Maybe you’ve heard of it, maybe you’ve even tried it. As fitness professionals, it’s probably as bad as smoking or eating an entire cheesecake. But, I bet you’ve still looked into it.
Recently, in an article by the New York Times, which I found on Yahoo (welcome to journalistic clarification) there was an article concerning your arch nemesis, Tony Horton.
Wait, c’mon, you know who Tony is don’t you? You know, big Tony, The Horton Hears a Workout…the guy that has been stealing your members since 2005…well, it appears that Mr. P90X (that would be Horton for the slower followers) may have been plotting to grab your members attention since 2002.
In Horton’s mind, the person, or company, that can get people fit in their living rooms will be a billionaire. In the words of the late Chris Farley, “Good, Great, Grand! No YELLING on the bus!”
Of course, if people could get healthy from sitting on the couch and eating snacks, your club would be worthless. If I could pop a pill and get awesome pecks and abs of steel, you’d never see me in your club. But, guess what, IT DOESN’T EXIST!
Could it exist in the future? Maybe, who knows? Crazier things have happened.
In the meantime, you have to deal with Horton. He may become a billionaire — according to the New York Times, he’s already at $400 million a year — but it won’t be because people became fit. He will become a billionaire by promising results and getting people to buy. Then, the product will sit in a buyer’s closet for the next 25 years until it is sold for one single payment of $5 at a yard sale, as opposed to Horton’s three easy payments of $39.95 plus $19.95 shipping and handling.
You’re better than this and you have to be confident about that. You know why you’re better — because, you have the ability to care and develop relationships. You can have a staff that says “hello,” can offer a towel and can help spot someone in need. You have trainers that can provide full training or a few helpful hints to a member.
If you haven’t realized how important relationships with members are after seeing them leave for P90X, please close this window and go do some more crunches…
…for everyone that is left, let’s do this. Let’s make your club P90proof. You have everything and more than P90X has to offer. Advertise that! Also, I know people say person to person interaction is a way of the past, but please. People need people, just as much as my dog Augie needs people.
P90X isn’t going to fight the obesity epidemic anymore than that direct mail piece you just signed off on. You’ve got to hit the streets. You’ve got to show your community that you care and that you can change the way they look, feel and live! Your club can change lives!
What can your club do that P90X can’t? Can you give me something more than a pushup? Sure! Can you discuss with me on a weekly basis the Qdoba I ate twice this week? Sure! Can you tell me how bad Qdoba is for me? Sure! Can you give me an alternate to eating Qdoba? Sure!
The point being, you’ve got to work on relationships. You have to get out of your bubble and talk to your members. You have to go places, set up booths and meet the unhealthy people in your community. Can you have an infomercial in your area at 3 a.m.? Sure! Does this blog sound like an infomercial? Sure!
But, look everyone, I won’t create your infomercial for you, and I won’t contact 15 million people and tell them to attend your club. You own a club, that’s your job. I’m just here to help you see the better way and the brighter day. Don’t let Horton Hears a P90X take your members. They are your members! Guarantee them that you can give them everything P90X says it can, and more!
Tyler Montgomery is the Editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com
You are right it is about relationships. And by and large any workout video or equipment at home just does not work because you can cut corners. Nobody is watching.
As a new owner of this club (I worked as a club manager for 24 Hour Fitness for the last 10 years until recently getting this opportunity to own) I offer a different perspective.
Being intrigued with P90X It came to me that I should bring “the home gym to the club.” I have a private workout room with XBOX Kinect and yes…P90X. Members can give it a go here, and the responses have been interesting. The Yoga and ab workouts have found some interest, but for the most part people still want that group or real life one on one experience.
But I give my members one more little reason to stay, and even sign up.