Creating a good relationship with technology in fitness management means finding the sweet spot between putting our heads in the sand and running ragged trying to keep up. Embracing the fact that most consumers will choose multiple access points to fitness releases us into our area of expertise, while inviting us to extend our wheelhouse towards technology.
Winning in the market requires the realization that more than ever consumers are aware and engaged in their physical, mental and immune health. This presents a huge array of product and service opportunities we traditionally would have found too risky to offer but can now more easily provide.
The decision that needs to take place is whether we specialize or diversify:
- Digitalize into a fantastic hybrid offer by specializing: if stepping out of your comfort zone to create a full ecosystem of offers feels inauthentic and pulls you from your sense of integrity, choose instead to dive deeper into what you already do best. Dig your brand deeper into a frictionless offer they can experience when and where they want, make your offer portable and indispensable.
- Expand into a growing wellness market by diversifying: if you’re passionate about serving your clients’ needs beyond traditional fitness, choose to grow thanks to offers that support wellness such as nutrition, mindfulness and better sleep. Preserve their trust by stepping into new services that match the quality they’re used to, or consider partnering with other professionals or brands to smoothly and consistently become even more valuable.
Focus on your “why” and your people; consider the loyalty you’ve built thanks to the trust they have in your brand and take meaningful steps forward in your business.
