Plan → persist → progress

Lifting Talk on YouTube

Fix your lifts one day at a time

Category: Business

Fitness Business in Danger? It Doesn’t Have to Be

It’s 2020, the Year of the Cerberus, and we’re living in a pandemic.

The novel coronavirus is here to stay for at least another year, but it’s also possible we experience something like this again. If you aren’t scared of viruses, you should read more about them.

In this article, we’ll hypothesize how the fitness market will change.

The fitness response

The fitness industry as a whole has not been quick to adapt.

Business owners understand the need to change; they have income and expenses that FORCE them to understand. If they have to close their doors, then they’ll just find another way to do what they do.

Clients, however, have been slower to change.

I’ve heard stories of clients crippled by indoor depression. I’ve heard clients say, “Eh, I’ll just take a few months off of the gym.” Even people who LOVE lifting weights. Training at home is just… not the same.

These clients intend to stay active. They start on a new health regimen. They do good for a week or two, then they falter off. ‘Tis the human way. Maybe work gets crazy. Maybe they get hurt during yoga. Maybe they just get bored.

Quarantine has been long enough now that even these clients are realizing they have to find a new solution for their health and wellness.

Here’s an interesting article from The Atlantic about the new era of fitness.

What stories have you heard from clients? What are their hesitations? Where do those hesitations originate?

What people want

It’s important to remind ourselves what people are searching for when they get a gym membership. They are NOT looking for a gym membership. They are looking for the subsequent emotional states that follow a gym membership.

  • They want to look awesome
  • They want big arms
  • They want a sense of internal strength and security
  • They want to not die young
  • They want to fit in their old clothes
  • They want to find a mate
  • They want to operate in peak physical condition

And if we’re being honest, it all boils down to (a) building your ego, (b) finding a mate, or (c) squashing your fears of death and inadequacy.

How can you deliver these features to someone’s life without the aid of a gym? Has your training style changed at all since we’ve been social distancing?

The future of fitness

In the best case scenario for those hoping to “just get back to normal”, things return to mostly normal in about a year or so. The market, however, will be forever changed. People now think differently about video calls. They consider contagiousness and the health of those they love.

Some people will definitely see the value in finding a physical gym with fancy equipment. They will like seeing actual people.

Many people, however, will see the value of working out at home. They will find it convenient. They will appreciate the safety of staying at home and not touching other people’s disgusting germs. They realize they can stay fit and healthy without the assistance of a gym membership. They will realize exercise equipment isn’t as expensive as it appears. They will love not having to commute during high traffic times. They will find new ways to get exercise variety.

Would you prefer for things to go back to normal? Are you prepared to alter your business plan at all?

What to do

If you are a fitness professional without a website, you should have one going forward. It’s your hub, a way to disseminate information for your clients. And more importantly, it makes it easier for them to pitch their friends to become your next new client. Build out a really thoughtful, helpful page for them to send their friends. Train them as a group and everybody wins.

I have been helping a few fellow trainers build their websites during quarantine and I think the piece of it they find most beneficial is the planning. It forces you to sit down and organize what your business is and what you stand for. This is always a good practice, but now it’s more important than ever. Your livelihood might actually depend on it.

Click here to learn more about how I’ve been helping our fellow fitness professionals build their business and website.

At the time of writing — July 23rd, 2020 — my bandwidth is running low, but I can take on one new client. Fill out my application if you want to make moves.

My Biggest Programming Pivot Since Moving to the Bay

It’s important to identify what you cannot do.

This post is NOT a comparison of private sector coaching and collegiate coaching. I have not worked in a collegiate setting.

This post is NOT a comparison of training athletes and general population clients.

What’s the biggest change I’ve had to make? How has my career shifting after leaving the private sector (and Indianapolis) and moving into corporate wellness (mostly).

Continue reading

You’re a Trip, Man

Have you ever gone on a cross-country road trip? Just you, a bag of clothes, and a car?

Have you ever spent extended time alone? On purpose?

A few years ago, I got in my car and started driving west. I’m a creature of comfort. My family is easy to be around. My friends and I have great discussion. I was coaching in a gym that meant so much to me and was a HUGE piece of my development… both as a human, and a coach.

But I needed to break the cycle. I needed to get more UNcomfortable. If I didn’t, I would never grow… at least as much as I expected from myself.

I drove out to Denver, CO from Indy in two days. I stayed at a sketchy hotel on the way out there (there was a sign that said, “Best Western is not responsible if your things are stolen”). I met some Airbnb people and finally saw what mountains look like (this just in: they’re gorgeous). I even went HIKING.

Now that trip… THAT was an experience.

Continue reading

© 2020 LanceGoyke.com

Theme by Anders NorenUp ↑

[wpforms id="1948"]
<div class="wpforms-container wpforms-container-full wpforms-form-abandonment" id="wpforms-1948"><form id="wpforms-form-1948" class="wpforms-validate wpforms-form" data-formid="1948" method="post" enctype="multipart/form-data" action="/category/business"><noscript class="wpforms-error-noscript">Please enable JavaScript in your browser to complete this form.</noscript><div class="wpforms-field-container"><div id="wpforms-1948-field_0-container" class="wpforms-field wpforms-field-name" data-field-id="0"><label class="wpforms-field-label" for="wpforms-1948-field_0">Name <span class="wpforms-required-label">*</span></label><div class="wpforms-field-row wpforms-field-medium"><div class="wpforms-field-row-block wpforms-first wpforms-one-half"><input type="text" id="wpforms-1948-field_0" class="wpforms-field-name-first wpforms-field-required" name="wpforms[fields][0][first]" required><label for="wpforms-1948-field_0" class="wpforms-field-sublabel after ">First</label></div><div class="wpforms-field-row-block wpforms-one-half"><input type="text" id="wpforms-1948-field_0-last" class="wpforms-field-name-last wpforms-field-required" name="wpforms[fields][0][last]" required><label for="wpforms-1948-field_0-last" class="wpforms-field-sublabel after ">Last</label></div></div></div><div id="wpforms-1948-field_1-container" class="wpforms-field wpforms-field-email" data-field-id="1"><label class="wpforms-field-label" for="wpforms-1948-field_1">Email <span class="wpforms-required-label">*</span></label><input type="email" id="wpforms-1948-field_1" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][1]" required></div><div id="wpforms-1948-field_3-container" class="wpforms-field wpforms-field-radio wpforms-conditional-trigger" data-field-id="3"><label class="wpforms-field-label" for="wpforms-1948-field_3">What kind of help do you need? <span class="wpforms-required-label">*</span></label><ul id="wpforms-1948-field_3" class="wpforms-field-required"><li class="choice-1 depth-1"><input type="radio" id="wpforms-1948-field_3_1" name="wpforms[fields][3]" value="I need a brand new website" required ><label class="wpforms-field-label-inline" for="wpforms-1948-field_3_1">I need a brand new website</label></li><li class="choice-2 depth-1"><input type="radio" id="wpforms-1948-field_3_2" name="wpforms[fields][3]" value="I already have a website and need you to run it" required ><label class="wpforms-field-label-inline" for="wpforms-1948-field_3_2">I already have a website and need you to run it</label></li><li class="choice-4 depth-1"><input type="radio" id="wpforms-1948-field_3_4" name="wpforms[fields][3]" value="I already have a website and someone to run it, but I want you to start running it" required ><label class="wpforms-field-label-inline" for="wpforms-1948-field_3_4">I already have a website and someone to run it, but I want you to start running it</label></li></ul></div><div id="wpforms-1948-field_6-container" class="wpforms-field wpforms-field-url wpforms-conditional-field wpforms-conditional-show" data-field-id="6" style="display:none;"><label class="wpforms-field-label" for="wpforms-1948-field_6">What&#039;s the URL of your website?</label><input type="url" id="wpforms-1948-field_6" class="wpforms-field-medium" name="wpforms[fields][6]" ></div><div id="wpforms-1948-field_2-container" class="wpforms-field wpforms-field-textarea" data-field-id="2"><label class="wpforms-field-label" for="wpforms-1948-field_2">Describe the vision you have for your website: <span class="wpforms-required-label">*</span></label><textarea id="wpforms-1948-field_2" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][2]" required></textarea><div class="wpforms-field-description">Why do you need this website? What is the single most important goal of the site? Do you want this to supplement a physical location? Or is this more of an online-only project? Do you have a compelling offer for new customers? Do you have testimonials to show people? Do you have pictures you can use without violating copyright? Do you have someone to write compelling sales text? I can help you work through these questions if we do end up working together.</div></div></div><div class="wpforms-field wpforms-field-hp"><label for="wpforms-1948-field-hp" class="wpforms-field-label">Message</label><input type="text" name="wpforms[hp]" id="wpforms-1948-field-hp" class="wpforms-field-medium"></div><div class="wpforms-submit-container" ><input type="hidden" name="wpforms[id]" value="1948"><input type="hidden" name="wpforms[author]" value="1"><button type="submit" name="wpforms[submit]" class="wpforms-submit " id="wpforms-submit-1948" value="wpforms-submit" aria-live="assertive" data-alt-text="Sending..." data-submit-text="Submit My Application">Submit My Application</button></div></form></div> <!-- .wpforms-container -->