Exploring Program Design and Mindset Challenges in Building a Gym

It’s always a pleasure to catch up with my friend and incredible speaker and entrepreneur Mark Fisher. We dove into what the foundations are of building a successful gym in this day and environment.

Mark and his “non-sexual life partner” Michael Keeler founded Business for Unicorns in 2016. They've since worked with many of the leading fitness studios across the US, the UK, and Australia. Past non-fitness clients include Sony Music, Sylvan Learning, Novus Surgical, and Security Scorecard. 

In addition to BFU, Mark is the co-founder of Mark Fisher Fitness, one of the most unusual gyms in the fitness industry. With a reputation as the fitness home of choice for the Broadway community, MFF has made waves in the fitness industry for its unprecedented success and unique approach to culture. Living their mantra of “Ridiculous Humans, Serious Fitness,” MFF provides progressive fitness protocols in a delivery system of subversive humor, fantastical imagery, and outrageous antics.

IN THIS EPISODE YOU’LL LEARN:

=> How the principles of building the gym are similar to what they have been but the environment, marketplace, methods and tools have dramatically changed, here’s what you need to know. 

=> What Mark has learned from owning a very unique gym that he has built in Manhattan (Mark Fisher Fitness) as well as two franchise gyms outside of NY - what are the common denominators.

=> Why marketing is a verb, and not a strong point for most coaches and gym owners - and why that must change. 

=> The 3 key things you MUST do as a gym owner that are non-negotiable. 

=> A simple framework for marketing action that Mark outlines that is key in getting results in building your book of business. 

=> Simple really is better and we break down 5 buckets you need to implement. 

=> The 3 phases people go through when opening a fitness business. 

=> Why the “build it and they will come” phase is short and should NOT be your strategy.

=> Why the bigger you get the better you must get at marketing and generating clients - we break down real world examples.

=> The digital marketer space is more competitive than ever

=> Mark discusses the “ground game” of organic marketing and why it should be something fit pro’s spend more time and energy on.

=> Mark shares actionable strategies for low and no cost that any fit pro can start using now. 

=> Why business partnerships (JV’s) are a great approach and here’s what biz owners do wrong developing them (and the RIGHT way to build them). 

=> Developing the team to do boots on the ground marketing (Mark shares what he does at his gyms). 

=> The power of communication and talking to strangers; and how coaches that do get many, many more leads. 

=> The follow up sequence that Mark uses in his businesses that works! 

=> What you MUST know about digital marketing in the gym business space. 

=> People check you out thoroughly BEFORE they ever reach out to your gym, which is why you need THIS. 

=> A unique approach on turning quality content into advertising for your business. 

=> Mark shares what to do if you’re not great or don’t enjoy doing creatives and content creation. 

=> Mark and Luka share specific content marketing strategies for gym owners (pick and choose). 

=> What is “3 mile famous” and why that’s more important than focusing on being online famous. 

=> E-mail marketing, social media, YouTube, blogs, lunch and learns, and more - what should YOU do. 

=> The sales process at Mark’s gyms and how to implement this into your own fitness business. 

=> Why you must have great front end offers and how to create them. 

LINKS & RESOURCES:

Business For Unicorns https://businessforunicorns.com/

Business For Unicorns IG https://www.instagram.com/businessforunicorns

Book: The Lil Gym Book Of Marketing Secrets https://go.businessforunicorns.com/gym-marketing-secrets

Luka’s Courses and Workshops  www.LukaHocevar.com

Luka's YouTube https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?view_as=subscriber