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How I Built a $100K Nutrition Coaching Business

How I Built a $100K Nutrition Coaching Business

This is the post you’ve been waiting for.

Today I’m going to outline exactly how I went about building my nutrition coaching funnel that generates over $100k annually.

Honestly it is a fairly simple sales funnel where I ascend current clients from a low barrier of entry to higher priced programs that provide even higher value to them. It looks like this…

Low barrier of entry that adds high value to my training programs =>

Accountability group => 

1-on-1 Coaching

Each step in the ascension process is more expensive than the prior, and provides much more value (accountability, coaching, education, etc.). But overall, it’s very simple and straight-forward.

Now let’s break down each step in the funnel…

It all starts with my low barrier of entry.

This is simply a matter of me delivering individually-customized RD-designed meal plans with every training program I provide. This adds tremendous value to my clients since they immediately have everything they need to be successful served to them on a silver platter… guidance, motivation, accountability and individually-customized meal plans designed specifically for them. I use a software called FitPro Complete, and the cost of it is factored into all of my training programs (transformation challenges, core offerings, EVERYTHING). In fact, I immediately added an extra $20 monthly to all of my training programs to account for the amount I want to generate by including nutrition with everything I do. 

That’s an additional $240 annually generated from every client I have, and since it is included with all of my training programs, there is no additional selling involved.

It is not necessary that you use this tool, but it IS necessary that you are providing a nutrition program that is clearly different from everyone else, not the same one-size-fits-all, cookie cutter meal plans that most trainers provide out of convenience.

Next, we do weekly weigh-ins and this is where the process of ascending clients to the next step in the funnel begins.

SIDE NOTE: We don’t use food journaling in our practice because we have learned that it tends to provide an inaccurate snapshot of how the client is actually progressing. Like you, I do understand the value of logging foods, but unlike you and I, our clients don’t embrace it the same way. In fact, most times the client doesn’t learn what to eat, but learns what to log in order to satisfy their coach. It takes more time on their part and everyone already thinks they’re too busy!

This is why we rely on weekly weigh-ins which take little time since we do it right before a scheduled training session, and quite honestly, provides all the information I need to address lack of compliance.

For example, let’s say I have a client that has been with me for four weeks and the weekly weigh-ins indicate that client hasn’t lost a single pound. I now have more than enough information to show that client that they are failing to follow their nutrition program.

I can now use simple third-grade math to prove my point.

Let’s say when the client signed up with us, they said they wanted to lose 2 pounds per week. Perfect!

The conversation will typically go like this…

“There are 3,500 calories in one pound, times two pounds equals a 7,000-calorie deficit is required to reach their goal.

7,000 calories times the four weeks equals 28,000 calories, right?

Well, any human being that has been in a 28,000-calorie deficit will have lost weight. Yet you haven’t lost a single pound. I’d like to sit down and dig into what is going on and see if we can fix it.”

That’s an abridged version of my typical conversation which goes deeper towards setting the stage for my next step in my sales funnel, but I think you can see how simple it is.

Now… This is where the magic happens.

During the course of those four weeks, what happened?

  1. I provided them a simple tool that if used, provides them perfect nutrition.
  2. Weekly weigh-ins were performed to provide a track record of compliance, or non-compliance.
  3. I was able to demonstrate non-compliance scientifically and mathematically, yet in a way that the client can understand.
  4. I set the stage for ascending them into my next step in the nutrition coaching funnel.

This simple process makes it easy to ascend them into my accountability group because, because instead of a typical selling position where you are trying to convince them of something they may not feel they need…

I showed them that they do indeed need it… And that puts me in a much better position to ascend them into the next step of the funnel.

Accountability Groups

This is the next step in my nutrition funnel, and where we start to realize substantial financial gains.

This is simply an 8-week coaching program conducted in a group setting that meets one hour per week. It includes 20-30 participants at $300 each. That amounts to $6,000-$9,000 every eight weeks… for only one hour per week of work! And since there are 6.5 eight week cycles in a year, that’s $39,000-$58,500 each year.

That’s between $750-$1,125 per hour, depending on how many folks are in the group at any given time and I’ve never had less than 20 participants at any given time. Heck, if you only had 10 participants, it comes out to $375 per hour. 

I’ll save the details of exactly how I structure the accountability group for another time, but I wanted you to see how lucrative accountability groups can be to your business for the small amount of time invested.

The highest rung in my nutrition ladder is 1-on-1 coaching and typically are 12-16 week commitments. These clients are typically folks that still need additional attention after the accountability group, physique athletes (bodybuilders and fitness models) and beauty pageant competitors. I make from $2,500-$3,500 for the term of the commitment and typically meet with them once per week, in addition to weekly phone calls, Skype calls, etc. With this group, I do whatever it takes from me to ensure they reach their goal.

The last part of my nutrition coaching funnel are the “down sells” to folks that say they can’t afford our training programs, or tender their 30-day cancellation notice from a training program.

Typically, it is someone who is a “warm prospect” and for some reason can’t afford our program, or is leaving us. 

As a routine practice, I’ll offer to show them 5-6 exercises they can do on their own at home and provide them the same nutrition program that my successful clients use (Fit Pro Complete). I’ll charge them $19.95 per month for access to the nutrition program.

To show you how lucrative this little profit center can be, my facility currently has about 100 training clients, but I have almost 300 folks on my self-directed nutrition program paying me $19.95 monthly.

That’s an extra $4,000 monthly, or $48,000 annually, that I am doing absolutely nothing for. That’s a nice mortgage payment.

So… I have 100 clients that I’ve added $240 annually to the value of their agreements ($24,000), between $39,000-$58,000 annually with accountability groups, and another $48,000 in self-directed nutrition programming.

So if you do the math, you can see that with these simple strategies it is pretty easy to have a $100k nutrition coaching program… and none of them require a substantial amount of your time.

In fact, these systems work seamlessly with whatever type of training protocol you prescribe.

Now I’d like to make one last point…

Did you notice how none of these profit centers required me to find new clients and spend money on marketing?

Every single person in my nutrition programs are already my current training clients, or they find me. No additional overhead to find them!

I hope you enjoyed this article. If you have any questions regarding any of this, PLEASE feel free to reach out to me. I want to do whatever I can to help you make more money in your business.

SCHEDULE A FREE GROWTH STRATEGY CALL HERE >>

Or you can pick up the phone and call me at 573-302-8400.

Also feel free to access below our 6-point ROI Calculator that will show you exactly where you may be leaving money on the table by not implementing the revenue streams I outlined above.

Dedicated to your success,

Rick Streb

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Weight Watchers Are Smarter Than You Think

Weight Watchers Are Smarter Than You Think

So, here’s a little secret about my accountability group that is going to make the hair stand up on a lot of people’s necks…

I stole a few “secrets” from Weight Watchers and use them to get clients in it and get them the results they are looking for.

Yep… Weight Watchers.

Not Precision Nutrition, or any of the other certification organizations out there.

I know. I can feel several of you rolling your eyes right now.

Don’t get me wrong. I believe 110% in what PN does and I love John Berardi’s approach to nutrition.

BUT…

Those organizations provide “head knowledge.”

Head knowledge is good, but it doesn’t teach you how to make money with that knowledge.

I’m more interested in learning, and teaching, MONEY-MAKING KNOWLEDGE.

And whether we like them, or not, Weight Watchers is the most popular diet program in the world… and has been for a long time.

That tells us two things…

1. They’re doing something right, and

2. They’re your competition.

So… We can choose to ignore Weight Watchers and pass them off as “inferior” to our cutting-edge training and head knowledge, or we can sit up and take notice of what they are doing…

And Heaven’s Forbid, maybe even learn a few things from them.

See, here’s the thing…

We are taught that if we want to be good at something, we should find someone who is really good at doing what we want to do and learn from them.

Well, Weight Watchers makes a LOT of money with nutrition coaching so it made sense for me to dig into what they do.

So, here are a few of their not-so-secret secrets that I “stole” to implement in my accountability groups, and turn them into a HUGE money-making profit center in my business…

1. Weight Watchers makes the on boarding process really SIMPLE.

As in brain-dead simple.

Seriously!

You show up to a meeting…

Everyone makes a big deal and gives you a warm, fuzzy welcome…

They teach easy-to-follow lifestyle lessons …

They have you weigh in and tell you to come back next week to do it all over again.

BOOM! That’s pretty much what I do.

You show up for a meeting…

Everyone makes a big deal and gives you a warm, fuzzy welcome…

You explain how things have been going for you the last week nutrition-wise (challenges, failures, successes, etc.)…

I use that information to uncover “Ah Ha” moments, or lessons to teach (Can you say PN’s habit-based coaching).

I have you weigh in and tell you to come back next week to do it all over again.

Not rocket science, is it?

But you know what?

IT WORKS!

And when push comes to shove, that’s all that really matters.

2. Weight Watchers understands to 80% rule…

Every single person in this group has heard some variation of these two lines…

“Dedicate 80% of your time on the most important stuff in your business.”

“Weight loss is up to 80% nutrition.”

And all of the smarter people in this group will agree with the statement that nutrition is more important than exercise (that’s all of you I’m assuming).

They will also claim that they do spend 80% of their time on the most important stuff.

But most trainers send their clients off with the same regurgitated, generic meal plans, or lists of unapproved and approved foods that everyone else is providing, and concentrate most of their time and efforts on the least important part of the equation… training.

Weight Watchers on the other hand, dedicates the majority of their efforts to that 80% of the equation, and very little to the least important factor.

Makes perfect sense to me… If nutrition is the biggest portion of the equation, I should be concentrating more of my efforts on nutrition coaching.

Well, that’s only if I really want to get my clients their best results.

AND 100% of Weight Watchers’ revenues are derived from nutrition coaching.

I’m not saying you should be generating 80% of your revenue from nutrition coaching, but what’s wrong with 50%… or 40%… or, you get the idea.

Most trainers generate 0% of their income from nutrition coaching.

3. Weight Watchers provides ONGOING education

Weight Watchers knows that your clients don’t become a nutrition expert from your generic meal plan, eBook, and grocery store tours.

They understand and employ the power of on-going education.

So, they have a meeting EVERY week.

EVERY… DAMN… WEEK.

Like clockwork.

That’s exactly what I do… A 60- to 90-minute meeting every week.

And depending on how many folks I have in the group at any given time, it earns between $750-$1,125 per hour.

When was the last time you really taught your clients anything about nutrition?

Once every 6 months? Longer?

That’s not even close to enough.

You need to make on-going nutrition education a part of your fitness business.

PERIOD!

4. Weight Watchers understands the power of community AND the power of recognition

At Weight Watchers clients are recognized and celebrated many times throughout the program.

First clients are recognized for simply joining the group (Yeah, they make a BIG DEAL of this)…

Next, they are recognized AND celebrated for successes, big and small…

And finally, they can ascend the ladder and become recognized as “experts” within the group.

Those three points make weekly meetings powerful gatherings because while one client gets the power of community wisdom and individual coaching, another can feel like a hero for providing experience and real-life advice to newer members.

Yes. I absolutely do the same thing.

5. Weight Watchers focuses on the ENGAGEMENT of their clients

I’d go so far as to say engagement matters more than results because engagement promotes a powerful community that keeps people coming back over and over again.

And let’s be honest, if we can keep people engaged in our weight loss community, it’s impossible for them NOT to get results.

And that makes EVERYBODY happy…

Your clients get support, recognition and results…

And you get happier clients that become raving fans AND stay engaged with your programs longer… which means even more revenues generated.

So, the way I see it is pretty simple…

We can turn up our noses at Weight Watchers and pretend to be better than them, or we can take the best of what they are doing, add our expertise and experience to it, make it exponentially more effective, and create a community that is far more connected and loyal to what we have to offer.

Like I said earlier…

We can learn from someone who is doing it better than us, or we can write it off and come up with every possible excuse and lie about why it won’t work for us.

One decision leads to sustainable success, and the other shows how oblivious we can sometimes be to reality.

Peace. Out.

Rick

P.S. Are you interested in learning how to make a great income with nutrition coaching? I mean really understanding the “why’s” and “how’s” … If so, let’s schedule a call together, because not only am I planning to teach you exactly why and how I make 6 figures from nutrition coaching every year, but I’m also going to help you do the same in 6 short weeks.

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Why You Should Consider Nutrition Coaching

Why You Should Consider Nutrition Coaching

I’m back again with three more reasons why you should be adding nutrition coaching to your fitness business…

Reason #4: HIGH NET PROFIT

The way I’m going to show you to structure your nutrition business works seamlessly with your current training model, and is very profitable in terms of net profit.

This is due to low overhead and low fixed costs.

There’s hardly any.

For example, I have no employees for my nutrition coaching model.

And I NEVER have to advertise.

And if you currently have a client base in your business right now, you’ll never have to advertise either.

Because we (you and me) don’t have to spend a lot of money on marketing, and we don’t have any real significant high fixed expenses, that means that the majority of the revenue that comes into our nutrition coaching business should be net profit.

That is money you can spend on whatever you want to spend your money on.

Family vacations, cars, homes, charity – it’s your call.

The money is yours. It doesn’t go to expenses.

Reason #5: LOW TECH AND LOW STRESS

Nutrition coaching is very low stress and low tech. You don’t have to keep up with the newest and greatest technology or marketing gimmicks to thrive.

I use Skype, Facebook, a telephone, a laptop, a pad of paper and a pencil.

That’s it.

Occasionally I’ll get fancy and pull out a calculator.

That pretty much sums up my tools for this business.

Low stress, very low tech.

No opt-in page, no elaborate sales funnel, and no complicated sequence of emails. I don’t do webinars to get clients.

This approach simply isn’t that complicated.

All of that overwhelming, complicated stuff that’s freaking you out right now… You can kiss it goodbye forever.

It’s not necessary for this business model.

And if it’s not broke, don’t break it!

Because if you do nutrition coaching properly, you’ll have a very stress free, low tech life and you’ll have happy and satisfied clients as well.

Reason #6: HAPPIER CLIENTS

Like I just said, because you’re working with your clients directly, and you’re actually interacting with them and you’re personally helping them, they’re going to get results way faster than they could ever get on their own.

And because of this, they are very happy.

Because they’re getting results and they’re very happy, they want to keep doing business with you.

And since they already know you, like you, and trust you… they are more inclined to spend more money with you.

And because of that fact, you don’t need an endless supply of clients, right?

And that’s a really big draw when it comes to this model of nutrition coaching.

Alright, so just as a quick recap the last two days, here are some key points so far…

Nutrition Coaching is VERY PROFITABLE because it typically has very low fixed expenses. Like I said, my tools for the trade are Skype and Facebook, which are free, my laptop, paper and pencil; occasionally I get fancy and whip out a calculator.

You can ENTER THE MARKET QUICKLY. You don’t have to create elaborate sales funnels, and you don’t have to invest in all of the technical stuff that’s going to freak you out and slow you down.

It’s STABLE AND RECURRING. If you set up your business model like I’m going to show you, you really don’t have to worry about going out and finding new clients each and every month for nutrition coaching.

Usually if you do a good job, your clients are going to be thrilled. They will stay with you for the long term and that’s great. That means you don’t have to go out and constantly be filling your member pipeline.

All of these things represent why nutrition coaching is a huge opportunity for us right now to make a tremendous amount of money – while simultaneously providing maximum results and doing the best we possibly can for our clients.

THAT makes this business model the perfect complement to your fitness programs.

Wouldn’t you agree?

Okay now that I’ve demonstrated all these good reasons why you should consider adding nutrition coaching to your business, scroll below and access our 6-point ROI Calculator to discover other strategies for this untapped goldmine in your business.

Again, thank you for sharing your time. I appreciate it.

Rick Streb

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3 Benefits Of Using FitPro Complete

3 Benefits Of Using FitPro Complete

Over the past several years I really started to focus on building my training business by creating a business model that integrates nutrition programming with my training model seamlessly. In fact, nutrition programming now accounts for over 50% of the total revenues my facility generates.

And let’s face it… Nutrition SHOULD play a significant role in all of our training businesses. After all, nutrition is 60%-80% of the transformation equation.

Yet most trainers put most of their emphasis on training (the least important part of the solution), and very little (if any) importance on nutrition when it comes to their programming.

Let’s face it… That’s backwards! If nutrition is the biggest factor in getting clients the results they are coming for, why are so many trainers putting the least emphasis on it?

And let’s be honest… The ONLY reason your clients come to you is for RESULTS!

Yet more alarming to me, whenever I ask a fitness professional if they incorporate nutrition with their programs they always say “Yes.” But when I ask them how much income they generate from nutrition programming, the answer is almost always the same… “None.” On a very rare occasion I will hear that a trainer is making a little cash from their nutrition programming.

But I NEVER hear that a fitness pro is killing it with nutrition, and that reveals that a HUGE opportunity is being missed by most fitness businesses.

If you can deliver a complete solution that gives someone everything they need to get the results they want instead of just holding workouts or renting them access to equipment, you can stand out from the crowd. You can now truly become a “Category of One” when it comes to fitness businesses in your community…and integrating proven nutrition programming will allow you to do that.

Nutrition is your untapped goldmine that is sitting right in front of you! And it’s the easiest and most profitable way to separate yourself from your competition!

There are no shortage of other gyms and trainers in your area… I can almost guarantee it.

But it’s likely that almost all of them are focusing on the wrong things.

They’re spending their time selling 24 Hour Access or Unlimited Workouts…

They think that competing on price is the way to beat the competition, when in truth it’s simply a way to go broke… They’re selling sessions, exercises and equipment.

But they’re missing the most obvious truth of all…

… People Just Want Results!

So if you can be the one business in your local market that not only gets this, but actually builds a business around it, people will beat a path to your door.

And you and I both know that to deliver extraordinary results time after time, you have to make nutrition an integral part of your program.

Before I developed FitPro Complete, I would have to build all individual meal plans and email them to each client separately. Each meal plan consisted of 7 days of meals, some information about macronutrients, and a food exchange list. On the average each customized meal plan would take me 8-10 hours. And any additional nutrition adjustments I needed to make would take at least another day and then I had to email them again. The amount of time I had to dedicate to each client really limited my ability to grow my business.

When I started incorporating FitPro Complete into my training program several things happened…

First, the time it took me to develop individually-customized meal plans for each client went from 8-10 hours to 4-5 minutes. I could easily provide detailed meal planning to all my client’s programs.

Secondly, my clients could not stop talking about how happy they were with all the options and how easy it was to use.

Third, I was able to quickly triple my active client list with the potential to grow even more.

Fourth, my retention rate went from 18 moths to 26 months.

Then, after I was happy with the way FitPro Complete was incorporated flawlessly into my business, I began working on other ways to monetize nutrition programming in my business and creating systems to make it work seamlessly with my training programs. That resulted in the creation of my Nutrition Profit System – 10 unique nutrition blueprints that are integrated perfectly into my business format, including…

  • front-end offers, or low barrier of entry
  • 1-on-1 nutrition coaching
  • accountability groups
  • workshops
  • upsells
  • downsells
  • an online nutrition group that generates monthly recurring revenue
    and the ultimate supplement sales system

If you haven’t yet started using these two great systems, here’s why you should:

They Play Well Together: Clients are able to learn how to exchange their own foods around to make sure they stay in line with the workouts and my Nutrition Profit System provides the accountability, as well as allows you to monetize nutrition coaching into your business model.

They Let You Focus On What Really Matters, Your Clients: FitPro Complete makes building customized meal plans a snap, which means I can spend less time working on a plan, and more time working with my clients. And both systems work so well together, I’m able to take on more and more clients every day.

They Give Clients What They Need to Succeed: Ultimately clients aren’t going to succeed unless they’re actually following the programs. With my Nutrition Profit System and FitPro Complete, clients have access to meal options, as well a direct line of communication with their trainer. I am able to use my clients’ own plans to teach them flexible eating techniques and how to make nutrition adjustments.

I couldn’t be happier with the direction my online training business as taken since starting to use FitPro Complete with my Nutrition Profit System. If you’re ready to really start growing your business through nutrition coaching, this is the way to go!

Dedicated to YOUR Success,

Rick Streb

P.S. If you’re interested in adding $100k+ annually to your fitness business with nutrition coaching, there are still a few openings for my beta program. There are no agendas other than to help you start and grow your very own nutrition coaching business that is generating 6-figure revenue. If that sounds like something you’re interested in, let’s schedule a quick call before the program fills up. CLICK HERE to schedule your call…

If you just want to get started on your own with implementing these same strategies using FitPro Complete you can do so with a 14-day FREE Trial HERE!

 

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Creating a “Culture of Nutrition”

Creating a “Culture of Nutrition”

How exactly to do you create a ‘culture of nutrition’?

First, what exactly does that mean?

Well…

It refers to the fact that EVERYONE in your facility has their nutrition dialed in.

Your nutrition program permeates everything in the place.

The new people are on board, the veterans are on board and obviously the trainers are on board!

It means there are conversations going on all around you – started by members themselves – about what they ate or some recipe they created.

It’s simply everywhere.

The good part is, this culture does NOT have to be forced. It simply “is.”

I read somewhere that one study shows it takes 21 days for a new habit to take hold.

That’s the time it takes to go from something you HAVE to do, to something you just DO.

Make sense?

This is how your program needs to work. I’ve seen this in my own facility. Once you get this type of atmosphere, then growth and, of course, client success come very easily.

By making nutritional planning a part of what you do from the get go, this culture simply “is.”

This is EXACTLY why NPS works so well.

You made a better decision than you even know by plugging NPS into your own business culture.

There are options for everyone. Your members see it everywhere.

While other facilities face a never-ending battle to get bodies in the door, you have the advantage of a fitness AND nutrition culture.

And provide you with a successful business – avoiding the death trap of having only one revenue stream in your business. Facilities relying only on training for revenue are at the mercy and whims of a VERY fickle industry!

This should no longer be you…

Let’s look at the tools available to you now.

  1. Client Infusion Challenge: We will help you get at least 3-5 new paying clients in 14 days or less, AND provide you with the tools and resources to continue adding new clients regularly into the future.
  2. FitPro Complete: The engine that can drive recurring revenue like no other software out there. Read more about that here…

Client Infusion Challenge

FitPro Complete

These things come together to help you create the “culture of nutrition” needed to get and keep clients.

As well as provide them with tremendous success!

So, as I mentioned at the beginning; Welcome Aboard!

Just like you do with your clients…

If something isn’t working for you… let’s find out EXACTLY what it is and fix it!

That’s what I’m here for… To help you make more money is your business.

Committed to your success,

Rick

PS – We talked about a LOT of stuff over the course of these emails. And just like you, I am looking to create a “culture of success” with my clients. Meaning you!

Here is the link to FitPro Complete, as well as my direct phone number. Let’s get this done…and done right.

Why There’s A Ton of Money in Nutrition

Why There’s A Ton of Money in Nutrition

The only way I can describe the nutrition industry is like this:

CASH COW

And there are a few reasons (aside from my personal experience) that make me say this.

First, there’s the amount of money being spent on nutrition right now.

Did you know that an estimated 45 Million people start a diet each year?

Or that according to Business Week, over 40 Billion Dollars is spent yearly on diet plans alone?

Here’s why that’s important…

You probably hear every day what the next “big thing” in the fitness industry is, right?

Not long ago it was boot camps.

Next came group training.

And now the “thing” of the future is predicted to be online coaching.

Well, according to the 2019 IHRSA Global Report, which deals with the state of the health & fitness industry…

The global fitness and health club industry reached $94 billion in 2018.

That number includes all kinds of fitness programs… gyms, personal training studios, boot camps, yoga, Pilates, online coaching, etc.

The largest income producer of the group is big box fitness centers bringing in $26.6 billion last year.

Individually, people spend close to double the amount on nutrition as they do on the most profitable segment of fitness programs.

And while everyone else is trying to make it on the fitness industry’s “next big thing,” the few fitness professionals that figure out how to monetize nutrition programming are quietly doubling their total income… and rising.

And which would you rather be? Chasing the next shiny red object of the fitness industry like everyone else or firmly established in a $94 BILLION dollar per year industry that’s growing by leaps and bounds?

I know which I prefer.

Rick Streb

PS If you have question, or want help with any of the strategies such as catapulting ROI, or infusing new clients into your business, feel free to schedule a call with me and we will map out your growth strategy and get you up and running as quickly as possible. 

6-Point ROI Calculator

Never Leave Money Behind In Your Business Every Again!

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