By David Tepera, October 18, 2026

I want to share a recent conversation with my son Dylan. So, hang in there with me because it’s a bit of a long intro, but there’s a message for all of us.

As you know, we own a family gym, with five personal trainers, including Dylan. One day he will take over the business, but for now, Dylan has more leadership responsibilities. I’m constantly teaching him the challenges and battles to run a successful gym.

Okay, the beginning of our conversation was letting Dylan understand his worth. His entire life has been about athletics, weight training, including body building competition, plus nutritional expertise. I was letting Dylan understand that at the age of 28, he has a gift which makes him unique, so never sell your worth short.

Here’s the example scenario I gave Dylan as a gym owner. As you read this, do your best to apply this into your own personal and business life.

At our gym, all new potential clients go through a free 30-minute consultation with me. We discuss their goals and medical conditions. From there, after touring the gym, I show them our unique safe weight training methods for the older population. Of course, there’s more to it, but I’m proving our worth before discussing pricing. And that’s a lesson for all people. Always present your worth first.

Now, here is the lesson I was teaching Dylan about not selling your worth short.

If someone asks me if pricing is negotiable, I tell them “yes, but what part of the personal training do you want to eliminate”?

Typically, our sessions last around 45-minutes, but we can cut it short and eliminate some critical weight and core training to get you out in 20-minutes. Which one do you prefer? Then sit quiet and let them process the answer.

Just know, I’ve never been asked that question, but I’ve rehearsed it many a time in my brain, just to be prepared.

Do you understand my message? Don’t sell your worth short because you have value. Stand up for yourself with confidence and leadership. Stop letting people take advantage of your worth.

Just like my lesson to Dylan, price can change, but your worth can’t.