Don’t water it down trying to pander to all. Premium attracts premium.
Private Coaching Gyms and your standard Globo Gym aren’t in the same category.
The former are more expensive than the ladder because they are far more valuable.
One offers personalized service, high level coaching, & streamlined results.
The other rents you access to metal.”
-Ray Zingler on X
I was speaking with a colleague a few weeks ago who owns a successful private training facility and he got to talking about client acquisition.
He was talking about the marketing tactics of the Orangetheory’s, F45’s, and other maintenance related boot camps. But when he brought up the Golds Gym’s and LA Fitness’s, I had to stop him as he was quickly starting to compare Maserati’s to Pintos.
The Private Coaching business is far different from the globo gym. It’s not even in the same category and the target demos aren’t even the same. This is critical to understand for any private gym owner selling COACHING.
If you get into a discussion with a potential candidate and they bring up, “wElL dOn’T yOu KnOw <insert globo gym> Is OnLy $30 pEr MoNtH.” That right there is all the information you need to know the person you’re conversing with is not who you’re after.
You could share with him that doing his own plumbing is far more cost effective than hiring a professional and he would likely come back with, “yeah, but that’s different.” And voila you have a person who is willing to invest in a professional to fix his toilet, but not invest in a coach who will enhance his quality of life and give him more quality time with his grandchildren. Again, this is not at all who you’re after.
The way I project and sell our highly exclusive private coaching business is very simple:
We are a high-quality coaching service for high quality people looking to be coached into the best versions of themselves.
I’m not going after the people who are looking to simply check the “I sweated a little bit, so I’m good” box. These are fine people, they just aren’t who we’re after.
When you offer a high level, private service, your pool of potential client candidates is obviously going to be smaller.
But contrary to popular belief, this is exactly what you want.
The objective is to know exactly who your customer is and evolve your service to attract ONLY high-quality clients.
Trying to pander to the “mass fitness” crowd is the fastest way to water down and destroy a private coaching business.
Premium attracts premium.
