personalized video saying their name and speaking to them directly? Right off the bat you’re grabbing their attention in a different way and showing them that they matter. The goal is to make each person feel like you’re standing in the same room with them talking face-to-face. That is the approach that will set you apart.

let people see you for what you really are: a caring and personalized solution to their problems. Everyone in the fitness industry can rattle off how personalized their programs are and how well they adapt to everyone’s needs. That’s great, but why wouldn’t you take that same approach to marketing and sales?

At the end of the day you are NOT in the fitness business, you are in the RELATIONSHIP business. Never lose sight of that. That is the approach that is built on solid relationships. That is the approach that creates trust. Then, as they move toward a buying decision there will be fewer objections because they’ll see YOU as the best option to meet their individual needs. The game has changed and it will keep changing. Even with all the advancements in home gym technology, they still can’t compete with the level of personalization you can offer. Stop making it easy for people to treat you as a commodity! This new approach will

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If you’re just doing what the latest guru is doing, chances are it’s a pretty saturated approach (or soon will be) and won’t allow you to stand out in a unique way. In other words, if you want to connect with people and have the impact you want from your business, it’s about focusing on being personal and specific. Make it easy for the right people to find and do business with you. When you do that, the nurturing conversation will be more meaningful, which will lead to higher quality people getting on a call or booking a consultation with you. That ultimately leads to more sales and more impact!

| WWW.PERSONALFITNESSPROFESSIONAL.COM | SUMMER 2021

At the end of the day you are NOT in the fitness business, you are in the RELATIONSHIP business. Never lose sight of that. With that in mind, think about your current approach. Are you truly putting the relationship and connection first? Or are you putting the system first and turning people into numbers? Challenge yourself to evaluate your current approach and look at how you can make it more about connection than efficiency. The ones that are winning in this new landscape are the ones that fully understand who they serve. They express this start-to-finish, from the content they put out to the personalized outreach to prospects. The beautiful part about this approach is there is no right or wrong way to go about it. As long as you know your message and your outreach expresses it, it will land every time. Let’s get personal, go old school and put people first.

Justin Hanover’s mantra has always been “Create An Impact” and he does this relentlessly. That’s why, in 2008, he started a fitness business from the trunk of his car. Over the next 10 years he grew it into a 6,000-square foot facility with over 350 members and 8 team members. After moving on from his business in 2019, he’s been creating an impact as a Success Coach with Fitness Revolution and has been helping other gym owners create their own impact, as he helps them build businesses they love running. Justin understands how so many lives are impacted by one successful gym owner, so it is his mission to help create as many as possible.