The Gym Owners Blog/Podcast/How to Make Business Relationships that Make MONEY $$$

How to Make Business Relationships that Make MONEY $$$

Friday, January 20, 2023

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people, gym, sell, mma gym, coffee, business, coffee shop, filter, partnership, type, opportunity, john, offer, bit, good, folks, fits, talk, money, crack


  • ​Joint ventures and partnerships - 0:00
  • ​What are some of the best opportunities you’ve seen? - 4:19
  • ​Who is your gym’s avatar? - 10:08
  • ​You have to be willing to put your neck on the line - 13:21
  • ​The strength and conditioning side of any gym can be farmed out to other businesses - 18:47
  • ​How do you know if you’re working with the right partner? - 25:02
  • ​Be the one that’s willing to provide value first - 29:11
  • ​What if you have a coffee shop that serves earthier, crunchier types of people? What if they sell yoga apparel? - 33:49
  • ​The lowest hanging fruit - 39:37


Tyler 00:00
Let's talk about some joint ventures, partnerships, that type of stuff.

John Fairbanks 00:05
one thing that was interesting as we kept going, and we started working with folks, we've been talking a lot about the idea where there needs to be certain things that you do, there has to be a certain order in, you do this, and then you go to this, then you go to this. And if you go out of order things can go from that either didn't work out, as well as I wish to like this is borderline catastrophic, what I've done. Yeah. Right. And, sadly, we've been involved with both of those. Right? Yeah. And, but as we had folks that were killing it in the right order, and you've done all the groundwork, we've talked about, you've done all that foundational work, you've then built into where now you, you kind of have all your tools are razor sharp, and you're ready to kind of start executing on them. And you start off the way everyone should always start off anything, which is you kind of start testing it in, in friendly circles, right? You test a new idea, you test a new concept with people that are probably closest to you, right? They're already members of your gym. You are for me, right? It's I'm going to talk to probably one of my close friends about an idea first, then maybe I'll talk to my wife about it and kind of feel her acts, I know she might be a little bit outside of what I would be interested in way before whoever I would want to truly talk to you about it, then I would present this. And this is that same mentality to where you've done a lot of this work now where everything's razor sharp. The next thing that started to become more and more common was that folks were like, okay, everything's looking really good. And I'm really happy where we are, like, I kind of want to start looking outside, I want to start looking outside the gym. And we talked about this in one of the previous episodes, we've talked about what's like the idea where eventually members and bringing in external traffic and traffic from outside the gym needs to be part of your goal here. But it cannot be one single angle, right? It cannot be just paid ads, it cannot be you blowing up people's DMS and being like, hey, if I sent you a video, would you watch it? Like it can't be that right that cannot be so you have all these things which at the end of the day, you can have a lot of different ideas and lots of folks make good money. And this is where you'll hear phrases like organic lead, write organic leads and lead traffic organically and all this non paid ads and, and the five day workshop to generate more leads organically. Like that's what those phrases are in the marketing world kind of a thing. And definitely what gets pushed on like brick and mortar locations. But what we have found is that before you get there, it's nice to put some you want some ringers, like you want to make sure there's people kind of out in the crowd, there's people out there that hold some clout that maybe are outside of your gym, but they are going to have some nice things to say about you. And the easiest way is to kind of be able to find, okay, who are the right people, because it's going to take time and energy. So how do you find the right people? That's going to give you kind of like the best bang for your buck, quote, unquote, or like, who are people that maybe serve my people that maybe would benefit from hearing about the things that I'm doing here in the gym? And could I also so they can benefit from working with me, but then maybe my people can benefit working with them? And so like, let's look at some, some obvious examples. Yeah, right. The odds are you have someone that's going to be in the gym or is around your gym. That's a massage therapist. Yeah, you probably have some relationships with people that are chiropractors. It seems that everybody that we ever talked to Tyler had someone that was a physical therapist, or was a physical therapist at some point. And so we start kind of adding up. Were there any others that you guys had in your gym like, kind of like immediately adjacent niche types? Yeah, we

Tyler 04:19
had some really good ones. Actually, we were really fortunate to have this kind of a really nice boutique, like an apparel store that also had a really nice coffee shop in it like, right next, like two buildings down. And so I mean, we left in the beginning. Now in hindsight, I think we left them there's a lot of potential opportunities that we maybe had left on the table. But we just start in this thing where like, they're able to kind of send us some action, we're able to really send them actually, you know, we started doing little things. Really, I started going into this venture with this specific place next door, kind of just as a way to like wow, my clients, right, I didn't get a whole lot out of it in the beginning except What my service offering was was just like slick was really cool in that clients would come in to my morning classes. And if they wanted something like a recovery, protein shake, or maybe one with little coffee or whatever, something to be ready by the time class is done, so that when they finish up with class, they go out. And they can, instead of getting into their car sweaty and driving home, or having to drive through Starbucks and going to clean up, get ready for work. They're coming out with like, a hot caffeinated beverage right out of the gate right out of the cafe. Like, you know what I mean? Like it was, that was that, that was a piece that was just simply these people were members in the gym. Yeah, that owned the place, and then our clients were going there after. So like, that was just a stock that was a very easy to identify opportunity. And some of them are going to be very easy to identify like that one like cheese that's there, my people go there. They know people that like, that's kind of a no brainer. But you got some kind of criteria put together, John, for how to, like, route out more of these, or at least if you have a list, you know, we want to put together a list of lots of these things, easy opportunities. Just anybody you have that has an audience, and that does what they do well, yeah. And we need to parse down that list. Because we can't just pursue 50 of these things at a time.

John Fairbanks 06:11
No, and you got to understand, maybe like if you zoom out, and you look at this as a whole, you're talking about really two different games that we want to play. So there's one game which is like local, feel good, supporting the local economy type people, right? And there's going to be some folks where all that they can do is take your business card, put it on the desk at the counter up the front. And that's the support or are the ideas that they remember you write you do Toys for Tots, or you do the local drive you do the food that can food stuff during Thanksgiving, like whatever it may be. That's where you can have a lot of good feelings, just generally just like, oh, yeah, hey, go see my friend Tyler. Right? Do they have a good gym? They'll take care. Yeah. But it's a bit one directional. That's very one directional. And so now what we want to do is like, you can still do that. And in fact, I highly recommend that you do, you need to play that game of you know, being human. That's a good game to always play. But there is another game that you can now leverage. Instead of just hand this is very much like a coffee house would be a great example for this, of the idea of leveraging not only is that good juju, when you're talking about partnering with a local spot that's really close. But it's also if we put your coffee shop through, what we're going to call is this, it's called the crack filter, right? See our A C K, not because anybody's selling crack out front. But because this is the filter that we're going to use to be able to remember these less

Tyler 07:41
Your crack dealer fits the criteria we're about to spell out here.

John Fairbanks 07:46
I guess. It was, that was I misspoke. I hope that Kyler edits this part out, because what I meant is, is that anyone no matter where you're from, no matter what your business is, if it is adjacent, and you see the opportunity, and my God, if somebody fulfills this crack filter, then you are leaving money on the table, my friends, and it's the Wild West when you're talking about recreational drug use. Go crazy. So go nuts. I mean, could you imagine? Man, could you imagine the benefits of methadone, you're

Tyler 08:18
weightless, your weight loss numbers, client retention will probably take a bit of a shot over the long run. But okay, back to the business at hand here, John. So we want to identify these people how to identify

John Fairbanks 08:28
and just like you said, you start with a list of everybody, their mother, their brother, their roommate, everybody that you can think of that has a business local, not local, it doesn't matter. Anybody that you can think like, hey, they're adjacent to my business?

Tyler 08:43
And are you starting within your gym community in this kind of start inside out, but it doesn't, by the way, this doesn't have to be a hard fast rule, right, there can still be truly adjacent, but it is probably worth it to look close to you first was recommended?

John Fairbanks 08:57
Absolutely. And more or less, because they may that may be the easiest way to just start getting names on a list. Yeah, because at the end of the day, like if you're going to do some maybe some loose guidelines of what to follow to play this game, you know, get a list of 50 Like it's, you could probably get 10 Pretty easy. You start getting up into the 30s gonna be like God, who else do I know? Like, what else am I doing? So just get a lesson to be completely exhausted and leave no one off the table. Local car wash is the car wash where people service their own car, but like you don't know, write everything down. You don't know, it's like if it's a business, let's get them on the list. Because now what we're about to step you through, will give you enough guidance to where they're either they make the list or they're off the list. Right. So, so the first thing, right? We weren't kidding, right? The idea is that is called like the crack filter. So we start with the letter C, and the C stands for community. And so what you want to look at, does the business that you've written down people that you want to potentially work with? Do they serve for support or assist in any way, the same people that are at your gym. So at this point, you should have done all the work by the

Tyler 10:08
way, the same people like as a, as a thought exercise. Yeah, the same, the same type of people because frankly, because you don't need more access to the people you've got, you've got them. No. And that's why it's important that they're familiar with them. But we do want to, this is a good exercise in breaking into new audiences, I want to get in getting new people.

John Fairbanks 10:28
And what I want to avoid is marketing, shitty language, which is, who is your gym avatar? That's the phrase, right? Who's the avatar? So it needs to be a you didn't, you should have done all the thought exercise. By the time you get to this level of the game, you should have a very clear understanding of the types of people that are in your gym, or more importantly, the types of people you want at your gym. Once you've established that now, who serves it right? If you are one of my favorite guys to follow on Instagram is pale horse powerlifting. Right? That man is about Satanism and

Tyler 11:08
Anarchy. He's like six foot seven. And he's tattooed literally from head to toe.

John Fairbanks 11:12
Like every inch of his body. Absolutely. So he who comes and joins literally is there. My favorite shirts outside of the ones that I buy from other podcasts are an upside down cross that says cult on it right? Like I just love. I love how 100% in and hyper aware of who he is and who he wants his the people in his gym to be like, it's just as like unapologetically, fuck everybody else. I don't care if your fucking mother disagrees. This is who this is what we do here. And it's like boom, like that dude knows exactly who he is going to have been involved with. So if you can get that crystal clear on who you are, who you want to be attracting all those folks that are with you. That's where you start to look. Okay, you got that list of 50 people, 50 businesses, local members owned whatever. And do they serve? Do they support the same types of people that you want to be doing?

Tyler 12:12
So let's say we run through that, and we get that list cut down to 40.

John Fairbanks 12:15
Next, and you've talked about this a lot, the next thing needs to be? Do they say anything? Do they take any hard stances or say anything that is radically different from the status quo? So let's say there's a coffee shop, right? Does the coffee shop just wish it was Starbucks?

Tyler 12:36
Or are they the anti Starbucks? Or are they Starbucks with absolute top of the line apparel inside and also Lululemon deals like there's, so there's a lot of different things now, like, Ah, this is my, this, this thing fits better. And by the way, maybe that coffee spot, it was always going to be fine. But maybe this makes this one certainly better than the other one, or the other one for you. So as far as getting your options price now, that's a big one is like making decisive statements either, but this really is about still communicating who they are, right? But you can't, by the way, whether you're a gym owner or a coach or a frickin fitness, influencer, or whatever you're doing out there, you should be saying something decisive. Right, because at the very least, that means you are willing to put your neck on the line and defend the things you say that if you're speaking all this wishy washy, maybe if kind of stuff that's like really shit sales language, and it's not very attractive to clients to anybody you want to go to a coach is like I can maybe, probably blah, blah, blah, and I and I'm not encouraging people to just like, fire up a bunch of hyperbolic nonsense to be inflammatory, because that's almost even more of a turnoff. But you gotta be unapologetically your thing, and you got to say what you are, and you gotta be willing to stand there and defend it. So when you have been recognized that and other people that are out there, if you find, you know, in again, and every time you got to pick your first one to go forward on, if you've got 25 car dealerships that you maybe have direct access to, you need to pick the one that fits all of these things a little bit better. So the one who's out here very specifically says we're doing things differently, we are the different one, that vibe that connects with yours the best. That's gonna give you a much better sense of who's going to work well for you, and who's just going to kind of like and and, you know, because this really is about figuring out exactly what you're walking into when you get into this part of these partnerships. So we've gone through we've identified the people who are willing to make bold statements, right, the people that are willing to say who they are, and they do that they say thing a they do thing a they defend thing a and they say thing B is the wrong way to do it. And we're not like the people that do thing B. Right, right. You found that now this list gets down to about 20 people, right 25 People, and where do we go from there?

John Fairbanks 14:54
So we keep filtering down. So you look at your coffee shop, right? So they have an audience. They have a community of people They're going to start off with, right? People that are gonna buy coffee, an expensive cup of coffee, right? Or appreciate the craftsmanship or whatever you want to say. It's okay, these people are going to be kind of closer to people that have a value or are going to be on this side of town. Right? That's helpful, then it's the next thing you're looking at. It's like, okay, they're gonna be there's a reason why they were attractive to you. Right? Otherwise, it wouldn't have been like, Hey, we should link up with a coffee shop. It's like no, like, those people are shitty, or I feel bad when I walk in there, and they're kind of assholes. It's like, alright, well, then I don't want to deal with them. So. So now the next piece is what we call so C R, and now we're at a and so this is an attractive character. And so this is a more salesy language, let's break that down. But you need to look out for it, is there someone that you actually can reach out to? Or is this just a, is it a court? You know, is it a corporate giant? Is this lukewarm, like, there isn't anyone that's actually accessible? Because, because this takes time? And the last time that I checked, gym owners aren't professional marketers or networkers or any of that nonsense,

Tyler 16:06
What do I look like a professional extra time, however, come on here.

John Fairbanks 16:10
So since that isn't anywhere, it's like, it needs to be the time that you spend is tight, like is money well spent right? Time is also you have to make sure there is someone that you can actually talk to and an easy way of knowing this is you let's say you've now got your list. We've whittled it from 50 to 25. Because now we're here at the third layer, it is to send them a message as a human reaches out to them, either send them an email, shoot them a DM, whatever. And if all you get is a shitty bot reply, and then you're ghosted that answers that question for you.

Tyler 16:49
Yeah. And it doesn't mean this opportunity needs to die. But it does mean that you should move on what you can move on first. You know what I mean? This, let's stick with. Like I said, we're not always all about low hanging fruit here. But let's get your work and get you something done here. So when we go to Yes, yes, well, also, you've done this guy you ever go to like the government office to have anything done, you will realize very quickly that none of these people have the authority to make any decision at all anyways. So you can waste a lot of time talking to someone who just, oh yeah, I can't approve of such a thing. Like the decision makers in a business are very, very, very small, especially in larger businesses. So like you really don't have access to if you don't have access to a person who can make these decisions or to have those conversations just table it until the time that you do it. Maybe there's different ways you can hustle in and out that's basic networking and networking with a plan like this is sensible. So we go through this kind of process and we get everybody that we hear back from, even if it's general or people that we personally know. Let's say we're down to like 20 people now 1520 people but here we have like a coffee spot to sell apparel. We've also got a chiropractor who works as a chiropractor slash massage therapist, right just kind of a body tune up guy. The trains that are gym Iman right, that work that works well. What other types of things might we be able to have our eyes on out here? We could have

John Fairbanks 18:14
Less and don't ever settle. So this was so I, I had the opportunity before my family and I moved right. We moved from Florida and now we're here in Virginia. So we moved before I moved. I had a great experience at a jiu jitsu gym. It was a Gracie Baja gym that was across the street from where, you know, my kids did other activities that got linked up and we had an amazing time. And one of the things that I realized was those MMA gyms, those jiu jitsu gyms, those types of short clubs, yeah. They didn't have like, any method to any madness when it came to like Trent like actual, like weight train strength,

Tyler 18:55
Yeah, the strength and conditioning side. Well, and there's a lot of opportunities in this actually to go for it not just for say MMA gyms, but if look kind of in your spaces where where the strength and conditioning side of any niche could be farmed out could be that somebody would would hire out and depending on your market, sometimes as high schools, sometimes that's private school, sometimes sometimes it's a traveling Football Club, sometimes it's so but but the MMA gym is a really good example, actually. So that's a very solid example. Because you can kind of sell their products they can sell for you. If you meet and you're kind of on the same page and your philosophies align. You can kind of sell each other services for each other and just make kickbacks and start to really stack offers in a really interesting way like we talked about before. So that's a very good example to have kind of tied into this list that we've got here.

John Fairbanks 19:46
And if you look at MMA gyms, like let's take them quickly, and I'm not going to go through every step, but like just in your mind, envision the MMA gym, the typical professor or leader Sensei, whatever the guy that's in charge of the whole thing. take them through this crack filter really quick like alright, community is radically different, are they? Most of the time they're pretty attractive people like attractive characters I said not like, good to look at like, there's they're psychotic, like there's certain things that are,

Tyler 20:13
There's an extreme appeal to it that definitely draws a line. And if you're, say, a CrossFit gym, oh, there's kind of quite a bit of crossover to that mindset. So I go ahead, John.

John Fairbanks 20:25
No, I was just saying, and you have like the MMA version, but you mentioned it earlier or like, the idea of where like schools or sports clubs, like I have another friend, he and his wife own a gym back in Florida. And he has an amazing niche with all of the local high schools, the baseball teams that come to him and his wife, because he trains sports, specific stuff for baseball and lacrosse, like, football players fill in the blank. And so it's a great thing that he carved out through that relationship, right with those people.

Tyler 20:58
And again, this is just one type of partnership, one type of thing, this is one of the ones we get into that's a bit of a two way street, which is good, right? Because let's beat this out. Let's go a little further on in the process here. So we can just kind of whittle down, we know that these are the we have people that are an attractive personality that fits your niche that are have a community that have good reach that everything is kind of where you want it to be. And we've got this down list to let's say it's around 10 people for 10 or 15. Now, and we've got our body tune up guy, maybe you have an MMA gym, we've got your kind of boutique spots. What other opportunities do we need to start whittling down?

John Fairbanks 21:38
So we actually jumped into it just by our kind of naming like, Okay, now these are even like who we're going to whittle down? Because you want to make sure we talk about the idea of like, does the community as a whole that accompany serves, or they want to work with? Are they similar to your people, right? The types of people that you want to serve? That was the very beginning of our conversation. But now we're back. So CRA C so the next C that's part of the word crack is going to be is it complimentary? So now, not only are they trying to serve the same types of people, but now their business model is what they do. Is it complementary to what you do, because this is where you can have folks that maybe they've made it this far, maybe they've made it through as we've been filtering down. But if it is, it is a body shop that specializes in custom tint. Like, that's awesome. Like I'm all about that. But that is a much harder sell or a harder stretch beyond just the Hey, you go talk to Tyler, he's my boy, he'll take great care of you vice versa. That's pretty easy. But this level of partnership next level type stuff we're talking about does not fit doesn't make it

Tyler 22:57
Yeah, well, and you got to be tuned into how they execute their service. Right. So So you say we go to the MMA gym, like you go to a spot here and say you are the premium fitness center in your place, right and you offer great packages and say you want maybe want to have the you want to sell bulk sessions for the MMA athletes or you want people who come in to sign up for MMA to be able to, you know what I mean, at the MMA gym, they can sell a strength and conditioning add on that has a specific time slot out at your gym or however, however this be done. But you don't want to get into a partnership like that, if you are very premium, and they are very gritty and dirty and grimy and like that, it's going to suck right? You cannot send your people through somebody else's process. If their process sucks, but you gotta keep it that means you have to keep an eye on it because that now comes to represent you. We would do this at times, when we had the heating and air conditioning company was what we would do if we wanted to be the place where when people called they trusted us. So if someone called us and we were there, people fixing the furnace went out. Sometimes we get people who call us and they go there's something wrong with the electrical at my house, like I need an outlet change, I need this for that. And we're not technically electricians, you know, we can't just come and do it. We're not licensed. Now this has all since changed. But like what we had before was partnerships in which we would base we would just sell someone else's service, we would turn them over to them for scheduling we or we would do the scheduling on their behalf. So as far as this client knew they were dealing with me and I was going to get a guy there. And that's that it was a great arrangement for us. But if that guy comes in and has modern issues, that comes into shit work, like now that's me, this is my business and this thing that went from a great opportunity of he can have access to might make a good impression with clients that are already my people and then they can grow together as a relationship there as a as a customer. As a customer and service provider. That all goes away very very quickly and can just represent everybody very, very poorly if you don't pay good attention to how somebody delivers service?

John Fairbanks 25:02
Absolutely. And that's a really good point of the word complimentary is their service. So do they do what you do? Do they help, but how they do it is a complimentary and the fact is, is their pricing complimentary? You need to have somebody where it's like, if you are truly assisting your people, or the high end upper echelon customers, you need to make sure that if just like you said, if you're going to slap your name on a thing, they really fit the bill. And if they don't, then this really leads us into the last final thing, which is, remember how we said Do they have somebody that you can reach out to right, that attractive character, somebody that can be accessible? Well, does the company itself have a king or a queen? So that's kind of that last part of CRA C K. K for King is within whoever's left, if that customer is that partner that you want to work with? Do they have somebody that can truly do they have someone that they follow? Do they have a boss person that has pull and sway? Like a really easy example? Right? immediately that I think it was like, remember, John from Papa John's? Yeah, like that dude was the guy until he had a racist tirade. And then off he goes, but that the problem was, is that the company itself said, this is our king, kind of follow him Men's Wearhouse, right, you're gonna like the way you look, you're gonna like, like, that's the guy. That's the king, like that's in charge of that thing. And so it's, if you find somebody and it's like, man, they are checking all the boxes, but

Tyler 26:52
I don't know, personality in front of it.

John Fairbanks 26:56
Or I don't know exactly where they're, yeah, it's either they don't have somebody that is, like, is following to where it's

Tyler 27:02
Worse, they suck. That's another risk. Right? Yeah, you're gonna go to Papa John. Listen, John, I gotta, you know, that's a tough one to go as if you're going to try to get into partnerships. Those things are? Yeah. So you have to pay attention to how they're perceived. You know, do they have a solid leader? Are they respected? Do people turn them? Because if nobody's going to listen to the person, it doesn't get to you any good at all?

John Fairbanks 27:25
Right? And so you want to be able to have all those pieces. So if you have those pieces, the reason why like those steps where we talked about like is their offer complimentary? And it's like, well, if they don't have someone that is reachable, and that people listen to, then it's not worth your effort to then try and reach out to somebody and be like, hey, like, I would love to start a partnership, or I would love to do something. And it's if they're not accessible, or they're not open to it, or whatever, or you'll never know, like, it's I don't want to waste my time. If I have a $10,000 customer. I can't send them to somebody. It's like, yeah, 100 bucks. That sounds great. Like, it's like, Whoa, yeah.

Tyler 28:03
Yeah. Well, and maybe let's, let's, let's pursue this a little bit further. John, can we get into some brief examples? Can we do an example of, let's say the coffee thing, how you would incorporate a coffee thing into your offer? Yeah, so the coffee spot, that's something simple, right? You go to the dealer, you approach this place, it fits, it works. They have good social media presence, they sell other products, but they're, they're priced on the premium side, and you happen to be priced on the premium side, they're worried about delivering a very high quality product as they're you. They're already sort of adjacent to your community. They're nearby and look at it all works really well, right? How does that actually become a part of where we actually get some back and forth here? And maybe that's harder to do. Then you think, but I think people can just think through these things. And with a couple of examples, they will realize that, Oh, you want to blow the doors off convention, change the way you think about these types of things, and just start laying out possibilities until something makes sense.

John Fairbanks 29:00
So let's play it with you and I did not talk about this. And I think it's perfect, because let's do it in real time. Let's riff on this. Yeah. So they've made it through. Right, they've made it through our crack filter. Somebody's at the very end. So now it's time to go. Now let's try to figure out how we can play the first thing, always, always, always, you have to be the one that's willing to provide value in the first period, there is no ask. If you ask first. You're now losing the upper hand in this relationship because you want to make sure it's equal. But you want to set the bar at what it means to provide value to this partnership slash relationship. So the very first thing that's easy is, I would say let's just go in the same direction that you had, where's this idea where it's our people like we're going to build into our morning class. For the folks that are our mid to upper tier people. We're going to ask what's your preferred, you know, coffee beverage in the morning when you have your class. And you're gonna get that because guess what that's going to be built into my tiered pricing so that when they finish that class, there is already it's, there's coffee here, there's hot warm, like your order to order is there every time and it's like, what are we a bunch of fucking baristas like, What are you talking about? Like, we're a gym, this is not what we do. It's like, no, let them do it. Exactly. And what you've done is you have just elevated the level of service that you provide for your people. It's like remembering the members spouses name and the kids names. Yeah, at the end of the day, it costs you nothing. And yet the return that you get from being a human is everything. And what you're going to do is you're going to take that principle, and you're going to elevate it just a bit like the idea of sending the birthday card, that's nice. But man, now what you're gonna do is, and maybe there's make sense to do it every day, but it's once a week, like you're gonna build this into your system to where now they're gonna get some business, you're gonna build it in, and you've just raised that value. And now you've given a lot of value back to that, that coffee shop.

Tyler 31:10
And another thing that I would consider and of course, this, I'm speaking of a specific place here, where they also sell a payroll, and, um, you know, it's like a yoga type coffee spot, right? Perfect. And so if I'm riffing on this type of arrangement, I would go, when I have clients come in, I would have as part of my introductory offer would be, you know, we'd work out some sort of arrangement to get their foot in the door. So I don't know what pricing things are possible. This is why you need to communicate with this other owner. But you could very easily include a, you know, a 10 to 20% discount, if you pre sell, say $300 worth of fitness wardrobe stuff. Or you can pre sell into your packages like a startup package, or a new year new you package that you roll out for starting a new year. That involves you selling call it a punch card gift card, but at a rate that you have that you agree to with with the business, you're selling pre selling some of their products for them in a bundle, of course, like here's your deal, yep, you go, you go down there, whenever this week, next week and get pick out your stuff. You can also I would also be interested in maybe pre selling punch cards as well. For you know, if you want to come after training and want to come here, you can, you know, yeah, buy 50 drinks for 20 or however you want to do it. But work those into some of your tiered offerings are added as a layer as a bolt on or something. But now that still just sits again, we're talking about offering value first, and we're riffing on this one on the fly. And this is probably not the most ideal one. But that's how this is always gonna go. But I still feel like I'm only giving them value. Sure, kind of right, I'm selling a lot of their drinks for them. I'm able to maybe really nudge a lot of people into their doors. But how is that coming back? For me? One way I would for sure do it is I would want some sort of commission, especially if I'm selling a lot of stuff at full price. This let's just say 10% comes back directly to me for sale. Right? Which is awesome, right? That means that now as a person who's just closing people on gym memberships, here and there, I'll get my commission for closing a gym membership. But this other layer, hopefully it sits amidst a very well orchestrated tiered offer. But this other layer may sit and be able to make me an extra 100-200 bucks for having this conversation, or 50 bucks here or six, you know what I mean? Like this becomes worth doing. If these offers are stacked and our premium and there's an end you're just not afraid to really like to offer something and sell something, as long as the partnership is solid. Now how in this case, maybe we set a bad example how in this case, do we get action coming back our party just I've just been patiently

John Fairbanks 33:44
waiting to see you buried the lead. So since you said that this coffee shop is an apparel yoga type place. Easy. So what you now have is you have a coffee shop that serves your earthier crunchier type folks that and especially if they sell right yoga apparel or that type of thing, it's like man, you know, that they have want at least one person that is a self proclaimed Yogi that is on their staff that's making coffee as well, or maybe the owner is. So it's like, then let's open up the spot. Let's open up your gym. And you're going to open up a spot where they can have people come in, they do yoga, have some coffee, and they can use your space to run that yoga class. And so this now allows you to kind of creatively come up with some ways where you either cut a deal with them where now it's just them selling their yoga stuff. And the reality is that you get either you've already come to an agreement on the number of classes if you're going to use the punch card idea, right? They now can sell yoga on Saturdays right with barista Tiffany and and you get coffee after every single yoga session, and you're going to be able to have a volume, you're gonna, you're gonna give them a volume discount. And so that's immediately away, now you just brought bodies into your door. And this fills in the blank, it doesn't have to be yoga, it can be Zumba, it can be anything. And this is where immediately it's where, and again, or another thing, right, it's, you want to strengthen if they have made the crack filter, that means that they have a strong community of people that are passionate about supporting a local business, which means that they're going to probably have, like live music some nights, or whatever it is, they're gonna have certain things where they want to draw people in maybe outside of the typical Coffee House hours. So it's probably not that much of a stretch that they probably are going to have some type of a deal where maybe they do the damn thing where everyone comes in and pays to do things like the wine and painting on the canvas thing. But it's a tiny boutique coffee shop. So guess what they don't have, they don't have square footage, guess what you have. And so now immediately, you're a supportive space where it's not fitness yet. But now you're

Tyler 36:07
comfortable in your space and having people be comfortable in your space. And having it by the way, this isn't giving this away, each one of these things will make you money or value one way or another right. So this is a small example that maybe isn't ideal, which is kind of why I wanted to go forward with this one, right? Because maybe this is the homework we should give the listener to go through. Pretend so let's obviously assess your overall options, right requires that entire crack filter and do that, absolutely. But go through maybe as a thought exercise, after you've done that, really go through this, how you would kind of maybe how you could serve each other and how you could sell each other's offers, or what types of things you could put together. Do that for the massage therapist. You know what I mean? To run that one through your head, we don't. You don't need us to do it. But there's lots of options and packages and things like this that can be put together and sold within your members that are very, very, very lucrative from introductory thing we're going to get you started here, you got eight weeks, okay, you're gonna come in, you're gonna do a movement and goal setting assessment with Coach A, then B, you're gonna go over to our Cairo guide, he's gonna get you adjusted and ready to go. And then we're gonna take a couple of days, get a massage, and we're gonna come in, you're gonna start day one, day two, day three, it's gonna be a rough first week, you get a massage each week, if he wants you to go every two weeks, or how you can build some premium packages, by the way, do you think who's buying a massage every week? I don't fucking know. But the type of people who are starting something and have a lot of disposable money and go, this is just a way for them to invest in this experience being good, and then not being destroyed and sore and taking care of themselves. Somebody who has the expendable money like there's actually a lot of offers you can build in for your fitness center your gym with a Cairo that doesn't involve just giving them a table in the back of your fucking building. So they can come and tell you that you're coaching people around you. I mean, that's a totally different thing that people do with bringing in a physio into their gym that I don't always, I'm not always stoked about, you know what I mean, just having somebody taking space in your gym, like that's not necessarily the partnership that I want, there needs to be back and forth. And so I think the Kairo option, or the massage therapist option, that's one that I think the listeners can go through, and they can really walk through that stuff after they've gone through the process. And craft some real options after we put some that are maybe less lucrative with the coffee one because it's a lower margin business, kind of not lower margin, but lower ticket price business, for sure. But there's places for everything there's places for everything to fit in as how you start, to build these relationships and stack those offers. And this is when we talk about a system that can get you not just referrals, but like money, someone else is selling your shit. Somebody else, it's another stream of revenue that maybe you haven't thought about. And by the way, you've got a bunch of people, you could literally make money just being the salesperson for this massage therapist. And this is and this is where this thing really is evolved to when you crack that mindset open a little bit. And you know, I can really, I could really do provide some real value to them in a way that like isn't just isn't just me being the good guy here. You know? And I think that that's a really, really, that's a really important piece. I think that it requires a mindset shift though this took me quite a bit to get beyond this, the normal stuff and you have to think outside the normal. The normal ways you do things,

John Fairbanks 39:36
and the lowest hanging fruit of what you need to get past here is the idea that for you to provide more value to your people does not mean you need to invest more hours.

Tyler 39:51
No, you don't even need to do more. Nope, you're just other people carrying that weight for you. You know, letting our business carry that weight they already do. They're gonna do that better than you

John Fairbanks 40:01
without a doubt the same idea that you would be looking to outsource certain parts of your business. If you're not good at sales, or if you're not good at designing T-shirts, we talked about this. If you're no good at filling in the blank, you need to stop fulfilling it, because it's a worse product that you're fulfilling on. And it's going to cost more money in the end for you to do it. So find these people that pass through that filter. And just like you said, start easy, start with the ones that are more obvious, right? Could I figure out a way to take the local Jiffy Lube and build it into your business? Yeah, Tyler and I can figure it out. But at the end of the day, that's, that's not what you're trying to do here, it's

Tyler 40:44
not really worth your effort, or you got to boy, you got to have a lot of stuff in place before, that's your easiest play,

John Fairbanks 40:50
right. And the fact is that it will never be your easiest play, because you don't sell cars, like it's just it, you work in your area. So take them through that crack filter, and you will immediately start to become clearer for you of some folks that are worth now. Now you get to be a human. Now go practice humanity. And in the end, something positive is going to come out of it, I absolutely guarantee it, you just have to make sure that you are the one that's coming to value first and let the rest of it come.

Tyler 41:27
Yeah, well, this is the most candy we've given away for free so far on this one. So I hope you guys enjoy it. This is a good thought exercise for you guys to run through though I think this can have you very, very well equipped for the types of thinking that we need, kind of going forward in there. So if this thought exercise is a thing, and you've gone through, and you kind of made this thing, your thing. And it makes sense to you and you're excited about this opportunity, make sure you get into that Facebook group, the the gym owners, the gym owners movement group on Facebook, that's gonna be the place where we can discuss all things, all things, gym owners, all things, John and I and Nick and we're gonna get into all sorts of exciting stuff here soon. So we'll be bringing Nick on shortly, as well, for some of the more sales specific stuff. And some of the transition Talk where we talk about when you get things rolling in your jam, and how you actually start moving things from A to B to C to D, and where you start selling and what that's like. And so we're not just staying concepts here, we're really gonna get you some voices from on the ground. So this is your starting point, though, for real. For those of you out there, like, this is a, this is a good one you can do. And just and if this works, hit us up, you know, if you like the sounds of this, there's a lot more where this came from. That's not just down this path.

John Fairbanks 42:41
And these are the things that we do inside of Jim hacking University, what we do inside of the Facebook group, these are the thought exercises, these are the actionable steps that folks follow that allow them to be able to be successful again, with their already existing stuff. What you have is enough, you just need right, more money, more being more organized. And

Tyler 43:07
more opportunities, more good opportunities, not not more time taken from you. Yeah, so I think yeah, well hit us up. Find me on Instagram at Tyler F and stone. You can follow the gym owners podcast on Instagram, John, they could find you

John Fairbanks 43:22
at Jay banks FL and head to hack your that's where you can find the links as well to the Facebook group and all things Jim hacking.

Tyler 43:34
Yeah, I love it. Alright, thanks a lot, everybody. We'll see you next time.

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