"PeopPeople don't buy what you do, they buy why you do it. This is the motto that I have lived by working in the fitness industry for the past few decades and a philosophy that I now bring to others. I will be the first to say that it is hard to succeed in any business but specifically the fitness/wellness industry. It's because we are offering a product or service that is meant to achieve a person's goals but one that hasn't happened yet. What I learned from my years of experience is that it is not about what you sell or how you facilitate the process but more about a customer and why they would care in the first place.

But don't sweat it. I have talked about how important the customer journey is in business for the past decade. The most important aspect to remember is that it is all about why a customer would want your product or service. Only after you acquire that information should you lead back to you as the solution. Remember, it isn't about selling but rather helping people achieve their goals.

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