The Chris Voss Show - The Chris Voss Show Podcast – Fitness Business Mastery: The book every fitness coach needs to read as soon as they qualify by Chris Bradley

Episode Date: December 13, 2023

Fitness Business Mastery: The book every fitness coach needs to read as soon as they qualify by Chris Bradley https://amzn.to/48aVCon Theupgradedcoach.co.uk Do you want to be among the 10% of coaches who don’t fail in the cut-throat fitness industry in their first three years? As a great fitness coach, you can change lives – but to succeed, you need to be well-prepared for the challenge of running a fitness business. This book is the culmination of a decade of experience gained, lessons learnt, and breakthroughs accomplished. Packed with practical guidance covering everything from your beliefs and authority to your offering, systems and sales, this book will enable you to: Recognise and attract your ideal clients in a crowded marketplace Learn how to craft an offer and a five-star programme that's fit for the purpose Educate and empower your clients with world-class coaching techniques Build automated systems that wow your clients and dramatically increase retention rates Identify your own unique strengths and bulletproof your mindset for business growth and new opportunities

You wanted the best. You've got the best podcast. The hottest podcast in the world. The Chris Voss Show. The preeminent podcast with guests so smart you may experience serious brain bleed. The CEOs, authors, thought leaders, visionaries, and motivators. Get ready. Get ready. Strap yourself in. Keep your hands, arms, and legs inside the vehicle at all times because you're about to go on a monster education roller coaster with your brain. Now, here's your host, Chris Voss. Hi, folks. This is Voss here from thechrisvossshow.com.

There you go, ladies and gentlemen. As soon as you hear it, the Iron Lady sings it. The Chris Voss Show is officially up on deck. So thanks for tuning in, everyone. We certainly appreciate you guys. As always, refer to the show to your family, friends, and relatives if you would, please. Give us those five-star reviews over there on iTunes. Go to Goodreads.com, 4chesschrissvoss, LinkedIn.com, 4chesschrissvoss, YouTube.com, 4chesschrissvoss.

Subscribe to the big LinkedIn newsletter, the 130,000 LinkedIn group over there, and also Chris Voss 1 on the tickety-tockety and Chris Voss Facebook dot com. We have an amazing gentleman we're going to be talking about today who's going to inspire you, motivate you, and help you out. Chris Bradley is joining us on the show today. He is a fitness business mentor specializing in monthly recurring revenue. He even has it tattooed on him, so we're going to find out what that's all about. He's going to be joining us today to talk about what he does and how he does it and all that good stuff.

Welcome to the show, Chris. How are you? I'm amazing. I appreciate you having me. I love that intro. That's got me hyped up, that intro. Yeah, that's what it does. It gets everybody hopping. It gets that motivation going. So give us your.com. Where can people find you on the interwebs? Yeah, theupgoodiecoach.co.uk. You can find me there if you want to get a bit more in-depth after today's talk. Hopefully, I inspire some people to listen and take action.

And then you can check out more information there, which will continue to help you take action and get inspired, hopefully. There you go. So give us a 30,000 overview of what you do and how you do it. So I run a company called The Upgraded Coach. We specialize in month of recurring revenue for personal trainers, only coaches, gym owners specifically. And, yeah, we help them stack month of recurring revenue,

which is an area that gets overlooked in this industry. You know, we're in an industry now where sales seems to be the priority for a lot of people. And whilst sales is important, I think monthly recurring revenue is the thing that gives you that stability, gives you that predictability in business to make bigger moves. So we kind of doubled down on that, specialized on that. And that's what's allowing us to continue to grow our business. We, you know, practice what we preach. We put all of our emphasis on monthly recurring revenue, and we teach our coaches, personal trainers, to do the exact same. There you go. That monthly recurring revenue really makes a difference in a

business model, especially for people who are coaches, because, you know, the payments just keep coming out of the month and, you know, you can sell a package, but, you know, keeping the customer long-term is really important. I mean, we've had customers that we've had for 10 plus years because of reoccurring business revenue and relationships and stuff. And, you know, people that are comfortable with you and like doing business with you, they kind of enjoy having that sort of relationship that they stay with you even if they may not use you all the time they they you know they have access to the systems so what tell us a little about your hero's journey what got you down this road and in this business how did you grow up how did it shape you yeah so i grew up a very working class at. Just my mum that raised me, my two brothers.

Don't know my dad. So she kind of raised us, gave us everything she could. Kind of sacrificed her life really to bring us up and, you know, pay for our football or other words, soccer, training games and stuff like that. So, you know, I was kind of growing up very appreciative of what we had. I never felt like I needed anything. Although looking back, I could kind of tell my mum was stretched and she would get herself in debt just to have us wearing the latest jacket, the latest trainers to look good in school because it meant a lot to us, obviously.

And then just growing up, I had a whole mixture of jobs. It was one of those ones, I left school with not much really. I just wanted to play football in school. i just wanted to hang out with mates obviously with my mum being solo and trying to do a million and one things she never really pushed us to stick at school and so i left school kind of unsure what to do and one of the common things back then was oh just get an apprenticeship you know just become a joiner or a plumber or you know a mechanic or whatever but it never excited me so I just wanted to get a job and get paid money so that you know at that age I just wanted money to be able to go out my mates and things like that so I got a job when I was 16 in a supermarket and then like many jobs for a lot of people you blink and it's five

years later and you're still in the same job you're like well how did that how did that happen so it was five years later and i was like right i really need to actually get a grip you know what's what's next and i actually tried to i tried to do my personal trainer qualification and with him with a mate at the time and at the time it's three thousand pounds so it was very expensive it was a six week course yeah yeah exactly and i never had that what you could do is pay it up monthly so i thought okay i'll do that pay it monthly but we needed a guarantor for the payment so someone to guarantee you're going to pay it back it happened to be my mate who i was doing the course with who was you know one of those mates that tells a lot of porkies and a very unreliable mate so he he actually never came to the course

oh wow yeah exactly and i was two weeks in loving it you know this new career i was i was learning how to be a personal trainer and they just they just kept messaging saying look we need a guarantor for your payments and i never had him in my family that could guarantee that amount of money so i had to go back with my tail between my legs back to the supermarket having taken three weeks off on holiday and three weeks unpaid leave you know telling everybody in the supermarket i'm gonna make it i'll not see you guys again that type of thing really not in a bad way not in a bad way but it was just kind of like oh you know dreams yeah yeah he had dreams like chris is doing this thing. He had dreams. Yeah, yeah, he had dreams. Like, Chris is doing this thing. Well done.

You deserve it. You're young, that kind of thing. And then back with my tail between my legs, it couldn't, you know, it couldn't continue with the course. So that probably, probably looking back, it probably deadened my confidence a lot

because I then spent a number of years continuing to work in there. I've always been quite driven. So for me, I was just, I was just like, right, okay, this is the best I'm going to get here. So's go to become a manager in here let's let's take over this place and as I got promoted and in that job it was kind of like I realized that the face had to fit a lot there's a lot of a in our politics plus the fact I was just like is this

really when I want to go with this and believe or not the thing that made me go I want to go with this. And believe it or not, the thing that made me go, I need to change, was just being a young guy who used to go to nightclubs to speak to girls and the idea of telling them that I worked in a supermarket. We used to make things up. We used to be, me and my mates would be like, yeah, you'd be a fireman this time. You'd be a policeman this time just to try. And I said, I can't keep working in a supermarket.

It's not cool. Which sounds crazy. So you'd have to lie to girls yeah and make you make up some fib into girls yeah yeah because it was about status wasn't it back then it was about status it's like it's still yeah it's still it's like do you drive a car you know where do you work that's the first thing girls would ask you is like what do you work as you know women want a guy who's going somewhere you know yeah and that was a driving force i think looking back obviously unhappiness and stuff and then i know it's crazy it's crazy well you know it's just funny i mean the things a man will do for a woman and and what we do in life with our work and what we buy and you know we do everything

they're kind of impressed chicks yeah and whether you admit it or not like you're just getting ego and you're not admitting it yeah there you go what got you into fitness what got me into fitness was i always loved playing football i was always kind of fit you know there's a lot a couple of guys that when you when you get a ball at your feet or for you know your hands for basketball well you know when you just take to a sport or some people in school and stuff they just take the sport i just took to a sport, there's some people in school and stuff that just take to a sport, I just took to a sport very easily, I was always one of the higher in the groups and it came to any sport we played in school and then that carried over, I first tried the gym I went to it and I thought I like this and I was a bit stronger than average

and that allowed me just to continue going to the gym so I went to the gym for a few years, and I'd sit in gyms looking about, and I'd see personal trainers walking about with tubs of food and, you know, walking with their joggies on and their trousers and hoodies on, and I was like, I have to wear a uniform in a supermarket, you know? So that's the...

And then I was like, I want to be a personal trainer. I think that's the thing for me and i looked it up and i realized that you could the barrier of entry is really low let's be honest but then the difficult part is when you actually need to start a business and run it yeah the running part yeah the part that they don't realize they have to do they thought they could just lift weights and get paid for it yeah exactly it's a business not just you know lifting weights and helping people yeah so now you have a book called fitness business mastery the book every fitness coach needs to read as soon as they can qualify or they qualify february 28th 2023

tell us about this book and what's inside of it. The book is really a compilation of about eight or nine years of what I've learned. And it's the book that I wish I had as soon as I qualified. Because when you qualify, there is not a single unit or module on business when you qualify as a personal trainer. So you go in there, they teach you a bunch of stuff about the skeletal system, nutritional pyramid, stuff that you're never going to use in the real world. So when you qualify, you're all prepared for what's to come. You love training. You love people saying, oh, you should train me.

You look great. You're doing things really well. You know your stuff. So then you get qualified, and you step out of the big, bad world, and you're like, I don't actually know what to do. A client says, hey, can you train me? And you go, yes, sure. And they show up on the day, and you're like, I don't actually know what to do. A client says, hey, can you train me? And you go, yes, sure. And they show up on the day, and you're like, what do I do?

How do I send them things? How do I screen them? What do I do with these people? So really, there's a big, big, 90% of coaches won't be coaching after three months. Sorry, three years. Oh, really? 90% won't be coaching after three years. It's just such a hard job to get into.

And what's funny is the job's changed my life, but I wouldn't recommend it to a lot of people. It's crazy to say that. So for me, it was about, okay, what book did I need as soon as I walked out that door and qualified? And that's the book that I wrote because there's nothing out there. Certainly in the modern day, there's nothing there. Everything on Amazon for fitness businesses is all, again,

just talking about exercise, physiology, and nutrition. There's nothing about running a business. So that's why I wrote it. There you go. There you go. So people can read your book if they want, and they can get kind of familiar. The business end of it, it's kind of funny.

There's so many people think getting in business or certain aspects are easy and i think maybe you know people get into different things because they they think it's a low bar so we see a high failure rate like in podcasts uh 80 percent of podcasts fail by episode seven the 20 percent that survive the 80 percent of that 20 percent will fail by episode 20. And so, you know, I meet so many people, I'm going to do a podcast like you. And I'm like, what do you, you know, so what's your pitch?

And they'll tell me and I'll be like, you have an episode for an hour maybe. You don't have a podcast, you know, you have an episode. And so it's a really low bar because I guess, I guess you can go get 20 bucks worth of equipment. And so, you know, you can even talk on your phone if you want. You can get on different things. We see a high failure rate with that.

You made me realize that in businesses where there's no inventory really other than sweat equity, there's a high failure rate. For your business, fitness is basically sweat equity. You're selling knowledge as opposed to any sort of inventoryable item other than yourself and your body, your brain. That's interesting. There's a high failure rate in that business. It's probably because people just can't get the business part of it down. Podcasting, they just find the business part is, you've got to find something to talk about. Some people just aren't good at it the fact that it's interesting how many of them keep going when they're just really bad at it i we get pitched

hundreds of of offers to come on the show every month and i so i see a lot of video and i'm just like please just quit go get your day job like it's yeah your sound is awful your delivery's awful your voice is awful in fact i is awful. Your voice is awful. In fact, I see some people on top media that have awful voices and I just want to call them and be like, can you get your voice fixed? Anyway, how do you, you know, your big premise is focusing on what you call MRR, which is that, which is making the monthly revenue or I'm sorry, monthly recurring revenue. And so is that the real difference that separates the people that make it on the long-term success and the high failure rate that you referenced?

Yeah, because the biggest failure rate really is not being able to get clients and keep clients. So that volatility that leads to you running a business is enough for you to be stressed out and go i can't do this anymore i want a stable job in other words a stable income from an employer so the reason that they they're driven out the industry is of course there's attraction there's a marketing that needs fixing stuff but what it boils down to is they they aren't confident where their next income's coming from so recurring revenue like no income is is guaranteed let's face it you know you could

have the most airtight contract in the world but someone could cancel from their bank they could just not pay you but what we can do is we can at least build a business around making sure that you predictably as close to predictable as possible are going to get paid and how you do that is just by prioritizing client lifetime value prioritizing the relationship over the transaction as soon as the client signs up it's okay how can we create future for this client how can we create excitement because at the end of the day a client who's excited will show up and play when they play they get results and up and play. When they play, they get results. And that's the key is once they get results,

they're going to be with you for a long time. And I think that the way the fitness industry is shaped up is, okay, let's get you dropping 20 pounds in 20 weeks. And it's very front-end centered. And then what happens is even if a PTE or a coach does his job, a hard job, it's like the client high fives him and says thanks very much for your help that's me you got to where i need to get to see you later and i'm not saying we keep clients against their will but at the end of the

day once a client's had a physical goal or a transformation there's still a lot more to go your coaching should be more comprehensive than just lose some weight and get on the scale yeah so you know so when you build month of the current your business on month of the current revenue we are sales focused as well because that's an element of it but if you can imagine that your business is built on 90 percent because you can do the numbers like people can cancel of course but if you can do the numbers accurately over a period of time then you know that you only need so much sales every month because your recurring is so strong.

And then guess what? Because of that so strong, you can get actually quite aggressive with sales or you can get aggressive with expansion because you go right for the last two years. I can, I can comfortably say that our retention rate is 90%. So see this member of staff that I'm looking at, it's not really a risk because I can,

I've been getting recurring revenue now and I've got a retention rate of 80% plus. So you can make those moves a lot more comfortably. Whereas if you're sales orientated, you're thinking, okay, we need six sales per month. Then one, you're only focused on, if you imagine a house, you're only focused on the garden. It's people leaving out your back door. I love your analogy there. Yeah, shut the back door and then we can work on it. Yeah, and then cut your grass and look after the house inside.

But, you know, first things first, make your house presentable, enjoyable. Shut the back door and then you can work on the garden. Whereas everybody's out there with the biggest sign ever in the garden saying, come on in here, this is amazing business and i can get all these all results and it's just people leaving out the back door and it's just and it's because today's world is teaching you how to sell and always be better at sales and there's all these sales sharks out there isn't there when you know predictable revenue is always the way forward for me and i think when when i look when i did market research on personal trainers and and I think this applies

to a lot of business owners, what they really want is to buy a house, start a family, buy a bigger house, travel abroad, go on holiday without worrying. And that's what our position... Okay, so what's the most stable way for you to feel safe in doing that? It's recurring revenue. Yeah. There you go. Recurring revenue is so important.

I mean, you know, some of our favorite, we had a courier company early on. And so we, you know, every month we'd have to, you know, bill them and do deliveries and stuff. And that was like really our thing. And then one of the, it was a great business for 13 years. It just ran itself almost. I mean, we had to do the work, but, you know, for 13 years. It just ran itself almost. I mean, we had to do the work, but, you know, the billing and the clients just stay with you. And because we provided such a great service, a few people, a few of our competitors even kind of understood the innovative sort of nature we had and they could compete.

And then we owned a mortgage company. And the thing that used to just make me mental about the mortgage company was, you know, you, you do business with the client, they love you, you have great experience, you make some friends and they, and, but you know, you don't hear from two or three years cause you know, they're, unless they're an investor, they're not going to be refinancing or buying a new home anytime soon. So about, you know, every two or three, five years you might hear from them. So I used to hate it because, you know, you lose track of them. Then, you know, later you might hear they went to another company if they didn't come back to you and they just forgot about you. And so I'm like, God, I really love our courier business because it's just that monthly over revenue. You can count on it. The customer's there every month.

We're servicing them every day. You know, it makes all the difference in the world where, you know, this other business, it's like a one-off. And I hated it because, you know, I like building relationships with customers. I like having customers and making them happy long-term. And so, you know, with certain businesses, you know, the car business is the same way. You know, you sell a car to somebody, you have a better chance probably of getting some return business from it sooner than a mortgage. But even then, it's still kind of a, you know, see you in a year or two. And it's hard. You know, you try to follow up with them.

You try and catch them at that moment that they're going to buy again. You try to get them back. And it can be challenging, especially in today's world where they have so much media hitting them from so many different sides. And one thing I see on your website is you call yourself, you call these folks upgraded coaches, how to become an upgraded coach. And I see in the video that we have, you have the upgraded coach in LEDs there behind you.

Tell us what that means specifically. Yeah, so the name of the company is the Upgraded Coach. And with any name of a business, it's just a name, isn't it? It's like Starbucks. What does Starbucks even mean? What does the logo mean? Is it like a mermaid? Or is it a statue?

Who knows what it is? But it's what it becomes. Yeah, exactly. Who cares? It's what it becomes and the message it becomes. So when we started Upgraded Coach, it was about just,

okay, let's improve the business. And then it was probably about seven months ago, I was like, right, I really took a deep dive all the best work happens on a plane because you're not distracted so i sat on a plane and i was i was brainstorming what's the unique selling point here because there's other people in my space who have been doing this you know seven eight years longer so it was really about how can i

stand out how can we build something that people actually want and truly want and that's what i did the brainstorming when it came to stable money versus the contrast of, let's scale your business. It's like most people don't want to do that until they're at a certain point. The word scale doesn't even associate with them. If you don't have a business model, you can't get off the ground.

Exactly. You've got to get the widget down first. I used to just jump on the rest of the bandwagon of, let's say, fast track and it's not let's set by the foundations first and so we we kind of come up with the month of recurring revenue and what we wanted to be to be honest is a category king so we want to be at the category king when it comes to people in the health and fitness space so we help personal trainers online coaches and gym owners but we want to we want to once we've earned the right to become kings in that category is to start look at you know other kind

of health club owners and other you know maybe physiotherapists maybe massage therapists and things like that to broaden the niche a little bit so and then it's the upgraded coach and then that's when we became kings of MRR so our big thing is you know you come to us if you want to build your monthly current revenue and I go back to your point there about your example with other businesses. It still baffles me when I see other businesses and they don't have a recurring element. I'll give you a perfect example.

The most easiest, lowest hanging fruit is the barber. Why has the barber not got some sort of recurring revenue with every customer? I know they get busy but they're busy fools a lot of the time aren't they yeah it's it's interesting to me like half the time they don't have business cards you know if i meet a good one that does a really good job i have

a like a cat look on the side of my head it's that takes a certain amount of of cutting right and i i found one gal one time at a at at a place that she actually meticulously takes the time every time I go to do it. But she didn't have a business card. I had to write down her name, and then I forgot it for a while. And then I kept calling the clips place, and I'm like, hey, who's that gal who cut my hair last time? And so they don't have business cards for them. They don't have some sort of reoccurring thing. and I'm like, hey, who's that guy who cut my hair last time? And, you know, and so, you know, there's no, you know, they don't have business cards for them. They don't have, you know, some sort of reoccurring thing.

You know, they just have a tickle file that says, hey, you know, you saw Barbara on the 2nd this month. It's been a month. Do you need a haircut? Hey, you know, there's no follow-up at all for reoccurring. You're making a great point. I mean, and think about the upsells and stuff like that as well when you've built those relationships.

It just takes up, you know how, especially guys, we're very pernickety when it comes to hair. Like you said, you've got a certain bit of your hair. There's nothing more, when you could get a haircut for three years off this person and if you get a bad haircut before a big event, you're off to the next place.

Oh yeah. Whereas if you've built a haircut before a big event, you are off to the next place. Oh, yeah. You know, whereas if you've got a relationship up and you can speak to that person openly, by the way, you messed my hair up and you go, look, really sorry. Next one's on me. Yeah. You know, the funny thing is, too, is I really want to have a good job done. And I don't know what it is with these haircut people. I need to write a book or, I don't know, have a course job done and i i don't know what it is with these haircut people i need to write a book or i don't know have a course on something that says stop asking me what clips you should use

so i don't know if you get this in the uk but over here in america when we go in uh they kind of keep like the clippers we use or the length they cut or something like that a number five or whatever that is it's some sort of clipper size you know for cutting hair and i don't know what is every time i go in to get my hair cut i'm like hey i just want to trim down they're like do you want a number five and they're speaking to me in their business industry lingo their language yeah i don't know what a number fucking five is i you know i have a haircut of anything i don't know what a four i don't have any clue like why are you talking to me you know that's i don't know me asking people i don't know the technical specs of their mic when they come on the show or some

shit they're just like i don't know it just sounds good man what the fuck and and so you know it's one of those terminology things where companies you know a lot of big companies do this they get screwed up and talking their the technical aspects of their business lingo or moniker. And customers are just like, I don't know what a semiconductor is. I just want my playstation to work right. And so, you know, so I get that. But yeah, there's a lot of industries that seem to have this failure of reoccurring revenue and thinking long term.

And I know that, for example, I think for people in the gym business, don't they have to pay a fee or something to the gym to operate or use their space? Yeah, there's a few different models. You can rent a space out for a flat rate or you can do shifts in exchange of that flat rate. So you can maybe do three six-hour shifts. Okay. And then that way you get to take classes, you get access to the members, help them. And so both sides are beneficial,

just depending on where you're at in your journey. If you rent for the gym, it means that they leave you alone. You can now just train your clients, but of course you don't get the access to the members, and if you do classes, you have to do stuff for them. You're tied down.

You can't make that money. However, you can access members and build up your experience, build up your clientele. Those are important too as well. Where these people pay to have access, you're paying for, we're just using a haircut thing as an example. I'm sure there's many other businesses that are similar. But when you're paying for a booth,

you want to build your business. You want to build your rep. Back in the old days, I don't seem to have this with the great clips people. Back in the old days, I had, you know, if somebody who left a business, they would call me up at the new business. They'd take my name and number and they'd have it and they'd call me up. In fact, recently I was seeing someone,

I was trying to grow out a major beard there for a while and wanted to see what I thought of it. And then I got over it. But I was going to, you know, a specialist sort of barber you know and you know he was really smart he took my numbers and tracked my data and so when he moved to a new shop recently i got a ping from the ham over this new shop but yeah a lot of people need to do that man i mean yeah you've got to think long term you've got to hand out business cards and keep numbers and keep records. The people that, I remember when I was growing up, I did the car business for a year.

And I kind of sidewined into it from car leasing and then ended up on a showroom floor for a year. And the guy who made all the money, who was the top salesman in the office, was a guy who was 40 years old. Or he'd been doing it for 40 years, I think. He was pretty old. But he kept a ticker file of all his clients. He had their numbers. He had their everything. And he would call them, bug them, ask them for referrals, constantly call them.

He was this delightful, warm old man and and you could tell he just he baby his clients everywhere he went and so he so he would just have you know after 40 years or 20 years or whatever was in the business he would just have all these people coming in and asking him for him all day long and that was because he you know he'd set up a reoccurring sort of thing with his clients to do the thing so i see on your website a lot of people holding up 3X and 2X awards and stuff. Tell us about what those are and the events you're doing there. Yeah, so we do an award event at the end of every year where we award our clients based on their performance.

There's a couple of internal awards in the sense of most contributor because we value community. It's one of our main pillars. And we award clients who have just been really good contributors. If you're doing something really well and you share it in the community, then you get rewarded. And the main thing we do with our offer is that we guarantee to double 2x our coaches' monthly recurring revenue from when they join. So, yeah, so we, that's a kind off-star to make sure we're accountable to them, to hold them to that.

You know, not everybody's just in it to make more money, but it's certainly a metric. You know, you're a business coaching program to do that. And, you know, there's getting time back to spend with your family, you know, working more efficiently, all that great stuff. But at the end of the day, we need the two extra MRR because if you want to start a family, you need money for that stability.

If you want to go on holiday, you need money. So it's like 2X, 3X, 4X, and we've given out 5X awards as well. Nice. We do that at the end of every year. I see a few 4Xs on your Instagram feed here. Yeah, 4Xs, that's the holy grail. And then we've got a higher tier of clients as well where they could have started with us at 2K

and they're up at 20K. And let's just say I'm not going out and making 10X awards. So we moved up to our next bracket for them where it's just end of year total revenue for the full year where we switched to that. There you go, There you go. So what have we covered that we should need to talk about

in talking about your business and what you do? What have we talked about? I guess just the way we run things. Like we, if I think about the way we focus on monthly recurring revenue, I think anybody listening

and watching this could find an element where they could plug into their business. So I think excitement is one of those ones. When we give our clients excitement, and it's not shiny objects, here's a new thing, it's excitement's number one because at the end of the day,

working with someone has to be fun, has to be an element of excitement there. And I'm not saying make things up for the sake of it, but certainly read the room, read your client's struggles, read what they want and provide that. So whether that be, you know, client events, whether that be getting the community together on a regular basis for fun activities as well as productive activities.

I think post-COVID, there's so many business owners just scared to go back down and meet their client at the level they're at you know everybody wants a scalable model these days so for us we're going big next year on creating client excitement and in-person events because we we surveyed them anonymously and we found that that's what they love the most now i like to i've got a place in spain we like to travel as well but we we planned out a full year and mapped in when we're going to see them. So, you know, event every quarter, every three months,

but in between that, we try and have a mini meetup as well. And there is no other coaching program in our space doing that. Because why? Because it hurts profitability. But again, what they're doing is they're putting transaction over relationships. So I think that could be used in any business. Obviously, you've got your sales, your profitability, retention should be a big focus. But I would say excitement and ascension has been a game changer for us as well. We've got clients who, first of all, they buy the book. Just in the

industry, they get the book. Chris, I'm finished the book. What do I do next? Well, I think you're our entry-level program where you get accountability and support to implement strategies from the book. I think you should come in here. Then once you get to 10 clients of £3,000 a month, I think you should come up to our main flagship program. And it's that customer transformational journey that comes. And we talk about making more money from a client and lifetime value. You ascend them through your tiers in your program.

There you go. So it sounds like quite the onboarding process that you have where you put people through it. Give people the final pitch out as we go out to onboard with you, how they can reach out, how they can get aware of your services and stuff. Yeah. So they're going to coach.co.uk to find what we're running. We've got a massive event in January the 12th. Oh, really? Yeah, yeah, January the 12th.

We're looking at getting 200 coaches in the one room to just, yeah, get plans for 2024. One of our biggest missions next year is to stop personal trainers and online coaches becoming NPCs, like non-player characters. I think next year with AI and stuff like that, it's the year of authenticity and just actually being a human being again

and not just saying a lot of drivel and a lot of made-up stuff that you've heard. Just actually being yourself, man, and leaning into that because while you might not have the strategy, you might not have the business know-how, if you show up and be yourself and it works, that's a scalable model is being yourself because you just do more of put more of you out there so yeah okay coach.co.uk you can find me on instagram the coach's mentor and yeah it's been been a

pleasure mate there you go give me give me that a little bit slower if you could because you broke a little bit in the middle of it and give me that yep it's the upgraded coach.co.uk okay and then upgraded coach.co.uk correct that's the one and then instagram is the coach's mentor there you go and there's a lot of testimonials on your site too i see here yes there you go people can check that out reach out to you and and see if you're fit so thank you very much for coming on the show it's been really fun exciting to talk to you and interesting if you're fit. So thank you very much for coming on the show. It's been really fun, exciting to talk to you and interesting stuff. And hopefully we've given some people some motivation

to get on the right track. Love it, man. Yeah, just go and look at your business and see where you can make it recurring. There you go. Thank you very much, Chris. Thanks, man. Thank you. And thanks to our audience for tuning in. Go to goodreads.com, 4chesschrisfoss, linkedin.com, 4chesschrisfoss, chrisfoss one of the tickety-tockety and chris voss facebook.com

thanks for tuning in be good to each other stay safe and we'll see you guys next time