In the current landscape, the average fitness customer has never been more precise as to what they are looking for when shopping for a solution regarding their health and fitness. Ten or more years ago, customers joined fitness centers to simply “get healthier.”
“Today’s customer is looking for a weight loss solution, and they are savvy enough to know that can’t happen with fitness alone,” says Carolyn Fetters, the developer of the Balanced Habits Nutrition Programs.
Like it or not, the television show The Biggest Loser® changed the perception of what it takes to lose weight. A whole new industry was developed around this premise.
The fitness industry is now more commonly referred to as “The Health & Wellness Industry,” and consumers are looking for a facility that can meet all their needs. “Out” is the diet industry and “In” is the health and wellness industry. “This customer has been here all along, they just weren’t offered a sustainable solution to address their weight loss issues until recently,” says Fetters.
Balanced Habits was created to meet the needs of fitness customers in a fitness club in Huntington Beach, California, over 20 years ago. Coupling a customized eating program with expert fitness training is the winning combination that a fitness facility needs to manage today’s “transformation minded customer.” Balanced Habits is able to offer fitness centers all across the U.S. and Canada the same opportunity, having worked with over 125,000 customers directly and indirectly through Authorized Locations of their programs.
Understanding the needs of your customer should be a priority. Having top-of-the-line equipment, state-of-the-art showers, heart rate monitors, or slick marketing images are great. Being able to confidently help your customer achieve their fitness and wellness goals due to having devoted systems that manage not only fitness gains, but also a customized solution for weight loss, confidently allows you to guarantee your services. “No one cares what you know until they know that you care,” says Fetters. Solving a customer’s problem is what they value the most.
Offering fitness businesses a tangible, scalable and practical approach to nutrition that appeals to everyone is the pride of Balanced Habits. Their winning combination of short and long term programs is what fitness clubs need to capture their target audience’s approach to living a healthier and sustainable solution by offering what they call a “Füducation™,” or rather, an “education on how to eat real food.”
For more information, contact Carolyn Fetters at 657.231.6779 or carolyn@balancedhabit.com.
Stay ahead in the fitness industry with exclusive updates!
Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
