My Head Exploded When I Learned This… – Private Label Fitness | Branded Fitness

Yes,  it was “mind-blowing”

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…. what I learned over the last two weeks at an AI “bootcamp.”
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Here’s my HUGE takeaway…!

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For over 20 years now, I’ve been repeating the same phrase to health and fitness professionals:

​Content is King!

I’ve repeated it:
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✅ At workshops

✅ On webinars

✅ In emails

✅ On websites
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Ha…! And, if you’ve ever been on the phone with me… you absolutely know how I feel about this.

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Well…. for 20 years thousands of health professionals politely nodded… then, went off and spent their hard-earned money on:

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👉 Funnel-only sites like ClickFunnels

👉 Conversion machines like High Level​

👉 All-in-one platforms like Kajabi, Kartra, Square, Wix and Shopify

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Honestly, I did lose a lot of custom website health and fitness partners because those big platforms promised:

👉 Faster sales

👉 Higher conversions

👉 Fewer pages​

👉 Less “boring content”

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And, for a while, that strategy seemed to work.

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Here’s the inside story.

The old search engines (SEO) were driven by algorithms searching for:

👉 Keywords​

👉 Hashtags

👉 Backlinks

👉 SEO tricks (lots of ’em)

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You could stuff a page with hashtag phrases like:

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​#fatloss #weightloss #bootcamp #personaltrainer #fitnesscoach #getfitnow
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…and hope Google would send you traffic.

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And, here’s why.

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AI search tools don’t work that way. Not even a little!

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AI search tools are NOT driven by algorithms. They don’t look for:

👉 The most keywords

👉 The slickest funnel

👉 The loudest marketing

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In fact, when AI search tools see a “sales funnel” or a “sales conversion” website, they DECREASE that website’s score and relevancy.

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Listen, AI search tools are way different. AI takes a “deep dive” into digital platforms in order to SURFACE (that’s the new term for “indexing”):

✅ Real Expertise

✅ Depth of Knowledge

✅ Educational Content

✅ Credible Information

✅ Structured, Helpful Resources

In other words…

They look for professionals who actually know their stuff – and can prove it! 🚀
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This is what actually happens when someone asks an AI tool these types of questions:

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​👉 “Who’s a good fitness coach near me?”

👉 “What’s the best program for busy moms?”

👉 “How do I fix my shoulder pain?”

​👉 “Who can help my son or daughter perform better at high school soccer?”

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AI doesn’t just scan headlines.

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Nope. Instead, it conducts a deep dive into entire websites searching for:

✅ Certifications and Qualifications

✅ Articles and Current Blog Posts

✅ Case Studies / Client Testimonials​

✅ Handouts (credible)

✅ Resources: Video, Podcasts, Webinars, Recipes, Product Reviews

✅ Educational pages

✅ Topic Depth

✅ Authority Signals

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Then it surfaces and recommends the absolute best professional websites (with links) that meet the criteria such as websites that serve as:

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👍 Real Knowledge Hubs

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AI is not going to surface or recommend sales funnels, conversion sites or any website that appears to be focused on sales and checkout pages.

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THIS IS SUCH A HUGE DIFFERENCE!

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Over the last 6 months I started to notice something very interesting.

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Our content-rich, fitness partner websites are:

✅ Getting surfaced more often

✅ Being referenced by AI tools

✅ Attracting more traffic

✅ Reaching consumers who never even touched Google, Bing, Yelp or other search platforms

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Don’t get me wrong. There’s still a majority of consumers who still go to Google Search, Yelp, Bing and other SEO platforms.

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But, that is rapidly changing every single day:

👉 56–61% of U.S. adults have used AI tools recently.

👉 Roughly 1 in 5 adults use AI daily.

👉 AI search tools captured about 12–15% of global search market share by late 2025.

👉 65% among Gen Z Users say they use AI chatbots instead of Google.

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Make no mistake.

The trend toward AI search over legacy Google, Bing and other search platforms is really strong.

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Consumers are now going straight to AI tools to find:

✅ Local trainers, studios and clubs

✅ Online programs​

✅ Nutrition guidance

✅ Specialty health and fitness services

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So, it should be no surprise that the health and fitness professionals who will gain the most from this new search protocol will be those that are packed full of credible, helpful CONTENT.

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Period!

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It will NOT be websites with:

🚫 One long sales page

🚫 Countdown timers

🚫 Funnel designs

🚫 Checkout conversion designs

🚫 “Buy Now” buttons on every single page

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Sure, sale funnels will continue to convert traffic. But, frankly what good is it if you have NO TRAFFIC?​
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In fact, ALL ONLINE and OFFLINE SALES are dependent on TRAFFIC.

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The once popular sales driven digital platforms are useless if there’s no traffic, no visitors, no digital referrals or links.

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CONTENT creates AUTHORITY.

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And in the age of AI search…

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AUTHORITY is what gets surfaced, recommended and referred to with source links to your website.

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So that little phrase I’ve been repeating for two decades?

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Turns out it has aged pretty well.

“CONTENT IS STILL KING”​

It just has a much smarter audience now. 
If your current website looks more like a checkout counter than a knowledge center, don’t worry… you’re not alone.

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But it might be time put CONTENT back on the throne!

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If you’d like to see what a true content-rich, AI-friendly website looks like, take a peek: 😁

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​CLICK OR TAP HERE…