We get asked a lot, ‘how do you do what you do’?! How do you compete with the Big Boys?!
For small, independently owned, local businesses, there’s always one or more large competitor. You know the scenario, for every great little coffee shop, there’s Starbucks, just as for every special, family-owned restaurant, there’s McDonald’s.
It’s exactly the same in the fitness industry. For every CrossFit Hutt Valley, there’s the big chain gym with enormous budgets and huge membership bases, but with a business model designed to disadvantage the majority of members.
So, how do we compete?
Much like your favourite local cafe or restaurant, we focus on what we’re good at.
Expertise + Experience = Coaching
We don’t blind you with long term contracts, cheap deals or a lack of accessible equipment.
We don’t sell open gym, access without guidance or allow external programming.
We could, hypothetically, sell 30 open gym memberships at $100 a month and make an extra $3000 a month for doing nothing but providing open gym access. Conventional fitness industry thinking would say this is a win.
Our belief system says otherwise.
We Don’t Sell Access
We provide coaching and our Infinite Game belief system towards fitness and nutrition. We provide a complete experience.
We see it all too often, a new member starts getting a little better at CrossFit. 1-2 years in, they start hitting their straps and thinking turns to, what’s Rich/Ben or Matt doing?.
They see online programs like comp training and assume that if they train like the Games athletes, they will become better. This approach may work for 1% of athletes but….
You can see where this is heading!
If you can’t move well, if you don’t have a base of strength, stability, flexibility and mobility, no program can save you.
We focus on the basics until it makes sense to add volume. We see far too many athletes and Coaches believing in high volume training as the Holy Grail, when for the vast majority, a structured, well planned, long term focus is what’s required.
The saying goes “More is not better, better is better!”
It Kills Culture From Within
The underlying effect of open access/no guidance gym and letting athletes do whatever they want is a killer of culture.
It creates entitlement, cliques, and has members within silos thinking they need the special sauce.
We don’t make concessions for the 1%. We focus on the overall wellbeing and needs of the 99%.
We don’t allow others to do their own programming. We take pride in being experts and we provide such expertise through our programming, coaching, community and culture all in one package that our members love.
We treat our culture with respect and protect it accordingly.
As one of our personal training clients, Rose, so accurately put it, “I’m here for the care and the coaching”!
Coach Paul, Owner and Head Coach @ The Friendly Gym – CrossFit Hutt Valley.