When people ask how they can promote their fitness business, they usually end up with the same generic advice: get on social media, post on TikTok and run some adverts. The solution is not ‘be on social’ or ‘run adverts’ — if that was the solution all gyms and fitness…

This morning I went to get an oat latte from Pret and complimented the woman in front of me. She was wearing a pair of ON running shoes. She smiled and said that her kids say it’s for people who run, but I bought them to look cool.

I was in a meeting where the race director told me that they wanted to attract more runners for their ultra races. The problem they had was that they attracted a lot of older people, who tended to be walkers, not runners. They hoped to bring in a younger demographic. …

What is the difference between a loyal customer and an occasional customer? What is the difference between a hard core customer and a loyal customer? The difference is how emotionally connected the customer is to the brand. Think of a toilet paper brand. Probably you don’t care which it is. …

Most of us are familiar with the incredible TV show called Madmen. There are some very important lessons that I learned from that show. It’s important if we want to learn how we can influence and tell a story that makes an impact. It’s never about you Nobody cares about…

How a small shift in mindset about content can change the trajectory of your company. Imagine you have a fantastic product. A product which helps people in their day-to-day life — but nobody knows about it. …

Words don’t inspire, actions do. We can say all day long that we want to inspire and motivate or do something that is bigger than ourselves but nobody will believe us, because actions speak louder than words. It’s the same with quotes. …

Why you don’t need a massive budget, just a different point of view. Winning in marketing means that you create campaigns and content that people consume, engage with and ultimately buy from you. Some brands have deep pockets and they are willing to experiment with different strategies. If they lose…

Some people think that building a meaningful brand is not worth it and it doesn’t have a high return on investment. Here’s a tangible example: I need to do a half Ironman for my training a month before I do my full Ironman. …