How Stephen Ross Grew Revenue 47% by Getting Off the Training Floor

Speaker: [00:00:00] 1, 2, 3, 4. Welcome to The Business for Unicorns podcast, where we help gym and studio owners create a business and a life they love. I’m your host, Michael Keeler. Join me and the business unicorns team each week for actionable advice, expert insights, and the inside scoop on what it really takes to level up your gym.

Get ready to unlock your potential and become a real unicorn in the fitness industry.[00:00:30]

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You can use these offers anywhere. All you need to do is click the link down below the show notes and you’ll get instant access. So go do it. Right now. Hello, fitness Business nerds. What’s up? Welcome to another episode of the Business Unicorns podcast. Today I’m very excited to have a guest who’s on the podcast for the first [00:01:30] time, and I’m sure not the last.

It’s Mr. Steven Ross, founder of the Movement Hub Santa Clara. Welcome to the podcast, Steven.

Speaker 2: Thank you. Thank you for having me.

Speaker: I’m so excited you’re here. You’ve been a unicorn society now for how many years? It’s been a, it’s been a little,

Speaker 2: it’s a little over a year now, but a year and a half now.

Speaker: I was gonna say, it’s like almost, it’s almost two or, yeah, a year and a half approach.

Two.

Speaker 2: Yep.

Speaker: Yeah. Yeah. That’s amazing. And it’s been so fun to have a front row seat to you growing your gym and over time I keep hearing from coaches on our team, what a great work you’re doing. So we’re like, let’s have ’em on the podcast and talk about all the great successes you’ve [00:02:00] been having so our listeners can learn from your wisdom and experience.

So Awesome. Thank you for agreeing to do this. Of course. I’m so excited.

Speaker 2: Yeah, thanks again.

Speaker: Let’s get the party started by just getting a little intro to who you are and how the movement hub in Santa Clara got started. So maybe just give everyone like your kind of two minute history of how you got here and who you serve today.

Speaker 2: Yeah, so I’ve been training, so I started as a personal trainer about 13 years ago, uh, at a big box gym. Prior to that, I studied kinesiology, went back to school for accounting, thinking that I wanted a [00:02:30] different career route. Mm-hmm. And ultimately landed back in my roots in kinesiology, and then eventually started Movement Hub Santa Clara.

Previously we did private training exclusively one-on-one, and as we were chatting about earlier, eventually transitioned over the last two to three years into doing prioritizing semi-private training. So we do a four on one and a one-on-one. We’re right here in the San Francisco Bay area. Our. Our client avatar is working professionals in the tech, mostly in the tech industry here.

We’ve got a good little niche down here in the South Bay. [00:03:00]

Speaker: Yeah. That’s amazing. Good for you. I’m glad you returned back to your passion in kinesiology or else we wouldn’t be here today. That’s great. So good for you’s. Great. Let’s actually start with that. This the part of the story you just mentioned, which is you were a one-on-one personal training gym for when you started, and over the last two-ish years, you then transitioned into small group personal training and I think, I think part of you joining Unicorn Society was I think in part to continue that transition and work on that, which has been fun to see because I think now at this point, your small group.

Personal training is even bigger than your [00:03:30] personal training, right? Just in the last two years. Is that right?

Speaker 2: That’s right.

Speaker: Yeah. So I, I think there’s a lot of our listeners who are probably wanting to do what you just did, which is they’re primarily personal training. While there’s a lot of value in having personal training, it’s difficult because oftentimes the relationship is with the trainer and the client.

If a trainer leaves, the client leaves. Also, you can only train one person per hour. So there’s a ceiling to how much the trainers can make and the gym can make. With small group personal training, you can really expand that. So I think there’s a lot of folks who really wanna do what you do. Yeah. Maybe let’s start at the beginning.

When did you decide you [00:04:00] wanted, how did you decide you wanted to start introducing small group personal training?

Speaker 2: Yeah, so part of our business model prior to offering semi-private training was we did one-on-one personal training. And then we, we also still do this, but we also sublease spaced independent trainers to run their practices out of here.

It one of those, one of those sub sublet trainers was Matt Guffey, who’s actually another member of the core society. Oh wow. Yeah.

Speaker: Shout out Matt Guffey.

Speaker 2: Yeah, shout out Matt Guffey. And he was the one that encouraged me to consider adding into the semi-private training. And he was kinda on me for a long time, dude, you gotta do this, [00:04:30] you gotta do this.

And eventually I was like, ultimately for my lifestyle, now I’m, I’m a dad of, of. Two, two small kids. Yeah. And I wanna spend some more time at home. And my work life balance was really not there and I was probably in the gym 50 to 60 hours a week and just not sustainable. Yeah. Particularly when my son was born.

So this was, it was a good opportunity for me to say, hey, reassess, and say, Hey, this is an opportunity for us to me to get off the training floor, develop systems, and actually run a real business instead of just doing the one-on-one [00:05:00] all the time. And we’ve taken off from there.

Speaker: Yeah, good for you. Listen, there’s nothing wrong if any of our listeners out there are just hustling, doing one-on-one training in your gym.

That first phase of gym ownership is basically like you’ve made yourself a good job.

Speaker 2: Yeah,

Speaker: exactly right. But if you really wanna be an owner and graduate to the place where you’re making money and not just exchanging your time for money, but you’re making money off of other people’s time, you really need to make this transition that Steven is explaining, which is you need to get off the floor a little bit more to focus on other things if you want to, or you have to [00:05:30] hire other people to do it.

And sometimes transitioning to smoker personal training, does that ’cause it allows scale, right? You, in your case, you take a slot that would’ve been for one client and you put four clients in it.

Speaker 2: Yeah.

Speaker: And I think that just. Gives you back three hours of your day. Exactly. If you can transition those clients over.

And so I think that’s a really smart. Okay, so you decided you wanna do it a lot for work life balance. Also, shout out Matt Guffey was pushing you to do it. Great. That’s right. Great advice. That’s, and so what were the first few steps you took to make that transition with your clients and with your team?

Speaker 2: Yeah, so I just, [00:06:00] I, so what I did was I chatted with some of our existing clients that were willing to, obviously there’s a benefit to them too, right? They get a bit of a, yep. It’s a bit more cost effective. They can essentially do two to one. They can get two, two training sessions for the price of one personal training session.

Speaker: Yep.

Speaker 2: We had probably about, I would say 10% of our existing private members convert. So we started with a pretty small group of semi-private members, and for the longest time, our goal was like. Hey, let’s try to get the 20 members. Let’s get, try to get the 20 semi-private [00:06:30] members. I remember for the first year of doing it, that was like my biggest goal was like, get to 20.

And then when we got to 20 it was like, okay, get to 40. So just so first steps were just like, Hey, let’s provide a ton of value in these semi-private sessions. Make sure that people say, Hey, there’s something here, something to this, and maybe we can get some more people to join in on the that four on one model.

Speaker: Yeah. What was the reaction initially from your team and your clients?

Speaker 2: I think. Originally people were. Maybe a little hesitant because they’ve [00:07:00] worked. They worked personally with, with me, for the most part, I was the face of every training session. Hey, okay, I’m gonna be in a group of four. Am I still gonna get individualized attention?

Is the session still gonna be fun? Is it still gonna be engaging? Am I still gonna get attention? And that’s part of the things that we’ve. Really prioritize with our processes and our systems is, hey, we still want to have, we wanna create that type of environment where people still feel seen in a 4 0 1 session as much as they do in a one-on-one session.

So a lot of the emphasis that we [00:07:30] do in developing our coaches and our staff is, Hey, let’s make sure that these people get that experience in this semi-private setting as much as they would in a private setting. Because not only do they get a little bit more bang for their buck, then it just scales itself too.

Speaker: 100%. I think that the, I hear that a lot. That was certainly our experience at Mark Fisher Fitness. We did SMR personal training from the beginning, so it wasn’t like we had a huge transition, but I think for a lot of our trainers, it was a big transition from them going from mostly experiencing one-on-one or group classes to this kind of in [00:08:00] between model, right?

Where you’re working, where you’re, we’re really doing a personal training session, but you’re splitting your time amongst four, or in our case, six people. We started with three, then we moved to six, and so I think ultimately what were some of the things you had to work on with trainers to get them good at that?

It’s a whole different kind of thing to coach. How did you develop that skill within your training team?

Speaker 2: Standardizing processes has been the biggest thing, and setting clear expectations. Hey, calling people by name, having and fist bumping. Just ultimately just reverse engineering the [00:08:30] things that we did well in private sessions and then standardizing them in a group session, and that made the biggest difference in terms of the way that those sessions flow.

I think one of the things that we, you know. Maybe some of the trainers struggle with, originally at the onset of on, of onboarding this new program was, okay, you have four different people with four different attitudes. How do you get them all on the same page? And I know a fellow business for unicorns coach Mike Baras, who’s my personal coach, he said It’s hosting the party, right?

Yeah. Getting, finding common [00:09:00] ground between four people that maybe not. Wouldn’t j all together and getting them engaged with each other. So finding ways to do that and then systemizing processes around it has been the biggest, the biggest kind of hurdle, and then ultimately the best part of the process too.

Speaker: Yeah, I think that’s a great analogy. So shout out to Mike Brandis to say you, you really, it is really like hosting a party, right? Having four friends over and they all have very different drinks in their hands, right? Yeah. You gotta keep the beer full, but you also gotta remix that martini and that one’s a [00:09:30] margarita salt.

And so it’s about doing that dance of like your mouth, never stop moving in a session. Your feet never stop moving in a session. Your eyes never stop moving in a session, which is different than a one-on-one in a one-on-one training. Let’s be honest, you have a little time to zone out. You know, the time to daydream, right?

Yeah. And in in small group personal training, you really don’t, you really have to be on it all the time. And that’s a big transition for trainers. But there’s huge upside too.

Speaker 2: Yeah,

Speaker: right? They can make much more per hour than during a one-on-one session. Just going back to the math, I just wanna make sure our listeners got that.

So typically what we see is that. Personal training [00:10:00] sessions, one-on-one sessions, just broadly speaking, or somewhere in like the 85 to $115 per hour, let’s call it a hundred buck range and smaller personal training sessions, usually about half, usually like 45 to $55 per session. So a great way that Steven is selling this is, it’s what clients is like.

You get to come twice as much. Yeah, you’ve done twice as much for the same price, which means you can get results faster. You get get in here more often, you’ll feel better where there’s so many great benefits to spend the same amount of money and come twice as much. It’s a [00:10:30] no brainer for a lot of clients, assuming you can meet their needs in terms of personal attention.

Speaker 2: And one of the things that we did too, I think that. Because we were able to get by some of that time back with these sessions as we were able to offer different value adds, including, mm-hmm. All of our members now, both private and semi-private, all have access to unlimited coaching calls. So that’s a value add for people too.

It’s, Hey, we have some accountability measures in place as well. In addition to your actual time on the training floor. You’re also gonna get some, we wanna make sure that you’re getting enough curated [00:11:00] custom attention too. These are the things, these are the opportunities we can talk about nutrition or.

Curating a plan for you outside of the gym and things like that, that has afforded us the opportunity to buy some of that time back and to provide more value even in that four on one space too.

Speaker: Yeah, 100%. Have, this is a all kind of, a little bit of a tangent, but bear with me. Have you all ever considered calling your sessions instead of selling private, small group personal training?

Have you all considered that transition?

Speaker 2: Yeah. Yeah. I just, all of our materials have already say semi-private, [00:11:30] so we’ve just stuck with that. But ultimately I think

Speaker: that probably

Speaker 2: most

Speaker: sense I have to bring it because I think. I wanted to bring it up just because there’s a lot of people listening. They’re probably in the same boat as you, which is when we first started too.

We first called it semi-private training.

Speaker 2: Right.

Speaker: And over time, many of us were convinced. That doesn’t make any sense. Yeah. That, that phrase doesn’t any sense. So we wound up doing Exactly. We did. We had to change all our materials. We had to change it. But I will encourage you and anyone else listening, I think the industry has moved toward calling it small group personal training, in part because no one in history has ever Googled semi-private [00:12:00] training.

No one’s looking for like. Partially private training. And so we, and it also, the other thing that I like about it, and the reason I think we ultimately made the change at Mark Fisher Fitness was because we wanted to anchor people to the idea that you’re getting personal training in a small group setting, you’re sharing the cost of a personal trainer, which allowed us to charge the rates we were just talking about.

You can charge 50 45 to $65 per session if, oh, you’re just sharing the cost of a trainer with these other folks, you’re still getting. Pretty individualized programming, individualized coaching, in some cases, both of [00:12:30] those things. But you get the point, which is, I just wanted to say that a lot of people are stuck.

With that kind of the, that old name. And it’s hard to change because it’s freaking everywhere on your materials.

Speaker 2: And ultimately what happens is people will come in for a movement assessment and the whole time we’re saying small group personal training, and then now we’re conflicted. Yes, a

Speaker: hundred

Speaker 2: percent.

Hundred percent. Yeah. So yeah, that segue needs to be me made shortly, but I’m gotten,

Speaker: actually this is not me calling you out. I wanna just mention it because I think there’s a lot of folks who are in the same boat. Making that kind of name change, I think in this case is usually [00:13:00] is worth it. Usually. I wouldn’t worry about that sort of thing, whatever call, whatever the fuck you want.

But in this case I think it really does make a difference in terms of SEO and and all that. Right. But anyway, let’s keep going. So you’ve been doing small, good personal training now for a while now. Your small good personal training business is more clients than your personal training business. You know what?

Now that you’re looking back at the transition you’ve made, what advice do you have for people who wanna do what you did?

Speaker 2: Uh, just doing it, taking imperfect action originally. Yeah. And eventually fi just like anything. I think that was the biggest step was we didn’t really [00:13:30] know it was un uncon territory for us getting on the floor and implementing it and having somewhat of a revolving door is not the right word, but.

Given an opportunity to see if it flourishes and then if it does, great. And if not, that’s okay too. Right. There was always an opportunity to go back to private if it didn’t work.

Speaker: Yep.

Speaker 2: So hey, we, what we did was we carved out to start, we carved out four hours a week for semi-private training and great.

And if we’re getting a good turnout and our utilization is good, okay, maybe we can expand it to eight hours a week. And so we [00:14:00] started, we started with small chunks and then eventually, hey, okay, there’s something here and then we can start prioritizing. Marketing it more and pitching it more to, to new clients as well.

Once we felt like we had a service that was, that was ready for it.

Speaker: Yeah. Good for you, my friend. I think that’s really great advice. I think that’s awesome. I think all one of the time, all the times when we talk about it with other unicorns I members, we use the same idea, which is do a pilot first. Just put a few hours on that schedule.

Pick a few clients to do it. Maybe give them a steep discount. Maybe pick some of your longest term clients to have the [00:14:30] strongest opinions, right? And try to win them over first. See what, see if they like it. But if they like it, great. Then keep going. If they like it, great. Ask them for testimonials, right?

If they like it, great. Then roll it out even further and add more hours. But there’s something about that starting small, piloting it out, having you and your team and your clients all gotta get used to that idea. Figuring out the kinks before you really try to try and scale it up. Exactly. I think anyone I’ve seen really take that approach has succeeded over time.

I’ve seen that really work time and time again. Good for you. Let’s switch gears a [00:15:00] little bit, because I know aside from just. As growing your small group personal training. You’ve also, your revenue, I think you said was up something like 47% from last year, which is huge. Everyone would love a 47% revenue growth.

Yeah. Year over year. And talk me through what do you think made the biggest difference? How did you get a big jump in your revenue like that year over year?

Speaker 2: Yeah. I think we have seen some linearity in terms of like year over year. This was probably the biggest year over year we’ve had since starting our semi-private.

Speaker: Yep.

Speaker 2: But I think dedicating [00:15:30] our focus to. The marketing channels that worked best for us was the most effective, and for us it was boots on ground and getting in front of people. Yeah, that tends to be the most effective. Our avatar here in the Silicon Valley is working tech professionals, chatting with our current members and saying, Hey, is there an opportunity for us to.

Chat with your events coordinator and see if we can come on site to do an in-service, or hey, maybe there’s an opportunity for us to do team building activities and getting in touch with the people that have been [00:16:00] long-term members and that trust us and that can put us in contact with their, the people that run that, that event coordination, team building coordination for their particular businesses and then, and then spending a lot more time in front of them.

So that’s been the biggest marketing channel that we’ve utilized over the last year.

Speaker: That’s huge. That’s huge. Yeah. I wanna circle back to the idea of using your clients to get referrals, not just to their friends, but to their businesses. I wanna circle back to that because I know it’s, I think it’s driven a lot of leads for you.

But let’s just start with the first thing you said, which is you, I think you, you said you were trying to spend more time [00:16:30] on marketing, just dedicating more kind of consistent time to figuring out what works for you. Can you just walk me through one, how did you start to carve out time? What did that look like for you, and what were some of the other experiments you ran during that time?

Speaker 2: Yeah, so I think in terms of carving out time, one was getting off the training floor. Yeah. So like I said, previously when I was doing private training, I was on the training floor 50 to 60 hours per week, and there was not a lot of time to do anything ancillary. Like it was pretty much all 50 60. You’re max, you’re maxed out.

Yeah, that’s it. Yeah. So most of my time [00:17:00] was dedicated to that. So once, once we did implement the semi-private training, it cleared up, freed up some space, said, hey, okay, now there’s an opportunity to put some different poles in the water. We did some paid ad, we did SEO related stuff. We did some local community events.

We did, and then ultimately, just historically, even from the private side, the things that have always worked best for me particularly, and I’m not sure that it works for everybody, but it’s just, yep. I think that just getting in front of people to build trust it, it generally is the most effective. So that was a.[00:17:30]

An educated guess and that’s been the one that we’ve lean, leaned into over the last year.

Speaker: Yeah, that’s amazing, Steven. ’cause I think so many people think that there’s one silver bullet when it comes to marketing, that there’s just one thing that should work for everyone, always. And it’s just not the case for a million reasons because of your market, because of your avatar, because of your personal interest and skills, right?

So I think the fact that you allowed yourself to experiment and tried all different kinds of things and tried to find a fit. Between what you like doing, what you and your team are good at, what your avatar [00:18:00] resonates with, what your market demands, I think. I think that’s so smart. And the fact that you landed on using your existing clients to generate kind of corporate referrals to get in front of businesses.

I think you, before we recorded, you said you did, I think over 10 events these last year. You get in front of at least 10 different companies to try and pitch yourself and work with their clients. And it remind me, I think you said it generated something over a hundred leads this last year,

Speaker 2: right? Right.

Yeah. Yeah.

Speaker: That’s huge.

Speaker 2: Yep. Yeah. So yeah, we, yeah, we did within, even within the, getting in front of people too, just to your point of, of [00:18:30] experimenting. Uh, even there was experimentation. Even with the boost on the ground, I’m, we knew that was probably the most effective way to, to get people to trust us.

But then even still doing, doing inservices where we talk about nutrition and goal setting or

Speaker: Yep.

Speaker 2: Doing free body fat screenings.

Speaker: Yep.

Speaker 2: Or doing. In-house workouts on site, in, in conference rooms at different mm-hmm. Businesses. Mm-hmm. So even within the neck of, hey, boots on ground, there’s still been some experiment your experimentation on to see [00:19:00] what works the best.

Speaker: Yeah, that makes sense. Walk me through like what your playbook is now. So how does, you know, if I’m asking, it starts with, I imagine asking a client, like, where do you work? Can, can you connect me with your job? And then how does that, walk me through the steps it takes to get. Leads.

Speaker 2: Yeah. Yeah. Just a lot of it has to do with just like conversation on the training floor.

Yeah. Where you start to get to know somebody and you start to build a rapport and hey, you work for tech, company X, whatever it is. Is there anybody there that maybe you could put me in touch with that Would you guys have, was there be an [00:19:30] opportunity for me to come on site and do some brief free body fat screenings or some other opportunity and generally I’ll be like, Hey, actually there was a woman that trains with us and she said.

Hey, actually I sit right next to our events coordinator. Lemme put you in touch with them. She CC’d me on an email. It’s a really big tech firm out here in the Bay Area, and she invited us on site and now we have a quarterly recurring event that we go on site and we do free body fat and blood pressure screens.

And then, so that’s the playbook is hey, build some rapport. If you have somebody that’s, so we have our, we have our [00:20:00] solid ones that we have some recurring, recurring quarterly setups with, and then we just. Repeat, rinse and repeat with, uh, with other members of our

Speaker: team. Sure. And do most companies allow you then to capture people’s names and phone numbers and emails Exactly.

When you

Speaker 2: go to

Speaker: these events?

Speaker 2: Exactly. Yeah. Yeah. So yeah. And in some cases maybe a body fat screening and a body comp is not what they’re looking for, but they say, Hey, we. Some of our employees would really an additional health benefit and they would love to somewhere to work out. Is there a way you could offer a corporate discount?

And sure. We’ve done that too, where, and then they put us in [00:20:30] their, in their newsletters, Hey, we’ve partnered with Mo Hub of Santa Clara. We would love to have you come on site. You get a 20% discount at for being an employee. Great. So we get some lead generation through their, through some of their marketing channels as well.

Yeah,

Speaker: that’s great. When you do events like that, what’s often your kind of first offer to those people? Let’s just say we, we did a free workout at x, y, Z tech company yesterday, and I’m gonna go reach out to all those people. What kind of offers do you typically make when you make that kind of contact with folks?

Speaker 2: Even as, as recent as last week we ran, [00:21:00] we ran. An event at a business, a local business park here in, in downtown San Jose. Mm-hmm. That hosts 20 different businesses. And we just worked out in their fitness center, and I had a connection from a previous property manager that we worked with, and I said, Hey Julie, is there any way you can put me in touch with these people?

She put me in touch and we ran two events and they put it through their channels. They came on site and I said, Hey, we’re gonna run these events for free for you guys. You can add it as an amenity to the tenants of your plaza as long as you’re comfortable with us pitching our services during those events.

And she said. By all means. [00:21:30] So on site we said, Hey, 75% off your first four weeks of training here at Movement Hub Santa Clara. There’s no pressure. We’re gonna be back on site court once a month for this quarter as a trial. It’s, we’re piloting this with this particular business park. If you don’t come, that’s okay.

We’re gonna be on site and we’d love to have you here for the free workouts. But if you wanted something more regular, feel free. If you booked today, you get 75% off.

Speaker: Yep.

Speaker 2: And so that’s the angle that we’ve taken. We’ve played around with that as well. This seems to be the sweet spot with that 75% off. It’s eye catching enough that people at least.

Book the call and we generate [00:22:00] some lead capture and then ultimately we hope to get him in for an assessment.

Speaker: Yeah. That’s amazing and good for you. It really leverages what it seems are your strength, which you love. This kind of networking and talking to people and getting to know each other. And I imagine you’ve just started this over the last year or so, that you’ve put in a lot of the heavy lifting.

A lot of the relationships you’ve been building will continue to pay off over time, like you mentioned, having. Quarterly gig with a handful of businesses every quarter, they’re gonna have new employees that engage with you for different reasons. They’re gonna have turnover themselves, they’re gonna have spouses who might need to come because they, you [00:22:30] stay top of mind when seeing them every quarter.

So I think those kind of engagements, I think, can really pay off dividends in the long run.

Speaker 2: And I’ve heard you talk about it too, changing the bait as well. Yeah. We have a longer relationship with some of these people. If you do body fat screenings all the time, it’s probably gonna fall on deaf ears. Hey, maybe this quarter we do something different.

We do an in-service and goal setting workshops, or we do an onsite workout. So changing the bait a little bit can be generally as effective for us as well.

Speaker: For folks who wanted to do more boots on the ground networking, things like this, where did they start? What’s the first step for them? [00:23:00]

Speaker 2: I think just using your existing network mm-hmm.

Is the thing that’s worked. Most effective for us.

Speaker: Yeah. Where all

Speaker 2: your

Speaker: clients work, like,

Speaker 2: geez. Where

Speaker: they work,

Speaker 2: and it doesn’t even have to be clients. It’s a former professors or,

Speaker: yeah.

Speaker 2: Friends, family or friends and family that work at this company that just so happens to be over here. And people that trust you and already know you.

Mm-hmm. They know the, they’re generally your biggest advocate, so they’re usually more than willing to help guide you in the right direction too.

Speaker: Yeah, I think that’s great, Steven, because I think [00:23:30] all too often a lot of our kind of boots on the ground strategies sometimes go after one person at a time, and I know that your strategy is going after the whole business full of people, right?

That you get in a room, not just one or two people, you get in a room with dozens of people at a time. And I think that’s just a really good use of your time and resources, right? To be in a room full of people who get to work out with you and interact with you or your team. It just, I think it’s really smart strategy.

So I hope our listeners were taking some notes, so to recap. You’ve been crushing it. You just started Smoker Personal training like two plus years ago. It’s already the bigger [00:24:00] part of your business in terms of number of clients, which is amazing. Revenue’s up 47% last year. Mainly from spending time on figuring out what kind of marketing works for you and the marketing that works for you is really doing boots in the ground networking lot, a lot of local businesses, over 10 events in the last year, generating over a hundred leads.

That’s a lot of great success. How’s it feel to have momentum like this?

Speaker 2: It feels like we have clarity in the direction that works best for us, which is relieving. Yeah, because I feel like for a long time we didn’t feel like we had that clarity and it feels [00:24:30] like there is a bit more of that now and we actually have actionable steps to take to pursue these types of things.

Speaker: Good. Lemme ask the self-serving question. What impact, if any, has your engagement with Unicorn Society done to these results? And what role has this group played for

Speaker 2: you? It’s been, it’s been. Amazing. A lot of the things that we do, even on the training front is we mirror a lot of this in terms of process that the Unicorn Society does for their coaches.

We mirror it and down to our [00:25:00] clients as well and ultimately re reminding ourselves that we’re a service-based industry and we’re, we wanna make sure that we, that our members and our clientele know that the priority is them. And that’s been the most effective and much thanks to the unicorns.

Speaker: Yeah, I’m glad we can.

I’m glad we play a small role because it’s great to have a front row seat to you crushing it so hard, and I hope and I know that it will continue. So thanks for being on the podcast today and sharing your time. I’m sure we’ll have you back another year or so when you’ve been crushing even harder with you, more lessons [00:25:30] learned.

So thanks so much for your time, Stephen, and dear listeners. I’ll see you on the next one.

Speaker 2: Of course. Thank you.