Here is a case study that has never been discussed, explained, or taught in any business book, business seminar, or MBA program anywhere on Earth. This is a true story. I’m not making it up:
Last week, on a Friday night at 7:50 p.m., I was preparing to coach a Womens Team Lifting workout. A man was seated on a lat-machine next to the squat machine that I was preparing. He said to me, “I’m just checking out your gym.” He said he was a former member but not a current member of my gym, X Fitness. He wanted to see if we had new equipment. Our gym was unstaffed at that time. We have an electronic swipe system that allows access on to paid members. He snuck in the gym while the front door was open by a legitimate member entering.
I told the man: (i) He was trespassing. (ii) He was a potential liability because our insurance policy covers only paid gym members. (iii) Trespassers violate our security policy. (iv) We have guaranteed our paid members the best possible security. (v)We stopped giving away free trials years ago.
The man said he was a member of another gym and named that gym. I told him I had never heard of that gym and didn’t care. He was shocked that I had never heard of the competitor. I had a decision to make – either gain a customer by converting him to a paid member or lose a potential customer by telling him to leave and not converting him to a paid member.
I told him he had to leave. I made zero-attempt to convert him to a paid member. He said that he “now” understood what he did was wrong. He left. Here are the business conclusions reached from this case study:
My 15-year policing experience between 1975-1990 taught me the power of Proactive Problem-Solving – how to forecast the worst and prevent it, how to identify potential threats and prevent the worst possible consequence. The David versus Goliath battle for survival as a startup independent gym if fought inside the mind, with every rapid problem-solving decision you make every day.
X Fitness is committed to lift in mind, body and soul. Our lifting mission includes sponsoring Blunt Talk Podcast that has reached 79 countries and over 26,000 listeners in just over two years. All Blunt Talk Podcasts are soul-lifting. All 208 episodes are free, permanently archive at: www.ginoarcaro.com
There is no business tougher than the fitness business. Never stop learning. If you would like to be a guest on Blunt Talk Podcast, please contact me at: www.ginoarcaro.com
Blessings and all good things.
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