When was the last time you watched the Adam Sandler movie Billy Madison? I know, for some of you it could be never. However, for the majority that may have seen it, let me bring up a small section of the movie where Billy’s rival gets stumped on the topic of “Business Ethics.”
If you recall, he tries to answer how business ethics are applied in today’s business environment. He stumbles over his words a bit and then pulls out a gun because he can’t describe business ethics today. And, yes, business ethics are complicated enough to pull a gun (that’s sarcasm, but it can be tough).
Admittedly, business ethics can become confusing in modern business with extreme competition in every sector, especially fitness.
All the little guys want to target the major fitness corporations that move into their cities, and all the big guys want to be the #1 solution for fitness in the world. The competition is fierce, and as one of my statistics teachers in high school said in a pre-graduation interview, it’s a “dog eat dog world” — I had no idea what that meant at the time.
As a journalist, we deal with different types of ethics all the time. When is the right time to print an article, who can be used as a source and when is a source not necessary? Not all the time, but sometimes these questions can be extremely cloudy when trying to break a big story.
Business in general is such a tough game. No one wants to be the loser, but not everyone can be the winner. Life may be about coexisting with each other, but business turns people into predator and prey. Even down to the introductory level of employer, people are blood thirsty for that next level, and they will stop at practically nothing to reach the top.
How can operating ethically help your business in a competitive market? Some entrepreneurs may argue that you fight fire with fire, but in some cases whit can out smart brawn. Learn to think outside the box. When the competing club offers you lemons, make lemonade (I believe that’s the saying).
The truth is, you’ll always question whether something is ethical or not — you’re a business owner, that’s part of the role. However, when trying to reach new members, don’t spend time attacking the competition with silly gimmicks — instead, offer potential members something they’ve never been offered before. Offer them the first month free, or a month free of personal training. They need a reason to come to you over the other club, and a free t-shirt won’t cut it.
It’s like my buddy Brian used to say back in college, “Go Big, or Go Home.”
Tyler Montgomery is the Editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com
