The American fitness industry is around $22.4 billion.
An average commercial gym charges less than $50 a month. And some charge as little as $10.
For some people fitness is something you check off a to-do list. For them, $10 is a perfect price.
But according to the IHRSA ( International Health, Racquet & Sports Club Association), 21% of the industry is made up of boutique studios which charge over $100 a month (and some over $200).
They cater to people that see going to the gym as a spiritual release, or statement of status, or a lifestyle.
To these people the price of belonging to a boutique studio at $100, $200, or more is worth every penny.
Over the last 10 years neuroscientists have shown that people aren’t “rational” and don’t normally act in their own “self interest”. They’ve concluded that over 95% of decisions are made subconsciously at the emotional level.
It looks like what passes for decision making is nothing more than us justifying decisions that we’ve already made.
But even benefits (vs features) are too superficial.
Messages like “Save time”, “Convenience”, or “Lose 30 lbs. in 30 Days” can connect on an even deeper level. They rarely get to the heart of the customer’s real motivation for buying.
They don’t address how people see themselves relative to their family, friends, or their community. To be effective, we first need to understand what they value, what brings them joy, what they fear, and how far they are willing to go to avoid pain?
It’s insights like these that help us understand the link between motivation and buying.
They’re the key to creating an emotional connections that sets your business apart from your competition.