People don’t want, and therefore don’t buy, gym memberships. They don’t want classes. And they definitely don’t want friends (community).

So, don’t use these three words: “Memberships”, “Classes”, and “Community.”

People want, and therefore buy, RESULTS. They want to lose the belly fat. They want their back pain to go away. They want to like the reflection in their mirror…

Therefore, talk about “coaching”, “goal-setting”, “progression”, and “nutrition”.

If you do this, they won’t compare you to the other gyms.

I made this video to help clarify what I mean: