‘Be Remarkable!’
“Cows, after you’ve seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow—the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows—is that it would be remarkable.” —SETH GODIN, FAST COMPANY
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By Patricia Glynn 56 Club Business Internat ional | NOVEMBER 2011 |
FRANCHISE COMPANIES SHARE WHAT THEY’VE LEARNED ABOUT SALES AND RETENTION
odin, a marketing guru, author of 13 books, including Purple Cow: Transform Your Business by Being Remarkable, and a keynote speaker at IHRSA’s 2009 convention, believes that all too many companies are average, ordinary, and, therefore, unnoteworthy Jerseys, Guernseys, and Herefords.
Many in the health and fitness club industry share his view.
“Too often, there’s a ‘build it and
they will come’ attitude,” observes John Voskamp, the director of training and development for Snap Fitness, the Chanhassen, Minnesota–based fitness franchise. “People hang a sign on the door, sit back, and, somehow, expect to thrive. Such an apathetic approach is wholly ineffective. This is truer now than ever before, as we’re seeing more competitors, and, especially, low- priced players, enter the market.” No one, however, would confuse Snap Fitness with a commonplace
bovine. Nor would they think that about Anytime Fitness or Vivafit. Each of these global franchisors is, in its own way, a Purple Cow. Vivafit, a women-only concept based in Portugal, was founded in 2003, has more than 120 facilities in a number of countries, including Spain, Cyprus, India, Malaysia, Singa- pore, and Uruguay, and, in Portugal, enjoys a 75% market share in its busi- ness category. Anytime Fitness, based in Hastings, Minnesota, was founded in 2002 and already has some 1,400 sites worldwide (interestingly, its brand color is purple). Snap Fitness was founded in 2003 and has more than 1,300 locations in the U.S., Can- ada, Mexico, the Netherlands, India, Australia, and New Zealand. Together, the three companies, none of which is even 10 years old, have managed to give birth to nearly 3,000 facilities. Purple: definitely.
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