Want to make an extra six figures? Hit upload.
Because content can now be monetized unlike ever before...
While both my college and NFL teams both lost this weekend (significantly increasing my whiskey consumption), it was great to see so many microgyms engage in various types of tributes to those who lost their lives, 20 years ago, on September 11th, 2001. Fitness is nothing more than physical exertion with a purpose - and I’m proud that our industry is able to manifest homage and respect into that purpose on occasions like this.
What did your microgym do to pay tribute? Shoot me a DM with some images or photos so I can re-share.
Today’s Rundown
✔︎ WHOOP and PUSH are about to take fitness gamification to a new level
✔︎ Time to cash in on EIDL money if you haven’t already
✔︎ Making serious money on Instagram and TikTok is more feasible than ever
WHOOP x PUSH Make for the Most Interesting Wearable Opportunity To-Date
The popular wearable WHOOP to give resistance training the strain score it deserves…
WHOOP acquires PUSH, creating a partnership that now places them in their own category against competitors like Apple Watch, Fitbit, Garmin, and Samsung.
The two wearable technology companies are built on a similar foundation of sports science and physiological research - with a shared focus on delivering personalized data, actionable insights, and demonstrable health improvements.
PUSH, the leader in velocity-based training (VBT), measures data that will enhance the WHOOP experience by providing a valuable missing piece in the health and wellness puzzle - quantifying weightlifting performance via metrics like speed, power, force, and acceleration.
PUSH provides a band that can be worn around an arm or positioned on a barbell to accurately track velocity and power for every repetition of your workout.
MY TAKE
WHOOP wearers talk about WHOOP almost as much as CrossFit-ers talk about CrossFit. (creating a sponsorship match-made in heaven…)
Wearers of the minimalist, inconspicuous nylon strap become addicted to the fitness and wellness gamification provided by heart rate monitoring and insights across sleep, recovery, and strain.
And by far, the most buzzworthy metric in the WHOOP community is strain. Everyone is chasing the elusive strain score, but currently, the strain score is pretty fucking one-dimensional.
See, WHOOP's technology struggles to distinguish between a challenging workout that is resistance based vs. a challenging workout that is conditioning based.
Right now, you can bust your ass in a 60 minute, grueling strength training workout and achieve a strain score that is a fraction of what you'd hit if you performed a 15 min conditioning piece at 85% of your max heart rate.
But if WHOOP is Batman, then PUSH will become its Robin.
I believe this collaboration will bridge the data gap and provide a more accurate indication of a user's strain, increasing its addictiveness for exercisers.
And if I wanted to really make some bold predictions (and you bet I do), here they are:
This acquisition will pave the way for microgyms to eventually have digital gamification within their facilities.
Just as CrossFit scribbled individuals' scores on the original whiteboard, and OTF transformed UX with sexy digital screens that displayed heart rate, WHOOP x PUSH will be in a unique position to create a B2C play that allows microgyms to get in on the action.
Imagine you're coaching a group class. Upfront, you have a TV that visually displays real-time metrics, showing the volume of repetitions completed, the velocity at which they are performed, active heart rate, and overall strain.
Game. Changer. No more shaving reps, Brad. Cut the shit, Sarah. I can see your intensity has declined.
The integration of the two technologies creates a really interesting opportunity, and I'm excited to see what client experience doors open for microgym owners.
The DL on EIDL
The updates are officially, official…
So, you know those EIDL updates I mentioned last week that were still not yet official?
Well they're official AF now.
I've had many of you request that I break down exactly how to use this money for buying a building or other personal wealth strategies.
So I'll be debuting a video on that later next week that walks you completely through the process.
That means if you're not subscribed to my YouTube channel, you're gonna miss out.
Create or Consume. The Choice Is Yours.
But only one of them can add multiple zeros to your bank account…
In 2010, my focus was being the best at my craft in the hopes that I could get referrals from my clients.
In 2015, I dedicated months to learning the art of Facebook and digital marketing.
Now, I utilize storytelling creative and local social media influencers to generate awareness for my microgym.
Content alone can't do it all. Your service still needs to be excellent, and traditional digital marketing still has its place.
But for the many microgym owners who refuse to accept the new attention-based economy fostered by social media... you are missing out.
Maybe these laggards get butt-hurt when they see how a 15-year old CrossFitter can generate more money in one month than they can in their entire business career?
Or perhaps they hate the idea of learning new communication mediums that places heavy emphasis on video and audio content?
However, the proof is in the pudding.
Many fitness professionals (including myself) have accepted the new age of marketing and are cashing in on its potential.
You can too.
Start using your microgym as a content studio.
In a recent conversation with Forrest Jung, owner of CrossFit Southbay and more famously known for his TikTok and IG content, we discussed how going all-in on creating meaningful, funny, and relevant fitness content made a unique opportunity for an additional revenue stream without any of the brick and mortar overhead.
Forrest has a combined following of ~120,000 people who tune in to see what fitness advice he will deliver in an entertaining and educational format.
Using his gym as a studio and his members and bulldogs as talent, he's mastered the art of the "double-dip."
Much of his video inspiration comes from the various conversations he has with his members and staff on an everyday basis, making him relatable to a broad audience.
Sure, he can spot a popular trend on TikTok, but the ability to translate it so that the fitness enthusiast finds it valuable is where he cashes in.
Speaking of cash... there's a lot to be made if you can create quality content.
Let's talk numbers and do some quick math.
If Forrest launches a monetization play (online coaching, courses, etc.) and converts a humble .5% of his audience, that's 600 customers.
Even with a low-barrier price point of $40/mo for this hypothetical service, he has the opportunity to generate $24,000 of additional monthly revenue- and at a realistic profit margin of 50%+, it makes life very interesting.
BTW, these aren't bullshit numbers either.
In 2019, WTF content creation led to an additional $273,200 in revenue - and that doesn't even include content sponsorships, public speaking, or seminar revenue.
I share this not to flex but to provide a kick in the ass.
If you have something to say and can say it in an entertaining and educational way, there’s a whole new lifestyle awaiting you.
Membership growth through content.
Many microgym owners don’t want to create an additional revenue stream. They simply want to grow their membership.
But if you still need more convincing, here are a few examples of actual microgyms of various follower sizes that have capitalized on their content creation and aid in growing membership.
Zoo Culture | 214k followers - owned by YouTube sensation Bradley Martin. His content makes this place a tourist attraction in LA that capitalizes on drop-in fees, merch sales, and destination gym for fanboys.
Phoenix Martial Arts & Fitness | 1k followers - even with a small following, their daily IG stories create funny, motivational episodes and provide a prime example of how to personify your brand through content.
Deuce Gym | 19k followers - their grit and counter-culture approach establishes them as the go-to for a unique fitness experience.
1Rebel | 80.7k followers - the king of microgym-porn has exploded their growth to 9 studios, mainly due to their understanding that content creates customers who “get it.”
If you're still with me, what will you do -- will you sit on the sidelines while others enjoy success, or wake up, smell the content and get creating?
