I love cars, am too judgemental, can deadlift 500lbs and do a 12 hour mountain bike race.
But I am guessing that’s not the kind of stuff you’re looking for.
You’re probably wondering:
Is This Guy Worth My Time And Attention?
For many readers, the answer is NO.
I can NOT help you get rich quick.
For some reason, people equate anyone teaching how to build a successful business
with “get rich quick”. Or “6 Figures by next Monday, baby”.
I get it.
That’s what attracted me when I started my own PT business
a decade ago (more on that in a bit).
Coming from a position of a typical overworked and underpaid PT in a big box gym…
I thought it would be easy to get some rich clients, and get boat loads of money.
Well, it wasn’t easy, to say the least.
I NOW have consistent revenue coming in every month…
Often on EFT (electronic automatic payment)…
But it took lots of work, frustration, bankruptcy (yup), a divorce (ouch),
and perseverance to get where I am today.
…And it still takes work to keep it all running, train clients etc.
So if you’re expecting to build a 6-figure PT business by next Monday…
If you already “know it all” and are not willing to learn and get new skills…
If you are not prepared to put roughly ten times more effort than you’re expecting…
I am not your guy.
If you can’t put your ego aside and focus on helping others FIRST-
you’re not going to enjoy my stuff.
No, I don’t mean you need to be Mother Teresa.
But I do mean genuinely focusing on the needs of your clients FIRST.
Start going down the rabbit hole of any successful business person, coach or PT
and you’ll see they ALL provide more value and care for their customers and clients
more than they are paid for, or expected to.
One of my mentors, Jay Abraham said it best:
“the most self-serving thing you can ever do is to be – SELFLESS!”
Yet this is not easy.
As a matter of fact, it might be one of the hardest things to do, period.
That’s because we are wired to look for our own interest first.
This is how we survived for millions of years – by being selfish first.
And does selfishness work?
Yes, but mostly in the short term.
You can see your clients as a dollar sign, train them haphazardly and not give a shit…
Not care whether they are happy with you or not, whether they lose any weight…
And that is a huge waste of time.
If you want to waste time, go see a movie or browse Facebook.
Or debate some know-it-all “fitness expert” who claims that…
Calories don’t matter (it’s HOW MUCH you want it baby)…
Skipping leg day is ok (grow a pair and squat some, you pussy)…
Keto is magic (thanks Gary Taubes, I’ll skip on 10 000 calories of oil per day)…
Dr.Oz’s newest bullshit is THE way to get ripped…
And other such nonsense.
Oh, you just have to love our industry.
If you’re NOT in the 5% already, I don’t want to help you
Here’s a quick lesson about money, health or any other field of life, based on the timeless 80/20 rule.
The rule states that 80% of all efforts/work/time create only 20% of results.
And that 20% of all efforts/work/time produce 80% of results.
The exact numbers are not important. They can be 95/5, 90/10, 70/30…
The point is that the “minority” of work/talent/time/money produces the “majority” of results.
In weight loss: controlling calories produces the biggest results (compared to macros, exercise, types of food, supplements…)
In building a successful business – focusing on your IDEAL clients ONLY gives you the biggest leverage over anything else.
And so if we take 400 000 PTs who live in the US, the 80/20 rule states that only 20% of them are doing well, while the other 80% is struggling.
This is true whether they have their own business, or are working in a big box gym.
The percentages never change.
Indeed, the majority of PTs are making an average salary of $33K/year (according to glassdoor.com)
And if we take the top 20% and apply the 80/20 rule again, we’ll get to 5% and 15% of the total.
So the top 5% (roughly 20,000 PTs and coaches in the US) are the elite, the ones doing really well.
If you study them, you will notice the first thing that separates them from the struggling rest is – their mindset. They understand that in order to have a great business, you have to learn some business principles.
They realized they have to start doing things differently than everyone else.
And it’s entirely possibly to go from broke (or even bankrupt) to having a 6-figure business, or even getting wealthy over time.
I did it myself. Many other PTs did it as well, following the principles I teach.
And you can do it too.
However, it’s extremely important you understand what I’m telling you.
If your mindset is not in the top 5%, meaning you don’t think you need to learn anything or do anything differently…
If you think you just need to get more certificates, or that luck somehow will bring you more wealthy clients…
Then we are not a match and I can’t help you.
I actually could help you, I just won’t. I am capable of it, but I refuse to do it.
Because as one of my mentors says: “You can’t turn chickens into eagles”.
And whenever I hear someone saying they “know it all” or “their clients suck”…
What I am really hearing is:
“I don’t want to take responsibility…
I’m not fully invested in the long term success of my own business…
And am therefore NOT fully invested in the long term success of my clients.”
And that really translates to “I don’t want to put in the work”.
Look, building a $100,000+ a year PT business is HARD WORK.
Yes, when it’s all up and running, it can be just like you imagined:
You work with very few great clients, charge more than anyone else…
And make 6-figures by working less than 30 hours a week.
But it takes HARD WORK to get there and it takes HARD WORK to get the skills you
need to be able to build it.
You’re still here? Good.
Here’s what you can expect from me
1. Actionable strategies and tactics you can use right away to attract affluent
prospects, raise your fees and make much more money than you are making now.
You get it all for free… And these are usually followed by:
2. Blatant bribes to join my programs.
Can you believe I just told you flat out you’re going to receive blatant sales pitches from me?
Well, why wouldn’t I tell you?
I mean, c’mon – I’m a business mentor teaching hundreds of PTs and coaches
around the world on how to build their businesses.
We make our money by helping clients get what they want.
And to help them, we have to first on-board them.
And this is the first (free) lesson from me on how to build your PT business:
You can NOT be shy or subtle about it!
The old way of putting it is:
“The first person that has to be sold on your service is YOU”.
It all relies on one foundational principle though:
That your service is genuinely helpful and GOOD for your client.
See, I KNOW that if any PT takes one of my courses and puts them into action – they will get great results that far outweigh their investment.
Just like you can change your client’s body, health and life – IF they become your client.
And so, you and I both have a moral and ethical responsibility to on-board as many qualified clients as we can, so we can change their lives for the better.
You on-board a client and change their body and life.
I on-board a PT as my client, and he/she builds a successful business by helping more clients.
It’s a perfect win-win situation.
Imagine this (rather extreme) scenario: you have the cure for cancer.
And you are talking to a cancer patient who can afford it about them possibly using it.
If you are shy, if you think it’s “bad” to tell them why they need your service – they
might not end up working with you.
And they might die.
Because you had the solution, but were too afraid or uncomfortable to ask.
So they didn’t get the result they wanted and went somewhere else.
They could go to another PT who might be a complete dumb ass, but if he/she is not
afraid to ask – the client may start working with them.
So you didn’t help this client even though you could have, and you didn’t make the
money that the client would gladly pay you.
Is that the right approach?
Most PTs I work with are good coaches who know their stuff and genuinely care
about their clients… Yet they struggle to attract QUALIFIED prospective clients
(this is known as marketing), and convert them to paying clients (known as sales).
So basically the “business side” of it is often where the problems lie.
But you still might be wondering…
How Do I Know If Your Stuff Is Any Good?
Well, the smartest thing to do is to just get some of my free materials.
If you like it, you’ll probably like my trainings.
If you don’t like it, you probably won’t.
If you expect to hear things like the usual “guru” crap:
– building a 6-figure PT business is easy and quick
– money falling from the sky without any work
– hard closing clients and taking their money…
You will be disappointed and my stuff is definitely NOT for you.
On the other hand, if you want to HELP people change their bodies and their lives by
genuinely caring about them and their results (often more than they do)…
And you are not afraid of hard work…
Then you’ll probably like my stuff.
You’ll probably like it a lot actually.
Because I am the guy who will read a 100 books on the topic, then take that
and put it into practice in the real world…
To see if and how it works before making a statement or giving one of my students advice.
I think I’m supposed to do the whole “Self aggrandizing biography” thing now so…
I started my PT career in 2008 in one of the big box gyms.
At that time I was completely clueless and couldn’t get a client to save my life.
Actually, when I finally got my first client in that gym (she was literally handed to me,
the membership advisor pre-sold her a package of sessions)…
I was so nervous that I didn’t know what I was doing, that I would mess it up…
And that’s exactly what happened! The session was a mess…
And she literally refunded the whole package the next day.
So I decided to get the industry’s best certifications hoping to build some credibility.
So I got all of the NASM’s certs – CPT, CES and PES.
Little did I know that the clients have no clue about the difference between the two
top ones (NASM and NSCA) and all the other crap that’s out there.
And they also could care less – the certs are NOT what’s going to get someone
to become or not become your client.
That’s not to say they have no value. They do, but much less than we think.
Armed with the knowledge and certs, I thought getting clients will now be easier.
Well, it wasn’t.
Four months into the job and I was still barely making minimum wage.
It was time to do something different…
So I googled “get PT clients” and came across an ad for “marketing course”.
It was $497 which was like a million dollars to me at the time.
I must have read the details of it a 100 times before I bought it.
It was a good course and I learned a lot.
But then I went further and discovered old seminar recordings about attracting
(instead of pursuing) clients.
I bought it, listened to it, and was blown away.
Then I bought old books, seminars and courses about direct response advertising,
marketing, sales… And studied them all like my life depended on it.
And after five years of painful and expensive trial and error…
Going through bankruptcy and a divorce…
It was time to abandon “the usual” and do the OPPOSITE of what every PT was doing.
In 2013, I moved to a new state and started completely from scratch.
I put everything that I learned – into practice…
And built a 6-figure business within 7 months.
When I went over $15, ooo/month while still working less than 30 hours per week,
some trainers that I knew started asking me for advice on how to do the same.
And that’s how I got my start as a fitness business mentor.
Fast forward to today and I’ve got a growing group of smart, dedicated PTs and
coaches who are building successful businesses and making themselves wealthy…
By positioning themselves as the TOP experts…
Treating their clients better than anyone else…
And providing results and VALUE that are unmatched.
Here’s What I Will Help You With, Specifically
My main focus is twofold:
1. To help you position yourself as the TOP expert in your area
2. To build your reputation as the most expensive, and THE best PT around
I do this by showing you the best way to genuinely help your prospective clients
BEFORE you ever invite them to work with you.
This automatically attracts the most affluent clients (who want only the best),
and makes you an in-demand, sought after “celebrity trainer”
that they feel lucky to get to work with.
This is, in my opinion – the Holy Grail of your success as a PT.
I also focus on teaching you how to have productive consultations with these
prospective clients who seek you out…
Consultations that are actually fun, filled with good will, friendly, feel-good attitude
and that result in almost all of them becoming your paying clients.