What Every Successful Fitness Business Is Built Upon

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Being in business can often be overwhelming and stressful with a million different things to do.  You’re wearing all the hats…..sales, marketing, accounts, customer service etc.  You’re busy all the time, working early mornings and late nights but see little growth in your business.

So today I’m going to simplify things for you.  I’m going show you the 4 pillars that every successful fitness business is built upon….and give you strategies to help in each area.

Once you decide to focus your time on these 4 pillars you will start to see your business gain momentum and grow consistently.  In fact these 4 pillars can be applied to ANY business to yield a positive result.  They are the basic fundamentals of ALL your marketing.

As Bruce Lee once said:

“It is not a daily increase, but a daily decrease. Hack away at the inessentials.” – Bruce Lee

Simplicity is key and is something Steve Jobs was obsessed with:

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs

So What Are The 4 Pillars:

1354136572_Barcelona-Four Pillars

  1. Attract leads

  2. Convert leads

  3. Sell them more stuff

  4. Get them to tell others about you

It’s really that simple.

The graph below shows you how you can increase your effectiveness by simplifying things.  Just like Pareto’s Principle – 80% of your results come from 20% of your effort.  So by focusing on the strategies that produce you the biggest result you can simplify your business and your life.



Ok, so now you know what each of the 4 pillars are, how do you apply them to your business?

Well below I’m going to show you some simple strategies you can use today.

Pillar 1 – Attract Leads

This is the pillar where you generate new leads for your business.  You can use many different strategies for this but it’s best to find 1 or 2 that work well for YOU and focus on them.

Strategies we can use here are:  blogging, email marketing, Facebook ads, live seminars, webinars, ebook etc…


Pillar 2 – Convert Leads

This is the pillars that will actually generate you business.  You must be able to convert the leads you get from pillar 1 into paying customers.

Some of the ways we can increase our conversion rate are to:  Study and apply effective sales strategies (like my Sales Boss Video Course), survey your clients to find out more about their problems, pick a specific market to work with, test your online marketing with different headlines, copy & images, demonstrate case studies.


Pillar 3 – Sell Them More Stuff

This pillar is simple if you’ve got good service and get results.  Your clients will naturally want more.  This is where your relationship is crucially important….ask them what they want and give it to them!  You could supply supplements, training clothing, home equipment or offer massage therapy or coaching.

Remember it’s easier and cheaper to sell to an existing client than it is to attract a new one.


Pillar 4 – Referrals

Have they got results?  Hopefully yes!  But even if they haven’t and are coming in for their consult/free session ask them “Is there a friend you would like to bring with you?”  This could easily double the number of leads you bring in.

You will also need a system that rewards referrals and regularly reminds clients of the benefits of sending friends to you.  This could be a monthly competition with a cash prize.  It’s important that your clients know what to do when someone asks them about their weight and who to speak to get similar results.

So there you go.  The 4 pillars laid out in detail for you.

Do You Have Systems in Your Business That Takes Care of All 4 Pillars?

With any kind of marketing activity you must systematize everything to reduce your workloads and increase automation.

Your goal is to create mini-systems that apply all 4 pillars, for example:

Facebook ads (attract leads) >> landing page (attract leads) >> phone call (convert) >> emails (buy more) >> social media (referral)


What Next?

It’s often difficult to look at our own businesses and spot all the problems because we’re working IN it everyday.   Speaking to someone who knows what to look out for will surely give you some clarity on what you need to do to move forward.

To get some free personalized help with your fitness business so you know which of the 4 pillars you need improving and what strategies will help you grow, register for your free strategy call now.


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