Fitness Purgatory
Why we continue to kill the fitness industry
WARNING THIS BLOG CONTAINS EXPLICIT LANGUAGE
I’m on vacation right now in Punta Cuna taking my yearly week vacation with my
family.
While on the plane I’m reading a fitness magazine and the guy sitting next to
me starts a conversation about fitness. He saw my EFC shirt and asks me where
that is. I explain my story and we start talking about gyms.
He tells me he’s opening a club so of course we strike up quite a
conversation. He’s telling me all about his new club he’s building. He’s
telling me how he’s going to have over 150 strength machines, 70 pieces of
cardio, 80 virtual classes a week, childcare, 10 zillion pounds of free
weights, you name it he’s putting it in his club.
I asked him what the focus of his business is going to be and who’s he is
targeting? He says “everybody”. We will have something for everybody.
Bodybuilders, Seniors, Kids, Teens all ages. I then ask how his staff is coming
along. He’s telling me he knows a couple guys that “have been training for a
long time” are going to help him.
This leads me to ask him if he’s going to offer personal training services. He
says well if people want it I will. I asked what his philosophy in training
was. He had a blank stare on his face and paused, what do you mean? I said you
mentioned having all this equipment.
I asked will you have functional training equipment for people to train with?
He said, of course, I will have a few kettle bells and some stability balls
(wow are you kidding me?) but he then says we have so many machines it’s going
to be amazing. People will never have to wait for a machine.
Now I’m just biting my tongue. Here’s a guy who is stuck in the 1980’s like so
many owners. These clubs continue to drag down the fitness industry and a large
reason why people don’t get results, quit and never go to a gym again.
We are in a fitness purgatory my friends. The industry can’t move forward with
these big chains, big independent clubs who continue to rent equipment to the
public. They open a massive building with rows and rows of machines that don’t
help you, no focus and nobody will get results, BUT membership will be only $29
a month. Some club are now as low as $7.95 a month in the U.S. Why don’t we
just invest hundreds of thousands of dollar in a gym business and just pay
people to use our gyms?
After about 30 minutes I asked him why he would put so many machines in his club when that’s such a dated way to train. I said nobody moves like that in the real world. Our bodies (muscles/ligaments/nervous system etc) were NOT designed to sit on a fixed piece of equipment and let it help us lift heavy weights. Nautilus killed the fitness industry (as well as our bodies) coming out with single movement fixed equipment. It’s absolutely the most insane concept ever but clubs continue to build facilities around this concept.
I asked him, why not have someone shake a
damn rope, throw a med ball again a wall or slam it to the ground? Get on an
Air Bike to get your heart rate up. Provide services like My Zone
so people can see progress and get some f’ing results.
Why not focus on that! Results! If people get results they stay longer and
refer people like them to the club. Don’t focus on volume, focus on each person
getting results, living better/healthier lives and charge a reasonable fee for
a clean club, with great staff and toys that get people in shape with while
having fun with friends. Pretty simple?
Then I ask him about virtual classes as I
looked into this a year or so ago but it was against my belief system. Why not
just pop in a DVD at your house? Why drive to a club to do this let aslone pay
for it? No interaction, no team, no energy, no coaching, just watch a big
screen and go. Wow. That sounds crazy.
His answer was I don’t have to pay anyone to teach the classes. Yeah why would
you want to pay someone to help members succeed? This is why our Ride/R30 program
is so good. We have awesome instructors, many who were members and they actually
care. They want to inspire others like they were inspired. This is why Tribe is
so powerful. You get results, everyone holds each other accountable and the
coaches push and encourage you to be the best version of you. Did I
mention results?
Well I could go on and on but I’m getting the evil eye from someone. Lol.
We can’t get better as an industry with this mentality. The top clubs being
built today and existing clubs converting over are clubs that have a focus on
training/coaching and results. No more sitting on equipment. Shit most of us
sit all day and sitting is so bad for us. So, come to my gym and sit some more.
Brilliant!
How about get off your ass and get off that machine that’s doing most of the work for you and move a little. Move like you do day to day. Squat, twist, reach, push pull, crawl. It’s way more fun and you will actual move and feel better. Pretty cool hu? What a concept?
Time to get out of Fitness Purgatory and get
into 2018. Times have changed. The customer is smarter today and expect results,
as they should. Remember Curves, Bally’s? All based on fixed equipment. There
was one on every corner, now they are almost all gone. Why? It was cheap,
boring and nobody got results. Gold’s, Worlds and many of these equipment
chains are struggling to keep their doors open.
You can’t be the cheapest and the best. Just ask Apple. Their products are high
priced but good value. They are simply some of the best products on the market.
People pay for value. Cheap sucks. Why pay $10 a month to belong to a club
where nobody helps you, serves you pizza and doesn’t provide the tools to
succeed? Just save your $10 and buy your own pizza.
Sorry for the rant…
Back to vacation. See you all soon! I’m going swimming with the dolphins. 😊









