This is where the rubber meets the road. The coaches you have and how they’ve been led, fed and empowered by you. The equipment you choose to use. The way you care for your place. The type of clients you attract. And make no mistake, you give people more than that fitness session. What you really give people are deep relationships with other awesome people in your community. Those relationships are PRICELESS to your community. It’s still one of the highest rated reasons why people like going to a gym or a fitness professional. If you think about your people and your brand like this, bigger than yourself and themselves as individuals, and you manage to create this type of family, you will have built a special business.
“Fitness is about so much more than exercise. It’s a catalyst for positive change, and it affects every aspect of your life” – @fitstrongsexy
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Let’s get a bit more practical with the concept of what’s IN and ON your walls
WHAT’S IN?
1. What language do (or don’t) you use?
2. What music do you play?
3. Do you speak life and belief to your people every day? Your clients, your staff, yourself?
4. Do you greet them at the door with a high five, their personal handshake, a hug when appropriate, a towel, fresh water, etc.?
5. Is your gym clean, safe, protected (insured enough, etc.)?
6. Do you offer things like gum or lifesavers, spare gloves for bar or bag work, (and Lysol when done for the next client?)
7. Do you have spare socks, a first aid kit, empty bags people can put sweaty clothes in if they get stuck and have to go somewhere instead of home?
8. Do you have spare snacks they don’t have to purchase if they authentically just forgot food and are bonking?
10. Do you have a swag bag or a blessing bag?
11. Do you attend athletes’ games, charity events, run events, go to gatherings, etc.?
12. Does your staff? Encourage them and reward them if they do. You and your team are rockstars to the people you train, and your presence is a huge gift to the client and their families and you.
13. Do you follow up with thank you notes or connect with clients at home after they did something great in a session that day? (I used to call coaches and parents on behalf of my athletes that did exceptional things, especially based on effort; and wow did it go a LONG way…I asked permission first of course. That’s key.)
WHAT’S OUT?
Have you not only decided what’s in, but also what’s OUT? Is anything out for you?
1. People being unsafe?
2. People distracting or taking away from others’ experience?
3. People rolling into your gym with open wounds, coughing, and a fever?
4. People with bad attitudes?
5. People who gossip? Are you gossiping with your coaches about your clients or other coaches and peers?
6. People who judge others? Are you condemning, judging, shaming or controlling people or do you truly coach?
By the way, you set the stage for success (another method I love is called set, guide, and anchor which we’ll go over another time) with this type of stuff during your intake/assessment/trial.
You set the stage for success with this by what you share outside of (around) your walls. This is your culture. Either YOU BUILD IT, OR THEY WILL. And you don’t want to run that business. I promise you. If you are right now, it’s your story, edit it fast.
WHAT’S ON YOUR WALLS?
Your walls are a frame for your art. So much real estate to be used to inspire, educate, share, tell stories, engage. Have you thought about the possibilities for the walls of your training space?
Do you have a PR wall, a picture wall, a story wall, a dedication wall, a prayer wall, a house games wall, a StrengthToServe™ wall, an anything wall? Do you have T-shirts, pictures, posters, quotes, prayers, education, information? Why? Is there a story connected to each item that you or others can share? Do you have flyers, community resources, and health and wellness news and offerings? How about awesome places to eat and stores to visit? What about walking trails or parks that would be fun for them and their families?
WHAT’S OUTSIDE YOUR WALLS?
As you develop what’s IN and ON your walls, you shape what’s shared outside of them. What’s outside, really becomes the outcome of your process. And at the same time, it becomes the beginning of it as well. You begin to set the stage for success by sharing the real DNA of your brand with people who will relate to it. They’ll see a message, or an offer and it will resonate enough for them to inquire. Once they do, the touchpoint you shared outside, is anchored by everything you offer inside. And it becomes a circle of life if you will. This is your culture. And either YOU BUILD IT, OR THEY WILL. And you don’t really want to run they did (built it) business. I promise you. If you are right now, it’s your story and you can edit it fast.
You have a canvas! You are the creator. It’s YOUR art. Paint, repaint and redo as you choose to guide and anchor your vision and mission and include and celebrate your people. These are the little things, when done consistently over time, create something really valuable. And once you set the foundation for everything (with input from your people) let them have a hand in growing and shaping it. That’s when a business becomes magical. Because it starts with you (and it should), but it’s not about you.
“You can have results or excuses. You can’t have both.” – @bretcontreras
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I’ve shared a few examples of how you might create authentic, consistent and meaningful touchpoints of excellence to reveal the fingerprints of your authentic identity and brand. Offer as many as possible that you can manage and maintain with relative ease (I’m not saying it will be easy). Create your own. And please share some of your strategies with the rest of us so we can discover ways to get better. Because ‘together we rise’ is really the most effective way to grow personally and make our profession better.
HERE’S THE BOTTOM LINE
Build and grow your base fitness identity, values, and beliefs and be intentional, consistent and honest in how you share them. Consider being a people first business. Do everything you can to make them the center of your world and have an experience that’s one of their best that day. Seek to bless and serve, not convert, capture, sell, eft, upsell, front end, back end, blah, blah, blah…all that stuff matters, but not if your people don’t. You can do this. It’s not easy. It’s thankless at times and the fruit comes late. But it will last. And you’ll be satisfied. So get after those walls, build some up, and break some down!
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