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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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Download "The 20 Client Generators" PDF now and get instant access to strategies that will fill your calendar with potential clients. No complicated tech, no lengthy processes—just real strategies that work.
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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