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---
Stacking Skills to Win: Coaching + Business for Gym Owners
Pat Rigsby explains the concept of “stacking skills,” arguing that being above average in two complementary areas can create a top-tier advantage, especially for business owners. Using the Wealthy Gym Owner business as an example, she contrasts gym-owner-only expertise with her broader experience across about 40 businesses, multiple facilities, hundreds of franchise locations, and extensive coaching, noting how even identical ad campaigns can succeed in two nearby gyms and fail in a third. She emphasizes that what works for one business doesn’t universally transfer and highlights the value of combining “boots on the ground” operational testing with broad best-practice insights, as well as blending systems installation with coaching. For gym owners, she recommends leveraging strong coaching and client experience by improving business skills from a C level to a B, creating a powerful stack that can leapfrog competitors.
00:00 Stacking To Win
00:09 The Skill Stack Idea
01:09 Gym Coaching Blind Spots
01:47 When Ads Don’t Transfer
03:52 Our Experience Advantage
05:41 Systems Plus Coaching
06:04 Your B-Level Business Goal
08:03 Become A Plus At Two
08:21 Final Takeaway
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---
You Can’t Out-Hustle a Broken Business Model
Pat Rigsby warns that a broken business model can be the “kiss of death,” sharing a story about a smart, driven client whose effort couldn’t overcome average businesses because “you can’t out-hustle a broken model.” He explains that flaws like bad pricing, broken payroll structure, or unsustainable rent can keep a business afloat but prevent real upside, wealth, or fair rewards for hard work. While he agrees with Dan Kennedy’s idea that “money loves speed,” he stresses speed must be aimed in the right direction—like using a map instead of driving fast without a destination. He urges owners to audit whether their model is durable, scalable, sustainable, and enjoyable, and offers to discuss it via email.
00:00 Why Hustle Fails
00:12 Client Story Broken Model
01:14 Common Model Breakdowns
01:44 Money Loves Speed
02:00 Speed Needs Direction
03:49 Models Evolve Over Time
04:38 Audit Your Business Model
05:02 Reengineer For Wealth
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---
How to Make Selling Easy: A 4-Step Sales Process for Fitness & Performance Coaches
In this episode, Pat explains how to make selling feel easy and non-adversarial by treating it as a partnership, especially for fitness and sports performance professionals who feel uncomfortable asking for money. He shares a four-step process: (1) get the person to open up about why they need change by discussing the last 30–60 days, (2) help them visualize where they want to go within a clear timeframe like 90 days or 12 months, (3) demonstrate the gap by having them identify what must change to get there, and (4) step into a trusted-advisor role to show how your program helps, confirm it would help, and present program options using an alternate-choice close.
00:00 Selling Made Simple
00:11 Why Sales Feels Hard
00:35 Sales as Partnership
01:32 Step One Find Pain
02:23 Step Two Define Goals
03:23 Step Three Map the Gap
04:59 Advisor Role and Buy In
06:19 Close With Options
07:04 Value Exchange Mindset
08:01 Final Encouragement
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---
Three Things to Do When Business Gets Slow
Pat Rigsby explains how he responds when business slows down and frames adversity as a test of character and a competitive advantage for those who navigate it well. He outlines three actions: (1) immerse in ideas by revisiting podcasts, books, newsletters, past work, and talking with sharp business owners to spark new thinking; (2) get personal through outreach and more conversations, which create momentum, opportunities, market awareness, and insights even if they don’t immediately produce new business; and (3) get aggressive by doubling down on making more offers and investing in coaching or consulting, reinforcing a “bet on yourself” mentality. He emphasizes focusing on solutions rather than victimhood, citing his approach to his son Alex’s autoimmune condition and his mindset as a college baseball coach after losses.
00:00 Three Moves When Slow
00:12 Adversity Mindset
01:12 Immerse in Ideas
02:13 Get Personal Outreach
03:20 Bet on Yourself
05:08 Solutions Not Victimhood
05:41 Lessons From Family
07:12 Competitive Advantage Wrap
07:47 Three Steps Recap
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---
Why Your Gym Marketing Feels Inconsistent (Hint: It’s Not Your Ads)
On this Friday Extra Credit podcast - Pat Rigsby explains that inconsistent gym marketing results often aren’t caused by bad ads, but by doing the right tactics only sporadically instead of systematically month after month. Drawing on 20 years of experience working behind the scenes with thousands of gyms, he notes most owners have tried referrals, reactivation, promotions, offers, and ads, but fail to execute consistently. He compares marketing to client training: results compound when actions are repeated and refined through practice. He outlines key monthly “boxes” to check—paid traffic, referrals, reactivation, organic awareness, reviews, social posting, strong follow-up, and long-term lead nurturing—so leads can convert later and create a steady flywheel of client growth. He offers to help build a monthly marketing plan via email at pat@patrigsby.com.
00:00 Why Marketing Feels Random
00:32 Most Gyms Do Tactics Sporadically
02:22 Consistency Beats Occasional Effort
03:20 Monthly Marketing Boxes to Check
04:18 Compounding Leads and Flywheel
05:09 Build the Monthly Plan
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---
Why Running a Gym Feels Harder Now (And What Owners Must Do Next)
Pat Rigsby explains that many long-time gym owners feel business has gotten harder because the fitness industry has matured: competition is denser with many boutique and group training franchises, operating costs like labor and rent are higher, and strong marketing and operational discipline are now table stakes. He argues that relying on word of mouth or occasional tactics is no longer enough, margins are thinner, and a six-figure gross business is no longer viable for most facility-based operators—six figures should instead be an owner’s income given the risk of leases and debt. While higher standards and barriers to entry are weeding out dabblers, the maturing market has created real career and wealth-building opportunities for owners who evolve into true business operators with systems and numbers-driven management.
00:00 Why It Feels Harder
00:34 Industry Has Matured
02:03 Franchises Raise The Bar
02:59 New Table Stakes
03:29 Six Figures Then Vs Now
04:56 Higher Standards And Entry
05:34 Bigger Market Bigger Careers
07:54 Evolve Into Ownership
09:17 Opportunities Ahead
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---
Why Your Business Must Adapt: Building an Ascension Path for Gym Owners
Pat Rigsby explains how he and Doug Spurling are evolving their business by moving remaining offerings under the Wealthy Gym Owner umbrella to create a fully integrated system with a clear ascension path from Accelerator to Project 500 to Boardroom, alongside their Gym CMO ads agency and marketing software. He shares results from these programs and highlights Doug’s real-world proof through expanding from one gym to three, building a real estate portfolio, and opening new locations. Using these changes as an example, Pat argues that business owners must balance timeless fundamentals - relationships, values, and solid systems - with constant adaptation to shifting markets, increased competition, higher consumer expectations, and changing marketing dynamics. He emphasizes proactive learning (including his involvement in an AI venture fund) and warns that businesses that don’t adapt eventually fail.
00:00 Why Evolve Now
00:29 Boardroom Group Origins
01:39 Project 500 Wins
02:29 Unifying The Offer Stack
04:14 Skating Where Puck Goes
04:43 Fundamentals That Endure
06:02 Market Got Harder
07:21 Staying Ahead With AI
09:05 Marketing Changed Forever
10:08 Adapt Or Die 11:34 Play Offense Closing
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---
Gym Owners: It’s Not a Lead Problem—It’s a System Problem Pat Rigsby explains that most gym owners don’t actually have a lead problem, but a system problem—what happens after a lead enters the pipeline. He outlines common gaps like poor follow-up, weak conversion processes, and low retention, arguing that adding more leads to a broken system only increases cost per client and wastes opportunity. Using a pipeline framework (leads → consult/trial/assessment → new members → retention), he illustrates with numbers how improving follow-up, conversion rate, and retention can multiply revenue from the same 40 monthly leads without generating any additional leads. He invites gym owners to email him to diagnose their pipeline and identify missed opportunities to double or triple lead value.
00:00 Leads Aren’t the Issue
00:32 Broken Systems Waste Leads
01:13 Pipeline View of Growth
01:54 Example With Weak Follow Up
03:02 Same Leads Better Results
03:57 Wrap Up and Next Steps
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---
Success Leaves Clues: Do What High Performers Do
Pat reflects on a hometown mental health event for athletes featuring high-profile speakers, noting that the only teams who attended were historically successful programs, including a championship coach taking notes after decades of winning. He argues this pattern shows up everywhere: top performers keep learning, show up, and do the work others avoid. While people admire or envy visible outcomes like titles, scholarships, revenue, or lifestyle upgrades, underperformers often aren’t willing to be “jealous” of the consistent behaviors that create those results—extra Saturday work, systems, perseverance, and daily discipline. The takeaway is to focus less on outcomes and more on adopting the proven habits and consistency of those who’ve already achieved what you want, because those behaviors are what separate you from average.
00:00 Success Leaves Clues
00:11 Mental Health Event Story
01:11 Winners Show Up
02:41 High Performers Keep Learning
03:30 Envy the Process
05:32 Consistency Beats Wishes
06:02 Do What Works
07:00 Closing Reminder
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---
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---
Simplify to Multiply: How Clarity and Subtraction Make Your Marketing Work
Pat explains that as social media gets more crowded and AI increases content volume, effective marketing requires simplifying by speaking directly to a specific person. He argues that “subtraction” is a targeting tool: removing broad, bland messaging creates clarity, which helps marketing land in a noisy landscape. Using examples like targeting the 50+ crowd or high school baseball players, he warns against generic audiences such as “busy adults over 30,” noting needs vary widely across ages. He emphasizes that simple marketing plans depend on specificity, including local geographic focus (often within 3-5 miles) and narrowing further through neighborhoods, carrier routes, and where the target market lives and spends time, because most businesses lack resources to be everywhere.
00:00 Simplify to Multiply
00:24 Cut Through the Noise
00:47 Subtraction as Targeting
01:33 Clarity Makes Marketing Work
01:51 Define Your Ideal Client
03:15 Get Hyper Local Focus
04:48 Be Specific to Grow
05:16 Final Takeaway
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---
Sell More by Selling What People Already Buy (And Making It Better)
In this episode, Pat discusses how to sell more by focusing on selling what people are already buying, using existing market evidence instead of relying on unproven ideas. He explains that the key is to find what’s working in the marketplace and “plus” it by adding value—making it more convenient, niched, faster, more personal, or better suited to a specific target audience. He notes that many successful companies weren’t first movers but improved on proven foundations. Using the fitness industry as an example, he describes the evolution from one-on-one training to large group training and why small group training works well: it offers leveraged coaching with more personalization, attracts a premium clientele, requires less space, and allows higher pricing by anchoring against more expensive services. He encourages entrepreneurs to observe what people already invest in and improve it rather than reinventing the wheel.
00:00 Sell More Overview
00:43 Sell What Sells
01:33 Add Value Angles
02:09 Not First to Market
02:43 Fitness Market Shift
04:05 Why Small Group Wins
05:14 Fix Group Training Gaps
05:40 Steal Like an Artist
06:24 Make It Better Close
Get more from Eric at EricCressey.com
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---
Eric Cressey on CSP’s Florida Expansion, Building a Sticky Performance Business, and Lessons from the Yankees
Pat Rigsby and Eric Cressey discuss CSP’s major expansion in Palm Beach Gardens, Florida -growing into a two-building, 31,000+ sq ft “one-stop shop” with gym, pitching lab, PT, conference room, and covered cages/mounds - driven by increased demand after COVID and MLB changes, plus added on-field amenities nearby. Cressey explains why integrating strength, skill coaching, and sports medicine improves outcomes, retention, and business resilience, and shares advice for facility owners on designing scalable systems, especially for scheduling and operations. They cover managing baseball seasonality through sports medicine, in-season training, and skill work, then shift to Cressey’s life as a parent of three daughters navigating youth sports and priorities. He shares Yankees takeaways on brand stewardship, professionalism, and avoiding controversy, and previews upcoming CSP initiatives including returning seminars, leveraging the biomechanics lab, and a forthcoming CSP app to replace an unwieldy exercise video spreadsheet.
00:00 Annual Check In
00:54 Florida Facility Expansion
03:54 One Stop Baseball Hub
05:35 Staff Development Space
07:17 Seminars And Mentorships
08:21 Hybrid Performance Trend
10:02 Building A Full Team
14:32 Community Over Tech
17:05 Advice For Local Owners
20:18 Handling Seasonality
22:05 In-Season Revenue Strategy
23:31 Family Life With Athletes
26:25 Juggling Schedules And Sleep
30:07 Yankees Role And Growth
32:04 Brand And Professionalism
38:19 Longevity Through Curiosity
39:37 Whats Next For CSP
42:20 Final Thanks And Signoff
Build a Marketing “Vending Machine”: A Predictable System for Leads & Clients
Pat Rigsby explains the concept of creating a marketing “vending machine”—a predictable system where you invest in a front-end marketing process and reliably generate leads and clients. He outlines the steps: identify exactly who you want to serve and the problems/goals they have; determine where those people are so you can place your message in the highest-traffic locations (online or offline); create a simple, desire-based introductory asset (such as a book, guide, or lead magnet) followed by an experiential front-end offer, with a preference for free offers to reduce friction and get people through the door. Once you capture contact information, build a robust follow-up system to create brand awareness, familiarity, and know-like-trust, then present a clear offer focused on outcomes and the reasons people struggle to achieve or maintain results. He emphasizes delivering results, building deeper influence once clients are “under your roof,” and moving them into an ongoing program. Pat encourages replacing episodic, tactic-by-tactic marketing with this consistent pipeline for stability, freedom, and wealth-building, and invites viewers to email pat@patrigsby.com for help through his Marketing Machine partner program.
00:00 Create Your Own Marketing “Vending Machine” (Intro)
00:10 The Origin Story: Dean Jackson’s Vending Machine Concept
01:42 Step 1: Define Who You Serve & What They Want
03:09 Step 2: Put the Machine Where the People Are
04:19 Step 3: Build a Two-Step Intro Offer (Desire → Experience)
05:10 Why Free Front-End Offers Work (Getting Them Through the Door)
06:52 Follow-Up System: Know, Like, Trust on Autopilot
07:33 Convert to the Core Program: Deliver Outcomes & Retain Clients
09:04 Make It Predictable: Percentages, Pipeline, and Consistency
10:20 Wrap-Up + How to Get Help Building Your Marketing Machine
Find out more about Garrett and the Neubie at Neu.fit
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---
How New Fit’s “NEUBIE” Direct Current Device Transforms Rehab, Performance & Recovery | Garrett Interview
Pat Rigsby interviews Garrett, founder of New Fit (NEU for neurological + fit), about the NEUBIE (“neuro bioelectric”) direct current device and how prioritizing nervous system function can impact rehabilitation, chronic pain, fitness, and athletic performance. Garrett shares his background as a college hockey player and physics major whose injuries and frustration with traditional PT led him to functional neurology, direct current stimulation, and ultimately creating NEUBIE after years of clinical work in Austin and graduate study in neuroscience. They discuss NEUBIE’s “mapping” process to identify guarding, excess tension, inhibition, and hypersensitivity patterns, and how direct current can accelerate neuromuscular reeducation to quickly change function—highlighting examples like improved shoulder range of motion in a single session and the “master reset” vagus nerve stimulation-style protocol for recovery. Garrett explains New Fit’s growth to 400–500 U.S. clinics plus international distributors, mentions exposure through athletes like Saquon Barkley and discussions on Joe Rogan’s podcast, and outlines research including a 150-patient diabetic peripheral neuropathy study comparing TENS (AC) to NEUBIE (DC), showing significant improvements in pain, sensation, ADLs, EMG amplitude, and nerve conduction velocity with direct current. For gym owners and performance facilities—especially those serving older populations—Garrett covers applications for loading muscles with less joint strain, references bodybuilding use (including Dexter Jackson’s reported leg improvements leading to a 4th-place Mr. Olympia finish at age 50), and cites University of South Florida studies showing similar acute responses and 8-week muscle growth compared to traditional resistance training. They close with what’s next (more research, next-gen innovation, and exploring AI) and how providers or individuals can learn more via www.new.fit and the provider directory.
00:00 Welcome + Meet Garrett & the NEU Fit Mission
02:10 Origin Story: Hockey Injuries, Functional Neurology & Direct Current
03:39 Building the NEUBIE: From UT Austin Clinic to Creating the Device
04:28 How NEUBIE Works: Mapping, Guarding Patterns & Fast Function Changes
08:30 Growth & Marketing: 400–500 Clinics, Pro Sports, Rogan & Industry Shows
12:27 Clinical Proof: Diabetic Neuropathy Study (Direct Current vs TENS)
14:13 For Gym Owners: Compliance + Hypertrophy, “Digital Weight” & Case Studies
19:14 Research on Muscle Growth + Performance & Assessment in Training Facilities
22:12 What’s Next: More Research, Product Innovation & AI Integration
24:17 How to Get Started: Website, Provider Directory, Training & Closing
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---
Harnessing the Power of Audience Building for Business Success In this episode, Pat discusses the critical importance of audience building for achieving business success. He shares insights from his recent experiences at a book signing, a university gala, and a Hall of Fame event, highlighting how building a strong and engaged audience can significantly enhance opportunities and growth. Whether you're an author, a university, or a small business, understanding and implementing audience-building strategies can create more connections, increase visibility, and offer greater leverage in your respective fields.
00:00 Introduction to Audience Building
00:53 Real-Life Examples of Audience Building
02:30 The Importance of Audience in Business
02:45 University Gala: Building Donor Relationships
04:54 Hall of Fame Event: Athletic Department Transition
06:13 Universal Truths of Audience Building
07:41 Conclusion: Make Audience Building a Priority
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---
4 Simple Steps to Make Selling Easy in the Fitness Industry
In this episode, Pat shares a practical four-step process to make selling easy and comfortable, especially for those in the fitness and sports performance industry. By shifting the mindset from selling as adversarial to a partnership, Pat outlines how to help clients acknowledge their need for change, visualize their goals, identify the necessary steps, and choose the right program options. This approach not only helps in overcoming the stigma associated with selling but also ensures a constructive and collaborative relationship with clients.
00:00 Introduction to Easy Selling
00:11 Overcoming Sales Stigmas
01:25 Step 1: Identifying the Need for Change
02:25 Step 2: Visualizing the Goal
03:24 Step 3: Demonstrating the Gap
05:01 Step 4: Presenting the Solution
07:33 Conclusion and Encouragement
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---
Mastering Business Growth: Focus on Your Strengths and Get Help Where Needed!
In this episode, Pat Rigsby discusses the concept of 'picking two' to build a better business. He explores how focusing on two out of three key business components—attracting clients, converting them, and delivering services—can significantly improve business success. Pat shares his personal experience, emphasizing that it's okay to seek help for the component you're less confident in. Learn how to leverage your strengths and enlist the right support to create a smoothly running, scalable, and enjoyable business.
00:00 Introduction: The Power of Picking Two
00:11 Understanding the Business Foundation
01:01 Identifying Your Strengths
01:57 Leveraging Your Strengths and Getting Help
03:27 Building a Supportive Team
06:36 Conclusion: Achieving Business Success
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---
Reverse Engineering Success: Strategic Planning for Business Growth
In this episode, Pat Rigsby discusses the concept of reverse engineering success and its application to business growth. He shares insights from his six-week strategic planning cycle with clients, focusing on setting clear goals and crafting detailed plans to achieve them. Using a fitness training analogy, he explains how mapping out weekly objectives and scheduling tasks can lead to significant business improvements. He emphasizes the importance of being strategic rather than reactive, ensuring that every step is planned and executed to increase the likelihood of success. This approach applies to gaining new clients, increasing staff, and scaling your business effectively.
00:00 Introduction to Reverse Engineering Success
00:11 Strategic Planning and Six-Week Cycles
00:31 Weekly Planning: Win the Week
00:50 Crafting Client Plans
02:00 Applying Client Strategies to Business Growth
02:53 Granular Planning for Success
04:00 Scheduling and Execution
05:49 Conclusion: Follow Your Own Blueprint
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---
Unlocking Success: The Power of Playing to Your Strengths
In this episode, Pat discusses the importance of focusing on your strengths to achieve success. Drawing from his experience as a college baseball coach and entrepreneur, he explains how leveraging natural abilities leads to faster growth and higher success rates. He also highlights the significance of outsourcing tasks that don't align with your strengths and building a team where everyone can excel in their respective roles. Discover why entrepreneurship is a team sport and learn strategies for creating a thriving business environment.
00:00 Introduction: Building Around Your Strengths
00:15 The Importance of Playing to Your Strengths
01:29 Challenges in Outsourcing and Delegation
02:37 The Role of Specialization in Business
04:53 Leveraging Team Strengths for Success
05:46 Conclusion: The Magic Formula for Success
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Building Your Brand Through Trust in Today's Marketing Landscape
In this episode, Pat Rigsby discusses the importance of building a brand through trust in the evolving marketing landscape, emphasizing that being more human and authentic is key. Pat explains four strategies for achieving this: being personal and authentic, sharing information openly, showing real experiences, and selling with honesty and transparency. He provides practical examples and insights on how these approaches can distinguish your brand in a market saturated with AI-generated content and cookie-cutter marketing tactics. By focusing on trust and real connections, you'll convert not only more customers but the right customers who become ambassadors for your brand.
00:08 The Importance of Trust in Modern Marketing
01:13 Be More Human: Authenticity in Marketing
02:24 Transparency: Sharing What Others Won't
06:16 Sell Differently: Honest and Informed Decisions
08:18 Conclusion: Steps to Build a Trust-Based Brand