TC 022: Jeff Sherman – From Personal Trainer to Successful Fitness Marketer

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Interview with Jeff Sherman

Sweeney: Hey guys! Sweeney here and welcome to another episode of the TriggerCast. Today’s going to be interesting TriggerCast. A little bit different I would say from our normal ones because we have on Jeff Sherman from Fitness Marketer. Now his background as you can guess by Fitness Marketer is he started out and still has one of his own gym. He’s gone from having his own gym to doing digital products online. He’s done physical products. He even has his own software SaaS product. Jeff thanks for jumping on with us today.

 

Jeff: Thanks for having me.

 

Sweeney: I would say to get us started, to get the big overview to everyone like I said he does consultations. He’s getting more to the physical product space and he also has his own software SaaS. Like most of the fitness guys I would say, how did you start out?

 

Jeff: I start off with this one on one personal training studio. I don’t really know much about business or marketing at that time. I just consult and I created a job for myself. I’m not really on actual business because the more clients I got, the less free time I had and so on. I went from the one on one model to small group, leverage my time and train 1 on 2 up to 1 on 4 people. About 2007-2008, I started leveraging more but boot camps or a large trainings so I can leverage my time even more. I started creating systems to that business and automating it and hiring trainers. Then I met my first mentor/business coach and join his first mastermind and created my first digital product. It was soccer conditioning program which is called Soccer Fitness Formula. At that time I was playing soccer and some of the girls on my team were already 1 on 1 client. They already had testimonials and stuff. It’s an easy fit. It’s just not the right fit for me. After I launch and made decent money off of it, I ended up just leaving that on my shelf and taking those skills I learned and apply it to my offline business. When you apply the online skills that you have to a local business, nobody else is doing that stuff so it makes easy to scale it and grow. It grew pretty fast. I had to start building out systems and aftershocks to that business so it wouldn’t fall apart. When I start doing that, other trainers start asking what I was doing because they saw the success that I was having. I ended up creating an online workshop for trainers that should have automated their boot camps. It was called Boot Camp Underground. I did that with a friend of mine Justin and that was my second online venture. That did really well on that launch. From there, I started getting coaching clients and still grow my offline business. My offline business was getting to the point where we had 200 members getting full time job from my assistant. I created a software that I need to myself. After I did that, I ended up launching it to other trainers and that’s how I got into the software business. My latest venture would the trainaggressive.com with my buddy Travis-Stoetzel. It was making that more of a publishing model and competitive/cross fit niche from digital products. Now we’re starting to do some physical products as well.

 

Sweeney: I want to take a step back here. One of the things you’ve mentioned when you take those online skills to an offline business, it’s easy to blow it out. I’m curious, is there a few particular things that you do with the fit body boot camp that have really set it apart. I noticed looking on the main site, when someone clicks to check it out you have step 1, step 2, step 3, step 4 and that really gave me more of online marketer fills. I’m curious if there are little things like that.

 

Jeff: If you look at the other local gym website, they probably don’t even have an opt in. They probably just have bunch of information that’s not clear what actually they want you to take when you’re on the site. Just putting a direct response website on a local business and light-years to have everybody else. Local SEO is much easier than trying to do it across the board. At one point, I have 7 listings. My phone would ring 2 or 3 times in a row. Anything that you do online, take it locally. It just makes a lot easier. It’s like kill them with a flamethrower.

 

Sweeney: With the direct response side of things, I’m also curious. Is there anything out in particular you do to drive traffic? I know Facebook Ads tend to be popular in the fitness industry. Was it Facebook Ads? Was it just having your local SEO set up well and getting good reviews?

 

Jeff: Yes, it’s a little bit of everything. Obviously everyday Facebook Ads. I actually took like the online affiliate model into local businesses. I have local gymnastics center. I have to mail out to their email list like a 14 day fat fitness program for $47. I give them 100% of that money. They could use it towards their kids equipment, competition, uniform or whatever they wanted. Parents would much rather pay me $47 or pay them $47 for 2 weeks of boot camp with their kid. They are more than happy to email out for me. I had a hair salon do that for me, massage therapist and other businesses that had the same clients as me.

 

Sweeney: I got to say it was ingenious. Of local online affiliate model that’s very interesting and that’s a smart play. I know when I used to play football. It’s a nice way that play off to like you’re doing it for your kid and you also get to come work out this little bit away. I’m guessing you retain to these models.

 

Jeff: Yes for sure.

 

Sweeney: Is there any particular tricks that you use as far as retention of clients or converting someone from a trial into sticking?

 

Jeff: Yes, I use what’s called the non close-close. Say, they come in for that 2 week trial membership. Every time they try free membership, they get a free interesting consultation or sales consultation. We go over their goals and then at the end of the consultation we will note their options if they’re going to continue. Like the first 3 days so they have by a week and a half left, we let them know that they pick which program they wanted to be on if they were going to continue we give them half of their first month. If anytime between the ends of their 2 week trial they change their mind, it’s not for them they just email us. At the end of 2 weeks and they want to be a member, just keep coming in and we’ll process your membership at that point. We let them know the reason why we do that because people will be skeptical when they start doing that. I can spend more time whatever their goals and their diet and help them get the results on why they’re here. We also do a 30 day, 100% money back guarantee. If they forget to email us in and say they like it, their card will get charged and they have a full 30 days to ask for the money back if they want. Its total risk reversal and we get 9 out of 10 easily that do that.

 

Sweeney: You don’t get any objections as far as getting that card information?

 

Jeff: No, not at all. It’s a good deal. It’s 50% off on their first month. The biggest ones are like I have to go over my husband. What I tell them is it’s a one time offer so if you sign this, you get a copy of the contracts so you can show your husband and you have a week and a half to decide, is that enough time for you to make a decision? Yes. If they decide to let you join, we’ll be happy that you signed up because you can save half the money. It makes them feel stupid for not signing it.

 

Sweeney: I think the wording there too might be a little bit genius. If he decides to let you, it flips it or either runs this by my husband until like I can this decision.

 

Jeff: Yes, exactly!

 

Sweeney: Very smart. Is there anything else? I’m curious before we jump into more digital side? Is there anything else for the local business that you found success with or any other little hacks?

 

Jeff: I did a direct mail campaign locally. I created at home workout program DVD, using Kunaki. It’s easy to set that up. I got on local news stations like I’m getting all these leads. I’ve masked it behind a mission and allow it to DVD away for free plus shipping. It works and it’s a huge return on that campaign.

 

Sweeney: The plus shipping aspect, I’m assuming is to get their credit card information or customer information.

 

Jeff: Yes, we get their credit card information. What we would do is I have my assistant call them up, thank them for joining our mission, let them know the DVD is on the way. In the mean time while they’re waiting for their DVD, we want them to get a free boot camp, learn the exercise properly so when their DVD arrive, they can hit the ground running. When they come in, it goes to the same process, have a nutrition consultation, have them pre sign up.

 

Sweeney: I can only imagine how many leads that generated.

 

Jeff: Yes! When I said locally, it’s not almost not fair to other gyms, to other trainers because we’re getting like 5-8 new people a day, walking in the door. It’s almost too much for my team to handle.

 

Sweeney: It could be worse. My buddy who runs a gym recently start doing in between his cross fit classes , a boot camp class which has been really good for him to get people on the door because boot camp is a little intimidating like crossfit. If you’re older, you’re out of shape and you’re crossfit. When you hear boot camp, you’re like OK I can do a boot camp.

 

Jeff: Yup!

 

Sweeney: Alright. So moving forward, you went from the smaller training to the group training. Then I would say that would probably let into fitness marketer. It’s actually a blog site. They also offer the fitness business foundation, consultation and training.

 

Jeff: Yes, that’s my coaching/mastermind program. It has a software on there and small digital products that just funnels and get back to the clients and consulting. It picks them to each level. There’s a play off on my previous product, the Boot Camp Underground that I did 4 or 5 years ago.

 

Sweeney: You set that up so is it just every Tuesday? So it’s not 1 on 1 coaching. Is it more of a group coaching?

 

Jeff: It’s 1 on 1. They get a 30 minute phone call every other Tuesday and then unlimited email access. I give them all my resources and everything.

 

Sweeney: I have to say the sales page for that is quite slim? Is there a reason for that? Has just worth the offer? You just haven’t gotten around, creating some big fancy sales page.

 

Jeff: Since we’re in Ryan and Frank’s mastermind, he called to copy his work and I did. I just kept it.

 

Sweeney: That little 3 paragraph page? I did actually opt ins so that might be more behind that.

 

Jeff: That’s like a teaser page so I can get some lead gen as well. If they don’t take action on the next page then I can follow up. When they go to next page, it gives them more information, more sales. They go to $100 deposit. I know they show up on the call. After they pay the $100 deposit, it takes them to a survey, a little bit background about their business, what problems they have. After that it forwards to the account to schedule a call. The good thing about that is they fill out the survey because they can’t schedule the call without filling out the survey. They can’t get their money back without having the call. Once they pay, they will fill out the survey and schedule.

 

Sweeney: Have you always done the pay versus free?

 

Jeff: I have. I like the coaching but I used that really just to fund the rest of my project and stuff. I want to build like tangible assets that I can sell in the future and coaching is just a way to fund all that. With coaching and mastermind events, so I want to build more software, train aggressive and build that up to a big publishing media company and then eventually sell.

 

Sweeney: You want more businesses that you can as you said more assets. That makes a lot of sense. On coaching, you are the brand; you are of the business that you never necessarily sell that in a way.

 

Jeff: Correct!

 

Sweeney: The fitness game changer, does that lead into the fitness business foundation?

 

Jeff: It’s a laid in for the software. That’s another level of service that you can sell to Blue campers. For me, the way I position that because I’m not on the training anymore. I was reaching people on a broader level but not on a deeper level like I used to. I was doing one on one training. I want to take a small group of 10-20 people and walk them through a lot more strict program. It’s a 12 week program. We charge $50 a week but I was paid in full so $600 a pop. You get 20 people on there. So it’s $12,000 for your business without adding 1 new client. That was like the whole queue, how to add like $50,000 a year without adding a new client. Selling them another level of service.

 

Sweeney: Smart! Is there a reason why you keep it to 12? Keep that group mentality?

 

Jeff: I keep that like 20. It’s usually get about 10% of your members on a program like that. Just on the first time it grows up really fast because it’s exciting, it’s new. Everybody wants to be the first one to do it. Then if you do it right, each programs sells to next one because they’re putting their pictures in every Monday, like telling their story to everybody, telling everybody what their results are, showing their pictures on weekly basis on this whole thing. About 3-4 weeks from the end, they start teasing the next one and say there’s a waiting list and scarcity. By the time it’s ready to roll on to the next one.

 

Sweeney: With that part of the reason, the success of it. Is it just accountability aspect?

 

Jeff: Correct!  Its accountability and taking the bigger community and taking smaller community. A lot of people on those groups become closer friends and work out together. They work out together and do those out of the park where it’s like a conditioning stuff. Mainly the accountability, people just want to hold themselves to higher standard. They pay then take it more seriously, get better results. They’re willing to pay $5,000-$10,000 for liposuction because it has guaranteed results. This way we can literally guarantee results. They’re willing to pay for it and want that extra attention.
 
Sweeney: It makes sense. That’s the commitment and consistency aspect by paying more. I’m assuming you set up some sort of goal with them in that process.

 

Jeff: Yes, they got to lose at least 20 lbs or more for that program. The way I sell that is like talk them out of it and make it exclusive like it’s not for everybody. Tell them it’s an intensive process. You require to take some supplements. With the supplements that we would require them, we get  an extra $30 for profit  every single month. When you’re talking about people that are in the program they want to know and they go buy the supplements as well. It helps the supplement sales and everything else.

 

Sweeney: What supplements are those? I’m curious or is that a secret?

 

Jeff: The 3 that we recommend are green drink, protein and then fish or krill oil.

 

Sweeney: Gotcha! Solid fundamental. Now, fit clients. As you said, fit clients grew out of meeting to keep track of clients and get those results. I imagine just jumping into the software business, how was that process? How does that end up going and what did you also end up learning from it?

 

Jeff: I learned a lot actually and I got lucky. Just to give you a gist of what we’re doing before the software, one of the big thing with my boot camp is I want to set myself apart from everybody else. We guarantee results. We guarantee accountability. It’s not just a number and just buying workouts. The way that we do that is we have the weigh in, do body fat every single week. On Tuesday, my assistant would go through all of those. Write down people that didn’t weigh in, write down people that got bad result and then follow up with them on Wednesday. As you can see, with 30 people it’s not a big deal but with over 200 it starts to get over a week long job. I created a software to do that automatically. If the client doesn’t weigh in, they will be getting email. They weigh in and get a bad result, they get an email. Every Monday you get a report in your inbox as a trainer and every single person that you need to follow up with. They’ve already been followed up by email a week before. When I first started, I had the idea for it. I started asking around for recommendations or programmers. I got someone from the Ukraine, Pakistan, and India. I was really scared to take that jump. I don’t know what to do or anything like that. My business coach has a brother and he’s a designer and programmer. He already has some SaaS programs. He already has a great platform that would work from my idea. Within a profit share with his brother in law and turned out perfect. It’s a tedious process, don’t get me wrong but it was a lot easier I think for the outsourcing routes. They end up really well.

 

Sweeney: You did a profit share with the actual programmer or designer?

 

Jeff: He’s an employee of Culiacan Health with that company. That’s the only way that I can hire because he doesn’t allow to do freelance stuff. It’s a profit share with Culiacan Health.

 

Sweeney: So you left out a little bit there.

Jeff: Yes, a little bit. My second piece of software that I was creating, I did go the other route and it’s been a lot harder and we haven’t launched it yet.

 

Sweeney: Can you give us any information on that?

 

Jeff: That one is going to be called Fitcentives. It’s like incentivizing fitness. It’s an app for trainers. It’s also going to be a client management app as well. On the front end, it’s going to motivate the clients to use it because they can earn rewards, points and badges. It’s like a 4 square contest like first 15 workout this month get the free t-shirt or $5 Starbucks gift card. You can set up to people who can do contest like one time and they can’t do it multiple times. It’s like a new person, they want a new t-shirt, they can do work out. Once they done that, they won’t see that contest anymore. They can earn virtual rewards like a newbie badge as soon as they join. After 10 workouts, they get 10 workout badge or whatever and you can customize all that stuff. It’s pretty cool.

 

Sweeney: Does that come from a personal need or is that something that you thought would potentially work?

 

Jeff: Definitely a personal need because the biggest problem for us is we do a lot of memberships. We do like Groupon. We do like the 2-week program I was telling you about. We do 6 weeks, 21 days like all different time and commitments. Some are contents; some are different names for the programs. I guess it would be pretty tough to know when people’s problem are coming and trying to sell them.  If you don’t right into that initial appointment if they don’t return the call or whatever. When their 2 weeks is up, they just disappeared or sometimes I’ll keep coming in and then they need to join. I’m like, when did your membership end? Like 2 months ago. So, it’s like a pain to manage to those people. With their first time, they check in with the software they’re tagged as a guest. The trainer can change that to active member ongoing or active member with the expiration date. Or they can tag them as a trial member with an expiration date. Every time they check in, it will check in as an active trial member but also give them their expiration date so they will know when the membership isn’t valid anymore. It will notify the trainer and will come up like red. That was the main point- a way to manage all the trial members. Also, just managing memberships and also giving you good data like how many guests you have that month and how many of those who turned into trial members and how many of those who turned into active members after that. It gives some good data on the backend for that. It will tell you exactly who and how many people need each one of your sessions so you will know the demographics, how many people are in there, how many women. You’ll know if you wanted to add new classes or take away some sessions. You would know the best ones to do that.

 

Sweeney: Gotcha! Is that going to be a mobile app?

 

Jeff: It’s both. It’s a web application and mobile app as well.

Sweeney: I’m curious from the business side of things with Fit clients. What if you seen as far as your own retention rates and trying to acquire users or some lessons you’ve learned?

 

Jeff: The lessons that I’ve learned is that definitely need to have a good education process for the new people using it. I’m pretty much holding their hand, walking them through it, teach them how to get the most out of it and how I use it to my business. If they don’t understand they get confused then they’re going to quit. That software is part of the simplest software ever. I can just get in there and started using it. In the beginning, the accretion rate is pretty high because I didn’t realize that people were leaving. It doesn’t do as much I thought it did. It doesn’t track the performance which we are going to add in the future. Or they missed the whole point that the whole idea is to save new time following up, not just to track weight and body fat. There are millions apps that track weight and body fat but none of them interact the clients for you. I’m trying to explain that part of it. There are pretty ones out there that they could use.

 

Sweeney: You froze there for a second but now you’re back. It sounds like the unique selling proposition and it’s trying to convince them and get them on board with that and have them educated enough so they can actually use it.

 

Jeff: Correct! Then this video making, I had a whole tutorial section like explaining what they should do, step 1, 2, 3, 4 but having actual videos where they can actually watch your screen and what buttons to click and just make it as simple as possible. That helps a lot as well.

 

Sweeney: It would get forget sometimes for a lot more tech savvy than those other people.

 

Jeff: Yes for sure.

 

Sweeney: As far as acquiring users, is there any channels or specific things you’ve seen there or if you’ve done any blog or posting to reddit or other different traffic sources?

 

Jeff: Again it’s much niched as personal trainers but it’s not just personal trainers that own their own business which makes them hard to target. Luckily, for me I already have a decent size, email list and market those on Facebook. My business partner has even bigger email list and fan page that we can market to the fans. We can really target personal trainers, independent business owners. If you target personal trainers, 9 out of 10 of them work out to big bucks gym.

 

Sweeney:Now Train Aggressive; this is your new project going forward, your part of the brand now. So, it’s a blog and less brand I would say. How would you describe Train Aggressive?

 

Jeff: Train Aggressive crossfit niche, I want to make that like an authority site. Plays for people, getting information on training, competitive fitness or crossfit lifestyle. My business partner is doing hard core conditioning. He’s been doing that in the past 3 or 4 years. It’s definitely a lifestyle brand and a mindset because it’s how you train and live.

 

Sweeney: What do you look into do it? Is it on the physical side? I saw there’s membership site currently.

 

Jeff: Yes, correct! What we want to scale there is it’s coaching programs. We have 2 different levels of coaching. We have a group coaching which is $47 a month. In the membership area we have all the content that he has created in the past. They have access to the project Facebook group. Every month he creates a new program for the coaching members. One of the key is when we try to get people into it, they become beta testers. Their programs have never been sold. They’re just brand new so it’s makes exciting for them. The ones that go over well, people love then we will sell it. The other one might give away as a bonus as another product in the future. They get it first for that month. The brand new program every single is never been released. They get interaction with the other members in the Facebook group and they can ask many questions for $47. After that, he does 1 on 1 coaching for $297 a month. That’s more customized programs based on your particular goals. Before that we have probably 29-30 different programs that we sell in Clickbank. The physical products right now, we’re just using those as the Tripwire and the premium to get them to join the coaching program and we’ll start selling the physical products and try to make a profit. Right now we’re just using it to get into the funnel.

 

Sweeney: How do you currently use those products?

 

Jeff: It normally goes $25-$30. We actually just are getting ready to launch this. The source in this product was a pain. Most of the people won’t probably go but I did in order to set it all up. It just taken about 5-6 months but now we’re like 2 days away waiting for the final edit on the last video and then we’re ready to start setting traffic. The funnel goes like this. We have like the strength wraps or wrist wraps. They go for like $20-$30. Even on Amazon, you can find it which is like $19. We’re doing a free plus shipping for $5.95 that will cover the cost plus couple of dollars for the Ad spend right there. From there, it’s going to take the up sell which is for the $47 a month coaching program. We’re giving away those for free if they signed up for at least one month of the coaching program for $47.

 

Sweeney: Gotcha! So you got your Tripwire and you got your premium for the monthly?

 

Jeff: Yes, after that what we do is after the 1st week, we sign them to an autoresponder case study like the 1 on 1 coaching and what do people got accomplish on that. Letting them know it’s full right now. But if they’re interested getting on like early notification, this is something opens up because it has limited time that they can opt in for the early bird notification list. If they do opt in for that the very next day, they hit an email saying somebody just quit. Travis opens up 5 spots for 15 minute interview phone calls the next day. Set up that 15 minutes interview. Once they’re gone, they’re gone so first 5 people only are to be in. So, that’s the up sell a week later.

 

Sweeney: I’m curious. Earlier you’ve mentioned how your own coaching and consulting wasn’t really scalable but here we ended up back at coaching and consulting. Is there a way that Travis does it that is more scalable or is there a different approach to it with the Train Aggressive brand?

 

Jeff: The $47 a month program is the one that’s easily scalable the same work for 5 people under 50,000. Obviously, that’s the main one. But why give up cash in the back end that we can fund back in to scale up to $47. That’s not scalable but it’s all templated out now. Now he’s doing it for 3 or 4 years. Every goal that you can think of it probably coaches somebody so he kept those programs. If you’re goal is lifting program that helps give you more Crossfit or the Crossfit open, I have a program for that. It’s all templated out stuff. He does the 15-minute phone call a month with each person. I would say 50 people probably the max that he would do but it’s pretty good money for 15 minutes. $297 for 15 minutes works pretty good.

 

Sweeney: The main thing for that is they get the customized program.

 

Jeff: Yes, the customized program and they get that 15-minute phone call or they can use that for feedback on videos and video analysis. They can use that for 15 minutes for Travis to go through couple of their list and crack it on videos.

 

Sweeney: Sounds like it’s a very good program. With the $47 monthly, I ask because I have my own membership currently. Currently, it’s just the Facebook group as well as the new program once a month.

 

Jeff: Correct! With membership sites, a lot of people promise like a lot of new content every single month which Travis does too but it’s a new program. That’s what he do. His trainers create a program. It might take an hour and a half just to create the whole program for the month. When they first join, they have all the back programs that we’ve done. It’s like information overload. He’s been doing that over 2 years now. He has probably 30 programs in there. The next kind of easy sell is $47 you’re getting 30 programs which most of the programs cost $47 each. You get all the back issues. He doesn’t have to constantly keep adding new things to membership sites. He just adds 1 PDF and everything else takes place on the Facebook group. It makes really easy to manage.

 

Sweeney: Do you any trouble in selling it as far as trying to sell that? I know selling continuity can be troublesome.

 

Jeff: It’s tougher sale than a onetime purchase. We have it on Click banks and they have 60 days to get their money back and quit so that helps. We’re trying the physical out because there’s real value of the program. People know how much it usually cost. They know how much wrist wraps cost so they know the value. It’s a real value. Once they’re in there, it’s a pretty tight community. The Facebook group is really engaging and active and pretty competent.

 

Sweeney: Have you seen as far as driving traffic for that? Does that mean it’s just from those other products that you’ve mentioned?

Jeff: The other products which we do Facebook Ads. We also have lots of affiliates that promote it. We’re starting to scale our Facebook Ads and we’ll get more into that and building custom audiences from our website and creating lookalike audiences that’s starting to work really well.

 

Sweeney: Personally, I think might have answer the question because you said there are all these different products. I know you build that headline spreadsheet. Looking through what you’re doing currently or what you’ve done in the past, it’s like where do you need all these headlines for? What is that becomes a part of the use in your business?

 

Jeff: Anytime you write an email, every time you create a video you need a copy. There’s email sales copy, there’s video description sales copy, headlines or video. You all need it for sales page. You definitely need it in your emails every day. Facebook post and any content you put out there, you need sales copy in your headlines.

 

Sweeney: So you just use it? It’s less focus on like sales letter headlines. It’s more of just anytime put out a video, anytime put out an email, and anytime put out a Facebook content piece.

 

Jeff: Yes. If we come out let’s say a blog post, we’re starting to show an angle. We put in the benefits and stuff and go to the whole headline generator and come up with 20-30 headlines then pick the best one. Sometimes the best is 2 or 3. These are best ones for the headline and we will put cover of other ones in the email or blog post or video description.

 

Sweeney: Gotcha! If you were you from before trying to go from a personal training or to this digital side of things, how would you recommend that transition? Is it created digital product? Is it a first learned how to make your own business successful so you can help others. What would you do on what you known now?

 

Jeff: What I would do now is I would create an authority or blog and start locally. I just get used to writing. I used to tell stories and teaching lessons off those stories. You’re entertaining people and you’re educating at the same time. Build your email list obviously you have the opt in, create your give away. Don’t create a product right away. Interact with people that are opting in and see what they want then create something for them. I would even say, see what they want first and go find a really good product that’s already converting and sell that. You will see which products are selling to your list and then create a product. A lot of people create the product then they don’t have a list to email. They want to call anybody up and try to give them a test out there, crappy sales copy, copy products on their email list that they built up on the last 5 or 6 years. Nobody’s really going to do that. You create your own email list and you’re selling their products already then you have much better chance of creating a winner the first time and getting other people to promote you as well.

 

Sweeney: That makes a lot of sense. I’m curious, is there anything you’ve seen in the local fitness community as far as give away for Lead Magnets that worked well?

 

Jeff: We’re trying to do like physical stuff as well now. It’s like a low barrier offer. Right now we do 4 sessions for $29. It’s a low commitment. We used to do like a free week of boot camp and nobody ever wants a free week. They will buy the 4 sessions for $29 all day long. A buddy of mine who owns a company called ilovekickboxing.com. It’s like the boot camp model but with kick boxing. It’s $29 for 4 sessions but you also get a free pair of boxing gloves with the I Love Kickboxing brand on there. The perceive value of the glove is more than $29 anyway so they’re getting the 4 sessions for free. That’s working really well for him.

 

Sweeney: I’ve heard of the kickboxing gloves. I’m curious, are you aware of any one’s that crossfit gyms do?

 

Jeff: If I would own across the gym, I do the wrist wraps. I do 4 sessions and you get a free pair of wrist wraps. 4 sessions for $29 and give away wrist wraps for free.

 

Sweeney: Same wrist wraps you’re talking about?

 

Jeff: Correct! You have your logo on there so you’re getting your brand out there and wearing it. It’s also a high perceived value. They feel like they’re getting the sessions for free, gladly pay the $29. That’s how much they have to pay if they want to buy pair of wrist wraps anyway. If you just ask what they want for free sessions, they’re not going to value it.

 

Sweeney: Gotcha! It makes a lot of sense. Jeff, I appreciate you coming on today. You dropped a lot of knowledge, bunch of different fields like I say it’s pretty interesting. I’m excited to see Train Aggressive and see it grown and see the success they can have. I’m really excited. I’m sure I’ll text you and hear about how the premium products do.

 

Jeff: Thanks a lot for having me on. It was great!

 

Sweeney: Have a good one man. Where can people find out more about you and the best place?

 

Jeff: Yes, fitnessmarketer.com or trainaggressive.com

 

Sweeney: Alright! I appreciate it man.

 

Jeff: Awesome! Thank you!

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