How to Be a Better Coach with Aram Gregorian

You're listening to the PT Profit podcast, episode number 371, transforming the coaching Landscape, Insight and Integrity with Aram Gregorian. Are you ready?

Let's get started.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance in movement, package and position their products and services and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

Welcome back to the PT Profit Podcast. My name is Chris and I'm giving you your intro for this episode where we've brought back Aram for a return appearance to the show. First and foremost, what we like to do is help him promote his event, the Real Coaches Summit. But additionally, in this interview, Beverly and Aram spoke about everything from the issues of instant gratification in the industry and the need for coaches to focus on delivering real results rather than relying solely on marketing tactics. But they also dove into the significance of foundational knowledge, client communication and setting realistic expectations. So their discussion covered a lot of area and not only drew from their personal experiences, but also in just simple advice and guidance that sets a person up for a long and rewarding career in this fulfilling industry. So I hope to see you at the Real Coaches Summit. We will have links and more info in the show notes and enjoy this episode.

Welcome back to the show. I am super pumped to have you. How are you?

I am above average. How are you?

You know, I'm just chilling like a villain. I cannot wait to dive into it. In to today's conversation, we're talking about the live event happening in April. Do you want to give us a breakdown of what that is? What's it, what it's about?

I don't want to just talk about me. That's boring. I want to talk about stuff that your audience can actually get some benefit from because I. A lot of people that, that you work with and people that listen to you are coaches that are trying to improve their skill sets and their businesses and stay in this industry for as long as they possibly can. So I think live events, live education and networking events are certainly a way to do it and increase knowledge base and credibility and a network, which I think is invaluable. But I feel like we live in a time where instant gratification is also spilling into the coaching space as far as trying to make as much money as quickly as possible with as little amount of Work as humanly possible. And that's just unrealistic.

Yeah. So I want to dive into it. We. Before we even hit record on this, one of the first things that you said to me was we need to get coaches. We need to get coaches to be. To stop being crappy coaches. It wasn't quite like that, but that was essentially what you were talking about. So I want to dive into that because it's a huge. It's something I'm super passionate about. I'm a firm believer that if you can make your offers, your programming, your coaching so irresistible, it will sell itself. And it has nothing to do with your tricky fancy marketing messaging and everything to do with the results that you can provide for your client. In my opinion.

I'm gonna throw out a term right now that I think coaches should know about. So I know if you've been in the health space for long enough, you'd probably know this. Do you know what the term bioenergetics means? So bioenergetics is basically just the principle of how our body uses macronutrients for energy production. It's probably one of the first chapters or maybe the third or fourth chapter in most major certification courses. Whether it's nutrition, fitness, whatever. It's basically just how does the body use energy? What are the different energy systems? How do they correspond to the different foods that we eat? We got a lot of fucking macro coaches today that are getting weekend certifications that know how to throw some numbers at a couple of women here and there. And we got some people that know about reps and sets. And that's about as far as coaching has gotten and the product and the service that I see. I'm going to be honest with you, I'm disappointed. And it's making the industry less credible. It's making people lose their faith in general healthcare. And I think people, I think coaches don't take this job seriously enough. Like, I believe that we are the front line of healthcare. We have more access to our clients than their doctors will ever get. We have more access to our clients than their mental healthcare professionals will ever get. We have more influence on their decision making than anybody else in their life. And they're supposed to trust us and we're supposed to deliver what we promised. And that's just not happening at a high enough level, in my opinion. And it's starting to really me off because I'm having to fix problems that other coaches are creating. And that's because I'm somebody who's not going to fuck around and I'm not going to keep rolling you through the mud and keep promising you bullshit. I'm going to tell you the truth. And that's what's missing in the coaching space. It's, it's, it's this idea that I deserve to make $10,000, I deserve to charge $500 a month to give somebody a set of macros that they can easily get on Chat GPT for free. Right now, in two seconds they can get a workout on Chat GPT for free of two seconds, they can do all of that stuff. We don't live in a, in a time or place where information is void, it's plentiful, it's everywhere, it's easily accessible. It could be tailor made to account for all of your different physiological differences, your tastes, your preferences. You can prompt Chat GPT to do every goddamn thing you've ever wanted it to do. As a person, what is it missing? It's missing the human connection, the human touch. And that's what most coaches don't understand because what they think about is they think about themselves as practitioners and they're not as a coach what you are as a customer service representative. And if you forget that you're in the customer service business, you're going to fuck your clients up.

I think what kills me most about this whole situation as I'm watching the industry evolve over time. I mean, I've been in this industry for 15 years, so I've seen it go from, you know, I seen the waves. It's, it's been an amazing experience. However, what kills me the most is that oftentimes the people who are impacted most by your message and by this message specifically, are the coaches who are on the cutting edge of the coaching industry. And yet they hear it and they think, oh, I'm hurting people. Oh, I'm hurting people. And what the, what kills me is that the people who need to hear this the most are always the ones that are like, oh, that doesn't pertain to me. It's a client's fault. It's the client's fault. It's the client's fault.

It probably, it probably is the client's fault. Let's be honest. I mean, compliance, Stan Efforting says it best. Compliance is the science. But how do you get a client to comply? Because most people, let's be. And this is something that I think a lot of coaches need to understand so they don't get disappointed if you have a 20 or 30% success rate, whatever you define success as Whether that's getting your client to fat loss, getting them to improve their body composition. Whatever their goal was, did you achieve it? If you do that 20 or 30% of the time, you're doing pretty fucking well. That means that 70 to 80% of your clients will not get results. And you have to accept that to be the truth. Because most people just don't give a shit. They just don't. Because transformation and change is hard. It's scary, it's unknown. We've got it rooted into our psychology that we failed so many times that we're not going to be able to achieve it again. It's over complicated. People don't have the ma. The basics mastered. They don't understand their own psychology. They don't stop to think about what's important to them. They don't prioritize their time. They don't prioritize self care. They're running from task to task. They're dopamine junkies. We're not fighting other coaches in this industry. We're not competing against other online coaches. I don't give a shit how many online coaches come. You can tell me that the space is saturated every single day and I won't believe you. Why? Because Dunkin Donuts doesn't give a fuck that Starbucks is across the street. They're still gonna sell coffee. And I know that I can do it better than you can. And you could probably do it with your population better than I can because we all have a different voice, but we're all saying the same shit. And the second you think that you're important than another coach or better than another coach, you better fucking prove it. And the only way that you're gonna be able to prove it is do you actually have clients that respect you and wanna stay in your system for long enough to get the result that they deserve? And the only way that you'll do that is by just showing up for them and being responsive and being helpful and being an. A perpetual servant, not just handing them a set of macros and calories and reps and sets. Anybody can do that. A machine can do that better than you ever will be.

What is so powerful by what you're saying? And I hope that you're hearing this. So if you're. If you're listening this, listening to this, and this is. This is setting you off or triggering you in any way, I want to invite you to look at this because it's really important, because there's two things that I'm hearing. You say that is so important is that you are so convicted in your process that it doesn't matter what anyone else does now. Results have nothing to do with you. That it's your process is. It is what it is. And if you're willing to show up and say yes to yourself, then, then you're going to be there in the trenches with you until it takes. Yeah, that's number one. The second thing that I think you're saying that is so powerful important, and I noticed this in myself, is that the more dogmatic that I was, was an indicator and reflective of my years of use in the industry, the smarter I got, the more experience and evidence I got, it became more. It depends. It depends. It depends. It depends, yeah. So I can tell based on people's, you know, level of dogmatic approach, how many years and usually experience that they have in terms of actual clinical working with people.

I, I just see a lot of coaches missing the basics like that they, they, they still believe that, like for. I don't know why this, this even persists still, that, oh, you're not eating enough, that's why you're not losing weight, like in such a tiny subset of the population. Is that actually true? Like, you give me a woman that's 122 pounds and she's 18% body fat, she might fall into that category if she's not eating two pounds and eating enough and she's exercising too much. But in 99% of the population that we're dealing with, which is general population fat loss clients. I'm a, I'm a, I'm a coach who works with basically women over 40 who are entering into perimenopause, they're eating too much and, and working out too little or they're eating too much and they're moving too little. That's it, that's what it comes down to. I don't care how many days, how many different ways you want to slice that pie, it's going to taste the same every single time. It's. You don't have the basics to have. And we have coaches that are putting shit like gut health expert in their, in their fucking profile or they're putting hormone X, Y because you took a weekend course. Do you know how many weekend courses I've taken that are sitting in my email box that I haven't finished? I can easily say that just because I bought the course, that I'm a hormone expert because I went through one chapter of it. What makes me an expert is tried and true expertise and Results based off of years of experience and hundreds of results and hundreds of anecdotal evidence pieces. That's what makes you an expert. And, and the experts don't even call themselves experts because the proof is in the pudding and they have earned the trust of their audience and they deliver on what they promise. So the more you want to sit there and flex in your bio about how many followers you have or how many success stories you have, or what expertise you have, show me, show me, show me that you can answer a fucking text message at 9 o' clock at night on a Friday when Mrs. Jones is in her pantry because she just got into a fight with her husband and she wants to eat an entire jar of peanut butter. Tell me about your expertise then. Tell me about your expertise when you have a woman who chews and spits out her food because she's terrified of eating because she doesn't want to gain any more weight. Tell me how much of a hormone expert you are when you have a woman who just dealt with the potential suicide of her daughter because her daughter has a shitty body image just because her mother does. Also, when does your expertise in gut health and hormones matter, then? It doesn't. And this is what people are missing. There's a psychological component to coaching that most newer coaches don't ever care about or don't ever see. And they don't do anything to brush up on it because unfortunately, the soft skills are not easy to teach. And they come with hundreds and hundreds of client experience cases and hours on the phone of talking to people. How many coaches do you know that actually pick up their phone at any time? You call me, you text me, I'll pick up the fucking phone for you on Saturday afternoon. Because I know that if you're calling me on Saturday afternoon, it probably matters to you. You're not paying me for macros and calories, you're paying me for that service.

The implementation component of the information. Because what I tell my clients all the time is we are actually so inundated with information that it's actually causing more harm than it is health. Because people are confused. That's why people. And it kills me because it's always, it's always the smart coaches that struggle the most with this because they think, oh, this is so easy. Well, it's easy for you. But the majority of people are in a confusion cloud with your, with your shirtless grocery store walkers.

Oh God, I hate those people so much.

And, and your weekend certification coaches who are, you know, self proclaimed authorities but what's so what is really just out of the was really just mind perplexing about this is that authority and expertise is not the same. And it's always the people who are the experts that lack the authority.

I mean I built authority by years of just showing up. Like, I don't consider myself to be an expert at anything. I really don't like people. I've been asked to speak, I've been asked to do presentations and I always tell people like, I mean, and maybe it's imposter syndrome talking to some degree and maybe it's because I'm so self aware that I understand what I lack. But I'm not an expert. But there's the expert means there's basically nothing left for me to learn. But that's. You just know the well true math. What's that?

I mean if you want to go back. I said if you want to go back to ancient wisdom. Wisdom though and you look at all of the historical feature, the figures take religion out of it. But look at Buddha, look at Jesus. They all became masters when they said I know nothing.

Yeah.

And enlightened being are the being, are the people, are the ones that say there's always more. If you tell me that there's nothing left for you and that you're, you're at the end, then you're going backwards. You're in momentum. That's your ego talking, that's your Aryans talking. That's your dogmatic and your approach talking. And if that's you, that's okay because hey, that was me too. We all, we're gonna, that's gonna come. But the fact that you can acknowledge it and, and move through it, the only way out is through, in my opinion.

Yeah, I mean for me at this point in my career, like I, I think from a technical skill standpoint, I've learned what I've wanted to learn. And the reality is, is like when it comes to like simple biochemistry and, and physiology, do I need to know the depths of, of how the body releases GLP1? Probably not. Unless, unless I truly need to regurgitate that information to somebody who's asking have a base level understanding of some of these concepts? Of course there is. But realistically, look, what are our clients missing? Our clients are missing a routine. Our clients are missing structure. Our clients are missing stress and time management skills. Our clients are missing a support network. Our clients are missing the ability to lean into somebody during their hardest times. They know they should be eating vegetables. They know they should be Eating protein three to four times a day. They know they should be lifting weights. Like, nobody is void of this information. This is fucking prevalently everywhere and it's getting thrown at you by every source you could possibly imagine. So why is it that we don't do what we know we're supposed to do? It's a number of reasons. Maybe it's stress, maybe it's overwhelmed, maybe it's being over committed. Maybe it's not caring enough, maybe it's not prioritizing. Maybe it's losing sight of your focus. Maybe it's not having a strong enough why there's so. But all of these things that I've just mentioned are psychology. None of them have anything to do with your physiology. None of them have anything to do with your biochemistry. None of them have anything to do with, with your biomechanics. So if we can't get a client to buy into us, to trust us, and then to also buy into themselves and trust themselves, then we aren't as good as we say we are. Like, I have to spend so many hours with my clients on the phone every week and all we're talking about is what's going on in their life. We're not talking about food, we're not talking about fitness half the time. We're probably even 80 to 90% of the time. We're talking about how hard their day was and where their stress came from. We're talking about their failed relationships with their spouses that aren't going well. We're talking about the trauma that their parents created for them in their childhood that fucked them up. And now they're having to deal with it at 45. That's what we're talking about. It has nothing to do with, oh, Gina, you have to eat more protein per meal. Like Gina already fucking knows that. And it's like anything else, right? Like the people that you coach to make more money. I don't understand, Beverly. Like, I'm not making any more money in my business. Yeah, because you're not doing anything I told you to do or you did it once and you didn't follow through with it for the next seven months. What did you expect was going to happen? If you sit on your hands and keep doing the same thing over and over again and hoping that the universe just creates an outcome for you, you're going to be sitting there forever and it's just, it's, it's, you know, I'm somebody who did it the, the wrong way a thousand different times and had to learn from my mistakes. And I, I started this business by throwing up a website that I built by myself and realizing that Squarespace links to Stripe and Stripe is a payment system I can use. And then that took me six months to figure out. And then I realized that I'm not actually offering anything, so I should actually have some type of an offer. And then I realized that if I offer a lot, people are going to get bored and sick of it. So I'm just not gonna offer anything. And I'm just gonna keep helping people for free until they realize that they trust me and I'm an authority figure that can actually help them with solutions to problems that they have. And then lo and behold, a year after that, I've got 50 clients at 150 bucks a month. And then I realized I could probably charge a little bit more. So I raised my prices a little bit and people still stayed. And I realized that there was probably a cap to how much I want to charge because people can't fucking afford 500amonth for the rest of their life, but they can afford $195 for a very, very long time. So I changed my pricing structure to reflect my ability to retain clientele, which is Now I charge 298amonth for the first three months. And after three months I dropped their price to 1 95. But I did this over the course of a 15 year career. And I got coaches that are coming to me that are pissed off because they're in the industry for six months and they haven't seen five figures. It took me 11 years to see five figures a month. It took me rolling towels at Equinox for eight bucks an hour to become a good trainer. It took me multiple jobs to supplement my income when I couldn't make enough money as a coach online. So if you're new to this, you better be fucking patient and play the long game the same way you tell your clients they have to.

So I have two things to thoughts on this, okay? Because it's also true in terms of business building as well as bodybuilding. Whether you're a building or, and health building, we'll call it bodybuilding or health building. Anything that you are changing. I think it comes down to two things, and I'm gonna say this from my own personal experience, okay? Part of the reason why you've got clients that are unhappy in addition to results not getting managed comes down to the communication of expectations that is a hundred percent on you. So for me, when I and and on you as A coach and I have had to learn this the hard way. So I'm sharing this with you all today so that you don't have to learn it the hard way. But it's, you know, for me, the money and it's going to be different for business building as it is than it is for, you know, building business, because we got science. But listen, I can make 10k in 7 days and I could do it, no problem. But I can do that because of the years and the skill that I have behind me. It's like if you go to someone that says, okay, so you're about seven days out from a powerlift meeting, but you are a powerlift competition, but you've been powerlifting for the last, you know, 30, 100 years, that's a different set of skill acquisition and that is underneath you as a coach. So for me, it is irresponsible to communicate that to someone else when they've got a hang of a lot of years of skill required to do that, in my opinion.

Yeah.

Because then what happens is, and what I've experienced is people get a win and they start like making 4k or 5k and they think, oh, man, I screwed that up. And you think, wait, what? You were making zero and now you've got clients and then you think, that's not good. That's because of me. I made the expectation unclear.

Yes.

First.

Yeah.

And. And as, as coaches dealing with. And, and you listening to this, as a coach, you got, you have the same responsibility to communicate expectations to your clients, regardless of what their role is.

Yeah, I mean, I, before I miss that, before I sign anybody up, I tell them immediately off the bat, like, I have four things I need you to do. And if you can't do these four things or you're unwilling to do these four things, then don't pay me a dollar, you know, can you communicate with me openly, honestly and consistently so that way I don't have to track you down for information? Are you going to diligently, consistently and accurately track your food? Are you going to diligently and consistently send me training videos that I ask for and are you going to fill out your check in form on time if you could do those four things, and I'll be the best coach you ever had? If you can't or won't do one of those four things, then go hire somebody else. Those are my standards and I'm not going to waver on those standards. I, I don't give a shit if you're one of Those people that thinks like disordered eating comes from tracking food, then go hire a disorder eating expert that's going to tell you you're pretty at all sizes. Let me know how that works out for you six months later when you're fatter than you were before you started, you know, you want to go hire one of these like, you know, bodybuilding coaches that's going to put you through the ringer and then not give a shit about any of your health markers. Go hire that person. Yeah, they'll get your results in six weeks, but you're going to rebound like crazy. So I, I make sure. And I think a lot of coaches don't have the conviction that I have. Again, I'm 40 years old, I have a former finance background. I've been in a professional setting my whole life. I've been fired. I've had jobs that were great, I've had jobs that were bad. I just have more life experience than most coaches do. And without that life experience, it's very difficult to understand human beings. And without understanding human beings, you can't coach them.

So what would you say to someone who wants to be good, wants to be excellent, get educated. What do they need to do?

Get educated first, like get a formal education, like, like have some type of initial certification to at least get you into the door of information. And then realize that that's just rudimentary, that's just a good start. And then you have to go out and piecemeal your own education. So the reason why I started the Real Coaches Summit was to basically provide that opportunity from a credible source, from a person who was actually trying to better the industry. Because there's a lot of people that run events, but they do it for themselves. You know, they do. It's a self serving pursuit. It's to put together some type of backend offer afterwards to get people to buy some type of a coaching or rentorship program. They do it to put themselves on stage, to create their own level of clout and credibility. They do it to make money. I've lost fucking $100,000 on my event over the last two years. I don't speak at my own event, I don't pay my speakers. And I'm doing it because I think the industry has a void of practical information and education. And what I did was I put real coaches on stage who are working with real clients and human beings who are not celebrities, who aren't some talking head who's going to get up there and rah, rah, fire you up, give you no actual practical information and just give you a bunch of theories, step off stage and then isn't accessible for the rest of the weekend. So I just do things differently. I do things in, in, in servitude because I believe in this industry and I believe that all, you know, a rising tide lifts all boats and if we all do well, this industry gets better. If we start becoming self serving, then this industry does worse and people stop using our industry. And they're gonna go to the fucking med spa and get the GLP one shot. They're gonna go and believe that they need weight loss surgery. They're gonna go and quit or do some other fad diet or buy some shitheads 1999amonth. Fucking stupid program that's gonna get them nothing. They're gonna list out on the value that coaches offer. But the problem is, is coaches are overvaluing themselves and under educating themselves. Like you need to be able to earn. Like there's, there's probably certain coaches out there that are worth $500. I'm sure there are. I haven't seen one yet. But you know, like here's the thing. I'm probably one of the best in the business and I charge under 300 bucks a month. Tell me how I can do that and deliver the product and the service that I deliver. And how is your $500 service that much better than mine? Like I truly want to put my coaching side by side to somebody who charges 500 or more and then tell me why you think that you can charge 500 and what benefit additionally you provide that I can't. Because if somebody actually did that type of an audit, they'd realize that they can't hold a candle to what I do. I'm the most responsive person there is on the fucking Internet. I promise you that. If you send me a dm, I'm sending you a DM back in seconds. If you send me a text message and you're a client, I'm. Unless I'm on a podcast or unless I'm in the bathroom. Well, even then I'm, I got my phone on me. Maybe if I'm lifting weights or maybe if I'm yours. What's that?

I said I've seen the stories on the bathroom.

Exactly. So I'm never. That's the thing is like I wake up at 4:35 o' clock in the morning and I'm already thinking about how to fix people's problems. And I go to bed with that same mentality. I Don't stop thinking about what I do. I don't stop thinking about how to solve nutritional and fitness problem. I don't stop thinking about how to solve psychological issues. I'm doing everything I can in my power to collect as much information, as much anecdote, and as much evidence on how to help people. Yes, I decompress. Yes, I take days off. Yes, I have certain times where I'm not accessible as much. Still accessible, but maybe not as much as I was earlier. But I don't turn off. Like, this is my fucking life. This is my career. This is something that not only puts a roof over my head, but it gives me purpose and it allows me to leave a legacy that will live long after I'm gone. Because I've helped hundreds of people change their lives. I take that seriously. This isn't just about a paycheck for me. If I wanted money, I would have stayed in finance. I would have never became a coach. It's so much easier to sit at a desk for eight hours a day, punch a clock, get your paycheck, and not have to come home with your job. But I have to live and breathe this every day because if I don't, I'm letting somebody down. And I don't. I don't. I have the. I have too much integrity to do that. And I want to be able to see human beings trust us because we truly care about them and we treat them like human beings. It's. You know, I see a lot of people trying to scale very quickly, and they get a lot of assistance and a lot of vas and it waters down who they are and they don't manage those people properly. I then see that those clients get passed off to other people, that then those people just don't have the incentive to care as much as the head coach does. And I get you're trying to make money, I really do. But how much money do you really need to fucking make? Like, I'll be honest with your audience. A bad month for me now is probably 17 or 18,000. And a good month for me is probably something around 22. If as somebody who isn't married with no kids, can't survive on that type of money, where the fuck are you spending it? Like, that is plenty for me. If I made 10 grand a month, that's $120,000. Are you kidding me? Most people in this country don't make that kind of money. Like, yes, you probably live in pockets where people have dough and find like, listen, I live the New York City, Metro. I get it. I live in San Diego. It's the most expensive county in the country. I understand what it's like to need and want money, but how much of it do you need? Like, why. Like, what do you. Why do you. Is it more Lululemon? Is it more photo shoots to make yourself sound important? Like, what are you spending the money on? I have a 2015 Subaru that's going to die at some point, that I'll ride into the ground. I don't give a shit. I'm not going to sit in my car and talk about my achievements to people. I'm gonna get on a plane and go have dinner somewhere nice. That's how I reward myself. And even then, like, as soon as the reward's over, that there's work to be done, there's more work to be done. Cause there's more people to help. So I. I don't know. I don't. I don't know if it's me. I don't know if I'm the crazy one. I don't know if my mentality is fucked up. And maybe it is. But I think if more people lived like I did and more people thought like I did, we'd have a much better industry.

I think if we take the money, even if we just take the money aside. Okay. And talk about and. And compass compensation, we put in a separate conversation and spoke more towards the commitment and conviction in what it takes to just be a better coach and do it from a place of serving others. That in itself is going to just raise the. The industry cared less about the. The accolades.

Yes.

And cared less about, you know, how the self importance, which happens to a lot of coaches, especially in the Internet, and we cared more about actually helping the clients that we're working with. That will change the industry.

Yeah. I mean.

And I think. I think to your point, though, which is why things like the Real Coaches Summit is really important. And because I want to talk about something that you said and I want to circle back because I think that this can help a lot of people, which is, you know, there aren't a lot of resources that are available to us now since Post Covid, I will call it Post Covid or Pandemic World than there was back in the day. Like, something that I'll tell. That I'll share with you is that when coaches come to me for the first time and they're like, hey, I'm brand new to coaching, like, what should I do? One of the first things I'll tell them to do is like, go get a job at a gym. Like, you, you just, you have to work, you have to be with people. Or they're like, I really don't want to, you know, do that. I really don't want to go to the work at a gym. Okay, great, well then go to events. Go and be with people. Because you need clinical hours. You need, like, I think online job. I work online. I will, and I will always help people move online. I have no problem with that. But you need to be with people. Part of what helped me become a good coach was being with people and working with people in real life. I still work with people in real life right now.

Well, think about how isolating it is to be an online coach. Like, you're sitting in front of a computer, you're probably doing most things virtually. You have very limited. Like, I mean, I don't do zoom calls with my clients just because I like to pace around my house. So I do phone calls. Um, but like, that's the only facetime you get with human beings. Like, I purposely, like, I have a full gym set up at my house and I still go to the gym on purpose. Why? Because I want to fucking bullshit with people in between sets and like, have human connection. Like, we are communal creatures. Like, human beings are meant to be around other human beings. Why? Like, there's so, like, there's. We have like an epidemic of introverts. Like, everybody's like a fucking self proclaimed introvert. I'm an introvert. I'm an introvert. I. I recharge solo. Yeah, so do I. Like, I'm not sitting there. Like, I'm not saying I have to go be around a thousand people. And that's where I get my, get my kicks from. Like, yes, it's nice to be alone every once in a while, but what are you doing with your alone time? You're such an introvert. Like, are you actually working on yourself? Are you reading books? Are you listening to podcasts? Are you journaling? Like, what are you doing with your introverted time? And if you're truly sitting behind a computer all day long, the last thing you need to be is an introvert because you work an extroverted job. You asked to be an extroverted professional when you became a coach, so you better learn that skill set. And the way you do that is by putting yourself in uncomfortable positions. Like, I was talking to a girl today about coming to the event and she's like, well, I don't want to go alone. Well, you're not going to be alone. There's going to be 249 other people there. Well, I know, but I don't know anybody good. Don't go there and meet fucking other people. That's the point. It's very hard to measure ROI on events, right? Just like it's very hard to measure ROI on business coaching. Jessica. It's very hard to measure ROI on regular coaching. But how do you create roi? Well, you show up, you listen intensively to all the presentations, you take notes, you ask the presenter questions and then you go interact with other people. You go and meet other people, you go and connect and see what they're doing in their business. Can you collaborate? Let's get on each other's podcast. Let's do a live, let's do collaborative zoom calls with our clients. Let's put our heads together and make sure that other people have other resources. Let's sit at a table with one of the presenters and pick their brain about where they got their education from as opposed to just taking pictures with them. But I see so many people like, like they don't want to go to these things, but they have no problem going and fucking spending $3,000 on a photo shoot. For what? Like nobody needs to know that you're in shape. We get it. Like we are a fucking 27 year old girl who lives in her parents basement. Of course you're in shape. That's not going to sell you more coaching. Like get out there, take your fucking little lemon clothes and go invest in an educational event. And by the way, it's tax deductible. Like that's what people forget. Like, yes, you're gonna, like, yes, you're spending two grand to leave your house, but you're also going to Vegas, which is fucking awesome. You're getting every meal catered to you. You're in a room full of professionals that do what you do, which is the best room for you to be in. Especially if you suck at what you do. And you're being around, you're being educated by 14 people who have a collective 150 years of experience. Like, I would jump. I mean, I go to. I was just at an event this weekend. I was at Ali Gilbert Silverback Summit in Phoenix. Did I have to go because there was a bunch of information on stage I didn't know about? No, because I'm 15 year event in this business. I know about hormones, I know about men's health. I mean, there was some stuff that I didn't know that I got educated on, but I didn't go there for that. I went there to be in a room full of people that I can meet who are going to expand my network, expand my knowledge base, and give me somebody to talk to when I might have a problem to solve that I didn't know how to solve. And that's what it's all about. And being stuck behind your computer or hiding in your mastermind group on Zoom isn't going to be the network that you're going to be able to build.

I think, too. I mean, people underestimate the value of human connection, both in their. Their fulfillment process, for their offers, but also for their education. Because, you know, if you even go look at people in the industry that have really powerful collaboration, they met these people at live events, they worked together in the gym. They, they. They had some form of interaction before they got on Zoom Call. Not that those Zoom calls aren't powerful, but it's. It's not either. Or. It's. In addition to.

Yeah, I mean, the best story I can tell you is how my career started. I. Yes, I did NCI Level 1 in 2019. It's where I met my. My podcast partner, Jim. And nutrition in that class was Danny Matranga, who Everybody, who, everybody who knows Danny knows that he's. His fucking influence has risen. One of the best coaches online has a massively successful business in San Francisco. He's one of the best coaches I've ever met. He spoke at my event about alcohol this year. He's an incredible presenter. Never presented a day in his life. I went to Coaching Con a month or so after that event. So here I am. I paid for a certification that I had to travel to, which was, I don't know, let's call it four grand. Then I went to an event in Phoenix that I tend to travel to, which is another 2,500. I maxed out two credit cards that year. I had probably, like, an $8,000 limit on both. Why? Because I knew I had to. Because you can't. You got to invest to make money. And it's not about investing in, like, a vehicle. It's about investing in yourself. Like, you don't lose the knowledge that you gain. That's a skill set that you'll have forever. So if you don't. When you invest in skill sets, it's priceless. It literally has no limit to what. It's. What your capabilities are. So what. What. I went to the coaching con. I met Brad Jensen, who was the sober bodybuilder on Instagram who most people now know. Also, Brad and I hit it off. We got to talking. He invited me out to Utah to do a podcast with him on his show. I was ecstatic. Here I am now, I'm already like six and a half thousand down for the year. It's the end of the year, I'm like, fuck, what do I do? I have Christmas presents to buy, blah blah, blah. Took out another credit card, flew, flew to Utah, did a podcast. Amazing experience. I was there for not even 24 hours. I flew in on a Friday, we did the podcast on a Friday afternoon. I flew home on, on Saturday night, or Saturday morning rather. And because of that podcast, I became a name. People started DMing me, people started asking me questions, people started inviting me on their podcasts. I had people reach out, tell me it was one of the most important episodes they'd ever listened to. All because of one connection I made at one event. My career is where it is today. And you keep wanting to sit at Starbucks by yourself and take pictures and talk about how busy you are and how schedule, how packed your schedule is and how overwhelmed you are and how you need a break. You're not fucking mining coal. You're not on a roof in the middle of the summertime putting shingles on. You're sitting in an air conditioned apartment where you're sitting in a nice Starbucks, having a coffee, working on a computer, looking at people's check ins. Let's be very clear about how easy your fucking job is. The only time it gets hard is when you actually have to pick up the phone and talk to somebody. If they're chewing and spitting out their food because they're afraid of gaining weight, if their husband was unsupportive for the seventh time, despite the wife trying to ask him for his help. That's when your life gets hard. That's when your job becomes the most important. But you're not even willing to pick up that phone call because you're afraid of what you don't know. You don't have the skill set to pick up that phone. You don't have the confidence to pick up that phone call. So you're going to hide behind macros and calories and training and reps and sets, and you're going to wonder why your clients aren't getting results. So unless you at some point realize that this is more than just about certain savvy that you may or may not have, it's about human connection. It's about Psychology, it's about networking. It's about increasing the knowledge bases and the gaps that you have to be filled. You're going to keep wondering why you're in this industry not making money because you don't deserve to.

And it's going to take courage for you to acknowledge that, that fear and act anyway.

A hell of a lot of it.

Courage. Yeah. It's going to take courage for you to take a look and be introspective. I feel like not enough people can look at the process of what's happening and look introspectively to be like, hey, this is what are the things that I can do to, to improve performance that have nothing to do with my clients adherence?

Yeah.

I don't feel like enough people take ask that question of themselves enough. Everyone wants to point the finger but they don't want to look at the three that are pointing back at them. And that has nothing to do with now my high performers. If you're like me, don't hear that and go into a shame spiral of like I'm not good enough, I'm not working hard enough, blah, blah. Okay. Because that's not what we're saying. We're not saying that you're not enough because what you do has nothing to do with your worth. Like, like just put that aside. But, but can you look at this objectively and ask yourself what can I do that has nothing to do with client adherence to improve performance? And I just by asking that question, I think that you'll start coming up with some answers that you hadn't even considered. For, for me when I asked myself that question, it was about communicating, communicating expectation. That's what came up for me when I asked that question.

Yeah. And it's probably led you to where you are today in some like there's nothing better than financial freedom that really thing. But I think financial freedom is something people have to take responsibility for. Like I have a number in my head. I've worked tirelessly for the last 15 years to get to that number. Why? Because I don't want to live the way I lived when I grew up. And I don't want to live like my parents lived. I don't want to live paycheck to paycheck. I don't want to, I don't want to be scared to have to buy dinner for a table of people. I don't want to be scared to have to fly to somebody's wedding and have to worry about how much it's going to cost me. I don't want to have to worry about any of this shit now. I'm also not frivolously spending money on bullshit either. I don't fucking buy stuff on Amazon every day. I'm not buying new clothes. I literally walk around. And half of my own shit that I bought for other people, I have Amazon shorts on. I live a very lean lifestyle now. I'll go to a Vegas pool party and spend five grand. I'll jump on an airplane and go to an event to enrich myself. I. I'll do that 10 times over every single year. Because to me, those, those experiences are priceless. But I think people don't actually have an idea of what fulfills them and what makes them happy because they've never actually spent any time thinking about it long enough and they haven't actually written anything down. And I think unless you actually start to do that type of introspective work, like, what, what, what, what makes me happy? How much money do I need to make to be able to create a level of financial freedom and then back your way into a solution? If it's 20 grand, cool. What are you charged now? Okay, 300amonth.

Awesome.

How many clients is that on a monthly basis? How do I get to that point? Where am I selling my people? Am I sell. Am I getting my clients online? Awesome. Be really, really good on the online space. If you're somebody who's a brick and mortar, you're somebody who's in person. Then own your 2 mile radius around your block. Talk to as many people as humanly possible. Wear T shirts with your name on it and says that I'm a trainer. And if you need any help, just ask me questions like, there's so many different ways to put yourself out there today. Walk into, like, what I do constantly is I walk into places like Pilates studios, Orange Theories, and I asked them if I could do a free seminar for their clients. And that's just local outreach. You know, I have a T shirt that, that I don't know if you know who Mike Dola is, but Mike Dolan was the founder of Stronger U and then he sold it. And Mike Dola's whole thing was like, you just don't talk about what you do often enough. Like, I scream what I do from rooftops and if I'm at the grocery store and I see somebody, you know, buying lean protein, I congratulate them on it and I say, hey, that's a great choice. And they're like, oh, thanks. Like, yeah, I'm trying to eat a little bit better. Great. I love it. I'm a nutrition coach. I really respect that. And just having conversations with human beings and putting yourself out there. Like, I had a person, I was picking up, like, a can of that cold foam creamer, and somebody was behind me, like, oh, have you tried that stuff? I'm like, I fucking love this stuff. It's low in fat, it's low in sugar. A little bit goes a long way. It's basically like creamer without all the added calories. Like, oh, wow. You know a lot about this stuff. Yeah. I'm a nutrition coach. Oh, man. I'm gonna follow you on Instagram. Boom. Like, it's just so easy. We know more than the average person about what we do, and the average person is who we're going after, and that's who we have to talk to.

Well, there's three things that you. That. That came up for me while you were talking. Number one is that most people will tell you that or they'll say, I would just want to help people. So I'll say post more. And they're like, you know, when I post, I'm like, wait, why? You told me that you want to help people, but you don't want to post to share the information that's in your brain because it's just so easy. That was number one. Number two is that most people think that if they just make more money, that's going to solve all their problems without. That's not the same thing. That is not the same thing as A, profitability and B, fulfillment. That was the third thing that you're talking about. Which also people think, oh, if I just have more money, then I'll be fulfilled. Well, that's like your client saying, well, I just need to lose 10 pounds and then I'll be happy. And I probably don't have to tell you that that's not what happens. That, that. And. And. And if you're in this industry to coach, then there's no way that. Well, I mean, if you're listening to this episode, then then of course you want to help people. So go out and help people and.

But actually do it because you want to help people. Like, I don't.

Yeah.

So that. One of the things I talk about with my therapy, the concept of doing something from love versus for love. So from love means. Means that you're operating from a place of loving yourself. Like, I'm. I'm bettering myself because I love me. I'm working on my nutrition because I love Me, I'm not doing it to prove it to anybody else. I'm not doing it to gain anybody else's love. I'm doing it because I love me. So doing something from love means you're doing it with intrinsic motivation. The second you start doing things for love, right, I'm going to remedy myself so that my girlfriend doesn't leave me. Or I'm going to do this so somebody else likes me. Or I'm going to do this so somebody recognizes how important I am or how much money I make. When you start being extrinsically motivated by everything, you lose yourself completely and you are not authentic to what you should have been in the first place. I see this constantly with the women that I work with. A lot of the women I work with have never spoken their truth to anybody in their life and they've lost their identity completely. All they are now is a mother. That's all they can identify with. Right? I'm a mom. No, you're more than that. You're more than just a mother. You're, you're a great mom, first of all. But you're also a business owner and you're also an amazing thinker and you're also open minded and you're also sweet and caring and people love you. But you don't ever talk about any of the things that you are because you've lost yourself in this identity of just being this one thing. And it's just sad for me to watch people pigeonhole, pigeonhole themselves and never grow out of the size of the tank they put themselves in. Right? Like the analogy of a tank of a snake will only grow to the size of its confinement. So if you stick a fucking bone constrictor inside of a 3 by 5 fish tank, it's not going to get any bigger than that. But if you throw a bone constrictor out in the wild and let it grow out in the wild, it'll become as big as a tree. That's exactly what we do to ourselves. We look at all the closed doors and we never see the open doors. And as a person who's a solution based, open minded thinker, I don't see problems. I want to. And if I see a problem, I'm so excited to find 90 different ways to solve it. That's what fires me up. Like, you know this idea of like, I don't want to post anything, why you're robbing the world of your knowledge. Some other is going to post it anyway. So why don't you beat them to the punch and say it with your own voice. You're not going to say anything monumentally different. Like, you're not that much smarter than anybody else is. Like, what are you doing? You're telling them to eat more protein. Cool. Tell them how you eat more protein. Tell them how you get your clients to eat more protein. They have to hear it 97 different times from a hundred different people to finally buy into it. Let you be the hundred and what, first time? Who cares? Just post relentlessly. I post fucking every single day. No matter how I'm feeling, what my mindset is, what mood I'm in, how depressed or not depressed I am. Because my responsibility is to take care of the people that are showing up every day for me. Because if they expect me to show up online and I don't show up, they're going to lose their faith in me, and I don't have tolerance for that. So if you're somebody who's, like, sitting there and afraid to post or put yourself out there, somebody else is going to do it. So you might as well be you.

And the truth is, your people are going to buy something. Your people are in a problem and going to solve it. So why not your stuff? Because it will be someone else's. And there are plenty of other coaches out there who have no problem potentially harming people all.

Nope. Nope. And if you have integrity and you believe in yourself and your knowledge base and your product, then by you not offering something, and I don't mean, like, off. Like, I see some coaches who literally every day in their story, buy my coaching. Buy my coaching. Buy my coach. Just fucking stop. If you talk about how much you coach, like, there's people that don't even know I coach. I have people that DM me about my newsletter about this or about that, and then I'm like, how you doing on your journey? And they're like, what do you mean? I'm like, how do you feel? Like, what's. Oh, I have a coach. How's that working for you? Good. Okay. It's okay. Like, you seem kind of unhappy, though. Why? Like, oh, well, I haven't really gotten the results I've wanted. Oh, why? And then we start digging into it, like, oh, do you coach? And I'm like, yeah, I'm not offering. Like, I'm not even offering you coaching. I'm just saying, let's get on a phone call so I can see what you're doing and I can make some suggestions on how to do better. And Maybe you can bring that back to your coach and you guys can have a discussion. And then if you ever want to hire me, just understand that I'm available. But I also have very specific terms on which I want to coach people on. So I'm not just like throwing myself out there every single day. Like I might make an offer once every other week and just say, hey, remember, I do coach and if you need a coach, I'm here. But I'm not sitting there incessantly ramming myself down people's throats. I'm giving them a fuck ton of value and a lot of information for them to sift through. But at the end of the day, like they're going to come to me when they're ready because I've shown up for them with no expectations of return.

It's so true, so true. Okay, so I want to go back because I want to circle back. And then we. You said something that I want to dig into. You said there are a lot of, of events out there that people put on that are self serving. How do you, as someone who is interested in finding events, sift through the nonsense and be discerning in what events to go to that will actually enrich the experience, their experience and knowledge.

You don't know. That's the truth of it is you don't know until you're in that room. It's just like the same thing as, like, how do you convince your client that you're not going to fuck them up after their last coach fucked them up. They have to just trust you. You don't know. Like I, I'm, I'm lucky enough to have been in this industry long enough and I know who has integrity and who doesn't. Like, I know that Ali Gilbert's going to put on a great event. I know that Nick Lamb's going to put on a great event. I know that Andrew Coates is going to put on a great event. I know that Luca Hosovar is going to put on a great event. And I think when it starts to be, when you can kind of see like where, where are the features, like, what am I getting for the money that I'm paying? You know, I'm not a fan of the whole VIP ticket thing. I, I want everybody to be on the same playing field. That's why I offer so much. That's why I offer all meals, that's why I offer access to speakers, because I want people to all be on the same level. Like, I don't want somebody who Paid X amount for a ticket feel less than somebody who paid more for a ticket just because they could afford it. And that should not afford them extra privileges. Like, for me, I don't want speakers to come onto my stage. They're gonna run away unless. Unless they have a VIP crowd to talk to. Like, that's bullshit to me. And that's exactly why I don't pay my speakers, because to me, it's like, yeah, I'm gonna cover your hotel room. All of your trip here is tax deductible. And by the way, I'm sure you probably have a curriculum to sell people. So fucking put it at a 70% discount and sell it to 10 people. And you've just made all your money back, plus some. So it's. It's. It's an opportunity. Like, every single person in that room wins because I remove all the bullshit out of it. And it's hard for people who haven't been to events to sift through which ones to go to until you go and until you realize what it is that you do or don't want. It's like dating. Like, you don't know what you're getting when you sit down on a first date, but you go anyway because you're excited for the potential to meet somebody that you might actually fall for. It's the same thing with coaching. It's the same thing with business coaching. It's the same thing with events. Until you go. Until you start gaining experiences, good and bad, you won't know what to look for.

So how. What would you say to someone that you know is interested in going into the real coaches summit? Okay, how best can they be prepared for the event? To get the most out of it?

How to prepare to get the most out of coming to the event, or how to make the decision to go to the event?

No, to get the most out of the event. And it could. I used real coaches as an example. But any event, if you go to any event, how can someone get the most out of it? What would you recommend?

So always have an idea that, like, I want to connect with at least five people every day that I'm there. It's almost like, you know, if they have, like, round tables, then sit at. Sit at five different round tables at every. Like, every time you break for another break, when you come back, go sit at a different table and talk to people around you. Be like, hey, I'm so and so. I do this. This is how I run my business. And I based out of here. Like, what Are you doing? What's your business like and what, what's your specialty? And just put yourself out there collected. Like at my event, what I did was I thought was really cool. And I don't surprise other people. Don't do this is I put a QR code to everybody's Instagram handle on the back of their badge. So when they met each other, they flipped the badge over, they scanned each other's Instagram code and they followed each other on Instagram. Now you have a connection, because how many times do you meet somebody and you fucking forget their name after 13 seconds of meeting them and talking to them, but now the second it's like, oh, okay, cool, Beverly Beverly Simpson. I, I know your Instagram handle. I can visualize your name. I'll probably have a higher propensity to remember it. And now you have that connection, you can stay in touch. So put yourself out there. Make it a goal to meet at least five people a day, switch tables and have those conversations meet, make plans with people that you've met to actually stay in touch or collaborate afterwards. Like, hey, let's do an Instagram live together. Let's spend 15, 20 minutes talking about how to meal prep for people. Let's spend 15 or 20 minutes talking about how to improve their digestive health. Let's do, let's go on each other's podcast. And by doing this type of stuff, you're exposing yourself to new audiences and you're sharing audiences. Because let's be honest, I have 45,000 followers. That's different than somebody else who has another 45,000 followers. My clients can benefit or my audience can benefit from their information. Their audience can benefit from my information. So we're cross pollinating this environment and we're doing it in a non threatening, non predatory way because the intention is not to dealers clients, because that doesn't really matter. The client who makes the choice. And you lose a client if you suck as a coach. Like, I have no problem if my client leaves me, great. Either they left me because they got what they needed, they left me because they didn't want to do the work anymore, or they thought somebody was a better fit and either way I win. I don't feel that as a threat, but I think a lot of people perceive like, well, if I share my audience with you, they're going to go to you. Well, that means that you suck as a coach. I'm not afraid of my audience going and leaving me. I'm not afraid of that. I want them to. I Want them to expose themselves to other information, to other people that have a different message than I do. That's what it's all about. It's about discourse. It's about getting a difference of opinion, and it's about learning what's best for you. And I think, oh, my gosh.

Thanks.

Just sharing.

So proud. Yes, yes, yes, yes. I mean, what you said is just so important. I feel like I don't want my clients to be with me forever. I want you to get your structure, I want you to get the systems, and I want you to dial in a strategy, and then I want you to go and expand and grow. I don't want you to be looking at me to ask you to answer your P and L questions. You are a business owner. You need to know your own P. L, not me. I'm going to help you. I'm going to give, I'm going to help you see it for yourself. But I want you to go as well.

Yeah, I mean, that's the best.

If you're my client, you're listening.

That's the best reward. How excited are you when you coach somebody for six months or a year and they tell you, hey, Beverly, I'm good. Like, I feel confident. I've made the money I've wanted to make. I'm at a point in my life where I'm really, really, really, really solid in my business. You've taught me the skillset. I need to grow, and if I ever need to revisit something or level up, I know I'll come back to you.

Oh, my gosh.

Perfect.

It's the best. Or when they say to me, like, or when I'm trying to problem solve because I'm a problem solver, and they're like, there's nothing wrong.

There's no problems.

Yeah, I'm good. I'm like, oh, we did. Yeah, we did it. High five.

That's it. Like, I, I, I got. So Matt park, who owns TRM Trainer revenue multiplier, they sponsored my event last year, and because I lost so much money on it, he's like, hey, man, I'll give you six months of free business coaching, which I didn't even know how much it was worth, to be honest with you. And I think when I found out how much it was worth, I'm like, wow, holy fuck. Like, he just gave me $2,000 a month worth of coaching. Now, obviously, everything is perceived value, right? Like, if you spend $2,000 and you do nothing, you've just wasted $2,000 if you spend $2,000 and it makes you back 10, great investment. But like four to six months into the process, like, we. I kept going on zoom calls and I kept going into like, breakout rooms with other coaches. And they kept asking me, like, what problems are you having in your business? And I'm like, not. I'm not having any problems. I'm not. I'm having nervousness about selling tickets for my event, but I really can't do any much more than I'm already doing now. I'm putting myself out there. I'm going on people's podcasts, I'm talking about it, I'm sending out emails. Like, outside of just inundating people with this information, there's not much more I can do. My business is running pretty smoothly. I lose a client, I get back to, I'm always net positive. I'm moving slowly and surely up in the right direction. I have a ceiling that I just don't care about hitting. So it's like, I don't have any problems. And like, yes, it's good to have a refresher. And yes, it's good to have some validation that you're on the right track. And that's what. Sometimes when you go to an event or you hire a coach, that might be what you're getting, but even that alone is a confidence builder. And that just helps you stay in the game for longer with more confidence. And who, who wouldn't want to do that?

Well, I think too, the confidence comes from competent. And when you start seeing that you, you're the competent from the results that you're delivering, from the results you're expect experiencing. That's how you become so convicted. That's how it becomes easier to present your offers and say, take it or leave it. Yeah, that's how you can step into that energy of thank you next or wishing you the best, or it looks like we're not a good fit, whatever the case may be. But that's gonna come with taking reps, and it's not gonna come from reading a book. It's not gonna come from taking a certification and learning more information. Because what good is the information if you are not implementing many, if you are not getting in the room, if you are not collaborating, introvert or not. For me, as I'm super extroverted, so that's just how I am. But that's more than just being in, you know, getting attention. That's, that's, that's I process on the outside. I collaborate, I hear what people are doing and think, oh, how can I put that into my business? Will that work for me? Yes or no? And, and that comes from being in the room, experiencing, getting experience, reps, reps.

I mean, that's, that's what we're asking our clients to do, right? We're asking our clients to do the boring, basic shit every day. Why the fuck don't we believe it?

Yes. Or why do we think that we don't? That we're above it, that it doesn't come, that it's not meant for us, that those are what you have to do, but not what I have to do? Come on. Yes, it is.

No, Most. Most of the most successful, or I would say a majority of the most successful business people are the most successful people, period, have just mastered a routine. That's all it is. They know how to manage their time, they know how to triage, they know how to be clear with their communication, and they just don't stop ferociously doing it. That's all it is. Like, if it's Saturday, you're working, if it's Sunday, you're doing something to develop yourself. Like, you're, like, you're off, but you're never really off.

I would also say that the successful coaches master their energy and can handle that. Most people will say no, and that's okay. You don't need everyone to say. You don't need to say. You don't need everyone to say yes. You need your people to say yes.

And you don't want everybody to say yes. Like, I don't want everybody to say yes. It's not. Everybody's a good fit.

No, I was going to say if I'm trying to convince you, like, if, if people are coming back to me with these questions, I will tell them, like, hey, I just, maybe we're not the right side.

Yeah, like, if it's not a hell yes, it's a hell no. Like, you know, you need help, you reached out to me. I'm not going to spend 45 minutes on the phone convincing it. I'm going to tell you what I do. I'm going to tell you what I expect. I'm going to tell you what I deliver. If that's not good enough for you, then go elsewhere.

I mean, then good luck.

Those are definitely luxuries that you have as you start making more money. Obviously. Like, listen, when I was first starting out, I would take a fucking squirrel that would. Paid me a hundred dollars. It didn't matter. I'll take anybody and everybody because I was trying to build reps, I was trying to build credibility, I was trying to build authority, I was trying to gain case studies. So I was taking on as many people as I possibly could within the framework of my system. Now, like, let's say I have a bad couple months and let's say 18,000 turns into 15, is that going to massively break my life? No, it's not. Am I going to start to probably pivot how I send my messaging and who I target? Probably. But I'm not going to lose sight of the fact that, like, if I have a bad month or if I have a bad few months and it's a direct reflection on my quality or me as a person, it could be an industry thing, it could be the fact that I haven't been as active making offers. It could be that I've had the wrong conversations or not frequently enough. Having conversations, there's always a reason for the problem. You just have to dig deep enough to find it.

So true. Okay, so I want to be mindful and respectful of your time and I want you to share with us a little bit more of about the Real Coaches Summit. When is it? Who's there, who should be there? Give us all the details so that we can put it in the show notes if you're interested or curious and what are some of the best ways to connect with you?

So all the information is on the website. It's real coaches summit2023.com. Yes, I bought the domain name 2023 when I first started it and obviously I'm not going to get rid of it now. But yeah, all the details for the event for next year are there. It's 14 speakers ranging from Alan Aragon to Joey Munoz to Crystal Guevara to Nick Shaw who co founded RP. So there's. I would say that it's probably one or two people speaking about business and systems and then 12 people speaking about menopause, emotional eating, body image issues, hypertrophy training, cardiovascular implementation, nutritional programming. So shit that coaches need to know. Two and a half days starts on a Sunday night. When you get there, we have a reception, dinner and drinks, and then we kick off on Monday morning after breakfast at about 8am all meals are included in your ticket price. Right now, tickets are selling for $848 and the final price tier will be $998. It's in Vegas at Caesar's Palace. It's April 13th through the 15th. It's tax deductible, obviously, if you're a Coach and have your own business. So everything is a write off. And the people in the room are just very genuine and authentic. Like the crazy crowd that comes is just very down to earth, varying degrees of experience. Some coaches aren't even coaches yet. Like they're wanting to be coaches. Some people have been doing it for 15 years and are just there to have fun and make connections with other coaches. They don't care about what's on stage and. But most people, most people fall in the middle. You know, one to two years of experience, one to five years of experience, maybe still have some gaps in knowledge, maybe aren't really quite where they want to be in their business. Maybe still trying to figure things out, maybe still doing things part time and not full time. So I don't care if you come by yourself or if you come with your crew, you're going to feel welcome. My parents are literally the people that are at the front desk checking you in. You know, my parents and my friend's parents are stuffing bags, the gift bags for you. Like, it's a very family, close knit event. Like, I, I hugged 265 people in March. Like, I. Literally every single person that came, I hugged them, I thanked them for coming. I walk around like a bride at her wedding, making sure that everybody's okay and getting what they need and it's just fun. Like, a lot of these events are fucking stuffy. A lot of them make you feel uncomfortable. A lot of them make you feel like you're not good enough, you're not on the same level as everybody else is. That doesn't happen in my event. It's all, it's, it's not only all inclusive as far as what you get, as far as features, it's all inclusive in the fact that you actually feel welcome and you feel like you belong.

Mm. And what is so amazing, I just want to just point out, okay, about the investment, is that people's groceries are gonna, you're gonna save money on groceries, you're gonna spend that money anyway, but you got, you're gonna be feeding people. So you're gonna save money by going to this event. Number one.

Yeah, I mean, I actually, I actually broke down, like, I did like a price comparison sheet. It's on my Instagram page. Because most of the time you go to events, you gotta pay for Ubers back and forth from place to place. Most of the time things are not walkable, then you have to leave for breakfast, lunch and dinner or figure out where you're doing those things, which is not always easy. And then a lot of times people come and because they're going out to lunch and dinner, they're going out with the same crew or clique that they showed up with and they never branch out. So with me, it's. There's two meeting rooms and in the. In between the two meeting rooms, there's all. There's the entire dining area with all the vendors and all the sponsors around the perimeter. And they're all round tables of 10. So people will sit with each other and the presenters that just spoke on stage will be sitting with you. So like, let's say, for example, you just saw Ellen Aragon talk about breaking diet plateaus and you want to talk more with them about it. You go grab Alan and say, hey, you mind if I have lunch with you today? Yeah, cool. Do that. You know, Barbie Booles just talked about cognitive health and menopause interventions for women that are going into perimenopause. You want to learn more about that, you go grab dinner with her that night and sit there at her dinner table and chat. Because they're not going anywhere. They're going to sit there the whole night. You talk to them at the happy hours, which are every single night. So it's not, you know, I have a social event. Every single evening, I have a social event. When you show up, it's a social thing. It's meant for you to be able to immerse yourself into that situation and branch out and realize that there's a industry that's way bigger than just you sitting at your house.

And you're likely going to need CE for your certification. So you're going to get CE by going to that event.

Yeah, I think it's. I think people that petitioned last year got one. Four.

Yeah.

Cause I used to pay for them, but it cost me a fucking fortune. So I just said, hey, it's easy.

But you just petition and depending on your certification, it's not that much to petition. And then they take it.

I don't think it costs anything to petition at all, actually. I think, I think as long, like I have a piece of. I. Like I have a letterhead that I created. So basically, like, if you have trouble getting NSCA credits or ASM credits or whatever, just email me. I send you a letter with letterhead on it with your name on it and the 14 contact hours you had, and they'll probably afford you. I think it's like up to 1.4 credits.

Oh, yeah, for sure. So not only is it a write off not only going to save money on your groceries and not only going to, you are going to be able to book, you know, two clients out of this event at least, and that, or at least improve on your services for the clients that you already have and therefore get that referral. Plus you're going to be able to get certificate credit for your certifications. I mean, this is a no brainer.

I think it's a no brainer. I hate saying it that way because it makes me sound like a pompous fuck, but that's okay. I said I know, but I, and I appreciate it, trust me. Like, I, I don't like doing this, Beverly. I don't like begging people. I don't like having to come out here like, hat in hand, like, yeah, I lost a ton of money on it. Yes. I want to. Like, if I don't get 250 people to come to this event, this event will no longer exist. Because I can't keep taking the personal loss that I'm taking on it. Like, I have a number in my head of what I'm willing to lose on it this year. And I think anything between 15 and 20 grand is probably my cap. And after that I gotta shut it down because it's just not making financial sense for me because I literally get nothing out of it. I don't sell anything at the event. I don't fucking talk at the event. I don't get social proof from it. Like, there's nothing outside of me just serving this community and serving this isn't this industry and putting education into the hands of other coaches that I get. I, I personally, outside of just fulfillment monetarily or, or materialistically get nothing out of it. So it's hard for me to keep justifying doing it if I keep taking the hits that I keep taking. Now, I think this year I've created a pricing structure that makes sense and if I hit 250 people, I'll break even on it. And that's something I can tolerate. But again, I, and I'm not doing this as like a fucking woe is me. Please come to my event and keep this thing alive. But you should want to keep this event alive. Like, you should want to be able to support in person education. Because if you don't, what you're saying is, is that you're above that and I promise you, you're not.

Mm, so true. Okay, well, thank you so much for hanging out with me today and for pouring into my community. It's always great to see you, you are a wealth of information. That is, if you just implemented one tenth of what we talked about today, you're going to see your business improve. I promise.

I thank you for the opportunity. I really do like, it's like, you don't have to do this. You don't have to invite me on to fucking sit here and pitch things to people. And I always feel horrible not being able to deliver something back and I hope at some point there's something I can do for you or your community. If anybody ever wants to ask me questions or pick my brain or yell at me, whatever they want to do, DM me like I'm always available. I'll never say no to anybody. And I truly am a servant. So I thank you for giving me this opportunity. And I think anybody that is working with you is very, very privileged and lucky and they should be thanking their lucky stars that they have somebody with integrity helping them figure out this business.

Thank you. I appreciate it. Thank you for listening to the PT Profit Podcast. If you like the episode, chances are your friends will too. So it would be a huge service to us if you would please leave us a review and share with your friends on your social media channels. When you leave us a review, be sure to take a screenshot of it and email that screenshot to my team atinfo simpson fitness.com and we'll send you a very special Instagram podcast that will show you you how to create compelling content so that your ideal clients come to you and you go from wanting clients to a waitlist of clients ready for your services. Thank you so much for listening and we'll see you on the next.