It’s impossible for an independent startup gym to reach its full potential without an Online Presence. You might be able to survive without a powerful Online Presence but a new gym will not self-actualize without the strongest Online Presence possible.
I started X Fitness from scratch 15 years ago, right in the middle of the early stages of the Online World, between the introduction of the World Wide Web and social media. I made a conscious decision to follow a communication plan based on what I use in coaching football – strategize and improvise, and organization and tactical decision-making model based on a System, not a rigid playbook. A System doesn’t follow a rigid script. It includes governing principles that allows flexibility to change and adjust to the rapidly changing post-modern world that we do business in. A System allows you to blend timeless principles that will apply in any era and the ability to innovate in order to compete in post-modernity. The key to a System is its comprehensiveness. It has to cover every decision you need to make.
Our first step in building our online presence was to build offline presence first. The biggest mistake is to reverse the order. Don’t build online presence before offline presence. Here are the main elements we applied to build X Fitness Offline Presence:
Point #1: One of the main elements that have contributed to X Fitness’s 15-year survival from scratch in one of Canada’s worst economies is building Offline Presence from Day One. Offline Presence has been the main element in our 15-year survival in a low-income community that is now saturated with fitness business.
Point #2: We define Offline Presence as a business personality that combines a number of traits and characteristics to achieve the number factor in recruiting and retaining gym customers – charisma. The business charisma of Offline Presence is a magnetic force. It attracts customers new and old stronger than any other element.
Point #3: Offline Presence is the combination of tangibles and intangibles that attract customers by striking a chord, making a psychological and physical impact that resonates. Offline Presence is built by a level of tacit performance that raises the bar, a performance level than transcends words and must be experienced to be fully understood.
Point #4: Offline presence cannot be artificially built. It has to be built naturally with straight-from-the-heart authenticity that develops a genuine narrative capable of being communicated by customers.
Point #5: Order matters. Offline presence first, online presence second. Our Offline Presence had been built for decades before X Fitness officially opened in 2001 through a number of professional experiences including my non-profit gym I built for my high school football team. Our Offline Presence formed the heart and soul of our future online presence, not vice-versa. We believe it’s a big mistake to build online presence before offline presence. The order you build presence matters. Building offline presence first is natural. It grows naturally into online presence, not the other way around.
The next article explains the principles of how we transferred Offline Presence to Online Presence. Please visit Blunt Talk Podcast compliments of X Fitness. The link is at: www.ginoarcaro.com and www.xfitness.ca X Fitness and Blunt Talk Podcast are committed to lift. There’s enough depressing news. We won’t contribute to it. Our 116 guests have all been soul lifters, who shared professional journeys and insights that are guaranteed to lift. Each episode is free, permanently archived.
Blessings & all good things.
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