[JonathanFields]

I used to own a boutique, 5,000 square foot personal training facility a few years back. Sadly, this article is on the money. We hired strength coaches with degrees in exercise physiology or athletic training and were fanatical about form and outcomes. We wanted clients to re-up not because they'd become best friends with a trainer or been entertained, but because they were experiencing measurable changes in whatever metrics were relevant to them (which we tested on a regular basis). We were very much the exception to the rule in a world where places like Crossfit didn't even exist yet.

The commentary on big-box fitness clubs is also dead on. It's all about maximizing revenue / sq ft, not changing lives. That leads to a 40% industry attrition-rate, because the offerings and environment are so broken, off-putting and ineffective. What other industry survives when you need to regenerate 40% of your client base every year just to stay at zero-growth? Insanity.

Last stat, for more than 30 years, the fitness industry has been trying to attract what's perceived as the holy grail, sedentary adults. But, no matter how much marketing they throw at the market, 85% of US adults refuse to join or stay members of clubs, even though more than 90% say exercise is mission-critical to their ability to live the lives they want to live.

I sold my last facility 4 years ago, but just writing this is reminding me how ripe this space still is for mass-disruption. Crossfit is doing a great job, but there's still so more that can and should be done.