The 5 freedoms

FITNESSPRENEUR’S LIFE
5 FREEDOMS - THE NEW AMERICAN DREAM

Right now, in the world, people are suffering from what I call a LACK of FREEDOM.
They are starved for time. 
Their ﬁnances aren’t progressing. 
They feel stuck in one location. 
They’re surrounded by negativity. 
They feel like they can do more.
There are ceilings in the world. We were raised with this American Dream- go to school, get a job, work there
30-40 years, maybe get a pension or IRA. Well here’s the reality. That American Dream is gone.
It’s NOT coming back.
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A LACK OF FREEDOM

That IS NOT OUR American Dream.
Time and time again, I see people who are let go or outsourced to another person (or machine) that is
faster, younger, or costs less.
Companies aren’t valuing people the way that they used to. We’re on this robotic track dictated by someone
else’s agenda.
Let’s call a spade a spade. If you’re living the old American Dream, you have to show up on someone else’s
schedule, answer to their time, punch in on their clock, and be told where to be. If you’re lucky, you get a 1-2
week vacation a year, a 2-4% raise a year, and you are forced to work with people that the company chose.
You’re stuck in a role that was not chosen by you, you surrounded by douches, and you feel stuck.
Of course, I’m generalizing. There are some great companies out there, but from my experience, about 90%
of people are stuck in that old American Dream and the ceiling feels like it’s crushing us instead of getting
shattering.
It’s our job to break that ceiling.
Should everyone go be an entrepreneur or business owner? Absolutely not.
If you want to live that life of the old American Dream, then frankly, I’m not your guy. It’s my assumption that if
you are reading this, you are in my tribe and this is what you are looking for. THIS is what I teach my people-
the freedom life.
Let’s jump in.
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2FITNESSPRENEUR’S LIFE: 5 FREEDOMS - THE NEW AMERICAN DREAM
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We use the phrase
When you’re a trainer or ﬁtpro, you are dictated by other people’s schedules.
Our clients go to work, have to take their kids to school, and have other obligations. If you’re lucky enough to
have clients who come to you daily or weekly, they expect you to be on their schedule because you are
working for them.
Some get to work early, some get there late, some don’t have consistent schedules, some can’t take time for
themselves until their kids are in bed…
If we are honest, most clients can’t ﬁt in time for you during the day, so that leaves you with hours that don’t
give you those same freedoms.
1. TIME FREEDOM

Clients get sick, get called away on business, their houses flood, they go on vacation, or they have to attend a
family event. Whatever it is- they can cancel.
Where does that leave you?
Typically, with an extra unpaid hour of your time dictated by someone else’s schedule.
Also, since you’re relying on clients to make money, you can’t really take a vacation yourself.
If you do, you’re losing out on those hours. No sessions means no money. Forget days off. Forget
vacations.
That’s the very definition of not having freedom.
When you’re a slave to the clock: 
- You can’t do the things you really want to do. 
- You can’t make the money you want. 
- You can’t take off.
YOU ARE dictated by someone else’s time.
No thanks.
Now imagine the opposite. Imagine you can fire away and get in a full day’s work in four to six hours or less.
Imagine you can decide, on a whim, to head to the beach or spend a day with your family in the park and
your money isn’t affected one bit.
Imagine that you can work at the times of day that you’re at max productivity- you can work on your schedule,
not theirs. How does that feel?
The internet allows you to do this.
The internet allows you to pick your hours and still train your clients. Because you are making some extra
money, you don’t have to work every single available hour, and instead have more control.
With online platforms like Vimify, I have never felt more connected to my community as I do now. I can run
online coaching programs from anywhere in the world. Build niche programs to reach out and
work with people anywhere in the world.
With the internet and online businesses, you’re in control because you have time freedom.
Imagine that- then stop imagining, and let’s make it happen.
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For the longest time, work required you to physically be there.
Unless you’re like Superman and can get from point A to point B in any weather and in an instant, you are
pretty much stuck in one location- show up, do the work, get paid.
Not only that, but our business is seriously saturated. Have you seen it out there? It’s worse than Starbucks.
Every park has a boot camp, every neighborhood has a crossﬁt box, a spinning studio, an OrangeTheory…
you name it.
On one hand, it’s great that people don’t have to go far to get ﬁt, but how can you make money in that
saturated marketplace?
2. LOCATION FREEDOM

On top of all of this, we can’t dictate the weather. If you live in certain parts of the country, like Boston,
and a snowstorm hits, you are out of a job for the day, maybe even a week. No one is coming out to get their
fitness on when there’s a blizzard outside.
I know of studios wiped out by storms. I know of trainers who have to uproot and move their whole lives
because a spouse got relocated and that means they are starting from square zero again in their business
and life.
Even when I had my brick and mortar I was a slave to having to always live in Orange County. I had invested
tens of thousands of dollars for that location, it’s not easy to uproot.
I was also the one called in the middle of the night for alarms, emergencies, and everything because without
me being physically present the business just didn’t run the same.
Not only are you at the mercy of you having to be there all the time, you’re at the mercy of your
demographic location, so you better have a good one! You are competing with the 10 guys next door.
A brick and mortar business (that has no online components) is at the mercy of everyone marketing to the
same a three-mile radius. As you should.
But, the reality is there’s only so many people that live in that local radius and in a saturated market where
many fitness business struggle to create differentiation, the customer loyalty is only as deep as the
next coupon code away.
And that’s a race to the bottom, an erosion of pricing value that leaves you hanging by a thread.
You need to think bigger. You need to not only be fighting for those few people in the neighborhood, you
all need to sell your product to the world! The potential billions online.
The internet has completely rewritten the rules of business. The most powerful thing that the internet
has done, in my opinion, is freed people from the shackles of having to do business locally. The real
forward-thinking business people of today do business globally.
And that can be you. Stop worrying about the people moving in and out of your zip code. There’s millions of
people moving online everyday.
Stop getting stressed because ANOTHER gym or studio has opened up across the street. Start getting dialed
into how to gather and talk to your tribe worldwide.
Make your money anytime and anywhere, and work with anyone from anywhere by putting your
programs online.
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You can’t do things on your own.
Sure, you can have the vision and the plan, your name may be on the sign, and your money might be part of
the business, but no one successful ever did anything alone.
If you have a big vision and a big mission, you’re going to need more people than just you. 
 
Can you serve as many people as your mission demands just in your local market? 
 
Can you serve those sub-niches you want only in your local market?  
 
Can you get to work with people from all over the world only in your local market?
3. PEOPLE FREEDOM

The problem is, you’re pretty limited in who you can hire and work with.
Remember our previous problem with location freedom?
You’re not only limited to clients nearby, but staff as well. We don’t necessarily hire the best people. We
hire the best people that can make it to our business address.
What if you’re not the owner? Sometimes that’s worse! You are limited to the people who the owner
chooses. If they are rude, unprofessional, or unskilled.. oh well- not your choice. You could be stuck working
with tool-bags.
How many people hate their work because they are stuck working with D-bags in their work environment?
Not fun. That’s the stuff that ruins every day happiness being surrounded by negative people. 
Wouldn’t it be nice to stop working with people who are nearby and instead, put together a dream team
of your choosing?
With the internet, you aren’t limited to people in your location. You can be a part of a team of all-stars you
choose to work!
I’m talking about excellent fitness professionals with exceptional growth skills that can interact with clients
worldwide and really provide that unique touch that is often missing in our industry.
You can find team members anywhere in the world because location no longer matters.
My team is comprised of people from across the country- Trina Gray over in Michigan, Ashley Mahaffey here
in San Diego, Chuck and Shelly Gonzales in the beautiful state of Oregon, Kim Gorski and Melissa Goldberg
in Pennsylvania (yes, I deal with them even though they are Eagles fans), Charlotte Ferreux in Canada, and
many more people from all over the world.
When your business is online, it’s your choice- find the professionals that speak to you and your vision
for the future, and then work with them! Find the people you love serving and then build the dream products
they want and target market them using Facebook, Google ads and other social media and online marketing
tools.
That’s people freedom. It’s the freedom to connect with the best and brightest team and work with your
ideal customers from all over the world.
Do you want that?
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The modern person living in today’s world is living in a hamster wheel.
No matter what we make, between the high costs of living and fees that keep showing up where there were
none before, most of us can’t seem to keep our financial heads above water.
Most people are lucky to be seeking out a 2-4% raise a year, if that.
That whole trading hours for dollars is no way to make any serious money.
I’ve seen so many fit pros struggle with finances because they don’t know how to leverage their skills into
larger earnings.
4. FINANCIAL FREEDOM

Having absolutely no financial freedom can feel like being stuck. You’re go, go, going on that hamster wheel
but getting nowhere.
Life is supposed to feel like you are progressing and growing year hand over fist, not running on the hamster
wheel of life.
Today, to be honest, if you’re not scaling your business online, you’re basically waiting for the
bottom to drop out or the shrinking margins to keep you one downturn away from bankruptcy.
You gotta see how all these freedoms work together for you. Or how the lack of freedoms put together work
against you.
If you’re not scaling online, it’s not like the clock is going to magically grow new hours or clients are
going to all the sudden have more time.
If you’re dependent on your location, you’re not going to see a magical influx of new customers.
I’ve seen and done it all. I’ve dealt with banks and lawyers and accountants, and the results are always the
same.
A lack of financial freedom is a major drain on what you can accomplish in life.
Stop being a slave to a system that was created before you got there.
I’ve seen so many fit pros struggle with finances because they’re not making any serious money and they
don’t know how to leverage their skills into larger earnings.
The just fill up their schedule, and once that's done, whatever their making, is what their making. They feel
only they can deliver the service, my hands must be on someone. I have to be there standing in front of
someone to make money.
Not true.
With that line of thinking, there's no more room for growth unless you can multiply yourself, or learn to create
scale.  
 
The methods of how we make money in fitness is why we struggle to find financial freedom, because it's tied
to the limits I noted above.
You only got so many hours in a day to make money, you can only work with so many people in a local
market, and the margins of brick and mortar are not big.  
 
Look, your typical session can only cost so much. Whatever fees or dues, you can’t charge too much or too
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little. That’s the very essence of not having financial freedom. You’re locked into a pricing system that
doesn’t reflect the value of your service and it’s a system that you have no control over. 
 
And if you’re not scaling your business, and you're only relying on brick and mortar profits and growth.
Brick and mortar growth takes a lot of capital investment, and that always ties you to deep debt. 
 
I was recently talking to a new coach on my Beachbody team who owns a bootcamp franchise and just to
open his studio it cost him $100k and drained his bank accounts. That's stress and a lot the line if things
don't work out.
I remember, because I was there too. I was one of the lucky ones who ran a profitable business and was able
to extract my investment in brick and mortar.
But, what I learned is that through online, network marketing businesses and mobile revenue streams you
can earn far higher revenue, margins are large and there are no limitations of hours or people.  
 
In order to provide you and your family with the life you deserve, you need to make some moves that let you
create a larger income then the industry average of $43,000/year.  
 
You want to make real money? Get the freedom you deserve by taking your business worldwide. 
 
You have ambitions. Go get them.
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Do you have the freedom to live your life with purpose? Maybe it’s my heritage and the way I was brought up,
but I’m a big believer in values. What you bring to the table and how you conduct yourself in the real world
needs to be reﬂected in your business.
We all have a reason for being here. Sometimes that reason is big, like helping humanity, and sometimes the
reason is modest, like simply providing a nice life for your kids.
When you wake up in the morning and see that ﬁrst blast of daylight:
- Are you excited to go to work? 
- Are you ready to face the world and see what challenges it brings to you? 
- Do you feel like you’re making a difference in the world?
5. PURPOSE FREEDOM

All of these things may sound a little touchy-feely, but I believe that what we do in the fitness community is
important.
We change the wellbeing of people by boosting their energy, self-esteem, and we help them to be the
healthiest versions of themselves. And if they can be their best self, they will lead more purposeful lives that
lead to the change our world needs to see.
I hope you feel that way. I hope that whatever business you’re doing, whatever place of employment you find
yourself in, you are filled with a sense of purpose and feel that you matter.
Being filled with purpose means that you step over the fears that paralyze most people to make the world a
better place.
Having the right job is only part of this, of course.
I’m not so crazy that I think that making money automatically gives you this purpose.
But wouldn’t it be great if the way to make money included this purpose of yours?
What if you could take your business and make it your vehicle to help change this world?
Finding the freedom of purpose and being able to tie it to your business model is the greatest gift our vision
should afford us.
To fulfill your purpose it may involve something beyond establishing your online presence. Maybe it
can include creating a charity fund or employing people that you may not have thought you’d ever be able to
work with.
If you’re stuck on that hamster wheel, trading hours for dollars, I know for a fact that you’re not able to even
consider what your life’s purpose is.
You’re merely trying to chase that dollar, the same dollar those other trainers in that other gym are chasing.
That’s no way to live.
I believe strongly in these five freedoms because I’ve lived without them at some point in my life. I was that
guy hustling for every last hour with every last client because I knew that rent was due and I might not make it
this month.
Once I moved online and became that agent of change for so many people worldwide, I realized what a
messed up system that was. And that it can evolve.
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I hope what I’ve shared makes sense, and if you have experience with any of this, I’d love to hear from you.
I’ve met so many people (and now work with many of them) that were ready to jump off the wheel and live
their lives full of freedom and promise.
You need to activate the right mindset in order to achieve your dreams.
I am a big believer in working smarter, and harder. 
I want you to have the freedom to travel and enjoy life. 
I want you to spend more time with your family.
I want to live in a world that was changed for the better BY YOU.
Are you ready to be free? Let’s get after our freedoms!
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Let me help you launch your business, income and lifestyle! Follow me on:
http://vitobiz.com/T_5-freedoms

As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business
& personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the
industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline
and online marketing strategies that deploy customer value optimization systems in order to create as much benefit
and offering for the customer and as much profit and lifestyle for the company as possible.
ABOUT VITO LAFATA
www.VitoLaFata.com
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