[00:43] Too many offerings can backfire for gym owners

[02:30] Half-ass effort = Zero results

[05:26] Identifying your ideal customer profile (ICP)

[06:55] Building synergistic programs that deliver real value

[07:47] Is your gym a Cheesecake Factory or an In-N-Out?

[09:45] Private training is your first step towards a focused revenue stream

[15:00] Real talk on private training, retail, and scalable revenue streams

Nick Reyes [00:00] How many revenue streams is enough for a fitness business? Why do we chase all these different avenues of revenue or of service, and maybe, how should we go about you know, thinking about this.

Dan Uyemura  [00:14] Welcome to the PushPress Podcast where gym owners wondered where to dodge bad advice, crush the competition and actually make money doing what they love. Let's get after it. What's up, guys? Next episode, let's go all

Nick Reyes  [00:24] right. So I have been seeing in different forums and groups questions like, Who has successfully added 24 hour access, or who's launched a Kids program, and it got me thinking, how many revenue streams is enough for a fitness business? Why do we chase all these different avenues of revenue or of service, and maybe, how should we go about you know, thinking about this, I'm assuming you've seen some of the same type of commentary, and maybe have even been asked some of these types of questions before. Let's, I want to noodle on this some today, because I think it's a can be a distraction and potentially catastrophic to a business.

Dan Uyemura [01:12] Yeah. I mean, this one's an interesting one, because the ultimate answer is, you should be developing multiple revenue streams, and you should be creating more ways that your clients and members can, you know, derive value at your at your business. But the realistic answer is, you shouldn't be Yeah, exactly. How

Nick Reyes  [01:36] does that work? Exactly yeah. And maybe to to level set here, a revenue stream is going to be, you know, adult group membership, it's going to be personal training, retail nutrition, youth training, 24 hour access, space, rent, like these. Things go on and on and on, but it's, it's a separate path from maybe your core path, to offering some sort of service that's going to pull in an income or revenue. Yeah.

Dan Uyemura  [02:02] And just as a general rule of thumb, like you only have so much time is in time to time is finite, not infinite. Time is finite, and you only have so much places you can put your attention. And unless you've actually built a core or ancillary revenue stream where you can pay someone to focus on it. It becomes difficult. And that's where, kind of the crux of this is, exactly, yeah, exactly. So stepping off point,

Nick Reyes  [02:30] half ass effort equals half ass results. Oh,

Dan Uyemura [02:33] I challenge that. I think half ass effort equals zero results. It's actually like, if you could plot it off on a chart, you get nothing until you get something. So it's not like a gradual slope, it's like zero until you get them enough value to get something.

Nick Reyes  [02:49] Okay, that's, I think that's plenty, plenty fair, and I would agree with that, yeah. So if that's the case, then you know, is there any justification for half assing any program at all now,

Dan Uyemura  [03:07] unless you like wasting time and being frustrated, I can't see it. No.

Nick Reyes  [03:10] Yeah, right, right, no. So 100% agree. But I think a lot of times that's that's kind of what we what we see in general is like this, this, this half ass attempt at doing retail, yeah, you know, the shelves end up empty, covered in dust. You sold three jugs of protein. Your coaches took the other two, and you got nothing out of it.

Dan Uyemura [03:36] The most frustrating thing I have in doing this podcast, I'll be honest with you, is all the advice we give to coaches and gyms is the same advice they would tell their clients. Like, if you had a client who came in and they're like, hey, you know what? Like, I really want to get fit, but I don't really want to put in much of the work. What would you tell them? Like, why are you doing this? Then, right? Like, if you're telling me you don't want to put in the work, then, like, just be real. Just sit at home and enjoy your life, right? You know, yeah. But, you know, I feel like, over and over we do this podcast, and I'm like, it's the same thing you would tell your clients, right? Like, same thing so,

Nick Reyes  [04:11] And I think, you know, there's this interesting intersection between effort and, like this, half ass, effort thought and then this, you know, bias for action. Bias for action is the stepping off point. You still have to see it through to a level of excellence. You know, we started this podcast, I would say, with minimal effort, with median X help, who's sitting behind the camera back here at our company retreat, but we're seeing it through, and we're getting, we're gonna keep, get, putting in the reps and get better every, every time the shelves aren't getting dusty, you know, around here, right? So just, I think that's an important point to clarify, yeah,

Dan Uyemura [04:53] the difference between continual half ass effort and continual and. Incremental effort, correct? We put, we put way more effort into this batch. Not to say we didn't put effort into the first batch, but it's like, you learn, right? Like we learned what we could have made done to make it better. We've already identified, think, ways to make the next set of episodes better, and we'll just keep doing that Absolutely. That's completely different than just half assed Exactly, exactly.

Nick Reyes  [05:21] I'm gonna change that bullet point. Half ass effort equals zero results, zero results. All right. Number two, identifying your customer profile. You know, we do a lot of episodes. We reference ICP. I think it's really important that we spend a few minutes to kind of dive into this here. When we talk about identifying your ideal customer profile, what we really mean is coming up with the exact traits that make up your target customer. So that's gonna be, how old are they? What gender are they? What's their income? What's their lifestyle like? What are their fitness goals? What are their pain points? And when you understand those things, you can begin to shape services around them. So that's And again, we'll get to that here in a minute. But like finding that ICP in a lot of gyms, it would look like, you know, I might be the ICP it's, it's Nick who lives in the suburb, who's married and has a decent income and two kids at home and a dog and lives within three miles, and you can really begin to understand exactly what you're going to build, that I'm going to consume at your at your at your fitness

Dan Uyemura  [06:36] business, yeah. I mean, you could tell how quickly it becomes easy to decide what you're going to build, where you're going to build it, how you're going to go, you know what your website? Says when you when it's that like, as clear as that is, versus like somebody who wants to get fit exactly, very, you know, very different, very much more, much more clarity, 100% so that leads into kind of like the second point, which I believe, is, once you've identified who the ICP, the ideal customer profile is you have to build a great product around that. And again, you have to resist the temptation to try and serve all we've talked about this in different ways and different episodes, but like, the more people you serve, the harder it is, it is to do great. Yep, absolutely. And I go

Dan Uyemura [07:18] back to I've done a reel about this, like, oh God, Cheesecake Factory versus in and out, right? Like, Cheesecake Factory makes, literally, probably 100 dishes. And I don't think any of them could hold a candle to the specialist version. Like, their pasta is not gonna be good as a fancy Italian place, their burgers are not gonna be good as a burger place. And so you have to make the choice of like, either you serve less people really well, or you try and serve everybody. And if you're a boutique gym, you can't serve everybody. So that's been

Nick Reyes  [07:46] solved. I think that's the challenge that CrossFit gyms get pulled into, because CrossFit is infinitely scalable, so it can serve everybody. But just because it can doesn't mean you should as a gym owner?

Dan Uyemura  [08:03] Yeah. And also, you know, in in some of the definition of CrossFit, it's just like, we train to do everything really well. So it's like, there's gymnastics or components of weightlifting, there's components of plyometrics and cardio, all of this stuff and and then it's like, very tempting to be like, Okay, now we're gonna do weightlifting classes and we're gonna have yoga and we're gonna do etc,

Nick Reyes  [08:22] we're gonna do everything for everyone. And that's the exact trap that we're talking about exactly. Yeah, right. And so, so, yeah, I mean that what that looks like is kind of where we was what Dan mentioned. It's like you have a yoga class on Sunday, you got a weightlifting class on Saturday. You've got 24 hour access gym. You've got the dirty retail shelves, and none of it feels as if it's really driving success anywhere, right? Like the yoga class has three people, the yoga teacher is like, Come on, guys, am I really showing up for three people? That's what, over extension to all of these different avenues begins to look like. It's the daycare, you know, person who showed up and there's one kid, and it's like, you're really paying for daycare for one kid, like it shows up in everything, because you're just getting pulled in too many different

Dan Uyemura  [09:08] directions. Yeah. I mean, let's, let's check. Let's look at this from another lens. Have you ever, like, walked into a nightclub and there's two people in there, you know? I mean, like, music's pumping, smoke machines on, like, everything's going on, but there's like, two dudes standing in a corner. Have you ever, like, I've everyone has, right? I think so, yeah, like, doesn't feel good, no, right? That's what all of these services can feel like. Like, if there's a yoga class that you're promoting and there's like, you go, there's like, one person there, and then dusty retail and like, everything's just kind of like, creepy corner town stuff, you know, like it just doesn't feel good, like you don't want to present that,

Nick Reyes [09:44] yeah, absolutely, absolutely. And instead, what we want are programs that synergistically work off of each other, right? And if you build and design a program around an ICP, right? I'm gonna build something that serves Dan waimura, who is married, whose kids are out of the house, who likes to travel. It's like, what does that look like? And how can I plug into that? You know, I think there's so much power there,

Dan Uyemura [10:14] yeah. And I think for most of our gyms, the easiest jump off point, which, you know, this isn't revolutionary, but the easiest jump off point to build a synergistic program that not only supports your clients and their needs, but also supports your staff. Who's an important part of this equation is private training. Because no matter what you're doing and what type of gym you have or studio you have like there's some aspect of getting better, and the way to compress time and getting better at something is to have dedicated time with somebody who really knows what they're talking about. That's private training. Yeah? So I think the first, first extension of revenue that every studio and gym should look into is a way to compress time to value for their gyms in private or for their clients in private training. 

Nick Reyes [11:01] Yeah, I think I'd agree with that. I think maybe the if I were to go, what's the next layer? And then I want to play an interesting game with you after this. But like, games, the next layer would be, I would probably go, uh, merchandise only because it has a marketing angle to it. But all right, you know what I mean. But, like, I 1,000% agree, group, private. And then I would consider merchandise as part of that, because it can also be the game we want to play. Let's fast forward. I want to play this game. Okay? Because we got it, we got a couple extra minutes here. If you were designing a program for Dan, what would that program look like? Give you some time to think about it, I'll explain mine and my hope in this game that I'm coming up with on the fly is that there's a difference between the two, to the point that it illustrates exactly what we're talking about. Okay, okay, so my program would be large group, so not small individual, yada yada yada. So I do large group. It would not have 24 hour access. It would have some sort of easy daycare, most likely. And then I would want pretty solid retail for supplementation, things of that nature, and nutrition coaching,

Dan Uyemura  [12:26] we are so opposite. I see where you're going with this. Okay,

Nick Reyes  [12:30] okay, and so, and I'll unpack my reasons why it okay. Large Group, I've been in the fitness industry for 10 years. While I appreciate coaching, I don't need to be hounded over it. Okay, nutrition. I do want to be hounded over one on one. Nutrition coaching. I want that hand holding daycare. I've got a six year old and yeah, sure he can stay at home with his 11 year old sister. Sometimes she doesn't want to be bothered by a six year old. Sometimes he doesn't listen to an 11 year old. Whatever. Need some additional help there whenever I'm busy. And last but not least, I don't want to have to make four other stops to get my my protein, my creatine, or what have you. I want to go to the gym, and I want to pick it up, and I want to freaking leave, and I'll pay a premium

Dan Uyemura [13:09] for it. Okay. So, okay, okay, okay. So pretty much mostly opposite of what you said exactly. I would want small group but group training and or 24 hour gym access. I would want a gym with a community that's holding community events, but I wouldn't want large group. I don't care for childcare. Obviously, dog care would be cool. No, but no, no dogs, no gym. And I could care less for retail, because I buy everything on Amazon or through some direct, direct. I mean, I have, like, literally, eight bags of protein at home. See, got backups on backups, backups on backups. Um, so I yeah, I stock up and save, I guess, if you Yeah, um, small group and 24 hour, because I don't ever sleep. And I try to, like, get my fitness in when it's not impacting my work. You don't sleep. Yeah, small group, because I do crave community, but I'm socially awkward, and I don't want to work out with like 20 other people, especially, like when I'm joining the community. So it's like, I'm super weird and awkward, and I don't want to, like, try to meet 20 different people. But if it was like four people, I think I can get pretty I can be pretty cool. The retail thing I explained. What else do I say?

Nick Reyes [14:22] Retail, you said 24 hour access. Oh, you know what

Dan Uyemura [14:24] I didn't say is I would want some, some flavors of PT, yep, and I would, I personally would want something with mobility, like stretching or mobility, yoga, stuff like that. Because I'm getting I'm getting brittle and

Nick Reyes  [14:45] like a wishbone, yes, and so, you know, I think what's so crazy about that is that we're good friends, we work together. We look the same on the outside, probably to a fair amount of people. But. When you really unpack our lifestyles and how we live, we're different enough that that gym that serves us is far enough apart that it's not a one goes the same gym, yeah, exactly, exactly, and we enjoy working out together, yeah, you know. But again, degrees separated. So, you know, I think that's the general point we want to drive home. Just to recap here, right? Half ass effort equals zero results. You know, have conviction about who your ICP is. Build directly for them. Don't fall into the pitfalls of chasing 100 different revenue streams, and build something that's synergistic.

Dan Uyemura [15:39]  Let me ask the question this time to the audience. I have one that I want to hear. So if you've built some half ass product that totally fell on its face, and you can go back in time and not do it, like, let us know what it is. And hopefully we're finding more things than just like a childcare program or something fun, but like, what have you failed in? Send us an email podcast@pushpress.com let us know. I would love to hear, I'm sure Nick would love to hear, we've all failed. I think sometimes some of the best learning experiences when you actually vocalize and talk about the things you fucked up. So let us know. All right, see you guys, thanks for listening to another episode of the PushPress Podcast, where we help gym owners, entrepreneurs and fitness enthusiasts thrive with actionable insights, inspiring stories and strategies for growth. Don't forget to follow the show to stay updated on new episodes, and if you're ready for more, join our free Facebook community for gym owners. Check the show notes for the link, and we'll see you next time. Keep raising the bar for your business and community. 

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