The Challenger's Club is free free free.
Club members score an email each month from me chock full of ideas.
No spam and no junk and you can unsubscribe anytime.
Taking Challenges from a ‘Na’ to a ‘Hell Yeah’
A. Nutrition Challenge
Let’s say we want to roll out a ‘28 Day Nutrition Challenge’ to help people lose weight, have more energy, and improve their hydration levels. Here are three ways that could roll.
1. Give the same meal plan and advice to all entrants. This works a treat for Challenges delivered in apps and magazines because there is no, or very minimal, maintenance required and so no limit to how many people can do it. It’s a bit of a “Na” option for health and fit pros working at the coalface because for starters, if we roll it out then those apps and mags become our competition and since their forte is slick looking promotions, focused on sign ups and initial engagement, we’ll lose out to them.
They won’t be as concerned about entrant success rates as we are. If the app ‘fails’ it can be quickly reskinned and marketed under another name. The magazine can serve up another Challenge next month. On the other hand, your business success does depend on the success of your clients and how well you look after them.
2. Slightly individualize it. This is more of a “Yeah” option. For example, you could offer vegan/vegetarian/pescatarian meal plan options. While these variations can still be rolled out by apps and magazines it’s not as common, at least currently. A slight tweak from you, by catering for those who want to eat less meat, or in some other way that meets the diversity of those we deal with, reveals our ability to understand and better cater for individuals, which also gives entrants a better shot at being successful.
3. Lots individualize it. This is an example of a“Hell Yeah” option. Meal plans based on an entrant’s dietary recall, health assessment, personal preferences to meet tastes, culture, religion, beliefs, goals and finances. Apps and programmes for the masses are yet to go this far in their individualization but plenty of health pros do, which is why what they do, is awesome. If you do this, either one-to-one or in group workshops, online or in person, then shout it to the world.
With a few tweaks, that example could apply equally to exercise focused Challenges and indeed, most everything else we build Challenges around.
In case it’s not already obvious, a ‘Hell Yeah’ Challenge doesn’t just put us on a different playing field to those apps and magazine Challenges, ours will be technically more effective, more motivational, and easier for entrants to adhere to.
Here are some more areas and ideas on how to Hell Yeahify your Challenges.
B. Health and Fitness Testing
For a 6 Week Body Blitz, transformation type Challenge.
“Na” – BMI. Entrants weigh themselves on their own bathroom scales and calculate BMI.
“Yeah” – WHR, pics and data. Includes entrant’s weight, waist measurement, selfie pics, health app data and their answers to a questionnaire.
“Hell Yeah” – Comprehensive. Strength, cardio, flexibility, and balance tests done in live group session with you. 1-1 assessments of visceral and subcutaneous bodyfat levels, hydration, muscle mass, posture, blood pressure, glucose, cholesterol. Collection of health app data like HRV, HR, stride length, sleep. Plus, self- evaluation questionnaire around relevant areas not otherwise covered.
C. Helping the good information to sink in
Here are some of the common options around how we can transfer Challenge content to entrants.
“Na” – One-way only – Downloadable e-book, audio, video.
Biscuit example: A book of healthy biscuit recipes.
Warmup example: A video of how-to warmup.
“Yeah” – Two-way – Webinar, online, live sessions with you.
Biscuit: Live webinar, how to make healthy biscuits.
Warmup: Class, how and why to do a good warm up.
“Hell Yeah” – Entrant creation – Includes a bunch of those previous mediums plus interactive workshops and opportunities for entrants to be creative.
Biscuit: After your workshop on healthy biscuit making entrants are challenged to make their own at home, from a list of 15 ingredients, and bring their biscuits to a group session for others to taste. All entrant recipes go in the ‘Biscuit Book’ which you provide them all with a copy of at the end of the Challenge.
Warmup: After watching your video on warm up principles entrants are challenged to come up with their own ‘warm up’ exercise for people to do in pairs and deliver it at your next group session. Entrants vote on ‘best’ one, ‘most fun’ and ‘most unique’.
D. Increasing the Rave Factor
What apps and magazine don’t have are the squillions of opportunities to do novel stuff with their entrants. For example, here’s a few options on the content of an 8 Week Winter Challenge.
“Na” – Online. At home generic exercise and nutrition programmes, as well as an e-book; fitness testing – weight and selfie done by entrant at home; cash prizes for most weight lost.
“Yeah” – In person. Pre-screen, 1 x week one-to-one with you, unlimited attendance at your classes, a 5 point health fitness test start and end, private online group, e-book, cash prizes.
“Hell Yeah” – Rave about.
- Pre-screen on registering
- 1 x week session with you
- Entrant’s choice of either a) home hire cardio equipment, b) unlimited gym classes or c) heart rate monitor, for the duration of Challenge
- 20 point health and fitness testing, as well as before and after pics, start and end of Challenge
- Private online group with other entrants
- Weekly emailed tips
- Prizes from local businesses including the major prize of dinner for four at a hatted restaurant or two vouchers for the Zip Line & Luge Adventure Park.
- Challenge kicks off with a workshop from a local behavioural modification expert and a nutrition expert.
- Price includes optional Saturday morning 30 minutes beginners/social circuits of badminton, volleyball and Petanque (or other ‘social’ healthy easy stuff entrants may not normally get a chance to do) at the local park.
- Challenge ends with a celebratory bring the family along for a BBQ and Awards event on the last Saturday of the Challenge.
- Prizes for most improved, most committed, and most entertaining.
None of my Hell Yeahifying rave factors may appeal to you but hopefully that makes sense in that the idea is to simply weave in unique stuff that will have entrants talking about your Challenge, bonding with each other, achieving their goals and strengthening your community.
Oh Hell Yeah to that.
Short & Snappy Snippets 2
Quickie Marketing Tips
4 more tips from 40+ that you’ll find in my new book and Challenge course, where we ditch the yawn yawn same old generic marketing advice, for specific stuff that works at the coalface of Challenges.
4. FOMOafying our Challenges
What is a safe and effective exercise for one-to-one training sessions with clients won’t always be suitable for group sessions. Examples include eccentric training with free weights, and heavy bench presses or squats to fatigue.
There’s another bunch of stuff that only really works in larger group classes like interactive games, team stuff and mini competitions between members.
The fringe benefit of this division of content is that group class members can never think they are doing the same stuff that the one-to-one clients are doing, simply paying less for it. Similarly, the one-to-one clients will know they are missing out on all that stuff that only happens in the group sessions.
While the divvy up is often done out of necessity it also means each of our services helps grow the other. Running with this idea, what else could our transformation Challenges include, that would help differentiate them from everything else we offer?
Instead of just bundling up what we already have, for example ‘1 PT session a week, unlimited group fitness classes, access to a private Facebook group and a diet plan’ add some FOMO flavour?
FOMO flavoured things could include: – workshops, photoshoots, a new style of class, gorgeous end of Challenge reports, eligibility to attend a special event or adventure, sessions with an affiliate professional, home use of a treadmill, rower or bike, the use of heart rate monitors, massage balls, Shakti mats, blenders, glucose testing kits, home delivered meals?
5. Spice things up
List a variety of Challenges on your website and in your brochures/social media etc., 6 to 12 months ahead of time for people to book into or register their interest in.
This variety will help keep more people that hit your website, find a Challenge they are interested in. It also gives people a better picture of what your business is about. By listing them so far in advance you’re also more likely to capture more people, plus it reveals that you’re a plan-ahead type of a person. That’s a good thing in this game and shows you are not just firing out Challenges when you need more clients.
6. Register your interest
Including an option for people to book in and pay for our Challenges on our website is key but it’s also handy to have a ‘register your interest’ option. This is especially the case if the details of our Challenges are scanty in which case the ‘Buy’ button becomes too ‘pushy’ too fast. We may not realise how scanty the information is in some people’s minds so maybe wack up a ‘register your interest’ button just in case. Better that people will push that and stay in the loop with your business than push away from your site altogether.
7. Reassure them
Now’s your chance! The moment someone registers their interest or hits buy, send them something that wows them and
a) reveals your expertise,
b) gets them started on the journey,
c) tells them what’s next, and
d) asks them to get in touch if they have any questions.
It could be a pre-screen, goal sheet, dietary recall, personality profile quiz but make it something that requires their input (as opposed to something they just read or watch) and tells us, the Challenge creator, a little more about them and which will be relevant to their journey. We don’t want the interactive element to be so onerous that it’s overwhelming, but it should help them feel reassured about their decision and get them a little bit excited about, and invested in, their up-and-coming journey with us.
What’s your reach?
You play a key role in making your community stronger, and that’s not just because a bunch of lucky people get to train with you, receive your advice and then rocket their way to good health; it’s because of the flow on effect of your clients and class members on other people.
At the end of your next Challenge throw down this question on your final feedback form to entrants and learn more about your ‘reach’.
‘Has your participation in our Challenge resulted in other people taking up a better health and fitness regime?’
Here were the responses from about 200 entrants to a similar question at the end of a Challenge we ran.
- 32% said yes, 1 person had
- 46% said yes, between 2 and 5 people
- 6% said yes, between 6-15 people
- 1% said yes, more than 16
- 15% said no-one else had
That means 500-ish + other people benefited from the efforts of our 200 entrants. Or we could say, for every 10 entrants, another 25 benefited, and that’s before taking into account how many people that next tier impacted.
How flipping very awesome is that?
Something to shout to the world, me thinks.
If you are keen to increase the reach of your health and fitness Challenges, or know what other questions are brill to ask at the the start and end of your Challenges, then sign up to my monthly newsletter or join me on our Challenge Course. Yeah.
It’s so easy
I have just been looking at some posters from a health club in Aussie one of which said something like ‘There are 3 simple steps to success – get enough sleep, move daily and eat well’. Another one said something like ‘Losing weight and staying fit is easy. It’s just a matter of eating less and moving more.’
I know the club means well, and the equation is simple and easy but kind of in the same way that saying building a house is simple and easy, just build some walls and stick a roof on top.
Lots of people find it hard to move regularly, eat less and get enough sleep. Likely the same people that need us most and I don’t know if they feel understood in their battle, when they are told that something they are struggling so hard with, and still ‘failing’ at, is easy and simple.
To connect with them, maybe it’s better we say something like “what you are trying to do, I get it, it sounds simple, it looks easy, but it’s actually really hard, but I can help”. Which we can.
No one arrives in our world looking for help and gets told ‘to just eat less and move more’ and are sent way. We know there is way more to it and maybe need to say that? Our industry exists because it is far more complex issue than that. It’s why our services aren’t free and why our Challenges are so successful.
Short & Snappy Snippets 1
Quickie Marketing Tips
A little unique maybe but hopefully a lot helpful.
3 short tips from a list of 40 that you’ll find in my new book and Challenge course, both due out later this year where we ditch the yawn yawn same old generic marketing stuff, for specific stuff that works at the coalface of Challenges.
Sponsoring other people’s events with prizes of Challenge entries and gifting entries to worthwhile causes to help others raise money for a good cause; it’s a neat thing to be able to do regardless, but it also means we get mentioned at those events and put into other people’s advertising material (aka, it’s cheap advertising from appreciative others). Plus, it gives some lucky bean the chance to experience us within the highly motivational structure of our Challenges.
Having various Challenge packages makes gift gifting easy to do. For example, if you’re worried about all these freebies you give away, bleeding into the limited available time you have ,then gift packages that don’t include your 1-1 services, but do include say group sessions, workshops and access to a forum i.e., low cost, low maintenance stuff where numbers going up or down a tad, doesn’t really matter, that way you will feel more comfortable saying yes to anyone who’s raising dosh for a good cause and looking for goodies to auction off, or chasing a prize for the local triathlon etc.
Have some flash looking cards with ‘congratulations’ printed on them, with details how to redeem the entry and ready to send off to event organisers.
It proved to be such a winning idea, that I put an invite on my website for anyone wanting sponsorship or support for their worthy event, to hit me up.
2. Make selling easy
When I started out, I was stupidly conscious of sounding desperate for business or that I was big wigging myself whenever I was talking to potential clients. As a result, it was far easier to get enthusiastic about how my Challenges could help people than how I could.
If that makes no sense at all to you – awesome. It shouldn’t be a problem any of us have, but if that’s something you’re experiencing, know there are great tools out there to help rid you of those crazy thoughts, but in the meantime, if ‘selling’ something that feels separate to you feels easier, then do that.
3. Do stunning reports
Do reports detailing the progress and achievements of entrants. Whether 1 page or 20, make them look good. Layout the pictures and details as if your client is showing it to their friend, (because they probably will) and who may also be the decision maker of a huge company that needs you!
Print the reports out, with your branding on them, and physically hand them to your entrants, as well as giving them a digital copy.
Ask them if you can put a copy of the report in a ‘success’ folder in your waiting area for potential clients to look through.
The great thing about our Challenges is they allow us to bundle up our products and services into enticing packages.
It’s a bit like those gift hampers. You know the ones? Cellophaned wrapped, with a big ribbon and all that nice stuff already in them, saving us crazy amounts of time, effort and stress finding all those goodies ourselves.
Our Challenge ‘hampers’ mean that instead of someone having to pick and choose between all that we offer, they now only need to make one decision. One decision which gives them all that pre-selected, good stuff.
Gone now also are those nagging moments, of you trying to convince clients to take up some of your other services or those of your affiliates, knowing how much they would benefit from them but risking coming across like a pushy salesperson.
Gone also is all that wasted time, dragging on between when your client embarks on their journey and reaching their goals. Everything moves faster, but you knew all that and now you just have to package up and price those Challenge hampers.
Easy. Do cheap, medium and expensive packages, right?
But is that how you choose your hampers? Would you prefer a choice between three differently priced picnic gift hampers or three hampers of the same price but one is filled with goodies for a picnic, another with toiletries and skincare, and another with car care products? In other words, should how we put hampers together start with our focus at the money end, or the needs end?
Could we instead offer different packages based on how busy people are, how much energy they have, how much experience/knowledge/skill they have in the Challenge activities, or what end of Challenge event or prizes they want to be eligible for? Do prices need to be different or does the content need to be?
Does it really matter? Only if we want to broaden our reach.
Let’s dive in to 9 examples.
People love choice, but not too much. Between 2 and 4 differently priced packages seems to work a treat.
Here’s a typical example of how Challenge packages are priced, and the choices given people.
- Packages with progressively increasing prices with names like Bronze/Silver/Gold or stars representing those with more in them and that are higher priced.
- $/A/Bronze/ 2 star
- $$/AA/Silver/ 3 star
- $$$/AAA/Gold/ 4 star
- $$$$/AAAA/Platinum/ 5 star
I’m going to break this first example apart more because it’s the most common one and has the most potential to let us down. One of the reasons is because we don’t fill our highest priced package with everything in it that we know will get entrants across the finish line successfully. We hold back, thinking people won’t see the value in all of it or be able to afford it. We forget that a) people don’t have to buy it, and b) if they do buy it it’s because they want everything in it and are trusting us to have sorted that out for them. Maybe that stuff includes a gym membership, home fitness equipment, blood tests, a night at a sleep clinic, us living with them for 24 hours, a 3-day retreat, massages every week, whatever, put it in. If it ends up being $1000s more than our other packages so be it.
To be clear, this doesn’t mean putting superfluous ‘fillers’ in it, to bulk it up unnecessarily, to justify a higher price. All the goodies must be the real deal, of what we know and believe to be the best we can provide. There’s a good chance are, we won’t be able to do an unlimited number of these top level packages and may need to limit how many people can sign up to them. Awesome. Let’s do that.
Loading up our best package with everything in it has a flow on benefit in that all those who choose a cheaper package, with less offerings in it, are essentially saying they can succeed without those extras, from the higher priced package. That they’ve got those other things covered or don’t need them. That decision alone can motivate them into going harder and proving themselves right. A brilliant bonus of a well-constructed tier of packages.
Sometimes we can default to thinking the cheapest package should be targeted at new people to our business, or beginners, as their introduction to us and then we fill it with low maintenance like generic programmes, an e-book, membership to an online forum, downloadable pre-recorded videos and other stuff that can be dished out to the masses with no extra time or effort on our behalf. That’s how we solve the issue of keeping it cheap.
One problem with this scenario is that directly competes with huge entities and celebs that do that mass generic stuff in a very slick way for thousands of people at a very low cost. Problem two, is it’s not the stuff that works and if it was none of us would have jobs and we could do away with health and fitness courses and courses on motivation and adherence.
If we want our newbie packages to funnel into our services and to actually help a higher percentage of newbies to be successful then we need to pack those entry level packages with more stuff that oozes our unique offerings, which aren’t replicable by those larger entities and which builds bonds with us and our members, our location and our unique network of associated professionals. As such we would be better to include in those packages in person workshops, group classes, in person assessments, and other opportunities to engage with you, the other professionals you work in with, other clients and to come into your business and try things out, none of which needs to encroach into your one-to-one time, or could but only to a minimal extent, like initial consults.
We can still offer all that other low maintenance generic stuff, but it shouldn’t be all that is in a package for newbies, or beginners or people that lack motivation to do what our Challenge is going to want them to do.
Finally, if you do set up your packages in this traditional tiered format, then collect statistics on the success rate of the entrants at each of the different tiers and share those as it should reveal that more entrants succeed when they have purchased the more expensive, content rich package and help reassure them at the outset that it’s worth the investment. While success rates are always important to collect the difference may not be as significant between the varying packages in the next examples, which speak less to someone’s hip pocket and more to factors unique to them.
Why specials, deals and discounts fail.
Do our friends make us poor?
People don’t value things that are free or cheap, fact or fiction?
Showing prices upfront, good or bad?