Why We Don't Compete with Orange Theory

People have figured out that high intensity exercise and eating real food can get you where you want to be. Nowadays, gym franchises have overrun communities across the country to cash in on this very simple prescription. And they've turned it into a commodity - their rates are lower (well, sometimes) than any other boutique gym, they have a much fancier space, and they have more classes.

Their marketing budgets are massive, they have recognizable names that you know, and they pack folks into a room with one coach so the overhead is incredibly low.

So why am I not worried about it?

Because we sell individualized coaching and results; not just group exercise.

You know these names: Orange Theory, FitBody Boot Camp, F45, Jazzercise. They all have one thing in common: their business models are built on a low paid group leader and a choreographed workout that's meant to look exactly the same for everyone.

Just so we're clear: I'm not knocking those people that grind those classes, or think that it's some sort of evil institution. In fact, I appreciate the fact that they've gotten millions of people to move and sweat. They've definitely improved the lives of the people they've worked with, which aligns with our goals. I just think they can only take it so far.

It's their model that feels impersonal.

On the other hand, GLFC designs workouts and nutrition plans that are specific for each member and the results they're looking for. You want to get to running your first 10K? Great, let's work together to figure out the best way to do that. Our program is meant to find the solution to each particular set of circumstances.

In a perfect world I would see a client everyday for 1 on 1 workouts (tailored for her) and a nutrition meeting every other week. Unfortunately, people don't have the time or money to make that a reality, so instead we have members workout a group of people with similar goals with a coach who is paying attention to each person, adjusting workouts as needed, and observing each movement for safety and form. This allows for providing guidance to a small group of people, spreading the cost amongst the group.

We train individuals. We COACH individuals. Sometimes those individuals workout together at the same time.

That's why we do goal review sessions with each member every three months. These are imperative along the way because we know that goals change, and even if they don't, the plan to achieve them is constantly evolving. The human body is the most elegant and intricate piece of machinery in existence. Trying to overlap the development of that machinery, while also navigating the twists and turns of a modern life and schedule, is often too much even for those that do know exactly what they need to be doing.

If it were as simple as going to the gym to workout a few times a week and eating right, everyone would do it. 8th street would be chock full of Chris Hemsworths and Gal Gadots. But it's not simple, it's really freakin hard. Everyone needs help navigating through this. A coach can help with that.

That's why we coach individuals. Sometimes they workout together.