Commercial Goliath’s, Local gyms and Community Harmony

This is our first blog on health and fitness. So, I thought it would be fun to include the local business community in our discussion. We’re going to look at what is happening within the fitness industry across many communities around the country and how you as a business owner, trainer, or member are impacted and what to consider.

You can look at almost any community across the country and start to see the commercialization of the health and fitness industry working its way in and setting up shop. It might be a new supplement store, colossal commercial fitness facility or anything in-between. What most people don’t realize is that the fitness industry is now a +30-billion-dollar industry with revenues increasing more than 2% year-over-year for the last 10 years, and total market penetration averaging only just over 17%. This leaves ample room for growth! When any industry has this type of growth and opportunity it is natural for larger companies to start investing more money, building more facilities, and creating more products and services in hopes of gaining more revenue. Within the health and fitness industry it is becoming common to see larger companies not only investing in large cities, but also small cities and towns all across the country. This leaves the mom-and-pop gym, local yoga studio, the Pilates lady, and the one health food store that has been around for years suddenly struggling to stay in business. It is not unusual for a business owner to worry when a competing business opens in town, and that feeling is no different for small gym owners, independent health and fitness trainers, and coaches. We can all relate to the impact such events can have on a community and why things can feel unsettling. But there are opportunities to be really excited about when new commercial fitness businesses begin to open and come to your town.

New businesses are a great sign that your local economy is beginning to prosper. The median income and median house values have begun to increase. Normally it also indicates that your population is increasing. Large companies have already done massive research that projects growth and thousands, possibly millions, of dollars have been spent to build and move into your community. These are just a few reasons why many businesses want to move to new areas and attempt to prosper with their new ventures. More directly related to your business is the amount of fitness marketing dollars new competitors will spend to recruit new memberships. At first this may sound odd, but it does help you. It allows you insight on how to better position your business and services, and provides potential new strategies that may help you. Competitive advertising also brings refreshing awareness to those in the community who aren’t yet involved in fitness at all to start considering new activities. These potential customers could soon be stopping by your location!


With the growing trend in health and fitness, more and more people are beginning to understand its value and importance in their personal health, life’s longevity, and the potential to lower health care costs. But, in almost any community across the country, the average gym membership doesn’t exceed 3% of the population. This means there are many opportunities for everyone to bring in new members and clients. As a business owner, it is important to view this as an opportunity for you to learn and improve your processes. Take a close and earnest look at your own business and ensure that you’re truly doing the best you can and not resting on your laurels simply because you haven’t had any competition in a long time. Competition can be good! Sometimes when you look at Goliath you might not think of yourself as David, but it’s important to remember that you can make a great impact. You can’t be complacent! Ensure you are focused on your customers. Identify strengths, weaknesses, and potential threats, and start making way for creative and innovative thinking that can bring new ideas to your business. This is an opportunity for you to look closely at your business procedures. Are your price points appropriate? How are you staffing your facility? Do you enrich your community? Is your facility meeting the member’s needs? Is your staff educated? Is your facility clean and welcoming? Are your members referring your facility? These are all things that should routinely be addressed, but often go unnoticed when you are the only show in town. So, don’t let that be you and your business.

Remember — due to commercialization, lower monthly dues, and membership price points, it’s becoming more commonplace for gym goers to have multiple gym memberships. Not every gym is going to offer them everything they want. They may enjoy Cross Fit, but also want the luxuries of a commercial health and fitness facility, such as cardio equipment, spa, showers and locker rooms, that are often not part of Cross Fit facilities. Their children may need sports training at a sports complex that does not offer a traditional weight-training environment. Maybe there’s a powerlifting gym in town that someone loves to attend, but there’s no way their significant other is going to even step inside, much less attempt to do that style of training. The message here is that there are many different fitness styles, needs, and desires, and no facility is going to be able to fulfill them all. But because of the growing industry, technology, and commercialization price points of each of these locations in today’s marketplace are much more affordable than in years past. Your members can now have two or more memberships at different facilities offering varying experiences and enjoyment without looking at these as expenses, but rather as investments in their personal health, wellbeing, and lifestyle.

So, as a small business owner, trainer, or coach in the health and fitness industry it is vital to not get discouraged. I ask you to be encouraged when competition comes to town and look at it as an opportunity. Befriend them! Get to know them! If possible, try to understand the company’s model and mission statement. Yes, you’re competing, but there is space in this industry for massive growth. We all want to help our communities and if we can work together, versus working against each other, I truly believe that we all prevail and prosper

It’s Free…Really?

What’s the first thought that comes to your mind when someone tells you something is free?

Really? Is ANYTHING really free? What’s the catch? Maybe it is free now, but for how long? At some point you’re going to ask me to pay for what you gave me for free, it’s like a law of nature…it’s science. Maybe it’s free for a week, maybe two, a month, 3 months, what about a year? Sooner or later it’s going to happen, it’s a Jedi marketing mind trick for the sole purpose of taking advantage of me at some point. Everyone knows that, right? It’s a consensus, the jury is back — nothing is truly free, right?

Point well made.

It’s true that hardly anything of value is truly free. Most of the time, maybe even 90% of the time, at some point you will be asked to pay for what you initially received for free. But not this time! IT’S FREE. PERIOD!


We’ll say it again, and again, and again. It’s free. Period. It’s free…Always! We will never ask you to pay for what we gave you for free. NEVER!


  So what are you offering me for free?

Are you a business owner? Are you a business executive, salesperson, or realtor? Do you have a job that requires a business card? If so, you qualify to place your personal business listing on our site…absolutely FREE.

Why is it free?

It’s free because we thought of you. Good business isn’t just about making money all the time. Yes, we all want to make money, but not at the expense of long-term business relationships. Who do you prefer to have a business relationship with? Someone who puts your needs first and who can relate to you, or someone who just wants your money today?
It’s free because we want your local community to find the most up to date information about the businesses and the people who run them where you live. It’s free because we want EVERYONE who has a business, product, or service to be found in the easiest possible way on Locoolly. It’s free because it benefits you, your community, and those you’d seek to do business with. It benefits Locoolly because every free listing gives users a better experience, which benefits everyone. Win, Win, Win!

Now What?

  1. Go to
  2. Do a local search for your business to see if you’re already listed on our site. Search by business name, your name or business category (i.e. Realtors, etc.)
  3. Claim your listing if you find it. (Follow the easy instructions)
  4. Add your listing if you’re not already listed. (Follow the easy instructions)
What have you got to lose? Nothing.

It’s safe. You simply make your business information available to your local community.

It’s Free…Spread the word
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