If you are like me, you got into online coaching for one reason…

You wanted more freedom. 

You wanted to have the lifestyle of your dreams…

Online coaching absolutely does allow you to do this. 

You wanted to earn more money and you wanted an income that isn’t capped like it is within a PT business.

You didn’t want to be limited to how many sessions you could do in a single day.

That’s one of the biggest problems with the personal training business. 

It is a model where you are stuck trading time for money. 

The new online PT model is where the opportunity is right now.

There are too many good things to ignore.

I was stuck in the old PT model for far too long training clients in person just exchanging time for money. 

I was working all the time and felt burnt out constantly.

I even made the same mistake again when I went to Dubai…

I thought a new location would fix all my problems…

However, the same problems and issues came up when I moved to a new location. 

I remember being depressed, overworked, burnout, working all the time, feeling anxious that clients would leave me because I didn’t have a predictable system for bringing in new leads and clients. 

It all came to a head one evening in Dubai where I promised I would spend some time with my daughter…

However, when I got home from my last PT session, she was already asleep.

That was a turning point for me.

You see, those late-night finishes were most nights of the week.

I had a young family…

In short, I simply wasn’t spending as much time as I wanted with them.

And I knew I had to go online, and it was definitely the best decision I ever made. 

However, there are certainly some new problems happening within the fitness space right now…

Within this particular post, I’m going to discuss five dangerous trends I’m seeing.

I’m very fortunate to be in a position where I’m speaking to fitness business owners all the time.

I’m speaking to successful fitness business owners and I’m talking to fitness business owners that are struggling right now and there are definitely some big differences between what the successful fitness businesses are doing. 

I want to share with you some golden nuggets which will help you earn more money, get more clients, build the business of your dreams while taking more time off to do whatever you want.

There are five big problems I’m seeing over and over again with the fitness businesses that are failing right now.

Now, let me give an example…

I actually was doing a group coaching call with my members…

Drew, a super-smart PT that just signed up with us, laid down his plans for the next year.

And I had to rudely interrupt and stop Drew from what he was planning to do.

…We need to change this immediately. 

This brings me on to the first big problem I’m seeing right now in the fitness industry.

 

Dangerous Trend #1: 1 Source Dependence…

 

The number one problem for most fitness business owners is that they typically do not bring in enough leads each month to convert into high paying clients.

What’s more, even though they typically do not bring in that many leads each month, these are often only coming from one source anyway…

I remember hearing Dan Kennedy (one of the smartest marketers of all time) once say that the worst number in businesses one. 

And that is so true…

Especially when it comes to leads…

Because most fitness business owners will tell me that their leads are all coming from Instagram, and Facebook, LinkedIn, YouTube etc.

If you just rely on one source…you are just waiting for a catastrophe…

What if your Facebook ad account gets closed down?

What would you do?

Or what if the algorithm changes?

What if ad prices go up (which they are right now)?

Could you cope?

You’re screwed because you’re only relying on one source and if something happens to that source, then it puts you in a very difficult position.

Just yesterday I was talking to an epic online entrepreneur. This dude is pulling in over half a million a month (YES, that’s over $6MM a year).

His ad account just got shut down… And his lead flow?

It literally disappeared overnight!

That means his main lead source is dead. 

When you have a family and you’ve got expenses…if you’re just overly reliant on one lead source, you’re in a very vulnerable position and you need to fix this immediately!

The second big problem which I alluded to earlier…

Dan Kennedy’s quote does not just apply to leads, it applies to everything in business…

If you are overly reliant on one thing, you have a big problem!

That could be one traffic source, one client paying you a lot more than the rest of your clients, one lead source, or it could be one revenue source such as only doing in-person PT. 

This reminds me of another one of our members, Jonathan.

He was training clients one on one. And this reminds me of the days when I was doing personal training.

And basically, anytime it was around the holidays all of his clients would pick up and leave.

The other issue he had is that he was only training clients one on one.

We have all been there where clients are canceling at the last minute.

Quite often every single month you’re going to have some cancellations, or you’re also going to have clients leave you. 

So, if you’re just relying on one source of anything, you’ve got a BIG BIG problem. 

I know a lot of personal trainers have certain clients paying them a lot more than others (because these clients are having more sessions than others), and therefore if they lost these particular clients… they would also be in BIG TROUBLE.

This is even more important right now than ever before because of COVID-19. 

Most personal trainers are relying on one source of revenue (in-person personal training). 

However, gyms are lockdown, people are canceling gym memberships because they do not feel safe in a gym environment.

What’s more, there is a high chance there will be future lockdowns as there are fears of potentially more waves of the virus.

That means that if you are just relying on one source of revenue, one lead source, one traffic source, one particular client paying you a lot more than others…

Whenever you are just relying on “one” of anything in your business, you are very vulnerable. 

 

Dangerous Trend #2: Too Many Cooks In The Kitchen…

 

What I’m seeing more and more often are coaches and fitness professionals who are confused right now with exactly what they should be doing to grow their fitness business…

Because they are following advice from so many sources as well as trying to model other “fitness influencers”.

And typically, they end up just spinning their wheels because they don’t truly know what they should be focusing on. 

Because of that, they’re trying to do a ton of different stuff at the same time…

They’re trying to do videos, blogs, podcasts, post on social media, free challenges, chase current clients for referrals etc. 

And if they’re being honest, they don’t really understand what they’re trying to achieve. 

They are just doing a bunch of random stuff and trying to model what others are doing…

There is a quote that says…

“It’s the blind leading the blind”

This is especially true with other fitness influencers.

People are copying these fitness influencers hoping that doing so will lead to a successful online business…

However, what they fail to realize is that even though a lot of these influencers have a lot of likes and followers…

Very few have a REAL business that generates the revenue you truly want…

While likes and followers are cool, they don’t pay your bills.

So, what should you be focusing on instead?

Instead of trying to get likes and followers, you need to be focused on creating a system that brings you leads and clients on demand…

You see, if you do not have a predictable and reliable system for bringing in new leads and clients like clockwork, then I hate to say it, but you do not have a real business.

This is the number 1 reason most fitness businesses online do not succeed.

They do not have a system for bringing in new leads and clients.

They are using what I call “hope marketing” and “random acts”.

Not to mention the fact that they don’t have systems for keeping their clients either.

But, the number 1 reason people struggle online is not having a proven system in place to bring in leads and clients like clockwork.

Without this, you will constantly be spinning your wheels and stuck in a feast and famine business.

Some months you will do okay and get some clients, but others will be like “crickets”.

In addition to modeling other fitness influencers…another mistake I see all the time is people taking advice from multiple sources…

You need to find one mentor who has achieved the success you want, and you need to be listening to that person only…and nobody else!

 

Dangerous Trend #3: You’re Competition Is Stealing Your Clients…

One of the biggest reasons why fitness professionals are failing right now is that most of them are generalists and they don’t specialize in a particular niche. 

Especially with the amount of competition around online right now, you cannot afford to be a generalist.

You MUST be a specialist and niche down and focus on selling your services to a very specific avatar.

They have a big problem and I remember hearing from Dan Kennedy once say…

“If you can’t be the #1 lowest price leader in your market. There is no strategic advantage in being the #2 lowest price leader.”

If you are a generalist, people will always go to someone cheaper than you, so keeping that in mind. 

You need to have a very specific niche and the fitness industry is very saturated right now so you need to be very targeted…

You need to really define your ideal avatar. 

Who’s your ideal customer?

What’s really useful and helpful is to define just one person…

Ask yourself the below questions…

Where do they live and how many kids they have?

What is their income level?

What are their pain points, their dreams, wishes, wants, and desires?

You need to have a very detailed picture of your ideal customer so that all of your marketing should be geared towards that one person. 

So that when you sit down to write an email an ad etc. you’re targeting that specific person. 

The other thing to think about is you really do need to niche down. 

This reason why this is important is this…

I learned the below question from Dan Kennedy and it is a question that should be at the top of your mind ALL THE TIME.

The number 1 most important question you should ask yourself is this…

“Why should I come and do business with you over every other option available which includes doing nothing?”

Once you have a great answer to this you will have a lot more power within the market place.

Let me give you an example of one of my coaching students, Callum, putting this into action…

 

 

 

 

Callum used the EXACT same steps I’ve laid out for you here… And he was able to sell $39,000 of Personal Training in just 2-days.

This is about getting your online business to… 1) Get your clients the best results 2) Minimise your time input and 3) Maximise your profits.

Pillar #1: Create content that: Gives value. Builds authority. Makes an offer.

We first start by getting clear on.

1 – Who is your target market.

2 – What’s the message that attracts your A-grade clients (and not the energy vampires).

3 – Gets this message infant of the right people.

Which really means, that your content has to do one thing.

And that is… DRUM ROLL…

Helps them solve their problems.


Pillar #2:
Reuse the stuff that works.

Let me be honest…

You’re not an Instagrammer.

You’re not a YouTuber.

You’re not a blogger.

You’re a coach, that’s running a business.

This means that you shouldn’t be wasting away your time trying to create boatloads of content.

If you properly know, what’s working, and what’s not working. You can reuse and emulate your best stuff.

Pillar #3: Use ads to amplify your message, and make sales.

Now, I’m a pretty hard arse when it comes to my clients running ads.

They first need to PROVE that they have 1) a working funnel, and 2) a high converting offer.

Most coaches are pissing away their hard-earned money trying to get “Facebook ads to work” when they are missing one or both of the critical pieces.

  • You don’t need a website.
  • You don’t need a fancy funnel.
  • You don’t need to be all “techy”.

All of this boils down to ONE thing…

You need to get a competitive advantage so that clients are coming to you (and not to your competitors).

And the easiest way to do this is by avoiding the next two trends

 

Dangerous Trend #4: You’re Coaching Your Online Clients ALL WRONG…

Okay, so now we are onto trend number 4.

We are going to have to dig our head out of the sand and take a look at the reality of the competition in the marketplace right now.

Let’s be honest with ourselves, there is a lot of competition and options available for your target market…

Technology has also changed things dramatically…

Let’s look at the other changes technology is bringing…

  • Tracking calories will become easier thanks to the smartwatches that will be able to automatically track the calorie content throughout the day.
  • Restaurant menus will come with virtual reality features that can give you access to useful info on the calories and nutritional content of the dishes served.
  • Technology will soon have us being able to take a quick blood or saliva sample to give us a readout of our individual perfect diet.
  • Shopping trolleys will flag unhealthy items and ensure you purchase only what your diet allows.
  • Smartwatches featuring dieting apps will be able to send motivational messages at the times of day when the users are usually taking a snack.
  • Supermarket shopping trolleys fitted with RFID tags and barcode scanners will feature nutrition assistant applications that will calculate not only the overall number of calories but the sugar and fat content of your purchases as well… Something, you as a personal trainer can’t do.
  • Data mining will soon be able to give you an individualized workout plan that’s using the information from the 1000’s of touchpoints

 

One thing to think about is people aren’t after information anymore, they can literally Google anything and get an answer within seconds!

They can go on YouTube and get tutorial exercise videos and get access to a ton of educational videos on how to build muscle and lose fat etc. 

They can do live workouts on Instagram without paying a dime…

They don’t want information…they want transformation…

The other thing to think about is this…

What you’re offering needs to be much more than just a diet and exercise program.

You need to be offering something unique to your audience…

You cannot compete selling cheap generic stuff…

It cannot just be education or information.

This is a big shift for most people.

I’m writing this NOT to be all ‘Doom and Gloom’…

That’s why you’ve got to see what Adrian is doing…

Adrian has moved over to what we created, ‘The Leveraged Coaching Model”.

The online coaching system that gives his clients exactly what they need to become success stories. And gives Adrian the capacity to coach 100’s of clients all paying top dollar.

This is an eye-opener so you are on the leading edge, and for you to make changes now so that you’re not left behind.

If you think that just trying to sell workouts, meal plans, recipes are the way to grow a multi 6, or even 7-figure fitness business.

You’re WRONG.

And that’s why I’ve kept what I believe the most important trend to avoid, as the last one…

 

Dangerous Trend #5: You’re In The Wrong ‘Model’…

Most people are stuck in what I call the time for money trap. 

They’re coaching clients one on one. 

This type of model creates A LOT of problems…

If you decide to go on holiday, you don’t get paid…

If a client decides to cancel a session for whatever reason, you don’t get paid…

If you want to spend more time with your family, you don’t get paid…

The other harsh reality about this model is if you are exchanging time for money…then you don’t have a real business you have a job.

Essentially, you don’t have any leverage to scale because ultimately there’s only so many hours in the day for you to train clients…

Which means your income is capped.

There is only so much you can charge per hour. 

Another factor to consider is the physical demand of this role can be extremely draining day in, day out. 

This is exactly where I was in 2014. 

I was stressed out, burnt out, working all the time, and couldn’t take any time off because if I did, I lost revenue!

One question to ask yourself is this…

How long can you keep on training clients one to one?

Be honest with yourself…

This is a difficult question to ask but it is critical…especially as you will have more responsibilities the older you get.

 

What does your ultimate business and ultimate life look like..?

Your business should be designed to give you the life you want.

This is why I recommend you listen to Alexis…

A very savvy gym owner, that wanted MORE clients, MORE money and MORE freedom…

I don’t see it as the ‘strongest’ will survive… I think it’s as simple as the ‘smartest’ will survive.

Having the smarts to make the change now.

So, if you’re feeling “stuck” or “frustrated” with your lack of freedom, money, or success. Then you’re not alone.

See, unfortunately, most trainers and coaches don’t get any of those things from their business

most create a job for themselves… 

If you’re like most coaches…

  • You already have enough 1:1 clients and you’re sick of being a “rep counter”… but you want to get out of the “time-for-money” trap and don’t know how to make the transition.
  • You’re shooting videos, posting on Instagram, launching challenges, running Facebook ads… and not seeing the results from your hard work.
  • You have a kid on the, already have a young family, or you’re thinking about how you’re going to “make it work” to give your family financial security.
  • You have zero ideas HOW “online personal training” actually works… and the thought of doing all the “tech stuff” makes it even more confusing.
  • You’re fed up of clients canceling last minute, causing your monthly income to be up and down… giving you just another reason to “finally make the change”.

 

Just imagine…

A systemized process you can trust…

That’s why I’m showing you one of the first steps I work with when they start with me — “The Money Map”.

Giving you the 4-steps that every successful fitness business needs working.

And when you get it up and running, it’s going to have…

You as the “go-to coach” so that clients are constantly coming to you (rather than you chasing after them).

You’re only working with the clients you love (and don’t have any more “energy vampire” clients)

You watch your income grow month-to-month (so that you never again stress about the up’s and down’s of your income like most coaches).

Now, you may be wondering…

“This sounds great, but where do I even begin with this?”

You see, to be successful online you need a proven system to bring in new clients and leads like clockwork…

Without this, you’ll be stuck in the feast & famine cycle.

Some months you’ll do okay…but others there will just be “CRICKETS”…

This simply is not sustainable…

You wouldn’t allow your clients to perform random exercises or not track their food…

Of course not!

 

…You would use proven training programs and nutrition approaches to get them results…

Random approaches won’t work for your business either…

You need a proven system just like a proven system you use to get your clients results…

All the successful coaches I know have 3 basic frameworks in place, and it’s all you need to focus on right now;

— Attract new leads (who are willing to pay you what you’re worth).

— Convert leads into clients (with a process you can trust)

— Deliver your clients great results (and you also get your life back).

 

And it’s all done by giving you the done-for-you templates, the copy-paste content, the exact funnels, the ads, and the frameworks that have you easily sign on new clients.

There’s no guesswork…if you can copy and paste, you can do this…

I called it the Coaches Cartel…

It’s your one-stop-shop that provides you with everything you need to build a wildly profitable fitness business…

Without working all the time, having to post on social media all day, message random people, or beg clients for referrals…

Interested?

So, if you’re serious about growing your fitness business…and getting the financial and time freedom you deserve…

If you’re fed up with not knowing exactly what to do to grow your business…

Here are the next steps…

STEP ☝️: Fill out this short form here: http://www.coachescartel.com/strategy

STEP ✌️: Book your FREE call with me and my team call and we’ll show you exactly what you need to do SPECIFIC to your situation. 

… And RELAX… There’s nothing to buy on this call, this is our chance to get to meet you.

You can keep using “hope marketing & random acts” to grow your business.

Or you can just use proven systems that have already worked time and time again by 100’s of other fitness professionals. 

It’s your choice.

Just go here to get startedhttp://www.coachescartel.com/strategy

 

Looking forward chatting soon,

Chris.

 

P.S We have helped 100’s of fitness professionals take their businesses to 6 and even 7 figures online without large social media followings. It’s time to stop digging your head into the sand and “hoping” things will change and time to start taking action just like our students doing 6 and 7 figures did.

 

PLUS: Whenever you’re ready… here are 4 ways I can help you grow your coaching business:

 

1. Grab a FREE Copy Of My Book; “Your First 100 Clients”.

Before you do ANYTHING else…

I want you to get your FREE copy of my book “Your First 100 Clients” — Click Here http://www.coachescartel.com/100clients

 

2. Watch the NEW Documentary: The Business Of Fitness.

This 60-Minute Documentary Is Groundbreaking, Gutsy & Refreshingly RAW… 

A MUST-SEE For Every Fitness Pro. 

Get your free access pass and watch the film by clicking here — https://fitprodocumentary.com/

 

3. Join our Implementation Program and be a Case Study.

 

I’m putting together a new coaching case study group at Coaches Cartel this month… stay tuned for details. If you’d like to work with me on your client-getting and scale plans… just send me a message HERE and put “Case Study”, and I’ll send you the info.

 

4. Work with me and my team privately.

 

If you’d like to work directly with me and my team to earn over $100K each year… just send me a message HERE and put “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.