STRONGER AS ONE

“Big Box Fitness Trainers Aren’t as Good as Studio Trainers.”

I heard this during a video conference call the other day with a dozen other fitness entrepreneurs. The person saying it knew that it would offend me and as a veteran “big box” leader, gym owner and ambassador for hundreds heck, thousands of authentic fitness professionals, it certainly did. However, instead of getting pissed off, it inspired me to think even deeper about the problems of the fitness industry.

The fact is that the business of fitness is more competitive and divided than ever and to this day, we are still only convincing 17-20% of the American population to join our fitness entities to feel better physically, mentally and emotionally. For years now, we have not been able to move that needle. Yes, there’s more people involved in fitness, but the percentages remain the same.

One of the problems we face are some of “disruptors” of our industry. Some are creating arguments without fact or proof and planting seeds in others to build their own personal following. As a passionate fitness business coach and trainer, it’s a shame to have to witness the false beliefs and naivety that is created as a result of these “experts” philosophies because many of them are not “changing lives” as they claim. Instead, they are creating short-term sales results, limiting the perspective of their followers and their potential (personally and professionally), as well as, their ability to spread our mission and gifts to more people.

Please know that I only share this from my heart and actual experience. I grew up in the industry as a certified trainer. Myself and many others, have accumulated the reputable certifications and made a great income working for “big boxes”. I continue to teach, speak and give back to the industry that I love… to big box leaders, struggling and successful independent owners (studios, gyms, franchisees), personal trainers and others wishing to learn more. I serve as a business coach for an organization that serves close to 200 passionate studio and gym owners, as well as, aspiring ones. I consult and serve as a mentor for struggling fitness operators and those that wish to enhance their cultures and specific areas of their businesses. I remain “in the trenches” and coach even after my own gym failure… a humbling but lesson learning experience for sure.

My hope is that someday the division in fitness evaporates. Instead of bashing others, we need to push our own egos (or insecurities) aside, learn best practices from others, maximize our business education, get motivated and inspired so that we ultimately, do the same for the businesses we operate, the teams we lead and the clients and members we authentically serve. The negative slap towards other fitness genres doesn’t do any good… the big boxes, the franchises and the low-priced chain clubs aren’t going away as “they” claim, in fact, they’re building smaller and competitive versions of themselves with lots of infrastructure and resources that many small independent owners unfortunately don’t possess.

And for those “big box” trainers that aren’t as good? I’ll let them know that their college degrees, their coveted “CSCS” certifications, their continued education, the livelihoods they have built, their families that they have grown, the cultures they have created and the lives they have changed are being mocked by others in the industry. 

No, check that. 

I won’t do that. I love and respect those people too much. Just like that trainer in the studio or gym environment trying to find their way, they are in this “game” for all of the right reasons and have found what works to keep their passion and purpose lit like an inferno. Instead, I will challenge myself and my peers to learn from all and hopefully in the end, we all grow our businesses together and ultimately influence more of the world to take care of themselves physically, mentally and emotionally.

So I say this, let’s be ambassadors of the entire fitness world and network with as many leaders outside of your current genre (or comfort zone). Heck, let’s remember that many of those “big boxes” started small, low-price chain clubs serve THEIR avatar, and the franchises today can teach us a lot about branding, marketing and systems. We can even learn a lot from the rookies new to the industry too… But ONLY IF we listen because YOUR way, MY way, is not the only way.

Most importantly, let’s join together. We have an epidemic. The majority of our world is unhealthy physically, mentally, emotionally and economically. So if you really want to be a difference maker, take care of your tribe first and when you’re authentically ready, join the rest of us in this fight to positively impact people because THIS “army” is much bigger and stronger together.