Meet Brandon Green

Ultimately success for me has always come from reverse- engineering my objectives. At the beginning of my career, I observed many successful fitness entrepreneurs making 150K per year and it inspired me. I followed in their footsteps, trying to learn as much as I could academically to get the same credentials they had. As you can imagine, once I got all of the same credentials, I was still not making the same amount of money. I started realizing to have a business that was lucrative, consistent and scalable, I needed to learn a lot more about my messaging, who my client was, and how to develop a clear offer.

 If I’ve become an effective entrepreneur, more so than others in the room, it’s because I’ve taken all of the reverse-engineering steps to reach an objective, become competent at it, and that enables me to go faster.

I also genuinely enjoy being the worst in a room of people! Having a tangible target always gets me fired up and excited.

I began my career as a personal trainer working out of a big box gym. Nothing really exciting there. During that time I became interested to learn more about mechanics, anatomy, and client pathology/pain. I started becoming quite competent at creating customized exercise programs for people struggling with issues. Therefore, I was constantly being referred more and more advanced clients with diseases and conditions I’d never heard of before. Serious stuff.

I took a small break to teach English in China for six months, and to go to college for marketing. Although both of these experiences were entirely different, they each taught me how to communicate confidently, and that helped me become a proficient teacher.

 Unsure of my final career destination, when I came back to Canada I returned to personal training as a means of income.

At this time, the personal training industry was really exploding. New group exercise programs were becoming extremely popular, however, leaving many enthusiastic middle-age and senior people injured and hurt. People who genuinely wanted to be stronger and healthier as they got older, were getting the exact opposite result.

I decided to sink my teeth in and make this group my focus. I invested every dollar I had — and then some — flying all over North America, hiring private biomechanics specialists, muscle specialists, and brilliant professors to teach me everything I could learn about physics, disease, and how to create exercise for sensitive demographics.

Moving forward in time, I’ve been able to take that information and teach it to other personal trainers. I’ve opened a brick and mortar facility with eight incredible, full- time, personal trainers. Strata Internal Performance just north of Toronto in Ontario, Canada. We are one of North America‘s largest fitness studios specializing in helping sensitive demographics with resistance training.

2020 brought incredible economic pressure with the pandemic lockdowns. I was heartbroken. I had created multiple sources of revenue, based off of the fitness industry and gyms were forced to be closed. I was terrified of what it meant for my future, my personal training staff, my family, our home.

I saw incredible personal trainers across the world getting out of the industry because they were losing years worth of clients. Their businesses were disappearing because of the lockdowns. And not surprising! The entire world flipped upside down as everyone scrambled to design new stay- at-home routines.

This pressure resulted in me creating an online business for personal trainers called Fitness Pro Mentors: a one-on- one marketing consulting business that helps personal trainers develop their in-person business. I put all of my marketing skills and energy into this new project. To help personal trainers across the world maintain their careers, to give my staff income, and to have income to take care of my family.

Thankfully, the lockdowns ended in 2022 and Strata re- opened. It has made a full recovery.

Years later, both businesses are a success. Fitness Pro Mentors has helped hundreds of personal trainers in North America with fitness education and simple marketing systems to help them scale their business.

 My mission is quite simple. I love helping people. From an entrepreneurial perspective, I want just enough equity so my family can have a good quality life. I’m really honoured that I get to mix the two together.

Learning how to improvise in social settings is critical. For sales, marketing, networking, you have to be adaptable. Encourage all readers to enter into social settings that make them a bit uncomfortable, so they can best learn how to navigate them.

Staying committed to your goal, rather than seeking motivation is critical. Many young entrepreneurs look for the next motivational spike to drive them forward. There will be many hard, sad, negative days. If you stay committed towards the objective, you will consistently work hard even on your worst days. Objective commitment is critical.

And skill number three borrows from the martial arts. Take a white belt perspective. Never be so arrogant that you miss powerful information. You can learn something from everyone. Stay humble and keep your ears and eyes open.

The Brain That Changes Itself by Norman Doidge. M.D.

There are a lot of incredible business books, but this book definitely changed how I think about everything. This is a medical science book on Neuroplasticity. Although this book focusses on extremely ill people and their relearning of movement and control over their body, it taught me that we can reprogram our body and mind!

As a young business person, I had a lot of bad habits that I had to unlearn. Many from my childhood and several that I wasn’t aware of.

For example, many of us use “umms and ahh’s” to break up sentences when we speak. If you are going to sell to high-level entrepreneurs, you better know how to communicate clearly. Cleaning up communication habits like this one has been instrumental in helping me level up my audience.

I highly recommend this book!