“I have a new F45 gym in my neighborhood. And I hear there’s an Orange Theory opening up soon, too. How can I possibly compete against these guys?” Big chains are very good at selling group fitness. They’ve taken the CrossFit group model, built a solid system and brand around it, and they’re selling it in your neighborhood. They’re probably selling it for more than you are. They’re probably paying their coaches less. They probably have less equipment and space, but cleaner floors and nice bathrooms. They’ve commoditized intensity, and they’re better at business than you are. How do you compete? You don’t. Here’s how to build a business that benefits from The Knockoffs, instead of trying to put them out of business: Sell coaching, not choreography. Coach people 1:1 in your classes. Coach people 1:1 in a private setting. Coach people between classes with goal review sessions. Coach your clients in your private Facebook group. Consider yourself the umbrella: prescribe exercise, nutrition and lifestyle to your clients. Imagine yourself saying, “Based on your goals, I recommend three HIIT workouts per week, and one slower, easier day on your bicycle. We’re going to eat 16 Zone blocks per day for the summer, and we’ll reconfigure for the fall. I want you to finish these three books before September when we meet again.” That seems simple, right? But a truly evolved coach could follow that question with this one: “Where would you like to do the HIIT component of your program? You can do it here with me, or you can do it at Orange Theory. I have a contact there who can set you up.” Could you still make money by sending people to Orange Theory? Well, you tell people to ride their bikes, right? And you don’t sell bikes. You don’t have to own every piece of their prescription to get paid as their coach. Consider ...
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