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When first starting out as a gym owner, I thought the most important thing was my ability as a Coach and a trainer. So I took every certification class I could and put tons of hours in to being the best Coach I could be.
I wondered why I still didn’t have a flood of clients coming through the door.
Then I thought it was about having the best equipment in my Box, from the rowers to the rig. But still people weren’t running through the door to train with me.
Then it finally dawned on me: I need to become a celebrity. Not the type of celebrity like a movie star or recording artist, but a local celebrity. Why? Because celebrities get attention and money follows attention.
You might be thinking: “Wait a minute Robby. Are you saying I just need to grab people’s attention and I’ll make more money?” That’s exactly what I’m saying.
Take for example the Snuggie. It was basically a regular blanket with sleeves. And guess what the Snuggie had: LOTS of attention. It was in front of everyone everywhere. With that attention came $700 million dollars in annual revenue at its peak. Now how do you become the “Snuggie” of your town?
Here are my three favorite ways:
- Buy Your Celebrity Status: We live in one of the most amazing times in history when it comes to being a business owner. Everything is at our fingertips and on our phone. Anyone can record a video, spend money on Facebook or Instagram, promoting it and commanding attention. Heck, that’s what I do with my gym. In fact, we have a monthly budget of $5,000 dedicated to social media. In other words, we outspend and out market our competitors. Why? Because when someone has the thought in their mind that they want to get in shape, I’m the first person on their mind because I paid for that ability. Most gym owners don’t spend money on social media, or if they do they think it has to be just for an offer or promotion. It doesn’t. Spend money on content ads. Do a grocery store tour video. Do a video where you are at another local business. Be the celebrity and command attention.
- Focus on the End Result: Nothing drives me crazier when I follow a fellow gym owner and all I see on their Facebook or social media is videos of them working out. Listen: the general population doesn’t care how much you Clean and Jerk. What they want to know is how they can get in shape and finally lose weight. That’s why you need to focus on your clients’ success stories on your social media, not you. Post before and afters, do quick videos with your clients, showcase them. When you do that, you’ll be speaking directly to your target market and that’ll go a long way.
- Give, Give, Give: One of the best ways to grow your local celebrity is to constantly give back. Host fundraisers, support local causes, mingle and help other business owners. Most of us have gyms in small communities and word travels fast. Be the go-to guy or girl that everybody can count on and look up to. Don’t just hide in your gym; go out and talk to people. If there is no mayor in your town, be the “mayor.” Everybody should know you and you shouldn’t be able to walk into a local restaurant without someone recognizing you. When you become a local celebrity, things get much easier for you and your business. You won’t have to fight to get new clients; they will beg you to train them and will be willing to pay more for your services.
Being a local celebrity isn’t hard. Follow those three steps above and you’ll be well on your way to a thriving business.