Why we Don’t Compete with Orangetheory

A New Commodity

Group exercise has turned into a commodity.  We figured out that high intensity exercise and eating real food leads to great results.  

Many new gym franchises have burst onto the scene to cash in on that simple prescription.  They charge rates lower than ours, have a fancier space, and even have more classes on the schedule.  

They have giant marketing budgets, great branding, and massive classes with low overhead.

So why aren’t I worried about them?

Because we sell individualized coaching and results, not group exercise.


YOU are NOT a Commodity

Orangetheory, FitBody Boot Camp, F45, and Jazzercise all have one thing in common.  They are models built on a low paid group leader (I won’t call them coaches) and a choreographed workout set to music.

They don’t need (or care) to know about Katie’s fitness background, what’s going on in her life outside the gym, or if the workout they’re doing that day is a good fit for her goals.  They just need to know if she’s paid her membership dues that month.

Conversely, Locomotion designs workouts and meals that get Katie the results she wants.  Our program offers the solution to Katie’s particular set of circumstances.

Ideally I would see Katie every day for 1 on 1 workouts and nutrition prescriptions.  Unfortunately, most people don’t have the time or money to make that vision a reality.  So instead we have Katie workout with people who have similar goals. That allows us to provide guidance to a small group of people simultaneously which spreads the cost among the group.

We train individuals.  Sometimes they’ll workout together, but their overall wellness prescriptions are different.  

That’s why we do one on one goal review sessions with each of our members every three months.  These goal setting sessions are included in the cost of membership at Locomotion because we know goals change, and even if they don’t, the plan to achieve them is constantly evolving.


Fitness Isn’t About Sweating

If it were as simple as going to the gym to workout a few times a week and eating right we’d all look like Channing Tatum or Gal Gadot.  The truth is most of us know what we’re supposed to be doing, but who is actually holding your feet to the fire.

We don’t sell hour long choreographed sweat sessions, we sell results.  And results depend on two things: knowledge and ACTION.

These days knowledge is cheap. Spend five minutes on google and you can find 1000 different workouts and 50 diet plans, all for free.  Or you can attend a group workout on Zwift, or just show up to Orange Theory and let them tell you what to do.

But action …now that’s a different beast altogether.  Most of us avoid action some days because we’re wired to do as little as possible to survive.   That’s no fault of your own, that’s millions of years of evolution at work.

Many of us want more than just survival though.  We want to achieve something in the present that we think will make our future selves better.  That means taking action when we sometimes don’t feel like it.

That’s where coaches that know and care about you come into the picture.

We’re here to remind you of your future self.  We’re here to keep you on course when the seas get rough.  We’re here to hold you accountable.


The Relationship Business, not the Fitness Business

Coming up with an individualized plan, helping you implement that plan, and holding you accountable to it when things get tough all require one thing.  A trusting relationship.

When you have a tough day we’re here to remind you that we care about you and your success.  We’re here to tell you when you’ve done a great job, and when you can do better.

We have your best interests in mind and we don’t want you to waste time or money.  Sometimes that even means telling you to take some time AWAY from the gym.

You might be shocked to hear this, but there’s been more than a handful of goal review sessions where we’ve told people they need to do more workouts outside and read some extra books.

Did that cost us money in the short term?  Of course, but we realize that it’s the best thing for the member at the time.  And telling them what’s best develops trust, which means when we tell them it’s time to come back they’ll do that too.

So the question you need to ask yourself is; Do you want to sweat, or do you want a coach?

If you’re ready for a Coach to help you on your health journey click the button below to book a free intro.

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This post was inspired by Chris Cooper of Two Brain Business.

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