When it comes to motivating gym owners, we often focus on what they stand to gain by doing the work. We paint the picture of a thriving gym, loyal staff, and financial freedom—but sometimes, that vision isn’t enough to get them moving. Here’s the truth: humans are wired to fear loss more than they hope for gain.

In this episode, we’re flipping the script. Instead of asking, “What will the client gain by doing this work?” we’ll explore the powerful question, “What does the client have to lose if they don’t?”

We’ll break it down into three key areas where clients stand to lose the most:

Staff Retention and Pay

Business Sustainability

Client Experience

In this episode, we introduce the concept of negative motivation—using the fear of loss as a tool to drive action. You’ll learn how to ask the right questions to help clients visualize the real cost of inaction. Sometimes, helping a client see the consequences of staying stuck is the nudge they need to move forward.

Humans fear loss more than they hope for gain. Use this to your advantage.

• Ask clients hard questions about what’s at stake if they don’t act.

• Help them visualize the real cost of inaction—on their staff, business, and clients.

This is about empowering clients to take action—not scaring them, but giving them a clear, honest perspective. The right question could make all the difference.