Monday 10th November business briefing

Summary

• Opening Segment: Technical hiccups at the start before confirming the livestream is working. Welcomes new supporters and introduces the session as a daily 20–25 minute business-focused briefing for fitness professionals.

• Hybrid Instructor Model:

  • Encourages instructors to balance in-person and online offerings to maximise income streams.

  • Suggests filling community classes before adding new ones to avoid diluting attendance.

  • Recommends analysing which days/times work best by location (rural, urban, etc.).

• Online Programmes:

  • Advises creating short, seasonal programmes (e.g., 2-week pre-Christmas challenges) instead of ongoing subscriptions.

  • Recommends saving all digital assets (workouts, talks, resources) from live sessions to build evergreen online products.

  • Highlights the benefit of converting active income into passive income through repurposed content.

• Events and Workshops:

  • Promotes adding workshops, retreats, or special events as a third revenue stream.

  • Notes events help with visibility, building community, and bringing in new clients who may join regular sessions later.

  • Examples include sound baths, masterclasses, or collaborations with other professionals.

• Public Speaking as a Marketing Tool:

  • Suggests creating talks for local organisations (e.g., WI, business groups, parent groups) to reach new audiences.

  • Recommends topics like healthy habits, menopause, stress management, or “how to get started with fitness.”

• Future-Proofing Your Fitness Business:

  • Emphasises diversification across community classes, online content, and events to prepare for AI-driven changes in marketing.

  • Reiterates that in-person experiences can’t be replaced by AI—connection and community remain key advantages.

• Weekly Focus & Accountability:

  • Encourages supporters to select one business area to focus on weekly—social media, pricing, planning, etc.

  • Stresses analysing revenue vs. effort for each activity to ensure sustainability and profitability.

• Using Client Stories and Testimonials:

  • Introduces the concept of leveraging client transformation stories as powerful marketing tools.

  • Explains that testimonials don’t need to be about dramatic physical change—focus on lifestyle, confidence, consistency, and wellbeing.

  • Suggests creating blogs or website features for each story with photos, detailed descriptions, and personal insights.

  • Adds that authentic testimonials strengthen authority, visibility, and SEO ranking in Google and AI search engines.

• Real Examples of Client Story Marketing:

  • Mentions instructors like Susan who took clients on cycling and wild-swimming retreats, showcasing inclusion and inspiration.

  • Describes Amanda’s “Wild Legs” campaign collecting customer stories and photos for blog use.

  • Recounts how one powerful video of a non-traditional client doing reformer Pilates generated huge engagement and interest.

• The Role of AI and Search:

  • Warns that people are now searching for local services directly through AI tools (e.g., ChatGPT) rather than Google.

  • Emphasises the need for keyword-heavy, FAQ-based, authority content that clearly showcases services and client experiences.

  • Notes that AI-powered ads will soon compete with Google, making early adoption essential for visibility.

• Marketing Workflow Recap:

  • Create a blog post with client story, include a photo, your bio, and contact info.

  • Share across platforms—Facebook (profile and business page), Instagram, Stories, LinkedIn, and Google Business Suite.

  • Use AI to optimise blog titles and keywords.

  • Encourage clients to collaborate or tag them for higher engagement.

  • Consistency compounds visibility and builds authority over time.

• Closing Segment:

  • Assigns a challenge to create and publish at least one client testimonial blog this week.

  • Suggests repurposing it across multiple channels for maximum exposure.

  • Announces plans for an Instagram Live discussion later that day with community members.

  • Ends with encouragement to keep showing up and to focus on holistic, full-circle marketing