How To Build A Business Online: Start With Why

HOW TO BUILD A BUSINESS ONLINE: START WITH WHY
FITNESSPRENEUR’S LIFE

If you're a fitness professional, it's imperative to take your fitness business online.
There's a window of opportunity happening right now. And it's something that can't be ignored. Unless you
don’t care that 15-20% of your clients are starting to buy somewhere else.
You can't put this fact on the side burner or get to it later. More and more people are buying, search-
ing, and looking for solutions to their problems online.
If you want to take your business to the next level, and seize the opportunity to be at the forefront of the fit-
ness movement online, the time to act is now.
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COPYRIGHT 2015 - 2020 - VITO LAFATA - ALL RIGHTS RESERVED
THE SIGNS ARE EVERYWHERE. YOU KNOW IT'S TIME.

FITNESSPRENEUR'S TIP:
Currently there are 3
Billion people online
and in five years
there will be 3 Billion
more! What the hell
are you waiting for?
Get it going!
2
One of the most common questions I get is: How do I get my fitness business
online?
I love that question, it speaks to the volumes of hungry fit pros who are
stretching their minds and business to make a bigger difference
than just their live training.
But, before you can dig into the question of 'How,' you need to understand a
more important question first. 'Why?' Why should you be taking
your business online in the first place?
Right now there are 3 billion people online. 3 Billion People! That’s 3
billion potential clients, guests, members.
On the flip side, if you own a brick-and-mortar studio, you're usually compet-
ing with all the other gyms in 3 to 5 mile radius for the same people in your
community as potential clients. It's limiting and tough to have to compete with
all the other mom and pop gyms, the Cross-fit down the street and the LA Fit-
ness center around the corner, the new Lifetime Fitness that is moving in.
Don’t get me wrong you have to do it when you have a business working with
people in a local market and that’s why I teach education based
marketing, so that fit pros can jump out of the scratch-and-claw mode
looking for clients.
But, the blue ocean strategy that can really help add clients out the whazoo,
multiply your reach, and compound your income is setting a
ship to sail online.
Once you take your business online, you'll be reaching a lot more people
than the people in that 3 to 5 mile radius.
I know the fact of getting an opportunity to tap into those 3 billion people al-
ready online, gets you revved up. But, check this, the current estimates are
that 3 billion more people are coming online in the next five years!
Do you want to be marketing to 6 billion people over the next five
years or do you want to always be competing with every other gym in your 3
to 5 mile radius?
FITNESSPRENEUR’S LIFE: HOW TO GET ONLINE - START WITH WHY
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3FITNESSPRENEUR’S LIFE: HOW TO GET ONLINE - START WITH WHY
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Before you even start to wonder 'How' you're going to get outline, you need to understand the 'Why.'
Why is it critical to have your business online? Why do you need to start doing it right now?
It's easy to feel overwhelmed when thinking about how to build an online ﬁtness business but once you under-
stand the critical principles and fundamentals of going online it makes it a lot easier.
1 - The ﬁrst reason to be online is to build a list.
Your list is your collection of emails and addresses for your current and potential clients.
YOU NEED TO UNDERSTAND THE 'WHY'

4
Ever hear those amazing stories of people saying how “the money is
in the list?” It's partially true that the 'wealth,' the 'business' is in the list.
The truth of it is; when you have a list and know how to nurture and take care
of that list, when you have a relationship with the list, you're helping your busi-
ness in a few very important ways.
Think of your list like an ATM machine, an insurance policy.
If your business burned down but you still have your list, you can rebuild that
business within a certain amount of time. With a solid relationship and the
knowledge on how to make offers to that list, you can get money right
back in the door. That happened to me right after the buyout of my x-
business partner when $35,000 walked out the door. Luckily I had the email
list and brought that business back in within 6 months.
Your list is an asset in the business that is worth money during your
operations and most importantly when you go to sell your business. A busi-
ness with a solid list is worth more to a potential buyer than a business with
no list.
That's what's really important about going online. When you're putting your
stuff out there online, your intention has to be, “Am I adding to my list?”
You want to grow that list so you can make money on the backend of that list.
2 - Going online is about spreading your message.
You have a message that you want to communicate to clients, to prospects,
and to the world about the differences you can make in their lives.
Whether you’re improving their athletics, their ﬁtness, or their wealth, what-
ever your niche in ﬁtness, you have your message. But here's the problem.
If you're still stuck in the one-on-one training model no one
knows about your message. After all, you can only see 8-10 cli-
ents a day per person you have working for you, which is good, but not earth
shattering.
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Fitnesspreneur's
Rule #1: Build an
email list, nurture it,
care for it, give to it
and keep growing it.

5
And if no one knows your message, you're not as successful as
you could be. Think about it. Every time you market to somebody, ask
for a referral, or tell somebody about 'the three ways to help back pain',
you're stuck out there doing it one to one. That means your message moves
as fast as the old Pony Express.
And when no one's hearing your message, no one is learning about your ex-
pertise. And without your expertise out there are you making as big a differ-
ence as the calling in your heart?
And expertise creates authority. And authority makes you
a thought leader.
You want to be respected for the knowledge you have and the
work you do. Without authority in the market, or your community, your mes-
sage is overshadowed by bigger companies or never heard.
Being online is like having a megaphone that can reach any-
where you want it to, it can amplify your voice as loud as you want it
to, and it can laser focus on anyone you want it too.
Which leads to the third reason for being online.
3 - Going online is about Making Money
You are here to grow your businesses, to live a lifestyle and to
go make a difference in your people's lives. Without money, you simply
can’t serve as many people as your mission demands. This whole weird no-
tion in the industry that it’s taboo to say “I want to make money” is ridiculous
and often said by those who have none and want to martyr themselves.
You need money to hire, invest, grow, market, protect, expand, reward
yourself, and a lot more.
One of the best places to grow is online because of the high mar-
gins and low overhead. Well, at least when done right. And when committed
too. Too many professionals take a stab at going online, they dabble going
online, and that won’t get you paid or help many people.
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Spread your message
online.

6
Instead if you want to make money online (and offline for that matter) you’ve
got to fall in love with the online marketing process and
you’ve got to be ready to embrace it.
To start making big dollars and start making a big impact you have
to start selling, marketing, and communicating to a bigger audience and do-
ing it on auto-pilot using the big online media platforms.
Currently, most fitness business are stuck in the one-to-one selling mode,
everything you say, everything you recommend you have to say over and
over again, one person at a time. The result of that is your business is only as
great and successful as how many referrals you can get. Your success relies
on how many people you can physically talk to.
But in the online world, you can multiply the one-to-one selling
and go to the one-to-many.
Say your specialty is healing back pain. You can write a report, a PDF on the
five best strategies to heal back pain. That report can be out there generating
and getting traffic driven to it on blogs, on emails, on websites, on forums and
whenever someone Googles back pain.
Now your voice is out there talking to many people and you can be making
a difference even while you sleep.
Going online takes your voice and amplifies it so you can go out and make a
bigger difference.
Prior to the opportunities online, the best you could do is start joining
the speaking circuit. You'd standup in front of a room and talk to a group peo-
ple. At least that’s how it was for me.
My first one-to-many selling opportunity came when Todd Durkin had me
speak at his Mentorship about group training marketing and I was able to talk
to 35 people at once. It was a game changer because after 90 minutes I
made $1200!
Live speaking is still one of the best ways to amplify your voice, but it’s still
limited by geography, time and space.
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Going online takes
your voice and
amplifies it, so you
can go set up a mega-
phone that 10x's your
voice.

It’s not that it’s not important. It’s super important to be on a stage communicating with peo-
ple. But live presenting isn't the only way you can get your message out anymore.
Today you can create your own stage with the online world.
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I remember when I ﬁrst submitted my topic to present at IDEA and waited with anticipation to get accepted
and be given the opportunity to share my message, it was so exciting.
And while I still love those moments and still love the speaking circuit, today, you can create your own
speaking circuit with a camera and a few tools, because online you can set up multiple media platforms
to build your own stage and your own publishing company and then hit a button and your message and vid-
eos are out for the world to see.
If you want to get your message out there, you need to set up these platforms. As you start doing that, you
are amplifying your voice. You're not waiting for anybody to come over and anoint you to get on a stage. The
tools are at your disposal right now.
THE PLATFORMS YOU NEED TO CREATE YOUR OWN STAGE

9
There are a lot of platforms available to you as you start to get into this online
world of publishing and building your business online. To
begin, you want to focus on the ones that are going to give you the best ROI
for your time. Think about where are people looking and which platforms are
the easiest to set up, right now.
To have the biggest impact, you have to start with...
The Big Five Platforms
1 - A Website and Opt-in Pages
It goes without saying that you have to have a website.
A website is a cool place to direct people to and it's where people are going
to go to check out if you're legit. When they Google your name, it's go-
ing to bring them to your website. That’s where they can check out a little big
more about you and see what you are really about.
Opt in pages are actually more effective than a website today. An opt in is a
stand alone web form that collects valuable information, like an
email, in exchange for a valuable speciﬁc piece of content like a PDF report,
or video.
A website and opt ins and all these platforms are just ways that you can
start dispersing your message out there. You’ve got to get
these built as soon as possible.
2 – A Blog
A blog is your opportunity to create your most direct to tribe plat-
form. It’s self-publishing at it’s best. And you can say what you want, when
you want, how you want. Great way to practice that ﬁrst amendment right ☺
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No one is going to tell
you you’re a speaker,
you grab a mic, cam-
era and use the Big
Five Media Platforms
to create your own
stage online.

10
The only question about a blog is: “What do you want to say
today?”
A blog is very easy to set up via services like Tumblr or Word Press and in
about 60 seconds you can start getting your message out
there. Blogs integrate easily on to your website and the other social media
platforms in the Big Five.
3 – Email
Email is still number one in my book for intimate connection and re-
lationship building with your tribe.
Email marketing is still one of the most cost effective ways to target market
your people and the fact that it's very cheap makes it easy for growing busi-
ness owners to leverage.
4 - Social Media
Social media is all about creating quick, relevant and disposable
conversations around your tribe, your message and your mission.
Done right, social media is a must today or you risk being left in the
dust.
As of this writing, Facebook is where the eyeballs are right now, and one
of the most useful platforms for marketing your business both online and
ofﬂine.
Instagram is also a huge one because of the graphic nature of ﬁtness, nu-
trition and wellness. People love posting their pictures and the graphics.
Twitter is a great way to communicate with people like “Jimmy on the
spot”, especially when it’s driving back to one of the other platforms it can be
a very useful tool.
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If you're not using so-
cial media, you're
missing out on an op-
portunity to connect
and communicate
with your tribe.

11
YouTube videos are huge! Get those out there and start to build your
YouTube channel as a part of your social media network.
No matter which social media channel you use, you can start with one at a
time, start putting out little content of tips, tricks, strategies and messages,
whatever you want to communicate that serves your tribe and you will see
your audience grow.
All of these will connect together so it's all working in unison to create a spiral
viralocity to your message spreading far and wide taking your voice on
the tendrils of the internets right into the homes and businesses of
the very people you want to affect.
5 - Newsletters
Newsletters are a cool way to provide awesome content to your
tribe, if they're done right.
Most newsletters in the ﬁtness industry are done wrong. They’re boring techni-
cian crap all the time. People want to be entertained, empowered
and educated.
In fact, all three of your platforms should be built with the 3 E’s in mind.
If you get too technical or boring in your message, you're going to lose peo-
ple's attention.
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If you're going to
start a Newsletter,
make sure you do it
the right way! Enter-
tain, Empower, Edu-
cate. Don't bore the
hell out of your tribe
with trainer speak!

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It's so important to understand about why you are going online.
You are going online so you can actually solve people's problems and frustrations. You are
there to help them move closer to their wants and desires.
There's a wide-open window in the online world where in the next ﬁve years, 6 billion people
can hear your message and buy your products.
You can go out there and make that freaking difference that you want. That’s the window you’ve got to see. It
will never be this big again.
BRINGING IT BACK TO THE WHY

Start now! Tackle it by making sure you are purposeful about building your list, spreading your message and
making money online.
Then you can quit spreading your message the old-fashioned one-on-one way and switch to the one-to-many
approach and blow your message out like a megaphone.
So I hope that served you today with how to start getting your business online. Keep getting out
there, going out making that big difference.
Start living the Fitnesspreneurs Life.
WWW.VITOLAFATA.COM
Let me help you launch your business, income and lifestyle! Follow me on:

As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business
& personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the
industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline
and online marketing strategies that deploy customer value optimization systems in order to create as much benefit
and offering for the customer and as much profit and lifestyle for the company as possible.
2
ABOUT VITO LAFATA
www.VitoLaFata.com
Follow him on Social Media:
Or visit his Website:

How To Build A Business Online: Start With Why

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