FCM138: The Critical Importance of Investing in Yourself and Your Business with Ema Masters

Almost exactly 1 year ago, in March of 2020, COVID changed the world overnight. It forced the majority of creators and business owners in our industry to move online, with rapid speed accelerating us down a path, we believe, the fitness industry was already on.   Unfortunately as the landscape grew more competitive, it also accelerated something else growing steadily in the fitness landscape - the proliferation of misinformation. Coaches simply observing and copying experts (or often times influencers posing as experts) and proclaiming themselves to be experts as well without really understanding the benefits and contraindications of what they were passing on.   If you want to be truly successful in this industry and change people's lives, it's essential that you invest in yourself and your business. That means educating yourself. Not just in terms of fitness certifications, but in business practices so that you are truly showing up and serving your ideal client in the best possible way. It's also vitally important to take the time to really deeply understand the people that you're serving.   In today's episode, we talk about how it's essential that you don't get wrapped up in the hype, the noise, and the competition, and instead…. Take a breath… settle down… and then dig deep.   It might not seem like it in your echo chamber of what you see online, but the most popular trainers are the ones that yes, have a magnetic personality; but they're also the ones that know their stuff deliver an unforgettable experience for their people.   They've taken the time to educate and UPSKILL themselves on safe and effective programming, how to build a business based on the pain points of their ideal client, how to speak to this unique client on an emotional level, all which is what it takes to truly change people's lives.