Imagine if we were like computers – born with all the knowledge of the world already saved and stored in our teeny tiny baby brains. We would never have to read or learn to write. No time would be spent going through the school system. Yes, what a world that would be! Yet, in the real world, we’re born with unlimited potential and a natural intelligence that enables us to learn whatever we want to – if we’re willing to invest the time and money into ourselves.

You know what’s disgusting? A recent survey by the Jenkins Group found that 1 out of 3 high school graduates never read another full book after high school and 42 percent of college graduates never read another complete book after university. A whopping 80 percent of US households did not buy a book last year and 70 percent of US adults have not been in a bookstore in the last five years. Most Americans don’t make the time to read and further their knowledge. Is it any wonder you come across so many stupid people?

Fitness entrepreneurs who want to succeed should be reading a book a day, not to mention newspapers, newsletters, trade publications, blogs, magazine articles. You should have audiobooks and study daily. It takes time, but your reward is knowledge and expertise. When you eat, sleep and breathe your industry, you become an unstoppable force. Others take note. The top earners in every field take the time to read new material and assimilate knowledge. The wealthiest individuals have mastered core competencies like marketing, communication, psychology and finance.


Information must be acquired. Books are one of the best places to find knowledge because each chapter builds upon the next and helps to cement what you’re learning into your mind. If you were to just read short articles all day, much of what you read would be quickly forgotten. Life is one big learning curve, but you can survive if you’re always ingesting new facts in a way that is both compelling and memorable.

If you’re the type of person who can start and finish a book, then you’re also the type of person who starts and finishes projects and goals. You have perseverance. You have gumption. You are motivated enough to seek knowledge and never expect it to be handed to you. In a nutshell, you are a winner… and there’s not much competition at the top.