need a review and additions or updates to serve your next launch. Note that you need to review them, but don’t DO it now.

Do you need to create new posts? Will you or someone else do the research, outline, and writing? Make a few notes about what topics or slants but not if it gets you stuck.

Will you do the actual post creation and grab images, handle the SEO? Write down the flow of tasks for the launch, step-by-step. Or if you’re at the point you’re going to hire this done, assign yourself the task of creating that SOP (standard operating procedure)... but don’t DO it now.

Those are the things you might do in say a 3-hour block on a Thursday. You’re making decisions more than writing the posts. It’s the meta view, or overview, but not getting in the weeds. Not today.

Warning here: this is like cleaning the house. In my experience it is so easy to go down a rabbit hole while you’re doing this. So, you want something to keep you on track. Have a system of organizing ready when you find articles or videos that you can use and will be tempted to jump in and edit them or watch every detail. Put them somewhere and grab that link or folder location and put that in the plan you’re creating, or you’ll find that your 3 hours is up, and all you did was edit a couple posts and you don’t have a plan for how to use them or boost your sales and help more people – so you’ve still wasted your time!

Social media and marketing health

When does that happen? AFTER you know WHY you’re using it! When you know what you’re promoting. And you know what someone needs to know or think or feel before they buy. You have nailed the content piece you have that gets them there. Then you can post on social media with confidence your gift is good.

So, yes. After all the framework is done, you can pick up the phone and post.

Helpful?

I would so appreciate you sharing this podcast with a fellow fitness professional. Share the post on your social media story and let other pros know this is what you listen to. Even though you post for the benefit of your customers, other fitness pros are watching too! You and I both want to help our educated, heart-centered colleagues do well in this post-pandemic era.

Marketing Health is Big Business Now

… but little business owners pivot faster!

Leave a comment below if this episode was helpful.

AND… if a live workshop would be beneficial. In it, we would not only

• lead you with materials to plan your promotions calendar, and
• discuss pre-launch strategies and
• social media techniques that work,
• we’ll provide you with “white space”
• followed by Q and A for each section so that…
• you can absolutely complete a framework for your business and add realistic to-dos to your calendar to keep you moving forward.

Just respond to us… you’re not obligated just indicating interest in learning more. If you struggle with procrastination about this piece. If you’ve never actually created a business plan for the next year the fall before it starts, or if that plan has not helped you one iota to feel calmer, confident and solid you know what’s next… this is probably for you!

Why the psychology for health & fitness professionals today? You love exercise and you crave it… and most of your clients don’t. We’re often so far from clueless or from understanding what that feels like to be awkward, uncomfortable, and feel out of place we can’t relate. 

We’ve got to earn and learn our empathy. 

Why I hate exercise, my summer report. It’s the truth for too many of us. Since my beginning in fitness 38 years ago, the statistics have not improved. There are still too few of us exercising enough to improve our health (let alone our fitness). This interview episode dives into that psychology for health & fitness professionals.

Change 

Behavior change is hard. And if you know that all too well, say you’ve seen your detailed exercise prescription fall by the wayside and clients fall off the bandwagon, you’ll find a great deal of support inside the Flipping 50 Menopause Fitness Specialist course you have access to expert interviews like Dr. Joan Rosenberg, Mindy Gorman-Plutzer, Dr Sandi Scheinbaum - and more.

They discuss the art and the science of coaching change, within scope of practice, and as issues like disordered eating, self-sabotage, and past failures, haunt your clients. These complimentary Expert Interviews are a professional development extra for the certification course, and a priceless resource for improving the coaching skills you use daily. 

Learn more about the Flipping 50 Menopause Fitness Specialist here. 

My Guest: 

Mike Kelly says he has some contrarian views related to health and fitness developed over 40 years in fitness. 

He has been a personal trainer, university varsity level S&C coach; expert legal fitness witness;and a master TRAINER for other fitness professionals. Despite knowing the body extremely well from an anatomical perspective, he went back to school five years ago to become Queen's University's oldest Psychology grad in the spring of 2020 – knowledge he says has allowed him to expand his understanding of the connection between psychology and the physiology, or as we know it, mind-body connection. 

He adopted the moniker “The Cynical Trainer” which he uses on social media and we’ll find out what that’s about. 

Questions we answer in this episode: 

• Before we discuss now, let’s talk about why you’re here, what got you into providing health and fitness as a career? 
• Why the moniker, "The Cynical Trainer"?
• What do you feel are contrarian views to exercise (and who do you mean you’re contrarian to)?
• What are your thoughts on the current obesity levels?
• As an older adult, how do you personally exercise and what are your goals and motivation?

Connect with Mike:

https://wemeanfitness.com

Mike on Social: 

Instagram: @cynicaltrainer

Twitter: @cynicaltrainer

Facebook: canfitpro Ottawa

Other Episodes You might Enjoy: 

Getting the Inactive to Exercise: https://www.fitnessmarketingmastery.com/getting-overweight-large-size-person-start/

From Anti-aging to Anti-ageism: https://www.fitnessmarketingmastery.com/from-antiaging-to-anti-ageism/

Psychology for Health & Fitness Pros book: https://www.thriftbooks.com/w/psychology-for-health-fitness-professionals_james-gavin/1335646/#edition=4559028&idiq=5714385

How to be and how not to be a podcast guest if you want to get booked on a podcast or podcasts and you want to be a favorite guest making those look good and love having you and you want to get asked back for use it, that podcast episode as leverage to get booked again. Stay tuned. 

A podcast is one of the best ways to get your message across and relate to an audience who may expand your email list. 

00:00

You want to provide, first of all titles, appropriate topics of content and titles as you reach out to someone who's got a podcast in order to promote yourself or if you're handing this task off to someone else.

4:07

In doing your preliminary homework I've addressed that you do your homework, no the podcasts know the topics they cover the topics they don't cover, know the business just a little bit. And it's always great if you've had a referral from a friend but if you're smaller, you're starting out and your friends aren't hosting podcasts right now. That's okay too. Don't wait to start. So I highly recommend you go ahead and get after it. Put yourself out there. But do some homework don't expect them to.

8:59

And when you're booked, you'll be asked for these things by almost every podcast host:

Send me your bio. I was just sent two bios in the last two weeks. Well, both of their bios came as if they were writing it first person like they were writing an essay for English class. 

But when you submit a bio, and I'm going to put in the show notes today, how to write a better bio. That is not boring, because nobody nobody really wants to know your alphabet soup of certifications. Because they mean nothing. When you say certified by ACE and NSCA and I SSA and bla bla bla bla bla, it just sounds like what, what did she say? Right? So if you're going to put something in that important or prestigious spell it out.

11:05

So people always learn better when they're laughing and smiling. 

Think about that. So then you'll be asked questions that you want the host to ask you. Now that doesn't mean they're going to use those but that gives based on the topic that you're suggesting that you're talking on. 

Create a list of 15 or 20 different questions depending on which topic we're really going to dive deep into and be able to pull that out and have to rewrite them every single time. Then you want to, they're always going to ask where's the best place for listeners to contact you. Choose one place. Because people given multiple choices will do nothing. 

So make it easy to remember your website by using a Pretty Link.

16:10

“So if the timing is right and our program is open, here's the link. And by the way, if you miss it, don't worry about that. That link will still take you to something you can do right away. While you're waiting for the program to open. We've got a good second best for anyone who wants this information specifically.”

So make sure that you're also prepared and the podcast platform is something you're familiar with. 

20:46

Follow any of the instructions that generally you will be given. 

Talking Points. Let's talk about that. So you want to be a good guest and you do that by going back in studying all Oprah shows. Right? So when she has guests on what happens? There's talk back and forth. 

A sound bites might be something like let me tell you about one of the key concepts of flipping 50 Number one of our 10 tenants is restore before more.

25:20

This podcast for instance, She Means Fitness Business and, Flipping 50 has been there. You know for eight years. She means fitness business by other names, but nine years, we probably covered almost every topic. 

27:18

Offer to create an affiliate link for your host. So I would create that pretty link for you to send during the show notes if I were the affiliate to the guest and I would send that in provide that for my host and then I would know everyone who comes through with that Pretty Link, I need to compensate and you make those arrangements in advance. 

Due Diligence!

So we started talking about your homework so do your homework, listen to the podcast know what's been on there before. 

Write your bio and do it in third person so someone else could read it in you before you turn it over. Read it out loud.

Make sure you have your questions already prepared, and so that your guests can read them 

Have the links that you want to send people to one link on your website, and then your social media links

Be on time and be sure to tell the host if you have a hard stop that is sooner than the end of the appointment. 

Then always welcome is a thank you afterward.

Most of all though a host expects you to share the podcast with your audience. 

If you have a small audience be sure that you’re beginning by reaching out to hosts with similar sized audiences. You’ll grow together. 

Ready to be a podcast guest?

Pitch yourself by responding here or reaching out in the contacts. I will do a coaching session with you if you’d like to review your business instead of talking about your niche and your success. 

OR... rather be coached on a business topic you want help with? 

reach out to us! 

Resources: 

Download the better bio worksheet now (Podcast below will help you fill it in!) https://fitprofreebie.s3-us-west-2.amazonaws.com/Boring+Bio+MakeOver.pdf

Flipping 50 Menopause Fitness Specialist: https://www.flippingfifty.com/specialist 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Related Episode: 

Write a Better Bio Podcast: https://www.fitnessmarketingmastery.com/boring-bio/

Training women in menopause is an honor. They don’t trust easily. They have been around the block. It’s not their first rodeo. And it comes with an opportunity and responsibility. The opportunity is that this woman influences 3 generations.  

The responsibility is, screw this up and you can change her future for the worse. Muscle, bone, brain health, and diseases made worse with blood sugar issues hang in the wings.  

No pressure! Lighten up! You’re up to the challenge. 

This episode is sponsored by the Flipping 50 Menopause Fitness Specialist

1)    Solely focused on “functional” exercise 

Corrective and functional exercise is very important. For this population, it is very much needed! The word “functional” is very misleading, however.  

In midlife, women juggle – or have a trainer who will for them – multiple needs of metabolism, muscle maintenance, bone density, fat optimization, as well as their mobility and joint/ligament health.

A trainer focused only on one or the other, whether it’s lifting heavy and power training, or it’s exclusively corrective exercise at the cost of the others… does a woman a disservice. 

As always is true in a workout program, there are priorities and then there are secondary goals. A woman might have as her first priority to improve her mobility and any necessary corrective exercises for alignment. Secondary goals may be to begin boosting metabolism and blood sugar support. 

So, while she’s spending much time doing unilateral work, or isolating some small muscles, she also can begin her strengthening of major muscles and lifestyle movement to reduce blood sugar swings.  

Helping a client understand this is key to compliance and successful outcomes. 

2)    Lack of emphasis on timing of exercise

The training women in menopause, the timing and type of exercise becomes a real priority. Whether for helping support blood sugar stabilization, or optimizing fat burning or sleep, the influence of hormones on exercise becomes a key to successfully exercising for longevity and results women want today.  

Late day intense exercise will backfire on more midlife women than it helps. It’s no longer a matter of “whatever time of day you’ll do it” is the best time to exercise. 

Sleep disruption or quality of sleep issues are more likely to occur and circadian rhythm will be hurt more than helped.

3)    Failure to identify signs of hormone issues 

Knowing that a woman is struggling with hot flashes and night sweats and that this is identified with menopause is one thing. Identifying her burning mouth or electric shocks as the same is another. Knowing how to modify exercise and what to ask about her lifestyle habits for her if she’s got insomnia is still another. 

There are 34 identified symptoms of menopause, not all are easily identified and in odd combinations are even illusive to doctors. So ,it’s beyond time that trainers who spend so much more time with a client knows what to ask, how to respond, and what to do with the information when it comes to exercise. 

4)    Recommending clients have hormones tested

This is a recommendation assuming a lot. First, it’s assuming a woman wants to take hormone replacement therapy. 

Second, it’s assuming a woman knows where to get tested and what differences in tests she wants are. 

Third, it assumes that a woman knows who to go to that will interpret these labs for her optimally not according to norms. Norms are developed according to a whole lot of people who don’t feel good. Norms are nothing more than “average.” 

If a woman doesn’t feel good, a trainer has already helped identify signs and symptoms and modified exercise and coached lifestyle habits, the first question is, “Do you want to consider hormone therapy or learn more about your options?”  

From there an educated coach can – within scope of practice – share information, suggest resources, and connect with her network of functional health doctors for the appropriate next step. 

5)    Inadequate knowledge about labs and results 

I alluded to this in #4, but there is a big difference in tests (doing a Dutch test vs a blood test, doing the types of thyroid testing that fully informs where the issue may be, and potentially micronutrient or stool tests to first look at whether improvements to gut health and micronutrient sufficiency or detoxing could be the root need to help hormone production and micronutrient absorption). 

A midlife hormone or health coach doesn’t need to have a medical background. She does want to responsibly know what’s possible, know when to refer and who to refer to.  

There’s no better coach or trainer than one who’s been through it or is going through it herself. 

We see these mistakes training women in menopause daily. On social and in gyms. We see corrections and suggestions NOT made as well as training mistakes made. 

When we realize it, understand it, for me at least, it was time to do something about it. It’s not popular necessarily – or 9 years ago it wasn’t – nor was it in 2020 when my TEDx was released – to go against what many believe.  

But it’s what leaders do. Are you ready? Let’s create an army supporting women in the way they deserve. 

Resources: 

Flipping 50 Menopause Fitness Specialist: https://www.flippingfifity.com/specialist 

Leave a comment:

What do you see in regards to women in menopause and the mistakes they make, we make ourselves as fitness pros, or trainers are making? 

You’ve got to be able to create a fitness funnel that converts no matter who you are. This podcast is all about it. And it’s in answer to all of the scurry, the flurry, and the nonsense going on around social media.

I see fitness pros and health coaches posting daily with very little growth over time. And it’s frustrating! If you’re spending more time daily creating posts on social media – or if it comes FIRST for you – before creating emails, diving into where your funnels are falling off and you lose people instead of converting them… you want to stop.

Or before getting yourself in front of real audiences with something to say because you’ve worked on your story, your sound bites and you’re ready to say with confidence, invite me and I’ll both entertain and educate your audience with this unique angle.

Need support on this?  If you're in a program, you're eligible for a "fast flip" business coaching to target your best next actions. 

Consistency is important. A part of that is consistently doing the right thing. Learning the hashtag strategy, supporting others, priming your audience, using stories and reels using all of this- no matter what platform you’re calling your base, you’ve got to do more than just be there.

00:00

Notice Something Missing?

Every once in a while if you notice, I will drop a podcast without any music … and there’s a reason for that. And that reason is important! Because it also applies to social media! The message has to be more important than the way you look.

It doesn’t matter if you’re a great teacher.

It doesn’t matter if you have a great product or service.

You may still struggle to sell your product to enough people to make more money doing what you love.

Even after 9 years of really, to be honest, greater success than I had envisioned (note to self: think bigger), I am no different than you in having to problem-solve to build a thoughtful experience for my customers. I have to plan it.

More on that… but first.

Get a Vision So Strong It Means Something a Hobby Won't

11:00

About not thinking big enough… Honestly, I think I just imagined making about the same and having more freedom and fewer headaches doing it. Well, 9 years and making monthly what I made annually (and it was comfortable), needless to say I have a new way of creating visions! AND the view is WAY better. I talked to the guy who’s going to build me a chipping and putting oasis in my back yard today. Part I of the project starts in about a week.

I want to be able to take a break from work and chip a bucket of balls in my backyard. Silly? I don’t care.

And you can too. Because of what you’re building and for no other reason. Look, I have been married. I have been a working mom, in the capacity that I worked because I liked it and contributing that meaningful way made my life richer and me a better mom and wife. But, my revenue wasn’t building anything. I looked at it as money I could spend on clothes or other extras.   Teaching fitness part time, frankly is more expensive than it is revenue generating.

If you’re a fitness pro you know what I mean. Shoes, tights, conferences, certifications (if you don’t do anything with them) are not really supported by a few classes a week. Our part time fitness instructors or trainers need some love. We need them… and they’re investing to work for us!

But there is far more satisfaction in buying a house yourself, walking into a furniture store and buying what you wanted, even paying tuition or buying the airline tickets for your kids, when you’ve earned it.

7 Questions to Ask and Answer in Order to Create a Fitness Funnel that Converts

16:55

What problem does the [ _____________ ] solve?

• Bullet 1
• Bullet 2
• Bullet 3

20:38

What are your Past Best-Performing Titles? TWEAK THEM:

• Headline 1
• Headline 2
• Headline 2

(These are subject lines or video titles)

25:53

What question do people who have this problem want answered immediately?

• Question 1
• Question 2
• Question 3

28:43

How are you going to be relatable?

Ask:

• How can I demonstrate this?
• What stories help me relay this?
• How can I connect so I earn trust?

33:00

What myths do they believe that you can bust?

Spend time on this one!

34:45

How will your presentation give them something AND leave them wanting more?

1. Give them 1 of your # of tips or steps:

2. Give them #(fraction of your total) steps broadly:

Of the two of these, the first is probably most successful.

HOW: That's what your program does for anyone who is stuck and wants the specifics.

How is the next step: your course or program.

Make it even more juicy:

In this section, I introduced ideas for making the offer irresistible now. 

Other Episodes You May Like:

Six-figure Months from 6 Mindset Shifts: https://www.fitnessmarketingmastery.com/6-figure-months/

6 Most Profitable Fitness Programs for Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/profitable-fitness-programs/

Resources Mentioned:

Flipping 50 Menopause Fitness Specialist – Half Year Enrollment Special July 2022! https://www.fitnessmarketingmastery.com/menopause-fitness-specialist

What’s the connection between longevity and exercise? Are you helping clients optimize longevity? Do you know it’s like a trending topic and NYT bestselling titles all have something to say about youth, younger, living longer stronger and better. 

You’ve got more time with clients than doctors with patients, and more opportunity to positively impact. 

You also have more opportunity than ever to leverage what it is you do for your own business longevity. 

So this very short episode with Chris Burres, host of an upcoming longevity summit will offer some quick insight from the scientist himself.

Published author, Host of the Uncovering the Secrets to Longevity Health Summit, patent holder with a surprising twist – he’s not just a visionary scientist but also a master of comedy improv. Chris Burres is the founder and chief scientist at MyVitalC, where he manufactures a Nobel Prize winning molecule responsible for the single longest longevity experimental result in history, a full 90% extension of life. He is the intersection where science meets laughter and his life’s mission is to help people live longer, healthier, happier, and pain-free lives one dose at a time.

• How can health and fitness pros be a part of boosting longevity?
• Biggest mistakes with exercise that could harm longevity? 
• Top recommended book for longevity for health professionals?

Connect with Chris: 

Uncovering the Secrets to Longevity summit

https://www.flippingfifty.com/summit 

On Social:

Instagram: 

https://www.instagram.com/myvitalc

Facebook: https://www.facebook.com/myvitalc

X: https://twitter.com/myvitalc

Other Episodes You Might Like: 

4 Cs to Grow Your Health Coaching Business This Year https://www.fitnessmarketingmastery.com/grow-your-health-coaching-business-this-year/

Successful Facebook Ad Strategies for Fitness & Health Coaches https://www.fitnessmarketingmastery.com/facebook-ad-strategies/

Resources: 

Boundless: Upgrade Your Brain, Optimize Your Body & Defy Aging – Ben Greenfield

Smarter, Not Harder – Dave Asprey

Free Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/ – Don’t forget to grab our free guide that complements this episode, providing you with additional insights and resources to get your first midlife coaching client.

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Power Plate: https://www.flippingfifty.com/powerplate

Hallelujah! Right? Clients can use health savings accounts for personal training. As long as you meet the requirements for their medical based training and maintain it, the time is finally here. 

This episode is a special fitness & health coach only podcast and I’ll link to the one announcing to my Flipping 50 audience at large how they can begin using health savings accounts and flex benefits accounts for personal training. 

You’re going to have questions. I knew that and knew, especially if we’re telling your clients and customers that you want to be where they are looking for a qualified trainer or coach. 

I brought the heavy lifter herself in to talk about this, a third step in changing the face of the fitness industry and deepening the knowledge and education in trainers so customers have the most optimal care. 

To hear the full length Flipping50 episode (and share it with your customers) https://www.flippingfifty.com/health-benefits

00:00

Questions we answer in this episode: 

03:54 Tell us about MedFit, MedFit Education Foundation, and the new MedFit Care and how this all started.

11:20 What should fitness pros know about this new opportunity? 

11:50 What do you think it says about the future of providing fitness services? 

How can fitness trainers and health coaches get qualified to participate? 

14:27 What do you have to do to gain or maintain your ability to accept HSA? 

16:45 How will the payment be collected? Is it any different than accepting a credit card?

Will this apply to online programs, memberships, or virtual and live training? 

Connect with Lisa: 

Fitness Professionals Join MFN and become a MedFit Care provider:  https://medfitnetwork.org/welcome/

Join our private Facebook forum: https://www.facebook.com/groups/1736525619938507

Other episodes you might like: 

10 New Personal Training Revenue Streams: https://www.fitnessmarketingmastery.com/new-personal-training-revenue-streams/

What Personal Training Clients Wish They Could Tell You: https://www.fitnessmarketingmastery.com/personal-training-clients/

10k personal training sessions in 6 months? 

Do you want to know? or Hard pass? 

In my 38 years of full time fitness industry experience, I can include a 6 and a half year period of time as personal training director for a multisite fitness center with over 20 personal trainers. During that time our conservative count suggested that I’d supervised about 250,000 personal training sessions during that time. So, I'm as curious as you. 

If the title of this episode got your attention, you might be wondering how. You also might be wondering what kind of profit margin there was, and or if you’re skeptical like me, how “personal” the sessions truly were. 

Questions we answer in this episode:

Do you want to be the Walmart… lowest price to as many people as possible?

Do you want to be the Nordstrom’s … higher price to fewer higher quality clients? 

What are the pros and cons of each? 

Is there a downside to either? 

My Guest: 

Joshua Ford is the CEO & Co-Founder of HipTrain, a VC-backed startup that provides live, 1-on-1 personal training sessions for just $6.99 a 30-min session.

Prior to HipTrain he helped build Uber and Candid and worked at The White House.

Joshua was a Fulbright Scholar and is passionate about providing affordability and accessibility (particularly in health and wellness) to the masses.

Questions We Answer in this Episode: 

What was your role in building Uber? And Candid? And what job did you have at the White House? 

What made you choose this career? 

Did you personally provide over 10k personal training sessions in 6 months? Tell listeners exactly how this happened and as you said in your notes to me these were “individualized” sessions.

$6.99 is not all that attractive to many listeners. In fact many of us prefer 3-digits before the decimal, so, how are you going to make doing 10,000 at $6.99 sound sexy?

Who are your trainers? Why are you able to hire them for $6.99 for 30 minutes, pay them, and make a profit or pay merchant fees? 

How personalized? What’s your definition of personalized? Based on need, movement screen, or client’s desire? 

Average qualification of your trainers? How much experience? 

Liability for you as owner? That’s a lot of sessions, a lot of clients. 

How do you personally create healthy habits around your work? 

What led you to create the model you currently have? What was the inspiration? 

Number of real people in the business now? 

What’s next? 

Do you have any idea what percent of people you’re providing service to who were not exercising consistently prior to starting with Hiptrain? 

CONNECT with Joshua: 

 https://hiptrain.com/

https://www.instagram.com/hiptrainfitness/

https://www.tiktok.com/@hiptrain

Resources: 

Marketing to Women Copywriting course: https://www.fitnessmarketingmastery.com/copywriting-course

Flipping 50 Menopause Fitness Specialist: https://www.fitnessmarketingmastery.com/menopause-fitness-specialist

Could you fill more programs and help more people by moving from antiaging to anti ageism in fitness promotions? 

What if the answer to more inclusivity and diversity isn’t focused on turning back the clock but it’s embracing the now. While it sounds good and I think most of us would agree we do that, is there anyone among us that hasn’t used words that hint at aging in reverse, or slow the aging process. 

While some of this isn’t even our fault, we’ve got it from unlikely sources: researchers. It hasn’t even been marketers who stand to make money. Though there’s always some money involved. Grant money, potential products, tenure, I suppose all count. 

I remember reading the first research findings about the ability the potential of exercise on mitochondria production. I distinctly remember the conclusion was, “exercise is indeed the fountain of youth.” 

Ageism 

As innocent as that, there it is: ageism. Youth is desirable, the pot of gold, and anything associated with aging to be fixed. 

This episode touches on ageism in fitness. As I talked with Ashton Applewhite I had to be quiet and listen. It took a minute for what she said to soak in. That for those who aren’t active #activeaging for instance may be ageism. I am going to wrestle with acceptance of that. 

I think science has given us evidence that we can age more healthfully than ever before. I also believe no one wants to be in pain, uncomfortable, or lose independence if they can choose another option. So being active in a way to sustain muscle, bone, (and brain) health is something I’ll have to stand for in order to support our ability not to stop aging, but to change the way we age. (and a respectful nod to ICAA, whose tagline is just that.)

Should it Be Accepted? 

I personally have a hard time just accepting that aches and pains come with age. Instead, I have found that the way you eat, work, sleep, and exercise changes much about the way two people age. It’s epigenetics, the lifestyle habits that control the expression of your genetics. 

I bristle a little with statements like, “as you get older, those aches and pains sneak up on you.” It’s not due to age. Traditionally accepted signs of aging are do to the lifestyle you had, and that which you have now. 

From you now to you 20 years ago, there’s been change, no doubt. But for those who are more conscious and aware of better ways to exercise, eat for their own biology, and are resting and meeting their needs better than they did, they often feel better, fitter, and more alive than ever. 

So yes, aging should be accepted. Aches and pains and weight gain shouldn’t. We may have to deal with them but if we simply believe we can’t do anything about them, if indeed we choose to have a different outcome, I think that isn’t quite anti ageism. 

An Open Invitation

I’m opening up a conversation with you. I hope you’ll comment, and be open to a quote or interview. Let me know in the comments if this topic resonates with you and if you’d like to respond to a couple questions to be included in a round up episode. 

My Guest: 

An internationally recognized expert on ageism, Ashton Applewhite is the author of This Chair Rocks: A Manifesto Against Ageism. A co-founder of the Old School Anti-Ageism Clearinghouse, she speaks widely at venues that have included the TED mainstage and the United Nations, and is at the forefront of the emerging movement to raise awareness of ageism and to dismantle it.

Questions we answer in this rapid fire: 

What suggestions do you have for fitness professionals making choices about their ad, website, social media images? 

How can we do better? 

Are there good examples that come to mind? Businesses doing it well? 

What do you say to this very common conversation: 

“I’m getting old.” 

“It’s better than the alternative.”

Let’s talk about contemporary hashtags 

#antiaging 

#nevertooold 

#foreveryoung 

#agingbackwards 

#aginginreverse 

#flipping50 

#activeaging 

#seniorfitness 

Reference in this episode:

Alex Rotas British photographer: https://alexrotasphotography.co.uk/

Flip: I went to Alex’ site to pull this resource for you and came across an article on her including some images. And… I am as guilty as anyone. But at least I’m aware. I said, “She looks great,” as it stated her age(72). My first thought was, this is what following a passion and purpose does. 

It’s going to take time for this not to be a comparison of one (insert age) to another (insert age). At a class reunion coming up, won’t we all be doing that to some extent, I wonder. Thinking he or she aged well, or not? Is that ageism?  There’s much to explore here. The first step… awareness. 

Connect with Ashton: 

https://thischairrocks.com/

https://yoisthisageist.com/

https://oldschool.info/ (for images and photography)

Positive Marketing resource from the oldschool site above: https://d3kqgz5iyf5gxy.cloudfront.net/CRTV+2022/Create+Fund/Age+Ebook_accessible.pdf

She’s on Social:

Twitter: @thischairrocks

Facebook: www.facebook.com/ThisChairRocks

Instagram: www.instagram.com/thischairrocks

YouTube: https://www.youtube.com/c/AshtonApplewhiteVideos

LinkedIn: https://www.linkedin.com/in/ashton-applewhite-64658/

The book: https://celadonbooks.com/book/this-chair-rocks-a-manifesto-against-ageism/

If this episode from antiaging to anti ageism was valuable, please share a comment, and share the podcast with a fitness pro or health coach friend. Thank you! 

Need a little boost starting or starting over? 

In case you hadn’t noticed, the fitness industry is well-represented by female leaders. From IDEA, SCW, FitnessFest, Canfitpro, AFAA, and so many more internationally leading continuing education and enhancement of the fitness industry through positive messages. Here in this episode is Sara Kooperman, who’s bio is going to blow you away. 

Before you go feeling left behind I want to remind you that she’s not slowing down. She’s pivoting when some would have exited. She’s doing more when many would have done less. She’s proof that no one starts and coasts. If you’re building now, your rebuilding now, or you’re thinking of starting, it is not your age that matters. 

It’s about so many things, including a willingness to risk and to fail. 

You can’t lead standing still. 

I am about to read an incredibly long bio. And I am going to read every word because it’s been earned and you need to know this funny, talented mom I’m about to interview has been there, done that and continues to… so that you can. Starting now or starting over, it’s all in here.

My Guest: 

Sara Kooperman, JD, CEO of SCW Fitness Education, WATERinMOTION® and S.E.A.T. Fitness, is a visionary leader that has transformed the fitness education community. A successful business owner and advisor, she is a keynote speaker, published author, webinar host, podcast presenter and sought-after industry leader. Sara has launched seven (7) successful MANIA® fitness-professional conventions & Business Summits, another six (6) Streaming Conferences, and over 40 live and online certifications. Her company has touched more than 100,000 Fitness Professionals face-to-face and engaged another 300,000+ in virtual connections. Having produced over 600 Fitness Instructor Training videos, written several books, and been published repeatedly in magazines and newspapers, Sara is well-known for her creativity and impact on the health and wellness industry. She has a unique ability to share her passion and devotion towards fitness education through her humor, enthusiasm, and her effervescent no-nonsense personality.

Sara is committed to sharing her knowledge and expertise as a fitness industry leader for the past 4 decades through speaking engagements across the world. She is a favorite presenter for the IHRSA, Filex, canfitpro, Athletic Business Show, Medical Fitness Association, International Council on Active Aging, JCC, Club Industry, YMCA, Illinois Park & Recreation Association, AYP, IDEA, FitPro, Marriott Vacation Club, Gold’s Gym, WIFA, Nevada Recreation & Park Association as well as over a dozen international events throughout the world. Sara is also the former Owner and CEO of Les Mills Midwest, which she successfully led for over 10 years.

There’s More

Sara is an attorney who graduated from Washington University School of Law and completed undergraduate work from Cambridge University in England. Sara was selected as a Gold Medal winner distinguishing her as a business leader who has contributed to the economic health of her community. She also is the proud recipient of the Illinois State Business Woman of the Year and AEA’s Global Award for Contribution to the Aquatic Industry.

Having been a former adjunct faculty member for the Kenneth Cooper Institute, ACSM, NASM, ACE and AFAA, Sara serves on the Gold’s Gym Think Tank, is on the canfitpro Advisory Panel, was a founding board member for the Women In Fitness Association (WIFA), and is a proud inductee into the National Fitness Hall of Fame. Sara currently serves on IHRSA’s Headlight Committees for Facility Standards and is also a Co-Host of IHRSA’s Talks & Takes Monthly Talk Show. Recently nominated for the IDEA Fitness Leader of the Year Award, Kooperman won the 2022  Most Innovative Fitness Pro by Fitness Industry Technology Council. Sara has left an indelible mark on the fitness industry as a whole.

The Rest

What I haven’t said is that she could do stand up comedy, she’s a down to earth mom of boys, she’s refreshingly “no BS,” creative, and has the ability to both teach on the level that participants in her fitness classes appreciate and then take in the big picture and change the face of an industry. That’s all before lunch. 

The harder I work the luckier I get.

-Sara Kooperman

00:00

Questions we answer in this episode: 

07:59 What is the best piece of advice you’d give new trainers? 

13: 04 What would you do the same or different?

13:50 What was the biggest leap you’ve taken in your career?

16:14 How much did the pandemic impact you and your businesses? What was the hardest as a leader during that time?

What are some of the biggest mistakes you’ve made and how did they end up helping you? 

25:30 If you were STARTing over how would you promote yourself and your business? 

A few nuggets from Sara Kooperman for starting over or starting: 

• Just show up.
• Be on time.
• Answer emails within 24 hours.
• Answer your text messages.
• Be nice.
• Have your own website.
• Keep it up to date. 
• Have a landing page.
• Be up to date on social media. 
• Ask for help.
• Ask for the opportunity. 
• Ask again.

As a woman in business, I do not cry.

-Sara Kooperman

How to Connect with Sara: 

www.sarakooperman.com

www.scwfit.com

www.waterinmotion.com

www.SEATfitness.com

She’s Social: 

@scwmania

#scwmania

#waterinmotion

@seatfitness

www.scwfit.com/events

Listen to Sara’s Interview on Flipping 50: https://www.flippingfifty.com/midlife-fitness-changes

I built my entire business on "what if"

-Sara Kooperman

Additional Resources: 

Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients

Other Episodes You May Like: 

Fitness Marketing to Midlife Women: https://www.fitnessmarketingmastery.com/marketing-midlife/

When Your Business Isn't Growing: Fitness Marketing Basics: https://www.fitnessmarketingmastery.com/fitness-marketing-basics/

If your fitness clients aren’t getting results, it’s alarming, right? You know that session or two, even a week or two of a plateau is normal, but it gets hard to come up with answers about why it might be true to calm your clients. 

00:00

Unless of course, you start to second guess them. Are they cheating? Are they overestimating exercise they’re doing outside of sessions or underestimating caloric intake? 

But none of these is the most likely reason your female fitness clients aren’t getting results if you’re working with midlife female fitness clients.  

Look, there’s the easy stuff you can teach that anyone is teaching today about losing inflammatory foods. But the easy and obvious answer isn’t so obvious to many trainers. 

So, here you go. 

These three reasons have two things in common.  

• First, they’re all hormones.
• The second thing all three of these things have in common is… they all require adequate quality and quantity of sleep. 

For midlife female fitness clients, that may be something they wish for but haven’t had in a while.  

If you don’t know how to sequentially coach your clients on the solutions to better sleep, then I suggest you get my quick and dirty freebie. (LINK to new FMM sleep freebie-https://www.flippingfifty.com/sleeper

05:23

# 1 Cortisol  

If cortisol is high (or low) there is either too much muscle breakdown or too little energy and the body and metabolism are slowing down everything.  

Muscle breakdown and fat storage both occur far faster in the presence of high cortisol than do lean muscle gains and fat burning. 

When even one night of sleep deprivation occurs, cortisol levels the next day work against your client’s goals. 

 06:12

#2 Growth Hormone 

This hormone is key to growing lean muscle. The right strength training stimulus – you’re probably providing if you’re listening to this – is one way to boost it. In fact it’s one of the best. But did you know? Growth hormone is released during deepest cycles of sleep. So a woman who is having hot flashes, and night sweats and or has an old dog or a snoring spouse… is going to suffer. She’s waking up multiple times and never allowed into that deep sleep.  

Other women have had insomnia for years. You know what happens for them? They just accept it. And they say, “that’s good for me” when they sleep for 4 hours straight or don’t wake until 4 even though they don’t need to wake up til hours later. 

You can be a key turning point in them changing the story they tell themselves. 

I met Jennifer when she was in her early 60’s. She’d had insomnia for decades. We tried everything, with some success. But finally, I said, let’s check with your doctor to see what would be the smallest viable sleep supplement with least side effects possible. With the help of that sleep aid, she changed her sleep habits, her relationship with bedtime, and lost 100 lbs. 

 12:13 

#3 Testosterone  

If you’ve got women in midlife still drinking wine, skimping on protein and doing cardio, they’re killing their testosterone. 

It too is created during deep sleep cycles. Other ways of optimizing testosterone include the opposite of what I mentioned as saboteurs. That is, interval training, strength training, and high protein. 

 15:01

That’s it… 3 ways, or really one way to improve 3 hormones that will change your relationship with your clients and improve their results. Turn your business into a coaching business as well as a training business by leveraging knowledge like this.

Resources: 

Sleep Tips for Your Clients (new link..https://www.flippingfifty.com/sleep-fmm-specialist-opt

Flipping 50 Menopause Fitness Specialist (https://www.flippingfifty.com/specialist)

Other Episodes You May Like: 

YouTube strategies may not be top of mind for your marketing. But still today it acts like a search engine and ranks 2nd only to Google. So it’s worth looking at. And for those already there, but not actually using a strategy, this is for you. 

Consistency is a girl’s best friend, for weight training, and for protein, and yes for content marketing… but that's not all. 

Consistently creating content that your ideal customer values is most important. Even with that though, if your call to action isn’t creating new leads and customers daily, it’s not going to support the growth in your business you truly want for marketing effort.

In this episode I’ll share YouTube Strategies that I used to grow my channel to 134, 000 mostly before the pandemic. I’ll share what happened during and since the pandemic to that growth and strategy, too.

You could say that these YouTube strategies work for any platform, including blogging and podcasting for that matter. Each platform has its own nuances, however. I wrote about that in the Health and Fitness Professional’s Guide to Social Media Marketing. Though that was published before the pandemic, the foundation of each of those platforms hasn’t changed. Just possibly it has amplified.

00:00

The 4 Cs in YouTube Strategies:

• Consistency
• Commitment
• Call to Action
• Congruency

Let me start though with one C that isn’t a reason your marketing strategy isn’t working.

It’s not conviction and it’s not even commitment to your passion. You’re convicted to serving people and you’re committed to doing it. You’ve been doing it and there’s a chance that you’ve said, “I’d do this for free.” 

I worked with trainers with such a helping nature they said that! And I had to tell them what a mistake that would be. And it was always the trainers with the most knowledge, most humility, most dedication to learning that were the most giving. They poured themselves into everything, and yet, didn’t see what I knew… burnout, broke and changing careers just around the corner. 

But that’s not the worst… the worst is that you won’t help people committed and convicted to improving their own health if you charge nothing. When we pay we pay attention. When you raise your rates you will often do better (I’ll link to two episodes about when and how to raise your rates).

Step-by-Step 

05:50

Consistency

Before you jump in you have to think about what ideal consistency is. At first you’ll want to throw up video after video because it’s fresh, new and exciting. But you’ve got to arrive at an ideal frequency based on two things:

• What you can do regularly
• How often your audience wants to hear from you

Consistency is not allowing comparison mode to get ahold of you and make you feel like you’re not doing enough. It can make you feel you should publish more so you have video content on 5 topics you see someone else has. That’s neither honoring you or your audience.

Think about when and how often your audience wants to consume content and when you can create and post it.

11:10

Commitment

You are committed to success. You’re committed to serving your customer more than to being right or doing it the way you want to do it. That’s not to say that you don’t honor how you want to work. But it does mean that you’ve given great thought to what is best for getting your customers results.

Of these 4s Strategies, Number 3 and 4 are the two that matter most

12:15

Call to Action

Every piece of content you create needs a call to action. It’s either to subscribe, to watch another video, or to click to your website for something more.

You don’t want too many CTAs in one video. But you definitely don’t want none.

13:31

Congruent

Every decision you make is congruent with who you serve and your values. If you have a brand statement or a mission statement its often called, you use it to make tough decisions.

If you identify which of these you’re not doing, and develop a plan to make sure they happen, your marketing will take you further.

You may not even be on YouTube. I think it still is relevant as a search engine. Everyone is not on TikTok. Everyone is not on Instagram. Everyone does search online and if your video is the answer to their question you can be discovered.

True, there are more people there than ever. But they aren’t all offering the same sage advice to the same audience that will resonate with them like you do.

Resources:

Ultimate Freebie Creation for Client Attraction: https://www.fitnessmarketingmastery.com/bestfreebies

3 Ways to Help Your Clients Sleep (So They Get Better Results with You): https://www.fitnessmarketingmastery.com/sleeper

Other Episodes You May Like:

When to Raise Your Rates: https://www.fitnessmarketingmastery.com/raise-your-rates/

How to Raise Your Rates:  https://www.fitnessmarketingmastery.com/how-to-raise-your-rates/

If you have a female training client, I can almost guarantee she wants it all, AND they is overwhelmed before she starts. 

00:00 

You, dear trainer (or health coach) will be tempted to give them the diet changes, the hydration goals, and the exercise to do all at once. And they will start on Monday and blow it by Wednesday and come back to you next week sheepish, feeling like a failure already. 

So don’t! Here’s how to get much faster results with uncommon strategies. 

 04:51 

#1 Give them less. 

For an older female training client, often overwhelmed, the best thing you can do is give them less and have them focus on it more. 

06:19

Better than “more” first goals: 

Track protein at each meal

Increase sleep quality

Try adding 5 minutes to walking time this week

Especially if you work with female midlife clients, sleep is key. Click here (https://www.fitnessmarketingmastery.com/sleeper) for the tips I’ve coached women to increase sleep by up to 2 hours a night.  

10:02

#2 Set a daily check in. 

After you and your client chose that better goal, set a daily check in about it. Have them text you or use Voxer if that’s your choice to tell you how it went. 

Silly as it sounds, it’s not at all. It’s simply the best way to stay on track and not feel alone. 

When you decide to do this, preface it with the elephant in the room.

Tell her, you’ll feel silly. You’ll think, I should be able to do this myself.

And tell her that she’d be wrong. Pro athletes check in daily with software apps their coaches see in real time after they do the daily workouts they were assigned. 

For the highly successful, there is always a team.  

Here’s how I know this. Introvert me, could easily talk to no one for days. I can create a ton of content, market it, grow my business along just fine. 

But if I want to amplify what I’m doing, I check in with my mastermind team, my coach, and colleagues who also do not want to accept status quo. 

Listen, most people go through the motions. They complain about success they don’t have from work and effort they didn’t do. So, to get results you have to have the accountability to someone outside yourself. Too many are like crabs in the bucket pulling you down to average. (tune in to an upcoming podcast on Flipping 50 if you want more on that topic).

 16:42

#3 Create External Rewards.

I know, I know. We think we need to create an internal motivation where it’s only important to the individual. And often they’ll tell you, they don’t want anyone else to know until … they’ve lost a few pounds… or they see progress in some other way. 

But that will backfire. 

I’ve trained for a dozen marathons, more than half of them followed a 2.4-mile swim, and a 112-mile bike ride (also known as Ironman). The first thing you do when you’re training with a group, is tell the world. You’re encouraged to write letters, share it with everyone (even if you’re not fundraising).  

That’s because saying it out loud helps YOU believe it more, or in this case your client. Help her tell others, start saying “this is what I’m doing” not “this is what I’m trying.”  

Whether it’s dinner with the family, a massage, or a pedicure… just for consistently hitting activity or protein goals mentioned above doesn’t really matter. That it’s a public goal and a publicly celebrated reward.. that’s the difference. 

21:32 

Make It Easy

Your female training client has a lot on her plate, especially if in midlife. Make it easy. Even for the ones that want more and want it to hurt and want to feel sore (they’re out there), strategically hold them accountable to small things. 

You’ll increase success rates with all kinds of clients by keeping them coming and injury free. Working exclusively with the female training client? I’d love to hear from you!

Resources: 

Sleep Tips for Your Midlife Clients:  https://www.fitnessmarketingmastery.com/sleeper 

More Midlife Clients Now (link https://www.fitnessmarketingmastery.com/5daysmoreclients

Other Podcasts You May Like: 

20 Tips to More Midlife Fitness Clients Post Pandemic | #319: https://www.fitnessmarketingmastery.com/more-midlife-clients/

If you think there are Instagram secrets that magically will gain you verified status, grow your followers by 10k or… that you even want to do that… this is not your episode! 

Oh, and if you’re being asked to invest 1-2K to grow your followers by 10K on the daily, don’t! It’s so tempting right? Even though its going to ultimately hurt you when you have zero engagement… it sounds like something you can almost justify. 

Try these instead. 

1)    Post good content that connects and relates to your ideal customer 

2)    If you have less than 1000 followers and you’re not growing steadily, if not rapidly, from your content, change what you’re doing 

3)    Lead with news, value, and tips you want to talk about for years, in a new way: edutain

4)    Post good content and then skip a day… sometimes two or three without posting anything but stories

5)    Post to stories frequently to stay engaged with your current followers 

6)    Make a call to action in every post (just not to buy: this is rare and best as paid advertising)

7)    Use hashtags that make sense and use enough not too much 

8)    Prime your audience 

9)    Gather like-minded friends with similar-sized accounts and support each other 

10) Look at your best-performing content. Numbers don’t lie. If you tracked when you posted, considering (day/time), consider the topic, and the cover. Start creating a content grid to record what and when you post, the content topic, and how you entertained when posting, and you will soon see common denominators. Even if algorithms change some of what you learn will remain true. 

And the biggest support? 

If you’re going to do something that helps you most… here’s what it would be: 

Without a lot of followers, you need a posse that will help you gain lift. Find a group of like-sized colleagues. When you share a post, share it to your DM group. And agree to help each other with a like, comment, and share to story (when appropriate). 

Then it’s up to you to be sharing content that is uplifting and inspiring, not promotional in nature that someone want to share. The real Instagram secrets are to post with insight about your audience like no one else has. Know one of them like a best friend. Don’t collectively try to target someone that doesn’t exist by pulling this and that from each. 

What HURTS Engagement 

Stop promoting programs in your timeline. No one will share that for you. That’s for email or paid advertising. You can earn it if you rarely do it, and you’ve grown a following and engagement, but notice big accounts? They don’t do this. What makes you feel like you should?

Stop ignoring what your followers struggle to reach more people are telling you. You are getting feedback about your content or about how you’re posting, even if you aren’t gaining traction. It is a result of the habits you’ve had so far. Like we’d say to our clients, if it’s not working, change the habits. 

What Instagram secrets have you found work for you best? 

 Resources: 

Health & Fitness Professional’s Guide to Social Media Marketing: https://www.amazon.com/Health-Fitness-Professionals-Social-Marketing/dp/1606794353

3 Ways to Help Clients Sleep Better : https://www.fitnessmarketingmastery.com/sleeper

5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients

Other Episodes You Might Enjoy:

4 Unlikely Testimonial Sources You're Not Using: https://www.fitnessmarketingmastery.com/testimonial-sources/

Viral Reels for Fitness Business: https://www.fitnessmarketingmastery.com/viral-reel/

Dreaming of 6-figure months? Willing to settle for a 6-figure year? Well, listen, I was too. I went from a very comfortable, no debt, space to move and loved it. But wanted more…. You know more, right? 

Show Note: Almost 11 months ago I shared details about what it took to do this the first time. What I've learned in the process of rinse-and-repeat is here in this podcast. The first episode is linked below. 

Then I went from not even making 6-figure years to 6-figure months within 3 years. The difference? Well, the Menopause Fitness Specialist for one. Flipping 50’s Menopause Fitness Specialist course and Marketing to Women course have been super supporters of trainers and health coaches during the pandemic. 

But... There's More

But it really wasn’t that. It was 6 different mindset shifts that I either made or helped other trainers make that helped me reach 6-figure months. I had these shifts or needed to revisit them. 

And I’m just going to share them with you. Because no matter where you are, you can potentially relate to this itch, desire, knowing you were meant to do more than you are now, but not knowing how or who gets it and you. 

I do, listener. So here it is. 

Stop thinking busy is productive

            You know what I mean. Not having a plan for today, yesterday or last week. Do things that have a direct link to either growing revenue or growing your audience: the two things that will grow your business. 

Do fewer but proven strategies.

            You don’t have to, and really you can’t, do it all. But you have to go all in on the few things that matter. At a point in your business life, that’s creating. Then it’s marketing what you created and servicing your customers. You show up, not only when you’re marketing, but when you’re servicing.

            Success leaves clues. Don’t copy but look at models right in front of you. 

Do the math and know what you need to do.

            Successful trainers have goals for each program. The revenue goals for a year convert to months. Revenue for a month converts to the revenue for a program, or the number of private clients. If you have a revenue goal, you then know how many of your services you’re going to sell. 

(See what I did there? I didn’t say need to sell. A truly committed entrepreneur commits to what they are going to do, talks about what they’re going to do, and does it. If you’re going to see how it goes, your mindset is not on your side.) 

It takes a village: support those that support you

            Surround yourself with others who are doing what you’re doing or want to do. It takes asking for help. Successful people never don’t have a coach or a mastermind. They try to be not the smartest, but the most eager to learn and openminded, coachable in the room. It’s a trait that can’t be ignored among every successful entrepreneur. Look at them and you’ll see at least one group and at least one coach. Many of us have more than one coach… a mastermind, a business coach, a marketing coach, a speaking coach, there will be a time when you want each of them. 

            Left to your own thoughts – or a half dozen podcasts, webinars, and workshops - you’ll slow your progress. You don’t want it too fast or too slow. 

Build an email list above all else.

            Not just build it, nurture it. Send them something they value at least once a week. More frequently is probably better if you’re going to keep them engaged. The 6-figure months were in large part due to my email list growth (and regular hygiene)!  

Do the right things consistently.  

            This means literally creating programs, tweaking programs, creating funnels, emails to your audience, looking at your conversion rates, and making calls. If you don’t have unlimited amounts of dollars to spend on advertising, then calling people is the fastest way to inject your business with revenue. Everyday call one person and ask them to become a client. 

If you speak, then you’re calling to get booked speaking. If you’re a coach, you’re calling every day to ask a client to be a coaching client. If you’re a personal trainer, you call one person every day to ask them to start, come back, or to refer a customer. Guess what? I have clients work with me for 12 weeks who are thrilled when clients ask to work with them one on one, but who won’t call people they know they could help. 

They say they don’t want to do that. They want to do programs. Programs unless they cost $5000 or $10,000 are a long game. You’re going to have to play the long game and build your brand by putting yourself out there to speak and talk and interact with big audiences for a small program revenue to work. 

Can you survive while you’re doing that? It’s very hard. 

Don’t complain about money you don’t have from work or commitments you’re not doing. 

That goes for relationships and work both. If you don’t show up consistently for someone, if something else is always more important or interrupts the things that make a difference… you’re not that committed. 

The 6-figure months are within anyone’s reach. You just have to know it’s what you want and set out a plan to reach it. 

Resources: 

Marketing to Women course: https://www.fitnessmarketingmastery.com/copywriting-course

Flipping 50 Fitness Specialist: https://www.flippingfifty.com/specialist

Ultimate Freebie creation: https://www.fitnessmarketingmastery.com/bestfreebies 

Sleep Tips for Your Customers: 

Previous Episodes You Might Like: 

6 Most Profitable Programs for Personal Trainers: https://www.fitnessmarketingmastery.com/profitable-fitness-programs/

Reset Your Money Mindset: https://www.fitnessmarketingmastery.com/reset-your-money-mindset-raise-your-earning-potential/

5 Lessons... From $135k in 30 days: https://www.fitnessmarketingmastery.com/lessons-for-fitness-health-coaches/

The amount of women who deal with disordered eating on a daily basis is stifling. These are women, and may be you, who think about food from the moment they wake until they go to bed at night. 

They focus on what they will eat, what they won’t eat, and how much. Least of all they focus on how hungry or satisfied they are. And they’ll come to you for help with weight issues that are potentially catching up with them after struggling for years or retriggered because of the changes that occur during menopause. 

At no other time since puberty has the body gone through such a major change than as menopause, even including pregnancy which has it’s own challenges and changes. At menopause though may have the advantage of having other individual’s health at stake. The midlife woman is often influencing daughters and knows it. That may make the need or desire to change stronger. 

00:00

My Guest:

Mindy Gorman-Plutzer brings 2 decades of experience to her private practice as a Certified Functional Nutrition and Lifestyle Practitioner and Eating Psychology Coach. Mindy’s life experience and training inspired her to create a framework that combines functional nutrition, positive psychology, and mind/body science; introducing a compassionate resolution to physical and emotional challenges resulting from chronic and complex health issues, as they relate to Eating Disorders. She’s the author of The Freedom Promise: 7 Steps To Stop Fearing What Food Will Do TO You and Start Embracing What It Can Do FOR You.

Questions we answer in this episode: 

03:01 What are some things you’d like health coaches and trainers to know about E.D. recovery?

07:10 How often might it be true that a woman doesn’t want to change yet, how would a fitness or health coach positively coach clients with disordered eating? 

08:20 What are examples of “active listening”?

10:35 A coach or trainer can easily feel the all eyes on her and be dealing with a disorder themselves. What do you recommend a coach do working with clients with disordered eating, while they currently are being triggered themselves? 

It’s not uncommon for midlife women to be in denial about disordered eating, or to simply not recognize it because it has been a pattern for so long. When they’re ready, the teacher shows up, and it might be you. 

Connect with Mindy:

Website:  www.thefreedompromise.com/guide 

She’s Social: 

Facebook:https://www.facebook.com/TheFreedomPromise/

Instagram: https://www.instagram.com/thefreedompromise/

Twitter: https://twitter.com/FreedomPromise

Resources: 

5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients 

Other Episodes You May Like: 

3 Reasons Your Midlife Clients Aren’t Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-clients/

3 Fast Ways to Better Results with Clients: https://www.fitnessmarketingmastery.com/female-training-clients/

Although the year is not quite complete and it’s true that sometimes the end of the year podcasts get the short sheet, I love compiling this episode for many reasons. First, it’s like conducting a poll on where you want and need the most help in your business…without conducting a poll. 

Second, it’s a real eye opener to see whether hosting guesst or doing solo content where I’m sharing behind the scenes of building a business resonate most. This year, it’s been the business how-to sessions that mattered most to you. 

A few stand-outs though that made it into this list of 10 top podcast of 2023 list: 

You like hearing about other midlife women who are having success & overcoming obstacles 

Doing it alone can be lonely and you like hearing how to get out of your own head and way.

We’ve definitely found a collective and collaborative group of entrepreneurs in the WELLPROS group https://www.flippingfifty.com/WELLPROS. Details in show notes if you don’t have someone to run offers, packages, pricing by and you need to know how to quickly gain customers and gather momentum.

In Letterman style countdown here it is. All the episode links will be included in the show notes so you can catch up on any you missed. If you have just one colleague or friend who would benefit from listening, thank you for sharing, 

An episode full of a combination of both statistics and intangible reasons why there is still room for you to dig in and establish yourself as an expert among midlife women. There is a dramatic difference between an influencer and an expert. You get to decide which you are and why that’s the one you want. 

https://www.fitnessmarketingmastery.com/be-a-menopause-fitness-specialist/

12/02/23 

#9 5 New Clients in 7 Days: Here’s How She Did It

One of our WELLPROS grabbed opportunity before she felt ready and just jumped in. She found a way to make it happen sooner than she anticipated and enrolled clients while they were hands up telling her yes. In this episode we shared how it went. 

https://www.fitnessmarketingmastery.com/5-new-clients-in-7-days/

3/11/23 

#8 3 Questions Away from Better Productivity

When you’re spinning your wheels every day and you don’t know if what you’re doing is really helping your progress, or know absolutely it’s not, this episode will help. We all get to the point when we have a full day, everything and everyone is pulling on us and yet we get nothing done. Those days have to be minimized and eventually you’ll prevent them from ever happening again. Three questions you can use today will help. 

https://www.fitnessmarketingmastery.com/better-productivity/

11/11/23 

#7 Helping Clients Combine Intermittent Fasting and Exercise 

Your clients are trying it, and they’re trying to avoid muscle and bone loss. Or possibly they don’t realize that they could lose muscle if they don’t fast correctly. This episode will help you be aware yourself or increase client’s awareness of the dual goals they can juggle if done right. 

https://www.fitnessmarketingmastery.com/intermittent-fasting-and-exercise/

11/25/23

#6 Midlife Fitness Pro Swinging For the Fences

This is another midlife fitness & health entrepreneur success story that resonated! Christine Conti, winner of this year’s IDEA Instructor of the Year award joined me. She didn’t talk about award winning as much as what she personally overcame. How she came to fitness as a second career and why it’s meaningful for her personally. If you’re thinking it’s too late, you can’t because of any number of reasons… listening to this will help you see it differently. 

https://www.fitnessmarketingmastery.com/midlife-fitness-pro/

10/28/23 

Heard of ChatGPT? Hard not to have by this point. But there are entrepreneurs using it so we all know it by the words embark, embrace, fitness journey. Those are code for AI. And images that are AI are also beginning to pop up everywhere. If you use them you may lose them – meaning customers. But if you know how to employ tricks you can retain your brand integrity and get back time both. 

https://www.fitnessmarketingmastery.com/reduce-fitness-marketing-time/

2/1/23 

#2 

Content That Creates Clients That Want Only You

You are the only one that can do certain things in the way only you do them. This episode taps into how you can do it. How interesting that AI use by marketers increased dramatically over the course of this last 12 months. It may be easier than ever to stand out, if you use what only you have. 

https://www.fitnessmarketingmastery.com/content-that-creates-clients/

3/4/23 

Do you know the juggle between physiology of exercise and the physiology of menopause or of women vs men? This episode dives into that and the benefits of exercise on specifics. It’s  not platitudes of “exercise offsets symptoms of menopause” so often used by media, physicians even, who don’t themselves have enough exercise training 

https://www.fitnessmarketingmastery.com/exercise-endocrinology/

2/11/23 

Other runner’s up among She Means Fitness Business podcast episodes in 2023 included: 

What to know about working with osteoporosis clients, How to work with perimenopause clients, how to work with menopause and postmenopause clients.

You can find the show on iTunes, iHeartradio, Spotify, Amazon and 80 other podcast platforms so it’s everywhere you listen to podcasts. Every episode aims to give you an immediately actionable tip for your business and or support you the solo health entrepreneur by sharing my experience, mistakes, and wins. 

We are taking a small pause in 2024 with this podcast. After 11 years, we’ve so much content and though there is always something new, we’re doubling down on the Flipping 50 podcast and know so many of you are listening there. 

We’re turning much of our content into short CEU courses like these: 

• Essential Coaching Skills for Midlife Clients (available now)
• Affiliate Marketing for Additional Revenue Streams (coming early 2024)
• Marketing to Women with Copywriting that Converts (also first quarter) 

Other Episodes You Might Like: 

5 Fall Fitness & Health Professional Business Growth Strategies https://www.fitnessmarketingmastery.com/health-professional-business-growth-strategies/

When and How to Ask for Help Growing Your Health Business https://www.fitnessmarketingmastery.com/growing-your-health-business/

Email Marketing for Fitness Business Success

https://www.fitnessmarketingmastery.com/email-marketing-fitness-businesses/

Resources: 

Free Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/ – Don’t forget to grab our free guide that complements this episode, providing you with additional insights and resources to get your first midlife coaching client.

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Power Plate: https://www.flippingfifty.com/powerplate

The best way to immediate sales is better email marketing. Social media is a way to be in front of strangers. Who then should come to your subscriber list because you’ve earned their trust and you have something they want.

Listen, you don’t have a relationship with people who randomly see an ad. If you don’t have a significant engagement on social media, posting about something you’re selling there, will HURT you. 

Look at where you were on social six months ago. How’s your engagement today compare – the number of comments and likes, saves on Instagram for instance, the number of subscribers and length of watch time on YouTube? Has it increased? Not by much? Then what you’re doing isn’t working. So, there are plenty of posts and podcasts for you here at fitnessmarketingmastery.com but for now, let’s define better email marketing and get better email marketing results! 

Because with every email you send, you can make a sale. 

But let’s be real:

It only works if you nurture with content that your subscribers value 

You’ve got to take the time to craft effective emails

You need persuasive writing, not your English lit idea of writing

Passing this task off to someone else will backfire

To make this really easy, think back to any love letters you ever wrote or received, and if that’s a void black hole, look up some historical love letters (often they’re poems). 

Try these prompts: 

•     What I love about you
•     What I love about us
•     A memory that your reader will resonate with 
•     A special message you two share 

Think: “ditto” from Ghost. For me, it was “me to you.” It was a sentiment that meant “I love you too.” Before I ever said those three little words, I drew it on his leg with my finger during a movie. 

(And hey, I share all of the details INSIDE the podcast, so for examples, be sure you listen!) 

Look, better email marketing may never have been a blip on the radar when you said, I want to be a personal trainer or a health coach. But it’s the best way to help those seeking you the fastest. 

If you’re online and using social media to serve women virtually or locally, they are all receiving and reading emails daily. 

Are they reading one from you? Nurture them, talk to them, and you’ll find your relationship rewarding you with more ideal customers. 

I hope this got your wheels turning with great ideas. Please lmk. You know, when we say that in emails or podcasts, we really mean it right? I definitely want to hear from you. 

Resources: 

Marketing to Women Copywriting Course:https://www.flippingfifty.com/copywriting-course

Create the Ultimate Freebie: https://www.fitnessmarketingmastery.com/irresistible-freebie-how-to/

Other Episodes You Might Like:

Messages from 2019 won’t work as well as a 2022-driven message for your fitness brand right now. You don’t want to miss this episode with Fitness Celebrity Natalie Jill, who’s built a following of over 3 million on social media in the last 15 years. 

00:00

You’ll hear how she’s not just chosen, but been forced to pivot, and her fitness brand right now is continuing to grow because of it. In this episode, I asked her what she would do if she was in your shoes, and what her biggest mistakes along the way were so that you can learn and grow from the insight. 

If you’re scared, frustrated, or feeling unrewarded for the hard work you’re doing, listen in. No one has a smooth ride all the way through and Natalie Jill is no different. As you hear her resilience, you may recognize some of the fight in you too. 

There’s a place and a need for your fitness brand right now. Here’s how to pivot what you may be doing and turn it into better results. 

My Guest: 

Natalie Jill is a Fat Loss Expert And Creative Sales Strategist who helps women ReIgnite, ReDefine and ReBrand what aging has to mean! 50 years old herself, she is changing conversations around age, potential, and possibility!  She helps entrepreneurs craft their unique compelling STORY, expand their brand and excel on social media. She used the exact methods she teaches to grow her globally recognized fat loss and fitness brand with well over 3 million social media followers worldwide, two best-selling books, a top-ranked podcast, and recognition from Forbes and Greatist several years running as one of the top health and wellness influencers in the world. 

Questions we answer on this podcast:

• 04:05 If you were starting over what would you do right now to market yourself? 
• 06:30 What were your biggest marketing mistakes along your way? 
• 09:10 Was there any one thing you did that gave you a marketing/exposure lift? 
• 13:32 How much or little have you delegated your marketing materials (emails, content, posts)Then.. and Now? 
• 15:25 What part of the job do you love? 
• 16:20 What part of the job do you hate/prefer not to do? 
• How is it working with your spouse in business? 
• 17:57 What advice would you give to that woman listening who has heard “you need a niche?”

LISTEN TO THE FULL FLIPPING 50 EPISODE with Natalie Jill too: https://www.flippingfifty.com/redefine-aging/ 

Connect with NatalieJill: 

Website:

https://www.Brandstoryexpansion.com/goal

Listen Up! Podcast: 

https://itunes.apple.com/us/podcast/leveling-up-creating-everything-from-nothing-natalie

She’s Social: 

Instagram: https://www.instagram.com/nataliejillfit/

Facebook: https://www.facebook.com/nataliejillfit

YouTube: https://www.youtube.com/nataliejillfitness

Pinterest: https://www.pinterest.com/nataliejillfit/

 Resources: 

Marketing to Women Copywriting Course  fitnessmarketingmastery.com/copywriting-course

Flipping 50 Menopause Fitness Specialist  flippingfifty.com/specialist

Other Episodes You Might Like: 

https://www.fitnessmarketingmastery.com/business-plan/

I think training women in menopause comes with a responsibility. If it’s our mission to serve them, then we’re tasked with the need to call out them… and us… when we’re misfiring ageist messages. 

 00:00

I think we can agree with this: 

Age doesn’t matter. It’s ability. 

 But age will matter as long as clients say, and you give validation to: 

 I’m _____ (age) what exercise should I be doing?

You look great for your age! 

I just can’t do that any longer at my age. 

After menopause, you need to take it easier.

None of the answers to those questions is founded in science or legitimized by anything but years of conditioning and habit. How you answer unless you’re schooled in the science of muscle, bone, fat, and metabolism for women over 40 wouldn’t be anything more than your conditioning and opinion, or maybe a desire to sell something. 

We’re not immune to ageism though, especially if you hear a question or statement like one of these are immediately are forming an answer…

INSTEAD of stopping the conversation right there and talking about the impression they have falsely acquired. 

 03:16

The Real Conversation 

 If you’re training women in menopause, you unintentionally could be falling into this trap. And it’s not your fault… until well, now. 

Because once you know, if you think like me, if you have the ability, you have the responsibility to change it. 

You are either the change or a part of the problem.  

If training women in menopause comes with a responsibility to know beyond the basics of exercise prescription (and of course it does), then we have to think more closely about our own use of messages in conversation with clients, including reaching them on social media.

Let me give you some more examples of potential ageism. 

Book titles and hashtags and program names all fall into this gray area that takes some dissection. 

Younger Next Year 

#foreveryoung 

#agingbackwards

#aginginreverse

#reverseaging 

#turnbacktime

#turnbacktheclock 

#antiaging

I’ve recently shared (something you want to know more about if you share resources with your audience) C60 Purple Power with my audience. I’m using it (I don’t share anything I don’t use and then share the actual experiment with my audience). 

It’s a carbon molecule that has been found to be able to influence many things associated with aging. Among those are not only restoring libido, and mitochondria production, but wrinkles, fine lines, and graying. 

So, I wonder, even in that, if I’m ageist if we seek to turn back the clock to a time when we didn’t have gray hair (for me, unfortunately, that would be 26!), or wrinkles… then aren’t we trying to defy aging instead of embracing it? 

 07:23

Is that ageism? 

 There are other virtues of the C60 product that support energy, vitality, and physical performance improvement rather than accepting a decline that “naturally” occurs with aging. 

Isn’t that, of course, beneficial to sustain or increase mitochondrial production if it can be done without medication, and simply by exercise, even an intermittent fasting, window, and the support of C60?

Is wanting to age better, ageism? 

I don’t think so. I want to hear from you though. 

I know there may be listeners who would say that you don’t have a hormone problem if your hormones are flatlining after menopause. You might say, that’s normal. 

But… is normal and common acceptable? What about optimal? When did we start saying average is okay? 

If it’s possible with bioidentical hormones, use of C60, or other products that are not medication with negative side effects, to have profound effects on your health, is that ageism? 

Let’s look at some other words associated with age.

 10:23

Neutral or Positive Age-Related statements: 

Every age

Any age

Change the way we age

Change the way we think about aging, which is the entire philosophy behind Flipping50. 

Change the way we age, by the way, is the tag line for the International Council on Active Aging. So, do give credit where it’s due in using it. 

 11:11

Consider These Positive or At Least Not Negative Phrases:

Active aging

Older wiser

Age is irrelevant (a podcast title by Helen Fritch, by the way, please also give credit) 

Older fitter stronger – a book by Margaret _______________ 

Faster After 50 – a book by Joe Friel

Proaging 

Even hashtags and statements like #nevertooold … when you think about it. The statement makes old, and bad. It’s bizarre if you think too deeply about it. But there is a mild connotation with old being negative. 

Of course, the recovery you’ll say is, no, it’s saying you’re never going to be that. But again, that suggests that old is something you never want. And I don’t know about you, but I think we’re not going to win that game. I like to ask questions when I’m with clients that I know the answer to… or at least know the answer to the answer they tell me. 

 13:33

Actions for You: 

Review your last 2 weeks of emails, posts, or videos 

Look for hashtags or statements you made

Do you like your message? Anything you want to change? 

I’d love to hear from you. And this is a great conversation starter with your clients! None of us realizes we do this intentionally. 

The way a woman wants to age is her business. And our goal shouldn’t be to change her. Just to allow the way we each choose to age, and how we choose to get there to be just fine. If we ask, did she have work done? What’s she using?

Or say, I would never do that, or I think she looks so fake… we really should on everyone. I was at a restaurant with two friends recently and when the waitress walked away, one said, “Was that a bad botox job or what?” I didn’t notice it. So therein lies the differences we all have to what is acceptable… but yet, an opportunity to say, if she likes it, then go her! 

Why not celebrate the woman in a green dress even if you hate green, or the one wearing the mini that you would feel slutty in? If she likes it, she feels confident in it, do we really want to judge? 

Whether age or otherwise, training women in menopause will bring you an opportunity not just to change the sequence of exercises and diets for the better, but to change acceptance and peace within ourselves that makes this a better world. 

BTW, when you see me do something with an ageist slant, it’s all fair, ask me about that. We won’t make this flip overnight, any of us. 

Resources: 

Flipping 50 Menopause Fitness Specialist  https://www.flippingfifty.com/specialist

More Midlife Clients in 5 Days https://www.flippingfifty.com/midlife-clients

Other Episodes You Might Like: 

https://www.fitnessmarketingmastery.com/hormone-course/ 

https://www.fitnessmarketingmastery.com/more-midlife-clients/