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an article by Art Rothafel
The research is clear. Based on primary
marketing research studies as well as secondary studies from other marketing
research organizations - there is a huge chasm between "consumer demand"
and "service offerings" within our industry.
For 20 years the
fitness industry has been slow to recognize, much less
leverage, the opportunities
associated with weight-management. This is astonishing considering
the following:
Assumptions:
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The #1 reason
men and women join a club or hire a trainer is to “lose
weight.” (All studies agree on this point - regardless of how the
question is asked, people want to "change" their bodies... and that almost
always means a DECREASE in body size, body weight, body fat, etc.)
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The fitness industry
offers the only viable set of protocols for successful,
long-term weight-management (proper nutrition, productive exercise
and positive motivation). The industry is in general consensus regarding
physiological protocol.
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All other quick-fix,
restricted calorie programs, pills and other “magic theories” offered by
commercial weight-loss centers are not based on basic human physiology and
are, therefore, faulty in design and inevitably fail.
In summary:
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There is overwhelming
consumer demand for weight-management in the fitness
environment.
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Fitness professionals
are, by far, the most qualified to help consumers attain
long-term, weight-management goals and subsequent lifestyle
through proper nutrition, productive exercise and
positive
motivation.
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Despite the obvious
match of consumer demand and service offerings, the fitness
industry has failed to "connect" with consumers and capitalize on
the potential revenue. It is a $12 billion disconnect. It begs
the question, why?
Industry Culture
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With the exception of
3 or 4 major players, the fitness industry is deeply fragmented --
from multi-purpose clubs to circuit training facilities to
day spas to training studios to mobile fitness, etc.
It is a “mom and pop” industry. As a result, the fitness industry
sends thousands of mixed messages to the general public.
There is no cohesiveness of message such as the campaign put
forth by the American Dairy Association: “Got Milk?”
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The fitness industry
is a low-margin “sales-driven” industry focused on selling
memberships. It is not a “marketing-driven” business focused
on developing brand or defining its purpose.
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Most fitness
professionals view weight-management as an added service,
not a core business despite obvious consumer demand revealed in
marketing research.
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Fitness industry
trade associations and trade publications dedicate less than 1%
of editorial space addressing weight-management operations and/or
opportunities.
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Fitness professionals overwhelmingly believe nutritional guidance
is outside their "scope of practice." It is not.
Advantages:
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Clubs, Trainers and other fitness professionals who view, sell and
promote weight-management as a core business will be able
to effectively differentiate themselves from the competition.
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Clubs and trainers promoting weight-management gain a strategic
advantage through "outreach" communications activities
including advertising, public relations, seminars, etc. as it is a
"topic of interest" to the mainstream public.
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