“I wasn’t marketed to anymore.” 

My guest today points out a glaring still-existing dilemma in our fitness industry. Even in this age where menopause and longevity being buzzwords of the year, images and marketing terms are centered around young, youthfulness, and anti-aging. Images of young, fit individuals in bra tops still prevail.

If you want to reach over 50 clients, you have to know what to say and what not to say. Jay Croft creates original content for trainers, gyms and studios. Everywhere you write, speak, or create video, you are a copywriter. I rounded up a professional writer to help you with content to reach over 50 clients.

Be sure you stay til the end for some help on how you can use AI to generate content to reach over 50 clients better, faster and create a relationship. 

My Guest:

Jay Croft created Prime Fit Content to help gym owners reach more people over 50 after 30 years in mass media and corporate communications. A veteran writer, editor, and content creator, Jay creates premium, original material best used in email newsletters, social media, and blogs. He also consults with businesses about this vast, underserved segment and how best to communicate with them effectively.

Questions We Answer in This Episode:

What is your background and how & why you got into this? 

What are some of the challenges trainers online or off  have in communicating with the over-50 market?

What are a few key pieces of advice in improving your game on this?

Why isn't the fitness industry doing more to help people over 50?

What role can content and communications play?

What works and what doesn't?

Connect with Jay:

https://primefitcontent.com

 

On Social:

Facebook: https://www.facebook.com/jaycroft

Threads: https://twitter.com/JayCroft

Instagram: https://www.instagram.com/primefitcontent/

LinkedIn: https://www.linkedin.com/in/croftjay/

 

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/podcasts

 

Resources:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course 

Developing relationships with medical professionals was going to be easy once Exercise is Medicine™ was announced! Trainers and gyms thought it was going to be great. Imagine it raining clients told by their physicians to exercise and start working with a trainer. 

No one came. 

"Exercise is Medicine was established in 2007 by the American College of Sports Medicine to inform and educate physicians and other health care providers about exercise as well as bridge the widening gap between health care and health fitness."(https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7444006)

It's Up To YOU. 

You want an endorsement from a physician. They want to know their patients get a safe referral and their credibility is supported.

• Make it clear what’s in it for them. 
• Make it easy for them. 
• Make the relationship with you public by inviting them to over. 

• Host events and invite them(let them see you in action)

• Host events and feature them(live or your podcasts or virtual video show)

• Offer to do a lunch & learn for their office (if local or possibly virtually)

• Contact them with a professional letter/email

• Follow up - emails and letters get lost

• Call the office 

• Follow up - messages get lost 

• Offer to train them

Mistakes when Trying to Develop Relationships with Medical Professionals 

• No follow up

• Confidentiality breach

• Lack of specific CTA 

• Lack of specific way they win 

• Are you a specialist? In what? Does that serve a lot of their patients? 

Because very few are doing this well right now, you have a huge opportunity. You have nothing to lose and everything to gain. I’ve witnessed physicians actually become part-time fitness instructors. Chiropractors and physical therapists were gymnasts and fitness instructors before they were practicing. Learn more about physicians. Try taking an interest in them and begin creating a relationship the same way you’d create a friendship. The more you’re interested in them and how you can help them the more likely you are to get attention. 

Other Episodes You Might Like:

https://www.fitnessmarketingmastery.com/podcast

Resources:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course 

https://www.flippingfifty.com/wwwexercise

 

 

If your health business email marketing is not up to date with current delivery parameters, in tune with your community and continually cleaned up, you need to brace yourself for 2024. In this episode I’m breaking down the most common misconceptions that result in mistakes.

No matter whether you’re starting or you’ve got a list, you are primed to do better. Email marketing is a puzzle for all industries but the secrets are simple. 

• Serve your customer. 

• Offer more value than promotions 

• earn the right to put a promotion in front of them. 

Your success in any relationship is in understanding what someone else is thinking and feeling. If you’re not doing that as you write every single email, you are losing this race. 

For a very small percent of your email list this is a sprint. For many many more it’s a marathon. But you have water stations and port-a-potties all along a marathon. 

The fitness of your email marketing depends on the frequency and intensity of your email. 

Sound familiar? 

In this episode why these health business email marketing mistakes hurt: 

• Email too infrequently 

• Email with too little value 

• Subject lines don’t peak curiosity 

• Links are broken or not included 

• Email an “everybody” email to all ages and both genders 

• Not sending to unopens

• Not studying your open and click rates monthly 

If you aren’t tapping into emotion with every email, you’re missing out. 

If you aren’t segmenting your email list, you’re suffering. 

When you get curious about why your open rate is low or click rate is poor, you can solve problems quickly. Was it the day and time? Was it the subject line? Was it the lack of repetition inside the email or the congruency of the message with the reason the subscriber got on your list? 

Resources: 

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

WELLPROS mentorship group: https://www.flippingfifty.com/store/uncategorized/fit-pros-health-coaches-monthly-membership-founder/

Other Episodes You Might Like: 

Better Email Marketing: Love Letters To Your Customers

https://www.fitnessmarketingmastery.com/better-email-marketing/

Email Marketing for Fitness Business Success

https://www.fitnessmarketingmastery.com/email-marketing-fitness-businesses/

The Truth About Email Frequency and Content

https://www.fitnessmarketingmastery.com/email-frequency/

If you’re not already health coaching along with the fitness, I suggest you start. The two major areas to focus on for fitness in midlife: 

• Exercise 

• Every hour outside of Exercise 

In the exercise itself: 

• Type of exercise and time it’s done

• Length of the exercise 

• Intensity of the exercise

• Sequence of exercises 

• Frequency of exercise

• Rest between exercise 

• Purpose of every exercise and every session

…. Each of these has to be related to endocrine status, musculoskeletal  status and conditions or injury history. 

Outside of exercise: 

• Nutrition contributing to the preparation

• Nutrition contributing to recovery 

• Hydration (for the same) 

• Course correcting to optimize effects of exercise on system (a body under stress can’t exercise hard and get results and eventually more intense exercise will be a part of muscle and bone success) 

• Sleep 

• Stress 

So there's a little to unpack during this episode. In fact, that would be an overwhelming amount of information for an episode. That in fact is more like a course (like the Flipping 50 Menopause Specialist Course). We’re going to focus here on the one biggest thing women want in midlife and find elusive: a flat belly. It’s so tied to metabolism, so we’ll focus on this little slice of information so you can start using it with clients tomorrow!

The #1 Key to Helping Clients Get a Flat Belly in Midlife

It’s all related to controlling BLOOD SUGAR LEVELS 

a.     Overall reduction 

b.     Reduction of spikes 

 

5 Go-To Flat Belly Strategies to Drip Out for Clients  

REDUCE OVERALL STRESS. That includes… 

1. Monitor Exercise Effects on Your Client. 

Exercise – walking + strength training are best. The exercise that causes more cortisol is that “moderate level” where after about 45 minutes blood sugar levels tend to increase and stay there.. causing your body to store fat. You can’t both store and burn fat. 

But women can make a mess of walking and strength training unintentionally too. More is better mentality will kill the positive results they could be getting. 

• Walking after meals is MOST beneficial
• Brisk walking trumps slow walking 
• Strength training that increases lean muscle tissue makes every other movement or exercise you do daily support blood sugar control: muscle is a sponge for blood sugar 

2. Change the order of the foods they’re eating. 

Changing the sequence you eat foods putting protein and vegetables first and carbs last can change the impact of glucose spikes by 75%

3. Start with Apple Cider vinegar before a meal 1-2 T diluted in a glass of water is proven to significantly reduce blood sugar spikes that occur after meals. 

2 More Ways to Help Clients Get a Flat Belly in Midlife 

4. Increase movement throughout the day. Even a few minutes of standing pacing, sitting on a desk bike, a few times during the morning and the afternoon reduced post meal blood sugar spikes 17% even when the activity didn’t occur after meals 

5. If you know you’re going to eat something that will spike your blood sugar (I like my morning caffeine and unfortunately it spikes my blood sugar – rather than give it up, I’ve decided it stays but afterwards I go for a 30 minute walk every day shortly after when otherwise blood sugar would spike. Go me… and go my matcha! This should be the same for stress…. In an argument, take a walk and blow off steam. Many of us do this naturally and don’t even know it. Moving moves emotions through us but joyful and grief and anger. And it helps keep the blood sugar levels stable. 

For coaching, these could be dripped out teachable parts of a mini course, a bonus course to live beside your fitness course, or an upsell to a mini course. 

When female clients come to you for core exercise, it’s often not the right tool for the job. Use that to attract and this to give them what they need. 

Resources: 

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Flipping 50 Menopause Fitness Specialist™ Course: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

WellPros Mastermind & Mentorship Group: https://www.flippingfifty.com/WELLPROS

Theia Glucose Monitor: https://www.flippingfifty.com/myglucose

Other Episodes You Might Like:

Training Midlife Clients | Zone 2 Training For Menopause: https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

7 Tips to be a Personal Trainer Every Midlife Woman Wants to Work With  https://www.fitnessmarketingmastery.com/be-a-personal-trainer/

5 Menopause Exercise Programming Tips from Recent Exercise Studies

https://www.fitnessmarketingmastery.com/menopause-exercise-programming/

 

This list of why serving midlife women, the why to be a Menopause Fitness Specialist encompasses it all.

#1 Reason to be a Menopause Fitness Specialist 

Legacy. How do you think most women drawn to doing this are midlife or approaching it themselves? Or they're slightly younger and they're working with older women, but a little bit wiser maybe beyond their years and want to really leave a legacy. Really.

I mean, women in menopause, in early stages, specifically Perimenopause, are also many of them in the workforce. And they're struggling to get support in the workforce. They're struggling with problems with hot flashes with night sweats, leaving them Sleepless in menopause, in the workplace. So they're not functioning as well. So when you can leap in know, how do I pivot? In order to help decrease the signs and symptoms of menopause. You're helping so many things, you're helping the workforce you're keeping absenteeism down, you're increasing and enhancing productivity, and just overall increasing the life and happiness of a single woman and every woman in her ripple effect. Her immediate family and others who either suffer when when she does. 

#2 Reason to be a Menopause Fitness Specialist

This is a very lucrative market. One of the reasons why we're seeing a surge of title menopause expert menopause and coach, menopause lifestyle coach. Without the education certification qualification, experience, history proven track record. We're seeing a title acquired in minutes but the knowledge the experience level, the credibility and the ability to create consistent, predictable results reliably, is not yet there. And this is where we can give you the formula that has been proven. First of all, based on science of 30 year history and then based on these last 10 years of being proven. And if it wasn't proven, or thrown out, we've dialed it in. It's done for you. And we can stand on our trademark copyrighted property and say, here's what works. 

#3 Reason to be a Menopause Fitness Specialist

Community. You get a community of coaches, and right now an opportunity to congregate with this community and get support with your marketing and your PR, your ways of attracting new clients and of being sure that you're way ahead of them. Asking what's next? What now, when that first program or that first challenge is done these are such important pieces of what you're going to do.  

#4 Reason to be a Menopause Fitness Specialist

Freedom. About 52 million women are in menopause right now. There are women who you're able to work with and set your own time. You get to change and set your own schedule when you're the boss, which is what we want as much and maybe some would say more than the money is that we want freedom and flexibility.

It takes a community who can say do you realize what you're doing? Do you realize that you're doing this yourself? Why don't you change that class? Have it at an earlier time, have it in the morning habit at lunch? Don't have it in the evening. You may not attract the same people; they may not be able to go with you. Okay, attract other people who can have the availability that you also have. These things are, are really key. And one advantage of being a flipping 50 Menopause fitness specialist is that you can realize that you too were thinking a little bit crazy and that limiting beliefs are really a piece of what stopped us knowing we can see it so well in somebody else. But when you're in the frame, you can't necessarily see yourself what mistakes you might be making. So this community is really, really key and critical.

#5 Reason to be a Menopause Fitness Specialist 

Last but not least, this market is not going away. So women are going to continually go through menopause. If we can capture them when they're 30 and they're 40 If you get that thriving program going there's no reason why you can't rinse and repeat, keep growing, it's scaling it and expanding to the women you're working with now will be 10 and 15 years old or soon, there will be something else that they need in addition to what you've already given them. For those women who have daughters, younger friends, you're going to be able to attract and expand to them. How can you reach midlife already in better shape. You've got an expansive service but you're not all over the board. You can create a program, drill down deeper that program and offer it in so many different ways. Then expand from that program. Once it's up and running, it's already working. 

And there you have it. For my Flipping 50 Menopause Fitness Specialists, what would you add? 

And what about you? Have you got a community? A market begging for clued-in competent and confident professionals? Do you have a future that looks extremely bright where you can develop a niche and serve it exclusively instead of jumping all over trying to be a jack (or jill) of all trades? 

Resources: 

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Flipping 50 Menopause Fitness Specialist™ Course: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like: 

Training Midlife Clients | Zone 2 Training For Menopause

https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

3 Ways to Coach Menopause Clients Out of Mistakes

https://www.fitnessmarketingmastery.com/coach-menopause-clients/

The #1 Way to Reach More New Fitness Customers

https://www.fitnessmarketingmastery.com/1-way-reach-new-fitness-customers/

In this moment of goal setting for next year or your next quarter or half year there is always - at least I hope it’s true for you, someone or something that makes you realize you have been thinking SMALL… and when you start thinking big, you start doing big things.

Whatever your goals are this coming year.. Try 10xing them. What would it be like if you.. Partnered with someone every quarter this next year and earned by promoting them, they by promoting you, or you offered something magical together. 

What would it be like if you bought the house next door and created a place for a retreat center? A magical backyard oasis? 

If you're an entrepreneur and you want to host a wellness retreat, or you're toying with the idea, and you're just wondering how and what there's a lot to unpack. This is you and I’m unpacking! I promise it’s way more fun than that end-of-vacation kind of unpacking!!

Start with Why Host a Wellness Retreat

What is the reason you’re even asking how to host a wellness retreat (and there are many reasons why you would), but you don't want to begin planning that super fun, ambitious retreat, before you explore, what is my purpose? 

Some purposes could be: 

1. Make a profit. I'm going to host a retreat, make a profit, and ideally make this profit doing something that you would enjoy doing: spending a week or a weekend depending on how long this retreat is, with people you enjoy doing activities that you enjoy. That would be number one, you immediately want the profit from the retreat. 

2.  You might host a retreat as a live event model. That you definitely have to cover your expenses. Let's be clear on that. But in order to sell your attendees into something greater, and that might be a combination of sell them into a training program that occurred prior to the retreat. So they're buying the training program, the retreat is the reward. And you package it all together, but make it appear as if this is the test of the training they want. The conditioning, the strength, the endurance, the whatever it's going to take for them to have a good time at the retreat, even if there wasn't a retreat, but now you're allowing them to have this real goal: this real starting line if you will, at the beginning of the weekend. That's one way. 

3. Another purpose is in bringing them together and selling them on what they don't know that maybe you're hosting simply an activity kind of retreat. You're taking them hiking, doing yoga, Pilates, core, stand up paddleboarding, horseback riding or kayaking, and otherwise just keeping them very active. But you're doing this with the opportunity to plant seeds about what it is you do on a deeper level. You’re making them hungry for more information, more guidance, helping them realize they don’t know what they don’t know… and want to. You're creating desire for a next step. You're planting that seed at the entire time of your retreat, and then planning to sell them into that and that is how you make a profit. You'll be concerned or thinking about your conversion rates. 

That is, you know that if you have 15 people attending 40% of them will take a next step and that those 40% might positively influence each other and make others have FOMO. 

Once you know WHY you’re hosting the retreat you can plan much more effectively. When will you drop seeds about what’s next? Even in your welcome kick off party there may be a very small hint about previous attendees and what they went on to do. That’s very subtle. 

Based on feedback from nearly 15 years of hosting retreats of various types: 

• Private for small groups

• Fitness Professionals retreats

• Flipping 50 fitness retreats

 

I’ve learned a few things:

• You won’t please ALL the people all the time

• People don’t always read the fine print

• People who’ve never been in a program or met you might attend 

• Some want “white space” time to for instance journal 

• They don’t like to be rushed 

• Many don’t read the fine print

• Some don’t follow the training plan and aren’t prepared to keep up

• If your brand has a style of eating/nutrition it doesn’t mean attendees will comply 

• The right people always show up
  

Determine how long you want the retreat to be:

• Half day
• Full day
• Weekend
• 3 day

Do you want to host live or virtual? 

You might feel more comfortable doing one or the other.

Pros to virtual - low expenses.

Pros to live - the energy and no tech to go wrong! 

Let me know if you’re hosting a wellness retreat in 2024 or want to! 

Other Episodes You Might Like: 

How to Host a Successful Fitness Retreat

https://www.fitnessmarketingmastery.com/successful-fitness-retreat/

10 Ways to Fill Your Fitness Programs Right Now

https://www.fitnessmarketingmastery.com/10-ways-to-fill-your-fitness-programs-right-now/

7 Ideas to Get Booked as a Speaker or Presenter to Build Business

https://www.fitnessmarketingmastery.com/get-booked-as-a-speaker/

No doubt you too are trying to help clients combine intermittent fasting and exercise. I’m sure it’s come up. You may be attempting to do it. You may know their doctor is suggesting it. 

But here’s the incongruence for midlife women.

Low Energy Availability (LEA) and exercising while fasting are one and the same. If you’ve been involved in fitness or nutrition for a minute, you know of the Female Athlete Triad. Generally, young active women essentially become menopausal when they should be having regular cycles because of energy insufficiency.

LEA is right back to that and yet more detrimental for women over 40 trying to maintain muscle, also push performance, who can’t afford to lose bone density but will, and have already depleted adrenals and hormone chaos occurring. 

In this episode, I respond to a question from one of our Food Flip programs. If you’re helping clients, or yourself through the conflicting information on intermittent fasting and exercise, this may help. 

Right now, if you aren’t yet, consider the Flipping 50 Menopause Fitness Specialist and kickstart your year with more knowledge about hormones, their function relative to exercise and understand when a client asks, what they should do, exactly how to help.

Intermittent Fasting and Exercise for Midlife Women 

Polly, “Debra  I have been wanting to incorporate fasting into my health regime.  However with your current recommendations of working out in a fed state I have found it is very difficult to get enough protein and to maintain the fasted state. I read the book Feast Fast Repeat and it goes against a lot of the information you recommend. It’s difficult for me to fast for 18 to 20 hours and feel good. Just wondering what your thoughts are on fasting?” 

Start earlier. It’s pretty simple! You don’t have “dinner” at dinner time.. You have a last high protein meal at 3 or 4pm. 

Fasting has a purpose. Getting off a plateau. You can kickstart with an 18 or 20 hour fast but there is NO reason if you’re an active person to do this regularly. Rotate.., 12, 14, 15, 18 …. And the amount of carbs you do.

If this was your first book? Keep reading. 

Your week should NOT ever look the same every day or you lose metabolic flexibility. If your goal is to stay active and gain muscle and bone density … tell me in a 20 hour fast how you manage to get micronutrients in.

What we all have to do is prioritize. 

Are you inflamed? Need to reduce that and kick up the autophagy? Fasting for a short time may be your priority

But high intensity exercise and fasting long are NOT going to coincide together well. That leaves you energy deficient. That puts you in stress. That causes a loss of muscle. 

Resources: 

WellPros Mentorship Group https://www.flippingfifty.com/store/uncategorized/fit-pros-health-coaches-monthly-membership-founder/

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Flipping 50 Menopause Fitness Specialist™ Course: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like:

Training Midlife Clients | Zone 2 Training For Menopause: https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

7 Tips to be a Personal Trainer Every Midlife Woman Wants to Work With  https://www.fitnessmarketingmastery.com/be-a-personal-trainer/

5 Menopause Exercise Programming Tips from Recent Exercise Studies

https://www.fitnessmarketingmastery.com/menopause-exercise-programming/

 

The difference between social media success and a lot of time on social media without success is having a social media marketing strategy. 

• How often do you post? 

• How many hashtags do you use?

• How do you know which hashtags to use?

• Where do you put hashtags?

• Which metrics/insights are most important to you? 

If you have a strategy, you know the answers to these! 

My guest today provides insight at the perfect time. Start the New Year with information that is going to help you knock it out of the park in the coming year. 

Make a change for 3 months, assess your insight data and pivot or double down. 

You have the opportunity to watch over her shoulder (as you should be with ANY social media expert -recent podcast with Sue B Zimmerman here for you) and watching with a critical eye not just what they’re saying but what they’re doing is GOLD for you!

How often do they post? How often do they make a CTA? How often do they post a story? If you realize… they aren’t after being an “INFLUENCER” as much as getting clients, too, it changes everything! 

Listen to the end to hear the rapid fire questions I ask! 

Interested in the WELLPROS mastermind & mentorship to kickstart your business? It’s how to get more support from a community of coaches just like you and a coach who’s gone from 0 to 6-figure months.

My Guest:

Imagine your immigrant parents uprooting you in highschool at 16 and moving to a brand new highschool. My guest, Yesenia Lara Garcia grew up in Phoenix and Flaggstaff Arizona and attended NAU studying Strategic Communications and PR. She’s been an associate producer at Fox 10 News while simultaneously juggling roles of mother, wife, and began exploring content creation and became a notable influencer.

Her passion, very possibly your nemesis, is social media. She started her current business, Social Outfit Marketing to empower businesses and influencers to stand out on social media with custom strategies, creative content and engaging copy. 

And… she is the most positive person…. With a face that belongs in FRONT of the camera… you’re going to love this! 

Be sure you stay til the end of this social media strategy interview where I ask some rapid fire questions you may not know to ask. 

Questions We Answer in This Episode: 

• Let’s do a couple things before we even begin - define influencer and business for me- is there a difference for you and if how do you distinguish the strategies for each? What inspires you? Like any entrepreneur, do you ever have a hard time doing the work/get stuck in terms of creative ways to say the same thing over and over again? 

• How did you start your business and why?

• What did you most want from it? 

• How do you measure success for your clients? What are you using for metrics? 

• How do you decide to pivot or test a new strategy? 

• Let’s talk about trending post types and trending audio, can using trending audio backfire if it’s not music that your demographic likes? 

• How do you come up with creative ideas?

• Is Instagram your primary platform or do you create content for across platform use? Does a REEL on Instagram double as a TikTock or YouTube short for instance? 

• What mistakes do you see most often that we might be able to let listeners know how to flip? 

• Is it posting frequency(too much/too little), use of hashtags (too many too few), key words, use of CTA (too much/too little)

Rapid Fire Questions about Social Media Strategy: 

How many hashtags are best right now? 

Where do hashtags below - post or comments? 

How often do you want to look at insights on platforms? 

How important are stories? 

Connect with Yesenia:

Website: https://www.socialoutfitmarketing.com

work with me: https://www.fitnessmarketingmastery.com/socialoutfitmarketing

On Social:

Instagram: https://www.instagram.com/socialoutfitmarketing/

Instagram: https://www.instagram.com/yesenialg_/

TikTok: https://www.tiktok.com/@socialoutfitmarketing

Other Episodes You Might Like: 

NITTY GRITTY INSTAGRAM TIP Episode with The INSTAGRAM EXPERT

https://www.fitnessmarketingmastery.com/instagram-tip/

5-Tip Health Coaches Marketing Formula for Quick Social Media Wins

https://www.fitnessmarketingmastery.com/health-coaches-marketing-formula/

7 Fitness Professionals Social Media Marketing Mistakes (and the fix!)  https://www.fitnessmarketingmastery.com/fitness-professionals-social-media/

Manychat.com: https://manychat.com/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

When you need clients, you need them now. How does 5 new clients in 7 days sound?  

What would 5 NEW CLIENTS in the next 7 days do for your business?

And what if you charged each of them 30% MORE than you had planned? Yes, you raised your rates AND asked for the sale. 

What if getting to those 5 sales, you connected with 12 leads that are interested but may need something lower priced or want to be on a waiting list (because your Beta Group is FILLED?)

What if you also shared with your possible 141 commenters on a post and all followers that you’re “sorry, but closed for this session” but have a waitlist for the next program, and share how to get on a notifications list. And you nurtured that list with a few quick wins between now and having something ready? 

Would that be okay?

Well, let me tell you about how our WellPro member did it.

After Thursday's hotseat session last week she went into action. By Friday she'd booked 3 consultations and sold 1, and had a maybe for the other.

But let me tell you the details so you don't miss a thing!!

1. "Z" was going to wait, until she was ready and had created a course, probably, she said, in January.

>> No, I suggested that these warm leads who responded to a post that they needed the support of a Menopause Specialist that she was taking couldn't "wait" to cool off. She needed to reach out now.

2. "Z" was set to charge $497 for a small beta group.

>>I said add $200 to that. It's going to be a small group, they're going to get a LOT of individual attention. They need to pay for that much time with you.

3. She reached out to these social-only acquaintances and DM'd them asking if they'd like to meet. She booked 3 sessions in a day. She sold 1, got a maybe and a no, not right now.

4. Over the next 6 days, she booked more consults, and filled all 5 slots, making $3400+ for a course she hasn't built yet.

**She was limited by the platform she's testing for this size group. She'll have the opportunity to show proof of concept, have testimonials to use for the actual launch, AND... know that the price point is very reasonable since she'll be able to show transformation.

5. "Z" is lit up excited. She doesn’t just have 5 new clients in 7 days. She has momentum! How do you think that will boost her November and December sales?

How Can You Too Get 5 New Clients in 7 Days (or BETTER!) 

I’ve been talking all month about the WELLPROs mastermind. In case you missed it, it’s not too late.

In fact, it’s not too late to get in at the founder’s rate but it will be!!! 

Here’s how it works: 

Regularly the mastermind & mentorship is $79/month.

The founder’s rate is $49/month

There is NO contract. It’s month-to-month.

I provide value, you stay, you pay monthly via subscription. 

If you find it doesn’t serve you, give you clarity on pricing, asking, presenting offers, or planning your next promotion… then you simply give us 3 business days' notice to cancel. 

You have access to the library for as long as you’re a member. So not only do you get opportunity to add a hot seat question (whether you’re in bed fast asleep in Australia at 12 noon AZ on Thursdays or live), you get to catch up or review any sessions you’ve missed. 

PLUS, you have a CEU course every six months as an added perk.

This is a collaboration of others AND coaching from a 0-to-6-figures a month coach. You hear what’s working for others and ideas and get a team of women rooting for you. Priceless.

You get the opportunity to declare out loud what you’ll do and to report the following week what worked and didn’t. 

You can see, if you take instant action, you will get to “yes.” 

Other success stories are coming. Some are Black Friday weekend based, others, about testing and research via social media. They’re coming … just stay tuned. Better yet, what if you had a big win.. What would that look like? 

Are You Connected? 

Fitness Marketing Mastery Website: https://www.fitnessmarketingmastery.com/

Facebook: https://www.facebook.com/fitnessmarketingbiz

Youtube: https://www.youtube.com/flipping50tv

Resources: 

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Flipping 50 Menopause Fitness Specialist™ Course: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like: 

Pandemic Fitness Business Success Story: Family Business| Episode #281: https://www.fitnessmarketingmastery.com/fitness-business-success-story/

Fitness Marketing Secrets to Recession-Proof with Bedros Keuilian: https://www.fitnessmarketingmastery.com/fitness-marketing-secrets/

6-Figure Months From 6 Mindset Shifts: Fitness Coaching Business: https://www.fitnessmarketingmastery.com/6-figure-months/

This episode may be a little tough love. The way to start making money as a health professional is to stop making excuses.

It’s the same thing I’d say to a woman who wants to start getting stronger or more toned or lose weight. She’s got to stop making excuses for what she can’t do.

Look, we’re all busy. Busy isn’t the problem. Busy doing the wrong things is the problem. 

You have to admit, that it is much safer to say you aren’t ready, you need a certification, you need more time… but the truth is all of us who’ve done big things have done it not in spite of things that could have gotten in the way but because they did. 

Start Making Money as a Health Professional

The #1 way to scale a business – which means to make money without making more time – is a digital course. Since 2010 digital courses have been the #1 growth formula for those with a proven system and formula for getting results. Anyone from needlepoint to choreography, to cooking to growing tomatoes can create a digital course.

So fitness, which lends itself to pictures and video and voice overs so very easily is an easy way to ….

But that’s not what I’m talking to you about here. 

In order to scale, most of us can’t afford to do low ticket offers first.

You have to have the influx of revenue and time in order to invest in systems, staff, platforms and ads in order to make small and evergreen work.

Think about your monthly bills. They’re going to keep coming in while you aren’t making anything, don’t have an email list and aren’t ready to promote what you’ll be building yet. 

You have to decide before you’re making money as a  health professional that you’re going to make this work. 

We may not know how to make it happen, but…. 

We’ve got to make it welcome. 

And in creating space and time you allow yourself the ability to expand. 

It’s not pretending. You are able to become the vision you want. 

In fact, what would you love? 

It’s easy and risky to start comparing yourself to other people or start on a path of acquiring… certifications, degrees… and not actually find yourself loving either the journey or the outcome. 

Ask, what would you love? 

Confusion can be a convenient cover up for avoidance.

You could be avoiding success. What could be afraid of? 

You also may be letting other things get in your way like being too busy at work.

When in reality that is a very comfortable out. 

When there is a tragedy or a dire need any one of us will make it happen. When it is a convenient choice and you’re fine and you’ll eat and go shopping no matter what the …

Making Money as a Health Professional 

Decide. 

Create a model that brings in revenue fast. 

Then create that long game revenue stream. 

Test the plane while you’re flying it.

Add other parts customers will need. 

What will they need next?

The first steps though are to dream about the lifestyle you want. Then when you can see and feel it, start getting into action creating the WHO you have to be to get it. 

Resources: 

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Flipping 50 Menopause Fitness Specialist™ Course: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like: 

10 Ways to Fill Your Fitness Programs Right Now 

https://www.fitnessmarketingmastery.com/10-ways-to-fill-your-fitness-programs-right-now/

Planning Content to Fill Your Fitness Programs

https://www.fitnessmarketingmastery.com/fill-your-fitness-programs/

Tools to Get Clients to Stick With Their Exercise

https://www.fitnessmarketingmastery.com/clients-stick-with-their-exercise/

 

Let’s be super clear. Better productivity is about getting more done in less time. THAT last little detail is very important!  

Ever finish a busy day feeling like you’ve not really gotten anything knocked off your list that was important? You’re 3 questions away from better productivity! There are plenty of reasons why this happens. 

I could lose 2 hours easily on Canva creating a single elaborate post for Instagram. I love to play with graphics and words and I’m good at it. That doesn’t mean I should be doing it before other things. 

There are certain things we love to do and we’re drawn to them for one reason or another so we could be distracted by something unimportant all day and not really ever get to the things that matter. 

In this time we’re in we all have so many things we want to do and that can fill our time. You have to remember that while you’ll have times when you do need to roll your sleeves up and do the work, you have to find the white space too. That is the time when you’ll be most creative and inspired and without that, girl, your light will go out. Don’t let that happen. 

3 Questions to Better Productivity:

·      Does it generate revenue immediately? 

·      Does it generate leads immediately?

·      Does it just matter today or will it matter next year?

There’s more though. 

What’s the MVP of anything you’re doing. That is, the Minimum Viable Product. And is that enough? If this is an evergreen product you’re going to use for years and you are sharing with your partners, then your MVP is going to be far higher and require more time and energy. 

But if this is a quick lift to something that is a one-off… then a lower MVP, say for a handout or a cheat sheet at a masterclass or a surprise asset in a zoom for coaching clients, might be enough. 

Here’s an example of my Wednesday in real time. 

Tasks I had to do: 

·      Post on Instagram 

·      Complete promotional content for 3 products for our affiliates  

·      Review our Team SOPs for the month 

·      Review our new podcast manager’s posts 

·      Work on next month’s Gift Guide 

·      Create the Recipes & Challenge for our Membership

·      Reorganize some content within our membership

The real question may not be where on a to-do list these things go but whether you should be doing them. If you or someone on your team are doing a lot of tasks that don’t lead directly to revenue or lead generation (aka, growing your email list), then how are you measuring successful completion of job responsibilities? Every position should have a list of success or KPIs, that the hired agrees they will be able to complete and they will report weekly to you.

This makes it easy to have them begin determining their own questions for better productivity. If it’s not going to help them achieve the measures of success for their role, then they should think twice about doing it. If it doesn’t generate revenue or leads but increases expenses, they should think about that. The numbers don’t lie. So, in your weekly goal of spending more productive but potentially less overall time, you have to be deferring to numbers. Know the revenue from a promotion, leads generated per lead magnet or freebie, and your email list growth. 

So, let’s come back to this list of questions you can use to determine whether something that needs to be done should be done by you. 

3 More Questions to Ask that Will Lead to Better Productivity:

·      What is your time worth?

·      How much would you have to pay someone else to do this job?

·      Could someone else do this better than you for less than you? 

*I have to admit this so in case you too do this, while I was making the notes here, and including the list of things to do, I wanted to continue to add to it. Stop yourself from doing that. You know just because there are 24 lines on a yellow legal pad, you don’t have to fill that entire page that says Monday. And there’s an infinite number of slots on a spreadsheet if that’s what you’re using. Don’t do that. Consider that you are an employee. What would they say if you gave them all that for a day? Goodbye comes to mind! 

Questions about pricing, offers, how long a funnel to promote a program? These are all answered in real time in hotseat format with the WELLPROS mastermind & mentorship. Last week after the first session, a member reported she had two new sales and 6 consult appointments booked within 2 days of the meeting. 

Right now, you can still join for the Founder’s Rate of $49/month (regularly $79) – extended one last week. It’s month-to-month, no obligation. If you’re getting the answers, putting them into action and getting results you’ll want to stay and rinse and repeat. 

Resources: 

WELLPROS mentorship group: https://www.flippingfifty.com/store/uncategorized/fit-pros-health-coaches-monthly-membership-founder/

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Flipping 50 Menopause Fitness Specialist™ Course: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Your Business Scorecard: https://www.fitnessmarketingmastery.com/business-scorecard/

Other Episodes You Might Like:

How to Stop Being So Busy So You Can Be Productive

https://www.fitnessmarketingmastery.com/busy-be-productive/

The Productive Fitness Professional: How I Get More Done in Less Time

https://www.fitnessmarketingmastery.com/productive-fitness-professional/

Get More Things Done – Right – with a Quality Hire https://www.fitnessmarketingmastery.com/get-more-things-done/

If you’re a wellness professional or aspiring to be one, then you can take inspiration from other wellness professionals creative application of their skillset, their passions, and problem solving. 

In the WellPro Mastermind (details below) we use the L.I.F.T. method to leverage your uniqueness so we can solve that problem of how you stand out when there are so many newly certified or at least calling themselves, coaches trying to do the same as you. 

This is one of our community members, so say a virtual warm welcome to her, and you may potentially see her inside our mastermind on one of the three hotseats we host each month. If you’re a member, know we give you 12 opportunities to get answers to immediate questions like how to craft an offer, where to price your product, how to fill seats on a webinar or how to make a call to action, and where and when to (and not to do it)!

You can learn more here: https://www.fitnessmarketingmastery.com/wellpro   Be among our first members and get the founder’s rate. Enjoy the kickoff calls and the full library no matter when you join for as long as you’re a member. 

My Guest: 

In Jill Beck’s eyes, Health and wellness for people over 40 is in dire need of transformation. Let’s be honest, the industry has struggled to address the lack of fitness and wellness options for anyone who’s NOT a fit 25-40 year old (white) guy.

Once Jill left Wall Street 20+ years ago, she started to get serious about her health and fitness. Over that journey, she saw firsthand how few resources and options existed for people over 40. Now she’s on a mission to ensure that no one else has to go through that experience by themselves!

Combining her experience with tech & finance with her passion for wellness, fitness and overall health, Go Long is currently her third business venture and the one she’s most excited about. 

The major throughline in all her businesses has been wanting to help people become their best selves, however they define that.

Questions We Answer in this Episode:

• You’ve got a novel concept, how was this born? 

• What criteria have you used to determine there’s a demand, and there’s clients willing to pay for it? 

• What kind of professionals do you refer to? 

• You will constantly need new clients, where are they coming from? 

• How can a pro listening connect with you to tell you more about what they do and how they might be a resource for you? 

Connect with Jill: 

Website: https://golong.me

On Social:

BLOG: https://golong.substack.com

INSTAGRAM: https://instagram.com/justgolong

THREADS: https://threads.net/justgolong

CALENDLY: https://calendly.com/jill-c-beck/30min

Resources: 

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You Might Like: 

Starting a New Business as a Personal Trainer | Entrepreneur Interview https://www.fitnessmarketingmastery.com/starting-a-new-business/

Grow Your Fitness Business in 2023 | Personal Trainers and Health Coaches

https://www.fitnessmarketingmastery.com/fitness-business-in-2023/

Small Work Wins for Your Health & Fitness Business

https://www.fitnessmarketingmastery.com/small-work-wins/

I’m going to hand you the health professionals launch checklist right inside this episode. As we round the corner on the 4th quarter and enter the holiday season this is one thing on every health and fitness professional’s mind. 

Having a great next year begins the last quarter of this year. You have to put things in place. And whether it’s your spring break bootcamp or your summer shape up or fall back on track program, if you don’t have the right steps in place before you open the cart, during the cart, and after the cart, you’re not going to be as successful as you could. 

First, before we dive in, I’ll ask this: do you have a goal? Do you know how many items of X you want to sell? Then do you know how you’re going to put the offer in front of the right people at the right time? 

You have to be always growing an email list and nurturing it. Not just wishing you had when you go to launch. Sales is a lot of things. It’s relationships. But it’s also numbers. You want to always be bringing people in at the top of your funnel and moving them to the middle and finally be moving them either to a sale from the bottom of the funnel or moving them off of your list. 

The Launch Checklist for Health Professionals

• Track Numbers

• Before anything, set yourself up to track G-analytics and any special codes

• Runway length based on price: 

• 2-4 weeks

• 4–8 weeks 

• Serve Top of Funnel

• Create or locate your cornerstone content*

• Create once, use many times 

• Proceed to Mid Funnel 

• Asking for an opt in 

• Bottom of Funnel 

• Email list campaigns

• Start with feel-think-do related content 

• Discuss the problem

• Explain why 

• Then provide the next step

• Target a segmented list 

•   They got on your list because of exactly this problem you’re solving 

• Post Launch Breakdown 

• Create a list of what to test next 

• Landing pages - copy, images Offer 

You’re a business not a newspaper or a magazine. Make an offer on a regular basis and when people unsubscribe because you did, they weren’t going to buy. Celebrate that you weeded them out. 

That’s it. Step by step. You can use this list to start NOW. No matter what time of year you’re listening. 

And if you’re not already in our WELLPROs mastermind and mentorship then consider joining us if you’re lost with pricing, offers, how to position yourself or knowing what’s worth your time and what’s not.

Resources:

Starting a New Business as a Personal Trainer | Entrepreneur Interview

https://www.fitnessmarketingmastery.com/starting-a-new-business/

Grow Your Fitness Business in 2023 | Personal Trainers and Health Coaches

https://www.fitnessmarketingmastery.com/fitness-business-in-2023/

Small Work Wins for Your Health & Fitness Business

https://www.fitnessmarketingmastery.com/small-work-wins/

Other Episodes You Might Like: 

10 Ways to Fill Your Fitness Programs Right Now 

https://www.fitnessmarketingmastery.com/10-ways-to-fill-your-fitness-programs-right-now/

Planning Content to Fill Your Fitness Programs

https://www.fitnessmarketingmastery.com/fill-your-fitness-programs/

Filling Your Personal Training Programs with Juicy Titles That Sell

https://www.fitnessmarketingmastery.com/filling-personal-training-programs-juicy-titles-sell/

 

Who doesn’t want a million dollar wellness business? Yet, here’s the truth: few health and wellness professionals allow themselves to dream that big or are willing to do what it takes. 

There is also a little magic in deciding what kind of lifestyle you want to create. A million dollar wellness business with what percent profit? How do you want your day-to-day life to be? If you’re willing to do anything or whatever it takes to grow your business, you may be sorry that you have the business you’ve grown with hours you can’t sustain. 

So let’s imagine your ideal business with what you have in the bank, where you live, where you travel but most importantly, what your every day and every week are like. This matters! 

More on that in an upcoming episode as we start dreaming into reality your idea 2024. 

Get the Health & Fitness Professional’s Business Scorecard 

My Guest:

Danielle Dorsey studied Kinesiology in JMU and her Master’s Degree in Recreation Administration from the University of Tennessee. Danielle is the Founder of Dance Corps, and she is a Brand Partner for Savvi Lifestyle Co. She has helped thousands of people in the fitness and wellness space over the past 19 years in the industry, and she has presented at numerous intercollegiate and MANIA conferences. She has certifications from NASM as personal trainer and Nutrition Coach and from AFAA for  primary group exercise.

Questions We Answer in This Episode: 

• What is Dance Corps? 

• What is your business mission? Who do you serve? 

• WHY are you doing this? 

• What were your biggest struggles and how did you overcome them?

• What is your vision for your business?

• And then how is it you came to plan and offer this event?

• How are group fitness instructors going to benefit from attending this online event?

• Why did you choose injury prevention/navigating overuse injuries for instructors?

• How will this event positively impact the careers of instructors who listen to the interviews?

• How can people register to attend? 
  

Connect with Danielle on the summit:

Website: https://fitnessfirst.pro 

On Social:

Facebook:  https://www.Facebook.com/DCdancecorps

Instagram: https://www.instagram.com/dc_dancecorps

LinkedIn: www.linkedin.com/in/danielle-dorsey-ms-nasm-cnc-411b9862

Other Episodes You Might Like: 

How to Be a Profitable Health Expert | You Need This

https://www.fitnessmarketingmastery.com/profitable-health-expert/

How to Be Healthy Enough, Profitable and Successful Enough

https://www.fitnessmarketingmastery.com/successful-enough/

Coaching Client Nutrition within Scope of Practice for Revenue & Impact

https://www.fitnessmarketingmastery.com/coaching-nutrition-clients/

 

FaceBook Ad Strategies may be something you’re burying your head in the sand about, something you’re trying to do yourself or something you just have to farm out due to time restrictions, but regardless, you need to know! 

My Facebook ad strategies have swung from me doing to me hiring poorly to me hiring wisely and that brings me to today’s episode. Full disclosure, I don’t share anything I don’t know like and trust with any community members. That’s whether we’re talking skincare, whole body vibration, or Facebook ad strategies. Today’s guest is my ads strategist or media buyer as you will hear her describe herself. 

 

We will cover how to grow traffic, increase leads (and therefore email list), and how to advertise to a paid service. 

My Guest: 

As a seasoned professional with over a decade of experience in growth and performance marketing, online sales, and digital advertising, Carrie has managed $25+ million in ad spend. Her expertise includes META Campaigns, specializing in Direct Response, eCommerce, Events, App Downloads, and Lead Generation. She excels in full-funnel conversion optimization, attribution tracking, and troubleshooting for the health and fitness industry, serving coaches, activewear brands, naturopaths, and doctors.

Questions We Answer in this Episode:

• What's is the best strategy to improve performance if new to META ads. 

• How would that differ for someone more experienced? 

• (And let’s clarify, when we use the term new to META ads vs experienced - are we referring to the first time someone advertises or newer in business trying to build an audience and leads?)

• What are Media Buyer Qualification Questions & Red Flags?

• High-Performing Ads, Copy, Images to Resonate w/ Audience

• What does a new-to-FB ads entrepreneur want to watch out for when hiring someone else to manage ads? 

• Let’s define KPIs and what choices for goals and KPIs a listener would want to consider.

• Goals & Defining KPIs. While always revenue, knowing if they need to build their audience first (website traffic, email, ect. before sales) 

• Is there a difference in the cost of an ad to leads to a free or content-rich post in which you might have a native ad/opt-in embedded vs an ad direct to a sales page? 

• Knowing we’re health & fitness professionals talk a little about claims, even simple things like use of the word “you” in ads that might get an ad rejected?

Connect Carrie’s Website:

hello@carriegottschalk.com

Carrie on Social: 

https://www.linkedin.com/in/cgottschalk/

https://www.instagram.com/carriegottschalk/

https://www.linkedin.com/in/cgottschalk/

Guest Headshot: https://www.flippingfifty.com/wp-content/uploads/elementor/forms/64f88c5eb2824.jpg

Resources: 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like: 

Fast Fixes for Social Media: https://www.fitnessmarketingmastery.com/fast-fixes-for-social-media/

5 Tips for Health Coaches: https://www.fitnessmarketingmastery.com/health-coaches-marketing-formula/

Midlife fitness pro (or health coach)? If you’re just getting started, just shifting gears, or you’ve been in it for years but feeling like you haven’t optimized your skills, talent and personal brand, then this is for you.

I’m joined in this episode with IDEA World 2023 Fitness Professional of the Year, Christine Conti. Learn how she decided she was going for this prestigious award and made it happen. Hear how she’d take action if she was starting all over again.  

My Guest: 

Christine Conti believes in the “YES. YOU CAN” mindset. Christine is an international fitness educator chronic disease wellness specialist, and the recipient of the IDEA World 2023 Fitness Professional of the Year. She is the CEO of CONTI: a woman-owned enterprise that offers keynote speaking, chronic disease wellness, mindset coaching and continuing education for fitness professionals, schools and private companies. Christine is also a best-selling author, podcast host, co-founder of REINVENTING THE WOMAN INTERNATIONAL, a 3x IRONMAN and a guide for Special Olympic athletes. After receiving a life-changing diagnosis at age thirty, this former investment banker and English teacher is determined to show the world that ANYTHING IS POSSIBLE!

Questions We Answer in This Episode: 

• What was your journey to becoming IDEA World 2023 Fitness Professional of the Year? 

• At what point did you decide, I want it, I’m going for it, and I’ll have it? 

• How will you use it as a platform for what’s most important to you? 

• Advice to fitness pros who feel like they’re just one of hundreds of thousands and finding it hard to be seen and heard? What would you do if you were starting over right now? 

Connect with Christine:

Website: https://www.contifit.com/

Book: https://www.contifit.com/shop

Podcast: https://www.twofitcrazies.com/

Reinventing the Woman International Group: https://www.RTWtribe.com

On Social:

Facebook: https://www.facebook.com/ContiFit/

LinkedIn: https://www.linkedin.com/in/christine-conti-b0668710b/

Instagram: https://www.instagram.com/christine_m_conti/

Resources:

Other Episodes You Might Like:

Branding for Fitness Professionals | Personal Trainers & Health Coaches: https://www.fitnessmarketingmastery.com/branding-you/

Fitness Coaches: Identify and Stop Overworking and Under Earning: https://www.fitnessmarketingmastery.com/overworking-and-under-earning/

Say, you’ve got it good. You’re liking your life right now. Do you need to learn the art of letting go of good to get to great? Though it might sound too much like a Jim Collin’s book, it’s literally what today’s guest has done. More than once in her life. And she’d done it in midlife. 

If you want to reach a new level of influence, power, or success, that you might define as revenue or freedom of time, you may have to stop doing something. Either stop completely, or delegate it to someone else. 

Listen closely to this episode where one successful book may or may not lead to another. One successful podcast may have to go away to birth a better one.

For you… I wish whatever you’re dreaming about … or better. 

My Guest: 

Gin Stephens is the author of the NY Times and USA Today bestseller Fast. Feast. Repeat., and Delay, Don’t Deny: Living an Intermittent Fasting Lifestyle, an Amazon #1 best seller in the weight loss category, as well as Clean(ish): Eat (Mostly) Clean, Live (Mainly) Clean, and Unlock Your Body's Natural Ability to Self-Clean (2022), another Amazon #1 bestseller in several categories. Gin has lived the intermittent fasting lifestyle since 2014, losing over 80 pounds. She is the host of 2 top-ranked podcasts: Intermittent Fasting Stories and the Fast. Feast. Repeat. Intermittent Fasting for Life podcast (w/Sheri Bullock). You can join her private community by going to ginstephens.com/community.

Questions We Answer in this Episode: 

• You mentioned starting this new podcast and how it's already out-performed your first and made the comment about having to let go of things. The universe is speaking to me apparently. It falls in alignment with 10x is easier than 2x philosophy where to grow really big and explode you may have to let things that are doing "pretty well" go. What was your reason for starting this new adventure? 

• Are you letting go of something in order to support it? 

• And how does/did that feel? 

• Have you done this before in your life and business? 

• Any advice to listeners who are or who want to be coaches and trainers and aren't right now? What if they just feel pulled to become trainers but have no formal training just such a strong interest, what would you say might tell them this is a fleeting thing vs a real life-loving game-changing pursuit?  

Connect with Gin: 

https://www.ginstephens.com/

On Social: 

Instagram: https://www.instagram.com/ginstephens

Other Episodes You Might Like: 

How to Pivot Your Fitness Brand Right Now with Natalie Jill

https://www.fitnessmarketingmastery.com/your-fitness-brand/

Top 10 BEST Health Coaching Business Podcasts of 2022

https://www.fitnessmarketingmastery.com/best-health-coaching-business-podcasts/

Resources: 

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

These 5 menopause programming tips come directly from a presentation given to Medfit Foundation during Menopause Awareness month. We need to be distinct, set ourselves apart and be not just cutting edge with variety for variety’s sake. In some cases, old and traditional wins. As I continue to update you with content here that I think you’ll love and I sprinkle rich ideas throughout that help you market or program with these tips (or both) you’ll gain ideals to get your own creative juices flowing! 

Anything I can do you can do better… in your style, your brand and with a knowing of why your clients love YOU. So take the idea and see where it takes you. It’s you and I brainstorming together. 

Each one of these 5 menopause exercise programming tips can be used: 

• To market with live social media minutes

• As pitch sheets for your local media 

• To develop new programs (or tweak existing ones) 

#1 Menopause Exercise Programming Tips: ESTROGEN LOSS DIRECTLY CORRELATES TO MUSCLE PROTEIN SYNTHESIS LOSS

Because insufficient estrogen levels lead to loss of muscle protein synthesis, during menopause transition when this is the most significant, there needs to be an increased external stimulus (lifting weights) and protein compared to before menopause transition.

Solution: Lifting heavier and or with more volume (not frequency) than PRE menopause and consuming a regular dose of high quality protein throughout the day: both proven to boost muscle protein synthesis.

Programming: Consider your titles closely. Do they sound like “anyone’s” program? Or do they shout right to menopausal women, this is for you! Educate and market using this message. Get in front of doctors and support body composition testing. Menopause Month and day are ripe times to promote this. And when they know, they know they need you. 

Science: Gerontology, 2021

 

#2 Menopause Exercise Programming Tips: The Greatest Loss of Lean Muscle Tissue Occurs...

... during the phase from Early Perimenopause to Late Perimenopause (27%) percent. This is the greatest opportunity to PREVENT losses that follow in greater significants too.

Though early and late postmenopause phases also reflect signficantly high muscle loss, they could be mitigated by positively influencing what occurs for most women between 40 and 50. (Understand every woman's menopause journey is unique)

If you didn't, start. If you're in perimenopause (know it or not in your 40s) begin this muscle protein synthesis boosting NOW.

Programming: Get in front of audiences of women in their late 30s, early 40s and late 40s and early 50s and give them a specific reason why based on what is happening to their physiology they need to start right now! 

Science: Iran Journal of Public Health, 2021

#3 Menopause Exercise Programming Tips: Greater Volume During a Session vs Greater Volume in Frequency

...Provides Greater muscle mass, strength, and endurance. THIS is really an important concept to consider. When volume is identical comparing 3x a week with 2 sets of strength vs 2x a week with 3 sets of strength, the latter was far more beneficial.

There's more. If you combine this study with others demonstrating adrenal insufficiency, recovery rate, and the number one obstacle for exercise (time), there is a huge advantage to less frequent, yet additional sets creating a volume of stimulus with a more positive effect.

Programming: Be different. Start with low frequency and increase volume by other means than longer sessions and more times per week. 

Science: Journal of Strength & Conditioning Research, 2022

#4  Menopause Exercise Programming Tips: Still Ovulating? A Time to Lift Heavy, a Time to Do Agility Moves

Plan your exercise with your cycle or you miss an opportunity to make fitness gains and decrease risk injury.

During week 2 or ovulation, That is about 10-14 days after your cycle starts, is the BEST time to lift heavy. Yet, it is the worst time to do agility and rapid directional changes of movement.

The effects of estrogen mean muscle benefits significantly from heavy and power work, and is supported by rigid tendons. However the combination of rigid tendons and lax ligaments also created with high estrogen mean injury risk is greater during this time.

Very often, women begin reporting greater injury or repeat injuries during perimenopause and there's no proof but I do suspect that not honoring this cycle is a contributing factor. Then once you've got a weak link you are not aware of, the repeated stress without cycling workout stimulus is worsened.

Menopause? of course estrogen is over all, down. But cycling or periodization is still a consideration in order to optimize benefits and decrease risk of injury.

Programming: Create a program or course for teaching women how to train based not on your program starting but on their period starting. 

Science: Frontiers in Physiology, 2019

#5 Menopause Exercise Programming Tips: 3 Solutions for Overcoming Sarcopenia or Anabolic Resistance

Muscle protein synthesis is a chief mechanism for maintaining and gaining lean muscle. Estrogen's positive influence on muscle is removed or reduced during menopause. What's left?

• Resistance Training

• High quality protein at regular intervals throughout the day (high quality includes sources with adequate leucine and EAA important to muscle gain)

• Supplementation - if dietary protein goals aren't achieved (could include protein powder, EAAs, Creatine, and or BCAAs)

The greatest of these is Resistance Training. The stimulus is a must.

Programming: Consider bundling a package of Resistance Training sessions with progression + easy recipes + protein supplements you sell or affiliate for

Science: Nutrition Metabolism, 2016

Other Episodes You Might Like:

10 Things to Know About Coaching Menopause Fitness Clients:

https://www.fitnessmarketingmastery.com/menopause-fitness-clients/

3 Ways to Coach Menopause Clients Out of Mistakes:

https://www.fitnessmarketingmastery.com/coach-menopause-clients/

Training Midlife Clients | Zone 2 Training For Menopause:

https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

Resources: 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Menopause Fitness Specialist™ Program + WELLPRO Trial: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/ (October only!)

Save 20% off with code: Flipping50 https://www.flippingfifty.com/powerplate

What, When & Why to Exercise for Women 40+ Recordings: https://www.flippingfifty.com/womensexercise

If it’s time for you to start or start over, this episode is gold. Some of these were conducted during the pandemic. Others not so much. These 5 big health & fitness experts share their tips for starting over right now in these times. 

Let me give you the TV Guide version of these episodes so you can choose which to listen to first and … the 411 in terms of the resounding theme each of them shared! 

Bedros Keullian 

Bedros Keuilian is an American Entrepreneur and a believer in the American Dream. He and his family are immigrants who escaped communism and came to the United States to find freedom, opportunity and a better life.

Fitness Marketing Secrets to Recession-Proof with Bedros Keuilian:

https://www.fitnessmarketingmastery.com/fitness-marketing-secrets/

JJ Virgin 

Triple-board certified nutrition expert and Fitness Hall of Famer JJ Virgin is a passionate advocate of eating and exercising smarter. JJ helps people stay fired up and healthy as they age, so they feel the best they ever have at age 40+.

Fitness Trainer Opportunities Right Now | Start Over Start Strong: https://www.fitnessmarketingmastery.com/opportunities/

Sara Kooperman

Sara Kooperman, JD, CEO of SCW Fitness Education, WATERinMOTION® and S.E.A.T. Fitness, is a visionary leader in the fitness industry. 

What Would You Do If You Were Starting Over? Female Fitness Leader Responds: https://www.fitnessmarketingmastery.com/starting-over-female-fitness-leader/

Still listening? You’ve picked up on the a theme by now. Communication is key for each of these trailblazers to start or start over.. Be it communication with your audience (growing your list) or it’s communicating with collaborators and people you can work with for the good of both your audiences. 

Natalie Jill 

Natalie Jill is a Fat Loss Expert And Creative Sales Strategist who helps women ReIgnite, ReDefine and ReBrand what aging has to mean! 50 years old herself, she is changing conversations around age, potential, and possibility! 

How to Pivot Your Fitness Brand Right Now with Natalie Jill:  https://www.fitnessmarketingmastery.com/your-fitness-brand/

Steph Gaudreau 

Steph Gaudreau is a strength nutrition strategist and lifting coach who helps women fuel themselves smarter. Get stronger, increase their energy, and perform better in the gym. She’s the author of The Core 4: Embrace Your Body, Own Your Power and the host of the Listen to Your Body Podcast.

Women’s Fitness Nutrition Influencer Tips for Marketing: https://www.fitnessmarketingmastery.com/influencer-tips-for-marketing/

Other episodes you might like:

Fitness Marketing Secrets to Recession-Proof with Bedros Keuilian:

https://www.fitnessmarketingmastery.com/fitness-marketing-secrets/

Fitness Trainer Opportunities Right Now | Start Over Start Strong: https://www.fitnessmarketingmastery.com/opportunities/

What Would You Do If You Were Starting Over? Female Fitness Leader Responds: https://www.fitnessmarketingmastery.com/starting-over-female-fitness-leader/

How to Pivot Your Fitness Brand Right Now with Natalie Jill:  https://www.fitnessmarketingmastery.com/your-fitness-brand/

Women’s Fitness Nutrition Influencer Tips for Marketing: https://www.fitnessmarketingmastery.com/influencer-tips-for-marketing/

Resources:

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Send an Email to support@flippingfifty.com if you want to learn more about the founding member’s rate for the Health & Well Pros mastermind.

No matter how passionate you are about fitness, health coaching or nutrition, growing your health business is still growing a business. It can be scary. It can feel risky. 

And the truth is, if it doesn’t, there’s probably a higher change that you’ll become one of the statistics or remain a hobby or side hustle. And if you want a side hustle, that’s great. But if you really want to be running a successful and thriving business and to leave the 9-to-5 then you have to have something on the line. 

Even doctors and very intelligent people need your support. And even they ask for help. Did you know that doctors, lawyers and financial planners are MORE likely to ask for help. A doctor at a recent health business conference I attended stood up and thanked me - and the Flipping 50 podcast for If You are “Busy,” But Not Growing Your Health Business

For instance, if you are a serial entrepreneur or tend to get passionate and then switch gears… 

These two are directly linked. 

The number one reason your growth is slow is that you change what you’re doing instead of doubling down on what’s already working or even what’s not and committing to making it work. 

After I had left my 6 ½ year position at a fitness center where we’d grown by 100k every year for 6 straight years, the manager asked me to support the new training director in growing the program. She shared some of the things they’d been trying. One of the trainers has spent hours developing this program of videos and workout plans and then it fell flat. No one bought it. 

I asked what was tested next. 

Crickets. 

So, I offered some ideas for what to do next: 

test the title

test copy 

test images used to promote it. 

She said, it’s too late. He left because he couldn’t make money and he was so disappointed. 

Don’t let that be you. 

Either as that trainer/coach or as the Personal Training director/owner mentoring others. Ask for help if you’re out of your wheelhouse.

It’s okay to be incredibly brilliant and knowledgeable about fitness, healthy, protocols, yet having never created an offer, launched a program, written copy or selected images or knowing where to place them on the page for the eye to flow properly… ask. Ask before you guess or spend your time, money and energy. 

You will lose momentum, you will lose good people, and you will rob the audience you serve of the gift your service can be to them if you don’t ask for support.

How to Ask for Help Growing Your Health Business 

Do it early. When you don’t know business, know that the sooner you start right, the better. 

When you don’t know what to ask, ask this: 

How can I help you? 

Ask always. There’s never a time not to ask. Simultaneously, there’s never a time you can’t ask someone else how you can help them. If you want the short Cliff Notes on this episode, that would be it. 

Be open and honest about your numbers. To do that, know them. Beyond knowing you’re not making enough, know how much is enough. Know how many of a product or service you must sell to make it justifiable. Know the value of your own time. Know that few of us can afford to start with a low-ticket offer. Because if you must sell 5000 of them to make it count, you must have an audience of about 100,000.

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like:

Small Work Wins for Your Health & Fitness Business

https://www.fitnessmarketingmastery.com/small-work-wins/

Grow Your Fitness Business in 2023 | Personal Trainers and Health Coaches

https://www.fitnessmarketingmastery.com/fitness-business-in-2023/

 

How do you see yourself? Educator, healer, entrepreneur? 

My guest founded an education company, a product development company, and while she runs them as CEO, she continues to educate on benefits and use of products. But she started without the vision of where she is today. She knew she had something and she just kept going. She did it backwards, she did it when others said you can’t do that. 

So, if you’re wondering if you can, if you should, or you are swimming upstream surrounded by people who are used to doing it the way it’s always been done and you are getting looks like, are you crazy? You might just be in the exact right place. 

Some of the most successful, the artists, the inventors weren’t popular at first. They were ridiculed. Don’t be too quick to give in or to simply do it status quo. Need a little dose of inspiration? This might be it! 

My Guest: 

Dr Emily Splichal, Functional Podiatrist and Human Movement Specialist, is the Founder of EBFA Global, Creator of the Barefoot Training Specialist® Certification, Author of Barefoot Strong and CEO/Founder of Naboso Technology. With over 20 years in the fitness industry, Dr Splichal has dedicated her medical career towards studying postural alignment and human movement as it relates to barefoot science, foot to core integration and sensory integration.

Questions We Answer in this Episode: 

Was the business model you have now what you imagined when you started? 

Is the biggest part of your business direct to consumer or business to business? 

What were the biggest surprises about your business? 

You mention a team, and having one is something listeners will need, will need, and that can be a very unique skill set. How has it been hiring a team and delegating? 

Connect with Dr. Emily:

https://www.dremilysplichal.com

On Social:

Facebook: https://www.facebook.com/nabosotechnology

Instagram: https://www.instagram.com/naboso_technology/

YouTube: https://www.youtube.com/@NabosoTechnology

Instagram: https://www.instagram.com/thefunctionalfootdoc/

 

Resources: 

Barefoot Strong Book - On Amazon 

Use Code DEBRA for $50 off for functional feet

https://www.flippingfifty.com/dremily 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Other Episodes You Might Like: 

Dr. Emily’s Episode on Flippingfifty.com

 https://www.flippingfifty.com/functional-feet/ 

20 Simple Ways to Market Your Health & Fitness Coaching Business:

https://www.fitnessmarketingmastery.com/market-your-health-and-fitness-coaching/

 

October is Menopause Awareness Month and October 20 is Osteoporosis Day, so it’s only fitting we discuss the truths about working with osteoporosis fitness clients. Questions are abundant both among women diagnosed and trainers and coaches working with them. Information once on the internet lives on the internet and it’s up to you to filter through it. 

Here’s a little vetted information to help. Several references are included, but I encourage you to take your own primary research further. If you’re working with someone with osteoporosis or osteopenia or you want to be a part of preventing it, you owe it to them and yourself to do your homework. 

• Prior to dogma about weight management and lack of consistent information about prevention of bone loss are big contributors to a woman’s risk of osteoporosis

• After diagnosis fear is the biggest obstacle many women face due to decades-long information that women with osteoporosis are delicate and should do less 

• At this time 50% of women diagnosed with osteoporosis suffer a fracture 

• During menopause transition bone loss can accelerate to 4% a year for up to 10 years according to previous studies reported by John Hopkins 

• Misinformed from perpetuating outdated information from both doctors and trainers (since 2015 evidence of not only increased safety and viability of high impact and high intensity exercise for osteoporotic postmenopausal women is much more promising than prior goals of stopping or slowing losses) 

• 41% of women over 40 had either osteopenia (>31%) or osteoporosis (>14%) in a 2010 study. Said differently, 31% of women over 40 had osteopenia and more than 30% of women over 60 had osteoporosis. The further from menopause (>10 years the increase in prevalence of osteoporosis = 40% compared to just 5 years post menopause at 9%)

• It’s not only about calcium, it’s about whether it’s absorbed. Yes, to Vitamin D and magnesium but if gut issues persist and a woman is tolerating them or describing as “normal for me” there’s a potential gap

• Intense weight training and high impact exercise have been safely employed in a number of studies since 2015 with positive results, no negative effects and a high adherence rate

• Yoga too has been proven to improve bone density with a daily practice of 12 poses each held for a minute 

• Whole  body vibration increased BMD by 2% with 5 minutes 3x a week in postmenopausal women. In physically restricted individuals it’s an alternative to other exercise. In able-bodied, in combination with resistance training WBV increases results of both muscle and bone regeneration. 

“Whole-body vibration therapy is an intentional biomechanical stimulation of the body using various frequencies of vibrations with the motive of health improvement. Ever since its discovery, this therapy has been extensively used in physiotherapeutic measures and the sports industry. For its property of increasing bone mass and density, space agencies use this therapy on astronauts who return to Earth after long-term space missions to regain lost bone and muscle mass. The potential of this therapy to restore bone mass encouraged researchers to look for its scope in the treatment of age-related bone degenerative diseases such as osteoporosis and sarcopenia, as well as in the correction of posture control and gait in geriatrics and post-menopausal women.”

First used by NASA with astronauts as a way to overcome the muscle and bone losses experienced by astronauts in space. 

•  affects bone metabolism, muscle function, muscle training, and the endocrine system

• Vibration therapy provides anabolic mechanical signals to the bone and musculotendinous systems

• It improves blood circulation to the bones, ensuring an improved nutrition supply. 

• Human adipose-derived stem cell differentiation into osteoblasts is facilitated by vibration therapy 

• inhibiting excessive osteoclast formation  

• improves bone health by amplifying gap junctional communication in osteocytes 

• activate the tonic vibration reflex and induce non-voluntary muscular contraction 

• activation of previously inactive muscle fibers 

• enhances the endocrine system's functioning: Growth hormone increases by 500% (though it sounds inflated: true)

References: 

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3139257/

https://pubmed.ncbi.nlm.nih.gov/36793830/

https://pubmed.ncbi.nlm.nih.gov/27331044/

https://www.hopkinsarthritis.org/arthritis-info/osteoporosis-info/

Other Episodes You Might Like:

10 Things to Know About Coaching Menopause Fitness Clients:

https://www.fitnessmarketingmastery.com/menopause-fitness-clients/

Training Midlife Clients | Zone 2 Training For Menopause:

https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

Resources: 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Save 20% off with code: Flipping50 https://www.flippingfifty.com/powerplate

Send an Email to support@flippingfifty.com if you want to learn more about the founding member’s rate for the Health & Well Pros mastermind.

 

If you’re already coaching client nutrition, how’s it going? Are your clients compliant? Seeing results? Are you digging in beyond weight and even muscle and body fat for results? Are you lab testing? Do you know how to suggest and to read a lab and adjust coaching based on that? 

If any of those questions gave you reason to pause, this is an episode you want to tune into. Juggling the scope of practice with the leverage you have due to the sheer fact you spend more time with a client than their physician does, is a reality. We talk today about that elephant in the room. What’s in scope, what’s out, how genetics matter and labs reflect lifestyle. 

What if your training in other areas of fitness, wellness and sports as a Menopause Fitness Specialist or other niche, is missing a crucial component preventing the breakthroughs you are looking for with your clients? 

My Guest:

Dr. Ritamarie Loscalzo, the founder of the Institute of Nutritional Endocrinology, is passionately committed to transforming our current broken disease-focused system into a true health care system where every practitioner is skilled at finding the root cause of health challenges and uses the wisdom of nature combined with modern scientific research to restore balance.

Dr. Ritamarie, a licensed Doctor of Chiropractic with Certifications in Acupuncture, Nutrition, Herbal Medicine, and HeartMath®, specializes in insulin, thyroid, and adrenal, and digestive imbalances.

She’s also a master at using palate-pleasing, whole fresh food as medicine, and is a best-selling author, speaker, and internationally recognized nutrition and functional health authority with over 30 years of clinical experience.

Her podcast, Reinvent Healthcare, provides health and wellness practitioners around the globe to be part of the movement to provide root-cause care to people in need.

Questions We Answer in this Episode:

• Let’s first define nutrition endocrinology and how you got started 

• How are fitness & health pros shortchanged in certifications about how to coach people about diet?

• The one-size-fits-all approach doesn’t work, but scope-of-practice makes fitness pros and health coaches nervous. How can health & fitness pros bridge the gap within their scope of practice when working with clients? 

• Lab testing and interpretation combined with genetics is something listeners likely have a broad range in experience doing, to just beginning to understand they can actually be front lines in identifying their own and clients source of obstacles/success. For those not yet proficient or confident in their ability to support a client in this way, can you give them insight into how it can be a game-changer for their business and ability to support clients? 

• This is my favorite topic for fitness & health pros, we’ve just done an entire new series on working with women in perimenopause, postmenopause and the menopause transition for coaches, I’d love to hear you discuss how hormones play a role in not only optimal fitness but nutrition programs for clients?

• You’ve been educating fitness & health practitioners for (how long?) You’ve seen not only a huge impact on your consumers, but likely on the businesses of the professionals you serve. Do you have any examples of how life-changing having these skills is for health & fitness pros? 

Questions on coaching client nutrition? Messages from your business, liability insurance provider, or certification agency may give you reason to pause. What do you want to ask? 

Connect with Dr. Ritamarie about her event:

http://fitnessmarketingmastery.com/shine2023

On Social:

Instagram: https://www.instagram.com/drritamarie/

Facebook: https://www.facebook.com/DrRitamarieLoscalzo

Linked In: https://www.linkedin.com/in/drritamarie/

YouTube: https://drritamarie.com/youtube

Resources:

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Shine Event 10/27-10/29: https://www.fitnessmarketingmastery.com/shine2023

Coaching menopause fitness clients? They aren’t going to respond the way men or younger women do. In this 3rd episode in the series I actually pull back a bit to look at the big picture, so you can see both perimenopause and postmenopausal need for modifications.

• What you do in Perimenopause vs postmenopausal may be quite different 

• During the menopause transition (2-5 years) women are at risk for accelerated loss of muscle and bone

• If a woman you work with went through the pandemic not lifting and was in this transition, the time to mitigate is now

• Despite her plea or goal to lose weight, get a body composition test and measure muscle in weight – regularly. Women will still default to weight… losing it being a success, not losing it is a failure. There’s no neutral for many. This takes talking and talking and talking. 

• They’re on their way to a smoother ride but not there yet when they hit that 12-month period-free moment. Many women have breakthrough bleeding

• Whether they choose or opt not for HRT, the recommendations for exercise & exercise nutrition are the same for women in menopause, that is, not for mice, men or young women 

• HRT is not the same across the board. Awareness of this and what to ask about HRT, bHRT will increase your personal knowledge of why your client may or may not be having success and support her (and increase your value)

• Estrogen (as well as progesterone and testosterone) drop with menopause, however a woman can be Estrogen Dominant due to multiple factors and you need to recognize them and adopt a fitness program that supports this. It’s not going to be HIIT and high intensity weight training EVEN if she is gaining weight and needing energy. 

• Sleep deprivation will interfere with any attempts toward exercise and or diet results.

• Gut health will interfere with muscle, bone, and brain benefits of exercise. Working knowledge of how to help and intake questions reflective of gut health are key to supporting individuals in menopause.

Coaching Menopause Fitness Clients Is Rapidly Becoming a Niche

There is a huge demand and a need to be approachable. Since 2018 we’ve educated hundreds of primarily female coaches and trainers with the Flipping50 Menopause Fitness Specialist. There’s a huge need for those who understand the science. Many have even their own frustrations – we’re not immune – so if this is you, you’re not alone!

Don’t be afraid to be transparent. Talk about issues you’ve had. Mistakes you’ve made. 

We’re looking for more trainers and health coaches to join our directory as more and more customers are seeking in real person menopause specialists. If you coach weight loss, athletes, overall health, and you want to be included in this group, I’ll share how to get started during Menopause Month in October and gain some huge perks as a results.

You don’t have to have a perfect body to be a good menopause coach. You do want to have adequate experience coaching others in the niche you’re in or have solved a major problem for at least yourself. A proven track record or credentials make a difference. A title is not a qualification and too many coaches and trainers are finding out, as savvy clients become more educated themselves. 

Resources: 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

 

Send an Email to support@flippingfifty.com if you want to learn more about the founding member’s rate for the Health & Well Pros mastermind.

Other Episodes You Might Like: 

5 Things to Know About Perimenopause Fitness Clients: https://www.fitnessmarketingmastery.com/perimenopause-fitness-clients/

6 Things to Know About PostMenopause Fitness Clients: ​​https://www.fitnessmarketingmastery.com/postmenopause-fitness-clients/

 

In postmenopause fitness clients generally things have smoothed out. Ironically, many ask questions like, “what should a women over 60 do?” And the answer is often, more. More intense, more frequency even. 

How ironic given in the previous podcast episode I relayed that based on the physiology of menopause together with physiology of exercise and research featuring women in menopause specifically, perimenopause is a time when many women need to do less to optimize body composition. 

Less volume, that is. And less intensity if they’re struggling with insulin resistance + adrenal insufficiency + chronic stress or any combination. 

For postmenopause fitness clients, these things are critical to know: 

• For many postmenopause occurs or they become aware in the 60s they’re well past and exercise needs to be addressed to avoid pitfalls they’ve seen in aging family members. At age 60 muscle loss increases from 3-8% on average loss per decade to 1-2% per year. Now is the time to monitor muscle and have a strategic muscle mass building plan. 

• Functional exercise should be a part but going overboard on defense of functional vs heavy traditional weight training for older adults will contribute to additional muscle loss. 

• The focus needs to shift from calorie burning and constant movement to preservation of lean muscle mass during exercise. That is, less cardio and more strength prioritization. 

• More days per week of strength is not the answer. Fatigue from life stressors for a 60-something can be significant. Young adult family, aging family, career still in play, caregiving at home, together with exercise and possibly dealing with effects of a perimenopause unaware of how to manage may have resulted in significant bone, muscle, and strength loss. 

• Reaction skills, agility, and balance need to be built into exercise routines without necessarily increasing time. Warm ups, cool downs and ancillary exercise sessions between intense workouts can cover that base in minutes if well-planned. 

• Protein timing and amounts should be a significant part of the exercise coaching in order to boost muscle protein synthesis now about 30 years in the slow down if nature was allowed to take its course. 

One Last PostMenopause Fitness Thought for Health Pros:

Most importantly, the ability to exercise and do so intensely and in some cases like HIIT, more frequently than in perimenopause, can stave off visceral body fat deposits, brain decline, and muscle and bone loss. 

It requires planning and knowing the application not just of exercise but specific to women in postmenopause. 

And they’re seeking support for problems. So there is not just an opportunity, there is a demand when you use the right messaging. 

Because there’s also a fear installed in those who have started, stopped, and gotten hurt.

Resources: 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Send an Email to support@flippingfifty.com if you want to learn more about the founding member’s rate for the Health & Well Pros mastermind.

Other Episodes You Might… 

https://www.fitnessmarketingmastery.com/perimenopause-fitness-clients/

Training Midlife Clients | Zone 2 Training For Menopause:

https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

 

Picture yourself teaching yoga on the beach one minute and sipping drinks with straws the next. Teaching vacation programs make this possible and have for decades now. Learn how ideas are incubated, born and nurtured into something you’re proud of.

I had one more question to ask, about whether there were any success stories from FitBodies, Inc. Then she told me about her experience with assuming her own strength because she had to. As she answered, I deleted every letter of that question. You’ll understand when you hear it. 

My guest today blends the exact tropical vacation and complimentary services you want with the ability to teach fitness classes from the beach or lanai and be sipping a drink with an umbrella at the pool soon after. Enjoy 24 hour room service and a week away from it all. If you fancy a teaching vacation, stay tuned, we’ll tell you how. 

My Guest:

Suzelle Snowden is the founder of Fit Bodies, Inc., the creator of the largest teaching vacation organization in the world. Fit Bodies, Inc. blends the vacation aspirations of exercise professionals with the wellness needs of a luxury resort. Suzelle’s passion is to share fitness with others! With over 35 years in the fitness industry, Suzelle is ACE CPT and GFI with numerous other certifications including Spinning®, Yoga Alliance E-RYT-200, Corefirst and Strong Nation.

• Do you collaborate with pros who have an idea and niche they'd like to offer as a "retreat in paradise" option?

• What's your advice to trainers or health pros (or want-to-be's) who have a business idea or something that they dream about... and are afraid to begin? (knowing our audience is midlife and beyond women)

If you’re interested in signing up for a teaching vacation, your account is free. You can browse vacations and when ready to book you can with a membership book a trip up to a year in advance. 

Take a friend, the family, come right back or stay longer. You get to decide. What I do know is those who go tend to go back. 

Connect with Suzelle:

Website:  https://fitnessprotravel.com/ or https://www.fitbodiesinc.com/

On Social:

Instagram: https://www.instagram.com/suzelle_fitbodiesinc/

Facebook: https://www.facebook.com/fitbodiesinc

Linkedin: https://www.linkedin.com/in/suzellesnowdenfitbodiesinc

Perimenopause fitness clients are the most likely to experience first signs and symptoms of hormonal change. It may occur anywhere from late 30s to mid 50s the majority in their 40s will find they have changes of some kind.

For some perimenopause fitness clients it’s mild, they barely notice and wouldn’t associate it with menopause even.

For others, hot flashes and night sweats are a dead give away.

During this time, as a trainer, or health coach, you have the best opportunity to positively impact not just their symptoms but their health. 

Perimenopause Fitness Clients: 

• Can experience any one or more of 34 symptoms or can be entirely asymptomatic, yet knowing the status of their regular cycle, or how long it’s been since a regular cycle, and the way they feel throughout it can help you modify training to optimize results for both now in dealing with symptoms and later in life, maintaining optimal body composition, strength and bone density. 

• Don’t often understand that just checking the “exercise box” doesn’t necessarily support a reduction in symptoms of perimenopause. Science literature (complete references listed in previous blogs, podcasts and both You Still Got It, Girl! And Hot, Not Bothered!) suggests that for instance, with hot flashes and night sweats, reduction is associated only with exercise that is of adequate intensity. 

• Exercise tendencies currently still default to more volume as opposed to more intensity and often tip the cortisol scales in direct opposition to supporting any change in symptoms or body composition and may in fact worsen symptoms. 

• A majority of perimenopause women still recall the advice of the 70s and 80s for “exercise more, eat less,” and are increasing their cortisol levels (or over taxing low levels) which can cause muscle catabolism and increases in fat storage, particularly to the belly. 

• Poor eating habits (dieting) are independently a problem for women who are exercising regularly as they will not be absorbing all the macro or micronutrients to enhance the muscle and bone. Even a woman who temporarily finds she’s leaner with current under nutrition, may be increasing her risk for reduced muscle mass, low bone density, or other issues often supported by optimal nutrition. 

Now is the absolute best time to begin working on heavy weights, and to avoid over exercise.

Biggest Tip Regarding Perimenopause Fitness: 

The toleration of exercise may be lower. This is the exact time to reduce total volume, enhance recovery in order to improve the menopause transition and avoid muscle loss and fat gains. 

Resources: 

Your Business Scorecard: For Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/business-scorecard/

Copywriting for Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course/

Menopause Fitness Specialist™ Program: 

https://www.flippingfifty.com/menopause-fitness-specialist-program-2022/

Send an Email to support@flippingfifty.com if you want to learn more about the founding member’s rate for the Health & Well Pros mastermind.

Other Episodes You Might Like: 

3 Ways to Coach Menopause Clients Out of Mistakes:

https://www.fitnessmarketingmastery.com/coach-menopause-clients/

Training Midlife Clients | Zone 2 Training For Menopause:

https://www.fitnessmarketingmastery.com/zone-2-training-for-menopause/

 

Fall is here! Fall fitness & health professional business growth strategies are also here. What you do now not only determines how you finish this year but how you start the next. The last quarter of your year is pivotal. 

You currently have enough data for the current year to look back and determine your revenue sources. You can look at your best sellers, your time and energy drains, and best decide where to eliminate, condense, archive or delete. 

Most of all, you want to know right now where you are according to your goal for each month of 2023. Are you ahead, behind or right on target? And why? Do you know what worked? 

You always want to have a goal. Monthly, then weekly, and daily. 

When it comes to a podcast, we have a number of downloads we want each month. 
With social media posts, I want a certain amount of engagement each week. Some have daily engagement goals and are posting multiple times a day to get it. 

The point.. Is only when you know what goal you’re running toward do you know how to get there. If you’re just using “hope” strategy, that usually doesn’t work out very well. 

Health Professional Business Growth Strategies

1. Be Early Not Late

   1. Don’t wait until the last minute to plan the content, the guests, the ads and partnerships 

2. Plan your first 6 months of 2024 

   1. Launches 

   2. Content publishing 

   3. Collaborating 

3. Enroll before the holidays 

Once November hits… it starts and attention spans end

4. Use Holidays 

• October - a month & a day 
• Open Houses
• Black Friday, Thanksgiving, Cyber Monday 
• 12 Days of Christmas 
• Twas the week before Christmas 

5. Preview Goals & Post Mortem Breakdowns 

   1. Test don’t guess 

   2. Never shoot blanks 

   3. Calculate and make it happen 

   4. How much is your time worth? 

   5. Don’t throw the baby out with the bathwater

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

SEND a message to support@flippingfifty.com if you’d like info about joining the fitness pros mastermind group 

Other Episodes You Might Like: 

Fitness Marketing Video Strategy: https://www.fitnessmarketingmastery.com/fitness-marketing-video-strategies-get-customers/

7 Simple Sales Strategies: https://www.fitnessmarketingmastery.com/simple-sales-strategies/

 

The Instagram tips you didn’t know you want are right here! Get right into this with your bio and fix that first! If you wonder what you’re doing wrong or why you’re not getting found, this could be so insightful for you! 

It’s not too late. It’s time to start. 

My Guest:

Sue B. is an insightful, energetic, and in-demand online marketing educator, influencer speaker, and a no-BS business coach. Sue B. is a popular CreativeLive Instructor and has been named by Huffington Post as one of the “Top 50 Must-Follow Women Entrepreneurs” as well as “The Top 50 Social Media Marketing Influencers” by TopRank Marketing, and “Top Female Business Influencers of 2019” by Fit Small Business. Sue’s blog was ranked as one of the Top 10 social media blogs in 2017 by Social Media Examiner.

Whether she’s taking a global stage, or speaking at an industry conference, like Social Media Marketing World, or working one-on-one with her clients, Sue B. is driven to help business owners leverage the power of Instagram to meet (and exceed) their business goals. As a lifelong entrepreneur, Sue B. has over 30 years of business experience. And, with her extensive knowledge and implementation of social media, it is Sue B.’s mission to teach, mentor, and empower others.

Questions We Answer in This Episode: 

• 1-3 most important tips for pros to use

• 1-3 most common mistakes that happen right now

• Where are there still opportunities for the listener who thinks, "there's already so many people I can't stand out"?

Let me know if these Instagram tips were beneficial. Which is the first you'll take action on? 

Connect with Sue: 

Website:  https://learnwithsbz.com/

Sue on Social:

Instagram: https://www.instagram.com/theinstagramexpert/
Youtube: https://www.youtube.com/@SueBZimmermanEnterprise

Other Episodes You Might Like: 

Fast Fixes for Social Media: https://www.fitnessmarketingmastery.com/fast-fixes-for-social-media/

5 Tips for Health Coaches: https://www.fitnessmarketingmastery.com/health-coaches-marketing-formula/

Resources: 

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

 

This episode is about how to write a better job description for your personal assistant. Need help with business? Check. With personal? Check. Today’s guest is the perfect person to answer this. We dished on what drew her to the job description when she was a personal assistant. 

She’s an author and business owner. She also recorded with me on Flipping 50 and if you need to organize or declutter, listen to this and then that. You’ll understand exactly why I asked her to come over here - spontaneously - she didn’t know it! 

My Guest: 

Tracy McCubbin is a decluttering expert and the author of Making Space, Clutter Free and her latest book Make Space for Happiness. Tracy looks at the root of our clutter to find the real cause and ways to get real solutions. As the CEO of dClutterfly, she has helped thousands of clients clear the clutter in their lives to create space for positive life changes.

What I Asked Tracy in this Episode:

What’s the secret to a job description that gets quality applicants? 

What attracted you to the jobs you first had and what did you use to hire your own personal assistant? 

5 Tips: 

• Be clear about the help you need  E.g. business and personal 
• Find someone interested in the field you’re in
• Interested in the same thing -media, marketing, business, and fitness 
• Find out if they want a path to growth - duties expand 
• Like to solve problems 

Fast Action: 

List 10 things that you can’t get done that you need done 

Connect with Tracy:

https://www.dclutterfly.com/

On Social:

https://www.instagram.com/tracy_mccubbin/

https://www.tiktok.com/@tracymccubbin

Other Episodes You Might Like: 

 4 Keys to Selling More Now:  https://www.fitnessmarketingmastery.com/get-more-sales/

Sell More Corporate Packages: https://www.fitnessmarketingmastery.com/sell-more-corporate-wellness/

Selling for Coaches: https://www.fitnessmarketingmastery.com/present-your-fee/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course

Can’t get new clients? If you don’t know how to get them or aren’t able to keep them, this is for you. And there is a really good chance you are NOT making this mistake I’m about to share. Trainers and health coaches who listen to business growth podcasts are already conscientious. 

If you are making this mistake, you do now or you will fall into that category of trainers who can’t get new clients. 

I share this in case it shows you that even though the world has exploded with people collecting fitness and health coaching certifications, there is room for you, there is plenty of room for you. Because a certification, you must be reminded, is a minimum viable knowledge to enter the field. Few certification programs support trainers or coaches in the client-getting process, or the effective ongoing coaching process. 

To get new clients you need two things: 

• Great system of service that gets great results in current clients, so they continue 
• Systematic way to ask clients who get great results for referrals  

If You Can’t Get New Clients… 

It’s not that hard to get new clients when this is happening all too frequently…

Some trainers ask this at the beginning of sessions: 

“What do you want to do today?”

We call them broke. 

Why? Because a busy man or woman, who's hired you and told you their goals and allowed you to assess them based on health & activity history, movement screens, expects that you have the plan. They expect that you know what they need based on the problem they wanted solved when they hired you. 

Most people don’t hire a trainer because they’re 100% in love with their health, fitness or performance. On one or more levels they want change. You’re the guide. 

“What do you want to do today?” 

Throws us all under the bus a little. The entire fitness industry just suffered a little. Because now, not just that one trainer, but “I had a trainer and she ….” Becomes all too easily, “trainers are hit and miss… some are good, or good at telling me form but others are not worth the investment.” 

So, you are doing or are going to do the opposite. 

First, because you’ve got a plan, a system or a method that outlines what they need to be doing and you can easily determine, what parts of that do they know, what do they need to learn from you or what movements do they need to review. 

Review Your System if You Can’t Get New Clients

One of the best ways to make it easy for people to say yes to working with you is to make it easy to get results with you. It’s clear what happens first, and next, and after that. Three steps. 5 steps. Recently I spoke with a woman who has 11 steps. I said too many, how can these be grouped into fewer categories? I’m not asking you if you’re listening to eliminate the steps you think are crucial but do they fall into what feels like a shorter process? 

You want to tell people how they work with you in 3 or 4 steps. If you are a nutritionist, do they eliminate foods, add supplements, reintroduce foods? Do they Eliminate, Add and Try… that’s an E.A.T. system. And that’s what you’re looking for… a name and a process both. 

So, what about you? What’s your process? Write it down. Play with the words. 

I, for instance, use a 4-part L.I.F.T. method with business growth for trainers and health coaches. We leverage what is unique about them, define how they Influence others and create a strategy, Feed ideal clients into their world and Trade Time for smarter ways to scale so they can enjoy the life and freedom they want. 

Second, you’ve got an accountability check in before sessions, so you know exactly what status a client is showing up in. Did they do the recommended workouts and activity since seeing you last? You ideally already know that from their check ins or their prep form. You’re not learning this in the first 5 minutes of a session. 

You’ve Got Training Clients, Why Aren’t They Getting Results?  

A client who doesn’t comply with a reasonable plan, isn’t your fault. It’s theirs. It may take a modification from the original plan (and the goal) but a progressive training relationship shows change over time. 

If a client buys a 6-month package or a 6-session package, there should be a discussion about desired outcomes. What are measures of success? What if those aren’t achieved? What will be the reason? That’s an excellent question to ask on an intake form. You want to have the individual reflect on what they’re willing to commit to in order to get results. 

The biggest message to you listening is that there is plenty of opportunity for conscientious trainers and health coaches. Even in what appears at first glance to be saturated. The only place it’s saturated is on social media. You don’t even want to compete with social media. You want to compete on the client-getting side of things. You get them, you keep them. 

Pretty social media doesn’t perform as well as dirty and real. Have you noticed? We’re paying more social media support people and many of the individuals doing this… are still not gaining traction and growing their clientele. Measure what matters.

Other Episodes You Might Like: 

4 Keys to Get More Sales: https://www.fitnessmarketingmastery.com/get-more-sales/

7 Simple Sales Strategies for Health & Fitness Pros: https://www.fitnessmarketingmastery.com/simple-sales-strategies/

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.flippingfifty.com/wellness-coaching-for-life/ Decide if we’re a fit .. to work in any capacity  or  brainstorm on the spot or review your social media presence. You can choose… or let me based on where you are. You can work on your business OR your personal hormone balancing fitness. 

 

 

You’re here for a reason. You want to make a difference. To have an influence, you need to be a profitable health expert. So, if you have a relationship with money that needs fixing, fix it. If you want to give it away, you can do that, but never will you have as much voice as when you have money to vote with. 

This title may be a turn off to some of you. You’re not doing it for profit. You just want to do what you’re passionate about? I say that if you start taking it seriously and making a profitable business you will find your purpose and passion explode in a way you’ve never dreamed about. 

Your expertise is perceived by the organization of your thoughts.

-Denise Young of Apple 

It’s not a 20 question quiz… it’s a 7 question quiz 

It’s not a 11 step program… it’s a 3 step program 

When you jump on a live video with a friend or are a guest on a podcast, if you can’t succinctly and concisely answer the question that solves the problem the audience members have or in the way the interviewee can run with, you may have a wonderful program, be the perfect person to be teaching it… but no one will follow or get results even if they get inside. 

You confuse, you lose. 

I don’t know who said that but I do know it’s true for all of us. 

There are different strokes for different folks. (As long as we’re throwing out quotes, why not a little cliche!) What is perfectly clear to one individual may be perfectly confusing to another. 

Case in point:

Occasionally, we’ll have someone cancel a membership. Recently the email request to cancel before renewal date said this, It was just too hard to get started, and I don’t have time to measure, I just want to work out. 

During the same week, a prospective client who is an event planner said, “Then I found you, and it was so well laid out and clear…” 

Same membership, just two different people.  

How Profitable Health Experts Talk

So your job is to identify with absolute clarity who is and who isn’t your ideal customer. Most of us would agree the ideal customer is one who does the work, follows through on agreed upon steps, and asks for help if they need it. 

For me, the “this is not for” information on a sales page or promotion includes: 

• Blames the process 

• Won’t ask for help

• Has excuses 

• Isn’t committed 

That’s getting organized. So organizing your message in print, audio or video is a hallmark of a profitable health expert. 

The biggest part of getting clients, keeping clients, and getting them results, is organizing your thoughts. In other words, communication is crucial. 

When you: 

• Go live on social
• Post static or pre-recorded videos on social
• Give an interview 
• Pitch a tv or radio news station 

How to Communicate Like a Profitable Health Expert

Organizing your message is the way you’ll get someone curious enough to want more of you. If they aren’t buying you and what you say and how you say it, they aren’t buying from you. 

Here’s a little assignment so you get into action. 

1. Write down your response to, what do you do?

2. Now read through it and answer these: 

How clear is that to someone who doesn’t know about your industry or profession? 

Does it assume they already know something? And what is that? 

Last, will it make them curious to learn more or did you tell them everything they needed to know? 

This filter will help you decide if your title (for a pitch, an article/blog, or a video) is a conversation starter or a conversation killer. 

Other Episodes You Might Like: 

7 Things Profitable Health Professionals Do: https://www.fitnessmarketingmastery.com/profitable-trainers/

6 Most Profitable Health Programs: https://www.fitnessmarketingmastery.com/profitable-fitness-programs/

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

 

Don’t sleep on this episode if you want better client results these client sleep tips come directly from America’s sleep expert. He gives more than 400 appearances a year and has published multiple NYTimes bestsellers.

He’s also contributed to the You Still Got It, Girl! Chapter on sleep. So if you’ve read that, you’re a Flipping50 Menopause Fitness Specialist, you may recognize his name. You might have seen him in an inflight magazine before those were pulled too. 

Look, one of the most-downloaded cheat sheets I give trainers and health coaches is the Sleep tips tool. Why? Well, first if they don’t sleep, they don’t show up well if at all. They cancel more. When they do arrive, clients with 2 hours of sleep deprivation lack coordination. Four hours and they have the reaction skills of a legal drunk. Imagine that. We’ve got people driving to sessions if that’s the case, who actually shouldn’t be on the road any more than someone with a blood alcohol content level that would give them a ticket and a DUI. 

Then, what are we doing? Agility, reaction drills with them or pushing to heavy loads when they are more likely to get injured or deplete their immune system.  Let’s dive into this super short episode and you may be inspired to hop over to the Flipping 50 episode too. 

Client Sleep May Determine Your Success

My Guest:

Michael J. Breus, Ph.D., is a double board-certified Clinical Psychologist and Clinical Sleep Specialist. He is one of only 168 psychologists in the world to have taken and passed the Sleep Medicine Boards without going to Medical School.

Dr. Breus is the author of four books with the newest book (2021) Energize! Go from dragging Ass to kicking it in 30 days, adds the concepts of Movement (not exercise), and Intermittent-Fasting to his already famous Sleep Chronotypes. And it was recently named one of the top books of 2021 by The Today Show. In his 3rd book (2017) The Power of When, which is a groundbreaking biohacking book proving that there is a perfect time to do everything, based on your biological chronotype (early bird or night owl). Dr. Breus gives the reader the exact time to have sex, run a mile, eat a cheeseburger, buy, sell, ask your boss for a raise and much more based on over 200 research studies.

He is an expert resource for most major publications doing more than 400 interviews per year (Oprah, Dr. Oz, The Doctors, NY Times, Wall Street Journal etc.-list available). Dr. Breus has been in private practice for 23 years and recently relocated to and was named the Top Sleep Doctor of Los Angelos, By Readers Digest.

Questions We Answer in This Episode: 

How can trainers help clients sleep? 

How can health professionals avoid putting clients at risk if they are sleep deprived?  

I include our client sleep tips in this show notes here at fmm.com/client sleep tips so you can be the guide for your clients better results! 

Other Episodes You Might Like: 

Training Client's Metabolic Flexibility: https://www.fitnessmarketingmastery.com/metabolic-flexibility/

3 Reasons (and Fixes) Clients Aren't Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-client/

Resources: 

BUSINESS SCORECARD: https://www.fitnessmarketingmastery.com/scorecard

FREE CLIENT SLEEP SUPPORT: https://www.fitnessmarketingmastery.com/sleeper

FLIPPING50 Full Episode: https://www.flippingfifty.com/better-sleep-in-menopause

To be a real voice for fitness, an advocate for health and behavior change, your voice quality will matter. As AI-driven voice-overs may be able to make you sound better than you actually sound, this may be a podcast who’s time is past, yet I think if you can make your voice become something that conveys confidence, authority, and simultaneously inspires hope and action steps in your audience, I bet you’d say, yes please. 

And the truth is there are voice qualities that make it difficult for people to want to listen to you. If you want your voice to be music to someone’s ears, there are things you can do. 

One obstacle you’ll have to overcome is awareness of it. 

It’s nearly impossible to hear our own voices as someone else does.  

Definitely when we’re speaking we have a very different experience than anyone else might hearing us. The input is coming through a combination of the skull bones internally and through the air externally. 

A 2005 study showed our own reality of our voice tends to be much different than what other listeners hear. We are more harsh judges and tend not to like our voices. So do cut yourself a break. Do listen to your own video, audio but also realize we have a unique experience listening to ourselves compared to someone else’s experience.  

Be a Voice for Fitness : How to Fix Your Flaws   

Get feedback. 

If you’ve ever had someone say, it’s hard to hear you, speak up, or a mean-girl (it’s almost always a woman unfortunately, not everyone has gotten the message that we’re being nice to each other now) say something like, “I can’t stand to listen to a voice like that - like fingernails on a chalkboard” then listen.. A little. You don’t have to be the voice for everyone just for those who are going to love working with you. And sometimes sound quality can be fixed! With a combination of free, low cost or higher investments, even voice exercises.  

So, if you discover or know that your voice isn’t as smooth or as strong as you’d like it to be, what can you do? There are some ways to improve what you’re doing. 

A Better Mic

Back in 2012 when I first started podcasting, someone said the best mic was the Blue Yeti. I got one. I hadn’t a clue about what I was doing or how I was doing it, but I knew if it was going to be listened to, it had to sound good. And that thing is way more reasonable today, and actually I retired mine, because even after careful packing it was not producing the kind of sound I needed. So, during the pandemic the entire podcast set up at Voice for Fitness changed. You may want and need a mixer, headphones and a high quality mic. But at the very least you want a high quality microphone and a room set up for acoustics - with carpet or rugs, things on the walls and ceilings, or I’ve known podcasters who record in a closet.  

If you want the list of items I use as a part of my setup from platform to tech, stay tuned til the end and I’ll share those. 

Improve Your Voice Quality  

Some of the same things that make the difference behind a richer more powerful voice are also going to support your pelvic floor muscles. Any hints? Breathing. Deeper breathing that comes from your diaphragm supports your voice too.  

You may be doing planks all day every day but if you’re not doing diaphragmatic breathing your core is missing the foundation it needs! And so is your voice. Singers sing and cheerleaders project from their diaphragm and you should too even when your mic is 2 inches from your mouth and you could whisper. 

Cheat

Use the audio adjustments available to you in your movie editor and garage band (anyone using that anymore?). This isn't ideal because sooner or later you’re going to be asked to speak… or do a media appearance or keynote or lead a breakout session. 

Voice Tips for Health & Fitness Pros Before You Record: 

• Hydrate 
• Posture - try standing! Or move for a few minutes before ! (working out is easy, sitting is not)
• Smile! 
• Warm ups: lala, tikita takata or Peter Piper picked.. , papapa, dadada, bababa, ar-tic-u-late
• Diaphragmatic breathing 
• Know your script OR … bullet points so you’re NOT reading 

Some good rules:

• Sound when sound, quiet when quiet.
• Try video even when audio podcast 
• Leave it out. Instead of “um…” or? Do you ? 
• My Sound TechDeck for Health & Fitness Content Creators: Room: carpeted, surrounded by bookshelves on three walls
• iMac Desktop 24”
• Mic: Heil Pro40
• Mixer: Focusrite Scarlett 
• Headphones: Sennheiser HD 280 Pro
• Podcast recording platform: Zencastr.com
• Podcast Platform: Libsyn
• Post production team of contractors 
• Mic For Video with Sony Alpha 7: RODE wireless 
• Mic For Video with iPhone: RODE wireless and SmartMike+ 
• You might also like: Descript.com

Other Episodes You Might Like: 

4 Steps to Creating Video for Marketing: https://www.fitnessmarketingmastery.com/fitness-marketing-videos/

4 Ways to Grow Your Email List with Fitness Videos: https://www.fitnessmarketingmastery.com/grow-your-email-list/

Resources:

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women: https://www.fitnessmarketingmastery.com/copywriting-course 

 

No matter what’s going on with the economy you can get more sales.

How are you going to get more sales during a time it may be harder or purse strings tighter? Is there or is there not going to be a recession? 

It’s almost the 1st of the month as I record this and last night I was reminded that I had to get something ordered because the "special" was almost over.  Not only did I order, I ordered 2 because it was a while they last, this is flying off the shelves, message. I ordered subscribe and save too because that means I get priority. I’d seen this thing and wanted to think about it. Because it said it was amazing but I was thinking about whether this was different from other products I’d tried. I ordered from a fellow golfmom friend I’d met years ago when our sons were on the same college golf team. I knew her as an accountant, so it took a minute for me to grasp she could now be a skin care consultant. But I’d been watching her posts for a couple years. She was having lots of success. So it was either a really good product, she was really good at customer care or both. And I just like her. 

How to Get More Sales in a Recession

If everyone is talking about a recession, I say, Good! Let them talk. Do you know why? Because during recessions people have committed to the things that are most important. If stress is higher, the need for what we do is greater. A recession post pandemic will mean a growth of wealth for some. For the ones that don’t allow their mindset to think that this is hard, no one is spending money, it’s not true.

You may not be creating the right solution. You may not be targeting the right customer. But there is an abundant set of people in need of what you’re doing, seeking support. 

So, this episode is a quick reminder of some of the basics of selling so you can get more sales and do it with integrity. 

From least to most important, so stay with me to the end! These are 

Get More Sales with These 4 Key Components

Urgency 

            limited time

            ends … 

            bonuses go away 

            price goes up

Scarcity

            -limited number

            -when they’re gone they’re gone 

Specificity 

            solves a specific problem 

            for the individual (not their spouse, daughter) 

Context 

            relative to where they are in their relationship with you

            relative to where they are in their awareness of problem 

You’d include these on a opt in, a sales page, an email, and a post. 

Resources: 

Health & Fitness Professionals Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women: https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You Might Like: 

Sell More Corporate Packages: https://www.fitnessmarketingmastery.com/sell-more-corporate-wellness/

Selling for Coaches: https://www.fitnessmarketingmastery.com/present-your-fee/

 

We all want simple sales strategies to make it easy and quick to make sales and get clients and the truth is, it can be! There are a few things clear to us here behind She Means Fitness Business that get in the way. First, not knowing exactly what you want and need to happen for success this week, this month, or this specific launch promotion… you can’t get there. Do you have a sales goal? 

 

For instance, I have a spreadsheet for every monthly sales record since 2018. I look at it every month. I also look at it and dig into it every October or early November. I look at not just the numbers but dig into what sold, what didn’t, where did I spent my time and energy and what should I potentially stop doing or start to work less and have it reap better benefits.

 

Working More Isn’t a Sales Strategy
None of us should be breaking ourselves or breaking down to fix what’s broken in the world, right? (credit to Donald Miller on that!) But those of us who are driven often do. I’m all for hard work. And yet you have to realize when you’re in a season of hard work or a week or month and when you’re just doing something terrible to yourself that isn’t working or going to change.

I’ve studied with some great leaders, and Michael Bernoff is one who really nails the fact that if we don’t set out to build the kind of business and lifestyle we want, 5 years from now you’ll still be doing the same kind of business you’re doing today. If you’re not making enough money now, you won’t then either. If you’re working all the time, you will then too. Let’s both hope it’s not both! Solo entrepreneurs can do that too easily. You are not alone. Find your tribe and get support for you… and your business. 

So, with this mindset that we can do it, there is a clear need and confusion we can help stop, let’s dive into this episode.

7 Simple Sales Strategies – Adopt them right now!

-       Launching expectations and Launching realities 

• You have to have a goal. How many, how much, what percent of upsells is your goal, and what is made? How many tickets about it? How many refunds? Set the goal, then break down the launch after with anyone on your team involved. 

-       Shifting your selling mindset 

• You have to ask for a sale to get a yes. 
• You have a solution to a problem your customer knows they have, then you have a responsibility to share how it helps and let them know how to get started. 

-       Selling the transformation instead of the features 

• When asked how they solve the problem …. Many trainers.. many health coaches.. strength training programs when The problem REALLY …. Belief they can do it, that they won’t get hurt this time, that it will work for them….

-   Persuasive words for the personality type (copywriting skills in case you don’t know these) 

-       Being okay with getting a no (expecting you will not always get yes)  

• Not every product or service is right for everyone.
• Now isn’t the right time for everyone 
• No is not personal
• No can be researched and open a door 

-       Showcasing how well someone will do with this and what could happen if they don’t.

•  It’s not about your benefits
•  It’s not about 27 different workouts or 14 different coaching sessions: how will life be different? 
• What is the risk/cost if they don’t do it? 

-       Everyday Actions: 

•  Go live (what do they need right now?) 
•  Send personal videos  (I use Bombbomb)
• Send messages (text from your CRM or personally)

 

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You Might Like: 

4 Ways Dating Advice Will Boost Marketing for Health & Fitness Pros: https://www.fitnessmarketingmastery.com/marketing-for-health/

Fitness Marketing Hacks: https://www.fitnessmarketingmastery.com/fitness-marketing-hacks/

 

If the distraction of a good idea is a problem you need to solve, this will resonate with you. Answer a few questions… 

Do your creative juices flow when you get a good idea? So much that if you talked about it at lunch or heard it on a podcast, you want to go right home and start figuring out how to implement it? 

And possibly, abandon the other 18 lose ends, open loops, projects that need completing and course content that needs to be reviewed and redone? 

Then it’s official, there’s a good chance you’re a serial entrepreneur. Even if this is your first business, or you are only thinking about being a health or fitness professional, this is so important. You also may collect certifications instead of getting one and realizing it’s the business of marketing and selling the service and skills you now have that is all you need. 

Do you love new ideas? Love to create new programs and think about how to deliver them? Do you like to think about the title and the way you’ll create the sales page and how it will look? Do you love to play in Canva? 

Are you constantly creating lists and documents and maybe also losing them? Knowing you had a great idea and wondering where you put it? Do you have tons of journals, notebooks, legal pads with notes and things you just have to remember? 

Confessions, I had an estimated 200 yellow legal pads with notes and ideas and things that were so important that of course I’d come back to.. that I had to sort out before I moved in 2022. After a short time, I’d pull out another drawer of my full size filing cabinet and just start dumping. Twenty-five-year-old manuscripts for children’s books I’d submitted to publishers … notes from mastermind meetings that cost me over 20,000 annually that I felt I couldn’t part with… and potential titles for programs and new series and pitch decks for media… All gone in black garbage bags. I hadn’t looked at them … many of them in a decade, others, you know you get home and you finish that Pilates Reformer cert … and 15 years later still have your notes.. you’re never going back to them.
But every one of them is a good idea … and the distraction of a good idea could kill the full day ahead of you that you have to get Sh#* done!

If you’re an entrepreneur, there’s a good chance you’re a creator. You’re potentially a “quickstart” too. Short attention span for the follow through but a passion for starting and creating. 

And this is not bad. It’s great… to realize it and start using your talent to your advantage in a way that still creates boundaries so you can avoid the distraction of a good idea… another one.

• Dump them into a G-Drive
• Revisit them regularly but infrequently
• Never just kill them or let them die on a post a note or desktop note where you’ll never find them (that mental clutter will drive you nuts)
• Share them with your team members, if one keeps popping up… but do it also to inspire their ideas (many minds!)
• Pull out the ones that are worth discussing in a team meeting and decide what the rewards would be, what the cost would be and what the time investment would be
• Usually ideas are new products, new ways of promoting your business or being seen but a new book … or a podcast… or a new certification …. Usually mean a new long-term commitment to promoting, selling, in order to make it payoff so list all of those things too.

Answer These Three Questions to Evaluate a Good Idea: 
How much will it be worth to you? 
How much will it cost you if you don’t do it? 
How much time and expense will it take to make you money (what it’s worth to you)? 
The dates on all of these are so important. If for instance there is going to be 6 months and thousands of dollars in building it before it’s ever used and there’s no real monetary reason for doing it, you might quickly realize this is not the best idea after all.

Other Episodes You Might Like:

Boost Productivity and Creativity for Your Clients: https://www.fitnessmarketingmastery.com/boost-productivity-and-creativity/

5 Things: Do This Every Monday for Better WorkFlow: https://www.fitnessmarketingmastery.com/do-this-every-monday/

Resources:

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

In this behind-the-scenes quick episode with Dr Terri DeNeui we discuss what trainers need to know about hormone replacement therapy. We open up about how to recognize a woman is in menopause, and how you can help be a part of a collective team supporting her. You spend more time than any professional with your clients so optimizing your value is all tied up in this episode. 

If you’re not yet a Flipping 50 Menopause Fitness Specialist, on your way to increasing your clients, your revenue, and your freedom, we’ll link to that in the show notes too.

My Guest:

Terri DeNeui, DNP, ACNP, APRN-BC is the founder of EVEXIAS Health Solutions and creator of the EvexiPEL method. She leads the EVEXIAS Medical Advisory Board, hand-selecting leading experts from around the globe to support the education and knowledge resources that provide the opportunity to experience a whole new way to practice medicine that is truly transformational for patients and practitioners.

Dr. Terri DeNeui is a board-certified nurse practitioner, nationally renowned speaker, author, and entrepreneur. She holds advanced certifications in Hormone Replacement Therapy, Preventive Wellness Medicine, and Functional Medicine.

Her career in medicine began as a hospitalist in emergency medicine, where Dr. DeNeui quickly realized that day in and day out, the focus was on disease management instead of disease prevention. She felt saddened and frustrated—she wanted to do more for patient care and for that, she had to know more.

This was the catalyst for what has become her life’s work. She began to pursue extensive education in hormone optimization, integrative health, preventive care, and alternative medicine.

Dr. DeNeui founded Hormonal Health & Wellness in Southlake, Texas (now EVEXIAS Medical Centers) in 2008 as the first step in her new pursuit. In her practice, Dr. DeNeui strives to help men and women find optimal health.

Questions We Answer in This Episode:

• How can health coaches and Menopause Fitness Specialists support their clients and suggest best questions to ask when seeking a functional doctor? 
• What is the symptom you most commonly hear about first? 
• How can trainers and health coaches support women with regard to finding the right resources in physicians?

Resources:

Fitness and Health Coaches Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You May Like:

3 Ways to Coach Menopause Clients Out of Mistakes: 
https://www.fitnessmarketingmastery.com/coach-menopause-clients/

What Women Need to Know about Hormone Replacement Therapy: https://www.flippingfifty.com/what-to-know-about-hrt/

Celebrate the small stuff! We get so caught up in comparison mode and go, go, go… do more and mission impossible… that it’s crazy we miss all we’ve done. 

You’ve battled cancer and won. Hello... You know who you are! You’ve done a fitness competition at 70, you know who you are too. You’ve launched a podcast, started a new company, and donated to charity. 

And then there are the other things you may be overlooking so I want to share a few. But I also am calling on you, even if your hand isn’t up! Share something you know you should be celebrating but you’ve underwritten it, passed over it.

Some Small Work Wins:

• Rocking a presentation
• Creating branding that really feels like “you”
• Getting your inbox to “0”
• Reaching out to those business accelerators
• Updating your vita or resume
• Gathering all the “as seen in” content you have
• Taking time to “set” the day
• Defining the lifestyle you want unapologetically
• Following up consistently
• Getting “no” every day for a week
• Hiring support
• Delegating and letting go
• Firing the wrong person for the job
• Investing in a coach to accelerate progress
• Sent the email for your beta program
• Created an email funnel for your course
• Reviewed your product modules
• Took time off work

Not all of these will fit you. You’re in a unique place in your business but I guarantee you that at least 50% of them are things you are not stopping to acknowledge. It’s those who pass by them and think that this feels like giving M&M s for pooping or graduation ceremonies for kindergarten or ribbons for every participant is just too much, that end up hating work, burning out, and burning out everyone around them.

You know how I first realized I needed to do this and how much it matters? When a colleague of mine acknowledged an email once. (he’s done it more than once) The first time he said something about an email that contained a story and that resonated with a lot of my listeners in a big way, I realized I didn’t even give myself credit for it. It happened again when I did a half marathon with a client to support her when it wasn’t convenient, was purely for her, it wasn’t my race.

Resources:

Fitness and Health Coaches Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You Might Like:

Boost Productivity and Creativity for Your Clients: https://www.fitnessmarketingmastery.com/boost-productivity-and-creativity/

12 Content Ideas for Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/content-ideas/

Grow Your Fitness Business in 2023 | Personal Trainers and Health Coaches: 
https://www.fitnessmarketingmastery.com/fitness-business-in-2023/

Shocked? Employee wellness for fitness centers probably sounds like a crazy unnecessary thing at first pass!

 

In a recent episode, I shared how to sell more corporate wellness and this podcast is really a spin-off of that but something that may make this episode targeted at gyms and studios. 

 

I’ve witnessed this for decades in fitness centers and studios as personal training became a full-time position, and sometimes more. Trainers starting early, ending late, and tired or hungry often begin taking less and less care of themselves. They’re no longer exercising regularly, they’re sleep deprived and they begin to feel a little angry about the situation they’re in.

 

What can too often happen is feelings of resentment and blame is laid on the employer for taking advantage of them. 

 

If you’re a trainer attempting to make a full-time living paying bills, saving money, and enjoying life on a personal trainer’s salary, you may know this feeling. All trainer compensation is not the same. You can work smart with groups and find other ways to increase your revenue without increasing your time. 

Employee Wellness for Fitness Centers

The pandemic stirred things up. They haven’t all settled back into the same spots and they aren’t likely to do so. It’s too easy to quit and get hired by another gym. A trainer or coach can create a digital business with a single email. 

 

To receive the best service for customers, gyms and studios need to be the best. The best are not just compensation, in fact a lower pay with a better work environment may be better. What can you give them? 

 

Trainers and coaches who work for a gym will spend a lot of time with your customers but not a lot of time with you. Am I right? Notoriously, this is how it’s been. So, it’s both trusting and naive to think that they aren’t talking to customers about things that you as a business owner would prefer they not. 

 

Unhappy about work conditions they:

• Tell customers what’s happening from their one-sided perspective
• Share information about possibly leaving
• Discuss their personal lives with clients 
  

When you create happy employees that enjoy each other’s company, they stay. They enjoy work and don’t mind meetings. They’re loyal and speak of the business this way too. 

Trainers and coaches work independently for a significant amount of time. The reality is that they are around people a lot and potentially lonely. You can make a difference for them. 

 

If you don’t, trainers are oversharing with clients, blurring boundaries between professionalism and personal friendship. Potentially they’ll also share the inner workings of the business practices that they don’t agree with and that’s not going to go well for your business. 

 

Employee Wellness 

No matter what side of the wellness triangle you’re on gym owner, or trainer who works in a gym setting, realize your fitness and wellness professionals need a wellness program too. 

Resources: 

Health & Fitness Business Scorecard: 

https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: 

https://www.fitnessmarketingmastery.com/copywriting-course 

 

Other Episodes You May Like: 

Sell More Corporate Wellness Packages: https://www.fitnessmarketingmastery.com/sell-more-corporate-wellness/

Is Passive Revenue Too Good to Be True? Affiliate Marketing: https://www.fitnessmarketingmastery.com/passive-revenue/

Selling for Coaches| How to Present Your Fee (Make an Offer) | Fitness & Health: 

https://www.fitnessmarketingmastery.com/present-your-fee/

 

What would it do for your business if you could sell more corporate wellness packages? And if one presentation could result in dozens or hundreds of new clients? 

 

Corporate clients generally mean higher sales within a shorter period of time. If you’re a gym owner you already have a list of corporate clients you’re trying to reach. But with more gyms competing for the same corporate clients, what makes yours stand out? This episode will provide some ideas so you can create presentations that don’t just talk about features like how many treadmills or classes you have a week. 

 

If you’re a solo entrepreneur, this market can still be something that works for you. While you’re building your program, and hopefully, taking some fast actions with private clients so you’re creating a profit margin from the start, you can open a whole new way to add revenue with corporate clients as a target. 

Selling Corporate Wellness: Appeal to How They Win If They Do It and How They Lose If They Don’t Get It  

 

How Do They Benefit: 

• Greater productivity
• Fewer errors
• Greater job satisfaction
• Greater loyalty 

Without Health, Team Members:

• Customer care suffers.
• Customers hear everything that goes wrong.
• Customer service goes down when distracted or disgruntled employees don’t do their best.
• Someone’s wife, mother, partner, daughter is hurt in the meantime. 

 

And don’t stop there. Everyone else will. 

 

Be able to share number of visits, progress, participation. Can you provide additional white glove service to a corporation’s employees who join? Can that include a special recipe guide, meal plan, training for a 5k or other adventure? 

 

A corporation wants to know how greater loyalty can be inspired by the expense they’ll have. Show them that instead of costing money and requiring someone’s time on their staff that you have things in place to help create cohesiveness among them. Host a few challenges where teams compete but team members are actually cheering each other on and dependent on one another’s success. 

 

Can you show the cost of losing an employee and recruiting, hiring and onboarding a new one? 

Show the stats on productivity.

 

Tell them how you’ll celebrate wins and give you the details about employee’s use, or progress (with permission) so they can see for themselves how their investment is paying off. 

 

Step-by-Step Selling to Corporations: 

• Start a list of corporations in a spreadsheet
• Include details about the contacts, when contacted, when to follow up
• Find out how they prefer to be contacted. Call, email, text.
• Make it your job to learn more about the decision-maker and budget
• Put together a variety of packages: special offers to employees, bonuses within a time frame, the corporation pays the partial amount, and employee covers the rest
• Follow up, follow up. Invite in the decision-maker for a free trial
• Book a presentation or series of them
• Know how much time you have and don’t go over it

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

 

Other Episodes You May Like: 

Selling for Coaches| How to Present Your Fee (Make an Offer) | Fitness & Health: https://www.fitnessmarketingmastery.com/present-your-fee/

Is Passive Revenue Too Good to Be True? Affiliate Marketing: https://www.fitnessmarketingmastery.com/passive-revenue/

Do this every Monday and I’m not saying Mondays won't still follow Sunday scaries, but they will get better. 

 

There will always be something to pull you off the long view and into the short game. It feels like putting out fires sometimes. Until it doesn’t. You’ll have more and more times where you’re in flow and revenue is continuing to grow and your time demands are not. 

 

While you’re starting and growing you want to create a culture of doing it with the end in sight.  Even if it’s just you, if you do this every Monday things will go more smoothly for you and your team - or your eventual team. 

 

These are things we do every Monday. There are a few more that I’m adding only to the podcast so be sure you’re listening! 

Do This Every Monday  

• Use an agenda 
• Add follow-ups to a task with a deadline 
• Discuss what’s on now/coming up
• Ask for input 
• Make it okay to make mistakes 
  
  

Connecting personally with everyone. 

Sharing a reminder about why and changes over the years. 

 

What else? Decide when you exercise and stick to it. Your personal health and fitness can’t suffer or your business will. The two hours prior to a meeting on Monday, I can’t be reached or if I am I’m on a trail or a walk. It’s what has to be if I’m going to draw boundaries about how business happens. There’s always going to be something to do. 

Organizing Monday and Everyday

We use a tool called Basecamp to dump the agenda in. It’s also where we create tasks so that from the agenda the tasks can be created by anyone on our team who is key in taking that task on for their own. I do a screenshare of the agenda as we’re going through it. Then we screen share anything else that helps solve a problem on the spot or talk more about a certain opportunity we’re focused on. 

It’s not just the flow of work. It’s the energy around the work and the team you pull together. By finding the right people, sharing the vision of what you’re doing, asking for input, and keeping an open conversation you’ll hate Mondays less.

 

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You Might Like: 

10 Ways You Can Operate Like a Team Without Hiring a Team: https://www.fitnessmarketingmastery.com/hiring-a-team/

Business Planning for Health & Fitness Coaches: https://www.fitnessmarketingmastery.com/business-planning/

If you haven’t wondered how to share a personal challenge with your community or clients, you probably will. Life is full of them and there’s one that’s bound to be one you keep to yourself for a while but that in fact maybe you can’t. It could be physical and impossible to hide if you’re on camera or in photos regularly. No matter what… 

 

There’s a right time and way, so this episode dives into how to share a personal challenge publicly. There are lots of reasons this might come up. You go through a breakup or divorce, especially if you’ve shared content that includes your family. You have a health issue. There’s a tragic death in the family. 

 

The Best Times to Share  

There are things to consider that may help you decide when to share if you have that luxury. (Remember you may not always if it is something physical). 

 

• After you’re healed from the initial personal blow.
• When you need to relay why you’ve been quiet or absent. 
• It will help your audience members going through the same or offer prevention so they won’t have to. 
  

You may recall a recent podcast episode I shared early in 2023 after interviewing one of our Menopause Fitness Specialists, Amy. (Link to both the Flipping 50 and the She Means Fitness Business podcast in the show notes today)

 

Could Sharing a Personal Challenge Backfire?  

Sharing too much could blur your own personal and professional boundaries. It can be a challenge to make the distinction if you are the brand. Is your name in your brand for instance? Then it’s you, right? 

I chose carefully to have a Brand name that was saleable later. Though I’m the brand for now, it has a mission, a message, and a project that are all trademarked.

 

I know a friend who as recently as 2016 was struggling as a divorced, single mother who took her kids camping so she could Airbnb her home to make the mortgage and in 2023 is traveling the world and thriving. To tell her story, revealing her name would be wrong. It’s not my story to tell. It also may be a story she doesn’t tell for another decade because it may be too recent, and may change the way her audience feels about her. 

 

When I was living in a town of 50,000 and everyone knew me because I’d been a fitness professional in private gyms, churches, universities, and corporations, published a weekly column in the newspaper, hosted a radio show… I was very private. My personal life was my personal life and customers were customers. 

 

When I shared my personal story in my TEDx talk, it was years later, I was speaking collectively to the world, not to a small group of next-door neighbors. So context is something to consider. You’ll know when you consider how it will make you and your family feel. 

Other Episodes You Might Like: 

Being Healthy Enough to Beat Breast Cancer: A Trainer’s Story: https://www.flippingfifty.com/beat-breast-cancer/

How to Be Healthy Enough, Profitable and Successful Enough: https://www.fitnessmarketingmastery.com/successful-enough/

Resources: 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

My TEDx Talk: https://www.flippingfifty.com/TEDx/

Whenever you’re looking at adding a product or service to your business or you want to know what your audience really wants so you can deliver, surveying your audience is a great way to do it. 

 

When you post on social media you can do it to connect, to attract, to research, and to sell once you’ve earned the right and then very infrequently. A survey for your audience falls under research. When you ask, you engage if you ask the right questions. 

 

Posting or sending surveys to your audience provides great insight to you but also allows your audience to feel seen and heard. 

 

Tools for Surveying Your Audience: 

• Typeform 
• Survey Monkey
• Questions in Stories 
• Posts in Insta or FB  

 

There is an art to writing questions. As a Senior Lecturer in Kinesiology, I recall writing those first exams, after kicking the pre-empted text-generated questions to the curb. It was painful. 

 

Then over at the testing center when we literally had to walk the bubble sheets over to get results back, there were reams of 8 ½ x 11 sheets of paper lining the walls with articles on how to write better test questions. 

 

Going to work for ACE (American Council on Exercise) as a Subject Matter Expert to write items for the Personal Trainer, Medical Exercise Specialist, and Health Coach certifications, there was always a short course refresher for us on writing the exam questions. 

 

Though you’re not writing for a nationally accredited certification or something that is going to make or break a college degree, you want to be sure you’re really asking a question that gets you the answer you want. 

 

How to Ask Questions: 

• Multiple choice 
• Ranking/rating 
• Round up responses to a specific question 
  

Part of asking is also in WHO you ask. Realize there’s value in asking on social media, but even if you call them yours… they’re not. You have no idea of whether they have ever spent a dime with you or ever would. So don’t put a lot of stock into what you ask or get too detailed… they’ll be over it. 

 

Survey Your Audience with the Right Questions

Sample questions you might ask: 

• Rank the following in order of importance: 
• Rate the quality of the [feature] 
• How important was __________ to your decision to purchase this product? 
• Which of these is the most important to you right now? (pick 3) 

When you survey your email subscribers be sure you weigh the responses of your buyers heavier than that of those who have never purchased anything from you. This kind of segmenting is possible with any CRM (customer relationship management) tool you use. 

 

Just a word about CRMs.I have used several to assist start up trainers, gyms and in rolling through growth myself so if you have questions on: 

• Aweber
• Constant Contact
• MailChimp 
• Infusionsoft 
• Or a custom email provider 
  

I can help you. I’ve used them all and I’ve looked at others. 

 

There are dozens more that you may be interested in. What you do want to know is that you have something that plays well with others. That is, you can integrate with your shopping cart, your website, and potentially plugins that help you automate so many things in your business so that you can focus on your personal magic. 

 

Other Episodes You Might Like: 

2 Goals of Every Communication (Sale or No Sale) that Boost Success: https://www.fitnessmarketingmastery.com/every-communication/

5 Hacks to Reduce Fitness Marketing Time Without Losing Traction: https://www.fitnessmarketingmastery.com/reduce-fitness-marketing-time/

Develop & Define Your Brand Voice | Fitness Marketing Made Easy: https://www.fitnessmarketingmastery.com/define-your-brand-voice/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

The Flipping 50 Cafe:https://www.flippingfifty.com/cafe

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

If you don’t define your brand voice, someone else will. 

 

In this episode I’m going to share a fundamental of distinguishing yourself from others. This is how you stand out instead of blending in. It’s how you overcome the hurdle that one recent trainer said to me, “There are so many of us.” 

 

Spoiler alert: There’s only one you. When you define your brand voice so that you know it, that’s when others will recognize it too. 

 

Working for years in gyms and university exercise clinics, what I know and used to tell fitness instructors, trainers and gym owners is your brand is what they say about you in the locker room. 

 

It may not be the one you want, but that is definitely your current brand. Is there anything that you want said? What is being said? If you asked 15 people who follow you… how would they describe you? 

 

If I think of some of the influencers I watch on social, here’s how I would briefly describe them to someone else: (not by name)

 

That beautiful and sexy midlife fitness woman from Mexico, definitely using her body showing herself in revealing poses that display strength and a lot of skin to promote and draw attention. Behind the scenes, independent, and a little aloof, you never see her educating, communicating with her audience, or creating collaboration with others. 

 

That exerciser-turned-fitness influencer/trainer who shoots a lot of videos in her car relates to women in midlife, and portrays a real how-to approach. 

 

The retired high school counselor turned fitness coach who’s got a bit of a Jersey accent, straight-forward, sharing the same message consistently on repeat. 

 

Who Do You Follow and How Do You Describe Their Brand Voice?

 

Others I follow, and potentially you do too: 

 

Dr. Mark Hyman - always a health-related message about fitness and longevity, revealing what are basics, but not to all people, serving as reminders, not offensive but firm 

Chalene Johnson - a whistle-blower, sharing her personal journey and making it real for other women in midlife going through similar things in several areas. 

 

BettyRocker - she has always been more than anything an advocate for her followers, she’s clear about not being their hero, not motivating them, but having them be their own hero and inspiration. She gives them the tools to value themselves. 

 

Dave Aspry  - Bulletproof Coffee founder is a biohacker and has been and will always be. He calls BS on “health” practices that are harmful, new practices that are not yet mainstream and adopted by many. He’s not looking to be handsome or in style, he’s just who he is sharing why he’s doing things and how you too can improve your health and not fall for tricks leading to worse health. 

 

Can you think of others? Food Babe, Ben Greenfeild… clearly defined brand voices. 

 

You can hear brand voices as you listen to the radio. Commercials for cars, and ice cream - two of which have me changing the station faster than you can imagine - have a clear brand voice for a reason. They stick in your head. They may not be meant to be loved. They’re meant to be remembered. It’s not the same as a jingle, but it’s a similar concept. 

 

You go to that car salesman and you know they are ready to do business, you’re going to get a deal. This is not where you’re going for your luxury drive. You want have something special when the grandkids are coming over, you may reach for the brand of ice cream that made you think of warm-fuzzy family memories. 

When you define your brand voice, you have the thumbprint that is yours and yours alone. 

 

You may have soundbites but they’re not rehearsed. (They’re natural!)

You may use quotes, but you attribute them not borrow as your own. 

You don’t just become interesting, you are interested … interested in using your voice to go against anything you stand against and toward everything you stand for. 

 

Where You Use Your Brand Voice 

 

You’ll need it in writing and speaking and once you find it there won’t be any mistake about who you are, what you stand for, what you stand against, and every message will be congruent. 

 

It doesn’t matter if we’re talking about writing or speaking, finding your voice takes time. 

 

You may be 50 and just beginning to develop a brand of your own, and still be searching for your unique voice. 

 

Who has a voice that you respect? 

 

• Oprah
• Dolly Parton 
• Jane Fonda 

 

Think about each of their messages and also the way they deliver it. They’re uniquely different. They represent different causes and yet each has a unique appeal. Don’t confuse celebrity with voice. They may have reached celebrity status in part because of their voice. 

 

They didn’t do it by becoming one of the pack. They have had ups and downs and yet each maintained the same voice. So it isn’t about rising to the top, getting or even staying at the top. Having a voice is something you develop, fine-tune, and you get known for. 

 

How To and Not to Develop a Brand Voice

 

It’s not a topic that creates a brand voice. It’s not a niche. It’s what you stand for and what you don’t. It’s what you talk about (and how) and what you don’t. 

 

Take Action! Answer these questions to define your brand voice. But once you do, ask your team members to each do the same. You can have them show you or not. But then reveal to them exactly what you’ve written and why and review it with them. (You’re not trying to “grade” them so reviewing their answers is not necessary and might backfire them. It’s enough for them to understand how they can be aware of when they are on or off-brand). 

 

• What does your brand stand for: 

• What do you stand against: 

• What does your brand talk about: 

• What does your brand never talk about: 

• What tone of voice does your brand use:

• What words does your brand use: 

• What are examples of words you’d never use:

• How do you want people who interact with your brand to feel:

 

The Impact If You Define Your Brand Voice 

Your emails sound like they’re from you even if you don’t write them.  

You will attract more ideal customers and have fewer unsubscribes and unfollows. 

Your posts sound like your freebie and that sounds like your emails and everything is a congruent journey. 

 

Other Episodes You Might Like:

Social Media for Fitness Professionals: More Results Less Time: https://www.fitnessmarketingmastery.com/social-media-for-fitness-professionals/

Is Passive Revenue Too Good to Be True? Affiliate Marketing: https://www.fitnessmarketingmastery.com/passive-revenue/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

How to Create an Irresistible Freebie: https://www.flippingfifty.com/irresistible-freebie-how-to/  

Earn as a Flipping 50 Affiliate: https://www.flippingfifty.com/affiliate-program-join/

See it, believe it, do it. 

Was that Wayne Dyer who said that? 

Well, today it’s often Joe Dispenza saying it based on science. 

Whether you keep replaying things you don’t want to happen, things that you wish were different, things you wish you had done differently OR you think about the future and wonder what is possible, OR you vision what you want and you act AS IF… you will be right.

Based on the proven science (I’ll link to Joe Dispenza’s work) that your brain does not know the difference between an intention tied to a strong emotion and an actual situation happening, you can create and attract exactly what you want.

To illustrate this, consider it for yourself. Are you thinking about needing to make more money, feeling like your business is not as successful as you want it to be? Are you thinking about your own weight gain in menopause, your belly fat, or your feelings of inadequacy in some way or another? 

Do you think about having to work hard all the time to get what you want? Do you think about having to play a role in your family that prevents you from being as successful as you want? Do you think about being limited with opportunities in your current situation? 

• And what is true of your current revenue and business? 
• Does it match? 
• Which came first? 

 

Write your future self a letter. 

Write your future customers, members, or students a letter. 

 

My Letter to Members:

I’ll share a note I recently wrote to my Flipping 50 membership legacy group. That’s those that have been members 3 or more years, and a considerable amount since 2016 when I first opened. 

This was following an outreach specifically to them. I realized in writing it, I’ve been lucky. I’ll share why after I read it. 

Exactly 10 Years ago from a house on UTAH DRIVE in Ames, Iowa at this time I was about to pay the first check to the university my son would begin in August. I had virtually no revenue. I'd quit everything in January to go 100% in. The regular paychecks stopped coming 3 months later after training my replacements... I was in front of my computer 14-16 hours a day learning, building, and feeling VERY much like a beginner after 30 years of establishing expertise. I hadn't done it online.

I had no idea I would be where we are today, having the privilege to meet and work with so many women who INFLUENCE so many lives ... and the health of others. 

I am grateful for you. You were first... and you are still here.

 

I Failed the Future Fitness and Health Coaching Success Strategy!! 

 

Why did I fail? A couple of key statements there!! 

 

“I had no idea I would be where we are today”  is one clue! 

 

I didn’t have a specific vision. Not one I was invested in. About 2015 I attended a conference and considered joining my first mastermind… that scared me to death! It was a huge investment. (By the way, since then I’ve invested over $160,000 in various masterminds alone. That’s not including conferences, retreats, programs, and work to surround myself with people who are doing what I want to be next but am not yet. 

 

Now, it worked out. And there are some who would say, when you jump - and I did - the net will appear. 

 

That’s for those of you who are still playing it safe. No judgment if you LIKE right where you are. But if you’re clinging to your full-time, regular paycheck and benefits thinking you’ll never get there with your own business, it will be absolutely true. 

 

Playing it safe isn’t what entrepreneurs do. You can, however, be a wonderful and valuable coach. Just be sure that you are very comfortable with yourself… no use of the word “JUST” in reference to what you’re doing. Modify your language so you reflect exactly why you do what you do and exactly what success looks like to you!! We women tend to belittle ourselves. 

 

I just want you to be honest. 

 

Do you really want what you have… or do you want more, something different? 

 

Go get it if you do!!

 

Combine Room for MORE with a Vision

 

I may have mentioned this, my son is going to start his own business. That’s a risk. I’m excited for him. I’m not nervous for him in terms of success. Maybe in terms of stress and challenges and personal growth that occurs when you go all in, but that’s also a part of the excitement. He could settle for working the way he’s working…. Or he can take a risk and have potential that is based solely on what he can create. When I brought this up 6 years ago, he resisted. A lot. When I first brought him to a conference for entrepreneurs, he lasted half the day. By lunch, I’d lost him. So as a mom, I’m not going to say I told you so, but hey, I told you so! 

 

Do create a vision. Most usually we need to 10x that vision. Someone else said they started wanting to help 1 million people. Then they did, so they had to raise it to 3…  But that didn’t quite excite me. 

 

So I never did it. Nothing with emotion behind it at least. And if you have an empty affirmation or “goal” … without an emotion so strong that you get tears in your eyes… I have witnessed, it won’t work. 

 

Use both goals/intentions AND room for more. This or better is such a good phrase. Set an intention in a wise way. 

 

I will make more than ….. 

I will enjoy at least # days off a month … while making …… or more 

I will only work ….. Hours a day and make ….. Or more 

 

I will help …. # people and in do it working ….. Hours a week … making …. 

 

You don’t limit yourself with these. You create an opportunity for what you want and can envision and… so much more! 

 

If you have a goal and intention, make it BIGGER. 

 

BUT.. you need to have a strong emotion around it! 

 

My son not too long ago gave me one. Knowing that he saw me like that was possibly one of the greatest gifts he will ever give me. 

 

Your Future Fitness and Health Coaching Success Action Items:

• Write yourself a letter as if it’s 10 years from now
• Write your members and students a letter as if it’s 10 years from now. 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Sunlighten Saunas: https://www.flippingfifty.com/sauna

Other Episodes You Might Like: 

A New Fitness Business Model for Your Virtual Fitness Business:

https://www.fitnessmarketingmastery.com/virtual-fitness-business/

Social Media for Fitness Professionals: More Results Less Time: https://www.fitnessmarketingmastery.com/social-media-for-fitness-professionals/

 

Injury risk is still a fear for many older adults. They already feel vulnerable, aches and pains due to diet or lifestyle more than aging itself. Have you ever considered injury risk could be your niche? 

That there are enough adults who fear injury risk or who’ve been injured that you could develop an entire - profitable and sustainable business - on that very demographic? 

 

About My Guest:

Are you aware that 87% of all exercisers get injured while exercising? 

That alone may scare you from wanting to train clients. Or maybe you believe that you create exercise without risk. My guest Robbie Stahl is also The Fitness Doctor. 

When you listen to his confident bio you’ll understand the difference between passion and conviction, going all in on what you do and know and how you help, unapologetically. You’ll hear Robbie’s full bio at the podcast I’ll link to and for our behind the curtain interview with Robbie here, we’ll share Robbie’s story after 20 years of training and extensive research and experimentation he mastered the science of healing and bulletproofing the body through the power of exercise. 

One of Robbie’s claim to fame is a 100% success rate for fixing shoulder function in his clients who were told surgery was the only answer. A rumor like that alone is enough to fill your personal training schedule. 

But Robbie started like anyone else, without clients, without education or certification. I’ll ask him how he got where he is now.

 

Questions We Answer in This Episode: 

• How did injury risk or injury prevention become your focus? 
• What mistakes did you make? 
• Who else is a part of your team and operations? 
• What advice would you give to the inexperienced you? 
• You run a 5-day fix. What can trainers and health coaches learn from attending?

 

Connect for the Full Body Fix: 

https://www.flippingfifty.com/fullbodyfix

Robbie On Social: 

Facebook: https://www.facebook.com/groups/fullbodyfixchallenge

Facebook: https://www.facebook.com/tfitnessdoctor

 

Other Episodes You Might Like: 

Common Injuries After 40 (and How to Fix Common Injuries): 
 https://www.flippingfifty.com/how-to-fix-common-injuries/

20 Tips to More Midlife Fitness Clients Post Pandemic | #319: https://www.fitnessmarketingmastery.com/more-midlife-clients/

Resource: 

Sunlighten Saunas: https://www.flippingfifty.com/sauna

Health & Fitness Business Scorecard:

https://www.fitnessmarketingmastery.com/scorecard

Are you using lab tests for menopause clients to guide your exercise prescription? I hope so! If you’ve got some confusion, it’s time to get clear.

Listening to this, you very likely are a woman in midlife herself and may also still be new to menopause symptoms, treatment, and lifestyle options, so this episode will serve as an overview. 

 

Lab tests for menopause clients is something we go into more deeply so that you understand what’s out there, why Western labs don’t tell the whole story and the difference between norms and optimal levels are so very different. Our specialists have a better understanding of how to support clients as they work collaboratively with their practitioners about what to ask and why they may want to seek answers to questions tied to their ability to get results from exercise and dietary changes. 

 

More information on the Flipping 50 Menopause Fitness Specialist here. 

Let’s explore options, insights, and how the results can help you if clients already have them. 

Functional vs Western-Trained Lab Testing (root cause vs illness detection) 

What to do with your Western-trained doc 

What to do with a functional doc (because you may HAVE to and because only they’ve been trained to interpret)

Complete Blood Panel

Thyroid 

Micronutrients 

Cortisol saliva 

Stool test 

Dutch 

Lab Tests Menopause Clients May Want, When & Why : 

Complete Blood Panel if not in last year 

Inflammatory markers: A1C, CRP

Fasting Blood Glucose (still may not be conclusive) 

Saliva Cortisol 

Micronutrients 

Stool Testing 

Hormones and… 

Thyroid 

TPO

Antibodies (these can be a clue to Hashimoto’s Thyroiditis)

T3

T4

Reverse T3

Not all Functional Docs need or favor Dutch (blood tests can also pinpoint for you)

Estrogen (3) 

Progesterone 

Testosterone 

DHEA

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Menopause Fitness Specialist Program:

https://www.fitnessmarketingmastery.com/menopause-fitness-specialist/

My Lab for Self-Directed Labs: YourLabwork.com/flipping-50 Use Code: Flipping50 for $25 off your first order 

Other Episodes You Might Like: 

Using Lab Tests and Nutrition Coaching to Get Better Outcomes, Legally: https://www.fitnessmarketingmastery.com/using-lab-tests-nutrition-coaching/

3 Reasons (and fixes) Your Female Fitness Client Isn’t Getting Results:

 https://www.fitnessmarketingmastery.com/female-fitness-client/

It happens to everyone. Sales stink sometimes. You haven’t gotten traction yet, your message isn’t resonating, or you haven’t found your deep niche. Or you have, and the economy changed, the market made what used to work ineffective (take gym memberships for the biggest example in the history of gyms). But it can also be that you took a risk and tried something and it did not work.

 

Good for you! Celebrate! Taking a risk is a big deal. 

 

This episode is all about …

 

How to Pivot When Sales Stink 

 

So let’s just do one thing first, and that talks about when and why it will happen if you’re going to grow and scale a business! 

 

In order to grow you will go backward sometimes. There are so many instances of this. 

You’ll hire contractors or employees for the first time and gulp, realize your monthly expenses have gone way up… but your revenue has not gone up immediately. Long-term is that necessary? Yes, it absolutely is! 

 

If you begin selling some products…. A journal, supplements, merchandise of any kind and you have to buy the inventory first, then pay to have it distributed when your customer purchases, there’s a somewhat hefty bill you’re going to have to pay ahead of the actual revenue which ideally includes a profit margin but it’s a one step forward two steps back game for a while. 

 

Let’s dive in … with no special intro… let me ask: 

 

What do you think would motivate someone to take a first step with you? 

 

How well you answer that question will tell me if you can find out something very important: do you know your customer’s motivation? 

 

Notice I didn’t say your motivation level. But instead, something very different, it’s their motive. What moves them to do something different, reach for different content or information? 

 

What was YOUR motive for listening to this episode? What did you hope or think you would get out of it? Did you listen just because it was up next and you listen to them as they come out? Or did you return to this one, skip ahead to this one, or have it pop up when you were searching for answers? 

 

Now, potentially, I know your motive for making a decision at the end of this conversation. Do you understand? 

 

If you want more sales, you may be perfect for the Marketing to Women Copywriting course.

Or you may find that you’re here knowing I build my business from 0 to 6-figure months in about 4 years and you want to know more about working with midlife women and getting them results. 

 

Next, What do you do? 

 

How you answer that question may tell us a lot about why sales stink.
Is what you say something anyone can say? Is it what a lot of coaches or trainers with the same qualifications as you say? 

Then you’re not getting anyone’s interest. And you have to have it. 

 

If no one is really finding you interesting such that they have interest in learning more… a sale isn’t too likely. 

 

Do You Surprise Them? 

Michael Bernoff would call this intrigue. Interest of course we discussed. But intrigue is when you go a little further. 

 

Let me give you an analogy. Or two.

First, when you want to get media experience and you’re green reaching out to people, fitness pros often reach out with I have this degree, that degree, am an elite so and so… and no one cares. 

A producer wants ratings. A producer wants to know you understand that an audience loving your content gets ratings up. When audiences tune in more often due to great content and because you share you’re going to be on, were on - these things matter. It’s not about you talking about “your passion.” 

 

It’s not about a potential podcast guest reaching out to me saying So and So’s book xxx is coming out and they’d love to talk about it on your show. 

 

That’s lovely for them. That’s them winning from exposure on my real estate with my audience. But what’s in it for my audience? 

 

“The mistake people often make is that I do this because I’m passionate about fitness and love to exercise. The truth is, I love seeing clients get results and change their entire lives because of starting with a few simple lifestyle changes we make step-by-step.” 

 

What just happened there? 

First of all, if that’s not you, you may not be in the right place. Because I’ve heard thousands of college students, personal trainers, and fitness instructors tell me “this is my passion.” And what they mean is they love working out, looking good, and to some extent showing off. When some trainers are injured or struggling with menopause themselves, they’re no longer as excited about their passion. 

 

It can’t be about you. It can’t be about selling. 

 

It has to be about helping someone get what they want instead of settling for what they have. 

(Michael Berhnoff states this too regularly - I have to give due credit) 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

To summarize: 

Do you intrigue? Surprise them? And know exactly what motivates them? 

 

If you don’t, sales will continue to be a struggle and customers who do start may not feel taken care of. 

When you turn this around though, you will love what you do, not feel like you’re selling, and bring more clients into your programs. 

 

This may feel like it’s not an immediate fix. It can be. If you change the way you speak and what you say, every meeting, every email you send, and every post… targets and communicates more clearly why you are different and you are the solution to their problem.

When you ask… and you listen better… you tap into how your customer is making decisions. If you don’t know that, you can’t get a sale. No matter how much what you have can help someone…you have to know what motivates them to a yes. 

 

Using the right science, the right words about your step-by-step, and how you uniquely approach menopause fitness based on proven methods strengthens your sales so that you can strengthen clients’ health and your business. 

 

Miss our recent open enrollment period? Reach our support team at support@flippingfifty.com 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Menopause Fitness Specialist Program:

https://www.fitnessmarketingmastery.com/menopause-fitness-specialist/
Sunlighten Saunas: https://www.flippingfifty.com/sauna

Other Episodes You Might Like:

6 More Ways to Increase Your Fitness Sales This Season #293: https://www.fitnessmarketingmastery.com/6-more-ways/

11 More Ways to Boost Personal Training Leads, Sales, and Revenue: https://www.fitnessmarketingmastery.com/11-ways-boost-personal-training-leads-sales-revenue/

If you’ve attended a fitness conference recently, this may or may not resonate. Online fitness conferences in the past few years have been different. Back in real person, we’re all a bit hungry for the community and excitement that bringing people together offers. But have you experienced this? A drained feeling, a definite adrenal rush potentially, but also a superficial show of persona as opposed to real connections? This may resonate with you if so. 

 

Sometimes you just know that you’ve landed. Whether it’s because you find your people, or you have also found yourself and you’re comfortable in your own skin. 

 

The soul-sucking information pathway that social media has become for me was taking a toll. I was definitely not looking forward to this trip. I could think of a million reasons not to go! We’re launching a new cohort of the Flipping50 Menopause Fitness Specialists and it was the last 4 days we’re open. I had just opened our recent launch of our 12-week consumer course-plus-coaching offer. I had a mastermind meeting to prepare for. And every once in a while, I can take for granted where I’m at and what I’m doing and wonder if I’m offering any new insight in my talk. 

 

Definitely my thoughts before the fitness conference. Of course, in the process of presenting, and answering questions, and having people thank me and ask follow-up questions, I realize that I... I am the biggest benefactor of presenting because in doing so I remind myself that from 0 to 6-figure months is nothing to take for granted. I realize that sharing that story was crucial for me to have the reminder of what I am capable of doing… again.  

 

Time to Attend a Real Fitness Conference

I was long overdue to attend a fitness conference that wasn’t full of superficial “awesome” high-fives and selfies and find some source of peace and collective goal-seekers.

 

Mission accomplished. 

 

I’ve known the hosts of this conference for a decade I guess. I don’t know at all. Cody Sipe was first on my radar I believe as a presenter and award-winning fitness pro with ACE (American Council on Exercise). 

 

He and partner Dan Ritchie formed Functional Aging Institute. They hosted a first event in 2015 and I was invited. It’s a small world, where I’ve met other guests that will be familiar to you if you’ve attended the What, When & Why to Women’s Exercise Summit: https://www.flippingfifty.com/womensexercise

Dr. Emily Splichal – who is your go-to for all things feet issues that may limit your clients and for improving balance, stability and continued activity for life.

 

Bedros Keuilian – who is a renowned fitness marketing mastery expert and who has evolved as so many fitness and health pros do, to mindset and personal growth. Fitness Marketing Secrets.

 

Sister team Kymberly Williams-Evans and Alexandra Williams of funandfit.org co-wrote a guest-contribution to You Still Got It, Girl! (published by Healthy Learning in 2015). 

 

Dan and Cody also contributed to the same book’s chapter on strength training. And Dan was a guest speaker on The What, When & Why to Women’s Exercise Summit.

 

And here’s why. 

 

The Health & Fitness Professional Experience

 

When you meet good people, hold onto good people. I’ve had many “lunches” with fitness pros over the past few decades. But many of them were networking from the beginning, felt like networking, and I couldn’t wait to recover after. 

 

Others, like lunch I had with Dan a couple years ago, and the lunch I enjoyed with Lindsay Vastola (you may recognize as prior editor of PFP magazine for 10 years) and a few others, this weekend were rich in real connections and laughter. 

 

It’s not fair I suppose to compare pre-pandemic to post but I do believe there’s more to it. It’s also not fair to compare an early career or tendency to wear imposture syndrome, with seasoned career and an attitude of I just don’t care what people think, I’m doing the right thing.

 

I’ve seen too much about the inside of fitness conferences and about who and how they are chosen to speak, and what they’re reality is behind the scenes. I don’t suggest that we don’t all have things we may regret, but if you knew about industry award-winners, who and how promotions occur, and the very flimsy “influencer” market you are playing in if you decide to post based on what you see others with large audiences post, you’re headed for a reality check faster than you might know. 

 

What glitters, and is botoxed, does not shine so much in real life. 

 

The Reality of Fitness Conferences

 

I usually go home from fitness conferences exhausted. Not because of living a 1980s or even early 90s fitness conference reality where it was workout session after workout session. But because of the vibe. The junior-high-like cliques, ego-driven exchanges, the near-elevation of presenters to celebrity status that makes it less a learning environment than a day at a fitness bootcamp to see who holds up the longest, has the newest apparel and still parties through the evening. 

 

But this conference was different. Connections were real. Instead of ducking out to my room to recharge I stayed the day watching it all before and between my sessions. Speakers were around and making connections with each other as well as attendees. 

 

A panel of three female fitness leaders I was on had such great synergy not only with each other but with the audience. It was as rich an experience for each of us participating I think as it was for those in the room attending beginning to grow their own businesses. Lindsay, I and Alexis Perkins whom I’d never met had a great time co-hosting the panel. 

 

If you want to see and know what’s possible, consider that Alexis Perkins has founded Chair One Fitness [Link to learn more https://chaironefitness.com/]. She’s 30. She’s got contagious enthusiasm. She’s figured out it’s figuroutable. Don’t look at her and say, I wish I’d started then, look at her and say that it’s possible for any one of us. She’s a young woman of color, serving an older market both in the older adult caregiving arena and in the fitness professionals she trains. What do you need to overcome? Why not you? She’s doing it and she’s a breath of fresh air.  

 

Conference Locations, Sessions & Keynotes

The keynotes were not “look at me” but a real connection with audience through personal story and industry facts and overcoming challenges. 

 

Seek out conferences where you not only get knowledge poured into you, but you get filled up like this. 

 

Recently in our customer support I was asked about fitness conferences in Salt Lake City. This comes the same weekend I’m IN SLC for this conference. Does that feel a little too like AI or Alexa listening in? I can’t answer questions like that unfortunately, Google is your best GPS for that. 

 

But if you do have questions about what and where to gain education virtually or in person in a way you not only get knowledge, but gain community, reach out to us. We’ll help and we’ll host. We have educational events for health & fitness coaches in conjunction with our Flipping 50 retreats. So if you’re up for a weekend of hiking to put your fitness to work and your mind at ease and then also fill up your cup with business support, let us know you’re interested. 

 

We’re putting together some challenging destination hiking opportunities as well as other slightly milder but high-volume outdoor adventures combined with Menopause Fitness & Coaching Strategies for you.

 

Other Episodes You Might Like: 

Fitness Marketing Secrets to Recession-Proof with Bedros Keuilian: https://www.fitnessmarketingmastery.com/fitness-marketing-secrets/

Business Partnerships and Collaborations | Amazing Health & Fitness Growth: https://www.fitnessmarketingmastery.com/business-partnerships/

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Sunlighten Saunas: https://www.flippingfifty.com/sauna

 

We all come up against this at some point. Then, later, we’ll come up against it again as long as we keep growing. This came up as a question on a female fitness business entrepreneurs panel I was part of at a recent conference. A young woman asked a question but let’s be clear, you could ask the same question in your 50s if you were new to fitness. Let’s say you’re a fitness pro and pitching a group of doctors or businessmen, do you think the same hasn’t happened before to women of any age? 

 

So no matter if you are young or older, or in fact, if this is helpful to a young woman in any industry, feel free to share it. We need to have each other’s backs and the way to do it is by sharing things you’ve already been through.

 

This too is the value of a coach or a mastermind so you can surround yourself in a safe place with people you can confide in and know they’ve been there or will have something to offer. 

In this episode on Being Taken Seriously at Work:

 

• The real truth that may be the reason this bothers you
• What this is and other ways it shows up
• How to handle a gap between you and your customer (age, gender, experience level, economic or social circles) 
• What to do to create authority with rapport 

Last Tip on Being Taken Seriously in Your Health & Fitness Coaching Job

I’ll leave you with this last thought regarding the feeling that you can’t get someone to take you seriously. Think about the people who don’t are the 20% who really matter that you can gain 80% of your business from or they are the 80% of people who are hard to deal with, hard to serve, the most needy and demanding, but least profitable and not committed to getting your help as much as you are to helping. 

 

Something I wish I knew sooner was that dropping so many of the things that kept me “busy” would have freed me up to work on the things that truly resulted in higher revenue with more ease. I spent a lot of years running from this to that. For too long fitness professionals were led to believe that’s how fitness worked. You should be doing 5 jobs. It was in fact what limited us all. Do we need part-time trainers in the industry? Yes, absolutely. But if a career is your objective, one that creates a sustainable life you love and a revenue that is consistent and either predictable or only limited by your ability to create it, you can’t play the game. A job done in tights, sneakers, or barefoot that changes lives is no less important than one done in a business suit. 

It’s just that too many fitness professionals believe that it is and tell you so, even making it sound glamorous because they get a little “hit” of dopamine every time they are wanted and featured as an instructor. Being asked to speak at conferences for free in exchange for the “prestige” and exposure? Really? Women in the fitness industry asking for this of other women (and men) are unrealistic and keeps this industry in the dark ages. 

 

The reality is trainers and instructors can spend as much time traveling between jobs as at jobs, turning the rate of pay into not that much more than minimum wage. The pandemic was a grateful game-changer for many, yet it was right there all along. 

 

As soon as you stop playing someone else’s game, you can start winning at your own. If there’s a problem enough customers have and you solve it, you have a business. 

 

Challenge yourself to look at problems from different angles, to ask and talk it out with someone who has been there. You will grow so much faster and feel so much lighter instead of carrying it around wishing, hoping, and then watching… as someone else does it first. 

 

We don’t see ourselves like others do and an outside voice will accelerate your growth. 

 

How to Take Your Business Seriously to the Next Level 

 

Take this Action: If an intimate group business-building coaching with like-minded women for an influx of paying customers sounds amazing consider this. Whether your dream is to sell high-ticket, high-touch or to sell a low-ticket app to many - if this sounds like a perfect fit for you, just let us know you’re interested. We’re putting together a small group and an intimate opportunity for female fitness & health coaches. Building your business from the first idea to the detailed leadership, products, marketing, sales, and financial blueprint so you AND your business can thrive is not an easy task. 

 

If you want to go fast, go alone; if you want to go far, go together. - African Proverb

I’m kicking off a 6-month training with a weekend adventure near the Grand Canyon. You’ll be a part of a challenging day of hiking, trusting, and getting to know each other in the midst of a weekend of training, business evaluation, and planning. No matter where you are - a dream and idea, or a plateaued business, to a new revenue stream or a complete business remodel you want - let us know. I’ll connect to learn more and find out if this group is right for you and let you know the details. Email support@flippingfifty.com and I’ll reach out to you personally. 

Our first cohort will occur fall of 2023. The second in spring 2024 with leadership opportunities for those in the first group. 

 

Other Episodes You Might Like: 

 Five Fitness Speaking Steps That Makes Free Pay Off:

https://www.fitnessmarketingmastery.com/five-fitness-speaking-steps-that-makes-free-pay-off/

Talk to Customers You Want Most | 5-Minute Marketing Tips:

https://www.fitnessmarketingmastery.com/talk-to-customers/

 

Resources: 

Sunlighten Saunas: https://www.flippingfifty.com/sauna

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

 

Business partnerships and collaborations are great opportunities. 

“If you want to go fast, go alone. If you want to go far, go together.” – African Proverb

 

Got a business partner or thinking about it? There’s less risk, there’s more minds, more eyes… and there are more opinions about everything, so getting an agreement in place regarding the business venture you’re starting before you do it, or now if you’ve not done it, is a good idea.

Invest a little time and money into making it legal, making sure everyone signs and understands.

 

Whether you partner to host a podcast, or you partner in a full-fledged business, with your sister, your spouse, or friend, you want it in writing. Whether there’s two of you or 10 of you, how will you determine the role of the individuals involved? 

 

These are things you don’t want to leave to chance.

 

In this episode I’ll open with ideas about how you may already be partnering and not even realize it, options you may consider having a business partner for first in your business and give you a few things to consider before you get legal advice and invest in making it official. 

 

Think of this as your introduction into partnerships if you’re not doing them (but like I said, you may be and not realize it), or a great reminder to review what you have in place to keep partnerships running smoothly.

 

Considering a Business Partnership? 

One thing I would suggest is clear. It rang true for all the people I talked with whether they were in a business that was currently making money or that on the flip side, was hurting and not making money. Whenever there is money involved there is emotion. Someone can too easily feel taken advantage of. So, while you’re thinking about it, or in early stages and just beginning to look at how you monetize your podcast business partnership for example, it’s a very good time for all parties to consider “what if.” 

 

Honestly, this could have been the name or this episode. What if… This is a very good place to start. 

 

Business Partnerships and Collaborations | Amazing Health & Fitness Growth

I’m going to throw out a couple scenarios for you to consider here: 

If you have investors, someone who helped you with a startup, do they have any decision-making power? 

If so, what? How much? Who has the bottom-line veto power? 

 

Say someone approaches one of you and wants to do business with you but not your partner. They want you to do something on the side. Is there any agreement about partners ability to have a “side hustle” that is related to the same business? 

What if one of you feels strongly about hiring or firing someone? About the training methods and who is responsible for it? 

 

How do you split revenue? Is it down the middle after expenses? Or is it split differently based on tasks and responsibilities? 

 

Are you taking commission and paying yourselves a base salary commensurate with what you’d pay someone else doing the same tasks if you were to hire them? Or are you only taking distributions after expenses? 

 

That already is a lot. But let’s look at a situation where you and a partner might start a business that includes fitness programs, nutrition programs and social media posting and podcasting. The day-to-day decisions alone are numerous! Who posts? How often and when? How do you determine the posts? That’s a time-consuming task  right there, but if you not only do it, but you have to run it by a second party, there’s a lot of time involved times two. Or is one of you in charge? Or one of you in charge of overseeing your VA who is doing it for you and tracking and reporting the stats for partner decisions to be made at regular meetings. 

 

Other Fitness & Health Business Partnership Decisions

Then there are pricing decisions, branding decisions, cost of goods sold, services you hire for branding, photos, videography or editing. Or if one of you does this, is that paid hourly or on salary to do it, then again business profits are handled through distributions paid out to each of you in an even split? The platforms you use have a certain cost and as you grow there will be more of them. Who decides or does the research? Who monitors expenses like this? 

 

Someone has to be responsible for accounting, bookkeeping, monitoring P & L statements to know if this is really working and what parts of the business are working and which are not. 

 

Let’s look at one of the early business collabs you might do which is co-hosting a podcast. How fun, right? To host a podcast with a friend, what could be better? You get to have chats regularly and have twice the reach with your personal accounts plus your business account, and twice the people you meet and want to engage with. 

 

And then say, you start having people want to sponsor your show or have you promote them and all of a sudden you’re monetizing that podcast. Or you might start promoting affiliate products or services you love to your audience and that starts generating revenue. Is there a business account where that’s going? Is that revenue equally split? Is there any reason one of you will feel like you deserve more because you enlisted them, suggested it and created more of the promotions? 

 

What if one of you has a business that she monetizes – a weight loss coaching business. The other one doesn’t really have a coaching or fitness service but is the more journalistic and media personality behind you starting and getting in front of people. 

 

What if one of you is a doctor and the other a fitness professional? One of you sees patients and builds a business based on medical services. The other a fitness professional may refer to the doc and doc may refer to the fitness programs, but it isn’t clear exactly the benefit to each of you. What if the relationship dissolves? Who “owns the podcast” and the listenership and ability to market via social to the established list? 

 

Business Partnerships Next Steps: 

List all the partnerships you have now 

Consider ones you are thinking about 

Make a list of possible situations (responsibilities, exit strategy, decision-making, distributions) 

Ask your partner(s) to make a list too

Have a meeting (or a series of them) 

Have an agreement made up about the partnership and legal rights of each and how decisions, or board meetings, and reporting are handled. 

  

Other Episodes You May Like: 

Grow Your Fitness Business in 2023 | Personal Trainers and Health Coaches: https://www.fitnessmarketingmastery.com/fitness-business-in-2023/

A New Fitness Business Model for Your Virtual Fitness Business: https://www.fitnessmarketingmastery.com/virtual-fitness-business/

Resources:

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Menopause Fitness Specialist Program:

https://www.fitnessmarketingmastery.com/menopause-fitness-specialist/

 

Your clients may choose to use HRT or avoid HRT... But I propose they could also abuse HRT. 

 

What to do in both cases… 

 

I’m going to cut right to the heart of the message. 
I want to get your attention. 

 

If I have it, keep reading and I’ll explain (and so will a podcast).

 

Muscle is an endocrine organ – Muscle is HRT for Women 40+

It is HRT. 

 

Still, reading? Good… let’s do this. 

 

Hormones and  Training 101 

 

Once a woman doesn’t have the same level of estrogen and progesterone she did, building muscle makes a big difference in the way she ages. 

 

Cortisol has an uptick when estrogen falls. That means, women no longer have the muscle-stimulating effects of estrogen AND they have the deleterious effects of cortisol breaking down their muscles further.

 

Loss of muscle means a gain of fat. By default, even if fat isn’t gained, the percentage of body fat goes up. But in minutes- or so it seems for many women – your metabolism slows (not because it must… but because she may have this first wake-up call that she hasn’t been eating enough protein, sleeping enough, or doing enough or the right kind of strength training. She will gain fat.

Even if her false golden idol scale says she hasn’t gained weight, she has changed her body composition such that she doesn’t have metabolically active tissue anymore. She will gain weight, and it will be 100% fat. 

Flipping50 Menopause Specialist: https://www.flippingfifty.com/specialist

 

She hasn’t thought about it like this.

Have you? 

 

Look… if you’re going to the trouble to understand what happened for you, what’s happening for her… by knowing signs and symptoms and offering all the tools that support her (Check out the Flipping 50 Menopause Fitness Specialist), then you must know how to talk to her about it. 

 

In a way she’ll listen. 

 

We hit on estrogen and progesterone levels. They play a big part in glucose regulation. A high percent of women become less insulin sensitive, or said otherwise- insulin resistant because they’re eating the same as they’ve always done, exercising the same as they’ve always exercised and it’s not going to work the same. More muscle acts like a bigger sponge for blood sugar. Then each time you move that muscle – in daily activities of life, in walking, and in intentional exercise, the muscle is acting like HRT for Women 40+. It’s not giving extra estrogen and progesterone, but it’s helping take up where estrogen left off and where insulin would have to take over, with its negative effects. (Progesterone, BTW, responds well to certain foods and making sure you’re not going too low on carbs too often is a big part of balancing this hormone). 

 

How Can Exercise Negatively Affect Hormones?

Women who revert to cardio, cardio, and cardio are also potentially elevating cortisol with endurance activity. More pronounced even if they’re already stressed, sleep deprived, or eating too little protein and carbs to fuel. This is at that moderate level they’ve been led to believe (even we as fitness professionals have been led to believe, is best). 

 

With less cardio and more strength training + low-level exercise, + anaerobic work (getting breathless) -when appropriate, a woman stands a chance at improving her life. 

Strength training and HIIT also have a positive (and not negative) effect on testosterone and growth hormone as well as cortisol. 

 

A woman not lifting is live choosing to avoid HRT. Overexercise is abusing it. 

 

Resistant Exercise as HRT for Women 40+ and Mood 

Then there’s mood. A recent study in the Journal of Physiology (Jan 2023) found that high intensity has a far greater effect on the BDNF factor in the brain. Studies in the recent past years (excluding the pandemic) showed high-intensity high-impact studies done on postmenopausal women to be not only effective in bone density benefits but also researchers discovered something. They said in the discussion that the participants liked the HIIT. Compliance and adherence rates were high, and the exercise had notable favorable effects on mood and sense of accomplishment. 

 

These are all related to serotonin, oxytocin, dopamine and of course endorphins. More muscle enables more motivation to do other activities that bring each of these as well. 

 

Weight training done correctly has a positive hormonal effect on HRT. No weight training, it’s another way your clients may abuse or avoid HRT. Whether you’re a coach or a trainer, or a combination, there is no other exercise that substitutes for the positive impact on hormones like a proper resistance training program. 

 

Overexercise has a negative impact. 

Chronic cardio has a negative impact. 

Your clients, you know those that overdo it, do it too frequently, don’t rest… are essentially taking double doses of their hormone shots, creams, or pills. No one would do that… but she doesn’t see that she is.

 

Without you. Are you ready to dig into the science and the way to deliver it with confidence you know how to help your menopause clients now and tomorrow when her status changes? Can you pivot? The Flipping 50 Menopause Fitness Specialist course is open and comes with 2 huge bonuses and a special rate for podcast listeners. DM me on IG or send a message to support@flippingfifty.com to get this $500 off and 10K in bonuses now! 

 

Other Episodes You Might Like: 

Muscle is an endocrine organ – Muscle is HRT for Women 40+: https://www.flippingfifty.com/hrt-for-women/

3 Ways to Coach Menopause Clients Out of Mistakes:

https://www.fitnessmarketingmastery.com/coach-menopause-clients/

Every communication you use in marketing has two goals (and you know me, I can’t help but add an extra so at the end I tell you the one more that would make the trilogy test of “is this a successful post, email or video?” 

 

They are: 

• Establish Clear Authority 
• Create Rapport 

 

In this episode I will provide you with examples of good and bad, hits and misses of these in action. 

 

It’s so easy if you’re consciously doing this. Little phrases you say, words you do or don’t will alienate you or make you go to the top of your prospect’s inbox. 

 

Establish Clear Authority in Every Communication

• State your credentials without stating your credentials
• Tell them what you do and how you deliver service without listing it 

Imagine saying something like, “One of my private clients, Jennifer lost 100 lbs in her mid 60s. When I worked with Jennifer…”  

 

Or 

 

“In our bestselling group strength program, the data over 7 years has shown…”

 

You’re telling a story and at the same time telling someone that you coach private clients. You begin to share a statistic and have shared that you do group strength training. 

 

“When I was teaching at the University…”  Or “When I was preparing my TEDx talk….” 

 

Find ways to weave your credentials and ways you work with clients into your talks. 

 

Create Rapport in Every Communication

• Teach without preaching 
• Raise and praise for effort
• Let them know it’s not their fault

These may seem obvious. But I’m usually surprised by a lack of awareness shows up in social posts and podcasts. Here’s how to make sure you don’t alienate, and instead befriend your ideal customer: Before you speak… to a group or in a podcast, consider that you are speaking one-on-one to the person who may be making a mistake you’re talking about. 

 

How do you want them to feel about you?

What delivery will help nurture that? 

 

If you’re talking away to your show host or your show guest, for instance, you can get caught up in comparing notes about all the crazy thoughts of your customers and forget… the actual purpose of hosting or being the guest on the show is to make the listeners feel heard and seen. 

Claiming, “They don’t drink enough water!” or “You’re just aging faster without strength training,” though true, may leave your listener feeling judged and just labeled or lumped into a group … and not supported. 

 

“It’s not your fault.” 

“Here’s why it’s so easy to fall into that trap.”

 

Remember in a previous post I shared how to deliver a message so that you can relate to your audience better. Tell a story about you! Start with “I” .. then move to “we” then finish with you. 

 

Anything else can feel like you’re just being a teacher telling someone they’ve done it wrong but not giving a reason why, of course, that mistake is so easy to make. 

If There Was One More… This is It

If I could give you a third it would be, be distinct. Don’t be a parrot or minah bird: 

 

Don’t just repeat what someone said. 

Know why you’re saying it and where it came from. 

Know why you’d die on a hill for it. 

Put it in words that are yours not some that belong to someone else. 

 

Connect: 

https://www.fitnessmarketingmastery.com

 

On Social: 

https://www.facebook.com/fitnessmarketingbiz

 

Resources: 

Health & Fitness Business Scorecard:

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

Other episodes you might like: 

Better Email Marketing: Love Letters To Your Customers:

https://www.fitnessmarketingmastery.com/better-email-marketing/

3 Ways to Increase Your Email Opens (social posts & website traffic) NOW!: https://www.fitnessmarketingmastery.com/ways-to-increase/

 

 

 

You’re human so how you handle mistakes is a need-to-know part of business. In a word, fast, is the Cliff notes here but stick around for this episode. I wish this is something I’d had to listen to and lean into when I was just starting. 

 

Before I knew that hassles and mistakes and random website updates would happen… you know, all the stressful moments when you’re in a launch and the website goes down or it’s Black Friday week and the cart has a plugin update. 

 

All just stuff. 

• But what about the times when you send an email with an incorrect link? 
• What about the typos you neglected to catch in a proofread? 
• And then the time when you used inappropriate language in a meeting with a contractor and he quits within hours? 

 

I’ll share those and a few more mistakes with you in this episode. And most importantly, what we’ve implemented as the SOP to fix things. 

 

Handle Mistakes with Grace (or at least tenacity)

 

If you’re just starting it may be hard to imagine you’ll make these mistakes. But if you grow, you inevitably will. Or someone working for you will. It’s just the fate of being human. Being human and juggling a lot of things in this life. 

 

If you’re growing you’re probably experiencing these growing pains!

1 Customer service language really matters and it’s not going to happen by accident. 

 

Give them some permission and authority to smooth things over on your behalf.

 

Can they offer… 

A free access to a gift you don’t even have for sale? 

A course they don’t already own? 

 

Make it congruent with why they reached you in the first place!

 

Make it complementary to what they wanted.

Problem with a “free” thing, give a low cost or “free” thing. 

 

Problem with a paid thing, give them something hidden, invisible, or that you created for just exactly this purpose. Because we all know human error and technology are going to create instances where it just doesn’t work. 

 

2 If it was a tech glitch or a campaign oversight it’s best to have a team member send. 

You as the owner, unless you’re still wearing all the hats, should have your team member who missed something send the email. 

 

The subject line includes an emoji and says Oops, We Goofed! Here’s this… 

 

Inside, my team member will say, Hey this is “Sam”, you don’t usually hear from me, I’m behind the scenes of all the tech and programs here and you recently received an email with the subject line “xxxxx” and I made a mistake! 

 

He’ll go on to say what the mistake was.. Something that shouldn’t have been sent.. Or was sent at the wrong time… or an incorrect link… but that then for me.. Makes me the good guy still. 

 

He apologizes… and again restates what’s true and that’s it. Super short.. But from him.. Not me.. And explaining how embarrassed he is that what happened… 

 

And it works so well. Often they’ll all comment, even have empathy for him for being so honest and quick to fix it. 

 

If you want to do this, I suggest taking a screenshot, crafting a couple of examples. I had a developer who was great at this and just naturally did it. For my next hire we needed to go over why this was so important that it come from him when there was a mistake behind the scenes. Not everyone you hire will know to do this, so you’re going to help make it a safe place for mistakes to happen, and then train them how to handle mistakes when they do by having this as a part of onboarding training. 

 

 3 What if it’s not your fault?

 

It wasn’t your fault… it wasn’t your team’s fault and it wasn’t your tech. 

 

It was a user-error. 

 

First, accept that your ideal customers having a user-error can provide insight on how to prevent it, make it easier or show you how to be different. 

 

 We have people type in wrong addresses, zip codes or .con instead of .com frequently!! Then they wonder why they can’t check out, or why they didn’t get their product or their emails. 

They even go as far as doing a chargeback which takes you as an owner down a rabbit hole because instead of reaching out to you… they went over the top for a refund. Buyer’s remorse set in, maybe with the knowingness that they did make a mistake but frustration in life led them to just wanting to forget it all happened. 

How we handle this: 

I call them. Or video call them. I text them. 

 

Personally. 

4. What If We Dropped the Ball? This Mistake Hurts

How we handle this: 

I call them. Or video call them. I text them. 

 

Personally. 

 

It’s Me. I. I’m the Problem its Me. 

 

At this point, someone else might say, how can you still be doing that? But I think, how could I not? It's my business. Every team member is my responsibility that they know how to do their job, know their role, and has what they need to succeed. So, I could have someone else do this, but I don’t think that’s right. There’s value for me in valuing relationships. 

 

Maybe a part of me likes it when someone squeals with surprise that it’s really me. Not every phone call goes like that though. Sometimes people are genuinely mad. No amount of apology or offer to make it right help. 

 

But mostly, I make these calls after. After we’ve refunded, honored a chargeback without a dispute and just call to say I’m sorry. I’m sorry it ended that way and that - if we did - that we dropped the ball and I’m sorry it had to be them that made us aware of the need to make some upgrades behind the scenes. 

5 I Handled a Meeting with a Team Member Poorly Resulting in Quitting

 

The outcome of the meeting was not a mistake. How it happened and why was. 

 

I had let a situation escalate giving too many second chances, and the benefit of the doubt, when a team member was non-responsive to requests to connect. You don’t need to know the details to know this. As I sat at an airport waiting to board a flight on a Sunday afternoon, I had reached the end of a fairly patient streak. I’d been taken advantage of, paid in good faith and the numbers didn’t add up. Essentially, my temper led to words inappropriate and offensive. 

 

Bottomline is no matter what needed to happen and did, no matter what someone else’s behavior was, you and I are responsible for our actions. 

 

I kept hoping he would apologize, make me aware of a reason for the odd behavior, point out the error in charging me twice what he worked, and it just didn’t happen. I used a poor choice of words. 

He quit within hours, leaving my team member, holding the bag, to cover for him. 

 

How did I fix that? Well, I was already out more than $1000 of time that hadn’t been worked and lower quality work than matched our expectations. Nothing I could do about those. But I also owed the biggest apology to our team member who ended up covering that base until we hired again. 

 

You get better at hiring slow and firing fast when this happens. I also think there’s some growth for everyone when you mess up as the team leader and own it and make it okay to mess up since we’re all going to. 

 

Handle Mistakes in Your Health & Fitness Business Fast 

 

Here’s the bottom line on mistakes:

• Handle them quickly.
• Apologize… not necessarily for making mistakes if you didn’t, but for the experience that someone had, or for not creating an environment where someone felt able to reach you or your team for support. 
• Ask for help coming up with solutions. 

 

The painful ones are the biggest growth opportunities. 

 

Resources: 

The fitness health coaches scorecard:https://www.flippingfifty.com/the-fitness-health-coaches-scorecard/

Menopause Fitness Specialist Program

https://www.fitnessmarketingmastery.com/menopause-fitness-specialist/

Other Episodes You Might Like:

How to Hire the Right Person for Your Team: https://www.fitnessmarketingmastery.com/hiring/

Female Fitness Leadership: It Starts with You: https://www.fitnessmarketingmastery.com/female-fitness-leadership/ 

 

This Game-show-like episode I hope will be a fun way to test titles and give you insight that will strengthen your ability to create clear titles (and not confusing) for ANYTHING! 

 

Plus, in case you didn’t know, you can go back and change your YouTube titles to get them to perform better if you created something that didn’t perform the way you thought it should. Even better than modifying the old though is creating everything from here on out with greater awareness and nailing it! When the exact person you created it for feels just as if you are speaking to her… #nailed it! 

 

Here’s the game we’re going to play. [Credit where credit is due… on a 12-hour road trip I listened to more country music than is probably legal, but also heard the Sandy Show.. I couldn’t tell you Sandy, who… but he and his wife Trish played a similar game. Stealing this!] 

 

So what I’m going to do instead of just talking is share a few examples of clear titles and confusing titles and ask you to vote… and then of course, I’m going to give you may answer. So, if you’re still thinking and like to contemplate, be ready to push pause! 

 

What I want you to do - and what I’ll do for you - is as if it passes the test or not between clear or confusing. We’ll vote either confusing/clear OR Preach & Teach vs Raise & Praise. 

 

Create Clear Titles Game

 

Podcast Episode Titles: 

The audience is females 35-50 in perimenopause. You’ll talk about everything related to fitness but not only fitness. 

 

• Fitness Mindset 
• Lifting Heavy Things 
•  The Fitness for Women Perspective 
•  She Lifts Heavy
•  Your Menopause Made Easy 
  
  

Blog Titles: 

• Blog audience is women 30-50 
• Eating More to Lose Weight 
• Friday Favs 
• Currently… this 
• Things I’m Loving Now 
• Lifting to Define and Lift Your Chest 

YouTube video titles 

• Target a wide range of women primarily in 40-70 range
• Well+Good website creators on the health and wellness craze (CBS - 9 years ago .. only 931 views) 
• Top 5 Ways to Recession-Proof Your Body
• 3 Worst Exercises for Women Over 40 
• Methods on How to Get Tone 
• The Most Dangerous Woman on YouTube

 Create Clear Titles for Social Media Posts: 

• Targeting a midlife women demographic 
• Healthy Habit Tips
•  The Truth About Drinking Water 

 New Podcast Episode!

 

Do you get the idea? 

 

Resources:

Marketing opportunities for your business and personal brand aren’t all the same. At first, you may be tempted to say yes to everything. It’s experience. It’s getting better at being interviewed or speaking. But I want to share how this quick lesson in clarity applies to how you run your business and choose to invest your time. 

 

What’d I suggest you do is declare who you are, what you do, and what you want to do more of. When I review some of my prospective client’s websites and social accounts, it’s easy to see the reason there may be a mismatch between effort and results. That’s your brand, your mission. When you have a mission, your entire team has a mission to guide them.

Marketing Opportunities are More than Just “Getting Out There”  

Clients come to me because they want to make more money. That’s not really about landing a picture on the cover of a magazine. It’s not about having a huge “influencer” following from beautiful images on Instagram.  (After all, that doesn’t build a program or service or proven method or close the deal. It doesn’t create a repeatable, predictable process to get traffic, get leads, nurture leads, and sell to create new customers).  There have been plenty of people who got their 5 minutes of fame on Oprah who weren’t set up to sell anything after or nurture leads. 

 

 

When you have a mission, it’s easy to say yes or no to marketing opportunities, projects and offers. The bigger and more well-known you are, the more of these offers come in. There will be offers to partner and promote skincare, and yoga mats, and foam rollers, and acupuncture tools. These are just three sitting in my inbox right now. 

 

Then there will be the stationary bike desk and the electric bike and the bed.  And they take time! I once said yes, and got into an entire year-long relationship with a company that took hours of filming, writing, and often editing, then posting and sharing, which took a significant amount of time from my real business mission. In the end, was the new bed worth it? Not sure today I’d say yes again to that. At the time I couldn’t see it, but it didn’t accelerate my business, it slowed it down. 

 

In this episode, I cover from start to end: 

• How to decide if you’re in a phase of just saying yes to everything 
• When you will want to start being more selective about marketing opportunities 
•  The importance of using your brand’s mission to decide (already touched on)
• Using this example to get a clear message, to a clear individual, that resonates
• When you say yes to marketing opportunities, how to be ready and make it easy to take a next step

 

Who Does Your Brand Say “Yes” or “No” to? 

 

Recently I was asked to speak on a podcast that was new to me, a fairly new podcast, and in reviewing previous episodes I was a little confused. 

 

The aim of the podcast was clear at first glance, and then looking at the content it wasn’t at all.

 

The podcast was targeting allied health professionals. The guests were varied health coaches and trainers who serve direct-to-consumer programs and services. 

 

Do you see the issue already? 

 

The purpose of the podcast according to the host was a podcast for health or fitness pros. The topic was overcoming obstacles to getting started (for consumers). The next step however in supporting your target audience would be … not hearing how to get motivated yourself to overcome but how the coach or trainers coach to overcome. Someone who wants to say, how do I do this too, wants a training program themselves. 

 

So, I thought, maybe I’m missing it. Maybe in fact this is a behind-the-curtain look at how other coaches and trainers are coaching clients out of this obstacle. 

 

It was helpful to listen and to read the bait-and-switch of the podcast. It has begun as one thing and evolved into another. Fair enough. We’ve all done that business and personal lives! 

 

Is this Brand Exposure Opportunity a YES? 

 

Back to you, the potential guest, (and BTW, if you’re a host, be very clear who your listener is and what their problem is that you solve too!) what you have to ask is whether this serves you. When you are asked to be a guest do you ask:

Who is your target audience? What demographic? 

What’s your reach? (in the case of a podcast – ask downloads per episode and per month). 

How many will you be sharing this with on your social media channels and your email list? 

 

These are fair questions to ask if you’re asked to give time and expertise for the benefit of growing someone else. Because they will expect that you share via email and social media. and They will potentially ask and get your agreement to do this as a part of agreement in being a guest. There is one individual I’ve interviewed in the last decade of podcasting, over two shows and at this point 4 episodes a week, who does not share. It’s a part of all communications. If you’re the author of the most sold books in the topic and subject area like Dr. John Gray, you too can choose to do this. But until then, you will want to share and be shared both. 

 

Making the Most of Fitness Marketing Opportunities

 

Then, if asked and it’s a perfect match: Be ready! Don’t send a new acquaintance, barely more than a stranger to a program. Even if it’s low priced, a 12-week program or a 4-week program is a commitment with someone they don’t know. 

 

What’s your freebie? A quick win they can do without you. 

For decades fitness centers assumed a free week trial, or free personal training consultations were the best way to get someone in and hooked. 

 

For 80% of the population not moving, intimidated, it’s too big. It’s too much. 

 

Start small. Start with ONE step and one more step after that’s mastered. Try it, you will not be disappointed. Should you also make it possible to buy? Yes. But it should be there for that 15% of customers who make up their mind and are ready now. The focus of your growth in a blue ocean of potential that no one is successfully tapping into, is ideally on the 85% of people who need one small and easy win that comes without the intimidation factor. 

 

Someone who’s not exercising, who has a perceived obstacle of time, doesn’t think of themselves as an exerciser. THAT is where you can make the most difference. Without that difference, the actions won’t come or won’t stick. Change that and you change everything. 

 

 Other Episodes: 

Fitness Trainer Opportunities Right Now | Start Over Start Strong: https://www.fitnessmarketingmastery.com/opportunities/

Fitness Marketing Hacks: https://www.fitnessmarketingmastery.com/fitness-marketing-hacks/

 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

 

 

 

 

Your clients need it. Can you define Metabolic Flexibility? 

Metabolic flexibility refers to the ability of the body to efficiently switch between different fuel sources and adapt to changes in nutrient availability. That is, when your client eats a lot, or your client skips a meal, metabolism isn’t damaged and fat is not stored. 

It is a key aspect of metabolic health and plays a role in maintaining energy balance and weight regulation.

When we consume food, our body breaks down macronutrients (carbohydrates, fats, and proteins) into smaller molecules that can be used as fuel. Metabolic flexibility allows the body to utilize these different fuel sources based on the body's energy needs and nutrient availability.

 

In a metabolically flexible state, the body can easily switch between using carbohydrates and fats for energy. For example, after a meal, when glucose (derived from carbohydrates) is readily available, the body primarily uses glucose for energy. However, during fasting or periods of low carbohydrate intake, the body shifts to using stored fats as the primary fuel source.

 

Having good metabolic flexibility is beneficial for overall health and can contribute to weight management. It allows the body to effectively use stored body fat for energy,

which can help in reducing excess body weight and maintaining a healthy body composition. Moreover, metabolic flexibility is also associated with improved

insulin sensitivity, better blood sugar control, and reduced risk of metabolic diseases such as type 2 diabetes.

 

Certain factors can influence metabolic flexibility. Regular physical activity and exercise can enhance metabolic flexibility by increasing the body's capacity to burn fat and improving insulin sensitivity. A balanced diet that includes a variety of macronutrients and minimizes excessive consumption of refined carbohydrates and added sugars can also support metabolic flexibility.

On the other hand, factors like a sedentary lifestyle, a diet high in processed foods and added sugars, chronic stress, and poor sleep habits can impair metabolic flexibility.

 

What Impairs Client’s Metabolic Flexibility? 

Cutting calories too low for too long impairs metabolic flexibility. 

Fasting while also decreasing caloric intake for a short period of time may be a positive stressor, but for too long or without the post-feeding, can backfire. 

Over exercise and undereating combined - that is too low a caloric deficit. 

Not sleeping is a risk for metabolism slowing. 

 

Sugar Burning vs Fat Burning: The Metabolic Flexibility Difference

These factors can lead to a preference for glucose as the primary fuel source and hinder the body's ability to efficiently utilize stored fats.

Improving metabolic flexibility can be achieved through lifestyle modifications, including regular exercise, a balanced diet, stress management techniques, adequate sleep, and

maintaining a healthy body weight. By enhancing metabolic flexibility,

individuals can support their overall metabolic health and improve their body's ability to adapt to different nutrient conditions.

 

And… it’s the RIGHT type of: 

Exercise - balanced exercise for a midlife woman is not “according to guidelines” 

Diet - balanced diet is not equal amounts of protein, fat, and carbs

Body weight - may be less important than body composition 

Other Episodes You Might Like: 

What Personal Training Clients Wish They Could Tell You:

https://www.fitnessmarketingmastery.com/personal-training-clients/

Training Women in Menopause | Flipping 50 Menopause Fitness Specialist

https://www.fitnessmarketingmastery.com/training-women-in-menopause/

Resources: 

Menopause Fitness Specialist: https://www.flippingfifty.com/specialist 

The Health & Business Pros Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Zone 2 training for menopause? Is it the solution to fat loss? If so why, and if not why not? 

Everyone is talking about Zone 2 training. What is it? First, it's important to understand that I use 5 training zones. Other sources and other coaches use 6 zones, still others 4 and 7 zones… so we’re already not talking about the same thing. It’s so much easier to share this in a “feels like” description.

Especially when talking to clients. 

I recently had a question from a client: What zone should we be in when doing intervals? 

My answer needed to be very intuitive. My answer could have backfired. Here’s how. 

Say I tell her that zone 4 and 5 are the zones for HIIT intervals. (alternated with zone 1 for recovery). 

With that answer, what’s she going to do? Very likely, she has never been tested using the mode of exercise she’s going to use (treadmill or bike) and instead what she’s doing is using an age-related chart predicting her target heart rate range for a specific level of intensity. This would be so wrong. 

For adults over 40… this kind of prediction underpredicts where they should be the majority of the time. 

Then, even when someone tested and a knowledgeable coach has interpreted and determined ranges… 

For anyone trying to use HR to see if they reach the right intensity during a 20-30 second burst of exercise… a monitor typically is measuring what happened, not the actual what is happening. 

So we’ve got challenges with different sets of zones. We can’t compare apples to oranges. 

We’ve got challenges with predicted and tested zones. And we’ve got a fundamental challenge with fat burning zone myths that still linger. 

This episode focuses on: 

• Understanding fat burning - when and how it happens at each level of exercise
• Understanding the best application of types fat burning exercise - for women in midlife you may be working with 

Busting Fat Burning Zone Myths for Midlife Clients

The theory behind “Zone 2” for support with fat burning is a bit of a myth.

Facts:

Exercise at lower intensities burns a high percentage of fat.

Exercise at high intensities burns a low percentage of fat.

Though it’s possible to train in a way that allows your body to gradually continue to use fat at higher intensities, it’s a process and many are skipping ahead to higher intensity exercise or just experiencing DRIFT.. where they do it long enough that their heart rate and intensity goes up from the stress and dehydration… instead of consciously keeping comfort level (talk test, breathing through nose AND Heart rate if known from testing) where it should be to train a base.

The thing to remember (written in 2015 in You Still Got It, Girl!) is that a small percent of a bigger number can still be more than a big percent of a small number.

AND.. it’s not the exercise time alone that you want to focus on. HIIT has a bigger post-exercise “after burn.”

However, what is most important… is this:

If you’re stressed… the HIIT-imposed stress may be too much (during adrenal or chronic fatigue) … and or if situational life stresses are HIGH.. the intensity of your exercise should potentially be lower to REDUCE CORTISOL and INFLAMMATION first… before adding the HIIT.

For most women… zone 2 is walking but not jogging. It’s often impossible to keep the HR low enough to be training ZONE 2 while running. Even though you “feel” good…. if the cardiac drift is enough, you’re in zone 3… and cortisol is elevated. This definitely happens as you approach 60 minutes and certainly beyond. Heat, dehydration, sleep deprivation or emotional stressors can also increase the intensity.

At true ZONE 2… staying low enough for short enough times, zone 2’s biggest benefit is NOT burning fat for fuel. It’s REDUCING cortisol levels by moving at a low level, reducing blood sugar levels, and creating a base to build greater fitness.

Zone 2 training for menopause can’t ignore the fact that women already burn more fat compared to men at any intensity level of exercise. It may be the exercise that supports greater insulin sensitivity is a lower-level exercise and that HIIT positively influences post-exercise fat oxidation. So that if your client is exercise tolerant right now, both included in her program are helpful. 

To learn more about Exercise Intolerance and Menopause Fitness, check here for the Flipping 50 Menopause Fitness Specialist. https://www.flippingfifty.com/specialist 

What About Strength Training and Zone 2 Training? 

Traditionally we don’t think of weight training as Zone intensity using Heart Rate to tell intensity, but number of repetitions to fatigue and volume in terms of multiple sets (not time). So you’re heart rate will soar during a set and return to zone 1 between, mimicking true HIIT, but it isn’t the point of strength. Your evaluation there is based on reaching muscular fatigue in recommended repetitions. Beginners start with more not less. You’ve got to show some love and respect your joints and ligaments before your strength training will help you love your muscle and body composition.

 

References: 

1. Oliver J. Chrzanowski-Smith, Robert M. Edinburgh, Mark P. Thomas, Aaron Hengist, Sean Williams, James A. Betts, Javier T. Gonzalez. Determinants of Peak Fat Oxidation Rates During Cycling in Healthy Men and Women. International Journal of Sports Nutrition and Exercise Metabolism, 2020; 1 DOI: 10.1123/ijsnem.2020-0262
2. Oliver J Chrzanowski‐Smith, Robert M Edinburgh, Eleanor Smith, Mark P Thomas, Jean‐Philippe Walhin, Francoise Koumanov, Sean Williams, James A Betts, Javier T Gonzalez. Resting skeletal muscle ATGL and CPT1b are associated with peak fat oxidation rates in men and women but do not explain observed sex‐differences. Experimental Physiology, 2021; DOI: 10.1113/EP089431
3. https://web.archive.org/web/20190219091132id_/http://pdfs.semanticscholar.org/1876/7c1a9e2c309e470821f34f66ad43c3a5bc67.pdf

 

 

Other Episodes You Might Like: 

4 Ways Blood Sugar Could Halt Your Clients Fat Burning & Weight Loss: https://www.fitnessmarketingmastery.com/helping-midlife-clients-lose-weight/

3 Fast Ways to Better Results for Female Training Client: https://www.fitnessmarketingmastery.com/female-training-client/

The thing I didn’t say in this TEDx talk pertains to you, coach. And it’s this: 

It took making the mistakes first. 

 

I discovered the science about the serious gap in exercise and sports medicine research featuring women in 2013. 

 

At that point I’d coached hundreds of women privately, thousands in groups, and supervised hundreds of thousands of personal training sessions in homes, parks, private gyms, universities, and just about anywhere fitness can take place I’ve been there. 

 

So, there were clients that I had to learn with… I had to look at the physiology of menopause and the physiology of exercise and interpret the signs and symptoms by gathering it all together. Because no studies existed about women in post-menopause having an impossible time removing weight. Following all the rules and getting no results… was common. 

 

Yes, of course, there were those clients who wanted to continue enjoying their cocktails and “moderately” healthy diets but weren’t actually willing to make changes. 

But there was a large percentage of women who were willing to go 100% in and get changes… who I still struggled to support. 

Some were athletes, fit and exercising regularly, even competing in events. 

Others were just exercising alone, preferring it to be a private “me time” activity for them.

But both types of women following guidelines and position statements, counting steps and calories, were failing to get results. 

 

It was those that found the following recommendations not only didn’t work but backfired, that made me dive into a rabbit hole of research every day for hours. But in 2013, when I accidentally discovered that changing my own exercise routine resulted in better fitness than I’d ever experienced – even as an Ironman triathlete – that’s when it all came together.

 

You see, that part that WAS in my TEDx talk.. was the reason I finally got it. After exercising for hours daily.. for decades, I was not for the first time since I was 18. I was behind a desk and computer and trying to figure out just how to turn in my recently (self-directed) no income into something better than the mid-6 figures I’d been left behind and make a bigger impact on more people as well as the fitness industry. 

 

 

Exercising either briefly at high intensity or at low levels was all I did. I walked a big old, and only moderately motivated dog, did yoga or I chose to lift weights or do HIIT for 20 minutes. That was my exercise for about 11 months. Suddenly? I was in the best shape of my life… and naturally, easily thinner. 

 

WTH? 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Menopause Fitness Specialist Program

https://www.fitnessmarketingmastery.com/menopause-fitness-specialist/

Other Episodes You Might Like: 

Youtube:

 https://www.youtube.com/@Flipping50TV/

Cardio vs Weights After 50 (Wish I Knew this Sooner)

https://www.youtube.com/watch?v=QCsa0CRCzbM

BIG Fitness Mistake Women Over 50 Make (It's Crucial for Lean Muscle)

https://www.youtube.com/watch?v=uchTI_anm60

 

This episode is such an accidental marketing for health & fitness pros post! Seriously, maybe the universe is sending me a message but I keep getting sent to dating sites. And then an article popped up with dating advice. For kicks, I read it. And I felt as if I could practically have changed the title and made it a post for marketing for health coaches. 

 

Alas, I did not! Look AI may be what you’re using to create a draft, but I hope plagiarism nor AI is running your business. The playing field is way too level if you do that. There’s no YOU in it. 

 

So here’s to your first date and everyone therefore after, with your new ideal customers. 

 

Use Your Personality: Or Your Brand Personality 

Why would you ever want to attract someone by acting in a way you aren’t? Say you’re introverted and you like movie nights, dinner for two and you go online to a dating site and make it sound as if you’re the life of the party and enjoy dancing in clubs to dancing in the living room. 

 

Likewise, don’t get yourself all excited and enthusiastic if you are calm, quiet, and subdued in working with clients. 

 

If you use words like “girlfriend” and people don’t like it, do you change or do you use what attracts people who DO like it? If you would stop using some term that actually fits your ideal customer, because a stranger disliked it, you’re like Julia Roberts’ character in Runaway Bride who doesn’t know what kind of eggs she likes and changes based on who she’s with. 

 

Start with Flirting 

 

Never forget that if you’re in-the-face, and skipping the education or you’re in a frenzy when talking… you alienate anyone already intimidated by overwhelming information, or in a frenzy with life themselves! 

 

Just flirt. Share some science. Explain the science. Listen, scientific studies are misinterpreted ALL-THE-TIME… so go back to your grad school 101 courses on interpreting types of science studies and know that this information is so very basic and much needed. Many women don’t realize the difference between a small study and a large one, an 8-week, and a 10-year, a split routine, and total body, the sequence of exercises, or the amount of rest and impact on them. 

 

Just little things. One thing at a time. A flirty look takes seconds and has you looking again in a few minutes right? Exactly. 

 

Ask for Advice

 

Marketing for health & fitness pros has never been so easy! This one is foolproof if you share something that matters to your audience. 

 

What should you wear for a photo shoot? What should you call your next program? How would you describe our business? Which colors do you like best? What logo design is your favorite? 

 

Women love to give their opinions! And they will. What they say may or may not be as important to you as the engagement. DO be prepared for responses and then comment!! On every single one! 

 

I’ve gotten great responses to ingredients in a new product, to which dress to wear to an event, and which tights to wear at a photoshoot. 

Ask Some Questions that They’ll Ask (subconsciously) After 

• Did I feel heard? 
• Is there something that makes me curious to know more? 
• Did I feel more energized?
• Did I laugh or smile? 
• Do I feel a little more inspired or excited? 

 

Marketing for health & fitness pros from dating advice - who knew!? But you truly are starting a new relationship. Let them see the real you, or the you that is your brand. 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

Other Episodes You Might Like: 

Fitness Marketing Hacks: https://www.fitnessmarketingmastery.com/fitness-marketing-hacks/

Successfully Marketing to Active Older Adults | Fitness & Health Coaches:  https://www.fitnessmarketingmastery.com/older-adults/

I have a friend and colleague who is a little more in-your-face than I am. She and I have different strengths about delivering our messages even though we have similar audiences and even services. 

 

She and I have a very similar programming foundation. We’d have to, right? It’s the same audience, same research, you can only come up with so many variations unless you’re using opinions. 

 

But people show up in my community who say, “I follow her too. But she’s intimidating. I can’t really relate.” 

Other times I’ve supervised dozens of fitness instructors. Many have attempted to motivate by saying things like, “ If you don’t squeeze your glutes no one else will.” 

 

On my YouTube channel of 170,000 organic followers so many comments, “too much talking, get to the workout.” Yet, they have the time to comment and thousands of other options to follow for free. 

 

I know these, “quick fix seekers” are not my people. But what you have to decide is, is there any truth to what they say? Is there another way to say it without alienating someone that could get me better results and still get the message across? 

 

Your job is to know what words will make your best health coaching clients - your prospective clients -  recoil and run the other way. Then to consider, if those words make them run away, is that a good thing?? 

Is it something you said? Certain phrases, even single words that alienate your best health coaching clients could be hurting your marketing. 

 

In my own experience, some women who feel SO strongly about the use of the word “girl” or “girlfriend” will let me know it. They will write and say, You won’t do that with man and boy. Please stop. 

 

Other’s of us recoil at the term “ladies.” 

 

So what’s a savvy health & fitness coach to do when trying to attract more clients? 

The very words you use, as terms of endearment, or to connect and build rapport, could be turning them away. 

 

Here’s the kicker… you and not even they… may know it. 

 

So this episode isn’t going to solve world peace. It’s not going to give you a conclusive, “say this not that.” 

What it IS going to do is share with you the unique nuances that you may consciously choose to keep using if it’s a part of your brand. Or you may opt once you’re aware and sensitive to consciously change them.

I’ve mentioned terms like, girl, girlfriend, lady, ladies, or approaches like, aging gracefully, or women in their prime… all sit a certain way with us. How they sit is probably related to our own unique experiences, individuals who’ve used those terms we liked or didn’t in our past. 

 

“Ladies” for me just doesn’t work. 

 

I’m a “girlfriend” kind of person. And I’m not changing that. I’m going to be a “girl” til I die. I’m not going to be a “lady” much as I might try. I don’t have a desire to age gracefully, but “racefully” speeding to a halt having used up every reserve, exclaiming, What a ride! 

 

That’s me. What I have to decide is, is it also my brand? 

 

Potentially, this has already got you thinking about terms you use - much by default and how they may or may not be landing on people. 

 

And there’s more. This next side of the episode is about instruction and directives - not alone bad things… that could feel condescending at worst, or at least a little too close to school. Oddly, as much as we like to learn (or you wouldn’t be here), it seems that most of the adult population doesn’t like to be reminded of school when they were constantly told what to do. 

 

Marketing Words & Phrases that Alienate Your Best Health Coaching Clients

 

You Need to…. 

 

You can use “I needed to” and tell a story. You can use “we tend to” and tell some statistics about behavior, but unfortunately “you need to” 

 

You Have to… 

So, you’re saying, in order to get more lean muscle mass you have to lift weights. 

It’s true. What could possibly be wrong with that? Well, depending on your ideal client it often works best when they identify what they think they need to do instead of hearing from you. 

 

You can list facts and science without saying YOU have to do this. If you haven’t gotten to “you” from I and we… often you feels offensive to people new to you. 

 

You Should… 

Even if it’s, “You should feel proud of yourself.”  Ironically, that comment that may have intended to put them into intrinsic motivation and internal praise, you just “shoulded” on them. 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course

 

Other Episodes You May Like: 

Health Coaching Tips: Your Personal Stories: https://www.fitnessmarketingmastery.com/health-coaching-tips/

Content That Creates Clients That Only Want You: https://www.fitnessmarketingmastery.com/content-that-creates-clients/

 

You promote health. You promote fitness. And ultimately you do now or will want to promote your own products or services. 

But if you feel salesy, or spammy, it’s going to show in your communications. Consider what’s in it for them. Tell them. Tell them why you trust it and you have proof they trust you if they’re on your email subscribers list! So they DO want to hear your recommendations!

This follow-up to an affiliate promotions podcast gives you some very specific tips that work for me. And affiliate revenue is an amazing way to promote and earn even when you aren’t launching! 

 

Successful affiliate promotions (where you share something you know, love, and trust will be a benefit your community will love) require just three things.

1. Commit to promoting your affiliate repeatedly on each platform you choose.

Two minimum and three is even better, emails are MUCH MORE EFFECTIVE than 1 email, and 1 social media post. 

People are BUSY. They don't see your posts the way you might imagine in your head! They may skip days of hopping into social media. (Lucky them!?) So.. you want to tap someone on the shoulder several times to get their attention. Use a new image or new Subject Line in your emails each time. 

In the body of your email, the first time you send you can get really detailed about why this is relevant :

My friend and colleague, Debra Atkinson created this event to answer questions you have AND those you may not yet know to ask. She gathered 40 experts... not "influencers" flashing bare bellies, but the in-the-lab experts, the go-to speakers for industry events and education. And you can access it for free! 

In the body of your second email - a couple of days later you can refer to the first email:

A few days ago I shared this with you and I know that exercise is an important reason you're here and plays a big part of your success. 

In the 3rd email (maybe the 2nd), I put it at the TOP of the email above the actual greeting and make it short:

Real quick: I don't want you to miss this and know you're busy. I mentioned this FREE event for Women's Exercise Over 40, It's starting NOW... so CLICK HERE to get in. I'll be sharing some of the highlights I'm loving from it with you too! See you there!

2. Come back to the email about the affiliate product you send and later in the day. 

Resend it to unopens. This one is ridiculously easy ... and often OVERLOOKED. So if you're disappointed in the performance of your emails, no matter what you wanted (open rate, click-through, sales) ... you may make FAST improvements by being sure that your busy audience SEES the email. Remember they aren't sitting on their device waiting and hoping for an email from you! So resending brings it up from the buried inbox emails we all get. 

3. Treat Social Media with respect when you Share affiliate promotions!

 Share and share again. 

Know your social media channels! On IG... share in stories and use the LINK so all someone has to do is CLICK. Be prepared with a link when someone DMs you and says, Where do I find that? AND use the link in your bio to go to multiple with a link tree or your custom page on the website where they get right to it. DO NOT put an ugly URL in your post copy. 

Get smart with Facebook too. Stories are hot, news, and clickable. Use them that way! Posts are good.. but buried if you don't nurture them by liking and commenting and sharing with your personal pages. Add to groups or link groups to the post. 

You can easily promote health and fitness and earn revenue without feeling salesy or spammy. If it’s something you believe in, tell them about it with conviction! If it’s not, reconsider sharing it. I’ve had plenty of products or people I once shared and no longer do for one reason or another it just stopped feeling right. 

 

Other Episodes You May Like:

Promote Affiliate Partners: https://www.fitnessmarketingmastery.com/promote-affiliate-partners 

 Social Media Advice for Fitness & Health Pros #303:

https://www.fitnessmarketingmastery.com/social-media-advice/

Resources: 

Business Scorecard:

 https://www.fitnessmarketingmastery.com/Scorecard 

Marketing to Women Copywriting Course:

https://www.fitnessmarketingmastery.com//Copywriting-course

Menopause Fitness Specialist:

 https://www.flippingfifty.com/specialist 

 

Let’s examine some fast fixes for social media and make sure you’re optimizing the time and energy you’re spending right now on social.  

Maximize your stories for selling and awareness. 

Optimize your posts and reels for growing your audience. 

Remember that carousel posts engage your current audience but don’t help you grow a new audience. 

Posting Too Frequently 

This one backfires in the worst possible way: by giving you the exact opposite of what you want. 

Look, there’s a  time to build and a time to use what you’ve built.  

For instance, before you go into a launch for a program or a webinar selling into a program, you want to be growing and focused on how to grow your following and congruently your email list. 

But during a launch, you focus on nurturing and making that growth aware of what you’re promoting. 

 

I just hosted the What, When & Why to Exercise for Women 40+. We wanted as many women as possible there to hear 40 interviews with experts with tips that will help women in midlife (or trainers and health coaches who work with them) exercise in the best possible way. 

 

Prior to the event and just otherwise, normally I would generally post one or two reels within a week. And primarily post multiple stories daily. 

 

During this launch I’ve posted a reel every 1-2 days and posted 10-15 stories a day. 

Including Long Ugly Links in a Social Media Post

No one comes to social media to see your promotion. When you’re talking about a program or a webinar you’re hosting and you don’t have a Pretty Link or a link they can get to in your bio, you’re just hurting yourself! 

 

Here’s a better way. A Pretty Link is a plug-in for use on a Word Press site. It’s free and it helps you create a link like fitnessmarketingmastery.com/copywriting-course (where we house a marketing-to-women course for health & fitness pros). Now, that’s not the URL to get to the site and the store… but it is an easy-to-remember one. 

If I have a link to a product I am an affiliate for, I’ll make it flippingfifty.com/c60 for instance for the product I use for mitochondria support, improved skin and hair growth. It improves your own hormone function. But.. I digress. 

That isn’t the URL where the reader ends up ,,, but that URL is an ugly serial number-like URl no one is going to remember… and isn’t going to bother trying to copy and paste from your post. That just doesn’t happen. 

 

Remember they came to see friends and family and funny things. Entertain them. Use your stories to share and then you can use the LINK sticker so they can click directly to it. 

 

This past promotion period I must have posted the link to our event 3 times minimum daily. 

 

Not Posting Stories Often Enough

Which... Of course, this brings me to the last fast fix for social media mistakes. You’ve got to make sure that you are using stories to let people in. If you are having a sale, you’re having a webinar, you’re sharing that link right on a story. Post an image, post a video of you inviting them… and keep it in the real-life moment. Too polished accounts and posts aren’t the ones growing the fastest right now. 

 

Realize that overly “manicured” content could be hurting you while going live, just talking, not being hyped up, but being authentic is the way to connect. 

 

Doing the Same Thing Not Getting Results and Not Looking into Doing It Differently

If you are doing the same thing and you’re getting the same dismal views, not many saves or shares, few comments, I want you to change it up.

 

Here are some things to consider: 

• Look at your use of tags. Are you using only what's in text or verbally said or images on your video or pictures? You’re not pulling tags that are about your title but you’re using tags that are about the content of the post? 
• Look at long vs short copy for posts. What does better? Do more of that. 
• Look at use of emojis in your posts to break up text. 
• Do you ask a question that makes a response almost compulsive? (in the copy of your post?) 

 

Resources: 

 The Health & Business Pros Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Other Episodes You Might Like: 

5-Tips Health Coaches Marketing Formula for Quick Social Media Wins:

https://www.fitnessmarketingmastery.com/health-coaches-marketing-formula/

2-Ingredient for Better Social Media Posts! Beyond Better & Less:

https://www.fitnessmarketingmastery.com/better-social-media/

10 Social Media Tips That Work for Fitness & Health Professionals: 

https://www.fitnessmarketingmastery.com/social-media-tips-2/

If you like passive income, you probably want to promote affiliate partners. But there are a few things you want to know as you get started, or get more serious about generating affiliate revenue. These 4 mistakes could prevent you from supporting your partners - and your audience from support you can provide. 

Using UGLY URLS to Promote Affiliate Partners

Ugly URLs in social media posts or your emails. I’d like to say this is a rookie mistake but I see a lot of experienced entrepreneurs doing it too. Either their VA doesn’t know to ask, or the entrepreneur isn’t aware there’s a better way. 

Back in the day people used Bitly for things like this. But with Pretty Links on word press it’s easier than ever. And then once you set it, you’re not vulnerable to say a platform change that your affiliate partner makes, deeming every single blog post where you put that link broken. It won’t go anywhere. SO not only won’t it make you sales, it will make you frustrated visitors to your site. 

Save yourself the trouble. A Pretty Link not only makes an ugly url pretty, it is the one link you’ll use all the time when mentioning that product or service you’re promoting. Then if you need to, you can go in and change the URL there - in one single place and it updates all the places you’ve used the pretty link. 

Include All Your Affiliate Partners in a Single Email

I’ll admit I come close to doing this once a year every year. That’s when we share the Flipping 50 Gift Guide at the holidays. In our Gift Guide we’re selective about what we’ll include and choose different categories like “stocking stuffers” or “budget-friendly” or “the Victoria’s Secret Diamond Bra” equivalent. But there’s no denying that any other time of year when your customer ISN’T buying not just for themselves but for a wide variety of people they want to spend a wide variety of money on, this would be a mistake.

Now, I DO have a resources page. It’s where I share things I’m asked about over and over again. It’s where I share things I use and affiliate for and things I use and don’t affiliate for, I just am answering the same question so frequently that it’s become easier to refer them to one URL, and you guessed it, it’s a memorable pretty link: flippingfifty.com/resources. 

Not Really Investing Time and Energy in Promoting

This one is going to tie right into the last so I’m going to lump them together for explanation’s sake.  

If you agree or ask - to promote someone and then all you do is write a blog post and leave the promotion sit there… without actively sharing the post regularly, or driving traffic to it, or including the affiliate promotion in an email, you don’t really have your heart in it. If you have hundreds of thousands of visitors to your site regularly, that’s one thing. 

But if you’re struggling to hit 5000 visitors to your website a month, chances are that hidden blog post isn’t going to attract visitors frequently enough or at the time they need to be there to make any difference at all. 

If you ask to promote or are invited and agree, do your best. Make a plan in your promotional calendar. With summits for instance, some of you fitness pros listening promoted for the What, When & Why to Exercise for Women 40+ event. And you earned 50% of the sale when people bought the course and or the recordings which was about $34-$60 depending on which they did. 

If you told people (busy people) about it once on social… 5% if you’re lucky, saw it. And they’re not, scrolling back through old posts to find your information. 

So usually a quality promotion is 2 or 3 emails, social media posts, maybe hosting the event host on your social media live. That’s really making an effort to make the most sales and support the affiliate and your audience with something they need. 

Spreading Your Affiliates too Thin

One of the reasons you may not have promoted with a consorted effort is because you said yes when it should have been no. You were in the middle of your own promotion and you couldn't promote something else too. Or you were trying to promote several things at once which means no one really gets the attention they deserve. 

A couple guidelines for affiliates for me. I would rather promote really really well partners who I really believe in. And sometimes it doesn’t work. RIght now for instance, I can’t be promoting for a great affiliate partner I promoted for last year, because I’m hosting my own summit. 

I hated to say no, but of course she also couldn’t say yes to me, it’s just timing. I happen to have 3 other affiliate partners I love, one I’m working into this 

Resources: 

(Always>> the Health & Business Pros Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

Marketing to Women Course: https://www.fitnessmarketingmastery.com/copywriting-course 

 

4 Ways Health & Fitness Pros Can Create Income Right Now 

What if you have a dream of a health coaching or fitness training business but the reality is you need to create income right now? As in, today? 

What if… what if someone had a gun to your head or someone you love, would you find a way? Would you go ahead and take a risk and do it? 

I think we’d all say yes, of course, right? And we’d lose the concern or fear of what someone might think. We lose the pride that may keep you from asking for money. That by the way is tied to some sense of feeling like you’re begging for money which of course is ridiculous if you have a serve that will help someone. 

The truth is there is no easier way to create income right now than in a service business. You don’t have a “cost of goods” or at least it is very small. Unlike selling supplements or gym equipment or sweat towels, tights, or visors... You just have to create an offer and ask. 

So whether you’re just getting started or you’re already selling something, this is for you. 

Before You Can Create More Income 

One word first though. Get ready to make money. Be prepared to track your revenue, your expenses, and know what amount of this is profit.  Know how much time you spend servicing for a specific amount of revenue. That will help you determine your profit margin. Because most trainers make the mistake of thinking that it’s all profit since they are making it and taking it. They forget, their time is worth something. So if you’re spending more hours than you realize, you’ll want to stop that right away or as you expand you won’t have anywhere to go! 

This entire episode revolves around you having an email list, ideally a segmented email list of buyers, and non-buyers, so you can choose to put an offer in front of people who are not currently in a program with you now. 

If you don’t have an email list… you do. You have friends and family and colleagues. And that’s no way to run a business but it is a way to start. Jeff Walker with his Product Launch Formula created a thriving business with this soft launch and so can you. You can start with it, that is. If you’re serious about business, then get a CRM (Customer Relationship Management) software and some support if you’re not techie and get things hooked up to your website so when customers purchase they automatically get exactly what they should and never see what they shouldn’t. 

If you don’t yet have an email CRM I’ll link to some prior episodes about growing your email list. 

 

4 Ways Health & Fitness Pros Can Create Income Now 

 

1. Make an offer right now: Stop Procrastinating

In this example, you float out an email and say "Still interested?"

Make a spontaneous offer that requires an urgent response. In my case, I did this because I realized I was creating an entire challenge for one of my private clients who needed to boost her metabolic flexibility. She was doing all the things and not losing weight. 

I realized it was a problem others in our community probably also had but weren’t necessarily going to buy another program because they were potentially already doing HIIT, and Weight Training. But they would do this… a specific challenge designed to target the specific problem.

I presented it as a “beta group” and said…” I know it’s last minute but we’re starting this Monday. So if you want in… I need you to let me know tomorrow. I’ll send you the order form, then the pdf, and the WhatsApp group once you’re enrolled.”

Other times when this is a big offer, like a retreat and we’re at $2000 or higher, it’s beneficial to do an email to a phone call if you have time. I wouldn’t have had time in this case and it’s only a $500 product sent to about 25 people that know me well. Their risk was low - they already know and trust me - and most have been VIP clients with me in the past. 

2. Make an upsell for anything you’re already selling.

This way you optimize the services you already have. Just like, “Do you want fries with that?” or hotel room service that asks, “Would you like a piece of chocolate lava cake with that?” 

The 20% of those customers who say yes, just increased their sales by 20%. You should do that all day long. Take the chocolate cake for an example though. They don’t just ask: 

Do you want anything else with that? 

Do you want dessert with that? 

No, they get very specific and use descriptive words. 

So should you. 

 

Do you want the success coaching with that? 

Do you want the 20 One-Pan meal recipes with that? 

Do you want... 

3. Take whatever you're already selling well and increase the rate. 

Based on consumer psychology, there’s no difference between $49 and $59 or $69. 

Take a $69 product and make it $99. 

You can take a currently $99 and make it $129 or $139.

 

The conversion rate doesn’t change but the profit margin goes up. 

4. Package all of These Income Generators together. 

Send an email today, suggesting a new group starting that’s focused on a problem you know a lot of your community have, offer it at 20% higher rate than normal - it’s specialized after all - (or suggest you are going to raise the rate after this beta group and they want to get in now to take advantage of it. Offer an upsell for more private time with you, or simply an add-on that you know they’ll need to have to be successful. 

 

Think like ... You HAVE to. Sometimes you just have to imagine.. That you do in order to get out of your way and do what was always possible anyway. 

 

Your email list should provide you that kind of cushion. You have the ability to send an email and make money every single day. Are you using it? 

Which of these ways to create more income now will you use first? 

Other Episodes You Might Like: 

4 Ways to Grow Your Email List with Your Fitness Videos:

https://www.fitnessmarketingmastery.com/grow-your-email-list/

How do you know what freebie to create:

https://www.fitnessmarketingmastery.com/freebie/

Resources: 

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

How to create an Irresistible Freebie: 

https://www.fitnessmarketingmastery.com/irresistible-freebie-how-to/

Kilimanjaro with 3 artificial joints; got your attention? Feeling a little tired… after your early morning swim or your HIIT session today? This will give you a new perspective. 

Even better, with adult kids. If you’re a parent you know what that would mean. If you have parents, especially if they’re gone, you may know what it would be like to have a memory like that with them. 

What kind of life lessons are tucked into experiences like this. Maybe you pursue marathons or triathlons, maybe you like bodybuilding. 

Is it for you, or ego, or is it also something to create a life for later you love? 

Is it to put something in your life that is more meaningful, or to escape reality of today? 

There are so many reasons to add a "reach" experience to your life, and none of them wrong. Perhaps the only wrong is in not knowing why you want it or do it. 

Enjoy this short Q and A. 

My Guest: 

Dr. Irv Rubenstein, exercise physiologist and personal trainer (NSCA-CSCS, CPT, Certified with Distinction; ACSM-EP; FAI-Functional Aging Specialist), is president of STEPS Fitness, Nashville’s first personal training center. He has been an educator for fitness professionals with Exercise ETC; a contributor to online articles on fitness myths, functional training, and proper exercise technique; and has also contributed to books and articles for and about personal training. He was a founding member of the Eating Disorders Coalition of Tennessee (now Renewed Support) and served on its Executive and Education Committees. Dr. Irv has presented nationally and regionally on exercise and anorexia, arthritis and exercise, exercise and weight management, and several other exercise-related topics. He currently is an advisory board member for the MFN, has provided webinars for the MFEF, and is co-author of its Orthopedic Fitness Specialist course.

Questions we answer in this episode:

How did it impact your leadership or did you use it as an example in that way?

What does a person do after reaching a personal goal like that? 

Was there any fear of separation or isolation from clients? 

How did this help you relate to your clients, or did it? 

The full episode: (included video footage)

https://www.flippingfifty.com/kilimanjaro 

Other Episodes You Might Like: 

Adventure, leadership 

How do you evaluate business expenses to take thoughtful calculated risks? Everything that’s unpredictable is a risk, afterall. And spending money before you make money is a risk. If there are things you’ve never done before, it can be hard to decide when to say yes, when to say no, and when it’s just no, not right now. 

While we’re on this topic of investing, realize we’re not just talking about money. Time and energy are the other two things that you want to consider. How you spend your energy is due to where you place your attention. 

Business Expenses Related to Health & Fitness Coaching Are Inevitable

They aren’t all as easy to spot as a credit card bill or check, unfortunately. 

If you’re putting attention on things that don’t really serve you, like: 

Conversations with people you can’t control 

Weight that you don’t want 

Regret or anger you aren’t letting go of

Or, more related to business, a project that you create but haven’t tested whether anyone wants to buy it… 

That gets very expensive even if you haven’t spent money on it. 

For instance, you’ve got a phone so you shoot videos that you use to create a program using unlisted YouTube videos. It doesn’t cost you anything because the phone, the YouTube platform and the ability to send an email are all free.

Have you considered how much time it takes to create video, edit video, polish and brand it, and upload it? 

If you know how much your time is worth (Between $100 and $500 an hour) then those things become something you don’t want to do unless you’ve tested and evaluated. 

Let’s start with a series of 5 questions you can use to evaluate your business expenses. [Step 1]

Then I’ll take you through how to set up tasks within projects. (Those sometimes reveal expenses you hadn’t already planned on). [Step 2]

5 Questions that Evaluate Business Expenses: 

Will it make you money? 

Will it cost you money?

How soon will it make you money?

How soon will it cost you money?

Is there anything you need to stop or start doing to see it through? 

Now that you’ve answered those questions, you may have already decided to keep going or to scrap the project. 

Next… 

What Tasks Will Help You Evaluate Good Business Investments?

These will not only help you evaluate good vs poor business decisions, but they’ll get this project planned out! 

What are some of the tasks you need to do?

How much will each cost? 

How long will each take? 

Who will be responsible for it? 

What are deadlines related to this project? 

If you can complete this evaluation, you’ll save yourself a lot of time… and a lot of money… and keep yourself organized.

[Step 3] A project that you evaluate as “not right now” can still be one you return to and do later. But now you’ve got it, documented in draft form, ready to modify or run with. 

Resources: 

Health & Fitness Coaches Business Scorecard: https://www.flippingfifty.com/scorecard 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Other Episodes You May Like: 

Your Fitness Business Annual Plan Step-by-Step: https://www.fitnessmarketingmastery.com/annual-plan/

Business Planning for Health & Fitness Coaches: https://www.fitnessmarketingmastery.com/business-planning/

What I wish I knew sooner that 39 years has taught me.

1) It's about them not about you. 

Marketing, emails, speaking would have gone so much better so much sooner had I realized this. Heck, teaching at the university would have gone better because that too is selling from the minute they step foot in that classroom to the minute they turn in the final exam. 

2) As soon as you start listening to your heart, things will fall into place much faster and doors will open for you that wouldn't open for anyone else.

Connecting your mind and heart, or your “gut” are big keys to success in business. You know the right thing to do.. Just remind yourself of that. 

3) When you are triggered by people or circumstances, or you're uncomfortable... what it means is you recognize parts of yourself that you don’t like. There’s a measure of truth to it for you that hits too close to home. 

4) When you have things you just "have" to do... "have to eat" "have to exercise" .... they are running the show and not you. 

5) There will always be hard things, if you build it that way. 

If you don't start with the idea that there are things only you can do and identify them, you're identifying the things you can first hand off to someone else. For the freedom you want this is a must.

6) Consistently -doing the right thing - pays off. 

Do any of these things I wish I knew sooner resonate with you? I have one last one to share. 

7) You truly have to be willing to invest in yourself for anyone to invest in you. 

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

Write me! What are your personal “things I wish I knew sooner”? 

Other Episodes You Might Like: 

Recession-Proof Your Business: https://www.fitnessmarketingmastery.com/fitness-marketing-secrets/

Stop Overworking and Under Earning: https://www.fitnessmarketingmastery.com/overworking-and-under-earning/

What if every workout you created for yourself or clients got even better results? 

Should Trainers Suggest Supplements? 

What’s your stance on that? I believe that in 2023, it’s still and has always will be food first. Yet, I find it almost impossible for even me who I’d say is incredibly conscious of what I will and refuse to put in my mouth to eat enough and enough diversity on a consistent basis, or to eat all that I would need to in order to make the nutritional needs I have. 

It’s going to take more to compensate for depleted and overworked soil, sabotaged by pesticides and fertilizer. 

And as new discoveries are made, about molecules we didn’t know could support human health, do you ignore them or are you curious about how they can help you and your clients? 

Brought to you by the Flipping50® Menopause FItness Specialist 

My Guest: 

Jennifer Scheinman, MS, RDN, LDN, completed her dietetic internship at New York-Presbyterian Weill Cornell Medical Center and went on to complete her master's degree in Integrative and Functional Nutrition at Saybrook University. Over the past 20 years she has worked at some of the country’s leading institutions for health and wellness, including Hospital for Special Surgery and Optum, where she led the creation of nutrition and health education programs that positively impacted thousands of people's lives. Jen is currently the Senior Manager of Nutrition Affairs at Timeline Nutrition, educating healthcare practitioners and consumers on the latest scientific breakthroughs in healthy aging.

Questions We Answer in this Short Episode:

1. Why would trainers want to bring up supplements to support mitochondria production? Including Urolithin A/Mitopure

2. Support with Exercise Intolerance and menopausal symptoms 

3. Has there been testing on athletes? And on bedridden subjects alike? (asked on Flippingfifty.com/healthy-aging) 

Try It For Yourself:

https://www.flippingfifty.com/mitopure 

Code: Flipping50

on Social:

Instagram: https://instagram.com/timelinenutrition

Other Episodes You May Like: 

With Jenn Scheinman on Mitopure: https://www.flippingfifty.com/healthy-aging

Resources: 

https://www.fitnessmarketingmastery.com/scorecard 

https://www.fitnessmarketingmastery.com/copywriting-course

 

How would you like to reach more people for free, or potentially get paid for it? Book more interviews. You have to be seen and heard across platforms, in person and digitally. Being visible is a must for growing your business. 

 

This is about doing more of what you love. 

 

To make these steps really valuable, start a spreadsheet. 

 

Before you start reaching out to people, create a one-sheet for the topic you’re pitching. Include the science, statistics, a quote, and bullet points for your hosts. Your name and title and contact information should appear at the top. 

 

First know what you can talk about. 

Answer some questions about topics you want to talk about: 

How is it tied to this season?

How is it tied to something in the news? 

How is it tied to recent science?
How does it directly benefit the audience you want to speak in front of? 

How does it make the host of the show or meeting look good? (do ratings go up? Does the boss love it when employees or sales reps have a good meeting experience or end up more productive and more satisfied with their job?) 

 

Think specific to your audience. Businesses need to hear about outcomes that businesses measure. 

 

Call every friend you have. Ask her/him for every group they’re in. Ask for the meeting planner’s name and contact information (hint: it’s often the vice president that does the program planning).

Ask for an introduction via email or coffee. 

 

Call the local radio and news stations. Ask for the producer. Which producer? The one that books guests. 

Start contacting people and recording the dates and details. 

Do you need to follow up? 

Other Episodes You May Like: 

Stop Boring Introductions | Bio Makeovers: https://www.flippingfifty.com/bio-makeovers

Get Interviews and Get Asked Back: https://www.fitnessmarketingmastery.com/get-interviews

If you want more interviews this is for you. What you really want is to give interviews and get invited back. But wait… if you’re scared to death about an interview.. This is still for you! Because girl there’s no better, faster way to increase your reach than an interview. Whether local, regional or national media or a podcast to your niche, interviews are gold. 

This episode is essentially part 2 though of a two-parter, maybe 3, because what you really need to know is how to get booked more often so you can show off these new skills. 

So we just did it. Gave me a little homework for an additional episode. But this.. Is how to interview and get invited back! 

Or have someone listening invite you to speak at their event or on their podcast. 

Part 1 was all about your introduction or bio. It’s not the first time I’ve shared this type of content. In fact I have an entire worksheet and other episode that deep dives into how to stop being boring and stand out! 

And I’ll tell you this… it’s not just because you’re new at it, experienced professionals make this mistake too. Doctors have never been taught this. Some of the weakest introductions I’ve had are among fitness professionals who are solo entrepreneurs and doctors who are new to PR and marketing to promote themselves.

Give me a shout out if you’d like some live training on this. I’m considering doing a half day interview session. We’ll include hot seats where you actually would not just write your bio but you’d have the opportunity to be interviewed and apply your soundbites. Just add a note in the comments at fitnessmarketingmastery.com/give-interviews 

Part II is this one, about how to be in the interview with your interviewee having such a good time that they want to have you back before you’ve even left. 

Part III I’ll talk about how to get invited in the first place. Like you’re not going to get asked to dance unless you get dressed and go to the dance, you’re not going to get asked unless you’re finding ways to tell people you have something to talk about. 

Be Memorable

Be remarkable! Or better yet, retweetable, at one point was the word, but seriously who is on twitter today? You must be able to talk in what we call sound bytes. It’s great for you to be able to embellish on an answer. Definitely no one wants a “yes” or “no” response. That’s not much of a conversation. 

Resource: POP! 

Soundbites

Soundbytes allow you to be both retweetable (so you’ll be remembered) and to pause. Most likey, your host will repeat your soundbyte. Then your audience hears it again. Win! These are things that become the best social memes too. 

What are your soundbytes? Try to write some down. Maybe you mythbust things like:

No pain no gain as I do. My sound bite was no pain, no gain, no way/no brain.

I don’t like SMART goals. I call SMART goals DUMB. 

They don’t have to rhyme but it’s nice. They could just be rhythmic. They could have alliteration. I have 10 Tenets of Flipping50® I teach to our students and to our professional students of the Flipping50 Menopause Fitness Specialist course. For instance, Intense Early, Light Late or Restore Before More. 

(If you’d like, lmk and I’ll teach you the rest and why we do it. We share these regularly and they’re a part of our core values or tenets like 10 commandments.) 

Keep a list of subjects/titles and soundbites you can use so you’re ready at a moment’s notice. PLUS… these are your treasure chest of social media lives when it’s just you! 

For great examples of great interviews, register for the What, When & Why to Exercise for Women 40+ summit. Not only will you get nearly 40 examples of how to knock it out of the park on your next interview you’ll get insight into how to help women in midlife balance their hormones with your help. 

https://www.flippingfifty.com/womensexercise 

Pause 

Truly, if you get anything right get this right. I have had two guests on my podcast during 10 years of hosting 2 unique podcasts that have published at least 1 and currently 2 a week…. That’s a lot of podcasts. Two guests stand out as I cringe when one comes on because she’s a runaway horse. She’ll start talking and not pause. The interview was an hour and didn’t need to be. There was too much information, too much overwhelm, and it just wasn’t fun to have a guest come on and rant. No matter how good her content is, and how much I want to have her again, twice might be enough because though warned, she did it again the second time. 

The second guest was not even an acquaintance and did something similar. I didn’t air it. It just was a waste of preparation time and recording time for us both. 

Remember you’re there to serve. First, the host. Second, The audience. And sometimes there’s a third party depending on who booked you. That could be a PR agency who booked you that you’re paying to do so however, if you do a bad job here it makes their job like starting at square one every time. If you do a good job, every interview you have can help you leverage a bigger interview. 

Let me give you an example of wearing different hats in an interview or presentation. Say you are booked for a panel interview. There is an organization paying for the event somehow. There may be a meeting planner who’s job hinges on you making them look good for her boss. And there are audience members, that everyone wants to benefit but your consideration has to be… who hired me and what is the outcome they want for this event? 

Then deliver. 

When you do give interviews with someone if you run right over the host without doing your homework and knowing what do they promote and what do they stand against, what do they want you to talk about during this interview and what do they not want to talk about during this interview, you won’t be asked again and the interview may never air. 

Provide suggested questions 

Help your host look good. Confirm you’re on the same page. Don’t give generic questions if you’ve talked about doing something very specific. 

I can go anywhere, ask me anything - is one of the least-helpful things you can do to a show host. Yes, they ideally have done their homework. The bigger you are the more that’s true. But if you’re interviewing up, so to speak, then it’s your job to hand the speaker questions that may be good to ask. 

When I ask someone for an interview as a host, I have seen them post about something I know my audience needs. Or I’ve heard them speak on  content I have questions to ask on my audience’ behalf. I’m going to suggest very clearly THIS is what I want to talk about. I’ll begin drafting the show notes based on that. 

I did this for my summit. However, the EA of a speaker may be the one filling out the summit forms and put in standard content answers. If so, I won’t accept and I’ll email back, “Hey, this isn’t quite what we agreed to discuss, this is what we’re talking about, is XXX still okay with that?”

Do your homework. Listen to previous episodes. If I’ve done a Thousand podcast episodes there’s a good chance I’ve talked about or interviewed someone on your topic. Is your angle different? How? Tell me that in your application. 

Go give interviews and get asked back! 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

POP! By Sam Horn 

Tongue Fu By Sam Horn 

Other Episodes You May Like: 

Stop Boring Introductions | Bio Makeovers: https://www.flippingfifty.com/bio-makeovers

Stop those boring introductions and settle into this bio makeovers episode that’s going to play like a masterclass. 

 

Your audience is screaming, get my attention! Wake me up from this bad dream of messages that are the same from everyone! 

 

There are trainers and coaches and podcasters that are pining for invites to speak on podcasts or appear in the news. When you get the chance, don’t blow it with a wimpy introduction. 

 

If your host isn’t excited to read it, re do it!

If there is nothing to tell your listener that you are an expert, re do it! 

If you cringe when it’s read, re do it! 

If there aren’t at least 6 notable things someone learns about you in that introduction, re do it!

 

If there isn’t some unique, distinct description of you that no one else can insert their name into, 

If there isn’t something in the bio that makes people sit up and smile, bio makeover coming up. 

Mistake #1: 

Providing information that is subjective. 

Andrea’s programs are …….. And instead of …… do …………….. 

 

If I have to read that, it implies that I the host think it. Rarely have I got enough background to have that kind of an impression with a guest. 

 

If you’re a bestselling author, or just an author. I can say that. 

If you have created a program intended for xyz based on principles of abc, I can say that too because it’s fact. 

 

But if you have just soft information that sounds like opinion and the news wouldn’t publish it, you have bio makeovers 101. 

 

Include Facts: 

Certifications

Degrees

Authored Books

Appeared in magazines 

Awards 

Published in: (authored) 

Medium 

Frequent contributor to: 

Frequent speaker at: 

Have spoken at women’s events (locally? Regionally? Or nationally) 

 

As seen in: (were written in and quoted) 

Why are you the expert? 

 

Without telling someone you’re the expert, how do you tell them? 

Instead of just hormone balancing fitness expert or menopause fitness expert… I tell them I’m the TEDx speaker and the Flipping50 Menopause Fitness Specialist course creator. 

 

Why should they listen with a dozen other things to do and 100 other podcasts to tune in for? 

State your full name

If you have a business, or a title associated with your business, include that. 

• Hormone balancing fitness expert 

• Fitness business marketing surgeon 

 

Pack 3 credentials into your name. 

Hormone balancing fitness expert and best-selling author, Debra Atkinson is a 39-year full time international fitness professional 

Functional health coach and TEDx speaker, Debra Atkinson is the founder of Flipping50® and creator of the Flipping50® Menopause Fitness Specialist 

 

Start Now

 

Yes, you can start before you have a book, a podcast with 3 million downloads, and a TEDx talk. 

Yes, you can start without 4 decades of experience. 

 

An article, an award, blended a 20 year teaching career with a passion for exercise and advocacy for midlife women? 

 

A 20 year career as an engineer? Lead with that? 

 

Lost weight yourself - how much- at what age? Kept it off for how long- taught how many others do do the same? 

 

Resources: 

https://www.fitnessmarketingmastery.com/betterbio

https://www.fitnessmarketingmastery.com/scorecard 

https://www.flippingfifty.com/womensexercise

Coming up:

Tune into the next episode where we talk about using sound bytes in your interviews, or your own podcasts, videos, and lives. 

 

Success leaves clues and successful health & fitness entrepreneurs are no different. Some of these will surprise you though. 

1. Get a morning routine

Complete this sentence: __________ first. 

You know what it is. There is something that has to happen for you to be productive. Is it meditation, exercise, or is it that you have to “eat the frog first” - in other words do the things you don’t like? 

2. Get an evening routine

How you end the day determines how you start. Stephen Covey’s principles are still in circulation today because they work. The 7 Habits of Highly Successful People is a book … or audible book - worth listening to and yet it won’t be news. 

With a recent contractor I asked that each day we touch base with priorities for her to work on and at the end of the day with where those tasks were. Knowing a contractor has more clients than just you, yet to you, your business can’t wait it’s easy to know exactly what the next task is, keep on schedule with mini deadlines and avoid stress of last minute items. 

3. Surround yourself with successful people

Often, but not always, this involves paying to be around people smarter, with more experience and expertise than you. From someone who has done it… not too long ago, and or is doing it successfully right now, you can learn how to avoid mistakes and how to benefit from their mistakes. 

It’s easy to be shortsighted here. If you feel like you don’t quite belong in the room, you’re probably in the right place. If you’re around people exactly like you, you’ll find it hard to learn from each other without a mentor of some kind helping you to see where you’re spending time on things that will keep you stuck. 

4. Build a life you love while you’re building a business

There are a lot of successful people who are lonely. They’ve built a business. And had the discipline to do it but at the expense of family and friends. 

Decide what kind of life, and health, and friends and family you want. Be careful about spending too much time alone, especially if you work online a significant amount of time. 

5. Be Unapologetically You

The reason you will be successful is because of your uniqueness not your sameness. What makes you different? What do you love to do? What are you good at? Blend those two and add your personal stories. Nothing else will cut it today. People love transparency, honesty, and an approachable personality.

6. Be Unapologetic About Committing to Growth 

While having a personal life you love is important, you will make sacrifices. You’ll miss parties, vacations, events. You’ll skip meeting friends or girl’s weekends. 

When I was working a ton and my son was golfing in highschool, I had three things in my life. I worked. I watched golf. And I trained for triathlons. If one suffered, it was triathlon training. At least I have an excuse for being so slow. 

I missed a lot of meetings and dinners and hanging out with friends. I went to bed early, got up early and wouldn’t have changed that. 

But not everyone is willing to do it. Growth will take this. It’s a part of the reason 9/10 businesses fail in the first 10 years. 

You’re halfway through the 12 habits of successful health & fitness entrepreneurs list. I want you to come back to me if you’re multitasking. And ask this… if you had breast cancer … this year and recovered would this list have more meaning? Listen to these last 6 habits as if that were true.

If fitness and health are absolutely your passion, it will be clear this is true if you want to come back after something like this. Or an emotional divorce or family tragedy. 

Ask yourself if you’re taking for granted your potential or if you’re really using it. 

7. Grow Personally 

This one… is a given. If you buy in to everything I’ve said so far and do it, growing a business is the fastest route to personal growth. Life happens when you’re growing a business. How you handle that is a big part of your growth. 

During mine… I got divorced without it being public. At the brink of starting Flipping 50, my life literally fell apart or so I thought. Then we experienced a truly terrible family tragedy. 

I’ve hired people wrong for the job- lovely people - but wrong for the job and tried to make it right only to be sorry later. I’ve waited too long for people to do the right thing and then behaved with a level of integrity I’m embarrassed about. 

Now, it’s easier to watch in amazement at the struggle of finding support. 

8. Stop Pretending Busy is Productive

This one is hard. But it's easy to spin.

9. Believe It's Doable.

10. 1. Try meditation, manifesting and whatever you need to do to put yourself in the future vision you see for yourself. 

10. Confirm the Actions Then do Them

We often lie to ourselves. 

11. Stop Exchanging Dollars for Hours 

Initially, you must do this. You have to have a proof of concept. Posting on Instagram and TikTok is not proof of concept. Concept comes from a unique set of steps laid out to get predictable results. That can’t be “meet with me 3 times a week.” You have to have something unique and methodical so you could teach 10 other coaches to do it and it would work with their clients. 

12. Exchange Overwork for Important work. 

The last of 12 habits of successful health & fitness pros is this. It echoes the busy and productive distinction. However, this means you do stop working. You have discipline… and discipline not to drive yourself into the ground. If you tend to judge your worth by achievement, accomplishments, you may struggle to pull away. 

Resources: 

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Other Episodes You Might Like: 
Identify and Stop Overworking: https://www.fitnessmarketingmastery.com/overworking-and-under-earning/

3 Reasons Your Fitness Clients Aren't Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-client/

 

Social media or other platforms hosting group communications is a reality and you’re personally either coaching or hiring coaching for these groups. Create expectations for coaches and for clients based on outcomes your coaches provide if you’re not doing the coaching. 

There are three types of service to consider: 

• There are logistics and soft skill responses to clients questions. 
• Then there are the “hard skills” or the expert answers that should come from a qualified expert. 
• You also may distinctly offer customer support within the group - related more to technical support or information about purchase, product, or what’s included. You may choose to separate where these functions occur. There’s no right or wrong answer. 

Without deciding in advance, there is opportunity for self-interpretation expectations and responsibilities, and understanding of scope of practice. 

What follows are some basic tips for boosting your group satisfaction and success. 

Health Coaching to Groups and their Social Posts:

Make them feel heard and seen

Acknowledge how they feel with neutrality

Their opinion matters: doesn’t mean you make them “right” 

Repeat what they said 

Clarify understanding/summarize

 Summarize what you heard in your words and ask for clarification 

Restate with a reframe 

Why do you think that? What made you believe that? What are you thinking that makes you feel that way? vs. I’m sorry you feel that way, you shouldn’t. 

Mirror/reflect vs evaluate

Repeating exactly what they say in a neutral way

That makes me so happy for you! vs you should be happy 

Reflection is sharing an observation of something someone may not realize about themselves: Create an awareness about a limiting belief.

What makes you believe that’s true?

How is that belief working for you? 

Do you want to explore other options for you? 

Provide opportunity for internal reflection vs external reliance

Instead of “good job”(evaluation and external judgment – good/bad) offer insight for them: How did you set yourself up for success this week that made that happen?

Empathy vs sympathy

I understand how you feel based on what you’re saying Vs. I know how you feel, I feel for you, You have every right to feel that way.

In a coaching situation where you need more information: 

Ask questions that get you to the solution vs asking about the problem. One is helpful, the other stays stuck in sympathy and comes with a negative energy that is contagious.

On the other hand, if you’re in a marketing situation, you ask about the problem. You describe the problem. Here though, you coach: you deliver. 

In a new masterclass for Continuing Education credits for our Flipping50® Menopause Fitness Specialists, I explore Essential Coaching Skills for Working with Midlife Women. If you’re a health or fitness professional and a little confused by the loose use of the term “coach” today, this will help you realize when you’re actually coaching and when you’re not. You may find you have more potential revenue streams that bring accelerated results for your clients and your business. Be sure you’re on our subscriber list to get the first chance to take this one. 

Resources: 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

COMING SOON: Essential Coaching Skills for Midlife Clients (CEU course)

Other Episodes You Might Like:

Health Coaching Tips: https://www.fitnessmarketingmastery.com/health-coaching-tips/

Coach Menopause Clients Out of Mistakes: https://www.fitnessmarketingmastery.com/coach-menopause-clients/

 

Life happens to you while you’re coaching. Sharing personal experiences and stories can be valuable for clients. However, when and if you’re in the middle of it, you shouldn’t be “healing from the stage” (a term used by professional speakers). 

Know when it’s not a coaching relationship and it’s become something else. Be ethical and willing to say goodbye.  If you’re hiring coaches, identify when they’re not coaching they’re “friending” and put an end to it, or find a new coach. 

“Because I said so” (mom/kid scenario) doesn’t work well.

It’s got to be their idea.

Instead of “You’ve got to put on your oxygen mask first” or “self care is not selfish” >

How does it make you feel when you make time for yourself and exercise? How does that change the rest of your day? 

Do you want to explore ways to do more of that?

Without thinking about any obstacles, would it be great if you were someone who exercised regularly? What kind of benefits do you think you’d get if you did? 

You mentioned you always get hurt when you get started or you’re getting into a routine. Say more about that. 

You said you're suffering from hot flashes and night sweats. What kind of exercise and nutrition changes have you made to mitigate that? 

You mention that you’re doing a lot of walking and you lift weights regularly. Can you describe that in detail so we can determine how well it matches the best recommendations for women in menopause? 

Here’s the formula: 

I - tell a story about yourself that is relevant to what your client may be doing. Describe a time when you were making a similar mistake or one that you can draw an analogy from. 

We - bring yourself to the customer. Refer to you as one of them, or just like her by doing this. You’re no longer on a pedestal or intimidating. 

You - Ask, What about you? Do you…. Have you ever … 

In a new masterclass for Continuing Education credits for our Flipping50® Menopause Fitness Specialists, I explore Essential Coaching Skills for Working with Midlife Women. If you’re a health or fitness professional and a little confused by the loose use of the term “coach” today, this will help you realize when you’re actually coaching and when you’re not. You may find you have more potential revenue streams that bring accelerated results for your clients and your business. Be sure you’re on our subscriber list to get the first chance to take this one. 

Resources: 

Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard 

COMING SOON: Essential Coaching Skills for Midlife Clients

Other Episodes You Might Like: 

3 Ways to Coach Menopause Fitness Clients: https://www.fitnessmarketingmastery.com/coach-menopause-clients/

7 Ideas to Get Booked as a Speaker: https://www.fitnessmarketingmastery.com/get-booked-as-a-speaker/

There's more than one way to skin a cat! Heard that? Well there are multiple ways to run a successful business and to coach menopause clients that will prevent them from making mistakes that cost them energy and muscle. 

This episode dives into a topic covered more in depth in an upcoming masterclass for CEUs being offered to our current Flipping50® Menopause Fitness Specialists and to other fitness & health coaches serving midlife women. 

#1 TELL THEM. 

Tell them the science (literally share it the source and interpret the science) 

Common mistakes you can coach menopause clients on: 

·      the belief plant-based diets are healthier for all

·      Going high intensity is always the answer 

·      Ignoring resistance training 

·      They’re fragile if they have osteoporosis or osteopenia 

2 SHOW THEM HOW

Show them how to do it.

This is literally helping them learn the way to support themselves after they learn what you teach.

For instance, you might teach a workshop on how to do something very specific like:

·      planning their exercise schedule

·      doing core exercise correctly 

·      how to cook and meal plan 

#3 TELL THEM WHAT TO DO

Tell them what to do.

In this case you don’t actually do it for them. 

You can plan the steps but then your work is done. They may have to go hire people or get to the functional doctor to follow up on questions you’ve helped them gather. 

If you’d like to dig into these methods a little more, and learn how each can be a unique revenue stream, you'll want to be register for the coaching CEU course I’ll share with each of our Flipping50® MENOPAUSE FITNESS SPECIALIST  alumni first then share with the public.

RESOURCES: 

Health & Fitness BUSINESS SCORECARD: https://www.fitnessmarketingmastery.com/scorecard  

 

OTHER EPISODES YOU MAY LIKE:

3 Ways to Generate Revenue for Anything You Want: 

https://www.fitnessmarketingmastery.com/the-voice-for-fitness-professionals-podcast/

5-Tip Health Coaching Marketing Formula: https://www.fitnessmarketingmastery.com/health-coaches-marketing-formula/

Save Your Spot for this Event (and Invite Your Clients!):

Get booked as a speaker, you may say, me? Yes, you. If you’re talking on video, going live to connect with an audience, hopefully you’ve learned the parts of a good story. And that applies to a podcast, to a presentation that is 5 minutes, 15, or an hour in front of a small or big audience. 

Doing a podcast or a training for a company, opening as the keynote for associations, or organizations is an awesome way to establish credibility, and exposure to a large pool of people who need your services. 

Why 7 ideas? 

The title is designed to get your attention. There are dozens of podcasts or music you could be listening to right now. Just like in our coaching world, when we are up against the famous names, the niche experts, and the masters of the industry, we must find something that gets noticed. My title likely grabbed your attention, and I am hoping for my ideas to do too. Think about how you can grab prospects' attention. 

1 Circle of 100: Start with 25 

Create a list of 25 people who know you. Ultimately, a network of 100 is what you want. Family counts, but only if they have a connection with an organization that could benefit from your work. Send a sales letter by mail to each of the people on the list and customize each middle paragraph of the letter specific to the addressee. Let the circle know what you are currently doing in your career and ask them to help you identify organizations that might benefit from your work. For this idea to generate business, it must have several components.

·  Middle paragraph specifically written for the addressee, form letters don’t count. 

·  Be clear about what you offer and don’t have a dozen options. Keep it simple. 

·  Message should be benefit driven not ego driven. Don’t go on and on about how great you are but rather the solution you provide. 

·  Call to action on their part – ask for what you want. 

·  End your letter with a question like “Would you be so kind as to pass on my name?” 

·  Database everyone, not just the decision‐makers. 

2 Make hot leads a priority because they cool off fast 

The biggest mistake of my career was not chasing leads soon enough. I still cringe when I think of all the people who approached me after a program, asked for my card, and promised to call to schedule me for their next meeting, and never did. I would leave meetings thinking I had a dozen leads and then realize months later that I had heard from very few that followed through. ASK the interested party for their business card and permission to call the next day so you can hear more about their needs. Then make sure you (or a staff person calls back as promised).

After speeches, I’d be holding 25 evaluation sheets that asked me to contact them or add them to a mailing list. I was sometimes so overwhelmed that I didn’t call them within the week (if I was at a conference when we met) or few days (if it was a local presentation) nor add them to my email list. At the time I started this texting was a BIG deal and I didn’t text to connect but today I would definitely do that. AND say, “I just sent you a quick email message with the info I promised, check your spam or trash just in case.”

3 Plan calls ahead of time. Have notes and all necessary tools in front of you 

Before you place a sales call, do your homework! The internet has made sales so much easier than when I started. Now a quick company website check will tell you more than you should need to get it done. Don’t begin the call by telling the client you have done all this research. Just listen and take careful notes. By using some of the same terminology you found on the website, you will connect with the client better. Also, search for signs of previous conventions to know what level of speaker they have hired in the past. If it was a household name and you are not one, it might be a breakout, something for spouses at a convention, or a workout instead of a speech, you are going for instead of the keynote.

To get booked as speaker that gets paid for the presentation is not necessarily your goal. The goal is to get in front of audiences, of 25 or 100 or 1000 who are ideal customers, or who know someone who is. There’s an opportunity with the individuals in the audience, and there’s an opportunity with the business owner or CEO if your services are valuable for supporting metrics they want improved. 

They care about revenue. They care about turnover. They care about productivity. Speak to these things, not to reducing weight, belly fat, and blood sugar. 

4 Research the contact person in addition to the company you are calling 

To deepen your homework even farther, take the time to find out what you can about your contact person. Look on Facebook, LinkedIn, YouTube, Google search and company website for data. Look for any common bond you might share with the person. If you want to be on a podcast, listen to some episodes. Do not pretend that you have by scoping out one single episode and commenting on it verbatim. Chances are you will not fake it til you make it. 

Others have let me know they too are from the Midwest or are in Colorado or Arizona. This creates an instant rapport, and at least I know they have not just gathered a list but followed me and looked at my content. Know what organization the contact person belongs to and even the hobbies that interest him or her. Although the homework you did may never come up in conversation, you are prepared and professional if it does. 

I’m contacted daily about guests for my podcast. When you’ve been doing it for a minute, or when you consistently have 100K downloads a month, people want exposure to the audience you have. Some do their homework, some pretend to do their homework, and some never do. 

It’s easy to sniff out the pretenders. They’ll never make it on the show. I’m already irritated before I respond. Those who listen but still don’t understand have the opportunity to correct it. Those who never do homework might get lucky and have something I absolutely love. 

Once in my eagerness to show the contact person how much I had put into the preparation for the call, I started to run off at the mouth. I ended up almost reciting his life’s story to him without a real point other than to show how much I knew about him. I think it really bothered the guy, and the call ended shortly thereafter. 

5 Joining several organizations that serve your audience 

If you spend all of your time networking with fitness professionals or health coaches because that’s who you are, consider going bigger. Consider networks or conferences for functional medicine, or lifestyle medicine. Attend IRHSA instead of a trainers conference, where you might meet owners of bigger fitness corporations who hire specialty training for their staff members. If I had to do it over again, I would budget my time differently allowing some room to be in other settings where my own clients hang. In later years I have been better about this but wish I had learned it sooner. 

You’re not going to get booked as a speaker by other fitness professionals. You might though get booked as a speaker by a gym owner or a hospital fitness center director, or women-run health care business. Consider going to meeting planner’s events, too. These are the decision-makers about speakers. They need all kinds of speakers from keynotes to breakout sessions. 

6 Hotel marquee board hints 

When visiting a hotel, make note of names listed on the convention marquee board. These are groups having meetings and possibly needing speakers for the next year. I’m amazed at the opportunities that we miss right under our noses. Currently, training and group programs at hotels is minimal but you can rent the studios, host a workshop and charge $100-$200 for it, do an upsell and what would that be worth if you filled the room with 20 people then sold 40% of them into something long term? $2000 for a few hours and then the opportunity to upsell for a $1000 long term program to 8 people? That’s a $10k day. When appropriate, visit with the registration staff and learn more about the group which provides me with a slightly warmer call to make the following week. 

Try visiting local resorts with gyms/spas and ask about their rental policies. Then visit the front desk and ask who’s in charge of conferences. Potentially, you could serve them with workouts before the conference began, offer a workshop for spouses during a half day of the conference. They may love doing a revenue share like that with you. It’s something they could offer ala carte to their clients and either make a profit by doing so, or simply be the better choice and edge out competition. 

7 Invitations to sample 

When a client is undecided about hiring me, I invite them to attend a group session I am presenting online or in their area if possible dependent of course on how they’ll hire you). We interview potential candidates for personal training this way, and it’s also a nice way to allow your personal training clients to interview you. 

Make the effort to make the guest feel special (and of course make this okay or understood in advance with your clients or participants). 

Those 7 ways to get booked as a speaker are not all meant to be “ideas” that just sit, or things you want to do all at once! Pick 1. Start!

Other Resources You Might Like: 

The Number One Source of New Clients: https://www.fitnessmarketingmastery.com/always-never-public-speaking-profit/

Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

Resources: 

Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard

First things first! Define your successful fitness retreat! 

There are half a dozen goals you may have, but to host a successful fitness retreat you have to pick your top one. You can have subcategories below it. I’ll give you 6 possible ways to define success. Then I’ll walk you through how to plan and types of activities and experiences you want to offer. 

6 Measures of a Successful Fitness Retreat

1. Profit 

2. Community

3. Bonus 

4. Upsell 

5. Affiliate sales 

6. Orientation for high ticket group (mastermind) 

Types of experiences: 

Physical 

Hiking, biking, yoga, SUP, triathlon training, water fitness, strength, Pilates, horseback riding, golfing

Individual opportunities for learning 

Addressing the group but individual worksheets

White space 

Down time! Between activities, plenty of time to get ready 

Emotional 

Laughter, vulnerability, bravery, courage, sadness

Connecting 

Group hot seats, partner activities, small groups

Profitability will depend on several factors: 

How much does it remove you from doing what you would otherwise be doing to generate revenue? Or from access to team members depending on you? 

How much does each dinner, activity, lodging, and materials cost you? 

Will you deliver solo or have guests attend and present? Will you pay them or compensate otherwise? 

Think in advance about your refund policy. Will you:

Refund at all? 

Do a partial amount? 

Will you refund within 30 days of the event? 

Will you be educating them? Entertaining them? Connecting them? Connecting them on a deeper level to you? 

If you’re doing a hike, does pace and ability matter? How to screen everyone so they’re similar or have sherpas along for a lower price or as trainers health coaches who work for you. 

Do a planning session. 

Vet each of your venues. 

Do a post retreat breakdown.

What went well? What didn’t go so well? What would you do differently? What would you do more or less of? 

How could you screen more optimally to be sure you’re attracting the right audience? 

Price it: 

Evaluate Raw Cost

Value your time 

Set Registration Fees

Could there be a VIP experience?

Consider Upsell 

Where? 

Local (for you), destination, Local (for them). 

When? 

Lead Time? 

Two months is not enough, 6 is not too long depending on the location and nature of the retreat. 

Price Structure: 

Early Bird, and regular (40% above costs, or 50-60% above costs) 

Bonus and no bonus (value of bonus commensurate with the value of the retreat) 

Follow up: 

Feedback & Evaluation 

Make the offer (if applicable) 

Other Episodes You Might Like:

Fitness Coaches: Identify and Stop Overworking and Under Earning: https://www.fitnessmarketingmastery.com/overworking-and-under-earning/

18 Revenue Generating Strategies | Health & Fitness Professionals: https://www.fitnessmarketingmastery.com/revenue-generating/

Blueprint for Your Fitness & Health Coaching Business Plan: https://www.fitnessmarketingmastery.com/health-coaching-business-plan/

Resources: 

Women's SheTreat: https://www.flippingfifty.com/store/coaching-programs/2023-retreat/