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12. FITNESS ENTREPRENEURSHIP AND BUSINESS DEVELOPMENT

WHY: IT IS OKAY TO MAKE MONEY (without losing your integrity). Especially in the private sector of the fitness industry you need to be part salesman and get clients in the door. This involves skills such as being able to clearly convey your message and value. You will need business, marketing, and interpersonal skills. You may also require leadership skills if you are managing other trainers.

Books

WHY: A health and fitness career guide focused on six powerful steps: How to discover your deeper purpose and values, How to choose your specialty based on your unique strengths, How to identify what your clients really want and deliver it every time, How to build new relationships and become a next-level coach, How to get new clients, make more money, and manage a thriving business, How to nurture and protect your most precious asset, your reputation, and How to create a life-long, growth-oriented continuing education plan.

WHY: This is a CLASSIC. The book will help you align your life values with your professional values and actions. It will force you define what you want and question how you are spending your life’s energy. How much money is ‘enough’? You can then utilize information to create actionable steps towards financial independence.

WHY: “Naval Ravikant is an entrepreneur, philosopher, and investor who has captivated the world with his principles for building wealth and creating long-term happiness. The Almanack of Naval Ravikant is a collection of Naval’s wisdom and experience from the last ten years, shared as a curation of his most insightful interviews and poignant reflections. This isn’t a how-to book, or a step-by-step gimmick. Instead, through Naval’s own words, you will learn how to walk your own unique path toward a happier, wealthier life.”

WHY: “The step-by-step guide for gym owners to learn how to get more clients, how to make more per client, and how to keep them for life. This is the culmination of lessons learned while helping over 2500 gyms find massive success in a crowded and commoditized industry. Straight from the most profitable gym owners (over seven figures a year), the insights collected here are straight to the point, with no fluff.”

 

THE BUSINESS OF FITNESS: FINANCE, CUSTOMER SERVICE, & BUSINESS DEVELOPMENT

 

Why: The books will help you set yourself and your business up for financial success. Michalowicz lays out his Profit First Model of Sales - Profit – Expenses. A financial model will support you future and provide you with skills to your lifestyle goals.

 

Courses, Seminars & Mentorships

 WHY: Over a 12 week period, you will discover AMP’s full model of working with clients in a rehab a performance setting. The program combines both remote training and weekly education about using our assessment process and principles to make decisions for your clients in the gym or clinic. The program is a combo of one-on-one and group time to practice coaching and practical application of principles learned during recorded lectures, so you can feel confident putting everything into action.

WHY: I have personally worked with Beverley and taken this course and here is what I have to say about it…”“We all want success but don’t often know what that means to us. When I started my own business, I was missing skills that were needed to help that business succeed beyond my training knowledge and coaching skills. I began working with Beverley soon after realizing I needed support. Beverley provided me with the marketing skills to grow my remote training business, dial in on my message, pushed me to do things I did not think I was ready for, and taught me to utilize my knowledge and coaching skills more effectively. My mentorship and relationship with Beverley has been instrumental in creating a life for myself that I define as success.”

WHY: Courses for developing your team, customer service, time management, communication skills, etc. specifically for fitness professionals. Also have podcast, in-person seminars, online course, etc.

WHY: Individual mentorship designed to help you with the confidence to be successful by taking steps that create momentum towards a positive professional career. Topics include framework development, coaching systems, networking, learning skills, career development, and strategies to overcome obstacles.  

      WHY: A 3-Day summit to help you grow your business, develop your raw coaching skills, and hear from the best leaders in the industry. The Raise the Bar (RTB) conference provides practical insights on communication, business, collaboration, differentiation, and more. Look for updates on the event each Spring on their Instagram page.

 

Other Resources:

WHY: This program is an effective activity to help you align your goals with actions, and helping your define what they want their future to look like and achieve it.

WHY: Storybrand is a useful tool to help you clarify your message and grow your business. They have both private workshops, online courses, and seminars. The idea is to help you create stories to use as a narrative in organizing your business message.

WHY: SKILLSHARE is an online learning community for people who want to learn from educational videos. The courses, which are not accredited, are available through subscription, and the majority of courses focus on interaction rather than lecturing, with the primary goal of learning by completing a project. Courses include how to create engaging social media posts, writing effective marketing copy for your website, conversation skills, presentation skills, product design, how to build an audience, and effective start-up and growth strategies.

 

Articles

 

Podcasts

 

Social Media Resources/Mentors

  • Kyle Dobbs @compoundperformance_
  • Pat Rigsby @patrigsby5
  • Mark Fisher @markfisherhumanbeing
  • Business for Unicorns @businessforunicorns
  • Joey Percia @joeypercia
  • Beverley Simpson @bsimpsonfitness
  • Justin Rabinowitz @justinrabinowitz
  • Alex Hormozi @alexhormozi

 

BUSINESS FINANCE, MARKETING, & COPYWRITING

WHY: Whether you like it or not, you are now in sales and marketing

WHY: Marketing is a way to let people know what you do. You will not be successful as a fitness coach if you don’t have the tools to let people know you can help solve their problems. The book will provide some tools and information you can put into action to allow you to help more people.

WHY: Made to Stick reviews the anatomy of ideas that stick and explain ways to get people to remember you by creating curiosity gaps.

MARKETING & SALES

WHY: Storytelling can improve your communication skills with clients and/or athletes, win over new customers, and help market your business.

WHY: This book will provide you with ideas on how to simplify marketing and successful marketing strategies to help you grow your business.

WHY: Thinking about building a course, workshop, or seminar? Learn how to design and run a great event and provide attendees with value for their time and attention.

WHY: “In the age of email and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling work, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.” 

WHY: This book explores the power of selling in our lives. 

WHY: This book explains the psychology of why people say yes and how to apply these insights ethically in business and your day-to-day.

WHY: Explore what separates effective communicators from successful persuaders.

WHY: This book provides tactics and strategies for sales. This book is a must-have.

WHY: Alex’s follow up book to $100M offers allows you to learn the skills of getting people to buy your services and products.

WHY:  Grow your revenue and make it more predictable!

WHY:  Learn more about persuasion

 

Articles

WHY: Brief article about how to communicate with your clients about their training program, creating purpose, and authentic marketing skills

 

 ELECTRONIC BUSINESS RESOURCES

 

LEADERSHIP

Books

WHY: Creating a business requires leadership and culture development. This book will help you develop a tribe and establish loyalty, productivity, and innovation through organization culture.

WHY: This book should be your first read. Coaching is interacting with people and figuring out the fastest way to bond with them. Utilize each lesson/chapter material by applying these into your interactions with clients (and the other people in your life) then notice how they respond.

 

Articles

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