OPEX Fitness CEO Jim Crowell Answers

“Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does…”  – Howard Schultz

Branding is a subject that plenty of gym owners misunderstand. It isn’t about how much money you spend on advertisements, it’s about how you behave as a business owner.

In order to understand your brand as a coach and business owner, you first need to become of the manner in which you interact with clients. How do you communicate? How do you portray yourself in public, whether it be online, in person, at events?

Why does any of this matter?

The way in which you answer these questions and how they are answered dictate your brand. No amount of money flushed into social media marketing is going to portray anything different than what your business actually is and the kind of service it provides. Successful brands are created by cultures, not business plans.

Cultivate the culture of your gym and business first. Afterwards, you need to ensure that your culture and the way in which you advertise yourself are aligned. If you offer a high quality service, but showcase exceedingly low quality content and videos, the market will believe that you offer a low-tier service offering.

You can stop this confusion by ensuring your advertisements and marketing content match the service offering your gym provides.

So to summarize, a successful brand is created by creating a culture and advertising that culture in an effective manner. Master these two aspects principles, and you will build a successful gym business.

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