Daily Directive: Aug. 18

A woman prepares to lift a barbell, with the words "Two-Brain Business Daily Directive" as a caption.

Daily Update

New York Gov. Andrew Cuomo announced that fitness centers across the state can open Aug. 24 (read about the restrictions here), but a spokesperson for New York City Mayor Bill de Blasio says safety inspections for daycares and schools come first—and it could take weeks for gyms to reopen in the city. “De Blasio Says NYC Gyms Not Reopening Anytime Soon.”

It’s aggravating, especially when you read terms such as “CrossFit and other plyometric boxes,” which clearly indicate the government doesn’t understand the difference between a coaching business and a pay-for-access gym. It’s up to us to show them the difference. This is the time to own a coaching business, not a gym.

Daily Lesson

What’s a coach’s primary job?

To get clients results. Period.

Not to be the person who knows the most. To be the person who keeps clients showing up long enough to change their lives. That means understanding human behavior.

Once, a client said, “I just can’t get motivated to do my homework.”

And I responded: “That’s not my job.”

She never came back. I don’t blame her.

Read about how to start people the right way in your gym (and two ways I’ve screwed it up!): “How to Motivate People: The Start.”

Daily Directive

Find the first drop-off point in your business. Where do most people quit?

Is it right after your on-ramp program? Right after a challenge? At the seven-month mark (the average length of engagement for many microgyms)?

Pull out your Client Journey map.

Add a Goal Review Session a month before the drop-off point.

Measure their progress, review their Bright Spots and give them a new prescription.

And watch the drop-off disappear.


One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.