Whether you’re a seasoned veteran or complete rookie when it comes to building a business, one of the most important keys to being successful is a unique selling proposition, or USP.

BusinessDictionary.com defines a USP as the following:

Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.

But what is a USP, without the textbook jargon?

marketing goal

monkey see monkey doToo often in business, it’s “monkey see, monkey do.”

We look at the local big box gym, and assuming that they are profitable (which is a big assumption!), and do what they do with regards to our marketing and selling.

This is a HUGE mistake!

I know my boy Sam has given you the ins-and-outs when it comes to marketing, but needless to say, if you’re doing what the big-box gyms are doing, you need to take a step back and reconsider.

But here’s another, more pressing issue that I’m seeing…

Rather than following big box gyms, a lot of local business owners are simply trying to do what their competitors are doing.


You’re going to try and market your business, which is unique and awesome and special, the exact same way the bro down the street is?

No bueno, my friend.

At our gym, IFAST, we have a very unique angle to fitness – we’re going to kick your butt, but we’re going to do so in a safe and effective manner.

We’re going to assess you.

We’re going to write you a customized and individual program based off your needs and goals.

And we’re going to coach you up, making sure you’re getting the most out of your program.

While other gyms are content to beat the living daylights out of their clients day in and day out, we’re going to push them but then make a concerted effort to talk about nutrition and recovery as well.

Think about it like this…

Regardless of your personal views on Crossfit, let’s agree that they are doing something right as evidenced by the sheer number of people going to their gyms every single day.

Now consider my gym trying to out Crossfit Crossfit.Opposite

It would be akin to trying to beat Amazon on price; it just ain’t gonna happen!

Dan Kennedy is famous for saying that if you want to be successful, look at what the majority is currently doing, and do the exact opposite.

In our case, this is exactly what we’re doing!

usp goal

In our case, if you want to go somewhere and get beat down day in and day out, that’s fine. IFAST simply isn’t the place for you, and we’ll wish you the best of luck going forward.

But, if you want to train hard and smart, getting a great workout while simultaneously moving and feeling better, then IFAST is the place for you.

If you want to learn more about how we program and coach in a bootcamp environment, make sure to check out my new product Bootcamp in a Box. Co-created with my good friends Molly Galbraith and Jim Laird, we’re making it our personal mission to change the way bootcamps are ran.

Quite simply, we believe that bootcamps can be safe and effective for your client, while being simultaneously more profitable and less stressful for you, the business owner.

You can find out all about BCIB via the link below:

Bootcamp in a Box


All the best


P.S. – Bootcamp in a Box is on sale this week only for $100 off the standard price, and it includes 6-months of done-for-you bootcamp programming. Be sure to check it out before Friday at midnight!

Bootcamp in a Box