Ronnie Coleman is one of the biggest and most well-known bodybuilders of all time. The eight-time Olympia title winner is from my college town, Monroe, LA, and I used to run into him quite often. Surprisingly, a lot of bodybuilders are not as strong as they look. The reason I looked up to Ronnie Coleman so much is that I admired his strength. His work ethic in the gym is just unbeatable! With that being said, if you fast forward to today, he’s crippled. He’s had a lot of back surgeries, he’s in a wheelchair, uses a cane, crutches needs a lot of support. But the crazy thing is – he’s still up in the morning in the gym! He doesn’t know any other way aside from being all in.
If you ask him if he has any regrets because the state his body is in now…He talks about his 800lbs squat.
He said, “I should have done 5 reps instead of 2.”
THAT is what it looks like to be all in. He pushed the limits as far as they could go. Most people would regret the pain they put their body through, the injuries, the surgeries…not Ronnie. He regretted not pushing harder.
Ten years from now you don’t want to find yourself back in a 9-5 because you didn’t go all in.
Sometimes in this business ownership world, there are not very many people that are ALL IN, all in. They say they are, but when times get tough, they’ve got one foot out the door and they’d rather be doing other things. You can’t grow and develop a successful business if you’ve always got one foot out the door.
I won’t call anyone out by name, but we’ve had some calls with clients, that are panicking because their gym is failing. They came to us to hopefully save their business, but when we spoke with them and we’re over-delivering on their leads, they asked to shut the ads off because they couldn’t get back to them while they were on vacation.
That’s mind-blowing to me. Your business is failing, and you’re on vacation? That’s not even close to being all in.
If you’re not all in when you have the opportunity, you miss the boat. We’re in a really finicky industry, the only constant is change, so when you find something that works you need to run with it. And not just run with it, you need to go all in on it. Get those two extra reps that you’re going to regret 10 years from now.
When you have people that are responding to marketing, they’re basically standing there with their credit card saying, “take my money.” Why would you not take their money? If you’re on a vacation that you booked 6 months ago, figure it out. This is a business and should be treated as such. It’s not a hobby. Being a business owner is not always glorious, it’s not always glamorous, and it’s definitely not always fun. But what is fun, are the breakthroughs. What is fun is looking back 10 years from now being grateful you skipped that vacation you spent $2,000 on so you could make 7-figures in your business that year and that $2,000 vacation no longer seems expensive.
If you’re going to be in business, be ALL in.
I had a mentor, when I first started, Thomas Plummer, and I want to share a story with you about what he told me once. He said, “if you’re going to go down, don’t go down for $1,000 or $10,000. Get the prime location. Take the loan out. Borrow money from everybody. And if the ship is going to go down, flags are going to be flying and you’re going to take EVERYBODY with you. Your parents, your family, everybody is going down with you.” THAT is being all in.
If you’re going to take all these little short cuts, like not paying your coach as much as he’s worth or renting small garage spaces in an industrial park because it’s good enough, they eventually add up to mediocrity.
I’ve built a business, that if it went down today, people would know. I’m taking everyone with me because I went all in. Pulse Fitness would absolutely be missed because if I was going to fail, I wasn’t going to fail at mediocrity. I’ve made a statement with my facility. Day in and day out while I was building this business, I went ALL IN.
Now, I didn’t just go all in on the trendy digital fitness marketing tactic that built my gym business. I went all in on every single aspect of my business. I went all in on the best location. I went all in on the best coaches. I went all in on the best supplements. I went all in on the best front desk staff. I went all in on the best software and systems to run my facility. I went all in, consistently.
I went all in on every aspect of my business because that shiny new marketing tactic is not why people want to be a part of your gym business. When you just switch up new tactics you have to start over again and again. Having a SOLID business that people want to be a part of is what’s going to bring in new clients and keep those clients. They want to be a part of a gorgeous facility in a great location with the best and most educated coaches and a caring team who’s all in with you.
The gyms that are going to separate themselves from the competition and still be standing in 10 years are the ones that go all in on every aspect. Are you going all in on your gym business right now? Or are you going to fail at mediocrity?
There are very few gym owners who go all in, and I hope that if you’re reading this, you’re one of them.
I’ve put together a free training on the 4-systems that my team and I go all in on to ensure that my gym business will not go down without a fight. If you’re looking for the easy way out, for mediocrity, this training is not for you.
If you want to see how I’m able to look back 10 years ago and never regret not being all in, you need to watch this training. Click here to register: https://winninggym.com
Tim Lyons is an avid gym goer that takes his workouts as seriously as his commitment to the business of fitness. Tim not only talks the talk, but also walks the walk. Tim is the founder and CEO of ProFit Marketing Solutions and Pulse Fitness Training Facility (est. 2008). Tim has spent the last decade as a gym owner and operator in the fitness industry. Tim knows firsthand the challenges of gym ownership and understands the need for reliable, results-driven marketing solutions. As the creator of Pro-Fit Marketing Solutions, Tim has devised industry-specific marketing strategies to help other club owners get better results for their business. Tim is a featured speaker at conferences, workshops, and podcasts helping fitness professionals learn how to market personal training services and to progress into a lifestyle of profit and freedom. As a published writer, Tim has written articles on the business of fitness and marketing strategies for gym owners for trade journals, wellness lifestyle publications, and contributes regularly to national publications such as Funnel Magazine. Schedule a Call: www.calendly.com/profit