Dec 19, 2021
Workouts Aren’t Enough. Your Studio Must Provide an Experience
As a fitness enthusiast, I am always drawn to try different classes both to experience something new and challenge my physical abilities. It is easy to get set in the same work-out routine, without having the discipline to change these routines on a regular basis (as one should). However, as we have all experienced, after some time, whilst the workout may still be challenging physically, the mental stimulation is no longer there.
As a client, I ask myself what makes me opt for a fitness studio? When a gym is at my doorstep and practically half the price of a studio class, what is it about a class that pushes me to opt for the more expensive option?
The answer: it’s the experience.
This is a very difficult ingredient to summarise succinctly because it is often felt more easily than explained or implemented. It is a vision that is envisaged and passed down from those who create it to be the ethos of the fitness establishment and its trainers. This vision translates into a studio culture and becomes the language spoken between everyone that works at the studio.
A fitness space, to us, is more than just a room with four walls and equipment. It is how a client feels from the moment they enter the space to not only the time they leave, but the feeling they take with them after they’ve left.
It goes without saying that the level of training and quality of training is one of the most important ingredients in the success of a fitness studio. After all, that is the heart of what we do without which, the survival of the business is at stake. So, if the quality of training is consistent amongst all the top fitness studios, what makes a client favour one over the other?
As a lawyer, we are often faced with this dilemma. Clients in the legal industry have an abundance of top-tier law firms to choose from. The quality of the work will, on the whole, be consistent amongst the top law firms. So, what makes a client choose one law firm over the other? As with fitness studios, the answer boils down to: cost, experience and a personal connection.
So now that I have tried to explain the intangible ingredient in the success of fitness studios (and law firms), I want to divulge some details of this ingredient that is relevant for the fitness industry.
My message to all trainers: be passionate about what you do, be passionate about your clients and their progress. Give them the attention and personalised experience they deserve.
My message to studio owners: Make your vision a reality by being involved in every element of your studio. Being personally invested and wanting to truly serve clients to the best of your ability will reward you with the success of your business.
The workout isn’t enough, a studio must provide an experience.