You all know my stance about Cult gyms. I am not a fan of these gyms but I must admit that they have won the marketing game. I can tell you because it took me 3hr to get information related to the gym membership of a new 24h gym. Here is what happened.

I was looking for a 24h gym. When I contacted the gym via WhatsApp, the first thing they sent me was a PDF document which just mentions points which are irrelevant especially to a new member. A new member does not care if the gym is accessible globally. A new member does not care or has the ability the distinguish if you are using imported equipment or locally sourced equipment. All that a new member cares about is “What is the annual membership fee?”

I started speaking to the 24h gym administration at 10am. Around 2pm I got the details of the gym membership. This was finally after I sent a message which was slightly harsh. Only then did they take it seriously and send me the details of discount and membership prices.

Cult understands that a beginner isn’t buying a gym. They’re buying an easy, non-intimidating way to start exercising. The first thing they talk about in their marketing is the price of the membership. For many beginners, price is one of the first pieces of information they want before deciding whether to investigate further. In fact when new potential clients approach me for my programs, the first thing I mention in the marketing material is the price.

Another place where Cult has won is the visuals in the gym. The inside of a Cult gym does not show winners of the Mr. Olympia competitions. A highly muscular bodybuilding physique represents an extreme end point of training and may not resemble what an average beginner is trying to achieve. Cult gyms have either a sleeveless picture of Hrithik Roshan or faceless bodies of random people who are just fit and not built with steroids.

In most gyms you have to talk to a trainer or admin staff who will guide you about membership cost, give you a tour of the gym, even do an analysis of your health. And sometimes even belittle or body shame you for being so unfit. Cult makes the registration process so easy. Just sign up on the app and walk in. The interaction between you and another human is completely optional.

There are four concrete lessons that these old school gyms must learn:

1. Tell customers the price immediately.
2. Use visuals that make beginners feel welcome rather than inadequate.
3. Remove unnecessary human interaction from the signup process.
4. Give prospective customers the information they need before asking them to talk to a salesperson.
5. Sales folk are a follow up and not the main source of consumer interaction.