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How To Build A Successful Fitness Business That Runs Without You With Pete Piranio



Are you a fitness entrepreneur looking to build a fitness business that can run without you? Pete Piranio is the founder and President of Empirepreneur for Fitness Professionals. He helps fitness entrepreneurs scale their business while creating freedom for themselves.  All while getting even better results for their clients.


  • The stairway to freedom for personal training business owners.
  • How to avoid mistakes in your personal training business
  • The one KPI that personal trainers don’t talk about



Pete Piranio has scaled businesses for over 20 years. In addition, he built a multi-state, multi-location, and multi-million-dollar personal training business. It included 5 locations and 12 franchise partners. Furthermore, he helped a franchise grow from 10 locations to 400. Pete coaches various leadership positions. These include unit manager, multi-unit leader, owner, franchisee, or franchise...

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Unlock Your Business & Your Full Potential By Taking Control of Procrastination


Some people are incredibly productive.

Do you know someone like this...

...they knock off work early because they've gotten everything done on time
...they set goals and hit them more often than not.
...and they win in business, while having an active family life.

How is it that they get so much done in such little time? They don't procrastinate.

Now, just about everyone will deal with procrastination from time to time.

If you Google "stop procrastination," you'll get over 19 million results.

Procrastination is an especially big challenge for fitness entrepreneurs.

Yet most people don't understand where procrastination comes from.

Procrastination is defined as the action of postponing something, usually a task we want to avoid.

According to many social scientists, procrastination occurs when a person has a challenge with "emotional self-regulation."

When we associate boredom, anxiety, fear or frustration with a certain task, we tend to avoid doing it.

The problem is, putting...

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3 Biggest "Systems" Myths Keeping Fitness Business Owners Stuck in The Trenches

When we hear the term "Systems," it pulls all sorts of thoughts into our heads.

-- "Systematizing your business is too hard. I don't have time to put systems in my business...."

-- "You can't clone or systematize good personal training. Systems will make our training cookie cutter or water down our service...."

-- "Even if I could systematize my business, my employees won't follow systems...."

Unfortunately, most know they need systems in their business to stop getting crushed by the daily grind and grow. Still, much of the aforementioned "head-trash" gets in the way, and they stay stuck. 

The bottom line, financial and time freedom is a pipe dream for a small business owner without systematizing your business. 

Believe me, I experienced this, unfortunately. For my first two years, I worked in my first studio from 4:30 am to 10:00 pm, Monday-Friday grinding and catching up on everything else on the weekend. This is until the stress hit my body so hard that I had health...

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10 Reasons You Need A Premium High-Ticket Pricing Strategy Before Your Competition Gets One


High-ticket premium pricing is a good business strategy. A good strategy is evaluated based on how well it serves all constituents of the business: the client, employees, and ownership.

Let’s talk about the first beneficiary, the client. If you have a big problem in your life, affecting other areas of your life, what are you going to put your faith in a $47 online trainer or online video? A $10 or $20 boot camp? A $499 challenge?

What if you invested in a $6000 complete program?

If I spend that kind of money, then I genuinely believe it’s going to work and get me the outcomes I want and need. I’m also a lot more committed because I’ve got more to lose. It’s too easy to drive past the gym if I’m only paying $20/month.

How about the employee?

If you have more committed clients who come in 3-4 times a week, then you have a training team training more sessions, making more money, and more satisfied because they can have...

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How to 10X Your Marketing Response, Pre-Sell, and Pre-Qualify High-Ticket Clients


To say it well, we have to:


1. Cut through the clutter with a specific ad formula that interrupts and engages the prospect with specific psychological triggers.
2. Attract a far greater number of leads by promising to educate them and simultaneously building our authority through this educational based marketing.
2. Move the prospect down the purchase decision chain by setting their buying criteria, which simultaneously preempts your competition, decreases their price sensitivity, overcomes common objects, and delivers a more qualified and pre-sold prospective client to your business.

Here’s how we do it…

Most marketing pieces only appeal to NOW buyers. Problem is, those who are ready to buy NOW only account for 1% to 5% of all prospects. By putting a low-risk offer (Not low-ticket) in your ad that allows the...

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The BIG “GURU” Myths & Blunders of the Century


Yesterday in our Clientmax private client Facebook group, we had some great questions and discussions flying around.
One of the questions reminded me, how for a very long time, “guru’s in the industry were giving terrible advice that flies in the face of solid business strategy.
A couple I can think of:
1. The push away from 1:1 training “because it’s dead.”
2. Only sell monthly memberships to build reoccurring revenue.
While I understand the stimulus for some of these harmful recommendations, they ignore solid business strategy, that in many industries, people try to engineer as an advantage in their business. Yet, these “guru’s” wanted people to give up these strategic advantages simply because they didn’t know how to fix the root cause issue of their client's problems.
For example, 1:1 training is “bad because you are trading dollars...
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Why Don't You Believe in Yourself?

There is one thing I've learned from talking to hundreds of clients (and potential clients) is that a lot of them don't believe in themselves.
They say they do, but ultimately actions speak louder than words. Their actions show they're just plain scared to get started or fill themselves with all kinds of self-doubt.
Listen, I get it, I've been there.
I remember when I started my first studio with less than one handful of clients that followed me from my previous job. I didn't want to tell anyone what I was doing or "steal" clients, so I was starting from scratch. The clients that followed me hunted me down. :)
Looking back, I had to take a leap of faith. I was signing a 5-year lease and invested what little my wife and I had at only 27 years old.
Oh, and did I mention that I quit my personal training job the last week in August of 2001. It was only a few weeks later I was sitting in my living room working on opening my studio...
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How Creating A "New Opportunity" Makes Getting New Clients Easier

An important concept we teach our clients in developing their positioning and messaging is to create a "New Opportunity."

Below is a snippet from a Fast Company article of the fastest growing innovative fitness companies. Take a look at how EXOS rebranded (from Athlete's Performance) to take performance training to the general public and specifically corporate. My guess is they have explicitly gone after corporate because you get the high performer mindset there as well. They've repositioned themselves because Athletic Performance is no longer a "Blue Ocean." Just like CrossFit, large group or personal training studios are no longer unique. If you are in any of these categories, then you'll want to read this post twice.

In EXOS process of repositioning themselves, they also created a "New Opportunity" for the consumer to consider. New is always easier to sell, then improved.

They took a concept known to all of us trainers and named it for their "New Opportunity": "Energy Systems...

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LEAKED: Client Coaching Call....One Simple Strategy (But Often Overlook) That Makes All Your Marketing Work Better

Today I wanted to share with you a short clip of client coaching call where we talk about ONE SIMPLE STRATEGY that will make all your marketing work better and much-much easier to magnetically attract clients to your business.

Pay close attention to where I explain how you can beat your competition by not even competing with them.  Let your competition fight each other for the scraps....while you prosper.

At first, you may think you've heard this strategy and understand it, but watch it all (only 13 minutes) and let it sink in.  

Before you can create winning ads, sales systems, Facebook need to nail this down, and EVERYTHING will work better. 



Hey, if you like this content and want to see more. You'll get more insider looks like this in our NEW EmpirePreneur For Fitness Professionals Facebook Group Here.

Get in now while it's still new, and you can start to help shape the content, coaching, and training provided....

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Here's Why Your Marketing Isn't Working & What To Do About It

In our Clientmax High-Ticket Client Acquisition System coaching program clients know how I beat Positioning & Differentiation Strategy to death.

I commonly refer to Planet Fitness (love them or hate them) because they are an example of a company that effectively positioned one of the biggest commodity businesses in the industry (big-box gyms and memberships) and therefore reaped the rewards of rapid growth.

How Commoditization is Killing CrossFit & Fitness Businesses

I recently had this discussion with a group of CrossFit owners because this niche has become commoditized. When something becomes commoditized, then how do they typically compete?


It's not a good place to be because it's a discount and promotion fest, which becomes a race to the bottom!

The whole 6 Week Challenge craze didn't help. It actually accelerated this commoditization of not only CrossFit, other large group training facilities and personal training studios. 

In fact, I've found some markets...

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