Ep 04 | Kobi Noiman (Building your brand)

Kobi Noiman on Building your branding

On Ep.4 of the podcast Kobi Noiman from Brooklyn NYC joins us.

We get into some personal stories and topics that are definitely worth listening to:

🎙️: The dark side of the fitness industry that no one talks about 
🎙️: Teachings and philosophies from his book written to help in successfully building your brand
🎙️: Challenges of operating a gym in Brooklyn for the last decade
🎙️: Real advice from someone who has seen all

Check him out: www.instagram.com/kobifitness

More details can be found at:

Youtube Link: https://www.youtube.com/watch?v=rpJ_nbR84mc

Transcription Notes:

(00:05) It’s an industry that I generally love. I have a passion for I. I eat sleep. I live for fitness. No, you need to be obsessed. We need to wake up. Think about it. We need to go to bed. Think about your clients. Think about your progress. Think about what you can do better, genuinely like. Just be like patient and take the time like that. that like you’ve got to take it own it in the right steps. You’ve got to know what you do in person before you go in like I don’t like to talk about fear. The fear is is usually something that makes your worries real.

(00:34) You are listening to the coaching ignited show where we bring you stories and insights from coaches, fitness professionals and industry experts to help you expand your business and reach your goals. If you’re a new listener. Thanks for joining us. My name is Alex Povey. You can subscribe to the podcast on all your favorite apps including Spotify and iTunes. The coaching dated movement is on a mission to help coaches and personal trainers increased ourselves and reach their full potential. If you wanted to find out more, please head over to coaching ignited.com and if you wanted to connect with us on social media, all the details can be found in the show notes. Now let’s get into today’s show. So this is episode

(01:16) four of the coaching ignited podcast. And today we’ve got a special gas from across the pond, Coby Noiman has been in the industry for 18 years and he has owned a gym in Brooklyn, New York for the last decade. He’s also published a book called working out in a city that works you out a perfect guide to fitness where he shares his philosophy to succeeding in the fitness industry. And his slogan is fitness is not a luxury, it’s a necessity. So welcome to the show. Coby. I really appreciate you being here today.

(01:46) Thank you so much for having me. It’s a pleasure and honor to be able to speak about the fitness industry.

(01:52) Awesome. So let’s just kick stuff off of that. Let’s just go back to how you got started and, uh, where your journey began in the fitness industry.

(02:00) Uh, I’ve been in the industry since about, I’m 18 years old. I’m at 37 years of age now. I was playing around in the gym, you know, getting a good physique, looking good for the girls. Uh, I started competing at an early age in my early twenties and it led me all through opening up a gym, you know, with my college education. I did a little bit of law school and I, I think I found my passion and my true drive, which has fitness.

(02:30) Awesome. So like, did you, did you start by going into personal training or did you start out saying up the gym? Like, which was first?

(02:40) Well, you know, uh, I was always in the gym, so I always used to train a bunch of my buddies, a bunch of guys, a bunch of girls, really not to make a living, just to kind of just, you know, explore the venues and at the same token get to work out, you know, multiple times a day. And I knew in the back of my mind that one day I would evolve into this phenomenal trainer and open up a place and 11 years in the making, um, situated in Brooklyn, New York, my hometown, and I have a beautiful facility, 2000 square feet, fully loaded, fully stock dumbbells from five pounds to 150 pounds, life fitness equipment, treadmill, rowing machines, assault bikes, uh, and the industry just evolved then and I’m just adapting every day.

(03:31) So it sounds like you’ve gone awesome, Jim. You’ve got an awesome set up like over there. But what, I mean, what’s it like running a gym in, in Brooklyn? Well, what, what’s it like day to day?

(03:40) Uh, dirty vial, a cutthroat competitive, but at the same token, extremely gratifying. Extremely liberating, extremely, you know, fulfilling. You know, the good comes with the bad and the bad comes with the good and it keeps me on my toes every single day.

Speaker 4: (04:06)
Let’s rewind a second light. Let’s talk about that. That dark side that you’re talking about. I was pretty shocked when he said that. So let, let’s go back. Less on earth. Like what you mean by that?

(04:18) Uh, well competitive. I mean fitness has, you know, revolutionized and has, you know, it’s been on the forefront of, of of some so many years. Everybody, today’s industry wants to be a fitness trainer or a health coach, a nutritionist, uh, uh, you name it. I mean it’s, it’s, it’s across the board and it keeps me on my toes because I have competitors. I have people that used to work for me that opened up gyms literally, literally to two stores down from me, one down the block from me. The dark side is 11 years ago when I first started, I was maybe one of two gyms in the, in the, in the mile radius where fast forward to today there was about seven to eight gyms within a four block radius from my gym. Jesus. Crazy. Oh yeah. It definitely, it definitely makes me become a workaholic and it definitely doesn’t leave me much time to play where I have to constantly be on guard, constantly be working, constantly be competing, constantly be grinding.

(05:28) Does that stress you out? How’d you, how’d you feel on a day to day basis with, with all that going on, knowing that you’re just defending your fault, basically your gym every day?

(05:37) Well, it stresses me out because, you know, I, I get nervous just because I don’t know what’s waiting for me on a day to day basis. But at the same token, it keeps me motivated. It keeps me inspired to just be better, to just be more prominent and a bigger stapled in the industry. So it has good because the competition really makes me hungry.

(06:01) Hmm.

(06:03) Well what, I mean, what do you think’s capture alive so long in such a competitive market because you’ve got loads of different people in a, in a, in a small space, competing for clients, compete, competing for memberships. Like how have you lasted so long? How have you lasted a decade in the same place?

(06:20) Well, I say to myself, I know I’m doing something right for being in this business for so long because Gym’s today’s days they, they closed and they, they open and they close facet than they open. Just because, uh, trainers take day clients for granted. Some trainers just don’t really know what they’re doing. They don’t know the backside to it. This industry is a lot more than just nice arms and, and, and, and, and a good body. I mean, I’ve been blessed to be able to work out and maintain a physique at 37 years old. But at the same token, I’ve really understood the logistics and, and, and uh, I guess what you want to call it, behind the scenes of the fitness industry, I would call it maybe like the, like the black market where you don’t learn about this in the books that we read. You don’t learn about this in the certification pamphlets, seminars that you take, kinseology classes, physiology classes, nobody could teach you this. This is something that you just need to learn on your own. And it’s, and it’s dirty. It’s, it, it threw me into the lion’s den. And, and for a minute I was, I was being eaten alive. And

(07:30) I think the basic thing to it in my first principle of the book I wrote is adaptation and evolution. You know, you just have to adapt and evolve to the, to the situation and to the environment that you’re placed in.

(07:46) Okay. So like is is your environment sort of led you down the path of buying a book or did you always want to write a book? Like how did that sort of manifest itself?

(07:58) Well, the book that you previously mentioned working out in a city that works you out was my first book. It was more actually of uh, uh, of fitness book in terms of exercises. Fast forward to a year ago I published another book that I haven’t really announced yet or got a chance to a market yet and that’s called the 12 foundations of a successful personal trainers. And that is the nitty gritty the behind the scenes I developed 12 rules or principles or foundations that I think make a trainer and a gym owner last in the industry for so long. And I’ll speak about some of those principles. Yeah.

(08:40) At least I’m sure the lift and the subscribers to this particular podcast, we’ll find that stuff super, super relevant. And I’d love to, to hear some of the samples from inside the box or can you give us some, some tasters? Absolutely salt.

(08:55) I deal with my business with experience, so when I talk it’s from everything that I have either experience or tried. I’ve been in the industry for so long. I’ve been, you know, gifted to trained with David, brought in a New York sports club, Equinox. I was a tier three trainer when they first opened. I worked in many small private studios. I worked with some famous athletes, I worked with some famous models and I got to understand what the, what the backside is personal training. Because like I said, it’s a lot more than just meeting your client for an hour, you know, exchanging some routines, maybe asking him or her how they day is and going on your business. There’s a lot more that I think as a trainer and as a gym owner, people need to understand. And I think the book that I wrote touches on this subject really well.

(09:50) And I also think that it’s a good book for all personal trainers to read. And the reason I say this is we deal with the Egotistic, narcissistic, you know, environment. We’re all about ourselves. We take pride in our physiques, in the way we look and the way we eat and the way we do our Instagram in the selfies that we take and the pictures we promote. So nobody could really tell you that you’re bad cause in your eyes you’re good because of the whole vanity side to it. Yeah, yeah, totally. So when I talked to a lot of trainers and I tried to school them and teach him, Brooklyn, Brooklyn trainers don’t want to, don’t want to hear from you because it’s a, it’s a quick environment. It’s, it’s, it’s, it’s competitive. There’s a lot of clients for so many different trainers. Uh, my objective is to be longevity.

(10:47) I want to be in this industry for the next 20, 30 years. I’m a long term, um, uh, I believe in running the marathon for the long haul. This is my retirement plan. This is all I know. I only know fitness at this point in my life. So I need to sustain, I need to maintain. And I need to be on top no matter what. So for me it’s not that short term, quick buck feel good, look good and good luck trying to get another client. I develop these principles on everything that I have been through. Like I said, the first principle is evolving and adapting, adapting to the environment you placed in, meaning the gym you work in, what does it have, what does it do? What could you do with it? Uh, adapting to your clients. Maybe your clients needs some special needs. It’s not all about what you think, you know, it’s about what the client really needs. And that takes a lot of years to just understand that. So what would you say like based on some of those principles to like new trainers coming into the industry who don’t have a ton

(11:54) of experience, who don’t have that intuition yet, who’ve not like perfected their craft, they’re just starting out. Like what would, what would you say to those people?

(12:03) So I had a new trainers every so often and I, uh, I like to kind of let them shadow me just so they get a glimpse because I, in my gym, we go through about 40 to 50 clients a day. We do high volume, uh, we get the client in and we get them out. But the first rule I would like to touch on is the law of unemployment. People need to understand as personal trainers, we are unemployed on a daily basis. I wake up every morning unemployed until I confirm and get confirmations from clients. That’s a very, very important rule because that kind of keeps you on the, you know, on the edge of your seat. Uh, it keeps you in constant contact with the client and it keeps you humble because some days you think you have 50 clients and 49 cancel. So that law of unemployment is, it is real because we’ve all faced it as personal trainers. It’s, it’s as real as it comes. And I think once we understand that we rely solely on the client just as much as they rely on us. I think we will have a better feel for this industry and what it entails.

(13:15) Yeah.

(13:16) Okay. Well, awesome. So like for those people that, that are generally struggling to get clients, people that like really just need to drive that businesses and increase it as quickly as possible. Like what would you say to them? Like what advice would you give to the those trainers? Those goes those guys. What advice would you give them? Coby?

(13:39) Uh, well I, I lost you for a minute, but I think I understood, well another rule is a, besides a lot of unemployment and adapting and involving is the probation period. You know, when you train a client at the beginning stages, you’re being put to the test, the client wants to see your progress, how you come to work on a daily basis, how you train him on her. So probation is a key period. You know, we, we get cocky and we’re like, oh, you know, hypothetically speaking, Alex is here because I have big arms and he wants to look just like me. So I don’t have to worry about the way I look or the way I dress. And I don’t believe in that. I believe in every aspect, every quadrant. I always wake up on the right side of the bed. I’m always kept. Well, I dress accordingly. Uh, I try to present my clients with the right positive vibe because I’m being put on probation. Once that probation period leaves, maybe within six to eight weeks, you could now base it that you have a client for life or the loyalty of that client a lot greater because you develop that probationary period. It is crucial because if we get cocky and we get complacent, chances are that client, we’ll switch hands faster than you can imagine. So the law of unemployment and the law of probation, they go hand in hand.

(15:11) Yeah. So you, you’re basically talking about maintaining your standards or not, not resting on your laurels, right. Not taking your clients for granted.

(15:21) Absolutely. And, and, and we all do that. Like I said, I’ve been here for so long. In the beginning years I didn’t understand what clients were leaving me. I was just, you know, here I am, this young, good looking guy, nice body, six pack, big arms. And I realized that I was doing something wrong. And once I understood what I was doing wrong, I put that on paper and it only took me to the last year to actually develop these principles to the fullest and really understand every principal that I’m, we’ll touch up on. I’ve experienced, I’ve dealt with, I’ve, I’ve, I’ve, I’ve had the ability to understand. So it’s not just me writing stuff that’s, you know, hearsay and probability and speculation. This is real deal shit. Excuse my language.

(16:08) It’s okay. It was fine. What, what, like what were some of the big things, you know, if she were doing wrong, then why did you acknowledge in your, in your business you were like, fuck, this is not right. I shouldn’t be doing it this way a different way.

(16:20) Well, another one of my rules is, you know, uh, the law of, of a net worth, you know, establishing your net worth from the start and, and, and sticking to it. You know, when I first started, just like other trainers, I like to consider myself at that time, like a, like a prostitute to the game because at any given price, I would’ve trained a client because I had to make ends meet and I never got the ability to establish my net worth because somebody was paying $20 somebody was paying $60 while Alex was paying $30 while my cousin was paying $25 so I was, I was pretty much scattered all over the place. So it was very hard for me to develop a price point where somebody calls me now and, hey Colby, what do you charge? I charge x amount dollars down the board.

(17:06) There’s no special treatment is no favors. There is no, and it was very hard to increase my prices because I was already set at such a low standard. So for me, in the beginning years, Colby was known as the best $30 trainer the world has seen. I don’t want to be known as the best $30 train. I want to be known as the best trainer. And you get compensated for your services for what you’re worth. So that rule, the rule or the law or the principle of net worth from the beginning, establish your net worth. Understand this is what you deserve and this is what you will get no matter the situation.

(17:48) There was a, is that just basically all lowering your

(17:50) belief system? You’re talking about mindset, talking about thinking in a different way. Right. Well I’m, I’m, I’m, I’m thinking about for myself but also I’ve had the honor of having maybe 50 60 trainers work for me in the last 10 years and seeing so many trainers leave or so many trainers just, you know, get thrown out of the industry and, and, and it’s because they didn’t establish the right codes, like establishing that net worth because somebody is trying to tell me, Hey, I paid Alex $20 today and my cousin pays 15 and why should I pay 45 it becomes a negotiation and it becomes where I don’t want to train the client anymore because you feel like you deserve more, but you didn’t assert yourself nor the Jude demanded in the beginning. So it was very hard to ask for that raise after so many years.

(18:40) Yeah, it makes sense. I mean, how do you decide like who’s a good fit for your gym? How’d you decide on good trainers versus bad trainers? Do you put them through a process? Do you have a criteria that you look for? Can you just see it like through intuition or just from being in the industry? Like what’s your process?

(18:58) Well, big in the industry for so long, I keep saying I kind of have a good intuition. So any client that walks in through my doors and any trainer, I can almost tell you by the first hour if they will stay. And 99.9% of the time I’m accurate. Uh, it, it is a vibe. It is something that’s, you know, intuition for me or just being around for so long and being burnt so many times and seeing mannerisms and body language and attitude and just the basic conversation. I could tell right away whether trainer or not, we’ll, uh, we’ll leave. I look for honesty. I don’t have cameras in my gym for that sole reason of I believe in the honor system. And I, and I, I’d like to see how far that goes. I believe in hard work ethics. I wake up at five, I go to work at five.

(19:49) I’m the first one in last one now who could duplicate me or come close to me? They have good work ethic. They want to work, they want to learn, they want to grind, they want to make money. I also look for, uh, check your ego at the door type trainers where I’m usually in a tank top. So on trend is walking through my door. They get a little intimidated. Like, Oh, you know, the big thing is this guy and big biceps don’t pay bills. You know, what pays the bills? You know, it’s uh, it, it’s working. It’s, it’s, it’s, it’s your, it’s your craft. It’s your scale. It’s your artwork. I look at fitness and bodybuilding as odd work. It, it’s your canvas. How are you going to draw it? How much time are you going to take to develop it and Chisel away at it? So that’s where I look at.

(20:36) Do you think some like personal trainers feel entitled in terms of like if they’ve got a great physique, they’re in great condition on, they’ve got like great knowledge, they just assumed that clients are going to flock to them and it’s kind of like,

(20:49) absolutely. Absolutely. And there’s this one guy that I follow out in Florida by the name of David Alexander and he always makes reference to, I agree with him in the sense that Instagram and Facebook and social media, I believe kill the fitness industry because anybody’s today’s days with the right lighting and the right phone can make their physique look. I mean like, like, like like models. So it’s easy to post a picture of your six pack with this iPhone and this filter and all of a sudden, hey, check me out from my ab routine. And now you become a trainer where your credentials haven’t even been put to the test. I mean there’s people that I don’t have too many follow just because I don’t really go on Instagram followers. I go just to put my, my workout there. But I have, let’s say 8,000 followers where somebody who’s not even a trainer that looks good has, you know, 500,000.

(21:45) It kind of creates this, this bad vibe for the industry that I’m not four because we went through the test. I mean, I, I’ve took classes for this, I went to get certified multiple times with the multiple, uh, you know, certificates and I started from the bottom. I mean, I, I, I cleaned toilets in the gym. Then I went to putting weights away to being on stage. So I believe there’s levels to this shit where somebody’s new guys that just look good because Instagram allows him, it makes the industry even more competitive. How many people on Instagram do you know, hey, follow my six week program, you know, click the link below.

(22:31) Yeah,

(22:32) I can tell you millions of him. I could tell you from, from my trainers been even.

(22:38) What did you think about those profiles? Like what should be on them?

(22:42) Listen, some are good and some are just, it’s just horrific to see what the industry involved into it because it’s an industry that I generally love. I have a passion for I, I eat sleep, I live for fitness. I mean I, I, I give everything for fitness. I gave my whole life. I, I put my wife and kids, you know, through hell because I constantly work. Uh, I neglected my wife because I’m constantly on the grind. It’s, it’s something that I love. So to see somebody just make it as a joke because they look good. Let me tell you something big. Ass and six packs look good in the beginning, but they fade real quick. And what’s left is character. I like character. I’m a, I’m a big believer of character.

(23:30) Talk to me more about that. Like why you searched a big believer in, in the current diverse is just a physiques

(23:37) because I’d been at that spectrum. I was on stage at 20. I was the Adonis. I was the, the Greek God. I was the one getting all the girls and being, you know, galvanized and, and, and it doesn’t pay bills because at the end of the day, I learned that no matter how many girls I went home with or how much compliments, I got, bills still have to be paid. You can’t call them up and surprise say, Hey, American Express, I can’t pay the bill, but I got 15 compliments today and I had seven girls. They don’t really care. It wasn’t doing what you need it to do. Right. It felt really good because it filled the void because you’re young, you’re stupid, you’re not as, you know, you’re not as, I don’t know, it was something new for me, working in gyms and all of a sudden I’m getting all this attention.

(24:30) And that’s another part of my rule was, you know, uh, adultry asking for favors. Uh, these things should not exist in our industry. And, and, and I mean that heartedly and, and I’ve been victimized by it and I’ve been, you know, a part of it, and it’s, it’s, it’s a doc doc industry. I mean, how many times have I seen sexy woman married, not married, single, divorced, come in with their fancy little lemon leggings tight and they’re, and they’re perfect bodies and their sense and how could you, how could you turn that down? I mean, 99.9% of the time, you can only be so good. Right? And that’s where you fuck up. That’s when you make the mistakes because adultry floating cashing in on favors does not pay the bills. You’re just constantly chasing something intangible.

(25:35) Okay. That was pretty deep stuff that probably not a lot of people think about. But you’ve been in the game for a long time, so you’ve probably seen a lot of things. I mean, did you have some big low points in your career that you can recall?

(25:47) Ah, well that’s why I said in the beginning it’s, it’s, it’s, it’s dark. It’s, it’s vile. It’s pathetic. It’s horrible. It’s, it’s shady, it’s cutthroat. It’s, I mean, these things is what I felt in the beginning stages of my career because I was so angry with myself for letting myself do the impossible of things, you know, to, I don’t even know where to begin. You know, there was times I couldn’t even look in the mirror because I didn’t know who the hell I was. Uh, it’s tough. I mean, to just look at it for yourself. You see Instagram, you see these girls, you know, Donald up made up half and half naked Hashtags, ass bought inks, the fame, Insta, this insta that. I had that every day on my doorstep walking into my gym. And it took me a low place in my life. It took me to a very, very low place, a place where, you know, good luck trying to get back up. And again, I talk kind of experience because some of my trainers that encountered this, I’ve never seen them again. I’ve never ever seen them again because they couldn’t bounce back and recover.

(27:03) So have you, I mean, have you personally ever felt like quitting and just given up?

(27:11) Oh Wow. That’s a deep question. Yeah, I did actually I did because it got competitive. Like I said, I just couldn’t fight anymore. I was fighting five different battles on five different fronts from trainers, stealing from trainers, opening up gym next door to me from trainers, taking my clients from committing adultery from not getting paid enough. So think about what I was going through. I was fighting five battles. I didn’t have enough ammunition. I was constantly being stabbed. I was constantly being bombarded. I was constantly being, I felt like a big avalanche. I just couldn’t end. It was one day where I said, I’ve had my run, I’ve made enough money. I’ve had enough women in my life, I’ve had enough girls. I’ve worked out two times a day for the last five years. But, uh, I knew it wasn’t for me. I, I’m not a quitter.

(28:11) Uh, I fight the long haul and I really saw better. And, and part of this podcast was really for me to be able to teach up and coming trainers, aspiring trainers that they can make a good name for themselves and create a good career. If they embrace this code and they follow the 12 principles, they might be a few more principles that some other trainers might talk about. But I guarantee you when somebody reads my book, every trainer will say, Oh my God, I’ve been there. All my God, this makes sense. Oh my God, I’ve seen this recently because it’s that real the principles and not long, they’re like two to three pages, but they touch on every single aspect and every single person as a trainer I believe has endured what I have.

(29:05) So what do you think made you like carry on, cause you were in a low point, you’re in a dark place. Like how did you climb out of that? How did you tackle those obstacles? Like what made you push on and, and keep you going and keep you in the industry?

(29:23) Well I would, I would say it was probably, you know, uh, the, the, the fight I had with my wife at the time and I did something that I wasn’t supposed to do. And I went to therapy and the therapist said, why don’t you write some stuff on paper? And it was that one day, a year and a half ago, I wrote something, something that was really, really, you know, dear to me and really sincere. And I label that the first, you know, the first page to my book, it was the law of adultery. And I wrote something that, you know, was very, you know, sacred to me and very personal. And I said, you know what, I’m going to write a book. And I’ve had help from some of my clients and some of my trainers and I, and I’ve wrote his books. So I said to myself, now, without the time to give up, I made, you know, I made, I, I just made it.

(30:21) I, I got back with my wife, she helped me, she pushed me. She, she’s, she’s my backbone. She really sees also the, the, the light at the end of this tunnel. And that’s really part of the book. I think I started the book with, I was, I was in a tunnel and it was just dark and I couldn’t see light. I was so scared. I was so worried. I was so paranoid. I was so dreadful. I was so hurting. I never was able to see the light. And I knew there was a light, a fire just got my head on. And if I just followed some rules and made fitness my priority, it made, made it my passion. Forget about girls, forget about getting laid, make fitness the ultimate, you know, passion from where I first started. So I had to go back to my, you know, my childhood, I had to go back to how much I love fitness and, and how much I just love helping people. And, and here I am, I’m, I’m glad to talk about it now and I really want to promote this book eventually and I’m open to anybody that wants to read it and I’m here there, I’m really, I’m here to really help.

(31:33) Awesome. What are some of the sort of the, the most positive things in your career? Then let’s talk about some highlights because we’ve gone pretty deep. That’s beyond the Coby. We’ve talked about some dark times that you faced, but when you talk about character, that’s character building, right? You’ve got to go through these tough times in order to really shape yourself as a person and I’m come out a stronger person. Right? So like now you’ve got through it. Like what are some of the highlights? What some of the positive moments that you do you’ve had throughout your career?

(32:05) Uh, well, you know what I want to do before I do that, I pulled up my book on the computer. I just want to read some of the foundations if you don’t mind, just so people can understand. Okay. So foundation number one is a law of unemployment, which I spoke about foundation number two, the law of adaptation and evolution foundation number three, the law of probation, which we touched on. Foundation number four, law of building a solid and long lasting network. This is key trainers because this is where you need to assert yourself and talk to other trainers. Like I said, we egotistic, we don’t want advice from anybody else, but there’s other trainers that can actually help you or give you advice like myself. So trainers don’t get too cocky. Don’t think you know it all. Speak to other trainers, pick their brain, ask him for advice. I’m sure it’ll be worth your while. Foundation number five, the law of self worth, which we spoke about. Number six, the law because the law of continuing education never, never think you know, it all continue to learn. Member that ego plays in just to learn. Just get better. Just, just, just keep helping yourself get better in this industry.

(33:26) Let’s just talk about that for a second whilst we’re on that point because, um, there’s lots of things that you could learn. Keep learning, right? Could be nutritional stuff. Um, completely physiology could be anything to do with the body exercise. But what I see lacking in the industry over here, particularly with the stuff that I help my clients with, um, is, is the business side, right? The sales, the marketing, the planning, like all the things, the, the front end of the business. Right. So when you’re talking about like continued development and in continued learning, do, do you include that stuff? Are we talking purely about the, the, the body and the exercise and nutrition?

(34:08) I’m talking about everything and, and some of these rules are applied to everyday things that only personal training. If you notice, they speak to pretty much every professional, you know, job. It’s, it’s, uh, like I said, this slide is extremely underrated and gets neglected all the time. You know, due to the nature of our business, we tend to be prideful and think we know it all. Why should I seek outside help when I’m going to experience professional? Right? I didn’t believe in this law in the beginning because hell, I know it all. I got big biceps, I got a personal training certificate hanging on my wall. Girls love me. What else should I know? And that’s where I got into trouble because I was missing key components like business aspects, mobility issues, flexibility issues, uh, you know, basic anatomy, basic biomechanics, basic science. That’s what I mean by it.

(35:02) Okay, cool. And then you would lead it onto other points in the book. You’ve got, you’ve got some more.

(35:07) Yeah, I got low number seven, which was the love and fidelity, which we touched about foundation on the aid is the law of boundaries, which is what I say business has business and personal is personal, never mixed it too and never get high on your own supply. This law deals with the issue of engaging in affairs with your single or unmarried clients. In essence, this seems innocent and is permitted by many of the trainers I’ve come across, which it’s really not because something bad always happens and whatever you think stays the same does not because that client that you slept with and you break up with 99% of the time, she would not want to train with you no more. And she would definitely bad mouth due to her friends. So you’re not getting laid and you’re definitely not getting paid anymore. So might as well keep it in your pants and take their money.

(36:06) Let’s rewind a little, uh, a little bit to the point you made about business is business and personal is personal, right? Do those, those lines get blurred though? Surely there’s going to, there’s been some crossover like throughout your career.

(36:20) Absolutely. Something so, so simple to point of. Like, I always ask my clients that get me coffee just because I start my day so early and when clients need to pay, you know, it’s like, oh, I’m just fine, I’ll short men by butcher coffee last week and I get it. But at the same token, you’re not supposed to co-mingle funds, you know, and that’s where things get fishy because when you cancel on the client or a client cancels on you and you charge them, you know, things get nasty. Like, why are you charging me? I just bought your coffee last week while you brought me coffee. So I’d rather not ask for you to buy me coffee anymore and get paid. That’s where things get kind of, things always end up being bad. You’re not like, Hey Alex, uh, you know, I bought your coffee this week so I’m not going to pay you. We all need it. It just doesn’t work that way. You know, you have to, you have to set boundaries. Some of my clients buy me coffee just because they get themselves coffee. So it’s understandable. That’s, that’s okay. That’s, that’s okay. You know, it’s, I just wished that I haven’t accepted, you know, payments in terms of, uh, gifts, money, food, because they always go bad and people always bring it up. How many times, you know, people say, Oh, Alex, remember last week when I paid for your dinner? And that’s what I hate.

(37:35) Yeah. And they hope they’re basically holding. Sure. Right, exactly. Exactly. Boundaries changed. But how do you manage that? Like do you like lay the rules down? Do you like only give people so much?

(37:47) Well, I, well, I did it in the beginning and I remember it was clear. I asked a client to get me a cup of coffee and she was like, no, I don’t want to get your coffee. And I understood where her mind was because she just didn’t want to, you know, get involved because it opens up, climb being late and now she’s led to, because she bought you coffee and now if you’re getting coffee, why don’t you get me coffee now becomes favors. Now they can think they could come late, come early, and it throws the dynamics of the personal training to a different level. It just throws it off completely.

(38:20) How’d you deal with people not paying? Do you get that a lot?

(38:25) Well, that’s what I told you. Establish your net worth. You know, it’s, so how would you send you, I

(38:29) drove a comment like how do you prevent it? How would you limit it? How’d you avoid, like what,

(38:36) what should our strategy, what I opened up years ago, there was no paypal, there was no Venmo, there was no square cash app. There was no quick pay. There was no, uh, uh, scroll. There was no, there was nothing. Know there was painting coins, there was nothing. Exactly. So it was very hard for me years ago to get money because Alex, you know, on the pay to me now, next you could come in, I forget, you forget or I call you. It becomes petty. Like why you calling me Colby for $10? And once you become, exactly, nowadays when the client leaves and they don’t pay, I just heard of Venmo request, hey, you know, for whatever their prices, what’s the Venmo? Venmo was an app we have in uh, in, in, in America that you just send a request and they could pay you through their credit card or through their bank and you’ll get instant, instant cash into your interior account. Okay, cool. Okay, cool. So you’ve got to look at it this way. I say this about it. Think about what you hear in the news about politicians and affluent people going down because they accepted bribes and contribution leading to miss inappropriation of funds member. That’s the same thing for us. Don’t let never happen to you. If it seems too good to be true, it probably is. Provide the service of personal training, maintain professionalism and keep it moving.

(40:12) So is that,

(40:13) have you got any more principles there? Are you, have you worked work,

(40:16) I got up foundation number 10, foundation number 10 was uh, you know, building your brand, the product, you should be focused on selling as you, I mean, you’re selling you, you’re selling everything about you. So build your brand, whether it’s marketing, Instagram, you know, social media, concentrate on building your brand, not other people’s brands.

(40:38) Well let’s talk about that for a second cause that’s what I’m super interested in. Right? And I’d be interested to get your take on sales. Like what’s your philosophy around sales and selling and positioning yourself and negotiating, handling them connections like once you’ve used on cells.

(40:56) Well, in the beginning of my career I wasn’t a a solicitor, so I never used to, you know, promote a 10 pack or a 20 pack or multiple sessions because I was nervous. I was nervous, I was coming off dishonest or like, like, uh, like shady or like sneaky. And I let a lot of money, you know, slip by because people want commitment. And they want consistency and they want a discount, which I get. And then I seen some other trainers that didn’t look nearly half as good as me, nor possess the knowledge that I all. And here they are selling 20 packs, 30 50 packs on like, oh my God, they’re making more money than I could ever imagine just because they’re, they’re, they’re, they’re prideful in their looks. And now fast forward to this world of Instagram. It took me a very long time to, to brand myself. I should have been 5 million followers if I were to Brand myself from the beginning. But here I am playing catch up now. You know, it’s just, like I said, this ties into adapting and evolving. I didn’t involve on time with the whole social media because I really didn’t care. But you could attract so many more clients and revenue through social media. And here I am playing catch up now, but it’s okay. Do your thing you’ve missed.

(42:18) Yeah, I mean because you, you, you get, you know, I look at it as free marketing. You get to post a picture, get some fancy hashtags and you know, and, and, and go go to work. People either comment, tag you like you repost and that’s free advertising and that’s free marketing for you. You know, and I wish I have taken advantage of that because I poured a lot of money to this industry on advertising, you know, marketing, labeling, a newspaper periodicals where I should have just went straight to the source, which was, you know, Instagram, Facebook at the time. Yeah.

(42:59) So do you, do you utilize, I’m like Facebook advertising or Instagram advertising with your current business, with your gym or to get clients or did you just do everything in the gym, um, or sort of on the street type of thing in order to generate business?

(43:17) Well, I, I generally been this because I am the business. I mean I’m usually in a tank top, you know, so I am the, I am the model for my industry and everybody sees that. I’ve also been in it for so long and a lot of my business is word of mouth and people want to see results from all the clients or other people I’ve trained. And I always compensate. I mean, here I am talking to you. I’m always making conversation. I’m handing out business cards, I’m going to job fairs. Um, I’m, I’m, I’m, I’m extremely active in the fitness industry. Extremely active. So that’s a, that’s a, that’s a check from me. That’s a good thing for me.

(43:56) What was key to like picking up clients when you first started out of what did you do?

(44:01) Okay.

(44:02) MMM. You know, in the beginning I said back, I sat back and I had that ego, you know, they’re going to come to me because I’m big on

(44:13) people coming into the industry and led by ego instead of being humble and, and realizing that you’ve got the grafting, go and get the clients.

(44:22) And that’s why I wrote that book because if you see most of the laws they tie in, you know, they tie in. I was, I was too egotistic. I was too, I was the men. So people are going to come to me because I got big arms and I, I let a lot of business go by. But here I am, I’m, I’m learning. I picked up myself, I picked up my feet and I’m now making us make a better name for myself in this industry.

(44:46) But like when you first started, how were you getting the clients were, where were you getting them from?

(44:52) Uh, local clients. I started off with a lot of, uh, local clients and from my community that knew about me, but I also didn’t start fresh member. I told you I was always in the gyms. So the minute I opened up my gym, the people that I was training for $20 I just told him, Hey, come to my gym. I have a brand new gym. I could train you here.

(45:11) Yeah. Okay. So you kind of built up a network, like a circle of influence that you effectively took with you when you went when it professionally.

(45:22) Absolutely. I see a lot of trainers now get very cocky and they have a good base of 10 clients and they think that they’re set for life and member unemployment kicks in. If 10 of your clients are sick there one day you don’t get paid. So you need volume, you need stability and you just need to constantly assert yourself. Yeah.

(45:44) So if you’ve got any other projects going on outside of the box and, and the gyms are you working on or anything that really just excites you about the future of the fitness industry?

(45:54) A while. Am I looking to open up, uh, a bigger, a bigger gym in Long Island? Uh, something about maybe four to 6,000 square feet and I want to gear it more towards athletes, more towards training young kids, you know, working on drills, working on coordination, soccer, baseball. I was a ball player. I played multiple sports. I do have the knowledge for it and I just believe that, uh,

(46:23) yeah,

(46:23) parents are more inclined to spend on their kids potential than they are on themselves. And I want to kick into that industry.

(46:31) You think that’s a big market to tap into?

(46:34) Absolutely. Because you know, a sports is big, you know, sports, big Mbas, big contracts that big. I’m not saying I want to train NBA athletes, but I want to train kids that need discipline. Like my own kid, I want to train. I already started with my own kids teaching them soccer drills and they only three and a half years old. Uh, yeah, yeah, yeah. I train a lot of tennis athletes now from my local area, competitive Russian athletes that are going to the next level of the Usta. Uh, you know, tennis association. We work on their coordination, they fitness levels, that conditioning and that’s in Australia really in drug cause I really enjoy seeing kids evolve.

(47:19) Yeah. Oh, it’s interesting now that you’ve got like kids and stuff, what, what would you say to your, your younger self? Like if you could go and if you could start again and if you can give your yourself some pearls of wisdom. Like what would you say to yourself?

(47:39) I’ll say never doubt yourself. I would say dream big and fight through it. Because when I first started in the industry, I was the laughing stock of everybody because fitness wasn’t so prevalent. So when I told people I want to be this future, you know, revolutionize the fitness industry, they laughed at me because it wasn’t so big and it kinda hurt me because I fell victim to it. I, I kind of doubted myself and I neglected myself. I will teach my kids to believe in themselves, uh, build their confidence and chase whatever makes you happy, you know, do it and I will be a hundred percent behind them and supporting them. That’s what I would tell them,

(48:27) the price that, you know, I learned also Alex, the price for freedom is just priceless. I mean it’s, it’s a beautiful thing to do what I do and I go to work and it’s just liberating. It’s, it’s gratifying. It’s fulfillment. I wet sweatpants all day long. I wear tank tops, I work out. It’s, it’s so fulfilling and it’s so gratifying. And, and I want to give back to the fitness industry and I want to give back to all, all up and coming personal trainers. I love the industry. I would die for this industry. I give, I bleed, I sweat fitness. Nobody does it better than me in terms of fitness. And my work ethic is it’s flawless and I really want to inspire, I want to inspire the uninspired. I want to motivate those, not motivated. And I just want this to be a long, long career for me.

(49:23) Awesome. So I think that’s a great way to bring the podcast to a, a nice end. This is actually been one of the longest podcast. They usually do them for about 30 minutes, but we’ve been going for about 50 because while you’ve been speaking about, has been been so interesting. I’m sure the audience are going to absolutely love this, uh, one at thank you so much. But have you got any sort of final words that you want to, um, you want to share before we wrap this up? Um, any final messages, Colby?

(49:54) Uh, well I want to say thank you because I didn’t even notice how long it’s been. It’s been excellent talking to you. I’d like to thank you for listening to me and letting me just kind of a brick out of my shell and talk about something that I enjoy. Um, I just wanted to other trainers out there, up and coming trainers, gym owners, business owners, fitness centers, health coaches, uh, you know, make a staple in this industry guys. Uh, do it right. Do it because you love it. Not because you’re driven by the money behind it because it is very gratifying and it is very lucrative. Do with passion. I guarantee you the results would be even greater do because you’ll love it. And I hope you guys reach out to other trainers that had this long career to pick their brain. I hope one of them is me because I definitely would love to relate my message to others. Maybe one day on, on a stage setting or a platform setting where Alex is there as well, but do because you love it, guys do it because you love it. And let’s help each other make this industry that I love even better for up and coming years. So maybe my kids could feed off of it as well.

(51:15) Thank you so much coffee. I really, really appreciate it. I’m super, super grateful. It’s so nice to, to have you on the show and you share your story and all of these different insights. It’s super, super valuable. We’re going to put some links in the description. I’m just to direct people to where you are and how they can find you, et cetera. But where can people find you and just, could you tell people the names of your book as well if they want to go and search them?

(51:43) Absolutely. Thank you. Ah, you can find me on Instagram at KOBI, spelled K. O. B. I fitness fit. N. E. S. S. Uh, the book was on Amazon. I think I removed it just because I didn’t have enough orders, but you can contact me on, on, uh, Instagram. Email me. I’d be more than glad to ship one out to you or give you more information. The book is called the 12 foundations of a successful personal trainer. And my full name is KOBI K. O. B. I n. Last name is [inaudible] and Oh, I m a N. And A. I really do all my work through Instagram and Facebook are Colby fitness. So please reach out to me. I’d be more than glad to answer every question you guys have and uh, looking forward to doing this again with Alex. You’ve been a great, great talk show. Alex, thank you for what you’re doing. I appreciate it. No worry for this podcast. So

(52:37) really appreciate having you on and go check them out guys. He’s a great person to be involved with and and to follow. So go and find him now. Dang scoby. Really appreciate it buddy.

(52:48) Thanks for tuning into the show. I hope you enjoyed it. Guys, if you dead head over to your favorite app and leave as a short review, I’d really appreciate that. And if you want it to learn more about our products and services, head over to coaching ignited.com and if you wanted an awesome website though, for your coaching business, head over to our partner company, Sevectamedia.com that’s all for me. See you soon.