Fitness Industry Strategy for the Digital Age

The bankruptcy filing of Blockbuster Video a few days ago should not have surprised anyone. It's been a long time coming. The "all things to all people" model is dying...and quickly. Plus, shutting a few stores, raising prices, and tightening the screws on returns -- as Blockbuster did several months ago -- does not make for a customer-friendly strategy.

But, you may be asking yourself, "How the hell does this relate to health and life wellness?" Glad you asked.

The niche player in health and fitness will be the successful player of the future -- as opposed to Blockbuster model.

The successful gym...the successful health food store (online or brick & mortar)...the successful fitness trainer of the future will be tightly niched and focused on serving a "tribe" (to borrow a phrase by Seth Godin) of raving fans.

In the past, content was filtered through publishers (books, newspapers, etc.) who were the lone arbiters of what we consumed.

These days, in most cases, there is no friction between content consumption and content production. Meaning, if you want to find a dude who specializes in healing lower back pain with yoga (or whatever solution you're looking for) it's just a few mouse clicks away.

Folks are finding solutions to problems they never knew they had. And as a result of interest generated through freely available information, new solutions spring up in response to meet the need. Witness the burgeoning popularity of CrossFit and Paleo (affiliate link), as examples of the free flow of information. 

However...because of the information overload that's happening, the trick will be weeding through the haystack to find the needle. But it's out there.

Daily Life Wellness

www.dailylifewellness.com

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