Personal Training Business Tips

Stop Attrition Dead…Right Now

You can be the best marketer in the world, and generate tonnes of new leads to sell personal training to but if you can’t keep your clients (AKA Skyhigh Attrition) then you are dead in the water!

I’ve found for a lot of trainers it’s when they open their studios and hire staff that their personal training client attrition appears, increases and becomes alarming.

And it’s no surprise, I mean when we’re solo, we live, breathe and die by our clients.

We have to fight tooth and nail for every single one, and each personal training client we lost to attrition was like a mortal chest wound! (Ok maybe that’s dramatic but I remember plenty of times when someone quit I had that sinking feeling in the pit of my stomach because I wasn’t sure I was going to be able to pay my rent on time.)

So as time goes one and we become industry veterans, well we do things naturally that keep our attrition low, and then we hire people and try to train and expect them to do the same. Only…they don’t.

They like the grind, hustle and ability to foster and maintain relationships like we can, and it’s no surprise, or skill was born of pain and frustration; they just work here.

What’s worse if you’re like me, I had no idea how to train or teach other people to do what I do, it just kind of developed naturally for me and I’d known it so long it seemed crazy that they didn’t, hence I too struggled with high personal training client attrition.

Now, results are a given, you’ve gotta get results for people, but beyond that there are three relatively simple things that you can do with your growing business that will put you back in the drivers seat and pretty much stop attrition dead, and once these things are in place you can delegate and let them go, though the rule is slowly, very very slowly.

Here watch this video I made on personal training client attrition and how to stop it, if you like it I hope you’ll subscribe! (Just click here to subscribe

Facebook Marketing Has Flipped On It’s Head!

Facebook Marketing Has Flipped On It’s Head!

facebook_marketingFirst off Merry Christmas!

What a year 2018 has been, I can’t believe it’s already drawing to a close.

I hope you are set to take time off and enjoy family for the next few days.

Don’t forget to take a deep breath and reflect on all this year has brought, and then gaze ahead to the horizon…what is your biggest goal for 2019?

Since it’s the end of the year I’ve been doing a lot of reflecting myself…and a lot of thinking.

I always get asked; what do I see happening in the coming year? What will be (if any) the biggest changes in the coming year?

Truth is, it’s kind of already happened and you’ve likely felt it.

Facebook ads getting disapproved more than ever before, ads initially approved and later shut down.

Pushed by Facebook to limit what we show on our landing pages.

Our industry thrives on social proof more than many others and we’ve become more and more limited in how we can proudly display our social proof than ever before.

And it’s only going to get worse…


This is actually GOOD NEWS!

Yup, not a typo, this is good news.

Everything comes full circle, and this is no exception.

If you’ve been around as long as I have you likely remember what it was like before things like Facebook.

Getting new clients was largely referral and B2B based.

You had to put yourself out there.

Form real relationships.

And it generally took more than one interaction (think of it like dating.)

It took time to get people to know, like, and trust you before they would commit to buy a premium service like yours.

Well, that’s come back around.

You see for basically the last 10 years direct response marketers had a heyday on Facebook.

We ‘d put up an ad, take people to a landing page then use long form sales copy with fancy headlines, videos, testimonials and before and afters to build the relationship there.

The longer we kept them on the page the better chance we had at getting a sale.

Now I’m not saying this is completely gone or done, in fact quite the opposite, you’ll still see plenty of this and many of these same strategies will work…only just not like before.

In 2019 and beyond you’ll need to be in the groove of building relationships with potential customers on platforms like Facebook through multiple interactions.

Only then will you find the Facebook advertising rules will make it easier to show them your landing pages the way you’ve intended.

And here’s why that’s good news:

  • You’ll soon only be showing your ads to highly qualified prospects who know who you are, what you do, and are somewhat actively on the lookout for you. This will make those ad clicks much much cheaper.
  • Your offers and content will become perpetual, which means you won’t need to constantly reinvent the wheel. Your brand recognition will grow as a result, and it’s going to take you less time to market more effectively than ever before.
  • And maybe the best part of all, it’s going to be really, really hard for your competitors to duplicate, see fully and harder still to understand just what your true marketing strategy is.

All of this will be accomplished with content cycling and custom audience targets, and I’m excited about it!


Well because everything comes full circle, and in 2019 we get to return to what made us great, we can focus more on being the phenomenal educators that trainers are.

Our marketing will become a showcase for all the amazing knowledge we gathered around training and nutrition, not just the latest marketing mumbo jumbo!

2019 is going to be a great year, are you ready?

If not, you still have time, that’s my Christmas gift to you, this new process is a marathon not a sprint, you start today and your results will steadily increase, your costs will decline and unlike your marketing now each new piece of content will increase your brand and recognition in the community!

Let’s do this!

Merry Christmas from my family to yours!


P.S. In January my coaching clients now get to enjoy our ad setup and management services, meaning if all of the above sounds great but leaves you ever confused well we could just do it for you. J I’m taking on new clients in the New Year, would you like to schedule a consultation? If so reply to this email, I’d love to help you make 2019 your best year in business!

Why You’re Failing at Group Selling Before You Start (and How-to Fix it in 4 Minutes)

Yesterday I was hosting a weekly video coaching call for some of my clients and I was teaching about why people fail when it comes to selling personal training to a group.

For the record, I was slow to adopt group selling, to me I always connected best with people one-on-one and felt I’d never be able to connect the same way to a group…which would lead to no one making a decision, me letting them down, and ultimately them not embracing change.

In short I was afraid everyone was going to lose.

But the thing is, it’s just a matter of understand people and behaviour, and more importantly being a real person.

Watch this 4 minute video and I explain exactly why most selling situations (group and one-on-one) fail before they even begin and exactly how to setup your next one for instant success (and I promise you you’re going to feel more genuine and relaxed doing it.)

If you liked this, I have a treat for you, just like I teach in the video, it’s all about establishing relationships, I have a gift for you. (I want to help you with selling more personal training programs or boot camp or really any kind of service!)

I’ve decided to make my give my wholes sales program away for free for a while in hopes I can help you and who knows maybe you’ll want to talk to me about your business some time.

Just head on over to: and get instant access right now, totally FREE!

The 3C’s of Chaos Management

The 3C’s of Chaos Management

The 3C's of Chaos Management - EntrepreneurshipWe all know by now if you’re going to own your own business and be an entrepreneur chaos is nothing new.

In fact we must always work to embrace the chaos as the only time to worry is when chaos is enveloped by calm.

When all is “calm” that’s a clear indication you’re not pushing, reaching, stretching or evolving fast enough as a company or team and will be the time you’re entrepreneurship is at real risk.

So this week’s topic is “Chaos Management.”

How do we handle and embrace chaos so that we don’t become overly stressed or burnt out?

Let me share with you the concept of the 3C’s of Chaos Management.

If you’re striving and pushing as hard as you can life will always be chaotic.

Chaos attempts to break us, burn us out, or leave us paralyzed due to stress, this is the paradox of achievement.

In order to reach a new level of success or achievement we must face and avoid, or overcome burnout, mitigate stress, and still find time for joy and happiness in the midst of continually urgent demands.

Now success can be many things: helping more people become the best versions of themselves, finding more time to do things you love, establish more and more meaningful relationships and so on.

No matter how you define success to reach a higher level of success we must increase our level of output or expenditure to that activity. Make sense? (ex. Even reducing stress requires greater output; just the output might be different such as allocating more time for meditation and reflection.)

So what are the 3C’s of Chaos Management?

First is Control.

With all the demands upon us inevitably some of that burden is within your “wheelhouse” the things that seem easier than the rest.

Usually we focus on these things first, they bother us less because we’re comfortable with what we’re facing, control is the easy part (but still make it a habit to deal with these items first because they increase confidence which will help with the remaining 2Cs.)

Next is Change.

What skills can you learn this week? How can you become more competent in what you already know? What things are you doing that you can do better at? What systems do we have that you see we could make more efficient? Is there a better way of doing something?

The real mark of embracing change is to take ownership and lead from the front; but as leaders we must really strive for our team to act in the same way.

We want them to feel comfortable and confident to vocalize ideas for improvements, ask for permission or take action to make improvements and then share their successes with their direct reports and team members.

Make it a safe place to fail and affirm that the only real failure is to fail to act or tray. (In our organization the only caveats being if there is a risk of someone getting hurt or a significant financial risk you must clear it with your direct report first.)

This is one of the purposes of the frequent reviews in an effort to increase collaboration and support change as a whole.

Finally is Cope with what you can’t Control or Change.

Like I said above the paradox of success is we must embrace the chaos that comes with stretching in any area but with that there will always be things that there’s nothing you can do about right now.

Do your best to embrace, accept and move on, not everything will work, it’s certainly not going to be easy, you will let people or yourself down from time to time.

In the end coping is a part of striving and it’s just a matter of asking yourself these two questions for all important affirmation:

  • Did I/Have I done the best I possibly could?
  • Has my positive impact/feedback outweighed that which I can’t control/negative feedback?

Remember without chaos you are at risk for extinction.

Don’t dread being busy, the unknown or the stress of responsibility for if you do you’re in dreadful danger of adding to the statistic of entrepreneurial failure!

You’ve got this!

P.S. The image in the meme above is one of my own taken on a trip to Iceland last February at an amazing place called “Diamond Beach” I highly recommend checking it out if you ever get a chance!

The Dream Team!

Managing and Leading a High Performance Team in 2018

The Dream Team!

The Dream Team!

It’s humbling to say the least; but leadership has not come naturally to me.

In fact it’s awkward to vocalize it (though a kind of therapy) I never realized I was such an introverted person.

I mean I guess maybe I should have clued in as I’ve always joked, “I like my dogs better than most people.”

But all jokes aside I think you get the point, leadership has been a challenge and as such my teams have seen many plateaus in my businesses that have been hard to get through and usually resulted in some turn over.

Now that’s not to say we don’t have great teams, or that we haven’t had great success, or even that we’ve had bad company culture. None of those things are true; but what is, is that it became clear to me that management and leadership needed to improve to position our companies for next level massive growth.

So today I wanted to share with you some of my biggest breakthroughs in building a team that’s going to let you add more digits to your revenue and profits.

Rule #1: You need more applicants.

One of the biggest mistakes I’ve made repeatedly is we weren’t getting enough, reviewing enough, and interviewing enough applicants for an open position.

On average I now like to see at least 50 applicants for any position, whether that’s a trainer or an administrative role.

Many of you might be thinking; how do I even get that many applications quickly?

Well for me that’s come from three specific sources: mailing to my email list, spending money on paid posts on Facebook and paid job postings on sites like

All of our applicants now start their process with a group interview. That group interview begins with a workout after which they meet with my manager who asks the following questions: (If you’ve read the highly impactful book Double, Double by Cameron Herold you might recognize some of these, I you haven’t you should!)

  1. What are your favourite books and why?
  2. What is your favourite movie, and why?
  3. What car is most similar to you as a person, and why?
  4. What was the most stressful time of your life, and why?
  5. What was the most complex project/situation you ever led, and why?
  6. What stresses you out?
  7. Why do you want to work here?
  8. Who is the best candidate in the room, and why?
  9. If we were to hire two people, and you were one of them, who would you want us to hire to work with you?
  10. When could you start?
  11. *(Only ask this if there are not clients within ear shot, but great finishing question) How much do you need to earn per hour/annually in year one? Year three?

Our favourite time for group interviews is Friday at 5:30-7:00 PM (especially on long weekends.)

This process has saved us so much time and easily allows us to find the 3-5 top tier superstars out of the 50 applications we receive. These candidates then progress to a 90-minute second interview with me via Facebook messenger (great way to get them to add you as friends so you can see what their social feed looks like since people’s profiles are getting harder to find.)

This single adjustment completely reshaped my team in less than 60 days.

Rule #2: Foster communication, frequent communication.

I’ve been referring to it a lot lately, I guess because leadership and management has been on my mind so much.

I heard someone speak to a reference from Harvard Business School recently that went something like this, “as much as 86% of businesses that fail, fail because of poor communication, not a bad product or bad service.”

I have no idea if this is accurate but I’d be willing to bet that it is.

It’s a simple fact that any business that is actively trying to grow is going to be a bit disorganized, if you’re not you can’t be growing as fast as possible, that’s just the way it is.

When organization lacks; outcomes are dictated by the ability of the team members to make good decisions in that moment, let’s face it when chaos ensues we all default to perception and instinct and kind of make it up as we go.

Your goal is of course to ensure that the thought process that leads to those decisions is as much in line with your vision as possible. So how do you do that?

Well we’ve had massive success in just a short time using really regular employee reviews. (Weekly for the first 90 days, then monthly after that.)

(CLICK HERE to see a sample of one of our reviews)

I firmly believe in perception based questioning, so a lot of our review elements are based on 1-10 scale questions. Both the direct report and the employee will complete the review prior to the review meeting; the purpose is to clarify both performance, objectives and expectations and make sure they align with the company vision; but more importantly manufacture a frequent point of real communication so introverted people like me don’t keep putting it off.

Which leads me to rule #3…


Rule #3: Have a clear vision and values to live by.

I have to admit; over the years I’ve seen so many dusty mission and value statement signs in businesses that I began to brush their usefulness aside. Only recently I have truly begun to understand the significance and how to apply them.

What do you stand for?

Why is it important to you?

If you visualize your company in 3-5 years from today what will have happened?

I now believe this is so critical to success I urge you to stop reading and start writing right now!

Doing this kind of brainstorming activity recently lead me to shift the whole organizational structure of my companies, and the benefits it would bring became so obvious.

But describing your vision in as much detail as possible it will set your mind to begin to rationalize what does that end goal really look like?

From there you will begin to assign the concrete markers like how much revenue you will be generating, how much profit, how many employees you might need, how many customers, the impact you will have made with your product or service.

From there you can begin to work backward to where you are today, what do you need from each member of your team today to begin moving toward your vision? What are the bullet points of their day-to-day tasks? What more do you need to expect from them as you grow? Who are the new people you will need to your organization?

Soon you’ll end up as I did with a great list that will become the “job description” for each position in your organization and likely even a career roadmap for them to follow as they help you build the company illustrated in your vision.

(CLICK HERE to see our Mission, Vision, Values)

(CLICK HERE to see a sample of our Trainer Job Description and Career Path)



Trainer Job Description and Career Path

Trainer (25-33 hours/week Salary Range $31,000-65,000)

Direct Report: Manager

Position Overview: The Trainer works directly with the clients in a group setting to provide 30 minutes of high intensity circuit training. Our program is designed to be the best 30 minutes of our clients’ day, every day! In addition trainers will provide encouragement, resources, ensure safety, and coaching to a variety of fitness levels on and off the mat.


On the Mic Standards (Expectations of the trainer while clients are present)

  • Be the best 30 minutes of our clients day every day!
  • Always exude high energy and run a highly energetic training session
  • Greet, welcome and congratulate people (Preferably by name, expected to learn every single person’s name and use as often as possible.)
  • Effectively demonstrate how to perform various exercises during a group session.
  • Provide corrections as needed and use breaks to further educate clients on biomechanics and how to maximize the benefit of the workout.
  • Always know who’s new, focus, protect and develop the new people.
  • Monitor clients’ progress and continually challenge them to push beyond their current limits.
  • Recognize veterans frequently (gold stars, make them station stars (have people look at what their doing as an example of good form)
  • Develop relationships with all clients, knowing names and what their “why” is for attending bootcamp.
  • Maintain safety at all times
  • Wrap up with praise and acknowledgement
  • Be willing to help people between camps in any way they need (Zen Planner, learning, form, nutrition, modification, etc)
  • Understand and adhere to company core values, leading by example at all times.


Off the Mic Standards (Expectations of the trainer when clients are not present)

  • Work with other trainers to design a variety of safe and effective workouts and submit on time. (Test the exercises, are they safe for deconditioned Mrs. Jones? Could a simpler/safer variation/alternative be just as effective?
  • Reset the floor, make sure the workout floor is organized at all times.
  • Tidy up (not just the workout floor, common areas too ex. Bathrooms, lounge, etc)
  • Client follow up (relationships are everything the more we reach out the more compliance we get, the better the results are the more fun this is.)
  • Client assistance (Zenplanner, etc, you need to know how to do just about anything in Zen.)
  • Teardown, vacuum, and setup the new workout.
  • Update/Review whiteboard KPIs weekly.


Required Education Training

  • FBBC Certification
  • 48hr Fat Loss training
  • Nationally recognized certification
  • Zen Planner (know all aspects of account management)
  • Sonos/Spotify
  • Skulpt
  • Ongoing continuing education
    • Martin Rooney
    • Alwyn Cosgrove
    • Anatomy
    • Psycho cybernetics
    • Extreme Ownership
    • Delivering happiness

Points of Measurement:

  • Attendance
  • Total Number of Members
  • Cancellation
  • Before and Afters
  • Spot checks (Video review of camps, or direct review by Manager/Director of Operations)
  • Quarterly Review (Including scores from client satisfaction survey)



  • Current nationally recognized training certification.
  • Current CPR (First Aid is a bonus)
  • Must be high energy, positive and outgoing all the time!
  • (Preferred) A minimum of 2 years previous training experience is a huge asset.
  • (Preferred) Minimum 2 years post secondary education in a related field.


Level 2 Trainers:

  • Exemplify all standards as above
  • Typically have 0-3 years of experience
  • Maintain a strong safety record
  • Workouts always submitted on time.
  • Directly responsible for the regular submission (min 1-2/month/trainer ex. 2 trainers = average 2-4 submissions/month of before and after photos showing substantial change (20+lbs total lost)
  • Receive strong quarterly feedback with 85% or more of client submissions at more than 8 on approval rate.
  • Show regular initiative to award gold stars and take photos.


Level 3 Trainers:

  • Maintain a strong safety record
  • Directly responsible for the regular submission (min 1-2/month/trainer ex. 2 trainers = average 2-4 submissions/month of before and after photos showing substantial change (20+lbs total lost)
  • Receive strong quarterly feedback with 85% or more of client submissions at more than 8 on approval rate.
  • Post regularly on company social media.
  • Can be attributed for client referrals on a semi-regular basis (at least 1/month)
  • Is regularly responsible for submitted before and afters (they hand management or directly facilitate submissions for 2-4 before and afters/month)
  • Nurture and foster our online reviews (home location receives 2-6 new reviews/month on places like Google and Facebook page.)
  • Complete all suggested continuing education on time.
  • Demonstrate a willingness to learn and dramatic improvement on related areas of work (ex. Zen Planner knowledge continual improvement.)
  • Make a strong effort to know all client’s names.
  • Always know who’s on a trial and facilitate continuation conversation with them.
  • Become engaged in the community (ex. Member initiatives like grocery store tours, running events that bring new guests to us, getting involved in volunteer/fundraising initiatives.)
  • Regularly responsible for new sales from new trial clients.
  • Show signs of embracing continuing education by completing all suggested reading and new reading they’ve taken initiative to explore.
  • Regularly involved in content generation (articles and videos on various topics)
  • Constantly promoting the studio via personal social media.
  • Is regularly responsible for submitted before and afters (they hand management or directly facilitate submissions for 4+ before and afters/month)
  • Be entirely flexible of schedule and willing to fill in where needed.

Level 4 Trainers:

  • Quarterly volunteer participation.
  • Very active in continuing education (regular event attendance, exploring new certifications, influencing the teams education with what they’ve learned.)
  • Is regularly responsible for submitted before and afters (they hand management or directly facilitate submissions for 6+ before and afters/month)
  • Always exploring and implementing new exercises/burnouts/workout styles to keep things FUN and different for clients
  • Workouts are completed and in the journal before they are due
  • Gold stars handed out at least once per shift
  • Be proactive in helping organize client events or new ideas for theme nights, referral contests, in house mini challenges


Level 5 Trainers:

  • Exemplify all standards as above
  • 2+ Years experience minimum
  • Receive regular praise publicly and privately by clients (ex. Endorsements to leadership, on social media publicly or privately.)
  • Have a strong track record for going “above and beyond.” (ex. Could be organizing a volunteer activity, taking initiative to organize a fundraiser, strong track record for assisting clients beyond the gym hours (while maintaining a work/life balance.)
  • Strong track record for continual personal self-development (ex. Regular attendance to industry events, an average of one or more books/month related to any aspect of field.)
  • Seeing regular weekly increases of 10+ net clients in home location.
  • Regularly having weeks/months of minimal attrition (less than 2% of total members in month)
  • Is directly or indirectly responsible for submission of high volume of before and afters. (2-3/week/trainer/location ex. 2 trainers = 8-12 before and afters/month of 20+ lbs lost.)
  • Very active on social media (typically posts gold stars and work related moments 2-3/day on IG and or Facebook.)
  • Active and regularly promoting the studio on personal social media (posting and tagging people in promotions, inviting personal circle of influence to try camps via 3 free/1 week free.)
  • Is directly/indirectly responsible for high amounts of member referrals leading to sign ups (average of 5 signups or 5/10 referrals/trainer/month/location)
  • Knows every client’s name and makes habit to use them frequently.
  • Regularly demonstrates comprehensive knowledge and understanding of all components in training list (ex. Zen planner, etc)
  • Regularly contributes educational content to the mailing list and other audience vehicles.
  • Regularly engages in Facebook live/Instagram Live video educating or promoting the business.

Our Mission, Vision and Values

Mission: We Empower People to Become the Best Versions of Themselves


We are committed to having a broad impact on each other and the communities we serve, empowering all those we interact with to “become the best versions of themselves.” We’ll use exercise, nutrition, positivity, change psychology and genuine relationships as our primary tools.

Over the next three years we will impact more than 11,000 new people between our three current locations (South and West Edmonton and Innisfail, AB.) (as measured by the total people in our databases.) We will proudly display multiple new transformations (submitted before and after photos) on a weekly basis, our clients will rave about their success and experiences, being at Fit Body will truly be their most looked forward to time of day!

We will see net growth in our membership in excess of 360 additional clients per year, and each time we exceed this goal we will evaluate our plan for expansion to open our next location to serve even more people in our communities. By the end of 2021 we will be at 6 or more active locations in the region. This will come easily because from the moment anyone opens the door the enthusiasm and positive energy will wave over them from our smiles, our ability to get to know them and call them by name, to them we will just feel like the family we already think og them to be.

Growth will be easy because work isn’t laborious when we’re having fun and our instant reward is the smiles and laughter we share with our clients.

With growth we will continually strive to give back by contributing time, effort and resources to volunteer and charitable organizations in our community. By 2021 our charitable donations will exceed $10,000 annually per location and we will be known for our charitable participation in the communities we serve because that’s who we are, we love to serve and have an impact on people’s lives, life becomes simple when you care bigger because everyone cares about you and encourages you in return!

If we’re successful in what we do change will be more than just a physical change in our clients. It will encompass strong emotional changes pertaining to self-mastery and relationships. Those we impact will knowingly or unknowingly join our mission through their encouragement of others and this is how we will have a profound impact and be “determined difference makers” in our communities!


Care Bigger

Extreme Ownership

Be Open & Honest

Always Have Fun

Be So Good They Can’t Ignore You

Focus on What Counts

Sample Trainer Employee Review

Employee Name: __________________________ Date: ______________________

Reviewed by: _____________________________ Review #: ____________________
Know the mission statement by heart: Y / N

Able to recite all the company values: Y / N

Which value did you focus on last week and how:

Pick one value to focus on this week (how will you do it?):

How do I rate you on a scale of 1/10 and why:
1 2 3 4 5 6 7 8 9 10

One thing did well:

One area of improvement to focus on for next week:

How do I rate you on a scale of 1/10 and why:
1 2 3 4 5 6 7 8 9 10

One thing did well:

One area of improvement to focus on for next week:

Overall Experience (before camp, cooldown, after camp):
How do I rate you on a scale of 1/10 and why:
1 2 3 4 5 6 7 8 9 10

One thing did well:

One area of improvement to focus on for next week:

Zen Planner
How do I rate you on a scale of 1/10 and why:
1 2 3 4 5 6 7 8 9 10

One thing did well:
What was biggest success of the weak?

What was biggest failure of the weak? (Where could I have been better)

How many gold stars did you award this week? _________

How many times did you check in on FB this week? ____________

How many check ins did we have this week? ______________

Are we up or down in total members this week? (By how many) ________________

How many before and afters, testimonials or reviews (FB and Google) were submitted this week? _________

Goal for next week: ____________________________________________________________

How will you reach this goal?


What support do you need from the company?


Was assigned reading completed and summary turned in? Y / N

What is assigned for next week? _________________________________________________

One area of improvement to focus on for next week:


Additional Comments/Questions: