423 – Service Over Marketing: Luke Carlson’s Take on the Fatal Mistake in Fitness Business

Attention, High-Intensity Training studio owners: are you unhappy with how your fitness business is doing and would love to see it grow and become exponentially more successful?

You’ll want to know these CRITICAL keys to success and avoid these pitfalls many new (and struggling) HIT Business owners have been stumbling into.

Discover Strength CEO Luke Carlson returns to talk about fatal mistakes you need to avoid and what really matters in getting personal training clients that help you spread the word about your HIT Business like wildfire — and with over 30 studio locations established, you’ll want to steal Luke’s proven secrets to success!

In this episode, we talk about creating great client experiences, optimizing your offers and workouts, the importance of internal communication, making key business decisions that align with your target market so you can attract and retain more high-quality clients, and much more.

This is probably the most important episode we’ve done for anyone who wants to set up their HIT business to be as successful as possible — check it out!

📩 Download a FREE step-by-step guide on how to build a referral machine

📈 Stop Making Critical Mistakes and Start Growing Your HIT Business Like the Industry’s Titans Do

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This podcast episode is brought to you by Imagine Strength.

Grow a successful High-Intensity Training business with the best workout equipment, intelligently designed to fit the unique needs of your strength studio.

Imagine Strength lives and breathes HIT, designing innovative equipment that’s of the highest quality at affordable prices.

Visit ImagineStrength.com and discuss your specific needs with the team, and choose the equipment that will propel your fitness business to the next level.

Start today ➡ ImagineStrength.com

• Listen to it on Apple Podcasts
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• Download as an MP3 by right-clicking here and choosing “save as”

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Show Notes

• 11:14 – Understanding the differences between how you see your HIT business and how your potential clients see it — why it matters and what you need to do about it

• 19:07 – What’s the best way to actually get high-quality referrals? How do these actually happen? (how to set up your business to generate referrals effortlessly)

• 22:26 – Why you need to really focus on the quality of your offerings if you want to see your business become more successful

• 29:36 – How Luke and Discover Strength managed client load in the beginning and lessons on setting up a new HIT business (client wait lists, staffing, intentionality, decision-making)

• 33:57 – A critical question to ask yourself when setting up your HIT studio and making key business decisions

• 41:04 – Understanding the type of brand you are trying to build (and why this matters for how you talk about your brand with your clients and in your marketing)

• 44:41 – Mistakes You MUST avoid when building your brand (and what you need to focus on)

• 51:23 – What exactly are you trying to build? The importance of intentionality, consistency, and designing and delivering the best client experience that you want to be known for

• 01:01:13 – How to think about improving your offers and client experience, marketing, and training

People Mentioned & Selected Links from the Episode

• Luke Carlson | Discover Strength | Discover Strength Franchise | HIB Episodes
• Net Promoter Score | Official Website | Listen360
• Resistance Exercise Conference
• ChatGPT
• The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company (book)
• Traction: Get a Grip on Your Business – Gino Wickman (book)
• What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest – Denise Lee Yohn (book)
• Pete Cerqua | HIB Episodes
• Doug Holland | HIB Episodes
• Fred Hahn | HIB Episodes