Being in the fitness industry is like being in the 80s, moving into a new street and being the only neighbour without a satellite dish. If you grew up in the 80s you’ll understand what I mean.
There are so many expectations people are led to believe in the fitness industry. The facade of success that people feel they need to create.
Here are 10 things I see businesses waste their time and money on. Particualrly when starting out.
Business Cards – Getting a decent set of business cards designed and printed could cost you a good amount of money. As it’s actually no longer the 80s business cards are pretty redundant.
Websites – So many people in the industry spending crazy amounts of money to have all singing, all dancing websites. A website has FAR less traffic, and potential traffic than a social media channel ever will. Social media is FREE (yes, it still is for the most part). There will be people who won’t see this who will also make a point of telling their friends and colleagues how different they are because they stay off social media. As a business looking to grow to ignore social media is ignorant and frankly stupid. A website for most fitness professionals should be little more than a few information pages outlining services and how to get in touch. A blog would be good but that content will typically be better served on social media channels.
Gym attire – Yes, looking sharp is a good thing however, getting a new £100 pair of trainers or the latest gym outfit every month is money that could be helping your business grow right now. In 5 years you can buy as much gym gear as you want. By that stage however you probably won’t want to anymore as you see how that money helps business growth.
Fitness Software – I consult with so many businesses adamant that as part of what they’re going to offer is their own bespoke fitness management software. Most software is based on high volume low cost models. That means you can white label or use a better, already existing program without spending 5-6 figures and thousands of man hours developing it.
Worrying what other people are doing – A catalyst for business growth but also in the same breath a killer. Taking note of what other successful businesses and your competitors are doing is hugely valuable. Obsessing over what they’re doing or spending your life pulling them down is a pointless exercise.
Let me put it this way. Imagine if they introduced the rule that you can pick a fight whilst running the London Marathon. The person that stayed focused on the job at hand wins. You think the people endlessly picking fights are moving forward? Don’t be a dick, for your businesses sake.
If seen so many of these online brawlers still treading water in the same place they were 5-10 years ago. Still feeling entitled and getting more and more angry that everyone else is getting so far ahead of them.
Business Gurus – This is the big ticket item. I hear horror stories of people ‘buying in’ to so many people who promise them a 6-figure fitness business.
Most of these self entitled ‘entrepreneurs’ have done something along these lines and bought solidly into feeding the same system that ruins their business.
This is kinda how it works:
A group of say 10 people pay ten thousand pound to some self-proclaimed business gooroo. They found out about them through FB ads or a sales funnel.
They teach you all how to become a fitness gooroo too and to sell the same cut and paste model via FB ads for maybe £5000. Out of the 10 only 2 make some money.
They do this by:
Getting another 10 people to pay them £5000 to learn how to sell the same cut and paste model via FB ads for maybe £1000. Only 2 out of the 10 succeed.
All of them saturating the market with the same bullshit that people eventually cotton on to. This damages the genuine people who can help businesses as they get tarred with the same brush. All businesses struggle now as some greedy c*** who liked to prey on peoples desperation created a cascade of failing businesses whilst lining their own pocket.
All of them short term business models that people can’t rebuild a reputation from.
The appearance of success – Putting effort and time into appearing busy. You either are or you’re not.