1. EachPod

99: Double Down On Your Gym's Identity

Author
Tim Lyons and Randy Angsten
Published
Tue 03 Mar 2020
Episode Link
https://built-to-grow.simplecast.com/episodes/99-double-down-on-your-gyms-identity-RCP670vk

In this episode, Tim and Randy will discuss the importance of a gym matching their brand identity to their avatar client, and how it contributes to growth. Brand identity is all about how a business owner wants to portray their business to their customers, and includes how one chooses their business name, the design of their logo, the colors and shapes or graphics they use, and the type of language they use (their “tone of voice”).

Brand identity is different to brand image, which is the result of brand identity efforts, that is, a successful brand identity translates into a positive brand image. The strongest brand identities are instantly recognizable, even to small children, and immediately convey a message about that business. The same applies even to gym businesses and Tim and Randy will refer to Andy Frisella’s concept of a business focusing on only 49% of a market which should comprise of the potential clientele that can believe in the business’ products and services, be willing to spend their money on them, and stay loyal for the long haul.

Every gym owner must understand that and apply it in their gym, and for existing gyms, the best place to start would be to look into the clients who spend the most money with them and those who stay with them longer, and then use that data to figure out the kind of clients they should be targeting. That forms the basis for their brand identity, and Tim and Randy will discuss that more to give you the best actionable advice on how you can create the strongest brand identity for your gym. Stay tuned for more.

Key Takeaways:

  • Serving the 49% because they’re the ones that will stick with your business no matter what (02:47)
  • When you serve a niche consciously or subconsciously, you start to attract more of the same (09:28)
  • You shouldn't just jump into a business without understanding who you want to cater to (10:31)
  • The importance of looking at who is spending the most money with you and staying the longest (14:36)
  • Using the data about your avatar client to find other individuals that fit that criteria (17:09)
  • The niches for the riches (21:04)
  • It's not just about the service that you're offering, it's about other opportunities that come along (23:48)
  • Switching gears when the current service is not built on a solid foundation breeds failure (24:32)
  • Challenging your clients in your facility to share their results with the people in their lives (29:35)
  • The power of being all in on your identity (34:08)

Additional Resources:

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If you are interested in a free audit for your gym, visit http://bit.ly/free_gym_audit

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You can find out more about Tim and the strategies covered in this episode by checking out our website.

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Would you rather watch the video version instead?

Head over to our YouTube channel to watch this episode by going here

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If you don’t already have my book, get your copy FREE here.

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Connect with Randy:

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