Don’t Even Think About Operating A Fitness Business Until You Read This…
Monday, September 12th, 2016
In just a moment, I hope to make you so angry you’ll roundhouse the open sign right off the wall.
What I have to tell you involves the scandal going around the fitness business industry today. It’s a scandal that – if you’re like most guys I know – is cheating you out of your money and (actually worse!) robbing you of some serious gains and major business profits you should be getting out of your business.
It’s a real mess. If you’re operating a studio, gym or club right now – or even thinking of starting one – then you need to hear everything I’m going to share with you. It’s that important.
Now, maybe I need to remind you of who I am. It may help you understand why I am about to share this constantly covered up information with you. That picture above is a studio I took over several years ago. A couple weeks before that photo was taken, the studio had 97 clients. A couple weeks after I came in, it was up to 250 (when I took that picture). A year and a half later, it was blowing past 500. It’s now humming along effortlessly at 600 – and the story as to how I did that is going to blow your mind.
But in order for you to truly understand the importance of that story, you need to know where I came from – and why it makes all the difference. You see, I didn’t take business or marketing in college. In fact, I’m a college drop out. I was a solid D and F student in high school, barely scrapping by. When I was encouraged to go to college, I listened, but I didn’t last very long and before you knew it, I quit. Why am I telling you this? Because I want you to understand that I was a nobody. I never went to college, sucked in high school and had a hard time following the rules.
When I was growing up in Sudbury, my dad was always into bodybuilding, and when the gym he attended started offering Karate classes in the back room, he signed me right up, along with himself and my two sisters. I was 10 then. And that’s when my life changed forever. I fell in love with Karate, it was my everything and I devoted all my time to it. I could easily see myself enjoying the arts for the rest of my life, and openly shared with my fellow Karate-ka’s that I’d one day open my own Karate school.
But the truth is, I got into the fitness business industry in a strange way…
I Had To Get Kicked To The Curb First
This is no joke. Here’s what happened. I was quickly becoming a highly rated martial artist pulling in countless trophies each weekend, traveling all over Ontario collecting hardware and loving every minute of it. One day while finishing up at a Karate tournament in Hamilton, world champion Trevor Nash had invited my dad and I out to his studio for some light sparring – to which we were ecstatic to be a part of. I was around 13 at the time.
A few weeks passed and my dad got a call from Mr. Nash inviting us to make the drive from Sudbury to Hamilton to participate in some additional sparring sessions, to which we eagerly obliged.
And All Hell Broke Loose
You see, one important part of the story I had left out was that the karate school I was a part of was, well, quite the typical dungeon dojo run by a less than professional owner. I’ll refrain from pointing any fingers as their names don’t add any value to this letter. At the young and naive age of 10, I hadn’t really ever noticed anything wrong with the studio or it’s instructor. To me, he was a hero teaching me those awesome ninja turtle moves I had always wanted to learn. Despite my dads’ comments from time to time, I thought all was right in the world.
The Cat Was Out Of The Bag
The instructor had no means of travel, and out of jealousy disapproved of us going to enhance our knowledge and skills and forbid us from going claiming we should be loyal to only him. My father disagreed and raised me to believe that we can learn something from everyone and that we should open our minds up to as many learning opportunities as possible. So we packed our bags and headed to train regardless of the Sensei’s disapproval.
When we arrived at the studio, we were greeted and brought into the office with Mr. Nash as he informed us that our Sensei back home had called and would not allow us to train. And this was my first experience witnessing a true professional, a true class act, a man of character. Mr. Nash insisted that he did not want to get “in the middle” of this, and that the choice was 100% ours and not his, to which we said quickly said “let’s train!”.
The training was refreshingly intense as always and I felt like a million bucks. Or whatever the equivalent feeling for a 13-year-old would be.
The Dramatic End
My first class back at the studio was an interesting one. I had all but forgotten about the call from my instructor and his disapproval. Like any normal day, my father, sisters and I lined up at the start of class as he had the class line up and take a seat in formation. Suddenly, while all seated quietly, he asked my father and I to stand, told the class of the disgrace we had caused, and asked us to leave and never return. For a 13-year-old kid head over heals for Karate, this crushed me. I could hear my sisters start to sob and bawl their eyes out as they witnessed their brother and father get kicked out of the studio, and it’s at this point that I vowed to one day run the most successful studio in the area and never drop to his level. I was quickly becoming very keen to noticing what NOT to do when running a studio, or any business.
Crying Loyalty Is A Poor Way To Guilt Students Into Staying At A Bad Studio
After shaking off the dirt from my shoulders, and with an even deeper sense of awareness to what exactly it takes to run a world class martial arts studio – and not a dungeon dojo – I was on a mission to find my next school. After going over a few options, I headed to check out a local studio, somewhat hesitant and weary of what I’ll find.
You should have seen the look of relief and renewed sense of faith in the martial arts industry and I walked into one of the leading studios in my area. I was warmly welcomed, graciously showed around and invited to try things out. Still licking my wounds, I asked if they had any issue with my traveling to other studios to perfect my art and grow as a martial artist, to which they laughed and highly encouraged me to begin my relentless pursuit of knowledge and skills.
I Was Finally Home… Or So I Thought
Within a few months at this new studio, the owners and instructors quickly realized I had a gift for teaching and, despite only being 14 years of age, put me through their coaching course and started my coaching career. I became addicted, I signed up for MA Success magazine, bought all the back issues, signed up for the Martial Arts Teachers association and bought everything they had, I searched and searched and bought everything I could get my hands on in the area of martial arts business and the fitness industry. And that’s when I realized something…
This School Is Good, But They Stopped Learning A Long Time Ago
The world is not stagnant. We’re in a constant state of change, and I quickly realized this studio wasn’t growing to meet the goals and visions I had, and after looking around, I realize no one was. It was almost as if martial artist we’re great at martial arts, so they start their own studio, only to realize they aren’t great at running a business and never put in the hours of learning, they never seem to go through the white to black belt course of business growth.
And A School Was Born
My dad, still in the arts with me, was quickly drawing this same conclusion. He was now traveling 3 hours round trip twice a week to train in Kickboxing at the only school anywhere remotely close, and sick of the travels decided to open up his own Kickboxing studio right in Sudbury. Now. I was 16 at the time, and this was long before I was married and had children, and having just met “girls”, well, let’s say my focus shifted and I wasn’t around much for the first 3 years of my dad opening up his own studio. But knowing that my dad had a 5-year lease, was running this purely as a pastime, and had no goals to continue after the lease was up, I got back into it and got to work.
And That’s When The Magic Happened
Despite it still being my dads’ studio at the time, I dove in and put every effort into this business. I applied everything I had ever learned and two years of constant trial and error, I managed to build it up from a mere couple dozen students to roughly 200 students. I felt like I was on top of the world. I grew it so much that we nearly double the studio space and at the end of my dads’ lease, I took full ownership.
Now I Had The Reigns
Before I took over, I was constantly being touted as a true “go-getter”, a hustler who never sleeps, an achiever who crushed goals and overcomes all obstacles. And I thought I was doing pretty good. But it wasn’t enough. When I was 10, I was in love with the arts, but at 20, I realized I was now in love with the business. I dove into the studio with even more relentless desire to be a world class studio, doubling the student base and studio size again running at 450 monthly paying clients and I felt like I was on top of the world. I kept it that way for several years and watched as countless other studios opened and closed their doors around me or fought over each other to try and get the upper hand.
In those years of business, I’ve never once offered a single sale, yet other studios we’re constantly pushing half off deals and scratching their heads as to why I could run such a large school while they all starved.
But Something Happened
I got bored. I had been running the studio for almost a decade and, well, it was too easy. I loved the struggle, I loved the fight, the hustle, and when I got so good that growing large schools was too easy, I got bored. In fact, I decided that I needed new challenges in my life, and decided to sell my studio and take some time off to travel with my wife and kids. I found a buyer, a coach of mine, put together the deal, said my goodbyes and hit the road.
After returning from our travels 7 months later, I was struck with the news that the coach I had sold the studio to was leaving the business and closing it down for good. This broke my heart and the thought of seeing “my baby” die left a heavy weight on my shoulders. After some deep thought, I decided I couldn’t let her close it and offered to take it back – to which she happily agreed.
And I Was Kicked While Down
After that heart breaking news and slight relief when a take over deal was made, I came in to work, logged into and started going through the numbers and seeing what the status of the business was. I was struck once more. Not only had I sold the business with a student base of 450 clients, but I had sold all my materials with it, every idea I’ve ever had, strategy I’ve ever used and a long list of things I recommended the new owner does to keep the business humming along. My deepest fears came to life when I realized that most people, even when handed a silver platter of success, simply don’t have what it takes to run a world class studio – or any business for that matter. The studio was down to under a hundred students, and dropping every day.
I Knew I Had To Do Something
I was crushed, but as the old saying goes, you can only hit your head against the wall so long before it starts to leave a mark, so I dove back in and got to work. But this time was different. Unlike the first time growing and building this fitness business, I knew exactly what I was doing, what worked, what didn’t, and how to put it all together. The decade and a half of trial and error had paid off, and with minor adjustments to natural advancement and innovation, I seen my largest exponential growth ever, and within a few weeks was back where I wanted it, and within a year grew the business to 600 students and have had it humming along peacefully, predictably putting cash into my account each month, month after month.
The Scandal Of It All
When I was first growing my business, I had a major advantage – it was before the time when every kid with a laptop sitting in his underwear in his moms’ basement could claim to give you the top 3 secretes to super duper fitness wealth creation without lifting a finger all in your sleep guaranteed or 10 times your money back!
Back in the day, when I searched terms like “how to build a martial arts business” I actually got some pretty powerful stuff! Now, it’s nothing but garbage. Sure, there’s 10 million search results for studio success, but unfortunately that’s 9.9 million pages of absolute garbage and only a sliver of actual killer concepts.
These days, it’s nearly impossible to distinguish the great from the garbage. Everyone and their mother promises the world in only 3 easy payments of $99! Listen, the only one making a dime is the basement dweller. And everything you’re paying for is garbage.
There’s Only One Way To Know For Sure
I know what you’re thinking… What about me? What makes me different? Aren’t I doing the same? Aside from proven, field tested results, here’s the difference: I put my money where my mouth is. What does that mean to you? It means I don’t need your money. Whoa whoa, this is all free!? NO! Free advice is worth exactly what it cost – nothing. In fact, I probably charge more than most – but my stuff works and I’m willing to wait until you’re handsomely paid before ever seeing a penny of those profits. You see, when you believe in your service, when you know it works, you’re willing to prove it – and that’s what I do.
A Dollar For Your Quarter
What if I told you that I will give you one dollar for every quarter you give me, and you don’t even need to have the quarter first, you can take the quarter out of the dollar I am giving you. That, my friend, is the equivalent of printing your own money. That’s making money without money. To be clear, I don’t see a dime until all the money has been deposited into your account and only once you’re paid, do I receive my fee.
Unlimited Budget With Zero Risk
Have you ever had someone ask what your marketing budget is? The way I do business, there is no budget, or put another way, the budget is indefinite. By paying only for results, you aren’t required to have any money to pay me. Again, my share comes from money you didn’t have, from money that wasn’t there before, from money you might never have seen.
Okay, I Can See It Now, But What’s The Catch?
Dang, I though you would never ask! There’s actually THREE catches. How’s that for a surprise? What can I say, I like to over-deliver.
Catch Number 1: You need to have potential.
My time is my most precious asset, as it should be for you as well. And unfortunately, I won’t work with someone who doesn’t have the potential to grow, the desire to get down and dirty, the will to put in the hours it takes to make real money. If you’re just looking to scrap a few bucks together to make rent, we might not be a good fit, I’m looking for those that have the passion to build a world class martial arts or fitness business. And it doesn’t matter if you’re just starting off or an existing business, if you have the fire to grow, let’s chat.
Catch Number 2: I can’t be working with someone else directly competitive.
The last thing I want is to work with one studio, cross the street and go work with another. If you read this, loved it, wanted to call, but forgot for a day, you might be stuck watching while the guy across the street transforms his business.
Catch Number 3: I will shamelessly offer my other services.
For some, the thought of me taking a chunk after it’s banked seems weird and uncomfortable, so they’d rather just pay up front for my consulting fees and keep 100% of the profits, and that’s okay, I’ll offer you that as well. For others, it’s all too much work and they just want my team to do it all for them, and that works for us as well. Regardless your comfort level, we’re here to grow together.
Do You See Yourself Running A World Class Studio?
Before I cave to this little princess asking me to go play outside, I need to ask you something very serious, from one martial artist to another, from one business owner to another: Do you dream of achieving all your goals, nah, crushing your goals and bringing you business to new heights? Do you want to break free from the rat race and add some serious figures to your bank account? Do you want to be known for having the best studio around?
If You’re Still Reading, Here’s My Offer
I spend my days traveling and consulting, and my schedule fills very quickly. Send me an email with the best time to reach you, means of contact and where you are located and we’ll schedule a time to go over your business and determine if it’s a good fit. Again, the last thing I want to do is waste anyone’s time. If I see real potential, let’s make magic.
Again, My Schedule Fills Up Fast
You can try my cell, 705.662.0836, but I’m about to jump into a big meeting and probably won’t be able to answer. Feel free to leave a voicemail or better yet email firstname.lastname@example.org with the best times to meet, and your exact studio address, and I’ll see if we can make it happen.
I look forward to hearing from you,
To your success,
P.S.: One strategy we used with a Jui Jitsu studio recently brought in $33.599 in only THREE DAYS. Could you use an extra 30K?