A great fitness culture is about more than just exercise: it’s a set of shared values and a connection that your members won’t find anywhere else besides your gym.
Your culture is made up of several different elements, but at its core, it is the personality of your brand and the experience your members have when they interact with any part of your business, whether online or in person.
Powerful fitness culture
People today place a higher value on community, authenticity, and human connection than ever before. Fitness culture is how you provide this for your members while also giving them a reason to remain loyal in the long run.
The options for working out are virtually limitless in today’s hyper-competitive fitness market. Without a culture to help drive brand loyalty, members are more likely to shop around, believing that the grass (or class) is always greener on the other side.
The 4 Real Advantages of a Strong Fitness Culture
1. First impressions are important
We’ve all heard the expression “you never get a second chance to make a first impression,” and it’s true. According to experts, you only have about seven seconds to make a good first impression. According to some research, you have even less time before customers begin to form opinions about how trustworthy your company is. When a company has a great culture, it provides a fantastic member experience in a positive environment. This provides you with the best opportunity to make a good first impression.
2. Retention of Members
The foundation of your retention strategy is your fitness culture. A solid foundation for any fitness business is a good culture with a community of like-minded individuals and great experience. It is all about loyalty when it comes to retention. It is about creating an environment in which people are willing to turn down another business or product for a lower price in order to remain your member.
Fitness brands such as Soul Cycle and Orange Theory have created cult-like communities with a fervent following in addition to offering hugely popular classes and fitness programmes. These brands prioritise experience, community, atmosphere, and the collective energy of like-minded people. They are people-oriented and have established a fitness culture with individualised training methods.
3. Wonderfull Culture = Happy Members
A positive fitness culture results in satisfied members. And satisfied customers recommend your services to their friends and family. Consider Mark Fisher Fitness (MFF) as an example. Despite being based in New York, you can join the community from anywhere in the world. The MFF blog has a wealth of information for people who dislike going to the gym but require assistance. They’ve created a culture that’s welcoming, inclusive, and centred on community.
4. Create a Positive Work Environment
Your fitness culture is determined by your people, both members and employees. When you foster a positive culture and environment, it is easier to foster a positive working environment. Your employees represent your brand and embody your culture. You can create a happier workplace by making them feel appreciated and empowered to support members and grow the business.