It's so hard to describe what we do

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I get a ton of spam marketing all kinds of fitness crap. I can tell what they're all doing - just doing a google search for "gyms near boulder" and then putting my email in their auto responders. 

If they took any time to read the blog they'd know that I'm totally against the standard model of fitness. But they're all too lazy for that.

I generally just ignore the emails because as soon as you reply, they know there's a warm body on the other end and you'll never get rid of them. However, there's one that just won't stop even though I haven't replied - their emails go into the abyss, but they keep coming.

I'm really annoyed by these folks because their business model is exactly the opposite of what we do - and they'd know that if they did a little research. They've done a tiny bit of work to know that they should tailor their email to mention "kettlebells," but that's it.

The fitness industry is all about offering some kind of drop-in-any-time-you-want group class. You go in, get your random workout, leave sweaty and tired. But you don't get any fitter. There is no loyalty - the instructors don't care if it's a class of newbs or veterans; they do the same thing every time. The customers don't care where they go, as long as they can leave sweaty and tired. There's no progression, no learning, no growth.

The business model of this place that keeps emailing me is that they get millennial hipsters to pay them a monthly fee and then they can go to any participating gym for a drop-in. They charge about $10-$15 a class. I'm sure they keep half and the other half goes to the gym. So that's like $5 a person. 

I love when I get a new person, because I get to introduce them to how we do things. A new person takes almost all of my attention in class. But it's worth it if they understand what we do and join. I don't want to get a flood of folks who just randomly try a class. I'd either have to spend all of my time with them neglecting you guys or I'd have to dumb down my programming so that any random drop-in could do it with no instruction. Either way, you'd lose.

But isn't it good marketing? No, not for the kind of folks who'd like what we do. It takes a while to understand what we do. I love when we get a new person to try us out, but inside I always feel bad because no matter when someone drops in, the workout isn't representative of what we do. Any single workout looks random and has lots of technical things to learn. No one workout that we do can capture our programming; you have to look at it as a whole to understand it. 

Our approach to fitness is really about teaching you how to get fit and then progressing you every time you come in to learn something new. Writing the programming for you is nontrivial. I have to make it so that anyone can start any time, miss an arbitrary number of workouts, and still get stronger and healthier.  I'm so happy that we have a strong community of people that understand this and keep coming back for more. Even you who put up with my experimental programs that aren't as well thought out.

Michael Deskevich