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Ryan and I are taking over the pod to fix the biggest problem we see in studios: you think you know who you're for, and what you've actually got is a demographic.
Every owner we meet swears they know their avatar. Then they say it out loud and it's "35 to 45 year old mums." That's a census field, not an avatar. And it's exactly why the ads feel like shouting into a crowded room of people who don't care, because if your avatar is everyone, it's no one.
We ran this exercise as a live workshop this week and watched owners articulate who they're actually for, some for the first time ever. The messages were still coming in that night saying it finally clicked. So we're walking you through the same six steps we take every studio inside the academy through, in about the same 30 minutes we spend doing it with our clients. And here's the kicker: none of it has anything to do with what you do inside your gym. Pen and paper for this one, it's a writer downer.
In this episode you'll hear:
- Why specific is not narrow, and how actively repelling the wrong people is what fills your studio with the right ones
- The six questions that uncover the fear your best members have never said out loud (the depth of your conversations determines the depth of your pockets)
- A live role play that starts at "I want more Pilates coaching" and ends at "I want to know I could protect my daughter," and why nobody buys your methodology
- The cheap-money trap: what uni student deals did to Doza's F45 (churn three times a year, and they crowded out the members he actually wanted)
- The one-line hook template that positions you as a category of one, plus the cover-your-logo test to check you've nailed it
Loved this one? Binge this next: your message is only half the machine, so hear why ads flop even when the avatar is right in "10x Your Leads in 2025: Why Your Ads Aren't Working (And What To Do Instead)"
And when you're ready to do this properly, this is the exact process we use to take owners from stuck at the same revenue two months running to their first 20k month, then 40, then beyond 100k, without burnout. Book your discovery call here
CHAPTERS 00:00:00 You don't have an avatar, you have a demographic 00:04:59 Specific is not narrow (meet Stuck Sam) 00:07:53 Tony and Nat: the two avatars that built a million dollar gym 00:10:00 Step 1: Mine your best members (and the TAM check) 00:13:57 Step 2: Understand their pain, six questions deep 00:16:04 Sidebar: the uni student trap 00:19:53 Step 3: Give them a name 00:21:56 Step 4: From pain to promised land 00:24:41 Live role play: what she actually wants 00:27:10 Excuses and refusals (and how to weaponise them) 00:29:14 Step 5: Why here, not there 00:31:57 Step 6: Create the hook 00:33:26 The cover-your-logo test 00:36:12 Recap and your next move
