March 6, 2025 • 39 mins
How do you market your gym and services to a specific audience? How do you get prospects into the gym for a sales talks – and then how do you turn them into members?
Well, Sherman Merricks and I get into it on this episode – who do you want, how do you talk to them, and why you need to sometimes stop talking and get comfortable with pauses in a conversation!
Sherman’s the co-founder of Lasso Framework, a marketing and consulting firm for gyms that he started after running his own gym for 13 years in Florida. With the over-50 market in particular, longevity is a keyword, and the marketing copy and images need to reflect who you want.
Anticipate the questions that can derail a sale, and don’t be afraid to lead the prospect to where he or she needs to be.
I enjoyed this conversation with Sherman, and I know you will, too.
Topics Covered:
✅ Importance of Targeted Messaging and Imagery
✅ Sales Strategies for Gym Owners
✅ The Power of the Pause in Sales
✅ Retention vs. Acquisition in Gym Memberships
Connect with Sherman Merricks here:
• Website: https://www.lassoframework.com/
• Email: sherman@lassoframework.com
• Facebook: https://www.facebook.com/sherman.merricks/photos
• Instagram: https://www.instagram.com/shermanmerricks5/
Connect with Jay Croft here:
• Instagram: https://www.instagram.com/primefitcontent
• LinkedIn: https://www.linkedin.com/in/croftjay/
• Facebook: https://www.facebook.com/jaycroft
For more tips reaching the over-50 fitness market, subscribe to The Optimal Aging Podcast or visit www.primefitcontent.com.
Email: jay@primefitcontent.com
Thanks for listening!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So we're going to talk about longevity and the
stuff like that, like whatthey're looking for.
Also, the images are importantas well.
Right, at times I'll see gyms,they'll be running their own ads
and they'll have all again22-year-old young men and women
with their shirts off, but thecopy will be talking to
65-year-old, 60-year-olds.
That really doesn't speak tothat population, right?
(00:21):
They're going to scroll rightpast that image.
So I think the images and thewording people really miss out
on because they just assume thatthey could just say a canned
response and the people that arequote unquote serious will
respond to it.
Speaker 2 (00:34):
I don't agree with that at all, hi everybody, I'm
Jay Croft, and welcome to theOptimal Aging Podcast, where we
discuss the business of exercise, healthy living and well-being
for people 50 and over.
Each week, we explore whathealthy living means for
millions of people over age 50,and what's coming next, with a
focus on communications, contentand making powerful connections
(00:57):
.
Hey, you know I love talkingabout marketing your gym to
people over 50.
It's the purpose of thispodcast not just gyms, but
everybody in health and fitnessand well-being.
I want to help you grow yourbusiness by reaching more people
over 50.
They're underserved.
They have time, they have money, they're great customers.
I want you to learn how torelate to them and get them to
(01:21):
come into your business and stayfor a long time.
Right, I love talking about it,and so that's why I'm so
excited about today's episode ofthe podcast, because my guest
today is an expert on all ofthis, as enthusiastic about it
as I am, and can talk about itall day like I can.
Plus, he's just great company.
I really enjoyed talking to him.
His name is Sherman Merricks,he's a former gym owner in
(01:42):
Florida and he is a co-founderof a company called Lasso, which
is a gym marketing andconsulting firm that helps gyms
all over the country and wereally get into it.
We lay down a lot of reallygood action items for you to
take in shaping yourcommunications and your content
to be most effective withwhoever it is you're trying to
(02:04):
reach and your content to bemost effective with whoever it
is you're trying to reach.
We're talking about people over50, but a lot of these lessons
apply to any avatar or niche orgroup that you're trying to
reach.
Things like make sure your copyand your images reflect who
you're trying to gain ascustomers.
And one of my favorites, thepower of the pause.
You know we all get so caught upin conversations, including
(02:25):
sales conversations, that weoften step on the other person
when it might be to our benefitto rest.
So we're going to get into allof that.
I know you're going to enjoythe conversation I had with
Sherman.
I sure did Enjoy.
Sherman, hi, nice to see youtoday.
Thanks for joining me.
Speaker 1 (02:41):
Yeah, definitely I'm excited to be here and thanks
for having me on the HangoutZone.
Thanks for joining me.
Speaker 2 (02:45):
Yeah, definitely, I'm excited to be here and thanks
for having me on the HangoutZone.
Ah, you bet it's good to meetyou, another Floridian.
I lived in Palm Beach Countyfor a number of years before I
moved here to Atlanta.
You're in Gainesville, the landof the Gators.
Speaker 1 (02:55):
Yes, yes, land of the Gators, you have to be a Gator
to get out alive.
Speaker 2 (03:01):
so I know that's for real.
Where I went to college, thefootball team was not a huge
deal.
And then I moved to Florida andnow I live in Georgia where
college football is blood, it'slife, it's everything.
And I get it now, but I didn'tat first.
Speaker 1 (03:14):
Yeah, college football.
You know, I was born and raisedin Florida, so college football
, sec football is a big, bigthing, especially here in
Gainesville, especially here inGainesville.
Speaker 2 (03:24):
I know it.
I went to Colorado StateUniversity and we had a football
team and it wasn't, like youknow, a main part of the culture
in school.
So, anyway, enough about all ofthat.
We are going to talk about yourlasso program to help fitness
professionals.
We're going to talk aboutfitness over 50 and how to
(03:45):
market it to this lucrative andlarge and underserved population
.
But before we get up to all ofthat, tell us a little bit about
how you got to be where you are.
You've been in fitness for awhile, you've had lasso for a
while, so give us the sermonstory.
Speaker 1 (03:59):
Yeah, so, like I said , I was born and raised in
Florida.
I was raised by a single mom,so coming up it was always sort
of hey, I have to figure thisthing out for me to you know, so
I can ensure I can take care ofmyself and came up, went to
college First one in my familyto go to college.
I played college basketball aswell.
Once I graduated college, youknow, I was already into fitness
(04:20):
.
Obviously I had playedbasketball my entire life.
So I was already into fitness.
Obviously I had playedbasketball my entire life.
So I was already into fitness.
And in college I actually gotinto training a little bit.
I trained a few people becausethey just assumed that I could
help them because I was in shape, they were paying, so I was
like, yeah, I'll help you.
So didn't know much.
Once I graduated from college,I basically got out and I got
into the regular workforce,right, and I realized very
(04:43):
quickly this isn't going to workfor me long term.
So one of my buddies happenedto invite me over to his garage
and he was doing this crazyworkout.
I'm just like what is thisLittle did.
I know it was CrossFit, right,so I got involved in that and
through.
I would say probably a year anda half.
Two years after I startedworking out with him, I opened
(05:03):
up a gym.
I opened up my first gym herein Gainesville, florida out of
my garage.
Opened up the gym out of mygarage.
We had some success.
We got kicked out by theneighbors because I had too many
people there.
So we moved to our first littlesmall location, about a
thousand square feet.
We were there for about anotheryear and we grew a little too
much again so we had to move toa larger space.
(05:24):
And then we moved to our largerspace and that's basically
where we stayed for theremainder of my gym ownership
career.
So I had a gym here inGainesville, florida for 13
years.
I closed down my gym a coupleof years ago Now.
I'll have to dive into that ina bit.
I could have sold it but Idecided not to and I'll tell you
why in a second.
(05:45):
But yeah, I had the gym for 13years.
We changed hundreds of lives.
I was always big into helpingwhoever right.
Like, my gym wasn't known as acompetitive gym.
I was sort of known as hey, youcan help anyone, right, I can
help anyone.
So we did that.
We actually had a fairly large,what we call a master's program
at my gym Just for people 50and older, and it was funny
(06:08):
because some people 50 and older, that's the only thing they
wanted to do when they came tomy gym.
Some people 50 and older theydidn't want to touch that class
because they didn't want to beseen as the old folks, but
nevertheless, we had a greatprogram.
And that's when my eyes firstopened to hey, there's a
population of folks that I couldreally help and they're not
going to be.
If I'm being honest, they'renot going to be super needy,
(06:29):
right?
They're not going to want to beat the gym for eight hours a
day because they have a life.
They just want to lift weights,they want to get stronger,
they're doing this for longevity.
So we started this master'sprogram.
That was right around the timewe started dealing with Facebook
(06:50):
ads and Instagram ads, and Iremember one of the first times
I put an ad out there for ourlegends program.
It had a huge response and Iwas like, oh, this is a thing.
So throughout my 13 year career,I've had the honor of working
with athletes as young as 10,but our oldest member.
She's an old lady.
I haven't seen her in years.
At the time, back then, she wasabout 92.
And listen to this she used todrive to the gym.
The reason she stopped comingto the gym is because she had to
(07:12):
stop driving and she was justlike I don't feel safe because
my legend class was at about 536.
So that's right.
When the sun was going down.
So she was like I just don'tfeel safe.
I was just like, hey, I get itright.
Like you've been here for a fewyears, you've done great, I
understand.
Unfortunately, she livedprobably 45 minutes from the gym
so, like everything gave mewanted to say, hey, I'll come
(07:34):
get you and drive you and driveyou back, but I just couldn't.
But yeah, so that's a littlebit of the gym story.
13-year affiliate owner.
Have tons of experience workingwith what I like to call
legends.
And that's a little bit about me, okay, and then how did that
segue into Lasso and tell uswhat Lasso is?
Yep, so now, throughout my gymcareer I would say probably,
(07:56):
like I said, I owned it for 13years.
So at about the year five orsix I got into mentoring, right.
So I was mentoring for a biggercompany and got into the
mentoring and realized that Ihad a special skill set to help
gym owners with their salesright, with their sales, with
their injection handling, stufflike that.
(08:16):
So a buddy and I we talkedabout hey, what if we help
people with their sales andtheir marketing?
So I had my buddy it was mypartner, blake.
He started running my paidmarketing for me.
So I was totally hands off.
Right, I was totally hands off.
Only thing I had to do wasclose people when they showed up
.
He ran the ads on Meta.
It was a match made in heaven.
(08:37):
One, he didn't charge meanything.
Two, I didn't have to deal withthe Facebook, the Meta.
I just closed people when theyshowed up.
I'm like this is the best thingsince sliced bread.
So fast forward a couple ofyears.
I said, hey, man, how about wemake this into a real business?
And he was like, yeah, nowhere's the thing.
Neither one of us thought thatit would grow to what it is
today.
Right, it was sort of likelet's do this on the side, we
can help, you know, if we canhelp five to 10 gym owners it
(09:00):
Today.
Right now we're up with about100 gyms or so.
So it definitely grew tosomething that we didn't think
would happen.
But throughout that earlyprocess it just started
trickling.
Our clients would have success,so then they would tell someone
else.
Someone else would have success, they would tell someone else.
So all of our growth in thefirst we're going into year six
(09:24):
and we've just started.
It's funny, we started jokingabout it We've just started
doing paid marketing as a paidmarketing company, like this.
Last year, the first five yearsit was all organic, just
because our clients would havesuccess, so they would tell
someone else, and that's the waythat we grew this to what it is
today.
So, yeah, lasso started offjust with me in my gym helping
(09:45):
folks, and then my partner and Iwe said let's make this into a
real thing.
And that's what we did, andyou're in a hundred gyms now.
Speaker 2 (09:52):
Yes, helping them grow Like.
Specifically, how are wetalking about how to set leads,
how to close, how to do a salesfile?
What's the car?
Speaker 1 (10:00):
Correct.
So now for us, I'm going toexplain it.
We are a what we like to say, awhite glove service, right?
So we don't teach you how torun ads.
We do all of that stuff for you.
We create the copy, we curatethe photos.
We have photos that we knowwork very well.
You know, we always tell peopleone of the benefits of working
(10:21):
with us is that we spend about90 grand a month on Facebook ads
, so we get to test on such alarge scale that we know it
works quickly.
On the other hand, we know itdoesn't work very quickly, so we
don't have to waste time andresources on like, for instance,
a lot of gyms are people whenthey're running Facebook ads,
you know they come in, they testabout $1,000 per month and
(10:42):
that's sort of towards the highend for them.
About a thousand dollars permonth, and that's sort of
towards the high end for them.
So if they test a thousanddollars per month and we're
spending $90,000 per month, well, we get results 90 times faster
, right, like we know it evenquicker.
So when they work with us, wecurate the photos, we create the
copy, we help them with salestraining as well, objection
handling.
We help them with the funnel.
They have to have a CRM to workwith us because to deal with the
(11:06):
number of leads that you'llhave, it's impossible to do it
on a Google sheet, right Likeit's just impossible.
Because you work with us forsix months and let's just say
I'm just making numbers up weget you 50 leads per month.
Well, that's 300 leads, butthose leads need to be contacted
at different points.
They all need to be contactedat least 10 times over the first
couple of weeks and that's justimpossible to keep up with
(11:28):
long-term.
So that's the reason we requireclients to have a CRM to work
with us, because a lot of theseleads when you're running paid
marketing, it's totallydifferent than organic Jay.
With the organic thing it'slike okay, someone came into my
gym because one of my memberstold them they had to come into
my gym to talk to Jay.
So now they're sort of justfollowing protocol.
(11:49):
But when we're out running paidmarketing, these people may be
at work.
They don't know, like or trustus necessarily.
So now we have to be able totake them from seeing a Facebook
ad to two days later they'resitting in front of us and now
we're telling them hey, I knowyou just heard about my business
(12:10):
two days ago.
This is why you should pay mehundreds of dollars per month.
Most people aren't prepared todo that when they first get into
the paid marketing.
So we help with the salestraining as well.
That's a big piece of what wedo outside of the marketing,
because we know that themarketing and the sales is what
takes people to the next level.
Jay, and for us, we're not theflash in the pan sort of
marketing company where we don'tsay, hey, work with us and
(12:33):
we're going to get you 28clients in one month.
That's not our thing, our thingis more.
So hey, you work with us 18, 24months.
We're going to help you doubleyour revenue and we've done that
plenty of times.
So we'll have Jim start with us.
They're doing 18 grand.
They worked with us for 18months.
Now they're doing 36, 40 grand,18, 24 months later.
(12:54):
So we're more of the consistentgrowth month over month.
So it's not going to be a hugething, but it's going to just
continue to grow a little bitover time.
Speaker 2 (13:04):
We have some intersections here with what I
do as well, and I want to.
We'll talk about that.
But what you just made me thinkof was so many gym owners I
talk to are a lot like fitnesscustomer prospects.
They want a quick fix, theywant a magic bullet.
Give me one thing that will fixeverything right now and give
me a thousand leads, or give mea thousand new clients, or
(13:26):
whatever it is they want.
And you tell them well, it'sreally about being consistent in
your messaging and yourmarketing and just doing the
same thing over and over andover again.
And they don't want to do itand they don't want to pay you
to do it.
I hear that a lot now.
Of course many do, and that'swhy I guess you and I are in
businesses, because enough ofthem do.
But what do you say to that?
I mean, I want to get to thecustomer's objections, because
(13:49):
that's always fascinating to meis how a smart gym owner can
close.
But what do you say to the gymowners who just say, no, man, I
can do it, I can handle it, or Idon't need you, or it'll be
fine, or I don't want to pay forit, or isn't there something
faster?
Speaker 1 (14:10):
Right, what do you say to that?
Yeah, so we like to sayeverything sort of comes with
trade-off, right?
So, for instance, I'll put itin terms like this Could I go
out and probably build me a car?
Probably right, like I probablycould.
But the time and resources Iwould waste on that when I could
be running my company justdoesn't make sense.
That's the same thing we tellpeople when they sort of come in
(14:31):
with these Facebook ads.
We're like listen, you coulddefinitely learn this Now it's
going to take you years, likeit's taken us.
Then, even once you get it, youcan't test on a large enough
scale like us to really get theresults we get.
But yes, you can absolutely doit.
One of the things that we don'tdo at Lasso is we're not the
hard closers.
So if someone comes to me veryapprehensive, for whatever
reasons, I'm going to talk aboutwhat we do, how we think we can
(14:54):
help them, if we really thinkwe can and we let them decide.
It's not going to be like well,like, why do I need you?
If you feel that way, youprobably don't need me.
We probably won't be a greatfit, because you know as well as
I know, if someone really isapprehensive, then I do the hard
sell and I close them.
The first sign of distressthey're going to be upset at me.
Well, you told me that it'sjust not a battle.
(15:16):
We go down.
So, yeah, like to the gym ownerthat just says, why do I need
you?
I'll say well, we've been doingthis for much longer, but we
test on a Florida scale.
We have hundreds oftestimonials that we can show
you.
So you don't necessarily needme.
Your business isn't going toclose down if you don't need me,
if you don't use me.
But we can help you get towhere you want to get to faster.
That's why you need us that's alot.
Speaker 2 (15:38):
It's a lot of what I tell my prospects as well and I
sell to gym owners who want toreach people over 50, and they
all talk about how they want toget leads, get leads, get leads
and the the gap that I try tohelp them with the most.
It's a lot.
It's more than this, but thisis the main thing is, once
you've got the lead, what areyou doing to convert them?
And then, once you've got thelead converted into a member or
(15:59):
what are you doing to convertthem?
And then, once you've got thelead converted into a member or
client, what are you doing tokeep them?
And I find that a lot of themare so focused on leads that
they don't really have a processto let the leads get to know
you, like you, and trust you,like you were just saying and
that once they become a member,they stop talking to them, right
.
Speaker 1 (16:19):
That's funny.
You say that.
I believe that's one of thethings that we have to talk
about more specifically when wetalk to gym owners is there's
nothing wrong with clientacquisition?
There's like that Sure, withoutclient acquisition problems, I
wouldn't have a business rightnow.
I'm not saying that, but whatI'm saying is you have to serve
the people that you get, becauseit is easier to keep a member
(16:40):
than it is to get a new one.
So once you acquire this member, this client, now you need to
really focus on making sure theystick around, not just, like
you're saying, there are somepeople that are so just stuck in
the client acquisition phase.
We have some that work with us.
They'll get 15 new clients permonth, but they'll lose 16.
And it's this hamster wheelthat gets exhausting after a
(17:02):
while.
Speaker 2 (17:02):
It really does.
My main focus is on Facebook,not ads.
I don't do ads for people.
I do give them content to sharein their organic Facebook and
Instagram posts and on theirblogs and in their email
newsletters.
So the idea is you get a lead.
Your lead is now engaged withyou on social media, has seen
your website and is on youremail newsletter list, and so if
(17:25):
you give them enough compelling, premium content that's not
salesy, but that is just aboutlifestyle benefits of being in
better condition or what haveyou then that's a positive way
to build that relationship right.
Speaker 1 (17:41):
Yes, I think that one of the largest things that we
talk about is you have to give alot of value and then you ask
for a sale.
Started from the old Gary Gbook, it's like jab, jab, hook,
right.
So you want to give value, givevalue, give value.
And then you ask for a sale.
Give value, give value, givevalue.
(18:01):
So then you export a sale.
Give value, give value, givevalue.
So often I know gym owners areguilty of this.
I used to be guilty of it earlyin my career.
Every time they heard from meit was me begging for a sale,
right Every single time.
Join this program, come here,join my nutrition program, do
this.
What value are you giving folksoutside of?
Join your gym?
Because everyone gets it rightLike everyone gets it.
(18:21):
You need people to join yourgym.
You know, I sort of equate itto if that's the only time that
you talk to someone is when youwant something from them, it's
not going to be a very greatrelationship.
Speaker 2 (18:30):
No, it's not, and I think, especially with the over
50 market.
At least, my research indicatesthis and also my interactions
with a lot of people in thedemographic and fitness
professionals, working with themand, frankly, being one of them
.
I'm 61 years old, so this is mystage in life and people who
are a little older, a little bityounger, right, and we don't
(18:51):
want just a quick transaction.
And working out at this stagein life for a lot of people is a
very vulnerable proposition ina way that it's not when you're
25.
You know, if you're older anddeconditioned and you're
retiring and you want to get inshape so you can enjoy the rest
of your life, you might beintimidated, you might be
uncomfortable, you might have alot of insecurities about your
(19:11):
body and going into a gym fullof young people, right.
So it's a different equation, Ithink.
Speaker 1 (19:17):
So one of the things that we noticed because I would
say with a decent amount of ourgyms if not I don't like to say
all, but a lot of our gyms werun specifically as that are for
the 40, 40 year old, 50 yearold 60 year old population and
one of the things that wefigured out that we try to tell
gyms 40 year olds like I'm 41.
So like you can still get awaywith like texting, right, you
(19:40):
can get away with texting, yeah,but 50 and 60 year olds, like
you, you probably send them onetext but you gotta have to pick
up that phone and call thembecause they want to hear your
voice, they want to know thatyou're a real person and they
want to talk a little bit.
From what we've seen, so manygym owners they're just like
well, I don't you know, likethey're uncomfortable on the
phone.
So they try to force this thingfor these populations that I
(20:01):
believe so many people aremissing out on opportunity to
have amazing 50, 60, 70 yearolds in their gym that have so
little income.
That would be great members tothe community.
But they just deal with thewhole phone call thing, like
I've had like I remember it wasfunny with my gym, you know,
like I had an intake form and Ihad their age on there.
(20:22):
And once I had someone you know,sort of 55 plus.
You know I'm just reaching out.
My text was hey, do you havetime for us to jump on a quick
phone call?
Eight times out of 10, they'relike yes, I have tomorrow at 3
PM open.
Perfect, I'm calling themtomorrow at 3 PM.
It just can't be text text,text text.
There's 55, you know, but think, oh, this is spam, this is some
dude in India, get my credit.
(20:44):
So I think knowing how to talkto your populations is very
important, whatever yourpopulation is.
Speaker 2 (20:52):
Hey, are you a fitness professional trying to
grow your business with peopleover 50?
If you are, then you need toknow how to communicate with
them, how to market to them andhow to get them to trust you
with their fitness, well-beingand money.
We're talking about millions ofpeople who are a little older
than the typical market that thefitness industry usually
pursues.
They have more money, more timeand better motivation to make
(21:16):
the best long-term fitnessconsumers you'll find anywhere.
If you're not focusing on them,you should be.
Prime Fit Content is the onlycontent marketing company
designed specifically to helpyou engage people in this group
and to help you distinguishyourself from competitors in
your community.
It's effective, affordable andsuper easy to use.
Check it out atprimefitcontentcom.
(21:39):
That's prime like prime of yourlife.
Fitcontentcom that's prime likeprime of your life.
Fitcontentcom.
Back to the show.
Yeah, absolutely, whatever thepopulation is.
The one I've chosen to focus onis people who are 50 and over,
but it could be any, and I oftentell my gym owners imagine if
your focus was, let's say,really gifted teenage athletes
(21:59):
who want to see if they can getcollege scholarships right.
So focus on them.
Focus on their parents right,because every parent thinks that
their kid is going to grow upand be a major leaguer or in the
NFL or what have you.
But that's a legitimate concern.
Is my kid good enough to get ina college scholarship?
And if he is, can you help him?
Or maybe your focus group isyoung mothers who want to, you
(22:21):
know, who are having babies andwant to stay fit, in good shape
throughout all of those changesin their bodies.
Doesn't really matter what itis, you just got to know how to
talk to them.
And you're right, people inthis demographic don't want to
text all the time.
Call me on the phone, let'smake it happen.
Enough with all this texting.
Man doesn't anybody callanymore.
Yeah, I'm glad you mentionedthat.
Tell me what are some of theseother challenges that you see
(22:44):
that gyms are having in reachingthe over 50 market and engaging
them with the right messaging?
What else do you see?
Speaker 1 (22:53):
Yeah.
So I believe one of the commonones is strictly by the copy
that they're putting out, likewe're StoryBrand certified guys
at Lasso.
So if you don't know StoryBrandcertified guys, I was down on
Miller.
Basically.
We spent a lot of money tobecome very good with words,
very good with words.
So if your copy doesn't speak tothe population, you're going to
(23:16):
miss out.
Because here's the thing I'monly 41 and my goals at 25 are
totally different than they areat 41, and I can only imagine my
goals at 41 are going to betotally different when I'm 61.
If you're not speaking thecorrect language to the various
populations, it just doesn'tmake sense.
Like, most 40 year olds are notwilling to put in two or three
(23:39):
hours per day to work outanymore.
Those days are long gone, right?
So we're going to talk aboutlongevity and the stuff like
that, like what they're lookingfor.
Also, the images are importantas well.
Right, at times I'll see gyms,they'll be running their own ads
and they'll have all again22-year-old young men and women
with their shirts off, but thecopy will be talking to 65 year
(24:01):
old, 60 year olds.
I'm like that really doesn'tspeak to that population, right?
They're going to scroll rightpast that image.
So I think the images and thewording people really miss out
on because they just assume thatthey could just say a canned
response and the people that arequote unquote serious will
respond to it.
I don't agree with that at all.
Speaker 2 (24:19):
Yeah, I don't either.
And you know, the thing is likeI said, I'm 61 and I don't mind
aging, and most of my peers, Ithink, don't.
I mean you might joke aboutgray hairs or wrinkles or
something, but really, you know,happy to be here, I'm in good
health, I'm a good fitnessconsumer, I'm in good shape, all
that stuff, right.
And the thing about gettingolder is you don't?
(24:39):
I see myself?
I'm looking at myself on thisZoom call right now and I see a
61-year-old man, but in my headI'm like 45.
Nobody thinks that they're theage that they are, and it's not
because they don't want to getold, it's just because I think
it's a natural thing.
We all think we're a little bityounger than we actually are,
but you got to speak to peoplewhere they are and what's
(25:02):
important to them.
When I was young, I wanted tolook hot in a tight t-shirt,
right.
And now I don't mind, I want tolook better, but I'm never
going to be hot in a tightt-shirt again.
That ship has sailed right.
So I just want to stay as fitand strong and healthy as I can,
and if I look better in clothes, then that's a bonus.
Do you find that most gyms arecurious about this market and
(25:26):
the opportunity it represents,or most of them still like oh, I
don't want to deal with oldpeople, they're boring, they
don't have any money, but what'sthe feeling out there?
Speaker 1 (25:35):
No, so honestly, there's a huge piece of our gyms
.
They really want to target the50 plus population because, one,
they know that there's a hugemissing link there and two, you
know, like, they have disposableincome right.
Like when we talk about, like,if you're really trying to help
(25:55):
people, you don't care their age, you know their sex.
Do you want to be helped?
Okay, I can help you.
This is what it'll cost, youknow, because at times now there
still are gyms out there thatonly want to focus on 20 year
olds.
But from what I've seen, ourbest gyms I'll put it like this
our best gyms they have a space,which is why it made us create
(26:18):
specific marketing for peoplethat were 40, 50, 60 years old,
because our best gyms werelooking to fill that void in
that client demographic.
So, our best gyms they'redefinitely coming after you guys
, jay, for lack of a better term, they definitely are.
Speaker 2 (26:33):
Well good, because that's why I'm in business is to
help them do it, so I'm I'mhappy to know it.
What do you do after you helpthem get the, the leads, you
help the, you do this Facebookmarketing and the ads on
Facebook, and then what else isLasso all about?
Speaker 1 (26:47):
Yeah, so once we help them get the leads, and then we
help them with the with, withthe followup process.
Right, like gyms, to work withus, they must have a CRM, and if
they don't have a CRM, we havea CRM that they get for free
just for working with us.
Because we figured out over theyears Guys, it's 2025.
(27:07):
If you're listening to this,your gym owner, it's 2025.
You have to have a CRM to dealwith leads.
Right, you just have to,because you can't possibly keep
up with the correct number oftouch points and all of that
automation and stuff on a Googlespreadsheet.
So we help them with their CRM,the automations.
We also help them withobjection handling and the sales
training for them and or theirstaff as well, because we can
(27:31):
get you quote, unquote the bestleads in the world, which we
can't guarantee.
Every lead that we get you isgoing to be a rock star.
As a matter of fact, they'renot Right.
But the people that are serious, that end up sitting in front
of you for your intro Now, youneed to be able to talk to them.
You need to be able to handlesome objections.
Jay, here's one of the biggestthings that I find sort of
(27:53):
concerning for the gym industryis that there's still so many
young and when I say young Idon't mean necessarily age, I
mean sort of in their mindset.
There's so many young gymowners out there that they
believe if someone gives themone objection, simple objection,
whatever it is, you can pricetime, locate whatever they just
feel like.
Oh, that person isn't.
Oh, no, they're not interested.
They said they need to and ifyou really think about it, many
(28:16):
people when they end up in frontof you in your gym, well now we
know they have a problembecause they've driven across
town, they're talking to arelative stranger talking about
things they probably don't talkto many people about.
So they're interested.
But of course they haveobjections because they just
don't know if this is right forthem.
Objections because they justdon't know if this is right for
(28:39):
them.
And if you can't explain howyour service solves their
problem, you're actually doingthem a disservice.
Because I tell people all thetime if you're not great at
sales especially if you lived inGainesville with me when I had
my gyms it's okay if you're notgreat at sales, if you let that
person leave and come to my gymbecause they want to check out
multiple gyms in town.
You will never see them againbecause I'm not letting them
leave.
Once they come in and talk tome for 30 minutes, they're not
leaving.
They are going to join.
(28:59):
So I think that's one of thecool things that I've seen.
Some people really want to levelup in their salesmanship.
Again, no one wants to be theused car salesman, but at the
end of the day, we know that ifmost clients join our gyms and
take our advice for 12 months,we're going to radically change
(29:22):
their lives.
And that's what I tell people.
You're not a used car salesman.
You know everyone's thinkingabout the guy with the plaid
jacket on.
He's trying to rip you off.
You're going to drive down theroad.
It's going to be a lemon Like.
If you are really serious abouthelping these folks and they
join your gym and take youradvice, you know that it's going
to be life-changing for them.
It's going to add years totheir life.
(29:43):
So why wouldn't you reallyfocus on becoming the best
salesman or saleswoman that youcan?
Because that's how you're goingto have an opportunity to
change more lives.
Speaker 2 (29:51):
Right, and a big part of that is anticipating those
objections or even questionsthat are not deal breakers.
There's a step in theconversation, you know, and I
think that's perfectlyreasonable.
For instance, I'll talk tosometimes to a gym owner and
they'll say, yeah, I want yourcontent to use, but I don't have
time to do anything with it, soI guess I'm not a customer for
(30:13):
you.
And I say, no, I'll do it foryou.
You know that's an upsell.
I charge extra to do that.
Like, I can just send you mycopy and you can copy and paste
it into your material and makethe most of it for a lower price
.
But if you don't have time,I'll do it for you at an upsell.
And nine times out of 10, whenI bring that up, they say, oh, I
didn't know that Sold.
When I bring that up, they say,oh, I didn't know that Sold,
(30:34):
I'm in, let's do it Right.
So they're not had.
I just said oh, yeah, sorry tobother you, I guess you're not
interested.
I wouldn't have made the sale.
But instead I not only made thesale, I made an upsell Right,
(30:57):
and that's because I know thatthat's going to happen.
About one out of seven timessomeone says that and another
common response is I don't wantto send emails, I'm not going to
buy your content because Idon't want to send emails and be
a spammer.
And the common response to thatis then don't be a spammer,
don't send spam.
Send good material that they'rehappy to have.
If you send them crap, thenyou're a spammer.
If you send them crap, thenyou're a spammer.
If you send them good material,then they're getting to know
you and like you and trust youand realizing that you're
(31:19):
sincere and that you'requalified and that you can help
them.
So it's like that for the gymowners too.
They just need to know whatthose objections are going to be
and have their answers prepared.
Speaker 1 (31:29):
I really like that.
You say that that's somethingthat we do at Lasso.
We give them some, someresources, and one of the
resources that I love is commonobjections that we hear right,
yeah, so we sort of give themthat, especially for new sales
folks.
New sales folks, it just sortof it's okay for you to not have
all the answers yet you're new,but having knowing that six,
seven common objection, you'regonna hear okay, when they say
(31:50):
that this is what I say it'sokay to get to, of have that
it's better to have it than justfreeze up and not know what to
say.
Right, and they say, well, letme like, let me go home and talk
to my spouse.
No, like, no, no, no, no, like,no, no, no, because I know when
you leave here, the odds of youcoming back is slim to none.
We're going to deal with thisnow.
(32:16):
But I believe that one of theyou know this is a little secret
for the listeners.
I believe that when you ask forthe sale right, so we've gone
through a rejection and you askfor the sale, there's a like.
For instance, if I was talkingto you and I say, jay, I think I
know the perfect program foryou, jay.
It's this $795 per monthprogram, jay, let's get you
started with that and I justwait for you to respond.
Regardless of how long you taketo respond, people will have
many more sales.
(32:37):
But what happens is thesalesman, saleswoman they're
uncomfortable, so they say aprice.
They're already sweating, handsare sweating, heart is beating
fast.
So when they say the price andthat person doesn't respond
immediately, they jump up andsay well, I have something
cheaper for you.
And they say oh well, I likethe $7.95, but if you have
something cheaper, let me hearabout that first as well.
So you guys that are listening,once you ask for the sale, sit
(32:59):
in the awkward silence.
I know two seconds feels liketwo minutes and I know 30
seconds feels like Jay.
One time I had like it was justsort of who I am.
I was like, once I offer themthe sale, I am not going to talk
, man, I'm not exaggerating.
One time, a few times, I wouldsit down, ask for the sale.
(33:22):
These people would sit there.
It felt like an attorney, butit was probably 30 seconds.
But 30 seconds in silence, 30seconds in silence, is super
awkward and is wrong.
However, these people aregenuinely thinking and I would
say that 75% of the time, when Ilet them really think about it,
they come back and say oh, youknow, yes, a little expensive,
but let's do it Like it happens.
Speaker 2 (33:35):
That you just gave one of such a great tip.
I hope everybody picked up onthat.
Really, whatever businessyou're in I think most of our
listeners are in the fitnessbusiness but whatever you're in,
it's called the power of thepause and it's one of the
greatest tools in anycommunications.
I was a newspaper reporter formany years before I got into
this and I learned very early onin my career that if you ask
(33:58):
someone a difficult question, bequiet.
And if they look at you withthis look in their eyes like you
, son of a bitch, I don't wantto talk about that.
Why are you asking me aboutthat?
Then just sit there becausethey will be awkward, they will
break and they will tell youwhat you want to hear and you
will have what you need to doyour job.
And it's the same in you know,from your point of view.
(34:19):
It's the same in sales, butwe're not comfortable letting a
silence just sit there.
Speaker 1 (34:24):
it's very effective okay, yeah, no, I'm glad that
we're talking about this because, uh, that's a good one.
The power of the pause.
Speaker 2 (34:31):
I've never heard it like that, but I love that oh
yeah, it's where you get all thegood stuff, because people get
nervous and they think they'resupposed to sell you something
Sure, whatever, correct.
Tell me all your secrets, man,let's get down to it.
Got any other secrets?
I can't help you with your wife.
No, no, no, you're not gettinginvolved in that.
(34:52):
Give the listeners another tipon how to close the deal.
Man, you're the master closer,and so tell me this.
Okay, I'm going to go home andtalk to my spouse about this,
because it's a lot of money andI don't want to get in trouble.
So, no, I'm not going to signtoday.
I'll see you later.
Speaker 1 (35:09):
Okay.
So like we're going tobacktrack a little bit, yes, but
I try to handle the objectionsbefore they become real
objections.
And now what I mean by that?
So let's say, jay, you and Iare talking.
I'm going to say, jay, I thinkI know the correct program for
you, but, jay, tell me this Isthere anything that can stop you
from signing up today, jay?
Because, listen, jay, my goalis to get you started with us
(35:32):
later this evening, tomorrow atthe latest.
So I want you to leave here andsay you need to think about it.
So, jay, is there anything thatcan stop you from signing up
today?
Now, what I've done?
I've sort of handled theirobjections before really I've
gotten to the price, because theprice is the big objection,
that's the one I'm really.
So when I ask you is thereanything that can stop you
signing up today, you're goingto give me one or two answers.
(35:54):
Jay, you're either going to sayno, I'm ready to get going, and
if you say that, I'm going tosay, all right, jay, you tell me
you're ready to get going, Idon't want to show you these
prices, and you tell me thatit's too expensive, or you need
to go home and talk to your wife?
Or are you going to say, well,it definitely depends on me,
well, I'm definitely going tohave to talk to my wife once we
get through this?
I'm going to say, jay, noproblem.
So, jay, what we're going to do, we're going to find the right
(36:20):
program for you and then, oncewe figure it out, I'm going to
step outside of the room, I'mgoing to let you call your wife
and if your wife says, honey, Idon't want you to be extremely
good looking, I don't want youto, and we'll leave it at that.
Now, here's the thing.
Sort of like you did, you sortof smile and laugh.
It works every time.
Because now they sort of seewhat you're doing and they're
like, ah right, because here'sthe thing, after you've been in
(36:42):
the gym industry long enough,done enough, gym sales and
consoles, you know, if you letthis person walk with the idea
of their coming back, the oddsof them coming back is it just
plummets.
So for me, at this point, Ihave nothing to lose.
So I am going to sort of pullout all the stops to get them to
sign that day.
You know, for me, jay, I usedto even say okay.
You know, if it was a woman, Iwould say okay.
(37:03):
Now, like if you go home andyour husband says honey, I don't
want you to be in great shape,I don't want you to look amazing
, you call me back tonight andI'll cancel out this invoice
that's going to hit tomorrow.
Okay, but I doubt yourhusband's going to say that.
So I try to deal with thatstuff before it becomes like the
main thing.
Speaker 2 (37:18):
Okay, very good.
You have given the listener alot of great actionable tips
here today and I reallyappreciate it, and I know that
the listeners do too, so I wantto have you tell the folks where
they can go to learn more aboutLasso and you and whatever they
need to do.
Speaker 1 (37:35):
Yeah, definitely guys .
So if you want to get incontact with me specifically,
you can reach out at sherman, atlassoframeworkcom, or you can
find us on Instagram at LassoFramework, facebook at Lasso
Lead and Sales SystemOptimization.
But just put in Lasso, we'renot hard to find.
We have a podcast on Apple andall of that stuff.
I just really know about Apple.
(37:56):
You can find us on there, butwe're not hard to find.
And here's the thing, guys.
If you reach out, I want to beclear.
We're in the space of helpinggym owners.
So if you even have questions,reach out.
We'd love to help.
You Doesn't mean you have towork with us.
We want to help you because westrongly believe a rising tide
lifts all boats, so we want tosee everyone crushing it.
(38:18):
There's enough success.
There's enough unhealthy peopleout there in the world that
need help.
So if you have any questions,don't hesitate to reach out.
Speaker 2 (38:25):
Excellent, and same goes for me too.
I'm happy to talk about thisstuff all day, and I know you
are too, and so I'll put allyour contact information in the
show notes.
And not hard to find you,sherman, at lasso L-A-S-S-O.
So we'll get that out there,and I want to thank you for
joining me today, man.
It's been a pleasure to get toknow you and I love what you're
(38:46):
doing.
Let's keep talking.
Yeah, definitely, thanks forhaving me.
It was great.
All right, talk to you later.
Bye, thank you for listening tothe optimal aging podcast.
I'm your host, jay Croft ofPrime Fit Content.
I hope you enjoyed it and Ihope you'll subscribe, review
and tell a friend.
All of that helps me grow myaudience.
I hope you'll share anycomments you have with me,
(39:07):
including suggestions aboutpeople I should interview and
topics I should cover.
You can learn more about mynewsletter and content business
at primefitcontentcom and writeme at jay at primefitcontentcom.
Again, thanks for listening.
Join me next time.
So we're going to talk about longevity and the
stuff like that, like whatthey're looking for.
Also, the images are importantas well.
Right, at times I'll see gyms,they'll be running their own ads
and they'll have all again22-year-old young men and women
with their shirts off, but thecopy will be talking to
65-year-old, 60-year-olds.
That really doesn't speak tothat population, right?
(00:21):
They're going to scroll rightpast that image.
So I think the images and thewording people really miss out
on because they just assume thatthey could just say a canned
response and the people that arequote unquote serious will
respond to it.
Speaker 2 (00:34):
I don't agree with that at all, hi everybody, I'm
Jay Croft, and welcome to theOptimal Aging Podcast, where we
discuss the business of exercise, healthy living and well-being
for people 50 and over.
Each week, we explore whathealthy living means for
millions of people over age 50,and what's coming next, with a
focus on communications, contentand making powerful connections
(00:57):
.
Hey, you know I love talkingabout marketing your gym to
people over 50.
It's the purpose of thispodcast not just gyms, but
everybody in health and fitnessand well-being.
I want to help you grow yourbusiness by reaching more people
over 50.
They're underserved.
They have time, they have money, they're great customers.
I want you to learn how torelate to them and get them to
(01:21):
come into your business and stayfor a long time.
Right, I love talking about it,and so that's why I'm so
excited about today's episode ofthe podcast, because my guest
today is an expert on all ofthis, as enthusiastic about it
as I am, and can talk about itall day like I can.
Plus, he's just great company.
I really enjoyed talking to him.
His name is Sherman Merricks,he's a former gym owner in
(01:42):
Florida and he is a co-founderof a company called Lasso, which
is a gym marketing andconsulting firm that helps gyms
all over the country and wereally get into it.
We lay down a lot of reallygood action items for you to
take in shaping yourcommunications and your content
to be most effective withwhoever it is you're trying to
(02:04):
reach and your content to bemost effective with whoever it
is you're trying to reach.
We're talking about people over50, but a lot of these lessons
apply to any avatar or niche orgroup that you're trying to
reach.
Things like make sure your copyand your images reflect who
you're trying to gain ascustomers.
And one of my favorites, thepower of the pause.
You know we all get so caught upin conversations, including
(02:25):
sales conversations, that weoften step on the other person
when it might be to our benefitto rest.
So we're going to get into allof that.
I know you're going to enjoythe conversation I had with
Sherman.
I sure did Enjoy.
Sherman, hi, nice to see youtoday.
Thanks for joining me.
Speaker 1 (02:41):
Yeah, definitely I'm excited to be here and thanks
for having me on the HangoutZone.
Thanks for joining me.
Speaker 2 (02:45):
Yeah, definitely, I'm excited to be here and thanks
for having me on the HangoutZone.
Ah, you bet it's good to meetyou, another Floridian.
I lived in Palm Beach Countyfor a number of years before I
moved here to Atlanta.
You're in Gainesville, the landof the Gators.
Speaker 1 (02:55):
Yes, yes, land of the Gators, you have to be a Gator
to get out alive.
Speaker 2 (03:01):
so I know that's for real.
Where I went to college, thefootball team was not a huge
deal.
And then I moved to Florida andnow I live in Georgia where
college football is blood, it'slife, it's everything.
And I get it now, but I didn'tat first.
Speaker 1 (03:14):
Yeah, college football.
You know, I was born and raisedin Florida, so college football
, sec football is a big, bigthing, especially here in
Gainesville, especially here inGainesville.
Speaker 2 (03:24):
I know it.
I went to Colorado StateUniversity and we had a football
team and it wasn't, like youknow, a main part of the culture
in school.
So, anyway, enough about all ofthat.
We are going to talk about yourlasso program to help fitness
professionals.
We're going to talk aboutfitness over 50 and how to
(03:45):
market it to this lucrative andlarge and underserved population
.
But before we get up to all ofthat, tell us a little bit about
how you got to be where you are.
You've been in fitness for awhile, you've had lasso for a
while, so give us the sermonstory.
Speaker 1 (03:59):
Yeah, so, like I said , I was born and raised in
Florida.
I was raised by a single mom,so coming up it was always sort
of hey, I have to figure thisthing out for me to you know, so
I can ensure I can take care ofmyself and came up, went to
college First one in my familyto go to college.
I played college basketball aswell.
Once I graduated college, youknow, I was already into fitness
(04:20):
.
Obviously I had playedbasketball my entire life.
So I was already into fitness.
Obviously I had playedbasketball my entire life.
So I was already into fitness.
And in college I actually gotinto training a little bit.
I trained a few people becausethey just assumed that I could
help them because I was in shape, they were paying, so I was
like, yeah, I'll help you.
So didn't know much.
Once I graduated from college,I basically got out and I got
into the regular workforce,right, and I realized very
(04:43):
quickly this isn't going to workfor me long term.
So one of my buddies happenedto invite me over to his garage
and he was doing this crazyworkout.
I'm just like what is thisLittle did.
I know it was CrossFit, right,so I got involved in that and
through.
I would say probably a year anda half.
Two years after I startedworking out with him, I opened
(05:03):
up a gym.
I opened up my first gym herein Gainesville, florida out of
my garage.
Opened up the gym out of mygarage.
We had some success.
We got kicked out by theneighbors because I had too many
people there.
So we moved to our first littlesmall location, about a
thousand square feet.
We were there for about anotheryear and we grew a little too
much again so we had to move toa larger space.
(05:24):
And then we moved to our largerspace and that's basically
where we stayed for theremainder of my gym ownership
career.
So I had a gym here inGainesville, florida for 13
years.
I closed down my gym a coupleof years ago Now.
I'll have to dive into that ina bit.
I could have sold it but Idecided not to and I'll tell you
why in a second.
(05:45):
But yeah, I had the gym for 13years.
We changed hundreds of lives.
I was always big into helpingwhoever right.
Like, my gym wasn't known as acompetitive gym.
I was sort of known as hey, youcan help anyone, right, I can
help anyone.
So we did that.
We actually had a fairly large,what we call a master's program
at my gym Just for people 50and older, and it was funny
(06:08):
because some people 50 and older, that's the only thing they
wanted to do when they came tomy gym.
Some people 50 and older theydidn't want to touch that class
because they didn't want to beseen as the old folks, but
nevertheless, we had a greatprogram.
And that's when my eyes firstopened to hey, there's a
population of folks that I couldreally help and they're not
going to be.
If I'm being honest, they'renot going to be super needy,
(06:29):
right?
They're not going to want to beat the gym for eight hours a
day because they have a life.
They just want to lift weights,they want to get stronger,
they're doing this for longevity.
So we started this master'sprogram.
That was right around the timewe started dealing with Facebook
(06:50):
ads and Instagram ads, and Iremember one of the first times
I put an ad out there for ourlegends program.
It had a huge response and Iwas like, oh, this is a thing.
So throughout my 13 year career,I've had the honor of working
with athletes as young as 10,but our oldest member.
She's an old lady.
I haven't seen her in years.
At the time, back then, she wasabout 92.
And listen to this she used todrive to the gym.
The reason she stopped comingto the gym is because she had to
(07:12):
stop driving and she was justlike I don't feel safe because
my legend class was at about 536.
So that's right.
When the sun was going down.
So she was like I just don'tfeel safe.
I was just like, hey, I get itright.
Like you've been here for a fewyears, you've done great, I
understand.
Unfortunately, she livedprobably 45 minutes from the gym
so, like everything gave mewanted to say, hey, I'll come
(07:34):
get you and drive you and driveyou back, but I just couldn't.
But yeah, so that's a littlebit of the gym story.
13-year affiliate owner.
Have tons of experience workingwith what I like to call
legends.
And that's a little bit about me, okay, and then how did that
segue into Lasso and tell uswhat Lasso is?
Yep, so now, throughout my gymcareer I would say probably,
(07:56):
like I said, I owned it for 13years.
So at about the year five orsix I got into mentoring, right.
So I was mentoring for a biggercompany and got into the
mentoring and realized that Ihad a special skill set to help
gym owners with their salesright, with their sales, with
their injection handling, stufflike that.
(08:16):
So a buddy and I we talkedabout hey, what if we help
people with their sales andtheir marketing?
So I had my buddy it was mypartner, blake.
He started running my paidmarketing for me.
So I was totally hands off.
Right, I was totally hands off.
Only thing I had to do wasclose people when they showed up
.
He ran the ads on Meta.
It was a match made in heaven.
(08:37):
One, he didn't charge meanything.
Two, I didn't have to deal withthe Facebook, the Meta.
I just closed people when theyshowed up.
I'm like this is the best thingsince sliced bread.
So fast forward a couple ofyears.
I said, hey, man, how about wemake this into a real business?
And he was like, yeah, nowhere's the thing.
Neither one of us thought thatit would grow to what it is
today.
Right, it was sort of likelet's do this on the side, we
can help, you know, if we canhelp five to 10 gym owners it
(09:00):
Today.
Right now we're up with about100 gyms or so.
So it definitely grew tosomething that we didn't think
would happen.
But throughout that earlyprocess it just started
trickling.
Our clients would have success,so then they would tell someone
else.
Someone else would have success, they would tell someone else.
So all of our growth in thefirst we're going into year six
(09:24):
and we've just started.
It's funny, we started jokingabout it We've just started
doing paid marketing as a paidmarketing company, like this.
Last year, the first five yearsit was all organic, just
because our clients would havesuccess, so they would tell
someone else, and that's the waythat we grew this to what it is
today.
So, yeah, lasso started offjust with me in my gym helping
(09:45):
folks, and then my partner and Iwe said let's make this into a
real thing.
And that's what we did, andyou're in a hundred gyms now.
Speaker 2 (09:52):
Yes, helping them grow Like.
Specifically, how are wetalking about how to set leads,
how to close, how to do a salesfile?
What's the car?
Speaker 1 (10:00):
Correct.
So now for us, I'm going toexplain it.
We are a what we like to say, awhite glove service, right?
So we don't teach you how torun ads.
We do all of that stuff for you.
We create the copy, we curatethe photos.
We have photos that we knowwork very well.
You know, we always tell peopleone of the benefits of working
(10:21):
with us is that we spend about90 grand a month on Facebook ads
, so we get to test on such alarge scale that we know it
works quickly.
On the other hand, we know itdoesn't work very quickly, so we
don't have to waste time andresources on like, for instance,
a lot of gyms are people whenthey're running Facebook ads,
you know they come in, they testabout $1,000 per month and
(10:42):
that's sort of towards the highend for them.
About a thousand dollars permonth, and that's sort of
towards the high end for them.
So if they test a thousanddollars per month and we're
spending $90,000 per month, well, we get results 90 times faster
, right, like we know it evenquicker.
So when they work with us, wecurate the photos, we create the
copy, we help them with salestraining as well, objection
handling.
We help them with the funnel.
They have to have a CRM to workwith us because to deal with the
(11:06):
number of leads that you'llhave, it's impossible to do it
on a Google sheet, right Likeit's just impossible.
Because you work with us forsix months and let's just say
I'm just making numbers up weget you 50 leads per month.
Well, that's 300 leads, butthose leads need to be contacted
at different points.
They all need to be contactedat least 10 times over the first
couple of weeks and that's justimpossible to keep up with
(11:28):
long-term.
So that's the reason we requireclients to have a CRM to work
with us, because a lot of theseleads when you're running paid
marketing, it's totallydifferent than organic Jay.
With the organic thing it'slike okay, someone came into my
gym because one of my memberstold them they had to come into
my gym to talk to Jay.
So now they're sort of justfollowing protocol.
(11:49):
But when we're out running paidmarketing, these people may be
at work.
They don't know, like or trustus necessarily.
So now we have to be able totake them from seeing a Facebook
ad to two days later they'resitting in front of us and now
we're telling them hey, I knowyou just heard about my business
(12:10):
two days ago.
This is why you should pay mehundreds of dollars per month.
Most people aren't prepared todo that when they first get into
the paid marketing.
So we help with the salestraining as well.
That's a big piece of what wedo outside of the marketing,
because we know that themarketing and the sales is what
takes people to the next level.
Jay, and for us, we're not theflash in the pan sort of
marketing company where we don'tsay, hey, work with us and
(12:33):
we're going to get you 28clients in one month.
That's not our thing, our thingis more.
So hey, you work with us 18, 24months.
We're going to help you doubleyour revenue and we've done that
plenty of times.
So we'll have Jim start with us.
They're doing 18 grand.
They worked with us for 18months.
Now they're doing 36, 40 grand,18, 24 months later.
(12:54):
So we're more of the consistentgrowth month over month.
So it's not going to be a hugething, but it's going to just
continue to grow a little bitover time.
Speaker 2 (13:04):
We have some intersections here with what I
do as well, and I want to.
We'll talk about that.
But what you just made me thinkof was so many gym owners I
talk to are a lot like fitnesscustomer prospects.
They want a quick fix, theywant a magic bullet.
Give me one thing that will fixeverything right now and give
me a thousand leads, or give mea thousand new clients, or
(13:26):
whatever it is they want.
And you tell them well, it'sreally about being consistent in
your messaging and yourmarketing and just doing the
same thing over and over andover again.
And they don't want to do itand they don't want to pay you
to do it.
I hear that a lot now.
Of course many do, and that'swhy I guess you and I are in
businesses, because enough ofthem do.
But what do you say to that?
I mean, I want to get to thecustomer's objections, because
(13:49):
that's always fascinating to meis how a smart gym owner can
close.
But what do you say to the gymowners who just say, no, man, I
can do it, I can handle it, or Idon't need you, or it'll be
fine, or I don't want to pay forit, or isn't there something
faster?
Speaker 1 (14:10):
Right, what do you say to that?
Yeah, so we like to sayeverything sort of comes with
trade-off, right?
So, for instance, I'll put itin terms like this Could I go
out and probably build me a car?
Probably right, like I probablycould.
But the time and resources Iwould waste on that when I could
be running my company justdoesn't make sense.
That's the same thing we tellpeople when they sort of come in
(14:31):
with these Facebook ads.
We're like listen, you coulddefinitely learn this Now it's
going to take you years, likeit's taken us.
Then, even once you get it, youcan't test on a large enough
scale like us to really get theresults we get.
But yes, you can absolutely doit.
One of the things that we don'tdo at Lasso is we're not the
hard closers.
So if someone comes to me veryapprehensive, for whatever
reasons, I'm going to talk aboutwhat we do, how we think we can
(14:54):
help them, if we really thinkwe can and we let them decide.
It's not going to be like well,like, why do I need you?
If you feel that way, youprobably don't need me.
We probably won't be a greatfit, because you know as well as
I know, if someone really isapprehensive, then I do the hard
sell and I close them.
The first sign of distressthey're going to be upset at me.
Well, you told me that it'sjust not a battle.
(15:16):
We go down.
So, yeah, like to the gym ownerthat just says, why do I need
you?
I'll say well, we've been doingthis for much longer, but we
test on a Florida scale.
We have hundreds oftestimonials that we can show
you.
So you don't necessarily needme.
Your business isn't going toclose down if you don't need me,
if you don't use me.
But we can help you get towhere you want to get to faster.
That's why you need us that's alot.
Speaker 2 (15:38):
It's a lot of what I tell my prospects as well and I
sell to gym owners who want toreach people over 50, and they
all talk about how they want toget leads, get leads, get leads
and the the gap that I try tohelp them with the most.
It's a lot.
It's more than this, but thisis the main thing is, once
you've got the lead, what areyou doing to convert them?
And then, once you've got thelead converted into a member or
(15:59):
what are you doing to convertthem?
And then, once you've got thelead converted into a member or
client, what are you doing tokeep them?
And I find that a lot of themare so focused on leads that
they don't really have a processto let the leads get to know
you, like you, and trust you,like you were just saying and
that once they become a member,they stop talking to them, right
.
Speaker 1 (16:19):
That's funny.
You say that.
I believe that's one of thethings that we have to talk
about more specifically when wetalk to gym owners is there's
nothing wrong with clientacquisition?
There's like that Sure, withoutclient acquisition problems, I
wouldn't have a business rightnow.
I'm not saying that, but whatI'm saying is you have to serve
the people that you get, becauseit is easier to keep a member
(16:40):
than it is to get a new one.
So once you acquire this member, this client, now you need to
really focus on making sure theystick around, not just, like
you're saying, there are somepeople that are so just stuck in
the client acquisition phase.
We have some that work with us.
They'll get 15 new clients permonth, but they'll lose 16.
And it's this hamster wheelthat gets exhausting after a
(17:02):
while.
Speaker 2 (17:02):
It really does.
My main focus is on Facebook,not ads.
I don't do ads for people.
I do give them content to sharein their organic Facebook and
Instagram posts and on theirblogs and in their email
newsletters.
So the idea is you get a lead.
Your lead is now engaged withyou on social media, has seen
your website and is on youremail newsletter list, and so if
(17:25):
you give them enough compelling, premium content that's not
salesy, but that is just aboutlifestyle benefits of being in
better condition or what haveyou then that's a positive way
to build that relationship right.
Speaker 1 (17:41):
Yes, I think that one of the largest things that we
talk about is you have to give alot of value and then you ask
for a sale.
Started from the old Gary Gbook, it's like jab, jab, hook,
right.
So you want to give value, givevalue, give value.
And then you ask for a sale.
Give value, give value, givevalue.
(18:01):
So then you export a sale.
Give value, give value, givevalue.
So often I know gym owners areguilty of this.
I used to be guilty of it earlyin my career.
Every time they heard from meit was me begging for a sale,
right Every single time.
Join this program, come here,join my nutrition program, do
this.
What value are you giving folksoutside of?
Join your gym?
Because everyone gets it rightLike everyone gets it.
(18:21):
You need people to join yourgym.
You know, I sort of equate itto if that's the only time that
you talk to someone is when youwant something from them, it's
not going to be a very greatrelationship.
Speaker 2 (18:30):
No, it's not, and I think, especially with the over
50 market.
At least, my research indicatesthis and also my interactions
with a lot of people in thedemographic and fitness
professionals, working with themand, frankly, being one of them
.
I'm 61 years old, so this is mystage in life and people who
are a little older, a little bityounger, right, and we don't
(18:51):
want just a quick transaction.
And working out at this stagein life for a lot of people is a
very vulnerable proposition ina way that it's not when you're
25.
You know, if you're older anddeconditioned and you're
retiring and you want to get inshape so you can enjoy the rest
of your life, you might beintimidated, you might be
uncomfortable, you might have alot of insecurities about your
(19:11):
body and going into a gym fullof young people, right.
So it's a different equation, Ithink.
Speaker 1 (19:17):
So one of the things that we noticed because I would
say with a decent amount of ourgyms if not I don't like to say
all, but a lot of our gyms werun specifically as that are for
the 40, 40 year old, 50 yearold 60 year old population and
one of the things that wefigured out that we try to tell
gyms 40 year olds like I'm 41.
So like you can still get awaywith like texting, right, you
(19:40):
can get away with texting, yeah,but 50 and 60 year olds, like
you, you probably send them onetext but you gotta have to pick
up that phone and call thembecause they want to hear your
voice, they want to know thatyou're a real person and they
want to talk a little bit.
From what we've seen, so manygym owners they're just like
well, I don't you know, likethey're uncomfortable on the
phone.
So they try to force this thingfor these populations that I
(20:01):
believe so many people aremissing out on opportunity to
have amazing 50, 60, 70 yearolds in their gym that have so
little income.
That would be great members tothe community.
But they just deal with thewhole phone call thing, like
I've had like I remember it wasfunny with my gym, you know,
like I had an intake form and Ihad their age on there.
(20:22):
And once I had someone you know,sort of 55 plus.
You know I'm just reaching out.
My text was hey, do you havetime for us to jump on a quick
phone call?
Eight times out of 10, they'relike yes, I have tomorrow at 3
PM open.
Perfect, I'm calling themtomorrow at 3 PM.
It just can't be text text,text text.
There's 55, you know, but think, oh, this is spam, this is some
dude in India, get my credit.
(20:44):
So I think knowing how to talkto your populations is very
important, whatever yourpopulation is.
Speaker 2 (20:52):
Hey, are you a fitness professional trying to
grow your business with peopleover 50?
If you are, then you need toknow how to communicate with
them, how to market to them andhow to get them to trust you
with their fitness, well-beingand money.
We're talking about millions ofpeople who are a little older
than the typical market that thefitness industry usually
pursues.
They have more money, more timeand better motivation to make
(21:16):
the best long-term fitnessconsumers you'll find anywhere.
If you're not focusing on them,you should be.
Prime Fit Content is the onlycontent marketing company
designed specifically to helpyou engage people in this group
and to help you distinguishyourself from competitors in
your community.
It's effective, affordable andsuper easy to use.
Check it out atprimefitcontentcom.
(21:39):
That's prime like prime of yourlife.
Fitcontentcom that's prime likeprime of your life.
Fitcontentcom.
Back to the show.
Yeah, absolutely, whatever thepopulation is.
The one I've chosen to focus onis people who are 50 and over,
but it could be any, and I oftentell my gym owners imagine if
your focus was, let's say,really gifted teenage athletes
(21:59):
who want to see if they can getcollege scholarships right.
So focus on them.
Focus on their parents right,because every parent thinks that
their kid is going to grow upand be a major leaguer or in the
NFL or what have you.
But that's a legitimate concern.
Is my kid good enough to get ina college scholarship?
And if he is, can you help him?
Or maybe your focus group isyoung mothers who want to, you
(22:21):
know, who are having babies andwant to stay fit, in good shape
throughout all of those changesin their bodies.
Doesn't really matter what itis, you just got to know how to
talk to them.
And you're right, people inthis demographic don't want to
text all the time.
Call me on the phone, let'smake it happen.
Enough with all this texting.
Man doesn't anybody callanymore.
Yeah, I'm glad you mentionedthat.
Tell me what are some of theseother challenges that you see
(22:44):
that gyms are having in reachingthe over 50 market and engaging
them with the right messaging?
What else do you see?
Speaker 1 (22:53):
Yeah.
So I believe one of the commonones is strictly by the copy
that they're putting out, likewe're StoryBrand certified guys
at Lasso.
So if you don't know StoryBrandcertified guys, I was down on
Miller.
Basically.
We spent a lot of money tobecome very good with words,
very good with words.
So if your copy doesn't speak tothe population, you're going to
(23:16):
miss out.
Because here's the thing I'monly 41 and my goals at 25 are
totally different than they areat 41, and I can only imagine my
goals at 41 are going to betotally different when I'm 61.
If you're not speaking thecorrect language to the various
populations, it just doesn'tmake sense.
Like, most 40 year olds are notwilling to put in two or three
(23:39):
hours per day to work outanymore.
Those days are long gone, right?
So we're going to talk aboutlongevity and the stuff like
that, like what they're lookingfor.
Also, the images are importantas well.
Right, at times I'll see gyms,they'll be running their own ads
and they'll have all again22-year-old young men and women
with their shirts off, but thecopy will be talking to 65 year
(24:01):
old, 60 year olds.
I'm like that really doesn'tspeak to that population, right?
They're going to scroll rightpast that image.
So I think the images and thewording people really miss out
on because they just assume thatthey could just say a canned
response and the people that arequote unquote serious will
respond to it.
I don't agree with that at all.
Speaker 2 (24:19):
Yeah, I don't either.
And you know, the thing is likeI said, I'm 61 and I don't mind
aging, and most of my peers, Ithink, don't.
I mean you might joke aboutgray hairs or wrinkles or
something, but really, you know,happy to be here, I'm in good
health, I'm a good fitnessconsumer, I'm in good shape, all
that stuff, right.
And the thing about gettingolder is you don't?
(24:39):
I see myself?
I'm looking at myself on thisZoom call right now and I see a
61-year-old man, but in my headI'm like 45.
Nobody thinks that they're theage that they are, and it's not
because they don't want to getold, it's just because I think
it's a natural thing.
We all think we're a little bityounger than we actually are,
but you got to speak to peoplewhere they are and what's
(25:02):
important to them.
When I was young, I wanted tolook hot in a tight t-shirt,
right.
And now I don't mind, I want tolook better, but I'm never
going to be hot in a tightt-shirt again.
That ship has sailed right.
So I just want to stay as fitand strong and healthy as I can,
and if I look better in clothes, then that's a bonus.
Do you find that most gyms arecurious about this market and
(25:26):
the opportunity it represents,or most of them still like oh, I
don't want to deal with oldpeople, they're boring, they
don't have any money, but what'sthe feeling out there?
Speaker 1 (25:35):
No, so honestly, there's a huge piece of our gyms
.
They really want to target the50 plus population because, one,
they know that there's a hugemissing link there and two, you
know, like, they have disposableincome right.
Like when we talk about, like,if you're really trying to help
(25:55):
people, you don't care their age, you know their sex.
Do you want to be helped?
Okay, I can help you.
This is what it'll cost, youknow, because at times now there
still are gyms out there thatonly want to focus on 20 year
olds.
But from what I've seen, ourbest gyms I'll put it like this
our best gyms they have a space,which is why it made us create
(26:18):
specific marketing for peoplethat were 40, 50, 60 years old,
because our best gyms werelooking to fill that void in
that client demographic.
So, our best gyms they'redefinitely coming after you guys
, jay, for lack of a better term, they definitely are.
Speaker 2 (26:33):
Well good, because that's why I'm in business is to
help them do it, so I'm I'mhappy to know it.
What do you do after you helpthem get the, the leads, you
help the, you do this Facebookmarketing and the ads on
Facebook, and then what else isLasso all about?
Speaker 1 (26:47):
Yeah, so once we help them get the leads, and then we
help them with the with, withthe followup process.
Right, like gyms, to work withus, they must have a CRM, and if
they don't have a CRM, we havea CRM that they get for free
just for working with us.
Because we figured out over theyears Guys, it's 2025.
(27:07):
If you're listening to this,your gym owner, it's 2025.
You have to have a CRM to dealwith leads.
Right, you just have to,because you can't possibly keep
up with the correct number oftouch points and all of that
automation and stuff on a Googlespreadsheet.
So we help them with their CRM,the automations.
We also help them withobjection handling and the sales
training for them and or theirstaff as well, because we can
(27:31):
get you quote, unquote the bestleads in the world, which we
can't guarantee.
Every lead that we get you isgoing to be a rock star.
As a matter of fact, they'renot Right.
But the people that are serious, that end up sitting in front
of you for your intro Now, youneed to be able to talk to them.
You need to be able to handlesome objections.
Jay, here's one of the biggestthings that I find sort of
(27:53):
concerning for the gym industryis that there's still so many
young and when I say young Idon't mean necessarily age, I
mean sort of in their mindset.
There's so many young gymowners out there that they
believe if someone gives themone objection, simple objection,
whatever it is, you can pricetime, locate whatever they just
feel like.
Oh, that person isn't.
Oh, no, they're not interested.
They said they need to and ifyou really think about it, many
(28:16):
people when they end up in frontof you in your gym, well now we
know they have a problembecause they've driven across
town, they're talking to arelative stranger talking about
things they probably don't talkto many people about.
So they're interested.
But of course they haveobjections because they just
don't know if this is right forthem.
Objections because they justdon't know if this is right for
(28:39):
them.
And if you can't explain howyour service solves their
problem, you're actually doingthem a disservice.
Because I tell people all thetime if you're not great at
sales especially if you lived inGainesville with me when I had
my gyms it's okay if you're notgreat at sales, if you let that
person leave and come to my gymbecause they want to check out
multiple gyms in town.
You will never see them againbecause I'm not letting them
leave.
Once they come in and talk tome for 30 minutes, they're not
leaving.
They are going to join.
(28:59):
So I think that's one of thecool things that I've seen.
Some people really want to levelup in their salesmanship.
Again, no one wants to be theused car salesman, but at the
end of the day, we know that ifmost clients join our gyms and
take our advice for 12 months,we're going to radically change
(29:22):
their lives.
And that's what I tell people.
You're not a used car salesman.
You know everyone's thinkingabout the guy with the plaid
jacket on.
He's trying to rip you off.
You're going to drive down theroad.
It's going to be a lemon Like.
If you are really serious abouthelping these folks and they
join your gym and take youradvice, you know that it's going
to be life-changing for them.
It's going to add years totheir life.
(29:43):
So why wouldn't you reallyfocus on becoming the best
salesman or saleswoman that youcan?
Because that's how you're goingto have an opportunity to
change more lives.
Speaker 2 (29:51):
Right, and a big part of that is anticipating those
objections or even questionsthat are not deal breakers.
There's a step in theconversation, you know, and I
think that's perfectlyreasonable.
For instance, I'll talk tosometimes to a gym owner and
they'll say, yeah, I want yourcontent to use, but I don't have
time to do anything with it, soI guess I'm not a customer for
(30:13):
you.
And I say, no, I'll do it foryou.
You know that's an upsell.
I charge extra to do that.
Like, I can just send you mycopy and you can copy and paste
it into your material and makethe most of it for a lower price
.
But if you don't have time,I'll do it for you at an upsell.
And nine times out of 10, whenI bring that up, they say, oh, I
didn't know that Sold.
When I bring that up, they say,oh, I didn't know that Sold,
(30:34):
I'm in, let's do it Right.
So they're not had.
I just said oh, yeah, sorry tobother you, I guess you're not
interested.
I wouldn't have made the sale.
But instead I not only made thesale, I made an upsell Right,
(30:57):
and that's because I know thatthat's going to happen.
About one out of seven timessomeone says that and another
common response is I don't wantto send emails, I'm not going to
buy your content because Idon't want to send emails and be
a spammer.
And the common response to thatis then don't be a spammer,
don't send spam.
Send good material that they'rehappy to have.
If you send them crap, thenyou're a spammer.
If you send them crap, thenyou're a spammer.
If you send them good material,then they're getting to know
you and like you and trust youand realizing that you're
(31:19):
sincere and that you'requalified and that you can help
them.
So it's like that for the gymowners too.
They just need to know whatthose objections are going to be
and have their answers prepared.
Speaker 1 (31:29):
I really like that.
You say that that's somethingthat we do at Lasso.
We give them some, someresources, and one of the
resources that I love is commonobjections that we hear right,
yeah, so we sort of give themthat, especially for new sales
folks.
New sales folks, it just sortof it's okay for you to not have
all the answers yet you're new,but having knowing that six,
seven common objection, you'regonna hear okay, when they say
(31:50):
that this is what I say it'sokay to get to, of have that
it's better to have it than justfreeze up and not know what to
say.
Right, and they say, well, letme like, let me go home and talk
to my spouse.
No, like, no, no, no, no, like,no, no, no, because I know when
you leave here, the odds of youcoming back is slim to none.
We're going to deal with thisnow.
(32:16):
But I believe that one of theyou know this is a little secret
for the listeners.
I believe that when you ask forthe sale right, so we've gone
through a rejection and you askfor the sale, there's a like.
For instance, if I was talkingto you and I say, jay, I think I
know the perfect program foryou, jay.
It's this $795 per monthprogram, jay, let's get you
started with that and I justwait for you to respond.
Regardless of how long you taketo respond, people will have
many more sales.
(32:37):
But what happens is thesalesman, saleswoman they're
uncomfortable, so they say aprice.
They're already sweating, handsare sweating, heart is beating
fast.
So when they say the price andthat person doesn't respond
immediately, they jump up andsay well, I have something
cheaper for you.
And they say oh well, I likethe $7.95, but if you have
something cheaper, let me hearabout that first as well.
So you guys that are listening,once you ask for the sale, sit
(32:59):
in the awkward silence.
I know two seconds feels liketwo minutes and I know 30
seconds feels like Jay.
One time I had like it was justsort of who I am.
I was like, once I offer themthe sale, I am not going to talk
, man, I'm not exaggerating.
One time, a few times, I wouldsit down, ask for the sale.
(33:22):
These people would sit there.
It felt like an attorney, butit was probably 30 seconds.
But 30 seconds in silence, 30seconds in silence, is super
awkward and is wrong.
However, these people aregenuinely thinking and I would
say that 75% of the time, when Ilet them really think about it,
they come back and say oh, youknow, yes, a little expensive,
but let's do it Like it happens.
Speaker 2 (33:35):
That you just gave one of such a great tip.
I hope everybody picked up onthat.
Really, whatever businessyou're in I think most of our
listeners are in the fitnessbusiness but whatever you're in,
it's called the power of thepause and it's one of the
greatest tools in anycommunications.
I was a newspaper reporter formany years before I got into
this and I learned very early onin my career that if you ask
(33:58):
someone a difficult question, bequiet.
And if they look at you withthis look in their eyes like you
, son of a bitch, I don't wantto talk about that.
Why are you asking me aboutthat?
Then just sit there becausethey will be awkward, they will
break and they will tell youwhat you want to hear and you
will have what you need to doyour job.
And it's the same in you know,from your point of view.
(34:19):
It's the same in sales, butwe're not comfortable letting a
silence just sit there.
Speaker 1 (34:24):
it's very effective okay, yeah, no, I'm glad that
we're talking about this because, uh, that's a good one.
The power of the pause.
Speaker 2 (34:31):
I've never heard it like that, but I love that oh
yeah, it's where you get all thegood stuff, because people get
nervous and they think they'resupposed to sell you something
Sure, whatever, correct.
Tell me all your secrets, man,let's get down to it.
Got any other secrets?
I can't help you with your wife.
No, no, no, you're not gettinginvolved in that.
(34:52):
Give the listeners another tipon how to close the deal.
Man, you're the master closer,and so tell me this.
Okay, I'm going to go home andtalk to my spouse about this,
because it's a lot of money andI don't want to get in trouble.
So, no, I'm not going to signtoday.
I'll see you later.
Speaker 1 (35:09):
Okay.
So like we're going tobacktrack a little bit, yes, but
I try to handle the objectionsbefore they become real
objections.
And now what I mean by that?
So let's say, jay, you and Iare talking.
I'm going to say, jay, I thinkI know the correct program for
you, but, jay, tell me this Isthere anything that can stop you
from signing up today, jay?
Because, listen, jay, my goalis to get you started with us
(35:32):
later this evening, tomorrow atthe latest.
So I want you to leave here andsay you need to think about it.
So, jay, is there anything thatcan stop you from signing up
today?
Now, what I've done?
I've sort of handled theirobjections before really I've
gotten to the price, because theprice is the big objection,
that's the one I'm really.
So when I ask you is thereanything that can stop you
signing up today, you're goingto give me one or two answers.
(35:54):
Jay, you're either going to sayno, I'm ready to get going, and
if you say that, I'm going tosay, all right, jay, you tell me
you're ready to get going, Idon't want to show you these
prices, and you tell me thatit's too expensive, or you need
to go home and talk to your wife?
Or are you going to say, well,it definitely depends on me,
well, I'm definitely going tohave to talk to my wife once we
get through this?
I'm going to say, jay, noproblem.
So, jay, what we're going to do, we're going to find the right
(36:20):
program for you and then, oncewe figure it out, I'm going to
step outside of the room, I'mgoing to let you call your wife
and if your wife says, honey, Idon't want you to be extremely
good looking, I don't want youto, and we'll leave it at that.
Now, here's the thing.
Sort of like you did, you sortof smile and laugh.
It works every time.
Because now they sort of seewhat you're doing and they're
like, ah right, because here'sthe thing, after you've been in
(36:42):
the gym industry long enough,done enough, gym sales and
consoles, you know, if you letthis person walk with the idea
of their coming back, the oddsof them coming back is it just
plummets.
So for me, at this point, Ihave nothing to lose.
So I am going to sort of pullout all the stops to get them to
sign that day.
You know, for me, jay, I usedto even say okay.
You know, if it was a woman, Iwould say okay.
(37:03):
Now, like if you go home andyour husband says honey, I don't
want you to be in great shape,I don't want you to look amazing
, you call me back tonight andI'll cancel out this invoice
that's going to hit tomorrow.
Okay, but I doubt yourhusband's going to say that.
So I try to deal with thatstuff before it becomes like the
main thing.
Speaker 2 (37:18):
Okay, very good.
You have given the listener alot of great actionable tips
here today and I reallyappreciate it, and I know that
the listeners do too, so I wantto have you tell the folks where
they can go to learn more aboutLasso and you and whatever they
need to do.
Speaker 1 (37:35):
Yeah, definitely guys .
So if you want to get incontact with me specifically,
you can reach out at sherman, atlassoframeworkcom, or you can
find us on Instagram at LassoFramework, facebook at Lasso
Lead and Sales SystemOptimization.
But just put in Lasso, we'renot hard to find.
We have a podcast on Apple andall of that stuff.
I just really know about Apple.
(37:56):
You can find us on there, butwe're not hard to find.
And here's the thing, guys.
If you reach out, I want to beclear.
We're in the space of helpinggym owners.
So if you even have questions,reach out.
We'd love to help.
You Doesn't mean you have towork with us.
We want to help you because westrongly believe a rising tide
lifts all boats, so we want tosee everyone crushing it.
(38:18):
There's enough success.
There's enough unhealthy peopleout there in the world that
need help.
So if you have any questions,don't hesitate to reach out.
Speaker 2 (38:25):
Excellent, and same goes for me too.
I'm happy to talk about thisstuff all day, and I know you
are too, and so I'll put allyour contact information in the
show notes.
And not hard to find you,sherman, at lasso L-A-S-S-O.
So we'll get that out there,and I want to thank you for
joining me today, man.
It's been a pleasure to get toknow you and I love what you're
(38:46):
doing.
Let's keep talking.
Yeah, definitely, thanks forhaving me.
It was great.
All right, talk to you later.
Bye, thank you for listening tothe optimal aging podcast.
I'm your host, jay Croft ofPrime Fit Content.
I hope you enjoyed it and Ihope you'll subscribe, review
and tell a friend.
All of that helps me grow myaudience.
I hope you'll share anycomments you have with me,
(39:07):
including suggestions aboutpeople I should interview and
topics I should cover.
You can learn more about mynewsletter and content business
at primefitcontentcom and writeme at jay at primefitcontentcom.
Again, thanks for listening.
Join me next time.
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