What value would you place on your health and well-being?
September 23, 2016
"What value do you place on your health and well-being?"
The other day a man from one of Yorkshire's leading businesses came to see me at FORM Leeds. He had the tour. He was impressed with the place. Then it came down to cost. After looking at our price list he asked me whether the membership fee was all he would have to pay, I replied with yes. He looked a little shocked and asked if I was sure - Wasn't there a fee per class on top of the standard membership? Didn't he need to pay more to come during peak hours? I happily informed him that with a membership he could come along to any class, and could use the gym facilities whenever he wanted to outside of classes; that's it. This conversation got me thinking more and more about the value that we place on our health and well being... During the 5 years I have owned a functional fitness facility I so often hear people making remarks about the cost of our memberships. Yes, I agree £75 per month appears on the outside to be a large sum of money compared to the new trend of £15 per month and 24 hour access gyms. But here's the difference: You're paying for something altogether different. You'll be joining a community in which you will learn and apply new skills you didn't even realise were possible. You might just find a bunch of like-minded people there who support and encourage you along the way. Our classes last 60 minutes but our members hang around for twice that long enjoying a coffee and discussing their workout, or practicing new skills, working on weaknesses and just generally making new friends. It's a place where others will hold you accountable for your actions, whether that's noticing you haven't been for a few days, you missed a couple of reps, or cheering you on to complete the workout. If there's even a hint of competitive spirit within you, then you may have just found a place where you can unleash it.
"You wouldn't walk into a BMW dealership expecting to buy an X5 for the same price as a Dacia Duster!"
When you join FORM Leeds you'd be excused for thinking that you are just joining a gym. You'd be wrong. It comes down to this; we provide a service. We invest in our members, our staff and our facilities. We offer high-level coaching from fully qualified trainers and we serve as a platform from which people can make significant lifestyle changes. From the bars and bumper plates, the climbing ropes, assault bikes and gymnastic rings, you just don't get that standard of equipment at a regular gym. Learning how to use it takes complex instruction and coaching, and it requires people who genuinely care about you as an individual. Space and coaching is expensive; caring about each and every member's progression takes time. A generic £15 all-you-can-eat-24-hours-a-day gym just can't offer that.
"You are paying to be coached as part of an awesome community."
As much as I understand that functional fitness classes aren't for everyone, some people want more than the average training facility or regime. They might want to set and achieve new goals, go faster, lift heavier, perform a handstand or just learn how to move correctly so that when old age sets in they are better equipped to deal with what life has in store. Some people just want somewhere welcoming to go, meet new friends and get sweaty from time to time. This is why we are better, because that's what we offer. FORM Leeds operates on a monthly rolling payment scheme with no fixed term contracts. This means that members are quite simply free to make their own decisions about their commitment to their health and fitness. We leave it up to them. And as the owner, I feel happy that this model keeps us on our toes and forces us to maintain the highest standards possible. If we slip up, or fail to deliver our promises it will impact instantly and directly on us.
"Have integrity in everything you do."
Now let's return to the "nitty gritty". Someone training twice a week would be paying the equivalent of £8.65 per hour. Realistically speaking, twice a week gives you a good shot at improved techniques and more efficient movement. Once you have achieved this the magic can really happen, and you can take your fitness to the next level.
To calculate true value for money, let's look at the cost per hour if we were to train more than that. Three times a week would cost you £5.76 per class. Four times a week would be £4.32, five times £3.46, Six times £2.88. I wouldn't recommend anyone training 7 days a week, not even the highest level of athlete. I would much rather people take a day off, spend it with family, go for a walk or play sports with friends. But, for argument's sake, a class every day of the week would set you back only £2.47 per hour.
What's more, with the technical advice on hand and the motivational skills and professional enthusiasm of our coaches, it is true that we offer very close to the same level of 1-2-1 coaching as you would expect from a personal trainer. But for a tiny fraction of the usual cost.
"Your true worth is determined by how much more you give in value than you take in payment."
So, there you have it. We provide a service that you can't really put a value on, but we understand that in this day and age we can't ignore the financial implications of having hobbies and interests. So we also make it very cheap for you to have fun and be part of something pretty cool. And most significantly of all, the quality and value of the service on offer never changes.
"Your health is vitally important: now eat well, exercise regularly, enjoy the moment. Illness is chronic and so often preventable"
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