075 Ben Greenfield | 3 Levels Deep to Find Success

Ben GreenfieldMany people want to start off their businesses so that it reaches a broad segment of the market.  They want to reach as many people as possible and they get stuck in that mindset.  But oftentimes, that very mindset is what makes becoming a success so difficult, if not impossible.

Ben Greenfield shares his journey of starting his business with a broad approach…but his success came when he niched down 3 levels.  Hear how Ben went from a few sales per week to making $50,000 in one week with just one product.  Ben is the founder of BenGreenfieldFitness.com and which serves triathletes, adventure racers and bio-hackers taking their fitness to the next level.  You can learn tons from Ben that you can apply to your business.

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Ben’s Target Audience: Ben’s target market is people who are interested in fitness and health willing to take it to the next level and achieve feats of physical as well as mental performance.

Ben works in the health, fitness and nutrition sector. He started out by creating products for body builders and he ran personal training studios and gyms. In 2008, he was recognized as America’s top personal trainer. All of that changed when his children were born; Ben wanted more flexibility and time to be with them so he started freelancing, blogging, podcasting and online content creation with the focus on health and fitness.

Currently, Ben focuses on providing training guides, products and services for subsets of people using different mediums of online publishing. He also creates content and sells products for triathletes who are looking to participate in Ironman Triathlon races without investing all of their free time in training for the race.

In this edition of Leaders In The Trenches, Ben talks about his entrance into the broad industry of fitness and health, and how he narrowed down his target market to create and serve a very specific niche. From serving a broad body-building audience, he niched down to serving people who were into triathlon races. He niched even further to find the perfect audience, people wanting to participate in Ironman Triathlon races.

He also figured out how he could leverage technology to train people online and hire help to manage his daily tasks. Now he doesn’t have to do everything on his own; he outsources his office tasks to virtual assistants. At one time, he used interns to help out in his daily training work.

Outsourcing allowed Ben to focus on important matters like finding the right tools and strategies for his business. He spends his time researching, creating programs and writing.

He also shares with us the importance of having a good pricing strategy. He tells us that pricing determines how much value people put on the products that they buy. You should create a product that justifies the cost. He shares how to charge what your product is worth.

Ben also tells us about his passion for doing what he loves and how doing what we love for a greater purpose allows us to feel good about ourselves.

In this episode, here’s what we’ll cover:

  • How to reach the next level by niching down.
  • Marketing gets easier as you target fewer people: true or false?
  • How did Ben get out of the trenches?
  • Where did he discover his income generating strategies?
  • What triggered him to find what is right for his business?
  • How outsourcing helps to get things done quickly.
  • Pricing high vs. low: The better strategy?
  • How to change the price of a product.

Practical & Actionable:

Ben says the most practical and actionable thing that you can do right now is to make sure that you are not adding biological stress on your body throughout your work day. Pay attention to your work environment and you will still have plenty of energy after finishing your workday.

Do not sacrifice your health for success or to get a lot done with your job. Take actions and make your workplace healthy.


To give Ben a shout out for being on the show, follow him and send him a message: Ben Greenfield. Connect with me on LinkedIn or Twitter at @genehammett and let me know what you liked about the episode!

Do you have questions about today’s episode!?!

Did you know that you can apply to chat with me by phone? This is a limited time offer to help anyone that is serious about refining their business as well as developing a clear & compelling strategy that will drive them forward. Complete the questions and our team will follow up with you to schedule time for your “Business Breakthrough Session”. These are limited to 30 minutes, completely free and oh, so valuable.  Apply Now!


And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

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