Jason Hotseat $20k+/month

All right, team, uh, welcome to today's training. I'm gonna pin, uh, Jason to the screen so he can get all the attention today instead of me. So I'm gonna pin him there. There we go, you can see his beautiful face. Um, all right, so today is all about finding out what's, uh, what's working for other people in the community. So the— some of my favorite trainings that we upload is just by getting more of the insights into what other people are doing. Because, you know, just because I did it a certain way or just because Scott's done it a certain way doesn't mean you have to do it that way. So I just like to give people, um, you know, different ways or different, um, options in terms of how they, how they run the business. Because, um, there's a number of different ways that you can, you can grow to be successful. PT, so basically how it's going to work, uh, and Jason, just so you kind of know as well, Obviously, I want to go through kind of where it started, which you were already relatively established before we started with us. So I want to kind of know how you built it up to getting yourself fully booked. And then obviously you've had trainers for a decent amount of time now as well. And then just recently obviously moved to World Gym from Anytime Fitness. So I want to dive into a lot of the wins, of course, but more specifically, like what specific tasks you were doing that made the biggest difference. And then challenges that came up along the way, because a lot of people don't go through the challenges. A lot of people just see all the success and then don't realize all the shit that you had to go through. So I want to dive into that as well. So for everyone else, drop us a 1 in the chat if you're ready to rock and roll. And then Jason wants to get some feedback in the chat. If you can just give us just like a, you know, 30-second intro on where you're from, where you're located, um, size of the business, uh, and then we'll get into, um, some more stuff from there. I don't think Liam's ready to go, so everyone else drop us a 1 in the chat if you're ready to rock and roll. Let's go, guys! You need to be, uh, involved, otherwise you're just gonna— just gonna go one in one ear and out the other. So Jason, tell us, uh, give us a background.

Oh, look, background. I've been in the industry since '04. I've done absolutely everything there is. Started mobile PT, commercial PT, gym manager, national marketing, PT manager, back to group fitness, everything. You name it, I've done it. Yeah, where we're at now, as Matt said earlier, we recently left AF and we are in week 3, I think, at Worlds. So a bit of a turbulent time at the moment, some long hours, but yeah, we're getting it done.

Very nice. And which location, just so we kind of know?

Ipswich, west side Brisbane.

Yeah, nice. Liam, again, if you want to— Liam's looking to potentially move up to Brisbane, so I'm just given him options if he wants to talk to people in Brisbane about potential locations, because I'm on the south side, Aaron's on the north side, Anthony's also on kind of south side as well, and you're kind of a bit west. So Liam, you've got plenty of people to talk to if you want feedback. Okay, so let's— West side.

I was going to do the Ali G thing, but I'm too white for that.

Love it. All right, let's start from the beginning because obviously you've been in the industry for quite a while. Um, so let's go through, um, you know, how was your first, probably first couple years or first year, um, in business? Because obviously you've done pretty much everything, as you said. So give us some insights how the first year or first couple years were in the industry.

Oh man, I can't remember what I did yesterday, let alone that far back. Um, yeah, look, I was qualified well and truly before I'd left high school, so the first year sort of overlapped my senior year at as well. Um, you know, working mobile, uh, I, I was, you know, uh, in, in a position where I was in good with the, uh, physical education department at the school, so I was allowed to run various sessions from the school gym where I very first started, uh, obviously with, uh, relevant insurances, etc. Uh, so yeah, started off Very small. Graduated. Obviously, you can't have strangers coming back onto gym grounds. So yeah, I kind of got kicked out of that one. Decided to go the mobile stuff and just started in the parks. And yeah, there was not a whole lot of growth in that regard. Obviously, fresh out of school, 17 years old, no one does— no one takes a 17-year-old seriously. Uh, so yeah, I sort of got shafted a little bit there. It was very slow for the first few years. Decided to make the jump to a commercial gym. Uh, it's actually not there anymore. It was, it was a Jets of all things. Um, yeah, ended up kicking ass there and ended up managing that place for almost 10 years. Yeah, that's where I did all my national stuff. Um, got in good with CEOs, COOs. BDMs, RMs, you name it, all the alphabet soup. And yeah, made a lot of friends high up in the industry. Yeah.

How good.

Then they went and sold it and they got shafted. I got shafted. We started all over again.

Nice. I didn't realize you were at Jets. That's cool.

Yeah, a long time ago.

Because yeah, I've had quite a lot of success at Jets Club. So that's cool. Okay, so let's go into, you said you crushed it there, which is great. And obviously you went to be a club manager. Did you go back to commercial gyms after that place was sold?

I butted heads with the new owner. Originally we were company owned and the company structure was amazing. They looked after us really well, credit where it was due. When it got sold to a franchisee, franchisee happened to be good mates with the founder of, uh, of Jets. And he was very much— he happened to be an Olympian, and I get the impression that he thought himself better than everybody else. Meanwhile, I'd been at that gym for quite some time there. I knew the ins and outs. I knew what worked as far as lead generation and marketing, uh, went. And he decided to shaft all of that and basically say you need to get on the phone, make so many phone calls a day, when I knew for a fact I was getting— I think at the time it was like 93% of my, uh, referrals were from the gym floor. So to take me off the gym floor, we've lost about 93% of our referral base. So needless to say, I didn't get on with him really well, uh, left that place, went up to— it was another Jets actually, uh, I lasted a couple of months, uh, that place got sold. I didn't get on with the owner there as well. So yeah, we went out mobile and yeah, I don't like franchisees as it turns out. Give me a company structure and I'll kill it. But yeah, franchisees are a bit—

Okay, cool. So you've, yeah, literally have done a bit of everything.

I don't know if I answered your question there. I just sort of went off.

Yeah, nice little tangent. That's good. That's good.

Get prepared for a few of those today.

Okay, cool. Okay, so let's, um, what year did you kind of go back into commercial gyms? Like, when did you start Anytime Fitness?

It was— I worked it out the other day— it was actually only about 2 and a half years ago. After being burnt by so many franchisees, I, I swore I'd never go back to a commercial gym, uh, and push came to shove. I was doing my own stuff. I had my own little studio out the back of the house. Spent quite a bit of money getting that place set up, but my marketing was shit and it just wasn't viable for me. Sorry, am I allowed to swear on these?

Yeah, mate.

Yeah, good. I've had so much freedom these last few weeks. It's just great. Yeah, I swore I'd never go back to a commercial gym. And yeah, it was push comes to shove. I was defaulting on mortgage payments. So yeah, 2 and a half years ago, I made the sort of necessary decision to go back to AF. Yeah, killed it there. Really good with the manager. Turns out my best mate actually ended up taking over the management role. So we ended up, we get on like house on fire. He understood the benefits of a good quality coaching team on board. So yeah, we just, we crushed it together. I was helping with the gym stuff. He was helping build my business as well. Everybody was win-win. And yeah, it was 2 and a half years ago.

Yeah. Awesome. Okay. Can you, I do want to touch on that in terms of relationship with the club manager stuff. That's pretty vital to the success of a PT in a commercial gym. Yeah. But before we get into that, that was actually super interesting that you, that you're in a spot where you kind of, you said your marketing kind of sucked and you had to kind of go back into a commercial gym to get the—

Still does.

To get the lead flow back. So I'm curious, what did you do? You said you crushed it at Anytime Fitness. So what did you specifically do to, in your words, crush it? Like, what were the action steps? And then while you're answering this, I'm just gonna quickly close my fridge 'cause it's beeping at me.

So just give me 2 seconds. Essentially, as soon as I got there, like, I knew it had to be It was a do or die moment. As I said, I defaulted on— I was defaulting, sorry, present tense, on mortgage payments. All the things you'd wake up on a Thursday morning and discover how many text messages from the bank to say whatever payments had defaulted. Essentially, I spent, I think, 16-hour days there just sitting at the front desk saying hi to absolutely everybody that came through that front door. I could be— I'd take my laptop in and just sit, and they don't care what, um, what I was doing. I could be programming, I could be flicking through Marketplace or whatever. Um, but yeah, I was doing just on the floor, just saying hi, introducing myself, all of that sort of stuff. And it just sort of built from there.

Okay, cool. So you've obviously got a lot of leads from just walking around the gym floor.

Yeah, at AF.

Yeah, so that's super interesting because, um, I don't know if anyone else can relate here, but I, uh, I'm very, very introverted. Uh, you guys might not know that because I'm very comfortable around you guys, but I'm very, very introverted.

So I hate it. I hate the gym floor, but it's— I'm fucking good at it though, so that's the issue.

Yeah, so, uh, I'm curious, uh, and we'll get into some tactical stuff in a second in the chat, who actually walks around the gym floor and builds connections and, you know, actually gets some clients from the gym floor? Just let us know in the chat, just a yes or a no. Obviously the guys that are not from gyms, obviously to know from you guys, but for the guys that are in gyms, um, so I think it's a very underutilized strategy. So can you just talk us through, Jason, like what— you're obviously very good at it, so what, what's some of the tactical things that you would do? Like how would you go, go from talking to someone that's brand new that you haven't talked to before, to then eventually getting them to a consult and then obviously signing them up?

It's really cool because I'm actually doing that now. As I said, like 3 weeks into Worlds, so I know next to nobody here at the moment. It's get out there, introduce myself, be present with everybody. The more time that I spend out there to be seen as the face of the gym, the more people are going to come and associate Worlds with me or whatever gym you're at to you. It's just having a conversation. What are the goals? What are we training for? Can I give you a quick tip? There's no sale in that initial touchpoint. It's just, hey, I'm Jason. Nice to meet you. I'm new. New at Worlds. Yeah, come hit us up for a spot or a chat, anything like that. And then eventually, yeah, you'll see them again the next day. Say, how'd you go with XYZ? You know, you do the whole bro thing. You give them the nod. You give them the bit of Bit of knuckle love. And eventually it's like, yeah, have you thought about some coaching? Let's sit down, let's have a bit of a chat and see where we can take it.

Yeah. So just to recap, so there's obviously no intention on the first interaction to try and book in a consult.

Yeah. People aren't silly. If you come across salesy, the wall goes up and they block it out. So if you come across as genuinely want to help in that first first sort of touch point or a couple of touch points, then they, they tend to be a bit more receptive to you.

Yeah, okay. So obviously give, give a bit of value first, and then, uh, if it feels natural, then you could obviously offer, um, the next step of coaching.

So it's looking at it from a business avenue. Like, we all know our number one goal is to build our list, right? Name, number, email, lots of stuff. Same thing on the gym floor, but we don't have anything tangible to work on. It's about building relationships. So if you build that relationship and watch it grow, yeah, more relationships you have, the easier it is. And you may not get them specifically. Like, I had a sign up just this morning, um, didn't come from the gym floor. One of the girls I was chatting to about a week and a half ago, just talking rubbish, she introduced me to all her friends, and one of the friends signed up this morning for powerlifting. So yeah, fuck yeah.

Awesome. And just to give people the other side of this, if you're not in a gym floor, this would be the same thing with the lead nurture, because people are not— there's only like 20 or 30% of people that are willing to buy within the first month of inquiring. So if you guys are running ads or if you're doing organic marketing, you just got to remember that, uh, majority of your clients will come from the long-term nurture, which is providing value with your content as an example, uh, or consistently following up to provide more value in the DMs as an example. So Um, yeah, well said. Um, okay, so you've been at Einstein Fitness for 2 and a bit years. Talk us through a couple of the numbers there because I think you had some pretty decent numbers. I think, uh, obviously we gave you the certificate and the trophy in Sydney for, uh, over $20K.

Yeah, I think it was like $22K I think I had that month.

Which is, uh, awesome. So very, very exciting. So that was between you and one other trainer?

One other trainer, yeah. So we were running quite a few sessions there, combination of in-person and online. Uh, the numbers I couldn't tell you off the top of my head. Um, but yes, I know I charge quite significantly more than the other coaches there. And we're talking Redback Plains, where it's like the low demographic area, no one wants to buy. It's the expectation of free, and I'm charging like premium, premium prices.

Can you tell us what your prices are, if you don't mind sharing?

I've just upped it to $149 per week for a single one-off session, um, includes everything, uh, 30-minute session, mind you.

Um, I like it.

People bail me up and just do, um, hey, do you do a one-off? It's like, yeah, $800 an hour. And I haven't had anybody take them— take me up. It's my fuck-off price. So it's, it's a cool little, um, approach. And I was chatting with one of my new trainers, uh, just the other day about this. Uh, he's got a couple of mates that want to get started, but they only do want to do a couple of sessions here and there. And how we would sort of upsell that is, you know, that's cool, like, we can do a couple of sessions, but you're not really going to get anything out of it. So for us as coaches, very much a learning curve for us. We're going to learn how your body responds to Insert goal here, insert training style here. It's going to take us 4 to 6 weeks to understand that, and then we can really refine the programming from there. That's why we have set terms on our, on our contracts, because we want to get you the best possible results. And we can do a one-off, but you're not going to like what I have to charge you, and you're not going to like the information that I can provide in half an hour or an hour or however long you book. I'm just gonna be talking about, um, technique and making sure you're doing things efficiently, you're not gonna have a great session.

Yeah, yeah, well said. Um, can you just for, um, just so everyone kind of knows exactly what that includes, can you tell us, um, all aspects of what's included in $149? So obviously you get that 30-minute—

Yeah, $149 is a 30-minute training session, um, training plan, customized nutrition plan, touchpoints with us throughout the week. I don't answer my calls on the weekend. I can't be arsed taking work home with me anymore. If they happen to be doing any comp prep as well, I've got a couple of girls competing over the next 6 weeks, I think. So we'll be making the trip down to all their shows as well. So that's all included in that one.

Love it. Joel, do you just want to unmute and ask you a question? Or you can type it in the chat if you want.

Area, how did you sell 30-minute sessions at $149? Like, I'm fucking good. No, it's, it's knowing your shit. Um, sorry, I'll cut you off. Was there more to that question? Um, there was, but I just forgot. Sorry, go on.

Yeah.

No, it's knowing your shit, being confident in your product. I know the value that I can bring. I'm not some kid fresh out of TAFE. I've been around 20+ years. So some of the terminology that we use with our reporting and our check-ins is quite high-end. And we will manipulate— we're full on with our training. If you ever see us on the gym floor, we are always correcting technique. The hands are on, it's both physical, verbal, auditory cueing methodologies. We're always within their personal bubble. It's going that extra mile for them. And obviously, if they haven't seen us train, it's build it up. And as Matt's put in the chat there, selling the result. I'll— because I teach part-time at an RTO as well, so I'll tell all the fresh guys in there that dangle the carrot, like tease them a little bit, drop the big terminology in and talk biomechanics, physiology, human movement patterns, but drop the words, drop the terms, but tone it back a little bit as well. So for us, Give you a prime example. If you want to lose some adipose tissue, body fat, this is what we have to do. So we dropped the scientific term plus the general population term as well. So they're kind of like, this guy knows his shit, but he's also— I'm actually understanding what he's saying as well. So you're saying that because you've upskilled so much with your knowledge, it's an easy sell because when you're that knowledgeable, People just think like, this guy, this guy is so aware that— I don't think it's based solely on knowledge. I think it's being genuine and being someone that they can relate to. Again, to use this lady this morning as the example, she was a little bit stuck with finding times. She had a 3-year-old that she couldn't get care for. I think she's just bringing it in. I've got a 1-year-old. I know what it's like. Bring her in, we'll sit her in front of the iPad. We'll watch, I think we're watching Shark Tale. It's building that connection and find something that, like, I'm a sucker for ugly shoes. So I'll always go up to the guy with the most disgusting shoes on, like neon bloody camo print or whatever it is, and just say, hey man, I love the shoes. Where'd you get them from? There's your way in. approachable, and then we can start talking about the science and terminology of their training. So we're not just going in cold turkey. Yeah. Okay. Does that kind of answer your question? Yeah, no, definitely. Cheers.

I just want to point out as well, like, he's been in the industry for like 20-something years. So obviously it's been building up over time as well. Like, obviously a brand new trainer is probably not going to have the confidence to sell that type of service.

As well, it's like not coming across desperate. Like, if you intentionally go across— as I said earlier, like, people aren't dumb. If you come across salesy, they're not going to buy. But if it's genuine and it's genuine conversation, like, we all knew it. Like, for those who went to Sydney, like, build rapport first. It's always step Step 1, build that connection. And I spent 45 minutes on the floor chat to a powerlifter the other day, couldn't shut him up by the end of it. And yeah, just building a connection.

Yeah, love it. Um, and by the way, team, if you've got any other questions, just drop them in the chat as we go. Um, so I just want to talk about, um, a little bit about your trainer as well. Um, because obviously you're doing, doing $20K a month, you obviously have a fair few Fair few clients in there. Um, so firstly, when did you decide to hire a trainer and what was that process like? And then can you give us like pros and cons of having a trainer?

I first started looking for coaches, it'd have to be a couple of years ago now. Um, the I've always known that I can't have a million-dollar turnover just by myself. I need to outsource some of the workload. So it was, yeah, it was a couple of years, maybe a year and a half, something like that, uh, when I first started looking. I've made some mistakes, hired wrong people, and, you know, that's as we all have. Um, pros and cons, the workload obviously decreases, you get a higher return. Yet it's a different workload as well. You have to start thinking as— actually, probably shouldn't start thinking then. You should probably start thinking a bit before then that this is a business and we need to treat it as such. So if anybody's ever done retail, they know about KPIs. Set yourself those KPIs. And yeah, you actually have to go and hit them. It's just working for ourselves as sole traders, uh, we, we kind of get a little bit lazy with keeping ourselves accountable. What was the rest of that question?

Uh, it was— I maybe just wanted you to give us some insights into pros and cons. So obviously the pro was obviously you get some, some time back. Uh, I suppose that the— not so much the con, but you obviously got to start treating the business like a proper business, not, uh, hobby. Um, so I'm just curious, what were some of the things that you needed to change, either tactically in the business or mindset-wise, to be able to go from sole trader operator being yourself to then running a proper business? You mentioned that, you know, you, you realized that you couldn't turn over $1 million a year yourself. Was that a pivotal moment when you got like, I actually need to have team members to be able to do this?

I don't know if I'd go as far as saying it was a pivotal moment. Like, it's always been in the back of my mind that, yeah, I want the team, I want to be— I want the monopoly. And the goal has always been to drive every other trainer out of here. Uh, at the time it was AF, now it's Worlds. I want the monopoly here. I want a lot more say in what we are allowed to do. Um, not that we've got much restrictions anyway here. Yeah, it's not going to be feasible for me to do a 7-figure business just by myself. So we had to look at other avenues. And again, to resort to my teaching background, it's the exchange of finances for time. You know, I know my numbers. For round figures, let's work on a 50% profit margin. You know, we've got that. Let's say a million-dollar turnover, half a million dollars in expenses, um, half a million-dollar profit. You know, obviously we're reinvesting that back into the business. We— the more profit we make, the more then we can exchange for time or other, other resources.

Can you see the chat, Jason? I'm not sure if you can see it. Yeah, yeah, just asked a question, um, with your experience of 2 decades Is there a criteria that you look for when hiring a trainer?

Approachability. I don't give a shit how many letters you've got after your name. If you bore me, you've got no chance.

Ross?

For example, the guy that I've just brought on now, he's been in prison. He's got facial tattoos. He's— as one of the girls put it the other day, he looks like he eats people, but he is the biggest teddy bear. And he is just the genuine bloke. So that's the approach that I love when, when hiring people. Like, you know, no discrimination. It's just this dude's a genuine guy, uh, and he holds conversation. You know, I had an exercise scientist working for me a little while ago, fucking knew his shit, but God, he bored me. He just didn't connect with the clients as well, so he tended to struggle.

Yeah, love it. That's a, that's a really good insight. Um, can I ask, what is your hiring process to find those type of people?

It's one of the reasons I took the job at, at the RTO, is to, to poach coaches. Um, it has shifted a little bit now, uh, as I do have a, a second coach lined up Um, hopefully by the end of the year if we can hit some targets. Uh, so after that, uh, a good friend of mine actually, he's, he's absolutely killing it in the industry. He's a coach himself. I think he's got 9 coaches working for him. Um, he said he works like 2 hours a day and then he just trains and eats. Um, he suggested getting onto, uh, like careers, uh, groups in I think he, I think he was using Facebook, like careers groups. Uh, and coincidentally, the very first post we saw was— I can't remember her name— uh, I'm a PT, I don't want to do the business stuff, I've got 20 clients, can I come and work for someone? And like, yeah, it's, it's a fluke, it's a crapshoot on that one, but it's a possibility there. So you can look for, uh, trainers in that regard as well. As far as the hiring processes go, I've had to resort to Seek in the past. Seek's pretty shit in my opinion. I don't know if anybody else has had any issues with that. They might love it, I don't know. But yeah, it's get in as normally you would if in a retail job, you know, come in for the interview. You qualified, yes or no? If not, see you later. Can you hold a conversation with me? Yes or no. I like you, let's do some shadowing. Um, you know, if you pass that one, then yeah, we'll talk contracts.

Yeah, so you're obviously more looking for the type, the personality, rather than the skill set. You can train the skill set.

Exactly what I was going to say. Skills can be taught, personality can't.

Yeah, yeah, love it. Okay, cool, this is awesome. Um, so you've got obviously yourself and, uh, one new trainer that just started with you at Worlds. Um, let's go through, um, I just want to quickly touch on your— the marketing side of things. You obviously talked about the walking the floor quite a lot, um, as well. Um, was there any other marketing strategies that you use that works quite well? Like, obviously we talk about like giveaways and member leads, that type of stuff. Is that the stuff that you're doing as well, or do you have a different—

So we're still early days, so we are still gathering leads from our giveaways. Uh, so we're running a $1,000 giveaway or coaching package giveaway at the moment. It's going to be drawn in a few days' time, I think the 1st of September, whenever that is.

Wow.

So yeah, we've got a few leads out of that. Not as many as I would have liked, but it's better than nothing. Yeah, all the marketing flyers around the gym. So the benefits of having a gym. When I came on board, the manager here, I've known him for years. It's the first time I've actually had to work with him. Um, he basically said just don't talk shit about the brand and do whatever the fuck you want. And that's exactly what we're doing. So there's flyers everywhere. So anywhere anybody looks, they're going to associate with the Adrenaline brand. And yeah, there's QR codes on every single one of them. Um, I don't usually do before and after photos, but in this instance I have, um, just to get the word out there. I don't usually post them on socials just for privacy reasons with our team. But yeah, the marketing within club, I've used my own transformation and one of the girls that is not a member of the gym. So she knows nobody here. Nobody knows her as well.

Yeah. Okay, cool. And this, we kind of skipped over it before, but club manager side of things, you said obviously that Anytime Fitness club manager was your best mate, obviously happy days. That's obviously not going to happen for everyone.

Hit the jackpot on that one.

Can you talk us through kind of the importance of having the right type of support, um, from the club, um, in order for you to grow the, grow the business?

Yeah, like to have a manager, preferably with a health and wellness background, or someone who has been a sole trader before, is a game changer. Uh, you do get clubs out there who employee managers as just sales, and that's fine, you know, all power to them, but they don't really understand the benefits of our coaching team. So for us, as an example, with AF, the manager will be overrun, they get the leads in. If they're busy, we'll be taking tours, we'll be doing everything, we'll be introducing ourselves. It's a win for us because we get the lead out of it. It's a win for the desk team who obviously get a bit of a relief from the actual workload. It's a win for the client and the member that they now have a friendly face on the floor. It's win-win-win. There's a load of benefits from them if they're supporting you, they're feeding you leads. And we had an amazing system. Anyone that signed up, Simon, the previous manager there, was just Okay, you're best suited to Jason for this client here and there. And yeah, we just contact him if we were free. He'd pull us over and say, hey, look, book it in, make it happen. And yeah, longevity of the member within the gym environment, it's a win for them. It's a win for us as well because we get some income out of it as well. Win for the member.

Yeah. Okay, awesome. All right, so obviously I'm sure there would've been some challenges getting to over $20K per month. So was it, was there certain stages where you found it to be more challenging than others? Prime example, a lot of people struggle when they get to around $10K per month because they're doing so many sessions themselves. They find it difficult to keep growing cuz they obviously have to hire. Was there any stages where it was more difficult than, than others?

Personally, no. Um, I, I won't get into the details, but the, the time— the last few months at AF were quite difficult. Um, I didn't really leave on good terms, so that was quite difficult there. But as far as like the growth of the business goes, I, I was I was in a great position where I had a lot of online sessions as well. I think at the time it was about a 50/50 split in person versus online. So I could still do, you know, the social media, I could get the stories up of me training on the floor. Yet I'd still have that income coming in from my guys all around Australia. So yeah, I don't know if I could pinpoint like a specific difficulty time. You might have to maybe tweak your business structure a little bit, maybe transition some of those more experienced lifters to an online program. And, you know, have that conversation with them and say, hey, look, it's, you know, we've been working together. You don't need me here to spot you every week. I've got faith in you that you can actually do this safely. Let's transition to an online session. where we do the training plan, we'll check in, you feed me through technique videos, anything like that, and I'll assess it in that regard. That way you freed up, you know, half hour, hour, however long your sessions are, but you're still getting, you know, 75% of that session cost back in your pocket.

Yeah, that's a good little segue into the transition from Anytime Fitness to Worlds. So obviously you would have to move a lot of your clients online, um, from the transition. Did you have a lot of pushback from people? You said obviously left on bad terms, but obviously I assume the clients were fine.

Clients are amazing. They are struggling at the moment, the, um, the gym, so insert smug face here. Um, no, the, the clients were amazing. I, I was so humbled with the amount of people that actually did jump ship with us, and the bulk of my in-person people, if they were outside of their contract term with AF, they made the jump just quick smart. So yeah, again, comes back to building that rapport with your client.

Yeah. Um, what about, um, did you have any— or actually, for the ones that were in, in, um, in contract, did you, uh, did you have any issues with moving them online, or did you have some people be like, oh no, I'm just gonna main thing.

We, we obviously lost a few, um, and the, the trainer that I did have working for me at the time, she didn't really push as, as much as she should. She was on the way out anyway, so we did lose the vast majority of her clients. So yes, we have taken a hit financially with this transition, um, but yeah, the people that were within Tern, I One of my boys this morning is— I think he's got another 12 months left in his contract. Fuck it, I'll just change my bank details. I'm coming with you. He hasn't paid it. He's defaulted on it.

Um, okay, cool. And then what about, um, obviously you— your trainer, um, Anytime Fitness was obviously on the way out, and obviously you hired a brand new trainer. Um, for, for Worlds, um, did you, did you feel like there was, um, because obviously when you have a trainer, there's a lot more pressure on you as the business owner to provide because obviously you're, you're basically giving them clients to get an income, right? So did you, did you feel like a lot more, um, pressure this time around because you're almost not starting from zero, but to a degree you have to start a lot lower because obviously you lost a few clients from Anytime Fitness? Yeah.

Um, we, we lost a couple grand a week, and we've, we've changed our, our whole contract structure a little bit based on, on feedback from yourself. Um, prior to Worlds, it was very much, okay, I'll take care of your expenses. You do need to find your own, you know, some of your own clients at least. I'm here to help, but you need to find your own clients. You need to do your discovery sessions. And you need to sell yourself. Uh, so based on some of the feedback that you've given me, Matt, we've changed that completely. I take care of everything. I take care of the sales. Um, I take a lot more of the profit margin. Um, but yeah, as far as pressure goes, yeah. Uh, it's a different kind of pressure though, um, in that it's not— previously it was very much financial more than anything is to, okay, she's in the red this week, we have to do something about it. Let's have that conversation and say, okay, we've got to up our game. When now it all sort of falls on me and the pressure then becomes, I guess, marketing-based or sales-based rather than financial.

Yeah. And if I can just kind of explain, if you don't mind, just what you were doing previously. let people know the reason why. Previously, Jason was kind of letting the trainer do a lot of the marketing and sales. So basically, the trainer was basically running their own business but getting a percentage of income. And it was a very— it was a high risk for Jason because he was kind of teaching her how to do sales and marketing and sessions. So there's almost no reason for that person to stay with Jason long term. because he taught her everything. So the risk to the business is, um, you know, you could basically train someone up and then they just leave, um, with everything that they need to run a successful business. Whereas now we safeguard the sales and marketing. So Jason does all that and he gets way more control of the business. Plus he's going to sell it better anyway because he's better at sales than most people. Um, so much better long term. And then as you said, like the, the split in the profit profit-wise is a lot higher. So because Jason's taking on more risk with the marketing and sales, so he gets more piece of the pie. So I hope that makes sense for everyone. Last couple of questions for me and then I'm gonna open up to some Q&A. So if you guys have questions, just put them in the chat and we'll go through it one by one. I usually have about 10, 15 minutes of Q&A.

Perfect.

Actually, we'll go to Aaron's question now. Um, all right, if you want, I'll read it out just for the people watching the recording. What app do you use for online and nutrition delivery? Let's start with that one first.

Um, I use Trainerize. I fucking hate Trainerize, but it's the best of a shitty bunch in, in my opinion. Um, before training anyway, I do not touch Trainerize's nutrition. It's just so unreliable. I actually do my own nutrition plans. I've paid a friend of mine to create a Google Doc of, you know, insert food here, it auto-populates the macronutrients for me. I can insert targets and everything like that. So I kind of have 2 different softwares there, both Google Sheets for nutrition, Trainerize for coaching. Love it.

And then might just Bit of rapid fire here. Um, I know you probably don't need to go into detail, but just a quick summary, why'd you leave Anytime Fitness to go to Worx?

Um, I, I have to be very careful with this one because I am still, you know, within my, uh, don't talk shit phase. Um, yeah, the— so there's certain people higher up that started putting limitations that fell outside of my contract requirements. So they basically said, you know, that you should be performing for AF, yet you're not part of the team, you're not allowed to do tours, you're not allowed to do XYZ, you're not allowed to market in a way that you want to market. Um, couple that with A few little, uh, discrimination things. Uh, you know, I wasn't even allowed to have, you know, our little coaching profiles they stick on the board. I wasn't allowed to have one of those yet. The girls were allowed to post— we had these giant screens up around the gym— uh, they were allowed to post half-naked photos of themselves and use it as motivation. So there are a few discriminatory issues there, and I just— I'm not in for that.

Yeah, fair call. And then the last one, um, how many trainers are at Worlds, and do you know like roughly the member, member numbers?

Yes, rough numbers anyway. Um, we have one including us, uh, 5.

5.

5 coaches, 2 of which are part-time, so they work on reception as well. And the member-to-trainer ratio is a hell of a lot better at AF— sorry, at Worlds. I think we've got just over 4,000 members here to the 5 of us, or 3 and 2 halves. But yeah, keeping in mind that Worlds is a different kettle of fish in that a lot of the serious lifters will go to Worlds, Powerhouse, Oxygen, where they've already got coaches or they potentially work online with coaches as well. So it's not necessarily a better ratio as in availability, but looking at the numbers alone, yeah, it's a hell of a lot better here.

I think as well, something to note, Jason works with a lot of people doing like comp, like comp preps and stuff. So his ideal client's probably more kind of train at Worlds rather than Anytime Fitness as well. So something to keep in mind. Obviously, Jen Pop will train at Anytime Fitness, Jets, probably a few more of the serious, serious lifters will go to those bigger, bigger gyms. But yeah, really good questions, Aaron. So anyone else that's got questions, just drop them in the Um, chat, I want to know from someone that does $20K a month, uh, what does your workload look like? What are you working on? And, uh, computers.

Um, yeah, it's, it's lead tracking at the moment. So we run GoHighLevel for our CRM. Um, we've got the automation set up for long-term nurture and everything, so that takes a lot load off there. But every lead that we get, every, every time someone scans a QR code, we automatically get their details plugged into the system. Um, and it's just following up leads. We have certain systems in place that I'll get notified, okay, let's— it's been a month, let's touch base with the people who signed up. What are we, August? That's actually— it's going to be next week when I touch base with all the people that signed up in July. Hey, how's your training going? Workload-wise, it's, it's a lot on the phone, a lot of back and forth SMSs, finding that balance between getting out on the floor versus the behind-the-scenes admin stuff now.

Yeah, love it. Just Scott's question, do you track your trainers' KPIs weekly? And then on top of that, do you meet up weekly, biweekly, or monthly? I assume that's for like training development.

Scott? Yes. So KPIs, correct?

Yeah.

Development. Okay. We're still in a transitional phase at the moment. So future plans are to catch up weekly for a bit of development, particularly as we bring on an additional coach as well. It'll be like that team sort of campfire sort of setup where we discuss various high-risk clients, potential leavers, what are they struggling with, all that sort of fun stuff. I do give my coaches the opportunity to work with me directly on the floor as far as like coach to client goes, and I can do their training plan and treat them as if they were a client as well. So one of the benefits of working with us is everything's pretty much done for you. So they know the caliber at which I expect their delivery as well. KPIs will be weekly. As we said, we're in a transitional phase, but we will be tracking our KPIs mostly around retention and conversations that will be had out on the floor. There's not a whole lot more as I'm handling all that stuff anyway. Next, face-to-face sessions. Off the top of my head, I couldn't tell you. I think it's only about 20 a week. So it's really not much.

That's awesome. So obviously you're still spending, or you do have the option to spend a fair bit of time still working on the business. But obviously you're still, a lot of the time is sales and marketing, right? Because obviously you're responsible to push the business forward.

Absolutely. Yeah. So we time block or I time block. So I'll do morning afternoon sessions Monday and Wednesday. Friday morning sessions. Tuesdays are my check-in day, and then Thursdays are going to be content day and behind-the-scenes stuff here. In between that, in those mid-hours, it's getting on the phone, it's making calls. I've got my big whiteboard here of targets and everything for the day. So yeah, it's all about time blocking in my opinion.

Yeah, love it. Um, good questions. Anyone else got questions, just drop them in the, um, chat. Um, I just want to know from your perspective, Jason, you've mentioned, um, you know, getting to $1 million a year. Is that, is that the actual goal, or do you have a different goal in mind?

That's, that's a medium goal. The, the long-term goal is 8 figures. Yeah, I want that fuck-off money. Um, I know the numbers for a mil. It's, it's 6 trainers, it's 75% capacity on those trainers. You throw on top of that the 20% dishonor rate or 20% dishonor window that I budget for. But yeah, a million-dollar turnover, if I'm hitting targets, I should be able to do that in 3 years. Yeah.

And you said you kind of want the monopoly, so obviously you want to try and base yourself pretty much just in Worlds.

Depending on contracts. So Worlds and This current setup here, we've got a second location probably 15 minutes away. So the goal then is to have coaches across both worlds and should the opportunity arise to have them in different gyms. I know there's an EMF just around the corner from that second location. I'm not a fan of EMF at the moment. I think it's a bit boring, but I think Worlds at this stage is definitely our vibe. Kick all the other trainers out. And yeah, I've already cleared it with the manager. He's keen for it. And yeah.

Love it. All right. More, some more questions coming through. What do you charge for online coaching with and without nutrition?

I only offer 3 products. I'll do online, Uh, one session a week, 2 sessions a week. If someone is desperate for a 3rd session a week, I'll account for it, but usually it's just those 3 points. Whether or not they want nutrition or not, I give it to them. It's up to them to stick to it or not. If they are the sort of person that's, I want to— I want a training plan, but I don't want to track foods or anything like that, you're not for me. I'm not interested in Wasting my time with a training plan. You can Google that shit. Um, what do I charge? I charge $99 a week for online coaching, but that's a fortnightly check-in, by the way, unless, unless people are in a competition prep. So my girls will get weekly check-ins now. Um, general population online is once a fortnight for a check-in, but they do have access to me throughout the week.

What What I'm, uh, just, just before we go into the next, um, question, um, what I'm sensing here is Jason is very, very clear on his worth as a trainer, and he knows the types of people that he wants to work with. So hence why he's able to charge a premium, premium price. Um, but I think—

That will be going up every financial year too. It's in my contracts that I can increase the prices at the end of financial year based on, um, what do they call it, cost of living inflation.

There you go.

Which I think last one actually was like 2.4% or something like that.

Yeah. And if you guys haven't got that training, by the way, it's in school if you want to have the contract where you can increase your price every year. Um, Brock's question, how do you perform your check-in process?

Uh, we've got automation bots set up, so I will get a full report on every single client every Tuesday. It's actually extremely detailed. So AI handles all of the logistical stuff. We obviously have the final say in the matter. So I will run every single report. I'll oversee the reporting systems— or sorry, the reporting feedback. Couple that with my objections on where we're at. and what needs to be altered. And then we'll word out an email. I'll take dot points, plug it into AI. I use AI all the time now. At the end of the day, it's my feedback and my input. It's just worded in a way that is client-facing. They get sent out via email. How do I do the check-in processes? Every Monday, They get a text with a link. Here's my Jotform. It's time for your check-in. Oh, sorry. Every fortnight, every second Monday. Here's a link to the Jotform check-in. Submit it by close of business today. If they haven't, they'll get a reminder at 6 or 6:30 or something that night. 5:30 Tuesday morning, I sit down, I download all the input and run the reports. If they miss it, they miss it. I don't chase it later in the week. And yeah, send it out by email. They get a text as well to say your check-in's been completed, check your email. And that's about it.

Good question, Brock. Who set up the AI bots for you?

The reporting side of things, I actually did that one myself. Everything else, it's the only one I've done and I'm fucking going to hang on to it. Everything else, Matt handled all the systems with N8N. Um, Claude, everything like that. Um, but yeah, the fucking bot that I created.

Yeah, I was gonna actually ask you, I'm pretty sure that wasn't me. I was like, oh, I'm pretty sure that must have been you that did that.

So no, no, that was, that was a lot of trial and error. Um, mostly error. Uh, but I think we finally got it at a stage now where we're 95% happy with it. There's still a little bit of a bit of issues here and there, but we said, I have the final say in what goes into my clients. And, um, yeah, it's just sort of— I guess the bot streamlines the data for me so I can then have a clearer picture of— instead of me trying to physically work out, you know, average body weight trends, average body fat percentage trends over the last 6 months, the bot will do that in the space of a couple of seconds for me.

I'm just actually very curious, is that bot through GoHighLevel or is that through like Claude No, that's actually ChatGPT of all things. Oh, okay, cool.

Yeah, I was very surprised that ChatGPT actually upped their game on that one.

Interesting.

Yeah, I got a lot of the wording and everything through Claude, and Claude just kind of didn't quite hit the mark. And I think that's definitely a me thing that I didn't give the proper prompts, but I would essentially like to Long term, automate everything. Just run everything through Claude. I know chat's dumb, uh, for the most part, um, but yeah, I would like to automate everything through Claude and get these same high-quality coaching reports done through Claude and automatically sent to me rather than me having to run them.

Yeah, I love it. Um, for the guys that are curious about the stuff that I help set up, um, you will need like a CRM. Um, so Jason uses GoHighLevel. We have a version of GoHighLevel that we partner with. It's $150 a month. If you guys are curious, just hit me up later, um, about, uh, about that. So a lot of that stuff is done through a CRM. Um, any last minute questions, team? Um, I think it's been really insightful so far. I like these types of trainings because it's, it's just, um, you get like the unfiltered version of You know, what actually someone does to get to a certain point. So, you know, a lot of the guys that have been on the call will inspire to get to that stage of, you know, $20K per month. So yeah, yeah, I just want to take this opportunity to thank Jason for jumping on today.

Yeah, my pleasure. It's anytime.

It's been so good. Obviously got to meet you in person as well in Sydney, so that was freaking epic.

Yeah.

But yeah, super proud of what you've been able to achieve in the industry. And no doubt you'll be able to get to that 7 figures and definitely 8 figures with the type of stuff that you've got in the works. So yeah, any last minute questions, drop them in the chat. Everyone good so far? Yeah. Cool. Okay. Yeah, thanks again, Jason, for jumping on. Obviously, I'll put the recording in school. And if you guys got any more questions for Jason, obviously, I'm sure— oh, actually, last question. Jason, if people want to follow you on socials or message you, what's your handle?

AdrenalinePerformanceCoaching, one word.

Beautiful.

I'll pull it up here.

Yeah.

Yeah, I don't know if you can see that one. I don't know how blurry my camera is.

Something like that. Awesome. All right, I'll leave it there, team. Um, have an awesome week, and, uh, thanks, Jason, again. Uh, I'll see you guys next week.

Thanks, guys.

Bye.