Junkyard.... by Art Rothafel

Remember my rant about Frontier Airlines?

Well, here's an update.  Yesterday, (April 11, 2008) the airline filed Chapter 11 Bankruptcy Protection.  Yes, I know there are plenty of factors involved, not the least of which are economics, fuel costs, unions, etc.

But, still, it's the fate of all companies who choose a price-point strategy and then implement advertising campaigns that over-promise the customer experience and under-deliver on that same promise.

It happens in our industry, too.  Look at Bally's.  In my opinion, 24 Hour Fitness is headed in the same direction since the departures of its most experienced management. 

This is why the smart clubs, studios and trainers stay "premium priced" for memberships/sessions and carry only best-of-breed, premium priced, branded products.

A premium or boutique strategy allows them to hire and train real fitness professionals.  It allows a fitness professional to create over-the-top customer service and a higher level of operations excellence for his or her business.

YOU SIMPLY WILL NOT FIND IT WITH A PRICE-POINT STRATEGY!

Frontier Airlines is just another example of the low-priced "over-promise/under-deliver" corporate junkyard! 

To your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com