Since X Fitness opened 16 years ago, our direct competition has tripled. Three times the number of competitors in one of Canada’s worst economies threatens your survival. A depressed economy limits the financial resources that customers have, dramatically shrinking the fitness market. The problem compounds when the growth of new competitors fights for a depleted market. You either develop a proactive plan or you go broke.
Our main solution was Real-Life Lesson #2,998 that I’ve taught football players for 40 years and college law enforcement students for two decades – making a difference makes you different. What has worked out for us to survive 16 years as an independent startup gym despite growing competition is building and broadcasting our Natural Brand of making a difference in the lives of student-athletes with an X Fitness-operated and coached collegiate football team.
A Natural Brand is an organic ethos, an authentic distinguishing character that separates you from the rest. Nothing has been more important in our proactive strategy to compete against new gyms. We don’t wait to react after new competition open. We are prepared in advance. I learned the concept of using the Natural Brand as a proactive strategy instead of using reactive strategies during 40 years of coaching football, in order to compete against new teams.
Being the same as your competition runs the risk of getting lost in the crowd or confusion by mistaken identity. There’s nothing worse for your business than getting confused with your competitor or vice-versa. Natural Branding solves the problem by being the most different than any other gym by making a bigger difference in the community. The best way we built our Natural Brand was starting a collegiate football team for unwanted, unrecruited, underprivileged student-athletes and moving them to the next level for decades.
Our football team made a considerable difference in countless lives of student-athletes who earned scholarship offers to universities and professional try-outs. Making a legitimate difference in young people’s lives generates natural word-of-mouth and natural media attention both locally and globally. For example, three of our players were recognized in three separate issues of Sports Illustrated before the invention of social media. No publicity on social media has ever matched the international publicity that X Fitness earned for its workout system through three Sports Illustrated articles.
Decades of making a difference in student-athlete’s lives has made X Fitness different than any new or old gym that we compete against. Additionally, making a difference in the lives of student-athletes has naturally branded our X Fitness Workout System. The system and the way we coach it is now common knowledge. Our difference is firmly established. We don’t appeal to 100% of the population but there is no identity confusion about who we are, where we are, and what workout system we offer.
Our football team has built our Natural Brand Narrative – stories of achievement. Our achievement-oriented message has been the core of our marketing strategy and public relations campaign for 16 years, while we competed with new Goliaths that opened after us. Achievement-oriented messages are the number-one method of proving you are different by making a difference.
Making a difference in the lives of student-athletes is guaranteed to make your gym different. It is guaranteed to make your workout system different that the rest. Making a difference in the lives of student-athletes is guaranteed to continuously make you different in the minds of customers, no matter how many new gyms open to compete against you.
The fitness industry is a tough business. Never stop learning. Stop learning, stop earning. Be a life-long learner. Commit to continuing education. Read, watch, listen. The intellectual pump is as important as the physical pump. X Fitness is committed to lift through Blunt Talk Podcast. There’s enough depressing news. We won’t contribute to it. We have had a number of fitness professionals as guests. All 161 episodes are free, permanently archived. Each guest is a soul-lifter. Guaranteed to lift Please visit Blunt Talk Podcast compliments of X Fitness at: www.ginoarcaro.com or www.xfitness.ca or http://blunttalk.libsyn.com/
If you would like to be a guest on Blunt Talk Podcast to lift our world-wide audience while promoting your business, please contact me at www.ginoarcaro.com or www.xfitness.ca or firstname.lastname@example.org or through social media.
Blessings & all good things.
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