The Habits You Need to Succeed
2x F45 Playoffs World Champion
About this episode [listen below]
We chat with 2x F45 Playoffs World Champion and world record holder, Peter Day, about the habits he's fostered to succeed in both sport and business. We delve into the practice and mindset required to take him to an elite level and learn more about Peter's journey in marrying his two passions in fitness and business.
"When you're actually doing the competition, that's not when you're putting in the effort. The effort is done before you get there. And I'm a big believer of preparation, putting in hard work and just work ethic really."
- Peter Day
"Free content allows you many benefits. It's a great way to educate your audience about who you are and what you have to offer. Thereby adding credibility to your brand which will actually increase your chances of making a sale."
- Kareena Mitsios
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GUESTS ON THIS EPISODE
Peter Day is the F45 Playoffs World Champion and present world record holder for the highest score in this intense competition. Having started his fitness journey playing multiple sports as a child, he honed his skills and began fervently pursuing soccer and swimming. Fast forward a few years, Peter found himself walking past the Playoff Championship down in Manly Beach, NSW where he competed discovered his true passion. An F45 Ambassador and owner of two F45 gyms, Peter is forging his path within the fitness industry and finding new and exciting ways to give back to the community.
"It's also habits. I'm a huge fan of being habitual with your process. So, you know, be really pointed with what you want to achieve but flexible in your approach. So, put in the hours and the hard work but be flexible with how you approach that one."
- Peter Day
Peter: [00:00:00] It's also habits. I'm a huge fan of being habitual with your process. So, you know be really pointed with what you want to achieve but flexible in your approach. So, put in the hours and the hard work but be flexible with how you approach that one.
Kareena: [00:00:16] That is Peter Day. The F45 playoffs World Champion and he's here to chat to us about how he's created and nurtured good habits that enable him to be successful in both sport and business.
Kareena: [00:00:38] Hey there Loopers! Welcome to another episode of In the Loop where we chat about the business end of being an influencer. I'm your host Kareena and today we're chatting to F45 playoff World Champion Peter Day. Now that isn't the only title that Peter holds. He's also the world record holder for the highest score in this grueling competition. He has an incredibly diverse sporting background but namely representing New South Wales as a talented soccer player and then Australia as a national competitor in swimming. He also is the owner of two F45 gyms in New South Wales. Peter shares just how he's managed to marry his passions for both health and fitness with his love of business. And to kick us off we find out just how Peter got his start in the world of sport.
Peter: [00:01:21] I think for me the health and fitness it's always been a part of my life and growing up I developed such a passion for just being healthy and just sport in general. So, I was very much a sport enthusiast when I was a kid. I've always had a drive to better myself and to play sport really well and then that kind of moved into health and fitness. So, to be honest I've always been part of it. I think since I've been five or six I've trained a minimum of six times a week for my entire life.
Kareena: [00:01:47] That's crazy even at such a young age.
Peter: [00:01:49] When I was that young it's very different. I was playing tennis Monday, swimming Tuesday and soccer Wednesday. So, it was very much less health and fitness what I probably do more so today, more around what sports am I playing and every afternoon was built, every single afternoon. As I started to get older my attention and what I was doing has changed but that drive has still been there. So, when I was through my teenage years I started to really hone in on two sports in particular and that was swimming and soccer.
Kareena: [00:02:17] What stood out for those sports specifically out of everything that you tried?
Peter: [00:02:20] When I was growing up swimming for me was just such a great passion. I love being in the water whether it was the ocean or the pool. I suppose that you start to get quite good at those kind of sports as well. You start to develop more of a passion for it. As I was 11-12 years old, I started to compete at state championships and national age championships and that really started to hone in on that as a sport. By doing that I get the opportunity to compete all the time, I get the opportunity to train all the time. And the natural output of that was I was getting fitter and stronger and that all of sudden that became, as I became a little bit older more conscious of it, that became a bigger part of my training for my sport. Plus, the other reason why I love swimming was because I could train in the morning I could get more sessions in a week. Whereas a lot of soccer trainings and tennis you don't do in the mornings more so you do it in the afternoon. So, because I was able to do more sessions I became better at it and that just allowed me to compete at a higher level.
Kareena: [00:03:10] Peter's passion for both swimming and soccer saw him pursuing the professional track. But what does it mean to become an elite sportsman and is passion enough. Peter shares his experience and demonstrates just what it takes to get there.
Peter: [00:03:25] I made a rep soccer team when I was 13 and started playing in the state league, the New South Wales State League, and they became basically what I was doing every single day. So, I started training those two sports 8-9 times a week from about the age of 13 and dropped the rest of them. As I got a little bit older, swimming is probably the toughest sport I've ever played and ever competed in. The guys train 8 - 9 - 10 times a week just to compete at 1 or 2 events at a national level. It's a very, very tough sport, very hard on the body, very rewarding though as well. So, as I started to get a little bit older, I was making national age championships but I started falling, you know I was kind of just outside the top 10 in the state and national championships. To make it as a swimmer you need to be top two, on an Olympic Year, at the trials, in that event, just to make the team. It's a very cut throat sport. And, I started playing a lot of soccer at the same time. I was doing quite well at that and when I was 17 I was offered a paid contract for soccer in the semi-professional league, in the New South Wales State League. And that kind of made my decision a lot easier to what sport I was going to invest in when I was 17. And for me I wanted to become a professional footballer, or soccer player for those who are watching in Victoria, football or soccer for us. But I started to hone in on that a lot more throughout my late teens. Played first grade for five years and I was trying to make it obvious in the A-League and beyond basically.
Kareena: [00:04:49] Striving to become a professional soccer player was what Peter had been working towards for years. But as he got older, his passion for other sports began to emerge and left him evaluating whether he would continue pursuing soccer or go down a different path.
Peter: [00:05:04] When I was kind of early 20's, 22-23, I started to develop passions for surfboat rowing and a few other sports. So, I decided to quit that element when I was 23 and trying to just basically get more time. I started to work full time as well. I studied marketing, so I started doing a bit more. It's becoming quite time consuming to drive to training. It wasn't the sessions, a long journey for me to get to and from training where the teams were located at that level. And I kind of got to the age where I wasn't quite sure if I was going to make it as a professional. So, I just made the decision to drop it and to really focus on just health & fitness and just see how fit and strong I can kind of get. A year after that, I was walking along Manly Beach and there's a little thing called the F45 playoffs.
Kareena: [00:05:48] The F45 playoffs demonstrate a true test of fitness. They were an initiative born from the F45 franchise which is one of the fastest growing franchises in the world. The playoffs dubbed the world's most innovative and challenging new fitness test and now the benchmark for fitness testing globally. Competitors are tested on their speed, strength, agility, endurance, mobility and power all within a round of 10 different exercise stations. So, we let Peter explain what's involved in this intensive fitness competition.
Peter: [00:06:21] It's a global fitness test that F45 do. So, all studios across the country can run them and the whole idea, think of like an updated beep test, 10 minutes, 45 seconds work, 15 seconds rest and there are 10 exercises through there which are rowing, chin ups, push-ups with a knee tuck. Basically 10 exercises to test your overall fitness. So, while the beep test is more about aerobic fitness and your VO2 max, this one takes into account more strength, agility, speed and endurance all within one test.
Peter: [00:06:47] Basically the way that works is the Top 12 make the final, everyone goes through once of the ten-minute test, gets to the Top 8, everyone goes through again, Top 4, Top 2 and that's the final. So, you have to do it a number of times to make it to the final and to win the competition. So, it's a really all-encompassing test which is great.
Kareena: [00:07:03] It's full on. If you've ever looked at Pete's YouTube there are a few videos on there. It's insane. I could not do it even if I tried.
Peter: [00:07:12] It is tough. I guess given my background, I'd been quite good at a lot of different sports. So, I played so many different sports and I've been doing weights since I've been 16 as well on top of all of that. I was very good at a lot of things but I was never like a professional soccer player or a professional swimmer. So, because I had such a varied background I think that actually positioned me really well for a competition that's testing everything as opposed to saying who's the strongest, who's the fastest. It's saying, who's the best across a number of different disciplines and the whole way they marketed the event was come and test your fitness. And for me, I just love competing. Didn't think too much of the whole event. Started talking to a few people and they were saying you might be okay at this. I went, o okay, well I'll give it a go. Went to compete at it a few days later, it ran for the whole week. Did really well, made the top 12 in the national championships. So, made it to the finals on the Sunday and I came in fourth on the day for that one. Which was like, it was mind blowing for me. It was a tough event. It was heaps of energy and pretty incredible. After that, they had the World Series in American later that year. So, went over there and we competed as an Australian team against the Americans and anyone else who wanted to come down. Once I knew what the format was and the training was, I trained up a lot harder for it. I really honed in on that as an event. Again, kind of going back to my earlier point, I just redirected my training towards that. So, when I going from swimming to soccer to F45 and general fitness. Again, I'm still training you know 8 - 9 - 10 times a week but I was just honing in on that as a sport. Did a lot better in America, ended up coming second individually in the World Series. Was absolutely incredible.
Kareena: [00:08:41] That is insane.
Peter: [00:08:42] It was pretty nuts. We versed Noah Ohlsen in the semifinal who's a CrossFit Games athlete. That was incredible and managed to knock him off which I'm pretty happy with that. And then I got beaten in the final there by the world champion at the time. The experience nonetheless was absolutely incredible.
Kareena: [00:08:58] So, as we mentioned at the start of the show, Peter is the world champion and has been since 2016. So, how did he manage to take the reins from the undefeated champion at the time, break a world record and carve out his place in F45 Playoffs history.
Peter: [00:09:15] So that happened with the World Series. The next year was when they had the next national competitions down in Manly Beach. Again, trained up a lot harder for it, really wanted to knock off the current champion at the time.
Kareena: [00:09:26] Who had been undefeated for quite a while from what I understand.
Peter: [00:09:28] Yeah. He went through a whole year without losing a single competition. Which is great. He's an absolute machine. We versed each other in the final. And on that day, we're both quite fired up. We both actually broke the world record on the on the same day trying to get through for it. And, in the final, it was one of the hardest things I've ever done. It was just mentally so draining and it was quite a hot day as well, it's an outdoor rig the way that it's setup. So, you get the sun beaming on you. The natural elements hitting you. And I think I ended up beating him by about 8 points. Which the actual competition is out of 1000 points. So, 8 points is almost nothing, it's like two chin ups over 10 minutes. It was so tight I actually thought I lost.
Kareena: [00:10:13] Really?
Peter: [00:10:13] Yeah it was just too close and the scores were both really, really high and I was just so fatigued thinking I don't think I have this. And it was probably one of the best feelings to have it announced. All my friends were there. It's just such a great experience.
Kareena: [00:10:27] What was that moment like? Because clearly you would've been surprised if you thought you lost.
Peter: [00:10:30] Yeah, in the video I actually shake my head when they announced the scores. When they announce the scores, I'm like, oh I'd be happy with that second score. I mean you're just going so, so hard and I was actually quite dizzy as well going through it. It's been multiple times I was doing it that day. When they announce, it you can literally see I kind of put my arms up and just drop my arms. It's just a surreal experience. They handed over the trophy for it and you don't really know what to do. You just throw it in the air and of a sudden there's champagne coming at you. It's was pretty surreal and such a great experience. I was just so physically exhausted I was worried about dropping the damn trophy. It's literally this big, they make it oversized. It's pretty funny and yeah, surreal experience, definitely.
Kareena: [00:11:15] So, what do you tell yourself during those times because it is as you said just mentally exhausting. How do you get through it?
Peter: [00:11:21] With the preparation with an event like that, there's a lot of times when I'm at the studio training quite late. So, I'll try to train because you kind of need the studio to go through the course and to train for it basically. I just keep thinking of all those times that I'm training when it feels almost stupid like you shouldn't be training. If it's late at night, like most would just be at home, but it makes me kind of think what am I doing this for. Especially when you're doing it months out for example. When you're actually doing the competition, that's not when you're putting in the effort. The effort is done before you get there. And I'm a big believer of preparation, putting in hard work and just work ethic really. So, when I was going through I was just thinking this is what I've been training for, this is what I've been doing, it's now just time to give it everything you have. And I think that drive of thinking of all those times I was training when I might be getting up at some stupid hour in the morning to get out a session because I can't later in the day. And yet all those kind of times when you put in hard work when other people wouldn't or when you know you might think that it's just that getting yourself that one percent more improvement. There the times I think of when I go through that.
Kareena: [00:12:29] As we've just heard, the playoffs aren't a competition to be taken lightly. The incredible display of fitness and a strong mindset that's required to compete make this an elite sporting event. So, what drives someone like Peter to take on this challenge.
Peter: [00:12:43] For me it's just a test. It was just to see how hard I could go. I never planned to go out and to take it out. It was just to see how far can I get. How much can I push myself. The day that I quit soccer and that was a big deal for me. The day that I did that, I actually said to myself I want to see how fit, strong and healthy I can get. And that was just my goal. I think growing up where I had a sporting background and I guess my parents taught me to always work hard and chase your dreams. It gave me a really good work ethic within myself. And I think that drives again just kind of points to whatever I'm doing at the time. And it's also habits. I'm a huge fan of being habitual with your process. So, you know be really pointed with what you want to achieve but flexible in your approach. So, put in the hours and the hard work but be flexible with how you approach that one. So, for me habits form a big part of it. I just know I'm training every day. In the morning, you pack your gym bag or you go to the gym in the morning before you go to work or before you do anything. It's just what you do. I don’t know, it's just part of it. And I guess now that I've been involved in the fitness industry for so many years, you just meet other people with it as well, and that just helps drive and motivate.
Kareena: [00:13:55] So what are you striving towards?
Peter: [00:13:57] I just want to do something that's really cool and impactful. I suppose for me I'm a big believer of living a really healthy happy life. So just being really positive in the way that you look at every situation, whether it's a job or what else you want to do and having that longer-term vision around what you want to build and what you want to achieve. So, for me I'm kind of just building into it. I want to do some really cool stuff and I want to launch some amazing things and do things with impact and at the same time be really positive throughout the whole journey. Not to get too bogged down, too stressed because that stops you thinking right. Stops you thinking well and having that thought process. So, I guess for me is that I want to live a really happy, really healthy positive life. I do want to build something which is really cool and that people look at and talk about and I'm really proud of as well. Like I want to build things that I look back on and go that was really cool. Going back to habits as well, I guess I've always tried to be in a hard-working environment and try to always get to where you are. Just really be pushing the direction you want to go and I think I'm in a really good space at the moment. And for me, it's just about how hard you can push yourself and it's same with just general health and fitness. There are people out there that just want to see how far they can push themselves. They then see results and if you're comparing against yourself that's the best. The best way you can do that. So, you see where you are today, you push yourself off and you see results in 8 - 10 - 12 weeks. All of a sudden, how motivated are you. It's amazing. I get more inspired by people that create a huge body change in 8 weeks and you can see that in their eyes when you talk to them. That's amazing and that to me is more impressive than someone achieving something really great in the sporting field because that's like what they've always done. It is impressive for someone to change their life and turn things around and get amazing results. It's seriously impressive.
Kareena: [00:15:44] The inspiration found in other people's success is one of the main reasons that Peter went on to invest in the F45 franchise. Becoming an integral part of other people's transformations with his two F45 gyms in Seaforth and Chatswood, allowed Peter to marry his passion for health and fitness with his desire to become a business owner.
Peter: [00:16:02] I mean that that's definitely a big part. When I was in high school I always wanted to own a gym. I've been saying that since I've been 15 - 16. Actually, when I was a kid, my dad asked me what I wanted when I was older, I said I wanna be a CEO. He goes, you can't do that. What do you mean. I wanna be a CEO. He's like you need to pick something then you go up. I didn't quite comprehend that at the time. And for me, I did want to start my own business. I wanted to do something with impact and something that I loved. That was kind of the three things I really wanted to do. Because I got into F45 through the playoffs, it's quite a unique way. The way that I got into the whole business. Got in through the playoffs. That's why I went to America. I spent a whole week with the owners there and a whole lot of people who owned the studios and started talking about the business model and how to works and it just made sense. At the time as well, I started getting my personal brand mixing with F45 which is great. So, when I came back they made me an ambassador for them at a local studio, loved it. Absolutely loved it. And I was hooked, it was great. The opportunity was there. I was in the right position to do it, and I just went for it. We found a territory out in Seaforth in the northern beaches in Sydney and we opened up within four or five months.
Kareena: [00:17:15] Jeeze that's pretty quick. Yeah, really quick turnaround for a gym.
Peter: [00:17:15] Yeah, have you ever built a gym before.
Kareena: [00:17:19] No but I hear it takes longer than that.
Peter: [00:17:21] Oh yeah!
Kareena: [00:17:21] Permits and thinks like that - all that fun stuff.
Peter: [00:17:21] We were lucky with the permits, very lucky. The building manager... yeah, we got lucky with a lot of things.
Kareena: [00:17:27] Tell me what it's like to be an owner of a gym because I'm sure a lot of people would aspire to do just that as well. So, what is the experience like?
Peter: [00:17:35] It's a great industry to be honest with you. No matter what you're doing in the space, whether you're a personal trainer, whether you're an owner. I think what's great about this industry is its people's passion point. You don't go to the gym because, I mean people go to get results absolutely. But it also is, especially for what we do group classes, you're the excitement of the day. You generally hit people's passion points and as an owner it's really cool because you see these amazing stories from people coming in and getting incredible results. Most people that work in the fitness industry have a real passion for it and they just love seeing that, they love training, they love eating well, they love bettering themselves. I suppose being an owner would be the same experience as being a personal trainer in the sense that you get overwhelming enthusiastic people come in. You're helping them to do something pretty amazing. Sounds like a weird odd statement but you are changing lives. It does obviously get the physical benefits but I think the mental side of it is just amazing. People come out with more confidence and I mean everyone has seen all the research with it. So, I guess to be an owner you get to be the pivotal part of that. You're pulling in people that are so passionate with it. Like my staff they're amazing, absolutely incredible. And they are all so passionate with what they do. It's kind of like an inside out approach where your trainers are so passionate. Then clients see that, feed off that, they want to train more and they get better results. It becomes a circular event and it's incredible. It's probably the best decision I've ever made.
Kareena: [00:19:04] Peter had spent his whole life training in various sports, taking on a new challenge of running a business was something relatively unfamiliar to him. Education was key in learning how to start this new venture and so he studied marketing and business at university. But as any budding fitness entrepreneur would know, the biggest lessons come when you're on the job. So, we got Peter to share a few of his experiences in running a gym.
Peter: [00:19:29] It's kind of like when people say university grades are one thing but actually getting in the industry is a whole learning curve along the way. So, my background, I studied Marketing and International Business. So, I did a double major at Macquarie University and I've always loved marketing. So that was that was my drive when I was in high school. That's what I wanted to do. My passion with Health and Fitness. So, for me I studied marketing and I still work in a marketing role, sports marketing, and it's great. I think it really did help a lot of running a business, what to do and how to market it. Especially at a local lens because these studios are quite locally driven. And it helps in terms of branding, the way you do media, the way you approach the studio itself, signage, all that kind of stuff is really important. Definitely helped. There are so many things you can take from marketing that broadly you can apply to anything. Doesn't matter if it's fitness. Doesn't matter if it's a cafe. The principles are quite similar in terms of how you apply it. It's just understanding your target market, what's going to really hone in on them or what's going to bring them in. So, a lot of the things I learnt I could take and plug in with F45 which is great. I think it really did help but in terms of running a business itself there are so many other elements. Accounting software, there's commercial leasing, there's just so many different areas.
Kareena: [00:20:40] People, staff.
Peter: [00:20:44] Yeah, absolutely. There's so many different elements. In a small business you're doing everything end-to-end, well you need to be across everything at least, and staffing is probably the most important thing with any studio. So, whether it's a CrossFit, F45, a boxing studio, doesn't matter. The staff will make or break it and that doesn't matter what the product is. So, I think that I've learnt heaps on the way, it's been such a steep curve but I love the process.
Kareena: [00:21:07] What's been one of the biggest either challenges or learnings that you've had in that business journey?
Peter: [00:21:11] I think with learning is just how important stuff is. I know I've touched on that point a few times but it literally makes or breaks the whole studio. So yeah, that was pretty big. I assumed that anyway but it was just actually experiencing that was pretty interesting. Just getting feedback from clients and just how impactful it is, like people are pretty honest with you. So, you get you get a good trainer in, in the first session, so they've had them for 45 minutes, and they come out and go they were great. That's it. You've had probably 3 or 4 minutes with the client and they've made a decision on you. I mean don't get me wrong, that's the best thing you can hear as an owner.
Kareena: [00:21:53] It is yeah.
Peter: [00:21:53] It's brilliant, but it's just like, I was thinking in my had wow that was quick. It's 6 in the morning, you've already made a decision if you like the person or not. I think that was so pivotal. People do talk and I think word of mouth advertising is the best form. I know it's kind of organic in the way that it is but people talk to other people, so reputation and market in this industry is probably one of the most important things as well. That's something I've learned along the way.
Kareena: [00:22:22] Another way to improve your chances of success in business is by sourcing mentors that can assist you in your journey. These don't always have to be people that you can get physical access to either as mentorship can come in many forms. Several entrepreneurs cite that they gain knowledge and inspiration from books, podcasts, events and shows by the people that they admire and then they apply these lessons to their own businesses.
Peter: [00:22:43] To be honest with you I'm playing in that space more now. I really want to hone in on a couple of people that can help to bring that to life a little bit more. Absolutely, I mean some of the big ones, I love Tony Robbins, I've been to a few of his events. Guys like Gary Vee, Kerwin Rae who's more of a small business specialist. These are some people that I look at and take you know bite sized, not bite-sized I've read all their stuff actually, big chunks of information around who they are, what they do and how they kind of bring everything to life. As a personal mentor, I've got a few people that I talk to quite often. But I'd love to, Yeah, I don't use that enough, I think it'd be really cool.
Kareena: [00:23:23] The reputation of the F45 franchise is world renowned but it's the time and effort that owners like Peter put into each individual studio that separate them from each other. Another differentiating factor is the people behind the studios. And to demonstrate that, Peter has leveraged his personal profile to spread word about his gyms. So, we find out just how this has impacted the success of his businesses.
Peter: [00:23:47] I'm very fortunate in the position that it has had a positive impact for sure. So, we were lucky that when we first opened the studio, we opened January 30 and the playoffs were late Feb and they were down the road at Manly. So, we had our big launch party, you know heaps of balloons and streamers and all the rest of it which is a lot of fun. And big impact and then kind of people started to kind of, didn't drop off, but growth slowed. A month later was the F45 playoffs and that was the first one that I'd won. We were interviewed by Manly Daily, Seven Sport, news.com.au, a whole range of different outlets and every single one of them mentioned F45 Seaforth.
Kareena: [00:24:22] Brilliant.
Peter: [00:24:23] Every single one I was honing in on that I was like Seaforth, Seaforth, Seaforth. And I mean the impact was great. So that had a huge PR impact. And even today, I mean we're kind of lucky that people will come to Sydney from other cities around the country and come in for a session and it's got a really great reputation in the market. Just to come in and train which I think is great. It's definitely had a positive impact. And you can do it without that, you don't need that I feel to have a great reputation. But it without a doubt helped.
Kareena: [00:24:50] Peter has taken to Instagram to further develop his personal brand. It extends beyond the F45 franchise and offers his audience a view into his personal life, valuable information and hints on training and nutrition and extends his reach to help more people on a global instead of local scale. So, Peter shares just what he is doing in the world of social to build his personal brand.
Peter: [00:25:11] Yeah, I think that's really interesting right. I think content right now, especially social media, is probably the most undervalued form of communications at the moment. I really do. I think there's a huge opportunity there for everyone to take. Businesses are realizing it and I think personally people should realize it more. So, that was a trigger for me to really start to hone in on Instagram in particular, but just social media in general.
Kareena: [00:25:35] Talk to me more about that because people would be saying you know these platforms have a billion users, how can they be undervalued. In what sense do you find it undervalued?
Peter: [00:25:42] I think in terms of the cost the businesses put on it at the moment. So, I think it's one of the cheapest forms to get in front of people. So, if you look at marketing, you pay for eyeballs. So, you pay, whether it's on TV or whether it's on radio, you basically pay per view. When it comes to social media, you still have a very captive audience and the dollar per view is ridiculously low. For using your own audience or using other influences at the moment and brands are starting to realize that. Also, the fact that people post multiple times, it's good quality content, people engage with it, lots of people have quite a high emotional engagement with people they follow on a social media. And I better everyone watching this would be able to name their top 5, 10, doesn't matter what industry, they can name the people that they follow. I think for me it was more about just talking about who I am and giving good content back and giving tips on fitness, giving something that's engaging. I like to try and do some fun things.
Kareena: [00:26:33] I have seen a few videos where you're doing some crazy things.
Peter: [00:26:39] It's just fun. I mean it is meant to be fun at the end of the day. It's not meant to be a serious channel but if you're giving value back to them and having fun with it, then I see more engagement in those posts. I'm really starting to do more content more and more so. Instagram is kind of the channel that I've used quite a lot lately and I'm just trying to also expand onto YouTube now. That's kind of new so I'm just starting to understand the platform and what good content is there. But having that connection between the two of these is great because you can explain a lot more on YouTube, you can go through more detailed workouts. But yeah, I think it's an undervalued platform right now. And since I've started to put more effort and time behind it, it's starting to grow faster which is great. And also, I got to meet some amazing people there as well, so it's been really cool.
Kareena: [00:27:21] What are you doing differently now that you said you're putting more effort into it, what does that look like?
Peter: [00:27:25] So when I started out it was more around just trying to get good quality pictures and then trying to get more regular with the way I was producing content. Whereas now I think I have a more planned approach where I'm trying to obviously talk about what I'm doing day-to-day, but actually have planned content around giving value back towards the customer. So, for me my main target market would be people that are training and in gyms. I'm trying to hone in on that Health & Fitness space more so. So, I'm looking at now in terms of what do people want to see and what's engaging. So, for example, I'm going to start doing more content which is around at home workouts and more tips on nutrition and more tips on what to focus on with your training. So actually, giving that content back towards the viewer I think is really cool. People tag other people in that one and its actually good content.
Kareena: [00:28:10] Now let's talk about the value of free content because often in the fitness, health and wellness industry professionals are accompanied by a lot of fear when it comes to giving away stuff for free. People think that if they get it for free, they won't pay for it, and this simply isn't the case. Free content allows you many benefits. It's a great way to educate your audience about who you are and what you have to offer. Thereby adding credibility to your brand which will actually increase your chances of making a sale. Free content shouldn't replace your paid content. Use it as a gateway to a higher ticket item and make it part of your sales funnel as a means to increase awareness and subsequently aid your conversions.
Peter: [00:28:51] It's just trying to give little bite size pieces of information which is actually useful and people find it really helpful. I mean just recently I've been doing some recipes on there, just on my feed, not on the feed sorry on my stories and I've had already people come up and say, "oh I made that for dinner," and that was never my intention with that, it just happened. So that makes me go, okay, that's really cool. People want to see that kind of stuff. Other people love to see just content which is just you know doing an exercise which is a bit of fun. I'm also trying to do a bit more around what are some of the other exercises you can do for your abs, what are some we can do with a battle ropes. That stuff works really well too. I mean, I want to do one soon which will be workouts you can do on holiday. So, you're out and about, it's bodyweight stuff. And just being kind of more pragmatic with the way that I'm approaching it all. But still be yourself. Don't overdo it. Just try to again, see what works, you're gonna make some mistakes, some are gonna work well, some aren't. But try to actually give a bit more back and actually have a bit more of a view on how we're doing it as well.
Kareena: [00:29:48] Peter has talked about the content that he's wanting to share, but we want to take this conversation a little bit deeper. What's the message that Peter is trying to convey through all his content? Understanding and communicating the "Why" is an important step in connecting with your audience.
Peter: [00:30:10] It's very much about bettering yourself and really focusing on what you can do with your health and fitness. So, for me, I try to give out quite a positive vibe, I suppose, to use the term but also try to give them tips on keeping fit keep keeping healthy and also just some advice and just, I don't like using it inspiration, but just trying to, I mean just doing posts around how you're training and what you're doing and why you're doing it, I think is really cool.
Kareena: [00:30:32] What do you think people are connecting with about your story then?
Peter: [00:30:34] I think the fact that it's just always about living a positive life. Obviously, you're in the gym, you're training but you're having fun while doing it. I think that by always conveying that message, and being consistent with it, people start to connect with it. And, you know, there's nothing, people that play in this space know there's nothing better when someone comes to them and say, "I did that work out because I saw your stuff and I think it's really amazing that you're doing this. And because of that, I've then achieved this." That's just the best compliment. Personally, I just want to live something which I'm very proud of, very happy to be part of and I suppose if other people were to talk about me in that sense, I just want them to say, "Oh, he's doing some really cool stuff and he's had a really positive impact on others." That's literally it. The whole business modelling in the back of it, that's the backbone of it. I think that being really honest in your approach and being really sincere is more important. And people, especially nowadays with social media everything, people see through, you know, fake and people that aren't real because it is so black and white. They can kind of see it and they can, they will get that straight away. So, just being really honest and upfront with who you are, what you doing, will have a great impact. And you need to be smart with the business modelling and all that, that's just a part of making your dream come true.
Kareena: [00:31:44] So tell us some practical tips then what do you do for your Instagram to grow your following? Do you have a certain time of day you post? Certain topics that you like to cover?
Peter: [00:31:52] Just in real general terms, is that, really practically, yes there is key times to post. I normally post in the afternoons because that is peak time when people are kind of coming on. So that's a really practical piece. High quality content. Finding that that's, you know, really simple. Again, I'm probably oversimplifying this but making sure the lighting is all good enough. Pretty worked on that quite a lot lately. Trying not to post things that I think, just for the sake of posting it, I'll be more selective in the way that I do it. In terms of content pillars, that's something that I've done fairly recently. So, now I've got a much more structured approach around, you know, one might be on training, one might be lifestyle and one might be engagement. So, I'm a big fan of that engagement piece, which is around, you might challenge someone or you might try to get other people involved. I think it's really cool.
Kareena: [00:32:30] That's a great idea.
Peter: [00:32:32] And I think they're fun and they're different too. Like not too many people are doing that kind of stuff and they're just engaging with everyone. They're my favorites to be honest. Yeah, just being kind of clear on what you're actually saying in the post, rather just kind of posting for the sake of it. I'm also trying to use the stories a lot more because it's much more personal. So, just being more regular with, "Hey, here's what I'm doing," and just giving more of an insight. I was probably a little bit shy with that to start with but I'm seeing that it's much more engaging with people. People, you know, they watch it and as long as you're posting good stuff. So, yeah, that's pretty much the main one's I think.
Kareena: [00:33:04] A recurring theme we hear on "In the Loop" is the practice of engaging with your community. Peter has made it a habit to take the time to respond to comments and messages from his audience which builds rapport and increases engagement rates. This is a key metric when it comes to brands wanting to select brand ambassadors for their business. So, it's something that all influencers should be making an effort to improve.
Peter: [00:33:28] I'll do my best to get back to everyone that kind of comments or sends you a direct message. I think it's important, because it's social media, right? I think it's really important to, when people have reached out to you, that you be polite and talk back to them. So, if people have questions, I love answering questions and helping people out.
Kareena: [00:33:41] Well they say one of the best ways to succeed on those platforms is to recognize that it's a two-way channel between the person posting the content and the person responding.
Peter: [00:33:48] Yeah, it's not just locally, it's across the across the world I suppose. I guess for me, I'm kind of lucky that because I play in that I 45 space and they're a global brand, it's very much got a lot of people around Australia, in particular, but then you've got people the UK, US and have kind of branched out further into other countries and also beyond F45 itself. I don't want to, you know, focus on that from our own content as much as that's what I do in terms of my businesses and all the rest of it. I still believe in it completely, 100 percent but it's just expanding that out a bit more in terms of more of a holistic approach is what I've been trying to do lately as well.
Kareena: [00:34:22] As Peter mentioned, his audience isn't just based in Australia. And while he has two gyms located in the state of New South Wales, we find out that he has plans to expand his offering and find a way to services his international followers using online channels.
Peter: [00:34:38] I think that, in the short term, I want to, kind of, look at free content. Just around at home workouts and just things you can do on the fly. So, what I really want to do for now is just give back to people and just "here's some tips." Like not try to monetize it, just very much around, "Hey, here's this Peter guy, he's got some good content around nutrition, training, all the rest of it." And just try to get that into market because I think people really respect when they can actually get some real value from it. Mid to longer term, I'd love to do something which is online as a platform. I think that because at the moment, I've got the two studios which is great but they're very localized. So, if someone's in Perth for example, I can't service them with anything. As an example. So, the answer is yes. I don't know what that is yet. I don't if it's a training program, I don't know if it's nutrition. They're both things that I'm considering. But I'm not quite sure what that is exactly. At the moment, I honestly just want to make really good content, grow my own following on the back of it, and just give back. I'm a big fan of over delivering in value. So, if you just give free content, it's there and people think it's good, they'll engage with it. How that is down the track, I'm not sure yet. So, I've got ideas, I've got some really cool ideas.
Kareena: [00:35:40] So what role then is social media playing for you now? Is it part of this grand strategy in terms of moving online or...?
Peter: [00:35:46] Absolutely. I think it's the biggest part of it right now. Because that'll form the platform for whatever you launch. It can be a health food range, it could be a clothing brand or like I'm not saying I'll do that but that that becomes a platform for your personal brand, who you are and then whatever you launch. So, as I was kind of saying before with my marketing and in terms of being the cheapest way to reach people and to actually engage really meaningfully with people, it still is a completely undervalued platform.
Peter: [00:36:09] So, if all I do is just focus on what people, you know, want to see and what engages the people, then you can kind of build the rest out. So, yes, it's a big part of it and hopefully, some big announcements soon.
Kareena: [00:36:20] With plans to expand into the online space in future. We ask Peter just how he sees the fitness industry evolving over the next few years.
Peter: [00:36:30] I think the industry is in a really good place at the moment. I believe that people are putting much more of an impact, or much more importance on the health. And just well wellness is too, I think. Wellness is a big part of that one. And having like an end-to-end solution for health is where it's going at the moment. People are still going to the gym, they're still doing the weights and things like that and that's great. I mean, Australia's such a great market for it. It's really amazing to see it across everything, not just the space that I play in. But, I think, health and wellness as a whole factor and experience is the other big one too. People want experiences. Whether it's a gym, whether that's something that they do. So, I see the health and health space growing holistically in terms of end-to-end. Within that, I think nutrition is going to be a much bigger part of it than it is today as people start to understand it more and just ease of consumption as well. How people get to the gym, how they get nutrition, that side of things is going to become a lot more easier for clients to get or for people to get. So, I see that growing and I see experiences and I see personalities becoming a bigger part of it as well. I think that having an experience where I can talk about with friends is going to be more important down the track than what is now. And that can be a local gym, it can be someone or anything. Yeah that's really cool. And just being a part of a community, that's been proven already that it's growing so, so quickly.
Kareena: [00:37:42] Well that basically brings us to the end of that interview. But I do have one last question. Do you have any final pieces of advice or inspiration for our Loopers around being a fitness entrepreneur or being a social media influencer in the fitness space? Anything that you'd like to leave them with?
Peter: [00:37:56] Yeah, I think those opportunities you have with collabs and all that, they're stuff you should totally do. So, you're exhausted, you should meet up with that person, do that session, hang out with them, talk to them and just learn more about them. Because they may not pay big dividends in terms of, you know, like a big business opportunity but they add up. And there's some really cool stuff that comes out of it. So, I think saying "yes" more than you say "no" And putting yourself in situations where something might happen. Because the more you can do that, like if I go to a studio visit at another F45, for example, you might meet a whole bunch of people and make some for good friends and whatever it is and it's just great to get yourself out there. So, I say "yes" to more than I say "no" for those things. And then if it's a space you want to play in and you love health and fitness, so whether you're a gym owner or whether you just love training and you're just in the space and you just love it, go with the passion, go with what your head's kind of saying. Like, it's such an important area to play in. And even if you're starting to have little impacts in the space, it's really important. So, if you're a general gym goer and you absolutely love the space and you think that, you know, I want to get more involved in this one but you may not think I'm not going to buy a gym. For me, social media such a great way you can connect with those people and you can start having impact and you can start playing in that space more or more. It shouldn't be a chore. It's fun. Going to event is fun. Meeting people, it's an experience, right? And when you start to build that up, you never know where it can go. I think social is such an easy way to start stepping in the industry. Before you go and buy a gym or before you go and start online fitness program. So, if you're a general gym goer and you just love it, I'd say, get more involved in the social space and the meeting people. If you do own a gym, I would say just keep being sincere with who you are and just keep growing that out more and more so. So, just have fun with it.
Kareena: [00:39:30] Well thank you so much for joining us in Loop App HQ and joining us on the podcast.
Peter: [00:39:35] Thank you.
Kareena: [00:39:35] And that brings us to the end of our interview Loopers. Thank you so much for joining us. If you'd liked learning about Peter's story, you can continue following him via Instagram. Just click on the links in our show description to find out more. If you have any questions for Peter or for our team here at Loop App make sure you use the hashtag #intheloop across any social media channels and we'll get back to you. Don't forget to share your feedback by leaving us a quick rating or review. We always love to hear your thoughts on the show. And of course, if you want to keep hearing more of this great content, subscribe to our podcast so you can get updated every time we release a new episode! We’ll be back again next week with a new episode of In the Loop where we chat about the business end of being an influencer. Catch you then!