In the world of business, the difference between success and failure often lies in how we communicate value. One of the best examples of this is how Apple introduced the iPod. They didn’t just list the features, like “5 GB storage.” Instead, they framed it in a way that made sense to people: “1000 songs in your pocket.” Simple, clear, and relatable.

This focus on results over features is why businesses like Apple thrive. They make it easy to understand the value of their product. You don’t have to be a tech expert to know that carrying around your entire music collection is life-changing.

So, how does this apply to gyms?

Gym owners often fall into the trap of marketing equipment or class availability. But what really matters to your clients is what those features will do for them. Here are some examples of how to position your gym to focus on results, not features:

• Feature: “We have 10 rowing machines.”
  Better: “You’ll build stamina and shed pounds in half the time.”
• Feature: “We offer a variety of classes.”
  Better: “Transform your body and mind with workouts that fit your life.”
• Feature: “We have a fully equipped strength training area.”
  Better: “Feel stronger, look better, and live healthier with our personalized strength programs.”

To take this approach one step further, gather data from your clients’ results and share it. For example, track progress, share testimonials, and highlight the changes they’ve made in their health. Just like Apple, you’ll make it easy for prospective clients to see what’s possible for them.

When your gym becomes more about the transformation than the equipment, you’re no longer selling a service…YOU’RE SELLING A SOLUTION.

That’s where the real value lies, and that’s what will help you stand out.

This is how you can charge 10x more than your competitors.

QUICK ACTIONS

Here are three quick, actionable questions for entrepreneurs to gain better clarity:

1. What problem am I solving for my clients, and how does it improve their life?
   • Action: Write down the tangible outcomes your product or service delivers, not just its features.
2. How easy is it for my clients to understand the value I provide?
   • Action: Revisit your messaging. If it’s full of jargon or overly complex, simplify it to one sentence anyone can understand.
3. What metrics am I tracking to show that my solution is working?
   • Action: Choose 1-2 key performance indicators (KPIs) that directly reflect the results your clients get from using your service. Then, make those results part of your marketing.