Okay, so I've got this consulting client. Let's call him "Jimmy." He's a really successful businessman and club operator, but DAMMIT! He's a total pain in the ass! The reason is that he'll only take my advice after arguing with me for like an hour. Hey - it's his dime and all, but still. That gets old. Whatever. Anyway, I was talking to him last week and I told him the best way to generate guest traffic and a bunch of goodwill in his marketplace is to do something REALLY COOL and DIFFERENT. And naturally, he starts arguing with me. So I decided to shut him up forever. I told him that I'd PROVE this works and that if I'm right, he's got to publicly admit defeat in this publication and buy me a case of wine. (Dummy forgot to even ask what kind of wine, ha! Naturally I'm gonna find the most expensive kind possible.) Anyway - here's how I proved him wrong . . . but before I get started, let me wish each of you a happy and prosperous 2018.

As we head into the New Year, you’ve got to be asking yourself, just like Jimmy did, “Is there a better way to run my operation? Are there better ways to get guests to walk through the door?” After being in the fitness industry for over 40 years, I’ve seen a lot of things – many that made me shake my head and wonder what the heck some of you were thinking. Yes, there is a better way to do a lot of what we do on a daily, monthly, and yearly basis.  As I’ve said before, there are no crystal balls. I wish there were. But during these very competitive times, you can choose to do nothing or you can choose to become a better business manager. The choice is yours. As you head into 2018, it is more important than ever to analyze where you have been and where you are heading. Ask yourself a few questions while reading this article and decide if you’ve been making the right choices. Do you have all the resources you need to be successful?

You’ve got to stop making excuses. We've all experienced people like Jimmy, bless his soul, but as business owners and managers, there is a better way. Most of us are great at identifying problems, but we’re terrible at coming up with real solutions.

So, what does a fitness business do to ensure it has the best possible chance for success? Here is the answer. Be the best you can, open to new ideas, make a few changes in your operation, and get involved with a company and consultant that can help you along the way. Let me tell you about my organization, Global Fitness Association. Whether you're new to the fitness industry or a seasoned veteran, you can’t go wrong with access to the following three popular resources and more.

Executive Assistant and Consultation Service - This service is available to all fitness professionals and the first hour is free. You will have complete access to seasoned fitness professionals (each with 40 years and counting) to discuss your special needs and challenges, with no obligation.

Lease Negotiations and Renewals - Believe it! The landlord always has the upper hand, and without professional help you could be asking for trouble without knowing it. There are five times in your business life when you may need us to get involved with your landlord. After working with landlords across the country for over forty years, we have developed several successful strategies and techniques that address these important issues.

Documents, Forms, and Manuals - From accident reports to employee handbooks to dealing with your landlord and much, much more. You will be amazed at all the categories Global Fitness Association has to offer specifically written for the fitness industry. All documents can be modified to suit your specific needs and can be accessed within seconds at a price that can't be beat. Learn how to expose your brand in a more economical fashion that gives you the edge, and get you more guests. Just as promised to my friend Jimmy.

“Look What Jimmy Had to Say.”

"Don't know how you did it, but you did it. I would highly recommend that individuals in the fitness industry align themselves with GFA because they really know their stuff, including their taste for wine.” - Jimmy, Atlanta, GA 

There you have it, something Really Cool and Different. The strategies you learn and practice now will serve you now and in the future.

If you know of any ridiculously expensive wine, let me know.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at for more information.