There’s a difference between smart marketing and flat-out lying. And in the fitness industry, that line gets crossed way too often.

In this episode, Tim and Randy call out the rise of shady sales tactics – fake contests, fake scarcity, and scripted urgency plays. 

Most of the time, these moves come from a place of desperation, not strategy. Business owners backed into a corner start crossing lines they normally wouldn’t, assuming their prospects won’t notice or care.

And sure, some of this BS “works.” But at what cost?

These shortcuts don’t just lack integrity – they undercut long-term success. When the sale starts with a lie, trust is already broken. And without trust, retention, referrals, and your reputation all take a hit.

Tim and Randy offer a better approach: integrity-based selling that builds loyalty, delivers real results, and creates a brand people actually believe in.

If you’re in this for the long game, it starts with telling the truth.

Tune in and take a hard look at how you’re showing up.

Key Takeaways: 

• Intro (00:00)
• Growth Summit in Nashville (00:48)
• Issue with manipulative sales tactics in fitness (02:30)
• Example of fake urgency from real estate influencer (03:59)
• Fake contest tactic shared by gym client (05:00)
• The rise and fall of the six-week fitness challenge (06:32)
• Why desperation leads to manipulation in business (10:00)
• Real-life example of a high-integrity sales call (11:49)
• Avoiding sales when the client isn’t ready (13:45)
• Fitness industry’s reputation problem and its root causes (17:32)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call  

- Stop the summer slump before it starts - slash membership freezes by 50%   

- A tool for deciding on new gym services – 5-Question Matrix 

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program

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