Is the fitness/nutrition industry really about “health”? Most of what I see are marketing and tech companies using fitness & nutrition as the worm in a game of bait & switch. Don’t get me started on biz coaches.
On an individual level the fitness and nutrition spheres are filled with passionate and empathetic professionals who have a deep desire to help others. Unfortunately, that individual voice is generally dominated by the money and influence that see a market in what we do.
There’s nothing inherently wrong with a nutrition or fitness business growing and leveraging their position to help more people. However, there are a few indicators that I see as 🚩 when a business operates in this space.
For one, the product is coaching. So if the company promotes themselves, a singular “method” or system rather than the individual coaches, there may be ulterior motives. After all, if the value in the company is the employees they aren’t disposable after acquisition.
Another tactic I see is a hyper-focus on “features”. Whether it be an app or some proprietary tool that will help you reach your goals, if they aren’t selling coaching they probably aren’t selling coaching.
Last, if the marketing seems to be all style and no substance use caution. I personally don’t believe in before and afters but they are a popular method of marketing. Just be aware of what that represents and what your goals are. If your primary goal is to improve your relationship with food or to lessen perfectionism/ black & white thinking, then maybe that’s not the place for you.
And if you are a professional who wishes to grow your business, look to those who you respect as practitioners. Most of these jokers selling fitness business coaching might as well be selling magazines or cars or crack. They have no interest in the well being of the client long term, just ROIs, KPIs and other douchey 3 letter acronyms that don’t belong when talking about people’s health. You can earn a living without turning into Gordon Gecko.
I love the space I’m in. I love the people in it. There’s nothing I love more than attending a conference or seminar and sharing this passion and purpose with like minded practitioners. I just hope that our values align more with the models of medicine and preventative care rather than those of Wall St.
Profits should never come before people.
