Talk about a changing marketplace... How about the music business?
Back in the "day" musicians (who are similar to fit pros in their passion for their craft) typically formed local bands, became hometown heroes and moved to NY, LA or Nashville in hopes of being "discovered." And, if the dreams came true, the musicians would release a record (vinyl, later a CD) make a video and hit the road performing concerts. As a result, they would earn a percentage of sales (residuals) on records/CDs, radio play and merchandise. All of it controlled by the record company.
Then came the internet. Everything changed from ownership and royalties to distribution and marketing. Changes in the market literally turned the music business upside down.
What's my point?
That fitness professionals, just like musicians, must continually monitor the marketplace. Change is taking place before our very eyes. Look at the success of bootcamps. Look at fitness phone coaching. Even our MediCorp MAP website is way ahead of projections.
The old business model of just selling memberships and/or personal training sessions is becoming less relevant. More and more the industry is changing its value-proposition by offering all kinds of new services. Distribution is changing through web-based programs and coaching. Even the smallest clubs, studios and PT businesses are marketing as well as, if not better than, the big boys with branding, private-label product offerings, community outreach and even web-based social networks for their members/clients.
And, while the industry has not been turned upside-down, there is, no doubt, more change to come. Just ask a musician.
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