Are You In the Fitness “Sweet Spot?”

 

 

If you viewed the fitness industry from 30,000 feet, you’d see two giant segments in our space:

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• Big Physical Clubs (like Gold’s, LA Fitness, Planet, Anytime, etc. )

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• Big Online Platforms (like Peloton, Beachbody, Daily Burn, FitBit, etc.)

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Both segments suffer from their own “BIG-NESS!”

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They are simply too big to “connect” on a “personal” level with their clients/members.

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And, even with the best automated CRM systems their communications are not personal.

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Instead, almost everything the “giants” do is watered down and “generalized” to the masses (just like Walmart, Amazon, Cosco).

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For proof, just complete an opt-in form on any of them!

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You’ll soon see what I mean by the automated emails you’ll receive.

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​BETWEEN THE GIANTS​

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However, small/mid-sized clubs, boutique studios and specialized online platforms are in between the two “giants” and are much better positioned to leverage the evolving fundamental shift in our industry.

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Hybrids (small physical clubs/studios + proactive online services/products) are the real “sweet spot“

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Here’s WHY:

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​YOUR ADVANTAGE​

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• With a physical facility you can still draw on a local client base at a higher margin – especially if you have unique and engaging programming.

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• Technology has leveled the playing field. You have the same reach as the big guys – You can literally communicate with clients around the world.

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• You can niche. The big guys are generalists trying to be “all things to all people.” So they continually discount.

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​RECOGNIZE THE CHAMPION WITHIN ​

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Listen, to someone, somewhere YOU are his or her champion.

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YOU are the professional who can really help.

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Maybe it’s because you specialize in “women over 50.”

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Or, perhaps you are the “guru” for left-handed athletes.

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Maybe you are the “king” or “queen” of resistance band workouts specifically designed for traveling sales professionals.

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I even know of a trainer who provides videos of “Cab Workouts” for long-haul truckers!

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​STAND FOR SOMETHING ​

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Specializing in a niche doesn’t mean you shouldn’t provide generalized services/sessions for those who just want a workout.

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That should be a “given.” It’s the common denominator for all fit pros and facilities!

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But, to differentiate and be successful in today’s overly saturated fitness market, you really need to STAND for SOMETHING!

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Otherwise, if the only competitive advantage is PRICE… well, it’s a race to the bottom.

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And, that’s exactly what the big box clubs are doing with their legacy “low price/high value” strategies.

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​IT’S ALL ABOUT RISK AND REWARD! ​

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None of this easy.

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And, it won’t happen overnight.

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And, it will cost money.

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And, it will require your time.

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And, most importantly, it will require you to THINK outside-the-box. Outside your comfort zone.

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That’s exactly what Steve Jobs did with Apple computer. Twice!

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At a time when people paid $.50 cents for a cup of coffee, Howard Shultz believed people would pay $2.00 for a “good” cup of coffee. And they did.

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Phil Knight started Nike with a $500 logo… (today the brand, itself, is valued at $12 billion).

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And, today, Elon Musk continues to blow everybody’s mind with his innovation and out-of-the-box thinking!

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​INVEST IN THE BEST — YOU! ​

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But, at some point, all of the aforementioned entrepreneurs had to “pull the trigger” and invest in equipment, marketing and people.

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What they were really doing was investing in their visions. Their dreams.

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So, yes… being successful in our new evolving industry is going to require an INVESTMENT.

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You are going to have to INVEST in YOURSELF.

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Look, you probably already know how to run a physical location and offer memberships, group sessions, one-on-ones and maybe a few more services like nutrition and menu planning.

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But, I am going to “pound-the-drum” for you to focus on three specific things:

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1.) Identify a niche you can “champion”

2.) Increase your “online” offerings

3.) Make it a goal to scale your business

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I can literally guarantee that over the next five years, the industry will shake out those who can’t keep up.

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So, I encourage you to start now.

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Put on your thinking cap…

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You’re already in the “SWEET SPOT!”