Growing the industry versus growing the business

THAT elusive 80 per cent, or 75 per cent, depending on who you’re talking to...

If we could engage even a small cohort of the population that doesn’t regularly undertake physical activity in the gym, what a game changer that would be.

We’re often left wondering what we could do in order to engage more people; to kickstart a deeper penetration into the community around facilities with the goal of getting more people moving.

Yet, broadly speaking, few of us in the industry try something new compared to business as usual.

This year’s excellent FIBO event highlighted some key areas to focus on in the coming months.

These areas of discussion are long overdue attention, and it was joyous to hear them getting addressed both in front of audiences and on a one-to-one basis on stands across the trade show.

Firstly, what industry are we in?

Fitness? Wellness? Until we can manage the perceptions of the masses about what we do – or what we can help with – traditional opinions will remain. We’ll always be seen as six pack superheroes and the ones that are lucky enough to be born with good bodies.

Health and wellness in the community is the key play.

Focusing attention on reaching out through partnerships based around physical activity and effort, rather than aesthetics and achievements.

Meeting people where they want to work out will always lead to more engagement. It’s not just about getting them through your doors.

Challenges also expand your network penetration, so long as they’re inclusive in their competitive nature. Movement is always fun when more people are involved.

Growing the business is the obvious goal. You can continue to do that by chasing sales each month, but we know where that leads.

Concentrating on growing the industry through dedicated partnerships that unlock the communities we’ve barely spoken to in the past? That’s how we succeed. A rising tide lifts all boats.