The Secret to Success in the Fitness Industry with Kenny Kane
CrossFit Los Angeles owner Kenny Kane’s message was simple at the MadLab Summit last month in Las Vegas: If you’re going to be in the fitness industry, you need to understand context.
Context: The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.
How does this apply to the fitness industry?
Kane explains: “Physicality absent of mindset and emotion is training rats.” If you have a good rat gym business, good for you. But we’re dealing with people, yo.”
And training people needs to be a conversation, not a method, Kane explained.
Yet fitness coaching today has predominantly become about the physical side of helping people grow, which is a mistake, Kane said.
“The (physical) movement is really where we (coaches) have dialed in our expertise, but is that really how we connect with people?”
Instead, the way you’re going to make a difference in people’s lives is if you give them more than a workout. Doing this means helping them feel connected, Kane said.
“Fundamentally, we’re looking at improving people’s quality of life. When they come into your (gym), there’s a spot that allows them to feel connected.”
Kenny Kane reminding us the journey can be fun, too…
Part of creating an environment that helps people feel connected, a place where they feel they can grow, involves a willingness and open-mindedness on your part to be willing to grow and adapt, as well.
“If you create an environment that’s capable of change, this will help you service different communities, and your practice serves and support them,” he said.
Right now, what the long-time fitness coach said he sees in the industry are a lot of people who don’t seem fit for growth, who think their method is best, and are unwilling to open their minds and learn from other ways of thinking.
“Learn from the aesthetic fitness people, from the functional fitness people, from the strength and conditioning people,” he urges.
And embark in a long term game of creating, sustaining, evolving and adapting, he added.
He breaks down the communities coaches should try to service into these categories:
- persuadable prey
- aesthetic army
- challenge chaser
- habitual hobbyists
- competitive community
- wellness warriors
It’s in your best interest to find a way to connect with each type of person in each of the different communities, Kane said, to maximize your reach and bring health and fitness to as many people as you can.