I admire the insights of Guy Kawasaki. Kawasaki, former technology evangelist for Steve Jobs at Apple states that A players hire A+ players, and B players hire C players, and C players hire D players...obviously metaphor for the value smart leaders (A types) desire when hiring top (A+) talent for their team.
This post asks... "Why would one hire B players to execute when the ROI generated as a result of the A+ player's pedigree and skill set is known widely in the marketplace?"
Well, a number or reasons.
Often B players are in close proximity to the principal. B players are understandably less expensive to retain than A+ players. B players, on occasion, are friends or family. B players are peripherally familiar with the skills required to design but they're not A+ specialists...in other words, architects and designers who design homes possess design skills....however they don't have the expertise or insights required to design gyms. Be forewarned. If your objective is to scale and grow your gym business and compete in this oversaturated fitness marketplace, your B player gym design is sooner or later going to encounter A+ gym design delivered by your competition.
"If your objective is to scale and grow your gym business and compete in this oversaturated fitness marketplace your B player gym design is sooner or later going to encounter A+ gym design delivered by your competition"
The pool from which gym designers are often sourced is deep and robust.
2. Lovers and Spouses
3. Local Architects and Designers
4. Residential, Retail, Hospitality Decorators, Designers and Architects
5. Some hybrid matrix of any of the above
Friends: Friends, or friends of friends whose design expertise is limited to building man caves and consumed episodes of HGTV will assuredly undermine any effort to create a dominant gym brand.
Lovers and Spouses: Gym developers who enable spouses to specify design based on having, good taste, design knowledge of gyms they've frequented, a stack of Lifestyle Design magazines and access to Google Search, place their investments at risk as the preceding are not prerequisites to pedigreed gym design or branding.
Local Architects and Designers: Proximity to your facility might seem like an advantage in retaining a design firm however the advantage gained is soon lost when designers unfamiliar with the ethos of fitness place their aesthetic stamps on your facility resulting in nice design.... but not outstanding gym design.
Residential, Retail, Hospitality and Office Designers: The least effective way to develop a gym brand is to invite home designers and decorator's to brand your gym. Resultant aesthetic...the Boutique Design Trend, an over exhausted style exploited across all of commerce that says nothing about fitness nor your brand.
To be clear, when savvy gym developers hire A+ talent and Top Gun consultants their strategy is to enter the market with a gym brand that is exponentially superior to the competition. Their objective; market domination and supreme ownership of the target demographic. I.e., they retain the A+ players because the skill sets A+ players bring to the table results in a superior brand that upstages the competition. This strategy also provides a hedge against those who are considering entering your market in the future but are unable to deliver an equal or greater brand or brand aesthetic.
Gym Branding and Design should telegraph fitness, reinforce the brand, promote the mission and exhibit excitement, energy, and power, as metaphors for exercise, strength and fitness. Friends, spouses, home decorators and local designers don't roll this way, they're simply interested in creating nice design.
Design Takeaway: Be the A+ Gym Brand..be the Top Gun
Learn more at: www.fitnesscenterdesign.com
The designer is additionally developing new gym models across diverse fitness market segments including luxury brands, functional training franchises, independent gyms and residential fitness facilities.
#gymdesign #gymbranding #gymtrends #gymideas #gymrescue #gymmarketing #fitfam #fitlife #fitfluential #hgtv