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Tuesday, 21 November 2017 16:43

Zach Marshfield

It all started with an email from Zach.  He had recently ordered marketing materials from my preferred vendor and the vendor recommended that Zach reach out to me.


I coached him and his staff for a short while and they made a lot of progress. 


Then Zach disappeared.  Sort of.  

Published in Blog
Tuesday, 14 November 2017 15:22

Keeping it from my boss

I remember being very nervous, feeling incredibly insecure, and also super excited all at the same time.

I was the Director of Franchisee Training for a fitness franchisor, had been doing it for years, also was co-owner of a 2700 square foot gym, and here I was, hiring a business coach.

I didn’t want anybody to find out.  I just wanted the results.

Published in Blog
Wednesday, 13 September 2017 14:59

Fitness business hucksters

I have been noticing a lot of fitness business coaches/consultants advertising on Facebook lately.  I should clarify:  I have noticed many new faces through Facebook advertising.

I know what I am about to say is going to come across as self-serving and maybe even insecure, but please believe when I say that is not the case:  They are probably all full of shit. 

I mean, seriously, these people throw up things like, “Get 90 new leads in 6 seconds……………..”

Published in Blog
Wednesday, 28 June 2017 15:57

How to find solid employees

How to find good employees:


1.        Pay more than you want or expect to.

2.       Interview candidates three times or more.

3.       Explain all expectations before hire date, have them sign a document that lists the expectations, including and especially goal structure.

4.       Inform hire that he or she is on a 90 day trial period, and that it is a production position and..

5.       Reward success, punish failure.

6.       Provide leadership.


Published in Blog
Tuesday, 16 May 2017 16:38

From crap to competent in 2 weeks

I have a client with 8000 square feet, 1000 members and, when I found them, 25K per month in PT.

They are now over 40K.   And growing.

There are a few reason for this increase, but not many.  And the two biggest reasons are the same two things I have been talking about for years.

Get 70% or more of new members in front of a coach.

Convert 50% or more of these folks into a training client, purchasing a training memberships.


Said gym was below 30% of new members meeting with a coach.

Coaches closing percentage was below 20%.


So, we got to work. 

First, I addressed the issue of only getting a few new members to meet with a coach.  Really, I could have started with the trainer(s) closing percentage but that takes more time, and 20% of 40 is eight, while 20% of 14 is less than 3. 

And 50% of 14 is less than 8.


If I have confused you, don’t feel bad.  Many people don’t like to crunch or analyze numbers.  If you are one of those people, I implore you to change your attitude.  Work on your weaknesses. 

Every single golfer on the PGA tour spends SO Much more time practicing what they are the worst at, versus what they are already good at.


The reason this gym was only getting 30% of new members to a trainer was because, first, they were not making it a priority.

What you make important, becomes important.

So, we started by having the Sales Manager, Josh, sit down with all membership salespeople and explain that 70% is the benchmark, that it is realistic, and that he was going to train staff on what to say to help ensure that 70% or higher would be met.

Then, Josh watched some videos that I sent him.  Then he and staff watched them.  They also received a 12 page manual that complements the videos.

Then they role played a few times.

Now they are at 87%.

Simple.  Just not easy.

What you make important, becomes important.


Next, we got the trainer who sells membership on the phone.


She did okay for a while, but didn’t like it.  So Josh, the sales manager, switched to PT salesperson.

FYI: You don’t need to be a trainer/coach to sell coaching.  Ideally, you will get a certification and do some coaching, but it isn’t necessary. 

Josh watched some more videos that I sent him.

And a written manual.


And we had a few phone calls.


Now he is at 42%, on his way to over 50%.


To get 87% or more to book an appointment to meet with a trainer, you need to:

-Call it a free workout.

-Schedule it at POS.

-Require all membership salespeople to go through the free workout every 4 months.

-Act like “this is what we do here.”


To get 50% or more of these people to purchase some sort of training membership, you need to:

-Put then through a 25 minute workout.

-Ask the right questions.

-Learn about their preferences and their communication style.

-Have more than one on one training as an option.


So, if you need any help with the above, you know who to schedule a call with.



Keep changing lives.

Published in Blog
Wednesday, 12 April 2017 13:50

It comes down to this

It really honestly and seriously comes down to two things.

1.       Do you schedule a free session with 70% or more of new members?

2.       Do your coaches who perform these free sessions convert 50% or more to coaching clients?

Published in Blog
Tuesday, 21 March 2017 13:54

Trainer dude uses google

He took the job because it was the first gym to offer.  At 22 years old, fresh from graduation, he didn’t even have a certification.  But that was coming soon.  On Saturday, only 3 days away, he would sit for the exam, and there was no way in hell he was going to fail.

The gym was about 10000 square feet.  It had a bunch of treadmills, elliptical machines, and a few stationary bicycles. 

In the middle part of the gym, about 14 pieces of Cybex machine weights were stationed. 

Down a dark hallway, in the back of the gym was the free weight area.  Dumbells, and more dumbells.  A couple of squat racks, a hack squat, a 45 degree leg press, some kettlebells and a bunch of benches, crammed into this corner in the rear of the building.

The 22 year old soon to be certified trainer was excited.  He was told the following:

Published in Blog
Wednesday, 15 March 2017 08:53

The C word

I do say the C word more than most people.  The main reasons I say it are 1. Shock value.  I love seeing people’s reaction.  “Did he just say that?”  2.  I find it silly that we have words that are taboo. 

And the third reason is because in Australia, it is about as common as fuck is here.  Or maybe even shit.

Published in Blog
Tuesday, 07 March 2017 14:52

PT sales is the new 1998 membership sales

There was a time when a gym tour was a serious thing for a membership salesperson.  I remember the days of 45 minute tours, $149.00 enrollment fees and $50.00 commissions. 

And of course, a closely monitored closing percentage of 50% or higher.

“We close almost everybody who comes in.”

Published in Blog
Thursday, 09 February 2017 14:32

From 43 to 11

I coached a fitness center not long ago.  One of the things that they needed was motivation and direction in getting free sessions booked and serviced.

This was their way of introducing new folks to what they did: Change lives.

The process involved some cold calling.   Normally, I don’t get too involved in that type of lead generating, but the client wanted it.

Published in Blog
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