How Tim Detmer Grew His Fitness Sales By 300% In 6 Months

Tim Detmer
All right, so, those of you who don’t know me, as Sean said, my name is Tim Detmer. And I don’t finish a fitness in Chesterfield, I call it St. Louis, because it’s just a lot easier. So today, I really, hopefully, I get to share with you, my successes and my struggles over the last year inspire you to take some action in places that we so often don’t take action. And to just show that by following the simple NPV systems and implementing them, your success and your growth will happen. Finish it fitness is not by any means where I want it to go, ultimately, but we’ve had a good year growing in that direction. So last year, I was named Rookie of the Year here, which was and still is a great honor to be named Rookie of the Year in this group. I believe I was named rookie of the year last year because I implemented all the systems I went through all of EA in 12 weeks, I just went at it and went after it wasn’t a week like Matt, but that’s crazy. I developed a strong strategic alliance, which really helped me to grow. And in the six months, my first six months with NP I had experienced 300% sales growth. So I was doing really well, right. My life then I was working seven days a week, I was in the studio at six, I wasn’t leaving until nine. I was working weekends. I had clients scattered all day long. I never was rested, I was always dragging ass. And most importantly, I never had time to do anything that was gonna allow me to grow finishing fitness as a business. Right. So that’s terrible. So we were building clientele at the time. You know, we had a nice inflow of clients from implementing deep core and getting them signed up with auto closer. Our cash flow is tight, but it’s easy to manage with controller, and our net profit was low. But as we were building clientele, it was starting to come along. That sound like anyone else here working too much not getting paid enough. Fast forward a year. Where am I at? I’m not training clients. I’m not working weekends. I go into when I want to. I normally get in an early morning run. I’ll start my day with writing an article or blog post at home. And I get to see my wife at dinner. And not just 45 minutes right before we fall asleep. At the beginning of the summer, I made it a goal to golf once a week. That was 24 weeks ago, and I played 31 rounds of golf. And if any of you don’t golf, golf can be a fairly time intensive sport. So I’m pretty happy that I’m able to hit that little personal goal. In August, my wife and I were able to take the coolest and longest vacation of our lives really. We started in Denver went over to Estes Park. hike, the Rocky Mountain National Forest, went out to Jackson Hole hiked all through the Grand Tetons spent three days camping in Yellowstone, before we went all the way over to Portland, where I ran the hood to coast relief.

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And that was fantastic. It was awesome.

Tim Detmer
With the two weeks and a couple of weekends in there, I worked exactly seven days in August. And when I got back, we had just done our best month ever, just shy of 31,000 in sales. And I started to say maybe I should go back on vacation because it seems to work a little better. So maybe our numbers are off a little bit 9.6 99.7. Either way, I’m not happy with the decimal because my target was 100. But I guess it’s close enough, I’ll take it. I was able to pay for a new expansion, actually a move of our studio completely out of our cash flow, which we’ll get to more in a second. And our net profit minus expansion, expansion costs has been over 25%. So how do I get there, how to go from A to B? First, the easy things right the things we all need to be doing in our business, we resigned our clients over an 85% resign rate, which when you start looking at your marketing makes replacing clients a lot easier because you’re not replacing as many. We’re good at what we do. Obviously, our clients know that. And more importantly, we make it easy to do business with us. Don’t ever forget that principle. Make it easy to do business with you. And they will refer so we average three referrals signing up on our programs a month. That’s 36 clients a year. That’s no small number. And we’ve strengthened that strategic alliance with our local running store. We’re part of their half and full marathon training programs and Since January, that’s resulted in 36 new clients. So that’s been a very positive powerful thing for our growth as well. more easy stuff. It’s always easy to get people excited about new programs. So last January, we got on board with the fetters take down challenge. And we just finished up running our third challenge. And year to date, it’s produced over 30,000 in sales, I don’t have an exact number, because we were signing more people up since I got here. We developed an introduced new stretching service, we call it an express stretch. It’s a 15 minute standalone assistant stretch. It’s a great easy upsell. And it’s a very needed component. But a lot of our clients will need so it’s very easy to sell that way. So when you’re experiencing good times, and things are rolling, get to do fun things, such as designing your ideal studio, which is pretty fantastic. It’s allows for 40%, greater capacity. It’s nicer, it’s more welcoming, it’s more to the style, to the level of service that we try to provide than our old one was. And you also get to do fun team building events. So perfect fit for our studio is a tap and run 4k. So it’s only four kilometers. It’s not a big long run. And every kilometer instead of having a waterstop they have a beer stop. So you go by your beer. So down. So we had a couple extra shots along the course, we actually stopped in a bar during the race. It was really fun time. And if you can tell, the entire week leading up to it, I was just killing my staff. I’m like, I’m gonna win the short shorts award they have, you’re not gonna believe this, I’ve got these shorts I used to have in college are fantastic. So I rocked Iraq, the short shorts all day. And they didn’t realize you had to actually enter the short shorts award to win. So I really just rock short shorts for the cigar og and short shorts. So that’s all fun. But that’s the easy stuff. That’s the fun stuff. We need to talk about how do you do the hard things that will allow you to grow? The first thing I had to do is to stop training. That was completely clear after our spring VIP training day. So what I want to share with you is how I did it, because when I did it this way, I didn’t lose a single client, that one client left the studio, from me leaving training. Maybe I’m a terrible trainer. So as soon as I got back from spring VIP training, I sat down that Monday, I wrote an email, I sent this email to every one of our clients. And it said, next Friday at two o’clock, I will no longer be training, I will no longer be training because we’re growing, I need to better manage everyone’s results, the staff is more complicated, we’re going to expand, I need to be able to do that. Oh, and by the way, I’m the worst trainer I have. Because my brain is never with you, it’s always thinking about something else.

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Also, I laid out what my clients could expect in those next 11 days. So I reassured them that over the next 11 days until next Friday, at two o’clock, all your sessions will happen as planned. And when we meet and we work out, we’ll talk about who’s going to be your best trainer fit. And we’re going to make scheduling as easy as possible for you. So when we did it that way, not one client left, I was pretty fantastic.

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We had to enter boot camp.

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So our boot camp it was we had 14 clients at the time we had to do it. It wasn’t doing fantastic. But what we realized, again, after spring training and other revelation that came out of that was that it didn’t fit with what we preached. It didn’t match our message, what we’re providing wasn’t matching our message. So we had ended, we had 14 clients and it ended at the time. So again, sat down, wrote out the email, tried to talk to everyone. We love to keep you on board, but you have to up, you know, go up to our semi private, which is roughly double. We had one person kind of get a little p but 114. That’s not so bad. And then the part that we so often just don’t talk about

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when you’re at the top of the organizational chart.

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There’s no one to report to. There’s no one that says you’re doing good, you’re doing bad. Why aren’t you working? Right holding yourself accountable? Especially when you’re working on actions and forming relationships that aren’t going to show any effects for months down the road? Right? How do you stay on top of that? For me, that’s where my monthly reports come in. So obviously, in our profit analyzer, we’ve got all those numbers, but I had to develop my own metrics that tracks What I was actually working on. So I track a number of things outside of profit analyzer that tell me whether or not I’m working enough or hard enough, or I’m doing the things that need to be doing.

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wrong button, got it.

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So then, then there’s the really hard stuff, life obstacles, life tends to get in the way, and tends to affect our progress. For me, is revolved around one central issue. Two years ago, my wife and I decided we were willing, I guess, willing is the right word to have kids. And we were excited to. But with her medical history, we knew it was going to be an issue. So we were immediately thrown into all kinds of fertility stuff. And they recommended our UI treatments, which I like to call the turkey based method.

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So

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what that is, is basically my wife gets pumped full of hormones, and to take all kinds of medicines to kind of get her body prepared. I go in and I do my part.

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And

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they keep, they keep the parts of mine they like and they throw the rest away, and then they squirt it right where it needs to go. It’s super, super romantic, it’s great. If you can ever experience it, I really recommend it. So I UI has a success rate of about 25%. Our first time worked, fantastic, super excited.

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Just before six weeks, my wife miscarried

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a very logical side of my brain.

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And I knew it was possible unlikely because when you do that, you find out like 10 days in that you’re pregnant, so it’s way too early. And a lot of pregnancies that early fail, and that happens. Okay, I can understand that. My wife had a harder time with it. But once she was ready, physically and mentally ready, we went through it again. second attempt work. This is easy stuff. Like does anybody get pregnant this way? Just before six weeks, she miscarried again. So after two consecutive miscarriages, you go through a lot of testing, I believe they took 12 vials of blood from my wife.

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And I only had to have a couple just to make sure there’s no

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genetic risk. I don’t know what it means. But basically, if one little thing that just this one extra medicine out of the 12 or 13 she had to take already would prevent. Okay, great. Awesome. Once Stacy was ready, we went again. Third time didn’t work. were two for 320 5% success rate we’re doing all right.

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So then the fourth time,

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it worked again.

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We’re pregnant for the third time and everything looks fantastic. Because we just had all this testing them that says there’s no reason this should be happening. So we’re super excited. Like there’s no reason for this. Here we go. Just before six weeks, she miscarried again. That because what you learn when you’re going through these processes is three consecutive miscarriages. The chance of ever carrying full term are super, super low. That realization hit me hard. My vision for my future was just cloudy and dark and murky. My whole world had been turned upside down because everything I’d always thought that I wanted in life. Seemed like it wasn’t gonna be possible. It didn’t seem like there’s anything else we have to do to change it. And that’s a problem for me. I like to fix things, and I like to move forward.

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It wasn’t until I had a conversation with Coach Allen,

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that I realized how much he was affecting me. I didn’t know I just kept going and going and kept filling my time. He he brought forward a very simple concept of control what you can control, right focus on what you can control. It is very possible to separate your personal goals and your personal life with your business goals in your business life. They’re intertwined. There’s no way to get around the fact that they’re intertwined. But they’re part in whole, they don’t have to be connected. So I came off that call and it was fantastic. You know what? He’s right. I can control my business life without controlling my personal life and not even knowing where to go because it didn’t change where I want unfinished fitness to go. It didn’t change at all. As we know, it’s impossible before without vision, and my vision was broken at the time. You know, if you don’t know where you’re going, you can’t work on steps to getting there. So all that happened, the last miscarriage happened right, early February, the conversation with Alan happened towards the end of February.

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And when I go back and look at my numbers,

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I know I didn’t work in February,

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because the numbers in March and April show that the things that should have been producing results Then were going on. I was filling my time. But I wasn’t really working on a thing that was going to move me forward. So great news, which happened

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Tuesday after I was already here on Monday,

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we’ve got a 12 week ultrasound, which means we’re through that first risky trimester, which is super exciting, obviously past the six week barriers huge for us, apparently. But yeah, so I would have put the really cool sound picture up but I don’t know I get off my phone.

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So what is big long story in maybe felt a little just disjointed, but I hope you can see how doing the hard things. And attacking the hard things will allow your business to grow. So there’s two things I want to leave you with. One is to rip off the band aid that you’re protecting whatever it is you’re protecting, whether it’s your ego, usually it’s your ego. And get on with growing your business. And then most importantly,

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go Cardinals.

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