I forgot to cancel my free trial of ClassPass (😬). But it worked out really well! Since I paid, I felt obligated to actually attend some classes. What resulted was one week of trying a different gym everyday to try to use up my credits. I ended up loving it! It did WONDERS for my productivity and energy. But that week was also very educational. I learned so much about marketing and branding in that one week of attending a different gym each day! Listen in to this longer episode as we deep dive into my findings and apply it to our businesses.

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Lesson #1: Make Them Feel Like They Belong

When I walked into Cyclebar for the first time, I was nervous. I’ve never been a consistent workout girl. Could I even do this? I’ve heard some things about Cyclebar. Is it going to be too intense? Will I be embarrassed? But as soon as I stepped in the door, I was met with a warm smile, and a team member who anticipated my needs and fears. And she not only anticipated them, but she also met them!

When a prospective client interacts with your storefront or your home on the web, how are you welcoming them in? How are you making them feel like they belong?

Lesson #2: Don’t Try to be Another Brand

Each gym I visited made it very clear who they are targeting. As soon as I walked in, I could tell what they valued and what they were good at. Because of this, I looked to them as the expert in the particular form of fitness they offered. There were not Planet Fitness vibes. These places were not a one-size-fits-all. But that’s why they could charge what they did! Because they are experts in their niche. People are willing to buy into that type of value!

Are you trying to sell to the masses? Try discovering your most valuable offer and get really good at that. You will boost your credibility in a few areas rather than spreading your brand too thin.

Lesson #3: Focus on the Experience Beyond the Details

This is the hard lesson! Not all gyms did this. And when they didn’t, I noticed. Truth is, no matter what business you are in, your actual product or service is just one fraction of the actual value your offer to your clients. When we can bring our client’s attention out of the details and into the EXPERIENCE they’re receiving with us, they’ll be so much more excited about your brand!

More practical applications and lessons in the episode!

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