That’s how the sign started and it went viral across the world of fitness and bodybuilding.
People were in uproar that a gym would put a big old sign on a piece of equipment stating that they don’t cater for what many perceive as their main demographic.
The same gym produced a series of commercials in which they mocked bodybuilders and the stereotype attached to them. They just threw them out in the public domain and they’ve got millions and millions of views. As people were getting butt hurt, amused, angry (yes there are a LOT of people trolling the company online) their gyms were filling.
The fitness chain has seen its stock grow about 35% since it went public last year. Same-store sales have increased 7.6% and the chain boasts a whopping 1,206 locations.
They’ve copyrighted the slogan “judgement free zone”
They judged what everyone in the world perceived as their main demographic.
In doing so told the rest of the world that one of the main things that intimidates people or stops them stepping foot into gyms wouldn’t be welcome or tolerated within their gyms.
What are people’s impressions of gyms and the people that’s are in them?
Pay particular attention to those that WANT to lose some weight and exercise but have a fear of being judged. Those that are sat in a contemplative state, terrified of going to a gym never mind getting a coach.
Imagine a welcoming, friendly, non intimidating, empathetic, relatable environment.
Now if you’re a trainer or a gym owner maybe this isn’t who you want in your gym or the type of person you want to be dealing with. That’s cool if it isn’t. Remain as you are.
By 2020 it’s estimated that around 80% of all adults in the western world will be obese.
That mean you or your gym will be competing for maximally 20% of the population. Because you believe your audience and customer is you. People who want what you want. What you expect. The industry people you surround yourself with, the people with the same needs and interests. It gives you a biased view of the world.
So many businesses fail as their model is based entirely on the founders needs. Not their customers.
Lessons to be learned? I’ll let you decide that.
It takes a moment for someone to form an impression. If there’s an expectancy before that and that first impression affirms what that pre-conception maybe you just lost a potential customer.