How to use testimonial videos better in your fitness business for faster sales

There are good ways and bad ways to use testimonial videos.

The difference can be between creating a real impact that results in more sales, or wasting good content by presenting it at the wrong time.

So when and where should you use testimonials for the best effect?

Let me use a story as an example.

Last week I went for lunch in the marketplace at my favorite burger stall. It was already busy with a few customers and not long after I ordered my food, a couple came over to read the chalkboard menu.

They had clearly never eaten the food before because they were taking forever to decide what they wanted; and there were only 3 things on the menu.

The same three things every week.

The man already had his money out ready to pay but they just couldn’t decide. Slowly he began opening his wallet again to put away his money and go somewhere else.

Perhaps to find another menu with fewer choices?

There were only 3 things on the menu, but it was still hard for him to make a decision!


Just before he put it away I was handed my Bean Burger and said to them both:

“You need to try the Bean Burger, it’s so good! And this coleslaw – you’ve never tasted anything like it!”

And what happened…

He handed over the money straight away and order bean burgers for them both.

I didn’t hang around to watch them eat (that would have been a bit weird) besides my work was done. I’d helped my friend sell two more burgers and I’d helped the customers get a lunch they’d enjoy.

Imagine a different scenario.

What if I’d seen this couple two hours earlier and I’d been handing out flyers for the burger stall, hoping to catch people in their mid-morning coffee breaks.

I could have handed them a flyer and said:

“Come to use for lunch today, this place does the best Bean Burgers and Slaw in Kingston”

So you think this would have had the same effect?

Well, I had their attention and I created some awareness, but at around 10.30am I would be trying to convince them at the wrong time. If they are not hungry, they have no desire to get lunch.

In my story, they bought the burgers because they the endorsement reassured them at just the right time to take action. I was the proof that they needed to be reassured that a spicy Bean Burger would satisfy their hunger and give them more… the chance to experience the best burger in Kingston!

Timing is everything.

Which is why putting video testimonials immediately in front of first-time visitors to your website can be the fastest way to waste good social proof.

Anyone visiting your site expects to hear customers saying good things about your business. But they don’t need convincing so early on because they have other things on their mind – finding out more about your products or services.

You need to let them take their own journey of discovery and it has to be valuable.

First, use video to further introduce and build interest in your business. Use good web design, great copy and explainer videos about what you do.

Then you can to go deeper into product or service videos to create desire.

Then introduce testimonials and case study videos to provide proof and build trust.

Testimonial videos only turn prospects into sales when they’re used in the right place at the right time. You can’t take a customer from ‘aware’ to ‘trusting’ and skip ‘interest’ and ‘desire’.

Give your prospects the information they need and in the right order.

Don’t try and use testimonials to create shortcuts to sales. If they’re forced into view too soon they will be watched, forgotten and never revisited and you’ll have wasted one of your most powerful sales tools.

How to film fitness testimonial videos for marketing

Do you want to create attention-grabbing, thumb-stopping fitness testimonial videos for your brand, gym or business?

Great! When used at the right point in the customer journey, testimonial videos can help you convert more leads into customers.

The trouble is many people don’t plan testimonials well because they fear that if they do, the videos won’t look ‘authentic’ or ‘natural’.

This means a lot of testimonial videos produced without much thought don’t deliver on expectations and can be a nightmare to create.

So how do you plan testimonial videos if you’ve never done it before?

Easy! Follow this checklist to help you produce great testimonial videos that are quick to edit, look and sound, and serve your business well for years to come!


  1. Film in a quiet location with plenty of light.
  2. Turn all background music off
  3. Always use a tripod and a lapel mic.
  4. Put a sign on the door so you don’t get disturbed
  5. Be selective on who you interview for your fitness testimonial videos. Choose a variety of different people who exemplify your ideal customer and have a story to tell.
  6. Give your interviewees space – don’t back them into a wall. Choose a background that looks good, but not distracting.
  7. Create a brief for your video team to explain how you want your videos to look once edited. Work with your video team to choose the best framing to accommodate any on-screen branding, graphics and captions.
  8. Allow plenty of time with your interviewees so they don’t feel rushed. The more they talk, the more relaxed them become and the better answers they give.
  9. Don’t make a point of saying “we’re recording now”. Start the interview with general chit-chat before moving into questions. Arrange with your film crew to start filming discretely as soon as they enter the room.
  10. Provide your interviewees with a copy of the questions in advance so they can prepare their answers.
  11. Ask open ended questions like ‘How did you…” , ‘Explain why….’ and ‘tell me more about…”
  12. Avoid closed questions that can be answered with a simple ‘yes’ or ‘no’.
  13. Allow a second or two of silence after each answer before asking the next question. Your editor with thank you for it.
  14. Train yourself to nod in agreement throughout the interview so your voice isn’t heard when your interviewee is talking.
  15. For every question you plan to ask, write a list of ideal answers you’d like to hear and tick them off as you go.
  16. Write a list of words or phrases you don’t want to feature in your testimonial videos and listen out for them.
  17. Prompt your guests to mention the question in the answer.
  18. Ask your guests to mention your product, service or brand by name instead of using ‘they’, ‘you’ or ‘it’
  19. When you hear a great quote or piece of content, write down the time you hear it.
  20. Ask your interviewees to sign a release form. This gives you the permission to use their image audio and words for all your marketing needs.
  21. Provide your video editor with the questions and notes for each interviewee.


Filming testimonials can be as easy as sticking a camera in someone’s face, but that’ll only get you average results at best.

It’s easy to film anything nowadays, but if you want to guarantee better results and create effective marketing videos then there’s no substitute for planning your projects properly.

Follow these tips and you’ll create fitness testimonial videos that are authentic, quick to produce and remain useful for years.


Musclefood testimonial filmed in 2016 for the lunch of the Do The Unthinkable 12 week fitness filmed over 5 days in Nottingham.

Six mistakes fitness businesses make when commissioning video production

Video isn’t magic…sorry to break it to you.

The truth is, just because you’ve made a video doesn’t mean you’ll magically “voodoo” new business out of thin air.

If you’re feeling an urgency to create videos for your fitness business to improve marketing, sales, or retention, then this post is for you.

It’s my goal with this post to make sure you make videos for the right reasons and not just to tick a box or satisfy a quota.

Spotting the mistakes before you make them is the secret to commissioning fitness video projects that meet your budget, deadline and expectations.

So if you want to make your video projects a success without the stress, watch out for these common mistakes.


Requesting quotes without a video brief

People with little to no experience commissioning video often make this mistake. You’re keen to get going, but you have no idea how much video production costs, so the logical first step is to research costs.

The trouble is, every video project is unique and with so many variables, it’s difficult for any videographer or production company to quote accurately without a brief.

Any experienced video team will be reluctant to quote without a brief because the lack of information means scope creep is inevitable.

And if you do select your video partners based on an early estimate without briefing them correctly, you’re going to encounter problems down the line.

If your project requirements change significantly after agreeing a quote (which they will without a brief – it’s called scope creep), your videographer may want to renegotiate if the project has changed. And if you can’t work together to agree on a budget you could be left without a video expert and on the hunt for last minute quotes again.

Typically this happens with only weeks to go before the planned shoot, leaving whoever steps into make it happen a little uneasy to say the least because they’ve not been involved in pre-production to agree on execution.


Skipping pre-production

If you want your video projects to deliver on budget, time and expectations you can’t skip pre-production. It’s easy to assume that expensive cameras and equipment will make anything look good. The truth is a lot of though and planing is required to make any worthwhile video. If you’re new to commissioning video and don’t know where to start, ask your video team to work with you to plan your project. You’ll find that their experience will help you to make decisions faster and generate ideas that you may not have though of.


No one is assigned as project lead, or there are too many people involved in decision making

Video production is a bit of a dark art – it’s technical, there’s weird jargon and a lot of expensive looking equipment. So it’s no surprise that marketing teams find it more comfortable and convenient to share responsibility for it’s success than elect a decision maker.

This is common with businesses who are experimenting with video for the first time, or don’t know how to plan or managing video projects confidently.

When there’s no dedicated decision maker, everyone wants to be a decision maker and that creates confusion, frustration and communication issues.

If you want your video projects to meet deadlines, budgets and expectations then you have to assign a decision maker to every project. That person needs to create the brief and make all decisions throughout the project without opposition.


Your competitor has a [insert here] video so you want to make one too

Copying your competitors seems like an essential marketing move to avoid losing ground. However, if they’ve got a strategy in place for which their video serves, you’re just trying to compete on a superficial level.

If you’re planning to make any video, or any piece of content for your business for that matter, then the first step is to do a P.R.O Qualifier.

This makes sure you only create content for the right reason and increases your chances of making something that matters and serves a purpose.


So what is the P.R.O Qualifier?


P = Purpose. What’s the focus and actionable result of the video. (What do you want the audience to do?)

R = Reason. What’s the reasoning or driving force behind making the video. (Why bother?)

O = Objective. What’s the quantifiable objective, metric or target you’re planning to achieve with the video. (What’s the goal?)


If you can’t establish the P.R.O then you probably shouldn’t make the video, or go ahead knowing that it will have little impact on your business goals.


Commissioning videos one-at-a-time

This is the most in efficient and uneconomical way to commission any video production. Businesses with limited marketing budgets and inexperience commissioning video often try and rush the process or save money by scaling down projects.

While there’s usually one main video at the heart of every project, there are always opportunities to splinter off or create other pieces of content in the process. For example, an ‘about us’ video might feature testimonials, that can be used as stand alone pieces of content to help improve sales, or extended interviews with your team members can be turned into Q and A videos.

Planning content acquisition for any project is the key to unlocking more content opportunities to create multiple videos. This will give you more bang for your buck.



The video you want to create has a limited lifespan or only short term use

Let’s take fitness events as an example for this. Business who create fitness events are always in a rush to create a post event video to share on social media.

These ‘ look what you missed out videos’ are designed to ride out the wave of post event excitement as long as possible. But why bother?

Unless the video is designed to promote advance ticket sales for the next event, then it’s better to delay post-production. Taking the time to review the content and decision a production strategy will be far more beneficial in the long term.

As I said earlier in this post, while there’s usually one main video at the heart of every project, there are always opportunities to splinter off or create other pieces of content in the process.

If your aim is to create video in an efficient and economical way, long term strategy has to trump short term gratification.

Evaluating the success of your video based on vanity metrics such as likes and shares isn’t a true measure of performance.


In conclusion…


Because video has become quicker and easier to produce on mobile phones, video has become a throwaway commodity. A lot of cumulative time and effort is going into creating masses of content with very little long-term value.

Until recently that’s been the game. Create a lot of content, then spray and pray that some sticks. Inevitably some does because somewhere in the mix, real value is shared.

If you haven’t already noticed, social media channels are becoming dominated by video and there’s more noise. It’s never been easier (or cheaper) to make bad videos.

This means that it’s more important than ever for fitness businesses to be more strategic and less spontaneous with video production, if they want their video efforts to pay off long term.

Going into 2020, the games changed – less is more. The widely agreed strategy is to produce fewer pieces of high value content that have a longer lifespan and more net impact.

Why? Because social media platforms are rewarding time on platform, engagement and session duration. Vanity metrics have had their day.

It used to be text, then images and now you’re fighting for the attention of your audience with video. But attention spans are shortening and audiences expect more curated content to their tastes.

Video is still the best way for fitness businesses to grab attention and keep it, so give it the attention it deserves. Investing in video doesn’t just mean money. If you want to do it right you need to invest your time, resources and attention into pre-production instead of trying to cut corners.


How to present world class fitness videos with confidence, speed and better results!

If you want to present fitness videos or launch an on-demand workout channel then this blog post is for you.

If you’re used to teaching to a room full of participants, presenting a fitness class alone to a camera can seem ridiculously intimidating.

Preparation is key. Without the visual feedback from people in front of you, there’s more to remember and less help to trigger teaching points.

With this list of tips, you can present world-class fitness videos that you can be proud of and deliver the best exercise experience for your audience so they come back for more.




Let’s get the most obvious tip out of the way at the start. Rehearsing pays of massively. The more familiar you are with your workout the more confident and natural your performance becomes.

Making mistakes can be frustrating and time consuming. If you want to bang out your workouts quickly, then take the time to rehearse so you’re more prepared and less likely to make mistakes.

When you know your workouts instinctively you can focus more on your performance and connection though the camera to your audience.




Keep your intros short and concise and aim for no longer than 10-30 seconds. People want to workout not listen to a lecture, so if you’re not saying what people want to hear they may not stick around.

If you’re workout warrants further explanation and back ground information, make a separate video. This provides a more appropriate opportunity for you to connect with your audience on a deeper level at a more appropriate time and doesn’t frustrate your audience if they want to get into the workout quickly.

A good intro:

  • qualifies your audience by need, ability or objective
  • gives a name to your workout and highlights the benefits
  • highlights and equipment requirements
  • tells them how long the workout is.


Anymore than this will overload the viewer with too much information and cause unnecessary delay to the workout.

Remember, you ability to deliver confidently to camera without ‘ums’ and ‘errs’ demonstrates your professionalism and ability to communicate.

If you’re using videos to bring more people into your live classes, then it’s in your best interest to make the best possible first impression.

Here are some good examples of workout introductions:


Yoga Class for BEGINNERS with Ashton August (Full Class)

15-Minute Beginner’s At-Home Cardio Workout 





There’s no reason why you can’t intro your workout while your audience is moving.

If you’ve planned your workout correctly then your warm-up moves should be low impact and easy to follow making it possible for you to maximise the workout opportunity.




Without the right preparation you’re more likely to make mistakes and say the wrong things on camera.

If you’re new to filming your workouts, relax, it’s OK to make mistakes and you’ll get better with experience.

If you do something by mistake in your video it can be hard not to show your disappointment,. But don’t stop and ruin what could otherwise be a perfectly good video.

Always film your workouts by imagining that they’re LIVE! What would you do it you made the same mistake teaching in a club?

You correct yourself and move on. You don’t have to be perfect, just be prepared to deal with mistakes in the most professional way.




When it’s just you and your camera, silence can be deafening and one of the hardest things for fitness instructors to be comfortable with is being silent.

If you want your audience to get the most out of the workout then you need to give them a reason to listen. If you’re talking all the time, it’s difficult for them to tell what’s most important.

If you find yourself talking too much, train yourself to coach in as few words as possible. Think before you speak and be economical with your words, review the phrase in your mind before sharing it.

This will help you to cue better and give any music the room to breathe for a better exercise experience.




Present your workouts so they’re suitable for returning fans. You audience will only be first-timers once, so coach for progression instead of introduction.

When you present your workouts, imagine your audience have already done it 10 times. This will help you to create workouts with a longer shelf life that will appeal to returning fans as well as first timers.

If you want your participants to repeat your workouts, then you need to coach and deliver in a way that doesn’t frustrate the experience or slow them down.

If you teach in a way that assumes everyone is doing it for the first time, then the pace of the workout could be interrupted by explanations or demonstrations that are unnecessary to a more experience audience.




Sometimes following along to exercise videos becomes an audio only experience. When you present fitness videos you have to rely on more than visual cues.

If participants are adopting yoga poses or exercise that make it difficult for them to see the screen, you’ll need to change your coaching style to be more descriptive.

When visual coaching cues are compromised you’ll need to rely on strong verbal cuing. If you can pace your cuing with moments of silence, then it’s easier for your audience to follow your coaching cues when they need them the most.




Making your workouts a positive experience for your audience will encourage them to return for more.

Rehearsing your workouts and paying attention to your teaching cues can help you to become a better coach.

Avoid negative cues like ‘don’t’ and ‘can’t’ and set objectives instead.

Warning people what they’re doing things wrong takes up valuable coaching time and doesn’t help your audience feel good either.


Here are some examples of negative cues and alternative phrases.


NEGATIVE: “Don’t let your knees fall inward as you squat down.”

OBJECTIVE: “If your knees are falling in, keep you them inline with your second toe as you squat down”


NEGATIVE: “Don’t bounce the barbell on the chest”

OBJECTIVE: “Are you smooth and under control as you lower the bar down?”


NEGATIVE: “If you can’t keep your speed up, drop your bike’s resistance”

OBJECTIVE: “Keep moving and drop your resistance if you need to, then when you’re ready take it up again”




Just like your intro, you need to script your outro. The last thing you want to do is fluff up the ending when your workout has gone so well.

Preparing your outro in advance is the only way to wrap up your video with confidence and avoid waffling.

The secret is simple here, just figure out the last think you want to say (word-for-word) and work towards it.

So what should you say as your outro?

  • Congratulate your audience on completing the workout
  • Empathise and let them know that you know how they feel.
  • Repeat the workout name and focus.
  • Tell them what to do next e.g. “if you like’d this workout , next time try this one…”


Remember at the end of the workout, your audience will be tired but they’ll also feel great, so it’s the perfect time to ask something of your audience.

That could be a request to subscribe to your YouTube channel, follow a link to find out more about your local classes or take advantage of a promo you’re currently running.


So now you know how to present fitness videos that will deliver your audience the best exercise experience.



5 Essential Videos for Gyms, Fitness Studios and Personal Trainers

5 Essential Videos for Gyms, Fitness Studios and Personal Trainers


If you’re planning to create a promo video for your fitness business, you should know that one video just won’t cut it anymore.

People are becoming less patient and attention spans are getting shorter, so it makes no sense to try and cram everything about your business into one long video.

The customer journey is also becoming more complicated and less predictable because people can discover your business through different online and offline channels.

The only way to be ready to catch all leads is with a video strategy. A series of videos that complement your buyers’ journey and deliver the right content to the right customer at the right time.

Making it easy for your prospects to learn more about your products and services on their terms is the secret to engagement and a speedier sales process.

You can’t do that with one video.

This is why a video strategy is so important in the sales funnel. Specifically engineered videos are useful tools that provide only the necessary information and can be consumed quickly.

Used intelligently, videos can make businesses more efficient. They can be used to answer common question and overcome objections – events that would normally demand human intervention and be a drain on time and resources.

So what constitutes a basic video strategy for most fitness businesses?

Well, there are 5 essential types videos that every fitness business needs:

Homepage explainer video


An explainer video sit at the top of your sales funnel. It’s a high quality video that has a long lifespan, so it demands some investment. Don’t cut corners of your ideal customer will judge you.

It’s usually the first video anyone sees about your business, so take the time to plan this video correctly and give it the attention that it deserves.

There’s no perfect length for an explainer video. It just needs to be as long as necessary to deliver information quickly and efficiently.

Production quality and messaging matters. This could be the first meaningful interaction a person has with your brand, so you don’t want to disappoint them with a cheap looking video that doesn’t clearly explain how you can help them.

An explainer video isn’t a promo video, business highlight showreel or vanity video. It must present an overview of your business and explain the benefits and solutions that your products and services provide.

A well produced video will increase the time spent on your website and encourage visitors to learn more and watch more videos.

Remember, longer website visits can help to improve your Google ranking so a lot rides on you getting this video right!

Product overview or service videos


Most fitness businesses have multiple products or services so they each need their own video.

This makes it easier for your potential customers dive deeper into your products and services and watch only the videos that matter to them.

This demonstrates that you understand your customers and want to make it easier for them to learn more.

Bundling all your services together into one video assumes your audience must be interested in everything you offer and makes the mistake of assuming they have the patience to sit though a one-size-fits-all video.

Individual product videos are more versatile marketing assets and provide valuable audience insights.  Watch time analytics and view count can help you to quickly identify services areas that are poor performing or low in demand.

People who watch these videos may be problem unaware, problem aware or solution aware. So focusing on the features of your service in these videos is not enough.

Make it a no-brainer for them to see your business as the solution by acknowledging and agitating their problem before providing your solution. Tap into their emotional need to excite them to be a customer.

Testimonial videos


Social proof accelerates the conversion process but only when used at the right stage of the customer journey. Strategically placed testimonial videos can significantly improve sales, but don’t be tempted to use them too early or you’ll simply waste your most powerful assets.

Testimonial videos should stand the test of time, so they need to be engaging, fast paced and evoke an emotional response to be effective.

The most effective testimonial videos tell a story that prospects can relate to. You’ve probably heard that people make buying decisions based on emotion, and then they justify them with logic.

So testimonial videos need to be mini stories that describe a problem, the solution and the outcome/benefits.

Low production value iPhone clips have a place in your marketing strategy, but not at the expense of a sale.

Don’t rush try and extract praise from reluctant, camera shy customers pushed up against a wall. Instead be patient and hunt down your raving fans that will shout about you from the roof tops.

Q and A videos


Q & A videos are quick to produce because every business should already have a list of the most common questions prospects have about a product or service.

These videos need to be subject or problem specific, so it’s easy for your audience to find solutions quickly. The people hunting for these videos may already be customers of yours so it pays to keep them happy.

Freeing up your human resources and ensuring consistent communication and messaging are the strengths of Q & A videos. They’re inexpensive to produce but their benefits are immeasurably valuable.

Objection videos


A disproportional amount of attention is often focused on attracting new customers with video, but at any time their maybe a number of customers stuck in your sales funnel.

Just like Q & A videos you should already have a good idea of common objections you encounter during your sales process. Removing resistance with short succinct videos can grease the gears of your sales machine.

Objections can cause prospects to lose momentum through the customer journey, but sometimes all they need is a nudge to overcome their objection to set them on their way again.

Intercepting customer journeys with the right video at the right time is a low cost way to significantly improve conversion rates, and better still with planning you can automate the process!



Are you ready to create a video strategy for your fitness business to improve sales?

Learn how we can help you here.

Create Better Fitness Videos with Professional Audio – How to Sync Audio with Video

In this blog post I’m going to explain how to make fitness videos for YouTube with professional audio, by syncing audio and video in your editing software.


In a previous post I shared 3 relatively inexpensive ways to record high quality audio for you fitness videos for YouTube (read it here)

These solutions require an investment in equipment of less than £100.

But the results are worth far more, because now your videos sound professional!

There’s no room echo in the recorded audio and you’re not fighting with the music to be heard.

However using this method means you have to sync the audio to the video in post production (editing).

So how do you do that?


Three Claps


  1. First start recording on your camera and audio device/mobile phone.
  2. Check that both devices are recording audio and that the level on your audio device is at about 50-70%.
  3. Standing next to your camera, clap your hands three times.
  4. Record your video.
  5. Bring your audio track from your phone or recorder and the video file from your camera into your video editing software.
  6. Align the three spikes on both the video audio with the extra audio track
  7. Delete or mute the audio from the camera so you’re left with the mic audio from your external recorder / mobile.
  8. Increase the volume if its too quiet but make sure it doesn’t hit the top of your audio meter.

Now you can edit your videos further by adding graphics and music.

Here’s a simple video I found on YouTube which shows how to sync the clips.

15 reasons why gyms and studios need to create their own virtual fitness workouts.

Virtual fitness classes are becoming more and more popular with current fitness enthusiasts and new starters. Here are 15 reasons why fitness businesses need to start creating original virtual fitness classes to give them the advantage in their local area!

  1. Giving current members access to online workouts allows them to stay motivated and on track with their training. Virtual classes can help them stay on track when they go on holiday or are away on business. Helping members to workout wherever they are means they stay loyal to you and reinforcing relationships so they don’t feel like they’re behind when they return to training.
  2. It’s easy to reversion fitness videos into shorter free workouts and clips for social media. It’s then easy to send traffic to consume the full-length content because it’s the content they most value!
  3. More people are working out at home than ever before. Research suggests 62% of gym and studio members do some sort of exercise at home with fitness apps or use digital platforms. Your members could be looking for a convenient solution to train more with you.
  4. Virtual workouts advertise your facility 24/7 if you publish content on platforms like Instagram TV and YouTube. Optimizing your content for search engines can help people in your local area find your business.
  5. Producing high-quality videos is cheap and easy if you have your own camera and studio space. You don’t have to hire a space to make your videos and you can build a library of content quickly. Workouts can be short, so you can film them whenever the studio is not being used.
  6. Over time your workout videos will increase in views and watch time. Use these statistics and dive into the analytics to get a better understanding of your audience and create more of the content that’s most popular.
  7. Showing participants in your videos helps to reassure others that the program is suitable for them too. They may even recognize a friend participating and your loyal followers will be keen to share with their friends any video content they appear in.
  8. Allowing new prospects the opportunity to try before they visit your facility is great marketing. It’s not heavy on your resources or demanding of your staff’s time. You’re providing useful content that they can build into their routine so they want more. Exercising remotely also helps them to build their confidence before they attend in person.
  9. Free videos serve as a gateway to premium content and possibly additional revenue streams. Allowing members to upgrade their memberships to include access to your virtual workouts is a quick way of increasing profits.
  10. Allow your members to downgrade to a virtual membership if they need to take a break. Keeping your members connected to your brand and giving them a low-cost option increases the likelihood that they’ll come back.
  11. Offer free trials to of your virtual workouts to loyal members so they feel rewarded and appreciated for their efforts.
  12. If you have a community who enjoy your free workouts, offer them to sign up for a 5-day video workout challenge – a splinter of your paid program. Those who complete the challenge will feel more compelled to continue their progression and take the next step.
  13. If you sell a premium product or program that’s oversubscribed, you can offer a primer video workout program to complete until places become available again. This helps to pre-qualify applicants to improve conversions. The ones that make it to the end are more likely to buy your higher-priced product.
  14. Virtual fitness classes provide an opportunity for you to partner with other local businesses. You could offer advertising space in your videos to clothing, equipment or food brands.
  15. Turn your instructors into local celebrities! Class participants love their instructors and instructors love Instagram! Invest in your immediate talent and they’ll be proud to shout about their classes and bring in new business!
  16. Members will relocate to other facilities to follow their favorite instructors. So having an exclusive video library of workouts from your top instructors could appease them in the event of your top instructors leaving.
  17. Getting new members to visit again as soon as possible increases their membership lifetime. Emailing them links to stretching videos they can do at home helps them to recover faster. This lengthens the customer journey; connects them to your brand for longer, and shows that you care.

How to Turn Your Video Presentations into Useful Social Media Content

We’re living in the age of content marketing, so I’m always surprised when I attend an industry event and see the keynote speakers aren’t filming their presentations.

Why wouldn’t you want to capture your presentation on video so you can use it for marketing to reach even more people? Surely that’s why you’re speaking in the first place?

I realize that some presenter give the same talks at different places, so they may already have filmed their appearance and have no intention of sharing their content on YouTube until the ‘tour’ has ended.

For others, the reason must come down to cost, fear of the camera or lack of business acumen.

The process of turning a presentation into a valuable package of media content, of course, depends on the quality of the content. I’m sure just like myself you’re sat through a generous share of awful presentations. You know the ones where the content bears no relevance to the title; they’re absent of structure and enthusiasm and they’re just one big sales pitch. If you’re not an experienced presenter I recommend buying The Presentation Book by Emma Leddon. You’ll learn how to structure a presentation properly to engage with your audience effectively and then it’s easy to edit into useful video content.


Imagine I’ve just done a presentation on “The 10 Essential Videos Every Gym Should Make For Marketing Purposes”.

Besides uploading the full-length video to YouTube, I can easily chop it into ten 2-3 minute clips, one video for each of the ten items in my presentation.

If I design a unique series of thumbnail images for my videos, add good metadata and upload them to a playlist, I’m publishing them in the best way for people to find and recognize more of my content.

With a little further editing, I can create shorter versions of these clips for Instagram, so now I have 20 pieces of new content.

Take all the highlights from your presentation and create a montage. Set this to music with some graphics and you can make good content great.

If the audio from your presentation is good you can create an animated infographic or use the full presentation audio in a podcast. Simply record a brief introduction and a conclusion to the piece and you’re done.

Let’s say at the end of my presentation I had 10 minutes of questions in which I answered different 3 questions in full. Of course, we can turn each one of these Q&As into videos, and anyone searching for answers to similar questions can learn from my videos. I can use these videos to offer more value in my newsletters and I can turn quotes into animated videos or memes.

How to Create Compelling Titles for your YouTube Videos

Sometimes thinking of a punchy title for your latest video blog can be tricky. You want to create something that’s going to attract a new audience and keeps your regular followers engaged.

So how can you consistently create compelling titles that encourage people to watch your videos?


Easy. Use the 3 ‘C’s as a guide to decide upon the best title structure for your video.


Content, Curiosity. Controversy.


Is your video informative? Are you sharing your knowledge and trying to educate your audience? Then use a title that focuses on the power of the content you’re sharing.

Here are some examples:


“The seven essential kettlebell strength exercises I do every week”

– You know what you’re going to get when you watch this video so it’s an easy decision to make for anyone interested in strength training or kettlebells.


“5 High protein vegetarian post workout meals that take less than 5 minutes to prepare”

– This video would clearly appear to vegetarians looking for post workout meal inspiration.


In both of these examples, you’ll notice the main keywords reveal the content of the video and appear early in the title which helps to rank them in search.

Next up, curiosity…

Titles which provoke curiosity play on the idea that you’re lacking in knowledge in an area that’s important to you and this is your opportunity to become educated. They bait you to click to find out more and they’re hard to resist because if you ignore it you’ll always have a gap in your knowledge.

Here are two examples:


“The 10 exercises I never do with my female clients”

– What’s wrong with these exercises and why are they bad for women? Am I doing the wrong type of workouts with my female clients? You can see how a post like this can be hard to ignore if you’re a personal trainer who has female clients.


“The best and worst sources of plant protein for bodybuilders”

– Once again the target here is the vegetarian bodybuilder and striking fear into their nutritional habits. Could you resist this title or would you be worried that your Quorn burger is not your best friend after all?


The final ‘C’ stands for controversial.


Everyone loves a good rant or discussion in the world of health and fitness. There’s no shortage of willing participants keen to share their opinions on the latest research or scientific study. So if you want people to engage with your videos then this could be one of the quickest ways to build up your comments, just don’t expect everyone to agree with you and watch out for the trolls!

Once again, here are some (fictional) examples:

“Crossfit made me fit in 5 weeks – I’ve got the injuries to prove it”

“I eat doughnuts every day and I still look buff!”


These kinds of titles are sensationalist and tabloid in style. They’re vague and provocative and promote unsubstantiated claims the present grounds for discussion…and argument, of course.


The Secret to Saving Money on Video Production

Creating a video for your fitness business, product or service can be stressful and overwhelming especially if you’ve never done it before. Without a clear understanding of the process, it can appear complicated, mysterious and expensive.


So what’s the secret to saving money on video production?


When it comes to video production you’re paying for three things: time, resources and expertise. So the more efficient you can be, the more money you’ll save.

The production process isn’t complicated, but if they’re not planned correctly they can cost you more money as they become inefficient, frustrating to manage and take longer than planned to complete.

However, these issues can be avoided if you understand the production process, because you’ll learn how to:

  • Create comprehensive video briefs that allow video production companies to give you accurate quotes
  • Plan production to meet your deadlines
  •  Manage projects effectively to create more content in less time and make fewer mistakes.


The video production process is actually pretty simple and it’s easily explained by the four ‘P’s of production.


Pre-Production (Planning)

Production (Filming)

Post-Production (Editing)

Publishing (Presenting and delivering the final product)


Let’s dive a little deeper into each of these to understand more about each stage.



The aim of pre-production is to create a project brief that clearly explains the concept and purpose of your video(s). With the help of a video production company, your objective is to plan how your project will be filmed and edited. You can’t get an accurate quote, or work out a realistic timeframe for your project without creating a detailed plan. Everything you do at this stage helps to make your project run smoothly and reduces the likelihood of complications that could lead to additional charges.



Crew and equipment costs make filming the most expensive stage, so plan this stage well to keep it as short as possible. Shot lists, interview questions, and locations for filming should all been prepared in pre-production, so filming is efficient and time is spent maximizing content acquisition and getting more done.



This is the stage after filming when the footage is edited to create your video(s). It’s also your chance to feedback comments and make changes. Storyboards developed in pre-production and research of similar videos for inspiration during planning can help to turn around projects quickly in the correct style. Music, graphics, voice-overs, special effects, and sound effects are all added in post-production, so if you need to make changes to any of these creative elements in the future you will need to edit the original project.



How are you going to reach your target audience with your video? Are you creating a DVD workout or a social media promo video for YouTube? Where you publish your videos can influence how they are filmed and edited. If you’re planning to release DVD workout, post production can take longer to accommodate DVD menu design, audio mixing and disk testing. If you’re creating a collection of product promos for online and social media advertising you need to allow more time in post production to create different versions of the same video for different platforms.


Now, can you see how understanding the production process can help you save money on video production?

Good planning allows you to get accurate quotes for professional video production, manage projects with confidence and produce videos that always meet your requirements!