What does the word AUTHENTIC mean?
Here’s what I believe and how it pertains to the fitness industry.
Authentic: representing one’s true nature or beliefs; true to oneself and to others; and character.
As a fitness professional, I feel that being authentic means walking your talk and not faking the funk about who you are in front of clients and at home.
I’ve seen too many fit pros faking who they are and making up characters because some guru told them to become someone they are not. This is a problem in the fitness industry, and I’m seeing it more and more each day with the rise of each new social media website.
If you are a fitness trainer or a coach, seeking to grow and scale a business, then I highly recommend that you stay true to who you are and develop what I call your own “Authentic character.” I’ll explain more about what an AC is and how to develop it later in this blog post.
First, I want to give you 3 things authentic fit pros don’t do. This way you’ll know what works and avoid the silly-ass tricks and gimmicks that prevent you from attracting clients and growing your business. The following are the 3 DON’T DO’S of successful, authentic fit pros:
1. They don’t compare their journey to everyone else’s.
We are all unique individuals. We have different gifts, aspirations, and access to resources that are necessary for life, success, and happiness. As such, our paths to greatness in life are not always the same. Highly authentic people understand this fact and they don’t have to compare themselves to others to shine bright. Instead, they do their best to remain true to their own dreams and aspirations in life. Do your best without comparing your progress to others. What works for others might not necessarily work for you. Build your own brand and style and you’ll attract your ideal clients and community/tribe. Step up and create your own voice, and you’ll dominate because you’ll be the only one in the area doing something different.
2) They soak in the past
Highly authentic fitness professional live in the moment. They don’t let the past dictate their future. If you worried about the past, you miss the present, which can affect the future. Make the most of what is, learn from what was, and have faith in what will come. That is how to make the journey of life meaningful and build a huge success fitness business that is fun and rewarding. As an entrepreneur, we all make mistakes, fire the wrong people, hire the wrong people, it’s just the game we are playing and we must remember to let the past go and focus on the present daily.
3) The don’t just dabble in the game of fitness
Highly authentic fitness professionals don’t just dabble in the fitness game to see possibilities. They are playing to win and make a huge impact for their families, communities, and themselves. The fitness industry is a very competitive and ever-evolving landscape, and if you’re a fit pro who wants to win, you must be willing to compete and hustle hard to dominate. You decide what level of domination you want. That’s what being authentic is all about.
So now that you know 3 things not to do, let me share something that changed my business forever once I learned it and implemented it into my coaching and training business.
It’s called, “Authentic Character.” An authentic charter is exactly what it sounds like- it’s who you are. The trick is to learn how you can share and market your authentic character to your prospects and clients to grow your business.
Why is this important? The flavor, vanilla, is boring. While it goes well with apple pie, it won’t make you a highly successful fitness business owner. People need to know who you are at your core. They want to know what makes you special, and why should they follow and trust you. When you develop an authentic character this mystery is cleared up, and your prospects can become your fan and loyal tribe members because they are attracted to the character you display in your marketing and social media posting. So they will buy your services- and they will buy YOU.
Here are three steps to creating a super authentic character that will help you build a wildly successful busy all while being your awesome self.
Step 1: Self-Awareness checkup
You must know who you are and what makes you special before you can develop and grow your authentic character into a living breathing selling machine. Ask yourself these 3 simple questions.
What’s my unique ability or skill that no one else can deliver to my clients?
What results have I been able to help people with better than anyone else?
What have I studied and mastered that I can share with my ideal clients and build authority and trust within the market?
In your journal or on your laptop write out the answer to these questions in as much details as possible. This isn’t homework so do your best to not rush through exercises like these. Taking your time will give you better answers, which will allow you to create the most awesome authentic character ever.
Step 2: Outline your journey and story
Outlining your own personal journey and then being able to show your highs and lows will make you more attractive to your clients. Crafting this hero’s journey is important because you’ll be using it when creating a marketing message that goes on your website, blog posts, in emails, and social media content. This story is what make you special and unique. My story is that I’m dyslexic, from a poor upbringing, and a trainer with a major leg disability who turned his obstacles into his greatest opportunities. It’s simply the truth, and for years I fought this truth. But fighting this truth made it difficult to grow and be authentic to my audience. Can you see that?
I’m not telling you to create a fake character, but I’m telling you that in order to really be authentic, you must be yourself- all of it, including the negative aspects. Being yourself is the key to your success in business and especially in the fitness industry where there are so many people trying to be something they are not. Once I embraced my authentic character my businesses took off because people started to see the real Coach Rahz, and my message resonated with my ideal clients. I don’t coach trainers who are arrogant and cocky. Why? That’s not my style and I don’t work with anyone I don’t vibe with. I attract coaches and trainers who are seeking the skills to build real authentic fitness business that aren’t fly-by-night copies of someone else’s dream.
Step 3: Know your audience and what influences them
When Greg and I decided that we were going to specialize in training women and women with hormonal challenges, we had to do our homework. We read up on the subject, interviewed clients, and spoke to experts. This changed our business and took us from personal trainers to experts very quickly.
Today we are looked at as the go-to experts for female weight loss in our community. We dove deep into the psychology of women, as well as their hormonal issues, to really understand why they had physical challenges with weight.
I recommend that you conduct a deep-dive survey to learn what affects your audience. What keeps them up at night? What would they pay any amount of money to avoid? What do they fear the most? Then add this information to your authentic content and showcase how your solution/service is the answer to their challenges and pains.
It’s important to know your audience and their pains better than they do. You want to be in their heads with your questions, content, marketing funnels, and emails. This allow you to really help them and for them to see you as their expert and person they trust. Do the deep-dive survey soon. Google deep-dive survey and then create a simple google survey and send it to your email list. Then post it on facebook and your private groups. Then collect the data and begin to use the information when you share your authentic character stories and content.
By now you can hopefully see why being authentic is the key to growing a successful fitness business. You don’t have to be like everyone else, and you get to be the person you were meant to be. There is only one you- and that makes you special. I wouldn’t advise you to be anyone but the authentic and amazing person that you are. Your message and authentic character are what will make you stand out in a noisy market.
Get to work and please share your questions and thoughts in the comment box below this post.
Thank you for your time, I appreciate having your attention today.