I can’t keep ignoring it…I am getting continually frustrated by the industry and how we market ourselves! The value proposition of the industry SUCKS! and it will result in it going bust.
It seems that the people in charge of marketing and promotions are so far removed from the great work the industry has done over the last 10 years in proving that health and fitness isn’t a luxury… it’s a blooming life saving must!
I walk down the high street (and sit driving in my car) and get the same old messages from every gym, PT studio, sports club or leisure centre thrown in my face…
- Amazing money off membership – join now
- 12 sessions for the price of 10
- Get Active for the Summer
- 1 months access for £20
- FREE Day Pass
- Lose the pounds for less pounds
I’m sorry… does anyone else see that these messages wont effect the inactive population at all?
We are either selling fitness to people who are already active (and they just swap memberships to get the best deals) or targeting people who want short term fixes… and surely that’s not a good sustainable business model?
Now don’t get me wrong I can see the great work some people are doing in realising we have to improve the methods and skills we have as a whole to encourage behaviour change and service special populations…
But, if we keep using these out dated messages we are NOT going to be able to get in front of the people who need us the most…and by my calculation that will make the industry go bust!
We will take less money from the people who do want to be active and take no money from the rising population who are inactive or obese.
Solution:
We have to dramatically change the way we perceive our selves first… and then the people in marketing will be armed with some really powerful statements that will turn heads, get bums or bikes and have people reaching for their dance gear, rather than their TV remote.
I am waiting for the day when I walk down the street (and sit driving in my new Land Rover Defender) and see the types of messages that will appeal to more people, more often…
- Prevent cancer for only £10 per month
- Get 10 extra years of happy life, for only 30 mins a day
- Be happy, inspirational & admirable… whilst out living your children with our new family membership
Help save the industry from going bust and tell me what do you think is the PROPER value proposition of the fitness industry?
