Jen Dugard (00:01.454)
Hey, it's Jen here. Welcome to the Mumsafe Pro podcast. Today, I wanted to do something a little different. I wanna give you the pep talk that you didn't know you needed because let's be honest, there are days in this business when you feel like you are stuck. There's days when you wonder if it's even worth it.
days where you feel like you're showing up but no one's listening. And if that's you right now, I want you to know that you are absolutely not alone. But I also want you to consider that staying stuck could be a choice. And today I am going to try to help you to choose differently.
It's not going to be fluffy motivation. This is going to be a mix of real talk, a little bit of tough love and a reminder of why you started in the first place. And by the end of this episode, I'm going to give you six really clear next steps that you can take that will help to move your business forward. So let's start here.
What does it really take to build a sold out fitness business that services mums? Not necessarily a business that is only about working with mums, but a fitness business that looks after mums in the capacity that aligns with what you want to get done in the world. But the caveat here is that you are running a sold out fitness business. And here's the truth.
It's not one viral post. It's definitely not a pretty logo. It's not waiting for the perfect time when the kids are older or when you feel more confident or when you finally get around to redoing your website. I know that we've always been there. There's always something that we feel like is going to be the next quick fix in order to move to the next level.
Jen Dugard (02:22.68)
What I can tell you is that it takes courage, it takes consistency, and it takes connection. And the reason why I know this and why I feel so certain about what it actually takes to grow that sold out fitness business for moms is because I've seen it over and over again. I've seen trainers who are incredibly skilled, who care deeply about the moms that they look after, who want nothing more to change lives.
but who get completely stuck because they don't have the systems, they don't have the clarity, and they don't have the accountability to keep on moving forward. Let me give you an example. I worked with a trainer. She was doing everything. She was doing boot camps, personal training, she was working online, in person. She was doing all the classes and she had all the offerings.
but she was exhausted and her business was not growing at all. In fact, it was plateauing. She was incredibly frustrated and she, you when I listened and I really listened to what she was creating or focusing on, it was one shiny offer and then another shiny offer and the thing that she thought...
was going to move her business to the next level. She was looking for that magic bullet, the one that we know doesn't exist, although it does exist, but not in the form that you think that it does. But the shift for this specific trainer came when she became crystal clear about who she wanted to look after, who she was serving. In this case, it was Mums.
And she decided to rebuild her business completely around that. So she simplified what she was doing. She peeled back all of her offerings and she created one strong offer to start with. Then she connected with the mums, her ideal client consistently. And over time, her business started to fill up. She actually came to me and said, Jen, guess what? I don't know what I've been doing.
Jen Dugard (04:36.728)
but it's now working. And number one, it was the fact that she wasn't trying to do everything. And number two, it was the fact that she had been consistent. Not because she'd learned some secret strategy or the next quick fix, but because she had committed to doing the basics brilliantly over and over again.
So if you're someone who's sitting there getting frustrated with your business, even thinking that you're not cut out for it, let's start to change that thought process. Let's stop with those thoughts right there. I know that you are cut out for this, but you need to decide to back yourself and do the work that matters and focus on the right things. Let's zoom out for a second.
Because when you doubt yourself, when you hesitate, when you tell yourself you'll just wait until later and you forget that what you're doing is really important. Because this isn't the work that we're doing collectively to look after the women and mums of our communities. Isn't just about filling classes. That is very important, but that is not the reason why you are here in the first place.
The work you are doing and the work we are doing is about changing lives. It's about thinking about the mum who hasn't exercised since she had her baby. The mum who's sitting at home right now wondering if she'll ever feel strong again. Think about the mum who leaks every single time she tries to exercise or she sneezes or she feels embarrassed to even walk through the doors of the gym.
Think about her. Think about the mom who's exhausted and overwhelmed and has got no idea where to start. She needs you. And when you show up for her and you create that safe and supportive place for her to start moving her body again, safely and effectively, it doesn't only change her. It changes her kids, it changes her family.
Jen Dugard (06:56.076)
and it changes the way that she experiences her whole life. That is the ripple effect that you have chosen to be part of. One mom, one class, one connection multiplied over and over and over again. And that's why this work matters so much. It's bigger than you and it's bigger than your business. It's about creating a world where no woman is
ever overlooked and every woman is truly looked after at every stage of her motherhood journey.
All right, let's refocus in because sometimes what we need is not another motivational quote. It's someone to call us out with love. And if you know any of the trainers that I work with, they'll tell you that I have an ability to give you a nice, swift kick up the bum with a whole lot of love to make it a little bit softer. Here are some things that we could consider. Does any of this relate to you?
You're not showing up online because you don't like social media, but you're hiding. And your mums can't find you if you're hiding. Are you waiting until your branding is perfect or your website is redone before you start selling? If that's you, or if there's something else, you're procrastinating. And to be honest, although great branding and great colors help mums to find you, they don't really care about your branding.
They care that you can help them feel safe and strong. And if you're someone that's signing up for course after course, but never implementing what you've already learned, you're avoiding. And the reality is that knowledge is not the problem. The action or the lack of action is the problem. And I say this with love, but I want to say it firmly today so that you can hear it.
Jen Dugard (09:01.25)
The perfect time is not coming. The perfect post and the perfect marketing is not coming. The perfect feeling of readiness is not coming either. So the only thing that is coming is the opportunity that you create when you choose to take the actions that you've been avoiding, that you've been procrastinating on, or you're not feeling confident into doing the next thing. So let's get some...
practical tips. I promised you six steps that will move your business forward and here they are. Step number one, you're gonna get crystal clear on your offer. You're going to think about your ideal client and you're going to stop trying to be everything to everyone. I want you to know exactly who you serve.
And what transformation and the word transformation in the fitness industry is a bit of a weird one, but you are transforming her life. You're taking her from where she is right now to where she wants to be. So what transformation are you providing? And if you can't explain what you do and who you do it for and your offer in one simple sentence, then that's your first job to look at your ideal client, to refine what you do and who you do it for.
and make it very clear because clarity sells and confusion doesn't. Step number two, I want you to connect with the mums that you want to work with consistently. Don't post once and then just disappear. Don't send one email and expect results or even worse, post one post and send one email when you're trying to get someone to work with you.
You need to show up consistently, consistently and share your stories, your knowledge and your heart because consistency builds trust and trust is ultimately what is going to build your business.
Jen Dugard (11:11.264)
Step number three, we're gonna build relationships and not transactions. This is where we start to think about referrals. Because as much as I believe in the numbers inside your business and the necessity to really know them, your business isn't about numbers, it's about people. Your partnerships with your pelvic health physiotherapists, I want you to deepen those relationships.
I want you to be the trainer that really sees their clients and really cares about their wellbeing, not just the one who takes a payment and puts it into a generic environment. So really develop the depth of your relationships inside your business.
Go and meet with your physios, share with them what you do and how you do it and why it's so uniquely different and why they need to send all of their mom patients to you. And then truly connect with your clients, with your moms, follow up with them, celebrate their wins and make sure that she knows that you're truly invested in her journey.
Jen Dugard (12:27.054)
Step number four. Now I just talked about numbers not being the most important thing, but they really are important in understanding your fitness business. And I talk about numbers a lot. So yes, connect with your clients, but we have to really understand the numbers that represent the freedom that we have within our business. We want to be tracking our leads, your conversions and your attention.
Because when you know your numbers and your income, you can see not only what's working, but also what's not. And then you're in control of what is happening next. So let's recap the three actions. Action number one, you're get crystal clear on your offer. Number two, you're gonna connect deeply with your clients and your partners.
It's not about posting once and then disappearing.
Jen Dugard (13:35.854)
Okay, 13.
Jen Dugard (14:09.624)
So let's recap the steps that we've done so far. Step number one, we're getting crystal clear on our offers, what we do and who we do it for. Step number two, we're making sure that we're consistently connecting with our audience, not posting once and ghosting. Step number three, we're building and deepening those relationships, not just having that transactional.
transactional feeling with both our mom clients and with our partners. Step number four, we are tracking our numbers. So I know that numbers can feel really scary, but they're actually the freedom inside your business. You're tracking your leads, your conversions, your retention. And when you know your numbers, you can see what is working and what is not. And then that means that you are in control.
Number five, I want you to really think about where in your business you are investing in your growth. Because if you want others to invest in you, you have to lead with the feeling and the philosophy of investing in yourself. So are you investing in your ongoing education?
Are you investing in a mentoring, mentorship or coaching? Do you get business support? Because you don't have to do this alone. And once you get over the feeling that it is an expense, it's an investment, right? Every successful trainer that I know has invested in themselves and continues to invest in themselves along the way. And step number six, this is a good one. Step number six is to play the long game.
I want you to make a commitment to yourself today after listening to this podcast, maybe post it in a story and share with me your commitment. But you're going to stop looking for the quick win because it's not a thing. This is about building something sustainable, something that supports your family, supports you and your life. It's about building something that changes lives for years to come.
Jen Dugard (16:30.562)
And when you're on that journey and you're on that trajectory, you need to understand that success doesn't happen overnight. There is no silver bullet. The silver bullet is consistency. It's the result of showing up over and over again, even when it's hard. So today let's let go of...
the quick win, the, you know, what is the next program or thing that's gonna support me? Or the next quote, program or thing that's gonna be the game changer because it doesn't exist unless you are committed.
Jen Dugard (17:12.824)
So here I am to wrap up your pet talk. I want you to know that today and every day you are capable, you are definitely needed, and you are part of something that is so much bigger than yourself when you are on a journey to support moms and women of your community. But none of that matters if you don't act.
Imagine this, one year from now, you look back and realize that this was the moment that you stopped waiting. This was the moment that you chose to back yourself. And this was the moment that everything started to shift. Because the reality is that you don't need more time. You don't need more confidence and you don't need permission. You need courage and you need action.
There are so many mums in your community that are waiting and they need you now.
Jen Dugard (18:20.28)
Thank you so much for letting me be in your ears today. I hope this little pep talk landed exactly where you needed it to. If it has, I would really love for you to jump onto your Instagram, share exactly what landed with you and tag me because this is a one-way conversation, right? Or I am speaking beautifully to you and I would love to hear back what you took away from this week's episode.
And if you're ready to stop waiting and to start building, there are a number of ways that the work that I do at both MumSafe and within Safe Return to Exercise can support you. You can join our final Safe Return to Exercise certification for 2025, which has got all of the latest research and updates in that course. And you can join a VIP How to Build a Sold Out Fitness Business for Mums workshop that is happening in different states.
across Australia and New Zealand. If you're listening to this in real time, we're on Friday the 12th of September, this episode will be published on Monday and we have a number of upcoming workshops happening in Queensland in Australia. So if you're listening to this and you want to get involved with one of those, please reach out to me. I'd love to extend a special...
discount code for safe return to exercise for anyone that wants to sign up for November you've just got to shoot me a DM on Instagram let me know that you've listened to this episode and let me know that I promised you a discount code and the same for the VIP workshop so hit me up on Instagram let me know where you're located and I will not only send you a link I will also send you a code
Jen Dugard (20:15.897)
You don't have to do it alone. Let's remember that. All right, time for you and for me to go out there, to back yourself and to build the businesses that change lives in our communities and way beyond that. Have a great day.
