Anthony & Sal Rudder – “From 5 Clients Making $800/Month To 100 Clients With $16k/Month”

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Anthony and Sal had a successful outdoor bootcamp until they moved its location and dropped to just five clients. Just a few days before Christmas in 2013, they took out a loan and joined NPE Coaching ACADEMY™ Program.

But their first year didn’t go as they expected because they didn’t follow the instructions. In 2015, they attended NPE Coaching UNIVERSITY™ and set a target to hit $20k in monthly revenue and have 100 clients by the end of October.

After their first campaign, they doubled their client base, reached capacity, and had to move to a larger facility. They hit their target in October 2015 and their best month ever was over $70k in new business.

Now Anthony and Sal are running a successful business again and taking on new challenges: they’ve established their own marketing company, plan to publish their first book, and are discussing the possibility of franchising.

“We owe it all to NPE. We’d still be with five clients and struggling.”

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Transcript

Anthony Rudder
First of all, I’m Anthony. And I’m Sal. And this is our magic building. And in a few minutes, you’ll find out how this building started us on our journey to grow by Nike 2,400%. I’m sure you all want to find out why. But first of all, we’ll start with our story.

Unknown Speaker
I’ve just moved, we just moved out our

Anthony Rudder
location on our outdoor outdoor boot camp, and we’d had quite a few clients and been quite successful, but we moved we moved location. And we dropped to five clients, that’s all we had left in an outdoor boot. And that just wasn’t gonna wasn’t gonna cut it. For us. We our longest standing client came up to us and said he was moving on. He’d been there for years and he was moving away. And we thought ourselves with with staff, really, we’ve got no way we can go this, we’re gonna have to get a real job. And I’ve been telling us go get a real job. And we came to that conclusion. We went home and I just I’ve been getting emails from NPS, maybe a lot of you have, honestly years and not really paying attention, but one one caught our eye and it was it was from a fellow called Rick. And it seemed convincing. It was about a one day event and we headed up to the one day event. And it strangely enough it was that the GE bang RSL, which was building their magic building. Shocking little place. Anyone knows Brisbane just tucked out back. And we sat down with Rick, and nothing how many people were they sell

Unknown Speaker
to other people is

Anthony Rudder
in the room to other people. So it was very cozy and intimate. Rick sold us on on evolution accelerator. And we started with that. And we ran with that for a whole week. And then we realized that we had to do something about it. We wanted to he was trying to sell us on VIP but we just couldn’t afford it for for clients doesn’t cover what it was to get into VIP at that stage. So we thought about it. So what did we do next? Well, this this this is going to be an overriding theme for how we went along. What do we do so

Unknown Speaker
we had courage and practiced way.

Anthony Rudder
Yeah, we we withdrew an alarm that we had came up with the money. And started in the VIP after a week. It was just before Christmas. nearly two years ago, it was like two days before Christmas, we sign up to VIP. And has some of you may remember from early on that we had success with icing icing the cake campaign and our new semi private model. So we didn’t do too bad at the start. But that first year we growth was not what we’d really hoped was itself.

Sal Rudder
No, no. We, we tend to I was looking at what Shawn was talking about before in the stages. So obviously we started in stage one. When we made that leap of faith. Our five clients were bringing in $40 a week and your time said out over the month was $800 a month. And payments for VIP was more than that. So it was a huge step of faith for us. We definitely had to be very courageous in that but we knew it’s what we needed to do.

Anthony Rudder
We did so we went along with that for about 12 months just just not following the instructions. Really. Yeah, we really didn’t um but in 2015 we actually attended the new VIP you were dying.

Unknown Speaker
It didn’t look like that at all.

Unknown Speaker
In our mind it did it did.

Anthony Rudder
And it was fantastic. It really we gained so much clarity.

Sal Rudder
Yeah dang with Dan was on absolute fire that weekend. I don’t know if any of you have not been to VIP you but if you haven’t, it’s an absolute must because that was the change for us down euro champion.

Anthony Rudder
It’s all to do. With that clarity we gained direction. We actually we actually set some targets and back then we set a target of $20,000 a month and 100 clients by the end of October where we are now. We we went we actually threw that threw ourselves into it. We spent every spare cent we reinvested in just as shown that we spend every spare dollar we had reinvesting in our education. And for us it was marketing we threw ourselves into marketing completely Facebook marketing YouTube lead generation will that thing we really had to generate that we came from having five clients now, sales process was fantastic. We’ve learned all that through through NP. Cell had a close rate still has a close rate of nearly 100%. Once we get people in the door, but we had to get people in the door. So we set ourselves those targets. Now, first campaign, actually, after, after implementing everything we did in the start of the year, we actually doubled our client base with one campaign. Okay, we went to five anymore, but we still doubled their campaign. And we actually reached capacity. We had a small studio 50 square meter studio. Jackie’s was there a small, wasn’t it, Jeff, you’re hitting your head on the roof? That’s not. So we reach capacity with our semi private clients. And we realized that what we were going to do, what do we have to do next? And what do we do?

Unknown Speaker
They have carried in practice fine.

Anthony Rudder
So we said, What? Here we were in a place that we didn’t have to pay rent on nice and nice and small, we’d reached capacity, but we needed to step it up. And that’s what we did. We actually went and moved from essentially paying no rent to $3,000 a month facility.

Unknown Speaker
How did you feel about all that? So

Sal Rudder
let’s just kind of say with every relationship, there’s always the yin and the yang. And I don’t know which ones which but Anthony nine, so many things are at polar opposites, which is why I think it works so well. And we’re in business together. We do life together, we have fun together. So taking that leap of faith, and having courage was a very hard thing for me to do being the emotional one in the couple. It’s usually the female but not always, definitely is. In our case, I remember one morning, sitting at the back when we do we just have 20 minutes each morning, where we connect and have our coffee, and are sitting there crying going I can’t do this as a little small one where Jackie’s hitting your head when she trains there, that’s safe. But like Sean said, This morning, safe is not my groceries. And while it was hard for me, I knew that that next step is what I had to do. And I don’t know if any of you are in that position in your business now. But if I can encourage you to practice faith, have courage. It’s the right thing to do. And you will have amazing growth from it. Yeah.

Anthony Rudder
So we started, we invested, we couldn’t afford to have anyone by ourselves.

Unknown Speaker
renovate the place. So we had clients come in and help.

Anthony Rudder
We did all the painting work ourselves. We contract out training with builders to come in and, and do our workforce. So we moved from that from a little, like, say 50 square meter, tiny little place. We took a leap of faith and we ended up there. We’re now filling it up massive amounts of people now.

Unknown Speaker
completely different. We actually have world class workshops now.

Anthony Rudder
Alex Salmond came down, piece came down to help run the workshop. So we’ve gone from this little boot camp. That’s where we started five clients. And that was less than two years ago. So where are we now? Let’s see some numbers. So we started with five clients before MP making 800 bucks a month. It was nothing It was it was a at that point it was it wasn’t even a hobby business. It really wasn’t. So right now, where are we right today? in divorce October, we just signed up 100 clients.

We’re now doing over $20,000 we went back through the figures a month. The summons you saw on the on the VIP forums, our best ever month with over 70,000 new business from running, what we’ve learned in marketing, what we’ve learned in MP, so but what do we do next? We’re at a point right a bit of a crossroads. Actually. We’re not a crossroads, really. We know where we were heading. But we’re at a juncture we’ve got a path lined out for us to the gym where we want to hit to their MPs helping us get there. But we want to do so once again, we follow this that we follow this all the time. Another coach in MP told us and it was the most amazing thing for us. He says always put yourself in a position where you have to act. So whenever we think is is this the right is too difficult Is that too much money with too much of our time? Do we have too much to lose? So we’ll put ourselves in that position. Because if you if you do you have to act. So that’s what we did. And we’ve actually now established their own marketing company. Everything we’ve learned. We’ve been accepted into Russell Bronson’s elite level coaching program. Only one of three Australians who’ve been accepted in that program. And we’re one of those three now, in terms of our, our marketing program. We actually plan to publish your first book next year, we’ve been speaking to some publishers. So that’s taking off. And we’re speaking we’re in talks with people in terms of franchising out and creating our gym that started with five, five boot campers into franchisable. system. So that’s where we’re heading.

Unknown Speaker
We’re going to finish early, But wait, there’s more.

Anthony Rudder
I want everyone to take this on board, because we followed it hundred percent of the way through and that’s that have courage practice by I want everyone to really for us. That’s what we latched on to. Were both NP client principle one, which is personal responsibility. We were both really big on that. Anyway, that’s how we always have lived our lives. But it was that second principle for us, that we’ve really has driven our business to where it is today. So I can

Sal Rudder
honestly tell you that two years ago with our five clients, for us to be, as Sean said, again, dreaming big enough about the possibilities of franchising out and traveling internationally. And all of those things that Anthony’s talked about was just nowhere near my sphere of thinking at all. But guys, I you dreaming big enough. And I would probably encourage you that you might not be and to expand it. The world’s your oyster is no limits.

Anthony Rudder
We don’t we went to a marketing conference a little while ago. And most of the people who were in the room Russell Brunson was there if people who people know Russell Brunson, he was there and nice people came up and got nice little photos with him. But we approached him and we said, This is what we do. Can you help us would you be consider us in your program? And he said, Tell me what you’re after. Tell me what, what you want from me and he accepted the see. And then yet most of the other people in the room, nearly every other person in the room was was sitting back going on. That’s too too difficult too far to go. But if you have to put yourself in a position to act and in everyone’s business to take that that leap. Dig deep, and that’s what you can create. And for us, we’ve got three teenage kids between us and things have been hard. We’ve done the whole getting up early in the morning. Kids don’t see us at night because we’re down in the facility. But everything’s changed and we’ve got staff coming on board and honestly, we owe it all to NPM we’d be still with five clients, struggling Sal had a part time job, just to pay the bills. And it was terrible. She can sit in a hot bedroom with no air conditioning and make a new cold calling for someone else. Does that sound like fun? You would like to do that? Yeah, nobody. But we did that to get through. And here we are now. So

Unknown Speaker
yeah, that’s your story.

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