Today we are joined by Nicole Aucoin! Nicole owns Health Steps Nutrition which helps gyms offer nutrition services to their clients. After realizing how important nutrition was at a young age, Nicole studied to become a dietitian while in college. She now boasts over 10 years of experience helping thousands of clients reach their nutrition goals and her programs are currently run at hundreds of gyms and nutrition practices worldwide.
Be on the lookout for my new book coming out May 7: Founder Farmer, Tinker Thief!
Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches, include Nicole!. Click here to register and sign up now!
4:03 – Introduction to HSN with Nicole Aucoin
8:36 – The importance of having a nutrition certification at your gym
10:38 – Streamlining your nutrition program at your gym
12:52 – What are the best nutrition programs doing to succeed?
17:30 – Using case studies to promote nutrition at your gym
21:15 – The importance of developing coaches within your gym and program
22:35 – Ways that technology can be leveraged to grow your clientele
25:15 – What is the roadmap for training a nutrition coach?
30:28 – Overcoming hurdles while starting a nutrition program
Greg: 00:02 Welcome everyone to TwoBrain radio. It is our mission at to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.
Chris: 00:26 What makes a good gym website? The answer to that question keeps changing. Five years ago I would’ve said that you need this rotating banner image. Three years ago I would’ve said you have to have one splash page highlighting the benefits of your service. That’s true. The problem is that the benefits of your service change by the client, you try to target and so you need to be able to adapt. You need to be able to add your own landing pages. Your main cover page should reflect what your most important clients want. That’s going to be different from what my most important clients want. So a website is based on a template with the same kind of rotating image is not going to work anymore. I use For Time Design for twobrainbusiness.com and catalystgym.com Websites because those are the most important websites I own.
Chris: 01:13 I want responsive design that’s going to work well on mobile. About 60% of your clients are going to come through mobile and more in the future. I want a responsive designer which means I can contact them to make changes and I want to know how to change my own oil. I want to know how to get in there and add my own posts. I talk a lot about content marketing and that means I have to know the medium through which I’m delivering my content. Using for time. Design has been my choice now for about three years because Teresa and her team are super responsive. She can answer questions for me, she can show me how to do it myself if I want to or she can do it for me if I don’t have time. She’s created a big series of videos for TwoBrain clients in our incubator and growth stages to watch so that they can do stuff like build landing pages themselves.
Chris: 02:03 A lot of website companies try to pull the curtain in front of their knowledge. They try to hold a lot of stuff secret so that they can charge you to do the basic things. Just like in car maintenance, changing your oil, rotating your tires. If you want to do that stuff, awesome. If you don’t have time to do that stuff, take it to the garage Theresa at ForTime Design gives you both options and she’ll even teach you how to do it yourself if you want to. I use fortimedesign.com that’s what’s made them an official TwoBrain partner is our firm belief in their commitment to helping first and a strong sense of service value.
Chris: 02:39 Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 TwoBrain summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community in more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term.
Chris: 03:31 Get them to tinker phase, help them be more successful, create meaningful careers with their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the TwoBrain community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to theTwoBrain summit, including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.
Greg: 04:03 All right. I’m here with Nicole Aucoin of HSN and welcome to TwoBrainradio. Nicole,
Nicole: 04:08 thank you. Thanks for having me.
Greg: 04:09 Happy to always have you on the podcast. So let’s, let’s kind of dig in a little bit. I mean there’s many people out there that know who you are. If they’re listening to this podcast and they’re a gym owner, they’ve heard you on the podcast before, they’ve heard you on HQ as podcasts, but let’s give a little bit of background to that, maybe a few people that don’t know about your services and who you are and uh, maybe like a two minute snippet of, of, of who you are and the businesses you own.
Nicole: 04:34 Yeah, so I’m a registered dietician and our goal, we started HSN mentoring. Our goal is to help gyms implement a comprehensive nutrition program. So, Gosh, I think it was four or five years ago now. Chris found out what I was doing with a crossfit in Florida and said, hey, I think you could help a lot of the gyms that I work with. We did a podcast, I think it was like 2014 or 15 and goodness, things have taken off since then, so we’ve been really fortunate to help over 450 gyms at this point, implement nutrition into their facility. So I wrote a program that gyms implement and we also own a crossfit gym down in south Florida. So we have a gym Nutrition program and then the mentoring company.
Greg: 05:17 The biggest difference, I always tell anyone that is signing up for HSN. We love having HSN at my gym, but the biggest difference I always tell them is you’re a licensed dietitian. So this program is backed by licensed Dietitians, which means these meal plans that you’ve created that which we’ll get into the technology side of it of course here in that episode, but you’ve created so that people can actually prescribe food to their members backed by licensed Dietitian compared to not being backed, which would technically go against a lot of the state laws out there prescribing food. Is that correct?
Nicole: 05:51 Yeah, so every state’s a little bit different. And um, for instance, in Florida you technically can’t get meal plans, provide medical nutrition therapy, or really if you look at the actual, it can even charge for nutrition or master Dietitian. It’s crazy to me, but the way we’ve gotten around it is I have written everything that is given to gyms that are using our program. We oversee everything. They’re not able to change a lot of this stuff because it is written by me and backed by a dietician so that it does work. There’s still some things like medical nutrition therapy that are out of the scope of practice of the program just because in a short course, I can’t teach someone how to manage someone’s diabetes with nutrition, but for the most part it really does help gyms be able to talk to their members and give them a solid plan. They feel confident talking to their members about nutrition.
Greg: 06:40 in what you’ve seen so far. I mean if we’re on the mistakes that some gym owners and business owners make by prescribing food and stuff like that, what are some of the other common mistakes that you’re seeing them do when trying to run a nutrition program?
Nicole: 06:53 I think the biggest mistake that we see with gyms is they don’t make it a pillar of their business, meaning you know, nutrition is hidden on a website or never talked about in social media or in classes or in email content and people think that because they offer nutrition but never talk about it. People know to come to them and we know that people need to hear something eight to 10 times before taking action. So if you’re talking about nutrition once a month, it’s going to take a long time for people to actually come to you for nutrition or see you as the expert. So you know, you really want it to be a clear message that nutrition is a pillar of your business. So you know what that looks like is when you go to your website for instance, and we just did a ton of stuff with our website, which has been amazing, but you go to your website and if you don’t have nutrition in the main header in the tabs section, people aren’t going to know that you offer nutrition if it’s hidden down, down below. So I think that’s essentially the biggest mistake that we see with, with gyms.
Greg: 07:50 And I think that’s 100% correct. And now that you say that, I’m going to write it down and make sure that I go on my website. I don’t know if we do, but we do offer nutrition. So that may be a hurdle that, that we’re making as, as a gym and somebody that offers nutrition services. And I mean, I, I, I’ve started to take a lot of the free help calls and I’ve noticed one big thing is a lot of people jump on and they say that they have a nutrition certification. It’s usually the big one you hear is Precision Nutrition, which is a great certification. Um, I’m not knocking that in any sort of way. They are really, really good. But the one thing that I kind of relate that to is precision nutrition is different than HSN. And I know you can kind of explain it a little bit better than I can, but what’s the real real difference that you see when people are making the mistake of saying, Hey, I got a coach that has a precision nutrition certification. They can start a nutrition program. I don’t need HSN.
Nicole: 08:45 So first I would say 50 to 75% of the new people signing up have someone on their staff that’s precision nutrition certified. So we are super familiar with that certification. Last month we had a podcast with one of their head expert trainers at precision nutrition and he came into our group. He talked about the psychology of change and it was an amazing Webinar. I think it’s a really great certification and it teaches you the fundamentals. Then working with nutrition clients but it doesn’t teach the business side of it. I would relate it to level one, right? Like you go to level one to learn the fundamentals of crossfit and you go to TwoBrain to make your business profitable and people listening to this obviously are invested in their business and you really need a business model from people that understand crossfit to help your nutrition program succeed.
Greg: 09:30 That’s a great comparison. I could definitely see that. Yeah. I mean having your level one and we all have our level ones that have that have gone through and gotten an affiliate and that would be like precision nutrition, which again, I have nothing against them. I have coaches that have precision nutrition certifications that are amazing certs like they are not, it’s not an easy cert to get through. It does take some time. They really teach you the value of understanding nutrition, but I definitely see what you’re saying. There were TwoBrain and kind of HSN. It’s, it’s building the business side of the nutrition program and not just understanding of nutrition
Nicole: 10:03 in the crossfit model and there’s so many components of it and building an embedding nutrition into the crossfit model with the memberships that you offer and how you structure intake process and if you’re doing the TwoBrain intro or calling it a no sweat intro, how can you embed nutrition into that so you’d get people bought into nutrition right away and some of those pieces of the puzzle are missing with that training so people just don’t know how to really incorporate it and there’s not a ton of resources and tools in the ongoing mentoring piece of it. Although precision nutrition is a really great start. I I do agree 100%
Greg: 10:38 what are other issues that you’re, you’re seeing a lot with gyms running nutrition services or a nutrition programs that they, they could definitely fill the gaps and fix and make minor fixes to make it a successful program.
Nicole: 10:50 No, I think especially the TwoBrain family has been hearing me talk about nutrition since 2014 so you know, everyone knows that nutrition is such an important piece of the puzzle to help your clients succeed. And you know, part of the calls that we get now from two ranges in terms in general, they’re offering nutrition program and they feel at ten eight to 10 clients. So like Nicole, I’ve hit my Max, what do I do? And really you should be able to manage 30 nutrition clients if you have a streamlined system in a way to automate the process so that you can manage more clients and less time. It helped more people. So I think that’s another big hurdle that we see with gyms is they don’t have a systemized way of coaching nutrition, which causes them to spend a lot more time with clients that that is really needed following up with them virtually and in sending out emails instead of having email templates and standard things that you give clients when they meet with you that you know really needs to be in place to help take your programs to the next level.
Greg: 11:51 Actually being able to, to educate them in that first step and then be able to give them, give them something too that could, could kind of get them on the right path starting out.
Nicole: 12:01 Yeah. It’s so interesting with a gym nutrition model then a standard private practice. So when I, before we opened a crossfit gym, I had a private nutrition practice and that’s actually when we started this mentoring program years ago. I didn’t own a gym and I’ve learned a lot since opening a gym, which has been able to allow me to help the teams. The work with a lot more. But you’re a nutrition clients are, are, a lot of them are gym members, right? So if you’re not doing something very similar with every client, like if you’re following up with one more, one person got more than another person, they’re going to feel like they’re not getting the same value and it’s going to be super frustrating. So you have to make sure that everything is so systemized so that there’s a consistent method of delivery or your clients are going to feel like they’re not getting the same value as when they start talking to other nutrition clients.
Greg: 12:50 That makes complete sense. Now, if we shift gears a little bit, I mean, we’re talking about the common mistakes that you normally see with, with gyms trying to run a program on nutrition program. What are the most successful ones doing? I mean, if we’re switching gears, what polar opposites, what are they doing to, um, not only build their program and make it more robust and having other more than just like one nutrition coach? I mean, what are they doing that that’s so amazing?
Nicole: 13:15 You know, it all starts from the messaging, right? So what email contents being put out a third talking about nutrition once to twice a week via email content if they’re posting about it in social media. When you look at the main page of your website, if you go to dot com you clearly see that we offer nutrition right away and I don’t talk about, and no sweat intro or hungry for help session, we have a free intro and essentially it’s the same questions that we ask whether someone’s coming in for nutrition or fitness because I want them to understand that they both work together and I want them to understand that do both really, really well. So when you look at gyms that are the most successful, it’s the ones that have embedded in nutrition into everything and they have completely revamped their intake process to ask questions like what does your nutrition look like? How do you rate your nutrition, eat a half? What things have worked really well for you in the past that you know you can continue over and what hasn’t. And most of your clients that are coming to you need to lose weight, right? That that’s what prompted them. 90% of our clients, they want to lose weight and if they’re dialing in their nutrition, we test with an inbody machine so people know like what their body fat percentages and we are very clear with if you’re doing nutrition you’re going to see the best results
Greg: 14:30 team those up together. But then on the marketing side, it sounds like people need to really get in front of people with, with the nutrition facts of, of what they can do to help.
Nicole: 14:40 Yes, absolutely. And I think especially for gyms that have crossfit as their main name, right. For us, our main umbrellas, healthy steps nutrition, it’s pretty clear. Then offer nutrition versus crossfit. When most people think of crossfit, they think of like flipping tires and what they see on TV and they don’t necessarily think of, Oh these people can help you with nutrition. So you have to be even more forward with what you offer in regards to nutrition. And you know, if you’re looking at revamping your intake process, if you’re doing it correctly, you should have 70 plus percent of people going into a hybrid membership meaning that they’re starting with nutrition and fitness right off the bat. I had a conversation a couple of years ago with Brian Alexander and he knows like Nicole, it would have been so much easier for me to resell or sell people on nutrition on day one. Then resell them three years later and it made a light bulb go off and that’s when we really switched everything to hybrid memberships. And like you’re 100% right. If you have the buy-in in foundation’s paying for nutrition and fitness and going right into a membership that includes nutrition and fitness, your clients are going to be more successful, they’re going to be happier. You’re providing a better service to them, but you’re also building additional revenue.
Greg: 15:47 No, and that makes complete sense. Especially if somebody new is coming in. It’s a lot easier for them to be talked to you about nutrition and seeing it. And I know with us when we have somebody come in for no sweat, we put them on the inbody and that’s usually the physical representation that they needed to see like, hey, yeah, you’re right. Nutrition is something I definitely need to focus in on. And if they mention it at any point in time and they start talking about nutrition and how they’re well balanced and all of these things and we kind of dive a little bit more into it to really make sure they have an understanding before we allow them just to, uh, jump into foundations and, and not go that nutrition route. But I would say the biggest thing too is with having anutrition right there in the beginning, it’s, it’s something that I always talk about with anybody I’m mentoring or even doing the free help calls is there’s a change in culture when you price raise, when you take away discounts, when you add new programs, start charging for them.
Greg: 16:44 You’re changing the culture. You’re changing the culture in the sense of if, if you’re raising your prices from $50 to $150 person willing to pay for that is in a completely different culture standing than somebody that’s paying $50. So you could lose some people. And I think if you could get people to start understanding nutrition in the beginning, um, that’s definitely gonna be a culture change. And hopefully the snowball effect, which is what I’ve seen in the gym is when you have something like that happen, then you start getting a lot more of those other clients, uh, that are part of that culture. They feel like they’re ostracized and there they’re now wanting to get it into the group. They want to be part of the nutrition tribe too, so it’s kind of that snowball effect, but definitely I could see starting it from the beginning and what we’ve done that could definitely make, make their programs a lot more successful
Nicole: 17:29 and I think to talking about the people that are doing really well on nutrition only or nutrition and fitness, there’s social media and making a nutrition board and maybe you have an athlete of the month or in your newsletter email content. You need to present the information so that the standard is nutrition and fitness and those success stories because if you’re not talking about those success stories is going to be really hard for people to know that you can help them and that is what they need to do to be successful.
Greg: 17:58 Agreed, agreed. I mean now that we’re talking about the marketing side of it, what are those big things that people could take away from even listening to this podcast that would be doable? I know you talked about the nutrition board and I think that’s something amazing, something we do, but what are besides that, which we can definitely get into that. What are these other things that they could do right now to at least step up their nutrition program if they’re running HSN or if they’re running another nutrition program.
Nicole: 18:24 I think number one thing would be looking at your website, right? Like what is the message that you’re portraying? Can someone within 10 seconds of looking at your website know that you offer a nutrition and fitness? And I just went through the StoryBrand guides certification, which was amazing by the way, and I learned so, so much, which was like, it’s going to be a huge help for all the gyms, in, our program. But one of the things that we talked about was making the message really clear and making the call to action really clear. So you know, if you go to healthystepsnutrition.com, It is so easy to understand. We offer nutrition and fitness. I want you to come in for a free intro session. It’s, there’s a five buttons down the page that say book a free no-sweat intro. We’ve gotten more free intro session booked since changing our website than we have since we’ve been open, which is insane, but it’s super clear what we want people to do.
Nicole: 19:16 So I think number one would be looking at your website. Theresa at Fortimedesign is is amazing. She has helped almost all of our clients and redone our website if people are looking for help. But then also looking at the culture that your gym is talking about and it’s, you know, Greg, if you were really interested in nutrition and really wanted to help nutrition, I don’t know how many coaches you classes you coach anymore, but if your staff isn’t on board with your nutrition program, then it’s going to be very tough for you to grow your program because you’re not the one coaching a lot of the classes. I know for me, I coach one class every two weeks, so if my staff wasn’t onboard with nutrition, we would not be able to grow our nutrition program within our community. So everyone needs to know what your nutrition program is about.
Nicole: 19:59 You need to have a one line elevator pitch about your nutrition program. And then there needs to be super clear calls to action. So if someone in your class was interested in nutrition, what would the coach tells them to do? For us? We would, the coach would tell them to go to the IPAD and book a free intro session so that they can get paired up with a nutrition coach. So it just needs to be super clear and I think that’s what a lot of people missed, right? They, it’s not clear and it, what happens is, oh, I’m going to tell Susie our nutrition coach and then Susie never finds out. And then that person fall through falls through the cracks.
Greg: 20:31 And I think that was probably one of the biggest hurdles that we faced when we brought on nutrition was the fact that the staff wasn’t all bought into understanding what our nutrition program was. So that’s much harder for them to talk to a member that does need nutrition and come in and actually do a no snack intro with us that they, they really couldn’t explain it. They weren’t bought in. Like you said. I definitely see that as a huge issue for gym owners to make sure that if they’re going to launch something like this where any program for that matter really makes sure that you, your staff is bought into the understanding of what you’re doing and even make sure that they, they run through it. I know with us, we make sure that our staff goes through the nutrition program. At least they can see what it’s about, how it runs, uh, so that they can give their feedback.
Nicole: 21:15 We have one thing we made last year, so we developed an APP since the last time that I was on this podcast, but one of the things that we did was we developed a courses, a coach’s development course, so every single coach of the gym running our programs should be added to the HSN apps so that they see what it looks like and then also within their automated pro videos that pop up on their profile. There’s things like what you talked about with your nutrition program, what does it look like, what are some key points discussed when someone says they’re interested in nutrition, how does someone get started? And then the last step for them is to book a free intro session with the nutrition coach so they can actually run through that free intro session. We actually make all of our, all of our coaches partake in nutrition challenges when we do it because if the coaches are on board, everyone’s going to be on board and it works really, really well.
Greg: 22:05 I mean that’s part of that training that kind of goes into what you guys do have of making sure that people are onboarded correctly and kind of using a lot of the, I really love technology and my staff will say I’m a little too overboard sometimes with the technology and what people are doing. But I know you guys have recently been able to launch that APP and uh, kind of build out the technology side so that people aren’t always having to just print off things and have a whole handout for everybody every time. But let’s kind of dig into that a little bit. What, what exactly have you guys used to, uh, leverage technology to better the program?
Nicole: 22:42 Well, when I first decided like, hey, we’re going to invest thousands of dollars into an APP or into some type of dashboard to manage our nutrition clients, I wanted a way to continually educate them without me being in person with them. And I also wanted something that integrated with myfitnesspal because we know that if clients log their food, they’re twice as successful for thin clients that don’t. So not say you have to log your food through my fitness pal, but there needs to be some accountability of a food logging with the nutrition client so that the nutrition coach can get them feedback. Um, so those were the two main things. And then the other thing was I really struggled when I, when I first started with people texting me and then emailing me and then Facebook messaging me and it was so tough to keep track of the conversation.
Nicole: 23:25 So I wanted one place that I can message them and have a group messaging board where all of my nutrition clients were all in one place. It’d be easy to figure out where, where they were and essentially that’s what we created. And now there’s automated programs. So if a new client signs up, we just drag over this 12 week program now every week for 12 weeks they have four to five videos that are coming up on their profile that they can watch to just reinforce everything that I’m trying to do with building healthy habits without overwhelming them with all the information at one time
Greg: 23:56 is awesome for the client. But if we look at it from the coach’s standpoint, it’s even better because they have that central location, but you’ve kind of built everything out for them. I mean this is really a legitimate plug and play as long as everyone can of course do the work and there are things that you are going to have to do. But it’s a pretty, an amazing plug and play nutrition service and program for, for gym owners or for business owners that are wanting to bring nutrition into, into their revenue streams.
Nicole: 24:26 Definitely a whirlwind journey and I’m constantly evolving every single day. And the APP is something that I’m, I’m really proud of. We’ve worked with the developers and there’s even more things that are coming in regards to habits and lessons and in different things to help even more. But I, the way to manage our clients and be able to manage more people in less time and automate the process has been so much easier with what they just announced.
Greg: 24:52 Definitely. Definitely can see that. I mean, I personally see it with within my gym and my nutrition coach running the program. Now this kind of ties into, I mean building an amazing nutrition coach and you guys have kind of revamped it. I mean I think you innovate almost every single day. There’s something new or some kind of new snippet for them to build out on. But what’s the roadmap kind of look like when when you guys are building an amazing or a gym is building an amazing nutrition coach?
Nicole: 25:21 Yeah, so you know, when we first developed the training course, it was very, very heavily focused on the business side of it. And there’s definitely some nutrition education that has to be a piece of the puzzle. But a few years down the road, what we found is people started asking about precision nutrition and different certifications and I, the guide, everyone’s precision nutrition, they get a discount with, with us and I think it’s really great, but I want it to be able to provide some more support for them before having to take that next step with PN. So what we’ve done is last month they had precision nutrition come in for a webinar talking about the psychology of teams and we’ve revamped like how you start with clients and what people were like focused on. So no one of the pieces that we talked about at the beginning where the meal plans, and that’s a great tool to get your clients understanding what a balanced meal looks like, but it shouldn’t be the only thing that you talk about with clients.
Nicole: 26:12 And really at the very basis of every single nutrition client, you need to start off with what they’re doing now and there needs to be a realistic step for them so that they can succeed with that. And that leads to motivation to continue. And I think sometimes when you have a new coach, and I can relate this with crossfit too, cause I did the same exact thing. And even when I became graduated with my masters and became a dietician, I was like word vomit. All of this stuff on people, you know and people likely feel a little bit overwhelmed. And you know, if you think about crossfit, when you get your level one, you start about all these technical terms because you want to make yourself feel smarter. But I would say that, um, but you know, you want to tell people like, hey, I know exactly what I’m talking about when in reality they just need one simple cue that’s going to help them make a change that’s better without overwhelming them with a hundred things.
Nicole: 27:02 So the road map to becoming a better nutrition coach really focuses on what should you talk about for beginning nutrition clients? What should you talk about with intermediate nutrition clients and what you should talk about with advanced nutrition clients and everyone should be talking about the basics and healthy habits first, no matter where their, where their client is in the process, right? And some people might progress faster than others, but we need really need to get a solid foundation before diving into everything else. And one thing that that we had requests with with the, with the program was having, you know, some additional tools and resources so that each month their client comes in and they could have something tangible that you get them, whether it be a link through the APP or something that you print off. So things like restaurant hacks and a one page of all the foods and categories and macronutrients and high-glycemic versus low glycemic carbs and myfitnesspal and let’s eat around your workout. So every month we’re creating more and more of these and basically work categorizing them as what do you give in your beginner nutrition clients, intermediate and advanced clients.
Greg: 28:08 That makes sense. I mean that’s the main focus here, right? Is, is always educating not only the coach, but educating your members so that they have an understanding of, of what’s going on and you’re showing that, hey, I really want to help you. And maybe some, some members don’t want nutrition. That’s something they don’t care about focusing in on. But there’s a lot of them out there that do and, and we know we can help them through a nutrition program like this.
Nicole: 28:34 I couldn’t agree more on, you know, the thing is the truth of the matter is, there’s over 700 billion results when you look at Diet plans on the Internet, right? So people come to you so confused because they’ve literally literally read everything under the sun on nutrition and your job is to help them sort the fiction from the facts and really just give them one clear plan so they don’t have to keep bouncing around from Keto. It’s intermittent fasting to now I’m going to go vegan with Keto and you know, it ends up being this really confused person coming in that just needs help and they need something simple and sustainable to achieve results.
Greg: 29:09 That makes sense. And doing it in a, in a way where you can communicate to that, to the athlete or to the member that, hey, you’re not
Greg: 29:17 what diet you’re, you’re choosing isn’t wrong, but this is how it could be better, I think is a big thing because it’s never easy to tell somebody that they’re incorrect and sometimes we want to, especially when they’re on some of these crazy diets that you hear that are out there of like orange juice plus fasting and that’s it. And I mean just random things that come up, but making sure we’re, hey, just want to educate you on what this like but without, but doing it in a professional way and making sure that we’re not saying like, hey, you’re incorrect. You need to be doing our diet, not that, and you need to go through our nutrition program and not eating this, this, and this. I think it’s, it’s definitely a, a dichotomy that coaches have to have.
Nicole: 29:56 Yeah, there definitely needs to be a fine balance of finding some bright spots by some really positive things that they’re doing and help guiding them in the right direction. And then really the biggest thing with nutrition coaching is keeping them accountable. So them knowing that you’re in a check in with them, them knowing that you’re going to review their food logs, them knowing that they have this cheerleader next to them is going to help them succeed.
Greg: 30:15 Agreed. And I think accountability, having accountability not only in nutrition program but in life in general, really, uh, make sure that you stay on top of what you’re saying to do. I mean, you really hold to your word then. So what are some of the hurdles that you see that they have to overcome as a nutrition coach or running a nutrition program? That can definitely be mitigated as much as possible.
Nicole: 30:38 And I think we talked about this a little bit with the, with the culture of your gym, right? You know, people are getting some pushback if you are launching something new, but you just need to be consistent and play the long game with nutrition and just keep consistently posting it. And eventually people will come to you and, and know that you offer a nutrition. I would guess that at least 80% of gyms, if you ask their members what services they offer, most of them will not say nutrition because the culture is the half fitness and we’ve have these group classes and really it should be we offer nutrition and fitness and that’s a hurdle that people have to overcome. But you really just need to be consistent with your message and not post about it five days in one week and then not talk about nutrition for two months or three months down the road. And in reality granted, that’s what happens when people launch challenges, right? So they launched a challenge, they talk about nutrition to get people signed up and then after the challenges over radio silence
Greg: 31:35 100% I see that way too often that people, it literally is exactly that done a challenge is over. That’s it.
Nicole: 31:44 Good luck. See you later. You’re just getting started with someone. And you know, it’s, it’s interesting cause when we look at people that are launching challenges using our program now, we spent so much time telling them you need to talk about what happens after the challenge, before the challenge even starts. Like a challenge is a great way to kickstart a program, but it is not the way to help your client sustain longterm results. Individual coaching and accountability is how someone achieves long term results. So if you’re talking about it at the end of a challenge, it’s way too late. I think about it, a lot of things to crossfit just because most of the people listening to this are our crossfit owners. But if you had someone come in for our foundations program, but you didn’t tell them they’re going to classes after, do you think that people think that they could do grasp it on their own and like a planet fitness or whatever? Save some money probably, right?
Greg: 32:35 Yeah, they could, but it would be very, very difficult.
Nicole: 32:39 Yeah. So, but you talk about it like when we sit down with someone, you start off with our onramp program, it’s for one on one sessions and after you’ve finished that you graduated in some classes where it’s this awesome community and we’ll scale and modify and healthy. So like there’s a clear path in the client journey to where they’re, where they go. And I think that’s the mistake that a lot of gyms make is there’s no clear path after a challenge. So people don’t think that they need that help after the challenges. Over 100% agree on that. And I think if you’re going to launch a challenge and then radio silence right after that, I mean what kind of experience are you really giving to your clients there? Especially if they got motivated and they saw some results and then you’re just done.
Nicole: 33:19 Yeah, I mean you should be talking about what happens next. And with the inbody we look at the ratio of weight to muscle mass to body fat percentage. And that’s a really easy way to build yourself into a lot of your clients longterm planning. So if they have muscle mass that low compared to the ratio of weight to body fat, you’re going to try to move that needle more so that the body fat is lower, muscle mass is higher and that builds you into their longterm plane with nutrition.
Greg: 33:44 Exactly and I love having that Inbody at the gym just to show so people can see the results before and after and see, see what there, see that they’re actually achieving something. They could see a hard number right in front of them and we can of course sit there and debate is the inbody 100% accurate is, I mean nothing can be 100% accurate but the nice thing is is a real number and you’re measuring against that real number every single time. It’s on the same machine, the same place in the same altitude, the same weather every single time so people can actually have hard numbers to go off of.
Nicole: 34:16 That is probably one of the top five questions I get asked during free calls like do I need an inbody to run a successful nutrition program? Can I rent a dunk tank to run my program and you really need something in house cause you need it convenient for all of your members. So we wouldn’t recommend renting, don’t take and then going to a handheld on a machine. But for people that are listening to this and that don’t have the money to invest $6,000 into a machine gets something to measure consistently so that you’re having this same tool to measure it and it needs to be convenient in your office at all times so that whenever you meet with a client, someone, a new potential client or a nutrition client, there’s, there’s an easy way for them to test those numbers.
Greg: 34:55 Agreed. Agreed. Let’s kind of dive into this. A, you recently went to StoryBrand?
Nicole: 35:01 Yes, I did.
Greg: 35:02 Let’s talk a little bit about some of the stuff you learn now. They of course have a book which is amazing. This is an in depth like seminar. This is not, this is not just reading a book and and implementing a few things. Talk to me about the experience there.
Nicole: 35:16 It was one of the best business weeks I could have ever imagined. So they have the book obviously to have a podcast, which is amazing. And they have a live workshop. The live workshop is two days and actually brought my GM to the live workshop and it basically goes through the framework and clarifying your message and how to kind of convey this story to your clients. And um, so I went through the guide certification, which the first two days was that. And then next, the last part of that week was really diving in with other marketers, how to build a sales funnel and how to make your website call people to action and sales letters and all of this different stuff. And the only reason why I went to that was because I knew that we could help gyms running our program market better. And I do not have a marketing degree.
Nicole: 36:04 So I wanted to find out what’s the best thing out there. And StoryBrand was definitely amazing. So, you know, the one thing that I took away was simplify your message. And if you’re not really clear, you’re going to confuse their clients and you’re going to lose them. And you know that’s their tagline. Essentially. If you confuse, you lose. Having a clear message is the best way to grow your business. And it’s so, so true. So what that means is, are you super clear with how you want people to get started? Is there a website really clear that you offer nutrition services? Are you talking about nutrition regularly and how are you presenting the information? If you make it confusing or too many steps to get started and there’s too many hurdles for people to overcome, it’s going to be a lot tougher than for them to commit to your program versus, Hey, all you have to do is meet with the nutrition coach will set up a plan for you and you’re going to see amazing results.
Nicole: 36:56 You and I know there’s a lot more steps that go into that middle part in the plan, but they need to know three steps. They need to know super clearly, hey, all I need to do is book this appointment. That’s my clear call to action. I want people to come into our facility and meet with a coach because I know if that happens, they’re committed and they will end up buying our service. Right. So that was the big thing. And then the other thing that we did was create a sales funnel, which we’re really seeing this month for every gym in our program and I, it’s been amazing to use it at our gym the past a month because I’ve been testing it out in kind of tweaking some things based on everything I learned from, from StoryBrand, but I’m so excited for every gym to get it because their programs are going to grow and it’s going to be easier for people to talk about nutrition during those free intro sessions because you’ve pushed so much nutrition content through an automated email sequence prior.
Greg: 37:47 Let’s kind of dive into that real quick. You mentioned the sales, the sales funnel, which would be more of how do we communicate to people in more of like a a cold leads setting to possibly book a nutrition session with us? Let’s, let’s kind of talk about that. What does the sales funnel piece that you’ve gotten from StoryBrand that kind of has helped you, uh, get more and more people into the door?
Nicole: 38:08 So first of all, I want to say I didn’t know what a sales funnel was two months ago. So basically the idea is that you have something that you’re advertising to get someone’s email contact information. So an email contact is a really great way for you to get into their personal device. They can see your name and your company on a regular basis and you can present an email to them to call them to action. So when we first started, we created a nutrition Iba and we got some leads from it. You know, a lot of people downloaded it. That’s great. gyms, we’re copying the ebook that we made to make their own. And there was some automated emails in there, but what I realized is no, people are more likely to prevent mistakes then download something like a nutrition ebook for instance. And this is what we’ve seen really great success with.
Nicole: 39:04 We made a top five mistakes people make when trying to lose weight. Number four. Some were most common? Do you want to know what number four is? Probably. And you probably wouldn’t know what those mistakes are because you don’t want to make them. So people are much more likely to do to download something whether if waiting mistakes and that’s what we found, right? So we get at least two people downloading this every single day and over time they’re booking these free intro sessions and we have emails automated that are hitting the problem that they have, the internal problem that they have, the successes that they can have. And in some some tips along the way over a two week campaign and every single one of those is ending with book a free intro. It is so clear that I want people to book a free intro because they’re seeing it going back to how many times you have to see something take action.
Nicole: 39:51 They’re seeing it like 10 times. So you know, that’s what, that’s what we made. And I’m actually this afternoon doing a podcast with uplaunch, talking about nutrition and we partnered with them to make a sales funnel with a bunch for all of our clients. So if someone’s using HSN and uplaunch, they’ll automatically get the sales funnel. They don’t have to do anything to promote it. But no, no matter what, if you have a sales funnel, right? If you’re, if we have the top five mistakes, which is what we created and I don’t have it on my website and I’m never, I don’t have it in a pop up on my website. If I’m not posting on social media, no one’s going to even know it exists, right? So you need to be talking about it often have it super clear like, Hey, do you want to know the top five mistakes? Just, enter in your email and download it so that you really have to put in some work to to get the return on investment. Right?
Greg: 40:44 I mean having greeting different kind of sales funnels, drip campaigns to really get in front of people so that they can have an opportunity to even test the waters. Like you said, five biggest mistakes of dot, dot, dot. Or what are you doing right now? Or what’s one this one thing can help you get better at your nutrition, stuff like that to kind of catch their eye and, and kind of hook them and then get them into something like this where, I mean, you can help them out even more. You can, you can benefit them even more by showing them the amazing nutrition program that you’re running at your gym. But sometimes they’re not, they’re a little hesitant and this is a good way of getting them in, into warming them up to eventually step in the door and say they’re ready to start nutrition.
Nicole: 41:26 Donald Miller, I says, if, and he’s the guy that wrote StoryBrand, you know, you’re likely not ready to marry someone on the first date, right? So you just say, Hey, can I go on another date with you? Can I send you another email? Can I send you another email? And eventually you’re building this relationship where you’ve provided so much content for free to them that they feel like, Oh man, I know Greg can help you with nutrition. He’s already given me all this other stuff that’s going to help me. And I think, no, going into kind of segwaying into that, there’s a fine line between free and paid services, right? So if you’re sitting down with a client and going into customized nutrition with them, they should be paying for that. And if they’re not, it’s a mistake on your part because you’re devaluing your time. But if you look at a sales funnel and posting a nutrition tip on your social media that everyone can see, not just your members, you’re building your expertise and building that relationship with their following, that you offer a nutrition and they’re gonna think of you when they need help.
Greg: 42:24 Agreed 100% educating them and getting in front of them, causing them to eventually realize that, hey, you are the expert and I need you to start coming to you talk. Let’s talk a little bit about the future. Um, I know you’re going to be speaking at the TwoBrain summit in 2019 is that correct?
Nicole: 42:41 Yeah. I’m so excited to, we’re talking about corporate wellness this year. This is probably the biggest topic within the HSN community because there’s so much return on investment and we started this in 2013 I would say is when we started doing corporate wellness and we started within people that were using our services. They were bought into what we’re doing and we ended up building out a challenge in creating a lasting partnership that we still have today where the company piece where the gym memberships for all of their employees. So we’ve been able to take that and implement that model and other businesses and now we’re helping gyms using our program do that as well. Just how to podcast last week for gyms, he’s Z, our program, talking about that and we brought in Lindsay with final college. She’s her 35% of their gym revenue came from nutrition last year.
Nicole: 43:33 Right. It is solely, not solely, they do do a lot of individual coaching, but you can bring in so much more revenue with corporate nutrition, that individual coaching because you can manage more clients in less time. And ran a nutrition challenge last year at a construction company with 110 people. I did it as the only nutrition coach. My husband was in there like tie me in with a group and we had Dani actually from TwoBrain helping us scan everyone at the beginning and at the end. But everyone’s all really amazing results. And it was, it was awesome and we made $150 per person to do that six weeks. Wow.
Greg: 44:12 And that’s a lot of people and a lot of moving parts, but it’s definitely achievable. And I think, uh, I think corporate wellness has been such a buzzword since, uh, I would say Jason Khalipa probably was the first person that talked about it about, and everybody always trying to figure out how he did it. And I think has always been a huge topic. It seems like that big fish that everyone wants to, wants to get. But it sounds like a lot of these other things you have to definitely build out to. You have to build out the understanding of, of developing content and being able to, to, to have members coming in the door so that whoever is helping these people through through nutrition program, they really get the, the gist of everything in your coaches, understanding everything so that you can kind of level up and get to this corporate wellness programs.
Greg: 44:56 So that is going to be a huge topic. And I can’t wait to have my coaches cause I am bringing some with me sit in on that and the uh, they can, uh, levels a level us up because I mean my nutrition coach recently, she, uh, she ran a nutrition challenge for a squadron on an air force base that’s and that I would put the equivalent of a corporate wellness program because it would be the same thing there. She’s running a nutrition program with a professional group of, I mean it is, if you want to call it a company, I mean it’s, it’s the military. I mean it is technically like that. It’s a section of the company and she’s had great success so far with it. They’re in the middle of it right now, but I could definitely see this still being and will always be a huge topic for a lot of of gym owners in nutrition programs within those gyms. So I can’t wait to hear, this is going to be awesome
Nicole: 45:47 and I think people think of corporate wellness as this exactly what you said, right? This big thing that they, it’s doesn’t seem that tenable when in reality if you’re, we always start with a six week challenge and we charge $150 per person and then we’ll build that into ongoing nutrition program where where they’re coming in to us for fitness. But it’s a real easy way to get in your, in the door and start building relationships with people and they see awesome success. And it doesn’t need to be a giant company like start off with smaller companies. Start off with your gym members. Likely someone owns a company or has relationships that they can introduce you with someone. And, and I think that once we start explaining exactly how we do it at summit, it’s going to really get people super excited about doing it when they go home.
Greg: 46:29 Agreed. So anybody out there listening, if you have not, it will be in the show notes, but make sure that you sign up for the TwoBrain summit in June so that you can definitely hear it. This whole how to, how to run this and hear the ins and outs so that you can be successful in it as well. So Nicole, thank you so much for being able to jump on and share this time with me. If somebody is interested and they they don’t know where to find you and I hope everyone does, but if they don’t, uh, what’s the best ways to contact you and get ahold of you guys to start HSN or find out a little bit more?
Nicole: 46:59 Yeah, I think got a nutrition business.com they have a ton of free resources on their end or the get free help tab and you can also book a free call with myself. Um, so I would love to answer any questions or just help gems that are looking to start nutrition or take their nutrition program to the next level.
Greg: 47:16 Awesome. Thank you so much to call it greatly. Appreciate the time and sharing your expertise always and can’t wait to see you at the summit.
Nicole: 47:23 Yeah, I can’t wait to see you CTO. It’s going to be a great weekend.
Speaker 6: 47:30 As always. Thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it, even better. See you guys later.
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