Why we believe in subscribing to your fitness.
Showing my maturity (read: age) I remember taping the Top 40 from the radio each Sunday so that I didn’t have to buy the CD. Cheap Yorkshireman certainly, but I would argue I wasn’t alone and we were all accepting of the world of musical and television subscriptions. Now in 2023, everything is at our finger tips in consumable subscription models many hundred of hours deep. Want to binge on Netflix? That will be US$ 11 per month please. Want to listen to music all day every day? That’s US$ 7 on Spotify please.
Stepping back from the dopamine entertainment hits to life and careers, raise your hand if your university charged you by the hour? Of course not. What about the schools your children attend? Public or private you still pay at the start of the year in taxes or fees. So why does all this matter and why has 99% of the coach led fitness world got it wrong? Why do most coaches charge by the hour?
Well fundamentally all the examples above and the reason Pinnacle prioritise subscription memberships is that it provides stability and projecting power for the business. The school that has fees confirmed can employ the best coaches and upgrade facilities. The streaming services with the highest number of sign ups can out market the competition and capitalise the industry. But as a consumer it goes deeper than that. We can all relate the wonderful meal that was tainted by paying the bill at the end or the hotel stay that was dwarfed by analysing the invoice and spending the final hour of your holiday in a queue to pay for the experience. Daniel Kahneman notes that the ‘Peak-End rule” is the realisation that memories store the best (peak) of the experience at the end; vis-a-vis, load up the costs and logistics before the event and you will enjoy it all the more by ending more enjoyably.
So in the capitalist world of attention marketing and uniquely also for our mental health, paying upfront is better for us. We agree and strongly advocate for your fitness being a lifestyle subscription instead of a transactional bill on your table!
“OK Tom, so you have made a case for why Spotify is better than individual CD’s and we all know the business model of Apple and crew, but why is this important to fitness?” Well put bluntly, fitness is the last into your schedule and the first out (sense the tone of frustration referring to the rate of cancellations in the industry when “a meeting has come up”). If you are willing to postpone a training session that is directly correlated to a better and longer life for a meeting about some paperwork crap that will be forgotten the moment you leave, imagine how big the barrier is to even commit to a plan that will have success. Put simply, every time you need to pay a bill for the expert fitness coaches you need you question it not based on a 20 year plan, but on a cash flow that day. Is your longevity and health at 60 really something you want to look back on and remember that at 35 a new iPhone was more important? We don’t believe so.
So why is the industry so backward? Why are the most readily available options for knowledge based fitness (coaches) transactional? Because the world doesn’t think fitness is a subscription commitment and something as important as your mortgage. We think it is a nice to have extra or something that 3 x 60 minute sessions will complete each week. Newsflash, it isn’t. If you view fitness as a costed extra you will put it last and miss the best opportunities to be your best self and achieve results when they matter.
But let’s be clear. We are not advocating for cheap, 24 hour unlimited access to a sweaty treadmill in the corner. No. We are advocating for a coaching subscription service that puts your commitment to your health first and combines the business needs for stability and forecasting at the top of the tree with your human emotions to avoid paying for things that take effort.
Regardless of the services and the fee pay, if the value aligns to your budget and fitness needs then you are literally off to the races. By budgeting for a fitness service to be part of your life every day for the next 10 years you are prioritising your quality of life and significantly impacting the results you will achieve and your enjoyment.
Subscriptions enhance utilisation. In entertainment they walk us down a line of lost hours and un-productivity. Flip that model to your benefit. Don’t stop at subscribing for your media diet, keep going and commit to your nutritional, physical, and mental diets. If subscriptions handcuff us into the 3rd hour on YouTube each day, imagine the power of that extra session or extra coaching consult that you have already enrolled to!! We promise that you will get out of bed for the habit you subscribe to instead of the one you pay to attend. Your body and your results will thank you for it.
So ask if you can settle the bill when you arrive next time you go on holiday and enjoy lying by the pool knowing you have paid for it instead of racking up a bill that is going to niggle you in 7 days time. And when you get back convert your fitness packages into subscriptions that commit you to a journey and maximise the brains power for using every bit of something you have already paid for.
Tom is the CEO and Head of Strength & Conditioning at Pinnacle Performance. He now leads a team of full time coaches having spent his coaching career with professional athletes from World Cup Cricketer’s and Footballers, to Sprinters and Triathletes.