Purpose or Finance?

Purpose or Finance?

If I asked you to be really honest with yourself right now could you?

Is your day to day activity focused around purpose or finance?

Maybe this sounds like a weird question. 

Maybe you answered it quickly in your mind, but are you sure? Are you truly being 100% honest with yourself?

If I’m being honest with you I can say throughout my professional life there’s been many times when I looked really deep I gymowner, business coaching, fitness business coachwas pretty conflicted about this.

Which I see now isn’t at all that uncommon for anyone who comes from a background of struggle.

If you grew up without money then when money flows in it’s very easy to become temporarily consumed by finance, to do what brings in more money faster.

But what started this cascade may or may not have been your true purpose, it may have been necessity.

In the last week and a half I’ve had no short of 7 former clients, friends and colleagues message me saying they’ve been feeling as though they have lost their passion, they’ve become disinterested in their work or their business.

Nearly all of them had one thing in common, they’d given up their fitness businesses through the course of the pandemic.
A couple to shift online, others to have jumped to something entirely different, and one that still has their fitness studio.

One of my favourite authors, Daniel Pink, writes in his book Drive (which you should read before you hire anyone) states, “money is a factor until it isn’t.”

Simply stated we all need a certain amount of money to satisfy our stress survival instinct.

This amount is different for everyone, it can range from the basic amount to attain a sustainable basic lifestyle or it can range to the high value deluxe lifestyle you always thought you wanted.

Either way once this amount is satisfied a subconscious psychological shift occurs.

For employees (and some of us alike) a sense of complacency kicks in, we stop striving, there’s no longer that fight or flight instinct to do so, and as such quality of product, service, work ethic, etc declines.

The second thing that happens is you may either “lose your passion” AKA you weren’t in touch with your true purpose in the first place or you charge ahead to continued and sustained growth (that is until the next “money is a factor until it isn’t” threshold is reached.)

Steve Jobs said, “I always knew when there were too many days in a row that I didn’t enjoy what I was doing that change was necessary.”

Stress, Frustration and Success all have something in common, they all can make it apparent that we may be disconnected from our purpose.

I really seen this in recent years in our industry when a certain promotional offer became all the rage, (I won’t name names, but I am sure you can figure it out, because I actually have total respect for the person that created it), it was genius, it created huge lead and cash surges…but it frustrated consumers and worse it disconnected many business owners from their true purpose.

Many wouldn’t see it because the money kept flowing.

That’s because there’s a lag.

The purpose and struggle that started the process got the rock rolling, and it was fun, but then it became more about the money than the results, the product slipped or failed to deliver. (Compounded by the very effective yet not entirely transparent marketing language.)

Still the money flowed in fast…until it stopped.

And when it did many found themselves in freefall, with no safety net. 

For every action there is any equal but opposite reaction, easy come easy go.

More recently the pandemic exacerbated this environment…especially for our industry.

Drastic operational constraints, poor financial preparedness = exponential failure.

But we adapt…and survive. Or some did.

But it’s left many broken.

If you left your studio behind you might be finding yourself unhappy.

If you still have your studio you might be finding yourself uncertain.

I can say without fail that some of my highest earning years I was very disconnected from my purpose, wealthier and unhappier.

This last year and a bit has been hard on everyone, radical shifts have happened really fast which created many radical decisions. Sometimes both emotional and irrational.

So many small businesses were destroyed, our industry was hit so hard, and the worst I think is so many heroes, people like yourself whose true purpose is to enrich others have been pushed away, or are jaded and uncertain about what will happen next.

Becoming a father had this effect on me, I am now more self-aware than ever about my own sense of purpose and when my actions have strayed from my purpose.

Maybe this is my way of offering fatherly advice to you, that if you’ve found yourself unhappy, uncertain or unsure of how you feel about your current career situation it’s time to sit down and really get in touch with and identify your purpose.

If your sense of purpose is far from or misaligned with your current day to day career activity then you need to make some decisions about how to shift that (often easier said than done.)

But if there’s one thing that’s for certain…

If the finance is not aligned with your purpose it’s not worth continuing to pursue.

Sure for the short term you may need to out of necessity but I can tell you without fail any time you become too disconnected from your purpose the finance will have a ceiling (and usually a significant decline thereafter.)

And when you are aligned with your true purpose the finance will flow freely (and matter less ironically) and continue to grow until you reach the next threshold where you must again decide, am I aligned with my true purpose?

If you’ve read this far and you left your studio and feeling very underwhelmed in your current career choice, maybe it’s time to revisit that. It’s clear that the barrier to entry of starting a new business is now currently lower than any time I’ve ever seen in my lifetime. Over this coming “peak season” (September to May) I see massive demand incoming…that is as long as the headlines aren’t overwhelmed by more fear mongering.

If you’ve jumped online and are or aren’t having some success you may find yourself questioning. The relationships aren’t the same, for many it doesn’t satisfy what your brick and mortar community did.

Or you may be realizing that being a ripple amongst the waves of the likes of Peleton, Mirror, Apple Fitness, Noom and every other corporate fitness brand is a scary place to be, it requires a different skill set entirely.

Or maybe you still have your studio, you’ve held on, but you’re exhausted from navigating an unprecedented climate and finding it hard to know where to apply your focus and if you’re still on the right path. To you I would say you made it this far, it’s time to reflect back to business year 1, why did you do what you did then and do you still feel that way deep down underneath all the unprecedented and unfair stress?

Or maybe none of this applies to you…that in the midst of so much change you’ve just found yourself in a place where you are not certain what your purpose is. (Weirdly this is where I found myself before my first son was born, that drastic and unexpected change to life really made me begin to question everything and ask the big question of what do I really want?)

Age is wonderful thing in the wisdom it provides, and I’m still convinced the fitness industry is the best industry in the world, if it weren’t for my young sons and my deep desire to flexible and present for them I would be re-opening a studio this fall.

I see massive demand for small scale private (very small group or one-on-one) training. I miss the small close knit community bubble we created.

But alas my purpose has grown from that which our studios instilled, I’m as determined as ever to enrich lives but only in ways that allows me to first be present for my boys always.

I do this now in 2 ways:

  1. By creating, sourcing and distributing chemical free products for families, the very reason my boys exist.
  2. Using the wisdom of my experience to help business owners use data and systems to create strategic decision making, and create rock solid sustainability no matter the world circumstances.

Just writing that brings a smile to my face, but this is about you, so what is your purpose?

Thanks for sharing this time, I hope it leaves you thinking, if so mission accomplished.

Until next time.

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 www.youtube.com/mrfitnessmarketing)

How-to Get People to Do What You Want, Make More Money, and Get Laid More!

How-to Get People to Do What You Want, Make More Money, and Get Laid More!

Some time ago I came up with this acronym for EAS, which always stuck with me because growing up I was such a big Bill Phillips/Body For Life fan.

A few years ago I was hugely honoured with a special invitation to speak at the local TEDx event, this was a big deal for me I really wanted to do something impactful, in fact it’s the first speech I kind of wrote and the only one I’ve practiced to memory since college.

If you haven’t watched this video I really do suggest you spend the 18 minutes: https://youtu.be/3O1yYuOBFrE

You see EAS began as sales training and because of TEDx became the simple equation to harness the power of inspiration no matter who you are or what situation you’re in.

Why should that be important to you?

Because this is what I think is amazing about the world today.

Bad news.

Like it or not, you are always selling and selling to everyone.

If you weren’t always selling…

You wouldn’t have any friends…

No one (your kids) wouldn’t listen to you…

You wouldn’t have a job/career/business/etc…

You’d have never gotten laid (yep I just said that)…

You’ll never get “upgraded” on an airline or in Vegas…

Your clients wouldn’t be getting results…

I think you get the point.

Good news.

Selling used to be that the salesperson knew more than the prospect about a product or service and they would leverage that information to convince (or coerce) a prospect into making a decision.

Hence we all have this gut response to dislike salesman or associate sales as being a bad thing or something to be avoided.

But that’s not how it is now.

The internet, the Facebooks, the YouTubes and all those kinds of things have placed all the information that we can handle (and more) at our finger tips.

As consumers we are equally or often more educated about a product or service than the salesperson whose job it is to sell it to us.

And this is great news (and where EAS comes in.)

Selling can now be honest, transparent, sincere (or at least that’s my belief and what I teach when it comes to selling.)

Your job as the salesperson now is to help people to take action on what they really want, to help them realize why continuing to procrastinate is hurting them, or they are the only ones losing out.

Your job is to be supportive, kind, caring and sincere and by doing so we give people the confidence to be decisive, to take action and make a change in their life.

Now that’s what I call sales! I love that I can be supportive, kind, and enthusiastic and give someone else a lift, almost no convincing necessary!

But…remember this is still sales (not to be confused with a conversation) all this goodness only happens when people make a consensual decision (like the conjugal situation I mentioned above) so you better hone your skills when it comes to participating in that decision process.

And that’s where EAS comes in.


No one makes a decision without being emotionally invested.

What would it feel like to wear that bikini with total confidence?

The conversation always begins with emotional questions, things that lead to a description.


You’re the assistant, you need permission to proceed.

Does this make sense?

Do you understand?

Can I show you the different options?

Can I be sure you will follow your meal plan to the letter this week?

Yes or no questions. (If you get a no you have to back up, they are not emotional enough to be ready to make a decision, or at least not the one you want.)


Only when you have their total consent, affirmation and permission does the solution, your product, service or offer even matter.

If you haven’t navigated the first two steps before getting here it’s going to be a negative outcome nearly every single time!

But don’t take my word for it, think back to previous situations, watch my video, put it to the test at work, at home, with friends and with your kids.

Anyways I hope that helps.

Here’s a great 4-minute video as a follow up that talks about how this same process works with a group of people https://youtu.be/nL5zujknLkM

Reverse Engineering


Below is a weekly email I sent to my team to explain the idea of reverse engineering any goal, I thought you might find value in it’s application personally or even to your team so I thought I’d repost for you here!


Do you use reverse engineering in your life?

If not you should, and it’s a great concept to understand and be able to teach friends, family and especially our clients.

Reverse engineering is just as Stephen Covey (author of the 7 Habits books) would put it, “beginning with the end in mind.”

Most commonly people might think of this in terms of money or finances, and certainly in my crazy entrepreneurial world it’s a way I use reverse engineering frequently; but it’s so much more than that.

It can and should be used for any goal.


Simple, what’s the only thing that stops us from reaching any goal? (Finances, fitness, personal, any goal.)


Yup that’s it. We can be too intimidated to start, too stressed out about the work or how hard it will be, or fearful because we fail one or more times along the way (or have previously failed in our attempts to reach the goal.)

Reverse engineering helps absolve fear by shoring up another thing I’m a big fan of talking about with you and hour clients; and that’s confidence.

You know what I’m talking about, that when the step or next task is so small or easy that we’re not afraid motivation or action comes easy because well it appears easy.

Now what feels easy to you may not to me and vice versa, which is where reverse engineering comes in.

Step 1: What’s the big outcome you want? (ex. Buy a new car/lose 30 lbs)

Step 2: What time frame do you want this to happen in? (ex. 6 months/12 weeks)

Step 3: Break down to next increment. (ex. each month I need to earn an additional $500/each week I need to lose 2.5lbs)

Step 4: Break it down to next smaller increment until it feels easy.


I need to earn and additional $125/week, I work an average of 30 hours so I’d need to earn about $4.25 an hour more or increase my working hours by 5-8 / I need to lose only 0.35lbs/day)

Does it feel small enough to you yet, if not break it down further or begin creating a plan.



Could I talk to my teammates and offer to take some extra shifts?

Do I have a skill or hobby that I’m good at and could pick up a freelance project on the side?

What could I do to add enough value to increase my earnings by an additional $4.25 an hour?

Every testimonial/before and after we publish helps increase our reputation, every new Google/Facebook review we get helps someone on the fence make a decision, every new person that has a great workout has a chance to sign up, every new person you get to come workout the first time has a 50/50 chance of deciding to stay.

Every person you talk to about staying longer has a better than 50% chance of deciding to stay. Have a look at the “Levels in your job description” for ideas on how you can quickly achieve this. Could I speak to 3 people per day about continuing and basically “1-2” memberships per week? Or find 1-2 new people per week to try a workout by asking daily on my personal social media? Does that seem easy and sustainable?

(Now boys and girls, full transparency, I mention this because I want you to choose this one, as selfishly it’s the one that can help me the most, but there’s also a bigger reason. This is the one where if we all work together the results/potential are limitless so selfishly it should appeal to you too!)

Could I learn about something new and start building a passive or additional income?

Last year I became curious about Amazon, in September I sold $184 on Amazon all things I bought in clearance bins with less than $100 of starting capital, in October that was $1994 with a profit of $330, last month we sold nearly $40,000 on Amazon! Now I wish I could say you could grow like that with $100 to invest but that isn’t true. But my point is that anyone could easily generate $300-500/month on Amazon with 5-10 hours/month worth of effort and I will even teach you how.)

Could you dedicate 1 hour/day Monday-Friday to learn about how to sell on Amazon and another 3-4 hours/week to go and shop for things to sell? Does that seem easy and sustainable?


0.35lbs of fat = 1430 calories of energy.

30 minutes of boot camp = approx. 400 calories

Reducing daily calorie consumption by 10% = approx. 180 calories

Adding 30 minutes of slow distance cardio = approx. 200 calories

Reducing starchy carbohydrates and replacing with fibrous to increase energy utilization during digestion = approx. 150 calories

To me this is about the maximum that seems “easy” and might be overwhelming already for many, so we must re-evaluate the goal, if it took 16-18 weeks to lose 30lbs would you still be satisfied? Does the above seem simple? Only works if you can answer yes to both!

Anyways, that’s my attempt to teach you the power of reverse engineering, it can work for anything like: setting dedicated working hours or working less, like improving your relationships with others, like accomplishing any big milestone in your financial life, and even spirituality or emotional growth.

Please let me know if there’s anything I can do to help!

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!