Sneaky Little Trick To Blow Up Your Fitness Business

I don't think it's shady at all.

You're providing a service that everyone can benefit from and if other people want to join in, well, that's their choice, right?

Besides, you just gave me a great idea for a group I can create a partnership with almost right away!

Thanks as always,

Boh

David I. Bohmiller, BS, NSCA-CSCS

genius! Awesome advice, big man!

its an oldie but a goody.at the end of the day sex sells.all companies do it and it works.

I love you man!!! you rock!

What an awesome idea - only a man could come up with that….. i think it is brilliant

Love it!

I think it is a good idea. I do think that in the testimonial it is important to say positive stuff but not claim that you made these women into super models, it is fine to say that you help them to keep looking good but to claim that you made them look like that is wrong. Good looking women are used in all marketing, why not for your business too.

I can't see a problem with this at all. In fact I have just done something very similar on facebook and have offered a group of rather attractive girls FREE Boot Camp. Good news travels fast and we have already increased our numbers by 15% in two weeks…

Can't complain about that (or the extra income)

Scotty from Canberra, Australia

I like it, where's the harm? Every one's a winner. I know what my next google search is gonna be!!

Chris,

I like the tactic. Great motivator for most men.

If it's getting people in shape - do it.

Stay Healthy,

Matt

Genius! It's not unethical or shady, even hot chicks wanna work out, so you are helping them out too!

Thanks Chris, keep the good times rollin!

I can not believe you and Straight As An Arrow Steve would do such a thing. Why don't you just place an ad in the yellow pages like everyone else?

Ha. Nothing wrong. As stated above, if you really are a good trainer with the ambition and goal to get people in shape - it's a no brainer. I never thought of using MySpace to find them… Thanks!

JJ

Chris,

Great post. I don't think there is any problem with it. Yeah maybe it's a bit sneaky, but in the end all your doing is being able to help more people improve their health and fitness so how can that be wrong!! Nice one.

Matt
Peak Outdoor Fitness
(and new Fit Body Bootcamp owner in Australia!!)

Sex Sells baby! If it works use it.

I am right now searching for a "makeover" client or 2,which is best if it's a great looking individual who's 20-30 lb.s overweight…
Before and afters work great when you end up with a stunner!

This is awesome! Who doesn't want to hang around hot women? Putting my craigslist ad up now…

This works for for our entire gym. Hiring hot group x instructor is a common practice. Industry wide.

You know, I got a kick out of this in Steve's interview when I watched it a while back, and I bet it definitely works. I like the technique and support it.

However, how often do you have to end up having the situation where some dude gets the wrong idea from the flirting and ends up being creepy? I'm sure not often but it doesn't take many of those situations to take some serious fun out of the scenario.

Regardless, it's a killer marketing tip and something to be done (if it fits your training niche), but just be on the lookout for a potentially ugly situation.

Isaac

thats awesome!!

Great strategy; a very win-win situation all around. I just wish attractive females would talk to me ha ha

You and Steve should be ashamed of your…
Just kidding man, you guys are F in brilliant! I have learned more from you Steve and Bedros than my 10 years in the biz, Oh and I just found you guys a month ago.

Efrain E Guerrero
IV Health annd Fitness

++++++++++++++++++++++++++++++++++++++

I for one am completely outraged by this male chauvinist so called "strategy" … and I feel I speak for the majority of women with integrity in our world

This is what is wrong with our society today

Men like you give a bad name to the male species and are responsible for most all the ill's of our society

Women are to be cherished and admired NOT for our bodies or physical looks but for our hearts and our minds

When you *use* women as sex objects… whether in magazines, advertising, on television or to sell your fitness services you are disgracing every female alive

What's the next step? Prostituting these poor women out? Making them show up for your workouts naked?

You are promoting sin and suppression

I have been in the industry almost two decades and I refuse to work with male clients for this exact reason… I have an all female client base and the wonderful women I train would never even consider even working out with a man because so many men are pigs

Good quality men who have more on their minds then sex are few and far between

I ask… "Where have all the cowboys gone?"

Your blog is nothing but trash for weak minded male trainers who are focused more on money then on doing what's right

you should be ashamed of yourselves

Cindy

++++++++++++++++++++++++++++++++++++++

Interesting post. Love your stuff Chris! I'm curious though if your primary market is 30-60 year old de-conditioned female, would that market be intimidated by these "hot bods"?

Dude, not shady or tricky at all but pure brilliance despite what Cindy above says. Women love to be used; it really gives them a nice ego boost. Keep up the good work.

CHA-CHING BRAU!!!

Thanks & Peace-
Matt

Another amazing Strategy will def implement it.

Ya, it would work. But if you run a great boot camp and get results you don't need to do it. Sex sells–but so does results and enthusiasm.
Randy Woody
http://randywoody.com

Chris, you are a fantastic trainer and you don't need it.

Leave the tricks for those who can't tell their asses from holes in the ground.

You're the shit in your own right!

I think it's genius when it comes to marketing.. In response to what Cindy is saying I see her point but you can also say the guys are idiots for signing up just because a hot chick is in the class and the women are dumb for letting themselves be used but WHO CARES it's about working out.. Cindy life isn't that serious.. The question to you would be what happenned to you in life that you refuse to work with any male clients? If you care so much about helping people which I get the feeling you do why limit your talents to just females.. In a sense your just as guilty of being a female chauvinist as Steve would be according to you.. Just the opposite end of the spectrum.. You have a blanket sterotype about men based on probably very few losers you have run accross in your life.. Trust me there are still good men out there.. but this is business .. It's Chess not Checkers sweetheart…

This strategy works super well. When I first heard about it from Steve / Chris I tried it right away mainly using Myspace / Craigslist / Model Mayhem (a great website for established and new models), not only do you get the referrals (usually very well connected especially outgoing ones) from them, and the great pictures for your website, you can also make them do trade shows / local events for you and such, and connect with their photographers and so on for joint ventures. Works very well, I've worked with a number for my site http://www.SpokaneFitnessCoach.com

Well as a female I can see both sides. Actually Chris (and steve and bedros) really turn me off with some of the things that they say. I do recall a post where one of you (I think it may have been Steve) said something about having a lifestyle in which his wife would never have to work and his kids would never see the inside of a daycare centre. While I totally agree with the daycare comment, I was deeply offended by the wife never having to work comment. I am also frequently offended by some of the pictures you guys choose to put up on your blogs. But I am not your target market (female, not american), I only read the blogs to gleen useful information that applies to my niche and my local population.

I would not use this tactic, mostly because I am not all that interested in getting guys into my bootcamps, I have better results with females in terms of them signing up and sticking with it. Maybe I'd get more guys if I spiked my classes with hot chicks, but I would lose a big portion of my female clientelle. And it would go against my belief in promoting healthy body-weight and image.

As a female, I WOULD NOT want to be part of a class that was full of super-hot chicks. I would feel inadequate. AND I'M A BLOODY FITNESS INSTRUCTOR, I AM HOT! That may be worth considering for you guys who want to maintain a strong base of 'regular girls' in your camps.

Thats my 2cents

Well, as much as I hate to admit it, the marketing technique is genius. Right, guys are going to join because of hot chicks, whether they themselves workout hard or not, just being there they have something to talk about at the office. You know it is true. LOL Okay, so in my little po dunk town we do not have very many hot chicks, so now what. I really need some hot guys for my ladies. Can't find them either. So now what?

I got a better idea! Lets hire a bunch of guys that look like Brad Pitt to teach a woman only boot camp. See if Cindy and Samantha are offended by that. LOL

Great post Chris. There are always 2 sides to every coin. Just remember, you're not a success til you have haters…and now you have a couple haha! Great work!

I'd say Cindy is single and always will be lol. There are many other things that cause problems in this world. If your blog was such crap, why did she take the time to read the entire thing? Men have testosterone. Women have estrogen. t's a fact that we think differently, but that's the way god made us. Sin that!
And there's nothing more annoying than a woman (or man) that has to constnatly prove how smart they are. Just relax a little.

Everyone wants to work with good looking people, wether they are male or female. If ya got it, use it.

I think I just may have to start working out at Steve Hochman's Boot Camp!…lol

Obviously written from a dude's perspective.

Here's my take: if you're a "guy" personal trainer…

…take care of yourself…

…take care of your body…

…take care of your skin…

…dress fashionably…

…and people will flock to you, both men and women. If your clientele is the type that is only going to train to be around sexy women, I got news for you:

-those dudes don't have much money.

Ben

I am alittle torn about how I feel about this "sneaky little trick?" I dont really think its sneaky or a trick….unfortunately it is the way society works and Im sure it works very well for most.

Being a women in the industry, I think its kind of a shame that these tactics need to be used. But, the reality is, if it works, go for it.

However, I started a bootcamp class this summer and got a great following of Women…..no men came. The funny thing was no men came because they all assumed it would be only women….kind of goes against what your tactic is. Granted I don't have swimsuit models in my class, but I do have some attractive women who are in great shape there.

So, at the request of the women, we decided to go forward making it a womens only bootcamp.Its progressed into a BC of women who do not want to belong to a gym, want the convenience of it being close, not too expensive and as kick ass as they need it to be.

My partner and I really connect with our women, focusing on what works for the individual, talk about nutrition, really trying to get them to cross that line from exercise being something they HAVE to do, to something they want to do (and enjoy doing!) And I think we really did that this summer.

We have had a blast and quite frankly, it had nothing to so with hot women (or hot men for that matter). It had to do with helping people and I personally think thats what it is all about.

However, it takes alot to offend me….so if it works for you, power to you.

My clients have been suggesting this strategy for years.

Not at all. It works very well. Lets face it, sex sells…A great marketing strategy when you are first starting out but once you are established, referrals and other marketing work just as well if not better..

Great idea,Chris-you and Steve are pure geniuses!!

Chris,

Good post and good info as usual. I'm kind of on the fence on this one. Every major company in the world uses this tactic in their advertising, clothing companies, makeup companies, even the domain registration company GoDaddy uses this tactic. Now that doesn't mean it's right and yes it does sometimes distort some people's perception of what is good looking or what a healthy body should look like, but, if you are realistic about your fitness goals and you realize that those perfect looking people spend their entire life and all their time in achieving that look then you'll be ok.

So would I use this tactic, maybe. I really can't give a definitive answer. My wife thinks it's wrong and I really don't want to deal with that. Also, I think this should be one of the very last marketing ploys you use to get more people into your fitness biz, one that should use after you've uses about 20 or 30 other methods and you already have a LOT of people and are looking to get just a few more.

I always tell my people when they see swimsuit models, fitness models and movie stars and they have the most amazing bodies they need to realize that those people are rich, their JOB is to look good and they pay people a lot of money to help them look that way and they spend ALL DAY doing it. People just need to be realistic that's all. So I'm not sure I would want to put one of those unrealistic looking people in my program just to get people to sign up. And being that my program is mostly woman, mostly very overweight woman, they may feel very uncomfortable with a model looking girl in the class. I would consider using a model looking female to do demonstrations of my program for videos or photos for ads on my site, but that may be where I draw the line.

You've done a very good job of drawing attention to this post Chris, which I'm sure was one of your goals. Good job.

Thanks,

Doug
http://www.prideconditioning.com

I have to agree with Samantha. Most of these posts are targetted to the American male market. My bootcamps in Sydney are primarily attented by woman (90%) and for me to "hire" or train for free young female models would more than likely intimidate the majority of my campers who are 30+ year olds, mums trying to juggle a family and work life and also do their best to keep fit and healthy. Why not train a couple of your existing clients on the side for free and get them into their ideal shape quicker and then use them to be the "face" of your bootcamp marketing & sales drive. You are in a way making false claims in your advertising. I for one would be extremely disappointed if I had joined a bootcampp class and found out several of the toned, hot babes were strategically placed there to boost numbers. I wouldn't trust that bootcamp or the trainer to get me the results I wanted.

And that's my 2 cents worth too!

NOOOOOOTHING wrong with this - I'll do WHATEVER it takes to get them in my bootcamp.

Like Bedros told me, if your product delivers results, you have an ethical obligation to sell your stuff.

If you live in that reality, I feel these techniques really accelerate your business.

Hey Chris I accidentally posted Cindy's post because I was trying to reply to the points that she mentioned.

@Cindy. first off if Chris' blog is for "weak minded male trainers who are more concerned with money than doing the right thing" how the hell did you find this blog??????????????????????????

Cindy if you are not concerned with money I challenge you to train ALL of your clients for free forever and abandon ALL forms of curency. Good luck if you live in America.

I REALLY have to speak my mind here because you are taking yourself a little too seriously. Calling Chris a "shame to the male species"…not sure what your grade was in biology but males and females are the same species homo sapiens (thats human just to clarify.) Saying that Chris is responsible for most of the ills in this society is completely wrong and ignorant. Chris lives in Cali and I don't think it was his fault that my buddy got shot in Iraq or the another one of my buddies got blown up by a roadside bomb, or that a mother is NY drove the wrong way down the highway and killed herself and her kids.

The fact that a man uses sexy hot women to sell a product IS NOT male chauvinism. Is it male chauvinism when Lucille Roberts ususes sexy women in their ads. I have met MANY women from Lucille Roberts and Curves and NONE of them look ANYTHING like the women in their advertisements.

Have you dealt with with marketing people outside of the fitness professional??

You mention that you "speak for most of the women in the world" but I have dealt with a lot of female marketing employees and execs in NYC, OUTSIDE of the fitness industry MOST marketing campaigns are designed by intelligent women because they know how to use their minds to get inside of the mind of men and women. Even some of the most "controversial" ad campaigns are created by women because let's face it women have a knack for creative marketing. This is why I do surveys with the 500 women on my newsletter list for ideas

And Cindy face the facts or not but sex sells to men and WOMEN. If Revlon used Rosanne BAr for their ads they would go belly up faster than Wall Street. That is why most of the marketing boardrooms are FILLED with women. No woman buys Victoria Secret because of the MINDS of the models wearing the underwear. If women bought underwear based off the minds of the women then Condelleza Rice and Barbara Walters would have been the biggest supermodels NOT women that got famous based off their intellect and dilligence.

And to say that women are to be cherished for their minds not their bodies is true but you are missing the point. It would make sense if Chris was the head of a women's organization but Chris and his company get paid because women that seek out his services are tired of looking fat and want to look sexy for themselves and their husbands.

I hate it when women mention this crap about.."WHAT ABOUT OUR MINDS" as I mentioned when I buy lingerie from my friend that has her own line I don't ask her, "What was the IQ of the model on your website that is wearing the thong?" Give me a freakin break Cindy.Has a woman ever asked your IQ before she sought out your services? Do they ask about your inner beaty? No I HIGHLY doubt it. They want to know if you can get them results.
For some reason when sexy women are used for advertising they are objects but when "real women" or women are used like on the Dove campaign for "real beauty" these women are hailed as Heroes…another marketing "ploy" that people fell for. I have dealth with the NYC modeling world and know some great photographers and that Dove campaign had more airburshing than a Playboy magazine.

To say that Chris is prosistutuing is true..he's a P.I.M.P.

Person
Inspiring
Many
People

It sounds like you have some male issues that you need to address and resolve. I have worked with hundreds of women and they had no problem with the fact I am a man. They know I am caring professional and care about their results. I am sure you are an encouraging trainer and coach Cindy but to go on this rant bashing all men and Chris is just wrong. I think you need to check yourself and look in the mirror. Because if you or the women you train mainly attract pigs then you must look inward not outward.

You should not be so close minded because I am sure that there is a male client that can benefit from your expertise and could use your help. To ask, "where have all the cowboys gone?" you may have been watching too many John Wayne movies because the cowboys that I have met in the ARMY were not gentlemen.

You need to take a chill pill, smoke a blunt (marijuanna cigar), and take a trip to Disneyland and RELAX : )

Nii

Chris,

"You can lead a horse to water but you can't make him drink,
but you can put salt in his oats!"

You're strategy is just the salt on the oats.

Get those clients thirsty.

Excellent Idea!

Good stuff!! You're the man! No problem with it at all.

Im already on myspace doing it now! The next time I go clubbing Ill have the PERFECT opener and pitch!! LOVE YOU MAN!!

Chris,

Good stuff man. Sex sells and it's that simple.

I used this tactic to start my group training in Uptown-Dallas.

Look forward to your next post.

Stay strong,

Joe

Its not shady if it helps to feed you.

Fortunately, 99% of all of my female clients are lean and smokin and they all pay.

Women want to be around hot and in shape women.

Guys want to be around hot and in shape women.

Its not sexist, just true.

Awhile back Steve Hochman interviewed a buddy of ours named Jon Jung and he said something I'll never forget.

Surround yourself with attractive people.

And attractive people attract other attractive people.

But Ill take it one step further.

Fill your camp with charming people and your groups will grow.

Charming people can be fat, funny, fine, hot, sexy.

Steve had a client that lost like 50 pounds training with him and he was a charming mother fu*ker. lol!

I loved training him and he inspired others to work hard,come back and pay Steve to train them more

Charming people bring you cash.

And charming and established people make you a legend.

Ben Greenfield did have the best comment though.

I give him props on that.

If you look good your clients will look good too!

Good job Chris.

I love the enemies you made on this post.

You're like Darth Vader.

But in between Empire Strikes Back and Return of the Jedi.

Are you good?

Are you not?

haha!

peace!

Awwww is Cindy mad that Chris wouldn't pick her to be one of his models?

if it works then go for it .sweet

I don't see a problem there, business is business.

Great article and yes sex does sell, many gyms use pretty women to promote their business si why not bootcamps and personal trainers.
You hit the nail on the head.

One thing I'd like to ask some of these people that are bashing on this strategy, is what if a very attractive model looking woman genuinely wanted to hire you for your training services and pay for it like a normal client? Would any of you turn her away and not take her on as a client because she is too attractive? That would be absurd. So to use the excuse that attractive women would scare away your other clients, maybe you need to help your overweight or older clients get through their personal issues and insecurities, because obviously they are not improving mentally or with their self confidence if they can't emotionally handle working out next to a fit young attractive woman. If men or women can't become mentally tougher, they probably aren't going to get very good results in the long run anyways. Grow a back bone.

I like the idea and will try it. Thanks for the post

Haha, love this post. Not shocked at all that so many guys are commenting! Will definitely think about how to incorporate it into my marketing.

I have just had some KILLER (that's your influence Chris :)) flyers and business cards printed (check them out here on Google local business info - front of flyer here: http://base.googlehosted.com/base_media?q=LBC-19667194-112864022&size=1&hl=en and back here: http://base.googlehosted.com/base_media?q=LBC-19667194-1245984301&size=1&hl=en) and spent Saturday in hairdressers and bridal shops using Steve's Human Billboard techniques!

Thanks as always guys

So many knee-jerk reactions fly to the surface as a woman. Even more so as a female fitness professional who has been referred to as "easy on the eyes" by more than one fellow respected fitpro. My initial response is to feel objectified and used, and wishing men and women alike look past the physical qualities to see the intelligent passionate and caring female within…look deeper to appreciate the total package.

However……

I REFUSE to apologize for the physical features that God bestowed upon me,… OR DISGUISE and HIDE them as if they are some unfair advantage.
"Dont hate me cause Im beautiful"…BUT DONT ASSume there is no brain behind my beauty either!

IF my body draws attention it is because I work my A** off to be the best trainer and client advocate I can be! I am passionate about my profession, and MY BODY is MY best BUSINESS CARD.

I would be lying if I said I never played up physical features to promote fitness…I just weild my weapon wisely and appropriately!

Great idea! It is true…sex sells fitness!

http://www.FitnessLincoln.com

hey not bad i will let you know how it goes

I agree with Rick. This is not going to work in my club. The average age of my members is 45. People are intimidated by other overly good looking people. Most health clubs are average people today. The face of the gym is changing. This would have worked 10-15 years ago when members of a gym were their because of vanity. Today it's for their health!

Remember all those great Axe Commercials?

Here is one of my favorite Sex Sells Commercials
http://www.adviceforpersonaltrainers.com/sex-sells/

Makes me laugh ever time I watch it.

Sex Definitely sells, so why not use it.