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All Rights Reserved. (C)2010 Keuilian, Inc.

No part of this publication may be reproduced or transmitted in any form or by any means without written permission.

Introduction...................................................................... 3 The 7 Decrees of the Manifesto..................................... 7 21 Day Rapid Fat Loss Promotion.................................. 14 14 Day Fat Flush Promotion............................................ 19 The Final Word................................................................. 26 Ready to Use Print Ad and Post Cards........................... 27

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Dear Success Minded Fitness Pro, Our industry continues to evolve. So does out our society. Were no longer a service only available to or desired by the rich and elite. Today, more then ever, personal training is widely accepted, wanted, and highly in demand by society. But before I go any further I should warn you that Im pretty fired up as I write this manifesto

WARNING: Im going to rant. I may even get a bit off topic.

But I promise you that this will be the most eye opening report youll read for a long time. Heres some of the stuff Im going to cover in this special report as we look at the state of the industry. The death of the 60-minute one-on-one training session (why some people will hate me for saying this). What your clients will really want and expect from a fitness program. The NEW rules of fitness marketing and what it REALLY takes to grow a thriving fitness business (what you dont know may put you out of business.) Why social media is over-rated and can be a huge waste of time (for ***MOST*** fitness professionals) Health care reform, will insurance FINALLY pay for personal training? And a few more things that will open your eyes, get you to think, and position your for domination. Onward! Theres a war being fought you and I are in it and the victims dont even know their victims. Just a decade ago my average client was 15-30 LBS overweight. When I worked in a gym as a trainer, clients would actually fit in the machines. Today, being 15-30 LBS overweight is considered carrying a few extra pounds. These days the average overweight person wont even fit in the machines found in the gyms. Its sad really sad. Do you really want to know what were up against? Page 3

Let me show you

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Throughout last year I took over 400 pictures of some really fat people. I know, just saying it sounds weird. Imagine me walking up to a REALLY fat person someone whos like 350 plus pounds, taking out my iphone and snapping a picture. And thats exactly what I would do. I felt compelled to do it. It would piss my wife off but I did it anyway. I had to. It was the only way I could somewhat satisfy my rage for what is happening in our society today. Truth be told I wanted to go up to every over fat person I saw, grab them by the arm, drag them to a mirror and ask them to look in the mirror. I wanted to ask them what they thought they were doing. I wanted to ask them what kind of message they were sending to their kids. I want to really pour my heart out. But it wouldnt matter. Theyd think Im weird and probably call the cops. I dont know whats going on these days. People are eating themselves to death. I dont know whos to blame

The fast food restaurants? The man? The individual? All three?
I remember a time when the only thing fat women wore were moo moos. Remember those days? These days they have stores that cater to fat people. Everything is styled as can be I guess. Maybe thats the problem. Since theyre making stylish clothes for REALLY fat folks maybe they feel they can keep getting fatter as long as there are cool looking cloths that fit them. I doubt thats the problem. Truthfully I dont even care to know what the problem is. I can tell you that the SOLUTION is not health care, the government, legislation, stomach stapling, or lap bands. The solution is you. And while the task is monumental. Im convinced that youre the person for the job. The future of fitness is BRIGHT. But there are some things you gotta know if you want to meet your financial goals in this industry, thats what this manifesto is all about. Page 6


One-On-One 60-Minute Sessions are Dead

This is where it all started. When you thought of personal training you thought one on one, private session. And 99% of the time these were 60 minute sessions. In fact, its still this way in most big gyms and at least 50% of the independent, self-employed trainers I know are still running one-on-one 60 minute sessions. That said, EVERY successful fitness trainer I know - and by successful I mean trainers making $200K year or more and working 40 hours or less per week are all doing group training, boot camps, or at the very least running 30-minute one-on-one sessions. If youre still trading time for dollars and doing one-on-one training sessions then I gotta tell you that youre headed for burnout real quickly. And even if you get other trainers working for you, youre still going to be dealing with small profit margins because payroll and overhead will always chase your revenue.

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Deliver Results, Exceed Expectations, and Show Appreciation

Your clients and prospects have options, and in 2010 and beyond their options will continue to grow and if you cant deliver you wont stay in business. The face of fitness has changed. Gone are the days of the tank top wearing, spandex sportin, meat head trainer. No more rep counters. No more shell stay with me because shes been with me for a long time. Those days are gone. If you want to stay in business, retain clients, and take your business to the top then youve gotta deliver the results as promised, exceed expectations, and show appreciation. Like I said, your clients have a ton of options now. If you dont deliver results, exceed expectations, and show appreciation then someone else will. The bar had been raised and will continue to rise. There is a thinning of the herd happening and the next two years will separate the cream from the crap.

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Follow the New Rules of Fitness Marketing

It will take a lot more than traditional print ads, postcards, and flyers to get clients. Consumers are more aware than ever. They want proof before purchase. And thats a good thing.

Folks will buy when they feel understood. Theyll buy when they are referred. Theyll buy when they see social proof. Theyll buy from people they know, like, or trust. Theyll buy from those who are authentic, because authenticity is the NEW currency.

So how should your future marketing and client getting strategies change? Focus your efforts on relationship building. Educate and entertain your prospects. Lead generate build a list and get them to know, like, and trust you. Share success stories. Share YOUR stories. Create word of mouth buzz. Get the community involved in fat loss challenges start positioning yourself as the local fitness and fat loss expert by training local influential clients even if its free. Email marketing, blogging, and video marketing will have more influence on your prospects decision making then it ever has. Build your tribe, build your legend and get others to talk about you.

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Social Media is Overrated

Okay, check it out social media is TOTALLY overrated. Heres what I mean. If youre gonna run Facebook ads and suck out potential leads and add them to your list like I talk about in the Fitness Marketing Manifesto thats one thing. But if you think that you can hang out on Facebook and twitter all day long and tweet your little heart out and get clients then youre dreaming. That may be a good reason to justify why you spend so much time on Facebook, Twitter and whatever the next social media platform is. But the truth is youre wasting time. The future of fitness marketing IS NOT SOCIAL MEDIA. Sure, social media is a spoke on the marketing wheel. And its probably a good way to connect with your clients when you want to show them appreciation. But its still 10% of you marketing efforts at BEST.

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Rely on Clients Who are Willing to Pay Out of Pocket

Theres a lot of talk about health care reform. The man wants to take over health care, manage it right, and finally get this health care thing right. Theyre gonna screw it up. Period. I hear a lot of talk from trainers who cant wait until health insurance will start covering personal training. They do to some degree now but in a very limited way and its a major pain in the ass. If I were you I would not want health insurance to cover personal training.

1. Youll get paid less. 2. Youll have a ton of paperwork to deal with. 3. Youll get paid less. 4. Youll get paid late. 5. Youll have to conform in ways that you never realized. 6. Youll get paid less. 7. Youre clients will put in even less effort then they do now. 8. Youll get paid less. 9. Youll have to hire more staff to manage the bullshit paperwork. 10. Youll get paid less.
I guess you get my point, right? Talk to your family practice doctor and ask him or her how they like dealing with health insurance. Ask if theyre making more today or last year, and the year before that. Now imagine what will happen when the man takes over health care. Trust me, you want no part of it. Go out and make your own money. Get your own clients who are willing to pay out of pocket. I dont know about you but Im not into doing more paperwork, having the big insurance corps telling me what I can and cant charge for, and how much Im really worth. I want clients wholl pay me what Im worth. I want clients wholl come out of pocket and who will work their balls off to get results. Page 11


The Personal Training Studio of the Future is One-On-Many

Like I said earlier, one-on-one training is pretty much dead (unless youre training the rich and famous). But theres a lot of money to be made with your own personal training studio. Only the training studio of the future will have less equipment and rather than one-on-one the training will be delivered one-on-many. Group training and indoor boot camps are the fastest growing sectors of the fitness industry. It doesnt take a rocket scientist to figure out why. Youre profit margins are WAY bigger and more people can afford to pay less for a group training or boot camp program. Why do you think Fit Body Boot Camp is so successful and the fasted growing brand in indoor boot camps? When folks pay less, you make more, and the entire thing is weather proof you have a really good thing going for yourself. Look at the success that Curves had, a studio with the training philosophy of one-on-many. Now they failed for a plethora of other reasons. But the one thing they had right was a studio and one-on-many training method. Plus in group training the retention rate is through the roof! Some ways to make sure you get the most profits from your studio of the future. Put clients on EFT (auto debit). Dont be a bill collector each month. Pay your trainers on performance not and attendance. Meaning pay them a lower hourly, but give them a retention bonus each month. Commit your clients to six and twelve month agreements.

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Specialize Dont Generalize

Who do you train? Whos your market, your niche? If you trainer anyone and everyone, 8 80 then youre gonna starve. The world is quickly gravitating to experts. No one wants a family practice physician to perform open heart surgery. You take your motorcycle to motorcycle specialist and not a regular mechanic. The deeper and narrower you can go with your market the more youll make and the more youll love what you do. What kind of clients do you enjoy training? What are you really good at, fat loss, working with athletes, the severely obese? Pick you niche. Specialize. And DOMINATE!

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Youre about to get two (done-for-you) emails that can easily get you 10-20 new boot camp or personal training clients if you use it like I show you below. Its my gift to you I was on a call with one of my 12 month coaching clients a while ago and we were discussing some ways for getting a big surge of clients into his fitness boot camp for next month and we came to realize that one of the biggest things that he should be doing hes not. The funny thing is once I mentioned it we both started laughing because this simple client getting system is SOOO easy and fast and yet over looked by most fitness professionals. Its email and e-newsletter marketing. By now you should know that building a list is king. The money is in the list the email list. And YOUR list should consist of people in your community who want to lose weight or get fit, your clients, your past clients, your missed sales, local business owners and operators and even media contacts. (If youre not building an email list yet or have one but arent consistent with staying in touch with your list then go to FitPro Newsletter and get on board because youre probably leave a BUNCH of money on the table. Click Here to get a 30 day trial to FitPro Newsletter for only $1) A few years ago, before I sold Chino Hill Boot Camp to a local personal trainer I used this little two step email sequence below and got 19 new boot camp members. (itll work for personal training too) And I used it a few times each year to get a new surge of clients into our boot camp (works every time). Heres why this two step sequence works so well Theres always a certain percentage of the community or market who is skeptical about your fitness program. Page 14

And when people are skeptical they dont want to pay full price and they dont want to commit to a long term program. So getting these skeptical folks on your ongoing boot camp program at full price might be a little tough unless you use my two-step push button client getting email sequence. What I did is I created a program that overcame both major objections.

1. Time commitment 2. Money

I crafted a 21 day Rapid Fat Loss Program (its VERY important to name your programs). This made the program exclusive, and had a definite start and end date and there for created more urgency. Then I priced this limited time program $157 for the 21 days (way cheaper than the regular $299/month program) so the price issues was no longer an issue. And then I sent out the two emails below to our boot camp FitPro Newsletter list (about 650 leads and clients). Here are the results of this two-step emailing - 640 something emailed. - 29 of which were paying clients (two referred a friend) - Email one got us 8 new sign ups - Email two (three days later) got us 11 new sign ups - Total of 19 new 21 Day Raid Fat Loss members - After the 21 days 9 of the 19 new members stayed on board at the regular $299/month price. Here are the exact two emails I sent out three days apart using our FitPro Newsletter list. (youre welcome to use them)

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Email 1
Subject: The 21 day fitness solution
Hey, Bedros Keuilian here, Ive been getting a lot of emails asking if we have fast solution to help with the shrinking the waist, hips and buns area while there is no quick fix (I dont care what the infomercials claim) I did go to the drawing board and crafted a new 21 day rapid fat loss program thats right up your alley if you want fast results. You probably know that Chino Hills boot camp is pretty much full, but we do have room for another small group so I thought Id let you know that my NEW 21 Day Rapid Fat Loss program starts Monday, September 8th and the best part is that the 21 day program is discounted to only $157 and INCLUDES a 21 day meal plan program. The only catch is that the camp is almost full and we can only take on 12 more participates. So if youre ready to fit into your skinny jeans again and want to firm and tone your body all while dropping inches and pounds then make sure to register for our 21 Day Rapid Fat Loss Bootcamp. Heres how to register Just call my office at 909.606.2541 and let Marilyn know that you want in on the 21 Day Rapid Fat Loss Bootcamp and shell get you all dialed and ready for Monday or just go to this special 21 Day registration page: << ENTER URL HERE >> The class will take place Monday Friday at 9:00 AM at Butterfield Ranch Park in Chino Hills. Looking forward to seeing you there! Bedros Keuilian 909.606.2541 P.S. Like I said we only have room for 12 more participants for the 21 Day Rapid Fat Loss program and since this email is going out to 642 local residents Im sure it will fill out quickly. Page 16

Email 2 (Three Days Later)

Subject: Bad News...
Hi, Bedros here again, Three days ago I told you about my new 21 Day Rapid Fat Loss Program that start Monday the 8th. Well, the response to my 21 day rapid fat loss bootcamp has been huge. I have more information for those of you who want to start this fun 21 day life changing program. Heres the deal. We only had room for 12 new participant (as this camp will run concurrent within our existing bootcamp)now theres only 4 spots remaining. The 21 day rapid fat loss boot camp is an outdoor fitness bootcamp that will last (three weeks) and starts Monday September 8th. The best results will come if you attend 3-5 days per week. Call in sick to work for those three weeks if you have to (just kidding) Since its a group class everyone will participate at their own level so it doesnt matter what shape youre in youre going to get amazing results during these 21 days. Heres what you need to know: Bootcamp times will be 9:00 AM Monday through Friday at Butterfield Ranch park in Chino Hills. (We ask that you commit to at least three days a week for best results) Were cutting the cost from our regular class price of $299 down to only $157 for this special 21 day bootcamp. Were also including a free 21 day personalized, calorie and life style specific meal plan to help you get even faster results. Since the response to this was bigger than I anticipated and since we only have room for 4 more participants we are doing the registration on a first call first serve basis. We want to get everyone registered for this 21 day fun fest as soon as possible. So here is what you need to do to get in on the action.

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Pick up the phone and call 909.606.2541 and Marilyn will get you registered and squared away. Or go to this special webpage << ENTER URL HERE >> I have set up and register there. Remember, there are only 4 spots available so its all about first come first serve. Committed to your success, Bedros Keuilian 909.606.2541

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The 14 Day Fat Flush Promotion is a complete system for getting a bunch of new of clients in only 7 days. This is something Ive been testing with a few of my coaching clients and its been working REALLY well, for all the obvious reasons (which youll see in just a minute) and while I had planned on packaging it up and selling it as an info product, I decided to give it away to you as my THANK YOU gift to you for being such an awesome client, customer, and subscriber. This is a turnkey system that works. Its proven and in-the-trenches tested. In fact, if youve ever used my now famous 21 day Rapid Fat Loss Program promotion, then you know how powerful and effective these tactics are at getting new clients into your funnel. Like I said, I had originally planned on making this into an info product and selling it, but I decided to just give the whole thing away to you here on my blog as my gift to you. The only thing I ask is that you not disregard this JUST BECAUSE ITS FREE. That would be a huge mistake on your part. Some trainers who use this client getting system will end up with a dozen (or two or three) new clients within a week. And others might only get a handful of new clients. It all depends on the size of your email list and how well they know, like and trust you. If youve been following my blog for any length of time then you know how Im always telling you to build an email list of clients, prospects, past clients, and business and media contacts. Because when you have a list, you can literally make money on demand. In fact if you have even a modest size email list youre gonna kill it with this promotion. The other thing about this promo is that youve gotta train the new people you get in a group or boot camp style setting and not the traditional one on one type of training. Makes sense, right? Okay, so heres the promo and the details on how youre gonna run it to make sure its a success. I call it the 14 Day Fat Flush Program. Page 19

The whole idea behind this promotion is to get people who are sitting on the fence and thinking about training with you to take the plunge by making them an irresistible offer that overcomes the two big objections that most buyers have TIME and MONEY. And this promotion is designed to give your prospects a lower barrier of entry into your training program where they can sample your program, get to know you better, realize that youre an awesome trainer and that they had been missing out on the best training program in the area all along. Its a funny things, but once people figure out what theyve been missing and how awesome of a trainer you really are they somehow find a way to afford your services and in fact they make the time to come in and get the results. The details Since this is a three sequence email promo youre gonna start the promotion and sign up process on a Monday and then start the actual 14 Day Fat Flush training program the following Monday. Im not gonna discuss how to train these clients during the 14 day fat flush program. Im guessing youre an awesome trainer and that you know how to train people in a group, keep them moving and motivated and get them to burn a lot of calories in an hour. If you need help with the training or want to get some killer out of the box training ideas then check out Craig Ballantynes Turbulance Training and Shawna Kaminskis Female Fat Loss Over Forty. Both ebooks will give you a TON of training ideas and programs to use during the 14 Day Fat Flush program. Okay, lets get started. This is going to be a three phase thing.

Phase One: Promote the program and get as many people into the 14 day program as possible. Below are the three emails youre going to use to promote this new program.
Email # 1: This email goes out the first Monday of the promotion. Its designed to only tease the promo and
stimulate interest before you launch it on Wednesday.

Subject Line: I discovered faster fat loss

Hey there, Ive stumbled upon something pretty significant recently while working with several of my Page 20

clients who wanted to achieve faster fat loss. This new discovery I made proved to be pretty amazing at melting fat off the body. Its a combination of working out in a short burst, high intensity kind of way and a manipulation (for a lack of a better word) of your eating program NOT A DIET. But heres the coolest part of this thing the results come FAST. In fact the entire program lasts 14 days and the results are amazing. Im considering offering this program to a small group of people who are interested in burning a lot of fat in 14 days. So Im calling it my 14 Day Fat Flush system, but before I commit to doing a program like this, I wanted to see how many people on my email list would be interested in a 14 day rapid fat loss program like this. If you think youd be interested in joining my small group of beta testers and getting fast fat loss results in 14 days, then hit reply to this email and let me know and Ill let you know if and when I plan to launch this 14 Day Fat Flush system. Thanks a bunch! << Your Name >>

Email #2: This email is the first of your pitch emails and goes out on Wednesday. Subject Line: Re: 14 Day Fat Flush System
A couple days ago I sent you an email telling you about the new rapid fat loss program I stumbled upon while working with a few of my training clients. Since that email on Monday Ive been flooded with emails from folks who want to join my 14 Day Fat Flush beta program so I decided that Im going to take on 15 new clients into this program and Im starting it this coming Monday <<Date >> at <<Time>> at <<Location >>. Here are some details about the program that you should know before you join: This is a 14 day training and nutrition (manipulation) program thats relatively intense. Youre going to work hard for two weeks BUT your results are going to come fast and will be significant when you follow the program. Page 21

Some people will lose six to twelve pounds during these two weeks and a couple dress and pant sizes. The program is simple in its brilliance. Youll come and workout with me three to five days per week for two weeks, and eat the foods that Ive outlined for you in the program. Its simple actually just read it and eat it and the results will come. You will experience soreness in your muscles. Nothing too bad, but definitely some soreness letting you know that you just had an awesome workout. And the eating program I give you will NOT be a starvation diet. Im totally against starvation diets. Its actually a decent amount of calories manipulated in a crafty way to help your body burn maximum fat and to retain muscle tone during the 14 days. I think youll actually enjoy it. Now heres the best part of this whole thing the cost. Since this is my beta version and since Im only taking on a small group of 15 new clients on this program. Ive priced it for anyone to afford. The entire 14 Day Fat Flush program is only $67. Like I said the program starts this coming Monday <<Date >> at <<Time>> at <<Location >>. So if you want to be one of the first 15 people on the program and get a lot of fat burning and muscle tone done in only 14 days then you need to call me now at (XXX) XXX-XXXX to lock in your spot for this Monday. Or you can go to this website and register for it there <<>> If you have any questions just reply to this email or call me at (XXX) XXX-XXXX. This program is going to sell out quick at this low price and with the limited number of spots available. So be sure to call me at the number above, reply to this email, or just go to this site to register <<>>. Looking forward to seeing you in the program this coming Monday! <YOUR NAME>

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Email # 3: This is goes out to your list on the Friday morning before the Monday start date. Subject: Last call, only 3 spots left (hurry up)
I had a feeling I was going to get a bunch of people who were interested in my new 14 Day Fat Flush program, but I had no idea it was going to sell out in only two days. I originally had 15 spots open, and since the email this past Wednesday I only have three spots available for the 14 day fat flush program. And since its only $67 the spots sold out quickly. But you can still get one of the three remaining spots if you call me at (XXX) XXX-XXXX or reply to this email and tell you that you want in. The program starts this Monday <<Date >> at <<Time>> at <<Location >>. And, in case you missed the last email, here are the details of the 14 day fat flush program: The program is simple in its brilliance. Youll come and workout with me three to five days per week for two weeks (14 days), and eat the foods that Ive outlined for you in the program. Its simple actually just read it and eat it and the results will come. You will experience soreness in your muscles. Nothing too bad, but definitely some soreness letting you know that you just had an awesome workout. And the eating program I give you will NOT be a starvation diet. Im totally against starvation diets. Its actually a decent amount of calories manipulated in a crafty way to help your body burn maximum fat and to retain muscle tone during the 14 days. So be sure to take one of the three remaining spots and join us this Monday <<Date >> at <<Time>> at <<Location >> for the kick start of your 14 day fat flush program. To lock in your spot just call me at (XXX) XXX-XXXX or reply to this email with your phone number or just go to this site to register <>. Looking forward to seeing you this Monday << Your Name>>

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NOTE: You can also promote this on your Facebook profile too.

Phase Two: Give these folks the BEST workout of their life. Come with a ton of energy, passion, and enthusiasm! And make sure they stick to their nutrition program. (honestly, it doesnt matter if they follow the nutrition program that I give you or if you give them something of your own.) The key is to get them to take in less calories than they are now and get them to burn 500 or more calories per workout.
Here are the two meal plans for you. Theyre both 7 day meal plans that can be used as much as 4 week in a row. Or you can create your own meal plans for your clients. Click here to download the 1300 cal meal plan >> Click here to download the 1700 cal meal plan >> (Legal stuff: Consult a nutritionist, RD, doctor, lawyer and your great aunt before prescribing or using the meal plans above.)

Phase Three: This is the most important part of the whole thing, because this is where youre going to convert as many of these 14 day members into your regular programs so heres what you do next:
On day 12 of the 14 day fat flush program you are going to offer each member of the program a killer deal to join your regular program. The offer is going to be this. Before they reach day 14 of the program they commit to trying one month of your regular program (to ensure they get continued results and reach their goals) and you will give them two bonus weeks free. Heres how you fix a front quarter panel on a car if the passenger door is stuck shut after smashing into a phone pole So Id say something like this: Mrs. Jones, I have some awesome news for you! First off Im so proud of you! You have been working really hard the last 12 days and Im seeing a lot of changes in you so I want to extend an opportunity for you to continue to get these amazing results and to get two weeks of boot camp free. When you commit to signing up for a month of my regular program before your 14 day fat flush programs comes to an end in two days, Im going to give you two bonus weeks for free, making it a total of six weeks for the price of four. Lets get you started on that, okay? And when you decide to continue after those six weeks just let me know and Ill get you locked in at my lowest possible program price for the month to month program. Fair enough? Page 24

The idea is for you to make them a killer offer and ask them to make a decision before their 14 day fat flush program ends. And as they work their way up your ascension ladder (to the monthly program plus two bonus weeks), youll want to get them committed to an ongoing program thats recurring on auto debit (EFT). (If you dont do auto debit then check this post out for all the details.) I hope you take this killer promotion and use it to get a ton more clients for your personal training or boot camp business!

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I hope I was able to shed some light on a few of the ways you can grow your fitness business. And I hope that youll take some if this stuff and use it to shift your business to a more profitable model if it fits. At the end of the day all you have to do is follow these simple rules

1. Produce great results for your clients and give them consistent and real appreciation often.
Results is still king and appreciation will always lead to retention and more referrals.

2. Lead generation.
Keep working hard to generate new QUALIFIED leads for your business. Be authentic. People buy from you when they feel understood.

4. Make unique and special offers.

Create new products and services. Coke is constantly repackaging the same thing and calling it new and improved. Their sales are through the roof. Youre clients and prospects want the next, new, and unique thing. Be creative in your programming.

5. Leverage your time.

Outsource everything you possibly can to get yourself more of the most limited resource -- your time. Focus on the critical 5% that moves your business forward and outsource the 95% of the trivial many. Thats it for my ramblings. Thanks for reading this report. Id love to hear your thoughts and comments on my blog, Youll find tons of resources there to help blow up your training business. Always committed to your success,


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