I recently had the opportunity to speak with Dianna Falzarano about her fitness experience as well as starting her own business, Dynamic Fitness which she launched the summer of 2020. While we’ve seen many businesses move digital out of necessity, Dianna already had her mind set on starting her own business prior to the pandemic. If you know Dianna, she’s always kept busy working at multiple gyms and studios, handling marketing for the likes of SoulCycle, as well as privately training her own clients.
Dianna loves doing a little bit of everything with her personal fitness so it made sense for her to incorporate that same mentality into building her own business. I love this conversation so much because Dianna really helps to break down the process of starting a business for those who may be interested in doing the same.
Define Your “Why?”
We’ve said it time and time again on the show but it all starts with defining “Your Why”. As a veteran in the business Dianna is no stranger to working towards the goals of other fitness organizations but when it comes to working for herself she prioritizes building strength, breaking a sweat, and feeling good while doing it for her clients. Dianna is interested in attracting the clients that are, “coming to you because you’re sticking to your values.”
Ask for Feedback – Always
Feedback was a huge cornerstone of my lululemon days and I love that Dianna lives by this too. She makes sure to ask for feedback personally at every stop along the client’s journey. You’ve heard me emphasize the importance of feedback before but how often and when is crucial too. Dianna is sure to ask for feedback after their first class, along with her asking them how they feel as well as making sure to personally ask cancelling clients for feedback too. She knows there’s other fitness methods out there and knows, “you can’t take it personally if someone tries it for a month and decides to go somewhere else.” Having the feedback though is crucial to improving the business so asking really specific questions like, “How were my cues? How is the price point?” helps you to figure out where you can go from there and strengthen your retention.
Set Up That Referral Program
We discuss “COVID silver linings” which I know can be a weird thing to say but hear me out. The fitness industry has changed dramatically in structure within the last year. One of these silver linings is just how many people are embracing working out from anywhere at any time. Dianna is located on Long Island but has been able to reach people training with her from California and Texas just to name a few. Having a referral program allows you to expand your reach as well as now allowing people to refer their friends from all over the country to their favorite fitness methods that have gone digital!
Ready to Get Started?
Dianna was kind enough to share with us her list of must-haves for her business. Take note if you’re looking to get started yourself:
You’ll also hear us mention Erika on this episode, check her out if you’re interested in starting your own business as she’s been super inspirational to both Dianna and myself.
If you’re interested in training with her through Dynamic Fitness, she’s offering a special discount to Friday Society listeners: fridaysociety (all lowercase) will give you $10 Off any purchase, which will make the first month of the subscription free! Let us know if you try it out and what you think.