Choosing The Best Fitness Programs for Your Gym: (Part 4) Avoid This Fatal Flaw!


Something else that’s really important to be aware of when we’re thinking about all these things, something that’s related to what we’ve been talking to you up until now, and also something that is separate and standalone exclusive and its own thing, is also something that I have noticed happening quite a lot with certain fitness professionals, within the fitness professional community in general, personal trainers, gym owners, you name it, is this notion of trying to impose your own physical ideals onto the subconscious of your clients.

I’m going to say something that’s really simple and it really is one of my top pieces of advice when it comes to proliferating success within the fitness industry and business, for you, the fitness professional.

Which is quite simply this, are you ready? OK here goes (clears throat).

Always give your clients what it is that they want…BOOM.

Too many fitness professionals don’t actually aim at what their clients really want. They want them to want what they want. Those are two different things with two totally different outcomes.

You MUST give them what it is that THEY want, regardless of what YOU want them to want.

You are potentially a former athlete or somebody that’s heavily, heavily into a very niche area of fitness, whatever that may be. You may have some very highly evolved, sophisticated ideals around this specified area of fitness, be that bodybuilding, powerlifting, kettlebells, CrossFit, mobility, flexibility, you name it, anything. All of that, or some of that, or this and that. You have your own personal biases towards what you feel your community should want.

In every aspect of business, the people who are the most successful are the ones who follow the golden rule. The golden rule is always give the customer what it is that they want. Even if they don’t know that they want that yet, identify as specifically as possible and as completely as possible what it is that they want and give them that. Sounds too simple to be true, but it is true.

The fitness industry is one of the only places in business, in general, that I have personally observed a consistently high proportion of business owners and professionals who don’t do that. Imagine a restaurant who was advertised as a pizzeria but served only burgers? I’ve said stuff like this before, but it’s worth saying it again so that it really sinks in. You’ve got to give the clients what it is that they want, not what you want them to want.

That’s one of the good things about 12-week body transformations they deliver EXACTLY what it is that every client truly wants. At least the good one do anyway. Use the previous barometers for separating the wheat from the chaff to ascertain whether or not the 12-week body transformation that you’re looking at is worthwhile, is legit, is good, is optimal, dare I say. Because good can also be subdivided into different categories of good, different shades of gray if you will. There are levels in everything in life, and good is relative to the population that it’s competing against.

If you’re going to incorporate 12-week body transformations into your gym model, and I think when you find a really good one, it’s a great idea to do that, try to find one that answers those five questions or ticks those five boxes the hardest. When you do, you’ll find out a that really good 12-week body transformation ticks all those boxes almost effortlessly, and really ticks the box of what clients actually want harder than most things. Because regardless of what your own personal idealisms are in terms of physical culture or fitness, what the vast majority of the world actually wants is to look as good as possible and feel as good as possible, as quickly as humanly possible, and then to be able to maintain it as effortlessly as possible for as long as possible.

That’s a lot of possibles, but it’s also very possible because it’s something that the A12 has already done thousands of times, all around the world. So I know it can be done. I know programs like this do exist out there. The A12 is one of them, it’s not the only one. There’s great programs out there and these are the things that you need to look for before deciding to include them in your offerings.