The Reason People Buy Is Not Why They Stay

Thought that was really interesting. Cuz it's like, I paid all this money to get this person in the door. And the thing that I'm trying to give them is free. Is a taste. But today is the day they are the most motivated they're going to be. They're in the most pain today. They're the most out of shape. They haven't done anything for themselves, [music] and they've decided to get their butt in the car and drive to the gym. This moment is the maximum moment where I can charge. And so, I flipped the model and I started charging for 500, 2,000, 5,000 on those first transactions, and then having a much cheaper price after the fact because the value that was conferred through a community of the gym was valuable, but less so than losing weight. And so, what also happens with any kind of service, especially if it's recurring, is the nature of the deliverable will also change. The reason people buy is not always the reason people stay. And so, we have to price based on the on the relative value of that specific moment. I think the most common question that I get asked is, "Why don't people start?" What do you think is holding people back from being successful from from doing what they want? And it's because people are so afraid of the idea of failure that they won't even sit in it long enough to actually look around the room that failure lives in to see what the decoration looks like. They won't look at the floors, they won't look at the ceilings, they won't look at who else is in the room, they won't look that they're actually in a room, that they actually still have food, that it's actually fine. Leila has this quote that I love, but it's fear is a mile wide and inch deep. So, when you look out at it, it looks like this vast ocean. But when you take your first step, you're like, "Oh, there's nothing here. It's very empty." It comes from an old part of your brain. >> [music] >> And to be clear, it was there to keep you alive, and it was a good thing. But when the real