Frankly, I am selling solutions to the problems:
"no money" and "no time" to work out.
My workouts are short, affordable, adaptable. For people who attend live classes or for users who exercise with my fitness apps, it takes determination to get things done. The secret is to keep the determination alive and well. Just like keeping a fire going or like reading old love letters to fall in love again. In my case, people have to love themselves and make exercise a priority.
For some reason, that is a hard sell. It requires the buyer to show up.