The biggest difference between growing and scaling is impact and nowhere does it apply more than in the coaching world. A leading high-performance coach and professional bodybuilder, Mathew Park, joins Brendan Meyers to show the biggest things that contribute to scaling a coaching business. Mathew shares his journey of becoming a coach that led him to help people become successful. He reveals the truth about making an impact on people and having a thousand to none followers bring revenue. Mathew emphasizes the importance of being in a mission to serve others, even when confronted with limitations. Dive in into this conversation and bring home three big nuggets of wisdom that you can start applying in your own business now!
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Ep 98: The Big 3 To Scaling Your Coaching/Training Business With Mathew Park
We are here to talk all things training, coaching, how to level up and scale up not only your business but also your mind. Give a warm welcome to Mathew Park. He is the CEO of Trainer Revenue Multiplier. He is an amazing guy. He’s a family man. He has two children and he’s got a beautiful woman by his side leading every step of the way. I can’t hype him up enough. I’m going to get right into him. What’s up?
It’s so good to catch up, buddy.
Mat and I met a long time ago. We have a good friend named Todd Abrams. He is the Owner and Founder of ICON Meals. We went out there in Dallas, Texas. We ended up chopping it up and we were like, “This is a friendship that’s going to last a long time.” Even when we don’t talk much at all, we still come back and it feels so normal.
I remember the time we were talking in the car a few years ago about fitness and football. It felt like yesterday.
Mat is someone who lives in Canada and through the hard and challenging times that we’re going through, he’s living the lifestyle and taking his business to the next level helping coaches and trainers not only in the United States, I’m assuming. You’ve worked with coaches worldwide. I really want to talk about how you’ve structured your business. You don’t have a big following at all, however, you have a very successful business that is continuously bringing in revenue but also helping people. I can’t say consistently enough, you are helping people. Let’s dive right in and tell me more.
I’m a regular guy from good old, small-town Alberta. It’s a town of 100 people. I’ve always believed that when you dream big and you go for the big things, this is no cliché. It’s the truth because I moved from 18 to 19 to California with no money. Now, I’m talking to this amazing dude, Brendan Meyers, from good old Colorado and I’m over in Montreal. We’re catching up and now I’m living a big part of my dream. I got a wonderful family. I got a beautiful business model. I’m in this wonderful office in Montreal. I’m doing great things in the world but the cool thing is the freedom that comes with it.
It’s beautiful. It’s awesome. I’m helping people. You mentioned something interesting because you mentioned my following, which my following isn’t very big but here are the two things I focus on with my people. Number one is an experience they will never forget and number two is to treat them and build a relationship. Relationships and experience work hand-in-hand. With that, we’ve built 500-some plus coaches around the world in our model over the past 2 or 3 years that are coming to our program and they keep coming back over again referring people. I spend minimal on Facebook ads, maybe $2,000 or $3,000 a month. All of our business comes from referrals and people talking about us because we focus on people not just getting our ad in front of people all the time. It’s about the people in general.
Just so anyone reading can understand a little bit more, you coach coaches and trainers on how to bring an experience to their clients and also build a successful business.
We help personal and online trainers grow three things. Basically, building a strong foundation on lead generation, increasing income, charging on sales and marketing and systemizing for scale, freedom and fun. It’s all about creating a wealth-based model that creates massive, wonderful impact whether it’s $10,000 a month to $50,000 a month, whatever it is in their model but having time with their family, kids, loved ones, buddies, clients and not be a slave to their schedule all day long.A beautiful life is about saving lives. Click To Tweet
I can’t help but smile when I’m hearing you talk about this. Matt is somebody who has been doing this for so long and he knows best. I always say that relationships build a business. It’s not even about being the greatest businessman or businesswoman or having the most followers or anything. It’s literally the relationships, transparency and vulnerability. It’s bringing something to your clients, to people that they’re looking for, that they’re yearning for. That have maybe crossed thousands, so many other opportunities but it was difficult and it seems so hard from the client experience all the way to the actual coaching experience. Matt, when you first got started with this, how did it come to be? Were you a trainer? What happened?
It was funny because I’ve been in fitness now for several years, I began as a personal trainer for a few. I was basically broke for the first couple of years making $500 a month. I’m making $20,000 when I was 24 with no social media, zero at all. I moved over to build a beverage company, a bodybuilding federation and helping launch Super League. Now, I’m back into coaching but coaching trainers. I began with business coaching and I realized I don’t enjoy business coaching with corporate people. I hate it. They’re not grateful. They don’t really appreciate what you’re putting into the business. I moved back into fitness and I realized that trainers don’t realize that they have one of the most beautiful and impactful careers on the planet. They get to change people’s lives physically, mentally, emotionally and spiritually. How cool is that?
Tell me more about that. Why are training and coaching such a privilege? Why is so awesome? You said you could change lives in so many different ways. Can you explain that a little bit more?
I would change the word from privilege to a need now, a necessity because now with all that’s happening in the world, I feel that people are needing to be physically fit or needing to have mental health and mental clarity or needing to be emotionally and spiritually intact. We were talking about what happened with the CreateU stuff on your end. What you’re creating is fantastic. We’re helping trainers realize that they have a beautiful job but we don’t want you to be broke doing it.
We want you to have the financial abundance, so you can serve more people with what you want to do and not be making $2,000, $3,000 a month and barely can pay your bills. I feel that’s saving lives. That’s part of my big mission in this world is my grand vision is to help one million personal trainers over the next few years generate freedom in their life whether they got kids, have a relationship or they’re doing it on their own. It’s a beautiful life. That’s going to save lives.
True impact starts with one, not 1,000 people. Eventually, it gets to 1,000 people but those 1,000 people, if you create relationships with each one of them, I always say that when you look into someone’s eyes, you see a million people or impact you. Each person that you look into the eyes of, that’s a million people. I don’t see one person because that’s the truth of it. Your relationship with yourself is going to generate relationships around you and those are generating more relationships. I can talk about that all day. I want to talk about what coaches and trainers are struggling with the most. I believe trusting that you are an expert, that you are qualified to help someone. On the other side is how do I structure this thing so that I can build it? The third is how do I scale this thing? Let’s dive into number one, trusting that you are an expert, that you know it so that you can coach and teach it.
It starts with you. You may have a certificate. You may have an education. You may have a four-year degree but I have seen trainers come in our program who got a four-year and they still didn’t think they need to have four more degrees before they’re qualified to coach clients. It’s so unreal. Building an authority comes into, first off, serving one person first. Help them achieve something. That one person may tell three more people and then they’re going to tell ten more people. The paper on the wall is education. I believe in education on all levels but you got to serve people and help solve a problem.
You can self-educate yourself every single day by reading blogs like this, go reading some amazing books, getting some mentor or coach to help serve you and level you up, whatever it is. If you help people genuinely, you keep learning, growing and you start working on yourself from the inside out, that’s where that charging your worth comes from. We can give you the recipe business-wise but if you don’t believe in it or believe in yourself, it’s useless.
Being an expert in something doesn’t mean that you know it all. That’s not what it means. Being an expert in your field, who the hell tells you that you’re the expert? If you were able to transform people’s lives, you could be a personal trainer and you’d only know 10% of what any other coach or a straight conditioning coach knows but you’re way better with the therapy of the mind and speaking to them. Bringing love to their emotions and more happiness to them, they will be more successful than anybody else. You know that to be true because we try and think, “I need this certification. I know this.” At the end of the day, scalability is directly correlated not to your certification but the product and the relationships that you’re developing and bringing to your clients.Real impact starts at one. It's not a thousand people. Click To Tweet
Here’s the funny thing. I have no paper on the wall saying that I’m a certified coach or personal trainer but I got several years of grit and glory of being in the trenches building businesses for companies to be exact in fitness, not all personal training-related and I’ve gone through being broke twice. You can’t go to school for that. I’m sure you’ve gone through the very same things for your businesses. You pull the lessons from all those things when you help people all over the world doing this but here’s the thing, I’ve learned the most with the coaches that we work with.
I began as a business coach and I realized you can’t help every business from what I call an everybody thinking mindset. What I did is I niched myself down to where I know I can serve, help and really impact. The crazy part was when I did that, things exploded. When you go from trying to be the coach for everybody to the coach of this niche or you can serve those people, it’s like the heart surgeon. You can charge four times more and you can impact that much better.
What’s one of the books that you would suggest to read that have to do with all this?
There are a couple of books but I would say a mentor that I’ve read and I enjoy is Jay Abraham. He’s an old school marketing business guy. His work is phenomenal. He always talks about clients being your dear friends. Treat your clients like your dear friend. You always have to have boundaries but when people know that you know, like and care for them, not just trust you but care for them, they will come back over. They will tell you their problems even if they are paying you for the two months and they’ll come back in six months and spend $5,000 on the next coaching package, they still know you care about them. They’re not going to go to coach B or coach C. I work about quality over quantity. I’m all about my team like, “How can we improve the experience better than we did last month? We’re going to get twenty leads in this month but how can we improve what we’ve already got?”
Most coaches always want more leads and I’m like, “Are you nurturing what you currently have in front of you in your backyard? Do you have a process in place where you can take care of the SMSs, phone calls, courtesy calls and Facebook Lives? Give them a touching base and ask them how are they doing? How are the kids doing?” It’s not like, “Buy my next program again.” That’s what I call quality. When you build a business model, they’re going to come back to you in a year from now. They’re not going to forget you.
Let’s walk over this bridge from, how do you get this thing started and all this stuff and trust that you’re an expert. Let’s walk over to tip number two and focus point number two and that is, how you structure this thing. How do you get this thing so that it is generating money so that you can essentially skip to the scaling part, which is number three?
I began personal coaching in the start and I got so busy in personal coaching, I had to make a move into scaling my own business a few years ago, which was having our TRM 10K group. We now launched our fifteenth group as of March 2nd, 2020. What we do is we take our trainers through an intimate live experience where they get to learn every step of the way for ten weeks on the three pillars of building a business. They get to get live training, live accountability support and live personal coaching. It’s not recorded. We believe that’s been a real recipe for growth for us in our business model but here’s the crazy part. What I had built a few years ago, I’ve changed our program for every single group a little more.
I’m always innovating to make things as you are with your app. You’re always innovating to make things better. What scaled me is finding how we can serve by helping people in a group setting. I wasn’t looking for a big, massive 1,000-course. I was looking for how we can have a group setting for a premium price but gives the results that they truly are looking for they’re like, “I didn’t pay $10,000 for it, but that’s amazing. I quadrupled my whole business in life and I feel like I could have paid three times the price for this but my life has all changed.”
What is that structure that you teach? We don’t want to explain too much on here but some nuggets that people can establish themselves with. When you first thought of trusting yourself, this is how you become an expert and feel a little bit better with the relationships of your clients. Number two is how do you even structure this thing? What are some non-negotiables that you’re going to need in order to get clients and to keep them on? Do they have referrals continuously coming in? What are some of this stuff?
I’m going to give you some nitty-gritty stuff. Forgive me for going on this one but here’s a really important thing. We have this ten-week process. It used to be twelve weeks, now it’s ten weeks but we give more in ten weeks. We had a problem when we first began this program. People would come on our program, we give them a live training and they would finish at the very beginning of our first year but it was so much information on a live coach. They were like, “I need more time to absorb and ask questions.” I brought in live accountability. The funny part is we now have six leaders who come into our program every single time over and over again.
It’s myself, Jamie and our leaders. We do live training, live accountability calls but here’s the important part. What happens in between? Most do a live call or coaching call and that’s it. We make sure there are emails coming through. There are courtesy calls. There are welcome calls. There’s, “How are you doing calls?” I’m paying out of my pocket for that because I know when people miss a call, they’re getting a text saying, “Where are you? What are you doing? Why aren’t you on this call?” We’re paying attention. I’m very detailed. What I’ll do is map out a process on paper whenever I build a model like this and I’ll always keep improving the quality of the inside.
We can bring leads in all day long but I always want to ask myself, “How can we keep improving retention?” Retention is nurturing. It’s how do you show you keep caring? The crazy part is we began our latest group a few weeks ago and our numbers are exactly the same in week seven as they were in week one. Most programs, half is gone halfway through, but not us because we’re paying attention. We’re nurturing. We have a really important sales process in between that keeps everyone nurtured on a process in between.
What about for trainers and coaches? What I’m hearing from these cool opportunities that you could put into this focus point number two is SMS. SMS is just messaging system for texting and stuff. You can text your clients if you’re a trainer or coach to say, “How are you doing?” A quick text is going to go a long way. If you’re an in-person trainer and you have clients that are paying $60 a session and they’re coming twice a week, they most likely can come three times a week. They most likely can come four times a week. How do you get to that point? Sending those extra messages. What are a couple of suggestions that you have in place that can help nurture your clients?
What I would tell a coach, maybe they’re advanced, beginning or whatever level they’re at. First, you got to map out what you currently do and then you can add in nuggets to nurture in between. You mentioned SMS. It’s a good one but you want first off to know what you’re doing. If you take a month and you have a client twice a week in the gym or virtually online, whatever it is. You ask yourself, “My points of contact, is it in the gym or virtual? How do my check-ins work? How does my email go on Friday out? How does my SMS go on a Wednesday? I’m putting it out on Thursday, whatever it is.” You want to ask the question like go to your client and ask, “Is this really what you’re looking for?” I always get feedback from the clientele. Asking for feedback allows you to tweak your model and we keep making it better. Most trainers train a client virtually or in-person, have a great day, give them a check-in. We’ll talk to you at your next session.
It’s very important for feedback, to ask, “How can I serve you? How can I do better?” Put that into focus point number two. The last point that I want to jump into is scalability. We’ve already talked a little bit about it but how do we make things a little more efficient for ourselves? How do we reduce the amount of time that we’re working with our clients but also get them to the results that they’re wanting so that we can bring on more clients? How do we spend more time with our families if we want to spend more time with our families or go and travel more while also keeping all of these clients and scaling? What is your biggest tip or two tips for that?
Work backwards. As a trainer, you are trading time for money when you first start your business. If you trade time for money for an undervalued return, you’ll be very unfulfilled in the months to come. You want to work backward and build out your ideal calendar in a week based on what are you valuing every hour that you are working in your business on? If you want to make $20,000 a month and you’re making $4,000 and you’re working 30 hours a week, you’re probably averaging $40 some an hour in the course of a workweek. You can’t scale with that model.
First, they have to work backwards, if I want to work three days a week and make $30,000 or $20,000 a month, whatever the month is, scalability can be a challenge. It can be whatever. There are many things you can throw at a coach but they have to understand first off what they want by working backwards first. When they get that clarity, then you can reverse engineer and build the scalability from there.
Back planning is something used significantly in Corporate America too. All these big brands and businesses and you know this because you’ve worked in management, you’ve worked with a lot of businesses. At the end of the day, if you don’t know what you want and you don’t work back from there, how the heck do you know if you’re even going to be going down the right track or path? Make sure you aren’t back planning. Give us one last tip. Is there anything else that you would recommend for scalability? What did they need to do to get more clients, to get more people more referrals? What’s something that they can do?
That’s a big loaded question. I want to go back and finish one thing here. I call this opportunity time. Most trainers account for the time they work with a client. Opportunity time could be 3 or 4 hours a day that they’re maybe eating their food or driving their car. Do you realize if you take two of those hours and use opportunity time towards leveraging in your business, you will scale like an animal? Most trainers waste opportunity time and only account for training or virtual coaching time. That is a massive opportunity for them to scale and double their revenue, which could be reading a blog like this. It could be working on their back planning. It could be planning their content map for the next month or whatever it could be. That’s leveling up. It’s a little off-center but I want to put that one in first.
I want to say that, especially with scalability, doing personal training is still fine. You can also raise your prices and start working with a client that has more money, has a little bit more economics or capital on their side. You can also have some partners, whether it’s a registered dietician. You can charge a little bit more for these other services. Maybe it’s massage therapy or whatever the heck it is. It can be anything from PT, a doctor in Physical Therapy, all the way to nutrition for them. At the end of the day, if you’re able to provide more services, they’re going to be going out getting their nails done. They’re going to go out probably and some of them are going to get plastic surgery. Some of them are going to go out to eat at certain places.
Start Believing In Yourself:
If you can find ways to partner with all these other people, remember sharing the wealth is really what creates wealth. Sharing the wealth and creating relationships outside of where you’re at can also be of extreme benefit. The three things we talked about, Matt, number one, you got to start believing in yourself and trusting that you’re the expert. How do you do that? There are a couple of different ways but one of the main ways is knowing that it’s okay if you’re wrong sometimes. Experts don’t know everything. The reason why there are experts is because they are students as well as the coach and as the leader.
Start Your Business Structure:
Number two, to start your business structure, you can start checking in and building those relationships with your clients a little bit better. To get referrals, you can send them text messages and say, “How are you doing? Are you doing well? Are you feeling good off our plan,” and asking for feedback? That’s how you can start. Get on hosting, creating Facebook Lives and getting out there. Putting yourself out there, get vulnerable, express your story and why you love where you are, why you’re in love with fitness, health and wellness. I guarantee you, your followers and the people around you are going to be intrigued with what you’re doing. They’re going to ask you some questions because they almost want to go down a similar path. They want to be happy. Number three is scalability and you touched on this. Matt, give us a little recap on scalability.Trade time for money for an undervalued return, and you will be unfulfilled in the months to come. Click To Tweet
Scalability comes down to building tiers. You mentioned partnerships and also tiers. When a trainer first comes to me, they’re usually in a gym or they’re doing online coaching and they want to triple their revenue. Scalability is you can build tiers, which could be your hybrid model of coaching. It could be your group coaching platform. It could be your online course platform for virtual coaching. You can keep tiering this model up but here’s what I always coach is you cannot forget all your tiers. When you build a second one, most trainers forget the first one. They lose money.
It’s building a process and system in that first model, so even when you put more focus into number two, you aren’t losing money on number one. It should be compounding. Most trainers are like, “I want to get that. I want to do this.” I’m like, “Hold your horses for a second.” Get your process built for number one then go to number two. You’ll easily double and compound. As you mentioned, get partners or help or a VA or whatever you want to do to help build and run your first one and number two, three and four. That’s how you can scale to six, seven figures and more.
Those are your three focus points for 2021. Focus on those three things and figure it out. It takes time. There are a lot of bumps. There are a lot of challenges. Every time I get on a call with Matt, I have something’s popping up in my business. Our meal plan, our workouts are down and one of our systems and I have to go get it fixed. Shit’s going to happen. Trust the process and you’ll be able to scale and build a life of fulfillment and happiness. Matt, where can they find you if a coach or a trainer wants to start utilizing your systems and things that you’re doing. We have the software on my side for a lot of that and I’m sure we’re going to end up working together in that regard. If they want to learn how to really structure things and take the next step in their coaching and the personal training scale, where can they find you?
This is Mathew Park. He’s the CEO of an amazing company called Trainer Revenue Multiplier. Definitely check him out. You can shoot me a DM at any point in time. My Instagram is @TheBMeyers. We also have a lot of things happening with software. If you’re a coach, trainer and you want to utilize software to take it to the next level and you need efficiency, you want scalability, you want all these different things, then holler at me on Instagram. Thanks for reading. I’ll see you in the next one. Peace.
- @TheBMeyers – Instagram
About Mathew Park
My name is Mathew Park and I’m known as the mindset guy in fitness and I am a leading high-performance coach, motivational speaker, entrepreneur, pro natural bodybuilder, confidence-building expert, and family man, who grew up in a small town of 100 people in the middle of nowhere in Canada and never gave up on his dreams.
I’ve been known for my unique ability to dig deep within the confines of the mind to truly bring out the powerful being waiting to be unleashed inside. Whether I’m on stage, seeing you in person, online or your watching one of my video’s, I truly love sharing messages of belief, inspiration and incite that will positively impact you.