Wednesday 10th December Business Briefing

Introduction and setup: The speaker begins informally with greetings, technical adjustments, and reflections on a recent trip to London, describing the city’s chaos, energy, and memories of retro items like sideboard record players from the 1970s.

Podcast experience: Shares experiences recording the new “Beyond the Studio” podcast with other industry professionals, discussing career background, evolution, and current directions in the fitness and wellness business.

Reflections on activity: Mentions the struggle of being sedentary for long periods during travel and work, reinforcing the importance of movement for well-being.

Discussion on pricing strategies: Recaps previous conversations about pricing and revenue. Encourages fitness professionals to review and adjust prices for the new year, focusing on value alignment rather than arbitrary increases.

Price review and structure: Advises maintaining consistent pricing for existing offerings (such as online coaching and in-person classes) while introducing new premium programs or workshops at higher price points.

Business structure and service tiers: Suggests designing a “menu” of services with multiple tiers:

• High-end personalized services (e.g., 1-to-1 coaching or reformer sessions).

• Mid-tier programs (e.g., group classes, online communities).

• Entry-level or affordable options (e.g., short challenges or workshops).

Psychological pricing: Explains that simply listing higher-priced services—even if not heavily promoted—adds credibility and helps clients perceive greater value in mid-range offerings.

Online program development: Encourages all instructors to launch an online program in January, highlighting its potential to attract new clients via social media and build engagement.

Program ideas and logistics: Recommends formats like 7-day, 14-day, or 28-day programs, possibly focused on Pilates, mobility, posture, or beginner-level goals. Suggests delivery via Facebook, WhatsApp, or personal websites depending on audience needs.

Marketing strategy: Emphasizes early-bird pricing or incentives like goal-setting consultations to drive early sign-ups. Discusses buyer psychology—early surges, mid-period lulls, and last-minute purchases.

Retention and client relationships: Advises nurturing relationships during January programs since participants who succeed early are more likely to stay long-term.

Pricing decisions: Suggests testing different price levels—either higher for exclusivity or lower for broader reach—and even running simultaneous programs for different audiences.

Value perception: Reminds professionals not to undervalue online services; people pay for convenience and results, not just time.

Brand presentation: Recommends setting out all offerings on a single web page as a “menu” with clear calls to action. Examples include carousels for social media showcasing tiers like 1-to-1 sessions, reformer programs, community classes, and online challenges.

Social media content pillars: Encourages defining content categories that reflect both personal and professional sides (e.g., fitness, lifestyle, pets, personal stories) to increase authenticity and audience connection.

Authenticity vs. polish: Stresses the importance of transparency and relatability over AI-generated perfection, to build stronger emotional connections with followers.

Community and feedback: Shares a positive testimonial from a new supporter who found more value in this coaching community than in costly high-end masterminds. Ends on a motivating note to prepare for upcoming collaborative planning of January launches.