True North
Build the business behind the coaching — Rob McVie
Most personal trainers know how to coach. Few are ever taught how to build the business behind the coaching. You can be brilliant at getting results for clients and still feel completely lost when it comes to building a business. True North is the practical roadmap for personal trainers who want to make the transition from coach to business owner — and build the route towards a business that actually works.
About the book
Most personal trainers know how to coach. Few are ever taught how to build the business behind the coaching.
You can be brilliant at getting results for clients and still feel completely lost when it comes to building a business. How do you stand out? Who should you actually be trying to help? What should you offer? What should you charge? Where do clients come from? How do you sell without becoming someone you are not?
True North is a practical roadmap for personal trainers who want to make the transition from coach to business owner. Drawing on decades of experience across coaching, gym management, personal training and business, Rob McVie takes you through the journey from establishing the life and business you actually want to build, to developing the systems required to get there.
Inside, you'll explore identity, niche, offer, pricing, lead generation, lead nurture, appointment booking, sales, objection handling, client fulfilment, retention and referrals.
Not to build somebody else's version of success. To build yours. Because the goal is not necessarily a seven-figure business. The goal is a business that works. A business that supports your life, serves your clients exceptionally well and gives you a clear direction when everybody else is telling you which way to go.
Find your True North. Then build the route towards it.
From the opening chapter
"I've stood on the gym floor at 5:58am with two clients booked and a bank balance that wouldn't cover the month. I was good at the job. That was never the problem. The problem was that nobody had ever told me the job and the business are two different sports, and I'd only ever trained for one of them.
Your client stands at point A. They can see point B — the version of them that sleeps properly, moves without pain, likes the photograph. Between the two is a bridge, and your entire value is that you know how to walk them across it.
Here's the part nobody says out loud: you're on a bridge too. Same fog, same drop, same fear of the first step. This book is the coach standing at your end of it."
About the author
Rob McVie has spent almost three decades in fitness, coaching and business. From serving as a Physical Training Instructor in the Army to coaching clients, managing gyms, building fitness businesses and helping personal trainers across the world develop commercially, Rob has experienced almost every stage of the journey contained within this book.
True North brings those lessons together into one practical roadmap for the personal trainer ready to become a business owner.
Who it's for
Trainers who are brilliant on the gym floor and stuck everywhere else. If you've ever finished a 6am session, looked at your bank balance and wondered whether this is it — this book was written for that morning.