Success doesn’t start with money – it starts with what you believe you deserve.

When Tim made the choice to stop flying coach and commit to first class, it wasn’t about legroom or perks. It was about drawing a line in the sand. A personal standard. A way of saying, this is where I belong – and I’ll work to stay here.

In this episode, Tim and Randy unpack what it means to adopt a “first-class mindset,” and why it has less to do with money and everything to do with identity.

They explore how raising your standards in one area of life ripples into others – business, relationships, confidence – and why some people will always try to pull you back down when you start leveling up.

You’ll also hear how proximity creates opportunity (including a wild story involving a government official and a WWE superstar), and why the Iron Circle is built to celebrate success.

If you're ready to stop shrinking to fit and start living at the level you were built for, this one’s for you.

Tune in!

Key Takeaways:

• Intro (00:00)
• Tim introduces "first-class mindset" from a Belize trip (00:35)
• Proximity in elevated environments unlocks unexpected opportunities (03:14)
• Mindset post on Facebook triggers supportive and hateful responses (06:15)
• In the Iron Circle, member wins define success (09:50)
• Haters don't want to see others succeed (12:48)
• Establishing high standards for children via consistent exposure (18:05)
• Final message: raise your personal thermostat of worth (20:32)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

- A tool for deciding on new gym services – 5-Question Matrix

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

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If you haven't already, please rate and review the podcast on Apple Podcasts!

There’s a difference between smart marketing and flat-out lying. And in the fitness industry, that line gets crossed way too often.

In this episode, Tim and Randy call out the rise of shady sales tactics – fake contests, fake scarcity, and scripted urgency plays.

Most of the time, these moves come from a place of desperation, not strategy. Business owners backed into a corner start crossing lines they normally wouldn’t, assuming their prospects won’t notice or care.

And sure, some of this BS “works.” But at what cost?

These shortcuts don’t just lack integrity – they undercut long-term success. When the sale starts with a lie, trust is already broken. And without trust, retention, referrals, and your reputation all take a hit.

Tim and Randy offer a better approach: integrity-based selling that builds loyalty, delivers real results, and creates a brand people actually believe in.

If you’re in this for the long game, it starts with telling the truth.

Tune in and take a hard look at how you’re showing up.

Key Takeaways:

• Intro (00:00)
• Growth Summit in Nashville (00:48)
• Issue with manipulative sales tactics in fitness (02:30)
• Example of fake urgency from real estate influencer (03:59)
• Fake contest tactic shared by gym client (05:00)
• The rise and fall of the six-week fitness challenge (06:32)
• Why desperation leads to manipulation in business (10:00)
• Real-life example of a high-integrity sales call (11:49)
• Avoiding sales when the client isn’t ready (13:45)
• Fitness industry’s reputation problem and its root causes (17:32)

Additional Resources:

- Learn how to scale, hire, and build a business that runs without you at the 2025 ProFit Growth Summit in Nashville

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

- A tool for deciding on new gym services – 5-Question Matrix

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

---

If you haven't already, please rate and review the podcast on Apple Podcasts!