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Mike Arce

Personal Brand: Why People Follow and Quit People (NOT Businesses)

By Mike Arce | July 10, 2020

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Show Notes

Ever wonder why people quit? Why members and employees quit your fitness studio? Because it’s much easier to quit a business than it is a person. That’s why it’s important for you to build a personal brand.

Personal Brands Increase Retention

When you get the word out about your gym and there’s a person attached to it… the owner, the general manager, it means something to people.

They connect their interest in working out at your fitness studio with you, the human. A personal connection is formed.

Most brands have a difficult time making that kind of personal connection.

Nike is one of the most powerful brands in the world. But why did most people buy Nike shoes? What helped them explode as a brand?

Michael Jordan.

Apple is a brand… but what was it about Apple that people loved and waited in long lines to get the latest products?

Steve Jobs.

Answer Two Questions To Enhance Your Brand

If your gym is losing more and more business, if you’re experiencing high employee turnover, and if you’re asking yourself, “What do I have to do?” this episode is for you… 

Members and Employees are not quitting your fitness studio. People quit people. And, people follow people. People don’t quit or follow businesses.

In other words, you and your team need to be the type of people that no one wants to quit on.

How do you do that?

You need to answer two powerful questions:

#1 How Does My Fitness Studio Better Their Lives?

This is a pretty loaded question, but an important one because it goes beyond your workouts…

The answer to this question doesn’t rest in 30 or 45 minutes of HIIT, functional, or strength training.

It doesn’t lie in having the latest reformer or kickboxing bags… these are all features, but your prospects only care about personal benefits:

“What’s in it for me?”

They want to burn fat, increase energy, lower stress, look great in the mirror, love how they look in their clothes, increase confidence, intimacy, the list goes on! They’re choosing to workout with you for deep, personal reasons.

It’s up to you to figure out what those reasons are for your average member and be able to answer: “How does my fitness studio better their lives?”

#2 Who (Personal Brand) Would They Want To Better Their Lives With?

The key to this question is “Who.” Who’s on their side? When they choose your fitness studio to change their lives, who is it that they feel is right there with them and helping them hit their goals?

In other words, who do they want to make proud and never disappoint?

The answer is who will be the face of your brand… or, your personal brand. Whether it’s you the owner, the general manager, or lead trainer, pick someone to be featured in all of your video and static content and run with it!

Your members will have a hard time quitting because they feel as though they’ll be letting this person down instead of a faceless entity.

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