If you are on our mailing list, I’ll bet your business is going gang-busters and you're making things happen!   

Here’s why almost 100% of our client base of trainers, clubs, studios, spas and other fit pros are very successful and still growing.... despite the economy.

For most people who start their own businesses, there comes a point where they reach a fork in the road.  

• One road leads to success!!!

• The other road leads to Mamby-Pamby Land...

I don’t know why.  

There are so many road maps.  But, for some reason, many fitness professionals choose the Road to Mamby-Pamby Land.  You know who I'm talking about.  The guys and gals who complain and complain but never take ACTION.  

This is what separates YOU from them.   You learn.  You think.  You plan.  You execute. 

• You LEARN new marketing skills (web, FB, Twitter, funnel marketing, etc.).  And, that's why your business is not only thriving... but it's also the reason you are changing the face of the entire fitness business!

• You THINK about how to apply these new marketing strategies to your particular business in your particular market area.

• You download new “mind-mapping” software and create a coordinated PLAN using all the free distribution marketing vehicles like e-mail, Twitter, FaceBook, LinkedIn, Craig’s List and even YouTube Channels.

And then you EXECUTE!  It’s GAME DAY!   And the results pour in.   From new training clients to new product sales... your action plans PAY OFF!

For everyone else.... well... 

• He's learned to work "on" his business instead of "in" his business.

• He's learned to outsource as much as possible.

• He's got a great website and conducts all kinds of incentive outreach campaigns via FaceBook, Twitter, Craig's list, AWeber mailings as well as a host of other web-based tactics.

• He knows how important it is to physically network within his market area.

• He's not afraid of public speaking and books himself whenever possible.

• He sends out media releases on a regular basis.

Nonetheless, he was picking my brain about what other marketing strategies and tactics he might employ.   Our conversation was going smoothly and I offered some suggestions.  Then, I decided to ask one of my favorite series of questions...

Me:  Are you in your studio right now?

Kevin:  Yes

Me:  How many people are in there working out?

Kevin:  About 16 people.

Me:  Great, what are you wearing?

Kevin:  What?

Me:  Seriously... what are you wearing?

Kevin: I'm wearing a Nike polo shirt and gray sweats.  Why?

Me:  Think about all the seminars and workshops you attended.  What were the presenters wearing?  Polos or T-shirts.... right?  With their logos on them, right?

Kevin:  Ahhhh.... I get it.

Me:  I knew you would.  But here's the point.  "God" is in the details.  The little things.  You'd spend all that money branding your business, your websites, your emails, business cards and even your car... but then you show up "in-person" looking like a Nike endorsement.  If ever there was a crucial moment to be branding... it's when you're face-to-face with your clients.

YOU ARE THE BRAND!

I'm confident you don't eat refined sugar and additives... and hopefully neither do your clients.... but they may have kids and ... well, you know how it goes.   So, here's the Official Statement:

Working in consultation with the United States Food and Drug Administration (FDA), Kellogg Company (NYSE: K) is implementing a voluntary recall of certain breakfast cereals due to an uncharacteristic off-flavor and smell coming from the liner in the package.

Only products with the letters "KN" following the "Better If Used Before Date" are included in the recall. Products with a "KM" designation are NOT included in the recall. In addition, no products in Canada are affected.

Kellogg's® Apple Jacks®

• UPC 3800039136 1: 17 ounce package with Better if Used Before Dates between APR 10 2011 and JUN 22 2011
• UPC 3800039132 3: 8.7 ounce packages with Better if Used Before Dates between JUN 03 2011 and JUN 22 2011

Kellogg's® Corn Pops®

• UPC 3800039109 5: 12.5 ounce packages with Better if Used Before Dates between MAR 26 2011 and JUN 22 2011
• UPC 3800039111 8: 17.2 ounce packages with Better if Used Before Dates between MAR 26 2011 and JUN 22 2011
• UPC 3800039116 3: 9.2 ounce packages with Better if Used Before Dates between APR 05 2011 and JUN 22 2011

Kellogg's® Froot Loops®

• UPC 3800039118 7: 12.2 ounce packages with Better if Used Before Dates between MAR 26 2011 and JUN 22 2011
• UPC 3800039120 0: 17 ounce packages with Better if Used Before Dates between MAR 26 2011 and JUN 22 2011
• UPC 3800039125 5: 8.7 ounce packages with Better if Used Before Dates between MAR 26 2011 and JUN 22 2011

Kellogg's® Honey Smacks®

• UPC 3800039103 3: 15.3 ounce packages with Better if Used Before Dates between MAR 26 2011 and JUN 22 2011

While the potential for serious health problems is low, some consumers are sensitive to the uncharacteristic off-flavor and smell and should not eat the recalled products because of possible temporary symptoms, including nausea and diarrhea.

No other Kellogg's products are part of this recall. The recalled products were distributed nationwide.

Those with questions or who would like a replacement may contact the Kellogg Consumer Response Center at 888-801-4163 from 8 am to 8 pm Eastern time.

Why not just eat right in the first place?

Yes, you have to sit through the commercials, but, every Fitness Professional should watch this and consider posting on your blog or website.  The embed code is below. 

You can post it on your website and show it to your clients with this embed code:

<object width="512" height="288"><param name="movie" value="http://www.hulu.com/embed/81T6Kzlov-MiArf_s5_RKg"></param><param name="allowFullScreen" value="true"></param><embed src="http://www.hulu.com/embed/81T6Kzlov-MiArf_s5_RKg" type="application/x-shockwave-flash"  width="512" height="288" allowFullScreen="true"></embed></object>

Once again... there is no big surprise with the 2010 edition of the Dietary Guidelines for Americans.  (Click here to digest the whole report)

Here's what they recommend:

• Reduce calorie intake and increase physical activity
• Shift to a more plant-based diet
• Reduce added sugars, solid fats, sodium, refined grains
• Meet the 2008 Physical Activity Guidelines for Americans.

Duh.... !  How much tax money goes into this research and report? 

The bottom line is Americans are just not interested in healthy eating... at least not until their first heart attack, stroke or onset of diabetes. 

Even a 5-year old knows how to make healthy eating decisions.

Oh yes... there are all kinds of excuses from metric food labels to the subliminal marketing urging us all to super-size everything.  What a bunch of B.S.

It gets down to personal choice and personal motivation.  If someone wants to eat "clean" they can.  Even at McDonald's.  It just takes a little education and EFFORT. 

Do you do email? 

Among the country's top trainers, clubs, spas and bootcamps, almost all have some sort of e-mail marketing strategy as part of their marketing mix. 

Consider these 10 advantages.

• Allow your "brand" and business to maintain a two-way conversation with your clients.

• Provide "relevant" information to your clients where they spend time on computers, mobile devices, etc.

• Create an entirely new revenue stream (through e-mail consultation, product sales, services, etc.)

• Project and reaffirm your brand/business message and "character" - as well as provide additional motivation/coaching for your clients to stay on track!
  

• Target only those who are most receptive to your message

• Drive interest and confidence in your brand and business

• Increase brand recognition and awareness

• Generate urgency and excitement for special events and promotions such as fitness contests, bootcamps, special memberships, off-site events, etc.

• Breed confidence among clients, members, business partners, media, staff, etc

• Deliver the strongest "return on investment" ROI  -- $0

I've been building and revising my own website since 1999 using the archaic MS FrontPage website software. 

However, building your own website these days is an incredible TIME SUCK!  Especially since there are so many experts to whom you can outsource -- and get a much better result than you would ever come up with.

I recently started using a company that acts like PayPal or eBay.    You post your job requirements and they solicit bids from all over the world.  You can get a complete WordPress website up and going for $100.  Yes that's right....  $100 or less!  

I've recently completed 3 jobs through this company and am extremely pleased with the results.  So much so, that I am recommending them with an A+  (full disclosure - yes, I've become an affiliate and will receive a commission). 

Click on the link below and check it out.  After all, your time is better spent doing what you do best... and not coding a website!

Here's a link:

This is the world's largest outsourcing marketplace for small business. They connect over 1.5 million employers and freelancers globally from over 234 countries & regions. Through their website, employers can hire freelancers.

The average job is under $200, making outsourcing extremely cost effective for small businesses.

Getting the best web design, professional programming, custom writing or affordable marketing has never been easier!

Here's one of our most popular posters:  What's the Difference? 

When we open our exclusive "content" site, as a member you will be able to download this poster with YOUR LOGO as the top header (see below).

But for now, you can download this generic handout for free!!

Download What's the Difference

___________________________

With LOGO as Counter Display

Each year, the Center for Science in the Public Interest publishes it's list of extreme meals.  They are a bit more "kind" in their presentation than I am. 

Frankly, if you're over 30.. and you eat this stuff... well, then, you clearly have a "death wish!"

Download Xtreme_Menus_2010 

Coming August 1st...  IT'S GOING ONLINE!  A MAJOR overhaul of our industry acclaimed Marketing Manual... More than 200 pages of

• charts,
  
• graphs,
  
• check lists,
  
• pro formas,
  
• operational plans,
  
• compensation,
  
• price-points,
  
• how-to segments,
  
• video,
  
• downloads...
• and much, much more. 

Most notable are the updated sections on Web Marketing, Social Media Marketing and Bonus Material including Ad Slicks!!! 

If you are planning on conducting any sort of weight-management course, program or plan, then, this is the most comprehensive manual available.  PERIOD! 

• The annual healthcare costs of obesity in this country are $147 billion a year. This could rise to as much as $344 billion by 2018, according to one major study.

• Obesity has become one of the most expensive health problems in America today, surpassing smoking, according to a study in Health Affairs.

• Two-thirds of Americans are overweight although 85% of Americans characterize their lifestyle as somewhat/very healthy.

• Obese employee sick days total approximately 39 million workdays and 63 million doctor visits yearly.

• 12 million Americans are considered severely obese, defined as more than 100 pounds overweight.

• Diet books consistently rank as some of the hottest best sellers. There are also over 100 unregulated over-the-counter diet pills on the market and celebrities line up to pitch an assortment of diet products. All of this amounts to a nearly $60 billion weight loss industry.

• Employers have a big stake in getting their workforce to lose weight and reduce the enormous costs in medical claims and lost productivity linked to obesity. Recent studies have shown an impressive return on investment for every dollar spent on prevention and wellness programs.

• Johnson & Johnson's CEO Bill Weldon confirmed his company saved $20 million in 7 years by implementing employee wellness program.

• Nearly a third of the children in this country are overweight and some experts believe up to one third of children will suffer from diabetes at some point in their lifetime.

• For the first time in the history of our nation, some medical experts warn that this younger generation may be on track to have a shorter life span than their parents as a direct result of the obesity epidemic.

My friend J.J. Johnson told me this story.  He took the branding challenge and found more than 3,000 brand impressions inside his 1,500 sq. foot facility.  He only found 25 brand impressions of his logo!  J.J. took immediate action:

• Ordered all of our products with his logo (we liked that!)

• Terminated all clothing vendors, Nike, Reebok, etc and ordered all apparel with his logo

• Created professionally designed stickers with his logo that read: "Thank you for working out with J.J."  The stickers also include his web address.  He put these stickers all over his equipment and used them to cover up other logos within his facility

• Painted his logo on the walls above the mirrors.

Here's the pay-off.  J.J. Johnson not only became the dominant brand in his studio, he became the dominant training studio in his market area.  The best compliment came when someone walked into his studio and exclaimed, "Wow... you must be somebody famous I've never heard of!"

Here's more information about the advantages of branding.

Yes, after all kind of trials we have finally settled on all black ink labels for the skincare line for several reasons.

• With the new transparent labels, various colors could not be created as deeply as we would like.  Hence, many had a "washed out" look.

• We've been told be several packaging experts that with the bottle design, which already includes black ink, chrome lines and clear domes that black ink on clear labels would provide a much more "sophisticated" look.

• Finally, we noticed that those clubs, trainers, spas, etc who already use black ink are selling twice as much of the skin care line.

I guess packaging can make that much of a difference!

We will be revising our website to reflect these changes.

Art

What is a “passive” profit center?

It’s a service or shop that is totally dependent upon the regular traffic of your club or training facility for business. 

Does your pro shop, juice bar, or tanning business pro-actively solicit business outside your facility? Probably not -- that’s why they’re considered "passive."

If you have a weight-management program, it can be incredibly pro-active through outreach.  It can be aggressively marketed inside and outside your facility.  And, when implemented as a core service, it will stimulate your “passive profit centers” through member retention.

Here’s an example: Mary Jones is Worth $2,000+ - and she has 20 close friends -

• Mary Jones is a member at your facility. She's 35 years old, with two children. She's decided to get into shape.

• Mary enrolls in your Weight-Management and Lifestyle Program (nutrition only) for $299. In one year, she will make twelve $30 supplement purchases for an additional total of $360.

• Mary needs a personal trainer because she's never used some of the equipment. She purchases 6 sessions @$50 per session for a total of $300.

• Mary brings her two children to the gym 3 days a week at $2 per session. That's $6 per week or $312 per year.

• Mary averages $10 per month on tanning as she knows better than to sit too long in the sun. Over the course of a year she'll spend $120. She'll also spend $250 per year at the juice bar on herself and her children.  As Mary's body starts to change, she finds herself in the pro-shop buying fitness apparel that compliments her new figure.

• Mary's friends notice her new lean and energetic persona. They ask her how she did it. She refers them to you and your Weight-Management and Lifestyle Program.

Through weight-management and lifestyle programming, your members and clients achieve their fitness and cosmetic goals -- the very reasons they came to you in the first place. As a result, your retention rate increases. And, with retention, your other profit centers also reap the reward.

Passive” Profit Centers Check List

Do  you have “passive profit” centers located within your facility?  If so, think of ways you might combine efforts to help promote each business. For instance, you might develop a special menu for the juice bar -- or special discounts at the pro shop, etc. Don’t forget that you can barter or trade for products or services under your own roof.

• Pro Shop
• Juice Bar
• Personal Training
• Group Instructors
• Child Care
• Chiropractor
• Café
• Full Restaurant
• Travel Agency
• Salon
• Nail Salon
• Massage
• Car Valet
• Tanning

What kind of activities can you conduct with these passive profit centers to help cross-promote each business?

Here's are some examples:

• One facility ran a sales promotion contest with its program instructors and trainers to see who could distribute the most “Free Fitness Assessment” coupons.  Each coupon had the instructor’s or trainer's name on it.  When it was redeemed, the instructor scored a point. The prize was $100 cash.  This promotion generated 15 new sales. Could you do this?

• Here’s a simple cross promotion.  The weight-management program refers clients to the juice bar for special menu items created specifically for the program.  The clients are provided coupons for the juice bar entitling them to a 10% discount on those menu items.  It’s a simple idea with a win-win result.

• Want to make it even simpler? Implement an internal lead-box campaign at each member service location. Offer a free weight-management program for the winner. Although this may be considered a “no-brainer” you’ll at least gain lots of new leads for your weight-management and lifestyle program.

We just added a bunch of Fast Foods into the web-based menu & activity planner (MAP SYSTEM) database.  We did so because we received so many requests from professionals who want to demonstrate how fast foods affect a fat-loss program.   And, it's even more important for athletes.

The other reason is to point out some of the healthier options that can be purchased  - in case you're stuck and it's the only place to grab a bite.

Just for kicks, take a look at my one-day menu of fast food.  Basically, a Big Breakfast from McDonald's. Then a Double Whopper and fries for lunch.  A few beers after work and then a nice Angus Burger for dinner.   I know plenty of guys who eat this.  I'll bet you do, too. 

(Click on image to enlarge)

This menu is so far out of whack... More than 1,000 calories over optimal intake.  And, look at the fat content.  Shocking!!  Any wonder America is suffering an Obesity epidemic.

Just for contrast, here's what I am supposed to consume if I want to stay a "lean, mean, healthy machine!"

(Click on image to enlarge)

Adding the fast foods as well as a significant number of much healthier foods to the database is just one of the many upgrades to the system.  We also will are adding pre-defined workouts.

Starting May 1st, the MAP System goes to a 7-Day FREE TRIAL period.

O.K..... so we're working our MAP System database of FAST FOODS (due to requests to show clients the implications of fast foods) and it just gets uglier and uglier...

Here's one for you...  

A Burger King Double Whopper with cheese is:

1,010 calories

but, guess how many of those calories are FAT?  Try 65 gms of fat x 9 calories per gm =

Nice, eh? :-( 

And that's not the worst...!

One of the benefits of being in business for over 30 years is that it provides perspective.  

Here's a good example.

• If you wanted something fast and cheap - it would not be of high quality.

• If you wanted something of high quality and inexpensive - it would not be produced quickly.

• If you wanted something of high quality and wanted it fast... well, it certainly would not be cheap.

But, then, technology entered the picture. 

Technology has driven down the costs of manufacturing.  Technology has made  customization (such as branding, sizing, color, etc.) more readily available.   Technology has driven down the costs of administration and operations. 

So... the new model is "Choose All 3!"

• Business Cards
• Branded Daily Journals
• Branded Reference Manuals
• Branded Cookbooks
• Branded Menu & Activity Planners
• Branded FitProStore
• Branded Apparel

• Sport specific workout like football, baseball, skiing, etc.  
• Gender specific workout like "Women Only, 18-34 first workout"
• Boot Camp - Sessions 1-10