One of the things that many fitness business owners don’t want to understand is that the biggest part of people don’t like to struggle to reach their targets and this is due to the fact that the targets they are supposed to reach are mainly imposed, let’s think for example to the “beach look”: how many people is really into the idea to make sacrifices to reach the look of a fitness model or a body builder?
Leaving for another posts the psychological implication of this behaviour I’d prefer to talk of the let’s say fitness industry for normal people that is the social aspects behind the mere physical meanings.
To me fitness industry is basically a branch of the entertainment industry, not only strictly talking about sport but about mass fitness which is basically the ludic version of sports for every kind of people. Indeed a big part of fitness services offer, especially at popular level, is baked as some form of entertainment in order to take people to buy these services that, of course, may have a positive relapse on they health in the long term.
The thing is that is easier starting to do something that is fun than doing something that seems boring or tiresome and this is a fact. Lot of people give up just because they don’t have fun and the more what they should do is near to sports and the more they will probably leave. I see this everyday and it is always more valid wit the increasing of the age of the individuals. Laziness is an ugly beast but the word sports, if works with youngs, become something hard to bear while the age grows.
The conclusion is that fitness can’t be a sport because this last is seen like something that lead to competition, high efforts, sacrifice and suffering in order to achieve results that adults often don’t need to reach just because they feel to have nothing to prove any more. Adults, let’s say over 35 like a lot watch other people doing sports but in general they are not so keen when they are asked to do it. OF course with exceptions but I am talking of the majority.
If you want to attract normal people to fitness activities you need to disguise them from sports to fun. Training has to be fun to be considered as something valuable and this because in the absence of other motivations, the faster way to sale “fitness” is to sale some fun times. And this is a fact.
Unfortunately in the CrossFit community there is a diffused idea that training is first of all a way to improve themselves which is correct but not in the sense to rise every time PBs, loads and the level of the performance as this is sport and not fitness which should be meant as something to stay better not only physically but also mentally. Now not all the people can bear the pressure of doing super performing and this makes often disaffection to this kind of training. This is to say that, despite serious approach that has to be carried on by the trainers, without a fun component, the practice of CrossFit risks to be boring and perceived as too demanding.
Again, not all people aims to compete in the sporting sense but most likely they struggle to reach little outcomes that make them more confident in their potential and capabilities and this is why a Box should put some fun into the whole thing is the intention is to attract more members and keep those already subscribed to the gym. Remember that the age range 35-45 and more, has money to spend, is quite demanding but is also available to follow what they like and to spend a lot of money on it. Demographics data of the fitness industry show this clearly and is you want to keep this people in your Box you need to met their needs and attitudes. Which means take things less like if you were a heart surgeon and not considering to render the class more pleasant and entertaining.