This is a book that as a gym owner you are going to resonate with. If you are not a gym or a business owner, you will probably not value or enjoy this. 

Part of the value tied into Hormozi’s writing is how he paints a really accurate picture of the struggles of owning a business. Primarily how hard it is to generate new business combined with the realization running a business takes you away more than you can realize from the things you love. There are some things I disagree with, such as it does not matter the program you do or the product you have, but the message is from a place where you have problems and I can empathize with you. 

Let’s start with the primary problem that we are strapped pretty thin as a gym owner. Trying to have a good product, having staff that is competent and motivated, getting a list of things to do that is a million miles long that you have no idea where to start, and above all else getting customers then keeping them. Add to that, fitness is a highly competitive industry. Hormozi’s best attribute as an author is giving a really good perspective on how to manage these aspects of the business. 

I can tell you as a highly skilled coach and someone that prides themselves on my knowledge of of S&C, you can build a certain level of bravado with everything you do. That confidence is why I took the risk of opening a business. But there is a fine line between confidence and arrogance. If you approach sales and run your business with the mentality that everyone should expect to buy what you do based on your knowledge and skill is a mistake as a business owner. Sales is hard, as hard as anything you will do in this industry.  They should appreciate how you do your job and your dedication to their results, but that is not the reason they will buy something from you. You have to give them a compelling reason and that is the essence of sales. Giving them perspective value and then delivering on that value is where a business can actually make traction financially.  

You are running a business and no longer a coach, Hormozi does a great job spelling that out to you. He gives you a really clear system to generate new business and create new revenue. Your job is to make money, not to stick to your preconceived notion of what your philosophy is or relying on your resume to attract customers. Writing a copy to attract customers is different from writing a blog talking to your peers. Doing a post that you want to validate from other strength coaches may not resonate with someone looking for a new gym. You have to have a plan to attract people outside your network. Having a sales script is different from explaining a program that is very nuanced to an athlete or coach. You have to evolve as a business owner. 

I did take exception to saying that you can simply do whatever in terms of a program and completely focus on your sales and new business. I believe you can have a business that understands how important generating new business matters, but that does not have to come at the expense of having a great product. Having a safe and effective program matters. Your value to customers is not how interesting or engaging you are, you do have a responsibility to support them through great programming and coaching. There is a difference between being a professional and a sales person. If you understand consequences from bad programming you have a moral responsibility to do the right thing. But doing the right thing does not have to be an unsuccessful business . 

Bottom line is you are probably not as skilled or coached up on how to create a business from nothing. That’s ok, this resource will help. I read this book after owning my first business for 7 years and second for 2 years. I have been successful thus far, but that does not mean I have it mastered.. As much as we need to expand ourselves as coaches, we need to as business owners. We are entrepreneurs if we own a business. Your ability to sell yourself is as much as how good you are as it is convincing someone you are good.