Finding Value in a Gym and a Coach

By far, my least favorite thing about being a gym owner and a coach is “selling myself”.

The truth is, I’m about as straight a shooter as you’re going to get. I don’t sugarcoat things nor am I a “salesman”.

Perhaps that is one of my vulnerabilities. Like I said, I don’t “sell”, but across the fitness industry as a whole, there are tons of salesmen, fakers, and frauds. Hell, I would venture to guess that there are more pretenders than their are legit experts, which is disheartening to say the least.

But the longer I’m in this business, the more I realize that it’s not my fault that lifters fall for the gimmicks and the snake oil salesmen. It’s not my job to “sell you”.

It’s YOUR fault for not recognizing value when you see it.

I get “tire kickers” all of the time at Primal Strength Gym. They will come in, take a look around, ask the usual questions about price, and be on their way.

When I follow up, I’ll hear the typical excuses if they don’t want to join.

“Globo Gym down the street is $20 cheaper.”

“I want to go to a gym that offers more classes.”

“I don’t know how often I’ll actually use the gym to make it worth it.”

“Wish you had a stair stepper.”

I could go on.

My initial reaction is to want to shake them and wake them up.

How can you not see the VALUE in a place like Primal?

  • Primal is home to multiple nationally qualified athletes, which means they continually compete against some of the strongest people in the nation.
  • Primal continually wins competitions. In fact, I can’t name one competition we attended that we didn’t place in the top 3.
  • Primal athletes have set national records.
  • The training environment Primal offers is unrivaled in the area.
  • The diversity and quality of equipment in the gym is second to none.
  • Primal coaching is first class.

I have people that commute in from hours a way, sometimes multiple times a week, just to train at Primal Strength Gym. Now those are the people that see value, far beyond the perspective of monthly membership dues.

Don’t get me wrong, this isn’t a rant. Maybe this whole post rings with a little bit of irony as I tout Primal’s accolades after I open the post saying I’m not a salesman. Perhaps I’m selling you a bit, but more than 90% of my readership reaches far beyond my local market area.

So my main intention is to really just change your perspective and to implore you to examine the hidden value of opportunities in your training future.

Ditch the globo gym and towel service, and pay a bit more for a quality environment and lifting culture.

Train at the places with the most USEFUL equipment, not the shiniest.

Drive the extra 20 minutes to get quality coaching.

Recognize the quality of other lifters in more hardcore gyms, even if it makes you feel weaker initially. And soak up every ounce of knowledge they have.

Train at the place that scares you a little bit. Don’t be the strongest guy in the gym because that is a sure fire way to make you stagnant.

Stop getting hung up on price comparisons and adjust your perception of true value!

Lift on my friends,

— Tank

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