Business

Interested in the business aspect of the fitness industry? Learn what the top Fitness Profesionals say about the truth with business in the industry!

Authenticity Is The New Black

Posted On May 14, 2018
Athor Image Eric Malzone
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I recently did a self-experiment.  I posted 30 days of videos to my personal FB and IG accounts (#deepthoughtswithriver).  As a recently converted digital nomad, my sister was legitimately concerned that maybe, out of isolation, I was talking to my dog (River) a bit too much.  She may be right, but that wasn’t the point.

The point is that social media has become a place where people post things (images, memes, videos, etc) that only reflect the images of their “perfect” lives.  Real life is far from perfect…we all know that.

How To Ask For Google Reviews

Posted On May 07, 2018
Athor Image Eric Malzone
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88% of consumers trust online reviews as much as personal recommendations.  

Business reviews are EXTREMELY valuable from a local search engine optimization standpoint.  

Yes, it is a fantastic idea to ask your clients for reviews, but HOW you do it is just as important.  Luckily, we’ll share…

Maintaining Your Integrity As A Personal Trainer

Posted On May 07, 2018
Athor Image Sally Perkins
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Every personal trainer worth their salt knows that fad diets and exercise programs don’t work. According to a Business Insider report by Chris Weller, this is primarily because in most cases, the science behind these so-called revolutionary fitness hacks have been either blown way out of proportion or optimized to make a certain eating plan or workout appear more effective than they actually are. Unfortunately, these quick fixes are what sell and some personal trainers have started using them to build a solid client base more quickly. But is sacrificing your integrity for the sake of getting more clients really a good idea? Well, the short answer is no—and here’s why:

Content Marketing is Aerobic

Posted On April 30, 2018
Athor Image Eric Malzone
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During my evolution as a fitness coach, I geeked out hard on energy systems.  In the world of CrossFit, the overwhelming trend was to go harder, faster, longer.  The issue was that people began to burn out, get injured, or fail to sustain obnoxiously intense regimes.  I quickly learned the value of a developing a solid aerobic base. It’s a key to longevity and one of the most time efficient methods to train the aerobic system is implementing aerobic interval training.  But how do you know if one is primarily training that energy system?

Protect your Digital Homebase

Posted On April 23, 2018
Athor Image Eric Malzone
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If I had a dollar for every time I talked to a fitness professional who was spending money on paid advertising, blasting social media, or handing out business cards at networking event YET still neglecting their website, I’d have enough to buy that new Callaway driver (you know…the one with BOEING technology?).

Why I Joined a Mastermind Group

Posted On April 16, 2018
Athor Image Eric Malzone
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I believe that at some point in everybody’s life, we have that “thing” that forever changes the lens through which we see life.  For some, it’s a loss, an accident, bankruptcy, or “rock bottom.” If you don’t know what yours is, then it hasn’t happened yet. But, it will.  For my wife and I, that “thing” was the entire year of 2016. I won’t get into all the details because it’s not fully my story to share. Let’s just say it was a series of losses that forced my wife and me to say “F*ck it.  Life is too short and too fragile. We’re going on the offensive.”

How Personal Trainers Can Build Client Retention

Posted On April 09, 2018
Athor Image Sally Perkins
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The personal trainer industry has experienced excellent growth over the past five years, with weight loss services and customized workouts being the most solicited services. Research indicates that the upward trend is poised to continue. Consumer confidence is growing and median incomes are expected to rise, meaning that Americans will have more to spend on health and fitness. Currently, income levels are nearly at pre-recession levels, which is good news for the health and fitness industry and the economy as a whole.

Making Lemonade Out of Lemons – 6 Steps When You Lose a Client

Posted On April 06, 2018
Athor Image Eric Malzone
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Today, we’re going to talk about what happens when you lose a client.  It may be too hard to see at the moment, but there’s an opportunity here. Trust me.

I’ve lost a lot of clients. Especially running a gym, I’ve lost a fair share of clients but I’ve also gained a lot of them BACK.  Over the past 23 years of business, marketing, and sales experience, I’ve developed a six-step process how to make “lemonade out of lemons” when it comes to lost clients. So, let’s get into it…

Periodization and Business

Posted On January 22, 2018
Athor Image Karsten Jensen
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Position Your Business to offer Long term packages with Principles of Periodization
“Will you paint my picture?” the lady said.

“Absolutely,” Picasso answered.

Thirty seconds later the picture was complete.

“That will be 5000 dollars,” Picasso said.

“Five thousand dollars?! It took you 30 seconds!” The lady was shocked.

“It took 30 years to learn to paint the picture in 30 seconds.”

Five Love Languages in the Gym

Posted On January 15, 2018
Athor Image Christina Chapan
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Sometimes we feel like we just are not connecting with our staff, clients, and athletes. A few years ago, I discovered the Five Love Languages by Gary Chapman. They transformed the way I work with my fellow co-workers, athletes, friends, and family. With just a little time and effort, you can make those who you have not been able to reach more open to you. In this next paragraph, I will describe each of the five languages as well as ways to inspire and motivate those around you.

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