FCM154: Disrupting the Fitness Industry With a Re-Envisioned Member Experience with Omar Yunes of 54D
We love this conversation that you’re about to listen to, because we had the opportunity to speak to someone in the fitness industry who is running their business in a way that we believe is the future of fitness.
The current state of the industry is that most businesses are selling their service (their classes or training sessions) not recognizing that’s not what people are actually buying. People buy into your specific beliefs around why you train the way you train, and the type of results that you can provide them that will transform their life.
As a result, we see a lot of businesses hire the most popular trainers with large social media followings or followings from another studio. They let them teach whatever they want, or train however they want, because they believe that they’re just selling classes or training sessions- to anyone and everyone they can find.
Their marketing is very generalized, because they’re attempting to offer generic classes to as many people as possible. This puts these businesses in a position where they’re in a race to the bottom on price with their competitors who offer the same or similar workout, or compete to be the “shinier object” in any number of ways.
Listen to the contrast of what our guest describes today, and how they’ve built a completely different model where
- They set a schedule that their members must adhere to- so they can guarantee their results
- They create a powerful tight knit family within the group that goes through the program together
- They aren’t afraid to refund people and cut them out of the program if they drop off
- They have clear beliefs and values that they don’t waver from
- They take the time to train their staff on these beliefs. What matters to them the most is that everyone in the building believes in their approach
- They carefully select their staff to be sure that they have certain qualities
- Their trainers go through training for several months to ensure the quality of the experience for their members
- They ensure that everyone has deep empathy for the experience the members are going through- with one way being that everyone must go through the training program themselves.
In our opinion, this business has taken fitness back from being a commodity, and turned it into a transformational experience, and THIS is what we believe you must do if you want to be a fitness business of the future. We need to start creating bespoke transformative experiences based on clear beliefs and values. We hope this conversation today inspires you.
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