Paul Bowman,Wexer CEO, talks with Matthew Januszek, Escape Fitness Co-founder, about how you need to manage client wellness expectations and why adopting a comprehensive approach to health and wellness is critical for fitness business success now. For businesses, you must expand from only having fitness-oriented content to a more holistic content approach that reflects the industry-wide wellness trend.
Health and wellness extends far beyond the realm of occasional fitness participation and attending wellness events. Instead, true well-being encompasses a multifaceted spectrum of factors that are intertwined with health, fitness, and wellness. In essence, a holistic approach to health and wellness involves first recognizing the connection between physical, mental, and emotional well-being. You must also leverage technology to facilitate comprehensive wellness to enable individuals to be active participants in their own wellness journeys.
Matthew is an entrepreneur, co-founder of Escape Fitness, and host of the popular Escape Your Limits podcast. Escape Fitness is a global leader in functional fitness and constantly challenges boundaries to make the impossible – possible. Escape Fitness has been at the forefront of functional fitness innovation, product design, and rethinking modernized gym layouts to boost engagement and enhance the member experience.
Tune in to hear Matthew share his insights about how to manage client wellness expectations to achieve a more integrated fitness and wellness experience to increase satisfaction and business success.
How to Exceed Client Wellness Expectations
Technology, Fitness And Wellness Integration
The growing significance of technology integration within the realm of health, wellness, and fitness suggests that technology has evolved far beyond being a mere supplement to fitness routines. It’s become an integral part of the holistic approach to well-being. Instead of solely serving as a delivery mechanism for workouts, technology now encompasses a wider range of content, including sleep stories, meditation sessions, and inspirational content. This shift has transformed wellness platforms into more than just fitness tools; they have become hubs for holistic well-being, addressing not only physical health but also mental and emotional aspects.
“Approximately 40% of the content views on the Wexer platform now include wellness content.”
~ Paul Bowman, Wexer CEO ~
Paul emphasizes the pivotal role of technology in supporting mental and emotional wellness as users seek inspiration, relaxation, and mindfulness alongside fitness content. As technology platforms increasingly cater to these diverse wellness needs, they become more akin to entertainment and inspiration platforms than traditional fitness centers. This shift in focus reflects the industry’s recognition of the interconnectedness of various aspects of wellness and the importance of addressing them comprehensively.
Prioritization Of Wellness Content
Traditionally, fitness was centered around physical exercise and nutrition, but there’s a growing recognition that prioritizing well-being encompasses far more than just fitness. This shift towards wellness content signifies a broader understanding of well-being, acknowledging the interconnectedness of physical health, mental clarity, and emotional stability. Wellness is no longer confined to just exercise routines, but extends to elements like meditation, relaxation, and mental fitness.
As wellness platforms evolve to cater to these diverse needs, they transform into multifaceted hubs that offer not only physical fitness guidance but also holistic support for users looking to enhance their overall quality of life. Ultimately, this shift signifies the industry’s commitment to promoting comprehensive well-being by addressing various aspects of health, including the often-overlooked mental and emotional facets.
Support Customers Beyond Fitness Facilities
Supporting customers beyond physical workouts recognizes that health and fitness are not limited to the time spent in a gym or during exercise sessions. It suggests that fitness facilities should adopt a more holistic approach, acknowledging that their responsibility extends beyond the physical activity their customers engage in. This shift in perspective signifies a growing awareness that health and wellness encompass a wide spectrum of factors, including mental well-being, nutrition, recovery, and even lifestyle choices.
To succeed in this evolving landscape, fitness clubs and facilities must position themselves as not just providers of exercise equipment and training but as partners in their customers’ overall well-being journeys. This entails offering resources, guidance, and support for various aspects of health, such as recovery strategies, nutrition plans, and mental wellness programs. By taking a more comprehensive approach, these businesses can establish themselves as trusted sources of guidance and support, fostering long-lasting relationships with their clientele.
“In life – fitness, health and wellness aren’t just an event you do two or three times a week. It involves so many more things.”
~ Matthew Januszek, Escape Fitness Co-founder ~
Promote Sleep and Recovery
Sleep is a fundamental component of the body’s natural healing and restoration processes. It allows the mind and body to recuperate, repair, and rejuvenate, playing a pivotal role in physical and mental well-being. Without sufficient and restorative sleep, individuals may experience a host of adverse effects, including increased stress, decreased cognitive function, and heightened vulnerability to health issues. Recognizing the importance of sleep and recovery in any holistic approach to wellness is essential for promoting better health outcomes.
Integrating strategies like relaxation, stretching, and mindfulness into wellness and fitness routines complements physical fitness and aids in stress reduction, enhances flexibility, and supports mental clarity. It allows individuals to manage stress, prevent burnout, and maintain a sustainable, long-term commitment to their health goals when prioritizing fitness. The role of sleep and recovery in a holistic approach to wellness cannot be overstated, as they are the foundation for physical and mental resilience.
Promote Flexibility And Awareness Over Habits and Rituals
Tracking progress, whether in fitness or business, is a vital tool for understanding patterns, setting goals, and making informed decisions. Through data and metrics, individuals can gain valuable insights into their performance and areas that require improvement. Self-awareness, on the other hand, involves introspection and a deep understanding of one’s strengths, weaknesses, and personal preferences. It enables individuals to align their actions and choices with their authentic selves, fostering a sense of purpose and direction.
While habits and rituals can provide structure and discipline, over-reliance on them can limit personal growth when prioritizing fitness. The rigidity of routines can stifle creativity and prevent individuals from adapting to changing circumstances effectively. By encouraging flexibility and being present in the moment, entrepreneurs and individuals can better navigate the uncertainties of business and life. The integration of tracking and self-awareness into daily routines can help strike a balance between structure and adaptability, promoting personal and professional development without being constrained by rigid habits and rituals.
Use Authentic Storytelling
Authentic storytelling goes beyond marketing narratives and glossy advertisements; it delves into real-life experiences and journeys of individuals within the industry. By sharing these stories, the fitness industry can humanize itself and connect with its audience on a deeper level. When people hear about the struggles, triumphs, and transformations of others, it can inspire and motivate them to embark on their own fitness journeys. Authentic storytelling breaks down the barriers and stigma that often surround fitness, making it more accessible and relatable to a broader audience.
Moreover, authentic storytelling goes beyond simply presenting success stories or portraying an idealized version of health and fitness. It acknowledges that setbacks and obstacles are part of any journey toward well-being. By sharing these experiences openly and honestly, individuals and organizations can build trust and credibility. Through these stories, individuals can find role models and sources of motivation that resonate with their own experiences. By prioritizing authentic storytelling, the fitness industry can create a more inclusive and supportive environment where people from all walks of life feel encouraged to prioritize their health and well-being.
Exceed Client Wellness Expectations For Increased Satisfaction
The need for a holistic wellness approach to manage client wellness expectations goes beyond fitness workouts and should include elements like mental well-being, nutrition, sleep, and recovery. Holistic wellness is creating a dynamic fitness landscape driving long-term growth of wellness focused personalized fitness experiences. Moreover, the integration of technology as a powerful tool in supporting individuals on their wellness journey. The shift towards wellness content supports the evolution of the diverse needs and preferences of fitness clientele.
For client success, individuals must ultimately drive their own transformation, but the responsibility for fitness businesses is to provide the wellness content clients demand along with guidance and support. The multifaceted nature of the fitness and wellness industry highlights the importance of adaptability, authenticity, and a comprehensive approach to health and prioritizing fitness.
Find out how Wexer’s unparalleled data, technology and wellness content library can help you exceed client wellness expectations and create more client success stories for you fitness business! Email Us: firstname.lastname@example.org
Wexer Podcast Episode 27