$750 for raw fish?

Back in 2020, the big 5-0 was on the horizon so my wife suggested we do something special, ditch Andrew (our son) with the grandparents and head off on a trip to New York.

Given it was a rare trip without the wee man, I was scouting out the fancier restaurants.

And one caught my eye…

Masa.

Masa isn’t your standard fine dining establishment and there isn’t a foam or a jus in sight.

There’s no menu. 

You’re not allowed to wear any perfume or cologne.

They’ve a strict single bottle of wine per table policy.

And it’s possibly the most expensive restaurant in New York at $750+tax per person.

Despite that, it’s fully booked for MONTHS.

Head chef and owner, Masayoshi Takayama picks the best fish in the market that morning and creates a different menu every day.

Because Masa is all about one thing -

Giving you the finest sushi experience in New York.

And you can learn a lot from this.

I’m sure plenty of people told Takayama nobody would pay close to a grand per person for a meal where they don’t know what they're getting before they arrive.

But he ignored them and stayed true to his dream. And now he fills his restaurant every evening.

I’m guessing you’ve probably come across plenty of people who’ve told you no one will pay you £200 or £300 a month for your coaching when they can get a programme for £30/month...

But they’re wrong.

There’s one reason most PTs struggle…

They try to help everyone and end up looking like every other PT in town/on the internet.

But if, like Masayoshi Takayama, you’ve set yourself up to serve a small group of people.

Then you show those particular people that you understand them and the problems and challenges they face.

You show them how you can solve their particular problem.

Then you stand out from the crowd and you’ll never struggle to get clients.

It doesn’t matter what you specialise in…

If you work out what makes your ideal client tick and show them you understand...

Let them see that if they want to achieve that big scary goal they’ve been putting off...

It’s you (and only you) they need to come and see.

If you do that, they’ll happily pay you upwards of $200/month.

So forget about all the armchair quarterbacks who say a cash-based practice will never work. 

I'm here to tell you it does.

Later

Colin

P.S. Of, course it being 2020 we didn’t make it to New York and unfortunately with life being, well, lifey we’ve still not made it across the pond..