Before you go to IHRSA do some homework. Otherwise, don’t go.
March 7, 2013
Are you getting excited for IHRSA? As a software guy, I know exactly where you’re gonna go first. To the equipment. Machines! Machines! Machines! You’re gym people, not software developers. You love the coolest and best equipment. All of it. You’d get one of each if you could, right? Well, let me ask, how do you know what your members want? You are flying out to Vegas to invest thousands of bucks in stuff you like, but do you have any idea whatsoever if your members like it? Let me repeat that – do you have ANY IDEA WHATSOEVER if your members like the same things as you? Because I do.
But before I tell you how, answer this question:
Imagine if a politician never looked at polling numbers. Would you think they were admirable or foolish? In Hollywood movies, it’s admirable. Strong-minded, confident, does what’s right at any cost. They’d have a line like “I don’t need polls telling me what to do!” and we’d all cheer their heroism. Guess what? That’s Hollywood. In real-life they’d be a fool. Ask any ex-politician. Without numbers, you lose. Now, let me tweak the question. Imagine if a gym operator never looked at data to make decisions. Would you think they were admirable or foolish?
So let me ask you something: Did you survey all of your members to see what they want you to buy? Did you survey half? A quarter? Even 10?!!! You didn’t ask any of them? Is that admirable or foolish?
Once again…I’m here to save the day. Well, not that I asked your members what they want. But Precor did. In a major research initiative uncovering what members actually care about in strength and cardio equipment. This is information they use to drive their business. And somehow I convinced them to share the results with all of us in a free webinar next Wednesday. (One of my greatest skills ever is my incredible ability to get out of doing my own homework.)
Remember all the talk about how the real winner in the 2012 Election was Nate Silver from the New York Times who’s Five-Thirty-Eight blog nailed it? What Silver did that was amazing was he looked at lots of polls and drew his stats from that aggregated data. He didn’t make his calls from a single data source. He made his calls by looking at multiple sources of data. From there, he saw the trends and patterns and understood what was happening from as wide a viewpoint as possible.
So, I’m not saying you have to listen to the data about what 1000s of gym goers care about in strength and cardio equipment and then go buy Precor equipment. But shouldn’t you at least take in some of that data before you do decide what to buy so you can make the right pick?
Because the one guy who most accurately predicted who people were going to vote for to be President wasn’t concerned with convincing people of what he wanted. He just took every opportunity to figure out what they wanted.
Get, Keep, and Know your members with MoSo
March 7th, 2013 11:26 am