You have to carry a big basket to bring something home.

This is a quote from a fascinating story told in the book titled Range, by David Epstein. In it, he explains the story of an education event attendee complaining that he wasn’t taking anything of value away from the experience. Epstein went on to state that a mind kept wide open will inevitably take something away from every experience.

Does this disgruntled event attendee remind you of a number of fitness professionals you know who love to bitch about the quirky service alternatives in their market?

Crossfit is just a dangerous model featuring reckless programming and minimal supervision.

OrangeTheory is a fluffed up service that counts on distracting you with trendy technology.

The Title Boxing Club down the road is just a passing trend where no one actually gets better at boxing.

*Imagine color translates to open-minded exposure to local competition…this basket is nice and big.*

You name it, I’ve heard the bullshit whining. And guess what…I catch 100% of these people by surprise when I’m not complicit with their agenda. In fact, I like to remind people that Crossfit has generated enough awareness to justify mainstream television coverage, a partnership with Reebok, and a level of demand that allows for multiple locations to pop up in some of the smallest towns you can imagine.

I also like to point out the fact that OrangeTheory did 137% growth in revenue between 2015 and 2018, and is currently operating 800+ locations. Now I don’t know about you, but I can’t stand in front of numbers anywhere near this level in my own business.

So maybe, just maybe, there is something to learn from these titans of brand development in our booming fitness space. Instead of complaining about the local competitor, you think it might be a good idea to open your mind to the fact that they’re open (and thriving) for a reason?

Spend a little money to experience their services. Infiltrate their operation and expose yourself to their best practices that could likely be easily replicated in your own shop. Accept the fact that your shit stinks just as bad as you’ve convinced yourself theirs does.

In short — carry a bigger damn basket.

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