The Label Problem

Fitness is a model of ubiquity. It's everywhere. Everyone's involved, on one side of the curtain or the other.

If you're not asking advice, you're giving it. The process involved in flipping sides - from asker to responder - has shortened; many are now both teacher and student at the same time. Expertise is inferred by number of posts on internet bulletin boards. 

Your title, "Personal Trainer" has devolved. Fifteen years ago, you were the purse-dog of the elite: viewed as an unnecessary accessory, a display of wealth ("I can PAY someone to count my repetitions for me.") Ten years ago, you were the unfair advantage; the specialist paid to give a professional (or child of a parent with money) a leg up. Five years ago, you became the hobbyist. Today, you're my neighbour. EVERYONE is a Personal Trainer. EVERYONE has access to information - good and bad - and can print their own business cards overnight.

In CrossFit gyms, we differentiate ourselves by calling one another "Coach." As the system germinates, sprouts, and flowers, the description of 'CrossFit Coach' becomes generic - and, with its definition, so does the title. WE know that one CrossFit Coach isn't the carbon copy of another. Our clients do not.

When you have computer trouble, you call your 'computer guy.' When you have car problems, you call your 'mechanic.' When everyone in an industry shares the same label, newcomers don't know how to discriminate between those selling the service. The ONLY way they can think to discern different is to ask your price: "How much is a membership to your gym?"

If they know your story in advance - if they've been referred by another client - you avoid this trap. If, however, they see you on television and DON'T know, then they may think you're a commodity, and try to sort based on commodity pricing. "CrossFit Yellow costs more than CrossFit Orange," they'll say, "so I'll try Orange first."

Unless the label's different. If you're not under the same category in the yellow pages, wearing the same name tag, and putting the same search terms in your site's code....

Comments

[jb]

Splendid.