Personal-Training-Studio skalieren

0:00I'm a personal trainer and boxing instructor. Um we are me I solo operation here. Um doing a little under 100,000. Uh looking to make a whole lot more than that. Um my question first of all was about uh vision. Um I've heard you talk a couple times about uh being able to achieve almost anything you want if you have a long enough duration. You've even said 30 years

0:25>> uh in some cases. Um, >> 30 years is a long [ __ ] time to uh work towards anything. So, I'm curious about how you structure a vision and goals towards that. Are you just letting your imagination run wild at a certain point or are you actually piecing things up? >> So, I think the person with the longest time horizon wins as long as that time rise isn't is is reverse engineered to some level of reality. So I think Elon is the richest man in the world right now because he has wanted to build rockets, wanted to build cars, and wanted to go to space since he was like seven. And so he has wanted to do this one thing his whole life. And he said it in his I don't know if you guys seen this, like his Zip 2, like when he was like hadn't even sold his first company, he was like, I think cars are really cool. Like electric cars, can you imagine? And like rock. Like he's talking about this then. Like this has been what he's wanted to do his whole life. Um, I would say for me, I would say that my time horizon is not as long as Elon, which is probably why I'm not as rich as Elon. Um, but for me it's like I can probably see like call it three to five from now. Um, and I plan for that. And beyond that, I'm like I don't know. I might be in a different person, different life, who knows? But that's kind of as far away as I can see.

1:30It's very difficult to have vision when you have bills to pay. >> And so you have to get that situated first in my opinion. You have to get your like personal stuff figured out and then you'll buy yourself breathing room to think further. >> Yeah. >> So in that case then am I thinking three to five years? >> No, I think you figure out how to like go to a million dollars a year and like don't worry about anything else. >> Say that again. I'm sorry.

1:56>> I think you think how do I go from 100K to a million? That's my whole focus. And you can do that in a year. >> Yeah. Um >> and like when you do that because the thing is is when you do that first level of going to like you know 100 to a million or 100 to 300 whatever the number is right you will have more resources and more skills. And so what happens is your vision of the board will change. You'll see the way the game's played differently. >> And so I see the people who are like the best at the game as the people who see reality the most clearly. And so if you've been doing something for a long time in your business and it hasn't been getting you what you want, it's usually because you don't see reality as clearly as clearly as you think you do. You see distortions. And so I think as people go up up wealth, it's because they actually are better at predicting what's going to happen, which is why they make more money than other people. And so that's why I see entrepreneurship as one of the best sources of personal development because you get slapped really quickly to find out whether you were right or wrong. And so for you, um, let's assume that you would like to make more money as the first goal.

2:54>> Absolutely. >> Yeah. So, fundamentally, we have to decide you're a personal trainer. Number one, do you want to be in person or do you want to go online? Decision one. >> That's open. >> Uh, person first, online second. >> Okay. Well, you are in person now and you already have how many clients? >> Uh, 10 active. >> Okay. So, you can either try and staff yourself up to make more money or know that you're going to keep those 10 hopefully for a while. You probably had them for a minute if you have 10-ish.

3:23There's probably long-term clients. >> Um, and then you probably want to take the remainder of the money that you have so I live as cheap as I can so I can get a little bit more aggressive on the bets that I'm willing to make in terms of learning how to market because if you're in the fitness business, you're actually in the marketing and sales business because no one wants to get in shape. And so you have to learn how to persuade and learn how to sell to get someone to get in shape. There's almost no almost no I guess there is one um viral word of mouth growth product in the wellness space. It's called GLP1 and it's not fitness.

3:52>> Right. >> Right. >> Like yeah like get lose weight fast with easy pill crushes. Um but everything else like like personal training is the absolute worst product ever. And I'm not saying that as I'm saying as somebody who comes from the space. Yeah. Because if you think about what you sell, like I came up with the value equation to figure out why it was so hard to sell personal training. And I was like, okay, so you're going to give me money today.

4:18It's going to take a year, probably two years for you to get to your actual goal. And at that point, you'll never be satisfied. Um, so that's thing one. Thing two, you're going to give up all the things you love. Um, and you're not going to see really any results for a while. So you're going to have immediate suffering. like tomorrow you will be in pain physically. You'll be nauseous. >> And then where you'd want to have comfort food instead you'll have stuff that tastes like [ __ ] >> And right when you're going to like and you can follow it for five and a half, six days in a row perfectly and in one day ruin an entire week's worth of work.

4:51>> And that's constant. That's always what it is. And so the likelihood you achieve it is super low. It's going to take a long time and it's going to suck. Want to sign up? Mhm. >> I was like, that's why no one wants to buy this. And it takes an hour to arm wrestle somebody to give them give you $600 to do personal training versus like, hey, uh, take the shot every day and you'll be down 20 pounds in five weeks. Do whatever else you want.

5:16>> Hard to outsell that. Absolutely right. >> But if I'm thinking from so from my experience, >> I'm not unselling on personal training, by [laughter] the way. It's like, >> yeah, I don't want to work with you. How about that? Um, but so I'm I like got started as a boxing instructor and so a lot of folks that work with me are interested in that. And if I'm trying to leverage a more technical skill set or focus more on, you know, functional, you know, >> you have to advertise, dude. I'll just like right now. You're not advertising enough. No one knows you exist. That's why you're not making as much as you want.

5:42>> So, how would you, you know, I work got Tam right now. How would you double or triple in, you know, three months with zero ads? Is there like some gorilla strategy just for >> Yeah, you have to post a lot and you got to do cold outreach. M >> those are the only two free ways to advertise. Um you can have a little bit more leverage by doing cold outreach to affiliates. So people who are centers of influence around um what you want. So it's like what other types of businesses do people frequent that you can partner with who can send you leads. So maybe as crazy as it sounds, like you go to a smoothie shop and you say, "Hey, um I will give coupons to all my personal training clients for your smoothie shop.

6:19If you give personal training coupons of me to everyone who buys a smoothie, >> right? How someone who's like health interested?" Um and can I get leads that way? There's a zillion gorilla strategies, but the ones that don't revolve around anyone else is you post more and you do a more outreach. >> That's it. And so I when I'm in your position, I I work four uh three sorry three fours, which is first four hours of the day is all promotion. Second four hours of the day is all delivery and then third four hours of the day is all learning and that's what I do. And you're like that's 12 hours of the day.

6:52It's like welcome to growing. Um but that's like fundamentally if you take one thing away from this whole thing is that no one knows you exist, >> right? >> That's it. You have a pure advertising problem, right? And there's only for you if you don't want to spend any money. There's only two things that you can do. So if your day is not spent doing one of these two things, you are wasting your time. >> You're either reaching out to people >> or you're posting content. >> Gotcha. >> That's it. And you can reach out to the people who responded to your content, too. [laughter]

7:20>> Have you read the leads book? >> Uh I summarized or Yeah. Get into >> I would reread it. >> Um >> yeah, >> I should have just said yes. Uh [laughter] I would know that you didn't because it would like >> because it outlines the steps in the book. >> Yeah, absolutely. Um that I did see. >> Um >> dude, you just do like the steps are in the book. Just for sure do the steps in the book.

7:44>> So I guess my next last question or maybe not um is uh how do I work myself out of this just being self-employment because that's ultimately the big goal. >> Okay. What needs to be true? Whether from an acquisition standpoint or just Daniel not having to work but still making money off of what he built. What needs to be true? >> Dude, you're so far away from that. I wouldn't even think about it. >> Mhm. >> I'll be real with you. Like you trying to get to passive income right now? Like you don't even have active income right now.

8:10>> Like this is not even a question, >> right? >> Like what are what are the two things that you spend your time on after you leave here? >> Uh reaching out to people and uh posting. And if it's not those two things, you're not growing your business. >> No one knows you exist. The fight you're having against right now is against irrelevance. >> Right. >> Right. >> I'm just being real with you. Yeah. I would like to help.

8:36>> And so like you just have to deal with that. Like the idea of like I would like to make passive. Sure, man. Everyone just wants money in the mail. Just [clears throat] doesn't work that way. >> Right. >> Like you need to make active income really cool for you for a while. And I will tell you this, making more money tons of fun. >> Especially at the levels that you're at right now. Mhm. >> The increase in income that you make has a material change on your life. >> Like you like you won't want to get out of making it once you start making more of it,

9:01>> right? >> You'll start liking the game because right now I don't think you like the game yet. I don't feel that. >> Yeah. >> Because you're already asking, "How do I not work to make the money?" >> Right. Absolutely. >> Right. Like you have a whole lot of [ __ ] to get through. You're like the beginning of this bridge. [laughter] like like you gota you got to like love the [ __ ] for a while. And so I I'll give you a really fun paradigm shift for you. Do you consider yourself disciplined

9:27>> uh with things I like? >> Right. So it's not discipline, >> right? And so I bring this up because I obviously have talked to trainers and gym owners for a long time. So I know how to >> Yeah. [laughter] >> I say this because um [clears throat] I just have a lot of people in the community that I ran be like, you know, I'd see them posting every day like, "God, I have discipline. wake up at 5:00 a.m. like blah blah blah blah blah and I'd be like you never work your [ __ ] leads, bro. >> Like what are you talking about? You like lifting. You like boxing. That is not hard. It's like I I there it takes no discipline for me to hang out with Ila. Zero.

10:00>> Right. And so because some people don't like hanging out with their wives doesn't mean I have discipline because I do like hanging out with my wife. It just means that they have a shittier life. Right? And so for you it's like you have to this might be a muscle that you haven't used. like you happen to like boxing and so you did more of it and people said, "Can you help me?" And you said, "Sure." If you want to get to where you want to go, your frustration tolerance, meaning your ability to do things that you don't want to do without an immediate reward for an extended period of time, is going to have to get stronger.

10:29>> And the good news is that that's a skill. It's not a trait. You can learn it. Which means you do 10 outreaches tomorrow and you're like, "This sucked. Nothing happened." And you say, "Great. Tomorrow I will do 20." >> And then you do 30. And then you do 50 and then you do 100. keep going. But I promise you, if you do the rule of 100, which is in that book, >> you do a rule of 100, you and you do that for a hundred straight days, your business will grow. >> Yeah, for sure. >> I And what's crazy is that people actually fully commit to it. And then like way before day 100, they're like, "Holy cow, my whole business has changed." But like, you have to commit to it. You have to go all in on it. And I say, "It's four hours a day." That means you set a timer, you turn it on, and until that and if you walk away, you pause the timer. I'm saying four hours of work,

11:09>> not four hours of time past. four hours of work. You do that every day for 100 days, your business will grow. You'll make more money. You probably know how to sell packages. What price point are you selling at? >> Um, you know, oneoff hours, 175, uh, multiple hours down to one. >> You got to sell 3k or higher. 3k to 5k. >> You can downell half the time or half the duration um, at half that price if you want.

11:34>> 3k being for an entire set of uh, sessions or >> we sell a goal. >> Sell the goal. >> Mhm. 3K, three months. >> Gotcha. >> Keep it easy. And um I would position yourself as the architect, not the technician. >> So, I'm going to design this whole plan for you, and you're going to adhere to this plant, and I'll give you $1,000 back of your 3,000 if you actually hit your goal.

12:00>> If I'm thinking about >> If I'm thinking about on being online after only doing in person, how do I what are like my calls looking like? I get on the phone, I talk to people. I'm like, >> same exact way you do is in person. >> What you'll need though is you'll need a VSSL between you reaching out, them responding, they're going to have to watch a VSSL, fill out an application, then they talk to you. >> You have to position yourself as the prize. You have a ton of skills you have to learn. >> Gotcha. >> The thing is is like if I said, "Hey, here's how you grow your Inerson business. I'm just going to get you like you're going to get to a point where you have 20 clients and then you're going to making twice as much money, but you're going to have half the time and you're going to be exhausted. And so I'd rather you make a little bit less money, live below your means, take the extra time to reinvest in learning these skills.

12:40Realistically, it'll probably take you a year >> just to learn the skills. You have to learn how to do online sales, which is phone sales, which means you have to learn how to build a landing page. You have to learn how to make a VSSL. You have to learn how to have a sales script. You have to learn how to ask for a lot of money over the phone and be okay with it. You have to learn how to work leads, how to make content. There's a lot of skills there, but those are the skills that are required to get you where to go. >> Yeah. Cool. >> Think you'll do it? >> At this point, I don't have a choice. Love that.

13:05>> Yeah. >> Appreciate you, man. [applause] >> Thanks, man.