FCM154: Disrupting the Fitness Industry With a Re-Envisioned Member Experience with Omar Yunes of 54D

We love this conversation that you’re about to listen to, because
we had the opportunity to speak to someone in the fitness
industry who is running their business in a way that we believe
is the future of fitness.


 


The current state of the industry is that most businesses are
selling their service (their classes or training sessions) not
recognizing that’s not what people are actually buying. People
buy into your specific beliefs around why you train the way you
train, and the type of results that you can provide them that
will transform their life.


 


As a result, we see a lot of businesses hire the most popular
trainers with large social media followings or followings from
another studio. They let them teach whatever they want, or train
however they want, because they believe that they’re just selling
classes or training sessions- to anyone and everyone they can
find.


 


Their marketing is very generalized, because they’re attempting
to offer generic classes to as many people as possible. This puts
these businesses in a position where they’re in a race to the
bottom on price with their competitors who offer the same or
similar workout, or compete to be the “shinier object” in any
number of ways.


 


Listen to the contrast of what our guest describes today, and how
they’ve built a completely different model where


They set a schedule that their members must adhere to- so
they can guarantee their results

They create a powerful tight knit family within the group
that goes through the program together

They aren’t afraid to refund people and cut them out of the
program if they drop off

They have clear beliefs and values that they don’t waver from

They take the time to train their staff on these beliefs.
What matters to them the most is that everyone in the building
believes in their approach

They carefully select their staff to be sure that they have
certain qualities

Their trainers go through training for several months to
ensure the quality of the experience for their members

They ensure that everyone has deep empathy for the experience
the members are going through- with one way being that everyone
must go through the training program themselves.



 


In our opinion, this business has taken fitness back from being a
commodity, and turned it into a transformational experience, and
THIS is what we believe you must do if you want to be a fitness
business of the future. We need to start creating bespoke
transformative experiences based on clear beliefs and values. We
hope this conversation today inspires you.