The Voice for Fitness Professionals Podcast

Are the Words You Use Costing You Customers? | Fitness Pros

This post explores words you use costing you customers! No one wants that from time and energy spent writing articles or doing podcasts!

Create a Common Enemy

For us all in 2020 it’s been COVID19.

For the first time in the history of the world we all have a common enemy. No matter who you might blame or back or what you do or don’t agree with about how it’s been handled, we are just people. We’re daughters and sons, parents, siblings, significant others who care about the health and well-being of our own.

It doesn’t matter if someone speaks your language or is across the street or across the globe, we’ve experienced a moment in time connecting to others.

If all workplaces communicate their mission so much that teams hold take not just the mission but the obstacles to achieving that mission personally, they’d thrive. If entire teams come together fighting the same cause – as opposed are pitted against each other – there will be fewer internal rivals and more job satisfaction.

There are Plenty of Bad Guys

And if you can harness a villain – be it age, or bone loss, or cancer, or sedentary jobs, or misinformation about fitness for midlife women… you can then become a part of a team with your audience and tribe.

You fight with them, instead of preaching or teaching.

It feels very different.

Teaching, without intending to, can feel like judgment.

If you instead are sending your message to “them” or to “the cancer” or “the menopause” or the “stigma”… then you’re fighting the battle with your audience.

Read/Listen to these two headlines:

Why What You’re Doing Is Not Working for Midlife Women/Clients

How to Harness the Power of Misleading Information

Feel the difference?

In the first there is a hook and it’s more negative. Like, you are doing it wrong! Don’t make this mistake. There’s definitely something to be said for it. There is certainly a large percent of population that will be more likely to click on that than something giving them content.

In the second example, however, there’s no blame on you the reader. It still suggests something is wrong, yet it implies that I’m going to give you the secret to be a part of the solution instead of telling you you’re a part of the problem.

They’re both potential subject lines or titles for a blog or podcast. Which one speaks to you more? Which one would you click on first?

This Very Post’s Title

There’s a time and place for either a negative or positive title. And the best way for you to decide which you use is to test it. I’ve found many times that say, 3 Biggest Mistakes, will get more clicks than 3 Biggest Secrets. But… don’t guess. Start testing, even if only by looking at your statistics on traffic to your blog, or on popularity of YouTube videos.

I’ll let you in on a secret. I considered variations of two subject lines and narrowed it down to these two before choosing:

Are the Words You Use Attracting More Customers?

Are the Words You Use Costing You Customers?

Obviously, I chose the latter. Because it’s more urgent. Do you feel that when you hear it (or read it if you’re at the show notes)? Pay attention to how it feels. And remember every one of your customers is going to experience responses unique to their life, sense of humor, prior experience about the topic. When in doubt, run your titles by some of your customers.

Come up with at least 10 if not 20 variations of titles. Narrow it down to a few good titles. Use a tool like Headline Analyzer to see how well you’re doing. Be conscious of key words in your title you want to use throughout your post text too for S.E.O.

Did I just lose you with SEO and the importance of key words? If you want step-by-step support for doing this and treating your content like part of a real business, that attracts real customers I’ll link to how to learn more about the 10-month Flipping 50 Fitness Specialist. It’s open now for a limited number of trainers and health coaches and only for a limited time. You want to leverage your content to stand out in the noise.

So, let’s explore some words that are dripping with emotion and how you can use them. I’ll give you some examples of how I have used them recently.

Avoid Words You Use Costing You Customers with These Examples

Gambling (In my TEDx talk after I revealed the poor statistics on science for women and exercise I mentioned it’s like “gambling… with really bad odds.”

That makes listeners who are impacted, angry.

Crap (Sit ups are Stupid, Crunches are Crap is the title of a book by a recent Flipping 50 podcast guest. Brilliant and I wish I’d thought of it myself!

The title is important because crap, doo-doo, or the actual word, conveys very succinctly that something stinks. Not you but it.


Everything Women in Menopause Learned About Exercise May Be a Lie was the title of my TEDx talk. I’ve used it again in blog posts and podcasts. The word lies conveys strong emotion, and certainly brings us together if I’m revealing lies to you that you didn’t yet know about. Then I’m going to give you solutions for revenge in the content.

Not telling the truth

“I haven’t been telling the truth, I was doing it wrong, we’ve all been doing it wrong.” These words, some exactly this and some implied were also a part of that TEDx talk. Let me also make something clear, you don’t create a talk and then move on and create another. Your signature story is your signature story.

You go to a Bruce Springsteen concert and expect (or demand) to hear Born to Run, right? James Taylor had better play Shower the People. They may weave in new content, but audiences want and need repetition. Before you start talking about a topic, make sure that in a year and 5 and 10 you still want to be talking about it!


I’ve used phrases like betrayed by your body and betrayed by the fitness industry and even medical community in blogs and presentations. It evokes a strong emotion, right? So it’s not the same as if you’d been betrayed by a spouse, but betrayal by anyone or anything can make your content memorable, or remarkable.

And to stand out, be something liked, shared, commented on that’s exactly what you want.

What they don’t tell you…

This one would be easy to insert into a post. What they don’t tell you is…

When I talk about stress with clients, especially when I’d first published You Still Got It, Girl! I would point out that though our parents probably all had the sex talk with us, what they didn’t tell you was that we were going to feel stressed. They didn’t give us the ways to abstain from that or to a morning-after solution if we did have stress. There wasn’t a stress-talk like the sex talk.

In talking about it like that I made it not their fault. And I made them think back to that moment when they had the 5thgrade health session where parents come to talk about puberty and all the things. It got personal because of a memory.

More Words You’re Not Using (and That’s Costing You Customers!)


I’m about to publish a post for my Flipping 50 community about Misleading Fitness Studies and Poll Results from an annual trends report. I do it every year and yet it always a hot topic among both fitness professionals and midlife women seeking intelligent fitness tips.

So think about how you can look at 5 of your recent titles and see how you could have put an emotional hook in the title.


This is used commonly in titles and it’s almost always a winner. The only exception is if you over use it or it’s not an emotionally enough charged title directed at a narrow enough audience.

Weight loss Myth-Busting

Debunking Weight Loss Myths

Those are both potential titles. Yet, they’re pretty general.

Change to Menopause Weight Loss Myths or to Debunking the Menopause Weight Loss Myths in 3 Recent Fitness Magazine Articles – now you’ve got something specific, targeted at an audience, and timely with some urgency.

Two More Empowering Words  

These last two words- and by no means this is an exhaustive list – you may realize you do have emotional words in your posts, emails and conversations already. This podcast is just going to give you more of them to use strategically.

These two words are ones you could use in titles and in copy to provide a solution when you might start talking about your program or service.


Here’s an example of a title: How to Reclaim the Muscle You’ve Been Losing Since 30

That would peak curiosity for one, if women are like, wait a minute! I’ve been losing muscle? And it gives a solution for them too, and gives a solution to someone who you may already have informed of muscle losses that start after 25.

Here’s an example of using that word in the body of an article or email:

You can reclaim that muscle and in doing so boost your metabolism.

Get back

This is another way to say reclaim. Try them both out, or use them both. Because remember you’re going to be writing, and talking, and creating video about your topic for a long time. You’ll want to use different words to appeal to different customers as you do it.

There you are! Some specific examples of how to avoid words you use costing you customers!

It’s Not To Late!

Remember it’s not too late to change titles of YouTube videos. If it’s not getting traction and you know it’s good, go revise it. If you really haven’t had any traffic to your website articles, and you’re sure S.E.O. is something you’ve never thought about?

I’d go in and change it. Then from here on out think about your title, the key words in your title you want to be found for (these are words and phrases your customers say and search for frequently), before you post.

For now, what I want you to do is go back and look at your content and title. Are you repeating the words you want to be found for? For instance, the words you use costing you customers is the phrase I’m using in this post. Did you hear/see what I did there? I just inserted the phrase again in the post.

Words You Use Costing You Customers (and relationships)

Really, this works two ways. The words you use, and the words you don’t use could both be costing you customers. And it’s no surprise. Because if you’ve got a family, whether it’s kids, a spouse or parents and siblings, it’s HOW you say anything that gets the results you want, right?

So, try on everything!

Read your Instagram posts! Do they sound preachy and teachy? Instead of the motivating and inspiring you were shooting for? That’s good homework. Then as you begin to weave in some of these emotion-laded words you’ll begin to engage even more.

Resources mention in this post:

Flipping 50 Fitness Specialist FREE masterclass

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4 Steps to Create Fitness Marketing Videos | Easy Fitness Marketing

If you are not asking how to create fitness marketing videos better, faster, and more effective at supporting your ideal clients, you’re nuts. If you already do it, you can always do it better. I don’t watch a single YouTube video without learning something. Whether it’s something to do or not to do, I am an eternal student!

Organic Traffic from Fitness Marketing Videos is Not Dead

I’ve grown my YouTube channel to 118,000 almost entirely organically. And, honestly I can say that when I do “pay to play” it isn’t as effective as the right video performing organically because I’ve shared it and amplified it regularly after it initially posts.

So… while I’m about to share gold with you… don’t forget that step 5 is just as important. That is, continuing to share it consistently with slightly different words or images.

In this episode!

This 4-step plan to create fitness marketing videos is one of my earliest lead magnets when I first began coaching and consulting with fitness professionals as a primary niche more than a decade ago. Starting then would have been a fantastic idea. And starting today is the next best time. I’ll give you more tips in some upcoming podcasts about being good on camera and getting more confident, but many of these steps you can start on and they will already improve your confidence to create fitness marketing videos.

Need More Simple Marketing to Stand Out?

If you love and or need this, especially if you work with midlife women, you’ll love the 12-month Flipping 50 Fitness Specialist mastermind. It’s always been my mission to help the fitness industry by getting and keeping the heart-centered coach and trainer.

I do that by giving you the skills not just to coach them on the fitness but to market and message in a way you feel good… and so do they. I’ll link to a special masterclass I’m doing on Thursday, sharing more about how you can become a true brand influencer. Not to star on social media but so that you can influence the world health.

Start Here

Let’s dive in… and you’re going to want to take notes, so that you’re answering all the questions I ask in each step. I’ll even suggest you pause the podcast to answer.

Step 1: Define Your Objective

  1. Attract New Customers
    B. Nurture Relationships with Current Customers
  2. Upsell Current Customers
    D. Create a Product for Revenue

Step 2: Choose Your Topic

  1. What problem are you solving?
    B. What other things has a customer tried?
    C. Do a large percent of people in your market area have this problem?
  2. Who is your competition?
    E. How do you solve this problem distinctly better?

Step 3: Choose a Findable Title

  1. What question would a person with this problem or goal ask?
    B. What problem does someone want solved who would like this video?
    C. Describe the person who will find value in this video.
    D. What does the person who has this problem hate about your product?
    E. Start with a few working titles. Type them into a browser search bar. Compare the number of results that show up. Compare the number of results that have videos or images. Run the title through one more time with any changes. And decide. It doesn’t have to be perfect but it does need to be a title searched by a large enough market that you can expect some traffic from it.

Step 4: Create your Intro and Outro Scripts

  1. Write your first 10 seconds out word-for-word and rehearse. In 5 seconds tell them how you’re going to solve their problem – the one they clicked the video for. Then tell them your name and dive right into content.
    B. Define your call-to-action based on your objective from #1 (do you want viewers to subscribe to your YouTube channel? Click on a live annotation that will take them to a free gift for registering for your email?)
  2. Write and rehearse your close. Summarize. Add “if you liked this” and end with a specific directive. (click here, subscribe now, call now – include the number!)

That’s the Findability Factor

These four steps alone will increase the findability of your videos. Even if you’re creating them, if your ideal prospects aren’t finding them, it’s costing you time.

Your “next step” to social media:

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Branding for Fitness Professionals

Taking Care of You | Personal Trainer & Coach Business Plan

A personal trainer & coach business plan is about the last thing some fitness and health professionals will want to focus on.

Have you got a plan? Are you running a business or a hobbyist? And there is nothing wrong with how you answer that question. Unless… you have the income and revenue of a hobbyist and feel as if you spend the time and energy of a business. If you work with midlife women, I can help. I can help you recommit to definitely doing more of what you love, and doing it in a way that rewards you. Because when you make more money you have both more influence and freedom.

The Money Dilemma

If you want to do more good, it requires money. You can change things with money. Whether that’s through scholarships, and donations or it’s through your own freedom to create more programming to support more individuals, the influence you have on the world, your family,  will be in part due to money. This Thursday I’m holding a special master class for personal trainers, health coaches and women in midlife who would love to be involved in a healthier career choice.

By the time we’re off the class you’ll know if this is the right choice for you, and how to really start, grow or scale your business .. you’ll also know why now is the right time. Link in the show notes.. or visit for details.

Personal trainer & coach? You need a business plan! It’s called a proforma in most circles.

A Business Plan?

If you’re just now getting serious about what you need to do now to succeed or start for the first time… yet you’re already falling in love with the idea of becoming a personal trainer & coach you may think that a business plan is something entirely different than what I’m about to share.

This business plan is for those trainers who feel like this is all gyms, equipment, exercise, and motivation. Really, you will have to have a business plan. One that outlines how many customer you need and how you’ll get them. You’ll need to project how much the advertising and marketing will cost you and how much it costs to get every single lead.

You’ll have to project the amount of revenue from each client, the average time each client will remain a client, and if they’ll pay you monthly, annually or another frequency. Because, hey, banks like to know that. And even if you aren’t going to use any borrowed money and you’re going to invest very little to start your online business, you’re going to want to do your homework.

Be Heard Above the Other Personal Trainers & Coaches

It’s busy out there. Loud and noisy trainers want the same customers you do. So you’ll need to pay somehow to get your message in front of them unless you’re a celebrity.

Nervous? Well, you can relax. Although those things are definitely things you’ll need to think about before you really declare yourself a business. Before you incorporate, and decide if LLC is the best for you, if you can secure the business name you want, or whether someone has already trademarked it and could sue you. Just relax about all that… we’ll talk about that another time. You may be interested in walking through it with the Flipping 50 Fitness Specialist 2.0 10-month program. I’ll link to that in the show notes.

This business plan I’m about to share is more down to earth.

Your Personal Trainer & Coach Business Plan

This is not your typical business plan, so if you’re hoping I’ll give you a personal trainer & coach business plan like a proforma, let me get clear. It is the plan most out of balance if the proforma business plan is going to happen it has to be in order.

Listen, if you’re driven to success, in your own personal fitness, and your fitness business goals, there’s a chance when you begin working on your business you’ll let other assets you need to build it, slide. Here’s how to keep this three-legged stool in balance. There are three critical parts. Some of us may have felt these slipping away in 2020. There was so much business pivoting that more creating, more keyboard time, more learning time, more online meetings all had to happen. That squeezed something out. What was it for you? Exercise? Good food prep? Sleep?

Or did you go the other way? Focus on your own physical plan. Flirt with over exercise, under eating and hyper diligence to an extreme?

If you’re going to be your best for the long run, which is business, you need all of these. Here they are.

There are 3 Critical Parts to this Plan:

First in your personal trainer & health coach plan is …

Critical Part #1: Physically Planning–

Are you exercising in your sweet spot? Are you planning your own meals ahead? Are you prioritizing the amount of rest that you need?

Look, most first time trainers, health coaches, fitness instructors work a few hours a week. But they exercise an astronomical amount of time. They think they’ve got to look better than anyone else, be fitter than anyone else, and do more than anyone else as if that somehow qualifies them. In someone’s eyes it does.

Let’s look at this though. First, fitness comes from the right amount of exercise and right amount of rest. A few repetitions done to muscular fatigue, the right amount of protein- veggies – carbs and fat for the individual, along with the right amount of rest is more potentially specific to fitness than more volume.

Personal Trainer & Coach Beware and Be Smart

I won’t get into some research circulating right now that women over 40 need more volume, but I will share with you that without assessing an individual women… who also needs more rest between workouts simply giving a blank statement about volume is going to create more problems of over exercise and under rest. That trainers is what we’ve been trying to break through for years. With one article in IDEA magazine containing one small line about rest and recovery, we could set women back for years.

Read Between the Lines

Trainers are too willing to blindly read an author’s interpretation without reading the primary research and thinking through it themselves. Number of subjects, how was the research conducted? And all the details – like current hormonal status and nutritional compliance matter. Okay, end of rant! If you do take a look at it, read with consciousness that this is not about more volume alone.

There are many ways to achieve volume: weight, or increased reps, or increased frequency, and you must not do any of them alone in isolation without looking at rest & recovery including sleep, time between reps-sets-and workouts, and nutrition while understanding the signs a women’s hormones are messaging you and her.

Critical Part #2: Mentally Planning –

Are you allowing yourself what you need in order to be creative?

I had to guard that creativity by not taking any appointments until noon. I block off full days to do planning for events or several days to do year planning.

Recently, I took 2.5 days to work on a specific project where I could work, hike, eat, and sleep with no distractions. It took me a while to figure out that if I don’t, I’m working more but working poor. I’ve tried to work this into a purposeful trip, and I’ve learned that never works. There’s always something spontaneous that comes up. You’ve got to be fully present and fresh to do good work.

Even this last week, I got away for 2.5 days to work on my next year plan. I know I have to do that. I have to block it off and out. I’ve gotten about 15 months of planning done – into forecasting January 22 as it’s the beginning of November 2020. But that couldn’t happen without time, space, mental bandwidth to focus on and evaluate.

You Need Time To Evaluate Your Business

You want to evaluate what you love doing, what gives you energy, those clients or tasks that suck the energy from you, and the value of your time and what you could train and pay someone else to do so you have more time yourself. You get into business for two or more reasons. You want freedom. Freedom to do the kind of work you want, but freedom of time and money to do it. So, if you’re simply working around the clock or you’re broke, something is not working.

You may need to dig into where your revenue came from last year. What flowed to you easily, how much time it took, what does that mean for the amount of time and energy you place on what you do and the amount of revenue you generate? Are you earning your hourly worth? Or are you just working a lot without a real profit and loss statement that works for you?

For You, If You’re Just Starting

If you’re not creating a course, or program or package, this might sound a little foreign to you. Yet, maybe it’s time for you to take a look at how you will scale your business. So, that it’s not all you leading personal training sessions or bootcamps or group fitness. It’s not all you coaching by phone. But you’ve got a program, a group, some passive income from a course and you have products that help you make money when you’re not required to be there to make the money.

Unless you can continue to raise your rates and charge $100-$200 an hour or more, it’s going to be hard to make a good living training exclusively and also have a life. No matter where you live, you’ve got to have free time, and be able to enjoy yourself.

And finally,

Critical Part #3: Spiritually Planning

Fill yourself up. Maybe for you that’s something specific or alone time. Maybe it’s partly your exercise or outdoor time. Whatever it is for you, acknowledge it and then guard it.

I am more spiritual than I am religious. I do pray, but more so I mediate, and I enjoy quiet time, and time in nature. You will find me in church on Christmas eve and giving thanks before family dinners. I won’t be in church regularly, but if someone asked me to teach Sunday school or help with Bible School, I’d do it in a heartbeat.

Know You

You need to know what fills you up in this way. Belief in something beyond you and this moment is sometimes necessary in business to keep going. Seeing this just as something, something others have gone through, you might go through again, something with meaning and meant to lead you to the next step, that can make all the difference when things are hard.

And if you’re really running a business, not a hobby, it will be hard. There will be hard decisions. Decisions about people. People who let you down or disappoint you. You’ll make business decisions not on emotion but on numbers.

That’s three legs I told you about. But there is another consideration in your personal trainer & coach business plan.

The Extended Part of Your Business

If and when you’re ready to hire a team, or even a virtual assistant for the first step, you’ll want to check on whether they’re taking care of themselves. Do they get enough sleep, exercise, and take their vitamins?

Do they have all 3 legs of this stool working for them?

There you have it 3 Critical components to a personal trainer & coach business plan that don’t include your revenue, assets, marketing plan, but instead includes the foundation from which you’ll be able to make objective decisions about that business.

Questions? Comments? Leave them below show notes at fitnessmarketingmastery-dot-com/business-plan

If you’re working with midlife women (and hey, who’s not) especially if you are one .. or if you’d like to start, I’ll link to a special master class I’m teaching about why right now… is the absolute best moment in history to start and or grow and scale your business.

The Master Class will cover:

Fitness Specialists #3 Secrets About Now, You, and How to coach women in Menopause [Save Your Spot]

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Start and Grow Your Menopause Coaching Services in 2021

Interested in providing menopause coaching services?

Whether you’re dreaming about having a job you love getting out of bed in the morning for, or you want to ditch your cubicle (or shall we say, kitchen) life right now? Or you love the idea of using your skills and talking to women who want, need, and deserve support… menopause coaching services may just be for you.

Before you dive in though you need absolute clarity about 3 things.

You need absolute clarity about 3 things:

  1. Where you get your leads
  2. How you convert them
  3. How you deliver the transformation they want

Now each of those can go into even more depth.

Take leads for example

That is all about knowing your avatar, or ideal client.

  • How well do you know what your audience wants, hates, needs, and has already tried?
  • What is it that you will give them that is so enticing that they will want to learn more from you and voluntarily give you their email address?
  • How quickly can they consume it and get a quick win?
  • Clarity here is important too. Is your message absolutely clear to them?

Then we can look at the way that you convert leads into customers.

  • Do you email them and then make an offer?
    Do you set up a phone consultation?
  • Do you offer an in-person consultation, first session, or assessment?
  • And… how good are you at converting them? Do you know what you’re going to say, how you’re going to say it and have confidence about that?

Last of those three things you need to be absolutely clear about is how you deliver the service.

Take for instance our Advanced Flipping 50 Fitness Specialists.

They can coach via phone, Skype, Facetime, Zoom or in person if that’s convenient for the client. It depends on the nature of your service and on the geography between you and your client. I, for example will meet via Skype or Facetime with my international clients. We are going over exercise plans, but we’re not working out.

I’m writing a plan for them, and then may provide just that, ask for video of them doing moves to assess them, and I may provide video for those less inclined to follow workouts on their own. I’ve been training this way since the mid 90s. It’s Training Peaks style, though I use my own website and member area.

What Speed are You Going?

Next up, I’m going to walk you through speed. Speed is going to be important for you to look at now and consider whether it’s a match for what you need to happen.

If for instance it takes you a long time to even get leads that you need to fix right away.

I’m sure you can see that as a problem because without what we call traffic whether it’s walking in the door or hitting your website, no traffic means no customers sooner or later.

Is It Your Livelihood?

And if it takes you weeks or months to convert most of your customers, what are you going to live on and eat meanwhile?

The goal would be that once you’ve listened to what your ideal customer wants to buy, you’ve created that and you’ll sell that and they’ve been waiting and excited to get it. Or if they’re new to your list, then they will want to buy it within a predictable time because it’s a great fit for exactly what they wanted.

When it’s predictable how long it will take you to get new customers after you get leads you can relax a little about having a stable revenue. To increase it you’d do more advertising! That’s easy!


You then have to talk about how effectively you’re doing these things.

What is the rate of conversions on your leads?

Because if you’re only converting a small number (less than 40% of people who come through) there’s a gap in the quality of leads that you’re attracting or in the messaging and that’s something you want to dig into.

Measuring What Matters

  • The biggest question is, are you measuring what matters?
  • The number of leads within a certain time period.
  • The number of those leads that converted within a specific period depending on your campaign.
  • The number of those leads that convert later.

Depending on the sophistication of your CRM or customer relationship management, in other words, your email and data tracking, you can track these numbers there.

And you can also track where your money is coming from. Then from those products and services you can look at how much time it took you. You’ll learn if there’s really a profit margin for you when you take out your expenses.

Menopause Coaching Service

A menopause coaching service like that of the Flipping 50 Fitness Specialist is a business. You want to treat it like one, whether you coach 10 hours a week or you coach 40. Customers expect a level of service that can only come from you investing in yourself, your business, and delivering the best over time.

I’ll link in the show notes to a master class where you can get more information about how to learn more about the business side of personal training and health coaching. I can definitely spare you a few mistakes, and help you find your distinguishing factors that make you exactly the coach someone is looking for.

Referenced in this Podcast: 

Master Class for Menopause Coaching

The Dirty World of Fitness Conference Content | Continuing Education

Attending a fitness conference this year? Taking a continuing education course? How well do you consider your goals and what you want to accomplish from the content you consume? In the world of fitness conference content and fitness association award winners it can be hard to distinguish between smoke and mirrors.

Fitness Conference Reflect Reality?

Is all that glitters, or has boobs and botox, really substantiated success you’re seeing? Or are you in fact seeing the evidence of marketing. The package is the surface. What’s inside that matters right?

Before I go on, I have to say this, I’m a presenter at fitness conferences too. And you should look at me with the same scrutiny that you look at anyone else. I’ve presented internationally since 2000 for associations including IDEA, NSCA, CAN-FIT-PRO, ICAA, SCW, ABC, and Fitness Fest and MEDFIT, multiple times in many cases. I’ve also published articles for several of them and serve as Subject Matter Expert or advisory board member for others.

Fitness Conference Content Alarms

Taking advice from a presenter at a fitness conference talking about making money and programming can be tricky.

Consider two very different skill sets.

One skill set is the science and its practical application broken down into a daily and weekly action set that will get your clients or customers results.

The second is the ability to make business decisions based on profit and loss, on profitability, and scalability of a program.

There’s More

And yet a third is the ability to look at the much bigger picture of how many lives have a positive influence from the pursuit. Maybe a decision is okay if it’s purely for enjoyment and hobby-sake. If it’s a business that must pay the bills, support individuals and their families, and ultimately build a legacy not just have a spotlight and have fun, then there are different sets to apply and evaluate.

Your Fitness Conference & Experts

As a business leader – if only for yourself: someone who pays bills and taxes based not just on what you make but on what you keep – you need to be sure that you separate these two very carefully.

I recommend that you look closely at the “back end” of any of your beloved presenters and do your homework. Learn from them, they are some of the best, and they are using science to relay programming to you.

However, they may have no idea of how to actually implement a profitable program.

How do you know?

Ask these questions:

  • Is this presenter doing what I’m doing or want to do?
  • Is he/she running a profitable business using the tools and techniques they are teaching?
  • Does that matter to me?
  • What do I want and how do I define success?
  • Is this content the main focus of the presenter’s business life outside of presenting at conferences?
  • Is this the sole, exclusive content the way the presenter makes a living?

Knowledge vs. Application

Because although a university lecturer may be a wonderful teacher, that lecturer has a regular paycheck regardless of the job or effort they put in (until someone evaluates them of course!)

And you, as an entrepreneur or someone working on commission, do not have that luxury. If you work as a manager of a department, the profitability of your program matters. This year more than ever, if the profit margin on your programs and services has not supported your business but has only been supported by it, you’re in a pickle right now.

That just doesn’t work anymore. If you’ve created a department of personal training for instance that simply extends the life and success of a club’s members but really has no profit margin due to expenses and high commissions with too little revenue, without enough members continuing in, you have not created a sustainable model for this moment we’re in.

We Don’t Celebrate Losses

I’ll leave that touchy subject alone because it’s my educated guess that those trainers, managers, owners in that position right now are not listening to this episode. They’re in a place where survival, not up-leveling, is and has to be their focus.

For you though, listener, it’s time to get real. For those sessions you’re choosing and those continuing education courses your taking, make sure to filter what you’re learning together with from whom you’re learning it.

The Bottomline

So, there you have it, a sneak peek into how presenters are evaluated or they’re not. Never once since 2000 when I began presenting did any conference organizer ask for my tax returns.

My feeling is often that the greater the number of initials behind someone’s name, the greater the number of titles, the greater the need to make up for something or prove something.

The OverKill on Certifications and Titles

Why would someone need a handful of jobs if just one of them were sustaining their lifestyle? It’s a question you must ask. What is their business model? How do they earn money? How did they scale their business? How do they enjoy freedom in their life? Is this a model I want to use for my own?

You don’t have to get all you need from one individual. I suggest we all want to choose carefully the individuals we follow to know they match our values, and the life you aspire to. Success clues and it’s usually so busy doing the single thing that makes it successful that there isn’t a lot of time for wearing multiple hats.

You can be an expert in one area. Or, you can do a lot of things. You really can’t be both.

Did I stir up any questions? Comments?

Leave them below the show link at fitnessmarketingmastery-dot-com/fitness-conference

Past Fear | Grow Your Personal Training Business in 2020 and 2021

To grow your personal training business in 2020 and in 2021 you’ll have to do things differently than you’ve ever done them. If you’re starting a health coaching or personal training business you may honestly be at an advantage. You’re not trying to fit into a mold that has only marginally been working in the past and that’s forever broken since COVID19 began. You can most clearly evaluate the problems happening now and solve them.

Why would you ever stop yourself from getting what you always say you want? Why would you stop yourself from making the kind of money you want? Why would you ever do that?

But we do.

If you don’t try, you can’t fail.

If you don’t start, you can’t risk the embarrassment or discomfort that comes with not knowing exactly what comes next.

If you wait til you’re 100% ready, you’ll never do anything. I didn’t say it first. To grow your personal training business in 2020 you already know what’s staring you in the face. You weren’t ready for changed that happened. You do have to deal with them, anyway.

You start where you are.

If you find yourself thinking you need one more certification, or maybe you need a degree or another one…

If you think you just need to review this information again…

If those things are always preventing you from doing the things that really get you clients …

Like making phone calls and following up on them…

Like learning how to create better emails and going live on video so you get better by getting comfortable…

Like getting in front of people to speak… in podcasts, on their summits, and again on your own live social media accounts…

If you put things off until an imaginary time when you think you’ll actually have more time…. Your life will be a series of “I’ll be happy when…” “I’ll make time for that when…”

What Will People Think?

No one wants to be judged or criticized. Your mistake though is in thinking that people aren’t judging because you’re not doing something.  They’re always judging.

The point is, their thoughts in the end don’t matter. What matters is the regret or reward that you had doing the thing you wanted to do.

If you are worried about being liked, or popular, or worried about what they’ll think… you’re making it all about you.

It’s about them.

But we do this. We do it when we’re scared, insecure, not feeling safe.

Stop Procrastinating to Grow Your Personal Training Business in 2020

There’s a flip side to this procrastination. And that is… why you get in your way when it’s going well.

When things are going really well and you find you get hurt, or sick, or you refuse to make more progress. Not outwardly, you never say, I’m not going to make progress, but you hit a wall.

What’s that about?

Well, it’s not really a wall at all it’s a ceiling.

When you’re doing really well and you’re gaining momentum, say you’re getting clients, making more money, and suddenly you can’t grow any more, in fact you may have a set back.

What’s that all about?

It’s Got a Name

It’s called Upper Limiting. It’s a definite thing. You have a happiness ceiling. You’re only comfortable being so happy. And after that you keep looking for the other shoe to drop. You ask all the time what’s the worst thing that will happen? In fact you’re looking for the worst thing to happen.

So you think of reasons why you can’t do something. You’re too busy. You’re overwhelmed. You have to figure it out for yourself first (as if you must be perfect before you can share it with others).

You have a long list of “I can’t because…” going on inside your head.

There’s a reason why you can’t start creating your own brand on social media or begin offering classes or create a course. There’s a reason you can’t call someone you know you could help and ask them to be a client.

There’s a reason you won’t get a coach and learn how to create an offer that is irresistible for the customers who love you already.

There’s safety in claiming you’re overwhelmed or in getting ready to get ready. At least you subconsciously think there is.

What you want to do is see it coming.

Every time you are about to grow, do something new that has potential to increase your revenue or your happiness quota, you’ll resist. We all do it. You’ve got to expect it. When you find yourself eating poorly, staying up late, skipping workouts or working out too much… because that’s so comfortable to think if you just look more perfect… that’s self-sabotage… or upper limiting, trying to keep you safe from doing the things you really want to do to grow your business.

Trying to start or grow your personal training business in 2020?

I’d love a comment from you. If you’re a trainer or health coach or want to be… I encourage you to look at the Flipping 50 Fitness Specialist… or learn more about the directory of F50F Specialists and where they are if you want to work with someone locally.

Write and mention you’re interested in learning more about how to become (or expand as) a menopause health coach or personal trainer.

The world needs you now more than ever!!

personal training business in 2020

The State of Fitness During the Pandemic | Business & Activity

Fitness during the pandemic is all over. Fitness statistics right now are a little grim for gyms. How does physical activity stack up though? Pretty well. It seems the public is discovering they don’t need gyms, trainers, or at least onsite, in order to move more.

The best news is that those who were least active are getting more active. And not detrimental for immune system-sake, the most active, perhaps most reliant on gyms, are now exercising slightly less.

This episode I had the pleasure of interviewing Paul Ronto from If you haven’t visited the site, check out the articles they’re publishing now.

My guest:

Paul loves adventure. Over the past 20 years, he has climbed, hiked, and ran all over the world. He’s summited peaks throughout the Americas, trekked through Africa, and tested his endurance in 24-hour trail races. He has worked in the outdoor industry for over a decade and continues to focus on athletic pursuits.

Our Conversation:

Share a little about the survey methods on fitness during the pandemic, who you surveyed, how you did so for listeners. Demographics of those surveyed?

What did you notice about age groups, and genders?

What qualified as “exercise”?

Other questions we answer in this episode:

Do we know if this is active being more active, occasional exercisers becoming more intentional, or inactive becoming active or any breakdown of that?

With an increase in exercise 88%, the big question is, especially for my listeners -at risk for losing muscle and bone in a big way during menopause – “are they exercising right”?

Muscle loss and bone loss are accelerated for women in midlife not exercising with optimal exercise prescription.

What are your thoughts on that?

“Walking” for instance and yoga or Pilates.. while wonderful exercise will not sustain muscle or bone for women with accelerated losses due to hormonal changes. Who knew there’d be a dumbbell shortage?! What do you think about the solution to that supply- demand problem?

Fitness Statistics Right Now

A couple weeks ago now Business Insider published an article on 5 major fitness chains and athletic stores declaring bankruptcy. What are your thoughts for privately owned fitness businesses?

Is there a difference in the “umbrella” fitness business (serving all ages, full service childcare, pool, gym, group fitness, training) vs. boutique niche studios (Pilates, yoga, small 1:1 training) and projected success rate?

Major at home equipment and programming retailers like Peleton have gained great success during this time. What are your thoughts about the future of fitness?

Beyond that point when a vaccine is discovered that’s then proven, tested, and return of confidence by consumers what do you think about fitness centers as we’ve known them to this point?

Will what is now known as online, hybrid, or brick-and-mortar business be forever changed?

The message: 

Fitness during the pandemic tells you a lot about your future. Health and fitness are more important than ever. You’re not irrelevant if you’re a trainer, as long as you’re not using the same message you were pre-pandemic.

No one “needs” you to move more. We’re learning that people do prioritize exercise and when they have the time, they do it.

Certain populations stand the most to lose (bone density, muscle, strength, mobility) without exercise. So while there’s still a need, if you’re focused on getting back to what you were doing you could be missing a huge opportunity.



Flipping 50 Fitness Specialist 

Create Your Best Bio | Stand Out Beyond Alphabet Soup


No Time to Build Your Fitness Business? Step-by-step to priorities

I have learned what I’m about to teach you so many times the absolute hardest way possible. I’ve proven to myself that it doesn’t work the other way.

Statistics have shown me, proven it to me, and yet nothing… NOTHING… is a better lesson than a painful one.

You can have 4 or 5 projects to do, but some are highest priority.

Let’s say you juggle all of them for a month, doing a little and making a little progress – or getting some of them done but not with great quality. You’re just checking the box off on posting social media, for instance. You don’t really know what you’re doing or how to use your insights or call to action.

Then none of the things you’ll do in a month change your revenue.

If you’re in charge of revenue that’s a problem.

How to Prioritize by Numbers

If you instead have a project that once created is going to earn you $997 every time you selling and you’re going to sell 10 of them a week… it becomes obvious you should spend 100% of your time on getting that finished, right?

If you don’t know how to create an offer that is irresistible for your customers, you should spend time learning it, creating one, practicing presenting it. Because if you present an offer that is between $2500 and $7500 for a “best year” package and you sell 10 of those over Black Friday specials and New Year sales time, you can significantly add to your bottom line. Should you spend time on that?

Structure Creates Freedom

This system lets you evaluate ideas, realities, risks, and probabilities. You can do the projects yourself, delegate them, ditch them or work with your team on them. Some things you’ll want to shelf and look at again later to see if it is a good time.

Step-by-Step Prioritizing time to build your fitness business

Here’s how it works. If you imagine you’ve got five projects that could take your time today.

  1. You want to create a course.
  2. You want to create a new training package for one-on-one clients.
  3. You want to develop a new presentation. (To apply to speak at conferences or to speak to groups of your target market) and then use it to pitch the media and local or national groups – today it doesn’t matter).
  4. You have a video blog to create.
  5. You have social media posts to schedule for the week.

If you created the course, you’d never get the social media posts done. If you do the social media and video blog (vlog) you never get the course, presentation or new training package done. And then you do it all over again weekly. Your time between sessions and meetings is so little you can’t do it all.

How do you decide what to do first? You write down… because if you put it on paper… and by write, I don’t mean you actually do it in pencil but I do find that works best for me. A keyboard also works.

You ask these questions:

What impact this will have on your business?

How much revenue will it bring in, by when?

How much will it cost? When will the expense occur?

What is the benefit to doing it? For instance, if you’ve got creating a video, blog or podcast on your list. It is the place where you have an opt ins, where you boost content and gain email subscribers. It provides social proof by giving your current social media channel a highlight, increasing views, letting prospects get to know you.

How much time will it take? To start, on an ongoing basis.

Whose time will it take? (there’s your cost… how much is your time worth – and that’s not zero or how much will you have to pay someone to do your podcast set up, editing, show notes – $100 per episode?)

Course Example

Let’s say you’re creating a course. You can do that in a weekend if you’re recording. The editing will take another day or more. Adding the pieces to a website or uploading to thinkific or kajabi, will take half a day, creating a product, writing the copy, will be tasks you want to consider.

Even in doing the project analysis for time, cost, benefit, risk, you will be advancing that project by asking key questions. You’ll be determining how much of the project you can and want to do and what you need to hire.

Don’t Forget Personal Relationships

While you’re doing your business on a spread sheet, don’t forget your personal relationships. This one doesn’t cost you money, but it does cost you if you want it and you don’t delegate your own time and energy to it.

I’ve been on the other end of the phone and heard, “Do you know how many employees I have? Do you know how many times my phone rings?”

Answer: I know there’s only one me. There’s only one me and you. Or there was. I’ve been multitasked. A project never done, never full attention. You know the absolute difference once you’ve been the one, right?

Ready to build a business with staying power in any kind of times? Save your spot.

Life and Business Co-Exist

This podcast and the coaching & consulting I do is about creating both the life and the business you love. You want freedom as much as you want revenue, and many people honestly would trade money for freedom if they’ve created businesses that painted them into a corner.

You can build both at the same time. You’ll have to make tradeoffs but if you look up and you don’t have a relationship and want one, look at what was on that yellow legal pad of notes every day and what wasn’t.

Really No Time to Build Your Fitness Business?

Do you really have no time to build your fitness business? Or are you chasing after the things that keep you busy, make you feel productive, instead of actually finishing things that matter?

What things can you delegate to someone else and what have to be you?

Immediate impact once finished come first.

It’s the glass ball vs rubber ball analogy. Some things will never be done. But some things can’t wait until some day to be nurtured. So, when you’re evaluating cost, evaluate all costs. Relationships, money, and what fills you up most. You may decide it’s a sense of accomplishment that fills a void in you, or you may decide it’s a relationship. There’s no right or wrong answer but getting it down on paper will tell you so you can see it very clearly. Life is short. You can spend the time you have to do only the most important things.

Time to Build Your Fitness Business By the Numbers

If you, for instance create that course, then it’s done. Of course, you’ve got to market it forever, but you can’t, and you can’t earn a cent until at least the concept of it is finished. I by the way, highly recommend creating and marketing the course before you build it. The course you imagine someone needs is not necessarily the course anyone wants. You could waste time money and energy if you don’t create it with the money already earned and listening to exactly what they’re willing to pay for.

Social Media

The impact of getting that social media posting done this week? Could be big… but if it’s not bringing in revenue then you’ll do better delegating that with specific systems someone else can follow using your style guide (I’ll link to it in the show notes). Once you have the course done your social media posts can then tease exactly what your clients should know, feel and do for you.

I talk about systems in The Health and Fitness Professionals Guide to Social Media Marketing (published by Healthy Learning). As much as you might think a social media book is outdated by the time it’s written – as I told my publisher before I agreed to write it – it’s really a book about your entire marketing system. And it’s never been more needed today.

If you feel like you’re just throwing up posts to keep up or copy and you don’t have a system and strategy? Pick it up. Start connecting revenue with social activity.

Fitnessmarkeringmastery dot com/priorities

Branding for Fitness Professionals | Personal Trainers & Health Coaches

Branding for fitness professionals right now can’t be an afterthought.

How is your brand fitness? Your brand health? Are you standing up and standing out compared to the thousands of trainers, fitness instructors, health coaches and yoga teachers who have flocked online since mid-March 2020?

This episode is brought to you by the Flipping 50 Specialist. Your choice for hormone balancing exercise for women in menopause.

That intro was not meant to make you panic. My guest in fact is here to share tips about how to brand yourself and stand out.

My Guest

James Patrick­­­­­ is an award-winning photographer, bestselling author, entrepreneur coach, podcast host and public speaker based in Phoenix, AZ. He is the founder of FITposium, an annual conference guiding fitness entrepreneurs to grow their careers. James has received a bevy of awards for his work as a photographer, marketer and entrepreneur. Leveraging his diverse experience, James has presented on stages cost-to-coast in the United States and has been interviewed for numerous TV, radio, magazine, newspaper and podcast features. James Patrick’s mission is to create art and opportunity for others.

Questions and topics we discussed:

Many of our listeners are recreating businesses, some are students realizing their dreams of fitness careers, personal training, gym ownership … is changing. They’re forced to market differently. Everyone is online, yes customers, but also competition – which are not only other trainers, classes, but anything taking customer’s attention.

Let’s talk about branding for fitness professionals.

From the basics… how do you define branding?

To put it in your own terms… what is your brand as a photographer?

What are components of a brand?

How do you stand out – that’s the question for a lot of trainers?

How do you stand out without changing who you are, feeling fake?

What would be the top 2 o 3 things a fitness professional wants to have to help build a brand?

What exercise do you have that can help identify a unique brand strategy?

Do you have a question we didn’t answer?

Branding yourself as a hormone balancing expert? Master Class Wed Sept 30.

photo credit: James Patrick

What are your questions on today’s topic: branding for fitness professionals?

Leave them in the comments.

Fitnessmarketingmastery dot com/brandingyou

Connect with James:

Instagram: @jpatrickphoto

Facebook: @jamespatrickphotography

LinkedIn: jpphotography

When You Can’t Get Fitness Clients | Fitness Professionals & Health Coaches

If you can’t get fitness clients and it’s keeping you from pursuing your passion, this is for you. Whether this is post-or mid pandemic or it’s after, you’re going to have to generate sales to have customers to grow a business.

On the other end of the phone, the biochemist who wants to teach others how to cook healthy said,

“I’ve never been good at self-promotion or being pushy”

Stop right there. In two minutes of our 20-minute session this health coach wanna-be had told me more than he knew. If even 2 of these are true for you, I’ve got an episode you need to hear:

  • You believe that you’re being self-promoting
  • You probably are
  • You believe you’re being pushy
  • You probably are

It’s your belief and your own relationship with sales, salespeople, marketing and marketers that puts you in a position where you can’t get fitness clients. It may be your relationship with the title of personal trainer or health coach. Do you have a “real job” now and believe that this thing you want to do doesn’t qualify or you can’t make money doing it?

No Fitness Pro Learned How to Market and Sell from a Degree or a Certification

I’ve worked with countless fitness pros who said this was their passion but it’s not what they went to school for. They’d say, I’m passionate about this, but they were passionate about their own fitness not necessarily teaching it to others. If you’re listening to this podcast and you’re confident you’re here to inspire, educate, motivate others to a healthier lifestyle then I believe you can.

You just may need to do some work first on yourself. Deal with your own beliefs, develop the skills necessary not just to teach exercise, or cooking or meal planning, but to persuade, and market and influence someone to actually spend time, money, and energy changing… something that we all resist. Change is one of the hardest things we do. The easiest first step is deciding to change. The rest is uphill.

  • What is marketing?
  • What is fitness marketing?
  • Do you become someone different when you’re marketing?
  • Or do you become more you, an individual who helps others, adds value and transforms lives?

Questions to ask when you can’t get fitness clients:

  • Do you believe that you can help people?
  • Why you?
  • Why now?
  • What transformation do you give them?
  • What problem do you solve?
  • Why you and no one else?
  • How do you connect with them?
  • How do customers find you?
  • One instance of being in a group and not getting any sales does not mean you’re not good at it.

If you never asked, you never told someone this is what you do, did you even give them an opportunity to say yes.

Here’s what we often do and don’t even realize… you’re doing personal training, health coaching, or teaching cooking classes as a side hustle. When someone in the group asks what you do you tell them you’re a biochemist, or an engineer, or a legal assistant. They don’t even know you ARE a health or fitness coach. Because you didn’t share it. To them this is just a hobby for you. Until you talk about It first, you’re not even taking it seriously. Why should they?

Or you fall back on something else to boost your confidence. You mention your spouse and what they do. You mention the country club or look for ways to put yourself in a different

Do the personal work.

  • Identify why you have a negative association with money or asking for money.
  • Do you have a hard time telling people you’re a health coach or trainer?
  • Do you know how you transform them?
  • What examples do you have?
  • Do you have a story of your own? How did your own life change?
  • Are you your own ideal avatar?
  • Are there more of you?

Steve had no idea that he didn’t ever ask anyone to become a client. He said he spent an hour with each of them. But he never really had a plan when he spent that time with them. He likely showed them how to cook, talked about cooking. But he didn’t talk about a specific system or method that he uses. He didn’t have a specific plan for the session he had with them to discover why the person would want his coaching or even if they were qualified as a customer.

These kinds of sessions are called breakthrough sessions. But if you don’t know what is going to happen during that session, first and second and in the middle and last, it’s not going to be a very effective session.

My Own “I Can’t Get Fitness Clients” Mistakes

I’ve made this mistake before. I was so confident that I was a good listener and that I could help anyone by answering questions that I just let them run the session. I didn’t structure it. That meant that some of those appointments turned into clients and a lot of them did not.

It was random. For the most part, the people that became clients already had their minds made up they wanted to start before we met. The consult was just a waste of time.

When I gave structure to that consultation it became far more than a waste of time.

  • I added a step before it ever happened so that I had qualified people on the call.

I wanted to know they were serious about continuing, they had to do something before they got there.

They had to go through a 10-day challenge participating every day, or they had to be a part of an audience where they were in a 10,000 coaching program or where they were being sold one.

They also fill out a 5-question form before they get on the call. The questions I ask make sure that they know this call is about deciding which package is the best next step.

  • I knew exactly what I was going to say during those first two minutes
  • I knew how I was going to plant seeds and specifically say words throughout the call
  • I knew what I was going to say in the last few minutes

That’s called a breakthrough call and it’s something I teach my marketing fitness today coaching mastermind.

In order to do that:

  • You have to have a system, process, or method that is uniquely yours.
  • You have to know exactly who you want to help.
  • You have to have confidence in the transformation you provide.
  • You have to know that this is something your ideal customer wants and is looking for.

There’s no celebrity to this. You’re not a Kardashian promoting a watch-me, look-at-me channel. You have to legitimately have something that you believe will help people and improve the quality of their lives. They need to be looking for answers.

If you can’t get fitness clients right now:

  • Look at your process of getting them. Are you even asking?
  • In a logical, sequential way?
  • Have you qualified the people you’re asking?
  • Have you looked at your own relationship with selling and marketing?
  • Are you experiencing imposter syndrome?
  • Can you get rid of baggage around your old beliefs?

Answer these questions and you’ll get fitness clients.

Helpful? Leave a rating in iTunes! 

Want clients who are looking, willing to pay, and will tell all their friends? Join the movement.

After 50 Advanced Fitness Specialist

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