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Welcome back to the More Cheese, Less Whiskers podcast. My name is Dean Jackson and today we're going to be talking with Mark Gray. Mark is one of the Double Vision Fitness twins who own five personal training gyms outside of London in the UK. They have impressed me over the four years I've known them by being disciplined executors. They have conscientiously applied the Breakthrough Blueprint principles, and the 8-Profit Activators as an operating system. We had a really great, in depth conversation about each of the Profit Activators and dove deep into some of the metrics that help identify where the opportunities are. It's really interesting to me that they started out with a very narrow target market but as their experience and capabilities have developed, they are appealing to a much broader target audience. You'll see how we bring that around here in the conversation as we looking at the opportunity to just get people started, coming into the gym.  The opportunity to get people coming in and starting a trial where they can get all set-up, get themselves assessed, get on a workout plan and then continue on in perpetuity. They've got really great retention, once people get going, so we mostly spent a lot of time brainstorming how to get more people to take that first step. You can imagine that my recommendation was more cheese, less whiskers! I think you're going to enjoy this episode. Links:BreakthroughDNA.com/liveProfitActivatorScore.comDVCC (Double Vision Fitness)