a lesson from alcohol?

In my local neighbourhood recently I saw a hotel building that had been revamped ready for business again but there was no indication as to what the new venture would be. There were shopping trolleys out the front so I automatically presumed it would be a mini super market or something to that effect. 2 weeks later I saw it had opened as a discount liquor store outlet. The car park was full and a steady trickle of people were coming in and out with purchases.

What is my point? Why can a new shop instantly create a mild sense of hysteria selling something so destructive, yet a personal trainer, gym or fitness business not be able to have that mini hysteria effect? Obviously the sensation and release alcohol gives the user contributes, but exercise and activity can offer the same effects just not as instantaneously!

Has it occurred to you that the preparation of the liquor industry in terms of marketing has been great? You need to get your marketing planning to a great level so when you are up and running it doesn't take you years to build up a loyal following of raving fans. I know the liquor industry has loads of cash to spend on marketing and sponsorships but at the end of the day they can't force people to buy alcohol. People talk and rave about products if they like what you have to offer and it gets results.

You know your product will be a winner but do you know your business building efforts are also a winner to match. Getting strategies and systems in place early to set up a steady stream of leads is going to fast track and guarantee you success.

So what is stopping you planning to succeed in your PT business? Self belief, knowledge, money or fear of failure? Here are some simple steps to follow if you know you want success in the fitness and personal training world, but don't know where to start:

* Start investing in yourself and gaining any knowledge possible about specific fitness businesses and what the good ones are doing. Enroll in an audio course or go to a business lecture at a fitness event. You have done this step technically so why not do it in a business sense
* Start living the dream. Let yourself imagine freely and without restraint the wonderful life you will be leading with a fitness business that rocks and a lifestyle that is even more fulfilling
* I know it is a worn out cliche but I am going to use it anyway. Just do it. Take the knowledge and the dreams and place it in a rock solid foundation that can't ever be damaged unless you decide to rebuild

Back to the alcohol thing, don't think I am a wowser as I love a drink as much as the next person, in moderation of course. But the liquor industry has it happening and we need to declare war on them and make ours happen!

David Virgo

Something to think about and I would love to hear your views. Maybe I am way off the mark here and I don't mind being told so.