I hate the Olympics
August 2, 2012
As a regular reader you know that I can best be described as awesome. But also somewhat of a contrarian. But mainly awesome. But let’s focus on the contrarian side of me today, and less on the awesome. We can make time at the end for that. Let me try and tell you what affect the Olympics are having on our industry and why it might be detrimental to your business.
I hate it because every gym and wellness center I know is doing some sort of cheesy play on the Olympic spirit. If the facility has a pool then there is a “Go for the Gold” campaign. If there is a treadmill, there is a “Go for the Gold” campaign. If your facility has uneven bars there is a “go for the Gold” campaign. Of course if your facility has uneven bars, you should absolutely be playing of the Olympic theme . . .maybe the last one wasn’t a great example. But you get what I’m saying.
It’s topical, it’s sport, it’s fitness, but mainly it’s cliché.
Let me explain. Better yet let me cite some obscure study that you probably haven’t read. Actually the much respected Harvard Business Review did a study that showed if the font you use in an ad is smaller, and harder to read, people can do a better job of recalling what the message was. Put another way. You can stand out by being different.
I’m not suggesting be different for the sake of being different. I’m suggesting don’t do something just because you have always done it and everyone around you has always done it. Put another way . . .it’s like the stories about how every Thanksgiving some guy starts a fire when he decides to deep fry a turkey. Every year I read the same thing. If you want to make an impact that really changes behavior maybe they should write that story in October before it happens. That would stand out to me.
So to recap everything you have learned this week by reading this blog:
- I am awesome
- It’s ok to not do what everyone else does
- Don’t deep fry a turkey when it’s still frozen (unless you want to be in the newspaper for having ruined Thanksgiving for 10 families)
- I am awesome
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August 2nd, 2012 11:04 am
Hossein is, indeed, awesome – in case anyone had doubts. All of you, please put those doubts to rest. Hossein is awesome. Period. Well written article.
Nicely done. Kudo’s.
Anna gets it. Now I need to work on the remaining 20,000 people in the industry!
AWESOME!!! Maybe gyms should go with get rid of the BUTTER BALL
What I love about Hossein’s approach since he has been sharing his thoughts is (1) his original thinking; (2) his
ability to write in a way that holds your interest; and
a (3) point of view that encourges both himself and his
readers to keep looking to the future strategically.
In addition to this- and as a pragmatic and hopefully thoughtful businessman- he strikes me as the real deal.
He is growing one of the premier businesses in a category where our industry generally has lagged. I look
forward to watching his growth and his fine company’s
growth- and, yes, we are a client.
Roger Ralph
Principal
Hockessin Athletic Club
I have been going through your previous articles and I can admit that you do strike me as awesome. That being said, my favorite thing to say is “I love being awesome!”