At the 2011 Summer Affiliate Gathering held in Big Sky, Mont., Coach Glassman addressed the assembled affiliates about the business of operating a gym.

He said the driving force of each affiliate should be trying to make it better, not trying to make more money. From what he has seen of the affiliates, marketing can grow a business but not improve its product or service. The clients are the successful marketers.

“They define themselves by their association with you,” he says.

Glassman continues: “Affiliates make people better. What you do becomes endearing—they love you for it. But something else happens, and then it becomes enduring.”

Financial success comes later of its own accord if you’ve focused first on quality.

“You don’t have to worry about money because you can keep pursuing excellence,” Glassman says.