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Tune Up Your Core Values


With so much going right in the fitness industry, why is so much going wrong?


BY CAROLYN FETTERS W


hat fitness consumers are tru- ly looking for isn’t what you might think. According to re-


cent surveys, many aren’t looking for a big fitness centre selling a country- club atmosphere with a huge number of amenities. In fact, according to IHRSA, from


2012 to 2015 traditional gym member- ships grew by just five percent, while boutique studio memberships grew by 70 percent. After the economic downturn of


Carolyn Fetters


“Whether it is a country club,


big-box club or a home-garage gym, offering a


complete solution of monitored


fitness and health options is what many people need.”


2008, individual boutique studios be- gan to enter the fitness fray. With a single focus—for example, indoor boot camps, cycling, barre and yoga—these studios offer clients individual atten- tion, effectively-designed workouts and a tribe-like culture, features that are sometimes lacking at country club and big-box fitness clubs. The core values of many boutique


fitness clubs could easily be inter- changed with those of coffee shop su- perstar Starbucks. Its values are about “creating a culture of warmth and be- longing, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other.” The current growth in the boutique


sector tells us that fitness consumers are looking for relationships, people they can trust to provide accountabil- ity, and support. They want to know that people care about them, their goals and their results. They want to be part of a tribe of like-minded peo- ple who are also looking for support, growth and transformation. Additionally, they want to have all


of their problems solved under one roof. As many successful grocery store chains have learned, consumers want everything right now and within the


30 Fitness Business Canada Spring 2019


same four walls; boutiques get this concept that more is not necessarily better. Does this mean that big clubs are


a dying breed? Hardly, but to reclaim their position in the industry, they need to learn from the boutiques. Marketing shows that consumers


buy with their hearts and through emotional cues. There is nothing emo- tional about a tour of a club’s ameni- ties. But sitting together and talking about a prospective member’s goals and demonstrating how to reach them together? That is not sales, that is prob- lem solving. Whether it is a country club, big-


box club or a home-garage gym, offer- ing a complete solution of monitored fitness and health options is what many people need. Even if your club is 50,000 sq.


feet, this boutique approach can be realized:


• Re-align your core values.


• Create an environment that is rich with warmth and that promotes a sense of belonging.


• Focus on problem solving, not sell- ing memberships.


• Have a process that helps people meet not just fitness goals but nu- trition goals as well, which is where people often struggle the most.


Get this right and your club will be-


come known as the community hero that transforms lives. FBC


Carolyn Fetters is the CEO and founder of Balanced Habits. Contact her at Carolyn@ balancedhabits.com or visit www.balanced- habits.com.


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