Recruiting and retaining gym members depends on a number of factors. One element is striking the balance between defining working-out as an individual sport or a team sport.
Selling working-out as an individual sport attracts customers who work best in solitude. There are strategies that identify personality types who define working out as an individual sport. There is a power of working out alone that is crucial to recruiting and retaining customers. Working out as an individual sport is a need that solitary lifters won’t compromise.
Selling working-out as a team sport is a powerful recruiting and retention strategy because: (i) it attracts more people in less time, (ii) builds the highest level of training commitment, and (iii) builds the most important branding element of a gym – a lifting environment. Dual meaning – an environment dedicated to a clear, definable ideology of working out and an uplifting environment that triggers the most important element of customer retention, the inner compulsion to improve and reach full potential.
During 40 seasons of coaching football, I’ve witnessed the transformative power of team lifting. Training as a team has a special force, driven by intangibles that build exponential strength in mind, body, and soul. Team lifting is not created equal. Team lifting doesn’t automatically work out simply by assembling a group of customers and hoping for the best. Team lifting is more than working out together. There are a number of elements that raise the bar of proficiency and efficiency that separates high-performance team lifting from low-performance team lifting.
Providing both team lifting and individual lifting has been crucial for our gym’s survival. Striking the balance requires strategic planning to provide space and equipment that doesn’t interfere with either individual lifting or team lifting. You can’t sacrifice the integrity of individual lifting for team lifting and vice-versa. Both have to co-exist in the same place at the same time.
Despite the benefit of presenting working out as both an individual sport and team sport, there is potential conflict brought on by a natural contradiction. I have experienced the contradiction for over four decades. I need to work out in solitude and need to coach my team together. Conversely, I can’t work out as with a team and can’t coach individual players. However, I actively coach. I work out with my team as I coach them. I never have and never will coach as a passive bystander. This strategy has worked out best for our team character – the essential mix of coach and players’ personalities that make it all work out.
Blessings & all good things.