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Tuesday, 28 November 2017 12:53

How to sell without being a salesperson

I have noticed more and more people jumping into my line of work. 

Fitness business coaching.

Come on in, the water is warm, I say.  But, if I may, I have some advice for you:  Don’t overcomplicate what you teach.  And don’t give free advice (blogs, webinars, videos) that talks mainly, if not only, in theory.

I watched a webinar recently where some dude spent 45 minutes talking about how to sell fitness memberships.  I was bored within 90 seconds, and while he had a lot of good advice, none of it was applicable. 

Yeah, here I am, ripping on a new competitor.  Don’t act like you don’t do it.  Lol.

Published in Blog
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
Thursday, 03 August 2017 14:25

Finding Goby

How to run a gym



Step one:  Don’t do it.  Seriously, you don’t know how difficult it is to make money in the fitness industry.  Unless of course, you are willing to do simple stuff…………………………….over and over and consistently, and never waiver.

Being a gym owner means a lot of things, and at the top of the list is being a leader.

And part of being a leader is to lay out the plan, train on the plan, and inspect that the plan is being followed.

Plan, train, inspect.

Do you have the skill set to be a good planner, trainer, and inspector?

One indicator is your color spectrum.  Find your Goby. 

What the hell am I talking about?

Head over to www.finidinggoby.com and click on “find your goby”.

Don’t pay anything. It looks like you will be paying, which does cost $29.00, BUT it is FREE right now for a limited time.

In the discount code section, type in mygoby

We live in a world full of dichotomies.  You are told, as a child that you can do anything and be anything. 

Then, as an adult, while you still hear that positivity from some folks, you hear “Not possible, you can’t do that”, from others.

Well, how about taking advice from a person who uses logic, reason, probability, realism, and a four quadrant based communication/personality tool?

I will tell you the obstacles you face when it comes to leadership, sales, management, following up, training, etc.

And then how you can overcome these obstacles.

With this $29.00 report that is free if you move your ass now and go take the assessment by following the instructions above, you get an 11 page report. 

“Reports are AWESOME Jason.  Quite in depth.  Thanks you!”

-Debbie Rosenfelt, gym owner, Seattle Washington.

What I am about to write is only to persuade people whose trust I have already gained but need a little pushing:  $29.00 is a real cost.  I will generate a lot of revenue from these reports.  Companies who hire me to enhance their communication, team build and for sales training will pay $29.00 per employee.  Many assessments cost $39.00 or $49.00.   And some of these other assessments provide you with over 20 pages of what I call “fluff” and it cracks me up because they are four quadrant based, so they should know that over 50% of folks are not going to spend time reading 22 pages, EVEN if it is about them.

So, we got Goby to 10 plus a page dedicated to tips for your health and fitness.

My point is that this is not going to be free for long, and because free has no value I want you to know you are getting a $29.00 gift, for FREE.

And the bonus is this:  If you own a gym, AND you take the assessment, you get a free 20 minute call with me to talk about your results.

Go.  Do it.


Keep changing lives.

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
Tuesday, 25 April 2017 14:33

I've got another confession to make

In 2004, I answered a job ad.  The position was in membership sales at a 30,000 square foot gym.

I was 31 years old. 

For the previous 10 years, I was either a golf professional or a fitness trainer for a few different organizations.

At 31 years old, I wanted to work for an Independent gym, with one owner.

This was that gym.

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
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