Most don’t even understand the concept of value.
“Your value is not predicated on someone’s inability to see your worth.
How could it be?
Most don’t even understand the concept of value, anyway.
Fortunately there are some who do.
This makes focusing on serving the value seekers and infinitely better option.”
-Ray Zingler on X
One of the aspects of my job that I have grown to love over the years is networking with strength professionals all over the world.
If you would have told me in my teens that I would be consulting gym owners on different continents, I would have probably laughed in your face. This guy, a meathead, who loves the barbell and is training out of a basement gym is going to be consulting people in places he can’t even point to on a map? In my teens I didn’t even know that strength entrepreneurship existed. Bonkers.
But that’s where this profession has taken me and I am eternally grateful for it.
One of the unique things I hear gym owners and strength coaches regularly talk about, and this is proven true from South Africa to South Dakota is that we all share many of the same problems, or at least what we think are problems.
People misinterpret our value. They just do.
People (from a mass perspective) don’t understand the value of a high-level coaching and accountability service and they compare it a run of the mill globo gym, gym membership.
Years ago, I had a dad completely baffled by our prices. He for the life of himself couldn’t understand why my gym (and gyms like mine) weren’t $29/month like the chrome and mirror parlors down the road.
I said something to him that I know is true, but he still didn’t have the ability to comprehend it.
I simply told him:
“The reason one costs more than the other is because the more expensive one is more valuable. If this weren’t true, the globo gym would cost more, but it doesn’t, because, well, the value is less.
We’re selling real training. We are streamlining safety, accountability, results, and permanently changing lives in the process.
The other is charging you rent to use their metal (that 90% of the renters don’t use at all, and 99% don’t use properly) for a low monthly fee.”
It’s a high-end car parts to apples comparison.
From that day on I stopped letting people who don’t understand the concept of value try to determine my worth.
I’d encourage you to do the same.
Chase the value seekers. They are out there.
They are out there.
