Intellectual Property

The 16 Steps To A Thriving, Peace Of Mind Fitness Facility

By August 14, 2018 No Comments

THE STRENGTH & PERFORMANCE STORY

Strength & Performance Stockport is the Headquarters of the S&P Gym Business, now with multiple gyms across the world and you can be part of it too.

Today, Strength & Performance Stockport is a £28,312 per month training facility, but back in 2007 it was just an idea hatched by Sean and Z over a pint.

At the time, they were working on the gym floor in a fitness centre, frustrated by the fact that their efforts to promote personal training were hampered by having a mop and duster in their hands at the same time.

They were serious about wanting to help people achieve their goals, but who was going to take them seriously while they were pushing a Hoover – the idea they had was to go it alone.

Two years later, after a credit card-funded trip to the States for inspiration, the idea became a reality. Sean and Z handed in their notice and their business-building journey began. They now had their own training facility, and they had the freedom to help people get real results… the sky’s the limit, right? Wrong.

Passion and enthusiasm can only get you so far. What Sean and Z didn’t have was business know-how, and the moment they handed in their notice, they gave up the security of a monthly wage and a pension – making going it alone both incredibly exciting and downright terrifying in equal measure.

They had bills to pay and mounting debts, and they had to learn how to make their income exceed their outgoings – without working themselves into the ground. It was a steep learning curve and mistakes were made, but five years later, Strength & Performance had 80 members, so things were going well… or so it appeared.

The reality was that those 80 members were taking up all of Sean and Z’s time, but not generating enough income for them to take home a living wage. The business had become a job – and a poorly paying one at that.

I was one of those 80 members, and I saw the untapped potential of Strength & Performance. I knew I had the knowledge and skills to turn the business into a £28,312 per month training facility, but I also knew that making the changes needed would be a challenge for Sean and Z. When you’ve invested everything into getting your own business off the ground, it’s not easy to let go of what you’ve built, even when the business you have is not providing what you want.

The journey from organised chaos to streamlined training facility was not without difficulties, but within six months of getting on board, Strength & Performance had moved on from its 80-members-bringing-in-just-£7K sticking point, and Sean and Z finally had the business they’d planned over a pint back in the day. Change is not always easy, even when you recognise that change is needed. Mistakes were made and hard lessons learned, but the Strength & Performance story can also be yours if you’re prepared to make it happen.

We’ve done the hard part and we’ve made it happen, and in this article, I outline the 16 steps we took to grow into a £28,312 per month training facility.

STEP 01: THE REALISATION PHASE

The realisation that your business is not providing what you want or need is a tough one, but the journey begins here. Sean and Z realised that the income generated by their members was barely keeping the business afloat, let alone providing for their families. Something was going to have to change, but how do you generate more income when you have no more hours in the day?

We found the answer when we did the numbers. Dividing the income by the number of hours worked revealed that Sean and Z were earning less per hour than they would have been working as a PT on a gym floor. Increasing their income was going to mean increasing the number of clients trained in every hour.

It’s not easy to face this kind of reality, and looking back, Sean and Z both acknowledge that their own limiting beliefs were holding them back and preventing them from seeing any way to move forward and grow their business.

Here are a couple of questions you should ask yourself;

  • Do you have peace of mind about your business? – can you almost predict what will happen next and be right most of the time?
  • Is your business contributing to YOUR life or is it demanding more and more from you to get more out of it?
  • Does your business make you happy and give you time freedom to spend with your loved ones and do the things you want to do?
  • Do you sleep well at night? – do you have anxiety about bills, clients leaving or the next challenge?
  • When was your last holiday? 1-2-3 years ago?
  • Do you know exactly how to get more clients with the press of a button or an ad and get your ideal, paying client that will do anything to get results?
  • Do you want to be that Personal Trainer who is 40 years old, still hustling the reception desk, pacing like a caged animal, 5.45 in the morning, whilst your 7 year old son is in bed, because you have to earn some money to pay for a school trip, hoping you can bag a client that doesn’t want to train at 7pm when you want to spend some time your kids…
  • Or do you want a business – where you run the show and spend the time with your kids, able to take time off and till get paid?

STEP 02: THE LOOSE FINANCIAL PROJECTION

Knowing where you want to go is the first step towards getting there, so the next step for Sean and Z was to pin down an idea of what the business needed to bring in to cover costs and pay themselves a regular wage.

The question I asked was, “Where do you want the business to be?” but I don’t believe in sitting down and “projecting” too much, it needs to stay loose.

It’s interesting to note that at this stage, Sean and Z knew that change was needed, yet they openly admit they were reluctant to change. My projection of doubling their income to £15K per month was certainly of interest, but they remained unconvinced that it was a real possibility.

Let’s face it, it’s hard to give up any control when you’ve been in charge of building something from the ground up, and while you recognise that you need to change, you don’t want to change because what you have is yours.

The bottom line is that most of us fear change.

STEP 03: THE GROWTH ASSESSMENT

When you know what you want, the next question to ask is, “What do we need to grow?”

We answered this question, retrospectively, with the S.C.R.A.M. Method.

  • Strategy – working with numbers, work out where you want to get to. Just set a quick goal – a 12 month goal. Then reverse engineer that goal. Take your current pricing – how many more people do you need on that pricing model to get there? Is it feasible, will you have to switch from PT to group coaching – but how do you do that if you have no facility? How do you make a break? Or if you like what you see, what hours do you need to work, do you know how you will get those clients? And what will you do with them when you have them – individual, group etc programming?
  • Conversion – if you require big amount of members – lets say from 50 to 200 – how are you going to convert so many in the most efficient way to become a client?
  • Retention – what strategies will you employ to keep people from getting bored, will you have events – special sessions, seminars
  • Advertising and Marketing; What message will you convey to potential clients and how will you communicate that message – what process will you utilise to get clients on demand?

STEP 04: THE PROGRAM

It was crucial for us to decide what we wanted to offer so that we could get the best possible results for our members.

Sean and Z had become well known in their area and well respected for training some high-profile people. They had been coaching elite level athletes, so the programs they had in place revolved around that style of performance based training. This had been good for kudos, but training athletes was not paying the bills.

As it was, Strength & Performance was based on an American system that, unfortunately, was only relevant at elite or nationally funded level. In the US, even the lowest division schools or colleges have a very well-funded program – and parents willing and eager to pay gym fees for their kids – but Sean & Z learned the hard way that this is simply not the case in the UK.

The focus had already begun to shift towards the general public and we took this to the next step by looking at the criteria.
But, most importantly, we surveyed our clients in private and asked them one question…

“What would you like to achieve in the next 8-12 weeks?”

The answers pointed to a 50/50 split between losing weight and lifting weight. Some people just wanted to lose weight, others wanted to change their body shape by improving their bum, guns, abs etc., so our programs shifted accordingly and we developed TWO signature Programs.

STEP 05: “AVATARS” AND NICHING SUCK… AND HERE’S WHY

In this next step, we looked at the demographics: men/women, dads, wives, husbands, career focused individuals… the list goes on.

We tried to find our “avatars” but when we looked at our existing membership, we came to realise that the only thing most people had in common was the result they wanted to achieve – something it took us one week to figure out!

Sure, avatars and niching can work for online businesses, but in a local area, you only have access to a finite number of people who are willing to travel, want to go to a gym, and like your methodology – whether its strength and conditioning, CrossFit, HIIT, yoga, or whatever.

Armed with this understanding, we chose to focus only on the results people wanted to achieve and to get the message out there that we could help them, whoever they were, to do just that.

Admittedly, some hardcore strength and conditioning beliefs had to be given up in the process, but in order to grow, the right balance had to be found.

SO, A QUICK RECAP:

  • We looked at the number one thing we needed to grow.
  • We found out what people wanted to achieve.
  • We found out who else wanted to achieve it.
  • We built our programs around that.

STEP 06: ASSESSING THE MEMBERSHIP BASE

Strength & Performance had loads of members on deals, and that’s why the membership of 80 only generated around £7K per month. To put this into perspective, if those 80 members had been paying full price, the business would have been earning £12K per month.

That’s a BIG difference, so we needed to get the existing members off the old deals and onto paying the right price.

But how? We waded right in up to our necks and told the members that the deals were over… but we’re not advising that you do the same. The backlash was INSANE! Friendships Sean & Z had built over years and years were ruined over a £20 increase in the monthly membership fee. The irony of it all was that Sean & Z were struggling financially and the gym was always on the brink of survival, but members always asked for deals.

Overnight, around 25 people left. With the benefit of hindsight, it would have been way easier to get a lead generation machine up and running first because this way was stressful, but here’s the thing; the 55 members who stayed and paid the right price generated an income of just over £7K per month, and fewer members meant less hassle!

We now had the same money coming in without increasing the number of sessions taken each week.

STEP 07: TAKING PAYMENT – SYSTEMS

Back when it all began, Sean and Z had a very basic system in place for member payments. They simply handed out a standing order form and asked new members to fill it out and take it to their bank. It worked, but it certainly wasn’t dependable or foolproof.

At the end of each month, an excel spreadsheet was the only way to check who had paid. If someone had cancelled the standing order, Sean or Z would contact them to see what the problem was and this would very often result in the person asking for a deal… a deal they would probably get through Sean a Z’s desperation to keep themselves afloat.

It was far from ideal. Doing things this way meant they were constantly trying to fill up their client base with new members, while money was leaking out the backdoor with all the deals – kind of like trying to fill a leaking bucket by plugging the holes with sand.

When I came on board, we made the switch to a Direct Debit company called DFC. Now we were in control of the payments. People could still cancel, but if they cancelled they were no longer members, and we would know when we checked the system.

On top of this, we were no longer put under pressure by people asking for deals. When someone walked in, we could sign them up straight away. WINNER! But, it wasn’t a total solution. We had no way of taking upfront cash payments if people joined mid-month.

We wanted DD payments on the first of the month so we’d get paid in lump sums, but we had to get an alternative payment system in place to take care of the pro-rata payments.

We went with Stripe, allowing us to take instant card payments, and it also gave us a way to filter out people who weren’t really serious about becoming a member.

Sometimes people would say yes to DD and then never show up at the gym, but with Stripe, we could take payment there and then and deal with any objections on the spot. It made the whole sales process much smoother.

STEP 08: ONLINE PROCESS FLOWS

At this point in time, we were leaking leads. We were getting enquiries about joining the gym via Facebook, email, text and calls, and there was also a four-page Strength & Performance website in existence… but it really wasn’t the best (understatement!)

So, we built a simple one-page website on Leadpages to “funnel” all enquiries through. It was a landing page with some hooks, and it explained what we did with a few pics of the gym, but, most importantly, it provided a means of collecting visitors’ email.

The call to action on the page was “give us your e-mail for more information” and on the back of that we asked them to complete a contact form, saying we’d contact them within the next two days.

Now, whenever anyone asked about the gym, we just sent them that link.

The important thing to remember here is that everyone starts somewhere – below is an image of our very first lead collecting website – it’s not the best looking – but it was very effective:

STEP 09: CREATING A SUPPORT GROUP

We then created a FACEBOOK GROUP for our existing members, calling it the Inner Circle. This immediately solved a lot of problems for us – people asking the same questions, sending updates via Facebook messenger/text etc. – but it also gave existing members an opportunity to see who else trained with us.

We had an “open gym” philosophy, meaning that whenever we were open, you could come and train, but it meant that people often didn’t know who else was training at other times.

On the flip side, through starting the group we also started to find out how vocal people could be on certain changes. People were quick to challenge any changes, perhaps feeling braver about expressing opinions online rather than face to face, but as long as we could give the reason behind our decisions, it was fine.

We just had to stay calm, and when someone had a big issue with something, we found the best way to deal with the challenge was to call them up straight away and resolve it.

STEP 10: THE CHANGE FROM “OPEN GYM” TO SPECIFIC TIME SLOTS

Strength & Performance operated in an open gym format, combined with semi-private personal training. They would create a custom program for you, and whenever the gym was open you could come and train with Sean & Z on hand to coach you through it.

This meant that there might be one person in there training on their own one hour and then twenty people the next… all doing different programs.

We wanted to create more of a community vibe, but we didn’t want to be in the position of training people all day. Having one person here, two there, coming and going at random times was proving to be very labour intensive, and while Sean and Z recognised that they needed to bring in more members, they had real concerns over how they’d do this and still provide the quality of service they set out to give.

There was no real structure, and the whole deal was a cluster f*ck, let me tell you! What we wanted was to have everyone doing the same program at the same time. But at what times – and what programs?

We addressed the timing issue first. For a month, we kept a log of the busiest times and the “dead” times, and then at the end of the month we asked the members in our private Facebook group when they would most like to train.

One of the most popular slots was 6am – a session we didn’t offer at the time, and not one that Sean and Z had ever considered to be viable.

So, we now knew what people wanted to achieve (Step 9) and the training times they wanted to be available to them. On the strength of this research, we drafted a whole new timetable, and using Sean’s programming skills, we developed the two programs outlined above – programs that wouldn’t clash in terms of gym space.

Now, we’re in the lucky position of having a 4500-square foot rectangular space to work with, so we set about dividing the gym into two sections; an Astroturf section taking up one half, and the other half filled with squat racks and free weights etc.

This meant that members working on the goal of losing weight would be on the grass section doing metabolic-type conditioning work, and those with the goal of lifting weight to add muscle or change their body shape would be on the weights side.

But, we had to sell this idea to the members, and there can be no denying that the fear of change reared its ugly ahead again. This was going to be a bold move, and both Sean and Z experienced that nagging voice in the back of their mind: “What will the members think; what if we lose more members?”

We had to commit and we had to put a date on it. It has been our experience that if you want to make a change, putting a date on it makes it real, and it’s only when it’s real that you can put actionable steps in place to make the change happen.

It’s fair to say that news of the change brought mixed reviews, but we sat down with each client individually to address their goals and explain the reasons behind it. We also highlighted the fact that working in teams would make them work harder, meaning they’d get better results, and when the day came to implement the change, everyone happily fell into line.

Our first ever 6am session only had three people in it, but in just a few short weeks it grew into our busiest session of the entire week – proving the point that research pays.

STEP 11: BUILDING AN ONLINE LEAD GENERATION SYSTEM

The Strength & Performance gym was now running smoothly, but we knew we had to find members online, something my previous experience with an online company had taught me. I’d worked in a different niche, but the principles of attaining clients were very much the same.

I knew how to drive traffic from Google and YouTube having consumed countless materials and trainings from big internet marketing gurus and investing quite a lot of money into courses that taught me how to drive traffic; how to find audiences online, and how to market and sell products and services to them.

Previously, I’d had to find audiences worldwide, get them on my list, and then sell them a service or product, so I took what I’d learned from these experiences and ploughed it into developing Strength & Performance’s online lead generation.

We did a few things simultaneously, and I’ll list them here…

Website:

While it’s not absolutely necessary for success, a website is still a very important part of your business – it’s effectively your shop window. People like to do their research, look around, and make informed choices, so a website showcases your quality to potential clients.

The main thing you need your website to do is collect a lead (Step 8) and setting it up in this way will pay big dividends later down the line.

Twitter/Instagram:

In truth, we never really bothered with Twitter to any great extent, other than to connect our Facebook page to it. In terms of generating leads, we’ve found it simply doesn’t have the same pull as Facebook marketing and other sources.

As for Instagram, it only became something we used once we’d established a successful business, making it useful in terms of establishing ourselves as influencers and innovators rather than a means of acquiring clients

YouTube Account:

As with Instagram, we didn’t use YouTube to generate leads as we’d found more effective strategies, but that said, if you have lots of relevant video content, then it’s a great place to showcase what you do.

Facebook Ads and Facebook Pages:

We threw everything we had into this! You could say we threw all our eggs into one basket, but with good reason. You see, using Facebook Ads is BY FAR the most profitable process and system I have used for the fitness niche.

A lot of people out there claim to have invented this process, but ultimately, EVERYONE teaches it, and it’s been around for years and years in the fitness niche. It appears to be a relatively simple process, yet it’s probably the BIGGEST challenge for business owners these days. Truth be told, even with my extensive experience in the field, it’s not as simple as everyone makes it out to be.

Nowadays, pretty much anyone can give you this funnel on a Clickfunnels share page, but the real key to success is threefold…

  • The Ability to Be Creative with It – and by this, I mean the different angles and images etc. used in your ads to draw your audience in.
  • Understanding Optimisation – having a deep understanding, knowledge and experience of the process; having the technical skill to intuitively know when to change the image/copy and headlines or information you display; understanding the relationship at every stage, and having the experience to know what those changes should be.
  • And Knowing How It Fits in with Your System (the 10000-foot view)

Over the past three years, I’ve tried and tested hundreds of different processes given to me by dozens of different “gurus”, but, in truth, none (not one) has worked remotely as well as this system. I’ve seen dozens upon dozens of fitpros (and other business owners) take ownership of their marketing, and it almost becomes some sort of weird ritual they feel they have to go through in order to be a “real” business owner.

They want to be the one bringing in the clients, however, the reality is that the learning curve is so steep it can take some people 3 or 4 months to learn what I can do in one hour.

I’m not saying this to brag, it is just reality. Doing marketing is being the guy behind the scenes pushing buttons much more than being the guy on the gym floor becoming popular with his/her members. It’s the guy on the gym floor that people (your members) buy into, so if you’re a coach, why would you want to be the guy pushing buttons rather than the one everyone looks up to?

Let’s just think about it: does Joe Wicks run Facebook Ads? Does Elliot Hulse build sales funnels, or Joe DeFranco build membership websites? Hell, NO! These guys focus on what they are great at, becoming celebrity trainers, and letting others do the rest for them.

Is it powerful to have these skills? Yes, absolutely, but many of my clients have spent years trying to learn them, and they’ve ultimately learned 3 things:

  • It’s not what they love to do day in, day out.
  • The platforms and guidelines change so rapidly that learning and adapting takes up countless hours that could be spent more efficiently.
  • For a small fee, someone can get better results!

Sean and Z understood this straight up. They looked at it and said, “Nope”, choosing to let me get on with doing my thing… I did what needed to be done:

  • I got creative
  • I optimised (like a boss)
  • And I got ROI (Return on Investment)

STEP 12: TRACKING YOUR RESULTS

When you have a lead generation system in place, there is one FUNDAMENTAL process you must follow if you want to win: You Must Track.

Tracking is the Holy Grail of lead generation. You know the score in fitness… if you don’t track your progress in terms of your lifts, your macros, or anything other aspect of your training, then you shouldn’t expect to get great results. Not surprisingly, the same applies to your lead generation. If you’re not tracking, then you’re guessing – and that is not a reliable system.

When we started online generation with Strength & Performance, we tracked EVERYTHING!

Here’s the thing; whatever platform you choose to advertise on, wherever you get your clients from, you need to understand that platform and the metrics and guidelines that go with it. You need to understand them intimately, and you need this knowledge so you that you’ll know exactly how your ads are performing.

You also need to understand the performance of your landing page…

  • …and the number of emails you collect
  • …and the number of application forms
  • …and the number of bookings for calls
  • …and the relationship between bookings and sales.

And, whilst you do all this, you need to take into consideration your ROI, and how to optimise each step etc.

You see, you really can’t just expect to learn this stuff quickly. It takes years to master.

Here Is Our Tracking Sheet

STEP 13: INTRODUCING VIDEO (JUNE 2015)

The BIGGEST change we made to help us stand out locally, and with our marketing, was introducing video. At the time, everyone else was posting pics or writing articles, so we did video. Zag when everyone else Zigs!

We started off with video shot on i-phone (90 second edits) with lots of angle changes to display what our members did during their sessions, and we always had cool music playing in the background (royalty free music, NOT copyrighted music).

Combining these short little action clips with our Facebook Ads was a REVELATION. It instantly boosted our ads, and we went from getting 20 or so applications (May 2015) to 40 applications (June 2015) then 107 (July 2015) and then 161 (August 2015).

Here is one of our very first iPhone Shot Video Ads:

As you can see – not the most professional of footage – but it was what we needed to stand out in the are at that point. We didn’t want to go spending 1000’s on pro footage (well we wanted to but it just wasn’t realistic) – so we just did what was necessary!

At this point in time we were typically closing 40% of those applications. We were filling up our gym time slots like crazy, and we spent so much time on the phone selling that we almost forgot to run the actual sessions. In those 4 months, we grew our business with £15K recurring revenue…15K + 7K = 22K recurring.

Business was booming, but we were still leaking a lot of leads. The system wasn’t the best because Sean, Z and I were all on the phone doing the sales calls. This posed all manner of problems…

“Did you call Sarah?”
“Nah, I thought you did!” kind of situation.
Or, “Hello, Sarah, it’s Martin from Strength &Performance” …
… “I already spoke to Z!”

Not only did this make us look and sound a little amateurish, it was certainly not the most efficient use of our time. We were not experts at making sales, so we figured there must be a better way. We started hunting for a sales person.

STEP 14: TAKING ON STAFF (SPECIFICALLY A SALES PERSON)

There aren’t many fitness marketing gurus who can tell you how to take on a sales person, and this is simply because their gyms have not grown to the level of needing one. Strength & Performance had reached this level.

Again, I’m not saying this to brag, but I can tell you for certain that no one I ever got marketing/business advice from had ever had a gym turning over more than 15K per month, and it’s something you need to take into consideration.

It meant that taking on a sales person was a learning process we’d have to discover for ourselves, but for this type of role you need:

  • Someone who is great on the phone.
  • Someone who is skilled in the art of conversation. You don’t want a talker, or a listener, you want a conversationalist.
  • You don’t necessarily need a person who is mega knowledgeable about coaching, you just need someone who can help the prospect see that your solution is for them.
  • Someone who is organised, able to make calls on time, and focused on the task at hand.
  • And, another HUGE one, someone who can use a computer to input client’s data on your payment system etc. and be CLEAR when reporting back to you

We found this person in the form of Kate. Luckily for us, she turned out great, and she’s now our sales expert. I think it’s worth mentioning here that going through a formal interview process is the best approach to avoid any ill-feelings with friends or family.

Just because someone you know is cool to hang out with, it doesn’t necessarily mean they’ll make a good employee or worker.

Employing Kate led to trying Different Remuneration Structures. We went through a few. To begin with, she was on a commission-only model – make a sale and we’ll give you X amount – and while this sounded good on paper due to there being no risk involved for us, it was bad for two reasons:

  • Commission-only meant she had to make sales – but a sale can be broken down into a good one or a bad one, and a bad sale means the person shows up for one session and never comes back, or leaves after the first month.
  • After a few rejections from prospects, we found that Kate would practically say or do anything to make the next sale, constantly chasing leads like mad and working weekends and late at night.

On top of this, getting a bad batch of prospects on the phone is really discouraging for your sales person and there were many times when I had to do a pep talk with Kate after she’d been left “broken” by a few bad sales calls.

So, we put her on a basic salary plus commission. The basic requirement was now 8 sales per week, plus she’d get commission for any more above that number. The same thing happened… Kate would get her 8 sales and then Friday would come around and she’d just keep hustling till Sunday night, trying to get 4 or 5 more sales in.

After a few months of this, she was run down, and that didn’t sit well with us.

The next step was to look at what we’d been paying her on average. It wasn’t that much different to the wage of a part-time person in the same role so we decided to make the switch.

With a part-time role, Kate earned a set amount of money each month, providing her with a bit of security and giving us the added benefit of making sure she correctly qualified clients.

The pressure was off and she could take her time, but after a few months, we found we could make even better use of her time. I was reviewing the tracking sheet and decided to do some maths on the number of calls that went to voice mail versus the number that were answered. I figured that to make a phone call, get voicemail, leave a voicemail message and then send a text took a maximum of 5 minutes.

If the person answered and the sales call started, it typically took 15 minutes to wrap it up. By looking at the data on the tracking sheet, I realised that by automating some processes and improving the efficiency of others, we could free up more than half of her time.

This led to the creation of a different role for Kate as ‘Client Experience Manager’. Now she was responsible for making the first contact with the lead when it came in all the way through to making the sales call and then checking up on the client during the first 45 days of their membership.

She’d report back with any feedback that would help us to improve the member’s experience so that we could really make the first 45 days as solid as possible, checking in with them after their first session, then 14 days in, after the first month, and then on the 45th day. This approach by itself dramatically improved our retention.

STEP 15: INFORMATION DELIVERY

Whenever a client joined us, they needed to know a few simple things about nutrition, rehab, mobility, stretching, DOMS and timetables etc., but our skills were not in design. We could tell you when something was ugly AF, but we really couldn’t tell you how to design it better!

So, we brought a designer on board and we requested two things of him:

  • Design a decent looking website.
  • Re-design all our PDF manuals to make them more readable.

It has been our experience that people want something nice to look at, people in our target market at least, and if you want to be expensive and make an impact in your area, don’t give people a word document with some cheapo-looking colour border to consume. It’s kind of like a Premiership footballer driving around in a rusty old Ford – in our heads that just doesn’t make sense.

We weren’t reinventing the wheel here, we were simply re-packing and upgrading the content. The Strength & Performance Nutritional Manual we printed out to give to our members is now often proudly displayed in kitchens, but, most importantly of all, more members actually follow the guidelines we provide.

Here is a report he designed for us:

STEP 16: CONTENT CREATION

To me, content creation is not about displaying how good you are at something, it’s about being relatable, and it’s a chance to display your personality – if you have one! All joking aside, I’m a bit of a boring b*stard. I don’t know the latest music or movie news, in fact, I believe that if you sit around with me for long enough, even the flies will leave.

That’s why I prefer doing articles to shooting video. The reality is, not everyone is meant to be an online super-personality, and not everyone can make people laugh, cry, or shout with joy – otherwise we’d all be amazing motivational speakers. Sure, there are people out there who have these skills and you can certainly work on developing them, but I don’t think you’ll ever come close to someone who is naturally good at it – and these are the people I prefer to hire.

Of course, you don’t necessarily need personality in your business, you just need to be relatable, so choose the best way to get your content across to your audience. The biggest hurdle is putting it out there.

When Strength & Performance started to create content, we just did what we knew best, showing people how to bench, squat and deadlift, until we were more comfortable on video. From there, we moved into talking about random stuff and most of the content we put out there revolved around whatever we’d seen or heard during the day’s coaching.

Look at it this way; whatever you put out there, doing something is better than doing nothing, and provided the content is solid and you put it out there with the best interests of your prospects at heart, you can’t go far wrong.

STEP 16: CONTENT CREATION

When I first suggested to Sean a Z that Strength & Performance should be and could be a £15K per month training facility, they liked the idea, but they couldn’t really see how it was possible.

They recognised that change was needed, but they didn’t know where to start, and trusting someone else’s ideas is no easy step when it’s your business. But, they chose to listen, and they realised the potential of their business through remaining open to asking for expert advice and, crucially, acting on that advice.

It was only when they chose to believe in themselves as a £28,312 per month training facility that their long-held dream could become their reality… but I’ll leave the last word to Sean and Z:

“Don’t be stubborn, and don’t let self-imposed limitations hold you back.”

Martin van Wyk

Immigrating from South Africa in 2008, from never sending an email in his life and not knowing what Facebook was… To growing multiple companies from the ground up. Known for being very direct and getting the job done, he is the Co-owner of Strength & Performance.

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