No Pain…No Gain

Posted: February 12, 2010 in Culture, Innovate, Retention, Value
Tags: , , , , , ,

Oh how those words permeated the fitness industry in the 1980’s and on.  Then as we softened, or the rest of the populace softened, we slowly evolved into the mushy titled “wellness” industry.  I guess “fitness” as a word has too many hard corners.

We are an industry of full blown tactics — more reps, more sets, higher target heart rates, etc.  All about progress to that better, fitter you…just like the magazines (yeah, right).

In the past if you called someone the “biggest loser” you’d get punched in the nose, now grown men are crying on TV for the title.

I don’t begrudge them one bit and I admire the work they go through all on national TV with decent ratings.  And those trainers work the contestants oversized tails off — while serving as therapists as well.

I’m deeply embarrassed that my industry some how missed them.  We wronged them and many, many others.

Maybe the shift to “wellness” will help.

Like any industry, our customers come to us with goals.  Are we actually taking the time to listen?  If someone states that their goal is “simply to feel better”, why do we simply revert to the tactics — reps, sets, target HR, yoga poses, etc.?

Ask the question, “what does feeling better mean to you?”  Ask 50 members and you’ll get 50 different answers.  That is where the journey can begin.

In my industry, the annual resolutionaries are beginning to fade from sight — it is heart wrenching to me (see you all again next year…I hope).  We’ve let them down and didn’t engage them.  And did not listen.

We can all gain and it’s painless to simply create the dialog.

We must be remarkable, not replaceable…and now more than ever.


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