Is there really a secret formula for growing your online
business? Let’s dive in.
Let’s take a look.
Coming up on the Entrap podcast, do you want to create, market
or scale your online fitness business?
My name is Sean Garner, and here we give real fit pros to
tips, tools and strategies they need succeed online.
Welcome to the Entrap Podcast.
What is up, guys?
And welcome back to the Entropy Podcast.
If this is your first time, thanks so much for hanging out
It’s all about helping the real fitness professional to create,
market and scale their online fitness business.
And today I want to talk to you about the secret formula.
See, growing your online fitness business.
Now, this actually comes from one of my mentors.
I’ve had the honor and privilege of learning from Mr.
I’ve talked about this book a lot.
If you guys have never read this book, dot com Secrets, it
I recommend just buying the whole dot com trilogy, tons of
really great information.
And there in those books.
And in the very first part of dot com Secrets, Russell kind
of over frames what he calls the secret formula for growing
your online business.
And in this context, obviously, your online fitness business.
So what I wanted to do is walk you guys through this and
help put this into context for the fitness professional online.
I’ve seen so many people to wear fitness professionals.
I should say where they’re going through something they’ll
read something like, but that doesn’t apply to me that would
never work in fitness.
And I think it’s just because they don’t understand how to
make those things work and apply towards their industry.
So here’s the secret formula.
He has four parts of this secret formula to succeed online.
And number one.
And there are four questions that you have to ask yourself
and you should be able to answer number one, who is your
100% believe this because this is what I teach as one of
the very first steps of my coaching program is you got to
build a community because you cannot try to be all things
to all people online.
You’re not going to stand out.
If you think about the people that you follow and you buy
things from online, they’re probably niche experts within
a target market.
That’s what you have to be if you want to stand online and
so many fitness professional struggle with this because they’re
like, I work with all kinds of clients and I help all these
people. That’s awesome.
And I’m a big believer that you should have those skills,
gifts and abilities to work with all those clients.
But if you really could just work with one person, who would
That’s what you really have to find out.
If you want to succeed online, you can fight me on this one
all you want.
But I personally and I worked with hundreds personally do
not know of anybody that is truly successful online.
That is all things to all people.
They’re known for something, and that’s what’s made them
successful. And you don’t realize this, or maybe you do.
But this is what happened with your in person business as
well. It was just kind of forced to point you instead of
you being intentional about it.
So you had a dream customer or a target market you were working
with. They were people that live so many miles from the gym
that we’re looking for the type and style of gym that you
And we’re interested in either your group fitness style of
glass or a personal trainer.
And then they happen to click with you during your assessment
and they bought a session from you.
You still had a target market because even if you step back
and you really break your clients down, most likely there’s
more similarities to them than what you actually realize.
And with determining your dream client, a quick overview
I always tell people is two questions to ask yourself to
kind of help niche this down for you is number one, who is
the client you love training most, like when you train them
and you energize you’re full of life.
And you could train this person all day, every day.
What about that person?
Do you like and start kind of breaking that down and thinking
And the second one is what is the result or goal that you
love working with?
Like, you know, when a client comes to you and they say,
oh, man, I want to run my first five K or man, I’ve got £50
I need to lose or I’m really looking to increase my strength.
Or, man, I’ve never done barbell training before.
I love to learn that who’s the person when you’re like, yes,
you get pumped up because you know, that that goal.
You crush it every single time once, you know those two things
that I have found really kind of helps to narrow down, at
least in your mind, the type of character that you want to
work with, and then the goal or the niche that you want to
provide for them.
So that’s number one is you got to know for the secret formula,
who is your dream client?
The second one is, where are they at online and in person.
So once you know who you’re working with, guys, there is
somebody out there you have not discovered some super ultra
Somebody out there has already been gathering together your
dream customers online.
For me, for example, whenever I was going through and doing
Project Dad Bod, the majority of my men that I was working
with followed and liked Men’s Health.
So Men’s Health had already gathered those people together.
They were commenting on their Instagram post.
They were commenting on their Facebook post.
They were reading their emails and stuff.
So once you can know who you’re working with, and it’s really
easy to find them out online.
Because if I told you that, let’s say your dream customer
is stay at home.
Runners, man, I can think of a bunch of places.
I guarantee you there’s Facebook groups and communities,
there’s blogs, there’s newsletters, there’s podcasts that
have already attracted those type of people.
Once you know who you’re working with, well, then you just
easily and that easily.
You do do some digging sometimes, especially if it’s like,
super nice to stuff.
But you start digging on line.
So you know what you’re looking for.
Put yourself in that person’s perspective.
What are they, Googling?
What are they searching?
Where are they searching?
What platforms are they on?
And that’s where you should be investing your time, effort
and resources to go build relationship with those people.
So once you know who you’re working with, number two is where
they at online, you start digging it.
And that applies to in person businesses, too.
Like if you’ve got a facility, all of this stuff still applies.
You got to know who you’re looking for.
And then where are they at?
Are they again working with runners?
Go to a local run store, look at local five K races, different
Triathlon groups that are probably meeting in your area.
There’s probably run communities and stuff like that.
Find those places, go get plugged in, offer free services
Maybe you go out there and do the warm up before they’re
five tons of stuff you can do.
Whenever you know who you’re working with, then it’s easy
to find out where they’re at.
Then once you know where they’re at number three for this
secret formula is what bait will you use to attract them
Now, listen, I don’t want that to sound like scammy, like
bait and switch.
That’s not what that means.
It’s using a fishing analogy.
So you know exactly who you’re looking for, right?
You know where they’re at?
Well, what bait are you going to use to bring them in?
So being an Oklahoma comfortable, right.
So you know what kind of fish you want to catch?
You know what pond you need to be fishing in?
What kind of lure or bait do you need to use to real that
type of fish in?
So, again, this is where we think about things like lead
generation on your social media content.
This could be like a free workshop that you do each month.
This could be some type of free guide that you put together
some type of resource that you can use videos and content
that you create that you can put in that pond when you know
where these people are.
That’s a kind of content you should be creating.
This is what I tell people with the online stuff.
Like when you know where your people are at, that’s the platform
you should be spending your time on people fit pros are always
asking, like, well, should I be on Instagram Tik Tok YouTube?
But you should be where your people are.
If I was doing Project dad bud, right now, I know that most
likely they’re not spending a ton of time on TikTok right
If they’re 45 year old men, maybe they’re it’s kind of creepy,
but they’re not hitting that much time on TikTok.
So you got to know where your audience is at.
So then you can put that bait out there to bring them into
And then the very fourth thing, guys, is what’s the unique
result that you can create for them?
So you know who you want to work with, right?
You know, again, going back to the fishing analogy, you know
what kind of fish you want to catch, you know what pond to
go to, you know what lure to use to bring them in?
Well, what’s the unique recipe that you’re going to use once
you get that fish?
So what is the unique result that you can create for them?
So again, talk about this in previous episodes, people are
not looking for fitness and nutrition programs.
They’re looking for the result to a problem that they have.
They’re not buying like, oh, I really want to join Sean’s
No, no, man, I really see that Sean helps Dads get their
confidence back, to have more energy with their kids and
to be intimate again with their wives because they feel comfortable
with their shirt off.
That’s what they’re looking for.
They’re not looking for.
Oh, that Sean teaches a better squat than anyone else.
No, that’s not what it guys, guys, they’re looking for a
result to the problem, a quote that I love again.
I believe this actually comes from muscle Bruns.
And also there is somebody that is crying themselves to sleep
each night dealing with a problem that you have the solution
to. And it is our job as fitness professionals to give those
solutions to the people that we feel called to serve.
So, guys, this is a great overview of just kind of what Russell
talks about in dot com secrets.
Big fan of this book.
Tons of good information in there just to kind of help get
the brainstorm and sessions going, because I definitely believe
that it’s time for the real Fit pros to take back the online
So hopefully this simple framework right here gets the ball
rolling, gets you kind of brainstorm on some ideas of how
you can serve the people online that you feel called to serve.
So, guys, thank you so much.
If you are interested in joining our coaching program, and
you are a real fitness professional that wants to create,
market and scale online, love the opportunity to speak with
you. Go to Entrap coaching.
Com and you get your first week in our coaching program for
just one dollars.
I want to make sure it’s a right fit for you and that it
Because if it doesn’t add value, I don’t want you to pay
So, guys, thank you so much for listening to this episode.
Adds value share with your benefit pro friend.
So we can take the help.
The real fit pros take the online space back.
So love you guys.
Have an awesome day and we’ll talk soon.