They say it’s the silence between the notes that makes the music.
When you step into our gym, the metaphorical notes are the consistent rings of plates banging together with each rep and set. They’re the noisy clangs of dumbbells being returned to racks. The memorable sound of a deadlift bar dropping to the floor after the final bumper plate has been removed for return to a nearby plate tree.
Many of our clients think that they pay exclusively for our ability to prepare the programs that tell them which bar to load up and take for a ride. They believe, coming into our relationship, that it’s our wherewithal to mix in some appropriate corrective exercise that is the most important thing they have contracted us to deliver.
Little do they know, it’s actually the environment that we deliver in between each of those sets and reps that truly differentiates our operation from the alternative service providers down the road.
Anyone can write a passable collection of exercises on a sheet of paper and bark out coaching cues. Not everyone, however, is capable of building memorable culture, and a rapport with clients that will leave them treasuring the downtime between movements more than the movements themselves.
The down time is the silence, and the silence makes the music.
-Pete
PS: Want to swipe Mark Fisher’s done-for-you marketing calendar for 2025?
Then you’ll want to check out Mark’s upcoming (free) training this coming Monday Dec 2nd from 10:30a to 12:30p est.
Live attendance is encouraged, but we’ll share the recording with registrants only.
Click the link below to reserve your spot and get access.