Attracting the Non-Fitness Crowd: Expanding Your Brand's Appeal

Entering the fitness industry often stems from a desire to inspire others to discover their best selves and lead healthier, happier lives. This mission is inherently positive, yet, paradoxically, a significant portion of the population holds a less than favorable view of fitness.

At first glance, your approach might seem overwhelmingly positive. However, a closer inspection may reveal a different story. Common practices like sharing before-and-after photos, quoting high-intensity figures like Jocko Willink or David Goggins, or showcasing demanding workouts, while not inherently negative, can unintentionally alienate a large sector of potential clients. These elements, though motivating to somesome, do not motivate the majority.

The fitness industry tends to rally around the 20% who are already deeply committed to physical wellness. Slogans like "go hard or go home," "no pain, no gain," “no excuses,” or the prevalent “transformation challenges” resonate with this dedicated group. We understand and effectively cater to these fitness enthusiasts. So why do we struggle to connect with the remaining 80% who haven’t yet recognized fitness as a transformative force in their lives?

Understanding Motivation and Biases

Addressing this gap requires a nuanced understanding of different types of motivation and key strategies to tap into them for personal training. It's about rethinking our messaging and methods to create an environment that feels less like an exclusive club for the ultra-fit and more like a welcoming community for everyone. This shift is not just about being less intimidating; it's about actively broadcasting individuality and accessibility, showing that fitness is not just for the few, but a life-enhancing journey available to all.

The psychological principle of Self-Determination Theory (SDT) emphasizes that individuals have varying motivational orientations. While some thrive on challenging themselves, others may find motivation through different means, such as enjoyment, social connection, or a sense of autonomy.

As fitness professionals, our natural biases can inadvertently seep into our coaching approach. The Challenge-Approach Bias, a cognitive bias where individuals are drawn to challenges that align with their existing skills, can influence us to design workouts that mirror our preferences. This unintentional bias may alienate the 80% who don't share the same inclination towards high-intensity challenges. To bridge this gap, it's essential to recognize and overcome our biases, adopting a more inclusive approach that caters to diverse motivational orientations.

Thus, 'Attracting the Non-Fitness Crowd: Expanding Your Brand's Appeal' isn't just a catchy title – it's a crucial strategy for genuinely broadening the reach and impact of your fitness brand.

Strategies to Attract Those Still on the Couch

Understand Motivational Orientations:

Acknowledge that clients may have different motivational orientations according to SDT – some are driven by challenges, while others may seek enjoyment, social connection, or a sense of autonomy. When asking them their goals, also tap into how they want to feel doing it. Do they want to be top on the leaderboard, or do they want to have fun, share time with others, or do they want a lot of say in how and when. Tailor your approach to align with their unique motivations.

Communication Styles Matter:

Employ effective communication strategies by recognizing that motivational styles vary. Some clients may respond better to being pushed outside their comfort zone, , while others may thrive with positive reinforcement throughout each step, encouragement, or collaborative goal-setting. The Cognitive Evaluation Theory suggests that controlling language (being told what to do) can diminish intrinsic motivation, so opting for autonomy-supportive language (frequent check-ins and collaborative goal setting) fosters a sense of choice and enhances motivation.

Addressing Identity Perception:

Many clients may not identify themselves as fit initially, making it challenging to envision the transformative journey. When they do not connect with their potential, motivation can dwindle easily. Leverage the concept of Identity-Based Motivation, emphasizing the alignment of fitness goals with the client's self-identity. Help clients see themselves as active individuals, framing fitness as a positive extension of who they are.

Offer Varied Challenges:

Recognize that diversity in challenges is key. While some may thrive on high-intensity workouts, others might find joy in varied, enjoyable activities. Applying the concept of Optimal Challenge Theory ensures that tasks are neither too easy nor too difficult, maintaining a balance that keeps clients engaged and motivated.

Foster Autonomy and Inclusivity:

SDT highlights the importance of autonomy. Allow clients to have a say in their fitness journey, co-creating goals and workout plans. Foster an inclusive environment that welcomes individuals of all fitness levels, dispelling the notion that fitness is a one size fits all.

In conclusion, expanding your brand's appeal to include the non-fitness crowd isn't just a business strategy; it's a mission. It's about redefining the narrative of fitness from being a daunting challenge to an accessible, enjoyable journey for everyone. This involves a shift from glorifying extreme transformations and elite fitness levels to celebrating small victories, personal growth, and the joy of movement in its many forms.

Embracing this broader perspective not only diversifies your clientele but also enriches your brand with a more inclusive and positive ethos. It's about creating a fitness culture that's not confined within the walls of a gym but extends into the lives of those who never imagined themselves as part of it. By doing so, you're not just training bodies; you're nurturing a community where each individual feels valued, understood, and motivated to embark on their own path to wellness.

By understanding the psychological principles underpinning motivation, acknowledging and overcoming biases, and tailoring approaches to diverse motivations, fitness professionals can truly expand their brand's appeal and cater to the unique needs of the 80% who are yet to embrace fitness as a transformative force in their lives.

To learn more about behavior coaching and how it can boost your income and impact at healthybehaviorinstitute.com.

Janine Stichter & Scott Schutte

Scott Schutte is a personal trainer, 360 Wellness coach, gym owner, and fitness educator. He has successfully guided thousands of people on their fitness journey. His education and experience have led him to work with many clients and educate other fitness professionals on how to be successful coaches with an emphasis on behavior change. Connect with him:

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Dr. Janine Stichter has been in the field of behavior change for over 20 years as a researcher, author, educator and practitioner. She understands the importance of behavior science for client success. Her career has focused on understanding the why behind behavior and identifying clear practices that are practical and result in sustained change. Connect with her:

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Most recently they co-founded the Healthy Behavior Institute, an educational platform for fitness professionals and gym owners that specialize in behavior modification. Their educational materials provide professionals with a clear system to add an additional service for better client results and increased revenue.