Many gyms, entrepreneurs, and trainer have been successful but no one in the history of the fitness industry has ever reached full fitness business potential because no one have ever solved the number one problem that prevents the actualization of full fitness business potential – the 10-90 Rule. Whoever solves the 10-90 Rule will make a fortune. Solving the 10-90 Rule is one of my many life’s missions.
The 10-90 Rule is Fitness Darwinism – about 90% of the world will quit working out or never start. Only about 10% will work out consistently. One a fraction of the 10% will work out for life. About 1.4 % of the 10%ers will become lifelong lifters. That means:
(i) 90% will never buy a gym membership.
(ii) 90% will not renew their gym membership.
(iii) You will not retain 90% of your customers
(iv) You will fight for the 10% who are committed to lifting.
(v) You will fight for the 1.4 who will lift for life.
The 10-90 Rule has applied to fitness since the fitness industry started – only about 10% of the world has a gym membership or will ever buy a gym membership. Only about 10% of the world will pay for fitness coaching and instruction. The 10-90 Rule has remained consistent throughout history. No one has significantly changed it. No one has changed it to the 90-10 Rule or even the 50-50 Rule. Whoever does will make a fortune.
The reason for the 10-90 Rule is a combination of nature and nurture. Humans are not wired up to physically exert themselves consistently and most humans are not conditioned to physically spill their guts consistently. The 10-90 Rule of Fitness Darwinism is governed by the Pain-Pleasure Principle. Working out is not considered pleasurable by 90% of the world. Working out is not a priority for 90%. Less than 10% find pleasure in working out. Only 1.4% of that 10% find extreme pleasure in working out. What is pleasurable becomes a priority. What is painful is not. Over 90% perceive working out as painful. One reason is the misguided fitness motto of “No pain, no gain.” I have a 48-year workout streak. Not once did the concept of pain motivate me to keep working out. The opposite did – pleasure. The pleasure of working out will keep me working out for another 48 years.
Over 90% of the world has no problem spending a lot of money buying traditional pleasure and harm. Traditional pleasure and harm are connected. Alcohol, drugs, cigarettes, junk food, take-out all are priorities to the 90% who won’t buy gym memberships or pay for strength coaching. Most paid pleasure cause harm. Personal training, strength coaching, and gym memberships are no match for pleasure and that which harms. Over 90% will never place fitness and personal training as a higher priority than parties, cruises, concerts, weddings, and every social event imaginable. 90% will pay more than a year’s gym membership in a single wedding envelope, PPV boxing fight, UFC fights, and tickets for pro wrestling, NFL, NHL, Major League Baseball games, video games, trips to Vegas, concerts, limos, and any other social event that distracts people temporarily from real-life.
Here’s the good news. Whoever changes the 10-90 Rule to 90-10 will make a fortune. You will make history. You will become a business icon. The challenge of changing the 10-90 Rule to 90-10 drives me every day of my life. The challenge ignites my soul.
X Fitness is committed to lift in mind, body and soul. Our lifting mission includes sponsoring Blunt Talk Podcast that has reached 77 countries and over 25,000 downloads in just over two years. All Blunt Talk Podcasts are soul-lifting. All 176 episodes are free, permanently archive at: www.ginoarcaro.com
There is no business tougher than the fitness business. Never stop learning.
Blessings and all good things.
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