Fitness Money Episode 13 - Intervew with Cabel


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In this special Fitness Money Podcast episode we did an interview with an expert in the industry. Meet Cabel McElderry and check out a couple of amazing tips and ton of valuable info you can use in your fitness business.

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Fitness Money Episode 13 - Intervew with Cabel

  1. 1. Fitness Money Podcast Episode 13 Interview with Cabel Get this podcast on iTunes at: to the Fitness Money podcast, brought to you by FitnessMoney.Com. In this podcast LoganChristopher and Tyler Bramlett teach you the step-by-step ways to make more money in your fitnessbusiness. Let’s take it on over to this episode of the Fitness Money podcast.Tyler: Hey guys! It’s Tyler here from the Fitness Money podcast and I have with me aspecial guest today by the name of Cabel. How’s it going today, Cabel?Cabel: Good, Tyler.Tyler: Thank you so much for taking some time out of your life today to get on the call. You are actuallyour first guest on the Fitness Money podcast and I’m really excited to have you on the call because wegot to talk a few weeks ago in Miami and I got to hear about all the ideas you had to help people makeCopyright © 2013 All Rights Reserved
  2. 2. more money in their fitness business. I realized how sharp of a guy you were and knew I had to have youon the podcast immediately.Before we get started with anything, why don’t you give us a little bit of background for people whomight not know who you are? Just give us an idea of where you started in the fitness industry, how youcame to owning a seven-figure business, and then eventually coaching personal trainers how to do thesame thing.Cabel: Sure, man. That’s a long glorious and inglorious tale but let me try to give you a few details. Ithink it’s something that a lot of fitness professionals can relate to. Way, way back when—I guess Iwould have been in college and I actually took Business Marketing in college—I came home onesummer. My whole family in Alberta here works in the oil and gas industry, which is very prevalent herein Central Alberta. It just so happened that that summer we were in a recession. Work was slow. Therereally wasn’t anything to do and at the time, I was competing in bodybuilding. I was at a provincial andnational level, thinking I was going to make great things happen to my life, and be on the cover of FlexMagazine.Ultimately, that summer I found myself broke and sleeping on my buddy’s couch. I really didn’t knowwhat I was going to do for a job. The girl I was dating at the time was like, well people are alwayshassling you in the gym about how to look like you, why don’t you start training people and make somemoney for college? That was really kind of my entry into the fitness industry.It just so happened that through the next semester of college, I managed to attract enough clientsbecause people were always asking me what to do. When I got out of college, I really didn’t need to finda job. Now it’s not to say that I was making any money. For eight years in the fitness industry with aBusiness and Marketing background, I struggled using all the generic bullshit that they teach you incollege about how to market yourself, which really doesn’t make it much sense for the solopreneur orthe guy who had very limited resources.So for eight years, I struggled. I was on the verge of bankruptcy. I tried to leave the industry threedifferent times. I did retail sales at Christmas to scrape by. At one point, I got involved in networkmarketing crap. I even tried to make an exit from fitness to finances and then become a financialadviser. Each one of those things kind of taught me something special about what I was maybe doingwrong in my fitness business.If you fast forward a few years, I kind of scraped together a few more clients and a few more ideas towhere I was making about $50,000 to $60,000 a year within the fitness industry, and I wassupplementing that further by promoting a couple of events on the side. Basically, I had a business thatwas barely scraping by six figures that was related to my personal training and event promotion.In started 2007, I started to get spammed by this guy that I’m sure many of you have heard of, by thename of Bedros Keuilian. Coming from Canada and particularly Alberta, I hadn’t heard of anything likewhat he was talking about before. I honestly wondered if it was a whole scam and a whole bunch of crapbut I always have been this kind of optimistic person that wondered well, what happens if this is real. SoCopyright © 2013 All Rights Reserved
  3. 3. he was hosting this event called Fitness Business Summit, which has now obviously grown. I’ll bespeaking there for the third time in just a few weeks.I basically scraped together every penny I had at the time to head off to Fitness Business Summit. In theback of my head, what I really thought was hey, it’s in California. It’s a place I always wanted to go. Ihaven’t gotten to travel so if this whole thing is crap, at least I got to see part of California.Then in this event, some of this was really interesting for me. I picked up a lot of stuff that I didn’tbelieve was imaginable and it kind of opened my eyes to a lifestyle in the fitness industry that at thattime I didn’t believe was possible. I couldn’t afford it but ultimately I signed up for his mentorshipprogram at the time and really didn’t make use of it a whole lot other than it was the affirmation Ineeded to confirm that I was on the right path or to fill in the missing link.Within a few months of the first Fitness Business Summit, I opened my personal training studio, One toOne Fitness. We were 2,200 square feet, which we outgrew in five and a half months. Fast forward 12 or15 months, we drew our first renovation and had grown a business that, where I was basically at sixfigures before, produced almost seven figures of revenue in the first rolling 12 months and for six yearsstraight have been over the seven-figure mark. We’ve now completed four renovations, won multipleawards, went through the annals of having 2 trainers all the way to a staff of 13 trainers and 3 supportstaff and looking at multiple locations and so on and so on.About 18 months ago, I kind of decided hey, this has obviously worked for me. The mentorship Ireceived from people have been invaluable. I want to continue to try to complete my endeavor ofchanging and the world and that’s when I started to get involved in mentoring other fitnessprofessionals myself, passing them the skills I gained and learned, and hopefully helping them. So that’skind of a summary of events, man, that kind of led me to that hole I was in to where I am today.Tyler: That’s quite a story. I didn’t realize you were on the verge of bankruptcy at one point. That’s quitea powerful story. Anyway, you had mentioned kind of one of the biggest turning points in your wholecareer came when you went under the mentorship of our friend, Bedros Keuilian. So how do you equateto other people how important it is to get mentorship?Cabel: Honestly, I could not afford it. It was so trivial but at the time, it was this massive decision and itwas like I was really risking everything. Honestly, that was the single, probably most important decisionof my life and I encourage anyone and everyone to find a mentor. Now as much as I think the coachingprograms that are available, I mean obviously the coaching that I offer, I think there’s a ton of value forthe people who participate but I’m not even trying to plug that. I’ll just mention that find somebodythats an expert in your region that you could bribe with lunch or coffee and go spend time with them.Because as much as Bedros has been my most influential mentor, he certainly hasn’t been the only one.When I look back in life with all the struggle and strife that I had, I think that I see now that there wereimportant people that appeared at the times that I needed the most. When I was 16 years old, Iremember I had a girlfriend that I was dating and she worked for this financial adviser in this small townthat I grew up in. I remember just spending time with him one day while I was waiting for her and weCopyright © 2013 All Rights Reserved
  4. 4. got to talking. I don’t even remember what we were talking about but I remember him saying that,“There’s this book that I really recommend you read.” It was Think and Grow Rich by Napoleon Hill.Tyler: Oh, yeah. If you guys haven’t read that book, go out there, buy that book, and read it ten times.Cabel: It’s a hard book to read, particularly at 16, Think and Grow Rich is not easy reading but that guyreally set the course for maybe my whole life in a sense by what he recommended at that time. Therehave been several people in my life that just unknowingly appeared at the right moment so I thinkeveryone requires mentorship.Tyler: Yeah, keep on the lookout for when people pop up in your lives and take action. I know just aswell as you did. I was afraid when I joined a mentorship program for the first time but since them, it’sadded at least six figures to my yearly income so it’s definitely worth it if you guys utilize it.Okay, so Cabel, let’s take some of the listener’s calls. They heard you talk about your past andeverything and they can kind of understand how it felt to be broke as a trainer, working extra jobs andeverything, but they can’t quite grasp a seven-figure business. They probably can’t even grasp a six-figure business. So what would you tell the personal trainer who’s just struggling for clients, just a fewsimple ways to just get started today to make more money this month?Cabel: Of course. Yeah, start with the first five figures and how do we do that? Let’s assume that youmove to a new town and you don’t know a single person there. Today, we have more resourcesavailable to us than ever before. If I moved to a brand new city and didn’t know a single soul, one of thefirst places I would start would be places like the Chamber of Commerce. Most chambers would hold alive event every month where business owners get together, talk to one another, and also meet with thepublic in a trade show format.What an opportunity if you can even just meet several business owners in your local area and educatethem about health wellness. Because the truth is that small business owners and small communities aresome of the most stressed out, out of shape, poor health people I know because they’re dealing with somuch crap. If we could even get in front of those people and educate them about health and fitness, it’sa way to immediately improve our expert status.Let’s put that into a mechanical format, though, that you can’t lose. Here’s something that I teach all ofmy coaching clients, which I call basically the five steps to strategic partnerships that anybody could usetoday. If you move to a brand new city, you could simply go to the Yellow Pages or Google and look up15 local businesses that seem to be well known or prominent in the community. A good suggestionmight be places like chiropractors, massage therapists, physiotherapists, hair stylists, aestheticians,particularly here in Canada and colder climates like tanning salons, these kinds of places where ourcustomers are likely using these other services or other professionals.Now it would be very easy, particularly with a service that’s something like Google, to determine who ofthese understand the internet, has understood how to stand out in the internet, or who is just so wellknown in the community that Google recognizes that and has filtered them to the top of the list. If youCopyright © 2013 All Rights Reserved
  5. 5. made a list of 15 people, you could take your smartphone or something like flip-cam or any sort of USPcamera and all we’re going to do is make an appointment to see them and interview the expert.Now through the door, you need to show them value. We must always go with a giving hand so here’swhat I teach people. If you’re going to own a business, don’t phone and say, “Hey, can I come interviewyou?” or “Hey, can I do this?” or “Will you help me promote my business?” Simply phone them and thefirst step is to stroke their ego and compliment them. If I was phoning Tyler today, it would besomething like, “Hey, Tyler, man. I heard so much about you and people say great things about you inthe community. I’d just actually like to do a five-minute interview with you, share it all my clients andfriends in the area, and explain to them why you’re so great because I suspect it might bring you a fewnew customers.” So there’s a time that we can do that.Tyler: Sure, but what’s the interview?Cabel: So stroke their ego. Make them feel good and complimented and ultimately go to them withvalue. Now, here’s where the magic happens. Let’s take our chiropractor for example. People like to talkabout themselves so give them the opportunity. Talk to your local chiropractor and simply ask them,“Hey, you know what? For people that have never used chiropractic, what are the total benefits thatpeople, receive from chiropractic care?” He’s going to go on forever because he loves to talk about whohe is, what he does, and he’s very passionate about it.The second question you’d ask him would be to try and get some information that will present value topeople right away today. If you’ve never used a chiropractor or if you have, what are the things that youcan do at home to enhance chiropractic care and get even better results? So we’re sort of leading thechiropractor to talk about what we do, what we’re an expert in, which is fitness. If he doesn’t inquestion #2, question #3 is quite simply: for somebody that’s regularly active or works out on a frequentbasis, will they benefit more from chiropractic care? Let him explain it for you.Now here’s the real magic. Envision that we do this six to ten times—not everybody out of our list of 15will see you—six to ten videos we now have of us interviewing these experts. I had a client in Toronto dothis recently. We post the videos on YouTube and what we do is some direct match optimization forthem, which we can certainly explain a little bit later but essentially, you’re going to name the video thesame name as the person’s business, and throw it on YouTube so it quickly appear on Google.Within a week, he had 70 to 100 people organically that watched this video. The beauty is that those 70to 100 people were probably already the customers of that professional service, thereby enhancing theirrelationship with their customers and their image to their customers. If you have a mailing list, you cansend it out to your mailing list and generate more views but the real magic is this: You’re generatingthem more customers. You are enhancing their credibility. They’re going to love you for it andultimately, they’re going to want to promote you.Now on you website, if you have six or ten of these videos, with you with six to ten of the top experts inyour area, you’re obviously the fitness expert to go to because you seem to know all the best experts inyour area. This is Step 1 of developing your strategic partnerships.Copyright © 2013 All Rights Reserved
  6. 6. Tyler: So it’s basically you’re talking about building that credibility within the community, right?Cabel: Yeah, man. We can do that in 30 days. With all the people that are watching these videos, we canstart spinning them around through Facebook campaigns and email campaigns into trial programs,immediately generating customers.Tyler: Wow, okay. Go on. I cut you off there. You were on a roll. Let’s keep going.Cabel: Okay. So if we do the interviews with the experts, the second thing is you’ve got to see them aftera week or two, once they’ve got a whole bunch of views, and develop your relationship with them. Onceyou’ve developed that relationship, then we can start to do other promotions with them. The secondthing that I actually recommend that you do that works so well with experts is what we call thesponsorship of the community, the sponsor the community campaign.So go back to that expert after 60 to 70 people watched it and simply say, “Hey, you know what?Obviously people are saying great things. If anybody asks you about it, I think that it is going to bewonderful. I know my clients are asking.” One thing about business owners in each community is thatwe’re judged very heavily about what we give back to the community via donations and communitysupport. So every small business is always looking for ways to do that better.So you could simply use your expertise. With the use of chiropractic, for example again, go back to himand say, “Hey, what charity do you like to support? How about we host a lunch-and-learn or an eveningeducational seminar where I will come in and I will educate people about health and fitness. There wouldbe no charge for people to attend. It would be free or by donation to the charity of their choice.” Whatyou’ve just done is given the business owner a reason to promote this event and something that’s highlyleveragable for them because the success of the event really doesn’t matter as much as they get topublicize and talk about how they’re doing something for their favorite local charity and how they’resupporting their community.As a business owner, this is highly leveragable in the business community simple because, like I’vementioned, we’re always criticized or judged by what we are and aren’t doing for our community. So it’sa really good way to win their support to want to promote this event for you, which of course puts youin room full of prospects that have a relationship with the expert and ultimately trust you more becauseyou are recommended by that expert. So again , if I didn’t know anyone in the community, without anyreal fancy internet stuff—I don’t have a mailing list or any ability—this is exactly how I would start mybusiness over again within 30 days of moving somewhere new.Tyler: Wow, that’s powerful stuff, Cabel. If you guys go out there and even apply a portion of that,you’re going to see some pretty awesome results in your business.Okay. All right. So where do I go from here? That was an excellent tip. I’m a little shocked by that. Okay,so let’s say somebody’s a personal trainer and we talk a lot about boot camps these days because bootcamps are a great way to leverage your time. Why don’t we talk about a little bit about why it’sCopyright © 2013 All Rights Reserved
  7. 7. advantageous for a personal trainer to move into running a boot camp and then perhaps hiringsomebody else out to run their boot camp for them?Cabel: Yeah. That’s a great question to ask me because to be totally honest with you, I hate boot camps.I hated boot camps for a long time. I’m an extremely biased one-on-one trainer but I would absolutelytell you without bias that boot camp is the future of your business. Quite simply it is the mostleveragable format. People want the one-on-many experience because they’re looking for a sense ofcommunity and in this day and age with inflation and cost of living continuing going up in North Americaand all the concerns that we have with time, abbreviated boot camp is exactly what the broadestaudience of people is looking for.Boot camp is a no-brainer. The other thing about boot camp is that to generate prospects for boot campis so easy by comparison to generating a lot of prospects for personal training simply because the cost ofthese services and the broadness of the audience is so much better than personal training in a sense.Standard email marketing campaigns and systems just work amazing for generating boot camp leadsand the one-on-many community aspect of building your tribe makes it very easy to generate a strong,strong referral network.On top of that, in terms of hiring somebody else, you need minimal stuff. Take it from me, a guy thatstarted a one-on-one studio that now offers one-on-one, semi-private, and boot camp, I can tell youthat boot camp is slowly becoming the biggest part of my business because we can do the most volumewith the least amount of manpower, and the biggest challenge of being in a small business is alwaysmanaging your team. Managing people is the single biggest headache you will ever have. I hope thatanswers your question.Tyler: Yeah, that totally answered my question. You’re still trying point out to people that it’s moreadvantageous to move towards the boot camp format if you’re really concerned with starting a strongfitness business.Now you mentioned in the last comment a little about YouTube optimization for local business. Can youtell us a little bit about how you do that? How do you get people to rank so quickly for a local business?Cabel: Sure. This is really cool because everybody talks about what the latest SEO techniques are andstuff. If you’re like me, as much as I’m interested in all of this technology crap, it’s hard to keep up withand I don’t have time. The cooler thing about this is it’s sort of violates all the typical SEO stuff, which iswhy it works.So what we do with the interview with the expert, the deal is we don’t try to optimize it for specifickeywords though you certainly can. What we really want is we want the person, the entire package thatis in the video, I want his customers to be the ones that see it. So truthfully, his people that are alreadyhis customers are not going to the internet looking for Red Deer chiropractor. They’re going to theinternet looking for Tyler’s Family Chiropractic or whatever the actual name of the business is.Copyright © 2013 All Rights Reserved
  8. 8. So all we’re doing with the video is just simply making sure that the hard file on your computer beforeyou upload it to YouTube is a direct match to the name of the business. Once it’s uploaded to YouTube,we set the YouTube title to be a direct match to the business. Make sure we include the same string ofwords within the description and ultimately again in the keywords or the tags that get through this onYouTube. Within the tags, we’re also tag our own business and a couple of other primary keywordstrings, which is “Red Deer personal trainer” and “Red Deer chiropractic.” Mostly, we’re just focusedaround a direct match to the business.Now one really important thing with YouTube is to make sure in the description box that the first thing isa live link to your site and to make a link live YouTube. It must begin with http:// not just the www. Thatlink within those videos should always go to your site and where you have that video hosted on your sitebecause we really want his people to see it but we’re trying to bring them to be your lead.Tyler: Absolutely. That’s a great tip. If everybody out there can use that, that’s going to be reallypowerful. I appreciate you sharing that with us, Cabel.Okay, let’s move on to something a little bit more simple but complex at the same time. As a personaltrainer, as somebody trying to move into a boot camp, or somebody trying to start your own business,how do you set yourself apart from all the other boot camps, CrossFits, and everything out there?Cabel: That’s a great question and one that becomes more and more difficult to answer every daybecause our industry is rapidly growing. I know in my small market alone competition is fierce now.Everybody and their dog is a personal trainer. I think the number one thing that you can do—and this isreally where I’m most known for—is business systems. So what really identifies our business and sets usapart is consistency of approach and a streamlined system that always allows us to provide betterservice.Now what I mean by that is that as a personal trainer and as a solo personal trainer especially, one ofthe biggest mistakes I made for a very long time was that you go through an emotional cycle of, “Oh,shit. I need more clients,” so you dream up an idea on how to get more clients and then you’re superbusy. Then things coast for a while and it’s like, “Oh my god! I need more clients,” so you come up withthis new idea and so on.The problem is, the one we’re referring to, is that we’re always creating and when we’re creating, we’reconstantly creating new problems. But when we create a system and we simply repeat that system,even if it’s not the best system, it doesn’t matter because it saves us time because we’re only repeatingthings as opposed to creating and we’re also able to create systems or strategies to deal with theproblems that we faced last time, thereby creating less problems as we go forward.This is one of the best competition tools I know for the simple reason that everybody else is doing it theother way. They’re in the “Oh, shit” cycle of creating something new and constantly making newproblems for themselves. So even if you’re a solopreneur today, working totally solely on your own, Ialways tell everybody the same thing: Carry around a notebook with you.Copyright © 2013 All Rights Reserved
  9. 9. You face problems everybody. When you face a problem, don’t just come up with a solution on the spotbut rather write down what are the bullet point steps to completing that solution. It doesn’t matter ifthey’re right or wrong. Just save those steps for next time, repeat it the same way, and what you’llprobably realize is not all of the steps will be wrong, but number 3 could maybe use some improvement,which you can improve next time to build a better system.Tyler: Wow, that’s really powerful. That’s something that everybody could use in their daily life, as well,don’t you think?Cabel: Yeah, man. 100% but truthfully, thats what business is. The rules that govern a successfulbusiness are the same rules that govern a successful life.Tyler: Wow, that’s good stuff. That’s good stuff. Well, thats some powerful information right there. Ijust keep on getting my mind blown myself. I knew this call would be great with Cabel. Do you have afew more minutes, Cabel, to answer a couple more questions?Cabel: Yeah, man. Of course.Tyler: Cool, brother, cool. So you just talked about the customer experience when they come into yourgym and how that can differentiate whether people like you and trust you or not. So what do you guysspecifically do at your gym to create that customer experience that just wows them from the start?Cabel: Sure. One of the most important things that we did recently is if you don’t have a missionstatement, set a mission statement. We actually did this two ways. We declared a public mission, whichis to help 10,000 people locally achieve a fitness goal by 2015. What’s great about that is there’s nopossible way that we can train 10,000 people in my studio so it really sets the stage to tell ourcommunity that we’re committed beyond our four walls to make a difference, which constantly ties intothe charity drives, things like this that we do, and the other free offerings that we offer. Thats one, set amission statement as well as set company values and make those publicly known.When people come in, our first company value is to exceed expectations and we really try to frameeverything like that for them. When we built the facility, we tried to create a facility that we knew wouldmake people comfortable as they would be in their own homes so with certain amenities and things likethat. When we do our intake forms, we collect a lot of information from them. Some of the questionsthat I think are really important to ask outside of health questions are reward questions. If you’re fromTania, you know what Tim Hortons is. If you’re from anywhere else in the world, you know whatStarbucks is. So one of the questions we ask people is Starbucks or Tim Hortons.They don’t know why we’re asking but at some time, we make them a handwritten thank you card thatsays, “Hey, we really value you. Please have a coffee on us.” Just send them a gift card thats not somerandom allocation but rather something’s that meaningful to them because they got to tell us what it isthat they want.We’ll ask other questions like do you prefer a tee shirt or a jacket? What size do you wear? So we couldsupply them with unexpected gifts. What’s your favorite kind of music? What’s your favorite band?Copyright © 2013 All Rights Reserved
  10. 10. What’s your favorite TV show? Do you like to go to movies or do you prefer reading a book? What’s ourfavorite movie or who is your favorite author? All we’re doing is carefully and subtly asking questions ata time that they really have no idea what they mean but know how we could reward, value, andappreciate them in a more personal manner later.What else are some of the things that we do? One of the things we’ve always done is we keep a lot ofbottled water in the facility. We do sell the water but honestly it’s there to give away. So when peoplefirst come in and we’re touring them around, we’ll give them bottles of water. We supply like rewards,prizes, and stuff for people that are making progress throughout the month.Actually, one of the stupidest, low-cost things that has been exceptionally valuable is we go to craftstore and we buy this bright yellow foam. We cut into- five or six-inch diameter yellow stars with a pieceof ribbon on it and we try to reward our clients and celebrate their successes with gold stars, just like wegot back in Grade 1. We put it around their neck and we write on the star. Trainers always think that thishas to be about like you lost 20 pounds, you lost 10% body fat, but honestly we do even stupid thingslike the worst hair after boot camp or the steadiest person in class.We take their picture with the trainer and we tack these pictures to the wall in reception, which havemade people super proud and increase accountability but it’s also been a sales metric because the firstthing that people see when they come into my facility is this wall right underneath our public mission,that has all these crazy pictures of these gold stars tacked to it that look absolutely gaudy and hideousbut it totally attracts their attention and they’re immersed in success in our culture within ten secondsof being in our facility.Tyler: Those are some great tips for that indoctrination process right there. You mentioned that kind of alittle bit just in that previous statement. How important is social proof when really trying to make a sale?Cabel: It’s so funny that you asked that. It’s critically important, more important than we probably evenrealize because we’re so desensitized as fitness professionals with before and after photos, if you’re likeme, from the bodybuilding world, like all these stupid supplement photos by the major manufacturers.Just the other day, I was actually at a chiropractic office with my wife who was having some testing doneby this chiropractor. We’re sitting in this room. I actually took a picture of it. I’ve been meaning to post iton my Facebook page but it had a before and after picture x-ray of somebody’s spine, how bad the curveon their neck was, the pain that they were feeling, and the updated x-ray a year later of howchiropractic changed that. I just think that over the years I’ve had hundreds of clients that are terrifiedof chiropractic and sitting there, seeing this before and after photo was overwhelmingly amazing to mebecause it’s like I know as a practitioner how challenging it is to achieve that. I can only imaginesomebody sitting there that is in pain all the time, that’s seen their x-ray that looks a lot like the firstone, and how they would be impacted by a photo.So it’s critically important in every industry and trainers are so bloody lazy when it comes to takingbefore photos of their clients. I see this with my team all the time. It’s a constant point of nagging. Man,do yourself a favor. Take before and after photos. If you don’t take a before photo, nag people to bringCopyright © 2013 All Rights Reserved
  11. 11. you a before photo, partway through their progress when they’ve realized it’s not them anymore. It’scritically important.Tyler: Absolutely. We talk about that a lot on this show, how important it is to prove that what you haveactually works. Okay, so I’ve got one more question for you. Maybe you could give a tip for the peoplewho might be listening to this who are not currently personal trainers but want to make the move intothe fitness industry.Let’s say you did succeed in finances but you were sick of it and you hated your job and you wanted tomove back into the fitness industry, where would you start? What steps would you take?Cabel: Obviously people say go get some education, get some BF certification, or whatever, and surethose technical skills are important, but it all starts with relationships. If I were leaving anotheroccupation or contemplating a career change, the first thing I would do is I would start sharing mypassion with other people via content. That can be as simple as creating a fan page for what might beyour future business on Facebook, just making a point to post on there each day a fitness tip, somethingyou believe that can help people, a motivational comment, hell, even a link to an article that you foundvaluable in improving your own fitness or somebody else’s.Start by creating that following because finances taught me that the list is key. If you were going to be asuccessful financial adviser, you’d better have a list of people that you can contact that have high networths. Otherwise, you’re going to be very hungry for a long time. I treat real estate as the same way.One lesson we could learn as fitness professionals is that if we can gather a following of people that arereceiving value from the information that we’re sharing, the opportunity to turn them into prospectsand customers is super easy.Anybody can do this because if you’re thinking about entering the fitness industry, you obviously have apassion for it. You obviously know things about fitness that other people don’t know or take for granted.Hell, if you went and spoke at an office today, you would be surprised at how many people in the officewouldn’t know the difference between protein and carbohydrates and which foods were primarilyproteins and which foods were primarily carbohydrates. So every single person listening to this call Iguarantee has enough knowledge now that it can start attracting an audience.Tyler: That’s powerful, attract the audience first. That way you have people there to support you whenyou’re moving forward. That’s great. Well, Cabel, I just really appreciate you taking the time out of yourday to come on this and kind of share these nuggets of wisdom on how you helped people succeed.We’ll definitely put a link below the show to some of your programs or possibly your coaching services.If people want to take a look, be sure to click those links and find out more about Cabel. Anything elseyou want to part with, Cabel?Cabel: Yeah, man, I’ve got one more thing actually based on what we talked about, people that might beentering the industry. I’ve had a very successful coaching client recently. He started from zero and heactually moved gyms four times in the first two weeks that he met me. If you were entering the industry,Copyright © 2013 All Rights Reserved
  12. 12. I’d highly recommend that maybe you can find a public gym to work out of. Here’s how you could easilygenerate a five- or six-figure business in 90 days or less. This is the exact advice I gave him.Try to spend four hours a day at the gym that you’re going to work at and make sure that those hoursare the peak hours that there are the most people in the gym. Typically, I’d say thats from 6 till 8 amand 5 till 7 pm. During that time, all that you’re going to do is walk around, introduce yourself to people,and offer to help them with their workout. Whether that means you’re spending five minutes with themto spot one set or explain something or the whole duration of their workout, do so and do sounconditionally. Give them your time. At the end of the workout, all I would ask you to do is hand thema business card. Theres handwriting on the back of the business card, “I’d love to sit down with you andtalk about how we can make your program more effective. Here are one or two sessions on me.”I know for a fact that this will work because of the experience of my coaching client. Within 90 days, hewent from zero clients to more than 37 clients on ESP and well over an annual pay of like $130,000, somuch so that within a hundred days of starting with me, he actually turned down a job that he wasoffered at $80,000 a year guaranteed starting salary.Tyler: Whoo, baby. Now that is a golden tip right there. What a way to kick us off in the end, Cabel.Thank you so much for doing that. Well, thank you so much for your time in that. I really appreciate youagain and we’ll have to have you back on the call at some point when we get some caller questions foryou. Again, I just really appreciate the time.Cabel: I’d love to do it for you, man. Just let me know.Tyler: Cool. Thanks, brother.Thank you guys so much for listening to the Fitness Money podcast. For more information on how youcan make more money in your fitness business today, go to FitnessMoney.Com or go toFacebook.Com/FitnessMoneyPodcast. Thanks so much for listening. We’ll see you next time.Copyright © 2013 All Rights Reserved