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What's up everyone welcome to the gym secrets podcast. I'm here with my wife Layla Hermosi. Welcome Layla. Hello.

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And we're going to be talking about the difference between innovation and copying which seems relevant given our conversation at dinner after a class of wine.

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So I will let Layla practice the conversation that we had at dinner and then I will follow up with basically how we've always been able to stay ahead of the curve.

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So basically this topic came about because somebody asked me today when I was talking to them and they were interested in one of our programs and they were like well what what makes you guys different.

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I don't understand how you have all these testimonies and how you're able to hit these numbers and etc. And like I mean if you look at this industry it's like if anyone seen our stuff versus someone else is there like either they're lying or they've got something that just not everybody knows about yet.

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And so this kind of just like spit out of my mouth and I didn't even realize and then afterwards I was like dang that was good. But what I said was I was like because Alex isn't just a coach like the rest of the people that you've worked with or they've heard of.

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He's an innovator and that's what he is first first and foremost Alex is an innovator and he invents he's literally innovating the marketplace as we speak.

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And he's taking his clients along on that ride and on that journey and so they're the first ones in the marketplace with these things.

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And when I said that I was like wow that's it like that like you know anybody at their point in business it's like your unique selling point or whatever.

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And that's what his is is there's so many gurus out there in the fitness industry and it's right now it's basically a game of like who can copy who better.

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And like when it comes to Alex it's like there's no copying like it's all completely organic like I mean I live with the man and he reads a book learns a concept and then applies it to the fitness industry into a gym.

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And it's a completely new you know whatever innovation project play tactics strategy that nobody's ever done before.

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And so that's why people see the numbers that they see with our clients because it hasn't been done.

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And so I kind of told him that story and then he followed up with something like this.

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What's everyone okay so we were well I guess the

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gosh there's so many things I mean like right now it's what it's July like second I think.

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And like we just started running Instagram story ads.

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And just like we're just always experimenting with stuff in like our gym legacy group which is our top end group was like dude I just saw your first ads.

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Like those were sick how do we get in on that and the thing is like I like it sounds horrible to say this but like I've seen every single piece of every program that I've ever written on another gyms wall being sold in some way or another.

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I've seen my meal plans with another gyms logo on them. I've seen my contracts at another gym.

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I've seen I've seen literally the offers the ad copy like literally every single piece that you can imagine.

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Was that my recipe book yeah Laila's recipe book we've seen literally every single piece of everything that we've ever made taken.

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And I used to get really really offended by used to get super angry about it and really emotional about it.

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But like as time is going on like what I realized and what I've seen with our clients is that the reason that we've been able to say the head of the market is that.

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Like it's really just that so we stay ahead of the market like we like I'm I'm ADD AF and I can't I can't stop myself from reading books.

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I can't stop myself from taking courses like I spend like legitimate like I spent a hundred grand last week going to a match with Russell that was only for people who did like eight figures and above.

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And like it's like I spend probably a quarter million a year plus on like courses and events seminars and courses and like I said courses twice but you get the point.

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And and it's just so that we can always know exactly what's working and a lot of times it's in other industries.

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So I see guys who are crushing it in like the real estate space and I'm like what are they doing there.

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And then we see what the room is like huh I wonder if we can model that and use that in this aspect fitness and we do it and then we try once it doesn't work.

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We try to get it doesn't work and we try the third time like boom and it blows up and we're like that's what it was.

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And then like seven months later or a year later like the rest of the coaches adopt our quote system and then call it their three step blueprint to seven figure fitness business whatever it is right.

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And so I mean I used to get really frustrated about it but the reality is that like all we have is the testimonies that we have and and like the.

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That just the yeah the culture of the people that we worked with and the reality is this is that whenever you have change you have the first adopters you have the like the normal adopters then you have the late adopters.

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And the first adopters usually get like two thirds of the spoils and then the normal adopters get like I want to say the last third and then the people who are late basically get nothing and they just spend all their money trying to do something that people to two standard deviations of time ago which in the marketplace that we live in now is like maybe a year like max.

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The people who start something from the people who start adopting it six months later from the people who have copied it to death and are trying to compete over a tiny very small sliver of the marketplace.

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Hey if you're a return listener and you have not rated or reviewed the show I want you to know that you should feel absolutely terrible about yourself and everything else in the world I'm kidding.

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But it would mean the absolute words of me if you guys would go ahead and do that you don't even have to pause to show you keep listening and you can just do it with your thumb right now it'll take you less than 60 seconds and like I said the only way that podcast grows through word of mouth and this is you joining hands with me and helping as many entrepreneurs as a possible can because no one is coming to save us it's just us all right so please go do that now and let's get back to the show.

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And that's it and like we enjoy like I love this stuff like I enjoy the crap out of it and I think it's a lot of fun which is why which is why we stay ahead it's not like I'm some superstar it's just like I think it's fun like I read a lot I always read a lot and just applying it to an industry that I know really well I mean like I had six gyms so like I know how this stuff works and I know how to make it work with a $15 an hour employee.

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And that's and that's really the name of the game with it so if you're if you're a gym owner if you're a fitness facility owner like you have to read you have to stay ahead because if you don't stay abreast on the issues you don't stay on Snapchat and Instagram and YouTube and like you don't see like Instagram stories come out and like realize that there's a whole bunch of attention that's just being like very very very undervalued like right now we're getting like Instagram story applications for like nothing like just literally just sense on the

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dollar and it's because we're always first movers like most people like you know messenger bots like all that stuff like we were always the first ones to the market because like we see it and we're like oh boom we have people's eyeballs we can find a way to exploit that and like we try it once and

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doesn't work we try it again doesn't work we try it a third time we're like huh that one worked and so like a lot of people just give up too early they try it once they don't even have a fully formulated

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they're like I guess that doesn't work God doesn't work for our industry everything works for every industry this from green from Dean Grassy O. C.

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he said airplanes always fly you just have to figure out what do you say he said marketing always works like planes always fly right which is like once you get the

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equation right they will fly and so it's like a lot of people are like TV doesn't work or radio doesn't work or direct mail doesn't work or Facebook doesn't

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work Instagram does work like like like there's so many different traffic platforms and ultimately at the same like no matter what it is it's a human being with eyeballs on the other

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side of it and you have a small sliver of their attention that you're trying to grasp and so as long as you understand that concept all you have to do is make very small

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tweaks the offer very small speaks to the formatting and all of a sudden you have a winner and that's how you can conquer your marketplace that's how you can conquer multiple

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traffic sources and that's how we hit the numbers that we do like there's a reason that every gym that we work with goes into the marketplace and conquers it dominates the marketplace within a 30 day period they're completely like devastating the competition there at full capacity like there's a reason for that it's because they

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understand the concept of traffic and attention so I think that was the main the main story that we had from dinner Laila is nodding her head up and down so I'm guessing that she's good with that too so anyways this is the gym

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super podcast I hope you found this valuable if you are thinking about starting a gym or getting a gym to the next level hit us up go to gym secrets our gym

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on secrets dot com forward slash quiz and you be able to get a case study of actually four different case studies of gyms that we've taken from zero to full capacity within 30 days and we look forward to talk to you guys soon I hope you have an amazing evening

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slash morning slash mid-afternoon slash workout slash drive whatever it is that you're listening to right now and we will catch you on the

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flip side to you see you