Sales
If your prospects aren't buying, and you’ve already dialed in an attractive offer…
It’s because they believe something that’s holding them back—and you haven’t broken that belief yet.
Most gym owners think they just need a better pitch, better ads, or better sales reps.
But if your leads believe:
“I should try it on my own first.”
“It’s too expensive.”
“I’ve tried this before and failed.”
“I just need to get motivated again.”
Then it doesn’t matter how smooth your close is… they’re not buying.
This is why you need the Belief Breaking Formula in your sales process.
This framework was introduced by Alex Hormozi (who borrowed it from Linh Trinh) and it’s become a foundational tool in high-ticket sales—especially in the fitness space.
Here’s how it works:
Let’s walk through an example most gym owners have encountered 👇
“I think I’ll start with something cheaper—maybe just drop into a few classes first.”
Here’s how you might use the formula:
“So you believe cheap front-end offers are the best way to start?”
“We’ve found that doesn’t work because you don’t build enough skin in the game—and most people fall off. It also doesn’t give us enough info to build a real plan around you.”
“We recommend starting with a fully customized, high-touch transformation package that sets the foundation for results from day one.”
“Because when you commit up front, you’re more accountable, more focused, and far more likely to succeed. We’ve built this program around structure, support, and results—not casual drop-ins.”
“Over 1,000 gym owners use this exact system to consistently help clients get insane results in just 6 weeks. Want to see some before/afters?”
People don’t change their minds because of facts.
They change when they realize the belief they’re holding is costing them something they want—like results, consistency, time, or money.
And when you don’t challenge those beliefs head-on, you’re stuck playing defense.
Most prospects walk into your gym carrying at least 3–5 false beliefs:
If you don’t break these beliefs, they walk right back out the door.
But when you know your audience—and use this formula—you flip the script.
You help them reframe the problem.
You show them why they’ve failed before.
And you position your offer as the only logical next step.
Beliefs are the hidden objections killing your conversions.
If you want to close more sales, grow your gym faster, and finally break out of that $20K–$30K/month plateau…
You don’t need more leads. You need to break more beliefs.
Use this formula. Use it often. And use it to help people make the best decision of their lives—investing in their health with you.
