Home Posts tagged "Pete Dupuis"

Random Thoughts on Long-Term Fitness Industry Success – Installment 5

I haven't published a post in this series since September, so this update is long overdue. Here we go...

1. Focus on optimism in training, but pessimism in business.

I'm in the process of reading The Founder's Dilemmas by Noam Wasserman. It's been excellent thus far, and this quote stood out to me, in particular:

"Higher optimism entrepreneurs have 20% lower revenue growth and 25% lower employment growth than lower optimism entrepreneurs who would be less susceptible to the perils of optimism."

Without even knowing it, Wasserman might have explained a big reason why so many fitness professionals struggle when they open their own business (as compared to working for someone else). The best trainers are upbeat, unconditionally positive, and energetic during their training sessions - but that doesn't mean that this approach also works well on the business side of things.

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As I think about the most productive meetings I've had with my business partners over the years, they haven't been sit-downs to talk about all the great things we're doing. Rather, they were meetings where we nit-picked and scrutinized everything we were doing to find ways to improve. In a broad sense, they were very pessimistic.

Wasserman elaborates: "Excessive optimism can blind many founders to their start-ups' critical needs. So, they must be particularly vigilant in identifying the gaps in their skills, knowledge, and contacts - and evaluating whether and when those gaps should be filled by a co-founder."

There's your quick, two-part recipe for fitness industry business struggles:

a. Be overly optimistic on the business side of things and miss key opportunities for improvement and growth.

b. Fail to have the knowledge and resources needed to improve a problem even if you do actually identify it.

2. Effective loss leaders shouldn't devalue your service.

A while back, my business partner, Pete Dupuis, wrote up a great article: 3 Reasons We Don't Offer Free Training Consultations. In it, he outlined three primary reasons why offering free training consults at your gym might not be a good idea. One point he didn't make, though, is that you are effectively devaluing your services.

Now, to be clear, I am not at all opposed to loss leaders in the fitness industry - as long as we have a broader definition of "loss leader." Wikipedia defines it as "is a pricing strategy where a product is sold at a price below its market cost to stimulate other sales of more profitable goods or services." In my opinion, you can utilize "value addition leaders" with great impact without devaluing your services (the only "loss" is your time). You're simply finding ways to give potential customers something of value before they take the initial plunge with you.

This might be a free seminar at your facility that they attend, or a expedited referral to a physical therapist or sports orthopedist prior to them starting up with you. You might even go to this appointment with them to learn more about their injury and help make the transition as smooth as possible. It's a way to show you care and deliver value before the first transaction.

With our professional athlete clientele, we have a great opportunity to do this prior to them actually getting to Cressey Sports Performance for an evaluation. Maybe it's a function of helping them to find housing (sometimes even at the Cressey residence!), or passing along the information they need for the smoothest travel experience on the way to CSP. Or, maybe it's lining up a catcher for them to throw a bullpen when they're only in town for a short stint.

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There are countless ways to add value to the client's experience with your training facility, but you do need to be a bit more creative to find ways to differentiate yourself even prior to the first transaction.

3. Lead Generation, Lead Conversion, and Retention are the big three of fitness business success. 

Just as powerlifting has the big three - squat, bench press, deadlift - fitness business success has its own big three:

a. Lead Generation - how many people inquire about your services

b. Lead Conversion - how many of those prospects actually wind up paying for your services

c. Retention - how well you keep those clients

If you're a relatively experienced powerlifter, you can usually identify the quickest way to bring up your total. For me, I was always a strong deadlifter, decent bench, and mediocre squatter - so prioritizing the squat was the fastest way to bring up my overall performance.

Similarly, I think every business owner (even outside the fitness industry) would be wise to look at their businesses with this "largest window of adaptation" perspective. At CSP, lead conversion has never really been an issue for us, so we can devote most of our efforts on the business front to lead generation and retention.

Of course, don't overlook "ancillary" efforts like managing expenses, collecting outstanding payments, servicing equipment, and the like as important. While they are key considerations, they just usually aren't "big rocks" on the profitability front like these other three.

Enjoy the rest of your weekend!

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Strength and Conditioning Stuff You Should Read: 1/9/17

Between the holidays and my "Best of 2016" series, it's been a few weeks since the last installment of this weekly recommended reading/viewing list. With that in mind, I'll throw out some extra recommendations this week:

Healthy Hips for Serious Sumo Deadlifts - Dean Somerset knows hips - and this article demonstrates just how thorough that knowledge is.

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Understanding Influencer Marketing - My business partner, Pete Dupuis, discusses the value of collaborative marketing efforts between one company or individual and another - using our relationship with New Balance as an example.

Stress is Not Stress - This was an outstanding post from Dave Dellanave; he cuts through all the science and explains why not all stress is created equal for every person.

5 Key Nutrition Lessons We Learned in 2016 - As always, the crew at Examine.com puts out some excellent science-backed information.

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Strength and Conditioning Stuff You Should Read: 12/6/16

I hope your week is going well. I had a blast in Nashville this past weekend while speaking at the Pitchapalooza event, but now it's back to the regular craziness of the baseball off-season. I'll have some new content later in the week, but in the meantime, here are some good reads for the week: 

30 Days of Arm Care Updates - You can see all these videos (currently on day 23) via the hashtag #30DaysOfArmCare on both Twitter and Instagram.

Pre-Suasion - This is the second book I've read from Robert Cialdini, and while neither of them were directly written for strength and conditioning coaches, they can both really help the way we interact with our athletes.

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The Ideal Business Show with Pete Dupuis - Pat Rigsby interviewed my business partner, Pete Dupuis. This is a great listen for all fitness professionals interested in the business side of the industry.

New Boss Derek Falvey Looks to Make an Imprint with Twins - Derek Falvey is the new team president of the Minnesota Twins - at age 33. That's an incredible accomplishment, and this article sheds some light on how he quickly ascended through the MLB front office ranks. There are great lessons in here for up-and-comers in any field. Derek has become a good friend, and I'm really excited to see where the Twins go in the years ahead behind his leadership.

Top Tweet of the Week

Top Instagram of the Week -  

 

#Yankees prospect Austin DeCarr reminds us that pitchers are athletes, too. #cspfamily

A video posted by Eric Cressey (@ericcressey) on

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Strength and Conditioning Stuff You Should Read: 11/7/16

Happy Election Week! I'm happy to report that today's recommended reading list has absolutely nothing to do with politics, as I'm sure you're all sick of hearing about the election on social media. Enjoy the following non-political reads:

The Art of Relationships Based Coaching - This article from Purdue Basketball strength and conditioning coach Josh Bonhotal is one of the best coaching reads I've seen in a long time. It's must-read.

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An Interview with Doug Kechijian  - This is a fantastic interview with a former CSP intern who is currently doing a great job in NYC as a physical therapist. It's free to the public for the week (Sports Rehab Expert is normally a members-only site). 

Gym Owner Musings: Installment 3 - My business partner, Pete Dupuis, always has some great thoughts on the business side of fitness - and this series has been the beneficiary of what pops into his head.

Top Tweet of the Week

Top Instagram Post of the Week 

 

Not too shabby for November, @mattsolter. #cspfamily #giants

A video posted by Cressey Sports Performance (@cresseysportsperformance) on

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Strength and Conditioning Stuff You Should Read: 10/31/16

Happy Halloween! I hope everyone had a great weekend. Personally, while I'm really enjoying the World Series, I'm ready for these late-night playoff games to end so that I can get back to getting to bed early!

Anyway, here's a little recommended strength and conditioning reading to kick off your week:

Meal Plans Usually Suck; Here Are 6 Better Ways to Transform Your Diet - I absolutely LOVE this article from Brian St. Pierre. It's a game-changer when individuals understand nutrition principles rather than just becoming slave to pre-made meal plans. 

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10 Commandments of Injury Prevention - Dr. John Rusin did a good job with this article for T-Nation. There are a lot of things you probably already know - but they deserve reiteration!  

Why We Don't List Our Prices on the Internet - My business partner, Pete Dupuis, thoroughly outlines why you won't find our fees on CresseySportsPerformance.com.

Top Tweet of the Week:

Top Instagram Post of the Week:

 

He's pretty good.

A photo posted by Cressey Sports Performance (@cresseysportsperformance) on

 

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Strength and Conditioning Stuff You Should Read: 9/10/16

It's been a hectic week in South Florida with Hurricane Matthew preparations on top of the baseball off-season, but we lucked out as the storm moved past us in Jupiter before coming ashore further North. Hopefully all our readers in Florida, Georgia, and the Carolinas are safe and sound! 

That said, here's a little content to get the week going:

Elevation Training Masks: An Analysis - I've been meaning to write a similar post up for a long time, but suffice it to say that I never got around to it. Luckily, Doug Kechijian made it happen and did a great job. Elevation masks are a waste of time and money - and have potentially negative side effects.

Gym Owner Musings: Installment 2 - My business partner, Pete Dupuis, discusses a few of the lessons we've learned in running Cressey Sports Performance for the past 9+ years. I think point #3 on early-stage "learning by doing."

The Ideal Business Podcast with John Berardi - Dr. John Berardi was been a great friend and mentor to me, and he shares some awesome business development wisdom in this podcast with Pat Rigsby. I thought the portion of the interview where he talks about the importance of saying "No" was particularly intriguing (and an area in which I need to improve!). 

Top Tweet of the Week:

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Strength and Conditioning Stuff You Should Read: 10/3/16

I just finished the 23-hour drive down to Jupiter, Florida from Massachusetts, the Patriots lost yesterday, and I got crushed in Fantasy Football. In other words, you could say that it was a rough weekend - but I certainly won't. Why? Playoff baseball is kicking off this week, so things are looking awesome!  How awesome is this time of year? Speaking of awesome, here's some great reading from around the web from the past week:

Having an Approach to Having an Approach - In case you missed it, here's a guest post I wrote up for my business partner, Pete Dupuis.  First impressions really matter, and these are some strategies to make the most of them.

The Like Switch - I listened to this audiobook on my ride down to FL, and found it pretty interest. Dr. Jack Schafer is a retired FBI agent, and he discussed a lot of tactics he used in everything from befriending spies, to interrogating suspects, to reading people. As a coach, it made me realize that we can enhance our coaching and rapport-building efforts with some non-verbal adjustments. And, as a speaker, it gave me some ideas on how to "read" audiences. I'd definitely recommend it regardless of your line of work.

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The Physical Preparation Podcast with Chris Chase - I covered this on my drive as well; Mike Robertson interviewed Atlanta Hawks Athletic Performance Coach Chris Chase, and it was outstanding. This is a really good listen on both the off-season and in-season training side of things.

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Strength and Conditioning Stuff You Should Read: 9/12/16

Happy Monday! Well, at least it is for me. I'm pumped about the Patriots' season opening win on the road against the Cardinals last night! Let's keep the good vibes rolling with some recommended reading from around the 'Net over the past week:

3 Laws to Master Coaching Young Athletes - Cressey Sports Performance coach Nancy Newell does an awesome job with our CSP Foundations (7-12 year-old) class, and this blog shows why. The kids have a blast and learn a ton in large part due to her enthusiasm and fun approach to coaching. 

Performance Metrics in Professional Baseball Players Before and Surgical Treatment for Neurogenic Thoracic Outlet Syndrome - In light of the rise in TOS surgeries in professional baseball, I thought it'd be good to link to this recent publication from Dr. Robert Thompson's group in St. Louis. It's important to note that the case studies in question were performed between 2001 and 2014, and they've actually improved the surgery and rehab in the two years since then. I'd venture a guess that outcomes are even better now.

3 Tips for Transitioning Your Training Model to Semi-Private - When folks come to observe at one of the CSP facilities, invariably, they wind up asking the question, "How can I do this with my clientele?" In this blog, Pete Dupuis provides a thorough answer.

Elite Training Mentorship - Just a friendly reminder that the CSP staff uploads content to this resource every month, and the September update includes an awesome webinar, "Coaching, Cueing, and Performance," from Miguel Aragoncillo.  

Top Tweet of the Week:

 

Top Instagram Post of the Week

 

To think, this all started with a handful of HS baseball players during the summer of '07... #cspfamily #elitebaseball #CSPpitching

A photo posted by Cressey Sports Performance (@cresseysportsperformance) on

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Strength and Conditioning Stuff You Should Read: 8/22/16

I hope everyone had a great weekend.  We're busy hosting one of our Elite Baseball Mentorships, but here's a little recommended reading to get your Monday off to a good start nonetheless:

How Brain Signaling Drives What You Eat - In this excellent Precision Nutrition article, Brian St. Pierre discusses some of the factors governing why individuals may overeat.

8 Lessons from My First 600 Pound Deadlift - After a lot of hard work and patience, CSP coach Tony Bonvechio finally got his first 600-pound pull. Here are the lessons he learned along the way. 

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Fitness Tourism - Thinking of opening a gym? Before you do, be sure to get out and visit a few successful gyms first, writes my business partner, Pete Dupuis. 

Cressey Sports Performance Fall Seminar Registration - Just a friendly reminder that this Thursday, August 25, is the early-bird registration deadline for the 5th Annual CSP Fall Seminar at our Massachusetts location. Hope to see you there! 

Top Tweet of the Week:

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Strength and Conditioning Stuff You Should Read: 8/15/16

I hope everyone had a great weekend. Here's some recommended strength and conditioning material to kick off the new week:

Physical Preparation with Josh Bonhotal - Josh has been a friend for close to a decade now, and he's doing some great stuff with Purdue's men's basketball and diving teams. I noticed a lot of parallels to what we do with our up-and-coming baseball players from a long-term development standpoint. 

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Youth Strength and Conditioning Programs: Systems, Not Just Sets and Reps - With this week's $100 off sale on the International Youth Conditioning Association High School Strength and Conditioning Coach Certification, it seemed like a good time to "reincarnate" this one from the archives.

I Hired an Intern with an English Literature Degree and Zero Coaching Experience - and it was a Good Move - This post from my business partner, Pete Dupuis, discusses how there are some invaluable qualities that you just can't perceive on the typical fitness professional's resume.  

Top Tweets of the Week

One got more retweets, and the other got more favorites, so I figured I'd just include both:

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Top Instagram Post of the Week 

 

It's good to be home. #cresseytwins #cspfamily

A photo posted by Eric Cressey (@ericcressey) on

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