Successful fitness gurus are true innovators. They need to maintain their bodies while coming up with brand-new workouts, meal plans and supplements to build and sustain a captive audience.
I love Shaun T. He is by far my very fave Beachbody trainer. In case you don’t recognize the name, he’s the creator of the Insanity workout series. Insanity is…INSANE. It’s also 45 minutes long (a lot would say that’s 44 minutes too long…hee hee).
That’s a huge time commitment, considering you have to fit in a workout 6 days a week.
He’s filling a need. People want to be fit (until they begin the program…and then they think maybe they didn’t look so bad after all :0)). So they try and buy. They may keel over during the workout but if they survive, Shaun T. will lead them to the Promised Land of six-packs and hard bodies.
But…he’s only going to attract the die-hard gym rats with Insanity, for two reasons.
1. Most of us can’t dedicate 45 minutes to a daily workout.
2. Most of us don’t have the stamina to last through a grueling (read: excruciatingly impossibly brutal) 45-minute routine.
So what did he do? Shortly after releasing Insanity, he came up with T-25. 25 minutes, 5 days a week, three different programs (Alpha, Beta and Gamma) to reduce boredom and to gradually progress to a higher level of fitness. Yep, that’s when I became a fan (I was not part of his target for Insanity). Except after I completed the T-25 program (I did it three times over a year), my body stopped responding to the exercises. And the workouts were HARD. Not INSANE but definitely a challenge.
I was back at square one. I tried Brazil Butt Lift (and felt like a complete traitor) but wasn’t impressed. The workouts were longer and there was a lot of Latin dancing involved. Just an aside, I don’t do salsa or merengue. Rhythm is a dancer. I most certainly am not.
Enter Insanity-Max 30.
Shaun T., ever the innovator, created this new routine for those of us who are crazy enough to WANT to do Insanity but are really pressed for time. So in 30 minutes a day for 5 days, we can work our butts off, hang out with Shaun T. and get the benefits in 60 days or our money back.
The thing with fitness is, trainers have to be at the ready with a fresh set of routines, workouts that are both effective AND fast. Those are the hooks for any fitness audience.
- Create the product/service
- Convince people why they absolutely have to buy it
- Continually improve and enhance.
You’ll convert prospects to lifetime customers if you create the demand and innovate new ways of satisfying the needs.