![]() ![]() What that means is that the trainers are not employees, just contractors that often come and go and are not perfectly aligned with creating the best gym experience. We are in business to make people healthy! So, our workouts are only 20 minutes, and only twice a week. They want to work out but typically find themselves hard-pressed to squeeze time in to stay in shape. People are increasingly stressed for time. ![]() What we eliminated: Long and short-term contracts – almost everyone hates them. ![]() Consider the differences using Chan Kim and Renee Mauborgne’s four actions framework and its four questions: which factors should be eliminated, reduced, raised and created. We set out to change that, to break away from the competition and create a blue ocean. Moving Away From The Competition in the Fitness IndustryĪs we applied the blue ocean approach, we realized how much of what the fitness industry competes on doesn’t make sense from most people’s perspective. Reading this book gave me the roadmap on how to break away from cutthroat competition in the fitness industry. My business coach recommended Blue Ocean Strategy about a year and a half ago. Second, I always had a passion: to do things differently. I needed to do something that nobody else was doing. And it was the same for all the studios I knew. We had two gyms and only about eight leads a month for both studios. What inspired you to take a blue ocean approach?įirst, the red ocean in the fitness industry. Fifty percent of our clients are still paying some sort of personal training fee every week to another studio because they got caught with a contract. There’s hardly any follow-up, and therefore, no result. The trainer is usually different for each session. And once you signed your contract, you rarely get the personal training you hoped for. Most of their trainers are 1099 (independent contractor status) and they get a bonus for each new contract signed.Įach gym strives to sign you up to an unbreakable contract of between six months to two years. And all of them have the same offering, even the big ones like Ali Fitness, Equinox, Gold’s Gym, Anytime Fitness, Snap Fitness, etc. Gyms keep opening every day – they pop up like mom-and-pop shops. Kennedy Boulevard in Tampa, Florida, there are 68 personal training studios. The US fitness industry is a very red ocean with over 35,000 health clubs competing for customers. How competitive is the US fitness industry right now? ![]()
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