Are you being “too smart for your own good” in your fitness business?

I speak with a lot of fitness professionals who want to grow their online business and I’m picking up on a very particular pattern.

It’s a pattern I especially notice with REALLY intelligent fitness experts… people with the degrees, certifications, and specific knowledge to back it all up. 

And this pattern is a big reason why this particular kind of fitness pro feels stuck and uninspired in their business.  

Where they’d say stuff life:

“But everyone else is kinda doing the same thing...”

“I want to help people not just make money like a typical marketer”

“I don’t want people to think I’m like the other trainers out there just trying to make money… I actually care deeply about this stuff”

And so ultimately… they feel a deep pull to be unique in the industry.

Nothing wrong with that on the surface, of course. 

However… there’s a point where thinking this way becomes the very REASON they’re stuck with a business that feels stagnant. 

It’s because they’ve replaced the DESIRE to succeed with the act of judging everything else as being “less than” what they have to offer. 

In other words…

The fear of being perceived as “just like everyone else” overtakes the desire and drive to make success work—whatever “success” looks like individually.

So this deadly trap keeps highly intelligent fitness experts on the sidelines instead of actively COMMUNICATING their superior skills, knowledge, and expertise (in the odd chance they get lumped in with “those other marketers.”)

Because here’s the reality (and I see this all the time)…

You can pack a wealth of deep knowledge around stuff like undulating periodization, or thermic effects of foods, or rates of perceived exertion, or the impact of certain injuries on weight loss rates…

… and STILL feel like you’re not getting the clients or earning the money you truly deserve…

… yet some other “BS coach” with a tenth of this specific knowledge is out there making bank with questionable marketing and sales tactics while pushing stuff like fit teas or “fat burners.”

Bottom line is…

You can’t avoid “sales and marketing” if you’re actually serious about creating something superior and truly valuable to the right people. 

Because you’re essentially still playing a game of “who has the best offer and the strongest communication skills to explain that offer.” 

You’re not competing on number of degrees or certifications or wealth of knowledge like you would in academia.

So to grow your fitness business… you still have to package and present YOUR superior knowledge, skills, and experience using the same fundamental frameworks of persuasion and influence. 

Meaning…

You’ve still got to have the desire to COMPETE. 

Except now you’re competing by tapping into your own unique coaching DNA... and your tangible skills and results that are unlike everyone else in the market. 

So it’s a lot less about “what other people are doing”... and more about “how can I use the tools in front of me to showcase the depth of knowledge and experience I’ve got.” 

It’s the kind of “competition” where you’re holding YOURSELF accountable to be at the top of your craft… in whatever unique way you approach solving people’s fitness and health problems. 

This is where “I don’t wanna be like everyone else” becomes FUEL to get yourself in motion and:

1. Connect with your ideal clients and get in front of them with unique solutions and high-level expertise

1. Figure out how to package and present your deep knowledge in a way your ideal client can understand and digest quickly

1. Leverage all the tools and principles at your disposal today to show your ideal clients that you’re not just some “marketer” or “personal trainer trying to make money”

Because who knows…

You may just rise to the occasion and change both your life and the lives of many people waiting for your expertise to shine. 

And that’s never going to happen if you let the fear of being perceived as “average” completely stunt your drive to promote your unique talents and depth of knowledge.