Matt Boyles Speaks With Chris Lynton About How He Built His Successful Online Fitness Biz
Chris
Hey guys, Chris Lynton here, from Tribe Fit, and on the other line, we’ve got someone from pretty much the opposite end of the globe in sunny, beautiful, London town, Matt. How are you buddy?
Matt
Yeah, very well, thanks, Chris. Good to see you today.
Chris
You too, Matt, you too, and I guess first and foremost before we jump into it, Matt, I know this is a slightly different structure to some of the interviews I do, but I was thinking it might be cool to talk about the end result first and then jump back to the start, and the journey, just so people can kinda get an idea of, I guess, a little bit about yourself, of where you are and then I guess the journey. So, first and foremost I guess, Matt, so, can you tell us a little bit about what you do now, what your results, how many clients you’ve got, what sort of your cash flow at the moment and all that sort of stuff?
Matt
Yeah. So, I'm 8 months since formal launch after completing, well, no, I say after starting the Tribe Fit Program and July was amazing for me, so, best month yet, in fact, and it’s gone a steady start and then after three months so, April basically onwards, has been a significant jump up from where I thought I’d be and stay there, and it’s steadily increasing to and that was all without any advertising too, that was all just three techniques that you guys taught me: focusing on social media, focusing on growing following, finding the right people, knowing where they are, how to speak with getting the right offer. So, now up to, well, in terms of the length of time, I’ve worked with more than, I’m coming up to 60 guys now. It’s amazing. And, all of my top tier program, my 12 week program which is 500 or 600 quid/
Chris
/Quid is British pound just for anyone that doesn't understand that.
Matt
Oh yeah, yes. It’s Brit Sterling. And, it's just so far ahead of where I thought I'd be at this time, I had, I guess fairly timid initial target, just because I didn’t know what to expect, and before I worked with you guys, I had worked with someone else who would promptly, actually his course was exactly the same price as yours but, and he was local as well, literally just down the road from me, a few miles away, but it turns that it wasn't a course and it all ended up with a crappy website, and a subscription to a software platform I didn't need, and then he just disappeared, so I was like, oh, right, so now what. And then, you guys came along with your amazing targeting and found me and I was like, well, at least they know what they are talking about in terms of finding the right people because I was looking to obviously start an online Fitness business, and that was the end of last year. And, took you from there and then, like, I stay. So, Revenue cash flow better, obviously, better than and I was a, I still am a face-to-face trainer but with the success of all I’ve done over the last 8 months, I’ve been able to cut my face-to-face hours and which, obviously we’ve had an amazing summer in the UK, it’s been this heat wave, 30° degrees, which we are not used to, but and so, in the summer it's lovely been, I'm an outdoor personal trainer so I work in the Parks, London, but winters not always is nice, so actually, this is giving me the chance to cut down on face-to-face clients and not be in November, this year, shivering under a tree while it's raining and -2. So, it's the freedom that the success of tribe fit, my success with tribe fit has all been.
Chris
Beautiful, Matt, that’s fantastic and especially as the, is that, I guess, the temperature drops it's gonna definitely, as you said, not be freezing in the park and then obviously having the ups and downs of clients due the, you know, cold weathers and things and pulling out and all that stuff, and I guess in terms of yourself now, still have the face-to-face, cutting back the face-to-face, what percentage, I guess income wise, are you at the moment online versus face-to-face, at the moment?
Matt
So, face-to-face is now just pretty much a quarter maybe, maybe a third of my income, monthly income, and online growing massively and overtaking that, month by month. So, last month it was a quarter face-to-face and three quarters from online and, like I said, more than I’ve ever earned monthly from when I was just a face-to-face, when I was starting off over the last few months, so, yeah, best month ever.
Chris
Fantastic, man. I know every single month myself and, obviously, myself and Matt chat regularly, but every single month, I genuinely get at the end of the month a message from Matt saying: “hey, a new record for the month”, it’s kinda been like clockwork every month or months, it’s been fantastic to work with you on that and see I guess the successes that you getting, the growth that continue, a predictable and consistent growth, and really hats off to you, Matt, you have done the work and you, you know, you reaping the rewards and really helping a hell of a lot of people on the process which is, you know, what I always call the perfect circle if you can make money, have fun, enjoy life while helping people and impacting lives, it’s kind of like you know the two perfect sort of things coming together, if that makes sense.
Matt
Yeah, absolutely. And that every now and then I have, I guess it's a British thing to be like “Oh, should I be this successful, should I be buying this freedom” and then you remember, you get all these amazing emails from people saying “Oh, I'm so happy, I'm fitting back into clothes again”, “I’ve got confidence again”, “Someone complimented me at work” or “I'm sleeping better” or “I’ve got high sex drive” or “my skin is better” or “my IBS is better”, and I’m like, of course, this is mine, all these people, and then they start talking about you online, which is even more exciting as well. An even, what’s started to happen recently, people I’ve never even work with are talking about me, so someone on, let’s say Twitter, might say I'm looking for a trainer and someone else say you should Matt from fitter you London, an I’m like, who are these people, it’s great, I mean, keep doing it
Chris
It’s fantastic, man. it's a snowball then and the movement I guess, so pretty much, I guess near to go back to the start a little bit, so, you were face-to-face trainer solely, like you said, you reached out, you had a different coach, we had a chat and I guess could you give a little bit of insight in regards to, I guess, your niche, where you're kind of started off on when we first started chatting and then thoroughly kind of, I guess, the journey from the start to I guess where you are now.
Matt
Yes, absolutely. I guess, so, I’ve been a face-to-face trainer for about 6 years now and was about a year ago, I’ve started thinking about doing something like this, creating an online training program, and I guess, whatever you think of Joe Wix in the body coach, he is allowed people like me, his successes are legitimized me to have an online training business cause it explains how it works to everyone out there. And so, and also, I mean, I was successful in terms of numbers of face-to-face training clients, like, one week I did 30 hours, so, after 30 hours I’ve got to see people in the park, I’m also gonna drive to them, most in the nearby but, you know, all adds up, you know, like, preparation beforehand in any other servicing they need, so, I was working a lot of hours, but with that I could only, I had the realization that I'm doing okay but A I’m knackered and B I can only earn as much money as there are hours that I'm seeing people, I'm selling my time for money, so was that mindset shift of wanting to get out of that and see what was possible, basically, beyond just being here selling my time for money. So, I started to look around and do a bit of research about what was out there, and then most of the online training, not most, I’d say 90, let’s say all, all of the online training programs out there just seemed to be: Here is your workouts, here is your nutrition, go away. And, I was like, well, I think there is space to something it’s a bit more personalized, has a bit more me in it to give a bit more accountability, make it stick a bit more. So, suddenly, I was thinking about what that would look like and what would be in it, more than just workout and nutrition, and then came across to this coach who seemed to know what he was talking about, talked a good talk, it was like, “I have these people that are 21 and under”, and then a young me, a year ago, was like: “oh, that sounds great”. So, I ended up without really knowing any proof that he had made this happen, and maybe he had, I don’t know, but then working with me, all he wanted us to do was like the basic technical side of things, so the website, the software provider, and I had an idea that I wanted to work with gay guys, coming from myself being gay as well and understanding that market, and realizing that actually we’ve never had a specific fitness offering, a sprint fitness solution, everything just been given a one-size-fits-all solution from the generic fitness industry. And, that was like when I had a light bulb moment of “actually, this is a great idea”, it’s a completely, technically, untapped niche, people feeling neglected on, not feeling that they have something unique to them. So, that was when I saw the wheel starts to turning on that, all while working with this other guy and not keep being happy, so, ended up he kind disappeared and I set that off, and then you popped up. Your little face doing that free webinar and so, I signed up for watch that 90 minutes of good share, free content, basically.
Chris
Gold, 55 minutes of pure gold, Matt.
Matt
It was, and I was watching an thinking what A, like I said, you guys found me so, you're targeting with Facebook ads, that was really good and, like, you told me as well, in the webinar there was so much good stuff, completely giving away for free, I was like scribbling, you know, and then, so, that realization that, well, if they given this away, their paid stuff must be brilliant. And then, then we started to chat, I had a chat with you, and then was the sort of the understanding that’s there was so much more than just make “Oh, I will make your website and an your email campaign”, the whole service on it from day one, understanding your target market, which has been absolutely crucial for anyone else starting out there, I said, I tell it to everyone, nail your niche, if haven’t got that, you might as well just be shouting into the boid cause you won’t be heard by the right people and it won’t resonate. Nail your niche, find out who you wanna speak with, learn as much about them as possible, so, like I do, I did a pen portrait, so I know their age, where they live, if they’ve got pets, what they do for living, where they go on holidays, how much they earn, their favorite TV show and as much, we are preaching to the choir here, as much as detail as possible. I'm whether hangout online, and help speak with them and then you, and then your amazing, so super simple, but your amazing social media techniques. And, because before I started, I was like, I thought social media was dead in terms of too many people were just shouting and no one was being heard, but, as you taught, and as I now know, like I said, if you find the right people in the right place with the right offer, you cut through, and you resonate, and it works, and it is amazingly powerful free tool. So, just cracking on with that and, like I tell my clients, trust the process and that was what I have to keep telling myself cause I can be a bit Jump around, I’ve done that to go there, but you guys layed it out so beautifully, so methodically, do module to module, follow these videos, download this, follow those, fill that in, get back to us, than do module two, and it just you won’t see through it in the most straightforward easy to understand way, everything is applicable in the real world, and everything bloody works. So, I did it, I followed the course and, because me being me I missed out some things that I wasn't sure that were relevant, and then actually when you finish it and you go back on why didn’t I do that, so I'm still actually, as we talked about, just getting my free giveaway funnel up and running as well to complement the main one, but it's just go, it’s worth it. So, I’ve made the first course back in the second month of launch and obviously now, I make that back, and I just loved and it has changed. I’ve kept good cry motion, it’s changed my life, changed obviously how I do business, changed the number of people I can help and work with and just changed my prospects, well, and what, and I have this sort of clarity of vision now, that I can just see this working and growing and helping more people, and growing my sphere of influence, and it's just amazing, and I just adore, and I will forever be grateful.
Chris
I appreciate all the kind words, Mat, I really do, and hats off to you on one thing, anyone listening to this, one thing that I’m, you know, a really really proponed for, really really proud, not just the success Matt’s had, not just what it’s been able to do to with his life and the people that he's been able to help, is the mindset, the aspect of wanting to impact and help lots of lives, Matt, also gives back to the community in a lot of ways, and for me, you know, once again going back to if you can make money, if you can have the life of your dreams and enjoy it, and have passion, and build your business and so at the same time helping and giving back to people and really impact in the world, that’s what it's really all about and that’s I guess what we are here for.
Matt
Absolutely. Yeah. I mean, I don’t like to talk about my charity work but I do give 10% to charity as well, every month. Just because, and that was something that wasn´t possible before as well, but it was just something that I wanted to do be able to do and fits with my fingers now
Chris
Well, I love it, I love it. So, pretty much 60 clients today, they were about just shy of 600 pound a program, I think it was five hundred and something
Matt
Five hundred or six, depends how much they pay, upfront or weekly, yeah, five hundred or six hundred.
Chris
Beautiful, matt, so, you know, they are about 30-35 thousand pound if I can do my math correctly off the top my head, probably, rounding it down to round numbers, but that's phenomenal, that's fantastic, I know we’ve been talking about your advertising, you’ve got your advertising often racing at the moment and you’ve recently been able to, you know, pretty much reduce the cost I think by about four fold and that’s really, that next step, that next level of taking everything in the corner of that rocket ship to scaling, so, if there is anyone who was in a similar situation to yourself, when you started thinking about getting online or were online, but having little bit, you know, struggling, a lit bit to try and get it to work and scale, what would your words of wisdom or advice be for them?
Matt
Hm, absolutely work out with you want to work with first of all, and make it as granular and small and target as possible. So, don’t just say guys, guys looking to lose weight, but be like where do they live, how old are they, what industry they work in, something as specific as that, the more specific that you can be the more you can target someone and, like, they will feel that you understand them, if you can say: “You work in sales and you’re overweight, and you drive 200 miles a week”, for example, so, something like that, and then, oh, God, this will sound like a script, have a chat with you guys, see if Tribe Fit is right for them, quick answer, it will be, and just buy the bullet. It’s not expensive at all your cost in terms of value that you give and the continuous support you offer, and the group as well, the private group you guys have is really useful, just to be able to share our ideas and the weekly, well, the regular live sessions answering those is really useful, so, like, yes, you sign up and it’s 8 week longer course but the ongoing support and value from you guys is just, mind blowing, how much, again, it’s not like how much me I want to put into my course, is how much you want to put into your course, and it just, make such a difference from everything else out there, from all the other Charlatans selling snake oil, you guys just are real.
Chris
Yeah, Matt, I really appreciate that. That actually brought up one other thing I was going pick your brain a bit and I totally forgot about, so, sales, one thing that I regularly get from Matt is a bit of an update on how he is going regards to his conversions of people reaching out, applying to become and client of his, you know, I generally say to people, you know, percentages of where you should go, you really should never be at a hundred percent conversion because there's always going to be someone that comes through that you will say to them “Hey, I don’t think it’s a fit” but, Matt, I guess from your perspective and I hope you don’t get offended of me saying that, Matt, is my brother
Matt
No, just, oh, it’s just a very Australian thing to do but I love it. Carry on.
Chris
So, were you at an absolute gun at sales before we chatted and what are your stats now?
Matt
No, I wasn’t, I mean, I can talk to anyone pretty much,, but I didn't have the specific technique and also, actually something else that I didn’t mention, so, when I kind of had, well not I kind of, I had a lower tier, a lower value product when we started that I have made myself, and I only have the confidence to sell that because, which was a hundred, actually at the time was 90 pounds, so I was like, “oh, do I have this sort of confidence to sell a more expensive one”, at the time I didn't have that, working with you guys, learning awesome sales script techniques on how to speak with people, to get them on your side, to kind of just to understand what the benefits they'll be getting as well, and now, I feel like I do, I close, not not feel, I close like 75% of the calls I get, so if I can get someone on the phone, I'm pretty confident, I'm going to make a sale, just because, but also I guess everything I've done up to that point as well, so, my personality and presence online is the same everywhere you go, so whether you come to the website, whether you see me on Twitter or Instagram, I don’t shy away from putting my personality out there and again, just, you just stand out, and people know what they are getting, I'm completely upfront and honest, and give away everything as well, like you said. So, we will tell people precisely how the program works and give them popped over it all the way through cross social media and, I guess it is and although which the sales thing I could always improve so, is practicing and listening back to what you’ve done and seeing, even if you think about, “oh, maybe they have doubt and maybe, whatever, I should have said differently”, but, yeah, I’m obviously very proud of that stats as well.
Chris
It’s absolutely phenomenal and now I'm pretty sure, It would have been a month or two ago, or maybe even longer, our sales script and it’s rocks, it’s been tested and tried, and it works really really well, it’s a very step by step process on how to not devalue yourself on a phone call, which is what a lot of people do and the unfortunate aspect of that, but it rocks, if you are not fantastic, you follow it, you will get much much better but, once you become familiar with it, once you get into the flow and you can rework and put your own personality in the some of the words, that's where the real power comes from. And, I know, Matt, you mentioned now that you've had the script, you had the skeleton structure to go for and that put you through the first few calls, and the flow, now you've been able to add your own little personality to that, it's kind of taking it to that next level. So, that’s, I guess anyone listening to it, if you fell you are not great on calls or whatever it is, having that skeleton script is fantastic cause it stops you from going off the path but once you get comfortable with it, once you've done a few, you should know the flow kind of by heart and by adding your own personality too, it takes it to that next level. So, Matt, that's all for now, I know, I remember we talked about and it was just something on top of mind I wanted to drop in, but, look, is there anything else, we’ve talked a hell of a lot on the course so far, Matt, I appreciated buddy, but is there anything else, any other words of wisdom or any other, I guess, one line that you would give to going back, you know, if you were to speak to yourself a few years, you know, what would you say to yourself?
Matt
I would say shop around for who I wanted to work with a bit more, rather than just go with the first person, and just crack on with it, basically, there is no point, just have the confidence. I knew I had a good Niche, it was just, I didn’t know how to get to them, so, just have the conf…have the confidence to know that you can, anyone can build an online Fitness business, and then find someone like Tribe Fit to just, I’m very much, I like to be sure in how to do things and that's very much how your course works, some people might feel happy of studying and because everything is out there, but you just have to get up and you walk through how it works, step by step, and that really is very much how I like to learn and how I like to proceed. So, it just the sky is aligned basically and when I saw your ad and the webinar, and if you see it out there, give the webinar a watch, give the ad a read and see if it’s right for you.
Chris
Beautiful, Matt, beautiful, fantastic. Well, look, I guess to finish it up today, Matt, if there is anyone watching this video and they want to check out more about you, they want to potentially become a client of yours and get help from you to transform their lives, transform their body as you do make, what would they do, where would they go to find out more about yourself?
Matt
So, Fitteryoulondon is my handle across all social media platforms and fitterconfident you.net is the website, where you get to all of my training programs and you can read a bit more, book a free call and we'll take it from there.
Chris
Fantastic, guys, if you are getting a coach yourself, this is obviously not for those that are just looking to build their own business but if you are looking to get a coach, there is no one better than Matt, so you can’t look past him, check him out to reach out to him, he is a fantastic bloke, a really good guy and if you're anywhere in the world… he's got a better mustache than me so…on that basis definitely go with him, anyways, that's it from us today, guys. Matt, I appreciate your time, I appreciated getting up early for it, looks like it's nice and warm there in Good Old London Town and probably a bit warmer than Sidney, even though it’s not too bad today, anyways, that’s it from us guys, all the best, Matt, thanks once again.
Matt
Thanks Chris.
Chris
Cheers.
