Most studio owners have a complicated relationship with sales.
Some people are intimidated by it, others think it’s just plain tacky to focus on making more money in a business that’s supposed to be all about passion and service.
But let’s be real – if you don’t make enough money to keep the lights on in your studio, you’re not gonna be able to pay your bills, share your passion or serve your community.
That’s why it’s so important for us to change our mindset around selling and understand that you don’t have to sound like a slimy car salesman to close a sale.
Sometimes, a sale is just an honest-to-god conversation with a prospective member.
And that’s exactly what we’re talking about in this week’s episode of The Business Of Boutique Fitness. Join Studio Grow coach Amanda Blair as she flips the script on the dirty ‘S’ word and brings you a fresh new perspective that could totally change how you approach sales and selling in your business.
Here’s what we’ll talk about in Episode 558:
Why we should view sales as a conversation and not a big intimidating project
Why you should be intentional with your intake process
How client experience can impact a sale
How to ask for the sale
The benefits of establishing a solid sales process that works
Believe it or not, there are leaders, politicians and policymakers out there who still think of fitness as recreation.
And worse, they tax it the same way too.
In reality, gyms and fitness studios play a critical role in empowering people to maintain their basic health, prevent chronic and acute illness and live happy, fulfilled lives.
That’s why we need people like Brett Ewer to advocate for our industry and convince legislators and policymakers that what we do matters. In the face of ever-changing legislation and regulations, people like Brett are working to make a case for our industry and demonstrate how we critically impact society at the local, state and federal levels.
Join me in Episode 557 of The Business of Boutique Fitness as I chat with Brett Ewer, Head of Government Relations at CrossFit, about the importance of shaping policies that protect the fitness industry and ensure that boutique fitness not only survives, but continues to thrive.
Here’s what we talk about in Episode 557:
Why the fitness industry needs advocates who can lobby for them at the state and federal level
Brett’s day-to-day routine as Head of Government Relations at CrossFit
The Community Gyms Coalition and its advocacy efforts during COVID-19
The Gyms Act legislation, plus a behind-the-scenes look at what went into its development and advancement
What studio owners need to know about sales tax and other key regulations
Here’s what we’re talking about in this episode:
Lise chats with Rob Beale about the Third Space fitness concept, which aims to be the "third space" for its members and inspire them to be their personal best.
Third Space's unique set of amenities and its focus on experience: Rob Beale explains how Third Space is more than just a typical health club, with a focus on building beautiful facilities, personalized service, and expertise to deliver the best experience for members.
The challenge of ensuring quality experience across multiple modalities: Rob Beale discusses the challenge of upholding Third Space's philosophy and ensuring quality experience across various modalities, and how recruiting passionate and talented people is key to achieving this.
Third Space's selection process for trainers and instructors: Rob Beale shares Third Space's selection process for personal trainers and group exercise instructors, which involves a multi-stage audition and training program to ensure that instructors are experts in their field and can deliver a five-star experience for members
Here’s what we’re talking about in this episode:
- The guest, Brian O'Rourke, is the CEO of Vedere Ventures, president of the Fitness Industry Technology Council, and co-founder of Moon Mission Media.
- Brian discusses how growing up in a military family taught him perseverance and adaptability and how hospitality has influenced his experience-driven fitness businesses.
- The importance of understanding which numbers matter when it comes to running a business is emphasized, including operating margin, lifetime value of customers, and acquisition costs.
- The challenges of reducing cost per acquisition in digital marketing are discussed, with Brian noting that not all attribution models from Meta or Google are reliable.
- The fitness industry has been built on venture capital models, but the importance of building sustainable, profitable businesses is emphasized.
- Knowing how to see is a guiding principle for Brian's investments, and he emphasizes the importance of understanding what numbers really matter when it comes to profitability and sustainability in a business.