How To Get Your Gym Past $1M

Full transcript

Welcome back to the Anthony Eamon show. I'm Anthony Eamon. I own Redefined Fitness. We're taking our company upwards of three million dollars this year, and we are looking for one person to give away an entire program for free on this podcast. Let's go. Three million bones, man.

Three million, baby. On the way to three. So yeah? Yeah.

Who are we looking for? Why are we looking for them? And how are we going to change their lives? I know these are all the questions I'll be having them. Well you take it away, ask. Okay. So Anthony, walk me through this program, what it actually is, and what are you actually offering? Right. So I decided to go on a little venture to help other people, right? So the gym itself gives them the opportunity to help my clients and my staff will learn grow. Getting into fitness business coaching was a stumble into realizing that there are fitness business coaching companies out there, but there's no one that works with companies that are a million plus revenue. They get you to that kind of point, a lot of the gym business coaching companies, and they leave you. And outside of that, it's figure it out on your own. And you know this because I've gone through it. Beautiful. I've had two coaching companies with the goal to get me to a million plus. And I would ask the CEO, like, you know, I'm over and I feel like this isn't what I want. I feel like it's a lot of baby steps, like we're way ahead of this. And he'd be like, Yeah, there's nothing like you want. There's not doesn't exist. And I was like, it doesn't exist. So I instantly see a niche that doesn't exist anymore. And I was like, well, I know there's other people like me, and I would love the opportunity now to help them learn and grow, which ultimately helped them client, their clients, and now I can leave my mark everywhere. So it's just a win-win across the book. Correct, correct, correct. Because it's a void, yeah. Exactly. And I want to prove that concept. So with everything, and we've talked about this before. What did I tell you months ago about launching what to do? What free? Oh, you gotta do it for free.

The best word ever created, man. Do it for free. Do it for free. Now, people watch us going crazy. Free? There's no catch, nothing, Anthony. There's one catch. Okay, there we go. There's always something. Always something. Live. Oh, okay. I like no, that's that's a good stick because most a lot of people don't like cameras, but you gotta do it. We're doing this. We're filming this.

Why are we filming them, yeah? Because what is what is money? What why do we pay for things? Value. Value and accountability.

Okay, value and accountability for return. Yes. And I go, you're going already.

Yeah. So I need to pay for something. The more I pay for it, the more I value. The more I do it and follow along with it, which is why you should always charge more. Correct. Because then you do more of it and get more results out of it. Yep. So if you're gonna do something for free, there needs to be some level of accountability. And that level of accountability is if I'm gonna do it video recording, I better be a man of my word. And that goes two weeks.

That goes to me and also that. That is true. Accountability. You're giving your word, but now it's documented. Correct. So so now what are you offering exactly?

Right. So I've noticed my my skill set is the ability to walk into a company and see the good, bad, and ugly right away.

That's beautiful because you did it to your own.

Yeah, I I see it. And it's actually easier to see a company from the outside than it is the inside. This is why a lot of times companies will hire like CEOs that are outside of industry. Okay. Because it gives that the CEO comes in with a whole fresh brand new mindset, and they're not caught up in the politics of a company. Right? You're not worried about Dinah, Diane that had a wedding or whatever, doing this or this person's personal issues. You could see it just strictly based on what a company is, money in, money out, and know, okay, what do I have to do to better service this company and help it grow? Correct. And that's what I want to do is come in and I'm calling it the teardown. I want to literally rip your business apart. Beautiful.

So it's called the teardown.

Yeah. Through the scratch, building it back up. I'm gonna give you those action steps you need to do in order to grow your company. I'm not gonna give you the little tiny, well, I'm gonna hold hands and sing kumbaya. Yeah, no, no, no, no, no, soft shoe and stuff. None of that, man. And go lucky. And no, if you do, no, this is gonna be you're screwing up on XYZ fix it. Because that's the way I like being talked to. And I'm sure there's other people that like being talked to as well. I don't want to waste time.

Oh, what if what about those that are watching this that I think are applying and don't? Don't do it. Not for you. So that's a certain so this is not for certain people then? No. Okay. Cool. And does this apply to any type of gym? All what kind of business? This is fitness business only.

Okay, but across the board fitness business. If you feel like you fit into that category, it's worth applying. So planet fitness, anyone can call you.

They need help.

Let's do it. Okay, excellent. Why free though? Ties into proof of concept. Okay. Right? If I can do it on camera with somebody and make their company better, then the next time I do it, people don't know what's worth the price.

Got it. That's your leverage. That's what you're gonna do. There's no other monetary catch. That's it. That's the leverage, right? That's what we're doing it for free. Okay, got it. Now, what kind of gym are you looking for? What does it what does rather sorry, what does the candidate have to have? What does the right candidate look like?

Actually, interesting point. The biggest one is willingness to hear the hard truth. That's gonna be the first thing I'm looking for. Okay. Cartridge. Kurt, you have to have that. If we spoke about that, if you just gonna say you know it all, I don't want to work with you.

That's it. Arrogance. I don't want arrogance. You gotta get away from that. You're not interested. I don't want to sit here and worry about what's that uh bar rescue.

What's the guy's name?

Yeah, I don't remember the guy's name. Yeah, what do you guys do? I don't want to start fighting. I don't want that.

You have to be willing to be open to listen to what I'm having to say and fix it. I'm not gonna say it arrogant. I'm not gonna be like, screw you have to do XYZ. But I'm like, this is what I think you should do. Okay. And I'm gonna hold you accountable and follow up, but then make sure you should do that. That's the first thing. The second thing, you need to be already doing a million. I prefer you to be at a million already. I was about to ask that. What is the yeah? If listen, if you're that 750, 800, how's that? Still apply, it's still worth it. Okay. But I preferly I want to come in this ready so 750's bare minimum. You gotta be at least. Yeah, I'm looking for around like to be at that mark.

Around that area, around that ballpark. Okay. What is the first thing you look at when you walk in for an audit at a gym? Great question. What's the first what's the first great question?

Thank you, sir. What's the first thing you look for before you decide to date somebody? Hmm. Aesthetics. I mean that's a good thing. Three seconds, you make it a bringing medicine. Three seconds.

Physical.

I'm walking into the company without interhooring him in three seconds. I'm gonna have a judgment about you. I'm gonna know whether you're cheap, I'm gonna know whether or not you're expensive, and I'm gonna know if it's gonna be worth it to me. Everything that's what that is here say. You have three seconds. I do a three-second timer in my own gym. And I try teaching to some employees. Stop. Count in my head three seconds, look, what do I see?

Yeah.

That's my three-second visuals.

Aesthetics. You think that applies to all businesses? Everything. Everything? You think it applies to everybody? Everything. Three seconds. Okay, so give a scenario, Anthony. What would let's say you go into a gym, what would uh qualify as a bad gym aesthetically within that three-second rule? Like this needs work. What given a scenario in which you would walk in and say, this needs some work, man?

I mean dust, blatant dust, cleanliness, cleanliness, meditation smells. Okay, in the real estate world, your old factory is the biggest thing linked to memory and sensations. So your smells, what we would do is do air fresheners with different scents that would make you feel like the place is more expensive. Stage. Right? So that's a big one. How does your gym smell? If it smells like musty, I'm paying $15 a month. It smells luxurious. Like, look at big brand hotels like hospitality and shit. It's really well. Hilton has their own fragrance. Didn't know that? No. They branded their own fragrance that they think get to just spend the most money and feel most relaxed.

Wow. And I'm sure the others do talk about the Ritz-Carlton, all those uh hotels. So smell is a big thing.

Smell, okay. Visuals. What are you what are you first seeing right away, right? Okay. And then look at the employees. Okay. Are they someone I want to reflect off of? Do I want to look like them?

Attire and physical. Oh, oh, physical. Okay. Attire is huge. No, that's big, yeah. Right?

I'm coming in skin be outfits and I'm a senior. I don't want to see that. Okay. Right. So you're saying like it, how do they look? How do they present themselves? Are they clean-shaven or are they scruffy as hell? Looks filthy, yeah. Like there's certain things, it depends on the niche you're going for, right? Everything is niche dependent. But do you fit that niche? Is your brand a representation of who you're trying to pull it? Okay. Does that make sense? Yeah, say 100%.

Yeah, yeah. If you want high quality, you gotta give out high quality.

But who do you want?

Correct. What's the demographic you're looking for?

Correct. If I'm a coffee shop in a hipster area, I'm gonna have all hipster stuff. Correct. It's like long sleeves. You're not gonna have suits and looking for correct.

I'm gonna be like, it's all this vibe is way off. I got you. Okay, so it's that. So it's the smell, it's the aesthetics, uh, the gym. What's your thoughts on equipment? Are you walking into an audio looking at gym and said equipment needs to upgrade? What's your thoughts on that? Most of the time, equipment means nothing. So most of the time in gyms, equipment means nothing. Nothing.

The only time I would have an argument for equipment is in the performance world.

Okay.

If I'm a pro athlete and I have knowledge of equipment, I expect certain equipment.

Yeah, but it's just certain benchmarks. Like your seats can't be ripped and stuff. They have to be up to par either. It's cleanliness. Oh, you could oh that falls into the case. I'm talking about brands. I see what you're saying.

Like a different equipment or brands.

I see what you're saying.

I'm not looking at, I think the top fitness for is like latency or something. It's like custom made bars and stuff. Most people don't give a shit. They don't care. When I'm a professional bodybuilder, I'm looking for specific bars. I'm if I'm in the performance world, that's what I'm saying.

I need performance equipment. Okay. And it's different with personal training, it can vary. It depends, right?

So the general population is not gonna know.

Yeah, they're not gonna know what that is. Okay. Ooh, that's a good one. So what is a general, what is a general timeline look like for this whole thing, this journey? And how much time are you committing during this?

I'm gonna try to give up to 12 weeks doing this, and I'm gonna do it a little different than I want to do from the general side of it. So I'm gonna explain. And this teardown specifically, which is also gonna make it more valuable, is gonna be your teardown plus.

A tear down plus, okay.

So the initial teardown is really just me getting all your business information sent to me, and obviously you'll sign in DAs for everyone, so don't worry about it. And then give exact recommendations of things you need to do, exactly how to do them. Do XYZ, A, B, C, and it's two ways. One, it's a great way for you to take real actional advice. Like it's gonna cost $2,500 initially to sign up and do this program. You're gonna make way more than $2,500 if you initiate it. So it's a no-brainer, right? But for me, it's a way to get in to get the other programs. I don't want someone that's not gonna follow the initial teardown. So I'm gonna not take you into my other seats, my other coaching, private coaching, if you're not gonna follow along on the initial prospect of it. So it's a way to wean those people out as well.

Okay.

Now the teardown plus, the initial one, I want to give more than what I'm gonna take from the teardown because the teardown is just gonna be me. Okay. The plus I'm gonna give my team. I'm gonna give my team the opportunity to go into your business, take what they need to take out of it, and give practical advice off of that as well. Which that will come with if you do the operator standpoint, which is my one-on-one private with you, help you grow with my team, fly to your location, everything. Like we're gonna deep dive. Wow, you're bringing a whole team. What is that team?

What is that comprised of? Just go through. Somebody watches, well, he has a team. Well, who? Who's coming to my business? I want to know who's coming to your sets.

I'm bringing my high-level people. Okay. So that's my chief financial officer. That's chief marketing officer. CFO, okay, see my own. And that's my chief operating officer. Okay. So all four of you are going. All four of us are going out, flying, doing stuff. And obviously they can get leverage to you if they want to get more of the production side of it as well. But those are the four people definitely going out from my team, flying in and doing it. Okay. And then we'll have bonus for production and everything like that. But that's they're gonna get it from their perspective. Wow. The systems and operations that I taught them and that they taught themselves. So you're gonna get it from all across.

Yeah.

Okay.

Now, what happens in this process for those that are applying, if a gym doesn't follow through, say 12 weeks. What about four weeks? They screw up, they fall first, I don't want to do it, I don't I don't want to do it. And what happens? Kind of like the scholarship program. Well, why do they not want to do it? Maybe the critiques are too much or or is too much to adhere to, or they can't uh uh hold themselves account. There's a whole bunch of a whole bunch of reasons, but what happens?

They don't I mean I can't find it.

And is it do you feel like this is is it guaranteed to work? Your method, method? Nothing in life is guaranteed. Okay, beautiful answers. There's none of them scanned guaranteed.

This is not financial advice. I'm not financial advisor, right? Don't sue me. That's guaranteed to work, guys. You can get a million dollars. It's not guaranteed to work, good job. But I'm gonna show you it can work. And you would this is what you've done. I've done it. This is you. I know there's so much value you could build out of this and grow that it's most likely not to work. It's it's going to work. I'm just not gonna guarantee it.

So now, final question. If a gym owner is watching this right now, how do they apply, Anthony?

Really simply, go to my website, okay, anthonyamon.com, and you'll see an application right there. Hit that, fill it, fill it up, apply. I'll let you know you're in. We're gonna pick someone. What's about the next thing? Yeah, uh, come October 1st. Correct. Get someone up going when that's the winner around then too. And this is uh one set of lifetime opportunity to do this.

There's only one person, one winner.

One winner.

So, okay, so they go, so that's how they apply. They uh how did they apply Anthony for this?

How did they apply?com, fill an application. Applications close September 15th, we pick someone start October 1st.

Okay, so applications close September 15th, you're choosing somebody October 1st, and we're going live right then. 12 weeks. Um, what is the criteria in you selecting a gym?

Willingness, like I said before.

Mainly. It's just the willingness. That's it. But what separates it? Like, okay, I mean, everyone's willing. That's a plot. Well, how do I know I'm gonna win? Like, how do I make a million dollars? Like, what separates you from the next guy that's making a million dollars? We're both willing. How much do you want it? And how they how are you gonna determine that? That's pretty much what I'm asking. Uh, do they have to write something? And what's the application? It shouldn't be a whole I gotcha. Okay. How much in that application? Correct. Okay, gotcha. And then you'll make that determination through there. Anthony, also we want to add that we are gonna be bringing the person that wins to the podcast. They're gonna get to talk to you initially prior to the 12 weeks starting the 12 week. Gonna bring them to the podcast. Everything's gonna be filmed. So you have to be comfortable being documented. That's first and foremost. If you're not a campus, it's not for you. Um, Anthony, is there any um this is a good question? Is there any incentives to that person that is selected afterwards if they want to continue, do you want to go to a higher tier? I understand. Yeah, they can sign up for their tiers. Okay, what tiers are there? What tiers?

So we're launching initially, you're gonna have the teardown, right? Which is the teardown tier. That's number one. That's number one. Okay. Then you go on what I'm calling the board. This is your semi-private coaching. Okay, so it's a cohort of up to uh four of the people that you'll be with, and then we'll do weekly coaching with those four people every single week. And I'm gonna have a plan for everyone. I'm gonna break down, go into the meeting weekly. This isn't gonna be how's your business this week? Walk me through what's going on. Catch me. No, this is gonna be a have everything prior. We're hopping on. I'm giving you action steps, and the following week you're expected in front of those people to tell me exactly what steps you did and did not do involved.

And it's individualized. Yes, for those who are just want to make sure they're not just general. Correct. It's just working as a group, but you're still gonna get that individual help.

Correct.

Right?

You're still getting their help, and the group is keeping you accountable to help learn and grow together. Correct. If you want more than that, then there's a fractional operator.

So that's number two. Correct. So you want to be a part of that group. You want one-on-one with Anthony to help you grow past a million dollars.

This is um where we're I'm fully focused, like I'm in your business. I'm a fractional CEO for your company. Wow. So I am here to work as a CEO to place it. That means vision, direction, guidance. I'm there for you.

What if somebody somebody watching it says, Anthony, do you have the bandwidth to do this? How many people? Do you have the bandwidth to even do this? I'm only taking four people. Beautiful. So it's only four. Four people in the fractional operator. That's it. Okay. And then how many in the second tier?

The second tier we're doing two cohorts or eight people.

Okay.

Two cohorts of eight people. And then the first one.

The teardown will do wherever many.

Yeah, because it's just a one time thing. So it's only four for episode three, and then so eight people. Eight, twelve people. Correct. Period. Back to eight.

Like I'm keeping this super. So there's a limit. I cannot physically give that bandwidth. And I've refused to do a company. I can't give that bandwidth. Correct. Correct.

Okay. We love it. So thank you guys so much for watching. You heard all the information here first. The link is in the bio. And uh, Anthony, anything information that you want to you know put out there? Anything else that you may uh want to put out there regarding this?

I think it's important to note those who succeed have the willingness to change and have the willing and the courage to stand up to do it.

Quoted by who's that quoted by? You that was just me. Oh, okay. I was like, I was waiting like Ben Franklin, I got it. So that was a great job, guys. Like, comment, subscribe. This is a really this this episode is gonna help a lot of people, man. If you're a gym owner, you want to pass one million dollars, this gentleman has done it. Uh sign up below, and we'll see you there. Thank you so much. Like, comment, subscribe. Peace.