Last year I read a book titled Competing Against Luck written by Clayton Christensen. In this book, he coins the “Jobs-to-be-Done” (JTBD) theory which explains why some innovation is disruptive.
When we buy a product, we essentially “hire” it to help us do a job. If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again. And if it does a crummy job, we “fire” it and look for an alternative.
So, with the JTBD theory being used as a foundation for this morning’s blog, I ask the classic question: What job are you hiring your gym to do?
Every gym sells results. However, the way they guide you to those results differ.
In general, you have three options: commercial gym, franchised gym, or coaching.
VASA, Planet Fitness, Gold’s Gym, and Recreation Centers all compete on convenience. They believe that results come from access to equipment. Their sales pitch is based on the square footage of the gym, the variety of equipment, and the inexpensive monthly membership fee. They open early and close their doors late; some even staying open 24 hours a day.
If I were to give a slogan for gyms that sell results through convenience, it would be: “Any day. Any time.”
JTBD: If you need access to equipment and flexible hours, these gyms are best for you.
Orangetheory, F-45, Bootcamps, SoulCycle, and CrossFit gyms all compete on an experience. They believe that results come from an exciting workout environment. Their sales pitch is based off of having fun (dimmed lights, loud music, and synchronized movements), motivating trainers, and new technology. Their hours are limited to certain hours of the day.
If I were to give a slogan for gyms that sell results through an experience, it would be: “Best hour of your day.”
JTBD: If you want to have fun while exercising, these gyms are best for you.
RxFIT and collegiate strength and conditioning gyms compete on relationships. We believe that results come from positive, professional relationships. Our sales pitch is based on performance improvement, creating custom fitness plans for your goals, and holding you accountable. Our hours vary depending on your plan — personal training happens as early or late as you need it, while group training happens at set hours of the day.
If I were to give a slogan for gyms that sell results through relationships, it would be: “Fitness prescribed” (am I biased?).
JTBD: If you have concrete goals and are willing to work hard, these gyms are best for you.
At RxFIT, we bring elite training to you. This stems from our belief that the needs of your grandparents and professional athletes vary by degree, not kind. We use the appropriate workout and coaching methodology necessary for you to reach your goals.
For example, we believe in the Orangetheory (anaerobic exercise is superior than aerobic exercise), F-45 (functional movements are superior to isolated movements), and Crossfit (routine is the enemy in workout plans) methodologies. However, we also believe they are not always the best solutions.
Instead, we adhere to the appropriate workout and coaching methodology required in order to lead an individual to their goal. Allow me to explain:
Zach Jarvis is a professional Spartan Runner. He needs to train aerobically. Orangetheory’s training methodology would not be appropriate for him.
Bryce Jepperson is a professional model. He needs to train some muscles in isolation. F-45’s training methodology would not be appropriate for him.
Richard Welch is a professional accountant. He needs help with nutrition accountability and bodyweight workouts to perform in a hotel while traveling. Crossfit’s methodology of mixing in chest-to-bar pull-ups and handstand walking would not be appropriate for him.
We don’t adhere to one discipline. Instead, we study all disciplines so that we can then prescribe the appropriate methodology based on your goals.
In other words, we are the world’s best fitness generalists.
You want results.
The problem is that everyone is selling results.
So the better question is: what job are you hiring your gym to do (in order to get you results)?
If you need access to equipment at anytime of the day, go to a commercial gym.
If you need a fun and exciting workout environment, go to a franchised gym.
If you have specific goals that require knowing what to do and how to do it, go to RxFIT (or get a scholarship to play sports in college).
If the last one is you, call me now.