CLIP: The McDonald's Ball Pit of Fitness
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How is the fitness industry compared to a McDonald's ball pit?
Artificial intelligence and all these tracking software, there's a component where people feel it can pull them away from community. But if leveraged correctly, you can just add value to those.
I want AI to teach us more about how we can be better at who we are with humans. And how we can make it easier for our people to know who they should be talking to. Right. So a lot of times we in the fitness industry are really good. I use the McDonald's theory all the time. You remember the McDonald's ball pit? Yeah. Where you put your kids in, everyone loves it. Well, that's what the fitness industry has been for, you know, centuries where you jump into the ball pit and you had all these people think of every one of those balls as members of your club. And we were really good at grabbing the ones on the top and giving them love and showing them care.
What role does AI play in understanding gym member behavior?
And we had these great stories about them and we loved it. Right. We throw them back and forth everything else and make it great. But what we had, the problem was, is on the bottom of that ball pit, there were a lot of balls getting stepped on. crunched oh stuffed in a corner ignored and that was we were losing them out of the bottom of the bucket so imagine if we no longer have a ball pit we're jumping in it's more like a ball hopper where ai teaches us who to talk to when to talk to them and how to talk to them so it gets shot to us in a way that says this person needs this kind of personal care and touch And that's where AI is going to be an enhancement to the fitness industry is really managing the behavior of our customers better so we can meet their needs where they are at any point in time in the journey.
What do you think of when you think the word accountability? How does that fit into your belief ecosystem with your customers, your culture?
Accountability is essential, and that's part of holding yourself accountable, number one, but holding others accountable. From a consumer lens-wise, it's really helping them hold themselves accountable. And what are the tools and resources they need to be able to hold accountable to their fitness journey? One of the things AI taught us, and I always like sharing, is let's say someone's coming in two days a week at a health club. And they start to come three or four times a week. What does that mean to you?
They're increasing their accountability. They're getting some joy. They're getting something in return for their effort, right? So they're coming more.
You know what the truth is? That means they're going to cancel. Ah. Let me tell you what. This is what AI taught us. If I'm coming two days a week, I start coming three or four days a week. What do I want? I want more. And what is more? More, I want more results. Now, consumers don't call you and say, I'm going to start coming three or four days a week. They just start coming three or four days a week. And if we don't meet them at that point in their journey, what happens is they start coming, but they haven't changed the way they're going to exercise or change the way they're going to consume their fitness and wellness. And they start to work twice as hard to see very little result. So then when they and that creates frustration and within that frustration, they go from four down to zero really quick.
Is it our opportunity to meet them in those those pivotal moments in those pivotal changes in their wellness journey to help them succeed in it? And that's what we're learning to do and get better each and every day.
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