Events

Should You Have Your Prices On Your Website?

We’re having our biggest Unicorn Society retreat EVER this weekend in Boston. If you’re interested in attending future ones, we’re almost ready to unveil our 2023 calendar so our Unicorn Society members can make plans. We go to awesome cities, have great meals and...

On Aging and Leadership

Students of the human brain are aware that different cognitive abilities peak at different times in life. Younger brains are more agile. They have more of what’s called “fluid intelligence.” Younger brains have lots of youthful vigor and energy. They have an easier...

EXACTLY What MFF Spends Money On [Breakdown]

For today’s missive, I wanted to share a video I did recently for my YouTube channel. Have you ever wondered exactly how a multimillion dollar training gym allocates its budget? Click the thumbnail below to find out how MFF spends every dollar that comes in the door!

Make Me Feel Welcomed

Michael here. It’s been a while. Happy September! Let’s chat about first impressions.  Have you ever been to a traditional Japanese restaurant?  Their front door almost always has a bell or buzzer to announce that someone has entered. Then you are ALWAYS greeted by...

How To Actually Get SOPs To Work For Your Gym

This week we’ve got BFU’s “Secret Weapon” Ben Pickard sharing some actionable tips on create clear standard operating procedures. Ben is one of the greatest “systems minds” I’ve ever met in the fitness industry. Give this a read and go take action! Do you ever feel...

31 Ways to Get More Leads

If you’re looking for more leads, there are three ways: Add more lead-generating activities Add more lead-nurturing activities Improve the execution of your current activities Our focus today is the first two pieces. Below is a relatively comprehensive tour of your...

The Thing I Don’t Say Enough

I get stuck in a bubble sometimes. You see, some things that are taken for granted in the fitness business circles I move in. These principles seem obvious to me.  But that’s the Curse of Knowledge for ya. It lulls me into assuming we’re all on the same page about how...

3 Tips To Level Up Your Sales Process

,,Today we have a guest email from BFU coach Ben “The Secret Weapon” Pickard. Ben recently had the dreaded “Key Hire Loss.” But because he’s a bad-ass, he leveraged this opportunity to actually improve his sales process before getting a replacement to take the role...

Can’t Afford a Sales Team?

Michael, your friendly substitute teacher here, taking over Mark’s email this week.  Instead of rolling out the a/v cart to play a VHS tape, let’s talk about sales.  Take a deep breath. It’s going to be alright. I promise.  Here’s what I hear all the time from gym...

Biggest branding mistake

Got a quick thought for you on visual branding. Most training gym owners are not passionate about design. I totally get that. But there’s still no reason to make the most common mistake I see in branding. Good branding, above all else, should be CONSISTENT. Pick a...

Time Management, Culture, and More

Yours truly is still adjusting to NewDadlandia, so for today’s email, I wanted to direct you to the most recent video from my YouTube Channel. You see, all of time management really just boils down to five steps. And WOW, am I gonna get a chance to finetune my time...

Email For My Friend Mark Fisher

Since yours truly is busy with New Dad Life, we’ve got a guest email from my pal John Franklin of Gym Lead Machine. Fun fact: John has been a pal of mine and Keeler’s for many years. Before his current business, John ran several highly successful Crossfit gyms in the...

Bad News Coming Down The Pike…

There are some economic headwinds a-blowin’. It would be unwise to completely ignore them. And even sillier to not be prepared if things keep going south. The good news is most training gyms can buffet macroeconomic storms pretty well. If you’ve been doing the right...

MF’s Latest Keynote Takeaways

We are now two weeks away from baby MFF’s due date. Yowza! With a baby on the way, now’s not a great time for me to be on the road. So it’s pretty awesome that I can now do virtual keynotes from the comfort of my own home. Today I have the good fortune of delivering...

Writing Emails People *actually* Want To Read [5 Tips]

This weekend is our Unicorn Society retreat in Portland, OR.  Our team and Unicorn Society members are spending the weekend working on their businesses, drinking amazing coffee and craft beer, and enjoying summer in one of my favorite cities. And I’m not gonna be...

About Us

Since we’re just a few days away from the closing of the Early Bird window for the Unicorn Society’s midyear enrollment… I want to shamelessly talk about the humans who provide the BFU coaching magic. You see, if you’re looking for support in growing your training...

The Only Way You’ll Ever be Free

Today is an exciting day, as I’m heading to Perform Better in Orlando. It’s one of my favorite events, and it feels so good to be back in person for the first time in two years.   I’m giving a talk that covers the 10 Ways To Grow Your Training Business in 2022. If you...

BFU’s #1 Blog Post

First up, I want to share an awesome (free) offer from my pal Sumit at Naamly. I’m speaking at Perform Better in Orlando, FL next week from June 3rd-5th, and thanks to Sumit, you can see me speak for free. We know inflation has made things super expensive and we also...

My exact morning routine to win the day

First off, GREAT news about our next Unicorn Society Retreat… Would it sweeten the deal to know my dear pal Luka Hocevar is going to be a guest speaker at next Unicorn Society retreat on Fri June 17th - Sat Jun 18th? 😉 Come spend time with your BFU brethren enjoying...

I’m nervooooous [Help Requested]

I’ve mentioned this a couple of times, but after a few months of working out the kinks, lots of learning, and getting up the first batch of videos… I’m proud/ nervous to debut the new Mark Fisher YouTube Channel! Your support would mean so much. I’ve been working...

MF’s upcoming book (!)

Welp, I’m finally doing it. I’m putting together a book! It’s going to be a compilation of my most popular emails and blogposts from the last two years. Right now, I’m in the process of editing it. I’m really excited to create a single resource chockful of frameworks,...

Physiological Leadership

First off, a quick note to say that I’m SO excited to return to my old stomping grounds and speak at the Perform Better Summit in Orlando, FL on June 3rd-5th. Even before I was a speaker on the tour, this was always one of my can’t-miss educational events every single...

What Should Happen EVERY Session?

Now, we all know that we should have “standard operating procedures” for our training gyms. But sometimes, this can feel overwhelming. Even the term “standard operating procedure” can sound daunting. The good news is that if you do this right, it should be simple....

MF’s Favorite Books for Training Gym Owners

A few thoughts on this list: Want to learn more about how I get through so many books? Lucky you! Since writing the original version of this post, I’ve outlined my entire system in this post HERE (NOTE: This too needs an update, but it’s a solid overview). This list...

Time Away From Your Business…

First off, in case you missed it on the socials, I’m proud to announce I’ve recently become an investor in Alloy Personal Training, an emerging fitness franchise. I’m really excited about this opportunity. I expect to learn many lessons and become even more helpful to...

The Time I Felt Lowest About Myself (and MFF)

I’ve recently found myself digging into the rabbit hole of “mimetic theory” and the work of philosopher Rene Girard. Girard was a professor at Stanford and was a big influence on a few Silicon Valley luminaries. I was vaguely familiar with his work, but after reading...

Takeaways from Miami [Unicorn Society Retreat]

Spending a few days with some of our training gym owners, enjoying Miami, and working on our businesses is more fun than a barrel of monkeys on LSD! In addition to our usual quarterly planning session, this meet-up’s topic was leadership.  As usual, the BFU team...

Easy Actionable Tip [Quick]

Keeping this one super quick today, as we’re in prep mode for our first Unicorn Society retreat of 2022. And that means I’m living dat good Miami life with the other unicorn-lovers! But worry not, I shan’t leave you hanging without any Thursday goodness. Today’s...

10 Ways to Grow Your Training Gym

Time sensitive offers are a great way to encourage your prospects to finally try out — or return to — your training gym. Now there’s a bit of an art to this. We don’t want to “train” our audience to always wait for something special. But a clear call to action and a...

Introducing BFU’s Pete Dupuis [NEW]

Want to share a very important point that came up in our private Unicorn Society Facebook group. One of our members shared this insightful thought in a post: “I thought I was running a people first business. But now I realize it’s been a people pleaser business.”...

The Requirement

I’m not one for dogmatism. But some principles are essentially laws of nature. And if you’re looking to run a successful training gym? Success requires investment. This is true no matter how you define “success.” Want to make a bigger impact with your business? Want...

How Do I Find Good Employees For My Training Gym?

(Diligent readers will note I shared a version of this email over the summer. But since I know staffing is still an issue, I wanted to share it again.) Finding qualified team members is one of the biggest challenges of owning a training gym. And the stakes are high to...

Does Your Facility Look Like sh*t?

Maybe that’s the issue  Now I don’t actually know, of course. I’ve not been to most of your facilities. But some fitness facilities do look like doodoo. As the oft-quoted, possibly made-up, but still reasonable-to- believe stat goes, the number one reason people leave...

What Kind of Help do You Need?

Welcome to a brand spankin’ New Year. 🙂 As we think about the year ahead, I wanted to drop you a short note and invite you to get crystal clear on what kind of help you need. You see, sometimes, we know the root of a given issue and we know how to solve it. We just...

5 Top Posts of the Year

Have some extra time this weekend to catch up on some reading? Here are some of our most popular posts from over the last year. They’ll help you hit the ground running in 2022! Why MFF Closed a Location [$500k Lesson] - My scars are your lessons! Haha. All kidding  —...

Don’t Drive Angry

Quick thought for you today... If you run a business, I bet that sometimes you have feelings. This is normal. It means you care! And feelings can be helpful signals. We don’t want to dismiss them or attempt to block them out and repress them. That never works anyway....

You May Unsubscribe…

You can usually trust this missive for a weekly heapin’ of actionable fitness business know-how. But long time readers know your friendly author’s commitment to a never-ending liberal arts education. You see, if you want to win at your business — and be the best human...

Episode 103: Charlie Deist on Building Culture

What if you were friends with a bunch badass business leaders and entrepreneurs and could ask them about their successes, challenges, and most valuable advice? That’s exactly what Business for Unicorns delivers. Join business coach and entrepreneur Michael Keeler as...

How Can I Sell Without Feeling Sleezy?

Today we’re going to cover how to sell your services without feeling sleezy. First point: if you’re concerned about this, you probably don’t need to worry. At the end of the day, those of us that are concerned about turning people off or being too pushy usually don’t...