I believe business is changing and the focus will be on people and not just profit. You’ve probably been visited by the nagging little voice in your head that says “Is this it? Is this what being in business is about? Running in circles, slamming my head against a wall trying to get leads, feeling gross and sleazy when it comes to selling, being beaten down by technology and losing money hand-over-fist? If so, this sucks.”
So many fitness business owners feel the same way. I know I did.
When I first started my business I remember buying a bunch of courses and signing up for countless newsletters promising the latest tips and tactics to grow my business. But each course or newsletter was the same… a total let down. Each expert was more interested in up-selling me rather than giving me value for what I already paid for.
It took me thousands and thousands of dollars and countless hours to figure this out… most “experts” don’t know what in the hell they’re talking about.
It took me years of trial and error to figure out a system that actually worked for me. One that connected me to my clients, one that automatically generated referrals, one that made selling feel… well… nice. It never felt sleazy. It never felt gross. It felt totally natural – like having a conversation with a friend over a coffee.
In fact, it was fun to connect with people and naturally make a sale.
I believe that business is simple once you have a general blueprint of what works and what doesn’t. But the tragic story for most of us is this…
Being in Business Is Tough…
I know many fitness business owners that have hired marketing firms or business consultants and have paid thousands and thousands of dollars for little to no result. In fact, I personally know 3 business owners that won “Small Business Owner of the Year” awards and promptly went bankrupt the following year.
I know hundreds of fitness entrepreneurs that have spent thousands of dollars on Do-It-Yourself courses only to quit halfway through or complete the course with no real tangible results. They move from one “How To” course to the next shelling out cold hard cash in exchange for the hope that this course or this expert will finally help them to grow their business.
And quite possibly the saddest group for me to talk about is those that started their own business and didn’t seek any guidance at all.
These people were just as passionate as you and I. They were just as intelligent and just as deserving. They simply didn’t understand that to grow a business requires much more than grit and determination. It requires resources, accountability, support, and systems.
Don’t me wrong… there are always exceptions to the rule. I’m sure there are a few wealthy entrepreneurs who figured it out all on their own, but personally I never wanted to make such a HUGE risk.
Let me ask you a question…
What’s your personal track record when it comes to generating an idea (could be a new business idea or a new marketing idea) and then seeing it through to absolute completion? What is your track record for being efficient and consistent?
Most of us struggle. Me included. The reality is for most of us we’re not an uber-geek sitting in our basement for 14 hours a day pounding out the next big technological advancement. We’re spouses, parents, siblings and friends. We have a full life filled with appointments and errands and holidays.
We’re active. We enjoy being outside and spending time with our loved ones, and we know how important it is to take care of ourselves.
Knowing how full our lives are and how busy we are… I am always amazed when business owners take the most difficult trail up the mountain. That’s my metaphor for growing a business.
Why take the hardest route? Why take the chance? Why not reach out and get support?
Maybe it’s because…
… People Do Things on Their Own All the Time.
They study for the SATs, they do home improvement projects, their manage their finances… but lets get really real… starting and growing a fitness business is tough and doing it alone is very risky.
It requires a lot of money, a lot of time, and a lot of energy.
The money to start or grow a business is taken from your retirement plan or your kids college fund. Maybe it’s taken from the family vacation fund… or maybe it’s simply borrowed funds from your parents that you hope to be able to repay some day.
The time it takes to master a business is sucked away from family dinners or date nights with your spouse. Your waking (and sometimes non-waking hours) are spent thinking about your business and all that you need to do. Believe me your family and friends notice that your time is limited and your attention is elsewhere.
Your energy is zapped. It takes a huge toll on you physically to pour everything you have into this business. You worry about it. How will you pay yourself? Will you ever be able to hire staff? Will you ever be profitable? How can you bust through and reach the next level? Why is no one buying from you?
You could hunker down, develop schedules, develop workflow systems, create a SWOT analysis, read marketing theory books, scour websites for hours a day reading about this amazing system and emails from that copywriting guru….
Why waste your precious time doing all of these things that ultimately you’re not even sure if you’re understanding them and even if you do you are totally confused about to apply them to your actual business.
Application really is key. Otherwise you’re wasting time, money and energy.
I get it. I get the overwhelm. I get the frustration. I get the mind-reeling chaos of “should I do this or should I do that?”
I get it because I’ve been in your shoes. I’ve been at the exact place you are in right now.
I was tired of researching and learning new marketing methods and sales tactics… when in reality I knew I wasn’t implementing a damn thing I learned the proper way. Don’t get me wrong. I tried to apply them but I was never really sure if I mapped the concept onto my business properly.
It wasn’t because I was stupid or lazy. In fact, if you ask my family and friends they’ll tell you that I am one of the smartest and most driven people they know. I won’t argue with them 🙂
In the end, I was able to launch and grow several successful businesses (more on that below) and help hundreds and hundreds of clients around the world grow their business using tried and true business methods.
I’ve had the honor of being published in esteemed placed like The Huffington Post, USA Today, WebMD, and Women’s World magazine. I’ve been honored to write a column for the SBDC (Small Business Development Center). I’ve had these privileges because what I learned along the way is absolutely game changing.
From my vast experience I can save you years of frustration and tens of thousands of dollars… and help you build the business you’ve been dreaming about by using a resource you already have – YOUR WEBSITE.
I can show you what to do and more importantly… what not to do… in order to get more leads and sales. We’ll do this in a natural way. A friendly way. Not in some sleazy sales tactic way.
No one likes that. Not me. Not you. And definitely not the possible new client sitting in front of you listening to you go on and on about your amazing gym and why they should “JOIN NOW before the special ends OR ELSE!”
We’re not going to talk about hyped up and black-hat traffic secrets or PPC tactics.
We are going to talk about being real. Being human.
We’re going to talk about setting up your website so it has all the info that a prospect is looking for. We’re going to talk about writing in a way that connects to your readers. We’re going to talk about building a relationship with people.
These are the things that matter. These are the things that make a difference. These are the things that “build a world” that people want to join. These are the things that grow your business.
And it all starts with a proper website.
A LITTLE ABOUT ME…
My name is Lynn Coffey and my beginnings are quite humble (and interesting). My family was solidly lower income. My grandmother literally grew up inside of a tent with her 11 siblings (it was a used army tent). She moved up in the world when she (and my grandfather) moved into a 1969 trailer – to which she lived in until she died in 2008. Here’s a current picture of their house.
The roof was literally falling in over her bed. You could see the old insulation literally coming through the roof – and it was filled with mold. To make matters worse, the floor under the bed was rotted out and the bed was starting to fall through.
No one in my family went to college, but they were solid workers. They believed in working hard to earn a decent living. Too bad they never really had enough money or freedom to really enjoy life. They were too busy working and just scraping by. My grandmother passed away having a list of regrets and “should have’s.”
My mom had me when she was just 16 years old. My dad was just 17. They were married 2 years later (photo on the right). They look so young and innocent!
A few years after their marriage they split up and ended up divorcing. It was definitely for the best.
My mom and I lived mostly in section 8 housing or trailer parks. Over my childhood years I saw a lot of wild and crazy things.
I’ve been shot at twice. I’ve seen people using drugs, over-dosing on drugs, and dealing drugs. I’ve also seen countless arrests being made for all sorts of things (robbery, domestic disputes, suicide-watch, molestation/rape…). I’ve even had to go into hiding with my family for a week to escape my mom’s lunatic ex-boyfriend.
And by the time I was 20, I had moved 26 times. That’s an average of moving more than once a year.
I have oh so many stories…
Despite all of this, I was a great student and excellent athlete (basketball was my thing!). I won “Student of the Month” awards, was a Student Council representative, volunteered with a local non-profit and much more.
Near the end of 10th grade I decided to pull myself out of public high school and start homeschooling myself. This allowed me to get a full-time job and help my family pay bills.
I decided not to go to college. I knew deep down I wanted to be my own boss and I was scared to death of going into college loan debt. For me at that time… I viewed any debt as a bad thing. And looking back, I had no one around to help me look into scholarships or grants.
I just felt in my gut that if I went to college I could kiss my dreams of running my own business good bye.
So I worked full-time from the age of 16 or 17 until I was 22. I was a barista, a house cleaner, a hotel maid, a waitress, and even a tye-dyer (yes, it’s a real thing!) at a tye-dye manufacturer. I worked as a gym manager, certified personal trainer, and yoga instructor. I know the in’s and out’s of running a fitness center as well as what it takes to run a group exercise class and keep personal training clients happy.
And I can assure you that almost every single day I dreamed about owning my own business – one that would allow me to be my own boss, set my own schedule, and earn a nice living. I wasn’t looking to make a billion dollars. I just wanted to earn a nice living doing what I loved – helping people.
So at the Age of 22 I Took a Leap of Faith and Quit My Job.
You may be thinking, “Oh, how easy for a 22 year old to start her business! She had no kids, no mortgage, and no spouse!” but remember that I had bills, debt and I was a very large financial resource for my family.
And for me… I was leaving behind the world and advice that I was told my whole life: Get a job, keep the job and eventually you’ll work your way up and earn more money. It was very scary and very real for me.
I worked out of a spare bedroom in my mom’s double-wide trailer and “launched” my first business – a website about strength training for women.
Months and months passed by and I was regularly working 12 – 14 hours a day, 6-7 days a week. Literally. There is no exaggeration there.
I wasn’t seeing much result. I had made some money, but not nearly enough. Suddenly my goal of working from home and setting my own schedule seemed like a distant dream that was fading more with each passing week.
I was working way more hours for far less money – this wasn’t quite what I had in mind.
My friends would ask me, “Oh, hows your new business going?” and with half-hearted smile I would look at them and say “Yeah, it’s coming along.” The half-smile and vague answer didn’t fool anyone.
And so for about a year I had been talking about this start-up business but I didn’t know how to crack the code and actually succeed.
Over the years I spent $20,000+ on business courses and classes and I got some good stuff from it – I’m not gonna lie. I met other business owners, I got a few good tips and tricks, I learned about different companies that could help me with payment processing and customer management. When I was 22 I even started a mastermind for other women entrepreneurs (it ended up being a gab session with lots of desserts).
But after each course and each business building conference I looked back and said “That was interesting, but was it worth the conference ticket, flight and hotel cost to get here?” My issue was the information was too broad. I had trouble applying it to my actual business and then connecting all of the dots.
So yes, I knew some companies that could help me with email automation. And I knew of some companies that could process my credit cards. And I learned about a handful of specific marketing tactics…
… but how in the hell was I supposed to fit all of these programs and systems and tactics together to actually create a damn business that made a profit?!
I Knew There Had to Be a Smarter Approach
I knew that if I didn’t change something soon I would continue down the rabbit hole of information overload. I had to stop researching. I had to stop reading all of the newsletters that were veiled attempts to pitch me on this product or that service.
What I really needed was a clear, focused and methodical system that I could actually apply to my business. And so I reached out and found some amazing coaches and mentors that helped me do just that.
Yes, the courses are nice and they made me feel like I was doing something productive. The “gurus” are great at building a business around selling you the dream with no actual tips or advice on how to actually achieve the dream for yourself.
Ask yourself this the next time you start to follow an “expert” – have they successfully built a business outside of selling you coaching products or services?
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Did you know most of these business coaches are struggling big time?
Did you know they literally go out and get photos taken in front of boats that aren’t theirs and in front of luxury cars that they’ve literally rented for a half-day. They try to sell you the dream by using pretty websites, fake testimonials they got from other struggling coaches (“I’ll do a testimonial for you if you do one for me” crap).
I could literally rant and rave about this for hours…
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But for me, what made all the difference was real, un-sexy, business advice and support.
And I’m not talking dusty ‘ol corporate crap. I’m talking about a common sense approach to business.
Once I learned this smarter, time-tested approach I quickly decided to pursue a second business. This second business was building websites and doing SEO work for fitness business owners. I wanted to teach others what was now second nature to me: build a world (both in the real-world and virtually) that people want to join, be a part of, and bring their friends along!
This business was nothing like my first “starter” business. This one grew quickly. My rapid growth and new knowledge about what it really takes to succeed opened the flood gates to amazing opportunities. Note: I built two successful businesses that didn’t involve selling you the dream of flashy airplanes, a yacht, and a Rolls Royce.
I was invited to guest speak at business building conferences around the world. I was interviewed by the SBDC (Small Business Development Council) and asked to become a regular contributor to their newsletter. I became an instructor teaching others how to build their own businesses with an emphasis on utilizing the website to drive progress.
And most importantly I had a steady-stream of new clients coming in mostly from referrals. What a wonderful testament of my services and client support.
All of this success also had a dramatic impact on my personal life. I became debt-free. I bought my own house (mortgage free). I paid cash for my car (I’m not posh or fancy – it was just a Prius V). I traveled for pleasure all the time. Italy, France, Ireland, Turkey, Jamaica, Honduras, Hawaii, Alaska, Belize… you name it… I’ve probably been there.
Thankfully I figured out what works and what doesn’t work pretty early on. Most people spend years floundering and trying to piece together tools and systems. It’s not because they’re stupid or lazy… they just haven’t found the right coach or system yet.
Did you know that about 50% of new businesses fail within 5 years and only about a third survive to 10 years? (- Source: U.S. Bureau of Labor Statistics, BED)
I am immensely grateful to my coaches and mentors that passed down their experiences and sound business building advice to me. It has changed my life in so many ways.
Unfortunately I don’t know many people from my childhood that have broken the cycle. I’m so glad I learned a few key life and business lessons. It’s been a serious game-changer for me.
Will You Let Me Help You?
I wanted to pass along what my coaches and mentors taught me.
I wanted to offer a single place for aspiring and established fitness business owners to come and learn from someone who understands their journey – someone who has been there, done that and succeeded.
I wanted to offer support because building a business can be really lonely and isolating. I also know how hard it is to run a business when you have a spouse, kids, pets and friends. The balance of adult life and growing a business is very tricky and can quickly cause problems.
I wanted to offer a clear and simple website solution that was easy-to-use and removed all the tech headaches that stop us from building the business we’re dreaming of. I wanted people to actually USE THEIR WEBSITE as part of their marketing – after all it is literally the cheapest marketing tool you’ll ever, ever, ever have.
I wanted to limit that annoying “distracted” feeling we’ve all faced. It’s common to start running errands or doing the laundry when you aren’t sure what to focus on in your business. At least you’re being productive, right?
I spent years crafting my unique approach to growing a business using a website. I took everything I learned and simplified it down. And what you’re looking at now, this website, is the culmination of it all.
I invite you to join my journey and get solid advice on issues that you’re dealing with right this very moment.
Yes, you can absolutely learn to build a website on your own and then learn how to use that within your marketing plan. You can research e-commerce solutions, you can investigate hosting plans and server space needs, you can learn JV tactics and sales funnel lead gen strategies… this is all true.
But Everything Has a Cost.
It could be a time cost, a money cost, an energy cost or a combination of all 3.
One question I ask myself when making a decision is this: will taking this next step affect me negatively or positively?
If I do not take this next step, where will I be in 1 week from now? What about a month from now? What about a year from now?
Let me share with you my experience, my knowledge, my tactics, and my systems so that you can stop feeling overwhelmed, so you can stop feeling like you’re running 100mph on 3 different hamster wheels and finally learn to feel at ease with your website and finally understand how to use it to grow your business.
I’m Asking You to Make This Decision Right Now:
Would You Like to Receive My Email Newsletter?
This isn’t your normal boring newsletter. I share bite-sized business lessons that you can actually use to grow your business in a natural way. I share tactics and strategies and even some fun personal stories that let you peek into my life and my journey in starting and growing my business.
It’s totally free and each you’ll get an entertaining and helpful nugget that helps you stay focused and stay on track.
You can easily unsubscribe at anytime if you feel like you’re not getting real, usable, action-oriented tips that you can easily apply to your business.
It will save you time, money and energy. Think of it as free business coaching from an experienced mentor.
You can start or grow a business AND feel totally fulfilled on a personal level. Get rid of all the noise and focus on resources that move you forward in a clear, calm and methodical way.
Looking forward to getting to know you more.