Part I: Self Proclaiming In The Fitness Industry
What makes (insert business name) different?
– self proclaim statement
– no evidence
– no data
– marketing to an uneducated audience
– aka lying to your consumer
Most times when I see a company self proclaiming about a service or product, there’s a red flag. Maybe its just something personal being an owner of a fitness establishment. Don’t get me wrong, I am all about a company promoting itself. If a company did not promote itself how could they expect it to grow? Promoting one’s service or product is different than claiming it is the best WITHOUT evidence or data to back up that claim.
In the fitness industry, we see this too often. Too often do we read about how this exercise or workout program is the best. How (insert gym) is #1 in a particular area. This is just an attempt to put themselves ahead of their competition. Self proclaiming is all good if you have the data to prove it. But then again, I am not sure if that would still be considered self-proclaiming…
This is a problem in the fitness industry because there are more establishments looking to make a quick buck, rather than actually helping individuals with their goals. Sadly, some fitness establishments will say whatever they need to in order to get new members in the door. They will self proclaim, undercut and bad mouth competitors. At the end, no one wins. The members are the ones who truly lose out and many don’t even realize it. They almost become brainwashed by the lies of the fitness establishment they are members of. After the honeymoon stage of fitness is over, which is around 12-18 months, progress has completely halted. Sometimes, the client is left feeling helpless and completely unmotivated to continue working out.
This is bad for everyone involved. This is not beneficial for the self-proclaiming fitness establishment in the long run, it is not good for competitors and worst of all it is a disservice to all potential members. Results are the bottom line in the fitness industry. If you are going to talk the talk, you have to walk the walk. In other words, “don’t tell me, show me”.
Next week, Part II- Self Proclaiming V. Promoting In The Fitness Industry. It gets juicer!