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In the fitness business, you have to sell most people on doing something they don't like. Then you have to sell them on the idea that they will like your service better than the alternatives. Then you have to sell them on value. And then you have to sell them on continuing—every damn day.

Everyone around you wants you to be reliable: to do things the same way every time. They want you to be clear and help them gain direction in their lives through your expertise. This is how to do it.