https://youtu.be/dCGWnRrPYHI
Dustin Bogle, the CEO of Gym Reinforcements, a company that helps gym owners hire, recruit, and train high-level virtual assistants so that gyms can create the impact they were destined to make. We explore how Dustin's system supports gym and business owners, focusing on strategic lead nurturing with platforms like GoHighLevel, while also offering advice on recruiting skilled virtual assistants in the Philippines and optimizing online ads for engagement.
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Lead Nurturing Masterclass with Dustin Bogle
Good day, dear listeners, Steve Preda here with the Management Blueprint Podcast and my guest today is Dustin Bogle, the CEO of Gym Reinforcements, a company that helps gym owners hire, recruit, and train high-level virtual assistants so that gyms can create the impact they were destined to make in the first place. Dustin, welcome to the show.
Thank you for having me. I'm excited to be here, Steve, and hope I can add as much value as possible to the audience, man, so let's do it.
Well, hope is not a strategy. I think we've got some good plans here, and we're just going to follow them.
I agree.
So let's start with how you got into this business, because, kind of no pun intended, but it boggles my mind that someone would get into business to help their competitors. How did you come up with this idea of helping other gym owners and what was that idea?
Yeah, so quick little back story. I've been in fitness 20 years and I've been a gym owner for 12 years and across that time, I went to a lot of events and I started really networking with a lot of gym owners. We'd get on calls, we'd swap stories and the number one issue that I heard many of them say was around this lead generation problem. That I can't get enough leads, I can't get enough buyers, and this is a major pain point. And I knew because I was in the trenches with them. And so, yeah, to your point, could I just keep focusing on my gyms and not really helping them?
But I don't know, almost that thought process was foreign to me. So I'm a pretty optimistic team, like I guess you could call it kumbaya type of guy, like we'll all be friends, everything will be all right. And then it's only once you get into the battle with people, you find out they had a different way that they wanted to do things, or they didn't think it would go this way. And then, you know, the rubber meets the road. And so, it was one of those things that like, I just got into fitness because I enjoy helping people. I never, you know, yes, I want to make money. I want to provide for my family, but like I just thoroughly get joy from helping people, whether I'll get something from it or not.
So I'd take calls with a lot of owners and just give advice, and that's it, so we're done. It's like, yeah, just no ulterior motive, just want to help you out. And so, obviously, at some point, we gotta charge because we have bills to pay. And so the reason for wanting to help other gym owners is because that was my knack. I was always good at marketing. After many years of doing the coaching on the floor, I started to fall out of love with it, and I really just wanted to learn more and more about business. And so I started to just see that marketing and sales is what drives every business, not just mine, every business.
Like that is the lifeblood that, you know, keeps the machine going. And so I was like, okay, I'm good at that. It's very important. I can charge a fair amount of money. Like all the boxes are checked. I'm going to go all in on that.
That's great. So, you basically elevated yourself from just running your gym or even more so from helping people with their fitness and figuring out what kind of exercises and diets work for them and got into helping other business owners. And one of the areas that you highlighted was really this idea of the follow-up and how important that is and why it falls through the cracks. So can you talk a little bit about why that is important, why follow-up is important, and then maybe share with our listeners about your fortune follow-up system that you created along the way?
Yeah, it's funny, Steve, because a lot of people, when they trace back their life, they see it's like one problem leads to the next. So like, no, problems don't go away. They're almost like weeds. You rip one up and two more pop up, right? And so, it's like, you say with fitness, what workout should I do? Then you figure that out and you're like, well, what nutrition should go with that? And then how much sleep and recovery should I get? And what about supplements? And so, it leads you on this life journey.Share on X
And then in business it is the same thing. So like problem number one was lead gen. And then what happens when I flood the gym with leads and they're not getting sales? Well, the next problem logically is lead nurture. And so, that's why I paired those two together, because we start where most agencies stop. They just get you leads and then they call it a day. And they don't really follow the experience after that. They kind of let the owner carry the weight. So first, I created a system that I taught to owners. Then I built it into our service where it was part of what we do for owners. So in any kind of problem, you have those two options.
I can solve it myself or I can hire some experts to come in and fix it, whether it's changing your oil in your car or fixing something around the house to problems in your business. And so, when it came to the lead nurture, I saw that there were really just four places that the person, if they spent their time and energy got the biggest return. I could probably come up with a hundred ways to lead nurture, but these were the four predominant ones that led to the most money being collected. And it was essentially built into a system I call the fortune follow-up system, because we've all heard that, right? The fortunes and the follow-up.Share on X
So, what are these steps? What are these four steps or these four elements that make up this fortune follow-up system?
Yeah, I'll definitely give them to the listeners, so this is a good time for note-taking. But most people are running paid ads. Every now and then I come across a business and they're not running any ads, they operate just off of referrals and they're doing fine. That's great. It's almost foreign to me, because even if you are getting just referrals, why not pour paid ads and get even more, but maybe they can't sustain that growth. But I like to start there. You're getting paid ads.
I recommend taking people through a system I call the five by two follow-up system, and so that means in the first five days they opt in, you reach out to them twice a day. So that's ten contacts, and so my favorite is to text them and to call them every day in that first five days. And the reason being is that is when they are at their peak of pain and they're ready to buy your solution, it's just breaking through the noise. Cuz today's phones, people, I joke, I say they're ringing, dinging, zinging, and pinging. And so essentially, there's notifications from social media, there's text, there's emails, there's phone calls. And so it's a very noisy device for most people's life.
So you gotta break through, which means doing more reach outs.Share on X
And also being creative, but essentially that is like industry specific. You gotta decide what is the actual wording. I'm not gonna sit here and write it for you, but just know the system is what makes it work, that you're reaching out twice a day for five days. That's my recommendation with your new leads. The second system in there is called the database dynamite. So sadly, I see so many business owners have a database of leads, thousands, sometimes tens of thousands, and it's just collecting cobwebs. They have not reached out to them in months, sometimes years, and they just don't know what would be the system for that.
So, the easy one that I share is to send a text or email blast to 10% of your database. Sometimes if someone's over 10,000, I even reduce it to 5%. But most business owners on this call probably are below 10,000 leads. So it'd be a 10% text blast a day. So if somebody had 5,000 leads, they're gonna text 500 of them on Monday, and then they're gonna do another 500 on Tuesday, just work their way through the list. The way the cadence works out is you get through your whole list in two weeks. So when you repeat it, you're gonna go through it every two months. But what that requires you as the person who's designing the scripts or your sales rep is think of new creative ways to reach out to them.
You don't want to write it the same way, like, hey, I'm just following up. Hey, I'm just circling back. I just want to check in. People get really annoyed by that, and you're going to get, like, I call it wrongful unsubscribes. Like, they probably would have never unsubscribed, but because you kind of did it in a really boring way, they're just doing it because it's annoying. But if you say, hey, I got this lead magnet. Do you want this? Or, hey, are you able to hop on a phone call? Is today or tomorrow better? And just different reasons to talk to people. But obviously, they're all leading to the same outcome, which is I wanna get on a call with you and I wanna sell you our program. That's the database dynamite. And I mean, I've seen people explode their sales just by working their database. The third in the fortune follow-up system is the LTV champion. And so essentially, that's what all businesses are fighting for, this championship, is who can have the longest lifetime customer value and who can increase their LTV to the highest amount.
And that's the winning combos, like getting the most out of somebody and making them stay a long time.Share on X
So essentially, it starts with you doing some data mining and figuring out what is my current LTV?
