In this episode learn how to think inside the box by consistently nailing the basics to succeed.  Getting the focus on basics right could make it is easier to increase membership and personal training sales of your fitness business. We’ve all been told by consultants and leadership gurus to “think outside of the box”. We couldn’t disagree more! In this episode, we discuss why focusing on your core business and focusing on the things inside of that box are the real keys to success.

Rick just read the book Be the Best at What Matters Most: The Only Strategy You Will Ever Need is about being committed to doing the basics really well as an essential strategy for business leaders, entrepreneurs, owners, and managers. Simplify, focus, and win by outperforming all your competition on those things that create actual value for the customer with high quality performance, consistency and relentless improvement.

Rick shares a story about a time he was consulting with a fitness franchise group on tools and tips on what it takes to be a successful fitness franchise long term.  He discussed strategies, techniques, and marketing plays that drive more engagement to generate more memberships. While talking with the group, 10 people walked into the fitness business. After the members entered the building, no one staff member greeted or called the members by name.  While looking around the facility later, Rick noticed the fitness staff and trainers were not paying attention to clients. Some were eating at their desks, while others were on their cell phone. By the way, this gym was struggling on personal training revenue and membership sales.  Initially Rick was there to discuss how to get more return per member, not necessarily membership sales.  So like the book mentions, the real reason they were not selling memberships and training was they were not running a good business – they are missing the basics of customer service. This bsuiness was trying to think outside the box before they got the basics of how to think inside the box right.  Rick said “Getting more return per member was like icing, but increasing membership and training sales is the basic cake. You can’t put icing on if you don’t have the cake. “

The primary function of your business is to have happy customers.  It doesn’t really matter anything else you do, if you are not nailing the basics in your business, you will struggle to attract and retain customers. You need to think inside the box to concentrate on your customers as your primary function and deliver a consistent customer experience before you can think outside the box.

Very successful businesses have a relentless pursuit of the basics. They don’t just think outside the box and do something amazing or creative every now and then, they consistently work on the basics every day. Doing the small things right every time is what will move the needle in your business.

Remember, the only thing that matters in your business is the lens of the customer. Are they getting the same customer experience every time they walk into your premises? Commit to think inside the box. Any innovation or creative new ideas should always improve what’s inside the box, not to distract with outside the box icing.

To create a consistent customer experience and build a better business, Rick and Matt recommend a systematic approach. Decide what’s important to your customers, build systems around it and then just consistently go after it day after day. This is what will set you apart from other businesses.


Key Takeaways

  • What is the main function of your business to your customer (05:54)
  • Your core service to your customer should be consistently delivered (08:03)
  • Do something amazing every now and then and be consistent (08:53)
  • Your customers expect a consistent experience from your business (12:12)
  • How to remain convicted to think inside the box (15:56)
  • How a systematic approach can help provide a consistent customer experience (19:23)
  • Your commitment to doing the basics well is what will set you apart (21:37)
  • Any innovation or new ideas should not be a distraction to your core business (24:34)

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Mentioned in this episode

Matt Helland

Rick Mayo 

Alloy Personal Training Franchise



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