This new post is the first of a monthly series highlighting real businesses, non-profits, schools and faith-based organizations that are Doing What Matters in their context. Do you know a business, non-profit, school or faith-based organization that’s Doing What Matters? Email me your story at jrobinson@arenewalenterprise.com
As you know from my last post, my idea of sports leans towards dancing and more artistic endeavors. I can count on one hand the number of times I’ve set foot in a gym- that is until this past year. Scott Fitness, in Kansas City, Missouri, stands out as a business that’s doing what matters. All you have to do is look at their website to see this is no ordinary gym. I was intrigued with a business that would pointedly be so irreverent about their field, and went to check them out in person. I discovered facilities that were creative, classes that were fun (since when is sweating fun?!?) and a staff that was consistently friendly and welcoming, to everyone, not just the people who were in the best shape.
A few weeks ago, I had the opportunity to sit down with co-owner John Scott and ask him more about Scott Fitness. Here’s what I learned:
Being clear about your purpose matters. “It has helped us maintain a consistent culture. When you encourage a sense of ownership and belonging, your members become your advocates and your salespeople. They also bring forward charitable causes. We owners don’t need to go out and find causes, they are brought to us by our members. It’s a natural result of the type of people we attract here, because we focus on building community. That mentality is different than someone who thinks “I’m stuck in a contract”. I’ve worked in bars, gyms and farms. There was a welcoming atmosphere in bars that I wanted to incorporate into gym spaces. Each (of our) locations has a different look and feel. We have game night at one of the locations, with foosball and board games. It’s a way for people to get to know each other.
Humor not only helps, it’s important. “The website is really a business statement and a template for the kind of culture we’re creating. It’s important not to take yourself so seriously. Traditionally, gyms have been corny and unpleasant for most self respecting people, and places they have wanted to avoid. We wanted to create a place for regular people. (Here) you can wear regular clothing and show up with no make-up. The industry sells this myth that if you work hard you can look like Conan. We want to point out that mentality is ridiculous and frankly, that it’s self-destructive and a lie. Likewise, part of the lie of the fitness industry is engineered obsolescence. We don’t subscribe to the notion that everything needs to be new and shiny. We use a lot of retro and recycled objects, including equipment. Not only are they fun, they help us keep our prices low.
Know and understand your context. “We worked closely with a local business, the Lazarus group, who wrote for us a database management system unique for this industry. Nothing else like it is available in the industry. Other systems rely on an old model; a model based the notion that people don’t exercise. Of selling them a contract to get their money, and then disincentivising them to attend.”
In addition to working with local companies, Scott fitness has taken understanding context a step further. Each gym location has a unique style and décor that reflects the personality of the neighborhood. And, they’re going out of their way to use local and recycled resources wherever possible.
In my conversation with John, I was reminded about how doing what matters doesn’t happen in a vacuum. It’s not enough to just be clear about your purpose, or passionate about what you’re doing. You need to have a sense of humor to get you through the tough times, whether it’s our current economic downturn, or criticism from people who don’t like that you’re doing things differently. In fact, in these hard times, it’s more important than ever to take your context seriously, to work with your clients, not just for them.
John admits that doing things differently in the fitness industry hasn’t always been easy. “If you’re trying to create culture that is more thoughtful and nicer, you will be excluding people who want to behave differently. The danger of doing something you actually believe in is that you may actually get your feelings hurt.” But I can see that the passion he and his team have for doing things differently; for making business decisions that are more life-giving and renewable, and doing it all with a clear sense of purpose and a ready laugh, has kept them grounded and is making an impact; not just on this community, but on the industry itself.
