Downsize Fitness is designed for people who have significant amounts of weight to lose, typically at least 50lbs
We have empathy because we’ve all been there, but that allows us to push members a little harder. We’ve earned the right to hold them accountable
The ‘a-ha’ moment So who exactly does Downsize Fitness appeal to – who is the target market? “Our clubs are limited membership
facilities for people who have a signifi cant amount of weight to lose.
‘Signifi cant’ will be different in different people’s eyes – it might be 30lbs or it might be 400lbs – and we won’t turn anyone away on this basis, but typically people have at least 50lbs to lose. “In the US, 60 per cent of people are
overweight and 30 per cent obese, so potentially we could appeal to a huge number of people. However, until people have had an ‘a-ha’ moment – where weight loss moves from being priority number 30 on their everyday list to a priority of one or two – we’ll never convince them to join. “Everyone’s ‘a-ha’ moment will be
different. Mine was that I hadn’t seen my mum in over a year and she walked by
January 2015 © Cybertrek 2015
me because I’d gained so much weight she didn’t recognise me. For me that was huge, but also very motivating.” Daly continues: “Each Downsize club
only has about 120–150 members, with a typical footprint of 3,000–3,500sq ft, and everything is done in semi-private sessions or classes. We have a maximum of 10 people in each class, and every time members will interact directly with the certifi ed personal trainer. It’s effectively small group personal training, giving you personal attention but without the high price tag of PT. “Pricing varies slightly from location
to location, but it’s about US$89 a month for our Weight Loss 101 package, which gives you fi ve visits a month; US$139 a month for the Weight Loss Journey, which gives you 10 visits a month; and US$199 a month for Weight Loss Transformation, which allows for unlimited visits. People have to be
in it for the long term though, as our approach is about weight loss that lasts. We don’t talk about contracts – we sell 12-month and 18-month ‘commitments’. “And if members are committed, this
price is just unbelievable for them. They know a standard ‘train on your own’ gym won’t work for them, because they need accountability, and if they’ve had their ‘a-ha’ moment they will already have done their research and will know that personal training will cost them probably US$60–95 a session.”
Modification & progress Daly continues: “We focus on three key elements: fitness, nutritional advice and weight loss coaching, under which falls accountability, structure, support and also camaraderie. “In terms of fi tness, everything we do
is dynamic resistance, weight bearing. We don’t use machines, although we
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