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Zach Forrest, PushPress: Ladies and gentlemen, welcome to another Push Start webinar by Push Press. Most gym owners think marketing means running ads.
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Zach Forrest, PushPress: or… or big signage, or, I don't know, like… like, paid advertising is getting a ton of attention nowadays.
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Zach Forrest, PushPress: But the gyms that are consistently filling up, and the ones that are already full, they… they aren't… it's not like they're outspending everybody else. They are building more trust than everybody. And so…
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Zach Forrest, PushPress: It's their face, it's their story, their coaches, that's their marketing. Today, I want to see what that actually looks like from two people who are actually doing it right now. So our first speaker is going to be Graciano Rubio. He is co-owner of CrossFit Valley View with his wife, Jen, and a financial advisor. Is that the correct title, Graciano? Yeah. Financial advisor out of California.
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Zach Forrest, PushPress: You probably know him as the Wall Street weightlifter. He's built one of the most recognizable personal brands in the CrossFit space, and he's going to show you, tell you.
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Zach Forrest, PushPress: how he started it and why he started it. And then we're also gonna hear from Ms. Zoe Miller. You're a coach at Fit Society in Chandler, Arizona, correct?
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Zoey Miller: Correct.
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Zach Forrest, PushPress: Nice. And you started building your personal brand earlier, it was earlier this year, right?
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Zoey Miller: Mmh.
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Zach Forrest, PushPress: And in that process, you became probably one of the best examples I've seen of a staff member or of a coach at a gym who organically drives visibility for the gym they work at without being asked to do it or without doing it like explicitly.
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Zach Forrest, PushPress: So between the two of these awesome people, you guys, if you're listening or you're watching right now, you're going to get the owner's perspective and the coach's perspective. Today's webinar is going to be run kind of interview style, so we can get candid responses from
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Zach Forrest, PushPress: both Graciano and Zoe, and if at any point you have a question for either one of them, feel free to put it in the chat or in the Q&A field. I'll be monitoring that throughout the entire webinar, and we can either answer it live, or I may choose to hold it to the end.
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Zach Forrest, PushPress: But, with that being said, Graciano, you're up first. Let's… can you give us the backstory? Can you just, real quick, walk us through your Instagram name and what you were trying to solve, by… by… by coming up with that name?
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Zach Forrest, PushPress: How did you land on it?
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Graciano Rubio: Yeah, it started because I was going through the licensing process.
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Graciano Rubio: At first, and as you're going through the licensing process, you're kind of building a marketing plan of how you're going to reach people and how you're going to bring in clients. So at the time.
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Graciano Rubio: I thought that social media is going to be one of the best ways to do it, and that social media wasn't what it is today, but it was still prominent, and it was still. It was still growing.
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Graciano Rubio: And back then, at the time.
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Graciano Rubio: Everyone in CrossFit had like a two name moniker. So donuts and deadlifts or something that was quick and provided some kind of contrast.
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Graciano Rubio: To what they were doing.
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Zach Forrest, PushPress: I remember those. Caffeine and kilos, and then I think, like, biceps… Sam Briggs had one. Biceps like Briggs, right? Every… yeah, everybody was going through that theme. I like that.
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Graciano Rubio: Yeah, so part of the training was that what they reiterated over and over again is that people do business with people that they know, that they like, and that they trust.
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Graciano Rubio: So, I needed a way, because everyone that…
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Graciano Rubio: I knew previously, they knew me from fitness. Hmm.
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Graciano Rubio: So part of that was understanding,
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Graciano Rubio: what I'm doing at the moment, that I'm making this switch and doing something else. So I needed something that was quick, so they would… someone who already knew me would see it right away and understand, and someone that I'd meet,
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Graciano Rubio: through CrossFit or through weightlifting.
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Graciano Rubio: would quickly realize like, Oh, what does this guy do for work? Outside of of competing.
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Graciano Rubio: Or being at the gym. So…
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Graciano Rubio: I was sitting down and I was coming up with a few different names because that's the first thing that people are going to see online.
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Graciano Rubio: And the first one I came up with was Wall Street Weight
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Graciano Rubio: And I made a bunch of other ones, but the key that I wanted is I didn't want something cheesy. I didn't want something that was,
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Graciano Rubio: It took away from any kind of professionalism.
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Zach Forrest, PushPress: Right, yeah.
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Graciano Rubio: The other, the other people in the office at that time, and I haven't looked at what the, the industry statistics were, but there were more guys over 70 than there were under 30.
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Graciano Rubio: And so, the last thing I wanted to do was present myself
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Graciano Rubio: as less professional to them, or less experienced, or less serious about the job.
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Graciano Rubio: So, I needed… I needed it to get the point across.
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Graciano Rubio: but also without being kind of cheap and scam-ish or anything like that. So all the other ones I came up with, none of them were as good. And so I pitched it around to a few people, and they had the same feeling. I'm like, nope, that's it.
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Graciano Rubio: So there was 10 of them, and 2 through 10 was just, nope, those aren't even close.
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Zach Forrest, PushPress: Yeah, you kind of hit the… you struck gold with the first… with the first thought that popped in your head. I mean, it doesn't get more to the point and simple than…
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Zach Forrest, PushPress: Wall Street weightlifter, and the fact that that wasn't taken is… is pretty amazing to me. I… I still, to this day, I can't believe you… when you told me that, it was the first one you landed on. I'm just, like, flabbergasted by that. But both of you guys have names, and Zoe, your… your Instagram handle is Coach Zoe Miller, correct?
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Zach Forrest, PushPress: Yeah. Yeah. So both of you guys have names that, right off the bat, without even looking at your profile or reading a bio or anything like that, I'm gonna have a general understanding of, of your brand or, or, or, like, what it is that you're doing, right? So I think that's, that's a pretty,
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Zach Forrest, PushPress: pretty solid point to make that if you can make your your name very what's what's the word I'm looking for transparent or obvious is that does that work there that it probably will lend itself to a stronger branding or could.
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Zach Forrest, PushPress: Graciano, when we were talking, you had…
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Zach Forrest, PushPress: you had a line where you were talking about authenticity with your social media, and I…
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Zach Forrest, PushPress: I remember going back and forth with you about, hey, it just got to the point to where I just wanted to put up what I was doing, and I didn't want to worry about what the latest trend was, or worry about, creating too much work for myself.
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Zach Forrest, PushPress: in thinking, this is the type of content I need to create specifically. So, what's the… what's the problem with… or what do you see as the problem with copying what works for someone else, or copying the latest trend?
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Graciano Rubio: Well, to me, there's a… there'
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Graciano Rubio: There's a couple of faces to that problem. The problem I had previous.
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Graciano Rubio: Working for someone else in the financial industry is that there's certain regulations of what you can and can't say.
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Zach Forrest, PushPress: Mmm.
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Graciano Rubio: The compliance department at the time, they're all salaried.
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Graciano Rubio: They, they derive no benefit from me going out and bringing in new business for the company.
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Graciano Rubio: they're gonna get the same paycheck no matter what. So for them, the answer was always no.
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Graciano Rubio: It didn't matter. It didn't matter if it fit the regulations.
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Graciano Rubio: The answer is no, because that's more work for me.
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Graciano Rubio: and I don't benefit from it. So if you're new in the industry, and you don't have any any weight in the office. The answer is, no.
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Graciano Rubio: And,
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Graciano Rubio: for what they would do was you would have pre-approved articles with pre-approved verbiage that you could go out and share. And so they presented it as this, this wonderful
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Graciano Rubio: Asset for everyone to use.
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Graciano Rubio: And I said, this is… this is a total waste of time.
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Zach Forrest, PushPress: Yeah, yeah.
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Graciano Rubio: And what happened is we were in a training, and they're presenting it like it's so great, because we can just copy and paste and do all this stuff on LinkedIn.
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Graciano Rubio: And I said something in the whole room. I kind of pointed out the elephant in the room, because no one else was willing to say it.
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Graciano Rubio: And I said, okay, let's pull up my boss's profile, and let's pull up mine.
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Graciano Rubio: Is there any reason why you would do business with me instead of him?
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Graciano Rubio: And the whole room just went silent because everyone knew it was true.
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Graciano Rubio: And our compliance department didn't want to answer it.
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Graciano Rubio: Because they knew this was all bogus. I said, you look at his profile, he's sharing the same articles, he's giving the same opinions about him, he's doing all the same things I am, but you look at him, his credentials are listed here, you can see his experience, you can see all of these things about him.
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Graciano Rubio: So that's the only differentiator between me and him.
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Graciano Rubio: So I can't compete against him online because you won't let me share my opinions.
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Graciano Rubio: So on the one hand, you're telling me that I need to come up with a niche. I need to have a specific group of people because I have life experience. I have certain knowledge that can help them more than everyone else.
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Graciano Rubio: But then you won't let me talk to them
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Graciano Rubio: So, the thing that I can go and do better than anyone else, you won't let me do.
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Zach Forrest, PushPress: Yep.
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Graciano Rubio: So these cookie-cutter things, you're gonna see both of us, you're doing business with him.
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Graciano Rubio: The only way that I can drive in business is if I can share things that I personally think or things that I'm able to do.
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Graciano Rubio: And so it was a waste, everyone knew it was a waste, and no one ever saw one of these canned articles or little pieces of content, and reached out and decided to do business with them.
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Graciano Rubio: So, when it comes to the fitness part of it.
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Graciano Rubio: One, you can't differentiate yourself from someone else.
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Graciano Rubio: So, especially for a newer coach or someone who's not already established with a big presence.
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Graciano Rubio: They don't look at that and see you with any kind of authority.
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Graciano Rubio: They just feel like, oh, this is… Who cares?
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Graciano Rubio: The other part is that it also doesn't generate the views.
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Graciano Rubio: Because no one's gonna stop scrolling and look at it, because this is the 20th time that they've seen this.
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Graciano Rubio: So without any type of.
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Graciano Rubio: originality to it. They've seen it 20 times, this is already washed out, so every time someone gets advice about, this is what has worked.
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Graciano Rubio: Well, it worked because that was the first time anyone else had seen it.
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Graciano Rubio: And if it's the first time they see it, they stop scrolling
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Graciano Rubio: Then the algorithms recognize that this is content that gets people sucked into the social media platform and stays stay on looking.
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Graciano Rubio: Then that gets hyped up.
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Graciano Rubio: But if it's the 20th person copying it with no originality to it.
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Graciano Rubio: Now, it's gonna have the opposite effect. People scroll right past.
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Graciano Rubio: The the platform thinks that this isn't worthy content.
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Graciano Rubio: And then less people are going to see it compared to if you just put something random up about your normal life.
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Graciano Rubio: So, you get hit on two sides. People can't distinguish you.
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Graciano Rubio: And then second, it doesn't get the views.
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Graciano Rubio: So, if you go back to that concept of you want people to know, trust, and like.
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Graciano Rubio: They're not gonna know, because they're not seeing
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Graciano Rubio: They're not going to increase trust because there's nothing special about what you're putting up.
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Zach Forrest, PushPress: Mmm.
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Graciano Rubio: And.
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Graciano Rubio: They're gonna like you or not. So it's not gonna, it's not gonna make much of a difference there.
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Graciano Rubio: So it's not moving the goalpost in those three categories that make a difference in whether or not people are going to sign up.
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Zach Forrest, PushPress: That's interesting, and I can… I can totally see that if, some…
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Zach Forrest, PushPress: business owner decides, or even a coach, or actually any random person decides, like, you know what, I want to build my personal brand, and in order to do so, I'm just going to repeat and copy all the same trends over and over and over, and that's all that they did. I'd imagine that would probably
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Zach Forrest, PushPress: I mean, I'm not a social media expert at all, but the data would support that that's not the most effective way to do it if that's all you're doing. It's probably helpful every now and then, and I know, Zoe, you've done that a couple times, right? Where you use, like.
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Zach Forrest, PushPress: I don't know, I don't know what the technical term is. Don't, don't do that, don't do that. I don't know what the technical term is when you pull up
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Zach Forrest, PushPress: the… I sound so old when I say, like, the Instagram app, but, like, and it's… and it tells you what's trending as far as templates are concerned, correct?
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Zoey Miller: Yeah, you just said that you don't know anybody that does only that.
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Zach Forrest, PushPress: Do you… but you do only that?
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Zoey Miller: That's all I do. I…
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Zach Forrest, PushPress: Okay.
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Zoey Miller: Yeah, okay.
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Zach Forrest, PushPress: But so, now, explain to me, are you doing what Graciano is explicitly saying not to do, or do you put your own twist on it? Like, obviously, you have your own content that is your own footage and all that stuff, but for the sake of ease, you use the templates to churn out more content more consistently?
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Zoey Miller: Correct, I mean, yes, there is my own flair, there is my own, like,
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Zoey Miller: niching down as far as, like, the video behind it. But ultimately, the message says the same thing, and then that's where, like, you…
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Zoey Miller: use your own flair in the caption creating and stuff like that to be more relatable on to your audience and the people that you want to attract. But he is right as far as like if it looks exactly the same, you're going to scroll right past it. I've seen so many trends of like people trying to get artists to notice them dancing. And it's like if you use the same choreography, this artist doesn't care. They already did it.
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Zoey Miller: one person, they're not going to care about this next person.
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Zach Forrest, PushPress: So, then, Graciano, I'm curious, what… what type of content
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Zach Forrest, PushPress: does move the needle the most from your perspective, or what have you had impact CFVV the most when you're talking about, like, it's this type of content where it's exhibiting of our culture or my personal brand, this has had the biggest impact?
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Graciano Rubio: I would say it's all the things that are relatable to the people that are gonna sign up at the gym.
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Zach Forrest, PushPress: Okay.
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Graciano Rubio: So for where we're at, we're not in an area where people,
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Graciano Rubio: They're not looking for peak performance.
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Graciano Rubio: So for us, it's people. It's almost well, it's a hundred percent just everyday people, people that want to get fit and then use that fitness outside the gym for something else. So
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Graciano Rubio: for us anything that we put up related to performance. The only point is for them to increase that trust level of saying, Oh, this person knows what they're talking about. This person, whatever whatever point I want to get to, they can get me there.
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Graciano Rubio: Even if I… don't want to be there eventually. I know that that's an option.
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Graciano Rubio: It's kind of like a commercial gym where they got a pool and a sauna and all these other benefits that no one uses. They know that that coaching exists to get them up to that point.
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Graciano Rubio: And so they trust our competence. They trust that we're going to give them good advice, but that's not really going to get them to sign up.
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Zach Forrest, PushPress: Right, right.
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Graciano Rubio: There's other gyms that specializes in that. There was this great gym in Vegas.
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Graciano Rubio: That my wife… that my wife went to, and her rationale, part of it.
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Graciano Rubio: was that this is where the serious people go. This is where, if you really want to get better.
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Graciano Rubio: This is where the best people go.
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Graciano Rubio: And so that was part of her… her…
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Zach Forrest, PushPress: Yep.
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Graciano Rubio: Reason for joining, but we.
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Zach Forrest, PushPress: What gym was that? What gym was that? Do you remember the name of the.
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Graciano Rubio: All right.
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Zach Forrest, PushPress: That name.
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Graciano Rubio: It was something effort. It could, I think.
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Zach Forrest, PushPress: Gosh.
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Graciano Rubio: Tax effort.
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Zach Forrest, PushPress: Guys, he's talking about my old gym. Okay, guys. All right. Yeah.
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Graciano Rubio: For us, it's the things that are relatable to them, which a lot of it is parenting.
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Graciano Rubio: So the things that they look at, they look at us doing where that applies to their life. Now they don't just think that we can get someone up to this level of fitness. They look at us and think we can get them to this level, that we can help them specifically.
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Graciano Rubio: So when we put up performance stuff, they're just thinking, oh, these guys are really good at getting people in better shape.
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Zach Forrest, PushPress: Yes.
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Graciano Rubio: But not me.
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Graciano Rubio: But when they see something that relates to them, and for us, the big one that's relatable to them is just having kids.
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Graciano Rubio: now they feel like, oh, they can help me specifically. They're gonna understand how to fit this in when you're trying to raise kids, when you're trying to do these other things outside the gym.
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Graciano Rubio: And so…
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Graciano Rubio: The things that actually people look at and respond to and then come in and sign up.
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Graciano Rubio: The biggest one for us has just been sharing information about the kids.
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Zach Forrest, PushPress: Interesting. So, real quick, because it sounds like you guys, both Zoe and Graciano, you guys are… Talking about…
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Zach Forrest, PushPress: trust through the brand, but on two different levels, and there are two things that can build trust. There's engagement and visibility, right? So, if I look at someone, and I see 250,000 followers, or some, like, high number, as a
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Zach Forrest, PushPress: potential client, I might see, oh, this person is popular, and there's probably some credibility behind that. There's probably a reason why this person's popular.
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Zach Forrest, PushPress: On the flip side, I can look at someone's post and not have any idea of what their follower account is, or what those metrics look like, and if I see something relatable.
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Zach Forrest, PushPress: If I see something authentic, if the content, is something that I can connect with, that also builds trust and credibility. So, the end goal is…
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Zach Forrest, PushPress: trust but there are multiple ways to build that trust whether that's through entertaining someone on a consistent basis, building credibility through like oh this is obviously someone that a lot of other people follow for a certain reason versus the content directly them.
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Zach Forrest, PushPress: Actually, Kevin asked a great question. I just saw that you answered it, Graciano, but I'd like you to speak to it. How do you define moving the needle?
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Graciano Rubio: I counted as how many people actually sign up.
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Zach Forrest, PushPress: That's… I mean, there you.
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Graciano Rubio: I'm not really interested. There's an aspect of it that you need. If they don't see it, there's no point in even posting it.
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Zach Forrest, PushPress: Mmm.
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Graciano Rubio: So if I, you can make the greatest video ever, but if, if no one sees it.
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Graciano Rubio: it's not doing you any good. So you do have to have… you do need to track, somewhat what the metrics are on the platforms themselves, and look at the analytics of who's gonna watch more, who's gonna engage more, but ultimately.
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Graciano Rubio: You're not looking for this great social media performance, but then no one locally knows you, and no one's coming in and signing up.
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Graciano Rubio: So…
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Graciano Rubio: you're not… you're not going to be able to fully track it in the sense of, I know that this person signed up for social media.
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Graciano Rubio: Because they probably have seen you 25 times previously.
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Zach Forrest, PushPress: Oh.
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Graciano Rubio: All of those counted.
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Graciano Rubio: But it should lead to people signing up. And we normally look at how did they, how did they find out about us?
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Graciano Rubio: And you start seeing people sign up who follow your account from the gym.
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Graciano Rubio: and who their interactions. You don't have other interactions. You can really tell that they came in from this avenue.
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Zach Forrest, PushPress: So you're saying when someone signs up, you can go and, like, you can look at their social media to see if they're already following you, and you can.
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Graciano Rubio: Right.
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Zach Forrest, PushPress: then basically deduce that, or infer, I guess would be the correct term, that that person was aware, or maybe at least observed some of your content, or at least obviously knew about you. And that's interesting, because, Zoe, we talked about this. I think I asked you if anybody had specifically reached out to you
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Zach Forrest, PushPress: about Fit Society, the gym that you're out of, as a result of something that you posted? And you said, what, a handful of times, maybe?
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Zoey Miller: Yeah, a few times, not…
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Zoey Miller: it's not the most common thing, but, a few people have… a few people have commented on just, like, some of the posts saying, like, wow, that gym looks really cool, so I can't, directly say that that content didn't lead to them then going to the Fit Society page.
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Zach Forrest, PushPress: But it definitely increases visibility of the business and it definitely adds credibility and more trust, which is the number one thing that is going to drive. And if we're talking like sales, right? Graciano, you're talking about people that are signing up. Nobody is going to sign up at a gym that they don't trust.
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Zach Forrest, PushPress: Right? That's… that's the… the underlying factor of
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Zach Forrest, PushPress: getting someone to sign up. So, and Graciano, I don't want to… I don't want to call you out. I don't want to… I don't want you to contradict anything, but we were just talking about being visible and driving sign-ups and the metrics, but I remember you specifically telling me about one of your
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Zach Forrest, PushPress: the videos that you posted, it was a Father's Day video, and you even said, you're like, we got… was it one or two sign-ups? And it was also one of the lowest performing videos that you ever put out, but you had two sign-ups from the same video, was that… or did I miss it here?
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Graciano Rubio: No, that was correct.
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Zach Forrest, PushPress: Okay.
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Graciano Rubio: Part of it, and I think with the organic social media, a lot of it is gonna be a subjective measurement.
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Zach Forrest, PushPress: Mmm.
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Graciano Rubio: So…
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Graciano Rubio: People will come into the gym, and during their no-sweat intro, they'll repeat things that I know that they have heard from us.
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Graciano Rubio: So…
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Zach Forrest, PushPress: What do you mean? Explain that.
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Graciano Rubio: So, we'll put up a video, or we'll put out an email, and then when we're asking them what their goals are, what they want to accomplish.
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Graciano Rubio: They'll bring something up without being able to directly say that I remember seeing it here, but they'll bring something up that I know was almost word for word what we have published before.
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Graciano Rubio: And so I know that they're they're following. I know that they're reading the email. I know that they're tracking. So there was a case where I put up a video talking about genetics.
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Graciano Rubio: And a girl signed up, I think, four days later. In her intro, she was talking about genetics because she is the least athletic out of the four siblings.
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Zach Forrest, PushPress: Okay.
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Graciano Rubio: And I said, I know what you're saying right now is just what I put up four days ago. That's correct.
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Zach Forrest, PushPress: Cool.
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Graciano Rubio: You've been watching our stuff, preparing for preparing to come in.
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Graciano Rubio: And so I know that you're lurking, and that some of these things that land drive that action to to reach out and actually sign up.
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Graciano Rubio: There was a there was another case where we did a member highlight in an email, and that person was in the last year of their Phd.
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Graciano Rubio: And I think two weeks later, someone that came in and was going through their No Sweat intro mentioned that they're in their PhD program as well.
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Graciano Rubio: And they had read that email, and their immediate thought was, oh, this is… this is where I should be. This is where PhDs go.
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Graciano Rubio: Someone else in a PhD program is prioritizing their health.
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Graciano Rubio: So, I can't… I can't look and say, oh, this email's the thing that did it, because they also probably saw us 10 other times.
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Graciano Rubio: But that's 1 that that sticks, and it gets in their head where they now think of the gym differently. It's a place where people just like them go. So for Father's Day.
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Zach Forrest, PushPress: I'm going to, I just want to let you guys know, like as you're talking Graciano, I'm stealing that idea. I have one, two, three, four, I have like three or four, five, five med students and we're two blocks from KU Med. And I still haven't figured out how to directly market to the med students, but I'm going to go get testimony from them now and I'm going to make some social media posts about how doing CrossFit on a regular basis is helping them get through med school.
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Zach Forrest, PushPress: That is a phenomenal idea. I'm just, like, saying it out loud so I don't forget. I'm gonna do that this week.
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Graciano Rubio: I see… I see Mikayla, I hope I'm saying her name right, is using AI for notes on this. So, that Father's Day video, I… we took all of our interviews that we've ever done with people.
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Graciano Rubio: and we had them all transcribed using Claude. And so we have one master document with everything that everyone's ever said on camera. So for Father's Day I can go in and make a prompt of. I want everything that people talk about kids.
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Zach Forrest, PushPress: That's genius.
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Graciano Rubio: Every time a man talks about kids, let me know, pull all instances of that, make a copy of the original video file so it's a lossless quality.
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Graciano Rubio: And it'll output all the clips
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Graciano Rubio: there might be 10 of them, but it's just the portion of those videos where men are talking about their kids. Now, when I put that to go edit it, it's done 98% of the work. I just have to go pick out the specific parts that I want.
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Zach Forrest, PushPress: Oh, that is genius, dude. That's a phenomenal idea.
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Graciano Rubio: I had put… I had put this Father's Day video up, and it was one of our members, and he's talking about how
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Graciano Rubio: When his dad was 41, his dad died, and he was 2 years old.
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Graciano Rubio: And today, as he's sitting for the interview, he's 41 years old. And he said, the reason I come to the gym and I work out and take care of my health is I don't want my family to go through what I had to go through.
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Graciano Rubio: And so the video leads off with that.
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Graciano Rubio: And so it performed poorly because people look at the video and they just, they just close their eyes and start scrolling. They don't want to see it.
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Zach Forrest, PushPress: Because it's sad.
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Graciano Rubio: It's too heavy right up right away.
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Zach Forrest, PushPress: Yeah, I.
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Graciano Rubio: But… I put the video up because I understand men, and in particular dads, and how they think.
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Graciano Rubio: And so I said, if someone watches this, they're not working out. I know that's going to hurt.
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Graciano Rubio: But it only hurts if you're not working out and you think you should be
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Graciano Rubio: So that member, who the video was of, he has a friend that's been talking about CrossFit for a year.
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Graciano Rubio: And he knows everything about our OnRamp program. They've answered all his questions.
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Graciano Rubio: Cost, how it works… what it's gonna be like, and so he's been thinking about CrossFit for a year.
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Graciano Rubio: that video that he watched, he came in, and he even mentioned it, and was like, that's too… I got… I gotta start doing it.
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Zach Forrest, PushPress: That was the impetus. That was what pushed him over the edge.
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Graciano Rubio: that and plus he's he works at the for the school and so he's got the summer off.
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Zach Forrest, PushPress: Oh.
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Graciano Rubio: So the combo is you've been thinking about it for a year.
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Graciano Rubio: Which included a summer previous.
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Graciano Rubio: he doesn't have a good reason why he's not at the gym, and so he saw it and said, alright, that's it. So when he walked in, he was already sold. There was not…
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Graciano Rubio: We were just starting to go over details, but the decision to join, had already been made.
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Zach Forrest, PushPress: Yep, ye.
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Graciano Rubio: And then another guy a week later, he came in.
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Graciano Rubio: And it was a similar situation. He's got 2 kids, he's in his 30s.
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Graciano Rubio: His kids are getting a little bit older. I think they're 9 and 7.
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Graciano Rubio: Where, as they're doing sports, they're looking at him and saying.
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Graciano Rubio: How are you telling us to do this? What are you doing? You're not out there working out. You're not doing these things.
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Graciano Rubio: So he came in and signed up and just said, I, I.
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Graciano Rubio: I can't take this anymore. Like, I don't want my kids looking at me that way.
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Zach Forrest, PushPress: Mmm.
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Graciano Rubio: So within, I think I put that video up, the friend had joined three or four days later. This guy joins a week after that.
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Graciano Rubio: So, but…
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Zach Forrest, PushPress: In the span of 10 days, this low, quote unquote, low impact video that just was extremely empathetic and resonated with a very specific type of person.
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Zach Forrest, PushPress: coming, like, because you put it together, like, it brought in two people into the gym, even though metric-wise, it didn't perform as well.
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Zach Forrest, PushPress: Correct. Is that fair to say?
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Zach Forrest, PushPress: Yeah, so…
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Graciano Rubio: Lynn.
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Zach Forrest, PushPress: Authentic, empathetic content is gonna win, in that sense.
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Graciano Rubio: Yes.
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Zach Forrest, PushPress: That's phenomenal. Yeah, that's
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Zach Forrest, PushPress: Yeah, I remember when you told me that, and I was just like, that's something that…
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Zach Forrest, PushPress: Anybody that's building their own brand should probably have at the forefront of their mind. It's not about blowing up all the time. It's not about going viral with every single post as much… for the business, as much as it's…
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Zach Forrest, PushPress: developing authentic content that's going to resonate with the people that are watching you and still on the fence. Every time you put something out there that resonates with someone, it builds a little bit more credibility, builds a little bit more trust. And then if you have something that goes viral, awesome, that increases your visibility and is by and large going to increase credibility. But it's the authentic content that you're putting
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Zach Forrest, PushPress: out that is going to move the needle on the trust meter more so than anything else. And I think that's a… that's a… that's… what's the word? I picture words in my head, and then I can't say them.
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Zach Forrest, PushPress: Poignant?
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Zach Forrest, PushPress: Is that… is that the right… is that the right word? Do you guys know what I'm talking about? I don't know. K.
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Graciano Rubio: Yeah, I think it's just.
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Zach Forrest, PushPress: I mean, you.
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Graciano Rubio: At least close.
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Zach Forrest, PushPress: Yeah, I'm close. All right. Zoe, so you told me that you started building your personal brand earlier in this year, correct?
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Zoey Miller: Correct.
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Zach Forrest, PushPress: And you said, "Hey, I'm going to kick this off. I'm going to do this." You were working with the social media, I don't know if it was social media manager was the title, but the staff member at Fit Society that handled social media. And was it the staff member that posed the 30-day challenge to you? Can you go over that? I remember you telling me about it and I thought it was super interesting.
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Zoey Miller: Yeah, so I had started, with, like, very sporadically posting on my page based off of the conversations that I had with the social media manager. Okay. And we were talking about, like, trends that I wanted to do that would…
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Zoey Miller: correlate with the gym. And, that's kind of how we got started on me
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Zoey Miller: kind of cross-posting, and then I saw this 30-day challenge come out, and I had always wanted to make my social media something that was more regular, more of a journal slash, brand creation slash,
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Zoey Miller: I guess, like, business platform for myself, in addition to anywhere that I was working. So, when…
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Zoey Miller: the… I saw this post from Stan's store, and it was, like, Dare to Post, and it said that we're gonna pay everybody that posts for 30 days, no matter what. As long as you post for 30 days, we're paying you.
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Zach Forrest, PushPress: That's kind of cool.
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Zoey Miller: Only thing is I didn't read the fine print and in the fine print it says all of your posts must be at least 10 seconds. Some of mine weren't, so I unfortunately disqualified myself within like the second day.
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Zach Forrest, PushPress: They do that on purpose, like, who reads the fine print? Come on.
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Zoey Miller: So, but it was just one of those things that I totally forgot, but I also,
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Zoey Miller: I was trying to see, like, just…
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Zoey Miller: what it would do. So I was like, you know what? Let's try it. And one of the things with it was…
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Zoey Miller: The post doesn't have to be perfect. It can be anything. Start developing, like, what your brand is, but also
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Zoey Miller: just post. So, I had just got done a, CrossFit competition, I had all this footage, and I didn't know what to do with it, because I was like, it feels so random to post, this feels weird,
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Zoey Miller: and started using it towards posting to, like, for my brand, and then I started to
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Zoey Miller: become more specific as far as, like, alright, I'm gonna start filming myself in the gym. I'm gonna get over the cringe feeling of having somebody see that I'm setting up a camera and filming myself in the gym, and I'm gonna start using that to my benefit, and I would…
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Zoey Miller: pick places that were intentional based off of, like, if they said Fit Society in the background, if they said our codes in the background, if they said our values in the background, to…
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Zoey Miller: kind of emphasize that, hey, I want to be a part of this type thing. And that's kind of where it started with the 30-day challenge.
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Zach Forrest, PushPress: That's cool. So, I mean, you kind of answered, well, you alluded to answering my next question, which was.
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Zach Forrest, PushPress: You… you do a phenomenal job. Like, I… Again, looking back at your feed and looking at, how you make your posts, I was just like, man, if… if… if a gym had five…
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Zach Forrest, PushPress: coaches, even like part-time or full-time, and they all posted like you about your workouts and being in the gym. I can't imagine that the gym wouldn't have tremendous or phenomenal visibility online. But very rarely are your posts…
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Zach Forrest, PushPress: explicitly about Fit Society or the gym. However, the gym is prominently displayed. So.
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Zach Forrest, PushPress: you do that intentionally? Do you do that, like, do you think about it before you start creating the content, or how do you craft that?
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Zoey Miller: So, yeah, I, kind of talked to you about this in the, like, initial conversation that we had that even, got us to this position, but…
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Zoey Miller: When I started with Fit Society, and even before I started, I'm like literally sitting in the interview and asking my now boss, hey, what are some of the things that y'all do? And he immediately cut me off and was like, no, no, no, it's we.
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Zoey Miller: And I was like, I don't even have the job yet, and you're already saying, like, it's we. So, it was that, like.
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Zoey Miller: we culture that, like, I might not have ownership in Fit Society, am not a…
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Zoey Miller: full-time W2 employee at Fit Society, but I am Fit Society, like…
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Zoey Miller: that's where the intentionality becomes, like, I don't want just a rig in the background. Like, if I'm posting something that has me working out in a gym, I want people to know this gym is Fit Society. I want people to see the brand in the background,
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Zoey Miller: So that they ask ques… like, so that they ask questions. I'm not just geotagging it for the geotag. Like, it is intentional based off of… it's in the video. I want people to…
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Zoey Miller: It to spark curiosity of, this place looks different, this place looks interesting, this place looks cool, this place looks clean, whatever it is that people are fixated on, like, I want them to be curious as
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Zoey Miller: I want to know where you're at.
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Zach Forrest, PushPress: That's interesting. Graciano, if one of your coaches came to you and said they wanted to do what Zoe was doing and start building a personal brand while, you know, prominently displaying CrossFit Valley View, do you feel like you'd have to have a certain discussion with them about, like, guidelines or rules, or what would you…
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Zach Forrest, PushPress: What would you want to discuss with them if they came to you and said, hey, this is something that I'm trying to do?
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Zach Forrest, PushPress: As an owner, as a gym owner, would you be concerned with anything.
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Graciano Rubio: My main concerns would be making the brand look cheap.
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Graciano Rubio: We had a discussion actually with all the coaches because we were talking a little bit about marketing strategy with everyone.
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Zach Forrest, PushPress: Mmh.
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Graciano Rubio: And the conversation is, we all need to be on board with this, of how we are presenting the gym and our services coaching. So when we talk about what we provide, that's the people here in this room.
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Graciano Rubio: How would they like to be presented when we, when we put the gym out there? And I think, and they said it in a few different ways, but it related to professionalism. It related to being knowledgeable. It related to them in terms of their expertise and their abilities.
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Graciano Rubio: So.
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Graciano Rubio: the big thing that I would… I would tell, any one of the coaches is they need… they need to not cheapen their services and make it look
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Graciano Rubio: like they're strictly a cheerleader for other people in terms of their coaching, that they're strictly the hype man.
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Graciano Rubio: That what they are providing is, coaching in terms of expertise.
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Graciano Rubio: that's what coaching looks like. It's someone who understands what you need to do and helps you to get it done, not just someone in the background yelling and cheering, and there's an element of that, it's obviously should, and should happen, and they're gonna show it.
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Graciano Rubio: But it shouldn't, it shouldn't all be just, we're strictly having fun here, we're all best friends.
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Zach Forrest, PushPress: Those are byproducts of the good training, of the good coaching, of the good leadership.
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Graciano Rubio: The only way that… the only way that we have
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Graciano Rubio: 5 year members and 10 year members is through expertise, because after 1 or 2 years.
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Graciano Rubio: You're going to have to. You're going to have to offer advice that is beyond just the basics of telling someone to squat lower and do this. You're going to get into an area where you got to break down movements a little more. You have to be able to come up with better strategies.
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Graciano Rubio: and in a lot of our goal review sessions you have to. You have to deliver a little bit of life advice of how we're going to keep you getting your foot in the door.
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Graciano Rubio: And so the big one would be, as long as they're not doing anything to cheapen the brand, as long as they're reinforcing that professionalism and that expertise, then I don't really care what they post.
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Zach Forrest, PushPress: That's pretty cool. So, it sounds like you need… you… you just have some very…
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Zach Forrest, PushPress: very, explicit, again, explicit cultural guidelines. Like, it's not guidelines on, like, this type of content, or that type of content, or even the voice. It's as long as, hey, we're within the confines of what we do as a business.
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Zach Forrest, PushPress: culturally, and I think, Zoe, you pretty much spoke to that when the owner, during the interview, even said, like, hey, it's not I, it's we. This is a team mentality here. So, I…
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Zach Forrest, PushPress: I would want every gym owner who's listening to this, if.
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Zach Forrest, PushPress: An employee comes to you, if a coach comes to you and they want to do this, first off, I would encourage it, but I would do what Graciano is doing and I would talk about, okay, cool, here are the edges of the lane that you would be able to operate within and still have me as the business owner feel good about what you're putting out.
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Zach Forrest, PushPress: And so, I think that's a smart play. Do you… beyond a discussion, do you think there's anything… and actually, Zoe, tell me if this… if this happened, was there anything in writing that happened?
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Zoey Miller: between…
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Zach Forrest, PushPress: I'm in the gy.
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Zoey Miller: It has gotten to that point, but not initially. Initially, it was…
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Zoey Miller: Kind of that I just, I wanted to start doing it. I was going to post for myself. So I was like, you know what? It's always been a team mentality. It's always been a we before me mentality that I was like, if I'm posting for myself, I want everyone to know just.
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Zoey Miller: just as much that not only does my identity lie in Coach Zoe Miller, but it also lies in Coach at Fit Society.
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Zach Forrest, PushPress: I love that. Yeah, that's great. I'm stealing all this because you've said that. It's we, it's we before me, and our affiliate name is Work Ethic CrossFit, so work ethic, like, we CrossFit, that's why I like it. I'm stealing all that they just said. Cool. If you left Fit Society tomorrow or next week.
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Zach Forrest, PushPress: and took your phone with you? What would they lose that they would not be able to replace with paid ads? Like, how do you feel like that would affect
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Zach Forrest, PushPress: Fit society as the gym, as the business, as the community.
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Zoey Miller: So you know, you sent me this question and I have been racking my brain on it because,
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Zoey Miller: In a metrics.
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Zoey Miller: Nothing. They lose nothing.
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Zoey Miller: They lose nothing by losing me and my followers, or anything from it that they can't get from paid ads. Because the paid ads can do double what organic reach can do.
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Zoey Miller: Me personally, as a coach for Fit Society and the community itself, there are some things to state for that, as far as, like, the loss of
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Zoey Miller: A coach that really cares, a coach that is very passionate behind it, a coach that does, wear it as her identity, a coach that is very much implemented in the community, and,
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Zoey Miller: kind of strives to be relatable to the community as well as an authority figure in the community. So a lot of my content is
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Zoey Miller: Not only, hey, I'm your coach and I'm a professional and I'm somebody who knows what they're talking about on an education standpoint and even as like a coach. But I'm also an athlete too, and I just as much as you have gone through the same challenges and obstacles and have overcome adversity that you might have hit and the.
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Zoey Miller: Basically, the challenges that they face, whether it's mental, physical injury, whatever it may be.
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Zoey Miller: I've been there, too, and that's kind of what my content
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Zoey Miller: explains. It kind of tries to target those people that it's like, hey, you don't have to be a superhuman to be a coach. You don't have to be a superhuman to be an athlete. These are all ways that you can overcome it. There's a lot of mental capacity to it. It's a big mindset thing. A lot of the things that I like to teach in
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Zoey Miller: even my personal training is mindset first. Make a reason. You have to have an emotional hot button with it. You have to have an emotional reason why you're doing this in the first place. An objective ultimately is nothing without a vision.
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Zach Forrest, PushPress: So…
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Zach Forrest, PushPress: It's like I'm hearing you talk about this and I'm just, I'm drawing all these parallels and connecting dots. You're right, it might, and I would know, but it might not change the metrics. But what it would change is credibility, visibility and trust.
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Zach Forrest, PushPress: And everything that you're talking about at being the authority, being the leader, being the athlete, and being relatable, right? That's all of those things. So the more staff, the more coaches that a given gym or a given business has,
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Zach Forrest, PushPress: building those personal brands, in my eyes, it's a vote of confidence in the business. It's a vote of confidence for anybody that's looking at the gym.
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Zach Forrest, PushPress: obviously, for anyone looking at the trainer, and it's the same thing that Graciano was talking about. It's the content that is relatable, that is empathetic and understood by the people that are looking to sign up at your gym. It's like that because
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Zach Forrest, PushPress: of its ability to build trust. And I think…
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Zach Forrest, PushPress: that even though we may not be able to measure it in the exact metrics, I think that's one of the reasons why marketing in general for most gyms.
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Zach Forrest, PushPress: is the final piece of the puzzle that nobody has really been able to solve. Other than throwing thousands and thousands of dollars at, like, paid advertising and other marketing channels.
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Zach Forrest, PushPress: because it is a human enigma, I think we have to go back to our brands and our social media presence, building trust and credibility. And we have to be okay with the fact that we can't just measure
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Zach Forrest, PushPress: That impact explicitly in a single number.
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Zach Forrest, PushPress: We can… we can observe it in behavior, though, so that's kind of cool.
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Zach Forrest, PushPress: Real quick, I know we're running late on time, and we're running slightly behind, but if anybody has any questions, feel free to throw that in to the chat, and I'll pull them up. But, Zoe, if a coach just wanted to start, or if an owner even wanted to start, or if an owner wanted to coach up one of their staff members, is there a quick, easy way to start doing content consistently?
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Zoey Miller: Yeah, so I just started with, I kind of typed in my niche into the discovery feed.
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Zoey Miller: was looking at different personal trainers, what their brands were about, and I found templates, and I just saved a whole bunch of templates in my edits app, and I go in there, and I put my own videos, and I'll edit the text
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Zoey Miller: To relate, based off of
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Zoey Miller: what it is for me and how it speaks to me personally. And then it's… the audio's already on the template.
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Zoey Miller: the words are already on the template, you… the thing you can edit with the words is the font, so it makes it super simple.
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Zoey Miller: you can edit the font so that it's based off of you, you can edit the filters so that you have a, like, theme for your page, but having the audio already on there, you don't have to worry about finding a trending audio, it's already on there for you. Basically, all you have to do is go in and just add the clips, and that can be as simple as
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Zoey Miller: doing a certain workout in a gym, sitting there typing on your computer, B-roll, for you, like, cooking a meal or something. It just depends on, like, what the…
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Zoey Miller: theme is behind the template, but I would say, like, that's where, Graciano's point of the authenticity comes into play. It's like, this template is great, but somebody's gonna scroll right past it if you take the template from
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Zoey Miller: Molly…
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Zach Forrest, PushPress: Same thing everywhere.
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Zoey Miller: Yes.
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Zach Forrest, PushPress: been doing.
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Zoey Miller: Yeah, it's like you take it from Molly Runs and you put yourself running on it. It's like, okay, you didn't really target anybody different than they're targeting. So, that's where you have to add your own flair, your own…
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Zoey Miller: kind of flavor to it, to make it authentic to you, as well as the brand. Like, let's say I wanted it Fit Society-specific, I would put in somewhere in the text very community-focused, very,
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Zoey Miller: play over work. Like, we work, play, and achieve. Like, those are our… that's the code we live by. So, it's… it's a thing that we do. So, how do… showing that play, but also showing that it's our work at the same time.
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Zach Forrest, PushPress: Is that a Fit Society thing? Is that.
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Zoey Miller: Yeah, that'.
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Zoey Miller: I didn'.
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Zach Forrest, PushPress: Okay, so I like that, taking their phrasing, and implementing that into your stuff. I like that a lot.
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Zach Forrest, PushPress: Guys and gals, this has been great. I really appreciate it. This is all we got for today. Graciano, Zoe, thank you so much for giving us your time. I really appreciate this. This has been very, very enlightening. Owners, if you are leaving with one thing, let it be this.
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Zach Forrest, PushPress: The most powerful marketing tool you have is it's already with you. It's free. It's basically you. So start there. Be authentic. Don't be afraid to just start with either a 30 day challenge or templates or just clips of you doing things that you think you don't have to know. You just have to think.
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Zach Forrest, PushPress: that people might appreciate knowing about you, or learning about you, learning from you. Just start there.
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Zach Forrest, PushPress: In the future, coming up in a couple weeks, we do have another webinar. We're going to be sending out invites for our July 30th, and the topic is AI. I know, Graciano, you spoke to a phenomenal point about leveraging AI to come up with
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Zach Forrest, PushPress: that Father's Day… it was the Father's Day video, right? I'm gonna… I'm gonna go back and listen to that and steal that SOP. It sounded like you laid out, like, the framework for making that very easy. And we're gonna be talking about some of those things, those tactics, from 3 other gym owners on July 30th, same time.
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Zach Forrest, PushPress: Same place. So be on the lookout for that invite. Zoe, Graciano, thank you so much. Really appreciate it. Everyone else?
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Zach Forrest, PushPress: Thanks for coming out, we'll talk to you guys next time.
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