THE SIX-FIGURE TRAINER PROGRAM

PART 1: COMPLETE START-UP KIT

A Brand New Start To Your Personal Training Career

Hi, this is Kaiser and I want to welcome you to THE SIX-

FIGURE  TRAINER  PROGRAM.  This  program’s  going  to  be  a  lot  of  
things for you, but foremost  it’s  going  to  be  the  start  of  
a journey. A  journey  that’s  by far more difficult than
anything  you’ve  ever  done  before  in  your  life. But  it’s  a  
journey  that  at  the  end  of  which  you’ll  get  rewards  (both  
personal and financial) and a feeling of accomplishment
beyond  anything  you’ve  every  experienced  before  in  your  
life.

Over  the  course  of  this  program  you’re  going  to  get  to  know  
me and my history and accomplishments in the fitness
industry  and  marketing  industry  in  general,  so  I’m  not  
going to go through a long introduction right now. And  I’m  
pretty sure you learned a lot about me through super-
trainer.com  and  other  places  on  the  web,  so  we’ll  keep  the  
primary focus on you.

A few things I will say is that in putting this course

together, it was kind of a surreal experience. It allowed
me look back at my own start in personal training, and even
though it was less than a decade ago, the journey has been
amazing. I got started in this business through the back
door. I even doubted whether personal training was a real
thing that people would pay money for.

But once I got over that part in my head, that this

personal training thing is real and people were paying lots
and lots of real money for it, everything opened up for me.
Getting this belief part straightened out has also been
the turning point for many other trainers, and it can be
the same thing for you too. Once we get this part handled,
the rest will come naturally.

This  is  the  most  amazing  opportunity  for  anyone  that’s  

passionate about fitness. That’s hungry for an opportunity
right  now  to  prove  themselves.    That’s tired of the
“establishment”  telling  them  what  they  need  to  do  and  have  
beforehand in order to start a business or a career.

We’re in a new entrepreneurial and marketing age now where

smarts and understanding customer psychology wins out over

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all else. And with personal training, you have a high-
value service that requires no background toil or
suffering. So put it together and you see that the lines
intersect  perfectly.      You’re at the crossing point of two
factors, the marketing and the low barrier to entry, that
makes it possible for anyone that has the tools to make use
of it to accomplish big things.

You  probably  already  know  everything  you’re  ever  going  to  

need to know as a trainer - all you have to do is find
people that need your help, show them what you can do for
them, and take it from there. You  don’t  need  any  outside  
validation, degrees, experience, or anything like that. If
you have a desire to succeed, a desire to make money in the
here and now, and have it all up to you and not have to
depend  on  anyone  else  or  anything  else,  it’s  right  here  for  
you.

Right now I'm going to go into a few things that you're

going to need to understand in order to approach this
course  the  right  way;;  I’ll  also  go  into  some  of  the  minor  
issues that you'll need to have handled so you can start
your business, and have the process be as easy as possible.

1. The number one core concept you need to keep in mind is

that you are no longer a personal trainer.  Yes,  it’s  true  
that you bought this course thinking that you wanted to
become a more effective personal trainer; more effective at
making money and running your own training business.

But this is a business course, and business has nothing to

do with the actual job of personal training. It has nothing
to  do  with  any  “jobs”  whatsoever.    “Jobs”  are  for  the  
people that work for you – you’re  responsibility  is  to  run  
a profitable business. Your job is to run and operate your
business, to bring in customers, and to service them
properly. Your job is to be a marketer and leader in your
training  business.  That’s  who  you  are  from  this  day  forward  
and  that’s  where  you  stand.  

That is the natural evolution of any personal trainer – to

go from trainer to business owner and leader. Actually no,
the natural evolution is that most trainers just mess
around in this business half-assing it for a little while.
They train clients but never get very good at it, never
make it profitable for them, never get leverage, and never
grow from there.

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The move to business leader is the ideal progression. It’s  
what  you’ll  see  the  leaders  do,  and  it’s  what  you’ll  learn  
to do here.

Trainers start off writing the workouts down and standing

there and counting reps. They then move on to learning how
to drum up new business. But once you get good at that
part, 2 clients turns into 20 and then 200 – at that point
it’s  impossible  for  you  to  be  able  to  count  reps  fort  that  
many people.

So the fact remains that if you want to truly change

people's lives, influence them, change the public's health
and ensure your success and future and that of your family
and  probably  the  generations  after  that,  then  you  can’t  see  
yourself as a trainer anymore. From this day forward
whenever anyone asks you what you do for a living, you
cannot  reply  “I  am  a  personal  trainer”.   You  must  say  “I  
have  my  own  fitness  business”.   And your job now is to
progressively grow that business.

And  hey  once  you  learn  that  part,  you’ll  have  the  know-how
to probably start and run any other type of business out
there,  but  you  probably  won’t  want  to,  because  fitness  
comes easily and naturally to you.

2. So, that leads us to point number two: stop training

clients as soon as possible. That’s  the  first  priority for
you in taking your fitness business to the next level. I
can’t  emphasize  that  enough.    I  command  you  to  do  it  as  
soon as humanly possible, even if it costs you some money
to do so. If  you’re  new  to  training,  the  thought  of  doing  
that may sound a little scary to you. It might not make
sense to you. But it also should open your mind up a bit.
It  should  get  you  thinking,  “hey,  how  the  hell  can  I  make  
good  on  that”?   That’s  exactly  the  point.   I want you to
start asking yourself a better set of questions - and then
figuring out the answers. That’s  all  it  takes  to  get  out  
of your comfort zone.

If you have already have a facility and fairly advanced

fitness business, not training the clients anymore may take
you a month of focused effort. You may have just been
waiting for someone to give you permissions to do it, which
is  what  I’m  doing  right  now.  

It may take six months for some of you, depending on the

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size  of  your  business,  and  what  stage  you’re  at;;  how  many  
clients you have, and how much money is coming in.

It may take one year, or if you're just getting started, it

could take two to three years. Whatever the case, it
doesn’t  matter.    We’ve  drawn  the  line  in  the  sand,  so  you  
know  what  you’re  working  for  right  now.    You’re  working  for  
the point where you can stop being a trainer that counts
reps, and start being a fitness business owner that counts
dollars.

Now  don’t  get  me  wrong.   That  doesn’t  mean  that  you’re  not  
focused on fitness any longer. If you take your eye off of
fitness, your business will tank, be sure of that. In
fact,  once  you  stop  training  clients,  you’ll  have  to  become  
more focused on the fitness side of things. You’ll  be  the  
fitness leader of the business. You’ll  have  an  entirely  
different role in the business, where your responsibility
is to create a remarkable training experience for your
clients. To create that remarkable training experience
you’re  going  to  be  very  clear  on  what  aspects  of  fitness  
your business focuses on. You’re  going  to  need  to  hire  
qualified people, and be a leader to these people. And
first  and  foremost,  you’re  going  to  need  to  communicate  
this to the public at large, and to bring their butts in
through the door.

If you really, really care about fitness; if you are

obsessed with excellence in it; then the best move you can
make is getting your training business running like
clockwork  so  that  you  aren’t  doing  the  hands  on  training  
anymore. The trainers that I now that are the most
maniacal about fitness: Eric Cressey, Todd Durkin, Mike
Boyle; these guys are the top business leaders in this
industry. This is what has freed up their time to focus on
the fitness, and not the money. It has allowed them to
make their fitness activities extremely high leverage:
training athletes, and teaching others at events. But it
was a commitment to establishing and leveraging the
business end that got them there.

So  don’t  put  the  cart  before  the  horse.    Now,  if  you’re not
as concerned about fitness  as  these  guys  don’t  worry;; that
was just an example. The lesson here is that the business
and marketing side will set you free.

That leads into the last point and the most important of

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all:  you’re  going  to  have  to  understand  what  people  want,  
understand how to give it to them, and how to communicate
with  them.  You’re going to need to understand how to get
their butts in the door en mass. Once their butts are in
the  door,  you’ll  have  to  be  able  to  read  their  minds  and  
give  them  exactly  what  they  were  looking  for.    And  you’ll  
have to keep them coming back and referring their friends.

3. Getting back to the role fitness plays in your business

one  more  time,  just  so  that  we  don’t  need  to  talk  about  it  
ever again for the rest of this course: when it comes to
fitness, you should look at yourself as the fitness curator
of your business. You set the fitness standards of your
business. What practices will be used in it, what new
practices will be implemented in it, and what level those
practices will be executed.

Depending on your niche and your own personal strengths and

weaknesses, the answers to those questions will be
different for everyone. The fitness side of your business
can be as complicated or as brain-dead simple as you need
them be to sustain and grow your business. If you know me,
you’ll  know  I  recommend  simplicity. The public does not
want and does not demand complexity, even though they think
they do. Everything should be and needs to be simple.
People’s  lives  today  are  hard  enough  - they  don’t  want  to  
go to meet a trainer to get a headache. They want to get
in good shape, break a sweat, and have a good time. They
want to feel respected and valued. To tell you the truth,
that’s  pretty  much  it.  

Even if you have a very advanced technical knowledge of

fitness,  I  don’t  recommend  you  use  any  of  that  in  your
business or to demand it of your employees. I myself have
a biology degree and a strong science background, and am a
very analytical thinker. When I first got serious about
being a trainer and went independent, my training reflected
that. But I found out quickly no one gives a crap about
any  of  that,  and  it’s  meaningless  in  your  fitness  business.  

But  you’ll  need  to  create  the  perception  that  fitness  is  
the core focus, if that makes sense. Even though people
don’t  care  about  the  technical  stuff,  you have to make it
clear that you do. That’s  marketing,  and  that’s  why  I  
called you first and foremost a marketer.

Again with your other role of fitness curator, that role

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demands  you  decide  what’s  included,  what’s  left  out,  and  
what the business standards are. And just so you know,
these decisions can be made in about an hour with a pen and
paper, and can be tweaked along the way if necessary.
After that, get back to the job of making money.

That’s  one  of  the  ironies  of  having  a  fitness  business,  

probably  something  you’ll  not  hear  from  anyone  else  out  
there.  That’s  probably  the  reason  why  you  wanted  to  own  
this  course,  and  it’s  the  primary  value  that  you’ll  get  out  
of it. In fact, if you just understand and hold true to
what  we’ve  covered  so  far,  this course will probably have
already  paid  for  itself,  and  we’re  only  a  few  pages  into  
it.

The point is that you need to start looking at this less as

fitness and more as business. Depending on who you are and
your strengths, this may be the perfect business for you,
and  that’s  awesome.   It’s  a  great  business  to  be  in  today.    
Based on the world today, the big role that fitness
services play in it, and the physical condition of the
public, this could be the best and perfect business for you
to start.

But again, the irony is that to really make this work, the
only relationship that you should have to the fitness
aspect of it is as the curator and nothing else. For the
near future of course, you may need to be the trainer too,
and  that’s  fine.   But  that’s going to take away from your
real full time job, which is being the marketing expert
too. Being the marketing expert is the most important job.

But  like  we’ve  talked  about,  as  time  goes  on,  you  
definitely will be giving the training job away and only be
wearing  the  marketing  hat  in  your  business,  and  you’ll  be  
shocked at how much things really take off once that
happens.

4. Now  that  we’re  talking  about  the  business  of  fitness,  

one thing needs to be made clear: cash is king. I'm sure I
don't have to convince you of this too much. After all,
the name of this course is the Six Figure Trainer Program.
In some ways I gave it that name on purpose because I
wanted the trainers that are focused on money to pick up
this program. And I wanted those trainers that are turned
off by talk of money not get this program - simple as that.
I didn't want to disguise this in any way that would make

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it misleading. This course is first and foremost about
money.

Now there may be some trainers that do enjoy the hands on

part of this job and want to work for somebody else for the
rest of their lives. In  fact,  we’re counting on that - we
need them. You want to hire them for your business. Since
you’ll only be the curator and nothing else, you may want
to fill your business with people that are highly
technically proficient. Someone’s  got  to  pay  attention  to  
that,  because  you’re  going  to  be  paying  attention  to  the  
money.

On a side note, most of the trainers you find to work in

your business will be mildly technically proficient, and
that’s  fine.   The  primary  qualities  you’ll  be  hiring  for  
are good character, work ethic, and a highly positive
personality.

So  back  to  our  point,  it’s  a  given  that  some  people  don’t  
care about money. In  fact,  most  people  don’t  really care
about making money. I personally do not understand this
psychology,  I  don’t  want  to  understand  it,  and  I  don't  
think you should look to understand it either. Let the
sociologists worry about that stuff. You should be
thinking about how to make your business as stable as
possible, as high earning as possible, as profitable as
possible, with maximum reproducibility and sustainability,
so it gives you a tremendous salary. You want all of this
not only so that you can enjoy your life right now, but so
that you are able to put money away and enjoy it well into
your older years, your retirement, to fund the education
and upbringing of your children, and maybe your children's
children security as well.

These should be the goals for you in a business, and I

think these are very admirable goals. These may not have
been on your radar up until now. But you seriously need to
give some thought to it, because the time to make it a
reality is right now.

I highly recommend and encourage you to make them your

priorities and to begin to understand them. To think about
and  to  plan  your  financial  future,  what  it  is  you’ll  be  
doing  in  the  future,  who  it  is  you’ll  be  doing  it  with,  
where  you’ll  be  going  and  what  it's  going  to  take  to  get  
you there.

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5. Our next point is this: that running a fitness business
is not hard work. It  is  work,  and  you’ll  have  to  do  a  hell  
of  a  lot  of  it,  but  it’s  not  hard  work.   This is not a back
breaking job. This is not hurtful or harmful. This is not
more work than training clients all day. It is not harder
work than training clients all day. It’s  just  a  different  
type of work. Sure, you can stand eight hours a day as the
trainer in your fitness business, or you could be the
marketer in your business for eight hours a day. One job
will allow you to train eight clients in a day, and if one
of  them  leaves,  you’ll  be  certain  to  lose  a  chunk  of  your  
salary.

The other allows you to sit for most of your day. It

allows you to bring in eight new clients that day, all of
which will be bringing  you  more  money;;  plus  you’ll  be  
setting things up to bring in even more clients. The
choice of roles to play in the business is obvious.

One gives you the baby, without the labor pains. Gives you
the money, without all of the direct client hours. Your
role as business owner, marketer, and leader should not
make  you  sweat.    If  it  does  that’s  a  sign  that  you  are  
doing the wrong things, the wrong way, and are lacking some
critical information to make your results easier. Being a
business leader requires more planning, learning, and
strategy, than sweat. Do enough of that, and life is
easy.

6. Now for the next point, I want to go back to something

we talked about a little while ago, about cash being king.
Now that we understand and agree with that, the next point
is  that  it’s  extremely  important  that  you  keep score. Cash
is how we keep score. Accumulating cash is the purpose of
your business - it’s  the  purpose  of  any  business.  

Whoever is making more cash is winning the game. It’s  like  

a points system. It allows you to keep track of every area
of the business. Cutting costs increases cash; increasing
clients and therefore gross revenue increases cash.
Spending more on advertising when it results in more
clients, also increases cash. Or decreasing wasted
advertising dollars while still keeping revenues steady
also increases cash. It all comes down to cash. You have
to become a dollars and cents type of person. You need to
become obsessed about the dollar figures day in, day out,

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clients in and clients out of your business. This is the
habit of all high earning entrepreneurs and is one I
encourage you to adopt immediately. I promise you that the
higher up you go in your association with high earning
small business people, the more cash and earnings obsessed
you will find them. Day by day, hour by hour, promotion by
promotion - they are always keeping their eyes on the cash.

Not just the cash number in your business, but your

personal cash number are also important. How much money
are  you  putting  away  towards  hitting  your  “number”?.    How  
are you investing your money? Are you being careful with
your personal money  so  that  it  isn’t  adversely  affecting  
your  business.    Don’t  worry,  I  won’t  tell  you  how  run  your  
personal finances here – just know that if you  aren’t  
paying attention to them, they will not look the way you
want them to several years from now.

7. The next point is to get around other successful

business people. This is the number one thing you can do in
your life, not just in your business.

Hanging around other winners will be the most valuable

thing you can do. More  than  any  information  you’ll  learn  
in any course you ever buy, any conference you ever attend,
anything that you ever learn out of a book.

The most powerful thing you can do, which is by the way
free, and makes success happen almost automatically is
getting around other winners; other successful business
people.  You’ll  learn  habits,  a  mind  set,  a  way  of  thinking,  
a way of behavior, a way of looking at time and time
management, relationships, personal discipline, a certain
attitude, but also a certain kindness, a focus on money,
understanding some of the finer things in life, about
pleasure, about travel, about friendship, about
competitiveness, about how to be a friend but also how to
be an enemy, about how to draw lines in the sand and not
accept  certain  things  from  people;;  you’ll  learn  all  of  this  
and more from hanging around successful business people.

This should be one of your top, if not your absolute top,

priority. Related to this is stop hanging around losers. If
you have friends or other people in your life that you
consider losers, get away from them.

And  it’s  not  just  the  losers  you  need  to  get  away  from.  

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 You need to get away from workers. Because remember,
you’re  not  a  worker  anymore  - you’re  now  an  owner.   So just
like hanging around successful business people will expand
your way of thinking, hanging around other workers will
keep it down. It will keep you focused on low value things,
on petty things.

Workers, people that show up every day to collect a

paycheck, look at the world completely differently than
successful business people. They look at time differently,
they look at action differently. They have different
hobbies; they do different things on the weekends. They
watch different television shows and movies. They go
different  places  on  vacation.    They’re  an  almost  entirely  
different species of human beings.

And,  if  you’ve  been  a  “worker”  up  until  now,  other  

“workers”  may  be  the  only  type  of  people  you’ve  been  
surrounded by. Your family are all most likely are workers.
You friends are probably workers. Your co-workers, by
definition, are workers. So you have to accept that fact
that  your  mind  is  shaped  to  think  and  act  like  a  “worker”
right  now,  and  it’s going to take a massive amount of
effort in order to change that.

But there are some less obvious ways you can make mistakes
with this. For example, if you own the business, you may
be spending too much time with your employees. Remember,
these guys and gals are a different species than you. Being
friends  with  them  isn’t  fooling  anyone.  In  fact,  it’s  
misleading, it's phony,  and  it’s  fake.  They  know  it,  just  
how you know it.

Hanging around your spouse should be a loving relationship,

but your business relationships are something completely
different.

You need to be around high powered, successful business

people to start to think and act like them. Around people
five to ten years ahead of where you are right now (by
hanging around them however, you will cut this learning
curve  significantly).    It’s  been  proven  that  the  brain  
changes  once  it’s  exposed  to  a  different  level  of  thinking.  
It actually undergoes physical changes that cannot be
reversed. And again, this happens automatically, without
you working for it or wishing for it.

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But the key is you must expose yourself to that type of
thinking on a repeated basis for it to happen. This by
itself will be enough for you to start making more money.
And again, I'll point out, it happens automatically.

Another thing that happens when you trade up your social

circle is you have a new set of standards to live up to.
After  all,  you  can’t  sit  at  the  grown-ups table unless
you’re  bringing  something  to  it.   You  can’t  not show up;
you  can’t  afford to fail when your social circle is other
successful people.

You want to make sure that these are proven, established

successful people, not just the fact that they are business
owners. You probably already know the statistics. Most
businesses go out of business and it happens very soon. So,
you don't want to be around people that just look like
they're successful. Often these people are just good at
spending money to keep up appearances. It’s  what  they  call  
big hat, no cattle, over in Texas.

Just the  fact  they  have  a  business  doesn’t  make  them  a  

positive influence for you. Just  being  in  business  doesn’t  
mean  that  you’re  sustainable  and  have  the  right  habits.  

8. The next thing I want to point out is that everything

we’ve  discussed  here  will  piss  some people off. This new
role,  this  new  identity  you’ve  taken  on  in  your  business  
will just plain piss some people off. You’ll  ruffle  
feathers. Some people will become upset with you. Other
people  will  not  understand  what  you’re  doing  or  why  you’re  
doing it. Others will just come out and question it. This
is all fine. You have to be willing to piss people off.
If  you’ve  understood  that  cash  is  king,  then  the  points  
that you put on the board will speak for themselves - you
won’t  have  to  say  a  thing.   Until then, you have to be
willing to piss people off. But once the time comes, your
money will be able to do all the talking for you.

Who are some of the people you will be pissing off? Pretty
much everybody. You may be pissing off landlords and
people  you’re  doing  business  with,  because  you  will  be  a  
hard negotiator - because you did your homework and found
the best possible place and are looking for the best
possible deal.

You may be pissing off contractors because you refuse to be

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fleeced by them: you want the best rates. You may be
pissing off people that think that you should have a gym
full of expensive equipment, whereas you have a gym that
has the basics, but gives outstanding sessions to clients
and makes maximum profits with the least overhead.

You’ll  be  pissing  off  competitors  when  you  open  your  second  
and your third location. You will also be pissing off
competitors when you can afford to market in every single
form of advertising day in and day out because you have the
direct marketing understanding to know that how much you
spend doesn't matter. It's  how  much  you’re making because
of total lifetime customer value, counting referrals.

You will be pissing off employees that you fire because

they  couldn’t  uphold  the  standards  of  your business.
You’ll  be  pissing  off  employees  that  work  for  you  because  
you’ll  be  very  demanding  of  them.   I also want to note that
you’ll  be  paying  them  very  well  and  on  time,  so  that  makes  
everything fine.

You’ll  be  pissing  off  family  members  that  have jobs and
encourage you to get a job. They don't realize that the
only security is knowing how to make money and going out
and making lots of it. You’ll  be  pissing  off  all  of  the  
purists in the industry. If you go to a business
conference and happen to be sitting next to somebody who
doesn’t  respect  the  fact  that  you  do  none  of  the training
in your business, they may get pissed off. But you
shouldn’t  give  a rats ass about what they think.

You’ll  be  pissing  off  price-shopper  customers  who  can’t  

understand  why  you’re  charging  so  much;;  that  can’t  
understand why you need to make so much money. You’ll  be  
pissing off people that want a trainer who lets them pay
however they want and come in as often as they want,
instead of a trainer like you that holds them to an
automated billing policy and holds them to a training
schedule.

Whoever  you’re  pissing  off,  none  of  it  matters  - not a bit.
And  you’ve  got  to  develop  a  very  thick  skin  when  it  comes  
to it – you’ve  got  get  good  at  ignoring  them. Stop being
so freaking nice.

None of these people will support you in your old age, so

that makes it all irrelevant. They will not feed your

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children. So  don’t  worry  about  what  they  think.  

Your  success  is  not  dependent  on  anyone  else;;  it’s  

dependent strictly on you, and it's a serious matter. Most
people retire without a dollar in the bank. This  isn’t  for  
you. Most people's children are left to be raised in
whatever way they can afford. This is not for you. Most
people's best days of their lives, their entire youth, is
spent working away morning to night. One thing I want to
point out is that no matter what age you are, you are
young,  because  today  is  the  youngest  you’ll  ever  be  for  the  
rest of your life.

Most people spend their youth without any money to enjoy

everything  the  great  wide  world  has  to  offer;;  I  hope  I’m  
right  when  I’m  saying  this  is  not  for  you.

9.  Now  that  we’ve  discussed  already  that  cash  is  king  about  
a hundred times, and also mentioned you need to keep score,
the next thing is to start tracking your numbers.

One of the best ways to do this is to use the daily planner

or journal that you already have. Starting right now, you
need to write down exactly how much money you make every
day in the top right corner of your journal, as a gross
number per day. Very soon this needs to turn into some
other more thorough form of tracking, but for now, it can
be something as simple as this.

Write down your gross training revenues. This will get you
focused on the numbers. What are your goals for the year?
If you want to be on $50,000 a year pace within the next
two months, that is only about $138 a day or about $140 a
day give or take. That is not really that much money to
have to average per day.

How can you hit that number? If you are currently charging
$70 an hour, that will allow you to hit your daily number
in just two hours. Putting them both into one hour will
allow you to market more for the other hours, and then fill
up the other days with clients so you continue to hit your
number.

Once  you’re  ready  to  take  that  number  up  to  $274  a  day,  
which is $100,000 a year pace, or $550 a day, which is
$200,000  a  year,  here’s  a  mental  exercise  you  can  do.   Put
whatever clients you have all into one day so you can get

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the taste of what it feels like to make 300 or $350 in one
day, or whatever your number is. Once you do it once, I
guarantee you'll be able to do it two or three times a
week. As you get more clients, you'll be able to do it
nearly every day, and as your schedule gets packed, you'll
be  grouping  clients  and  you’ll  eventually  have  assistants  
and be able to outsource all the work.

Follow  this  tactic  and  you’ll  be  surprised  by  how  quickly  
your old goals get met, and new more ambitious goals take
hold.    It’s absolutely shocking how quickly the human brain
gets accustomed to one standard, and demands things get
taken up to another level. It happens automatically.

Eventually, you want to keep a spreadsheet of what you're

making per day, and see whether or not it's hitting your
goal, even when that number goes into the thousands of
dollars gross per day. Actually, I guarantee that when it
gets  that  high,  you’ll  definitely  be  tracking  it;;  and  if  
you’re  not  tracking  your  numbers,  I  guarantee  they  will  
never get that high.

After that you'll want to track your net, and then how much
of your net income is going into your savings and how much
of that has been applied toward what you want to save this
year, and eventually your overall savings and investment
number you need to retire and never have to work again.

These are all the dollar figures that you will need to be
balancing in your business life as you mature, but right
now just break it down to scrolling your dollar figure in
the corner of your journal every single day. And by the way
if you are not keeping a journal of what is going on in
your life every day, your thoughts, aspirations and ideas,
I recommend you begin that right away as well.

With all of that, I wanted to set the stage and give you
the  mindset  you’ll  need  to  get  the most out of this course.
I hope you got the entire value of this course out of just
these few pages so far. Because trust me if you apply
them, they will be worth it. And now we can sit back and
stop evaluating every little thing here, and get to the
real job of soaking all of this in at a deep level, and
much more importantly applying it, and getting some fast
and impressive results.

Now  let’s  get  into  some  actual  tactics  that  will  help  you  

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get things started.

Picking a specialty is one of the first things that you

need to do in creating your training business. By nature,
personal trainers train anyone and everyone that comes in
the door, but this isn't a solid business model for you to
begin your career. You'll confuse the people that are
training with you now, and you won't stand out for the
people that are looking for a trainer to notice you.

Within the general population, you have to pick a very

clear specialty and group of clients, ideal clients, who
you’ll  be  looking  to  target.   Now, this could be anyone, but
as a general rule, I recommended it being the most
affluent, highest paying segment of the population that you
have immediate access to. This nearly always makes business
sense to serve the people that have the least price
resistance, can give the most referrals, and train for a
longer period of time without financial concern. These
people will allow you to get the greatest enjoyment out of
running and operating your training business as well.

As an example, for my training business, my target market

is young (under age 45), affluent, professionals. They can
not  be  overly  obese,  and  can’t  have  pre-existing
conditions. I  don’t  state  this  anywhere  in  my  advertising  
in so many words, but I imply it through the pictures on my
website and my testimonials.

Once  you’ve  picked  your  specialty,  you  need  to  think  about  
what your USP is, your unique selling proposition. This is
the  “why”,  the  reason  why  people  are  going  to  pick  you  over  
anyone else.

It needs to be clearly expressed. You have to have a

certain skill, a certain quality of your business, or some
other aspect overall related to your products or services
that clearly separates you from everyone else out there;
and is easy to understand and remember for your customers.
I can't emphasize the importance of a specialty enough.

If you right now don't know what your specialty or your USP
is, that's not a problem. You can take your time over the
next few months to think about and decide what these will
be.    But  once  you’ve  decided  on  them, you need to make them
the focus of your training experience, the main message of
all your marketing materials, discussed frequently on your

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web site, and in general, there should be no doubt in the
minds of the public about what your business stands for and
who you are.

For  my  business,  it’s  intensity.   In all my marketing

materials, advertising, and on the site, we make it clear
that this will be the hardest, most difficult, most intense
training experience of your life. For people that are
scared by that,  that’s  fine  - they find someone else. For
people  that  aren’t  right  for  us,  that’s  also  fine  - there
are no hard feelings when we let them go.

But what the specialty and USP both do is they allow a

certain portion of the population to raise their hand and
say  “YES!  that’s  for  me!”   That is the reaction you want to
get.

You’ll  also  notice  that  I  just  specialized  slightly  on  the  

needs of the general population. For my particular
purposes, this allows me to draw from a large, wide range
of clients. But you can feel free to specialize your
business even further if that suits you better, for example
training only athletes.

Next comes the personal brand of your business. This is the

thoughts, the feelings, the emotions that people have when
they think about you. Again, just like we talked about
with price, you can't go wrong with aiming for the top.
This is called taking a position of preeminence.
Preeminence is all about aiming to be number one. If that
idea scares you, don't let it. Because if you pick your
specialty and your USP properly; if they are something you
like and enjoy and come naturally to you, then being number
one in that area will be easy and fun for you.

Always try to adopt the position of preeminence in whatever

category you've gone into. This is essentially what your
brand is - it’s  communicating  your  number  one  position  to  
the public at large.

Today, people only want to work with the best. So when

you’re  communicating,  let  it  be  known  what  you’re  the  best  
at - what  you’re  committed to being number one at. It
could be service, more specialized workouts, highest
intensity, number one with women, number one with the
obese, number one with children.

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And then back this up through your story. Tell a story of
how or why you adopted that specialty. Maybe  it’s  
something close to home and very personal. Whatever the
case,  it  doesn’t  matter;;  let  it  be  known.  Peopled  demand  a  
story – they demand your reason why.

Again,  don’t  think  you  need  to  bend  over  backwards  and  get  
some new funky certification to make yourself good enough
to be preeminent. That is your failure instinct talking.
You just need to say it and back it up from that point
forward. That’s  it,  and  that’s  all.   If  that  doesn’t  make  
sense, I advice you to just take my word for it, give it
some time, and see how it fits.

It’s  hard  to  look  your  customers  in  the  eye  when  you’re  
asking them for lots of money, or kicking your competitors
in  the  ass  when  you’re  out  competing  in  the  market  place,  
if  you  haven’t  stated  that  you’re the best at something.
Let me remind you one more time, you get to pick exactly
what you want to be the best at. Life becomes fun, work
becomes enjoyable, and you gain a position of respect and
leadership in the eyes of your employees and other business
associates when you clearly define what you stand for, and
then state that you are striving to be the best at it. Your
brain will activate and fill in the pieces after that.

Back to the subject of your specialty and your USP, you

also need to adopt what is commonly referred to as the
Velvet Rope policy. This is a certain level of standards
you have of who you accept and don't accept in your
business.

It’s  wrong  for  you  to  accept  everyone.   You have to have
certain standards for you demand from your customers. This
can be many things. First of all, its people that fall
into your specialty and the people that you can help.
Saying yes to certain people means saying no to others.
This also may be related to price point. Certain groups of
the population  can’t  afford  you;;  that’s  just  a  fact,  and  
your job is not to change your policies to try to cater to
them. Some may even try to bargain with you. But under no
circumstances can you cut a deal or make a bargain. You
can run a discounted promotion at times,  but  that’s  a  
different subject.

The velvet rope may also be related to how your business

operates and functions. You have to clearly express what

17
your business practices are. For example, if you have
automated billing practices, and someone refuses to accept
them, then you may decide not work with them. They may not
fit  your  Velvet  Rope  Policy,  but  that’s  fine.   Again, like
we mentioned, your primary job is marketing, and if you're
tending to that job, you'll be able to replace these
clients very easily.

Now  let’s  talk  about  NAMING  YOUR  BUSINESS.

For  a  small  business,  you  can’t  really  rely  on  branding  

when it comes to your business name. Yes,  we’ve  talked  
about branding so far, but we were referring to the
positioning of your business. In terms of the name of your
business,  it’s  not  a  good  idea  to  name  your  business  
something that has no meaning.

Have the name relate to fitness in some way. In fact, have

it make a promise. For example, 6 WEEK BODY MAKEOVER is a
good  name.  That’s  the  name  of  a new infomercial product I
saw.  It’s  a  little  long,  but  it’s  good.   It makes a very
clear promise - both timeline and result. I hope you get
the idea.

But also, when it comes to name, you want some type of

alliteration with the name. This will always make your
name more memorable, and make people more pre-disposed to
deal with you. Alliteration is a certain sing-songy,
rhyming quality. Some examples are Coca Cola, Palm Pilot,
Hip Hop, Dixie Chicks; if you really think about it, the
most memorable company names and tag lines have some sort
of alliteration - some sort of rhyming quality to them.

Also, when it comes to colors, pick them wisely. Color

carries a lot of power and meaning. On the subject of
color, let me make a point. With all of your marketing, you
are trying to convey emotion. You want people to feel a
certain way about your business. You want it to be
personal. You never want them to feel like they are
dealing with a nameless, faceless business. Emotion is 12
times as powerful as facts, and if you learn how to bond
with people through your business practices, marketing, and
website, you’ll  just  plain  beat  the  pants  off your
competitors.

So when picking your colors, think of how you can convey

emotion and personality through them. Colors like black

18
and white, or just blue and white, may work for some
businesses, but do they convey a friendly, emotional tone
to you? They  usually  don’t.

So when it comes to the colors, usually look to pick

something warm and friendly, but also matches the image you
are trying to convey. Look at other businesses, or even
consumer products that have the same tone and attitude that
you’re  trying  to  express  through  your  training  program.    
“Big  business”  gets  a  lot  of  things  wrong  when  it  comes  to  
marketing  that  you  don’t  want  to  copy,  but  when  it  comes  to  
colors, they usually get that right. So when it comes to
picking the colors for your business, feel free to model
them.

You’ll  notice  that  modeling what works will be a theme

through this entire program. This is one way you can shave
months and years off of everything you do in your fitness
business. There is just so much success out there for you
to copy, and life is so short and the need for an immediate
income and immediate results is so great, that you simply
can’t  afford  to  wait  and  invent  things  yourself.   Find what
works, from whatever the source, and do that.

Also when picking the look and design of your logo and
shirts,  or  anything  else  you  need  designed,  don’t  leave  it  
to memory, chance, or personal creativity. That is such a
waste of time. I  don’t  care  if  you  are  a  gifted  designer  
or  what  not;;  just  model  what’s  already  working  and  get  it  
right the first time.

That leads us to a summary of what  we’ve  talked  about  so  

far about starting up your fitness business.

Getting started with your business is always kind of tough.

A lot of times people focus on a long-term goal, but they
don't focus enough on what it is they're trying to do now.
The goal right now is to get clients, to get your income
up,  and  to  make  money.  You’ll  find  many  tools  on  how  to  do  
that right here in this course. After that there's
expansion of your business, building more stability,
outsourcing the training, and growing from there. That
could be multiple locations, franchising; nothing is out of
the question.

You have no idea how big your business will be one day. And
whatever you think your ultimate goal is in five years or

19
10 years, chances are you will change so much as a person
that those goals will change too. All you can do right now
is make your best plan, and build step-by-step towards it.

That's why the purpose of this course is not only to get

clients now but also teach you step-by-step how to get to
your ultimate goal, and how to even create those goals if
you  don’t  have  them  yet  or  haven’t  totally  made  up  your  
mind on them yet.

Once  you  know  the  big  goals  you’re  headed  towards,  the  job  
you have in front of you will seem easy by comparison. For
example, if you want to have three training studios in a
certain affluent region, well, getting 12 clients right
now, serving them, making them very happy and having them
refer one to two people a year to you is very simple.

After that, having an assistant is very simple. Then

making enough money to put away about $10,000 in start up
money is very simple. And then opening one of your studios
will be very simple, building up your business there and
growing your profits will be simple. And then your next
natural step is opening your second location, and so on.

You see, each step was simple because you mastered it one
step at a time. You had a small goal, kicked ass at it,
and were left with a situation where the next step was your
only option. This is different than trying to take all of
the steps at once, which usually leads to confusion,
procrastination, and failure. But taking a small step that
will make you more money leads to action and excitement.

So focusing on what you can do right now to start making

money is the best way for you to get to your ultimate goal.
You’ll  find  that  you  can  get  there  so  fast  it’ll  literally  
shock you. But you have to think small at first, master
that, and then move on to the next step, in order to start
think big.

Another huge mistake most start-up trainers make is that

they  think  they’ll  only  be  happy  when  they’re  running  three  
studios and making a million a year - that’s  complete  BS.  
If  you’ve  never  made  50K  in  a  year  before,  then  trust  me,  
you’ll  be  very  happy  with  75K,  and  ecstatic  with  100K.    
You’ll  be  able  to  live  somewhere else, invest more in
yourself, make friends with smarter people, go on some
crazy vacation and own some things that you never thought

20
you’d  have,  and  essentially  become  a  completely  different  
person.

And you know what will happen then? You’ll  probably think
night and day about making 200K. But  if  you’ve  never  made  
50K and think that only 200K will make you happy, first of
all  you’re  crazy,  and  secondly,  you  won’t  have  the  clarity  
to take the necessary steps now, to build the foundation,
that will really get you to 200K. If you constantly aim
for  a  home  run,  you  can’t  get  the  hits  you  need  to  bring  
batters home. I  don’t  know  anything  about  baseball,  but  
that’s  the  only  analogy  I  can  think  of.

That’s  why  it’s  important  to  study  the  lives  of  great  
business titans and great people in general, not just the
marketing emails of people trying to sell you crap. With
the  titans,  you’ll  notice  a  long  start  up  phase  when  they  
were actually figuring out what they were doing. Once they
figured it out, there was a period of rapid, almost
automatic growth.

Now  I’m  not  saying  wait  a  long  time,  or  wait  things  out  and  
suffer. What  I’m  saying  is  there  are  things  you  can  do  
right now to make money, and that additional money will
bring you additional happiness right now too. So stay
focused  on  the  things  at  hand,  and  you’ll  be  enjoying  the  
process,  and  making  more  money  than  you’ve  ever  made  in  
your life along the way.

Okay, that wraps up your start up. If you really pay

attention to what we talked about here, you’ll  pick  up  a  
few major lessons that will more than pay for this course
in the next year. Forget about that. What they will
really do is change the course of your fitness business
forever. They can change your perception of work, and
change your life; they’ll make the difference of millions
of dollars over your lifetime.

It  feels  kind  of  cool  to  say  stuff  like  that,  but  it’s  a  
fact. That’s  why  the  printing  press,  industrial  
revolution,  and  now  the  commercial  and  marketing  age  we’re  
in now have transformed mankind. It goes to show a new way
of thinking, a new paradigm, will change all the rules.
Nothing will be the same again.

So again I want to congratulate you for stepping up

investing  in  something  that’s  a  little  new  and  “out  there”,  

21
but will show you  a  side  of  this  business  that  no  one’s  
talking about. We’ve  got  a  lot  more  to  cover,  so  let’s  get  
started.

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