Between just you and me….
Para ti de mi (from me to you)
I think we know one another well enough to know that the $32 billion the Fitness Industry generated last year consisted of more than gym membership revenue. What percentage of those dollars do you think were spent on “the promise” of being fit and lean?
As much as we wish they did, people aren’t buying fitness memberships because they actually like to (or want to) exercise. If they can, they will take any shortcut to reach the goal. Which leads me to share my thoughts with you that I believe people will buy anything to get to the end result with the least amount of work possible.
The combined Fitness and Nutrition Industry which is now referred to as the Global Health and Wellness Industry is worth USD 4.2 trillion dollars!!!
Are you getting a piece of that or are you just hawking gym memberships, fitness services, and forcing people to do what they don’t really want to do in the first place? Sounds pretty dreary when I put it like that, doesn’t it? Yikes…..
Let’s discuss what you can do with this newfound (or not) straight talk.
What can you do?
To begin, acceptance. Acceptance is the starting point of better understanding your current customer and what they want from you. I know, I know, as a former fitness club owner, personal trainer, and athlete myself, we want people to embrace fitness as a way of life to reach greater health, but it just isn’t realistic to think the majority of the population wants that too. In fact, more than likely, a very small percentage want that.
How many women do you think would say they want to look like Jlo or Shakira? Almost 100%!, but to follow through with what it takes? Less than 25%.
How can we crack the code and give the customer what they really want, not what they wish they did, without sacrificing our own values and beliefs?
By providing what the customers want; simple and attainable SOLUTIONS.
The average retention rate for a fitness club is 60.6%. This means that each year, a club loses approximately 40% of its members! Why do you think that happens? I believe it’s because we’re asking people to do things they don’t really want to do and they are not seeing the results they want fast enough.
We need to provide simple and attainable solutions in a timely manner so we can improve our retention and churn rates.
We need to offer the 100% solution for every member who joins your club right off the bat. We all know fitness alone will not solve their weight loss problem.
We need to have systems in place that address fitness + food-based nutrition in such a way that people can experience early and significant wins, keeping them engaged and focused.
We need to stop asking people to do things they don’t really want to do and support them with things they can do, and feel successful doing. Why do you think people try to exercise in the privacy of their own home? Sadly, it’s because they don’t want to feel uncoordinated, stupid, or embarrassed in public. Sigh.
At Balanced Habits™ we have a saying that we use in our nutrition programming and that’s K.I.S.S. (Keep it Super Simple), and we take that very seriously! We’re not trying to reinvent the wheel or invent anything really. We believe people just want simple solutions that they feel good about and that make sense in their world. No different than what you could be doing in your club with your fitness services. People respond really well to simplicity. It makes them feel confident and empowered.
Figure out simple and effective solutions that will provide the 100% solution for what your current and potential customers want.
You simply must offer a fitness and nutrition solution in a synergistic partnering; there’s no way around it anymore. Today’s customer wants results with the least amount of effort as possible and fitness alone won’t get the job done.
We both know what our customers need but it’s more important to give them what they want first. Then at least you’ll have a fighting chance by improved retention!
We want to partner with you. But only if you’re ready to grow your company and be everything the community you serve needs you to be.
We have a few partnerships still available. If you’re serious about partnering with a company that provides all the tools, resources and know-how to build a thriving new profit center, schedule a call with us today.
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P.S., for the month of February, we are including unlimited Balanced Habits *Nutrition Certifications for your staff with any new partnerships.
*accredited through NASM for CEU’s
We have a few partnerships still available. If you’re serious about partnering with a company that provides all the tools, resources and know-how to build a thriving new profit center, schedule a call with us today.
