Ep 033: High End Online Coaching with AJ Mihrzad

In this episode Brett talks to AJ Mihrzad.

AJ is the author of the best selling book; “The Mind Body Solution”, Train your Brain for Permanent Weight Loss where he proves that the key to a better body that’s in shape, energized and youthful is a healthy brain.
AJ is also a Fitness professional and has a Masters in Psychology. He has also been featured in Men’s fitness and on Bodybuilding.com and is a keynote speaker at various events.
Along with changing the lives of the general public. He’s dedicated to helping Fit Pros create an ethical and profitable Online Income with his 10X Online Fitness Coaching Program.

In this episode you will discover:

  • The #1 client getting strategy that AJ uses
  • How AJ structure high end 5k online coaching programs
  • AJ’s #1 resource to learn direct response marketing
  • and so much more…

Find out more about AJ here and what he offers here.



Here is how you can listen to this podcast on your iPod or iPhone. Follow these steps:

– Once this is downloaded on your device, click podcasts then search for FiiT Professional.
– Every time a new podcast is ready it will now automatically load to your device.


We would love to hear what you thought of this episode? so be so kind and leave a message below.


Ep 032: How To Run A Health & Fitness Retreat

In this episode Brett shares the framework on how he was able to create and deliver a SOLD OUT health and fitness retreat in Bali.

You will also discover:

  • Brett’s hidden talent, revealed within the first 60 seconds
  • A step by step process to a successful overseas retreat
  • The hidden step that SO MANY people forget (will save and make you thousands).
  • How he was able to sell out the retreat within 24 hours and have a waiting list of over 176 people.

and more…



Here is how you can listen to this podcast on your iPod or iPhone. Follow these steps:

– Once this is downloaded on your device, click podcasts then search for FiiT Professional.
– Every time a new podcast is ready it will now automatically load to your device.


We would love to hear what you thought of this episode? so be so kind and leave a message below.


Episode 21: 185K per month from a Podcast

rsz_john_studio_400x400In this episode Brett interviews 7 day a week podcaster John Lee Dumas.
John is a leader in his field with his popular podcast Entrepreneur on Fire reaching over 450,000 unique downloads a month.
Last month his business grossed $185k.
Find out how he does it here…



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– Once this is downloaded on your device, click podcasts then search for
FiiT Professional.

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Episode 21: John Lee Dumas talks Podcasts

Transcript of EPISODE 21:

Hello and welcome to the fifth official podcast – the number one podcast for fitness professionals looking to build their fitness business. If you’re after more clients, more income and more free time then you’ve come to the right place.

Visit: podcast.fitprofessional.com.au today

Hello, Brett Campbell here, now before we get into this amazing episode that we have in stall for you I just want to make you aware that the fitness business blueprint is going to be coming to a town near you. So if you’re in Brisbane, Sydney or Melbourne then head over to fiitacademy.com.au/events.

Now this one-day business building intensive is especially for the person who wants to run a super successful six-figure group fitness business. Now we are going to be pulling apart the fit international business model showing you exactly what it takes to run a successful business. Not only that, we are going to be talking about the most up-to-date and most relevant marketing strategies to help fill your boot camps. So go over to fiitacademy.com.au/events.

Now let’s transition into today’s interview.

Brett: Hello fit professionals I am your host, Brett Campbell, and today I am back with a super exciting interview for you. This particular man has actually been that long in the making, this man’s schedules booked out months in advance, so it is now 5am, for me sitting here in front of my computer, on a Sunday morning as I record this. But you know sometimes in life you have to do these things and then take those chances when they are available. This particular gentleman’s name is John Lee Dumas. He is the founder and host of Entrepreneur on Fire, a top ranked business podcast that interviews today’s most inspiring and successful entrepreneurs seven days a week. John has been featured in both Time and Ink magazine and is the founder of Podcaster’s Paradise, a community where podcasters can create, grow and monetise their podcasts. Entrepreneur on Fire generates over 450,000 unique downloads a month, he has had past guests such as Seth Cohen, Tim Ferris, Gary Bailechuck and yours truly. There’s a recap of over 500 episodes, I believe he is at the 538 episodes as of today, and you can find out more about that at eofire.com. But John, I’ve got you for a few moments here today so we’re going to extract as much as we can from that brain of yours. How’re you going? Welcome to the show, John.

John: No Brett, thank you for having me and I don’t want you to try and get pity from me waking up at 5am this morning – I’m up at 5am every day my friend. Why? Because we as entrepreneurs get more stuff done before 9am than the rest of the world does all day!

Brett: I hear you, buddy, I hear you. I’ll preface it with it’s Sunday.

John: It’s Saturday for me.

Brett: Nice, excellent. And it was my birthday yesterday – so it was a tough one!

John: Ah, so you win!

Brett: I’ve got the pity streak out now. Alright, for the people who don’t care about what time it is for me or what’s going on right now because it could be lunchtime for you and you could be on the treadmill. John I want to talk to you, you run one of the most successful podcasts out there, like I’ve said, just mentioned you’ve had 538 episodes. Give us a little bit of background about yourself. I know I’ve talked a little bit there about some amazing stats but give us a little bit of background so our audience can get to know who John Lee Dumas is.

John: Sure, well, Brett thanks for the opportunity and I am just a country boy from the state of Maine, that’s a state a couple of hours north of Boston here on the east coast of the US. I went to college on an army RTTC scholarship so post college I spent four years as an active duty officer with 13 months of a tour of duty in Iraq. After my army experience, Brett, I tried my hand at a bunch of different fields. I tried law school, hated it, dropped out. I tried corporate finance, liked it for a hot minute and then quit. I tried commercial real estate, residential real estate, neither one really jived with me but, you know, I spent a lot of time, in the car with both of those professions and I hated the radio and talk radio was so boring with so many commercials. I fell in love with podcasts and I started listening to podcasts at every opportunity, just like your listeners are right now. My problem was that I ran out of podcasts. There were only podcast hosts submitting a show once a week and that just wasn’t enough foe me so I said ‘where’s that podcaster that’s doing a show seven days a week with a fresh episode waiting for me every single day?’ and I decided to be that change Brett, that I wanted to see in the world so I created Entrepreneur on Fire. You know, that was 538 days ago which is pretty easy to pinpoint because that’s an episode a day and ever since then, Brett, we have just been releasing an episode with inspiring entrepreneurs, like you’ve mentioned, and sharing their journey and here we are, you know, in 2014 still having a blast.

Brett: Excellent! And there’s just something there I really want to speak to, something you said and I hope all listeners could pick it up. You said ‘be the change you want to see in this world’. Now, that is so important on so many levels because what we can find is we can get stuck in our own ‘ah, why isn’t this great, why isn’t this happening for me’ and you just got off your ass John and, pardon the entrepreneurial fire pun, you ignited the fire mate and you got that party started. Tell me this, 538 episodes, how do you do it, like come on, like 538 episodes, I don’t know anyone who could 538 days consecutively ensure that there is a podcast up there. I mentioned, if there was not to be an episode turn up tomorrow for some reason or another there would be a meltdown with hundreds and thousands of listeners

John: People would freak out, Brett. So I do have a secret. Do I have to share it?

Brett: I’d love you to share it.

John: Ok, I’m going to share it. So, every single Monday, Brett, I do eight interviews for Entrepreneur on Fire. I call it the batching method. There is a great law, it’s called the Parkinson’s Law, that tasks will expand into the time that you allot them. So everybody that told me and said that doing an episode seven days a week couldn’t be done didn’t really understand or appreciate this law but I knew from my time in the military that if I scheduled eight interviews in one day on the hour every hour it would be long day, it would be exhausting and very trying, because I try to bring a lot of enthusiasm to each interview, Brett, but guess what, at the end of that day I would have finished eight interviews. It’s pretty magical how that happens. So, I since, basically week three or four because it took me a little while to figure it out just the perfect formula for it but I have been doing eight interviews every single Monday. Again, Brett, they’re very long days but I wake up Tuesday morning and the week is my oyster and it allows me to focus on other aspects of my business, the marketing, the monetisation, the growth, etc. that allows Entrepreneur on Fire to be not just a successful podcast but a viable business that brings in over six figures of income every single month. So, you know, it’s not easy and it took a lot of planning and it took a lot of discipline but again I run a seven-day a week podcast one day a week.

Brett: Mmm, I love that. I love the batching, the batching method. And what can happen, again, is many people, funnily enough when I first stumbled across your podcast I was like ‘jeez he must’, my initial thought was, and what most people I believe would think, ‘gee, yes, he must interview someone everyday.’ Of course the batching method is perfect. So at the end of the day you’re an entrepreneur and you wan to go on holidays, you’ve got to go away to places, go to events and if you have to be on a phone call every single day to then get it recorded, uploaded to your website it’s a long way around, isn’t it.

John: So true.

Brett: So over 538 podcasts, John, there must have been some big lessons you’ve learnt along the way. So what’s one of the biggest lessons that you’d be able to share with our listeners today?

John: Wow, so Brett, there are countless, countless lessons and there are themes that develop within Entrepreneur on Fire that seem to come up time and time again and one of the most powerful ones, that I would like to share today with your listeners, is listen to your intuition. Follow your gut, because Brett at Entrepreneur on Fire we start every episode off with a failure. I make my guest tell Entrepreneur on Fire listeners a story of a time that they failed and then I follow that up with them telling a story of a time that they had an ‘a-ha moment’ when they had a great idea that turned into a success. Brett, so often those failure stories come from entrepreneurs not following their intuition, not following their gut instincts. And it’s so many times those successes and those ‘a-ha moments’ and those ‘light bulb moments’ happen when the entrepreneurs follow their intuition and follow their gut. So, it goes way back to the beginning of time, Brett, we have this innate sense of a survivalist instinct, it’s very powerful, it’s subconscious on a lot of levels but believe me you’re intuition, your gut, is always trying to steer you in the right direction. It might not always, it’s not 100%, but it is honestly trying to, it has your best intentions at its core, your own intuition. So follow it.

Brett: Mmm, very good point you make there and what can happen and I put my hand up to this to testify as well I feel being an entrepreneur I definitely have a very strong intuition and, you know, at times what can happen is I can almost see myself wanting to roadblock myself because I don’t know if I should do that, I don’t feel right about it, it’s almost as entrepreneurs we have a six sense isn’t it, you know, and it’s many a time if you just look back at the track record, an this is for everyone whose listening now, look back at times when you’ve made decisions based off your intuition versus just looking at the pure logic of it and actually see what your results are like. Definitely agree with that one mate, excellent! So in regards to, we’re going to keep the theme here and by the end of this episode 538’s going to be the magical number for everyone. Over 538 episodes, now you, like you said, you start off your podcasts, I know, with a success quote. Now a success quote you must have heard thousands of them by now but I know you definitely have 538 good ones so share with me what’s your favourite success quote and why.

John: Ahh – I have so many success quotes that I’ve heard and I’ve loved throughout the eighteen plus months of interviewing successful entrepreneurs with their favourites but one that I love, Brett, because I feel that it is so powerful for entrepreneurs, for small business owners, and I’ve personally applied it to Entrepreneurs on Fire’s mentality as how we run our business so I know that it is a great success quote to follow and it’s by Albert Einstein: ‘Try not to become a man of success but rather become a man of value’. That quote to me, Brett, is so powerful because so many people look at life, at business, as a sprint where they’re trying to sprint after the money, passions be damned, like let’s go after the money, let’s sprint, let’s do this, let’s do that, let’s try to get to that end goal as soon as possible. And you see those people time and time again and have been in this camp, I’ve sprinted myself. Fail. They’re not passionate about it, they don’t have excitement, it’s not genuine and it’s transparent that they’re just going after that one thing. Then you have the people who look at life like it’s a marathon, something that they’re looking at for the long haul, that are passionate about what they are doing and truly want to make a valuable impact in this world and those are the people I find that really have that attitude of giving back value first not going after success but being a person of value and then a funny thing is both success and money follow. I mean Entrepreneur on Fire for the first nine months didn’t generate a single cent, in fact we were well in the red because I was investing in equipment and mentors and masterminds and courses. But by month nine we turned a corner and we had our first successful month because we had provided so much value that now the success started to come and when it came, Brett, it started coming in droves to were now we publish a monthly income report, and just last month Entrepreneur on Fire grossed $185,000 in the month of March, netting $155,000, and that all came from, first and foremost, proving value.

Brett: Couldn’t agree with you more there and something that I did want to ask you on that is when you first started the podcast, right now, lets take yourself back eighteen months ago and I’m sure you’re a big believer in ‘begin with the end in mind’.

John: Yeah, sure!

Brett: So, what was going through John Lee Dumas’s head when he was like I want to create a podcast and then in eighteen months we’re going to gross $185,000, I’m sure that probably wasn’t going through your head, so what was your game plan back, in the almost seems like yesteryear, when you started this successful podcast?

John: I mean it really was just that mentality, Brett, I was tired of doing things I wasn’t passionate about, that didn’t light my fire, and I just wanted to, for once in my life, try to do something that I was excited about that I could see myself doing happily three, four, five years in the future – and that was Entrepreneur on Fire. That was interviewing entrepreneurs, sharing their journey, their failures, their lessons learned, the steps they took to turn those moments into success, what they were successful at right now. Those were the conversations I wanted to have. Those are the conversations I wanted to share with the world to inspire millions to take their leap. That was my first and foremost focus. That was my end goal and I still work at that every single day.

Brett: So, let’s move onto advice. Now there’s always, there’s no shortage of advice these days. You know, a lot of people always happy to give you their thoughts but what’s the best advice, best business advice, that you have ever been given and how have you implemented that into the success of Entrepreneur on Fire?

John: You are the average of the five people you spend the most time with. This is from Jim Rone. It is amazing advice that I have applied to my life, Brett. So I have joined a mastermind, I have a mentor, you know, I make sure I surround myself with successful and inspiring awesome people who think positively, who have a great outlook on life. I don’t surround myself with ‘Debbie-downers’ or Dawn-do-nothings’, like I just don’t let them into my life because they don’t add anything to me. They can go off and they can be downers somewhere else, but not on my turf, not on my circle of influence, not in my friends. And so who are you surrounding yourself with, that’s who the listeners should be asking themselves right now. Who are you spending the most time with right now? What would happen if you took the two or three people that you’re averaging out with right now who you know are dragging down your average and if you usher them out the back door and brought in the front door two or three unbelievably inspiring passionate people to add to your life, what would that do?

Brett: I love how you put it. You can usher them out the back door, so elegant. But on the flipside, John, just as important as the question who are you hanging around with you could even ask yourself who do I need to stop hanging around with.

John: Usher them out the back door!

Brett: Yea! Just usher them out the backdoor quickly or just make sure if you have stairs just make sure you don’t usher them down too fast! And again, I couldn’t agree more there because we’re always, I’m really big on who you hang around with and in all areas of life as well. You know, it’s always good to keep a balance and I have this conversation quite frequently in regards to ‘yes, I want to be successful in business and in life and so forth’ and it doesn’t necessarily mean that every person I hang around with needs to be a successful business person, so I’ve got a really good friend of mine, that you know, we’ve grown up together and he brings another part to my life that, you know, we’re not going to sit down and we’re not going to talk about deep business or marketing or those types of topics because it’s just not his area of , he just doesn’t care about it to be honest, we’re better, we’ll sit down and we’ll talk about life, we’ll talk about other things and it’s about I guess if we, I guest, pull it all together it’s about balance. So, talk to me about your balance, John, so, what do you do, what are some of your, I guess if we want to use the secret strategies, in you life to keep you balanced to keep you sane and to keep you working at your optimum, what do you do?

John: Well, you know, this is one area that I am not going to be a huge help on because I am still battling without myself. I mean, Balance is always something I strive for but when you truly do love, and have a passion, for what you are doing day-to-day sometimes it’s hard to turn it off. I mean, here we are, Brett, you know, it’s Saturday and I have eight of these interviews scheduled, I’m giving my Saturday to these interviews, I’m so happy to do it because I enjoy it, I’m looking at the beach right now it’s right outside my window, I don’t want to be laying on the beach right now getting a suntan, reading a book. I’d rather be here talking with you. But you know at the same time, you know, it’s not shutting off, it’s still working and business and their needs to be some kind of balance. So, you know, it’s a great point, it’s a great struggle that all entrepreneurs who have really found their niche do struggle with, it’s a good problem to have because at least it means you’re passionate and you like what you’re doing. I can’t, you know I’ve never, in the last, ever since I started Entrepreneur on Fire I’ve never looked at the clock and said ‘Oh my God, it’s only 2pm, I can’t wait ‘till it’s 5’, I’m always ‘how the heck is it already 2pm, I can’t believe I only have so many more hours I can work today before I got to shut it down, like this is crazy’. And then head back down working away. So, you know, I exercise every day. I make sure I get out on these nice runs along the beautiful beach here in San Diego, listening to podcasts, listening to audiobooks, you know, still consuming audio while taking that break and getting some fresh air. But, you know, it’s an uneven science and I do always really share the importance of trying to find that balance but it’s one thing I still am struggling with.

Brett: You talk, you make a very good point there in regards to maybe what we need to do is redefine the word of what balance means because, like myself, and you there saying you can see the beach through your window and you know whilst most peoples idea about balance is to go down and read a book and sit on the beach you’re actually more passionate right now about doing what you’re doing. I think balance, If we were trying to look at redefine that, we could look at it as long as you’re searching or understanding where you’re spending your time and energy then I think that’s starting to create balance in itself because you’re keeping a balanced mind and there’s nothing worse than the person who’s doing a seventy hour work week and, you know, they’re doing it not out of passion they’re doing it out of need, so, definitely love that. So John, let’s talk a little about podcasting here, seeing you’re the expert in this industry. Now, most people probably get a few light bulbs going off when you said ‘Entrepreneur on Fire grosses a $185,000 last month’ through a 30 minute podcast each day tell us a little about that and what’s, what advice would you have for anyone out there thinking of trying to create a podcast and trying to monetise it?

John: Sure, so it’s really a simple process to talk about. It’s a much more difficult process to implement. What’s really powerful about podcasting, Brett, you know, and really online entrepreneurship in general, is the ability it gives you to build an audience. So, Entrepreneur on Fire, the podcast, has allowed me to build an audience and that audience then tells me, Brett, what they need. My audience told me: ‘John, we want to learn how to podcast, we want to learn how to get guests for a podcast we want to learn how to rank well on iTunes, we want know all these different things.’ And I was like ‘Oh, I guess I should create a course on podcasting!’ so, usher in Podcasters Paradise, which is the number one ranked community in the world now on how to create, grow and monetise your podcast. We have over 800 members. We have over 140 video tutorials on every part of that process, creating, growing and monetising. We have a Facebook group. We do monthly Q&A sessions via webinars. It’s an unbelievable community but, Brett, I had no idea I was going to create that, my audience told me they wanted me to create that. I did and now since October of 2013 we’ve done over $500,000 in sales for Podcaster’s Paradise and where did 86% of those sales come from – online webinars – because every single week, Brett, I do live webinars about podcasting. We call it the Podcaster’s Workshop, where I just deliver pure value for 45 minutes on the world of podcasting. Then I do a deep-dive and do Podcaster’s Paradise and I pull back the curtains and show people everything about Podcaster’s Paradise and people love that event, they love knowing what they’re going to get before they buy because it’s not cheap, Brett, it’s a $1200 investment to join Podcaster’s Paradise. But we do bring in people every single week on that live webinar, typically to the tune of between $20,000 to $30,000 every single webinar. People started asking us: ‘John, how do you do these webinars? How are you creating, presenting and converting your webinar?’ and another light bulb went off and we just launched Webinar on Fire, which is exactly that – how to create and do a webinar and now that’s another product that’s bringing in legitimate income on a monthly basis for us. So, the real defining factor, Brett, is building your audience. To me, there is no better way to build an audience, no better medium to do so than a podcast. We’ve done it with Entrepreneur on Fire. We’ve listened to that podcast, created products and services that answer I audiences needs when they tell us what they are struggling with, what their pain points are and then we create a product or service that answers those problems and solves those pain points. You have a money maker on your hands so anybody listening right now that has a niche, that has a passion, can create a podcast around that, or can create a blog around that or create a video series on YouTube around that, build an audience and then answer that audience’s needs.

Brett: Fantastic. And, I guess it’s one of those things, I always, and am a big fan of dissecting and looking at different business models and marketing funnels. I like to go deep on that kind if stuff. I look at, for our business for example, we talk about lead generation being very important because without having leads you cant offer anything to them but more importantly you can’t get feedback from them. So, we’ve been able to generate over, in the last three years, over 330,000 leads into our email lists, which now makes it very, very, easy whenever there is a new product or something that we want it bring out or we want to ask our clients or prospects emails questions about what they would like to see and that’s exactly what you’ve done there, John, and I guess it was, you know, if we look at your model its you bringing people in on a free podcast. So, people get free amazing information every single day and then now you’re just being the vehicle to be able to help them do that so that’s fantastic.

John: Thanks.

Brett: Now, when you first started Entrepreneur on Fire, now, what was your thought process, did you think in your head, okay, we’re going to have coaching programmes, we’ll do this, we’ll do that, or did you just think you’d be pumping out a podcast each day?

John: I truly had no idea how I was going to monetise the products of services I was going to create. You know, we’ve also launched Fire Nation Elite, which is a 100 person paid membership mastermind that generates over $15,000 a month with its 100 paid members. I had no idea that these things were going to exist before I launched. I just have the sole focus of providing value, growing an audience, and then serving that audience.

Brett: Great. So what’s next for Entrepreneur on Fire now you’ve got Podcaster’s Paradise, Webinar on Fire, these are products, I’ve been watching your journey along the way as well, I must say, a very, it’s excellent to see someone like yourself really taking names and numbers.

John: Thank you.

Brett: What’s next on Entrepreneur on Fire because I know this is only the beginning?

John: So, we’re really focussed on our three flagship products right now, Podcasters Paradise, you know, which is a community to create, grown and monetise your podcast. That is a $1200 product, Brett, so we know that that’s out of reach for some people. There are some people out there that just want to create and launch a podcast and they don’t need all the bells and whistles and the communities and the monthly webinars that Podcaster’s Paradise creates so we just launched Podcast on Fire, which is a $397 solution that just comes with 14 tutorials, Brett, that walk you step-by-step through launching your podcast. So, that’s our second product. Then of course, as you just said, there’s Webinar on Fire, which is how to create, present and convert your webinar. So those are the three things we are really excited about. Now is all about focussing on marketing those because we know they work, we know we want to focus on them so we’re going to start marketing then using Facebook ads and Twitter promoted tweets and YouTube and Google retargeting. There are so many ways out there to get in front of the right people to drive them to our live webinars, where we an then get people on, answer some questions, provide incredible value and convert sales on that live webinar.

Brett: Excellent! Well, we’ll certainty be keeping a close watch on that. Now, John, I know we’re nearing the end of the interview here but before we get to off I want to ask you what parting advice you would have for any listeners out there who, you know, have a dream or have a vision or an have an idea that they really want to get kick-started just like when you first started Entrepreneur on Fire, what advice would you have for them?

John: Brett, I want to keep it simple – Just start! Wake up fifteen minutes earlier, go to bed fifteen minutes later, spend that extra time learning something that you’re passionate about. See were you are in six months. You will be prepared to ignite.

Brett: Love it! Now we’re going to end on a little segment here called ‘shoot, shag or marry’, okay John? So, shoot, shag or marry. I’m going to say a name of certain females and you’re going to say what first pops into your head, okay?

John: Okay, let’s roll.

Brett: Okay, Oprah Winfrey.

John: Ahh, shoot.

Brett: Myley Cyrus.

John: Ahh, Shag.

Brett: Kim Kardashian.

John: Shag.

Brett: Ellen Degeneres.

John: Er, shoot.

Brett: Kate Winslet.

John: Shag.

Brett: Oh right, there you go. Well done.

John: I don’t really believe in marriage and if I don’t want to shag the person I’m obviously going to say shoot, so that was kind of my philosophy. But, Brett, man, this has been awesome. I do a bit of jump as you know and just appreciate you having me on.

Brett: Thank you. Where can our listeners find out more about you, John?

John: EoFire.com

Brett: There you go, so, thank you very much John. It’s been a pleasure. Mate, you have a fantastic day and we’ll be speaking soon and to all our listeners out there head over to EoFire.com and check out John, subscribe to his podcasts and listen to it. Go and listen to episode 512, that’s where, probably his best ever episode there, I think, he had a guy Brett Campbell. Go check it out. Have a fantastic day whatever you’re doing. And remember – Just Start!

So there you have it another fantastic episode of the fitness professional podcast.
Now if you haven’t listened to any of the past episodes head over to fiitprofessional.com.au now and check them out. We’d love to hear what you think so please leaves a comment below the particular episode that you’ve listened to. And if you have a particular topic that you’d like discussed or have heard about on this podcast please let us know.


Episode 19: Rob King Reveals How His 42 Day Programs Are Killing It For His Fitness Business

In this episode Brett and Rob discuss the following topics:Brett and Rob King

  • How to build a community of raving fans
  • How to create transformation programs and pack them out
  • How Rob generated over 75 consultations from a simple online strategy

and loads more…
Click here for Robs exact landing page he used to generate 75 consultations in 1 week.



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Episode 19: Rob King Reveals How His 42 Day Programs Are Killing It For His Fitness Business

Transcript of EPISODE 19:


Hello and welcome to another fit profession podcast the number one podcast for fitness professionals looking to build their fitness business. If your after more clients, more income, and more free time then you have come to the right place visit Podcast.fitprofessional.com.au today.

Brett: Hello and welcome to another fit professional podcast I’m your host today Brett Campbell and today I have a very special guest hailing on the exact polar opposite time line to me I have my good friend from all the way across the world in New Finland Rob King. Now, Rob King you may have seen him on the internet he’s fast becoming a go-to fitness professional in the industry not only from the business side of things, but also in his transformation and contest that he has been running.

Rob is a power lifter and body-builder, and he’s a contributor to publication such as Teen Nation also Arnold Schwarzenegger Fitness blog and he’s also the curator of Ripped In Forty-Two which is a transformation program that is literally taking over his country, and I’m sure it’s going to be taking over the world very shortly. Rob brother thank you so much for taking the time out of your – its evening for you and morning for me so, thanks for spending your time with us today and we are really looking forward in sharing your insights into the industry.

I gave you a little bit of an over view to our listeners about yourself Rob, so I’m sure there is many fill in the blanks so, if you could give us a bit more in depth look who you are and what you do?

Rob: Yeah, sure, well basically my main job is a coach so, I’m a coach first and I own a business called “Heavy Weights Training Center” that is my main facility/gym. I also own a sport supplement store called, “Heavy Weight Supplements” so the background of my business initially I started off as a small little supplement store and that is what I did for basically years. Then through actually a business failure I opened up Heavy Weights Training Center and from there the training and the results and everything we did just started to take off like crazy.

Basically I transitioned from been known as kind of like, the supplement guy and then into the trainer and coach guy. Now, basically I coach about twenty to twenty-five hours a week and I coach everything from bikini competitors, power-lifters, to Olympic weight-lifting. We do body transformations and then on top of that entire…like you said, I write for Teen Nation and Schwarzeneger.com, and I’ve written for Elite pretty much you name the magazine I’ve written for them. All in all I love what I do and I’m pretty passionate about it and I can’t get enough.

Brett: Excellent, and also just another accolade to add to your traffic cabinet there you have just won the PT Power Personal Trainer of the year award as well and you got a Land Rover with that, right?

Rob: No the catch was is if the person who improves there on line marketing business the most gets the Land Rover. Well I thought I got the Land Rover so I was like, “Oh, [expletive]” so they called out, “PT Power Of The Year” which I’m very, very grateful for, but I basically they told beggers and told the people like, “Listen you might as well save that Land Rover for next year” I’m coming back to get that one as well.

Brett: Oh, [expletive] that’s a bummer I thought you had the Land Rover. My first…

Rob: So, did I…

Brett: My first thoughts were how are you going to split…?

Rob: We are going to split one PT Power I’m very big on goal setting and as soon as I won the trainer of the year award I literally texted, and I was like, “Dude that Land Rover is mine next year” I said, “I’m going to screen capture next year’s when I present and win that Land Rover I can talk about this.”

Brett: That’s crazy and I was wondering even how you would get it over to your country anyhow, so. It would have been a long drive.

Rob: It would have been a nice drive.

Brett: So, Rob I know we have touched upon you’re the creator of Ripped and Forty Two and I know you have several other different products and programs based on that methodology, so let’s chat about that, and how that has really transformed your business and how that – I guess has put you on the map in that sort of programming.

Rob: For sure, well what we have is at our gym we have a twenty-one day program which is like, a lead entry program to get people in our doors, but the focus for most of our training is to get people into Forty Two so, Ripped and Forty-Two is basically a forty-two day fat loss transformation program where everything we do is laid out from the training from the nutrition, supplements, the add home work outs, the goal setting, everything is mapped out for forty-two days it’s almost like, a full proof plan to get amazing results.

We have had so many transformations and so many amazing results that are what we are known for so we really get a lot of people that when they want to get in shape they come to us because we are known for results.

Brett:  On the Forty-Two now you say you have a full proof system which is obviously the key in any particular business. I guess a couple of questions for you and that is what is your thought process for the person sitting there now going, “I don’t want to have to sell people in again every six weeks on a new program” what is your thought process behind that?

Rob:  Well, this is a big learning curve for us in our business where everything initially was a Forty-Two day model and it was – what would happen is they would get amazing results for six weeks. We would have a one or two week break then we would have to resign them for another Forty-Two and it’s just kind of like, everybody was always chasing the carry of what’s next.

We built a couple of other Forty-Two day programs and we have one called “Stronger Than Forty-Two” and another one called “Built-In Forty-Two” with different focuses, but still coming in the day we were still always doing the Forty-Two model and constantly having to resell about to be a pain in the [expletive]. What our goal now is when somebody does a Forty-Two day program they then qualify to enter what’s called our “Heavy Weight Elite Program” and in our Elite program we have three levels based on strength.

Level one is no strength test level two we have a strength test and level three we have a  strength and body weight test, so our gym is always based – we get them in for fat loss, but our big focus is always on trying to get strength and performance. When you do that you eat well and the results take care of themselves anywhere, so we get people in for fat loss and then we transition them and teach them how to weight train, and teach them how to strength train, so the elite programs are now becoming the backbone of our membership and also our results.

Brett: Excellent, so what you’re saying is your “Elite” programs are more of an ongoing style commitment to the customer?

Emily:  Yeah, so what will happen a lot of people will come in and just do there Forty-Two and then they are happy that they lost their twenty-five pounds and they feel great, but then kind of pitch to them, “Well guys the Forty-Two is just a step in the right direction you can undo Forty-Two days of results in one bad week if you really lose it” so we always try to say with the Forty-Two it’s designed to show you our results and if you like, weight training and strength training, and the vibe at our gym then you should really think about our Elite program and that’s when we can really take your coaching and take your results and training to another level.

Michael has always pushed people as a coach and makes them uncomfortable and always challenges them to do things they didn’t think they could do. Just this past weekend alone I had  sixteen competitors I believe myself included for a first ever weight lifting competition, so I really encouraged our clients, “You guys should do this competition” and I took basically eight weeks and trained them twice a week. I did this free as a service to our Elite members at no extra charge, and then I had sixteen people enter in the weight lifting competition which looked amazing for our gym and our clients loved it.

Brett:  I guess the backbone of all of that now and creating all of these types of programs, and I see personally, because I know that you get literally thirty, forty, fifty plus people to your particular classes, so let’s talk about that in regards to the person listening going, “Is this all one on one based training or is group based training or small groups, semi-private, etc?”

Rob:  Yeah, well we can have everything in a group anywhere from fifteen to twenty-five people in our group so, “Ripped & Forty-Two” “Stronger Built” we have about fifteen to twenty-five people we try to cap the classes at twenty-five. Then what we do in every group we have a lead coach who kind of does the program design that runs the class and who basically controls it. Then on top of that we have two other coaches who assist, so we always have at least three coaches sometimes four, and then if we have two stations three stations sometimes four stations we always have a coach with the station that is technical. If somebody is doing a squat or leg lift or bench press they always have a coach watching. If somebody is doing like a weighted carry or sled-push we don’t necessarily have to coach them, but we usually have anywhere from two to three coaches for every program that we run.

Brett:  Excellent, and I guess it’s because I guess what you would say a different format of the general standard group and boot camp training things out there, because you do really focus on a  lot of strength based Olympic lifting those style of lifts. What sort of steered you towards that methodology versus getting people in more of a boot camp scenario and running around the park type of thing?

Rob:  Well it’s just basically getting back true to what I believe and I am passionate about which is lifting weights that is my background. The name of myself and the company when I started was “Heavy Weights” funny enough I almost changed the name of business because I thought it was too hard core years ago, and I’m glad that I didn’t. Our gym is based on strength training and lifting and we try to educate and teach people that you can lose body fat and transform your body by lifting.

There is a big myth that if you want to lose fat you have to do cardio and conditioning and while that stuff has its benefits nothing beats weight training you know and increasing muscle and building more strength it just works wonders. For me as a coach I would sit there and coach for four to five hours and teach people how to lift and how to lift weights and get stronger, and then I would put them through a boot camp type of work out. I initially started doing a lot of that stuff, but it just wasn’t my passion and I couldn’t get into it so, we started focusing more on strength training and that is what I became passionate about and everything from there just took off.

Brett:  Excellent, and you did right and anyone out there listening it always does come back to passion because I always tell any personal trainer that I’m speaking to there are dozens of different ways on how to achieve a specific result, but if you have to turn up to a particular training session and train somewhere in a format that you’re not passionate about you are not going to last too long, and it’s going to transfer over to the client and they are going to feel your negative energy towards it and your business just isn’t going to last.

Rob I guess in regards to, I know your really big on just like we are with our Fiit Chick Transformations Programs is it’s all about a community so, let’s talk about building a community for a moment, and if you can give us you know what would be your three tips on how to build a raving community of people who just want to keep coming back?

Rob:  For sure I remember thirty years ago I went to a seminar with a guy I’m sure a lot of people probably know of, but have probably forgotten about over the years and that’s Bill Phillips and he was the number one guy years ago for doing the body transformations with Body For Life transformation. I did a seminar with him and at the seminar he said, “The number one thing for growing your fitness business and getting results is community” and I was like, “What the [expletive] is he talking about” community like, I didn’t really get it.

I thought the nutrition would matter more the training, program everybody looks at the details, and I started to pay more attention to our community our culture at our gym. When I did that everything started to change so, I always so at our gym we are not a gym we are a fitness family, so we have a very tight community at our gym. In building community I really want like, a heavy weight training center to be like this third place so to me number one is make your gym and make your facility the third place.

That is what Starbucks did so well and capitalized on and people have their home and their work and they always want that third place. Our place is basically like a fitness version of Cheers where everybody know your name, so if somebody comes to our place it’s their third place where they come to and they love it. On top of that to the second thing with community is I think building private facebook group is very important, because you always want to extend the conversation of the people who are in your facility.

So, if they are in there for one hour maybe three four days a week the rest of the time they are going to need interaction and  support and that’s where facebook comes in very well. I used to have a message board and I got away from that and just creating a private facebook group really, really works. We always do charity workout so I think another big thing to be number three is to always give back, so last night alone we did a big group workout where I dressed up in a tutu and a power-lifting one-Z to basically get people in for some fun and we raised over a thousand dollars for Children’s Make A Wish so I think you really have to build your community and you really have to be getting your clients to know one another and look forward to coming to your gym, and always be giving back, because I’m a firm believer that to get everything you want in life you have to help others get what they want. We always do fundraisers, and I think last year alone we raised over twenty thousand dollars in charity, so w are always trying to give back as much as we can.

Brett:  Awesome, and it’s actually quite funny that you talk about the tutu I think we may be on the same wave length here so just to give you a bit of an over view…obviously I’m a massive believer in a facebook group. We have our Fiit Chick Transformations and we have over close to fourteen thousand females in that group and they are communicating literally daily and they are daily posting and they are saying how the group has changed their life and the interaction and that type of stuff. We actually ran a bit of a charity fundraiser ourselves and funny enough mate I ended up – I don’t know what it is with us, but I ended up dressing up in a tutu and had to do some burps.

Rob:  That’s awesome.

Brett: I think the takeaway point though there is to be real and people like, people who are real and at the end of the day fitness can be quite a drag for a lot of people. Whilst us personal trainers, fitness professionals love it and we train our ass off every day we need to understand that the general public isn’t like that so if we can add another reason or thing that will just get them into you know what, “I’m going to turn up to training today or I’m going to take that next step” then we certainly are doing our job there.

Rob: You have got to make it fun I firmly believe that people sign up for results, but they stay for the experience and you constantly have to be active for getting results and pushing them and getting their goals, but also by making your stuff fun. If you make it fun people are just going to be drawn to you because, it’s so much fun and everybody thinks of fitness as been, “I got to do twenty minutes on the cardio machine” and there I none of that [expletive] is urgent man everyday you come into our gym and the energy just hits you in the face, so you have to have a lot of fun and always be yourself be unique, make your gym a big quirky, make it really cool and different don’t be like everyone else.

Brett: I guess in regards to your journey Rob you know you’ve done a lot of things and generally what comes along with achieving a lot of success there is always generally a lot of…I don’t like using the word failures, but a lot of people can relate to it there are a lot of lessons that have been learnt along the way. Give us a couple of your biggest business lessons that you’ve had that will help other people out there now to be able to avoid them?

Rob: I’m a firm believer that out of the worst things in life come the best things in life and I really believe that, and I’ve had my struggles and my hardships and it’s been crazy and it still is and that’s life and business. I had a martial arts business called “Fushi-Do & A Nail” and it was me and a business partner we had it going and the business was just failing we just couldn’t get people in and we couldn’t get people to stick. We had almost a full year and it almost bankrupted me and my girlfriend and I we made the decision to pull the plug on this or we have to do something different this isn’t working.

We decided to change Fushi-Do and then opened up “Heavy Weights Training Center” literally like, over Christmas we said, “Okay let’s change it” change the sign I said, “Okay listen to the other guy you’re out” I’m going to start coaching and at the time I had not coached anybody I used to work on myself and then store it and I wasn’t a coach or personal trainer and just basically said [expletive] it and I’m going to do this, but if I’m going to do it I’m going to be the best guy I’m not going to be second best to anybody I’m going to kick-ass.

From there we just made the decision to just make the change and go for it so out of failure came success so, I think failing is a good thing as long as you know that you have to know when to quit and you have to know when to keep moving forward. I think failing is a good teaching opportunity and I think one of the things that made a huge difference and I’m sure you can attest to this as well is getting a mentor and getting a coach. I was in business for years and I thought I knew everything I had this closed minded you know approach you know I’d been in business forever and therefore; I know everything in actuality I didn’t.

I didn’t even know what the word marketing meant and when I got a coach and travelled outside and left New Finland and went somewhere different and meet new people all of a sudden my mind opened up. Once that happened everything from there just – today even know I always say I’m the biggest student as much as my business is successful. Last year at my gym alone I did a million dollars in revenue I’m still the biggest student out there in terms of attending seminars, networking, and learning, but I just think failure can be a great teacher. To not be afraid to fail, but also to get a coach and be constantly learning it’s very important.

Brett: Yeah, definitely again, can testify to that and I’m a big believer in getting a coach in all different areas.

Rob: Sure.

Brett:  Don’t try and just find the one coach who can try and show you everything because, everyone has strengths and for me it’s all about getting that – an example is I’m just going through some things with my fusion-soft at the moment like, really advanced type strategies that we are creating and I hit a road-block and I’m like, okay and I reached out to a particular group of people and all of a sudden there is an expert there now I’m going to pay them for their time to be able to show me what I need to do. It’s definitely that method of you know you need to invest in yourself and your future.

Rob: Yeah, don’t be afraid to ask for help I think once be become entrepreneurs we become like an island and we think we can do everything, but getting help and having on your team and asking for help is a very good thing to do.

Brett: I run some business events over here “Fitness Business Blue Print” so it’s a one day business event where I teach personal trainers and fitness professionals how to run a successful group fitness model. One of the things I say is I say, “How many hours did it take for you to become a personal trainer?” and you know you could spend anywhere on a hundred plus hours on learning how to become a personal trainer. That allows you then to only teach someone how to a squat and take them through an exercise regime, right?

Now, I say on the flip side, “How many of you actually spent over five hours learning marketing or sales?” and no one can put their hand up and it’s like, no wonder you are expected to come out of a hundred hour fitness course with no sales experience to then try and sell people into your program, unbelievable. If we were to segway onto marketing now, I know you’re a sharp marketer and you have to be to have a business that turns over a million dollars a year. What you say if you had to describe or give us your number one marketing tip right now that is helping you get people through the doors? What would you say that would be?

Rob: The thing with marketing is I love doing it so if I had to get up and market for two to three hours a day I enjoy doing it and therefore; the time does not matter, but first of all if you don’t enjoy it and you’re not good at it outsource it. You are better of trying to get help with the things you’re not good at instead of trying to do it yourself. I didn’t know anything about marketing, but once I started to learn it I really enjoyed it so, for me once I started learning about the whole marketing idea I feel in love with it and even today the first thing I do when I get up and work at home all day is I widen my market and then I coach, so it’s really good.

The one thing I always try and do is I’ve always tried to differentiate my business of what Rob King Heavy Weights is all about compared to everybody else so I show our transformations and strengths, I show that we are very different so I’m always staying true to what I believe in and what my core business and philosophy is for the business. I also believe business wise I use facebook very heavily and I’m a big believer in building my email list so I’m constantly trying to build my facebook following and build my email list.

Those are the two big ones that I really focus on and of course building community results for people that have found you and talk about you, but I’m constantly on facebook and I’m constantly trying to build my email list all the time.

Brett: What would be a couple of ways on how you build your email list if someone is out there going, “Well I want an email list but I’m not really sure how to or where to start what would your advise be?”

Rob: Well, the simple thing is even if you just look at building an email list from local people so every time we do a free workout like, a charity workout I’m constantly building my  local email list from that and I’m also giving away free program. I just did one the other day where I gave away a free fourteen day program online and said, “Here I want to help New Finlanders lose weight it’s my mission to transform New Finlanders here is a fourteen day program you can do at home.” I created a survey page basically where they fill out some information and then at the bottom it basically says, “Would you like to talk to one of our fitness coaches about our free consultation?” and in one day – I’m pretty good at creating these pages, but somebody could easily just model my page and pay a graphic designer person a code person a hundred dollars to do it.

In one day I picked up a hundred and fifty emails and seventy five consultations free it didn’t cost me anything so it’s a fantastic way to do it, but I always give-a-way’s I do surveys, squeeze pages everything like that so just keep testing, but find what works and stick with it.

Brett: I love that model of you know you give first to receive.

Rob: The crossing works then.

Brett:  It does and until you actually witness and see what it can do for example our meal plan has been downloaded by three hundred thousand people in the last two years, so we give first and then – what I love there and would like to talk a little bit more about is about more of the specifics of – They download the free fourteen day program then they get directed to an opportunity to take up a consultation.

Rob: Now, the way I actually do it actually is I have everything on the one page where… on the one page is like, an intro when I talk about my passion to help New Finalanders and help people and how you can get a free fourteen program by doing these four steps. Step one is basically a facebook code where it says they have to like the page and share the page, so immediately then by liking it it builds up the likes, and then by sharing it it goes to facebook virally for free so then it appears in their new feed.

The second step is to have them fill out a little simple survey and the survey is almost like questions where I’m looking for more information about what is troubling them and what is giving them problems. So, it might be, “What is your main goal? Is it fat loss? Building muscle? Feeling better? Do you have a gym membership? Are you currently happy with your fitness levels?” then basically as they go through this – this is giving me pre- qualified information, and the second last thing is, “Would you like a free fitness council that Heavy Weights valued at fifty dollars?” and the dropdown box is yes or no.

They fill out that they want all of this stuff and then they say, “Yes” and it comes to me as an email and my sales consultant then knows this person wants to lose weight and they have a gym membership and they are not happy with their goals. When they go to do the sales meeting which is basically the fitness consultation they already have all this information on the client in order to help them with their needs. Then the final one is basically enter your email to get the fourteen day program, and it all takes under three to five minutes and the amount of leads and traffic I get it’s free and it’s really good qualified information for sales and also that I build my ebox.

Brett: The powerful thing about that is that it’s local email so the local people in your community whether they decide to take up that consultation now you’ve now got their email so you can remarket to them on a continual basis.

Rob: Yes, so they basically like my heavy weight training center page and also get their emails so I’ve been testing this out now till they decide to go bigger with it and give away online programs, so I get it dialed in nice and then my plan is to basically take it bigger and just make it more online so it’s not just local.

Brett: What’s the URL for that Rob if someone wants to check that out?

Rob: Let me take a quick look for you now. Let’s see if I can find it.

Brett: While Rob is looking for that it’s really important to hammer home the fact that there are many different modalities and different ways you can market and this is just one single strategy that Rob has out there.

Rob:  Yeah, I’m always testing different things and this is the one I found recently that is really working. If you go to Heavyweightstrainingcenter.com/Rob-King-fitness-survey, now a couple of weeks ago and it’s already gone to seven likes which also gives me seven hundred more likes on my coaching page and I think from that one alone I got within the first week over two hundred and fifty emails.

Brett: That’s great so let’s just repeat that Heavyweightstrainingcenter.com/Rob-King-fitness-survey and it’s basically called my one minute weight loss survey.

Brett: I’ll put that on the show notes of this episode to so head over to Fiitprofessional.com.au and check out the episode with Rob King and you will be able to check that out. Like Rob said you know I’m sure Rob is not going to matter if you look at this and go, “Great I want to create a similar strategy” because I can tell you this right now I’ll be going to check it out myself and seeing the process. I guess on that Rob the next step from there they enter the details and if they are interested in a consultation what is then, and this I guess is where a lot of people get it wrong that seway from, “What do I actually talk to them about on the phone to get them into the actual fitness center” so what is your main strategy or tips about the phone call?

Rob: Basically by them filling out thing and saying would they like the free fitness consultation they are already inclined, “Yes they want it” so they have agreed to it so I have a very simple honest responder series set up showing our results not really pitching anything else not selling anything just showing them transformations, but I’m very lucky now that recently I have developed a sales staff so that – one of my sales reps basically then talk to the person. I like coaching I don’t necessary like selling some people are very good at it I’m not I can sell like I’m sure if I wanted to. I hate the word close, but if I wanted to close nine out of ten people I could but I’m much happier coaching people and I would spend my four or five hours at my gym coaching than I would selling.

Luckily I have got a really good sales team in place and that is what they do they follow up with the lead and I email every single person personally as well. I still totally respond every time somebody signs up for that free survey I always reply back and just say, “Hey it’s Rob King here thanks so much for your interest my Manager will be in touch with you. Look forward to seeing you at Heavy Weights and if I can help you with anything here is my personal email.” I usually do that every single day for twenty or fifteen minutes and I know a lot of people would say, “It’s a waste of time” but to me behind every lead behind every person that signs up is a real person and I really believe that we have to help people and not look at them in terms of numbers, but we have to look at them in terms of people. My sales staff is really good at that and then my job is when they sign up I get to coach them.

Brett: In regards to the process here and I guess before we do move onto that I just want to really highlight a couple of things you just said there. I would damn near say that ninety-nine percent of people wouldn’t do because you have order respond to setups you still actually personally send them a personal email from your own personal email address.

Rob:  Yep.

Brett: Fantastic, and that’s called going the extra mile and that does not surprise me one bit that you do that so that’s fantastic mate. In regards to the step from your sales staff now ringing up the new prospect what are your steps there do you get them in for a consult and take them through and sell them one of the programs?

Rob: We always try get them in the gym I think it’s much easier to get people to come into our facility and see our vibe and results and culture and they will be just like, “Wow this is really cool” and I’m also okay with people coming in and been, “No this isn’t for me” our gym is very different it’s not for everybody. We try to get them in the door and show them our results and basically make them feel comfortable immediately. We don’t do much actually over the phone ask some people that sign up I would say about half the people that join our gym actually register online without coming in its only recently we have started doing the fitness counsels just to try and get more people involved in personal training.  That is fifty percent of my sales for people doing forty two’s and twenty ones come right over the internet in virtually one shopping cart.

Brett: Great fantastic so in regards to your business Rob you’ve had like we just touched upon you know some of the main lessons that you have had so far in business now there is always advise and yeah, no doubt you would of heard a lot of advise over time and I’m always interested to hear from successful people like yourself. What is the best advise you’ve been given and it does not necessarily have to be business advice, but what is the best piece of advice that has stuck with you?

Rob: I would say man never, ever, ever, ever, ever, ever, ever, ever [expletive] give up like, I’ve been hit by some stuff that would kill most people or most people would just fold, and to me I know that sometimes it’s rough and you have to just get through things, and that to me is just always overcome it and persevere because I love what I do and can’t imagine doing anything else. To me if I had to give any advice it’s really just stay true to yourself from when the hard times hit just keep moving forward because on the other side of that is something great and I really believe that most people who fail in business they are probably doing the same thing and expecting different results. When things get hard you have to get better and to me when something gets rough it’s an opportunity to become a better coach, business person, and a better person, so to me I’m grateful for the struggle, but when things got hard don’t give up keep pushing forward and find a way.

Brett: Let’s talk about that for a moment because to the person who could be sitting there going, “It’s easy to say never give up” it’s easy to say that, but when you’re actually in the moment you know that’s when it’s really tough, right?

Rob: Oh, yeah.

Brett:  What are some key things that you do when you know something is not working it’s not feeling right and your feeling that lull what are some key things you do some action steps or strategies that you implement to make sure you can get out of that rut and boost yourself further faster?

Rob: Well one thing I do is I rely a lot more on my team I have a good team of people around me and it’s very easy for me to think I’m always right and have got the best opinion and the best advice, but it’s very easy once you get to a certain level or you have been something so long to sometimes miss the things that are right in front of you. I’m always asking for advice and opinions of the people around me, and I don’t necessarily make my decisions based on that, but I always try to weigh it in. Sometimes people can see things from a different perspective that you can’t as an owner or trainer so it’s always good to build a team. It’s always important to I think business wise to try and build up almost like a base of cash and good credit so, you always want to have like, what I call a “security fund’ or an “in case of [expletive] fund.”

If you’re a business owner and something hits you like, our gym last month we got hit with huge bill for air conditioning it was like a thirty thousand HVAC system we had to put in or we would have been shut down. Like, no joke the building didn’t have it and one of my competitors made a complaint against me for not having it, so then this operations person from OHS shows up and they are like, “You have thirty days to get this in or we have to shut you down” so most people would be like, “Oh, [expletive] we are done” but, to me it’s like, “This sucks but let’s solve this problem” so luckily I saved enough money and I always tried to develop a bit of money in case of [expletive], so we managed to basically pay that off. We didn’t in-occur any debt from it and got over that hump and now our gym is only better. I think that if you’re not thinking long-term for your business you’re going to be [expletive] in the end. You have to think of where you business going to be five, ten, fifteen years from now and not just three years from now.

Brett: Did you send a letter to your competitor thanking them?

Rob: The only thing I need to do for my competitors is keep getting better because the better I get it just pisses them off, so I’m okay with that.

Brett:  Yeah, dead right. I want to move into some quick fire questions and you just rattle off the first things that sort of come into your head there. What is your number one technological resource? There are so many different Apps and things out there that can help you with your business, but what is your go to technical resource?

Rob: Good question, I basically blog a lot and I love to write and social media and facebook so if I do anything it’s basically build my email list I use facebook to build my following and then use my blog to educate, motivate, and to kind of put my personality out there. With video, writing and everything I’ve been spending as much time as possible which has then opened up other doors for me in terms of writing for magazines. I’m working on a couple of books now for this year so I think find a couple of good things you’re good at and just keep going with those things.

Brett: Excellent, where do you think the fitness industry is heading in the next three years?

Rob: I think everybody needs to get away from this cheap model of low cost boot camp, low cost business, and low cost gym memberships because it’s not going to work, right, and it’s going to die. I think the more that you can specialize and create culture, value, and create something unique you’re going to attract in enough people that will pay for your service. I think the sooner that people can get away from cardio machine and ten dollar a month gyms the better.

Brett: What is your best book that you have ever read and you would recommend to our listeners?

Emily: Good question. [Expletive] my library [expletive] huge… The Go-Giver was a really good book I love that book it was just so simple, amazing, really good. What is the other one? I was a big Bruce Lee fan so I used to read a lot of Bruce Lee stuff like, Bruce Lee philosophy stuff way back in the day I really liked that stuff. I wish I was in my office now I just have so many man it’s just like…I actually read so many books before I really read enough of them anymore I only read them when I travel. I just think I you can get through like one book every two or three weeks you’re doing pretty well.

Brett: Where is Rob King heading in the next five years what can we expect to see?

Rob: I have plans to expand my business I want to have a least three to five Heavy Weights facilities across Canada. My goal is to be one of if not the top guy on the internet in terms of coaching, writing and I’m on my way there now kind of like the transformations we are having in New Finland I want to take that bigger and better and hit Canada and hit the United States and wherever with it so I’m just really working hard to build my base in terms of writing and blogging and becoming better at my craft always improving and getting better. I also want to help as many people as possible and stay true to myself.

Brett: Excellent, and what would your last piece of parting advice be to the listeners today who’s wanting to take themselves to the next level and wanting to increase their business, but they are a little bit stuck and they aren’t really sure what path to take. What would your advice be?

Rob: Have faith in yourself and believe you can do it and go [expletive] do it you know at our gym you have to think about the wall as soon as you walk in it says, “Get comfortable been uncomfortable” everyday at my business I’m doing something where it’s like, “Man I don’t want to do this” and then I force myself to do it. I was so nervous when I first started coaching I remember doing my first group of four people and having a severe panic attack driving to work that day because I had to coach four people for a circuit class.

Then last night I coached a hundred people wearing a tutu and it didn’t bother me at all so I really think you have to push your envelope, do the things you don’t want to do, work on your craft, and stop making excuses you have to [expletive] get [expletive] done and keep getting uncomfortable.

Brett: Excellent, so Rob where can our listeners find out more about yourself and follow you?

Rob: Hit me up at facebook.com/RobKingfitness and then my blog as well its RobKingfitness.com and my personal email is RobKingfitness@gamil.com.

Brett: Excellent, so Rob brother thank you once again mate it’s been a pleasure.

Rob:  Thank you.

Brett: Looking forward to you coming over the ditch here and getting out of that snowy minus…freezing.

Rob: Like I told you it’s on the list for this year when I write something on my list it gets done so I’m looking forward to it.

Brett: I hope so tell me when the tickets booked and we will start planning.

Rob: You got it man if you do a business event or something let me know.

Brett: Yeah, a hundred percent you’ll be there.

Rob: Guaranteed.

Brett: All right well thanks a lot Rob and mate we will be speaking very soon.

Rob: Cheers thank you for the opportunity I enjoyed it hopefully this will help people.

Brett: Hundred percent.

Episode 16: Planning

In this Fiit Professional Episode Brett Talks about Planning.

You will learn:

  • Where to actually start in the planning process.
  • Why this skill is imperative to learn if you want to be successful.
  • The #1 Tip you need when it comes to planning.

and loads more…

WE WOULD LOVE TO HEAR WHAT YOU THINK – Please leave a comment below.

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.




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– Once this is downloaded on your device, click podcasts then search for
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Transcript of EPISODE 16:

Hello and welcome to Fiit Professional Pod cast the number 1 Pod cast for Fitness professional looking to build in fitness business. If you are after more clients, more income and more free time then you’ve come to the right place. Visit podcast.fiitprofessional.com.au today.

Welcome to another FiiT Professional Podcast I’m your host Brett Campbell. Today I’m bringing you a different addition to the FiiT podcast here. I’m actually in the car and I’m driving to pick up my other car. So my car is actually getting a seamster at the moment. So I’m on the road and I thought what to get away to kill some time by talking about some different stuff… So I really don’t have a topic where I’m really heading on this call. But what I can tell you is it is going to be beneficial on some way or another. So first of all I’d like to discuss the topic of Planning because it is quite ironic. I got on to this call with no plan at all and now I’m here trying to treat you and talk to you about planning. Look we would totally get there. So we are gonna talk about planning and the reason why is because again I selected time and date these podcast and it is January and we just had Christmas and you know most businesses there should be back to the old seem of things, generating new leads, creating new programs etc.

Now the issue that I see with many many personal trainers when it comes to planning is that they do not have a plan and an example of this will be if I was to ask you, ‘did you have a pre-Christmas program or did you have a program that was ready to launch directly after the Christmas and the New year holiday?’ etc.

For majority of people the answer would be “No” and the reason being was they didn’t plan. It would’ve occurred to saying before failed to plan, Into planning to fail and that is so true in many ways and what we wanna do is just I guess strike a few concepts out there to you while I’m stuck in traffic that you would be able to hope there is a reason and be able to implement and make sure that you don’t fall into the same track with fellow business owners and what I did myself when I first started out.

So, I just want to go through and raddled up a few key time straight view when you need to have thinking plan and place in regards to your fitness. So Easter is a good one, Australia day is also a good one as well. So what you wanna do is you want to set up a calendar, get 12 months calendar and circle off particular date that again that will have some resemblance. Again, hey you don’t have to run a program or run a sale, or do a promotion for every specific holiday or event, annual event that pops up. But always be open to possibilities of it. So for example Easter, Easter falls in the end of March fairly April generally and what you want to do is you want to plan backwards from that right. So let’s say you want to run Easter promotion or Easter egg promotion where you’re going to utilize to get people into it, or even let’s just say a free Easter egg hunt for a boot camp Easter Egg Hunt. Something along that line right. Let’s just say you gonna run some form of promotion.

Now you need to actually start marketing that at least you know 4 or 5 weeks prior. I guess you need to start and prepare at least 4 or 5 weeks prior. You want to give yourself at least 3 weeks’ worth of marketing, putting it out there I suppose. You know Pinterest; or your website and all those marketing avenues. Hey you may even want to do a local flyers drop them on a local businesses, on board etc.

So you want to have that time. But the issue is you don’t want to become a shot gun personal trainer. But what I mean by shot gun personal trainer is someone that just continuously pulling the triggers all over the place. I used to be a shot gun personal trainer as business owner. So I got a new idea every 10 minutes I think and what I’ll used to do is used to pull triggers on those ideas and then all of a sudden my team won’t be even known that I’m running a special or doing a promotion because I would’ve just pulled the trigger on it and made it happen.

Now why can it be beneficial, it can also be very very tough sort of business. Especially if you are looking into grow larger than yourself. Now you need to have things in place. You need to have plan, you need to have systems back in able you to track the progress of the particular event that you are running.

So for example we are starting off this year. We are going to be running an event, so we are running what we call Fitness Business Program which is a 1 day workshop training intended where we get personal trainers from all over Australia to come along and I teach them the method of how to build a super successful 6 figured fitness business. Now our first event is in Brisbane on the 28th of February and today is the 29th of January. So we have launched that yesterday.

So we’ve actually got now 4 weeks of preparation phase to get people into the event , just fill it up to you know do your buns and on tea . Now in order for that actually started when we first came back from a holiday break which I believe January the 13th. So there’s 2 weeks there of preparation phase and what we needed to do is we needed to get a website built and we needed to get the copy on the website. Even more or so we intended to come up with a plan of what we are planning of doing.

Now most people what they would do is they would go, ‘Oh Cool! I’m going to be running a seminar in February 28th. I better write seminar.’ Now that’s the furthest thing you need to be doing because I can tell you right now. I haven’t look into the exact content that we will be talking about that I got a good idea about it becauseI’ve submerged myself in this topic and you know for the last few years. I can get up and talk about anything but I haven’t set a complete structure for that yet, because it’s not the task that need to be done in order of planning.

We obviously have a set procedure that we need to follow when whether it’s creating an information product planning an event, planning a seminar etc. So let me just talk about a few little fundamentals that we needed to have prior to the launch since yesterday.

So we need to make sure we had a payment gateway through that because if the event is going to be a $97 event they’ll leave at $497 ticket but obviously the first official event that we are going to be running so you know we are really excited and wanted to make sure that we get as many people as we can. So we are offering a ridiculously low cost. Now in order for that what we’ll also need is we need a system that comes into play after that. So what will happen is if you actually register for this event, what will happen is you will get an email sent to you afterwards with all the information etc. So that needed to be created. So we needed an email template for it to be created. We also what will happen is you will get a call from our BDM and he will give you a call and he will invite you and welcome you to I guess what we call out FiiT Family . Welcome you to our family and looking forward to having along to the event.

So again another procedure what we need from that of course is you know we need to know what to say. We are just not gonna get on the phone and just have a random call and hopefully it takes us somewhere we need to have plan behind that. So then again just a few little things that you know we didn’t plan it out we will just be pulling triggers all over the shop.

Now I have gone on a fair bit of in tangent. But I really hope that makes better sense there I do and this is rather unorthodox you know way of presenting a podcast. But I really want to get this information out to you I mean I do have few minutes just to turn at the end of the roads that is getting hectic. But I do want to promote safe driving.

I don’t want to promote dangerous driving; people keep looking at me talking in the car, ‘God, that guy is crazy!’ So what I would leave you is with a few little tips. Number 1 is when it comes to planning; you need to have a set system behind the plan itself, okay?  It makes planning so much easier. So for an example whenever we create a new information product we know that the exact things that needs to happen we know that we need to contact our designer we know who we need to contact out IT specialist to  get our website up and running .

I know that we need to film and create the actual product. Yeah I know that we need to and I don’t want to get on a bit of… but I have a set system that we follow each time almost just like a simple check book. Then you need to tick off and then what it does is it also gives you the satisfaction of completion. So you are not standing around with your finger at your back, Have I done everything that I need to do. If you got a running sheet, you got a check list whatever you want to call it. What you need to do when you create something new you will be far better off than you could and you would be if you didn’t have that obviously, right? Of course, Brett I’m just saying… But I guess the point I’m really trying my home here is that.

In order to have the plan you need to have a set plan or system in order to make that happen. I’ve been rambling enough now but I will leave you with this final thing. Like I said we are running our event over Australia. We are currently doing Brisbane, Sydney and Melbourne; there is Adelaide and everywhere else around Australia. We will be visiting your shores very soon as well. Just leave us a message actually and comments, If you have a particular area that you think you like to have us run more Fiitnes Business Blooper, I like travelling…  I’m happy to be on the phone come over and present to you all but Ill leave you with that go and register take advantage of this I’m gonna be revealing everything that has enabled me to be able to go on Australia’s parts Fitness businesses and able to generate 300,000 leads in relatively short time for 18 months and also how we’ve been able to large community and etc. Yeah, so really close to be able to share this information so I know a lot of people listening are overseas got a few emails and look if you have a topic or anything you would like me to cover, whether it’s in a short format or longer format, let me hear about it. I’d love to know but other than that Brett Campbell is out and he is about to turn off the highway and you have a fantastic day and remember ‘Drive Safe.’

If you like more information on the events that I’ve talked about visit- fiit.academy.com.au/events; that’s fiit.academy.com.au/events and take advantage for our 2 for 1 special.

Episode 15: How To Run Successful JV Partnerships

In this episode Brett interviews Rana Saini.

Rana is the CO Director of WFBOS, which is the largest online fitness business event for fitness business owners.

In this episode you will learn:

  • How to set up the most profitable Joint Ventures
  • How to increase your revenue and have an abundance of new clients
  • How Rana generated over 70 new clients via 1 JV partner
  • Why you need to create JV relationships in your business
  • What types of JV relationships are there and how do you choose which one to use?

and loads more.
Free Gifts from Rana
Video Presentation from Jeffrey Gitomer – Closing the sale (use password ws121) WFBOS – Summit recordings
WE WOULD LOVE TO HEAR WHAT YOU THINK – Please leave a comment below.

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.




Here is how you can listen to this podcast on your iPod or iPhone.
Follow these steps:

– Once this is downloaded on your device, click podcasts then search for
FiiT Professional.

– Every time a new podcast is ready it will now automatically load to your device.


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How To Run Successful JV Partnerships

Transcript of EPISODE 15:

Hello and welcome to the Fiit edition of podcast, the number one podcast for Fiit Professionals looking to build their fitness business. If you’re after more clients, more income and more free time then you’ve come to the right place. Visit podcast.fiitprofessionals.com.au today.

Intro: Hello and welcome to the Fiit Professional Podcast. The number one podcast for fitness professionals looking to build their fitness business. If you are after more clients, more income and more free time, then you have come to the right place. Visit podcast.fiitprofessional.com.au today.

Brett: Hello and welcome to another Episode of the Fiit Professional podcast, the podcast for fitness professionals looking to grow their fitness business. I am your host Brett Campbell back again with another fantastic expert within the fitness industry. His name is Rana. Rana and I, met. We probably crossed paths a couple of years ago on Facebook to start with and then we both seen each other now with what we are doing and then things led to another and we ended up having a coffee date and chatting and now here is Rana right now ready to reveal to us all his top secret strategies on how to change your life. No pressure at all Rana, but…”

Rana: “Yeah, yeah! How about that.”

Brett: I’ll give you a brief run down, a little bit about Rana’s history then he can fill you in. So, Rana has been involved in the fitness industry for over 10 years. So, he is an early bird in that aspect. He set up his own personal training studio back in Brisbane which performs now, it performs over 380 stations a week. Through proper chain of 8 personal trainers and it’s virtually touched lives of thousands of people since becoming a personal trainer.

He is also the founder of PT Mastery which consults personal trainers, small business facilities since years. And he is now the co-owner and co-founder of WFBOS which is the World Fitness Business Owners Summit. You may have heard about that, if you have been out there in the inter-webs. If you haven’t, you definitely want to check that out next year. But basically, WFBOS brings together the world’s best in the fitness industry and connects them to thousands of personal trainers just like yourself there and they teach strategy and education with obviously the main goal of adding to you and improving the global fitness industry as a whole.

So, “Rana, what did I miss out there?” “Tell us a little bit more about yourself buddy”

Rana: I like long walks on the beach and listen to classical music, “No!” I, to be honest, that is pretty much like me in a nutshell. I guess; you know; I started off in the fitness industry as a personal; you know; guy looking, just getting into personal training because I thought; you know. To be honest at the start I thought I am going to make good money doing it and obviously same things; you know; you hear with a lot of people. “I was interested in fitness and I like going to the gym and obviously I like helping people and see them get results.”

So; you know; for me it seemed like a bit of a lifestyle job too, so obviously started the course. Started off as a pretty green personal trainer and; you know; I enjoyed doing my Cert 3 and Cert 4 here. Actually I did it in Sydney and; you know; it was just like after, after I graduated it was kind of a little bit of a black hole. I didn’t know, “Ok, what’s next? What do I do? Get a job? Start yourself?” So long story short; you know; it was just fumbling around and I mean I wish I had resources like these and also I knew of other people who were specialists in helping fitness business owners because; you know; it would have definitely fast tracked my growth, for sure.

So, but; you know; obviously long story short we; you know; start as a… I started working at a studio and one of my philosophies to everybody is like, “If you ever going to work for someone else, just work to learn and once you feel like you have learned what you need to, like in terms of running a business or learning how to handle stuff or; you know; you should rise to the top of that business as if it was your own. And when you feel you have outgrown it or you have learned what you need to, you can either step out on your own or go work for a bigger business and bite off more than you can chew.”
Like I started off like a Fitness First sale consultant when I got out. And; you know; I don’t know any of you guys who have been out there or have the experience with it. As much as like Fitness First goes back; you know; I feel like that was an integral part of me learning how to sell. And I, and as a personal trainer; you know; that’s one thing that I sucked at for a long time. Asking people for money and actually knowing what I was worth because it was hard for me to communicate the value that I could give to people. I didn’t really know what my assets were and standing out of the crowd and all that sort of stuff.

So working for someone else was a good, good thing to build my confidence up. And then shortly after that, I stepped out and I thought, “Well, it’s time for me to do this on my own. I feel like am ready and I just started my own studio here in Brisbane and yeah, the rest is kind of history until I; you know; I again found that I had an opportunity to sell part of my business. Which so I did and that makes me some ongoing income, now monthly and I am able to go and do the things I consult and run these great events like WFBOS.

Which means that I can connect with some of the best fitness business owners in the world that are earning; you know; six or seven figures and actually talk to them about; you know; their journeys’ and kind of, “How are you, you know; “actually making money and,” you know; “cutting through the hype of the industry?” And am sure people are listening now and; you know; there’s so much that goes on about six figure blueprints and stuff like that but hopefully that answers your question. “Brett.”

Brett: “Yeah mate! That’s fantastic. Thanks for sharing that.” I guess a couple of things; you know; we always went over and you want to speak about…I always try and take some valuable points out of it and there is a couple of really key things that I really want to touch on and just for everyone to listen up and hopefully they can get that message that I got from it was, the first thing was your honesty. Like your honesty in regards to…. Whenever I ask most people, most personal trainers, I would say 80% of the time the reply I would get to the question, “Why are you in the fitness industry?” 80% of the time people would say, “To help people.” That’s their first initial response.

Rana: “Yeah, yeah”

Brett: Where; you know; I like to pull out the word ‘bullshit’ sometimes and what can the case be to still want to help people. That’s not the core reason. Cause if you wanted to help, you could go down to the local Salvation Army and stand there and give out food and look after people that way. Now the real reason why a lot of people get into the industry and I guess I could probably relate to it a lot more as well because; you know; this is the main reason why I got into the fitness industry was for the lost gold and the opportunity to earn a lot of money.

That’s what; you know; back in the day I was like working in a donut factory myself earning 20 dollars and hour and I was managing the place on 20 dollars an hour for those 20… you know;

Rana: “Yeah, yeah”

Brett: There is a concept of how you can earn 60, 80; you know; 100 dollars an hour; you know; doing fitness. I was like, “Holy shit. I’ve got to get me a piece of that. You know…

Rana: “Yeah, yeah”

Brett: Your honesty there is amazing and; you know; that’s the question that I always task to everyone listening to this is. Actually ask yourself, write down on a piece of paper. Say, “Why did I get into the fitness industry?” Write your answer down and write out the question again. Keep going until you find the real reason because if you keep putting up that blank wall; you know; that could be something that’s hindering you from actually earning the money that you really want to earn because you are not being open to it. “Right?”

Rana: You know; like it’s a funny thing; you know; like people feel really guilty about asking… to say that am doing it for money. They feel like, “Ooh; you know; that’s a really selfish thing to do.” And; you know; I’ve learned really clearly our business in fitness is not about actually fitness. It’s about service and it’s serving people and it’s like you are a servant to; you know; your client. You need to serve them. But, in order to service you have to be selfish. And I know people go on about it and not agree with the word ‘selfish’. Let me explain.

You know; if I have to feed a bunch of hungry people but am starving, am I going to be able to do the best I can at feeding those people? Will I have the strength to; you know; to continue to help feed them or would I burn out before I can actually feed more people? So with fitness, for example, with our industry if am poor I don’t have the resources to grow my business, to expand my business, to improve my business. Then am capped at how many people I can serve. So I think people need really to look at… and the best thing to do is that… money is just energy that allows you to do more things. So rather than attach it to; you know; greed or feeling guilty about it, it’s just fuel.

You know. Like I look at money as fuel. If I need to drive or go a long distance in my business or I ambitious to get to this new peak, I am going to need more fuel. Like if you are going to drive to; you know; a 100 Km you just need to fuel. You don’t feel guilty when you go to the petrol station and go, “Jeez,” you know; “I have to put more petrol in my car. So I want to drive further.” Like you need to just understand that when you have a vision for what your business is, there is going to be a level of fuel required to get there. And that means that you just got to be selfish in doing it.

That means saying no to some opportunities as we were taking before this podcast. It means sometimes saying no to people who might need your help because if your mission is to; you know; help people lose weight and that’s what you are passionate about. Sometimes you have to say no to other at certain times because the priority of reaching that vision requires certain amount of resources and energy. And that’s what I feel like when we do things; you know; we really have to plan out.

Like if I know we are going to do a worldwide event, I know we are going to need a lot of money and that means in order to get that money we need to be really clear about how we are going to earn money from the event, leading up to the event and after the event. And if we are providing enough value and serving people in a way that has integrity, gets results, it’s honest and people will get enough to; you know; alter or improve their lives then I don’t feel guilty about that at all. I think I have a responsibility to do that and charge for it because it allows me to do it even better next year and the year after.

So that’s how I look at it anyway. Long ended way of saying, “Don’t feel guilty about earning money. “Go and make money.”

Brett: We can do a future podcast and we can just talk about the concept of; you know; is money good or evil. I think there’s some a really, really good things out of that. So let’s go back to, you made a nice sleek way into what we are talking about prior to this podcast. Is; you know; it’s that thing; you know; “What have you been up to lately?” “I have been doing a lot. I’ve got this, I’ve got that, I’ve got this…” And being in the positions that we are in the industry, like it’s, we get faced with opportunities on a daily basis from other people and; you know; sometimes it’s that whole thing of the greed button wants to go off and go, “Yeah, that’s a great idea. I’ll take you up on that.”

So let’s just quickly touch on the topic of how you deal with, I guess you would say, overwhelming and not taking on too much at a time. And then after we cover that, I want to get into marketing because I know you love the art of marketing and I could talk about marketing for weeks and I want to…, I have got some really cool things to share with that. So let’s firstly, first question, “How do you deal with overwhelm and having so much to do?”

Rana: I guess with overwhelm; you know; you can relate to stress. Like I think stress is just something that you focus on, that; you know; you feel you can’t control. So it’s really easy to go back and I still find the best way to do it is, write down on a piece of paper everything, everything that you’ve got to do when it’s on your mind. Just like a bit of a brain dump. I just dump everything on to a piece of paper. That will make you feel a lot less overwhelmed automatically and then you just go through and rate them from one to three; you know. One being the number one priority and two being the second runner up and three being the ones that aren’t as important. And then I just start working on the ones.

And; you know; often overwhelm is just procrastination or some sort of resistance that comes in because; you know; we don’t feel like confident enough or we don’t feel we have enough resources or enough time or enough money. So then you just look at how, “How can I make that happen?” If you come up against that and just start working on those things. So for me, like overwhelm and managing what I have to do on a daily basis. It just comes back to what am I out to create? What’s the number one priority of my business right now? What do I need to do and as long as everything that I do adds and links back to adding value to that purpose or that priority, then I don’t feel; you know; I feel like I need to do it.

So; you know; a good example would be like with WFBOS leading up to our event. Everything had to do with; you know; networking and we are going to get into marketing and joint ventures and; you know; connecting with people. And if I was doing those things like; you know; the five key things that I need to do. If I was doing one of those five things which is; you know; Communicating, Networking, Talking; you know; reaching out. Doing like working on the website, working on the copy. Then I felt like, “Ok. Well, I am productive and I am busy.” But it’s still helping move forward.

Whereas if I just started thinking, “Ok. Well, I just got to read this book and then I have got to just go out and go shopping and just get enough food for the house and make sure I’ve got all that or I might actually go out to see a friend, to talk to him; you know; about something that’s not to do with WFBOS. It might be to do with; you know; his business or I might just go out and watch a movie or; you know; there are points where I am like, “Not now.” you know; People get what I call busyness; you know; like I’m sure we’ve all heard this before right; you know. It has to do with am I busy or am I just going through, you know, busyness.
So, busy is actually getting shit done. Busyness is just feeling like you are busy by doing things and a lot of the biggest ones that I find is like Facebook or researching stuff that is just irrelevant. Like there is a point where research has to stop, learning has to stop and action has to happen. And I think that when you go beyond that point, that’s when; you know; you just really just busyness for the sake of it.

“Do you have enough right now in your head and in your wallet to get shit done?” That’s the big [over talk]. If it’s ‘Yes’, go and do it. Put the books down. When you hit a road block and you go, “Shit; you know; actually I am going to need more money or I need to learn more about it,” then go and research enough to go, “Ok, I now know what to do and implement.” And implementation is busy and I feel like sometimes busyness is everything else.

Brett: It’s funny that you say that too because everything you pretty much talked about there, it’s am going through I guess a bit of a patch of that at the moment and it starts from that I had this feeling of overwhelm. So we are actually creating a product, a online Fiit’s product that we are bring out in December and; you know; the last four or five products it was created. It’s been; you know; if each one just gets easier and easier enough to do it with my eyes closed now. But…

Rana: “Yeah”

Brett: This particular product is, I decided to change tactic with delivering it in a different way and it’s a totally different product to what we have done in the past. Now, this product has taken longer than any other product has for the reason being is I have faced a few roadblocks of overwhelming regards to, and this is where I think overwhelm starts, it’s due lack of education. Because I didn’t know how to actually tackle this particular project that I put it to the back burner or always got something else to cover it up and the funny thing is, is once I actually sat down and the only way I actually sat down was the last three days and this will tie into joking about Facebook.

Actually the last four days, I have been into hibernation and I haven’t been active on Facebook and I have been checking my emails once a day and I have been so productive it’s un-bloody-believable and I have been getting up at, you know, 4:00 am and in the office at 4:30, 5:00 am in the morning. I get four hours done  before anyone else gets in here and this morning I basically whipped up a whole sales page for the product and you know, I get a massive sense of achievement when that happens.

But if I rewind to only five days ago, I was feeling massive overwhelm, you know, and it’s just that thing that just, your education up here. If you don’t have your education on it then you are not going to move forward. And what I had to do was, I sat there and literally watched some videos and played around with some things and then I learnt it, you know.

Rana: “Yeah”

Brett: If you are there and you are sitting there and go, “Oh, I don’t know how to do marketing or I don’t know how to get joint ventures, I hear everyone taking about getting joint ventures but they don’t even know the first way to go and approach someone to get one. What…

Rana: “Yeah”

Brett: you are got to do, is just going to remain standing idle and you are not going to be moving forward.

Rana: “Yeah”

Brett: So on that let’s talk about, I know you talk about Joint Ventures and joint ventures is; you know; it’s one of your major strengths and you definitely made it that to get the events that you run. Let’s go through some of your top tips in regards to creating joint ventures for our listeners out there and how they can use that and how it can help their fitness business.

Rana: Yeah, like ok. For me; you know; a joint venture is identifying a mutual win, win, Right? So that’s what, that’s the first thing right. So, with the joint venture essentially guys; you know; for those of you who are familiar you will know but for those who aren’t, it is basically setting up a relationship where you can offer as much value to that person as they can offer to you. And it’s agreeing on some; you know; I guess some next steps and just doing that for each other. And that’s great to build relationships, trust and rapport as well.
So, from an online stand point it’s a little bit different from an offline stand point. So but I guess the underlying philosophy is the same; you know. So you; to grow your fitness business the easiest way and I just, I have not known a quicker, cheaper, more rewarding marketing technique than joint ventures. And basically that just means building relationships. So you find somebody out there, offline/ online, that has something that will benefit your business. So whether it is; you know; an email list, a product, a service or something that will benefit you, your business or your customers.

And then you look at their business and you think, well how can what you do and your product and your service and your emails can that benefit their customers. Because at the end of the day, we all need to add value to our customers, to make them brave and dashing/smart. So, a great example was I went to a really popular day spa here in Brisbane and they had been around like for 5 or so years. And I know they had a doubt about it. So when I started building relationships with the owner. So you know, you invite him for a coffee and just chat about business and it’s very innocent.

There is no hidden agenda. You just tell him, “I would like to just do some ongoing work and share some of our clients with you and see if we can do something together.” Turns out, she had a list of nearly 6,000people on her email list. And the good thing is they were all local. So I knew that they could make it to her business therefore am only down the road they could make it to my business. And I would set up a, the thing is she had been around a lot longer than me so this is the big thing.

And I said to her like, “What I would like to do is set up something where I can send all my clients who join up to your day spa, so I just give you leads. I will put an advert of yours into every single new client pack and then come use them. I’d have a free 30 dollars, free half an hour session or something.” She was really wrapped because no one had actually even approached her for that before and I didn’t ask her for anything at that point. So, what you do

Brett: “Just, just on that Rana. Rana can you repeat that just so everyone really gets that message right there what you just did because that’s invaluable.”

Rana: Yeah, I didn’t ask her.“You meant I didn’t ask for anything at that point?”

Brett: “Yeah, that’s right.”

Rana: “Yeah, no. I don’t.” In a joint venture everyone is used to being asked for something and if you as a person are just hell bent on adding value the law of reciprocity states that, “if you give enough, you will get back.” And you know what, there was a point where you might just be putting energy into a black hole and you go, “Ok. Well at least I tried and something good will come out of it.” So think about that law of reciprocity just give, give, give but I guess there’s a strategy to it. Not an agenda but a strategy because obviously in order to keep giving you do need to get energy from somewhere else as we said before; you know.

You need to obviously, you need to have fuel yourself to keep going. So I sent her five of these clients and then I caught up with her and said, “Hey.” And she goes like, “I just want to say thank you so much for sending me clients, sending me Julia.” She mentioned them by name at that point. I said, “She loved it. She had a great session,” and then we were just talking and then I said look, “I was wondering if maybe you could do me a favor.” And she was more than happy at that point to help. So, I just said to her, “Can I write up an email to send to your database and say that it comes from you.”

So this is critical with a joint venture. Don’t make it ever make it about you. So I said, “Just make it out to your customers that you have arranged for them a 250 dollar voucher to come up and try this new personal training studio that you really highly recommend.” And I said to her, “Look, I will train you for nine weeks. I’ll make it as part of it too; you know; I want to get you results. You know how good we are and so it really backed what I did. And which she obviously should do. And so, she was wrapped so she sent out this email and for the next like three months I would get a steady flow of traffic.

In fact I think she just was so wrapped she might have sent out the email again. Now I, it didn’t cost me anything but a couple of cups of coffee and I was able to generate, I think it was like 70 new clients over three months. And…

Brett: “Wow”

Rana: especially because my pricing point was a minimum of 100 dollar a week, 100 dollars a week per personal training; you know; you do the math and over three months my business grew. So now it was about scaling that model and going and building relationships with people and the local community. Now online; you know when you look at it, you know I don’t know if anyone out there has fitness business mentors. Obviously Brett you are one of them. This podcast is something you guys should follow.

There are other people too that you might look up to, respect, I think it’s really important that everyone does have good mentors and does learn from people in their niche, in the area of business. And the cool thing about this is I went to do WFBOS, I had to call some people that I’d never, they had never heard of me, I had never spoken to them but obviously heard of them by reputation. These guys were killing it, they were big names, they were kind of, right. Ok. They had that status of being almost famous in the industry and to approach them and to get them to be part of my venture, was just something that I was absolutely like, “Will I be able to get this?” I was so scared because; you know; I was asking them for something.

So for me it was about how can I offer them enough value, that they would be more than happy to do this event, be part of this event. And then it’s about delivering that value and reciprocating that to them; you know; over and over again. So I used the same strategy Brett to be honest; you know. I just, I rang them up and I spoke to them. Not everyone said yes, which is fine, but the second year round it just gets better and better.

So you find that the more success you have and the more people that you approach and the more you bring on, you could start referring to those brands, those people, ‘X X’is part of this event or these local business, whose a big business, is part of the… Coffee Club is on board. And you know…

Brett: “Yeap”

Rana: what you start doing, is you build up reputation. “Oh my God! They are sponsored by the Coffee Club. Alright. Jesus!” you know; like they have got Todd Durkin part of the event or ElliotHulse is part of the event and from that point it just becomes a cascading flow. Like you start talking to people and then you can reference. You say, “Ooh. By the way, such and such is part of the event or by the way we are working with a couple of local businesses,” you know; you name drop. And that person obviously feels then like, “Oh, well if they are a part of it, then I should be part of it too.”

And so it is almost like crack the first one, add value, get a rating from someone in your community or someone on line that; you know; obviously has more of a reputation, more of a profile than you at that point and align with them and add value to them and that in itself will push your business up past your competition quicker and earn you more, sort of more respect and long term it will earn you more income and more leads than anything else that I have ever come across.

Brett: Yeah mate, thanks.  Thanks for sharing all of that. It’s like a, I mean, it’s a heap of great take-always in there and; you know; I think the big one to me is that thing with JVs is probably a couple of key points I took from it. One is; you know; you were willing to give away free trainings for nine weeks to this particular lady. You were offering her 250 dollar vouchers with nothing asked in return initially to end up having 70 new sessions a week at a minimum of 100 bucks. So if you do the maths; you know; that’s like an extra 7,000 dollars into your business per week.

Providing they are all there at the same time. Whether they were or they weren’t that is still a substantial amount of return on investment for building a relationship and if we look at that I think the biggest in, and if someone’s there going “Wow”; you know; “What’s the number one key to building JVs?” What I take away is, and I will get your number. But I think that, you just need to ask. You simply just need to ask.

Rana: “Man, yeah.”

Brett: “You agree?”

Rana: “100%.” Like people are so scared to ask and it is why everyone is scared of sales. Everyone is scared of… I know. But you know the thing about that too, I didn’t even say this, but that lady that joined the day spa she actually said to me that when she sent out that email, alright this will blow you away. I didn’t even think it of this at the time. But, she sent out that email and the fact that she just sent that email out to her list saying, “I arranged a 250 dollar gift for you for being my loyal customer and I know we haven’t touched base; I wrote a really good email out for them; she actually got business from old clients.

They came back. So out of that alone, she actually got people who said, “Oh, I’ve been mean to come back.” And that comes back to her business. They might have not even have come to my business but they came to her business. And I thought that was massive. So she saw value from that perspective as well. So she was really grateful that I had even made her email her database. This is something that she hadn’t done for a while.

Brett: “Yeah”

Rana: Like, it’s crazy.

Brett: That’s a perfect example of reciprocity right there in action; you know.

Rana: “Yeah”

Brett: I guess; you know; if we co-relate… Let’s stick to the JV thing for a moment. If we stick to… Most people think when there is a JV that there needs to be something exchanged in regards to monetary. So I just want to talk to the point that, and definitely in my opinion and I’ll get you view on this. But I believe that there is different types of joint ventures. So there is joint ventures that you would have where; you know; I work for this person. You will get a 50 dollar or a 100 dollar referral fee or you bring someone into my business and I’ll give XYZ for that. Where there is the, I guess if we want to call it the law of reciprocity JV where you actually go out there and just do something for free for someone; you know.

So for an example, I am not paying you to be on this podcast. Yes I am not paying anyone to be on this podcast because I don’t get paid to be on this podcast. So at the end of the day, we are doing this here for free. I do it, one: because I absolutely love it and I have said in past episodes; you know; if the greatest people on podcasts learned to sit here and talk to people because; you know; the amount of wisdom you get and every session I do, I jump up and I am pumped to my ear and “That’s right. I took that out of today. Yeah.” Because I am learning; you know; and so are our guests.

I think if we look at it down the track; you know. So I got an email the other day from someone. Now we are up to Episode 15, I think. So that’s close to 15hours worth of solid content that’s been shared by; you know; over probably a dozen people and these people have made literally millions in this fitness industry; you know. And the information is virtually gold. And; you know; I feel like the particular podcast; you know; and put dollar value on it. 15 hours’ worth of information, I could easily ask 500 dollars, 1000 dollars for it right. But this is where that whole reciprocity comes in.

And one day down the track, whether someone listens to this episode, whether it’s year 2013 or 2014. What can happen is they may find out about you and they may jump on the next WFBOS next year when it’s coming around. They may hear about something that I offer or a product or service that we may offer them; you know. It’s that thing about, “Don’t be afraid to do something for free to possibly capitalize down the end; you know; down the track.” So, I went a bit on a rant there. So, “Did I ask a question or was…?”

Rana: “No, no. I mean you were just” Look, I think the other thing is to; you know; when you look at it guys everything is about creating; you know; a channel for what you’re out to create. Like so, some channels you get paid straight away and some channels you get paid down the track and some of it is long term investment.

Like right now, I have no idea but this for me again, like, but this is free. But I have a relationship with Brett and I’m happy to help and he is happy to help me and that, you just build onto that. And then down the track I might say, “Hey Brett, can you help me with, I am doing something; you know; I am doing WFBOS would you mind letting some people know about it?”  He says yeah and then he has a product in December. He says, “Hey Rana, would you mind letting some people know about it?” I say yeah and then you build a relationship.

But where joint ventures go wrong, this is the big, this is the thing that you need to know. Where joint ventures go wrong is that one person does more than the other person. And actually the worst thing you can do at that point is call it a joint venture because what it is, it’s a hidden agenda. And I know a lot of people… you know I have learnt the hard way with WFBOS you put in the effort on marketing materials and putting things together for a particular presenter and you have made an agreement and then one person doesn’t hold up their end of the bargain and then you feel like, it’s kind of like you’re being ripped off.

It’s like saying if I give you a 100 dollars’ worth of value and you give me 100 dollars’ worth of value, we are both happy. But what tends to happen is one person doesn’t give the 100 dollars’ worth of value back and then you can actually burn bridges and kill relationships really quickly. So; you know; I’m a big believer in making sure when you set up a joint venture you are very clear about what each person has to do. Don’t make any assumptions and ask. And sometimes if they say “look, I’m not willing to do it”, no worries at all, look its fine, it’s great just to catch up.

Because I think you both need to know that what you’re giving and what you’re getting back you’re happy with. And that’s ok. So like, to go back to today the podcast, for me it’s great because one the things I love to do is to educate and learn and so this sits in with my values. So I’m happy to do it. Where you say, “But, Oh, Rana, you want to come and talk about speed fishing for half an hour on a podcast, I would be like “mate I’m just totally not interested at all.” It’s not part of my values, it doesn’t add value to my core business. I’m not doing it.  And that’s the big difference I guess.

So with your businesses guys, treat your businesses like the number one priority. If you’re not making a call or sending an email or replying to an email or talking to a client or talking to a new customer or talking to a new prospect about growing your business or improving your business, then what’s the point of why you’re in business? So that’s the big thing, everything you can do if you can link it back to your business in an active way.  So probably go back to one point, a good distinction to make is, in your business there are active ways to grow it and there passive ways to grow it. An active way is asking for a ‘yes or no sale’ or ‘yes or a no action’.

So, how many yes or no’s did you ask for this week will determine how quickly your business grows. The passive stuff is all great. It’s the stuff we all love to do because it’s non-confrontational. Its putting a Facebook post out there, putting a flier out there, stuff you put money into and time into but you don’t necessarily get paid for quite a while and if you can afford to do that, that’s great otherwise get out there and get into action and make it active, so for another good point to add in.

Brett: Well, I guess on that whole active side of it, you’re talking about the active and the passive side. The active is obviously; you know; taking that action right and making something happen and something that pops up to me is that; you know;  personal trainers they genuinely; you know; you got your busy period from 5 to 9am or 10am and then you go back and you got clients at 4 till 9pm; you know. And what happens is, this is where I see trainers fall into the trap. That they haven’t allowed enough time to build their business.

Now, if you are a personal trainer and you’re listening to this and you’re like, “It’s all good. I have got 30 sessions a week. Am happy with that” That’s fantastic. This message is not meant for you. This message is meant for the person who really wants to grow a business and not just be a solo personal trainer. And what you need to do is you need to allocate the time throughout the day to sit down and just book in the time as if you’re booking a client, call your client ‘joint venture.’ So, you’ve got to train joint venture at; you know; midday to 2pm.

And put it down as an appointment. And if you don’t turn up for the appointment, well you are going to have to pay a cancellation fee yourself. You know; the unfortunate thing is that with the cancellation fee your business is not going to move forward.

Rana: “Yeah.”

Brett: It’s about taking action, but making sure that you’ve allowed time to take the action but don’t just go. Finish at 9 o’clock and get home and go, “Oh shoot. When am I going to get some time to do my sales strategy.” Or “I’ll do my joint venture today.”  You need to book in this stuff guys; you need to book it in.

Rana: Yeah. Yeah. I mean, so like the big thing here is, for me it is how active are you. Here is the best marketing strategy you can ever have, right. The best tool for marketing is your telephone. So; you know; I know there’s all these ninja strategies and all these stuff that people would just bog you down with and it’s all great but it’s all passive stuff unless you do it. And if, Ok. Here’s the big thing, let me know. Write back to Brett and tell me the results you get because I bet you probably won’t do it because it’s scary.

Make anywhere from 5 to 10 phone calls to existing or current clients every day, and ask for either a referral or ask for an invitation to come into your business to show them around the studio or your gym. Do that. If you do that, for 30 days, call it a 30 day challenge and I’m talking about 30 days, 6 days a week not 7 you can have a day off on Sunday, and you don’t grow your business by 50%, then I’ll give you a 100 dollar voucher on PayPal or something.

You show me the stats of what you do because I swear to God, I have not coached, mentored, been around, done myself that strategy and not grown my business or doubled my business for the month. You know; it is such an underutilized and it’s something that no one is doing and that’s why the strategy is going to work. Because everyone is hell bent on, “Oh, just talk to people on Facebook.” So it’s not as confrontational. Get on the phone and talk to people about…

Brett: “Yeah”

Rana: Don’t sell to them, just invite them to come in and talk to you at the studio. And with referrals ask clients, “How are your results going?” Just touch base with your customers. “It’s great seeing you in the studio today Rob. I really enjoyed; you know; our session and look, I just had a favor to ask if you don’t mind. Do you have anyone else I could show the studio to and just introduce them to what we are doing here?” That’s it. And like my business, like when I did those things, it grew really quickly. When my team was doing those things, it grew really quickly. When we stopped you could see the difference. 5 to 10 calls per day; you know; so if you do the math on that or put down in your list. You could say it’s almost 300 calls, 30 days say about 250 calls a month. So; you know; tell me.

Brett: And that’s the thing though really and the issue with that is that, I guarantee you maybe one person; two people listening to this will actually act upon it. Probably there will be dozens, maybe a couple of dozens who will listen to this out of the thousands listening to it; you know; start it, they’ll do the course for the first day, second day. Maybe they might not get the results they want and they’ll stop.

Rana: “Let’s do that thing. No Brett, let me know mate. Like email Brett.” If you have done it guys and talk about the results so we can tell other trainers about it. Seriously, like don’t just listen to this and go, “Yeah; you know; I’m good”. If you do, do it we want to hear from you so I can give you a virtual hi five because that is the thing. People who take action are leaders. People who don’t, are followers so if you’re one of the people taking action and doing this stuff, then you’re going to lead and inspire the people who are thinking about doing or not doing it. And that’s the difference between a leader and a follower.

So like; you know; I am a massive advocate for action; you know. If I don’t make phone calls like internationally at 2am in the morning, to presenters on the other side of the world, I’m not going to have an event. So it is such pretty black and white for me, either make the call or I’m ok with not having an event, or just being mediocre like everyone else and just; you know; wishing that I had a big ass better business. You know;

Brett: I think that’s what it is. I think it is that, the thing of being ok and because we are in Australia we will always be ok; you know. You will never going to be into the streets, begging for food. If you; you know; if you adapt any of these parts of; you know; strategy that we talk about; you know; I think the big thing if I look at, I have got a philosophy now. I guess something I made up and it is cool. The EF Principle and it is actually ‘E’, ‘F’. So, put the silent ‘E’. Anyhow, EF stands for The Emotion and The Fact.

Now, if we take the emotion out of this current situation which is someone sitting here, if even hearing you talk about, “Get on your phone, ring people.” They are already starting to have butterflies in their stomach. Now, if you take the emotion out of it or rather actually address the emotion first and go, “Why am I starting to feel like this?”

Rana: “Yeah”

Brett: What you generally find is people don’t want to get on the phone for fear of rejection or fear of feeling needy. Because; you know; many… dozens and dozens of people that I have coached on this, that strategy. It is like, “Why don’t you want to ring them up.” “I don’t want to look like am begging or I am not doing well.” you know; And I said, “Well, you are not going to do well if you don’t do this.” It is a double edged sword. You know; and if you just look at the fact of it, alright.

If you had a friend who had a friend who is in business and they said; you know; “I am doing personal training now. I am just trying to build up my client base. Do you know anyone, any friends, any past people that you know that may be interested in training?” What would you say to them? “Fuck. You are a loser; you know; why do you want my help? You should be doing alright.” You are not going to say that are you?

Rana: Yeah, no.

Brett: You are going to help them. And listen, that’s the fact of the matter; you know. People are… It is you putting these preconceived ideas into your own head that it is stopping you from taking action in the first place.

Rana: Yeah mate. That’s it. That’s the thing. There’s worst things that will happen if some would say no to you and; you know; that’s ok. Like I had a sales coach because I was so scared of sales when I first started my business. Like I went and got sales coaching and one thing; you know; they always… everyone has their own saying to help you through it or whatever. He used to say to me; you know; “What is a client worth to you.” And I said, “Oh well for me, a client spends around about 2000 bucks. He says, “Great. So basically for every; you know; say your conversion rate is really bad Rana.” And I go, “Ok. Probably it is.”

“You can say one in ten people you talk to is going to say ‘yes’.” I said, “Ok.” He goes, “Every time you make a call you can put 200 bucks in your pocket.” And when I thought about it and I was like, “Oh. That’s a good point. Right?” Because am actually, that is making me money. Like, ok I said, “It doesn’t matter. I have just earned 200 bucks because I know on the tenth one, alright, even if it’s the twentieth one; one in twenty you go, “Well do you want to earn 100 dollars right now? Well pick up the phone. Do you not want to earn 100 dollars? That’s cool. Don’t pick up the phone. It is a choice.” There is no judgment. It’s just you either want to grow and you want to earn money or you don’t and you want to talk about why business is going bad.

And so; you know; although that was a nice way to put it, it gave me a good reference point but I still had resistance. And I often find there’s that hold, what do they call it? The one minute rule. Like if ever you procrastinating about doing something, do it for one minute and then stop. And what you find is that procrastination goes away because it’s just really this getting started. It’s like saying to someone in the morning; you know; “You want to get up and you want to exercise.” “No. Am too tired,” excuse, excuse, story, story, story. Now we just do it for a minute, literally, do it for 60 seconds. Go get joggers on, get outside and go for a one minute run.

Bet you they don’t do it just for a minute. I bet you they go for 10 minutes. It’s just starting…

Brett: It is the momentum.

Rana: Yeah. And that’s the thing alright just pick up the phone and make the first phone call. You know; worst case scenario you make one phone call a day which is; you know; six phone calls a week. Six phone calls a week is 24 phone calls a month. You are still going to get amazing results. It’s; you know; marketing is just creativity and mathematics. Guys that’s really what it is. It’s just how creative are you to present and position what you do and who you are. And then scaling it and getting it out to a many people as possible and understanding what the numbers are on it. That’s it.

I know it really sounds unsexy and boring. So; you know; sorry that I bamboozled you with; you know; like a bunch of; you know; ninja tactics. I mean, I can definitely give you those tactics too but if your business isn’t earning you the money that you need just to be happy, why would you even want to go to those tactics.

Brett: That’s right.

Rana: Because getting a lead from some I-friend, dark post-social media strategy. You still got to meet the person. You know what I mean; you still can generate a lead but you still got to meet the person. You still going to talk to them. So, some point you have to be comfortable with taking the action to call a human being and talking to him. We are in the people business for Christ’s sake. We are personal trainers; you know. We are not Facebook trainers like we just don’t get them in and talk to them and then all of a sudden they jump of Facebook and they are like, “Here is my credit card.” It’s just a bunch of crap. Just get on the phone and talk to people.

Be proud of what you do, be proud of your business, be proud of who you are and your message and your mission and just be proud and it’s actually your mission to let people know about it because you are the best at being you and what you doing. The more people you can expose to you and how good you are. You know Jeffrey Gitomer. I met Jeffrey Gitomer, he was on 55G. He said, he put it really straight. Everyone should listen to Jeffrey Gitomer if you are talking about sales. He’s best in the world. He’s phenomenal. So funny as well. And he said to me, “Rana, you know why people don’t like sales and they don’t…

Brett: “Can you do it in the accent for us?”

Rana: Laughs

Brett: You said it was funny. So let’s

Rana: No… I mean, I don’t even know… “New York!” “You know Rana, you know what it is,” you know; I don’t know. I can’t even do it properly.  But he is just so funny. He goes, “Because people don’t believe in their business or their product enough to want to tell people about it.” And he goes, “You know what?” He goes, “Tell me you haven’t seen an amazing film and not told everyone about it. Tell me you haven’t done that.” I said, “No, no. I do it all the time.” If I love something or I am passionate about it, I’ll tell everyone about it. I’ll tell everyone.

He goes, “Yeap! And the reason people don’t do it, is because they think what they do is average and they don’t like it enough.” And I go, “You know what, it’s so true. “Tell me Brett, right now. Between you and me and everyone else listening, between you and me; if I was to give you right now a strategy that would earn you 2000 dollars, right, 2000 dollars in the next, let’s say 30 days. Just 2000 bucks. I guarantee I will give you 2000 dollars if you do this. Would you do it?” Just an extra two grand.

Brett: “Yeah. Sure. Why not?”

Rana: “Of course you would. So pick up the phone.” You know and…

Brett: It freaks me out; you know. People are going to judge me if I picked up the phone.

Rana: But the other thing is, is like, if I gave you something that enhanced your life and you came back to me and you said, “Rana, mate. You helped me, like I am so happy. Thank you so much.” Tell me that you wouldn’t tell people about it and I mean I would have the confidence then to tell more people about it that I was helping people like you and that’s how the ball starts. So marketing really, just love your business and love who you are and what you do and tell many people as possible because you should; you know; The world’s best kept secret. You are the world’s best kept secret. I mean, you deserve to tell everyone about it.

Brett: I think that the major point that you brought there is and… “So what was that German’s name again? The New York?”

Rana: “Jeffrey Gitomer.”

Brett: “Jeffrey.” So Jeffrey how he said, “You think your product is average,” you know; I cannot agree with that more because when I was producing work and I literally thought; you know; “This is a bit average. I don’t know if someone will like it.” you know; I even started to feel, for about two seconds and then I got over it quickly. But…

Rana: Laugh and overtalk

Brett: Even though this is still a free podcast and I don’t feel the pressure of having to deliver this amazing ninja; you know; episode with all these sound effects and all that type of stuff. And originally at the start, before I started this podcast I was like, “Mmmh, I don’t really know because I don’t know if anyone would really want to listen and I don’t know if I’ll have enough stuff to talk about,” you know; All those roadblocks that pop up and like I said though after a few seconds, and I just pulled the trigger and I did it. And now, it is my mission to get this podcast into every personal trainer’s ears if possible; you know. And we even go to the extent we approach fitness colleges, we approach personal trainers and we say, “Hey look! Would you like a free podcast? It’s free.”

Rana: Yeah. Yeah.

Brett: You know, and the reason being is because conversations like this; you know. We are having this conversation; someone’s going to be listening to it. They are going to go, “Shit, that’s going to get me pumped. I am going to go and do XYZ now.”You know; because what I learned was I was listening to audios and I was reading books and what I found was the same thing every time and now I listen to it, “Have you heard of a guy Eric Thomas, ET? Hip Hop Preacher.”

Rana: “Yeah, I’ve heard of that dude.”

Brett: Get onto his podcast. You know his youtube video. It’s the one where he, the black guy, he is talking to a group of students and he is talking about how you go the extra mile to achieve your goals and he has got that, the American football player in it and when he talks he almost yells at you but you…

Rana: Laughs

Brett: You listen to this guy and you cannot, like anyone who listens to it, I’ll give you a 100 bucks if you can’t listen, if you listen to him bloody three minutes and he does not inspire you in some way then; you know. It’s that thing again of learning. He knows his message, he’s not…, he’s articulate as a lot of speakers. He talks gangster [Laughs]; you know.

Rana: “Yeah”

Brett: But he gets his message across and for me, the last; you know; I would say week. Every single morning I’ve been getting up, listen to two minutes of that dude and I am pumped for the day; you know. He’s got me up every morning this week; you know; 4 am every morning to come and talk to on this project.

Rana: “Is that Eric Thomas, right?”

Brett: “Yeap. Yeap. ET the Hip Hop Preacher.” If you Google him you’ll see his youtube video. It literally went viral and this is a guy who literally, and this is an example right now, I’ve just sent; you know; probably a couple of thousands listeners to ET’s website or podcast or what he has got out there. People are going to purchase his stuff because they are going to go, “Wow! This dude is awesome.” And am going to buy the audio book as well and I guarantee someone like yourself, you’ll go and buy his audio book. Because you’ll listen and go, “I’ve got to get this.” And that is a perfect example of, I guess you’ll put it to tie into JVs. That’s almost like a hidden JV. Alright. So, if people out there who will be promoting it who you don’t even know; you know;

Rana:  “Yeah”

Brett: So think about it like that because what it could mean is someone on your personal, like your training someone right. They go out that weekend, they sit down with their friends over coffee saying that, “Rana is a amazing personal trainer. Gets great results.” Their friend then goes and talks to someone else and their friend goes, “I am looking for a personal trainer.” Next thing, “Oh. My friend, Zoe is using Rana. You should go and use him.” It’s a hidden JV and it works by delivering great content and being true to yourself. That’s what I think.

Rana: “Yeah, yeah. “ Yeah. Spot on.” You know. So yeah; you know; like marketing, all this stuff; you know; you just got to love what you do and find creative ways to get that message out there. But I honestly feel like Joint ventures is one of those easy ways to just start building relationships, getting out there. Because it’s kind of like, rather than selling one to one you actually selling one to like a hundred or one to a thousand and that’s a really powerful way to grow a business.

So; you know; I am not saying one to one is not a good strategy, it is. Like you can definitely talk to 10 people a week and that will build your business and make 10 phone calls but imagine just visiting two business owners every week and talking to them and keeping in touch, putting them on the calendar every month, you touch base with them and invite them for coffee, invite them to your studio. Don’t ask them for anything, just build the relationship.

Guarantee you over six months; you know; two or three of those business owners will be fans and be sending people to you because people will go into their business and say, “Oh; you know; I am looking for a trainer,” as Brett said and they go, “Yeah; you know; the guy down the road, Rana, he is an absolute legend. Just check him out.” You know; because… and that’s the beauty of it. That’s the beauty of marketing so, yeah!

Brett: I love it. I love it, I love it, I love it, I love it a lot. So Rana, I guess… I am just checking time here and we are coming up to the end of our time and no doubt you’ve got a heap of stuff to go onto today like you said earlier but look, we didn’t even really get to specifically talk about marketing as a whole but in saying that JVs is definitely a marketing strategy and look we are going to get you on a future meet  and we are going to talk specifically about; you know; you pick a couple of marketing strategies and we will really go deep on those.

But look,“I guess Rana,” but before we go what I am going to do as well is that I want to put a link on our website here under the show notes; you know; to your WFBOS and so forth but look, “where can someone find us or find out any more information about yourself mate?”

Rana: Yeah. What I’ll do is like I’ve got a page, I don’t… like I said to someone the other day when we did an interview, I don’t… there is no ‘opt-in’ there is no nothing it is just a total resource that I’ve kept. I just keep hidden and; you know; give value to people. It’s a…

Brett: “.com page is it?”

Rana: “Actually that’s another thing I was going to add to this but, for now…”

Bret: Laughs

Rana: “Just keep that one under wraps thanks. Now everyone knows about it. Unbelievable!”

Brett: “Sorry mate. Oops.”

Rana: I’ll give the Jeffrey Gitomer link to the Jeffrey Gitomer video, for sure. So you guys should need to watch that. That is phenomenal. That’s worth like, I’d pay like 500 bucks for that video alone cause Jeffrey Gitomer, “Go and check out his product Thursday. Pretty expensive world number one sale’s guy.” So, “I’ll give you that to just give to everyone.”

Brett: “Alright.”

Rana: WFBOS is a page of like four pre-summit sessions that are free. No opt-in required so just check it out. And also there is a 30 day challenge that I put together when I was doing PT Mastery multiple times. No opt-ins required. Just go over, check it out. Learn, grow and just get massive value guys and at the end of the day if you have found any value just hit me up on Facebook and say, “Thanks.” That’s all I need. That’s fine.

Brett: It is so easy.

Rana: “Excellent.”

Brett: “That’s easy. Thanks man.”

Rana: “No worries.”

Brett: So, I will get those and I will put them on the site and I guess I will leave you with the last words and mate, “What’s one of your favorite quotes and why?” “Put you on the spot there.”

Rana: “Favorite quotes and why?” You know, “Oh mate, I can’t…” “This is crazy.”

Brett: “Got you on the spot, didn’t I?”

Rana: But; you know; I think it’s not so much a quote. It is just more of a strategy. It’s; you know; ‘Take massive action’ you know; I think it’s a Tony Robbins’ thing. It is ‘Take massive action’ and; you know; if you want an extraordinary business and an extraordinary life, you need to take extraordinary action. And bottom line is, that’s what I tell myself everyday. “If I want extraordinary result today, what are the things I have to do that are extraordinary?”I guarantee, if you just follow those things, take massive action. I don’t see how you can’t kick ass. So, go and have a crack and if you need anything, yeah, hit Brett up or definitely reach out to me and am happy to; you know; to chat. But yeah, that’s great. “Thanks for listening guys”

Brett: “Mate look, Thanks again for jumping on board and we will be talking to you very soon and till then mate, “you go and have a fantastic and reaping and have an extraordinary day.”

Rana: “Will do mate. You too! Cheers Brett.”

Brett: “See you Rana. Bye”

Rana: “See you mate.”


Episode 12: Brett Interviews Marketing Expert Richard Marc

In this episode Brett asks Richard Marc about his Journey from PT to successful Multiple business owner.

You will also discover:

  • How becoming a local celebrity will catapult your fitness business.
  • An amazing story that happened to Richard at a Tony Robins event.
  • Richards Key tips to get clients now and forever.

And loads more…

AS A BONUS Gift, Richard has kindly offered all the Fiit Professional Podcast Listeners 1 month FREE on his amazingly successful Personal Trainer listing website. (great way to get clients. There is no c/c needed.

Check it out here – To receive your 1 month free profile simply email Nick at admin@meetyour.com.au and say you heard about this from Brett and the Fiit Pro Podcast.

SERIOUSLY take this FREE offer up – you have nothing to lose and everything to gain.

Enjoy 🙂

WE WOULD LOVE TO HEAR WHAT YOU THINK – Please leave a comment below.

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.




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Brett Interviews Marketing Expert Richard Marc

Transcript of EPISODE 12:

Hello and welcome to the Fiit Edition of Podcast, the number one Podcast for Fiit Professionals looking to build their fitness business. If you’re after more clients, more income and more free time then you’ve come to the right place. Visit podcast.fiitprofessionals.com.au today.

Brett: Hello Fiit Professionals and welcome to another episode of the Fiit Professional Business Podcast. I’m your host Brett Campbell and today I’ve got another special guest with me and I have been waiting to get this gentlemen on the call for some time we’ve been trying a bit of e-mail, Phone Tag, like you do. That’s what happens when you’re a busy man and before I introduce you to this particular gentleman, I just want to give you a bit of a heads up if you haven’t listened to any past episodes. The episode prior to this I talked to Michael Parella from United States you had 320 fitness franchises. He revealed some amazing marketing strategies. So make sure you give that…listen to that episode as well and leading on from that particular episode we are going to be talking to another marketing genius today. This gentleman, his name is Richard Marc Toutounji. Hope I said that right. You’ll correct me in a moment if I’m wrong.

Basically Richard Marc is an expert in creating high business growth for small to medium size businesses basically through lead generation marketing platforms. So Richard, an online marketing strategist has been for about 15 years and has a lot of experience in starting, building and selling those companies. his product and services include a bestselling book, it’s been featured on hundreds of media streams, including ‘Current Affairs’, ‘TODAY show’, 6pm Nightly News. also Richard is the executive producer of a Travel & Wellness show called ‘Feel good TV’ so that’s being aired in Australia here. You may remember Richard possibly in 2011 he was on ‘The Amazing Race Australia’ and fast forward to today, Richard is the CEO of COM Marketing Group, which has over 100 unique online lead generation platforms, including one of his first lead generation platforms which we may know him from called ‘Meet Your Personal Trainer’. Which is one of Australia’s largest professional trainer directories. So it’s a bit of a mouthful there, there’s a whole lot of awesome insight into this particular gentleman so I’m going to hand straight over and say Richard welcome to the Fiit Professional Podcast mate, thanks for taking the time to be on here.

Richard: Yeah, thanks a lot Brett. I appreciate the interview as well. Thank you!

Brett: Yeah, not a problem. So Richard, I’ve told all our guests and listeners a little about yourself here, but we want to get to know you a little better so give us a bit of a background of where Richard Marcs came from and how you got to where you are today.

Richard: Sure I can do that. I guess there’s obviously a lot of fitness professionals and business leaders listening to a Podcast like this. Obviously they’re following yourself Brett so I guess I’ll put on my hat to the fitness professionals as well. You mentioned before, my focus is about lead generation and lead strategies and so forth. I guess that all comes from the fitness industry. I started a fitness industry and I remember doing my first case course and there was no RCO’s and you did easy advertising about personal training courses on the news, on the radio and so forth, and TV. So I did my course and I left Year 6…I left Year 10 sorry. Year 10 and I went straight there and did a one year crash course. I guess I started really early in the industry and I loved the marketing side of things. I read a little personal training and it was about personal training business for a few months there and then I purchased the young age of about 17. I purchased Strays first private fitness studio down at Mitchell’s bay there, next to Network Office down there. I ran it for about 2 years and the thing that I loved about that was…it really gave me some good insight into mark…be coming into the business at 17. People working there 10 years your senior, it’s really tough way to get involved into business, and learning some responsibility. So I love the marketing side on how to growing…just growing your studio back then, when after dating, learning about those factors and what it takes to run a business early. SoI spent sometime in the industry, I worked on cruise liners for a year, about a year or 2 after that. That was a heap of fun and I loved, I was very proud about that. In around the Caribbean, Alaska, and a lot of that was actually in the Caribbean so it was good. When I got back, when I was over there I saw an obesity epidemic happening more than it was happening in Australia and heavily large people would go on cruise liners. The entire family would just come and come to the food places and Brett, and that’s really what they paid for all day.

Brett: Buffet all day.

Richard: We’ll going to eat buffet all day and so, when I was there I started having this ideas for this book I wanted to write. It was something that I wrote while I was overseas and I came back, I just had to get this book out of me and I wrote about a year or 2. You flip the page a bit, I guess it was learning as well. It was all about childhood obesity and family health and it was called ‘Please Mom, Don’t Supersize me’. It got a lot of press and media coverage on TV being the name and we put a lot of work into it. It sold quite well, Bestseller in Australia and it was a lot of fun, getting a book out and doing the publicity for it and moving through it. That actually pulled me back into marketing. It taught me a lot about marketing, marketing online, marketing offline. Knowing if you’re going to do it bigger, do it TV interview prime time and then you can actually get the sales online and it sort of showed me a TV interview is sometimes a branding aspect versus an online sale. So I looked at the 2 aspects and I said “Hey I’ve been on all these prime time, thousands and hundred thousand dollars’ worth of media, let’s see how the online sales went. If I used that, the value of that PR, what could that have been used for an online thing?” So I learnt a lot of tactics about marketing while fellows actually doing it, so I guess I never went to a marketing course per say. I learned on the job quite a lot in regards to…so I guess in the same time I stood up, being an entrepreneur I sort of, I had a…my mom actually had a problem me being a personal trainer as a company going from that, and then she said, “Aah geez, it would be great to have a massage at work, the workplace”, and that sort of got me thinking. I was thinking they’re paying…they’re looking for a, she was the HR co-ordinator in the company and had about 200 people in the company. I mean they were looking for a massage, a person doing a massage company to do that at their office so it was sort of like, I said “aah, I think I can do that”. So I sort of out looked and tried to find massage therapists to go to the office and do a whole day of massaging chairs, things like that around the work place. From that moment I guess I kicked on, what it was my next business which we called our ‘Corporate Wellness’, which is one of Australia’s largest Corporate Wellness providers. We provided seminars. We had doctors, we did health checks we did personal training we did nutritional courses. We did a heap of things around a lot of blue chip companies around Australia and I owned and runned that for quite a few years. I sold that a few years ago to someone else who continues the growth in that. So, again, unless I’m like that Brett, it taught me a lot of…it taught me how to go online pretty much. We had 80 contractors working for us around Australia. 97% of our leads came from online, and I’m talking about online, back let’s say 2003 or 4, when internet wasn’t what it was today. We didn’t have Facebook and social media and things like that so learning the internet game is was an experiment, you know what I mean? It was new, so that sort of where I started this whole process, you know what I mean? That’s where I had more interest for the online game. Being the example of offline, its older studio and things like that. I remember my first year, we didn’t have, didn’t even have a website address for goodness sake or an e-mail address or business cards. So its come a different way and the marketing in it changed through that period.

Brett: Yeah, look mate. There’s…I couldn’t agree with you more in regards to changes in marketing, especially in online and offline and I look forward to talking about all these strategies in a moment but just to recap on what you’ve just said there. There’s a heap of gold little nuggets that I took out of it personally and I just want to recap just for the listeners there that, you started back in the industry wearing your spandex and belt bags basically when personal trainers first started right.

Brett: I’ve got an image of you wearing your spandex and walking around the gym with a belt bag.

Richard: I did have to do the aerobics, you have to do the aerobic to actually pass the course and do the classes…I did all that.

Brett: Excellent, and you know, another really key thing that I see out of that is at the age of 17 you bought your business and what I did take out of that is you didn’t know anything about business back then but you jumped in and had a crack at it. You realised a book, again, you took a lot of lessons out of that. But again the reoccurring thing I’m seeing out of here is just you just had a crack at it. I guess a question I’ve got for you buddy, in regards to all your marketing knowledge that you know so far, what would you say your biggest lesson, or business lesson that you’ve learnt over the time?

Richard: Umm, that’s a good question. It’s a hard question as well. I think you keep learning business lessons all the time. Constantly all the time, every single day and you think you’ve learnt it, and you haven’t learnt it. I guess the biggest lesson I’ve learnt is, I’ve done a lot of business with myself, partnerships and all sorts of way, and I think in the end of the day, you can’t run a business by yourself. Well I can’t anyway. And all great businesses have great people. you know, a lot of people listening to this call, could be more businesses, could be start-ups, could be large businesses but the same time, it doesn’t matter what that stage is. As soon as you grow in business, you need good people around you. I think that it is really important to make sure that you set up a business know that you could have a business, and you could have a business that you’re the business. If you want to get bigger than that, and have more freedom, then freedom is one of my biggest values, you need to start making sure you get the right people around you and don’t just get people that are there because they just happened to be in the same room in the time that you needed. In administration or a business partner, makes sure you find the people that you need who are actually going to help you to grow the business. Not grow, not for the simplicity that you just ask your mate down the road or you know that person. It’s who’s going to help you grow your business to the next level, and grow the business the way you can’t grow the business. We are only one person, we only have generally a limited thinking. Imagine how big the world is and all the people in it like… There is so many different variations you can take and there’s so many different wrong roads you can take. That is probably why people don’t start their business. If you know that you’re a personal trainer and you want, for example, take a lesson of corporate world. I now want to expand on Corporate Wellness, so a lot of that time is going to be administration and organisation skills and things like that. Well I know that I’m not good that that, but you know, for the sake it that my brother needs a job at a time. I say “Hey, can you help me out for a couple of days?” That’s not really going to be the right track because he might not have those skills too so I guess make sure that you find the people with those skills and I think also too…another lesson here is don’t limited yourself to think “I’m just starting out in business and nobody is going to want to go and come to work for me”. “I can’t pay them enough’ or “I don’t have the right skill”, ‘So I don’t have a system manual put into place”, or “don’t have an office” or “I don’t have the right computer system to get things started”. “I have to do it myself’. I think that the big thing I see with the fitness industry, and the thing is, in the defence about it…people are there at the right time that you need them to be and for example…you could find the best administration assistant that has work for the best company for the last 20 years. Maybe she is on maternity leave and she just wants to work 3 day s a week for you. She wants to put her system in, because that’s what she loves to do into your business. Don’t think that you have to go and create every system yourself. Get someone to help you where you’re not really good at, because that’s when I get business it’s going to go slow growth if you just think, ‘You know what, I’ve got to write a system manual myself for the next 6 months, then I can employ somebody’.  If you do that then your business is not going to continue to grow. Don’t think that you have to do everything yourself, also have the confidence to ask the right people in the business and I think that’s the biggest lesson I’ve learnt over time. I’ve tried to take a lot on and I’ve tried to do a lot of things myself, but there’s things that you can’t and you need to get people sooner than you probably think you’re going to get it firstly. Think the first person you find to employ.

Brett: Look that’s absolutely, it’s definite wisdom right there. Man thins is like the third time this has happened in interview actually. What you’re talking about right now is I’m actually going through a bit of a process like that with our team at the moment. Before this Podcast recording we just had a team meeting. So we just sit down, we spend an hour together going through our board meeting structure etcetera and there was about 5 different systems that we created, well I created in my brain, then passed it onto our team members who are now out there creating this for me. Like, I put my ideas out there because I’m an ideas man. You’re an ideas man yourself, so anyone out there listening who thinks they’re an ideas person and they lack a little bit of the structural follow through. Man, like Richard just said, get out there and find someone who can do it for you because it is just going to fast track your success. Another key point that I took out of that is, I agreed with everything you said there but I think one of the main things is that you don’t need to start paying someone $50 000 a year salary. You can start possibly someone taking over your basic admin duties for 5 hours a week or 10 hours a week. Pay them 20 bucks an hour or something like that. There are people out there looking for it. So look, thanks for sharing that. I guess, moving on to it, I’ve got another question for you and I really like to hear the answers to these is, what was your ‘ah hah’ light bulb moment that you knew that the online marketing was an avenue that you knew that you needed to take? What was it that made you do that?

Richard: Umm, I think for me when you are online…I guess its 2 things in this question. I guess I go back to the time, when I answer these questions, I go back to the journey and you sort of go look at it and think ‘well, it hasn’t been a journey to get to where you’re getting to, and you continue to get to’. So I guess the journey for me…when I was in the White Falls Cooper Warner’s Company, so when I had my corporate wellness company I had just had myself, my wife caught me out. I had 2 admin people at the time as we said; we generate a lot of leads online. I didn’t really know what I was doing. I know probably more than most people, why I was ranking number 1 in terms of corporate wellness and things like that. I knew the insides of it. I did a lot of bits and pieces, courses online if you want to call it that.

But there was a moment when I went to an Anthony Robbins event, it was a ‘Date with Destiny’ event in Gold Coast and the week, it was a 5 day, 6 day event and you had to partner up, not with your partner, so I had to partner up with people I didn’t know for the whole event. I ended up sort of, I think I was in the bathroom at that time and I missed out and there was sort of, it just seemed to me like everybody was just taken in a second and I walk around trying to find who was left and I bumped into this, the only guy that was left in the entire room of 1000 people and it happened to be an American gentleman. He stood out like the ace of spades. He was black as could be. I said “Hey mate, how you going? You got a partner?” he said “No”, “Okay, I will go with you for the week”. I ended up going with this guy and a lot of the week you had to stick with your partner for most of the week. You had to stick with him. You had to do activities and things like that. His name was Steve, Steven and a lot of the time he would just disappear Brett. Whenever we had to do group activities, he just disappeared and I could never find him. So I was just by myself most of the week. The end of the week, we all got our certificates and so forth, had a great week either way, and I said “Hey listen, we didn’t get to know each other, what do you do?” we didn’t have much time either to sort of talk about what we actually did because it was all about self-development, not exactly about what job you did. He says “Listen Richard, I live in America, why don’t you just come visit me. I’m going to the States soon, why don’t you just come and visit me. I’ve got a big party happening over there soon”.  And I go, “what’s your details?”. He goes “Just google me Richard” and I go “Who do you think you are…just google you. Who are you?”. And it was like he was this guy and so anyway I googled him and he happens to be a guy named Steven Pierce. At the time he was heavily, quite a massive guru online, one of the best internet marketers at that stage and he was over here actually prepping for his interview he’s going to put on a week later. He was going to put a massive event online in Australia and the organisers doing Robbins event where the organisers of his event as well. The thing that, because he was away most of the week, he was actually organising his event and he just got a free ticket from Tony Robbins to the event to come and hang out with him. It was interesting because in that moment, and it was quite embarrassing too Brett because I said “Aah yeah, I do a bit of things online”.

Richard: And I go “Oh yeah, I’ve used typestyle and I’ve used this” and he says “Aah yeah, that’s good, that’s good”. And here am I sitting with a guy making millions of dollars online every month. So he was a good insider and he gave me a lot of his tools and his resources and his programs, all for free. He simply said “Hey Richard, my lack of time man, these are the programs I’m going to give you, you know and you’re [inaudible] quite a few times we met with some of the best online marketers at the time was J Abraham, there was a heap of other people there. There was Tim Ferriss walked in the door actually, when we had the party, and opened the door and Tim Ferriss walked in. This is before, this was the week he was launching his first book. For our work week, he opened the door and he said “Hey, how’s it going? I’m Tim”, and I said “Hey, how you going, you’re in a book.” And it was sort of that week when he was launching it. He was such a cool, laidback guy and I was thought, “Jeez, this is what internet marketing is all about. These are the people that we’re surrounding our self with”.

Pretty much from then Brett, that was my first ‘ah hah’ moment. I guess my second one was, I came back and I was still in Lifestyle & Wellness and it sort of made me think about this online marketing. From that event, I went to the next one and I said I had Lifestyle there, proper wellness and a lady called up on the phone and said “Hey can I see your…can I…you know, have a bio of your personal trainers?”. She was in Perth, I was just staying in Perth as well. I said “Aah I don’t, but let me take a picture” and she goes “Aah that will be great” and I said “Hang on, I’m getting a question asked quite a few times. Why don’t I take a video?” so what I did Brett, I started doing more videos on my innovative people and I thought, hang on, if I can do this for them, why don’t I do this for the whole of the industry. In that time, we didn’t have any YouTube smashing out, people weren’t’ recording videos so I came up with the idea of having a video directory of personal trainers. So I guess, that in itself, when they ask for personal trainers with videos, nobody had videos Brett. It is impossible to find videos on YouTube on personal trainers. It was sort of like, you know what, I’m, because of the first moment of Steven Pierce and meeting people like that, and actually seeing people succeeding like that I had the confidence to say, you know what I can help every single personal trainer here, because I think that I know more than 98% of them at that time about online marketing. It’s moments like that, I think they’re my 2 ‘ah hah’ moments that got me on online marketing and from there, just really having that self-belief Brett, to actually go and do something that’s probably way out of your comfort zone but it’s way out of everybody’s comfort zone isn’t it. So somebody’s got to do it, don’t they? So I think they are my main 2 moments getting on the online space.

Brett: Yeah, well thanks for sharing that. I was actually really captivated to that first story. It it’s quite funny when you look at it, you went to a seminar called ‘A Date with Destiny’ and mate that’s exactly what it was, wasn’t it?

Richard: Yeah true, it’s exactly like that.

Brett: So it’s always funny when those types of things happen and I’m a massive believer in things happen for a reason and it’s really exciting for you to share those ‘ah hah’ moments with us mate. The question for you in regards to marketing, so, the personal trainer out there, put their hat on for a minute and think, if they just wanting to, if they just were getting started in the industry, or even if they’ve been in the industry for a while and they’re just trying to get more leads into their fitness business. What would be your top 1 or 2 strategies that you would implement to get leads coming through your e-mail inbox or calling?

Richard: Well I guess the first strategy I would, if you’re just a single trainer. You just started. You deciding, maybe you’re out of your course and you deicide do I hit business first, or do I do it myself? You’re going to deicide to do it yourself. I would think that the best strategy you could do is branding. You need to brad yourself because most people probably won’t know you’ve been a trainer, or you did your course. You may have come from a different role, and they think you’re still a legal sectorial or something. I think the first thing to do is brand yourself and one; Get a logo. I think it’s the biggest thing. I think I’m very big into branding and I think get a logo first of all because that’s going to define who you are. If your logo is red, you need to know why it’s been red before. If it is an energy colour. Think about what…who you are as a person and that can go into a logo. Now once you’ve got a logo, I think then you have a business. You have something you can browse. So for 100 bucks or something or even cheaper, you have your identity. You’ve got an identity now and that identity then, you can use that logo and put it on a Facebook page. You can use that logo to put on your Facebook page with your closet friends and family and say share this, I’m a personal trainer. This is what we do. So I think actually telling the world that this is what I do now and putting it out there to the universe and seeing what’s going to come back is probably the first and the cheapest option, number one I’d say.

Obviously online marketing is something I have a big bias towards clearly, so my next sort of thing I’d tell trainers is quite frankly I would, and this is what I’ve done when I had my personal train industry is pretty much get on every single directory you just possibly can. That’s going to skyrocket you faster than you could ever skyrocket yourself and what I mean by that is…if I said to trainers out there “Go get a website first” the problem you’re go into have is, the website costs money, and doing it costs money, and you’re going to showcase it and make sure people find it, costs money, and it costs time. Not only that, it actually costs a lot of research doing these things and you shouldn’t be doing that. If you’re looking at a very early, start-up personal trainer, I’d go and join directories that cost you $2 a month, and they’ll put you into places where people are already searching for personal trainers. Well of course I’m bias, I’ve got a trainer directory, but at the same time too, I believe in my product and I believe that this is how I do them and if you’ve got…of there’s a free personal trainer directory, then get onto that for goodness sakes, but if you’re on 5 directories that already have thousands of visitors and you’re branding yourself correctly with your right logo and a really nice picture of yourself, a fitness picture, no a blurred picture coming out of a pub on a Saturday or something. If it’sthe right picture. The right target market is going to find you, and they’re going to give you a call and you’re going to get an e-mail into your inbox. That’s probably the 2 strategies I’d go with, and that’s the strategies that I’ve used in every single business I’ve run if its fitness or another industry. I’ve always basically…go and find the top players that are already up there and how do I get my brand, my logo, my Facebook link, my web link, on their  page. That’s what I want to know. That’s what I will pay for because I think that that s got value to it versus building those things yourself and wasting your time which should be focused on actually becoming a good personal trainer initially and you can get more referrals that way.

Brett: Again, great insight there mate. I think another one just to take home, just to talk to one of the points you brought up there in regards to directories etcetera. Again if it’s like every single marketing strategy we talk about on this Podcast and we ever will talk about. You need to look at what’s the return on investments. Do if you’re paying 10, 20, 30, 40 even 100 dollars a month to be on a certain directory, but if you’re getting a return on investment each month on that then its’ a no brainer. So you need to calculate how many clients do I need to receive to make this a positive return on investment. Always keep that in the back of your mind before you go “Ah it’s just another $20 here, another $30 here”. You need to look at it and go “am I going to get a return on it this month?” or “How long am I willing to invest in this thing to see if it works?”. So for example if you’re paying $20 a month for a directory. You look at that over 12 months it’s $240. So let’s say over that 12 month period you’ve got one client in the first month, who is worth…if you look at $50 a week over the year, that’s over $2500. You’ve definitely got a return on investment. So keep an eye on that. I think another key part that you said there was, don’t just choose one. Don’t just go and register with True Local and leave it at that. Go and register with every single directory out there, and we’ve touched on a point that in a past episode…you’re not the first person to say that they’re a very great resource to start with. And of course there are free ones out there, so get out there and google it. Google personal trainer directories and no doubt Richards will pop up there and I highly recommend jump on that as well. I’ll give you a link to that so that you can check it out. I’m going to put Richard on the spot and I’m going to say his going to give us all a discount. If anyone goes through and clicks the link…

Richard: Yeah, definitely, we’ll get a discount. Let me just think about the next…the rest of the part of the interview and see what we can do and get you at the end of the call. Get you a…we’ll get a good deal for everybody because honestly I really think, exactly what you said Brett.  This industry really is the right industry to showcase our skills into, cause what other industry and there is every few other industries that people actually want to watch you on a video or they want to read your article about how to get into shape. It’s a pretty exciting industry when you’re first getting into fitness or someone wants to lose weight. People are looking for answers out there, there’s so much messages. If you brand yourself, and that’s what I was saying, if you brand yourself as the local expert in your area. Let’s say you’ve got so much competition out there, I hear it all the time, but really there’s not. If you’ve got 10 personal trainers in your local part you trainer for, for example, you’ve got to then google the area and figure out what the 10 people are doing. You probably got I’d say more than half of those people who probably don’t have an online presence, or if they do, you can’t find it. Then you might have 4 people who do have an online presence. Then you might have 1 person who has a website and are in directories and things like that. The question I have for you, I’d be very highly surprised that out of the people in your area, who’s really taking action as the leader and the expert online.

So put yourself in someone who doesn’t know you as a trainer, yet every trainer out there is great. I hear all the stories. I know that they’re fantastic. They can do the best high kick skills. They can do the best sit up. They’re the best, right. They know they’re the best; they get the best results with their clients. I hear it all. The problem Brett is that I don’t’ know that if I’m coming to the business and they don’t have a showcase of that. If they haven’t written a blog about the best squat and they haven’t, if they’ve just gone and ask their clients and printed it out and said “Here it is”. If you haven’t put it online on a blog, well if you haven’t recorded a video saying ‘this is how we do the best push up’ and ‘this is  how I get a 6 pack and ripped abs in a week in my clients’ or ‘this is how, this is the story that…10 of my clients testimonials’. If only the clients know that and the personal trainer and no other person, well then you’re actually not the best trainer in your area, because nobody knows who you are, and you’re not building an online presence up. You’re not building a brand identity up. So if you look in your local area and see who is doing that. You’d be surprised and that’s where you say “I can be the leader in this area and I can be the biggest and the best, and the most busiest trainer possible because nobody else is probably doing it”. Honestly Brett this is the biggest thing I see, that there is so much opportunity, especially in this industry. People and personal trainers coming in and saying that is absolute rubbish, because I can count on probably one hand some really good people putting out some really good consistent content every single week. There’s very few people doing it, and if you do it, that’s where the leads are going to come from. I can guarantee you that.

Brett: Yeah, totally agree with you there and it’s a bit of a pet peeve for me when I hear people go “There’s just too many trainers out there”, “There’s too many of this”, or “That’s a hard market, that’s a flooded market”, “It’s hard to make money in that market”. I just say that’s a lot of bullshit myself. Our company has had extreme growth in the last 18 months, and if we look at it, and let’s just talk to your couple of points again. The whole thing of branding. We’ve created and Fitness National, we’ve created a very, very prominent brand now. Our brand ‘FitChicks’ for example is…its very rare now that we’ll talk to our target market, someone aged 19-45 and they wouldn’t have heard about us, or heard of us, or seen something from us.

We were down in, and I may have mentioned this is a past episode, but we were down in Sydney, Emily and I. We went down for our 5 year anniversary, and we were down there and we were sitting at the Opera House. We were sitting there having a nice bottle of red and this couple came over and sat down with us and we started talking and this man went they’re from actually Brisbane, and we say what we do, and she’s like “Ah I know that, I’m on your emails,. I’ve been receiving your emails for a few months now”. She’s actually bought one of our products and it’s an amazing thing. It just goes to show you the power of the internet, not only that, the power of being able to have a brand. That’s why we’ve been able to grow the fastest fitness licensed program for professional trainers in Australia because we have a great brand and people want to be a part of it. We’ve got a forum with thousands of girls going we want to be trained here, or we want a location here. The demand of the brand is where it’s at. I totally agree with you in regards to people sending out great content, and doing it continuously. Just in example, we’ve just conducted a survey through our lists. Now we’ve got quite a large list and so far we’ve had over 5000 people fill out our survey. It was 13 questions that we asked and some of the information, I’ve got to tell you, was actually, I’m sitting here slapping myself in the head because…and that’s the power of it. If you haven’t done a survey, anyone out there. This is a gold nugget. Survey your lists, even if you’ve got 100 people on it, survey them. Now, like I said, some of the information we got out of it is just actually staggering. Something I want to share with everyone, I’ll share some of it now because I think it’s really vital and this is something that I know a lot of pole missed out on. I’m just going to find the question here. One of the questions was ‘How do you cope when you use our products or services?’ I just looked here, a second…’so how do you view our current content?’ so when we send out an email, how do they view it. And we can tell you that 46% currently based on what we’ve got here. View it from mainly from their iPhones, their phone devices.

Richard: There you go hey.

Brett: Which is an amazing statistic and what we can actually tell you, out google analytics tell us that there’s actually over 50% of people visit our website from a mobile device which…when you look at a desktop, there’s only 28% of people actually view our content from desktops. So, this is where people fall into that trap of ‘ah I need to have a beautiful looking website. It needs to have beautiful graphics’. It needs to have this and that and all of the bloody jazz that people think they need to have. It’s falling on deaf ears, because if you have a beautiful looking website, you’re not going to be able to view it on a mobile. A mobile just sees it as a single strip, which is why I feel, and in my marketing, I’ll get you to give your opinion on it, it may be different. But, that’s why sales page format is so popular when it comes to getting someone to take some form of action, whether it’s the need to take up a free trial, free offer or purchase a product. Because of the way technology is changing now, in the next 5 years, we’re going to have 70%, 80% of people viewing podcasts on their phone. So what’s your thought on that one mate?

Richard: I know we are on a bit of a tangent but…

Brett: It’s an interesting…the results are in the pudding. You put out a survey and 46% have said that they’re viewing on a mobile and I have to also believe that as well because I look at my analytics on a lot of peoples personal trainer’s websites and they’re all around the same anywhere from 20 to 40, 50% on mobiles. So it doesn’t beg the question that, and I know a lot of people, we all do it. We look at a site on a desktop and we say “Oh that’s great”.

Richard: It is a big point because if your client viewing your mobile platform, you’ve got to make sure obviously, you look good ‘mobilely’… mobilised. If the mobile site or a mobile responsive site, you know, I’m very much in point of it as well. Because I mean otherwise, what’s the point? And maybe that’s why you’re getting the leading that you thought. You should have got in with a nice site, I’ve got another company, and we build websites and we do Facebook and social media strategies as well and the thing is, what we do with a lot of our sites too Brett, is what we do. We keep it looking nice but we keep it looking simple as well. It’s simple with every site, every page, we have one message and one purpose to a page. If you have more than one purpose per page, you may think that you’re getting your message out. But not really, because people are only on your site generally for between a minute, maybe 2 or 3 minutes and people are coming there for a purpose. Not 2 purposes. You generally don’t google for 2 purposes. You 1 question in there, not 2. So its’ the same thing with every page and this is where I go to another site, this is where google has to come up with another algorithm change, and this will sort of put your point across as well Brett is that, to rank highly in google now, you have to have a responsive website. You get more points; you get more google juice basically if you have a responsive website. When I say responsive, meaning that it’s mobile browser friendly. They’re making sure that it’s a WordPress website or something similar like that. And making sure that the load and the speed time, so if you have, Flash, and video files and all these sort of stuff. Google is going to penalise you and not show your results on mobile. So the results you see on your desktop versus mobile in regards to ranking as well can also be different. People are going to rank on the mobiles because they’re mobile responsive. Because google doesn’t want to show any unnecessary results and the same with the searches. They’re not going to show a page with 3 or 4 different situations. They’re going to show a page that just has 1 message and 1 message only and that’s the new algorithm that just came out last week with Hummingbird if anyone is interested in that stuff.

Brett: Probably just us mate it’s the geek come out I think. It’s quite funny if you asked me this 10 years ago I’d go “geez, computer type things” but what I find really interesting about it, I’m a Nazi now on percentages and statistics and this and that and that’s why I did the survey. Not only was the survey conducted to get information. There was an underlying offer that we were able to produce, which in turn has turned out to be a very good financial move from our perspective. Not only that, it’s the millions of dollars of information that you’re going to receive from people. Like questions here, I’ve got ‘How would you like to view our content? Is it more articles, videos, interactive online webinars, podcasts etcetera’. There’s a whole heap of information over here that if you’re not surveying the list and you’re not asking the questions then you’re going to be doing what you feel like you want to do. And that’s the key. For me, part of that is a bit of a struggle because I write here in one of my questions is ‘How often would you like to receive educational content from us?’ and I’d love to send it out every day, and I know a lot of online marketers who do. However, our feedback from this, and it has come around 50% one time a week. Which is great because we are currently doing it about once a week. Sometimes a couple of time a week. But our second on that, ‘every 2 to 3 days’ as well. So it’s really important because if I just decide to once all of a sudden email daily to our contacts. We’re stilling giving away content, what can happen because everyone is so busy in everyday life. You don’t get a chance to read every email. Sometimes it can become such an overwhelming things because I’ve got 20 emails for them to listen to, or for them to read. They’ll probably go ‘ahh I’m just going to unsubscribe because I can’t keep up’. I guess if I relate this to an example of work is to interview podcasts every day. I know for a fact there would be people not listening to it and then they’d just give up because they’d be just too far behind. You know how I get that information is because one of our questions again is ‘Do you listen to our free podcasts?’ and 45% of people say ‘I’ve been meaning to but I just haven’t found the time’. Very interesting they, they’ve been meaning to but they just haven’t found the time yet.

Richard: Yeah, you’ve got to listen to your customers that are for sure.

Brett: So thanks for letting me go on that tangent there. Let’s talk about a little bit about marketing and I guess any insights, anything you feel would be useful for our trainers and listeners out there. Any insights that you’ve learnt in regards to marketing, any strategies that you think is really cool. Maybe you’ve done some promotion of some sorts that’s worked well. Any juicy information that you could help us out with.

Richard: I could…probably the best is…I’ll try and got the easiest option. There’s so many options out there, you know if you look at trainers, I think the best piece of marketing you could probably do and the cheapest and easiest would probably be, as you just mentioned Brett, is put something out to the audience really fast. I’ll give you an example, after I had my book out, I released an audio it was called ‘The fit and healthy family’ and we went to interview seven of the leading experts in the world on healthy families we didn’t know any of these guys at all but we picked up the phone and we asked them and most of them said ‘yes’ pretty much. These are people that have been on Oprah shows and things like that, picked up the phone and asked and they generally said yes and it’s a personal trainer’s lesson is that the easiest way to do it and to get to your market. First example, if you’re trying to market the best MA instructors…I mean, sorry…let’s say you have MA classes right. What you’d want to do if I was that trainer trying to attract hat audience. I’d go interview the best MMA trainers or instructors out there and just have a bit of a question to them and basically ask what does a great MMA session include etcetera, etcetera. And it’s not for the saying that the trainers, the clients are going to go to them. These are the clients that might be overseas, or wherever they may be. If you go interview 10 or 20 people in your industry, in your speciality I should say not industry, regarding that. You know cross fit. Why don’t you go to the cross fit games and go interview all the cross fit experts and the world champs and that sort of stuff. It means that, when you come back and you put that as a video or an article or things like that. I do think that the right people and the good client is going to consistently come to you and I think that’s really an easy way of marketing and also makes you again the expert out there. I keep coming back because when you are on TV, I guess from my example, as soon as you’re on TV, that TV set or that YouTube which people can now view on their TV in their lounge room, you’ve actually become the expert. Even If you don’t think you’re the expert, you’ll naturally become the expert. So I think, and when we look at our lifestyle out there and our senses, whenever you’re in that…when you look and go ”aah there’s a celebrity” and so forth, inside they’re still human beings and at the end of the day they’re celebrities because they’ve done well for themselves, if that’s from the movies or on TV. It comes down to, because they’re in a box, a TV, and people watch them. That’s what it comes down to. So, it’s not saying that they go and get on the highest rating TV show, it’s basically saying to your speciality, when people are searching for you. Make sure that you come up and make sure that you are that person. I know it’s very similar to the point I made before, but to be honest with you that’s probably the simplest way to do it and the free way to do it as well. It doesn’t cost you much money at all. That’s a good tactic. Another tactic again is, give something away. I’m sure you do this if your internet marketing…you’re always giving something away. People are going to give you their e-mails if you’re going to give something away…that are an eBook for goodness sake. I think as trainers we’re pretty smart and we know a lot but the thing is we may not think that a lot to a person. So you know, it could be a 10 page book about ‘how to lose weight’ but the thing is people who are searching for that will find that really valuable and then you’ll be becoming the expert and the thing is, you’ve got their e-mail address and their name, their phone number and then you can contact them and ask them how they went. I think another good way that…we did it obviously; I got my book out and from there a lot of different opportunities come because you meet a lot of different people and you can instantly move things. So getting your book out is a great concept to get the publicity that you need and the free publicity as well. And I guess another great marketing feature is always have a backend Brett, because I think people get stuck here, they say “I want to do this and I want to make sure I advertise to $20 000” and yada yada yada. The thing is, if you just…it’s like a funnel, it’s like going into a store. Let’s say you’re on holiday and you’re wondering through, shopping. You’re in a shopping mall, Westfield, and you go past the store and you’re not really out to shop for anything, but you do see your favourite pair of jeans there and it has a big sign that says ‘95% off’ and outside the shop it has a rack of jeans there. Right. And it’s all the cheap jeans that are of course 95% and what happens is it’s actually getting you to stop and getting you to look through the doors, and even though you may not want to go through, you see your favourite pair of jeans for 95% you’ve got to find them. Even they might be an XXXL but you’re still going to the store knowing that there may be something for them. It’s the same sort of thing with online, if you can give you something that stops people at your website for 2 seconds to fill in a form and don’t talk about the prices and your products, and give something away. I think that’s really the best thing because you can’t really expect people just to pay for products they don’t have any incentive in that. There’s got to be an incentive to get people into your door and it comes down to having good content on your site. They’ve got to stop by. You’ve got to give them something. You can’t expect them to pay for nothing other than the product. I think what you give out, you get back. If you expect them to make a sale with your first phone call well you need to make sure that people have researched you and they’ve seen you and they trust you. It’s a trust factor when it comes to online marketing and any marketing regardless.

Brett: Yeah 100% agree with you as well. It reminds me, it brings up the thing of reciprocity and no doubt you’ve read the book ‘Influence’ by Robert Cialdini?

Richard: I have read that a long time ago, yeah.

Brett: So in that book, and I think it will be good to share it with everyone, and if you haven’t got it, go out and get it, it’s called ‘Influence’ by Robert Cialdini. You get it on Amazon, you can pick it up for probably 10, 12 bucks. In the book they, he follows one human, I guess one law of psychology and one of those is reciprocity. They did this big study and they basically had these high school students and, well university students in a big library and they’re sitting down and doing some work and filling out some test papers etcetera and none of the guys gets up and walks out the room and he comes back with 2 cans of coke and he give the can of coke to the guy sitting next to him. Now the other guy didn’t ask for the can of coke. He just…the guy actually said “look I went out there and I was told I wasn’t allowed to bring it back in so I thought I’d get you one”. So he is building up massive value with this person right now. And he says “well geez, I don’t really even know you and you gave me a can of coke” and what they did was, and this was just their way and how simple this is. If you can adapt this to your business, to your life, to your friendships. Anything. At the end of the test, the guy who bought the can of coke, he asked, he then asked the other gentleman, he said “Hey look mate”, he probably didn’t use the word mate because he was in America, he probably said “Hey bro, would you be interested in buying some raffle tickets because I’ve got some raffle tickets that we’re selling and it’s for a good cause etcetera”. What they found was, they found that there was a 3 times higher up take rate of people buying more raffle tickets if they were given the can of coke first. You look at that and you go it’s that law of ‘give first to receive’ and that is exactly what you’re taking about there in regards to giving away something online. Have you heard that story before Rich?

Richard: Yeah, I’ve heard some really similar stories as well. I hear it time and time again, and everything, I think it comes down to being grateful and giving and receiving and it’s a universe law. Everybody has read this, the power of The Secret, it’s really universal and it does work. It really does work in the smallest of ways. You’ve got to give and you will get, basically,

Brett: And I think something else important to touch on as well is to not go into it expecting something in return as well. That’s the key thing is not to have to expect that…

Richard: Aah, I think that the hard things as well, that most people, you know, consistently have got to always slap our self and say “look, I don’t expect anything in return” that’s the hard thing that most people are…probably get their head around. That’s the tough thing, you’ve got to give, and you’ve got to give.

Brett: An example that I’d use there is you go out with a bunch of friends and “I’ll get dinner” or, “No I’ll get breakfast this time, no worries”, and it almost…and I’ll put my hand up…sometimes it’s almost like “aah it must be their turn” or its an ever evolving thing and guys out there and a lot of girls as well be out there, relate to this one. You go out at night, you go out to town and you go and buy a drink and then someone buys you a drink and you feel obliged that you need to buy them a drink back. That’s the law working there. And I guess I want to just touch upon there quickly the point that you made about becoming a celebrity almost and that’s exactly what it is about. When you’re on Youtube, whether you like it or not, if you’re on YouTube and you put a video up of yourself if someone walks down the street and they see you, they will see you as a…whether it be a D-grade celebrity or whatever. They’ll see you as a higher person than they would have if they had never seen you in a video. Now how I relate to that is example, I worked down this year at a fitness convention in Sydney and we had hundreds of girls come up to us and wanting to meet us because they’d seen us online and they’d been receiving our e-mails, e-mail videos, an d a lot of it you could say, it feels like ‘m meeting a celebrity. Now, the purpose behind that, that I’m just a normal dude. We’re just normal people. We’re out there having a go, and that’s exactly how you create raving fans, just like that. Just wanted to touch on…

Richard: Oh yeah, people who will find you anywhere, you know the thing is most won’t come up and say “Hello” but they’ll definitely will know that, that’s for sure.

Brett: Well let’s look at your example back at ‘The date with destiny’ with Steven. You didn’t know Steven from a bar of soap but I’d almost guarantee and I’d bet my left nut on it, if you’d been watching him online for the past 2 or 3 years videos, this and that. When you met him you would have felt star struck.

Richard: Ya, 100%, of course. It’s like that. It’s even like that when people are watching TV and they see that person, you know one person watches it, they adore, or they go “ah, that’s that person” and the other person goes “ah, whatever”. He doesn’t necessarily mean anything to him. So yeah, definitely.

Brett: It’s always that way and I think it’s always going to continue to be that way and you can…the good thing about it is you can put yourself out there in any sort of show, reality show and it’s like that opening door. It gives you a chance, at the same time you’ve got to have a backing product, and that’s what I was getting to as well. Make sure, if you’re going to get out there have a backend product, to make sure that when you do go out there and people see you and you’re giving away free stuff. You’re eventually going to have a product that can bring you revenue when people do want to come back and connect with you then.

Richard: Exactly. It’s like going through the client journey and basically what you’re doing, is you’re having, if you imagine the client journey as a chain, if you’ve got a front end where you’re offering something for free and then all of a sudden you don’t have another offer. What you’re doing is you’ve got a broken link in the chain but in reality what you’re doing is you’re actually causing a disservice to this customer because at the end of the day we all want to be sold on something that we feel is  going to be good for us. We like to be taken on journeys and if…whenever you see a great marketing strategy and for some reason you’re online and you’re checking something out. I’ll use the example, the other night I was about 22:15 and I was lying in bed and I just for some reason I clicked into my e-mail because I was excepting an e-mail for someone and I looked at it and I actually got distracted by this other e-mail. I was looking through it, read the other e-mail, going through, and then I watched a 15 minute video and then I was taken to another video and the next thing I know; I spent $200 on a product. It was an amazing journey. You know if that product wasn’t available that person would have been doing me a disservice because I wanted more. I was left wanting more and it’s just like it when I say a prospect actually expresses interest in your fitness business. With our ‘Fit Chick’ locations for example, we have a 24 hour policy. You need to call that person within 24 hours, because what’ they’ve done is put their head on for a minute. You know, you’re…they’re sitting there. They’ve expressed interest in coming and trying out your area or your business. They want to know what the next step is now. They don’t want to wait 2 to 3 days for the broken link in the chain. So like I said, it’s very important to have that backend strategy. So I couldn’t agree more with that.

Brett: so let’s change back here a little bit. I just want to ask you a question being a leader of the fitness industry. “Where do you see the fitness industry heading in the next 5 years?’

Richard: I think the fitness industry is going…I think it’s’ going different places and I think this…you know, I don’t know about, I think this, if anybody has ever travelled to places I think Australia has, the Australian fitness industry probably has so much fitness opportunities; gyms, personal trainers on every street corner I see here. Where I go to their places in different countries is not really like that. I think that this industry in Australia is very strong. People are becoming aware and it’s becoming more of a norm to be fit. Most definitely. So I think that it is going from strength to strength. Obviously there is going to be some changes. Still a very new industry remember. So it’s 30 years old possibly, if that. It’s a new industry so there’s going to be new growth to anybody who is in the fitness industry now. There’s only a few key players out there, I mean we are still very small. I do think there’s a lot of room for growth being a new industry. I think that obviously the trainers that are coming through, yeah there’s going to be a heap of trainers going through and yeah there’s going to be the good ones and the bad ones. But eventually the good ones will rise because when more people get educated, they would have continued to go those good ones. I think that we are getting more regulated all the time and it’s a good think. I think the fitness industry has strength, but I also think that people become smarter. These are things that we’ve got to now get a bit more serious as being business owners and making sure that you can’t just be a sloppy trainer expecting to keep a client for live. You have got to get a result and you’ve got to deliver…you’ve got have a really good result and service as well. I think there’s a lot of people out there listening to podcasts like this and that’s learning and has business place, and they’re the one that is going to be getting more and more spaces and more presence out there so you’ve got to remember there is going to be competition, but competition is a good think. As long as the trainers stay strong and actually stay educated I think it’s very different.

Brett: excellent, so excellent. Thanks for sharing that buddy. So I guess to just touch on that as well with regards to, like you said, the good ones will prevail, or the good trainers will rise about the rest. I guess if we just want to add that, the good trainers who understand marketing will rise above the rest.


Richard: Yeah 100%.100% and I think, you can have the best, biggest biceps and triceps, but as I said before people need to know how you made those biceps and triceps. How that marketing has come about. Most definitely.

Brett: Yeah, great. So look we’re coming up to the end of our time. I’ve got one more question for you. It’s something that I’m a real big fan of these types of things and Id like to ask you, what’s one of your favourite analogies?

Richard: My favourite analogy. I guess my favourite analogy is, aah there’s a few quotes and analogies out there.  I think it would be…

Brett; Tough question to think about there isn’t it?

Richard: I think it’s like, people say ‘the grass is greener on the other side’ and it’s always been…I’ve used that analogy for a lot of times over the years. The problem is I think that it’s the wrong analogy a little bit. I think the right one is ‘the grass is greener where you water it’ and I’ve been in many situations where you think this guy is doing it better or that company is bigger or this and that. You know, comparing yourself to places that you should be at the moment or other people that’s doing it. You’re actually doing a disheart to yourself and your pride and who you are. I think everybody is on their own journey and it’s important to realise that nobody is on that journey except you. Yeah that person may take that journey efficiently but your journey is very personal and it’s important to make sure that if you are taking the journey. If you’re here and not there, well, be the best you can be right here and give this love and give this care and give yourself self-love where you’re at the moment because otherwise you’re not going to get or experience being on the other side of the grass because you’re never going to get there if you don’t actually give it an effort, and give it some work. If you sort of want to get…if you’re in the phase and want to get…you see the grass over there and you want to get over. Well you’ve got to first water and make effort on this grass so that you can get over there. Otherwise you’ll never get over there and you think about it…the analogy of the moment I’d say.

Richard: I love it. I love it.

Richard: but I think to add to that, there’s this really cool website called ‘the universe’ don’t know if anybody has heard of it but I haven’t joined it, my wife has joined it. What happens is you put your name in there, your name ‘Richard’ what time and day you want to see me, that thing. What happens then, like I’m not joined as I said but every time it comes it goes  “Dear Joey, you are magical. You’re going into amazing times ahead” and the way its written it’s sort of talking about…its really individualised obviously, with auto-responders, but I always like to read it out if we’re at home at night or something and I’ll see mostly updates, but it’s just the way that’s its written I’m like ah, it always means something at that time in your life because analogy it has more meaning at a certain time if you’re going through something and it’s called ‘The Universe’ google it. It’s a simple thing…

Brett: I’m going to google it now, you say ‘The Universe’ isn’t it?

Richard: It’s not…you can check it online…it’s not selling you things. It’s coming up with the actual universe, as you would expect. I’ll make sure I get the link and then you can put it on the Podcast….

Brett: yeah, we’ll do that.

Richard: I’ll definitely get a link and I will ask what it is. It’s got quotes and something. It’s just a really cool way to give yourself a bit of…get a bit of goodness. Because I think that everybody needs a bit of goodness all the time. At the moment that’s what it is. But it always changes, same as the quotes, they always change don’t they all the time, your favourite quotes and things like that.

Brett: actually I love that analogy ‘the grass is always greener’. The thing is we all start off with a seed and the more you water it, the more grass you have. The more grass you have the more land you have. The more land you have, the more ability to build on that land and reach more people etcetera.  Love it. I’ve written that one down, and I’ll be keeping that and using that. Thank you very much.

Richard: Yeah, so you get that.

Brett: Well I guess we’re at that time mate where you have to go and water your grass and I’ve got to go and water my grass now. But, for all our listeners, I know that I put you on the spot a little bit earlier about looking g at a good deal for our trainers here to get registered on your personal trainer database, that can help them get some clients and so forth. So, what we will do, we will put a link on this particular podcast. So I’d, if you’re listening on iTunes, you’ll need to go to fiitprofessional.com.au and click on podcasts, and you’ll be able to see the episode that says ‘Richard Marc’. But, if anyone else wants to find out anything about you, follow you etcetera. Where can they find out more about you?

Richard: I guess the best place they can follow is, they can get me on Facebook. I’m not active at the moment because I’ve got my head down, but I’m always on Facebook, I’m always checking it. It’s just Richard Marc, or Richard Marc. Find me there and I’ve actually, I’ve got to tell you, each show I do, I got you last time in it, and it cause getting more they can check out some episodes there and you can always sort of see my personality there. Connect through Facebook is probably the best way I’d say. If you want to get direct, it’s probably the easiest way I’ll take action if you want to chat and do something like that. That’s probably the best way. I’ve got websites, obviously you can go to you can go to…I’ve got an online marketing company as well which is completeonlinemarketing.com.au and they’re probably he best places to go so we deal with different things and different strategies and things like that. You can check out that, but yeah, probably getting the best one you can check out a whole heap of people and check out me and got some contact information there as well, Facebook and things like that. As I said Brett, just google me, I’m all over the web. I’ve left my footprints everywhere.

Brett: I hope there’s no photos of you back in the day in your spandex and belt bag, that’s all I can say.

Brett: well thank you once again Richard. Thanks again for taking the time out. I know you’re a terribly busy man. Got a lot on. But I know there’s a heap of gross information you shared here today and I know you’ll get a lot of listeners going to take action right now and go…

Richard: About that offer you said, back to that offer you said Brett. What I can do for your listeners, these personal trainers, what we can do is we can do a 30 day free offer for everybody. Not that you can do that on the website, so I’ll put a link in there so basically you just want to send an e-mail to admin@meetyour.com.au just basically if you could put your name, Fiit Professionals and Brett Campbell in the header and we will know that it’s come from this and Nick, who looks after that division can make sure that he sign you up and get you on the site, and make you look good online. You can actually see the benefits of having a good profile. 1 for branding, 2 for SEO and 3 obviously getting leads for 30 days for free, no credit card required. Just pretty much you can see, you know, be good to yourself and actually try the methods out that we are talking about which honestly, the ones who do try are the ones that get the results. So I would love to do that as a gift to you guys.

Brett: Excellent, look, very much appreciated and if you’re a listener and you haven’t already written down that e-mail…rewind that and get it. You need to take action on this, this is the guy who has had massive amounts of experience in the industry now offering you something for free to go jump on onboard and go and see, try it out and see if you like it. See if you get a response. I know past coaching clients of mine who have tired this before and using it and have got clients from it, so definitely got my backing there. So I’ll put information underneath this podcast with the direct link so you can take action on that. So once again, thank you Richard again for your time mate. Go on and enjoy your weekend, and we’ll be talking very soon!

Richard: Great. Thanks guys, thank you Brett. I appreciate the time and I appreciate the listening.

Brett: Take care, bye!


Episode 9: Fiit Professional Master Class (Getting S*&T Done)

In this Fiit Professional Podcast Brett is flying solo.

He takes the time to answer some very important questions from the listeners.

  • Whats the fastest way to build a business?
  • How to get the most done in the least amount of time?
  • What would he do if he only had $1000 cash and had to start again?

He even gets on a rant about a non Business related question.

And explains why there has been no podcasts for the last month!

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.




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Fiit Professional Master Class (Getting S*&T Done)

Transcript of EPISODE 9:


Hello and welcome to another fit professional Podcast I’m your host today Brett Campbell and today’s episode is going to be slightly different to the previous ones. The reason been is I have absolutely no guests today; I have no one to talk to. No one wants to talk to me, know I’m actually kidding I’ve actually got some really good interviews lined up over the coming weeks, so stay turned for those. But, today I’m going to use this time as a bit of an opportunity to answer some of the questions that many of the fit professionals have been leaving on the been a personal trainer Facebook fan page. If you haven’t seen it yet, jump on Facebook and go to Facebook.com/Ilovebeenapersonaltrainer and you can check out the page.

It’s another opportunity where whenever we create a Podcast we put the links and so forth up there and also put links to other tip, and so forth what we have. Today I’m going to start off by answering some of the questions we have had like, I have said on our Facebook fan page. Then in seeing how much time we have left will really determine what I’ll be speaking about again, as always these episodes are very raw, and I always feel when they are raw like, this and there is no real big plan around it some of the best material can come. If we get started and straight into the question – well actually no I’m just going to give you a bit of a heads up, because I know there has been many of your mailing me saying, “When is the next Podcast coming out” you know and admittedly it has been at least three weeks since I did my last one and the reason behind that is because I have had a lot of things going on myself in business. We ran our first ever fit-check retreat in Bali, so we took twenty-four ladies over to Bali. We spent seven days going through a whole heap of workshops ranging from personal development, the health and fitness realm, and it was just a magical setting, we did hippocrates things, we went white water rafting, we actually got to go and meet all the villagers. We went to a school there and were able to take a heap of sporting equipment to there, so that was a really good day, but overall it was a great success, so I’ve been away doing that. Then we came back for about a week and I ended up having to go to Fiji, some of my friends just got married over in Fiji, so I’ve just spent the last ten days over there getting a tan, know I’m peeling and I look like I have some kind of skin disease. All of that aside I have been extremely busy and we have new fit-check locations popping up you know every couple of weeks, so we are working hard behind the scenes to get hose going and of course with spring coming, as I recall the spring is only three days away, so we are going to get a massive influx there of trainers who will be wanting to start their very own Boot Camp Program, and really leverage I guess of the fact that the one-on-one training – I say this to many people and all my coaching clients it’s like, you can train one person at – let’s say you are going to charge them fifty dollars for the hour or you can have ten people turn up to a Boot Camp Program of yours paying fifty dollars, and all of a sudden your hourly rate has gone up from fifty dollars for the hour to five hundred dollars an hour.  So the thing with Boot Camps and of course there is some minor details in there that we would need to look at, but it’s clear that the Boot Camp training and group training and even semi-private training is beginning, or it’s not beginning it’s already been there for a long-time, but it’s certainly taking over and becoming more prominent in the industry. You just need to look at the fact that we have thirty new fit-check locations opened in the last four month you know that is where the industry is heading, so if you’re listening to this with your personal trainer doing one-on-one you know I would really suggest looking at the options of groups. If you’re in groups you know look at hey, “Is it working for you” if not then go through all of these Podcasts and take the information and try and implement it into your own business. But, hey if you’re one of those trainers and you don’t want to go and have to create it all and do all the hard work and so forth then head on over to fit professionals, so fiitprofessional.com, and you can just check out the opportunity we have there.

So, that is what I have been up to for the last month or so and you know I’m going to be getting back – we are going to be putting more regular Podcasts together, so I’m very excited about that we have some great people as I had mentioned earlier that we are going to be talking to. First of all let’s get stuck into these questions, now the first question here Alex has written, “What is the fastest way to build a business?” so that’s the million dollar question right there isn’t it. If I was asked that question by someone by a coaching client and they said, “Look Brett what is the fastest way to build a business?” my first reply to that would be well, “What do you already know?” so what is your education level in that particular area, so if someone said, “What is the fastest way to build a Boot Camp?” I’d go well, “What do you actually know right now about Boot Camps?”  I will get you to write down on a piece of paper and I’d say write out a list of what you actually know about it. We know that with Boot Camps you need to have like, your pricing you need to have that all sorted. You need to know how geez just hit a blank there – there is a truck that just drove through my problem, through my window, my office is actually looking out onto the main highway and I had almost just seen a truck off the highway, it just stopped me in my tracks, so lucky we are not editing this.

Back to the question, “What is the fastest way to build a business” and we were talking about if someone is going to build a Boot Camp right, so I would say, “Well, what do you already know?” so they may no nothing or they may already know that’s not what I want, and we need to you know either train in a park or are you going to train indoors you know, so you need to know that. You need to also know what price you are going to charge the clients, who often then clients are going to come, what is your referral program like, what are you actually going to do inside your program that will generate more referrals and more leads etc. It’s a very, very open question and it goes back to that thing what your education on it is, and if we look at it when people go to me, “Brett, what’s the fastest way to have an information product, and start making money online?” again, the same thing you need to have education based around it. If you don’t know what to know or to learn ask someone who is doing it and ask them, “What they should do” so an example is if someone asks me, “Well how do you build a business” I’d say well, “For one I’ve spent over two-hundred thousand dollars in the last five years educating myself” so I’ve actually gone out there, and searched for information because even though we have Google and all these cool search engines that where we can find information at our fingertips the issue with that guys is that there is, so much information out there it can become overwhelming. You need to really go out there and not only just educate yourself in the fact of I just need to go and look at information you need to educate yourself that you’re looking at the right information as well. Don’t just go of, of one thing and go, “Yeah I’m just going to go with that” find a re-occurring pattern with all types of information out there and then see what works for you.

I know that is probably not want you want to hear Alex, yeah you have to go out and educate yourself, because there is no extreme fast way to build a business, but if you’re asking me the question of, “How do I get my first few clients” you know because that’s the start of building a business then I would say a completely different answer. Then what I would do is I would tell you well, “Who do you already know that you could get on the phone immediately and ring up and tell them hey, “Look I’ve just started as a personal trainer” and this is even if you’re been a personal trainer for years the same thing applies here. You could say, “Look I’ve just got this new program starting it’s starting on this date. This is what is included and this is what you will get out of it. This is how it will help you is this something you would like to do?” if they said, “Yes” then you go, “Great” do you know anyone else who would want to join you again, it’s that whole thing of asking people. Every time I went through this particular strategy with any personal coaching clients there is guaranteed to be at least two or three new people sign up. It’s the most un-utilized technique for getting clients. You know your mobile phone is an extremely valuable tool you have all of these people in your contacts list why don’t you give them a call and actually talk to them. Same thing applies with Facebook get on Facebook and – most people have friends these days that they don’t even know, use that to your advantage send them a Facebook message and tell them this is what I’m doing would you be interested if not, do you know anyone else who would be? Again, you would have to work this out in more detail, but even offer them a reward if they were to refer someone. Let’s say I asked you, “I’m a personal trainer I’m looking for some clients. I said hey, “would you be interested in joining my X, Y, Z, program?” you said, “No” I’d say well, “Look if you know anyone I’d be happy to give you fifty or hundred dollars cash for any referral that you bring on.” What you’re starting to do is there is your starting to think outside the circle, so if we sum up that question for you Alex you need to educate yourself regardless. I’m not talking about going and spending thousands of dollars, and go out there and hire a coach etc, etc, although those things would be you know –  obviously what I believe you should do, but there are easier ways to start you know go and read some books. Go and jump on someone’s website and read some information and just be open to the fact that you need to learn before you can earn. You know that’s a really big thing as well people starting in the industry and they want fifty clients straight away and they really don’t want to have to do all the hard work.

Now, I guess whilst that’s the magical fairy tale, but you know there are ways now that can really alleviate all of that, so an example is you know with our fit-check locations you know the reality of it is that it’s all there ready for someone to really want to come and take the opportunity. But, if you’re not that person and you really want to build something yourself then you need to go and educate yourself in those areas. All right I think I have hammered that answer all the way home, so let’s get on to the next question and that was from Chris. Chris has asked, “How do I get more done in less time?” Now, normally I have a time management in procrastination seminar I guess that I go through, and it normally takes me half a day to get through it because there are so many cool, valuable things, and it really comes from the setup. I was actually filming a Podcast yesterday for our fit-checks and one of the things that we talked about was planning, planning obviously is the number one thing to be able to get stuff done. Not only planning it’s actually action the planning because the amount of people that have you know appointments in there dairy or there to do list…they just religiously just don’t do the, to- do list, and then what that does it give you a bad programming of, “Oh, it’s okay not to have to complete what I’ve said” which is really negative to your mindset, and it’s something you really want to stay away from.


Excuse me! I’m just going to have a sip of my coffee here. All right as I was saying it’s really negative to your mindset and you need to – if you are one of those people and it’s happening to you then you really need to access your time management system that you currently have, because everything we do is a system and we can always refine the system to make it better or to improve it. An example is sitting in your car seat, look as silly as it sounds your driving and sitting in your seat and if you’re not feeling comfortable you just move the seat back a little and then all of a sudden it has a totally different effect. So, if we look at that from your time management you need to setup not only your day or your week, but you really need to setup a good three to four weeks in advance, that’s my take on it. Now, you get people going look, you have to have a five year goal, twelve month… whilst I’m totally all for that and one-hundred percent agree with it you really just need to get down to the nuts and bolts because that is where it really starts to happen. Of course without long-term goals you’re not going to know the smaller goals to get toward it, but let’s say for example how I plan my day that will be the easiest way for you to be able to relate. Now, every morning before I don’t work from home so we have the ability of having our own office space and headquarters etc, which one that’s a really big thing that allows me to make sure that I have to get stuff done within a certain time frame. I don’t like been in the office late you know except if there are heaps of things going on like, for example right now we have a product launch going on, so we’ve had three days where we are selling information product and I’ve been doing a whole heap of extra work on the back-end of things which you know I’ve been up till seven or eight at night, but this is the great thing about it, it’s all about planning, I knew that was going to happen weeks ago. If we look at my days, so I come into the office before I even, and this is the biggest tip I think since I’ve started doing this, it’s had a massive changes…don’t go straight to your emails, don’t open your emails.

I have got a white board in my office I’ll walk straight up to my white board and I will do a brain dump of everything I need to do today, so if I was to look at my white board up there right now I have got six tasks that I have for the day. One of them is to create an agreement number two is to finalize one of our locations that is going to be launching. Number three is to review all our marketing add, and so forth just as an overview. Number four is send an email out to our local fit-checks here at Burly, and then number five is create this Podcast, and then after that I have got number six is, outline our information product. What I did there is I wrote out all the points and as you have seen there is only six there…six of the main things. The thing is you don’t want to overwhelm yourself with a heap of little things, so I put six main things that I really wanted to complete today, and that may change at the end of the day…I mean I’m going really well today it’s three-forty and I’m doing the Podcast, so I’ll finish this in probably another fifteen twenty minutes or so depending on how much I ramble on. Then after that I will have the last hour or so of the day and I will get to put my creative mind to work and create our next workout product, our next online product. That is what I did there I wrote it out and then I actually put them in specific order of what needs to be done first.

The first thing you can see on my list the Podcast was the second thing that I wrote on the list, but it was the fifth thing that I put in order of importance. How I judge importance is I look at you know you would of heard all the different of quadrants of urgent, important, not important, urgent, etc, etc, so I just based those basically of impact versus what impact that will have on our business and how easy is it to accomplish it. I know for a fact that this Podcast is very easy it’s just sitting here talking, but I know also it will take up at least an hour of my time maybe another twenty minutes by the time we do the recording and get it sorted and put it on iTunes and put up a blog post, and then send an email out to you to hear it. Put a post on the fan page about it etc, etc, so you need to take those timings into account. That is how I organized the start of my day; this is before anything has ever happened. Then I will sit down and I will have on my note book here I have a list of, who am I waiting to hear from, and who I need to reach out to, okay, two key questions. Now, I will write under that who am I waiting to hear from and I might be waiting to hear from someone who is going to take up some opportunity or waiting to hear back from someone about some coaching or communication whatever it might be, and I will write that down and then I will go and write I’m waiting to hear back from them. Who do I need to reach out to today, now, that’s the difference is who do I need to reach out to today? On my list today one of them was a guy Nathan from New Zealand, I’m going to speak at the New Zealand Conference in November and I actually need to action my confirmation back to him, and then pass it on to Sherry who is our admin Manager to then fax, scan, and send off etc., so that is what I did again, before I even looked at my emails. What happens is when I go to look at my emails, I must confess right here when I do check my emails this morning I did break one of my rules, and that was because I wanted to look at how many sales we have made of a certain product today, but other than that basically what happens is when I write down whom I’m waiting to hear from and who do I need to reach out to all my brain is doing is scanning for the three or four people that I’m waiting to hear from. What that means is all the other emails are not important right now to me, and all it will do is just distract me from doing what I do. What happened was I generally try and knock out one or two tasks and then I’ll spend half an hour on emails and go through the list of emails and try and get as many as I can done. If I can’t get them all done in that time I just stop and I will do them this afternoon when I have finished the day, so again, it’s that thing of prioritizing what’s more important and at the end of the day is for us to give you some extra tips on that, it really counts down to not getting lost on Facebook. That’s number one, because what happens is that you log on Facebook, next thing you see is that someone talk about something funny or they have shared the video and all of a sudden you find yourself watching that video and then some ad pops up on that site and you click on it and next thing you do is something that’s totally of task and you have just lost ten minutes before you have realized that you are in the warp of that Facebook, so I really try to stay away from there and the time when I do go onto Facebook again is like is on my list number three is where I am going to review all my ads. I go into there but that’s in a totally separate account as well, because I know that is totally separate and I don’t want to get distracted on my personal profile. If I want to look at Facebook and have a bit of a jam around, that would be genuinely tonight, in my free time if I choose to do that. That’s one tip biz, just be cautious of way spending your time, especially online because when you get more online, you realize that there is mass of opportunities online, it’s a really thin line of trying to get lost on something versus trying to be productive. So how I do that as well? I just don’t open my web browser and I would do as much as I can without my web browser. Of course unless I am looking for certain things. That’s fine, Facebook.

My next one is, how do I get lost of that is I actually had my phone turned of silent, I’ve had this for the last two years I think I’ve been utilizing this skill. Now, while some people may think “Oh, that’s not good!” because what if a client ringing up for an order or ringing and phone is not ringing. That’s why they have voice messages for and I can give you a call back, admire less convenience. The thing there, the key is to not fall into the track of being joining on the spot all the time because what happens is that net can become inspect. Of course if you are in the industry and you feel like “What if I miss a call? What if it’s a client? They will go to someone else!” that’s just a decision you will need to make. I just know that for me that if someone is calling me when I am half way through… let’s use this for example, I am sitting here recording a podcast and my phone is on silent. What if it wasn’t and some rang me? What that would do? That would totally interrupt what we are doing. Just because I am recording this and you can hear what I am about to say and I am not going to edit it, what makes that different than me sitting there writing up the agreement this morning and someone interrupting me doing that. So think about that, I will say it again because I think that’s very, very important. What I am doing here is that I don’t want to be disturbed because it might make me forget something or say something wrong or… at the risk of embarrassing myself which is very hard to do, for myself, takes a lot to embarrass me, but the point of making is why is this more important than any other task throughout the day, so that is something to think about. I would love to actually hear what your thoughts are on that because I actually just had a bit of a moment because I think the importance is just outstanding. It’s just like, when you are with the client, so you are siting with client and then your phone goes off through the middle of the session, you don’t want to be disturbed and if you are one of those who has your phone on you through the session, whether you are using the stopwatch or not, get a different stopwatch because the last thing that you want is a distraction, but again that’s just my opinion, do what you feel but again, you don’t want to be disturbed while you are training them. So what is the difference of being disturbed while you are doing your paperwork or what is a difference of being disturbed when you are in your free time, because when I am in my free time I don’t want to be disturbed, that’s my free time, that means that I can choose to do what I want, not other people put me on the spot to make a decision on not whether to answer my phone so that’s another reason why I don’t have my phone on. It’s great because people soon learn to leave a message so I think if we direct that up in that question, there are some pretty good valuable little tips there. Another thing that… how I know to get stuff done. I would normally implement this probably the last six weeks and it’s, common ideas always got ideas and a voice got things popping up and it might be locked on and I need to see an email to join blogs. What I do is, I use the notes in my actual Iphone, I use the Notepad and I just send to myself email to a specific email address, so I have got an email address that is set up totally separate than the other one which is just basically all my ideas and notes and things that, now I need  to do I just send them to there. I have said that is a cool little tip that I found to be quite useful to myself. Alright, thanks for that question Criss, so we are moving on to Norm.

Norm asked me question and this was based on previous podcast interview that I did and it was actually a question that I asked one of my guests and basically the question was “If you had a thousand dollars to spend, an education that you have now and a thousand dollars and a MacBook Pro, what would I do?” I guess I’m actually taught about that answer quite often, every time I am asked I am like “I wonder what I would do.” I guess what I would do first of all is, I know the power of online marketing so that’s a given that I would start on online. I would go and buy a domain name which cost you like twelve dollars for two years, I would buy for two years because I know it would work, if you want to be cheap on you could get one year, you could be saving money up front. I would buy domain name and basically I would, if we are going to get net ingredient I would buy a small camera that I could film myself doing some video tutorials or something like that, and I would just create an information product and I would be able to get that all set up and done because I know how to do majority of that, let’s just say that I could get all that set up for three hundred dollars and what I would do, I would spend the rest of it on advertising because I know my returner investments so I know that if I spend a dollar, I will get a return. And that’s what it’s all about; it’s about finding something that you can invest your money into and being sure that you are going to get a return of it. And something it’s an immediate return or it is a return down the track, whatever the case you just need to know that to be fact. So that’s what I would do it, create information product and get it out there ASAP. What I would do is, I would use obviously Facebook, set up a free page for it as well. I would use that to promote it, and even give away the product initially to people who, set up some sort of competition where give away and the product, if people would help me market it or affiliate the product etc. So [00:27:47 Inaudible] ways there that I would look into. But I think, normally that’s probably what you are looking for there; maybe I would set up information product and go from there.

So I got another question here from Dave, he actually talked, his question was more based around weight training, new trainers and so forth and I would actually bring up the question there so I can read it properly. One moment so… please cut away training basics old school, so to speak too many young trainers move straight to fancy exercises and train well their clients, when I don’t know how to instruct someone to do a flat babel or even a prone weights with chin ups. Dave has been in industry for ten years and look while this is generally not a weight training or physical training podcast, it’s more based on business, regard I can totally relate to that Dave and I think it’s one of those things now that it really does come back to the how education of, who is teaching these trainers at the start, because you are right, there is so many different exercises now and the whole introduction of functional training and so forth has been sort of taken, I guess, in my opinion it’s being taken out of the perspective and you get people doing single leg hop jump skip to a burpi followed by a triple twist mc pike, there is no limit to the exercise, and may not more for trainers teaching those exercises if they know how to obviously do the exercise but if they don’t, like anyone, if you don’t know how to do anything then I wouldn’t suggest you do it, I would suggest you go back to the start and… my first answer to Alex’s question is education, you need to educate yourself. But you are right; there are so many different philosophies with how you can achieve the result. It’s the ultimate debate really and I would love to actually see a big debate on it one day and it could be something that maybe I would try to push it and get started as the whole debate of… functional training of people who are fully into that and you got cross for a cross product that’s got inside as functional but again they got different mentality, you have got people who are into the box and martial arts training and at the end of the day it really comes down to what is the end result for the individual doing it because there is so many ways to achieve result like we are saying. If you use our Fiit Chick locations as an example, we realize that so many different trainers have different philosophies and if you are not passionate about what you are teaching it can become quite boring and one day….. So we keep it open for trainers to be able to train the way they would like to train, which is exciting because when you are passionate about something… let’s use the example of flat bench. I could literally make the flat bench press a really fun exercise. Now, fun I don’t changing it up at all, it keeps the exercise the same but it’s all at your approach to the exercise so… Where I see the reason why trainers are trying to do fancy exercises is, is like you said to weld their clients. You can weld your clients in many other ways other than trying to do really tricky stuff. You can weld them with your attitude; you can weld them with your energy… If you are really exciting your pump trainer, all of a sudden the flat bench press is an amazing exercise to someone. I guess that’s my two sense on that, you always have to start from basics but of course always be open to try a new things but before you try them on other people, try them on yourself. And not only that, actually understand how it works, and if I make the co-relation of that is actually understand what are you doing an athletic launch, before you just say someone do it, and they go and do it, understand the body mechanics behind that because that is really important. Just like understanding business, why are you actually doing what you are doing, understand why you have actually got a Facebook fan page and what you are trying to achieve from it, instead of just having the page, the equivalent is, to try and get you were talking about that, is the business owner who just gets to their page and just post stuff just because they think they need to. You need to understand why, you need to understand the back into it, you need to understand how it is of working parts to it. I will give you an example, I am on a bit of [00:32:52 Inaudible] but this is how I function. The example is, I put a post there on Facebook, would have been probably three or four weeks ago and it was all based on our information product that we have on sale right now. Cleanrecipesmadeeasy.com is the URL if you want it to check it out. So that is the information product that we have got right now and it was three or four weeks ago that I put it, a bit of a teaser out there, and a reason why I did that is the purpose behind it, to engage excitement, to get people talking about it because a week later someone was like ah.. when is this post is coming out etc. And then when we actually came to our product launch which is, I guess what I will do is, I would actually cover that in another episode and I will run you through, I have got it on a list here if anyone who wants to make information products, I can run you through how I was able to do that and why I did what and so forth, which is very, very valuable to you, if you want to get into that sort of stuff, but the purpose I am trying to make here is; everything that you do, you need to have a purpose behind it and there needs to be a reason why you are doing it because the last thing you will do is just flutter around and… while you get stuff done and you will achieve things. You need to ask yourself; is that really what I want to be doing, was that really the why did I wanted to achieve it? So if we get back to Alex is you need to know exactly what you are doing and why as well.

Look, I will think on that tonight, I am going to stop that question because it was all about covering weight training basics and then I am talking about information products but… that is what it’s all about. I think what we are going to do is, we are going to leave that episode there it’s going to be a nice little short mass class, I think we are coming out to the thirty five minutes now, but what I am going to do is if anyone has any questions at all, be sure to leave them underneath this post or hit to a fan page and make sure that you do ask the question, I do enjoy answering them and I know that there is many of you out there who are benefiting greatly from this podcast and I want to thank you for listening because there is no point for me talking to a computer or a microphone if no one is listening. So look on it I am going to leave it, if you are a personal trainer like I said and you are looking at amazing opportunity and with spring coming around the corner and you want to look at having your own Fiit Chick location, even if you have been in a business for years and you want to have this as an additive to your business, check it out, we will give you a call and we will let you know more about it, but until then have a fantastic day and I will talk to you, actually I will talk to you in the next episode. Bye now.

Episode 8 – The One With Nick Peall – Webinars – Video – Facebook

In this episode Brett Campbell Interviews Marketing Expert Nick Peall.

Nick has worked with many of the Worlds Best Marketers and produced results that most people could not fathom. In a single webinar he made over $300,000 in sales. So i would definitely be listening to what he has to say.

We discuss:

  • Why video marketing is a must for Personal Trainers
  • How YOU can literally make 20-50k in the next couple of weeks by using Webinars
  • Facebook strategies that YOU need to know before spending a cent
  • Why YOU need to understand mobile marketing

and loads more…

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.




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The One With Nick Peall – Webinars – Video – Facebook

Transcript of EPISODE 8:

Brett: Hello fitness professionals welcome to another FiiT Professional Podcast. I am the host today again, Brett Campbell and today I have a very special guest with me a good friend of mine, and I’ll tell you a little bit more about this gentleman in a moment. Today we are going to be talking about some really cool things in regards to – basically how you can get more clients, how are going to stay, pay, and refer. The guy I’m going to introduce you to; I met this person coming up probably two to three years ago, and I was actually introduced to this guy or found out about this guy whilst I was over in America. So I was over in America master-minding learning about all things internet marketing. It was quite funny actually one of the gentlemen over there Josh Carter his name is, he mentioned to me – because I’m from the Gold Coast he goes, “Geez I know someone from the Gold Coast” and he goes, “Have you heard of Nick Peel?” and I’m like, “No I’ve never heard of him before” and the funny thing was it took an American to introduce us together and we live only about an hour apart from one another.

I basically got home from America and took action and ended up meeting this guy and from that day forward we have formed a great relationship. Every time we chat we have to tell each other that we have to get off of the phone versus trying to find excuses to leave, so I guess you know we have some great conversation around all things business and marketing. We both have a serious passion in this area and I guess what I’ll do is I’ll disconnect, and throw the food in the deep end and say, “Nick tell us a little about yourself mate and give us a bit of a background about your marketing and business skills I guess?”

Nick:  Cool man! Thanks for the intro. I’ve been working on the web for sixteen year now, so there is a bunch of different things I could talk about, but I started off kind of in production with design and programming, and then made my way up to project management, and then working on really big web stuff, so portals, intranet, and things like that. Then got into online marketing full time about four and half years ago, and yeah it’s been a roller-coaster ride since then, and it’s great not working for the man anymore. You still have clients and such, but it’s much different than the days when you were working a career or job and that’s one of the many reasons I love online marketing and I guess online business in general…the freedom it gives you.

Brett:  Couldn’t agree more that’s what it’s all about isn’t it you’re probably sitting home right now in your undies.

Nick:  The dog is next to me just hanging out pretty much.

Brett:  Making scones for morning tea yeah, so Nick your background, and I mean I know this and I think it would be important for the listener to give you a better understanding of your background.  Now, I know personally you’ve worked for some of the highest level in say marketing in the world and you’ve had some pretty profound results, so would you just like to give us a bit of an overview on a couple of those instances where you’ve worked with these people and what results you actually produced?

Nick:  Yeah, all right again, there is a lot of business I could talk about that, but let me give you some specifics just from the most recent history in the last kind of two to three years. I released a social media of marketing program specifically it was about Facebook guards, and lead generation and that came out in the start of 2011. I was using Webinars as my main promotional kind of tool in my conversion method, and that launched in January and within about six and half months I’d managed to bring in just over fifteen hundred clients for the paid membership site that I put together and that was a thousand dollars a pop, so that was great.

During that time I got to work with almost everyone up at the top of the online marketing industry, and there was so many people from like, Rick Schefren, and Evan Pagan, Ryan Dice, Mike Hill, Rob Grants, Rayne Rossi, Ross Bronson like, all sorts of…John Reeves you know there is just so many people in there that were promoting my program and endorsing me, and I got to do a lot of stuff over in the states. Yeah, that was a great time, but since then in the past two years I’ve just been focusing on the kind of philosophy that less is more. Back then I was dealing with literally thousands of people and customers, but these days I rather keep a kind of small inner circle of the more advanced type mentoring programs.

Brett:  So, another couple of things have popped up to me there was you mentioned Webinars – just, so people are not one hundred percent on sure in Webinars and what they are can you just give us a quick description of what a Webinar is?

Nick:  Yeah, buddy it’s a good point because some people have no idea what that word means. Webinar is basically a…

Brett:  Like a language class in that it’s almost like hospital I guess sometimes you have got to spell it out, because they look if we are in it they may not be in it, so give us your description of a webinar mate?

Nick:  Cool, so webinar is basically a Web Seminar and the seminar in its most basic format is a speaker presenting to a collection of people. So, with a web seminar not only do you have the audio aspect where the audience is listening, but they can also see for example your slide show that you’re showing them or even parts of video feeds. It’s quite similar to watching a live, it might be happening, but via your computer that is basically what happens. You have a few bonus features as well where you can kind of interact…if you’re in the audience you can send through questions to the presenter in real time and they can respond to it, and of course they align perfectly with my type of business and lifestyle where a lot of the time it’s working from the Mac Book wherever I am, so I need to be kind of mobile on the go and it doesn’t really take much. All you need is that kind of internet connection and a head-set to run Webinars from just a laptop.

Brett:  Yeah, it’s an amazing tool to be able to use to reach out to thousands of people you know how much work it takes to actually set up a private seminar where people come to a facility.

Nick:  Oh yeah!

Brett:  Where visitors really cut that down, and it allows you to get straight to the point, doesn’t it? Another thing you had mentioned earlier is back in 2011 you were heavily involved in Facebook and the whole thing of generating leads from Facebook and that is something that I have been heavily involved in the last couple of years myself as well.

Nick:  Yeah.

Brett:  If we were to look at… first of all let’s look at Facebook as a tool for personal trainers. Now, I’ve done an episode I think it was my second episode where I talked about different Facebook strategies and so forth. We both know there is no limit of strategy; it’s just the limit of actually taking. Let’s hear some of your Facebook tips that you find would work really well, or what do you think a personal trainer should be thinking about prior to even starting to invest in ads, because I know many people who have come to me and said, “I’m running ads already” but there is a whole lot of things that I can see that they are missing. I guess you would say its flushing money down the toilet? Give us your overview on Facebook and where to start from?

Nick:  Yeah, good way to frame it, so the people basically in the fitness and weight loss industry when you are thinking about Facebook you really want to get into the mind and start thinking about your target audience based upon how they are now and not how they want to be. Don’t focus on just finding people that are already into fitness for example, because a lot of your target audience hasn’t started with cardio or weight or whatever; even an eating plan. Really start to think about your target audience and the avatars, but basically getting down to an everyday level where its mass market stuff not just people that are already in the gym. So that is definitely a good starting point.

Over from that it’s all about content and specifically rich media, so photographs at the very least, good photographs, but over from that interactive stuff, so videos that your broadcasting, also video conversations so that people can submit stuff and then you can respond as well. Giving them something to watch and engage with is definitely very important rather than just putting in fitness quotes or some inspirational paragraph for the day to try and help people.

Brett:  Yeah, of course! so let’s just talk about that a little bit because I’m a massive advocate on education based marketing where you know I feel it’s our duty – we call ourselves marketers because we all our whether you are…call yourself a personal trainer or not you are really a marketer. It’s our duty to educate our prospects on the benefits of taking up business with us. You touch upon that the importance of video and I couldn’t agree more with that. A quick example, actually it’s quite funny that you say that, because about half an hour before this call, we got a link sent through from this lady, and she had created a six minute YouTube video and it was addressed to me.

Long story short basically she was trying to sell me something, but the way that she went about it definitely gave her more attraction than she would if she was just to write me a letter because we dozens of people emailing in a day saying, “Hey Brett we really recommend you should sell this or you should promote this or this is great” but the value of the video there it actually made me take a second glimpse, and even till this moment I’m processing the fact that you know what she has gone to do that, and I guess for someone like me I see that effort that actually goes into it, it’s a six minute video, but then she had to upload it, she had to sit down and work her script out. That could have been a couple of hours work put into that just to reach out to me. From your experience Nick in regards to videos what are the things you’ve seen or done yourself that have had a great impact on video?

Nick:  Definitely keeping it kind of moving so to speak whether you are doing a video that was graphics and text that you’re speaking over or talking head video keep things moving, so it’s not just the same picture for a long duration. If you’re going to do a talking head video and you’re holding the camera in front of you– do it while walking around for example, so the background is actually moving and you’re moving. It’s definitely a big part of what makes people engaged and pay attention to videos or else what happens is they kind of go into multi-task mode, so if they realize nothing is kind of visually changing or that’s stimulating they will just revert to listening mode and often they will jump up and open another browser or just passively listen, but they aren’t paying attention and that is what we don’t want.

It’s like anything you’re watching on a computer, YouTube or at the movies you want it to be kind of visually engaging not just something to listen to, so it has to be something to look at as well. If you can’t do that just find people there are plenty of folks on the web that do that type of work real cheap, so don’t hold back it on it you know and don’t let it be an obstacle or stumbling block just get it done, shoot it or script it out and record it and then hand it over, outsource it to someone that can cut it, title it, and put all the flash stuff it needs and put it up on the web.

Brett:  That’s a really valuable point that you mentioned there and that is the difference of actually been recognized to know this person is not – because if you look at YouTube how many videos actually going up a day, and it could be just someone sitting in front of their computer and like you said it’s quite funny you say that because I’ve actually been watching certain videos and I’ll just switch to another browser, because there is nothing else happening, but the voice which I guess if we go back to a marketing standpoint there is a few underlying psychological reasons why you’d want to do that. I think a lot of it is like you said it’s keeping engagement of the person obviously watching or listening, but it’s more because – I listened yesterday to John Benson talk about his video sales limit you’ve obviously heard of John Benson he’s the guy who created video sales, and he was talking about psychological triggers, and how you can keep engagement with users. One of the things he talks about is like, had an interruption and interruption face marketing in all the formats.

What I’m going to do right now is I’m going to do that right now and just to give everyone a lesson what I’m going to ask you Nick this is a totally off ball question, but someone is just sitting and they are on the treadmill right now they are probably listening with far more impact right now to what I’m about to say, because it could be something interesting about to happen. We are going to play a signal with you right now it’s called “Shoot, Shag, or Marry” I’m going to say some female’s names and you need to tell me if you’re going to shoot, shag, or marry them okay?

Nick:  This should demonstrate a pattern interrupt or is just something you always do?

Brett:  This is a definite pattern interrupt and the demonstration is this because you know people are going to want to know now okay what this guy is like. They are going to judge you and they will judge you based of this.

Nick:  All right so what are you up to shoot, shag, marry.

Brett: Yep, and I’m going to say three people’s names and you need to tell me whether you are going to shoot, shag, or marry them, and you have to say it straight away you can’t sit there and think about how people are going to receive you.

Nick:  Yeah, okay.

Brett:  Beyonce.

Nick:  Shag her.

Brett:  Susan Boyle. Oh no you took too long.

Nick:  It sounds so mean to shoot her, but if that is the only option then I won’t be picking the others let’s put it that way. She’s good to listen to.

Brett:  That does all right take your time, and the last one Oprah.

Nick:  Kind of the same I guess I definitely wouldn’t shag or marry Oprah, but I wouldn’t shoot her, so I’ll listen to her as well.

Brett:  You sort of stayed on the fence there a little bit didn’t yah you took the good road. I guess the whole point of doing that right there stems from that whole thing about pattern interruption and going back to videos right. You have the importance of that, so let’s give the listeners a couple of examples that they could actually utilize when it comes to videos. I’m going to put you on the spot her and get some quick thinking from you it’s of a personal trainer and I want to do a video of some sort. What is an example that I could go and film this afternoon?

Nick:  All right, well, if you’re starting from scratch the first bit of advice would be to just talk about yourself, and just do a one eight. Start to think about what your clients or your targeted audience are dealing with, or just raising questions that you got asked previously or maybe in common and make videos about the response, solutions, and start to put that content out there. Your content always has to be about them because that is always what they are thinking, “What’s in it for me?” So, to a degree they really care about you. Initially yeah, you know getting authority and social proof those are important I get that, but really video content should always be about them. The first three to five seconds should immediately tell them one big promise that they are going to get, “Bang” straight up get their attention, and then from there give them a bit of an overview about what you’re talking about over the next three, five or ten minutes, and keep it segmented. It’s always storytelling you’re not there to present a documentary, don’t get too rigid keep things flowing, but always speak directly to your audience as if it was one-on-one not as though you’re on TV presenting to millions of people.

Brett:  Yeah fantastic, and the big point I got out of that and couldn’t agree more with is the opening three to five seconds it’s just like a web browser that you know people are going to make a decision based on the first three to five seconds of watching your video. Now, if you look at YouTube as it currently stands they have now, and obviously they have had it for a while they structured their ads now. Ads are on the start of the video if of course the person that put the video up has taken on ads, so it’s not on every video just make that clear. The first five seconds they will show you the first five seconds of that thirty second advertisement. You notice when you go to click on it, it will say skip ad in five seconds, four, three, two, and one.

Actually one of the first times ever I watched the video and then a five second ad came up and it kept that person the first five seconds that I watched the whole video second advertisement, and now I’m contemplating on buying this piece of equipment. It was a video camera that worked on a sliding rod of sorts, and it moved to music. For me like that first five seconds… they had five seconds to captivate me and it did that, so you can see the importance of how the first five seconds, because there was no way shape or form I was going to watch the video that design future clips. I was thinking about buying a video camera that moves to music. Let’s run through a couple of examples and if you were to go and do your video on what are a few opening statements could be, and then I’ll kick you off with one because I mean in this fitness industry I get it’s more by the name, but you will be able to give us an examples in other industries as well to get people triggered.

I think if we looked at one for a video like, if you’re sitting here and listening to this now and you have got about twenty minutes this afternoon to get on your iPhone and even if you’re doing a, you know it’s got reverse camera now you can just reverse film yourself. The first opening five seconds would be something like, “Hi…in the next two minutes I’m going to tell you the fastest, and safest way possible to lose those last ten kilos” so that right there is I guess an opening statement that if someone is watching that, and they are wanting to lose ten kilos, then they are definitely stay attracted right. We are not here to hear me talk so much I want to hear you talk about it, so give us a couple of examples mate that you think would be beneficial that you have seen in the industry that really have an impact. It does not have to be fitness related.

Nick:  Well again, I follow one particular specific formula which is just like a big promise which is relevant to your audience. So no matter what kind of niche or industry you are in figure out what it is they are looking for and that becomes your promise, so rather than, for example saying, “Weight Loss Program” which does imply something it really is about those last ten pounds or the last little love handle around your belly or whatever it is move that particular thing. That is what you want to explain in your video, so just remember to be completely specific about again, what’s in it for them.

Brett:  Yeah, I couldn’t agree more. Let’s change tactic a little bit there and there is some really good things there if you are looking to get videos done it’s like just getting started, and put them up online, and they don’t need to be one hundred percent completed you know seventy percent is good enough. I guess I look at the traction of when I first started doing videos to the quality we have got now, so we have got a green screen and everything is set up now, but we never started all that and that’s just aggression. Let’s go back to webinars because I guess this is sort of an area that I personally haven’t had much experience in and I’ve always thought about doing it, and I am going to get into it, but it’s probably one of those things that I’ll probably just throw in a hard basket at the moment because there are so many other things going on. What advice would you give to a beginner who is looking to run webinars? What would your strategies be behind that?

Nick:  All right, it would depend on one thing so you have two different outcomes whether you have an existing list or data base of customer and contacts or not, so if you do have any type of list or data base then you’re in the best possible situation to be doing webinars. I’ll explain why in a bit and compare it to those that don’t have a list. Really webinars come down to three main things the first one contacting a targeted audience to invite them to register for the webinar, and you do that by usually just a three day email sequence that is loaded up, and it sends out. So, if you’re presenting a webinar on a Thursday for example you start mailing Tuesday, Wednesday and Thursday and there is a specific kind of formula to that what is included in each of those emails, so you get maximum registration, but also the highest possible amount of people attending the call? Then once they are on the call it’s a process of sharing social proof, educating people, answering questions, and then from then from there the next step is conversion, and specifically monetization. One of the many great things about webinars is that more often than not you’re making money instantly on the spots, so cash you know in your PayPal or your merchant account or whatever it is straight away after the webinar it’s not something you have to wait for days or weeks to actually see results. Those are the main steps involved with it so again, go through the list. You can set that up and basically have it monetized you know money that your leaving on the table right now you can have that in your account within seven days from now.

Now, for the people that don’t have a list it’s a different process because you actually have to go out and either buy traffic or find someone that does have a list and then you can JD with them, so that they will promote your product, service or program to their list for revenue share, but that is the basic overview of how to get started with them.

Brett:  Cool, and I guess just for the people how are thinking, “Well where do I go” its, I know “Go to Webinars” one of the good sources is there any other ones or is that the one you would recommend?

Nick:   Yeah, that’s the best place to get started and there are different price options. There are definitely other ways to webinars, but Go to Webinar is pretty standard and I could say it does the job.

Brett:  Yeah, sure fantastic, so I guess someone like yourself who’s had lot of experience in webinars and I’ll be definitely talking more to you about that you know for someone like ourselves you know within this institution we’ve got a large list that we have been able to accumulate over time. I guess the question for you with your experience in doing webinars, and people that you know in the business do you know of anyone currently in the business industry who use your webinars with massive success?  What are they trying to promote or what are they actually doing with it?

Nick:  All right, I’ll give you a big picture response to that. Fitness marketing from what I know and that I’m in contact with typically are either directly involved with the internet marketing industry or they are kind of trailing behind it. It works like this, a lot of the stuff that we figure out and we do in the internet marketing community industry specifically is then shared or finds its way to the fitness marketing industry either pretty much instantly or maybe within a year or two behind what we are doing. Given pretty much that pretty much all the top guys in the marketing industry have been relying on webinars for their main cash flow and conversion models for many years…even though they promote and teach other methods and systems, and processes it’s almost always you know like, eight out of ten times they are using webinars as the main source of income and the main way to convert all the different communities, or assets or lists they have.

Based upon that they’d be…I don’t think I would be as high in the fitness marketing industry, and it is slightly different because it’s mostly digital products whereas; in fitness marketing digital products only represent a percentage of total money in your industry. A lot of it of course is personalized services whether it’s training in the gym or group workshops or things like that, so there is a slight difference. I guess that boils down to whomever is leading your industry or whoever is ahead of the curve in the fitness marketing industry will definitely already be using webinars at the very least for selling their digital products either eBooks download or membership sites subscription type things. Other guys if they’re really on the ball will definitely be using that method to sell their service rather than having to deal with each prospect you know one at a time you can speak to a hundred or virtually a thousand people at once, and then convert them all into paying customers at the same time it’s massive leverage man, it’s beautiful.

Brett:  Yeah, it is it’s an amazing tool. I see the results that we are getting even just with videos, and I guess the difference is between a live webinar and a recorded webinar, so they are two completely different things. I’m sure obviously the results are going to be far different even if you’re someone who doesn’t want to do a live webinar for whatever reason there are options there that you can you can just use campaigns or stream flow and you can actually record your own Power Point presentation on your computer. Then you even deliver that as if it was a webinar, right?

Nick:  Yeah, you could, look there is massive difference between live webinar and replay webinar, and it’s the difference between – your actually sitting in the audience at a live event with a public speaker on stage, and the difference between that and you seeing a recording of it on a video you know at home on a little TV, so massive difference with the conversions specifically. As part of the formula that I have always used there is a three day replay campaign that happens within the overall webinar project and that’s again, because of modernization and conversion you almost always double what you made on the live webinar with that three day replay campaign that goes out with a sequence of emails, but it’s still within that same fresh time frame with it happening.

Using auto play webinar say ongoing or this concept of Evergreen I’ve seen almost no one who gets that to work. It’s purely because people will watch a video you know like, a sales video, but they don’t want to sit there for three and a half hours to watch a webinar replay, because they know it’s going to run that long and they know it’s not live and there are other things they could do. They could skip through the time line and all that other stuff, so I have never bothered with auto play webinars again, I do webinar replays directly after the live one, but if you’re going to do that type of media that Evergreen type of thing just make it a sales video and put it up on the video sales page. Just like you said man recording Power Point and then speaking into the microphone keeping a lot shorter in terms of the duration, and just do it that way.

Brett:   That could be a good place to start for people who are sitting there going, “Well I’m not really sure about this whole webinar thing” I mean that is where I initially started. Now, I’ve ran webinars before, but I’ve never actually sold products at the back webinar, so I’m actually pretty excited to get that started, and get that happening, so really excited about that stuff. Nick in regards to…we could sit here and talk for hours about group business ventures, and lessons you’ve learned in the industry and so forth, but I’m always interested in what is one of your biggest lessons you’ve taken in the last four years of been involved in the internet world, so to speak? It drives me again, to open an account if you’d like.

Nick:  Yeah, I know it’s specifically who to trust, but also trusting in myself a lot more, and yeah,  so that is that, but something that others can use – I’d say one of the biggest lesson over the last four years is I guess getting out of learning mode and into action mode, and that will make perfect sense to personal trainers, because you guys are natural action players you get up in the morning and go running, and you tear your muscles; you do all that stuff automatically. Just avoid getting stuck in learning mode and confusing that for taking action, because it’s easy to do in marketing. You are there on the computer, right, but there is a difference than been on the computer and just kind of reading, watching, and learning, and you know sitting down and doing tasks and following instructions, and the nitty gritty work that does into setting up the campaign to turn into your online marketing.

Brett:  Yeah, that’s a very valuable lesson I couldn’t agree more with that one, because it was quite funny again, that you’d say that mate I’m sure you actually ended up in my head a million times because I feel into a bit of a trap..

Nick:   That’s what she said…

Brett:  Yeah, yeah, yeah that’s right just recently in regards to been in education mode and full learning mode, and let’s use this podcast as an example.  What that means is your just listening to this podcast  and you’re not going to go and take any action you’re not going to go film that video which we have just discussed you not going to go and look at the concept of a webinar how that could be successful for your business. That is the difference between action taking and been stuck in the learning mode, so I’m glad you brought that one up. In your time in the last few years you know there is probably a few of these, but what is your biggest ah, ha moment when you knew that by understanding marketing that this could be the path for you to go down? I know you wake up every morning and you have an ah ha moment, but what is one of your biggest a, ha light bulb moments that you have had that you realized you know what this internet stuff or this marketing stuff is achieve mode?

Nick:  Yeah, it will definitely be the transition period of me going from been a consultant at the end of my IT career, and then going full time internet marketing. It was really the true a, ha moment the brick to the head was when I started seeing myself as a creator. Even though I was creative specifically in a creative field, but when I myself as the creator rather than the worker bee everything changed in my head and my thought patterns and beliefs, and the things that I talk about and the things that I do they all changed. Up until that point I didn’t always see myself as a worker bee, because I was in a job and it conditions your mind to think there are certain boundaries, and there a some things that you can or can’t do or there is some things that only other people should do.

When you see yourself as a creator its like, “Screw all that stuff there are no limitations” I can achieve or create or build or do whatever I want, and the responsibility is with me. If it fails I wear the cost, but if it succeeds then I get the rewards and that is what is on the line, and you really kind of operate in a different space then, because there is not safety net. You can’t just go, “If it doesn’t work out it doesn’t matter because I still have a job and I’ll still get my pay every week” you know you have to be really accountable when you realize that. The entire glass ceiling just vanishes, it just blows away.

Brett:  Yeah, cool man thanks for sharing that. It’s quite amazing when you have these types of moments you know that you actually realize it just takes you to a new strategy doesn’t it and open that sky up more.

Nick:  Remember that time, I think we were talking when I was driving in the car before you came up here for Crusty Demeans on Nitro whatever it was, and you were giving me an update on everything that was happening in your business, and then you’re like, “Man if you’d of told me” I was, a few years ago back when you were doing like laboring or whatever it was, if you’d have told me I was going to do this I would of laughed at you and walked away and said, “no you’re crazy mate.” See what I mean there is such a huge difference in shifts between how you used to see yourself as a laborer worker, so now you are the creator and all this stuff around you is happening and manifesting, because of what you’re thinking.

Brett:  Yeah, look I was just about to say that and I was even going to mention the fact that you’re shift that you have had in the last twelve months even going from you know I guess almost a total change of direction, and I guess we can lead into that right now you know. What was in store for you moving forward that was different twelve months ago, and what’s it taken for you to be able to make that shift.

Nick:   Probably just even more simplifying so. I had already shifted into the less is more type business model you know kind of less clients and charging each of them more money specifically, but over the last twelve months I’ve definitely, I still enjoy and appreciate that, so I’m not going to change that format. But, my consistent income you know like, the passive side of things that is practically non-existent in my world, and it’s not hard for me to put that together so I’ve just got to basically put in the effort and stay dedicated with that, and if it really comes down to getting more information products out, and then getting the campaigns, and the funnels behind them, so that I also have consistent passive income, because when you think about it technically that was the original thing that lured us all into this online marketing thing was the passive income, but realistically not a huge amount of people actually have consistent passive income from online marketing. You know it’s just like big chunks here and there and that is okay if your into the product-works thing or doing events, but I’d like to – I want to be balanced I guess that’s the answer to your question. I’m learning to be balanced by having the big chunks and the campaigns, and the launches if fine, but also throughout the year have the consistent cash flow coming in, and that is something I have to kind of grow up and mature in myself and get both of them operating at the same time.

Brett:  Yeah, mate again, couldn’t agree more and I talked about that I think it was in a previous episode talking about tracking, and products we launched different products and services that you know people can purchase at an ongoing rate, because your right the passive income is really why people get into that marketing it’s that whole thing of making money while your asleep or away on holiday. If you can obviously the amount of people you can help with that it’s just a reward to be able to get paid to be able to do those types of things. It’s funny you mentioned earlier about me, when we were having that conversation where I was a cabinet maker I was working fifty hours a week, and I was stuck in a job that was going nowhere and it was that big monetary shift of been able to, and you mentioned of becoming the creator you know and I look now and I have no limits on what I can or cannot create which is an amazing then to feel. Now, not everything I trace is going to be a success, but that also still does not bother me it’s that very thing I create and if it doesn’t work as well as I thought it just leads me closer to the next one.

Nick:  Exactly.

Brett:  Which is going to be a success?

Nick:  Yeah, man.

Brett:  How many times you can keep getting up. In regards to you know big lessons and big chips and so forth what would be you know if you put your personal training hat on for a moment what would one of your biggest tips be for personal trainers out there? How they can stand out from every other personal trainer in Australia been forty-thousand personal trainers here it can be quite difficult to stand out? We quite often hear it’s hard been a personal trainer type of thing that people say, but I mean I totally disagree with that, so from your perspective what would advice would you give a personal trainers out there to stand out?

Nick:  I always helps when you have a girl friend that is a fitness model and she has got some type of bikini body plan program I’ll just add that. For everyone else standing out is – this is an interesting question Brett I never thought about it that way. I know a lot of PT and you know I’m kind of involved with your industry on the fringes, so I guess to stand out…right now I guess it would be to really focus on mobile and devices, because that is really where the world is now. Whether that is making videos, Facebook with ad campaigns for the specifically targeted iPhones and just making stuff that can go into people’s hand that is the point it’s not just about mobile.

Most people are interacting with the web now by this little device in their hand rather than sitting on a computer, so if you understand that you know especially with the crowd that is on the go just make sure your putting your content and media or whatever your message is put it into their hand and don’t just think about you know it’s a website or webpage or those kind of typical sitting on a computer browsing online type things. Again, get on the mobile anyway you can get into their head, and the best way to do that is literally Facebook because there are hundreds of millions of people interacting with Facebook specifically with their device not sitting on a computer it’s huge man.

Brett:  Let me throw you in the deep end because I totally agree with that because if we were to look at statistics I know for a fact the fifty-four percent of our users view our information on mobiles. Now, that statistic you know we are not talking a couple hundred visitors a month we are talking thousands and thousands of people that that statistic is drawn upon. For us for example we were to look at mobiles and make sure everything we have done is mobile friendly or we don’t have a mobile App what we are really doing is we are leaving things on the table you know. We have just created our FiiT-Chick App which is a recipe sharing App you know that was – I think the first beta came out, it could have been five months ago now and that version was not the best version around, but we still got it out there and to date we have done a massive update or total makeup basically you know we spent thousands on it. Today we have had close to fifty-thousand people get this App which is a paid App it’s not free either, but it just goes to show you that if you don’t know the numbers of people out there looking for certain things you’re missing out on a whole multitude of you know income you know you’re just leaving it out there to dry.

Where I’m heading with that mate is if your given a thousand bucks and let’s stay on the mobile thing here, if your given a thousand dollars and I gave you a certificate as a personal trainer what you do to get started in the industry? Give us some specifics? If I gave you a thousand dollar and you had to go – let’s stick with the mobile thing for now what would you do?

Nick:  What is the outcome? What are we looking for?

Brett:  You want to run a business right, if you want to earn money, so however you do that whether that’s all based online or you want to use it to draw people to your personal training business what would you do?

Nick:  All right I’ll give you a specific that is relevant to your audience and those that are listening. You’re a PT and I in that situation would definitely put my thousand dollars pretty much all to traffic, and I would go to the effort of putting together a short landing page that gets straight to the point about the outcomes and the benefits. It wouldn’t really be selling anything it would be a capture page, so you would be asking their name, and email or name and phone number, and you’re incentivizing all of that traffic. Basically fill their details in so that you can open a conversation with them, and I would advertise that page using nice rich photos and definitely videos using Facebook ads going directly to mobile. I would be targeting folks that our in my specific catchment, so whether it’s my post code or my city, so that everyone I’m talking to you know I can sign up as clients and meet them at the park or the gym that is within ten or twenty minutes of both of us, and just really focus on local as that is another powerful thing with Facebook advertising is not just the ability to find people on their hand-held devices, but also based upon their location. You don’t want to be wasting your budget getting traffic from the other side of your state or you know completely different country. If you’re in the personal training business you have to be there with them using the combination of those two, and sending all the traffic to that page, capturing as many leads as I could and then following them up straight away. That is where I would start and that is guaranteed clients literally within days signed up and you’ve spoken to them, and you’ve meet them, and you know that whole process when your greeting new clients and your bring them into your program and your training them that stuff comes naturally, but you just need to get them on the call or down the path or at the gym for a quick coffee you know whatever it is let’s start this, and that’s the great things about you guys it’s always like starting a friendship with a PT it’s not just about a client it’s like, “Hey we are in this together” and what are some things in your world and how can I help it’s a good flow and that’s what I’d be using the web for it’s just getting people to that point where they can have a conversation.

Brett:  I think an important point to hammer home, and I talk about this with my kids, so that whole return of investment – now if you were to use that thousand dollars to drive traffic now you need to look at how many clients do I need to get out of that for it to be worthwhile then. If we just use some basic math someone training twice with you at fifty or hundred dollars a week it’s going to take you ten weeks. If you have someone on a twelve week transformation program your first client will pay for your whole thousand dollar traffic you know, so I think that’s very, very valuable there because you know it can become hard sometimes when the return of investment isn’t thought about, and I mean yourself you know in the marketing realm and spending thousands, and thousands of dollar in Facebook you know it all comes down to return on investment, and I can’t hammer that quite home enough.

Nick:  Yep.

Brett:  So, Nick it’s actually coming to the end of the time there, and I know you have to jump off, and I have to go to another meeting very shortly, but is there any other words of wisdom that you’d like to share, because what I’m definitely going to do – you don’t know this yet, but we are going to get you back on another episode and we are going to talk purely based around webinars, and we are going to do that after I actually have gone ahead and ran a webinar, and sold some stuff myself? Maybe we could use it as an impromptu example we can talk about, so any words of wisdom to finish off the call that you would think would be useful to anyone listening?

Nick: Some words of wisdom for your audience and for you which is if you’re sitting on a list and you’ve already got those contacts and those leads in that data base you are literally sitting on anywhere from twenty to fifty thousand dollar that you wouldn’t really know is sitting there, but by using a webinar you will pull that out within seven days, so I guess that is the challenge for you Brett. I want everyone else there don’t just sweep it under the rug or say, “It’s one of those things I’m going to get around to eventually” this is like, the secret of the online industry this is how most of the big guys make most of their money, because it’s one method it’s not just another thing or one thing it’s really important. If you already have that list or data base your sitting on a tone of money that you don’t currently see right now, and you won’t ever produce because you’re not using the formula that goes into a webinar, so I share that mate.

Brett:  Perfect mate thank you very much and you know if I had money in every business it’s sitting right underneath us, so thanks mate thanks a lot for jumping on board I know how valuable your time is.

Nick:  Cool man.

Brett:  Thanks again for sharing your knowledge and so forth we are definitely going to have you back on here, and I know you have some really valuable lessons out of that, so until next time peace up, and be good to your friends, right.

Nick:  Cool man. Thanks for the time.

Brett:  Thanks take care.


Episode 6 – The One With Jason Urbanowicz

In todays episode Brett interviews Jason Urbanowicz from Create Pt Wealth.

Jason was a struggling Personal Trainer getting frustrated with earning a measly $17,000 per year! Then something amazing happened… he was introduced to some strategies and Jason_HRmindsets which turned his business and life around.

In less than 12 months he had earned over $120,000 AND only worked 20 hours per week.

The following year he had more than doubled that again and it hasn’t stopped.

He is the Co Founder of Australia’s Largest Coaching program for Personal Trainers called Create Pt Wealth.

As a FREE GIFT You can get his FREE chapter of his best selling book right HERE

In this Fiit Professional episode you will learn:

  • A strategy you can practice immediately, that will help you break the procrastination nightmare
  • The back up plan strategy (we discovered this on the call)
  • How to avoid the client drop of phase (this will happen if it hasn’t already)
  • And our new segment – SHOOT _ SHAG_ MARRY

This is a episode that you will want a note taking device handy.

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.




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The One With Jason Urbanowicz

Transcript of EPISODE 6:

Hello and welcome to the Fiit Professional podcast I am Brett Campbell and you are tuning in to today to another fantastic episode. I have got another special guest today, the special guest is someone that I know very well and personally so I am very excited to have this person on board with us today. But again as always if you haven’t listened any episodes prior make sure you head to podcast.fiitprofessional.com.au so that fiitprofessionals with two II’s bit of mouthful there and we might have to change that url I think to make it a little bit easier but head over there put your details in so that you won’t miss out on any of these upcoming episodes. So without further ado I am going to give you a brief overview about tonight’s guests and then we are going to start straight into another conversation and I have got some pretty cool questions that I want to be asking today and we’ll actually surprise the guest as well even though I had given him a bit of a heads up about what we are going to talk about but nothing beats beyond the spot of the moment.

So the guest that I have today is not only a great friend of mine, a business mentor and a coach also to myself. Actually the last 5 years I believe we have known each other and his name is Jason Urbanowicz. Jason Urbanowicz he was a struggling personal trainer like many of us when we started, he was getting frustrated with earning and paying over 20,000 dollars a year and then something amazing happened, he was introduced to some strategy that helped him break free from his limitation which hopefully turned his business and his whole luck around and in less than 12 months Jason went over to earn 120,000 dollars and basically he was only working 20 hours per week.

The following year he doubled his income again and that basically hasn’t stopped since then and Jason also witnesses other trainer’s frustrations with limitation to the business side of things and he has dedicated to take action and provide them with assistance to success. It was around this time that Jason joined forces with a good friend and Australia’s highest paid personal trainer, Brad Sheppard and they formed Create PT in December 2007, and since then they have educated thousands of trainers on the methods on how to boost the profitability for their business, whilst living their dreams. So quite PT well Jason was a partner with a multimillion dollar personal development company so he definitely knows firsthand what it takes mentally, emotionally and intellectually to go from struggling and then running a multimillion dollar company. Today Jason is one of the directors of Create PT Wealth and continues to teach workshops to thousands of trainers around Australia and the world.  He is also a co-author of two bestselling books and also international speaker so I think that wraps up the interview and we could probably call it a day, what do you reckon? Is that everything about you?

Jason: Yeah great thanks for having me.

Brett: No problem. So Jason, let’s just give the audience a little bit of a background on how we met. I will paint the picture so you can elaborate from there. It was about 5 years ago, I had moved over from New Zealand to Australia and I have decided to become a personal trainer myself, and then I always knew, there was someone who wanted to take action and make sure I was doing the best I could do in the industry. Actually what I did I shipped out people in the industry who were doing well, that’s where I basically came across Jason and Brad who are the co-owners of Create PT Wealth and I came to the workshop with these guys and learnt what they were all about and with teaching I basically joined forces with the boys and fast forward to 5 years, we are best mates and I hand it over to you, you can fill in all the exciting parts.

Jason: About you?

Brett: We have just spoken about me and what they want to listen to I suppose.

Jason: I guess in relation to how we met you are exactly right, you attended our business training boot camps with personal trainers which is all about increasing lead generations and profitability structure and systems and having some people meet there for long term success in the business so yeah you attended that work shop as he has explained backed upon what we call our internship program which is full of services and from there, educate in the process of lead generation and online marketing which I might say you well and truly exceeded way beyond what I have ever done online, you know just really grasp the concept of running a successful business and from that your business went from strength to strength identify the online service where you are really passionate about. We set you up as a coach and I think it was 3 years hoping to educate and mentor other trainers from the success you have had and the systems we were teaching so all I can see it’s an interview about yourself but I guess the main thing is that we were fortunate enough to meet and I am a big fun of training myself with people that, have that drive, have that ability to see opportunities and jump on them which is exactly I saw on yourself and no doubt you saw on us, it was great opportunity to meet and work, and see we are there talking about how we can inspire other trainers to do the same and look beyond just the fact they are a personal trainer.

Brett: I totally agree with everything there especially the part how we, I guess if we run the clock 5 years ago we would never have thought I’d be sitting here in my headquarters giving you a call and you would talk about how we can help other trainers and increase the profits and basically for me it’s all about living that cost I know you are definitely an advocate of. Let’s get started and start giving some great interview out here. I have seen a few questions and like every person that I interview in this podcast and I am a big believer in follow the lessons that we can learn in business and so I am interested in finding out not only with Create PT Wealth your personal development company what is one of your biggest business lessons that you have learnt?

Jason: I have seen these questions come through, when you have been in this business for long than I have been, there has been a time if you ask me 5 years ago it would have been narrowed down, I mean it always come back to the basics the biggest lesson I learnt from this for myself personally and it can be different to different people, for me I had no problems taking actions, but also I have had a lot of a mess, we are doing that so I could get out there and get things happen. But really I didn’t have a clear vision and clear structure of why I was doing that , I would get to the end of the financial year and I would be hoping it was all in my favor, so the main business lesson that I learnt in my opinion, if you are going to be in business, you don’t have this really in place, you are running your business on luck, you need exactly to know why you are in business, what is the purpose of it, is it to give you a retirement or to spend time with your family why you are getting up every morning, to do what you do and I didn’t know that from the start and so once it became clear it made a lot of things decisions in my business a lot easier so I am amazed, I look back at myself when I have educated over 4,000 trainers now people hadn’t made a tax return in over 3 years, people that really didn’t know what they want their business to earn in 12 months. I guess the biggest lesson I have learnt you have to be clear, you have to spend the time and energy to sit down sharpen that sword before you start coming down the forest, make sure every week every day you are doing exactly the activity daily that is going to take you in the right direction and then you have got to measure everything. I am a big fan I never used to do it for many years of really stopping and saying hey, do we have a clear plan, doing what we do daily why are we doing it and can we get the feedback to test and measure that. So if I am going to do marketing or sales, come up with steps on that, do I know exactly what I am spending and what am I getting on return so for me by biggest business decision was making sure that I could explain to someone clearly that you are somebody else in every area of my business, why we are doing it and what is the result and what is the return on investment.

Brett: That’s a valuable lesson and I put up my hand as well and I am sure everyone listening does that. For myself I used to struggle with that being an entrepreneur and an action taker. It’s really fun and exciting to be able to start new ventures but then it comes back to them. Is that venture worthwhile pursuing? Let’s comment on that for a moment.  Do you have specific examples that we can break down just to hammer home the point of being able to track and measure your investments because I know personally that I struggle with it and I also know through coaching hundreds of other personal trainers as well that it is certainly an area that certainly gets overlooked. Just to elaborate on that as well maybe you could even with all your personal general knowledge maybe you could touch upon why we do that why you think we probably steer away from the tracking and measuring side of things.

Jason: Just to be clear to answer your first question an example would be some of you track and measure?

Brett: Yes.

Jason: Yes I mean, ultimately it depends where somebody is at. If I look at my business for example what I would do and if I was a personal trainer and to make it really simple, look at the fact that I might be paying rent, I would really sit down and I would work out exactly what does it cost me to run my business, if I am paying insurance 50 bucks a week, rent 1000 bucks a month I know predictably I have 1000 dollars a month, 12000 dollars a year that I have in order to run my business. Now for me if my business would only cost 12000 dollars to run I’d be high and everybody pass me in the streets but I would look at it and so the basic level I know I need to be able to look at that is my expense and now what am I making so if the business grows to 60000 I could clearly define that I have invested 12000 dollars to get a gross return of 60000 dollars that is for the really basic level and I find most people not just trainers but people in business couldn’t tell what does it cost you to make that return they would be able to tell us. Any business in my training or experience, any business that’s returning a 30% return is a really good successful business, other thing you should look at is that you are spending money on lead generation so play some ads on Facebook, I am spending 100 bucks a week I would really want to know at the end of the week a couple of things. Ok how many leads did I get through in that week, if you are good you get 50 leads a week we can work out what that equates to per lead and then the next question I ask is how many of those people are you converting so out of those 50 maybe I have only got 5 people that become actual clients of yours and for me you can work the average spend and that persons income is 5 and you have worked out and the average spend of those people to keep it simple is 60 dollars per week and you can start to get a sense of is that a good return on your investment. Now unless you can demonstrate those figures once again it just gets work and once again it is a simple level and then you go into sales process. So you have 10 points a week and you have only converted 3 so I would say something seriously wrong with yourself maybe you don’t have one and each time you are doing it is different and you don’t have an unpredictable method for doing sales and that is reflecting in your results, so you go and to be able to follow to the very end to the bottom line which is how much profit is coming into your business and if you can’t do that like I said you are really guessing and that’s gambling to me and all I can see you are putting 50 bucks on luck and hopefully it is going to turn into your favor so that answers your question.

Brett: Yes. I just want to talk about that a little bit more and its quite funny you bring that up because today alone I have been doing some split testing so we have got different web pages that all we have done is split tested different images on one of our screen pages and today I have noted that one page outdone the other by 12% and I know by seeing 12% that’s an extra 80 to another 120 leads that we could actually generate ourselves per day so you know I can look at that and what’s that extra 80 to120 leads mean to us on the bottom dollar. Just the tracking and measuring and moving to my second part of the question which is more psychology behind it because I have heard personally used to hate numbers never really wanted to look at that them I didn’t want to track how much I was earning I just wanted to put the money in my back pocket and spend it, now I guess I go to the other side of that and I get used by the numbers now and talk about 12% and show a lot of people even at that was a 5% increase its still an extra 40 to 100 leads per day. Let’s talk about the psychology of why people probably resist that.

Jason: Maybe you should answer that you have got the big break through. I may not know your personal story that well and change for you and partly the answer is in what you just said to that is hard it’s a generalization because I could take six people in a row after being in the psychology counseling and sports performance and all that side of things for a lot of years. Out of six people could vary their responses so to give you some examples one can be the simple fact that someone doesn’t know or they don’t know and the unknown can be quite daunting so when we don’t know something it is out of easier a comfort zone because everyone can relate to that term, it will produces an emotional response in your body so okay here I am sitting at my office and my desk and I am presented with an activity or task that I don’t feel comfortable with but I don’t feel I have the skills to any version I don’t like it because it reminds me of being back at school and here I am back in the math class, feeling like am the dumbest kid in class feel like I am 3 weeks behind everybody else so it produces to the feeling for me that I am not comfortable with and now unless you have got some emotional level of intelligence in that area, there are a couple of things that you are going to do, one you can make that feeling go away and maybe we can introduce the word procrastination or avoidance and what we’ll do is check emails go for a run or mow the lawn anything to get us ourselves out of that particular state or emotion or feeling uncomfortable most don’t like feeling that way because it brings up a feeling from the past it can be totally unrelated but here I am Jason feel like a ten year old boy and in the math class about to do the exam oh great this is more evidence that I am stupid or I am not good enough so the bottom line for most people is that I want to avoid more evidence of that happening so this is not something you will read in a business school or this is not something you will read in any workshop but obvious I can guarantee anyone listening to this will be able to relate to it

Brett: Like I mean, procrastination is a subject I was a top student and definitely had to work at overcoming that and am happy to say that probably it is one of my worst subjects moving forward but the key thing I guess is that it doesn’t matter how intelligent you are or how much work you are still doing, there is always in my opinion there is still that element of you can feel yourself just starting to procrastinate the good thing about it is that you are able to identify hold on a second you are doing the same thing you used to do again, do you have any tips or any strategies that you think you will be able to pass on to listeners that next time they feel that procrastination is coming and they feel resistance to an actual activity and what can they do about it?

Jason: Yes there are some immediate simple things like in reality I have spent three days teaching a course gear and break through sabotaging road blocks which is what you talk about it there. A really good technique you have mentioned number one is just to be aware of it and start to be honest with ourselves because we like bull shitting ourselves and just go and do that. The moment we go, you said is that feeling again where I start to feel uncomfortable and easy, the first step you actually do is to focus on your breathing so the more that happens when you get in a stressed state, the more the brain accelerates and the more the emotional response happens so if you can sit long enough and take some really deep breaths slowly breathing down and sit there long enough it will start to pass and if you start to identify like you said there is that feeling again and what I actually feel like doing is anything else like I want to go and wash some dishes you can just go and do that. You can just start get yourself managed and say could I just for the next 5 minutes make a star a small start and if that brings up I am not sure what that is, then it asking the question and if you really know is good in this area, and maybe at the moment am not actually sure where the make start and I don’t like that feeling with what it brings up. A better question is who could I ask? Who do I know? Surely somebody in my circle of influence or people I know has a skill set that I can call upon to find out and maybe that’s my first step because I need to chat with him. The more that you do that the more you can break from what I call getting hijacked by your thoughts and emotions and you can start to curve a new pathway to your brain the better that will be and you can start really small once again the problem is we get hijacked and we just don’t take a moment to just pause and there is a thing called the gap, a simple concept called the gap if you can stop there and breath through this experience and slow yourself down, it will pass and you can really ask some solid questions, that is the basic levels that I can’t explain on the phone here and now

Brett: That’s great, that’s fantastic. You totally and you know the gap is definitely something that you want to learn whether you are in business or even in your personal relationships. If someone in your family pisses you off. Pause for that moment start breathing and if you feel you want to say something turn around and leave through the front door because you will regret it.

Jason: Yes we all have different personality traits and personalities is not who we are it’s a collection of habits and behavior some are key that helps us get through life without getting more wounding so it is not really who we are and under pressure, and when you are under pressure and stress that’s the easiest place to find and what I call default behaviors. My biggest step to people is that people tend to have a new forum so I stop talking and getting in shape and get a new job. Just turn a new leaf and for the last 10 years what I have done is just if I could work on 2 habits or beliefs or programs that I can spend 12 months being disciplined to do that, in 10 years I am going to have 20 new empowering habits or traits than get to 20 years down the track and still running the same old way of doing life and getting the same limited results at a basic level if I just focused on more being relaxed under pressure, you can ask yourself how will that serve you, what results will that be? will it better in sales, better in conflict, better in arguments maybe getting a car and giving a speech so people I think don’t understand the power of one and then under estimate it and thirdly and discipline to focus on one particular area for 12 month to perfect it but if I would say someone to come and pay it would really be helpful to practice meditations daily for the rest of your life. It can be hard for people to comprehend and one thing I have got to do, if I said I can teach you a process which you will relax in 10 seconds so you can increase the conversion of your sales to make better decisions and stop having arguments and stop giving threats at the wrong time, when you are in arguments you pan out and you said the bit you knew shouldn’t have and all those bits are going to make a big difference in your life.

Brett: Yes that’s fantastic words of wisdom right there, so I guess some one seated somewhere and you had to find out about other things and what do you recommend?

Jason: Read a book called mark you see, mark you don’t.

[0:23:57]Brett: Yes I was going to say that there is a book called mark you see, mark you don’t. it has been a running joke for some time. I am a big fan of the book myself whenever I am feeling tired at night just put to straight to sleep. On the flip mark you see and you don’t there is a book mark worte with another gentleman who taught you the craft..I would highly recommend it and what I would do, I will talk to Jason and we might be able to work something out. Maybe you guys can read it it’s a fantastic book to get your hands on.

Jason: Maybe the downloadable version

Brett: What I will do is to get on our website here and people can get their hands on it because I would definitely recommend whether your struggles are in business or in personal life. Whether it is just yourself it is definitely a book that you are going to break through and belief because like I said it is not always just about business so if you don’t get yourself right and the first instance and the business is not going to get to the success that you want it to be and I am a firsthand advocate to that. My biggest road block if I could call it that was myself, I never lacked any business struggles, skills etc for me once I think for me is once I could identify my own behavior and it totally transformed me so that’s awesome.

Jason: To answer your question about where people start, my tip to people is start down the journey on the path of understanding yourself better your limitations, your strengths and weakness is that means finding someone who has a personality profiling just taking note of some of your behaviors that you find are limiting, write them down, recall them and ask yourself, how would I rather be and the first step is always about trying to be aware and wanting to be aware and a bit like you, the day I actually took the responsibility for my life was a big shock and you know they say ignorance is bliss, on the flip side when you realize it you are responsible for who you are and you stop blaming other people, you start being a victim I certainly did I put myself back in the driver’s seat and was in the control, people would say to me Jason, I would like to stop smoking but I can’t, I said you change one word and you are half way there to have a breakthrough on this area, I said you should just change the word I can’t to I won’t and if you are listening to this podcast, there are two kinds of different things when you say I can’t you are saying the power is out of your control, there is some mystical power that shoving that cigarette in your mouth and lighting up that’s really what we are saying you are a victim of this process and when you say I won’t, really what you are you are saying I’m just choosing to smoke. So I saw the people instead of beating yourself up with I can’t and all the rest of it being, just say at the moment I am choosing to smoke because that’s what happening that will give you the power to when you want to stop smoking and that’s the everything in your life, the moment I said you are responsible for who I am that means I have the power to change it. If I am blaming my boss, I am blaming clients and other people basically it is convenient way for me not to take any actions to doing about it. So we just have to be responsible for where we are at, so we can do something about change like I said start with being aware with some of your behaviors, be brave be honest and say these are the things I need to improve on and then it is your job to go and change them and it is my job and to do the things that I wanted to improve about myself if that is really like I couldn’t tell the amount of books, audio courses in this area, I would rather become accessible like Brett said the biggest road block between me is getting the thing I want and so it was up to me to say a thing about it so learning to mediate, relax under pressure and all the things is very powerful and very healing to people and it’s the quickest way to move forward in my opinion.

Brett: Awesome. I guess the question I have is once you are obviously able to grapple yourself and put yourself into submission, what were some of your biggest business lessons.

Jason: One of these lessons, I guess it is the start of the interview and that is keeping track of everything, but you need the biggest lesson I realized is that I couldn’t do it alone when I said I couldn’t, I could do it alone but when I realized is that I could do it alone but I could train myself with very influential people and the time I wanted to move forward, I looked at the top 5 people I spend my time with I realized they weren’t really headed to where I wanted to be I am not saying I ditched them those people but I realized hang on, I had a saying if you add the sum of people that you hanging around top 5 people that’s probably an average of what you earn, it stun me because I thought it was spot on I had to get myself around people that are further down the track than me or at least heading in the same direction because I think they have paved the way for me to follow and that was a big step for me I had a big ego to let go off and need help before I found these people I got myself a business mentor, I realized that was something I needed to do as a trainer I saw people were beginning to paying me to be their coach and I though here I am wanting to be better in business and I don’t have a coach. I know myself there are things I could get there but it could be a struggle for the road, and actually I got to the point where I professionally lonely as well because its just you and you have got inside your head and you have got no one to bounce off it was a struggle and for me to meet people like Paul on the side of it. Those people were pivotal for me moving forward and to answer your question actually get the right support and get yourself around people that have been there and done it.

Brett: Perfect, I couldn’t agree more, let’s change tact a little bit and you started working with thousands of trainers over the years and speaking to those trainers. Now there has to be some common similarities that can generally pop up with regards to frustrations and lets pick one of those issues and have a chat about it. I am going to put you on the spot.

Jason: Once again there are a number of key issues if you ask me to pick one the one that jumped out of me when you said, the biggest the baddest that jump out of the covers is when trainers get their business upto their capacity I am doing as many sessions as I can and then very next week or within next week they have 3 or 4 clients leads and those particular clients could be doing 3 or 4 sessions each it can be a dramatic drop in income so I have lost amount of time trainers coming and going, everything was going great until these people dropped off and it can mean 3,4,500 dollars decrease in income that’s never again especially without warning so it is one of the key frustrations, so you get into a business, we get ourselves busy its all going sweet and then we arrive at what we call a yoyo effect where 100% of that is income and lifestyle is been depending on one person and that is them, there is a difference of having a business or being self employed and it can be stressful, I have been there myself and you kind of hoping all your clients turn up for the week they all do the sessions at Christmas time and people are going away and ultimately if your only source of income relies on you getting money then it is going to be an issue, it is going to continue unless you are touched by an angel and for some strange reason to 20 year solid without an experience is never going to happen, it is a real concern for trainers.

Brett: Let’s talk a little bit about and look at some strategies for those trainers who are actually experiencing or even haven’t experienced it or it is a matter of time before it does happen, because I know myself I am just a quick back story I was going all well when I started training and I had my clients and all of a sudden I had four key clients drop off which was more than half my income so I dropped off that. So let’s talk some strategy trainers can do and maybe not stop it from happening but being able to ride the wave a lot when it comes.

Jason: My foremost thing that I put in place when it happened to me was getting upset by or getting stressed by it and once again it happened once and you weren’t aware of it that’s different but if it happens again you have no one to blame really but ourselves. What I designed was a 21 day cancellation policy I am not saying it needs to be indoor but however it needs to be enforced and it needs to be spoken about maybe upfront, so counsel whatever you want to call it, and make it to the client very clear and the way I portray to clients is that I have limited spots  in my business and you are taking one of those spots for 2 dollars a week. If at some stage you feel there is something that concerns the training I will appreciate you tell me straight away so we can resolve that. Secondly I do have a 24 hour cancellation policy in addition to that I have a 21 day cancellation policy if that is something that you are going to decided to do just move or whatever just didn’t want to continue the training so I would talk about that paints the picture in the clients mind that is the reason being they have got a spot. Im just going to be honest with all my stuff in business and I would say in reality it is going to take less than 3 weeks to replace your position so what I will appreciate if you could let me know as soon as possible what that will incur and what they will give me, it did take me 2 or 3 weeks to replace a client. It also doesn’t stress my time feeding my family or the rest of it because I worked out I could get a new client for my I felt confident in that process and it also meant that the dramatic drop of income was not going to fall away that very same week.

Brett: That’s a good input that I know will definitely be useful to people and especially trainers whom I have with them and trainers who have been in the industry for many years longer than myself even and one of the first things is trying to find hidden money in their business and you just need to look at that and go imagine in that 12 month training you actually had 21 day cancellation policy and lets a client was paying you 100, 200 dollars a week for training fees that extra 21 days is another 3 weeks’ worth of income another 600 dollars per person and you put to 10 people, you are looking to close to 6000 dollars of extra income that you could have and that is not by going out to get more clients, it’s about how you can get more out of your current clients and if you can rewind back and listen to what Jason said and its a very very very very valuable information and especially in the upfront concentration that’s where it is handed down you can’t all of a sudden surprise them and say oh I didn’t tell about it but we do have a 21 day cancellation policy so they are very valuable thank you.

Jason: When you sit down there and say I don’t know about that, this is back to the development side of it and that is something you need to resolve for yourself because there is a block around that or having the conversation they’ll bring up what they may say my experience and if you allow me to be your coach in this moment and just stay open to accept this advice, you have to bring up this up at the front like Brett said so you can deal with any issues someone said I don’t know about that 21 day thing I would ask the obvious next question and argue about it be curious about it and ask what about the 21 day that you have an issue with, you may need some more information my experience is that 9 times out of 10 its never an issue and something else that I realize if someone did have an issue with that because they have an issue or with something like that there is also room to negotiate I am prepared to go the 21 days prepared for the two weeks so its 14 days and that really then helps this process but the reason I’m telling you this is because I didn’t make it up on the spot last night its not because it sounded really cool and there was a struggle and I found a solution all you need to do was to struggle and apply it and get the results from it and if you don’t well I will give my favorite quote which reinforces this from Brett put it as a reminder ask me what my favorite quote makes perfect sense here about not using something.

Brett: So what is your favorite quote Jason?

Jason: Funny you should ask my favorite quote is from Mark Twain this one in this area was a big highlight to me Mark Twain said it’s a person who can read but wont is no better off than the person who can’t read. So if you have been given a bit of information and you don’t apply and don’t use it, you are not going better than the person who hasn’t come across it or have a privileged to get that information given to him because believe me it’s a simple technique maybe from the end there is a lot of blood, sweat and tears and money, time and investment to work that out, so if you get like a free book and put on the shelf and don’t use it, potentially can cost you a lot of money and you definitely cannot make a lot of money.

Brett: Excellent. Thanks for sharing that I guess the question that I have and I am always curious to see what would be the answer to this, where do you see this industry getting in the next 5 years? Where do you see it?

Jason: Brad and I sit on the council of fitness Australia so We are heavily involved with what is going on as much as we tackle the personal development business side of it. I can only go by the stats I have seen and it has hit the double, at the current stage it is right about 40-50 thousand dds trainers at the moment, it will hit the double for the next 5 years. One thing from a trainers point of view, the reality if you look at the test of time and fitness it is only evolved and developed. In my opinion it is going to be bigger and better I don’t really have a clear picture of what I think and where I think it is going to head but in terms of our industry being strong in the next 5 years that’s a big thumbs up for me and the time now is to act in terms of being a profitable business the other thing I look at is you never know what is going to happen. I have seen a big move online, people purchasing online products but that’s has been around and to answer your question our industry from the stats I have seen some people joining gyms in across the board it’s one the fast growing industries there is at the moment.

Brett: I guess we just need to look at the academic there is because there will never be a shortage of people to train and so I guess it just comes back to in 2 or 3 years it will take a turn for the worst because initially it had a good 3 years. So I guess in regards to that moving forward what’s in store for yourself?

Jason: We still have goals to educate more trainers, we were down in America this year and we made some conferences and made some really key connections so we gamble global and that’s the family car for us, we will be places like the United States, England, South Africa and some other places so we are going to expand and go global and we are at this point specialized in the last 5 years being in Australia I guess helping our back yard first. Now we are going to become global and our ultimate goal is just to be the number one educational providers for trainers who are serious about doing a successful business and we have got some really good online programs and developments as well and we would right a series of bestselling books and the key is to keep impacting people and the thing that excites myself Brad is the relationship that we have developed with you but you see the impact it has on your lifestyle it’s not so much about the business its about what we have survived in. our goal is we were sitting at the end of the day and we were looking at some of the stats and for people we have educated throughout our coaching and internship programs and then we were doing some quick and the people they have employed and I guess what makes me proud talking to you now in this call is something I haven’t thought about until recently we have actually played a massive part by providing more jobs and more opportunities in this country. You yourself have employed multiple amounts of people and so far we are getting hundreds of people that we have had a part to create more job opportunities because not every kind is going to be a business owner and we played a part and we want to continue with that and make this industry strive and be strong which been so good to us.

Brett: True. That’s awesome man. And also congratulations for that and you guys for putting all that effort, it’s not about the people you directly touch and the people indirectly as well that’s a massive opportunity as well. Moving on I guess we are going to have a bit of a question interrupt here and spice things up a little bit. I have heard this on the radio and I have actually liked it, and I am going to be adding this segment to the podcast, its called shoot, shag or marry.

Jason: Am I the first one?

Brett: You need to tell us what comes out of your mind either shoot, shag or marry, for people with me who may get upset that he may shoot someone is not real. So first person shoot or marry Madonna?

Jason:  Shag

Brett: Nicki Minaj.

Jason: Shag

Brett: The Queen of England

Jason: I’d marry her

Brett: Yeah that’s a good call you can’t be shooting her that’s for sure. And last one Mirrelle your wife?

Jason: Ok so I have already done that so I would go with marry. She would want to shoot me some times.

Brett: Yeah she would probably do that. Thanks for being a sport on that. Something that I am always interested in when am talking a lot for myself I am always thinking if I was given 1000 dollars and only the education that I have what would I do? To build a business or a company what would I do? I would be interested in what you would say about that. If I interest you in 1000 dollars and all you had was just your knowledge, what would you do to start your business?

Jason: You have given me a 1000 bucks and I know what I know now?

Brett: Yes sure. Which is not much s good luck? I will be a sport and give you a 600 dollar dell computer. You are mac man so I will give you a Macbook.

Jason: That’s fantastic. If I knew what I know now I am just thinking when we started we had a title spin when we started in 2000 so we are not so far off. I guess if I knew what I know now I would definitely spend the money on lead generating marketing and if I had the business concept in my mind and I guess what I have learnt successfully is how to market and I just doing the figures in my head and the lead I can get from a 1000 dollars. At the moment in my business, I can get a lead for about a dollar. So I would have 1000 leads coming in and that would be my avenue I would definitely get a website without paying for it no question about it.

Brett: Are you soliciting your body

Jason: To answer your question because I understand marketing and lead generation and copywriting I would be able to sort a website and lead within an amount and if I could expand on that..you know with us we know what a personal training is, you are in a marketing business so two key areas you have to understand systems and spreadsheets but you can get somebody to do that for you. The thing you need to understand is how to market and position yourself in sales and based on my analogy if I could teach anybody you need to understand how to do marketing beyond using the right key words and position yourself that would something I would get myself involve in to stand up one of my self alignment, one of my first online mentors said he was just talking about it and I will offer if you have 10000 people on the database and build a good  relationship with them they have great information and they are following you so they are like a tribe of followers and just one day you need 10000 dollars for whatever can kidney transplant a date with the queen and you could ask that list for a dollar each provide something with value and then 10000 dollar and the power for me is in having database and having the leads.

Brett: I couldn’t agree more. I guess tactical over there and we look at lessons that we learnt, if there is something that you could do differently or could have done differently that could have a different result what could that be? Do you have any of that story for us?

Jason: If there is one thing if I really run the clock?

Brett: Yes if you could something differently or change something slightly.

Jason: Yeah, sure I think there are lot many stuffs, yes there are something and thinking about it makes me cringe ..I guess the first thing that pops to my head I wouldn’t have got myself around the right person or people. There wasn’t education stuff out there if you look at training specifically, I would have done that, I wouldn’t have waited for so long and back then I didn’t know what I know so I would have definitely got help sooner I would have not tired to granted out and, I would probably my pride and get some help for me I would initially have a look at the investment I would have to pay and..my..i would have just pull, I would have attended seminars or go around the right people a lot sooner.

Brett: Sure. So if you were given 60 seconds to speak and to address the nature of the person trainer..what would you say in 60 seconds, I am going to set a stop watch here.

Jason: I just missed that, Sorry…

Brett: If you had 60 seconds to address every personal trainer in Australia and the world and you were given the stage and every personal trainer will be listening and you had 60 seconds I would be setting the stop watch right now.

Jason: I address them on what I think would be of value to them.

Brett: Yes, you give 60 seconds of you. Ready and go.

Jason: What I would say is design your life first. You are trainers but design your life first, figure out what you want to learn and figure out what you want for your family and make the business that you don’t go out there and show your time for money, make sure you get a mentor and coach who is going to assist you with that and understand you are in marketing business and sales and understand you are not in a personal trainers business become a trainer second and become a business owner first.

Brett: You have another 30 seconds you are on a roll.

Jason: What I learnt is not the measure of time and I am happy with that, that would be what I would say and that probably sums up today and putting a business owner on and designing a business in lifestyle first and make the business fit what you want make sure you have a clear vision of what you want to do. That’s a nice exchange of money for you and what you have got out there.

Brett: I will stop you there and that felt like a long 60 seconds that goes to show how much can be said in 60 seconds and this makes me think I should make this podcasts 60 seconds.

Jason: I wouldn’t say am a big fan of Donald Trump in terms of person but I can definitely admire him and I think he is an amazing entrepreneur. He does 60 minute meetings and 45 is just a waste of BS waste of time and 60 minutes is just straight to the point I could imagine him not having a lot of patience.

Brett: Its funny I remember reading something about Donald trump and he is obviously an amazing entrepreneur with what he does and he was talking about how he has an entourage following him around and people are asking who are those people and the person telling the story was like that’s plan B, that’s plan C, plan D and plan E. what do you mean? Well he goes that person there covers plan A and if plan A doesn’t work he implements plan B and plan C so lets talk about that and having those back up strategy we talked a little bit about earlier and I guess it took some synergy with it. The fact that personal trainers have some cancellation policy, that’s a plan B right? Lets look at plan A, plan B options that we can provide our listeners today. That’s another on the spot question.

Jason: I want to make sure to understand is that an example, inflation policy.

Brett: We are not recommending people to carry an entourage for people who have back ups unless you have got a billion dollars in the bank then you cant do that. I think it is very important if you are one of those listeners who have personal trainers. I think back up plans and rainy day plans are always good things to have.

Jason: That makes sense…I could use a back up plan as a strategy like a business and if you are a businessman, you can choose 6 o’clock on a Monday, Tuesday or Thursday make 5 times over and definitely you have got a premium ..that’s why you can increase your profit without doing any more work..that’s definitely one if it is being one of a trainer maybe they are the reason they cannot afford your service by cutting through out the week they can get there and maybe you can get 2 or 3 together for a cheaper rate but a high rate as you. You can make that work, I have had a session with one of our students and he switched totally off for that reason, you can offer additional training programs and we can get on a different for the moment. You can have a program that they can purchase as a game 29 dollars a month and they can get a training regime video and they have to follow it and that went really well. We all are going to be mindful of not being limited by circumstances and a back up plan over Christmas. There are a couple of things you can try I believe in different strategies.  To get a cash injection before Christmas and also trying to have a team of trainers and the whole income from them, you have to think about..to make money if you are so independent, probably like 10 months, I would say Christmas and the holidays Adjusting based on being more realistic definitely wait until the start of December to start thinking about how you can over come an issue. In Christmas I used to like when I was a trainer I would go to a client as fast as I could who is going away for Christmas and how long are the going away for Christmas and then I can think about some potential income decreases and had to figure out what I can actually make sure I wasn’t sitting at a corner somewhere on Christmas night hating because am stressing about money that would definitely another back up I would say. Have some offers and some ways you can boost some income over Christmas and that would definitely a back up plan that trying to throw but don’t think ahead, its Christmas again and we get caught up accepting Christmas should be a bad  time ..every year for the last 5 years, you have to stop and think about there is another way to do it or when you start thinking about it they go along to around 15th of December and then you left a little bit late. Is that what you were meaning?

Brett: I wasn’t meaning too much too be honest, the thing I love about this conversation we are talking about..Donald trump in the story and the next thing you have just given away some really valuable information and if you are out there you really want to be taking notes and writing stuff down. We are not holding back anything its just taking strategies and just about implementing them and it is quite funny that you talk about Christmas and so forth and being a personal project of the day and I was asking what is the hardest time of the year and two obvious answers were Christmas and winter. If you look at winter for example you can give us a strategy for example of operates when it comes to that, if you are running an outdoor bootcamp or training, you need to be prepared when that’s a response people get when if you are not lucky enough to live in Queensland and other areas and mind it still get cold out there, I would highly recommend you take on the strategy, if you are an outdoor trainer and you do your one on one groups then what you need to be looking at is finding another avenue where you can train people. Go to schools halls, scout halls, we used to run our first boot camps in a scout halls we had fishing trophies around the wall, planks of peoples name and, it was a quite a weird environment but and to that area again is another that I highly recommend and I remember talking to Brad and he suggest to run some of the boot camp under ground cover. So I started getting creative and think how you can implement these things into your particular situations.

Jason: People don’t accept things trying buying into whether they are here or there and I think partly it is convenient and people don’t try to because they are not sure what else to do, so if you are accepting something like that that’s limiting your income, putting stress in your family or lifestyle, at some level its going to be crazy right. I am just going to accept the fact that we are going to struggle to winter and stress about it again and logically and it doesn’t make sense and subconsiously I get why it happens but logically am I really prepared to let it happen again I met a guy in the States who is from Canada he is killing it and they are training in minus 20 degrees doing bootcamp style and he is packed up and he is absolutely smashing it and you have to say about the weather and the way he had motivated him to make that work and making it unique and I was watching the promo video I was going to do it. I guess if you buy the limitations of what people are thinking then you are going to get the results of ..on the flip side this is an amazing opportunity for a lot of people out there who would want to do my stuff then you are going to end finding them it’s a bit like you want to buy the new car but you have net got it..so you have got to be really mindful that you don’t buy into these limitations on Christmas and winter

Brett: I would definitely agree with that and I guess on that note I will get you on the podcast more regularly and get on with the discussion because this has been a valuable session today and everyone is going to take.

Jason: Unlike you I can speak for 3 hours straight

Brett: I guess I can be recording this but definitely I can get you on the podcast more regularly and get on with the discussion because this has been a very valuable session today and I know everyone is going to take a lot of great things out of it.

Jason: I’ll be the best one you will ever have again. A little 10 year old boy coming here just telling how he is.

Brett: One last question to wrap it up. If you were a super hero which super hero would you be?

Jason: Bat man, I know he is not a super human but I just like batman with all the cool toys.

Brett: Have you seen the new superman. That might change your thoughts but lets leave it at that bat man Jason. Before we go where can the listeners find out more about you and what you guys offer at Create PT Wealth and how they can fast track their business success.

Jason: What I really recommend is that you get a free chapter of our book if you haven’t already its www.personaltrainersguidetowealthcreation.com.au and that would be my recommendation if for some reason .au doesn’t come up then just .com but you can get the free chapter its on how to stand out from the pack, market yourself and the ever increasing. Market yourself out there that will be my recommendation. If you don’t like the chapter then I will urge you to do and grab the book.

Brett: What I will do is I will put that link on the website as well and when you get to this particular podcast you will see the link to the personal trainer wealth creation if you are on itunes, you will be able to see that link and you will be able to get this recording but Jason thanks buddy for having us on call today. Looking forward to the next episode and I will talk to you later today or tomorrow and we’ll go from there.

Jason: Thanks for having me on I wish everyone listening all the best success to their business and personal life.