The Voice for Fitness Professionals Podcast

9 Lies About Work Fitness Owners Need to Know

9 Lies About Work Fitness Owners Need to Know

New and experienced fitness owners are vulnerable to lies about work. Every trainer really is an entrepreneur on some level. Even with someone else signing your paycheck, you make your own success and growth in the fitness industry.

Actually, this book review may change – or challenge-  your beliefs about work, specifically lies about work. If you’ve been under a spell about how your work life – and maybe even personal life should be, this will open your eyes. You may get insight about yourself or employees.

The Reviewer:

Tom Durkin, Owner operator Ames Fitness and Fitness World Ankeny in the Midwest.  The CEO of Health & Fitness Management and 40 years experience in fitness industry sales and management. Not a silent partner but someone in buildings every day responding to phone calls, emails, of 315 employees and thousands of customers. He like so many others who have successful track records is a voracious reader and has a personal library of over 2000 books.

The Book:

9 Lies About Work by Marcus Buckingham and Ashley Goodall

The 9 Lies from the book:

  1. People care which company they work for
  2. The best plan wins
  3. The best companies cascade goals
  4. The best people are well-rounded
  5. People need feedback
  6. People can reliably rate other people
  7. People have potential
  8. Work-life balance matters most
  9. Leadership is a thing

Nine is a lot for a short podcast. So we chose to dive into three of these 9 lies about work more in depth to give you an inside look at the content.

The three lies about work we selected:

  • People care about which company they work for
    • Reality is that people like you and I want to be valued.
  • The best plan wins.
  • Work-life balance matters most.

If you want to cheat and get the reasons why I volleyed for these three, read this. First, no one really cares about or has loyalty to a business. They want to be heard, want their voice to count, and want to be valued. Second, yes you’ve got to have a plan but then you better be very flexible. Because once it starts a business only ever has life because of the customers it serves. There’s always going to be a dance between what they want and what they need in fitness but customers have to want what you’re selling. You have to adjust if you want to survive. So a plan is fluid. Third, and last is the ever-present lie about work-life balance. The most success and most HAPPY people in the world are probably obsessed about what they do. THAT, is their balance.

Balance or Passion?

Reality is, I’d want a pilot who still loves take off flying my plane, one who probably sacrifices some family time and sleep to take trips. I’d want a boss or coach that comes to a meeting with five ideas for me that they’d been thinking about all weekend. I’d want a fitness professional who researches the best protocols for me and who goes against the popular fads and trends when there are problems with them. The person who has this supposed work-life balance really isn’t very passionate about work. It’s a job. Not a so-called passion many fitness professionals themselves lie about having.

Because, really they are passionate as long as they can work 9 to 5.

That is the biggest of lies about work in the fitness industry you’ll ever hear, or say. I’m passionate about fitness. 

Passion is not Convenient

If it has to be convenient, it’s not really passion. I get it, you’ve got a family now. Or you love to golf or fish or do triathlons. And you want time to do that. Those things should fuel your passion. You have multiple layers. Passionate people never choose between one or the other. There’s never, the oh, I want to be there for my family so I can’t really earn more money. That’s not the most important thing to me now. 

The two should fuel each other not fight each other. Because you without your passion would be less for anything else. Check in with your own lies about work.

Don’t miss the biggest question, would you recommend it?

Lies About Workis a look at the myths that can create unease or dissatisfaction in your life. When your view of life is all should, ought-tos, and comparison of your life with potentially no real life, it’s hard to be happy.

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Passionate about working with women in midlife and beyond? The Flipping 50 Specialist is the first and only program training trainers built to train them on the hormonal influence, the way to program for hormonal balance, and to grow their businesses by leveraging the knowledge they gain.

Unlike other women’s health or hormone courses Flipping 50 Specialist isn’t a collection of eclectic articles and materials created for other purposes pulled together and made into a package after the fact. It was designed, planned, and created with the trainer in mind. Learn what works, why, how to teach it, and how to create or grow your revenue stream with it.

Learn more.

How to Get, Hire, and Train a Growth Mindset

Got a Growth Mindset? or Hurting Your Business Unknowingly?

This month on the book review we’re … well, we’re playing a big game of catch up!

We’re picking up right back where we left off after a review of Dark Horse and Good to Great.I’ll link to that podcastin case you missed it and you’re looking for intriguing summer reads (or audio books).

 How Do You “READ”?

And I’m curious, I’d love to hear from you about how you consume books in 2019. Do you read or do you listen? Just respond either below the show notes at or in the social media post where you saw this.

The Book:

Mindset by Carol S. Dweck

The Reviewer:

Tom Durkin, Owner operator Ames Fitness and Fitness World Ankeny in the Midwest.  The CEO of Health & Fitness Management and 40 years experience in fitness industry sales and management. Not a silent partner but someone in buildings every day responding to phone calls, emails, of 315 employees and thousands of customers. He like so many others who have successful track records is a voracious reader and has a personal library of over 2000 books.

If you’re new to fitness, meaning just 10 or 15 years of experience, you may not understand how longevity is rare. There are not a lot of independent owners of fitness who have created profitable sustainable businesses that influenced thousands of lives for 40 years. That’s someone’s book recommendation you want to take seriously.

The Fixed vs. Growth Mindset 

The entire book is based on the Fixed vs. Growth mindset. It’s intended for parents, coaches, and leaders of any kind. The purpose is to help those in charge cultivate a growth mindset. So whether you are in charge of others or have children, or you want to take charge of your own mindset, this is for you.

In work, sports, relationships mindset matters. Sports is potentially most applicable to listeners though all are relevant.

Sample Mindset Differences

Fixed mindsetsays… I’m a natural… good or bad

Growth mindsetsays… I don’t really know how good I could be because I haven’t put in a lot of effort at it

Fixed mindsetsays… I’m not comfortable with that

Growth mindsetsays… I’ve never done that, I can’t wait to learn, this will be an interesting challenge

Fixed mindsetsays…. I don’t want to do that I’m not good at it

Growth mindsetsays…. I am determined to get better at this, I love learning what the steps are, it stimulates me

Fixed mindsetsays…. If I don’t win I fail

Growth mindsetsays…. this was a great learning experience!

There are always going to be “no” responses in fitness sales. We discussed the growth mindset in praising and rewarding effort.

Is this book a must-read? Yes!

Other books coming up in our books fitness professionals should-read series:

  • The Obesity Code
  • 9 of the Worst Mistakes You Can Ever Make At Work
  • Trillion Dollar Coach
  • Peak by Mark Bubbs

Book mentioned:

Talent Is Overratedby Geoff Colvin

Check out the other book review episodes: 

Dark Horse and Good to Great

2 Must-Reads for Fitness Professionals

The Positive Power of Negative Customer Feedback

The Positive Power of Negative Customer Feedback

In this post I’m sharing negative customer feedback. It’s all about how you can increase your business, and improve your customer satisfaction by attending to the customers who aren’t satisfied!

People are not used to nice. Let’s just get that out there. They’re used to being taken advantage of and automated responses where you click 1 if, and 2 if… and you never get to a real person.

The Advantage of Small

If you’re a small or medium business (or a large one for that matter with a dedicated responder) you can win with this kind of customer service. Look, none of us is going to please all the people all the time. But you can learn from them and create an ally by handling sticky situations right.

I’m going to start sharing 3 steps to dealing with negative customer feedback. Then I’ll give you 3 very practical ways to do it when you do so you are set up for success. 

3 Response Requirements for Negative Customer Feedback

  1. Reach out to get it

Instead of “no” here’s our refund policy

When someone quits, asks for a refund, or cancels a subscription – always a phone call.

  1. Listen without being defensive

Explore the options

Understand what you wanted when you purchased/registered

Find an alternative that is a good fit

  1. Be transparent

Look, I don’t want to refund you, it hurts! Is there another way I can serve you that is a better fit? Let’s look at that. And if not, I don’t want you in the wrong place for you.

What I’d like to learn what attracted you, what disappointed you, and where potentially we can do a better job messaging the membership program in the future. I’d really value your feedback, if you have a few minutes.

Sometimes the things you want to avoid become the things you learn the most from.

3 Tips for Responding

1) Make sure your customer service front line people know how to positively – and quickly – respond.

Give them scripts, and text snippets to use. Don’t assume they know what you’re thinking. If you have complaints, keep those emails, and transcribe those phone calls to use to create responses.

One of my customer service team members recently responded with a “here’s our refund policy” and it was a little cold. If I had been on the receiving end, I wouldn’t have liked it either.

You know the way to deliver a sandwich of constructive criticism. This is similar.

=>Express empathy: I’m sorry that happened. Let’s see if we can resolve this for you.

=>Deliver the bad news/refund policy: Here’s a reminder of our refund policy.

=>End with a positive: However, every situation is unique and we want to understand what’s happening for you and fix it. Debra would like to talk personally to you. What’s the best phone to reach you and what days and times are good for you?

2) Do it at a time you’re upbeat and ready.

For me that’s morning after coffee and maybe a dog walk!

It’s the first thing I do in the morning (or the second, right after something I know will be positive!) – if of course that fits with the individual’s time.

Even if it’s not though, I will use something like Bombbomb to create a video response or a simple audio message to them via text or email … so if their schedule and mine aren’t aligned for a direct connection right away, I still am reaching out. They hear my voice and or see my face so they know I’m authentically trying to understand them before anything else.

In that message I don’t allude to anything more than exploring options, desire to understand what’s happening and request more feedback about her experience. It’s less than a minute. But it gives hope for a neutral not negative conversation.

3) Set your mind: be willing to do the right thing.

I will refund if someone is in the wrong seat on the bus. You don’t want an unhappy customer. That can spoil the goodness you have going. It’s draining for you. In the case of a program – say that’s $200, it’s just not worth it when there’s 10 people who ARE right for it.

It’s a good opportunity to review:

  • Your refund policy
  • Where that refund policy lives and whether they see it right before they click to purchase
  • What you say on your sales page and product pages about “who this is for” and “who this is not for”

My Recent Brush with Negative Customer Feedback

The customer I just talked to yesterday happens to be a Physical Therapist. She bought the program for herself. By creating a positive problem-solving experience for her, I may have increased the likelihood that she refers the women in my demographic she’s working with in her practice to me. When you can exchange one for many? Yes.

You can save a customer who gives negative feedback. You can often create a raving fan in them. Whether they buy or stay or not, they will be impressed if not shocked that you took time to listen.

My book recommendations if you’re setting up a system for Negative Customer Feedback:

The Power of Small

The Power of Nice

Both above by Linda Kaplan Thaler and Robin Koval

Raving Fans by Ken Blanchard and Sheldon Bowles

Show notes at

SEO for Fitness Businesses | What You Need to Know

SEO for Fitness Businesses: Are you Findable?

SEO for fitness is not a sexy topic compared to fat burning, health coaching, and cooking classes. Without it though you will be missed by those customers who want your services. Why waste time thinking about your logo, colors, and the words on your pages if you don’t optimize your “findability” factor?

This episode is all about how to make you the one they find when they’re looking for answers.

And they are looking. There’s proof everywhere that SEO can be powerful if it’s done right. There’s good news in this episode. If you’re a heart-centered fitness pro you’ll like the path to better SEO for fitness businesses.

My guest is Alec Gorjestani, an engineer who has been writing all kinds of software for 16 years. From automated vehicles to mobile to web software, he likes to build things. His wife is a Zumba instructor so he’s got an inside glimpse at what fitness pros do like to focus on. Alec runs a business and understands the unfun tasks that are required to run a business and help people find wellness options they’re looking for. He’s committed to helping you do just that.

Here’s what Fitness Pros Need to Know About SEO.

Questions we cover in this episode:

  • Is S.E.O. dead?
  • What is it?
  • How can a fitness pro organically increase SEO?
  • How are many websites overlooking simple things they can do to support SEO?
  • What are the next level steps in SEO for fitness businesses?
  • What questions should a business owner be asking developers or tech staff? (that they don’t know to ask) – Alec gave three tips! Don’t miss those!
  • Where should you be looking to know how well you’re doing with SEO for fitness?

Fitness Pro Tip: Google Search Console

  • How long does it take, given the SEO for fitness tips are implemented, to see a boost in SEO?

Connect with Alec:

You may also like:

4 Easy Marketing Steps That Will Grow Your Fitness Business

How Fitness Videos Can Grow Your Business

Join the Fitness Marketing mastermind – a 4 month program to launch or lift your fitness business

to learn whether it’s fit for you and get the personal invite schedule a call or reach

Launching a Fitness Business: Live Coaching Call

Launching a Fitness Business

My guest today is Karla from Arizona and a shout out to FitnessFest events where we ran into each other.

Karla asked a couple great questions that I have a hunch may be of interest to you too.

Whether you’re got a business you want to grow, you’re itching to leave working for a boss and interested in launching a fitness business  or somewhere between this live coaching call can help you too.


I teach yoga for community andemployeesin the school district in which I work. I use a school within the district to teach my classes.  I run the classes via the “Academic Support Systems” department. So, it’s kind of my own thing, but yet runs through the school district.  I don’t have much support getting the school district to “advertise” for me with social media, as I don’t think they like the word “yoga” and it’s connotations; all I get is a paper flyer that is sent out via e-mail to the school secretaries to post/display by teacher mailboxes.


Is there a way to use social media on my own to promote my classes? Can I set up my own webpage or Facebook page for this?  What other types of social media can I use?  I am not very techie and have very little experience with social media…I’m 58 years old and just getting started understanding how it all works.


YES! By all means! The School should love that you do it. Does the school have a page? If so tag them. Start posting regularly.

Share an article that is supportive of the purpose of the classes you teach. Who pays you? What is the mission of the agency paying you or hosting you? What can you share in alignment with that mission?

While they may not see value in promoting or hosting. They will see great value if they start getting positive PR from what you do.


I am also working on my Health & Wellness Coach certification (will be done in Sept/Oct.). I already am certified with the following:  ACE Group Fitness, RYT 500 Yoga, Cycling, NCSF Personal Training.  I would like to start my own LLC, but not sure how to start out getting clients.  What are the most powerful ways to start using social media to get going?


First, you don’t need an LLC to start getting clients. Launching a fitness business involves testing the concept first. You need a website.

Then if you’re using social media you’re using it to drive people to a website. You have zero control over social media. It’s here but you have nothing to show for anything you do there unless you have a way for them to come off social media onto your website and an EMAIL list. You must begin building an email list. Use Constant Contact, Mail Chimp or Aweber for free or $5 until you have more subscribers but get it. And a way for people to sign up on your website so you can then communicate with them.

The best use of social media is video. Live, recorded, shared.


I also am trying to narrow down my focus (target audience) as you had mentioned in your presentation at FitnessFest.It’s hard because there are so many aspects of fitness that I love and want to share!  Here are a few of my ideas:

  • Beginners to exercise…people who are hesitant to get started…easy, practical, fun and “do-able” ways to get moving and be healthy
  • Yoga for beginners
  • Health/Wellness Coaching (in person and on-line)


I think you can easily combine these. When launching a fitness business you do want to focus but these overlap. Your market may not know they’re looking for yoga. They know they’re beginners. They also may not know they’re looking for health & wellness coaching (it’s intangible) but they know they should be exercising. You can start there. But that’s not still a niche. Is this a beginner who’s 20 or who’s 50? Or 70?

Is it a male? Or a female?

Is it a married or single person?

Someone budget minded or with money to burn?

Why aren’t they exercising now? What have they tried? What do they hate about exercise and personal trainers?

When you’re launching a fitness business the biggest mistake trainers or business owners make is thinking they know what the customer is really thinking.


Bottom line… I am scared…I have worked FOR a school district (stable job/money, insurance, etc.) my whole life. I have had the “itch” to do something in the health/wellness area for 25+ years!  I have always taught fitness classes as a “second career”, but I want to try something maybe part-time to transition.  Not sure if I should just jump in and do it full-time or do it little by little.  I know there’s no easy answer for that!  Any thoughts or words of wisdomJ?


START.. keep your job, but do a side hustle. Launching a fitness business has to have deadlines but you want a safety net. Get some steady income coming in. Start with who you know. Are there teachers not exercising that want to? You’ve got a pool of clients. Who possibly want the same time slot. So begin a group and optimize your time.

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Fitness Marketing to Midlife Women [That Works]

Fitness marketing to midlife women, that works

Five years ago she was ignored.

Today she’s not ignored but she’s stereotyped.

Midlife woman trying too hard to look younger, a face frozen and plumped with Botox, wearing clothes she can share (but look slightly “off”) with her daughter.

A midlife woman who’s operating on the 1980s metabolism science she learned. Relies on calories, steps, heart rate, and data, that ignore the state of her hormones.

A midlife woman who enjoys at least a glass and maybe three of wine most days, starts with coffee and flirts with fasting but has no idea what a “healthy diet” is for her today.

A midlife woman who thinks exercise is about burning… calories, off fat… so she can “fix” what she doesn’t love about her body.

She’s all these and more.

If she gets a compliment it’s veiled in a disclaimer.

You look great for your age.

Body shape motives are not the only thing that gets her going.

Promoting weight loss may be detrimental to her participation.

Don’t forget the women who don’t need to lose weight but who have experienced a relocation of body weight, those with disease risk factors, who want more energy, want to be proactive in aging, or gain bone density.

Women control an incredible amount of buying power.

Even before women were in the workplace equally they influenced 80% of household decisions. They still do now that they are in the workplace.

They are diverse.

Even marketing to the niche of women post menopause is unique.

ICAA categorizes them as “athletic” if they regularly exercise 3 or more times a week.

For some this is running, biking, lifting and swimming, but for others it’s a walk or yoga.

So, clearly you can’t treat them all the same.

Naturally, though, it’s easy to think you know her. You may be her. Your mom, aunts, or prior clients are her. Therearecommon denominators.

But the things that make them unique are what make their program and the way you attract them and serve them unique.

If you miss them, you’ll lose her.

Barriers to marketing to midlife women:


“For active, athletic, middle-aged women there is just nothing.

A 22-year old doesn’t get it and I’m not in wheel chair, there isn’t much for us between.”

Even if you offer something between the gap described above by a Flipping 50 program participant, you may not be getting the message across.

You want to reach her:

1) Where she is

2) With a message created for her

2) In a way she hears it

3) Without offending her

The Biggest Mistakes Fitness Marketers Make (and we’re all fitness marketers)

Thinking they are all the same:

How do you think of them?

Do you imagine they’re frail, stiff, in pain, lack energy, did aerobics with Jane Fonda or Jackie Sorensen, are empty-nesters, have grandchildren, have belly fat, cellulite, want weight loss, want belly fat loss…

Did you know?

Some of them are doing their first triathlons, learning to swim so they don’t drown in open water, going to training camps to ride bikes in mountains, skiing downhill at 50 miles an hour, wearing bikinis, learning to weight lifts and have kindergarteners?

And starting their entire lives over by themselves or with someone new, starting businesses… so they’re not afraid of a little grind.

Thinking you know her goal:

If the title of your program isn’t a coffee table book you’d happily display at your home, rethink it. No 50-something, 60-something, and there’s a strong chance 70-something wants to “own” needing a fall risk reduction class.

She doesn’t want to buy the fear she wants to buy the transformation.
Don’t think you know what she wants. Don’t put it into words what she needs with your titles. Describe what she wants.

It might be performance – golf, running, starting triathlon, (or anything else after retirement).

It might be to avoid cognitive decline, depression, anxiety, or muscle or bone density losses.

More positively though, it is hope.

 This year, to commemorate the 50th anniversary of her controversial debut, Switzer ran the Boston Marathon again with the same bib number she wore in her first. “People still treat older people the way they treated us women 50 years ago, which is, ‘Be careful! You might hurt yourself!’ when in fact the opposite is the case,” Switzer told Prevention. “The more you do, the more you can do! There are lots of women who have run marathons at 70, 80, even 90. I was only eighth in my age group at Boston [in 2017], for heaven’s sake!”

Prevention Magazine, Nov. 2017

Examples of Michele Obama, Ernestine Shepherd, Madonna Buder -The Iron Nun, and a growing number of aging iconic fitness professionals are showing the world a new way to age.

But it’s not normal yet.

Because even she will say, “I think I look pretty good for my age.” She’ll say, “I’m getting so old.” She’ll say that even while she doesn’t want to be treated as “old” or invisible.

She feels invisible.

Environment is everything. Have you noticed how people are flocking to sites where exercise over 50 or aging is included in the title? If positive things happen there, people will gather. Be one of them. Be positive.

Be correct, but be positive.

Growing Bolder is one of the most well-know sites for older adults. Why? It positively portrays aging. It defies traditional treatment of aging. It makes fun on occasion of older adults. But it does so in a playful, not condescending way.

The Aging Triathlete and Thriving Not Surviving are two Facebook pages by midlife and older women describing their own journeys from inactive, or in need of a health intervention, to triathlon training.

Did you know?

Age-related decline in triathlon (swim, run, and bike) starts earlier in swimming than in cycling or running. Isn’t that bizarre since you and I would both probably recommend swimming more and more as someone got more limited with joint issues.

Not Acknowledging Her Barriers

Not knowing how far and wide fitness benefits take them

Not having had good examples

Having old habits and thoughts about exercise

Time (perceived need)

Fear of getting hurt

Lack of trust for fitness “professionals” 

Relate to Her and Overcome Objections

You might be thinking…is a golden phrase to use when you’re working on this type of copy.

Create a Better Offer:

Solve a real problem

They know they have

They are actively seeking a solution for

They have some urgency for

So you can…

Relate to Her. You must:
Be Vulnerable

Tell a Rags-to-Riches story

Reveal your real life vs. Cinderella life

Tell your story…

Start with, when I was…

Know What She Wants, What She REALLY Wants

  • It’s not weight loss.
  • It’s not dumbbells.
  • It’s not a scale or tape measure.
  • It’s not a salad.

What is your WHY?

  • Your Why
  • Your Business Why
  • Why she should do it right now

Get testimonials for marketing to midlife women from midlife women.

How do you get a perfect testimonial?

This question:

What almost stopped you from registering/getting started?

Audit your images:

Are you showing HER?

Are you showing the dream? 

She doubts:

Your program will work

For her

She doubts her.

Universal Truths of Marketing to Midlife Women

She thinks she’s unique.

She thinks she’s flawed.

She thinks she’s uniquely flawed.

It’s not a good time.

Just because you’ve always done something or thought a certain way doesn’t mean you can’t change it.

She has free will.

She’s failed before.

This is not her first rodeo.

Success dulls the knife. Failure sharpens it.

Failure is data. She doesn’t know that yet or think it yet.

She blames failure on a lack of willpower, discipline, or motivation.

She’s a prove-it-to-me girl.

Make sure you know what you’re talking about.

  • Facts and what she calls herself.
  • 70-year olds don’t call themselves “seniors.”
  • 50-year olds resent getting the AARP card in the mail.
  • She doesn’t recognize herself in the mirror sometimes.

Write copy like you ARE your ideal customer. Get a copywriter that is your ideal customer. If you have a 20-something writing copy or on social media make sure they give you examples of their work. Get a focus group together and get their thoughts. Listen to them. Don’t object or defend. Let your current customer tell you what they would have wanted to hear.


Have a Third Party interview your ideal customer.

Create 5-6 questions. Use these as examples:

  • If you could wave a magic wand what would you like to change about your fitness right now?
  • How long have you felt this way?
  • What have you tried?
  • What do you hate about _______?
  • What would you love to see change?
  • Is there anything else you’d like to add?

She likes to give and she’ll support businesses that do more than profit or provide a service.

  • Partner with a charity (shoes, mittens, winter coat drive, food pantry)
  • Percent of proceeds donated
  • Employ underprivileged
  • Support water in the world
  • Scholarship youth into your programs
  • Host community events

Change your approach

What if you mocked your own product and service?

Explain how it works instead of catchy titles.

All the things that midlife women hate and turn them off…

  • Baby Gap shirts on muscle bound men
  • Made-up women working out in LuLulemons
  • Chicken breast and egg whites
  • Walking into the male dominated weight room

Pink Dumbbells are Your Enemy!

Women respond to colors of the sunset.

She IS working. She may have the corner office.

She IS overwhelmed.

She DOES think a lot about her family and juggle responsibilities.

She is willing to spend. She’s not finding good choices.

She wants someone who understands her kinesiology, physiology, endocrine system, and her socialization.

She’s got some unlearning to do.

She may decide to do a marathon or a triathlon in a decade or so.

She’s not done.

But she does need to get started.

These and more are the way to fix mistakes you’re making in marketing to midlife women, make yourself the best choice, and once you get her, help her and keep her loving life… and the role you play in it.

Isn’t that what it’s all about?

If you’d like some help. But you’re not sure where to start. Yet the idea of being a coach with a business you love helping women love their lives sounds like exactly what you want to do… and you want to stop having a hobby and start having a business – with a life – then set up a time to talk about how to make that happen.

I’ll give you my input on what you need to have a business model that works. You may choose not to pursue it but you’ll know.

BOOK a Consultation

4 Easy Marketing Steps That Will Grow Your Fitness Business

4 Easy Marketing Steps That Will Grow Your Fitness Business

If your first thought is “easy marketing” is a myth, you’re not alone. Truth is that marketing isn’t hard, but getting distracted by shiny objects is easy.

When you want to buckle down, focus on how to get leads, clients, and recurring revenue though you have to ignore shiny objects and do the one thing hardest of all.

You have to trust someone else.

Unless you’re a marketer, a website developer, an SEO expert, a Facebook ads manager or know how to write copy (ALL of which you should know SOMETHING ABOUT, by the way) you have to eventually turn it over. Someone else will get far better results in far less time and your time is better spent.

So my guest in this show is my trusted resource.

Digital Marketing Strategist

Make no mistake. Whether you have a digital or brick-and-mortar business, you need a digital strategy.

Jonathan Kraft is a digital strategist who has contributed well over 1,000 how-to videos to YouTube since 2006.

His videos have had more than 10 million views.

He and his wife spent 2 years traveling the world from 2009-2011 on income earned solely from affiliate marketing.

He’s traveled to more than 40 countries and speaks German and Spanish in addition to English.

He is best known for helping small businesses who have something going online already to become medium sized businesses.

He does this by helping them improve their branding, marketing, site structure, search presence, and business strategy.

He has worked with online businesses across industries, from professional speakers to investment firms, and from health clinics to online retailers, including a few mentioned below:

  • (Custom Mattresses)
  • (Wholesale Mattresses for RV and Boat Dealers)
  • (Skincare)
  • (Health/wellness)
  • (Education)
  • (Health Clinic)
  • (Professional speaker coach)
  • (Corporate Performance Trainer and Speaker)
  • (Health care)
  • (Environmental Toxins Expert)
  • (vision screening and aid for the blind and visually impaired)

That’s an impressive list.

Questions we cover in this episode:

  • Overall when you jump into a business as the man behind the curtains… where is it that people need the most help when they hire you?
  • And what is it you seethat might be a different need?
  • What are the biggest errors you see regarding websites?
  • How important is S.E.O.?
  • What would fix S.E.O. fast?
  • What are the biggest errors you see in funnels and marketing?

Questions I’m going to ask Jonathan in a future episode:

Which system have you had the most experience with for and prefer:

  • Customer relationship management
  • Host
  • Webinar host
  • Shopping cart

Of all the businesses you’ve worked with, grown, among those who’ve been most successful in monetizing their website, marketing, social reach what has been the biggest ONE THING or common denominator? assuming there’s demand for the product and there’s a big enough target market for the product)

The 4 Easy Marketing Steps we discussed:

  1. Audit your website for user friendliness
  2. Audit your customer’s journey
  3. Be wise about S.E.O. (use Google)
  4. Commit to regular content on your site

….and bonus (not included in the episode) is how you KNOW these easy marketing steps work:

Use your Google analytics! Find out how much traffic, which pages, what blog content people enter on, and if they come from social or direct traffic. Do you get organic traffic? Known now and then track as you implement the easy marketing steps from todays post. (IF you don’t know how to set it up? Get your web developer to do it. NOW!)

Pssst. From to ICAA to Athletic Business to Fitness Fest, I can share that less than 50% of business owners or social media managers use Google Analytics. WHAT?

It’s the only way to find out if your marketing is making headway. You’ll learn what pages people come to and how they get there. You’ll learn if they’re coming from social media, direct to your URL, or from referral.

You’ve got to know your numbers. It makes easy marketing more realistic. You’ve got to have a goal! You’ve got to  have a benchmark to measure against. Yes, ultimately revenue. But if you don’t know where and why it’s coming to you? It’s random and a roller coaster.

Thanks for listening. Questions about behind the scenes strategies on your website that could help create positive, easy marketing changes for you?

Add them to the comments!

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Free Advertising | How to Get Booked for Interviews

Free Advertising | How to Get Booked for Interviews

Who doesn’t want free advertising? Interviews and media appearances are an amazing way to create credibility. It’s free advertising opportunity you can create over and over again. If you know what you need to get booked and deliver an interview that get you clients and asked back: gold.

In the last episodeI shared how to interview like a pro (and get clients). If you missed it I highly recommend you go back and listen to that one. You have a little homework to do before you grab the free advertising from get booked or create ways to be interviewed on your own- which is what this episode is all about.

I’ll link to it that episode here. 

Get exposure from media interviews

How do you pitch the media? First, you have to know this: they do not care about YOU. They care about their listener, audience, viewer. And ratings, if this is a TV station or a radio station. They need listenership and viewer numbers. So if you don’t pitch something relevant to their listeners you won’t get booked. Do your research.

If you want to be on a certain show know who watches it. Target that audience and make it clear to the producer or host that you get them and what they are trying to do. Make sure they have a health, fitness segment open to guests.

Most likely they do! There’s a lot of airtime to fill!

A pitch is one sheet of an idea for a segment with:

  • A catchy title – Make it controversial so it peaks interest. Think magazine cover titles.
  • A simple teachable method or system
  • Clear, concise talking points
  • How to contact you
  • Some points of credibility so they know why you’re a credible source of information
  • Something unique and distinct
  • Why this is relevant now, to their audience, and it’s news

It’s not a Press Release.

It’s attention-getting and juicy not dry.

Free advertising from podcasts, online summits, panelists

Find opportunities in podcasts. If you’re a fitness professional you’re likely in groups and forums. You know the importance of networking. You have something unique. Ask if anyone in your professional network has a podcast or reach out to those you listen to and offer yourself as a guest.

If you’ve got a Go Red for Women’s event near you, at the fundraising luncheons there is often a panel of experts. Offer to attend and be a guest. Make it clear why you.

Seek out other events happening at your local hospital or national level if that’s where you are, and create them yourself!

Host your own free public events

Use any of these ideas to create an event yourself.

Think about “national days” of the year or weeks or months. Do something for breast cancer awareness or stress awareness.

Think seasonal topics. Offer a workshop on spring training without injuries or winter ski conditioning, or avoiding falls on ice by improving balance.

Send a pitch to local media about this event. If they need someone or something to fill a slot that day and the target is their audience you’ll have a great chance of getting booked and they may even cover the event live.

Partner with local businesses who target the same group. A grocery store might sponsor by providing snacks. A massage therapist might offer a discount to attendees. A sporting goods store might offer a special rate on a related product. Then they too get exposure as the sponsor and will share the event to increase free advertising for you. It works for you both.

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Here’s How:

  1. visit the podcast in iTunes
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  4. Leave your 5-star rating (and a comment)
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How to Interview Like A Pro (and Get Clients)

How to Interview Like A Pro (and Get Clients)

Have you wondered how to interview so you can maximize the opportunity? If you haven’t been asked or asked for an interview, I’ll say this: you will and you should!

Let me define “interview” before we go to far. Anytime someone else is asking questions can be an interview opportunity. And that is, a chance to share expertise, answer questions based on your knowledge or experience – after all, there is a reason you’re being asked to do the presentation or interview – or people showed up to ask you questions.

So whether you:

  • sit on a panel at an event
  • make an appearance at a local media station or the Today Show – think big
  • host an event and have a Q and A afterward
  • guest on a podcast

Any of those, and many more qualify and you want to know how to interview so you get results and you get asked back!

Do you know there are people – lots of people – who appeared on Oprah, the holy grail of interviews and free publicity. Yet they weren’t ready to monetize the traffic that came afterward and no one has ever heard about them again.

When you know how to interview so you stay on track with your key points and make your host look good (so you have fun and get asked back) you’ll win the audience over and make the station love you.

How to prepare for your interview

  • Identify your teachable points: a method or step process
  • Know what sets you apart
  • Know what your customers hate
  • Create a pitch that’s news and that lets you feature your product or service

Example: Recently I did a segment about an upcoming event – a workshop for older adult fitness. I pulled the three key reasons I was doing the workshop and one demonstration for each.

I demonstrated how to do an important strength training exercise – that could be done at home – and how to make it effective if an adult wanted to use lighter weight. I cued it in detail pointing out where to feel it, put weight on feet, head position, etc. Then I did two more parts of the workshop.

I covered the three big areas I was going to discuss at the workshop – strength, balance, and interval training. I pulled one juicy tip from each to get the point across how important it was. I didn’t gloss over it I backed it up with research, how it would prevent falls (fear) and enhance aging (desire). I focused on mistakes most adults make (no one wants to be wasting time).

That kind of preparation should go into any presentation and you can make it fit yours no matter what it is.

Plan for different length interviews

  • Do all the homework mentioned earlier
  • Create an outline that includes the bullet points, a demonstration, and an expanded explanation or story
  • Ask in advance how long the segment is (a 3 minute segment live segment, a 15 minute summit interview, a 30 minute podcast)
  • Rehearse and time it!

Example: In the example I gave you earlier, I’ve delivered that content in a 90-minute workshop, on a 30-minute podcast, a 9-minute news segment, and the hardest by far a 2-minute segment. So be ready. Rehearse for shortest segments the most. You have to make every word and second count.

When you have a workshop (or a book for that matter) there’s a reason you created it. Those reasons are likely your bullet points. Hopefully, you created it based on demand not because you wanted to but because your customers tell you that’s why they come to you and that’s what they want most. The other things they’d tried and hate are a part of your talking about it. The outcomes they want are a part of talking about it.

If you know how to interview, you also know how to create marketing copy, and vice versa.

As painful as it might be, record your rehearsal and play it back. Whether its’ audio or it’s video, record and play it back. Do you have energy? Are you fun? The interviewer is going to be lively, strong and fun. Can you match that energy? If you’ve got passion about what you’re doing you can but in front of a microphone or camera if feels different so you’ve got to practice!

how to interviewHow to interview when you’re asked a question you aren’t prepared for

Always come right back to your notes, why this is so important, why you’re doing what you’re doing (event, service, product, workshop). Do not be taken off track if it doesn’t serve you. Again, rehearse!

How to interview so you make your host look good

When you get booked sometimes you work with a producer or an assistant. Sometimes that’s one and the same. You want to make THEM look good too. Their job is to make the host or anchor or reporter look good so that is also what you want to do. I’ve been asked back to do segments on the same show several times. That only happens if you are easy to work with and everyone loves you.

Give her/him all the details in advance – are you going to do exercise demos? Will she be in a dress and heels? Bring models if necessary.

Give her/him all the questions. You can list questions on your pitch or list the answers on the pitch. Often you’ll be asked to provide 3-5 questions you’d like to be asked. Make these good. Specifically, they should set you up to respond with your key talking points.

Just Because You Get the Interview Doesn’t Mean You’re Good

I’ve interviewed hundreds of people in the last 6 years for two podcasts. Some have been amazing and some have not in fact they’ve been uncomfortable. If a guest doesn’t have key points and a strong opinion it’s just like a limp handshake. They ramble with answers.

Don’t let that be you. You won’t get asked back. Unless it’s a live segment, you may not get published even after the recording. No one is going to release what they feel is a weak interview.

Get the Biggest Benefit

A big part of doing a killer interview – even if it’s two minutes long – is: know what you want to happen afterwards. That involves two parts:

First, what you do with the opportunity matters.

Use that video clip from the news. Share the segment from a podcast interview while you tag your host. Take a selfie of yourself in the front of the room with the audience behind you to share on social and email. But above all have a call to action while you’re in the interview. Because you will always, always be asked where someone can learn more about you.

Second, know what action you want the viewer or listener or reader to take! It’s key if you want to get clients or customers.

And you do… even if you don’t yet know what you’re going to sell them yet to support them. You want to start a conversation with them so when you do have a product or service you’ve got an audience just waiting for it.

You need to have a very clear next step for them to take when they go to your website. Are you giving away a free book or a cheat sheet with the exercises you’ve just demonstrated? Is there an invitation to your free event?

Are you really ready?

Do an audit of your website before you ever have an appearance. If you’re in front of a group of older women does your website look like some advertising for Monster energy drinks? If it’s black and neon with white font on a dark background… or has images of a sixpack of abs … that’s not going to build your business. Decide who you serve and dedicate time and energy to making sure your image clearly relays that.

Know that someone who gets to your website is interested enough to spend maybe a little more than 7 seconds that’s the typical attention span. But not much. Tell her exactly what to do when she gets there. Is there an immediate ask for her email address in exchange for a juicy freebie that she can’t say no to?

Be ready to capture emails and deliver that gift. Make it simple and clear. Don’t send them to a page on a website with 5 choices and 20 pages of rabbit holes they can fall down. Send them to a very specific page where there’s one action to take. That’s called a landing page to do the ONE relevant thing that is a logical next step for them.


If you don’t have or know what a landing page is, get your marketing team up to speed on why this is crucial, get a new marketing coach who can help you. Building a landing page takes less than five minutes if you do it right and you’re in charge of your own website. It’s not time consuming and it’s not expensive. But it will cost you if you don’t have it.

This is such a big part of learning how to interview so that you get clients and customers (or maybe interns and employees) from your public appearances – all of them!

All these steps are steps I’ve talked about many times in podcasts and blogs here at if you want help with specific steps you need to take and the accountability to get them done you’ve got two options:

1.) Request a consultation about private business coaching

2.) If you serve women in midlife and becoming a Flipping 50 specialist is also a good fit for you, you can get the Advanced Specialist cert AND 4 months of a mastermind group for LESS than the cost of private coaching. You save over $500 on the combination.

how to interview

Don’t Miss the Next Episode

Next episode as I teased earlier I’m going to talk about how to get booked for interviews. I did this how to interview episode first because you’ve got to be ready. You actually don’t want to get stuck in an interview and give a weak interview – you’ve got a message and you want to deliver it strong! (You also don’t want to wait until it’s perfect or you’d never do anything!)

But once you really do the homework and know how to interview you want to start getting those opportunities for free advertising.

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A Lawyer’s Advice on Your Client Relationships for Better Outcomes

Better Client Relationships for Better Client Outcomes

Ever question your client relationships? Or see an employee or colleague that makes you wonder about how best to handle client relationships and boundaries?

If you want to support your client’s strong foundation to make self care changes but stay within scope of practice, tune in.

Eighteen year-old Stanley Padgett married his seventeen-year-old high school sweetheart in what easily could have been another divorce statistic. Another couple who naively wed too young and couldn’t make it work.

While they enjoyed each other, they were tested early and often. They raised their first child while working their way through college. Their second wasn’t any easier as Stan was attending Duke Law School at the time.

He graduated from Duke University School of Law in 1982 and has been a business trial lawyer in Tampa since then.

His book, “UnVeiled: Secrets of a Marriage that Lasts Forever” and his course “The Diamond Relationship Formula” are the result of a lifetime of work and research.

Unlike most “relationship experts,” what Stan teaches does not come from a book or from a classroom. It comes from a life well lived and a marriage that endured and improved through good times and bad, in sickness and in health. Their marriage has been cut and polished into a Diamond Marriage.

So you may be asking how do I walk this fine line of building trust without it becoming personal? Glad you asked. because Stan provided some clear answers.

Questions we answer in this episode:

  • How important is a stable relationship in anchoring a foundation for self care in health and fitness?
  • How can a trainer support positive client relationships for his/her clients in order to gain greater compliance and improve client outcomes?
  • Boundaries and scope of practice are a challenge due to the nature of personal training. Do you have suggestions for curbing conversations that could come back to bite a trainer?
  • It can be heady, or flattering, to be treated as a confidante – how to be aware of that?
  • Starting early, going late, potentially struggling with finances – can weight heavy on relationships, how can you as a trainer take care of your own relationship foundation?

Learn More:

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