[00:00:00] James Breese: Strength Matters Media, Video,
[00:00:03] Josh Kennedy: Print, Podcasts. Today's topic is what's changing with Strength Matters in 2024. Now you may not have seen it if you follow us on the podcast, but we did post a little video on Instagram before Christmas and do be aware that we are going to be posting more and more on Instagram.
[00:00:19] And Tik Tok, right. And all of the social media channels getting more and more active in 2024. But James posted a video about how we're changing, why we're changing and what we're doing this year. But before we do that, James, did you have a nice Christmas? Welcome back. Thank you very much. I did actually, and a good new year.
[00:00:36] I went skiing, snowboarding. It was fantastic. Up until I got ill again, coming back on the plane. I think me and planes need to have a breakup, I think, because I can't cope with it anymore. Exactly, exactly. Anyway, let's, uh, yeah, let's crack on. What is, what is changing? Why are we changing and what are we doing in 2024?
[00:00:57] Everything the end. How about that? [00:01:00] Good. Brilliant. Can we have a little bit more specific detail, please? Yeah, it's true. Absolutely. So what I, I'm always a big fan of seeing trends and what's happening within the industry. And the most important thing that we do is try and stay ahead of the curve. I'll give you an example of this.
[00:01:15] Back in 2015, 2016, there was no such thing as the hashtag everyday athlete until we started firstly posting about it. Now, everyday athlete is everywhere. At the same time, back in 2015, 2016, we were kind of the first people to focus on Fit Over 30. We did the Fit Over 30 podcast, the Fit Over 30 magazine.
[00:01:34] All this was kind of done what we did back at the start because we wanted to target that niche in that particular market, which was great. It worked well for the business. We've tracked loads of online clients and coaching clients, and we were the kind of the first to really adopt this kind of method and methodology fast track.
[00:01:48] Now, from 2016 17 to 23, 24, every man, his dog is targeting busy professionals, people over 30, 40, 50, you name it, they're already doing it. [00:02:00] There's loads of fit fathers over 40, fit over 50, you know, it's everywhere, isn't it? It's absolutely everywhere. So we became very much almost like a commodity. Just a part of the noise is out there.
[00:02:13] As opposed to being very ultra specific, we've become part of the noise. So last year, I kind of had an idea when I went back to cricket. And I went, like, right, you know what? I'm going to try focusing on working with cricket players because I play cricket myself. I'm working lots of cricketers during the week.
[00:02:27] I thought, let's just try and focus on focus on this. So cricket matters was born. It kind of took off without us even trying. We did a couple of videos and I'm posting on Tik Tok. We've got some clients coming in. It resonated with a lot of people. I was embedded within that community and realized. No one's serving this market and doing it well, particularly.
[00:02:46] And we also realized that's an ultra specific niche where we're not a part of the crowded noise, right? It's very, very specific. Here's a special message from our sponsor. Want more
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[00:03:29] Josh Kennedy: slash website today. And also it's a market, you know, very well, of course, as a player. Exactly. As a player, like I know inside out and there's like, well, I can resonate and.
[00:03:41] Just engage with them a lot more, and they see me playing as well. I'm off to the World Cup in a couple weeks time, all these sorts of things. That was an experiment to see what was happening because we knew the same methods we're getting put to bring in traffic for online coaching program wasn't working the same way anymore, right?
[00:03:56] It was back in 2016, 17. It was like the wild West. Anyone [00:04:00] could do it. And if you had a good voice and good message, people basically came to you. And that was great. And we always relied on organic traffic. But it's not the same. Every man and his dog is now doing online training. That's the big thing. So we saw that we tested the waters.
[00:04:13] We realized, Oh my God, this is actually going to work. And as we did that, we realized, well, actually strength matters has always been from the start more about coaching health and fitness professionals than it was the everyday athlete. So we decided then let's know, let's split this up through various different walks of life.
[00:04:28] We've now become more of a website strategy design and SEO company. What does that mean? Well, we want to help coaches learn about our methods and techniques not only of helping and working with clients, but we also want to help them understand how we use organic traffic. And websites to grow our business because no one's really teaching them this.
[00:04:49] I haven't used Facebook advertising and anything like TikTok advertising and what they're doing or posting daily on social media and stuff for over for many years, for five, six years. Cause it always comes [00:05:00] down to organic traffic, organic growth, and no one is understanding this, particularly in the local market.
[00:05:05] So that's a bit of a wishy washy way to talk about it. But in essentially what we're doing is splitting the company up in two. We're now doing cricket matters, which is all going to be for. Coaching cricket athletes. We'd still leading from the front, teaching you guys how we doing what we're doing, because I'm a big believer in that if we're not pushing from the front and being part of the business like you guys, we're not staying at the forefront of business.
[00:05:26] So we really want to focus on that side of things. And then at the same time, we're going back to website design and like local advertising and Google marketing for fitness professionals and teaching you guys how we use our coaching methodologies. Focusing on the coaching athletes and the coaching professional, basically, because that's what I really passionalize as well is helping you guys as coaches develop and grow your businesses and also grow as coaches, but cricket players.
[00:05:51] We still want to coach. We still love coaching people. That's what we're going to focus on here. So it's a bit of a breakup in that sense, and I In terms of Instagram and everything, we're starting to [00:06:00] post more frequently there. We hadn't posted for over two years, two years. We hadn't posted on social media, which people may find crazy, but we didn't need to.
[00:06:10] We haven't needed to, but we have now the foundations in place to allow us to do it, to scale more appropriately and have the team behind us to help us do it. So it's one of those things we want to be in the trenches, showing, sharing what we're doing to help it work with you guys too. So that's essentially what the changes are in terms of direction of the company for 2024.
[00:06:27] Strength Matters is now going to be focusing on coaching health and fitness professionals. Cricket Matters is going to be focusing on our training side of things for cricket players. But we're going to use Cricket Matters as a case study, as a working, living, breathing case study to show you how we're growing that from the ground up so you can learn from it.
[00:06:44] How does that sound? Does that make sense, Josh, to you? That sounds good. That sounds good. But a little caveat. If any of our current clients are listening, do not worry. Fear not. We're not getting rid of you. We still love you very much. We are still going to be coaching you. It's just that we are not Actively seeking [00:07:00] everyday athletes.
[00:07:00] If everyday athletes come to us and want training 100%, we will still do that. We love you guys, but we are focusing more on bringing in cricket players, as we say, from the, from the coaching side of things. So that's what we're doing. So it's going to be, um, it's going to be an exciting year. Wouldn't you say, James?
[00:07:16] It is, it is an exciting year and it's very different because we've now been very much posting daily on social media, particularly in videos and stuff like that, that's something we haven't done for a long time and we're going to hopefully try and re engage and just try and bring back. And share with you guys a lot more valuable information.
[00:07:30] I think stuff, I'll give you an example. We'll probably do a podcast about it on it next as well. Is that if any, any health and fitness professional who tries to email their clients regularly and uses a service like MailChimp or something. There's a new law coming in in February where Google will stop you from sending emails if you haven't got certain code in place.
[00:07:47] So we're going to show you tips about that sort of stuff. How about that? So you can actually get stuff delivered. How is that for little interesting insights you'd say? That is, that is a good interesting insight. And if people don't follow us because we, on social media, because we haven't been [00:08:00] posting, could you give out our, uh, our hashtags, uh, Handles, et cetera.
[00:08:06] Exactly. So the best one to follow guys is at strength matters on Instagram. That's the one where you'll find most of our stuff going out at the moment. And if you're on Tik TOK, it's underscore strength matters. So we'll be posting there a lot as too. And if you haven't found us on YouTube, find us on YouTube.
[00:08:20] Cause we do this podcast live on YouTube too. And what about Cricket Matters? Don't, don't leave the cricket players out. Oh, Cricket Matters. Yeah. Well, if you want to follow us on Cricket Matters, very easy. Go to cricketmatters. com to see what we're up to. We're doing some big updates to the website at the moment.
[00:08:33] And if you want to find us on Instagram there, at cricketmattershq is the best one, at cricketmatters on YouTube and at cricketmatters on TikTok. There we go. Uh, well, hopefully you enjoyed this update. That's it for today. Please don't forget to rate, review and subscribe. And if you want to find out more about our system of training, go to strengthmatters.
[00:08:50] com forward slash system.