Transparency : The Goal is Excellence ...
Posted in #MADlifestyle on December 28, 2015
At MADabolic Inc. the benchmark is consistency and professionalism. We strive for excellence through innovation, and our goal is to provide the best fitness experience on the market. Since NO OPINION is more important than that of our clients, we conducted our first national survey.
We set out to find holes in our game. Was there something we needed to change? Something that had to be fixed? Or tweaked? We wanted to know ... What did our clients love? Was there something they hated? Our questions were specifically worded to allow for potentially brutal, but honest answers. We also chose not to offer an additional comments sections. We wanted strong opinions and real answers, without the grey area.
Here are the results. 100% transparency.
I'll take you through each question; strip it down, explain the numbers and what they mean to us as a company.
Over 80% of our people are between the ages of 21 and 40. They are in their athletic prime and health and wellness seems to be a major priority in their lives. Next is our 40+ demographic, who are in fact some of our most dedicated and physically capable clients. What is unique about this particular segment, in comparison to the general public, is that they have been training their entire lives and did not just decide to start to get into shape once they hit their 40's. When these two groups come together, it makes for an extremely energetic training floor.
Despite our claims to the contrary, we are often compared to generic products that are completely different from who we are and what we do. One of the most recent and common comparisons (due to their growth and success) is Orange Theory. But did you know that Orange Theory's target market is 45+ and their primary goal is weight loss? I've also been told that when entering a market and choosing a location, their goal is to get as close to Jenny Craig as possible?
I am in no way trying to undermine their product. In fact, I think they do a fantastic job getting people moving. I just want to say that this is not our market or our mission. Our goal is everyday athleticism. We train everyday people like athletes. Our program is strength biased and designed to compliment all athletic lifestyles. Our yogi's are more powerful and our runners more resilient. Sure, weight loss is a byproduct of what we do, but it is not the priority. Strength, endurance and athleticism have always been our ultimate focus.
The next two questions concerned safety and professionalism. When our clients sign up we expect them to show up. And when they arrive, we expect them to be early. This is probably the toughest and (at times) the most awkward thing to enforce in our fast-paced, last minute world. But right from the beginning, our program was built for a certain type of individual. I have to be honest with you, I did not expect these results to be so in line with our values and it makes me respect our people all the more. 78% percent of our clients agree with the late cancel policy and a mind blowing 91% of people agree with the on-time policy. Again, this is why I love my job because these are the type of people we get to hang around with day in and day out.
Also, we are not just exercising, we are training, so what we do on the training floor has to contain structure. Our intention speech, demonstration, and warm up are just as important as the workout itself. All are equally crucial components that make safety a priority and keep everyone accountable to our standards and expectations.
What would you ADD? I have to be honest with you, I knew the answer to this beforehand and have been looking forward to addressing this illusion that is “The Core”. Do people really want additional core work? or do they want a visible 6-pack? At MADabolic Inc. the word core or the function of the core is the ability to stabilize the spine. So if people are talking about more core, I'm thinking more Farmers Carries, Deadlifts and Front Squats. Movements that actually challenge and strengthen the core. If we're talking abs, we should be talking about tightening up our diets. Let's be honest, heroin addicts might have great abs, but I am fairly confident they lack core strength? All jokes aside, your voice has been heard, and you have probably noticed additional core work in our warmups. In 2016 expect to see real core development that will improve your overall athleticism. And if you're looking for better “abs" we have some great people on staff for that too.
This questioned terrified me!
Would our beloved boxing be hated? Did our people loathe the animalistic body weight movements? Did strength intimidate them? Or worse, would we be asked to be more like every other generic cardio driven platform.
78% said they wouldn't remove a thing.
Put simply, we love you MADones.
You might think music is just an afterthought in the fitness industry, but you couldn't be further from the truth. Hands down, it is often the most talked about, most noted and most discussed topic on Social Media. I honestly believe there is nothing worse than a common everyday playlist that is nothing more than background noise. We take great pride in our music and spend a lot of time putting together the unique selections that make music and MADabolic Inc. inseparable. Regarding profanity (only 2.5% appose it), I don't think anyone truly appreciates over the top vulgarity. I know I don't. On the flip side (and according to these stats) the odd "F" word doesn't seem to offend. We believe that our curated playlists give you a taste of our personality and are the driving force behind our intervals. Our music is and always will be a big part of the MADabolic Inc. image. So, as long as it is not "overly offensive” … we plan to keep the edge that we are known for.
There is not too much to discuss here but I still wanted to share the results with you. Internally we've struggled with this very question for years but now with this clear data (81% in favor) we feel comfortable with the current structure and plan to keep it as is for the foreseeable future.
Favorite interval style ... these results were especially gratifying for us to read. The numbers really showcased the balance within our program, something we value very much. Perhaps the most exciting thing to point out is the slight lead by the "Anaerobic" driven intervals. Why is this important to us? The energy system tackled in this type of interval is the major difference between a training program and exercising with no clear goals. Loosely translated, Anaerobic means "Without Oxygen". These intervals are arguably the most physically demanding in our program and our clients are saying that they love them. Once again, this goes to shows that our clients are exactly the type of individual we had in mind when designing our program.
Finally, class attendance. We asked participants to select the MOST important factor determining what class you choose to attend. I think I can look at the results of the question two ways:
On one hand, we are busy people and at the end of the day, personal schedules rule. On the other hand, the results also suggest something else. I want to believe that because we are putting together the MOST consistent fitness experience on the market, your trainer does not have to be a determining part of the equation. We take pride in our extensive training program and these results tell us we are on the right track.
I am well aware that I am only one opinion in our field and you can choose to listen to or ignore these personal observations. Take Yoga for example. In my experience, you can either have a great class or a not-so-great class. You either deeply connect with your instructor or you don't. There really is no in-between, and that connection alone drives your practice. Another example would be a spin-class. The instructor either has the kind of energy that fuels your ride or an amazing playlist that helps spin those peddles. If not, you are left with your legs turning in repetitive boredom. And then there's CrossFit. You will either have a coach with years of experience, whose knowledge of strength and conditioning training can safely take you through the experience, or you can have a CF enthusiast - turned coach who's entire training experience consists of a two-day weekend certification.
From day one we have been working on building a program marked by consistency from trainer to trainer and location to location. Our primary goal has always been building the complete program. The kind of program that gives you exactly what you have come to expect. Every time, everywhere. You already know I love math, so I am going to trust the numbers and believe that we are headed in the right direction.
I want to leave you with an exert from a fascinating book I read in 2015. It was called "Difference" by Bernadette Jiwa. I think it sums up everything nicely.
Tiny Markets of Someone
... and as Seth Godin says, the bell curve has melted. Not only is there no longer a mass market, but most of the successful companies, game changing innovations, and products and services we care about were designed to cater to the people at the edges of the curve. Not the average Joe in the middle of it ...
To all of you who participated in this survey, we thank you. Your opinion will always be the benchmark and your loyalty is the backbone as we continually grow. We deeply appreciate and respect your input, and could not do this thing that we love without you.
See you in the gym ...
Brandon and the whole MADabolic Inc. team