From 1 to 7 Orangetheory Fitness Locations | The GSD Show
Summary
TLDRIn this insightful interview, Matt Kafora, a multi-business entrepreneur, discusses his journey and strategies for scaling businesses efficiently. As the owner of seven successful Orangetheory Fitness locations, four senior care facilities, and the CEO of Canine Games, Matt shares his experiences in building a strong team, creating systems for business scalability, and the importance of marketing and sales in growing a fitness brand. He emphasizes the significance of a people-centric approach, providing exceptional customer experiences, and the power of consistent follow-ups in sales. Matt's commitment to his team's success and his passion for continuous learning are highlighted as key drivers behind his prosperous ventures.
Takeaways
- 🧘 Matt Kafora is a multi-business owner with seven profitable Orangetheory fitness locations, four senior care facilities, and a dog training company, demonstrating the ability to scale and manage multiple businesses effectively.
- 📊 Despite suffering injuries that incapacitated him, Matt's businesses continued to thrive, highlighting the importance of having strong teams and systems in place for business continuity.
- 💡 The episode emphasizes the significance of creating systems that allow businesses to scale and operate efficiently even in the absence of the owner.
- 👥 Matt attributes his success to having a strong team of around 125 employees across all his businesses, emphasizing the importance of every role in the organization.
- 🤝 He stresses the importance of building relationships and a family atmosphere within the business, which contributes to employee retention and a strong company culture.
- 📈 Matt shares his learnings from his first presale experience, highlighting the importance of investing in marketing and the value of learning from initial struggles.
- 💰 He discusses the financial aspects of running a business, including the importance of understanding and managing numbers, with a focus on maintaining a salary cap between 30-40%.
- 🎯 The concept of lifetime customer value is discussed, with strategies to increase it such as upselling to premium packages and retaining members for longer periods.
- 🚀 Matt talks about the importance of recognizing and rewarding employees for their successes, which can include both monetary bonuses and non-monetary tokens of appreciation.
- 📚 The transcript underscores the value of continuous learning and development, with Matt recommending books like 'The Compound Effect' and 'The Energy Bus' for personal and business growth.
- 💡 The importance of quick and quality follow-up with leads is highlighted, with Matt sharing his strategies for personalized and creative communication to convert leads into paying members.
Q & A
What is Matt Kafora's business background?
-Matt Kafora is the owner of seven profitable Orangetheory fitness locations, an area director in franchise, owner of four senior care facilities, and the CEO of the dog training company, Canine Games.
How did Matt's transition from big box gyms to boutique fitness studios affect his business?
-Matt found that moving to the boutique fitness space allowed for better personal connections with clients and staff, which contributed to a more successful and enjoyable business experience compared to the big box gym environment.
What is the significance of having a strong team in managing multiple businesses like Matt's?
-A strong team is crucial for managing multiple businesses as it allows the owner to delegate responsibilities, ensuring each business runs smoothly and efficiently without constant direct supervision.
How does Matt create a culture of hard-working employees in his businesses?
-Matt creates a culture of hard-working employees by building personal relationships, showing genuine care for his employees, and fostering a family-like atmosphere where everyone feels part of the team.
What was Matt's approach to scaling his business and ensuring it could run without him?
-Matt focused on creating systems and processes that could be duplicated across his businesses. He ensured that his team was well-trained and capable of maintaining operations in his absence.
How did Matt handle the challenge of managing a growing business while dealing with personal injuries?
-Matt relied on the strong team and systems he had in place. His business continued to operate and even improved during his recovery, demonstrating the effectiveness of his team and business structure.
What is the importance of investing in marketing during the pre-sale phase of a new business location?
-Investing in marketing during the pre-sale phase is crucial for generating leads and securing a client base before the business opens. This ensures a strong start and helps to cover the initial costs of the pre-sale process.
What is Matt's strategy for converting digital leads into paying members?
-Matt's strategy involves a systematic and organized approach to following up with leads. He emphasizes the importance of speed, quantity, and quality in follow-ups, as well as personalizing the outreach to engage leads effectively.
How does Matt ensure that his employees are motivated and performing at their best?
-Matt motivates his employees by setting clear goals, providing regular feedback, and offering rewards and bonuses for achieving targets. He also focuses on maintaining a positive work culture and building emotional connections with his team.
What is the role of sales in Matt's business model and how does he approach it?
-Sales play a critical role in Matt's business model as it directly impacts membership growth and revenue. He approaches sales with a focus on providing excellent customer service, building relationships, and creating a supportive and enthusiastic atmosphere.
How does Matt measure the performance of his employees across different roles?
-Matt measures employee performance based on specific metrics relevant to their roles. For sales associates, it's leads and sales conversion. For coaches, it's retention rates and adherence to corporate standards. Managers are evaluated on overall studio performance, including sales, retention, and staff happiness.
Outlines
🏋️♂️ Scaling a Fitness Empire with Systems and Teamwork
Matt Kafora, a successful entrepreneur in the fitness industry, discusses his journey from managing big box gyms to owning seven Orangetheory fitness locations, an area directorship in a franchise, four senior care facilities, and the CEO of Canine Games. Despite suffering injuries that immobilized him, his business thrived due to the strong systems and team he had in place. The episode focuses on creating scalable systems and running a business that can operate without the owner's constant presence. Matt emphasizes the importance of a reliable team, effective marketing, and the use of CRM software like UpLaunch to manage leads and improve client relationships.
🌟 Building a Culture of Dedication and Care
Matt Kafora shares his strategies for creating a company culture that fosters hard-working employees who are genuinely invested in the business. With over a hundred employees across his seven stores, Matt stresses the importance of communication, knowing what motivates his team, and building a familial atmosphere where everyone feels like they are part of something significant. His approach has led to a high level of employee retention and a strong, united team that contributes to the success of his businesses.
🚀 Lessons from the Presale: Marketing and Team Growth
Matt Kafora recounts his experiences from the presale phase of his business, highlighting the importance of investing in marketing and building a strong team. He admits to initial struggles and the pivotal moment when he decided to 'burn the boats,' fully committing to his business venture. Matt emphasizes the need for effective marketing strategies, especially during the pre-sale phase, and the importance of hiring the right people, like coaches, who drive the business and contribute to the member experience.
💰 The ROI of Marketing and Sales Strategies
In this segment, Matt Kafora discusses the return on investment (ROI) of marketing and sales strategies, particularly during the pre-sale phase of opening a fitness studio. He shares his insights on the importance of investing in marketing to generate leads and the need for a strong sales process to convert those leads into paying members. Matt also talks about the significance of digital marketing, the use of social media platforms, and the balance between traditional marketing and digital strategies to maximize ROI.
🔄 The Sales Process as a Team Effort
Matt Kafora explains his comprehensive sales process, which involves the entire team from the initial contact to the final sale. He believes that every member of his team, from sales associates to coaches and managers, plays a crucial role in the sales process. Matt's approach focuses on creating a personalized and community-driven experience for potential clients, emphasizing the importance of follow-ups and maintaining a consistent presence in the minds of potential members.
🤝 The Art of Personalized Follow-Up for Sales
Matt Kafora shares his tactics for following up with leads in a personalized and creative manner, which goes beyond standard check-ins. He discusses the importance of immediate follow-up, the use of video messages, and maintaining a high level of enthusiasm and engagement. Matt's strategy involves keeping the potential client at the forefront of the sales team's mind, even when scaling back the frequency of contact, and ensuring that the client feels cared for and supported throughout the process.
📈 Understanding Lifetime Customer Value and Retention
Matt Kafora dives into the concept of lifetime customer value (LCV) and the strategies he uses to retain members for longer periods, thereby increasing the LCV. He discusses the importance of moving members into higher-tier packages, providing a great member experience to encourage referrals, and the role of employee retention in maintaining a consistent and motivating environment for members. Matt also touches on the financial aspects of running a fitness studio, emphasizing the need to balance lead acquisition costs with the long-term value of retained clients.
🛠️ Systematic Training and Employee Retention
Matt Kafora outlines his systematic approach to training employees across all his locations, ensuring consistency and efficiency. He highlights the importance of having a clear vision for the company culture and hiring employees who fit that vision. Matt also discusses the significance of ongoing training and development, as well as the need for honest conversations about performance and goals. His methods have contributed to a low employee turnover rate and a high level of employee satisfaction.
💬 The Power of Feedback and Measuring Employee Performance
Matt Kafora discusses the implementation of a feedback tracker to improve employee performance and retention. He emphasizes the importance of maintaining a balance between constructive and positive feedback to foster a healthy work environment. Matt also explains how he measures the performance of different employees based on their roles and how he encourages self-assessment and goal-setting among his team members.
💰 Compensation Strategies for Sales and Service Teams
Matt Kafora shares his approach to compensating his sales and service teams, focusing on a balance between hourly wages and commissions. He believes in rewarding employees for their hard work and providing them with the motivation to excel. Matt also discusses the importance of celebrating victories and building an emotional bank account with employees, which contributes to a positive and supportive company culture.
📊 Financial Management and Benchmarks for Business Growth
Matt Kafora emphasizes the importance of understanding and managing financials for a successful business. He discusses the need to monitor expenses, payroll, and profits to ensure the sustainability and growth of the business. Matt also talks about the benchmarks he aims for in terms of salary caps and how he uses bonuses to reward his team for surpassing expectations.
🏆 Recognizing Success and Building Team Morale
Matt Kafora talks about the significance of recognizing and celebrating the success of both staff and members. He believes in creating a supportive environment where victories are acknowledged and shared. Matt discusses various ways he rewards his team, including monetary bonuses and other incentives that show he cares about their success and well-being.
📚 Embracing Continuous Education and Personal Growth
Matt Kafora highlights the importance of continuous education for personal and professional development. He shares his daily routine of reading and reflects on the impact of books like 'The Compound Effect' and 'The Energy Bus' on his mindset and business approach. Matt's commitment to learning and growth is a key factor in his success as an entrepreneur.
🌟 Prioritizing Energy and Culture in Business Success
In this final segment, Matt Kafora discusses the importance of energy and culture in creating a successful business environment. He emphasizes the need to avoid becoming an 'energy vampire' and to find the right 'seat on the bus' for each team member. Matt also shares his morning routine of reading and setting himself up for the day, illustrating his dedication to personal development and business growth.
Mindmap
Keywords
💡Orangetheory Fitness
💡Systems
💡CRM (Customer Relationship Management)
💡Pre-sale
💡Boutique Fitness
💡Sales Process
💡Lifetime Customer Value (LCV)
💡Retention
💡Employee Turnover
💡Marketing Campaigns
💡Follow-up
Highlights
Matt Kafora, owner of seven profitable Orangetheory fitness locations, shares his insights on scaling a business.
Kafora discusses the importance of creating systems for business scalability and autonomy.
Despite injuries that incapacitated him, Kafora credits his team for improving the business during his absence.
The significance of building a strong team across different business verticals for effective management.
Kafora's transition from big box gyms to boutique fitness spaces and the benefits of personal connections.
The strategy behind investing heavily in marketing during pre-sales to ensure a profitable business opening.
The value of a personalized sales approach and creating a 'Cheers' atmosphere in the business.
Kafora's emphasis on the importance of employee retention and creating a caring company culture.
How Matt's team follows up with leads creatively to increase conversion rates.
The impact of tiered memberships on increasing lifetime customer value and business revenue.
Kafora explains the metrics and strategies for measuring employee performance across various roles.
The role of bonuses and recognition in motivating employees and fostering a positive company culture.
Matt's approach to compensating his sales team with a balance of hourly wages and commissions.
The necessity of understanding financials and setting benchmarks for a successful business expansion.
Kafora's personal commitment to daily reading and continuous learning for business and personal growth.
The significance of celebrating member victories and using their stories as powerful marketing tools.
Transcripts
today I'm here with Matt Kafora owner of seven profitable Orangetheory fitness
locations each doing over seven figures as well as an area director in franchise
owner of four senior care facilities and the CEO of the dog training company
canine games which is also doing some figures and very profitable I was forced
to open a second location from there although the last two businesses have
nothing to do with fitness I felt it was worth sharing with you as a topic of
this episode is all about creating systems that allow you to scale and have
a business that can run without you and since Mack can't be at twelve places at
once I believe he'd be an excellent guest for
this topic I ended up tearing both of my biceps literally can't do anything
believe it or not my business improved during this time which is which
is a huge credit to my team gym owners and fitness entrepreneurs are you doing
all you can to manage leads improve retention and build meaningful
relationships of your clients if not up launch can help built by gym owners for
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Matt got started in the fitness industry when he was just 17 years old
although he had a passion for fitness he realized his passion for the business of
fitness was much stronger enjoyed helping people getting them in shape I
was much better at sales than I was you know getting people to their goals I had
a hard time carrying a little more native so I moved into the sales side of
things and very quickly moved into management after I was able to teach
people how to do the sales process so that's kind of where it started and
that's where it stays like many fitness studio owners Matt got his start in the
big box gym world and what he's been able to do since then has been nothing
short of remarkable so I moved from the big box world and moved into the
Orangetheory fitness space started with 1 & 2 7 over just a couple years orange
it was a great model and from there it exploded my first one actually forced me
to open my second one because I was turning clients away because I was too
busy I mean terrible problem to have you know but it was a problem for sure
so I've stayed in that space and moving from the big box world to the boutique
world has been a a very drastic change but when I welcomed and wouldn't ever go
back to the box woman he's not alone many studio owners that came from big
box gyms have also shared that they never go back but I wanted to get Matt's
reasons as to why I like the people connection of the boutique space as
opposed to the numbers connection of the debacle you know the the people make
Orangetheory that people make the boutique space and that's junk just the
clients that's the clients that's the the staff and the relationships that are
built between that's what really separates that and I can I can back that
I can get on board that because I truly do care about people and then getting
results and then feeling like they're a part of something and the culture that
you're able to create in that small boutique space as opposed to the big box
where it's you know scan your car you know maybe I wave
don't maybe i grunt maybe i don't not my cup of tea
I like the YouTube space many studio owners have a hard time running just one
studio successfully it takes a great amount of work running seven seven
figure studio while also managing five other businesses that takes a great team
and there's a difference between owning a business and running a business Matt
is an owner and I want to learn more about the teams that he's built to run
them all so I have about a hundred and twenty five employees across all seven
of my stores some full-time some part-time I have everything from my my
sales associates to the front desk to my coaches to my head coaches to my studio
managers to a regional manager as well so it kind of is my org chart there if
you will but they they're all equally important in the in the system the
business couldn't function without eating one of those roles and they're
all very very value to what we do and to the experience that the members receive
having a hundred and twenty-five employees can be a lot of work
especially if you don't design a culture that gets each of them to give their
best and not need to be told what to do and when to do it I asked Matt what he
does to create a culture of hard-working employees that truly care about the
companies that they work for it's a lot especially when you know I'm in constant
communication with certain employees more than others I do try to make it
into all my locations and make sure I know everything they know me you know
and it's it's important to know your people because then you know what drives
your people what motivates your people and then they actually care about the
business when they care about you and they see that you care about them you
know so building that that relationship and some sort of you know family
atmosphere to where everyone feels that they're a part of something you know
typically they don't leave when they're a part of something I can tell you
firsthand Matt described his team perfectly my
wife marjan and I each got a membership to their Lake Pleasant location in
Peoria Arizona and most of the employees I've talked to have worked for Matt for
many years and talked about him as if he were a good friend or a family member
they also did an incredible job representing his vision when he wasn't
there as they taught each class with enthusiasm and really worked hard to get
every member to give their best but obviously Matt
didn't start with 125 Rockstar employees he started by himself and grew his team
from there I want to know more about what that part of his journey looked
like I started with I found coaches right away so we start in a presale
space so I signed my lease signed my life away that's the first time I've
ever done that you know food money put my house on the line that whole thing so
it was a burn the boat situation right I had to make this succeed otherwise I had
nowhere to live I couldn't feed my kid you know all of these things so it's
really important that I I own that for sure but I start there
and I found coaches and I found coaches knowing that I wasn't gonna be open for
3-4 months during my whole build-out in the pre sale process but the coaches are
what drives the business that's the experience that the members receive and
that's what I'm able to deliver with my product my services if I don't have that
I have nothing right so I start there I ran the pre sell myself for quite some
time so I was out in the Sun under a tent you know soliciting random people
soliciting businesses signing up members and things like that I was able to bring
someone else on at that point in time and you know help assist the preset
process again I'm thinking I need to control my payroll you know I don't have
an income at that point I've burned the boats and this has to work
so I started there once the business grew you know I worked in the store
quite a bit as the studio manager if you will had my coaches had my sales
associates to help you know offset the hours and things because of course I
can't do everything although I tried you know and then from there I was able to
to grow it and scale it and then I brought in a manager to oversee that
store as I went on for presale number two like many entrepreneurs I've made
many mistakes and learn from them all I talked with him at about his first
presale and last presale to see what he's learned and improved along the way
as he's incredible at this part of his business and opens each of his locations
with hundreds of paying members that stick around for longer than the average
studio member that the first preset was a was an eye-opening experience for me
like I said I burned the boats I had nothing
you know as far as other streams of income this was it this was the only
thing that I had and now I'm going on a three or four month you know income
hiatus if you will you know and I and I knew I had to make it happen and I did
it but I failed I struggle you know it was it was hard you know I tripped over
a lot of a lot of stones in that process I actually opened up my first studio
with 185 paying members I don't know if it was good or bad I didn't I I knew
when I needed more but 185 paying members hurt you know within 12 months
we were kissing a thousand members of them so the exponential growth was
insane I wish that would have started at five hundred members and more and I
couldn't imagine where that studio would be now but what did I learn through that
process was you know I was I was scared I was scared financially because I
needed to hold whatever money I had and I was scared to you know invest in some
marketing and you know how do I could I go back and start from one again that's
exactly what I've done is you know if it costs me you know X amount of dollars in
marketing month one and month to and month three in month four and that ramps
up and that grows do it do it it's worth every penny right and I know you're
sitting there you know nodding your head and shaking but it's true you know I
wish I would have known that you know six years ago when I started that as
opposed to I'm so scared about the money and the income that let me try and hold
on to this and let me see if I can pound the pavement and beat the streets
because that's the mindset that I was so used to at the big box let me go flyer
let me go do door hangers let me you know see if I get out in front of the
masses that way I didn't do very well with that as far as you know numbers
goes and I wish I would have invested more in in the marketing dollars and
invested more you know in conjunction with the the pound the pavement
guerrilla marketing if you will the presale can be a make or break part of
any business many businesses run out of money before
their doors even open and being able to start day one and profit is an
incredible way to kick things off Matt as well as many other successful
fitness studio owners believe in investing more marketing dollars during
those three to four months prior to opening to make sure that this happens
how much do you think Matt invests per month during his pre-sales I I would do
truly at least ten thousand dollars a month and you know for a lot of people
in in this boutique space you know that it's their first or second store that
probably sounds like a little bit more and just insane amount of overkill
because they drop of thirty forty thousand dollars in a pre-sale process
so you don't see that return for you know however long but the ROI on that
number is insane right you know just to kind of put things in perspective my my
seventh presale as opposed to my first presale my seventh presale was five
times better than the first one you know and and I still think the perso could
have been better from there but you know five times better than pre still number
one right it's nuts ten thousand dollars per month probably
seems like a lot of money and it is but if Matt spends thirty thousand dollars
over the three months prior to opening and that thirty thousand generates five
hundred paying members which is something that every Orangetheory
fitness studio and our aims to open with and those members pay about a hundred
and fifty dollars a month that's $75,000 of a monthly recurring revenue not a bad
way to open your doors especially when your overhead is most likely under
thirty thousand dollars per month this difference in profit allows you to
continue that level of marketing so you can inevitably double that member
account as matt has but you don't want to spend your money blindly you want to
invest it in the marketing avenues that have the highest and quickest return
with the least amount of effort so the mass market is is where it's at right
I've done the guerrilla marketing that's the that's the world that I came from I
still think that's tried-and-true despite where technology's gone despite
the the Facebook and Instagram and the YouTube and you know all of those things
I think those are you know insanely important and exponentially you know
better as far as you know getting a return on it but there's something to be
said for the you know client engagement face to face to you know getting
two parking lots and beating the street that way door hangers you don't get the
return that you do from you know the the social media platforms and things and I
think dollar for dollar it's still something you need to do you need to
touch that space but primarily my marketing dollars would be spent to you
know allocate those towards the social media platforms for sure you can just
touch so many people and then engaging those people and the people of those
people and those people's people you know it just makes a lot more sense so I
probably allocate seventy percent of that towards the the social media space
digital marketing is a tool of giants for people like Matt and many others
that have led the way for fitness studios all over the world and
conferences like GST Khan and programs like loud rumor VT allow us to be owners
to learn exactly how to do this right so you get the best use of every dollar you
spend that brings me to the next important step sales you can have a
great marketing campaign and if your sales game isn't strong you may find
yourself wasting money a few months back I interviewed 4.4 billion dollar ad
agency owner Jordan Zimmerman listen to what he said when I asked him about this
do you ever have brands that you work with or have you had brains do you work
with I have so much potential and you run great ads for and all the marketing
does this job but the sales process that they have afterwards is somewhat broken
or not as sophisticated like you already know the answer I know I'm absolutely
listen you know great advertising too bad brands right does it work okay I'd
rather have okay advertising to great brands at least I know it'll work
operationally a brand has to be set up a brand has to be ready for digital
traffic and the conversion of that digital traffic through their BDC their
business development centers okay back to Matt let's dive into his process on
how he converts his digital leads into paying members it's all about the
organization you know you and I spoke earlier about you know how you do one
thing you do all things the OCD that I have
it's crazy right so but organizing those things and being so OCD with them again
I go back to my days where I I didn't have the income and I didn't have the
money and it's like okay if I get a hundred leads I can't not stop calling
these leads I can't afford to not call these leads I can't afford to lose one
lead you know I need to follow up with those I need to stay consistent with
those I need to you know continuously touch them to ensure that nothing falls
through the cracks so truly it's the organization of putting the systems in
place to be able to grow and scale that whether it's 10 leads 100 leads 10,000
leads and again based on those marketing dollars that's the goal is to make those
and leads come through you know at crazy numbers you've probably heard the phrase
the fortune is in the follow up and I believe this to be true this goes for
the speed in which you follow up the quantity and the quality the speed a
study done by MIT proves that you have a 900 percent greater chance of making
contact with the form lead if you call within the first five minutes quantity
more than eighty percent of sales are made between the fifth and twelfth
contact yet more than 84 percent of salespeople and business owners admit to
discontinue their follow up by the third contact in quality companies like mine
and Matt's use different ways to reach out to leads to make it fun and
different he'll talk about that later in the episode but before we get into that
let's hear what his sales process looks like end to end as Matt's made it a real
team effort at his companies the sales process starts from the very beginning
the very first time that they're touched so that engages my entire team are there
people that are designed and designated to complete the sales process yes but
every single person on my team understands and is a part of the sales
process because that client of mine touches every single person in there and
everything is a sale so the first point of contact is my sales associate
typically you know they're feeling the phone calls they're
guess they're you know going through their goals and finding out what's what
we can do to help them from there my coaches touch it
that's what that's what delivers our product you know the sales associate
talks to the coach and says hey this is mrs. Jones is going on
you know mrs. Jones needs help you're the fitness professional help mrs. Jones
out mrs. Jones goes through the workout with you know one of my coaches the
coach comes back out prescribes to them you know hey mrs. Jones based on your
goals here's what we need from you hands it back to my sales associate who then
presents a different membership options based on their votes the studio manager
gets involved for any assistance that's needed again I want familiar faces I
want the client to know everyone this year's atmosphere is what separates the
B teams in the big box that's what keeps people there I want mrs. Jones to know
every single person in there and I want every single person in there to know
mrs. Jones know we're kids how was Billy soccer game you know what's going on
with the vacation where we have with your goals I want all of those things so
to answer your question yes yes everyone is a part of the sales process because
they need to be having a cheers atmosphere meaning everyone knows your
name and there's a real community in the business isn't easy to do and when you
have a thousand members having all your employees know every member's name can
be a tough request so how does Matt ensure that this happens at each of his
locations when a client comes in to me they unbeknownst to the client
oftentimes they are giving us the responsibility of their goals and that's
something that I chat with my team all the time about is when Mike walks in
it's no longer Mike's job to get to Mike's goals it is now our job Mike has
now entrusted us with getting him to his goals so what does he need some guidance
accountability motivation you know and if they don't genuinely care about you
and care about your goals we're not gonna get there unfortunately
people don't always love working out it's hard and get sore it's
well it's an hour out of your day that you don't give back you know we all know
we need to do it but it's not always at the forefront of everyone's brain so how
can we make this enjoyable how can we provide that support system how can we
show that care to show that we truly truly want Mike to get to his goals we
have to care you don't care we're in the wrong business it's a people business
it's a people business otherwise known as a relational business a few weeks
back we launched one of our most popular GST Story episodes with Pedro school Ian
founder of Fit Body Boot Camp a franchise approaching a thousand
locations he to bolete studio owners need to see it this way so it all starts
their vision mission values so are they hard-working are they echo do they
believe in fitness or do they just want to make money from the franchise that's
the case there's Jiffy Lube and there's Subway go be a sandwich artist or change
oil in the car right that's a transactional business we are in a
relational business and so for someone to say hey look in their application I
want to make lots of money and I'm off I'm a capitalist man like I love money
money is the vehicle to freedom money helps me help the causes that I believe
in but this is a service industry it's transformational what we do is not
transactional when you get a chance I strongly recommend going back to catch
the full episode with Pedro's as it's a fan favorite
okay back to Matt who by the way has an incredible sales process too many times
I hear people shy away from sales as they don't believe sales and customer
service are in the same family I believe the exact opposite and so does Matt
let's dive in his sales process and how he enhances a members experience during
it we call the leads immediately nights weekends whatever strike while
the iron's hot obviously your goals and point to you at that point in time if
it's 7 o'clock at night it's 7 o'clock at night
guess what Mike it's important to you then and now become support to us then
right it's important at that point from there you don't answer the phone you're
busy you're eating dinner you did it while you're in line whatever no problem
let me send you a follow-up text early in this episode I shared that the
quality of your follow-up was important and being creative can go a long way
with your leads compared to just checking in every time I promise you
that later in this episode Matt would explain how his team follows up
creatively so here we go the text for me have evolved we started out with a
follow-up text hey Mike we missed you you know we'd love to get you both seems
like you're interested double thing our text evolved we've gotten a lot more
creative with them and we've seen much better feedback with them so what we've
done is we've really personalized it again a text message is cool my dentist
sent them to me as well hey Matt you have a feeling tomorrow and I'm like oh
man it's terrible right so I don't want to be a dentist office right Fitness is
not the dentist office any dentists I apologize you know but it's not a
dentist's office it needs to be Disneyland it needs to be something
that's enjoyable because to most people it's not so how can we make this
enjoyable how can we make it personal how can I show that I care about Mike's
goals what we've done now Mike is we've we've created something to wear yes we
sent a text message we sent a text message with members of my team saying
hey Mike and we talked to you you know we're talking to you we send you a video
we send you a boomerang we have something personalized for you so again
it goes back to the organization because that's important so we get a certain
number of leads you know we always need and want more leads but why wouldn't we
invest the time and energy into the ones that we have to ensure that we're gonna
get the most bang for our buck so let's personalize it let's really reach out
and touch Mike's heartstrings at that point I'm gonna leave it the Disneyland
voice now I'm gonna be you know over-the-top excited energized engaged
and asking you hey where yeah you expressed some interest let's catch in
here from there again it's the text message with the video
the boomerang with you know something exciting and personalizing it for you
I'm gonna keep following up Mike you've now given me the responsibility of your
goals you've entrusted me with getting you to your goals whether you are aware
of it or not you have from when you submitted your name and number and your
email to me it's not my job to get you in here it's now my job to get you to
your goals and my team embraces that mindset so I'm gonna keep calling you
I'm gonna keep sending you text messages we're gonna get creative with it Mike
where you been we haven't seen you man we're so excited for you to get in here
you know it's been two weeks guess what you could have burned X amount of
calories with us in two weeks we could be down this far we're yeah let's get
you in here you know we're sharing a little bit knowledge we're sharing a
little bit of that that guidance that motivation and we're personalizing we're
trying to touch your heart through that text message through that phone call
through that voice mail through that email and I'm gonna keep and reaching
out until you tell me hey Matt I'm not interested Mike we were interested at
some point so when you're ready to be you know interested again you let me
know I'm gonna reach back out to you in 30 days you know and it's it's again
it's our job so I think once everyone embraced that mindset of you've now
entrusted me with getting to you to your rules whether you are aware of it or not
as the client you have so once they embrace that and we show the care and
that's what seemed to go very very well for us Matt and many other successful
studio owners I speak with send text messages with personalized videos in it
but it did learn that this process has a glitch if you're sending iPhone to
iPhone or droid a droid for example the video comes out perfectly but if you
send a video text from an iPhone to a droid sometimes the quality distorts
quite a bit and it really ruins the experience my team uses a free app that
you can download on your phone and it's called vidyard go video you can just as
quickly shoot a video through the app and send it to anyone in a text without
worrying about losing quality WeVideo texts a lot here at my company
works extremely well okay so that's an example of quality follow-up we also
talked about the importance of speed and quantity of follow-up Matt broke this
part down for us to leave comes in the morning you're there in the morning your
job to call immediately you know five minutes call get them in there you know
they're excited then we're excited then get them in you don't touch them in the
morning my evening team comes in guess what Mike was excited this morning
he's probably at work today I called him I text him let's touch base with it one
more time today and ensure that we can try and reach out
to him because again it's our responsibility now to get Mike to his
goals he's excited we're excited for him follow up the next thing and the next
day for about the first week we're gonna touch every day you know you were
excited then we're just as excited and motivated to get you in because they're
your goals after that maybe we scale back to you know three or four days a
week but I'm still touching Mike I still want to be at the forefront of your
brain you know with marketing we need seven to eight touches before okay I'm
ready I need those touches keep touching keep touching keep touching something
may spark it because you're gonna get back on Facebook at some point maybe
scrolling through hey this is that this is okay I'm ready for I see Orangetheory
they've called me three times they sent me the cool text they sent me the funny
guy doing this Matt in my video okay the final touch you know but we'll keep
going like that and I'll still touch them all three or four times a week you
know thirty days later okay you know we'll still touch with the phone calls
and the text messages and the emails again until that person says I no longer
want you responsible for my goals I'm still responsible for me so why did the
best work so hard to follow up with leads why work so hard for just one sale
well there are a few reasons one reason many don't think of is that that one
sale that you make today could be the sale that changes your business it could
be the member that refers you to their boss and he signs up 60 of his employees
with you in a corporate deal or a member that eventually becomes your best
employee and sells memberships better than anyone you've ever had I've signed
up customers that are worth 80 customers when it comes to how much they spend and
how much they refer to my business the other reason we work so hard for a sale
is because we've done the math and learned
with the real lifetime customer value is for our members once you really know
that number it's hard not to follow up consistently as you really feel the
money you're leaving on the table there are a few different ways to break that
member value down so let's see how Matt does it well we break it down based on
obviously the membership type that we sell you know based on our membership
numbers you know each of these clients we we keep a client in between 8 and 10
months on average at $159 a month you know so I have no problem with my my
lead acquisition costs at you know $20 you know of course I'd like it lower all
the time right but based on the ROI on that you know and it's my team's job to
retain them longer than that you know need the analogy that I that I give to
my team is the water bucket I'm sure you've heard it before right so it's
it's my team's job to continuously pour water in the top of the bucket
inevitably there's a hold of out of the bucket people leave for whatever reason
they get sick family issues financial issues whatever the goal is to continue
to pour the water in that bucket and then I provide the marketing dollars as
well as their guerrilla marketing outside to to drive the traffic to be
able to pour the water on top of that bucket so you know breaking down the
lead costs and things I'm less concerned about that and more concerned about
client retention because again it's delivering on our promise that we make
it's you know fulfilling the the responsibility that we have for those
client goals so the acquisition cost is less important to me because I know once
they're there I can retain their business I can retain them as a client
because we care I can get them results because that's what emergence theory
does you know we are we're a results based business you know when people see
results they don't quit you know go to work and get a paycheck you're you're
gonna go back to work getting your members to ascend a bigger packages that
costs more as a whole but les precession is a great way to increase lifetime
customer value the top studio owners do their best to move prospects into their
premium packages right from the beginning but for those members that
started smaller people like Matt and his team continue to keep an eye on them
and look for opportunities to bump them into the highest tier where the business
can earn more money and the member can gain better results faster
there's tiered memberships and again it's always going to be based on the
client and what their goals are and what they need sometimes we do you know need
to upgrade a member their goals don't change but maybe they're finding
themselves using things more often so instead of buying additional sessions
through me my teams are trained to do what's right for the member from a
business standpoint it makes way more sense for them to continue purchasing
additional sessions from me I'm gonna make more money on it from a morality
standpoint do what's right for the member so they stay with us so they
become walking billboards for us if we're doing what's right by them we're
gonna save them the money it's the world's easiest sale at that point hey
did you want to save some money sure another way to increase your lifetime
customer value is to retain your members for longer every additional month they
stay with you increases our value by that much more there are many things
that can negatively affect retention the most popular reason being they're just
not getting results the next most popular reason is employee turnover
their favorite instructors and their coaches that kept them motivated begin
to leave and just when they get used to the new coach they leave and this can be
terrible for member experience thus really hurting retention so how does
Matt keep his coaches and instructors for so long to make sure he eliminates
this type of negative impact so some of my coaches have been with me I think my
longest coaches have been with me for about five years since the Lake Pleasant
location actually opened pretty cool to think about that they've
they've enjoyed their time with with me with Orangetheory and more importantly
with my members for that long I mean especially in the fitness industry in
that space that's unheard of for people to stay around the home I try to
interact with them I you know they they know me I know them you know one of my
coaches has been play for five years like I just reached out to me other day
every time I'm in a store I seem to have missed him based on his schedule just
shot him a quick text the other day hey haven't seen you for a little bit how
are you how's the family how are things zero work-related it's not a you need to
do this or what's happening there it's truly paint how are you I haven't
talked to you for a little bit are you doing okay how's the family how's the
kids you know I truly think those little touches again we talked about caring
about our members you know we have the internal external customers those are my
internal customers you know they they at the end of the day you know are my
people you know you don't care about your people that I could stay the first
step to building a great team of employees is creating a vision of what
you want your culture to look like a few episodes ago we had author of the vivid
vision Cameron Herald on where he explains step by step how to do this
once you have the vision you are constantly hiring people that fit that
vision and developing employees to fit it better and better each day my team
kind of goes by the mantra train I'm a trainer right so I think it goes back to
I always look to myself and my team first are we doing everything that we
possibly can to ensure Mike's success if not it's on us so training right we take
a very systematic approach to it over the past six or seven years that I've
you know had all these locations it has streamlined itself you know with the
help of the franchise but more importantly I've created a pretty
systematic approach to train everyone from my sales associates to my coaches
to my managers to the point where there's even a binder anybody can walk
in and learn exactly what to do and walk through step by step by step and I think
that's how I've been able to scale and scale to a point that everyone is on the
same page so everyone has an interchangeable cog piece if you
well I can move you from one location to another location and the things gonna
skip a beat because the systems are the same you know while the well the people
are different systematically you're running the same
business time and time and time again so to be able to train you know my managers
that way to be able to train my sales Sosa to my coaches that way is really
important one of my favorite books and a favorite amongst many entrepreneurs is
the e-myth revisited by Michael Gerber Michael explains that people shouldn't
run a company great systems should run a company and great people should run the
systems people like Matt understand the importance of this and live by it having
great systems and training on those systems dramatically increases the
likelihood of your employees doing great work but what happens when you do come
across an employee that refuses to follow systems or just can't seem to
keep up with the other employees no matter how much you train them so
oftentimes it's an honest conversation nine times out of ten they know that
it's coming because we're big on goal setting so I sat down with my managers
at the beginning of the year and you know we talked about goal setting so I
said Mike I want to know three personal goals for you and I want to know three
professional goals for you what are we looking to accomplish this you know
again going back to knowing your people and genuinely caring about your people
you might some people who hey I want to you know invest you know this amount of
money into my retirement this year so guess what we've touched on that a
couple times hey work work hold of the way through the year where we at with
this how can I help facilitate this do you one of my financial team do what
what what can I do for you how can I serve you I know I have a lot of the
right people right so maybe they're not the right seat on a bus maybe I can use
them in a different capacity if not that's okay you know because these
measurable goals they understand that a lot of times they'll come to me and say
hey I'm not meeting my goals I'm not meeting my expectations it's nothing
that you've done nothing that you haven't provided to me I think I need to
do something in a different area because I
don't want to let you or the business where my team down and I think that's a
that's a very hard conversation for someone to have that's a very hard look
in the mirror to have and it's awesome it's awesome as a person to be able to
sit there and say I can't do this this isn't for me it's not it's not anyone
else's fault it's just not a good fit I can't do it and often times we have
those conversations and those conversations happen before I even have
to say anything which is which is great you know it that means that I know I
hired the right person at heart and they're just not a good fit
having these honest conversations can only happen if your employees are scored
and measured they have to know if they're meeting expectations just as
much as you do otherwise your honest conversation can
come as a total shock to them I asked Matt about how he measures the different
employees at his studios I mean obviously each employee is measured
differently based on you know what what department they're in it and what their
job title and skill set is sales associates pretty easy right they have
they have leads to generate they have you know calls to make and at the end of
the day sales to make right so pretty easy to break that down what's a little
bit more difficult or my coaches coaches don't have necessarily that same
scorecard but they have the retention scorecard they have the helpful your
glasses scorecard they have are you meeting the the corporate standards and
the metrics and the parameters that I set to ensure that we're delivering the
best possible product and the best possible experience to our members you
know my managers they're overseeing the entire operation they're the same thing
hey its sales its retention it's you know how happy are your staff are we
retaining our staff where we at with all of those things so everyone has a little
bit different scorecard but the end of day it's about the experience right so
the better the experience from the the sales associates for those members the
more members will gain from there the better the experience for the members
through the coaches the more members will be in the coaches classes you know
the better the experience for the team the better the numbers look for the
studio manager when it comes to salespeople
they're the easiest to measure and the most difficult to manage and many sales
focused organizations the best salespeople are often paid more than
some of the c-level executives and my company I find this to be true as well
sales is hard and most people are either afraid of doing it don't want to do it
or can't do it finding people that aren't afraid want to do it and do it
extremely well should be paid appropriately I wanted to see how Matt
compensates his sales people we know Commission's we do hourly plus
commissions I think that's really important because people like to be
rewarded people like to be rewarded for their work I don't want people to stress
about money so there's always the hourly the base pay my experience with this
industry as a whole is you don't want the base pay too high because I'll even
kick back and relax you don't want it so low that you know we're strapped and
stressed for money and strapped for cash sort of things so finding that balance
right there but commissions are important you know because people want
to be paid what they're worth and it gives them that drive factor to get out
and do more to reap the benefits of their hard work there's nothing better
than my sales associates coming in high-fiving me when I walk in and saying
Matt I did this today and I'm like man that's awesome you know I walked in and
one of the girls told me the other day you know my commission check just wasn't
wasn't what it normally is you know and again it's it's we're talking about 1819
you will grow at this point saying hey I had a hard look in the mirror and I said
Mike my check isn't what it normally is you know I need to step up my game
that's not a conversation that I had that's a conversation that she had with
herself and I was privy to that when she told me that it's a pretty cool thing to
hear when they say I know I need to do better here's my plan let me share this
from there I'm applauding every victory that she has and she's proud of those
victories that she wants to tell me more she wants to win and Nate Lee people
want to win they don't want to lose they want to be good at what they do they
want to be good at their job it's my job and my manager's job to play that
support role to Pat them on the back to high-five them to celebrate their
victories and by doing so I build that emotional
bank account with them because every 10 Pat's on the back
inevitably I'm gonna have to give them a kick in the butt but if I don't have
that 10 to one ratio I'm always kick them in the butt
very their experience is bad they don't stay I'm doing a poor job retaining my
team and providing a good experience to them a feedback tracker is a real thing
to focus on I learned this lesson the hard way I used to have pretty bad
employee turnover and couldn't figure out why I paid well gave vacations and
benefits and we had a cool place to work but my employee turnover was still
pretty bad I then had a coach tell me to create a feedback tracker just a simple
spreadsheet that listed all of my employees in the left column then the
next column was a spot where I can notch causative feedback and the column after
that was to notch constructive feedback I realized that I was at a 3 to 2 ratio
3 being constructive and 2 being positive my coach encouraged me to
adjust it so that I'm at a 3 to 1 ratio where I had 3 positive things to say for
every one piece of constructive feedback it was hard to do and I'd be lying to
you if I didn't tell you I was feeling a little bit authentic at times as to real
me just wanted to focus on the problems that needed to be fixed but I worked at
it and before I knew it I was authentically at that three-to-one ratio
that I was aiming for I built habits on purpose to get there and the culture has
never been better this was a recommendation that was made to me and
I'll pass on to anyone else looking to race culture in their business and when
you do these things and build a great team like Mantid you have the people
that you need to expand your business properly since matt has seven profitable
fitness studios I want to get his insight on when he knows it's time to
expand and how to do it successfully I was forced to open a second location
initially when I started I thought I was gonna do two or three the first one did
poorly with with the pre-sale right we discussed that from there and explore
again I treated that to the coaches and the systems that we had in place the
experience that the members receive it exploded to the point where you signed
up as a member I couldn't get you in for classes for a week two weeks I was
actually losing people because they could not utilize their membership again
you know haha that's a good problem but it's a real problem you know my my
revenue actually decreased because I got too full it was bad though I mean truly
in the social media age like it's bad people are complaining about their
experience because it was too full so that led to my second location less than
a year later out of necessity truly and it was kind of a release valve
that's you know I was able to open that up
get it open as fast as possible and it's you know ten minutes away to where okay
we can kind of normalize things a little bit more so when is it when is it time
to open another location you know that one happened out of necessity when is it
time and my best advice that I can give with that is when one is so so secure
and functioning so well that you can duplicate processes if that means you're
in it and you make up your business you can't duplicate it and that's the
hardest thing that I've seen and when I've talked to people is you know if
they are so much a part of the operation it makes it difficult duplicate find
somebody train them get them 80% what you are and then you can go do it again
if you can't duplicate you through systems and processes the 2nd 3rd 8th
15th location is going to fail if you've ever watched an episode of shark tank or
CNBC the profit you've already caught on to how much weight they put on the
entrepreneur really knowing their numbers and every coach that I've ever
had has challenged me to really understand them to Mack áfourá is a real
numbers guy I'm crazy about my numbers so I look at them quite often right I
look at my my some of the financials on a
amazes again it's my scorecard it's my scorecard for my team's because I'd like
to communicate with them where they're at where they need to go based on where
they're at and I like to know where we're at and how I can improve and what
I need to fix and work on to ensure the success of my team so I look at certain
things every day as far as that goes my actual pianos I look at you know
every two weeks every month and ensure that nothing's out of the ordinary if I
have anything trending up or down I want to look at things and ensure that I can
maximize and minimize based on where we're going you know now that's truly it
I mean just owning your numbers is so so important I talk to a lot of people who
don't know where they're at and I just add them how if you don't know where
you're at then how do you game plan where you're gonna go I don't know how
to plan my day unless I'm able to see certain parts of my financials and know
where I'm at you know how are you going without seeing that is beyond me okay so
if you don't know your numbers well already you've probably made the
decision to do so but what number should you be looking at and what benchmarks
should you be aiming for expenses are gonna more or less stay the same as far
as as far as payroll in the hard costs and things like that you know I like to
operate in that 30 40 percent larger you know and depending on the month and
depend the location all of those things but that's truly the bottom line I need
to be right around there to a sustain business to be grow business and then
ensure that you know we're staying successful and I'm able to continue the
successful friend you know but that's that's the sweet spot in this space you
know some are lower than that some are higher than that but that is truly right
where it needs to stay I was a part of entrepreneur groups called
yo and yo its elevator and that's where I first learned the phrase the revenues
for vanity profits for sanity and cash is king at the end of the day how much
cash your business is making truly determines that your business is winning
and that's what Matt is talking about here when you have a service-based
business your biggest expense is always going to be people and if you don't
manage your team and salary cap appropriately you may find yourself
running out of cash quickly I like to keep my overall salary cap on
40% and less some investing in revenue generating employees that will
temporarily set me over salary cap until they begin earning that profit back into
the business I asked Matt what he aims for regards to the salary caps in his
fitness studios yeah I mean I probably say around between 30 and 40 you know I
think again that's kind of the sweet spot if you I want to make sure my
people are compensated for what they do again I think that attributes a lot to
them staying for for a longer term and enhances the member experience because
of that I also don't want people to become complacent either so kind of find
that sweet spot and really kind of breaking it down from there I think is
important paying your people well is definitely one way that helps retain
them for longer bonuses are another great way to compensate employees when
going above and beyond what was expected of them matt has a lot of great ideas
around bonusing his team when they surpass expectations I think bonuses are
really important like I said I think people people want to be compensated and
people want to feel like they were rewarded for winning so we've done
everything from you know setting annual goals and if that's a certain revenue
increase in certain benchmarks across these different revenue increases you
know and it's cash is cool right cash is king that makes sense everyone loves
being paid everyone also loves being recognized
so I've done everything as far as you know hey here's a plaque Mike you've
really just killed it here's a plaque engraved with you engraved with what
you've done hang this up and be proud that's cool
Mike here's a backpack embroider with your name filled with some goodies you
know hey it's January you guys killed it and maybe this is an even numbers based
but like my team worked hard in January I get its fitness it's it's a hard part
of the year it's a fun part of the year but they've lost of their butts and it's
it's an intense time of year they're tired there's a goodie bag here's a you
know a care package if you will you know here's a day at the spa here's you know
some candy here's some coffee you're some
gift cards things like that you know when we talk monetary bonuses and things
I pay those out monthly to my team based on certain buckets that they that they
need and I've changed the comp plans over the years again trial and error
right I've failed many times it used to be an all-or-nothing sort of thing Mike
you hit this number you win this big bonus right you earned this
well it doesn't it take into account all the other buckets and all the other
parts of the the business that are equally important so then my team lost
sight of all those things because I didn't compensate for those things as a
result certain things start to slip you know so in stepping back and taking a
look in and really evaluating myself and having a how conversation with myself
it's man I missed the boat on that that was that was not very intelligent of me
to miss the boat so let's emphasize these certain things so let's look at
member retention let's look at of course sales let's look at staff retention
let's look at you know what are we doing as far as our product sales our product
sales you know on par with our membership sales are they all getting
heart rate monitors because that's what we do you know if we're not selling the
product and we can't deliver the service that we promised we're failing you know
so so ensuring that all of those bonuses and buckets are met on a monthly basis
it is big you know but again I'm such a huge fan of the the other bonuses that
show you know care outside of the paycheck so anything you're not given
with beach cruisers I've given my iPads Apple watches you know embroidered
backpacks just things that show that you kind of care go almost further than the
money and I say that tongue-in-cheek cuz everyone loves money but right it shows
that you do truly care truly caring about the success of your employees
helps build better relationships with them which in turn helps keep them for
longer the same goes for your members your members have to truly believe that
you care about their success and all of their wins your prospective members want
to see it too it helps them believe that joining your studio will give them a
better chance of succeeding than anywhere else if they see how vested you
are in your members goals demonio videos case studies and
documenting the successful journeys of your members is a great way to do this
people like sharing their victories and people should be rewarded for their
victories you know whether it's the staff of the members you know so I like
to highlight that I'm proud of you for getting to your goals Mike I know this
is hard you have a family you have a business you have this enough going on
in life I get it what I want to do is make this place awesome for you because
I'm proud of you for winning I'm proud of you for getting to your goals tell me
your story everyone's excited to tell their story
that's why there's all these you know reality TV shows and it follows them
through because everyone loves a good story so to be able to allow our members
to share their experiences share their victories and be proud of what they've
accomplished I'd be doing them a disservice if I didn't allow them to do
that so show a little bit of you know the workout before with their coach you
know have them talking a little bit before you know showing pictures of the
before you know maybe we catch a little bit during but primarily the after the
after is great because we can show the start we can show the end people like
measurable results both as an audience and as a participant you want to be
rewarded for your hard work if you go to work and you don't get a paycheck you're
not going back right it's the same with the gym if you show up for two months
and you see nothing I've lost you yeah that's my fault
I'm responsible for your goals so when we can celebrate those victories and
keep you motivated along the way and show these these videos and show the
start and show the end and have you talked about how impactful this has been
not only inside the gym but how much more life you know Orangetheory and
achieving your goals has given you that's big that's really big once we
have all of the transformation challenges and the before-and-afters and
everything that members have accomplished and achieve again people
want to be recognized and deserve to be
recognized so that goes out to everyone a lot of times that'll go into our email
blast to all of our numbers at each into the studio because inevitably if that
person is winning people know that person is they see him oftentimes they
see him a lot what else that does Mike besides recognizing that member is that
gives hope and motivation to other members because many of a a mother of
four who works full-time and you know takes care of the family and the kids
and this and that but she finds four hours a week to come in and she's down
thirty pounds in eight weeks because she's made this a priority and she's put
in the effort and she's received the guidance and the knowledge and the
accountability and Orangetheory someone else looks at that sees that
reads that says why not me these are the types of marketing assets i sell new
members into your studios and continue to sell existing members so they stay
and refer more to you but when you have seven studios you can't be the one doing
it it's a team effort which brings me back to the importance of having systems
in your business that people follow so these things get done without you and
Matt really learned the value of having this set up after two immobilizing
injuries that happen within the same two days of each other talk about a humbling
experience I've been working out for fifteen years I do some Orangetheory
classes of course and I do a lot of body building I ended up tearing both of my
biceps within about a two day time frame I'm in hard casts both arms 90 degrees
long hard cast and slings for about ten days literally can't do anything can't
scratch my nose can't take a drink can't eat on my own
very very difficult very humbling talk about losing some independence
ruff thankfully Mike teams that had in place
nothing skipped a beat in the business entrance believe it or not my business
improved during this time which is which is a huge credit to my team true they
knew I was going through some things and you know they were able to step up and
they were able to improve the numbers through this time it cool to look back
as as a business owner that I know that I have the right people in place that I
know that they have the right stuff to get things done even in my absence which
is really really cool I'm not saying that I want to go redo my injury just so
my numbers continue to improve but really nice to see that my team was able
to handle business in my absence and continue to do so after interviewing and
meeting with many successful entrepreneurs throughout my career I've
noticed that every single one of them values continued education not just in
Fitness but in business and communication I had a feeling that if I
asked a successful guy like Matt if he reads each day I wouldn't be
disappointed I do read a lot and I'm old school
right I like my my pen and my highlighter and I like a paper book one
of my all-time favorite books and it's so basic is the common effect Darren
Hardy okay compound effect and truly just talks about how all of these little
things make a huge difference when added up you know we talked about you know how
you do one thing you do all things you know if your car is a messy or your
house is a mess your life is a mess I can't I can't deal with that stuff but
Darren Hardy really breaks it down in this book and talks about how small
improvements consistently compound and all of a sudden make big things
any person who ever asked me for a book to read any of my new hires any of my
team who wants to improve wants to get better you know on top of the normal
books that I do you know monthly or quarterly as my team's that is my go-to
because it's so well written and so applicable to business to life too
Nation ships - you know the Jim whatever it is breaking those things down and
doing consistently and the other one I love believe it or not is the energy bus
so energy bus for me is really the epitome of my business it's again such
an easy read so quick so basic but it realigns people's mindset so quickly you
know talks about energy vampires and people who you know suck energy out of
the room and out of the business and out of the members and all the other staff
members don't be an energy vampire you know it talks about finding the right
seat on the bus for individual people maybe they're just not in the right seat
maybe we need to reassign their seat but keep them on the bus and keep them on
the team and it talks about you know how energy is everything and being in this
boutique space and in the fitness industry as a whole energy is everything
that's what creates the buying atmosphere in these boutique spaces if
you don't have the energy might as well close the doors you know that's true Lea
I actually wake up every morning it's been at least 30 minutes reading in my
office it's quiet it's dark before the world starts and that's when I do a lot
of my reading and it's daily that I do that it's really cool and it's kind of
my time to you know set myself up for my day and go from there clearly Matt likes
to learn and he likes to learn from the best
so I asked him if he could have dinner with anyone anyone in the world to learn
from who would it be I'm a huge huge market man I appreciate
everything that he's done the way in which he interacts and addresses people
and obviously the successes that he's had in multiple different arenas and you
know the the amount of candidness that he has is just amazing to me but truly I
think he's probably the guy that I would be like you you if I can talk to you
that's who I want to talk to you I've had the pleasure of knowing Matt for a
few years now and the conversations I've had with him have always been great this
one is no
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