It’s Not the Size, It’s the Science
When it comes to gyms, people often assume they’re all in the same business: helping people get fit.
But the reality is, they are two different businesses. It is like comparing being able to google tax laws and having a lawyer when going to court. Which would most likely give you a better outcome?
The biggest difference between big gyms and smaller spaces like microgyms or personal training studios isn’t just their size, it’s their business model, the science and their purpose.
Big gyms focus on marketing and sales. Microgyms focus on science and results. While both are labeled as “fitness,” they operate in completely different industries.
Big Gyms: Selling Access and Scale
Big gyms are built for scalability. Their business model is simple and effective: sell access to as many people as possible. This approach is easy to market, easy to sell, and highly scalable, which is why franchises thrive in this space. There is a massive demand and pain on the market for fitness and this model scratches the hope and dreams of people to think they are solving their problem.
The catch? Big gyms don’t need to invest in creating results for their members, just mimic the attempt of doing it. Memberships are sold based on the idea that clients will get motivated by the “new thing” and then if they figure it out themselves it really does not matter. For some (about 4%), that’s fine, but for most (96%), it leads to frustration and eventual drop-off.
Many franchises that attempt to copy the results-driven model and charge a higher ticket of microgyms struggle because they don’t shift their focus. They may market themselves differently, but at their core, they’re still just selling access without delivering outcomes.
Microgyms: Delivering Results Like Professionals
Most microgyms and personal training studios operate completely differently. Instead of focusing on access, they focus on the results clients achieve. Or at least they should if they want to grow.
What makes microgyms stand out is their application of science to their programs. They’re constantly evolving, using research and data to refine their methods and improve outcomes. It’s like running a lab, systems are tested, adjusted, and optimized to deliver the best possible results for clients.
In this model, the priority is to see people get meaningful progress and multiply this on future clients.
Two Completely Different Business Models
Despite both being labeled as gyms, big gyms and microgyms couldn’t be more different in how they operate:
- Big Gym (Access-Based)
- Business model: Built for scale, focused on volume.
- Core offering: Access to equipment and facilities.
- Member responsibility: Results depend entirely on the individual’s effort and knowledge.
- Microgym (Results-Based)
- Business model: Built to deliver consistent outcomes.
- Core offering: Personalized coaching, accountability, and measurable progress.
- Shared responsibility: The gym and client work together to achieve results.
Big gyms thrive on marketing and scale, while microgyms thrive on trust and results.
Microgyms as Laboratories of Progress
One of the greatest strengths of microgyms is their adaptability. They don’t rely on outdated methods or assumptions. Instead, they evolve like a lab, always refining their systems based on science and feedback.
For example:
- If new research points to better ways to build strength or reduce injury risk, microgyms adjust.
- If client feedback highlights challenges, solutions are implemented to address them.
This adaptability ensures that clients not only make progress but stay engaged and committed long-term.
Don’t Be In The Middle
I see one of the hardest places to be for a gym is to be in the middle. It is not clear if you are selling access or if you are delivering outcomes.
Offering “HIIT” or “Boxing fitness” can be great but is it clear for the customer what the difference in outcome is? Is it even clear for you?
Being in the middle is hard because you need to charge more but you have no proof to be better just because you are smaller. Clients will quickly compare you with any other gym as any other commodity in the market. If you want to be able what you are worth you need to know your position.
Positioning and Association
The difference between big gyms and microgyms goes deeper and really it would be best for both to be branded as two different things.
Why this matters is because it helps the clients to differentiate and make better informed decisions. This is where brands help to direct the client to a better option.
In my opinion there is a big need for professional microgyms to educate the audience, because nobody else will do it. It has to be as clear for a client as between choosing McDonald’s over the best Italian Restaurant in town. Right now, the big gym chains benefit from this confusion and microgyms will continue to suffer under being compared to low priced access gyms.
3 Quick Questions
- Is your gym built to scale or to deliver measurable progress?
- Does your gym clearly communicate its positioning?
- What’s more important to you: more members or better outcomes?