The competition you can see is only a fraction the total competition you face in the gym industry.
We have two types of competitors that affect our gym – Revealed Competitors and Concealed Competitors. Our gym defines ‘competition’ as organizations or individuals who fight for our customers or influence our customers to spend money elsewhere instead of our gym. We define ‘Revealed Competitors’ as those who are identifiable. They are discernible and readily recognizable. Conversely, ‘Concealed Competitors’ are Hidden Competition who negatively influence customers away from your gym and away from fitness altogether. Hidden competition is not readily identifiable. Hidden Competition is not discernible until it’s revealed to you by customers.
The toughest business challenge is competing with the Hidden Competition because it’s the larger of the two groups of competition, it’s not readily identifiable, and it has a powerful negative psychological effect on your customers that affects customer recruitment and retention without your knowledge.
Here are six case studies, examples of Hidden Competition that has happened at our gym in 2018:
#1. One of our clients informed us that her spouse was discouraging her from paying for personal training and fitness classes.
#2. Another client told us that her friend tried to get her to quit our fitness classes and join her in a yoga class elsewhere.
#3. Another client told us that a co-worker who has never worked out, told her to scale back her workouts because she worked out too much.
#4. Another client told us that her friends are constantly questioning her about her commitment to the gym and to strength coaching and pressuring her to go out to restaurants and bars instead.
#5. Another client was told to stop working out by a friend of the family because “working out will give you heart problems.”
#6. Another client was told to stop working out by a friend who told her she will look like a man.
Solving the problem of ‘Hidden Competition’ needs proactive strategies that we have included in our business playbook. Our proactive strategic plan is not a periodic strategy that we use once in a while. It’s a daily strategy that we have incorporated in the fabric of our 24-7 daily operation. Specific strategies will be explained in future articles.
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