Ever think about your professional image?
Take a look at the brands on the left. Focus on each logo for a few seconds and think about the images your mind conjures up for each one.
When your clients and members see your logo, they do the same thing. What attributes are do they associate with your image? Professionalism? Caring? Confidence? Integrity? Expertise? Best-of-Breed?
Here's what we've found to be true in the fitness industry. Clubs who think they are in the sole business of selling memberships tend to live in the "price-point" or "convenience" category just like Wal-Mart, Denny's, etc.
Trainers who think they are in business to solely sell sessions also live in that same category.
On the other hand, fitness professionals who understand they are in the "business of life" based on their relationships with their clients -- and build their brand upon their passion -- typically end up in the premium category. They also are more financially successful.
Where does your business live?
To your continued Success,
Art Rothafel
Comments