#1 Reason Most Fitness Businesses Fail

#1 REASON MOST FITNESS BUSINESSES FAIL
FITNESSPRENEUR’S LIFE

Don't let the #1 reason fitness businesses fail keep you from doing what you love. If you're like most personal
fitness trainers today, the number one thing you love to do is go out and help people reach their
health and fitness goals.
At some point, you experienced the benefits of living a healthy, fitness-oriented lifestyle; and it improved your
life. You realized you had the knowledge and skills to train others. So you gave it a shot.
Are you making the living you want? Do you want to have more clients? Of course you do. Your dream is
to make a big impact. You want to make a difference out there.
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#1 REASON FITNESS BUSINESSES FAIL

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Do you want more money coming into your business? This is a
no brainer. You have a family to support and a business to run. And if you're
going to have the impact your want to fulfill your dreams, you require a bigger
organization.
So why is it such a struggle to keep your business growing? Why is it such a
struggle to bring in more income to your business?
It's time to talk about the #1 reason that most fitness businesses fail.
If you're like most personal fitness trainers today, you aren't super excited by
the sales and marketing side of the fitness business.
The result is you end up using methods that simply don't work.
In fact, there's a good chance that your marketing isn't in alignment with who
you are as a fitness professional. And brushing over the sales and marketing
side of your business will cost you.
It will cost you clients, and it will cost you income.
The number one reason why fitness businesses are failing is because they
have no Education Based Marketing.
Education Based Marketing is marketing that educates. It’s marketing
that gives value and builds trust before you ask for anything in
return. The best part is you don't get that icky salesman feeling that comes
along when you go out there and do the direct sales approach.
When you love teaching, educating and delivering value,
you'll find that Education Based Marketing is in great alignment
with who you are as a fitness professional.
FITNESSPRENEUR’S LIFE: #1 REASON MOST FITNESS BUSINESSES FAIL
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FITNESSPRENEUR'S TIP:
Don't use methods
that simply don't
work!
Grab Your Cheat-Sheet
HTTP://VITOBIZ.COM/HREASONMOSTFITNESSBUSINESSESFAIL

3FITNESSPRENEUR’S LIFE: #1 REASON MOST FITNESS BUSINESSES FAIL
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Most fitness professionals follow Brand Pitch Advertising Marketing. The hope is that by putting your logo out
there and offering some seven-day passes and trials, people will come to you. But the results are
limited.
On any given day only 3% of the population wakes up ready to buy ANYTHING, whether
it's a car, a pair of jeans or a new gym membership.
That's an awfully small percentage.
When you use Brand Marketing, you're fighting against the big fitness chains for a piece of the 3%. The prob-
lem is that the Big Fitness Chains have millions of dollars set aside for marketing. Do you have the resources
to compete with the Big Brands?
STOP FIGHTING FOR 3% OF THE MARKET

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Whether it's an article, an ad, a blog, you better hope that whatever you did
to market your business landed in front of the person that was shopping for
your specific offer on that day.
But not only are you competing with everyone else for a piece of the 3%, but
you're missing out on other business.
With Education Based Marketing, you can break into the gold of the
fitness industry. Using this method of marketing, you can tap into
67% of the market. As a business owner, you need to create the de-
sire for people to buy what you have to offer.
So how do you do it?
Think about it. People are not looking to buy a 7-day trial, or a personal
trainer or a pack of classes. People don't think like that.
People are shopping for a solution for their problem.
They are looking to fix their back pain. They are hoping to eliminate their
knee pain. They're looking for ways to lose weight. You need to be in the
habit of creating solution-based programs.
And before you even make them an offer of a program, you need to educate
them about WHY they need to make a decision about CHANGING their hab-
its and DOING something about their problem.
Education Based Marketing is the stuff you see out there, the PDFs, the free
reports, webinars, tele-seminars, and video series. These are called Lead
Magnets because in addition to educating, they are drawing in the
leads, your potential clients, to your business.
The amazing part is that this is the kind of marketing that freaking feels good
to us as fitness professionals because you're offering value from the
get-go. Instead of fighting for that 3% with Brand Marketing, you're going
to tap into an additional 67% of the marketing that are open to buying from
you.
Stop Fighting for 3%
of the MARKET! Use
education based
marketing to get 67%.
30% will never come
to you- screw them!
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Did you know that 7% of people are open to leaving their personal training studio or gym to come work
with you?
You read that correctly. At any giving moment there are 7% of people who are open to leaving their
personal training studio or gym to come work with you.
They just don't have any reason to leave yet. They don't know what differentiates you from everything else out
there, and they have no idea if you're going to be able to provide them any value.
So you have to go out there and educate them about why you are the solution to their
problem.
7% OF PEOPLE ARE OPEN TO LEAVING THEIR GYM...

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That’s what Education Based Marketing really comes down to. You
create a small chunk of value delivered to a specific person with a specific
problem. And you are showing them the specific solution that they need.
Think about the person who goes to a chain membership gym.
They're paying for the membership and half the time they don't even go.
They're not getting results. They don't feel connected to anybody. The bottom
line is they're losing money.
Even though they want to improve their fitness and health, they're thinking
about quitting.
Now imagine you had a report that pointed out the 3 Massive Mistakes Gym
Members Make that Make You Want to Quit. You enter in as a
professional and educate them about the fact that they are not getting
any coaching, that they're not getting nutrition and that they have no support
and accountability.
The result is your potential new client is going to be thanking
you for educating them.
And you are set up to offer them a program and a free consultation. Now you
are going to show them how developing a support system, getting nutritional
coaching and also getting a coach to program this all for them is going to get
results.
You taught them what they needed to do before they even
walked in your door.
Now imagine how much more leverage you can get by systemizing and creat-
ing those kind of Education Based Marketing pieces and starting to automate
them. That is how you are going to build back end systems as well which we
will talk about in the future.
Isn't it exciting to deliver value in this way? You're talking to and
educating your market about why they need you. And they're learning how
you can deliver results for problems they need.
There's more you can do with this.
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Show your clients
what they need be-
fore they even walk in
your door. In order to
create the reason to
buy, paint a picture
about the struggle.

7
30% of the market is aware that they need you, they just
don't know that they need you now.
Remember, very few people wake up and think, “I need to buy this today.”
For example, imagine a pregnant mom. A pregnant mom needs to be working
out during her pregnancy but in her mind she thinks she needs to wait. She
actually thinks she needs to stop working out because she's pregnant. She's
even heard she needs to eat for two. She thinks that after she has her kid
she'll start looking for a trainer and go to the gym then.
We know this is the wrong approach.
One of the biggest mistakes a pregnant mother makes is eating more than
she needs to, stopping working out and waiting until after the baby is born to
start exercising. This pregnant mom knows she needs you, but she doesn't
think she needs you right now.
This is an opportunity to educate them on why they need you
now and instead of later.
You can take this program, automate it, get it into the market and start teach-
ing people why you have the pregnancy program that is right for them. Then,
before they even get in you door they know why you are the solution. You’ve
created the awareness of, “don’t put it off, take it now.”
That’s going to help drive your business bigger.
It’s not about you making the sale anymore because by the time they come
into the business, they are well aware of why they need you. You've offered
the solution. It feels a lot better to do marketing that way.
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Educate your client
about why you are
the solution to their
problem. Then lift
their ambitions.

8
There is 30% of the market who are unconscious that they need you. They don’t know about your
service. And they don't know that your expertise is something that will benefit them.
This is another section of the market that can be reached with Education Based Marketing.
These are the people who know they have a problem but haven't started looking for a solution. They're aware
of their symptoms but for one reason or another, they haven't been motivated to find a solution. Education
Based Marketing provides the information that they didn't even know they needed to
find a solution to their problems.
Make sure reaching 67% of the market is the goal for your marketing and your business.
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THE 30% THAT DON'T KNOW THEY NEED YOU

That is an additional 67% of the market that could be driving you sales and the growth of your business. This
is a lot better than the 3% dogfight that everybody is in.
The 67% is the goal for you marketing and your business. Now you can go out there and build a bigger
business. You can get past that icky “salesy” feeling. You can get past hating marketing because now you
are delivering value. You are developing trust as a trusted educator and that feels good.
This is where you need to be going with your marketing.
That's the first step, becoming aware that this is a style of marketing that you can do. This is a style of
marketing you're going to embrace and love. Ultimately you can go out and make a bigger
difference with Education Based Marketing.
If you want to know how to create this stuff you have to start with how to identify the audience. You need to
learn to identify the problem and create the solution. From there it's learning how package it so that you can
get bigger and better results.
We are on a mission to help train fitness professionals in this industry that are hungry for more.
Go out there and make a big difference today and start living the Fitnesspreneur’s Life.
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Let me help you launch your business, income and lifestyle! Follow me on:

As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business
& personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the
industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline
and online marketing strategies that deploy customer value optimization systems in order to create as much benefit
and offering for the customer and as much profit and lifestyle for the company as possible.
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#1 Reason Most Fitness Businesses Fail

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