Jen (00:01.388)
Welcome to a brand new season of the podcast. I'm your host, Jen Dugard, and I'm recording this episode before we have finalized our name change. So we previously were known as the Mum Safe Movement podcast, and in 2025, we are updating our name. Now there's a few reasons for this. Reason number one is...
kind of feel like doing something fresh and new for season three. And reason number two is because we are really focusing this season on talking to trainers. Now if you're a mum that is listening and you are not training mums, you're still going to get lots and lots of value from the podcast, especially listening to the education episodes.
If you are a trainer listening to the podcast, you're to get a huge amount of value from the podcast this season. If you remember back in season one, I really did focus on the business aspect of working with moms. And that's because I truly believe that unless you have a solid business, then you're going to struggle to have the impact that you're truly capable of out there in the marketplace.
So you can be the most educated trainer in the world, but if no one knows who you are and your business is not serving you really or anyone else, your business has a timeframe and you're going to get burnt out, overwhelmed and eventually probably going to either lead the industry or look at doing something different. In season two, we focused more on the educational content and as season three is now rolling around.
I've done a little bit of analysis on what episodes you're loving the most and who's listening the most. And what I can tell you is the majority of our listeners are trainers that work with moms and the most popular episodes are the ones that talk about the business aspect. So I'm excited because I'm going back to what I truly believe in, bringing you what you want and talking refining. And I talk about refining your ideal client all the time.
Jen (02:20.598)
So I am incredibly passionate about our overall mission here at MumSafe to make sure all mums are looked after safely and effectively at every stage of motherhood. And what I know is in order to do that, we need a lot of passionate, educated fitness business owners that are running successful fitness businesses in order to achieve that goal. So today I'm going to be leading you through
an episode that talks you through how to build a sold out fitness business for moms. I want you to be able to position yourself as the go to pre and postnatal exercise specialist in your area with the caveat that your business is not going to take too much time away from your children.
Now what I know as a mum and a business owner is that we only, we truly only have so many hours in the day and we're really, really conflicted a lot of the time around whether we should be spending time with our children or whether we should be spending time on our business. We want to be spending time on our business and we want to grow this thing yet we feel like we should be spending time with our children and oftentimes we want to spend time with them as well. So we need to work out.
how to help you to build a sold out fitness business, to position yourself as the go-to trainer in the pre and post-natal space in your area, whilst maintaining your ability to be there for the people that you love and the children in your life. So I'm gonna be taking you through six different steps that you need to be aware of in order to get to that sold out fitness business for moms.
positioned as a pre and postnatal specialist. So number one, it's really, really important that you understand your whole life values. Now your values are absolutely your foundation for success. And I find that when you don't understand your values, you can end up in a complete conflict situation where your business and your family or what you want to do with your family is just not
Jen (04:42.23)
working at all. Knowing your values ensures that every single decision aligns with your priorities and there's nothing more important than this when you're a mum trying to run a fitness business, especially when you're a mum running a fitness business that supports other mums as well.
So what I like to do is move through a process of defining our top two whole life values with my clients. We go through a process of brainstorming all of the different values words and I have a workbook with all of those words in them.
We brainstorm, we pull out all the ones that speak to us without thinking about it too much. Then the next step of the process, and we start to draw lines between each of these words, and some of them are kind of, you know, working together, mean the same thing. And we go through a three or four step process to get you to the point where you have written down and you can identify your top two whole life values. And these are the values that you're gonna come back to over and over again.
So some of you, if you've been listening to the podcast for a long time may already know my top two life values are courage and connection. And these are the two values that I carry with me and they help me to make all of my business and life decisions. Now, courage is a big one because if something is uncomfortable, I can draw on that value of courage in order to move me forward. The connection one is something that started to make a lot of sense to me.
quite a number of years ago when I was running my fitness business for moms. Now I was connecting with the moms in my class and at the time I was doing personal training as well. But every time I left my babies at five o'clock in the morning to go out and train my PT clients and then rush from the gym to the park, I started to feel like I was out of alignment with my value of connection. Somebody else was taking my kids to school.
Jen (06:50.808)
Fast forward a little bit later and we started to have a few challenges with our school drop off. And when on the mornings that I was doing that, I was then even further in conflict with my value of connection when I was having to try and push my children through the doors of the school in order to get to the park on time. So I went through this process of...
looking at my values and looking at my business and figuring out what was and wasn't in alignment. So back then, the first thing I chose to do was stop doing all early morning training sessions so that I could be the person there trying to take like getting my kids ready for school and dropping them off. That worked for a while and then this this problem with dropping my children off at school was even harder to the point at which
you know, one of my children would not be dropped off at school, would end up in the park with me, or I'd be, you know, trying to close a door so that they couldn't come with me. And my heart just couldn't, couldn't do it anymore, couldn't leave my little person in a situation that they weren't happy with. So I made the difficult, difficult decision to sell my fitness business for moms so that I no longer had to turn up at 9.30 in a park. Now that might seem extreme to some people.
But that's what I chose to do with my business at that time. My values of courage and connection have also carried me through. So I've said no to international opportunities that have taken me out of alignment with being at home with my kids when I want to be at home with them. And then on the flip side, sometimes I've used that courage to kind of say to my kids, hey, we're to go on holiday in two weeks time.
mom's going to go off and do this piece of work and then we're going to come back and we're going to spend all of this time together. So I'm constantly using my values to shape the decisions that I want to make in the world. And whenever I'm mentoring any of my or our mom's safe trainers or anyone for example, for that matter, I'm always wanting to come back to what are your two life values so that we can help you to build a business that is in alignment with your whole life.
Jen (08:57.314)
So if you are somebody that would like to go through my values workbook, I'm very, very happy to offer that to you. You can head to the show notes and grab the link and we can send that or you'll be able to pop your details in there and get that link sent through to you. It's a whole workbook. It's called Heartfelt Goal Setting and you'll be able to go through that, learn your whole life values and look at some other ways of goal setting in your fitness business as well. So make sure you do that.
Next up, so that is number one. Number two, it's really, really important that if you want to run a sold out fitness business for moms, that you speak directly to your ideal client. I can't tell you how many fitness business owners, even the ones that know they want to work only with moms, are afraid to speak to their ideal client because they think they will lose business.
when actually the opposite is true. The longer that you mess around and you talk in general to all of the people, the longer it will take for you to become known as the specialist that you are wanting to get paid for being. So if you're, if in one place you're advertising to moms and then in another place underneath it's like, I'm, you this is a fitness session for moms, but everybody is welcome. Like we know that if other people want to come along,
They can knock on your door and they can say to you, hey, it says it's for moms, but it's 9.30. I don't have kids yet, but I'd like to come and train with you. get to say yes or no to them, but be really brave and try not to dilute your offering in saying that it is for everybody. What we want to help you to be able to do is really, really stand out as the specialist or the expert. Don't know if I love the word expert.
in your field. So don't fear narrowing your focus so that your ideal client knows that you're talking to exactly them. In order to do this, you might need to go through a process of understanding your ideal client so that you can really define them with their age, their lifestyle, their goals.
Jen (11:10.156)
We want you to be able to pitch to that person. So that could be a I help statement or I'm on a mission to. If you were talking to me, my pitch would be something like, hi, I'm Jen. I run a company called Mum Safe. We specialize in helping exercise professionals to become the go-to trainer for mums in their area whilst running a kick-ass business at the same time. That was quite long. I could probably refine that a little bit more.
Way back when it could have been, hey, my name's Jen. I run a company called Body Beyond Baby. I run group exercise sessions for moms and we have onsite childcare. So something that just draws me in or draws you in as the person listening so that you know exactly if you are the right person or not. We want to adjust all of our marketing messages to speak directly to that person. And one of the ideal places to
do that is on your Instagram profile because you have that small little spot to articulate who you are and who you do it for so that the person landing on your Instagram profile knows whether they should stay or go within about five minutes. And then obviously you create a lot more content on that Instagram profile so that they can then delve into your content.
and get to know, and trust you. But step one is we need to make sure that your ideal client knows that you're talking to them. The other example for this is if you went to a party, could you clearly articulate what you do and who you do it for so that someone's eyes don't glaze over and they've got no idea who you are or what you do? One of the ways I see this go wrong is instead of saying, hey, I'm Jen, I'm a personal trainer.
People will say something like, hey, I'm Jen, I'm a multidisciplinary fitness coach for females. And it's like, people do not understand all of those words. Now I know that sometimes we don't want to identify with personal trainer because let's admit it, so many of us are so much more than that, but it's really important that people's brain can put you in a box.
Jen (13:20.382)
begin with. So, hey, I'm Jen, I'm a personal trainer, I specialize in working with moms, throw your business name in there as well. They go, cool, now their brain is either they're a mom and they're listening or they're thinking about all of the moms that they know in their community so that they can refer them to you. And then they might ask questions about, where do you do that? How do you do that? What makes you different? You know, all of those things. So that is number two. So let's recap them again. Number one,
In order to become a, in order to run a sold out fitness business for moms and position yourself as the go-to pre and postnatal exercise specialist in your area, number one, you need to know your values so that you build that business to support your life. Number two, you need to know your pitch so that your ideal client knows exactly who you are talking to.
And so that everyone around you knows that you are the specialized person in that area. Number three, and this is one of my absolute favorites, you need to know your numbers. The numbers are the backbone of your business. You absolutely cannot achieve what you want to achieve if you don't know your numbers. I'd go as far as to say it is completely impossible.
to run a sold out fitness business if you don't know your numbers. The number of sessions that you run and the maximum capacity of each session is the most basic, basic starting point. From here, you can build on knowing how much income you have the potential to earn if you're at capacity and decide if this is even enough for you. Then with tracking your opt-ins, your leads, your trials books, your trials converted and ultimate number of clients,
You can then start to reverse engineer how many leads you actually need to become sold out or oversubscribed. That is on a basic level. You need to be running a financial spreadsheet if you want to achieve this. Now I have a template. I have previously been one of the most unorganized or maybe unorganized is not the right word, but I've
Jen (15:32.098)
buried my head in the sand when it comes to my finances and my numbers. So way, way, way back when I ran my fitness business, Body Beyond Baby for moms earning over $200,000 a year, but my taxable income at the end of two years in a row was $14,000. And this was because I was not understanding the money going in and the money going out. I also ran that same fitness business for seven years.
really not understanding what my capacity was. And it was only when I changed the way I looked at the capacity of my business or started to understand it that I then understood the value of running a sold out or oversubscribed fitness business. Top tip, if you want to listen to anything around oversubscribed, go look up Daniel Priestley. He has an audio book called Oversubscribed and I use that as recommended reading for any of our Mumsafe trainers.
We then want to get to a point where we're talking about income versus profit, tax, GST planning, making sure you're paying yourself regularly and paying yourself all year round. We don't want you to be worrying about not getting paid in the holidays or not even taking holidays because you're afraid of losing your income. So it's only when you have your financial awareness in place that you're going to feel confident and successful in your business, even as it builds.
So you may not be oversubscribed yet, but if you understand where you are right now and you understand where you want to get to, and you start to put together the building blocks that are going to get you there, then you're going to start to feel confident and successful in becoming oversubscribed and becoming that go-to trainer for moms in your area. If you would like me to send you my financials spreadsheet, you can head to the show notes of this podcast.
Or if you're listening to any of this and you just want to go to a one-stop shop and say, hey, Jen, can you just send it all to me? Head over to Instagram at jendugard, shoot me a DM and say, I've just listened to the first podcast of 2025 and I'd love to get this resource, this resource and this resource. And I will send them all to you that way and make it super, super easy. All right, so we've done number one. Number one, we need to know our values. Number two, we need to know our pitch. Number three, we need to know our numbers.
Jen (17:59.51)
And number four, we need to understand the right action steps to take in order to get to running a sold out fitness business. Now I want to make sure that you maximize your precious time. We know that time is limited, so we want to make sure that you're only focusing on high impact actions and you're laying those foundations for that sold out fitness business.
We want to make sure that you stop guessing and start moving towards being sold out.
I know that 99 % of our clients here in MumSave are also mums. And when I talked before about making sure that we utilise your time, I know that your time is precious and it's limited. So inside MumSave, we make sure that you know the actions that you need to take in order to move closer to being sold out and becoming that go-to trainer for mums.
I believe in stopping messing around and hoping that we're doing the right thing or feeling like you have to get to a certain level before you invest in business support. The smartest trainers that I know know that getting business support early will supercharge their time efforts and investments. What feels like it might be a big investment today can get you a lot closer to where you want to be, not even tomorrow. So you might be there.
tomorrow, sorry, not even tomorrow, not next year. You could be where you wanna be in six months time if you just stop going round and round in circles and try and do everything yourself. What I want to make sure that you do after listening to this episode is hit the subscribe button and stay tuned because what I'm gonna be bringing you in the coming weeks is some stories from our amazing Mumsafe trainers that have taken the leap.
Jen (20:01.91)
and chosen to invest in their business support to make sure that they're moving forward more quickly. And I can promise you it's the people that make that decision and get that support that do move forward in leaps and bounds. One of the biggest things that I hear some people say is I don't have time to do a lot. So I don't want to invest any money in moving forward. I always find this quite interesting because this is where making sure you're doing the right actions is even more important.
So let's say for example, you don't have any children, you've got unlimited funds to grow your business, you've got no demands placed on you around time or finances to get from here to the next stage. That person may be someone that has all the time in the world to spend on Google and try and figure out and get the free information. you know, they've already got time and they've got financial backing, but now they've got the...
what's the word, the luxury of figuring it out all on the way. What I know that moms don't have is that ability. I know that many, many women out there, potential fitness business owners that want to make a difference in working with moms, they choose not to take a step forward because they don't want to invest in themselves.
They're scared that they're not going to move forward. And they think that they should get to a certain point before they allow themselves to do that. Now, if we spin that all around, it's like being a personal trainer, right? We know that we want to educate potential clients in that when they come and work with us,
they are going to move forward more quickly and more efficiently than if they went around in circles doing themselves. We still hear people say though, I'm going to get fit before I invest in a personal trainer. And you and I both know that that is not the way to optimize your fitness in the most time effective way. It's exactly the same for your fitness business. And it's even more important if you've got limited time, you want to know that you're taking the exact right steps.
Jen (22:12.106)
in the right direction in order to achieve what you want to achieve with the limited time that you've got. If you want to grab a resource in this space, have my how to launch your fitness business checklist that I'm very, very happy to give you access to so that you can start to look at the different steps that we need to take in order to grow your fitness business. And then when you're ready to jump in,
then you can absolutely book a discovery call and come and talk to me inside of Mumsafe. So we know our values, we know our pitch, we know our numbers, we know the right actions to take. And then number five, we want to make sure that we know that we are supported. So surrounding yourself with the right people is fundamental for your success. Right now, if your circle is not inspiring you to...
level up and build the business and influence that you dream of, then you need to get a new circle. Inside Mumsafe, you will instantly have access to some of the most collaborative and supportive and motivated trainers in the pre and postnatal space. Your job is to join in and then lean in. We're often told that our space is not like anybody else's. We are...
People are used to operating in areas that have competition and people want to tear them down, not inside MumSafe. We truly believe in collaboration over competition and every single trainer in there wants you to succeed as if you were running their business. We know that your circle defines your success and we want to make sure that you have that support every single step of the way.
So we are up to number six. We've got number one, we know our values. Number two, we know our pitch. Number three, we know our numbers. Number four, we know the right actions to take. Number five, we now know that we can get supported to move closer to our goals for 2025. And number six, and this is the one that I think a lot of people think should be at the top. It should be the most important step, but it's actually not.
Jen (24:34.702)
We want you to know more technical stuff. Now, so long as you have and you hold a current quality pre and postnatal certification, I don't advise you do a whole lot more education until you have a really, really good business.
Inside Mumsafe, we know that our Mumsafe trainers want to know all the things. So we give them all of the business support. We make sure that they've got the right actions to take. We make sure that they're surrounded by all of the best people in the world. And then we make sure they have a resource where they can get more educated every single step of the way. The mistake many fitness business owners just like you make.
is that they want to make a difference in the pre postnatal landscape, but they just keep on doing more and more courses, thinking that the clients will come just because they know more. We know, and I know deep down that this isn't the case. You need the business skills first, and then you need to back yourself by being up to date and ahead of the game in pre and postnatal and working with mums.
This is where inside MUMsafe, we provide you with all of the ongoing education that you need in order to be confident to say that you are the best of the best in the pre and postnatal space. We pride ourselves in all of our MUMsafe trainers being committed to their ongoing education and we provide that to you inside of MUMsafe. We're just about to submit year three and four.
of our MumSafe trainer levels to OzActive. So we have four years of ongoing education inside of MumSafe. So if you ever see a MumSafe trainer and they've got a level one, a level two, some of them will start to see level three. That means that they've been with us for one year and they've completed all their ongoing education, two years, three years and ongoing. And we make sure all of that education is CEC certified as well.
Jen (26:42.734)
So whether you choose to come and join us inside of MomSafe or not, please make sure that you tick off all of the business support before you keep doing all of the courses. Now, I want you to do all the courses because I want you to do the best and that's be the best. And that's why we cover so many different topics from perimenopause to menopause to training to your cycle to endometriosis to hysterectomies to pessaries to...
so many different subjects in there, but none of that knowledge is going to help you to get where you want to be. If you don't have the right business to support, know your numbers, know who you're talking to, know the right actions to take, and you're not supported along the way. So when you follow these six steps, you will become the most locally famous pre and postnatal fitness business or coach in your area.
And the cool thing about being locally famous means that everyone knows who you are and what you do. And that means that you become in demand. And being in demand means that over time you become sold out and this is the most powerful position you could possibly be in within your fitness business. Being in demand based on your chosen ability backed by your commitment to ongoing education means you are rocking it in business and I'd say in life as well.
Now you've got a fitness business that positions you as the go-to trainer for moms in your area. You're sold out, so you're earning an income that supports your life, and you make decisions early on in your business to ensure that the business that you create and the hours that you work and the effort that you put in support your family and your lifestyle instead of being in conflict with it.
That is me for episode one of the new podcast for 2025 straight in there with all of the business support and the business ideas. I hope that you choose to take steps forward in 2025. I know that there's plenty of people listening who who kind of sit there and go, I just, I just, I want to do it. I wish I could do it.
Jen (28:59.916)
My call to action for you to you today is to download some of the resources that I've mentioned. If you can't remember them at this point in the podcast, head over to Instagram, shoot me a DM, let me know that you've listened to episode one of season three of the podcast and you'd like to grab all of the resources or the one that just stood out to you. And if you're ready to take a step further, head to www.jendugard.com forward slash mumsafe trainer.
and you can register your interest to get more information and you can book a discovery call. Have a beautiful start to your 2025. Stay tuned for more on the Mums... I was just about to say the Mums Save Movement podcast on the podcast, whatever its name is. I'd love feedback on its name. And if you found this episode fruitful, I'd absolutely love for you to share it with your audience.
and maybe tag me and let me know what your biggest takeaway was. Have a beautiful rest of your day and I will see you in episode number two of season three.
