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0:16
And growing a small business. The small Business show is the official podcast of Garuda promo and branding solutions.
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Hello everyone, you're listening to the small business show.
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My name is Swire Ho. You can also call me a promo guy.
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My guest today is Bryce Henson from Fit Body Bootcamp.
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Fit Body Bootcamp is the world's fastest growing fitness bootcamp franchise.
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Having nearly 20 years of fitness business experience and owning his own fit body location.
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His passion? Spreading fitness to the world through passion of coaching through fitness.
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Fit Body Bootcamps worldwide growth.
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Bryce has oversee hundreds of gyms successfully launched throughout North America.
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Most importantly, he helps his franchise partner grow their profit while helping offset the
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obese epidemic. Bryce enjoyed world traveling and is a fitness expert, coach, author and inspirational
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leader. Welcome to the show Bryce. Hey swire, thanks so much for having me.
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Very excited to be here today. I know we have a lot to unpack in this episode, but love to find out from your journey you
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started as a fitness trainer. What was the turning point to make?
1:24
You wanted to go from a fitness gym owner to a franchise owner and to a business leader and
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where you are today? That's a great question.
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It's a lot to unpack, but I'll give you a high level.
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I've lived in Southern California for about 20 years at the time of recording, but I was
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not a fit guy whatsoever. In fact, coming from the midwest, humble beginnings for first world standards in the
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midwest is a great place. Amazing, salt of the earth people, but not the fitness capital of the world.
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So I always joke around that I was allergic to lifting weights.
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And fast food, specifically Taco Bell was a staple in my diet.
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So that was my foundation. So if you're listening to this and you want to get fit, if you want to get active, if you
2:05
want to grow yourself from personal growth and self mastery perspective, my message is you
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can do anything that you put your mind to. And just because you're not where you are at the moment doesn't mean that you can't land
2:16
where you want to be. So that was kind of my foundation, swire, for the first probably two decades of my life.
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And then I moved out to Southern California in early 2004 and I was excited to be in LA.
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The palm trees, the blue skies, the beaches, all that southern California and LA has to
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offer. But as we both know, La can be the also plastic capital of the world when you're 3000 miles
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from home, little professional skills, little network, and really when you break it down,
2:42
swire, I didn't have fitness in my life.
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Which meant I didn't have confidence and energy, enthusiasm.
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So I lived that way for a couple of years, had more dark days than good.
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And really, to answer your direct question in terms of how I got in the fitness space, a
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fortuitous situation happened. One of my close friends to this day, his name is Adam.
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He was my first fitness mentor and went to college together.
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And he moved out west and we lived together for the better part of two years.
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And he took me under his wing and he was my first, I guess, unofficial personal trainer and
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coach, if you will, and what he did for two years, but hyper focused over six months.
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He introduced me to fitness and circuit training and lifting weights and clean nutrition,
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but most importantly, introduced me to coaching and accountability because as I followed
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his program, within about six months, I dropped 20 pounds of body fat.
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I put 20 pounds of lean muscle, which is great. I got the aesthetic look that I was looking for.
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But swear, we all know, and we were talking offline just how foundational fitness is to
3:35
someone's life. Their success, both in business and life in general, and going through that transformation,
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it changed my life to a t.
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And really that inspired me.
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After about a year or two training with him, after someone walked up to me at the gym after
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seeing my, I guess, work ethic and transformation and introduced themselves asking for some
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fitness and nutrition coaching, and I thought, oh, my.
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Like maybe I could actually give this gift of fitness back just like Adam gave it to me.
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So I guess I'll stop here to kind of engage with you.
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But really that was my, I guess, move to California, my start in the industry, the way I
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got fit, I transformed myself. And then I had this big aha.
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When someone asked me about my nutrition and working out, know what?
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If I could become a personal trainer. So that was really my next step.
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And then we can talk a little bit about more of the business journey from there.
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Thank you for sharing. I think life is all about making choices.
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So are you running to McDonald's or are you running to maybe having a salad for you?
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Are you going to stay up at night to party or are you going to study?
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Tying back to right.
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Working on your objective for next year?
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Are you planning for what's moving forward?
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Because I think I could find a lot of relationship from being a fitness professional into
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business. Because you got to have the discipline. There's something that you know you have to do and there are things that if you're smart
5:00
enough, you know you shouldn't be doing. And then at the same time, a lot of us like to set New Year's goal right when we go to the
5:08
gym. When I go to the gym, first couple of weeks of the new year is the most busy and then it
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dried off. And I'm sure you can probably attest to that.
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And then in business also, a lot of us plan for success, but then we don't have the
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discipline to execute it. Can you touch on that when we set goal, what are some of the advice that you would say that
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we can make sure that we actually do those goals that we have set?
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Yeah, it's a great question, swayer, and I think to your point, it comes down to discipline
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when you break it down, and easier said than done.
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When you're disciplined with yourself, you show up in such a positive way in so many ways.
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Number one, for yourself and for your family, number two, for your team, and number three,
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for your clients and your following. And I think that's so mission critical.
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And when you're disciplined, when you stick to a fitness regiment, when you stick to
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nutrition regiment, you have more energy.
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So it actually translates not only to your life, but also your business.
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And when you have more energy, when you have more enthusiasm, more conviction, you can
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become a better leader, you can guide your team on a better way to go.
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So I think, big picture, I wanted to start there, but in terms of some tangible action
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steps on creating better goals, I think what happens is many times and good intention, but
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people overestimate, I think the words of Tony Robbins overestimate what they can do in one
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year and they underestimate what they can do in ten years.
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So, specifically to fitness, or business for that matter, but specifically to fitness, to
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your question people, maybe if you're listening to this and you can relate, you haven't
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been fit or you've been slacking on your workouts, or maybe you haven't worked out forever,
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and then you have this big, audacious dream that you want to lose 35 pounds and you want to
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get to 10% body fat, which is an incredible goal.
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But then you kind of have this vision and you start attacking it, and it's as if you went
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from zero fitness and then you want to go to ten fitness level, ten fitness overnight.
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And then what happens is the first week or two, you're excited, you're motivated, but then
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a couple of weeks settle in and the reality sets in that, hey, your muscles are achy, this
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is harder than you thought. And because you're not getting the result quick enough, then it's easy to actually throw in
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the towel and give up. And that's actually kind of a common theme to human nature, but specifically New Year's
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resolution goals, which you laid out as well.
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So I think a much better goal is actually more of a process goal than a results goal, at
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least at first. So if you haven't worked out in forever, if your fitness is out of whack and you're not
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eating well, instead of going from zero workouts to seven workouts every single day, or
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seven workouts a week, working two or 3 hours a day, that's just unrealistic.
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What if for the first week, you just commit to yourself?
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You can move two times during that week, even if it's a ten to 15 minutes walk.
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And once you get a week or two weeks under your belt, how about we increase that from ten
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to 15 minutes to 20 to 25 or 30, and then let's do that for another month.
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And then once we build a baseline foundation that you're working, you're moving your body
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two to three times a week, and you're doing that 2025 minutes a day.
8:14
Then let's add some more water, or then let's work on your sleep.
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So what I refer to this to my franchise partners to their coaches and clients is taking a
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step ladder approach. And if you take a step ladder approach, kind of really create more of a bite sized goals
8:29
for what you want to attack, at least to begin with.
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Then what happens is you create some momentum.
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And once you start creating momentum, that creates more motivation, and then you're more
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likely to stick with the fitness program, in this particular case, long term.
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So that would probably be to put a bow on that aspect.
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My best advice to creating strong goals and keeping with that goal, start small, take a
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step ladder approach. Once you accomplish those, you'll build momentum and then you'll build more motivation to
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continue. Yeah, I really like that if we plug it into a business example.
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So if you watch YouTube, let's say you want to be a public speaker, for example, you watch
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TEd talk. I can never talk like that, you say, but those people have practiced years, if not their
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whole career, just to talk like that.
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Going back to the fitness example, like, you see Instagram, right?
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So sometimes it's demoting, right?
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You see beach body ready. But now you haven't worked out since like 1015 years ago.
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So don't assume that people look that good.
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They just walk out like that. It takes years of practice.
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And I like your example. For me, what I like to do when setting goal is imagine I am there standing at the goal,
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like whatever, that I want to be success wise, or maybe fitness wise, looking back, what
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did I do to get me to that point? So there will be bits and pieces.
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So I know that in order to get to be a TED talk speaker, you probably have to get some
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smaller public speaking. You got to be comfortable with your material.
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Maybe you shouldn't be just crunching your face, be more relaxed.
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There are steps to get there. And I really like that example.
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Sometimes we don't give ourselves enough time, right?
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So we want overnight success.
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You might have it, there are examples for that, but not everyone can be an overnight
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success. It's so true. And I think you use a great example of a public speaker and if you've never given a public
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speech and then you see a TED talk expert who's been doing this for ten or 15 years, yeah,
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you want to get there and maybe you can and will get there in ten years, but you're not
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going to get there in the first six months, and that's okay.
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Taking that step ladder approach is really important.
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And it actually reminded me of a fitness client back when I first started.
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This is in 2012 when I opened my first fit body location in the smallest town within Orange
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county. And my friend Courtney, to this day, we've been friends for going on 15 years now, and she
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was about 150 pounds overweight and she hadn't been in the gym in forever.
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She didn't have the confidence in her, but when I sat down with her in a strategy session,
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I could just tell the look in her eye and she wanted a better life, she wanted a better
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result. And what we agreed to wasn't a five year plan.
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We agreed to a 28 day plan to get on the program for 28 days.
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And did she lose 150 pounds in 28 days?
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Absolutely not. But she lost three or four. And that created more momentum and motivation and kind of to the point earlier, it took
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about a solid two years of work, but she was able to lose, I want to say, about 100 and
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4150 pounds in that two year period.
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And if she would have thought to herself, I want to lose 150 pounds in two months, she
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would have been sadly mistaken. But having that kind of longer term approach and then crunching the goals to bite size, I
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guess, endeavors, it made that much more manageable and palatable.
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And then fast forward two years later, she wakes up a different person.
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So I think that's a great strategy you can implement in fitness and business and sales and
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marketing and life. Yeah, I really love that.
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I can always quote fitness analogy into business, and business analogy back to fitness.
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So I think it's fun. That's why I guess I keep doing them.
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I want to answer this question. I know that you have been working with a business coach.
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Can you talk about the experience working with a business coach?
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And then what are the reasons that prompt you in the beginning to hire a business coach to
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coach you? Incredible question. And I think fit body in general, my business is a coaching business.
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So we're fitness coaches and we employ hundreds of fitness coaches throughout North
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America. And really the foundation why I drive so much value is my first fitness coach was Adam, I
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just had mentioned to you, and I got an incredible fitness result which then gave me more
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confidence to change my career. And then to your point, when I first found the fit body bootcamp model, I'm the CEO of the
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brand, I oversee the brand, but I'm not the founder.
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The founder is actually one of my Business coaches, a mentor and a business partner to this
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day. And his zone of genius is plentiful.
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He's really big and well known to self mastering personal growth.
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But when I first started following him, his name is Coolian.
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He specifically, he was teaching content on sales and marketing.
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So I hired him as a Business coach specifically to help me from a marketing lens.
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Because as I got fit myself through the journey that experienced with you, my sales career
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actually exploded. I became the least performing sales rep in the company all the way the highest performing
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sales rep in the company.
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And only one thing had changed and that was my level of fitness.
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So I was confident that I could use my fitness, my personal growth, my confidence and my
13:32
salesmanship skills that I acquired to basically grow the business.
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But I was not confident from a marketing lens.
13:37
So I hired Pedros and he really gave me an awesome framework and really taught me at a
13:42
foundational level the key concepts of not only marketing in general and branding, but
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specifically direct response marketing. And that was just so mission critical for me.
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And I think the value of a business coach is, number one, iron sharpens iron.
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So anytime you're in the presence of someone who's smart, who has big goals and that has
14:01
great energy around those, you're going to get better from that presence alone.
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Number two, they have to be a strong guide or have expertise kind of thinking about it.
14:09
We were talking offline. You're from Hong Kong. I spent about six months of my life in Hong Kong.
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I love Hong Kong. So beautiful. Probably a good idea if you were ever to visit Hong Kong for the first time, would be to
14:20
get a guide like you who speaks fluent Cantonese, who can show you around Hong Kong.
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You're just going to get a much better look at an experience in Hong Kong if you have a
14:29
guide who has that level of expertise. And I think that's just so mission critical.
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So for me, I hired that outside guide in Pedros having that market experience because when
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I combined the sales experience I had and then the marketing framework that he taught me,
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then my business was able to launch and then explode.
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So that was a huge value to me.
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It's the second bullet point, and I think the third bullet point kind of is similar to the
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first one about iron sharpens iron, but it really specifically, it gives you outside eyes
14:58
on your business, on your growth, on the areas that you succeed, but also swire, the areas
15:05
that you need growth and big opportunities to grow.
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And the biggest thing is we're just as humans, we're emotional beings.
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So when you're in your own business, you have a high degree of motion behind it.
15:18
But when then you hire a business coach who has outside eyes, unemotional eyes, they can
15:23
actually just give you better unemotional, logical coaching.
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Because again, if you're in your own world, then you're going to get emotional.
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And sometimes when you're highly emotional, you make bad decisions.
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So that third aspect of having someone with outside eyes has just been really a big game
15:39
changer for me, and I've seen it done many throughout our organization.
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So to put a bow on it, that's why I believe coaching is just so mission critical.
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If you really want to take your business to the next level.
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Yeah, I think that's a really good example.
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And to coaches, because they are not you.
15:56
They're not emotionally attached to whatever that you're trying to do, either in fitness or
16:01
in business, when they see something that is off, maybe just by an inch, for example, when
16:07
you, let's say, lifting weights, that could mean hurting yourself and to make a good lift.
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And in business, when you are off by your KPI or the matrix that you use when coaches sees
16:17
that, if you fix that or address that immediately, it could save you a lot of time and
16:22
headache. Imagine that you haven't filed your taxes the right way for 510 years.
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If you have to go back and fix it, it will be a painful, painful experience.
16:32
Speaking of that, Bryce, I wanted to ask you a lot of service provider.
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It could be fitness coaches, it could be a consultant.
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It can even be doctors and lawyers. They have their profession, right?
16:44
They have their expertise. They don't want to be salesperson.
16:48
Can I ask you for the advice? You mentioned that you hire your coach because of the sales experience, and then you kind
16:55
of transform yourself to be the top salesperson.
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What was the thinking process to that? What makes you think that you now have to become a salesperson?
17:03
You actually have to do business development in order to grow your main business, which is
17:09
by then the fitness industry.
17:11
Yeah, well, so, incredible question.
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And sometimes in professions that are very sought after and that take a lot of credentials,
17:20
like in medicine, as an example, a practitioner can go through the ranks and then feel like
17:26
their accreditation and certification and knowledge will be enough, and they don't need to
17:31
be able to market and sell themselves. And I just think that's not good advice, because at the end of the day, if you can't sell,
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you can't serve. And even if you're at the top of your class, invest your class, you need to be able to sell
17:43
yourself, sell the vision, and sell the solution to your clientele.
17:47
And the best framework that, an example that I can provide is the infamous Arnold
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Schwarzenegger. And Arnold Schwarzenegger, speaking of lifting mean, he's famously always, I guess, cited
18:00
talking about his fitness. Know his training buddy.
18:03
I can't remember his name. Back in the day. Franco was his Jim.
18:06
I think his name is Jim. Not Jim Franco, but Franco.
18:08
He was an italian guy. In any case, he trained with him over the course of time.
18:12
And by training with Franco, Schwarzenegger got better, got stronger, and vice versa.
18:17
So that was really foundational to his fitness game.
18:21
But then, specifically, I guess, from a salesmanship in terms of his movie career.
18:27
So after he dominated Mr. Olympiad, the bodybuilding, then he transitioned because his big dream was to become a
18:32
Hollywood movie star. And what he said one time is, okay, while I'm the main star in the film, a lot of times
18:40
Hollywood celebrities, they're adverse to actually selling their film, which is the major
18:44
mistake. So my job is twofold as an action star.
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It's number one to be in the film, to know the artist, if you will, and making the craft.
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The second job I have is to market and sell the film.
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And that's how he got famous with the Terminator movies and all the incredible movies,
18:59
because he loved his craft. He really dedicated his life at becoming better at his craft.
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And that's up to you, whether you say he's a good actor or not.
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But what's something that's not refutable? He's an incredibly best selling actor because his movies were absolute blockbusters,
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because the second aspect of his focus was not only need to create the magic of the movie,
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but I need to sell and market the movie. And I think when I learned his framework years ago, that really never left me.
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So I thought to myself, in my first coaching business, yeah, I got to be a great coach, but
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I also need to learn how to sell and market my services.
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And then now in the franchising business, yeah, I need to understand systems and operations
19:38
and franchising, but my key job is to be the sales and marketer of the entire brand.
19:43
So that's my perspective on it. It served me really well.
19:46
It served Schwarzenegger and many of the likes really well.
19:48
And that's my strong advice. Yeah, we're talking about Arnold now.
19:52
He's just like the master showman, right?
19:55
He likes to capture the spotlight, and you're know, you might be the expert in your field,
20:00
and then you still got to develop your own personal brand.
20:05
It doesn't matter if you're the highest achieved medical professional.
20:08
If no one knows about you, then no one knows about you.
20:11
I would say some of the best coaches, they have their niche, right?
20:15
For Arnold, when you're talking about the movies, I know he's been on a podcast trail for a
20:21
while now because of the newspaper. They mentioned that you have a strong austrian accent.
20:26
You can never be in Hollywood. Like, they speak perfect English.
20:29
But then he found a role in Terminator that speaks like a robot.
20:33
Arnold can only pay Terminator like other people can because they don't look and sound like
20:38
a robot. So I think if you find your niche and if you are able to brand yourself and if you're able
20:43
to market your own expertise, people will follow you.
20:46
And now, as you know, Bryce, with the Internet, people can follow you and jump onto your
20:54
message worldwide because of easy access to content.
20:58
Oh, that's so true.
21:00
And good on Arnold for being able to draw that attention specific to personal branding.
21:05
And this is something that's so important, especially for coaches and consultants and
21:08
authors in general business people. If you're watching this, especially if you're CEO of the brand, being able to create a
21:15
personal brand is so IMPORTANT. THINK of TESLA as an EXAMPLE.
21:17
When you think of Tesla, you automatically think of Elon Musk, because Elon Musk has
21:21
developed his personal brand, whether you love him or hate him.
21:25
And for me, I love HIM. But at the end of the day, because, you know, okay, you think Elon Musk, you immediately
21:32
equate Tesla with so really, really important big picture.
21:35
I think my biggest piece of advice and this is on the journey that I'm going through.
21:39
Now, starting out, when you're developing your personal brand, you want to niche as very
21:44
defined as POSSIble because there's a lot of noise out there.
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So REALLY when SOmeone thinks of your name, what are they going to think of?
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And for me, I know sales and marketing and general business, but really leadership is my
21:55
zone of genius and the skill set that I love the most and I love teaching the most.
21:59
So I'm in the process of continuing to develop my personal brand specifically on providing
22:04
leadership guidance that provides my audience more income and impact.
22:09
So specifically when someone thinks of Bryce Henson, that's what I want them to think of.
22:13
Now fast forward ten to 15 years and I'm not comparing myself to the great Tony Robbins,
22:19
but at some point do I want to be bigger and do I want to be a success coach and a mindset
22:24
coach and a business coach? I certainly could be. Those are Much more general things.
22:28
But with my personal brand that I'm building right now from a leadership perspective,
22:32
eventually that will catapult me and allow me to branch off into bigger things.
22:36
And I think that's the power of a personal brand.
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It can ride with you during the course of your career and it can add massive value to you,
22:43
but also the companies that you sell and that you serve.
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Yeah, I really like your mindset and you are seeing things and you wanted to develop and
22:53
help people. What prompts you initially to think like that?
22:57
You went from unfit and then you got some coaching.
23:01
You're getting fit. Open up your first fit body location and you have a second location.
23:06
What makes you mix the jump to where you are right now and you have location franchises?
23:12
Well, why? It's a great question and my short answer, it's an evolution.
23:17
When I first started my first franchise business back in 2012, which was what came after
23:22
the story that I closed the loop about me coming to California and getting fit and being
23:26
inspired and becoming a certified personal trainer or launching a coaching business.
23:30
Then it really inspired me to open a brick and mortar facility because I thought I could
23:34
have more impact by developing a brick and mortar in person training environment, building
23:39
a team and a culture of awesome, like minded people.
23:42
And that was my first iteration. I decided to link up with the fit body bootcamp brand.
23:46
Pedro's my first mentor and business partner to this day.
23:49
I sought his advice because he knew how to market and marketing and sales is mission
23:53
critical to any business. It doesn't matter what type of business you have, if you're listening to this particular
23:59
episode. So that's how I started.
24:01
But my vision was not to brand myself as a leadership expert.
24:06
Being able to provide guidance on my following, how to create more impact and income,
24:10
that's just been an evolution with time. So after I got my first location off the ground, then over a period of first six years, I
24:16
ended up scaling to a handful of locations. I brought my family on board, I end up opening five locations.
24:21
And then I realized, oh, wow. Not only sales and marketing, but leadership is probably one of the most important tools in
24:29
your arsenal as an entrepreneur, because you need to be able to, number one, lead yourself,
24:33
but then number two, you need to be able to lead your clients.
24:35
And most importantly, as your organization grows, you need to be able to lead your team.
24:39
So for me, that journey of the first six years of my business growth, I was learning so
24:45
many different things. I didn't really have a good understanding of where long term I wanted to go, but I knew I
24:49
was on the strong path. But the good news is, once you take one step forward, the path forward becomes more clear.
24:55
And that led me to 2018, when fit body boot camp, the brand was really starting to hockey
25:00
stick in terms of growth. At that point, I was a franchise partner in the brand, multiple locations.
25:04
But our founder, Pedro, so I referred to a few times, ended up offering me the vice
25:08
president role, which then ended up becoming the CEO role.
25:11
And at that moment in time, I didn't have the vision that I wanted to be a CEO of an
25:16
international fitness franchise. But as I kept on taking steps in terms of developing myself from a personal perspective,
25:22
from a fitness perspective, from a business ownership perspective, to a multilocation owner
25:27
business perspective, to a leader, then what I realized is, okay, the next evolution can be
25:32
to oversee a fitness brand. And that's the journey I've been on for the last, I guess, a handful of years now.
25:38
And as I look ahead, I want to continue to grow the brand.
25:42
Our global mission is to inspire fitness and change lives.
25:45
And we were talking about this offline. I love business, I love fitness, and the fact that I get to blend the two is incredible.
25:51
And then as time goes on, who knows what that's going to lead me to.
25:54
But I think the big message here, and I've been guilty of this as well, but sometimes human
25:59
nature, we just kind of get analysis by paralysis.
26:02
And there's so many options in what we do.
26:04
Take action to something that interests you, and if you don't know, take a lot of different
26:08
action in a lot of different spaces, figure out what you don't like and then figure out
26:12
what you do like and then gravitate to what you do like.
26:15
And as you continue to take more steps towards what you like more, then more insight, more
26:20
godshots if you will, more expertise and information will be presented to you and the path
26:25
will become clear. That's really been my formula for success and something that I would highly recommend for
26:30
your audience as well. Yeah, that's interesting.
26:32
Then my follow up question will be, you mentioned finding your niche, right.
26:36
Your target audience. So from the beginning, obviously when you have local gym, then you'll probably be people
26:43
around maybe 15 or 20 miles away from you.
26:45
But now having a global brand, you have to help franchisees do their own marketing.
26:50
How would you suggest, listener adjust the niche at their target audience?
26:54
When you get bigger, do you revise your growth and say, now we are this size or this level
27:00
of a company, so we could probably expand or change the target audience.
27:04
Does it make sense? Yeah, I think with growth and time you actually open yourself up to a bigger audience.
27:11
But again, using my analogy, in the personal branding, it very carries through.
27:15
In any branding that you're going to do for marketing for a company, first you want to
27:19
start with a niche. And I would even take your initial example, which is a great example, even further.
27:23
So when you open a brick and mortar, I would say depending on the area and geography that
27:27
you live in in southern California, no more than 10 miles is someone to drive to a gym and
27:31
probably closer to five. But even more than that, specifically a fit body boot camp.
27:36
We don't train everyone.
27:38
We don't train high performance athletes. We don't train Olympic body lifters or weightlifters.
27:43
We train Mrs. Jones. So our niche, our really avatar is Mrs.
27:48
And Mr. Jones as well, is typically her husband or spouse.
27:51
But Mrs. Jones, who's in her 40s, she hasn't worked out in a long time or maybe ever.
27:56
She actually doesn't love working out, but she knows she needs a better quality of life.
28:00
She's about 40 to 50 pounds overweight.
28:02
She has a couple of kids, bless her heart. She spends all of her focus on taking care of her family, making sure that her kids are
28:08
taken care of and her household is taken care of, and that her work commitments are being
28:14
fulfilled. So all her focus is externally and what she realizes is she needs to carve out a little bit
28:20
of time every single day. While she's not a fitness expert, she needs coaching and cheat guidance.
28:25
She needs guidance. And most importantly, she needs community of like minded people who are going to support
28:31
her. So specifically, we know our avatar so clearly.
28:36
And on one hand, while as young franchise partners and young entrepreneurs, their biggest
28:41
concern is like, well, if we niche down so much, we're going to say no to a lot of people.
28:46
And that's a good thing because when you say no to a lot of people, what you're doing is
28:50
you're saying yes and you're really clearly speaking to the right type of person.
28:54
And when the right type of person, in this case Mrs.
28:56
Jones, sees your Facebook ad or sees your Instagram ad and you're targeting her
29:01
specifically, you're speaking to her pain points and her frustrations and her solutions,
29:06
then the sea of social media ads, she's going to immediately connect to that.
29:10
So really to put a bow on its wire, niching down to your target audience and your target
29:15
market way more than just geography, but really specifically getting to know your avatar is
29:20
really important. The biggest question is, well, how do you know who you want to train?
29:24
Figure out who were you, the younger version of yourself and go train that person.
29:29
And for some of you out there listening, you're Mr.
29:32
Mrs. And Jones. Well, hey, if you want to eventually be getting a coaching business that would probably in
29:37
the fitness space, that'd be probably a good target audience.
29:40
If you've been done bodybuilding in your career, then hey, this example is specifically if
29:45
you're interested in fitness coaching, but it can apply to any business, then hey, maybe
29:49
it's a good idea to actually start training younger bodybuilding type of clientele.
29:54
So this all to say, it's really important to niche to start.
29:58
The good news though, as your market share expands and grows, you can add different
30:03
products and services, especially as your branding gets bigger to serve a wider.
30:07
Audience, I think that's really great advice.
30:10
I remember having dinner with a famous, I would say Instagram online coach, right?
30:16
So he has a lot of followers, but he told me his business is struggling.
30:19
I said, why your following?
30:22
He has like almost half a million followers.
30:25
I said, why do you do that? He said that people who like my post, who comment on my post are not my client.
30:31
And then with your example, you actually niche down so much that you're actually like you
30:36
said, saying no to majority of people.
30:39
But if you are Mrs. Jones, when you see your post, when you see the content while he's talking to me, I have to
30:46
go and check it out and what's all this talk about?
30:49
So if the coach is able to niche down whatever area that he or she might be in, then.
30:56
It's scary a lot of time because we think we're missing out.
30:59
Like everyone needs to be fit, everyone needs to go exercise.
31:03
But you can help everyone. Even if you are the biggest gym in the world, you can't help everyone.
31:09
So for the ones that who have stayed for a while, for coaches who have been in the game for
31:13
a while, they know exactly who they're coaching.
31:15
And if you're good coaches, it's all about how many times you say no than to say yes to
31:21
someone. That is so true. And there's been many examples I've seen where people have a massive audience.
31:28
Like you said, the person that you were connected with a half a million, but really they're
31:32
not serving their target demographic so their list is not very highly engaged.
31:37
On the flip side, I've seen fitness coaches with an audience of 5000 people on their
31:43
Instagram and their email list, 5000 compared to a half a million are their two different
31:48
ballgames. But if you have a very highly engaged interactive list of 5000 people that when you speak,
31:55
you're speaking directly into their soul, directly into their heart, you're going to be
31:58
able to grow business much quicker than in your example, even if you have a half a million
32:03
followers. But whatever you put out doesn't really connect.
32:05
And that's the value of at least starting a niche to niche.
32:09
Even though to your point, it can be scary at first, with time you can continue to grow and
32:14
expand. Yeah, I think one way that I suggest to him was to ask your favorite client in business.
32:21
I would ask people to connect with their top ten client really to ask them.
32:26
You have choices out there, whatever industry that you're in, I have competition.
32:32
You could buy from anyone really in the world.
32:34
Why do you choose to work with me and then really take notes?
32:37
And these are your audience. Maybe they point out a few things that they like you and your business about then can you
32:46
make that into your content? Can you make that into your message?
32:49
Maybe there are more people out there that are like your top ten or top ten client in the
32:54
fitness industry. Go find them.
32:56
They're somewhere out there. That is such great advice.
32:59
It's actually advice that I've taken action upon myself because it goes back to human
33:04
nature and my initial kind of comment about the value of a business coach is as human
33:10
nature. We're an emotional state around our own thing where if you have someone with outside eyes
33:15
they can actually give you some unemotional, logical viewpoint and sometimes you don't even
33:21
know why people are really engaging with you?
33:23
You don't even know to a really deep degree your zone of genius.
33:26
So many times when I'm building out leadership, content and training, I've just reached out
33:30
to my clients, my franchise partners and my team.
33:32
It's like, hey, what are two or three things that you really, really enjoy and gain value
33:38
from? The way I operate, the way I lead. And then by them giving you that feedback, it gives you insight.
33:43
Oh wow. This is actually what's connecting with someone.
33:45
And you can build more content, you can build more asset, resources, product or services
33:49
around that. So to your point, sometimes going inward, just really getting feedback, specifically your
33:55
audience, can actually showcase big value and showcase how you can continue to build out
34:02
future value for your clientele. Yeah, I really like that Bryce.
34:07
I know that with the conversation on fitness and business I could probably hold you here
34:11
for the next 2 hours, but I'm not going to do that for listener or especially for fitness
34:17
coaches who are interested in learning more about what you do.
34:20
What would be the best way to connect with you?
34:23
I appreciate that my friend. And the best way is I'm also a podcast host as well.
34:27
So if I can be of service, would highly encourage you to subscribe to the Fitness Co.
34:32
Podcast and I think you linked it in the show notes Fitnesscopodcast.com is where you can
34:36
find us and that's just a great way for me to connect and continue to add value.
34:41
I typically teach on leadership, general business, sales, marketing, but most importantly
34:47
personal growth and self mastery. So that's where you can find me and I highly encourage you to follow along.
34:53
Thank you so much for coming on to the show today. I learned a lot.
34:56
Twine, it was great pleasure is mine and thank you so much for your time.
35:01
Thank you for listening to the show. If you enjoyed this episode, please subscribe to the podcast and share with your friends or
35:07
colleagues who might benefit from the conversation.
35:10
Any questions or feedback, feel free to reach out to me on LinkedIn.
35:14
I'd love to connect with you.
35:16
00 p.m.
35:21
Pacific Standard time. I'll see you next time.
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