Good. Fast. Or Cheap.

If you are reading this blog post there is a good chance that, at some point, you spoke to Kyle or me about a membership.

And it’s likely that you heard our pitch and something about it spoke to you. At the risk of tooting our own horn, our process, philosophy and methodology are pretty hard to argue against. Plus, there’s the dolcet and charming tone of our phone voices to seal the deal.

Sure, there’s a chance that the schedule or location didn’t make sense for you. Or maybe the intensity of the training freaked you out a bit.

But those rare objections aside, “that’s actually exactly what I’m looking for,” is the reaction we most commonly get.

Then we tell you the cost and a lot of you run away.

What 30-seconds earlier was a “I’m definitely interested” becomes a “Let me think about it and get back to you later.”

And, let’s be honest here, most of you never get back to me later.

It doesn’t surprise me that so many people have a mild freak out when it comes to pricing. We have been so conditioned to worry about what something costs rather than the potential of what we might actually get, that this reaction is all but inevitable.

But here is the truth, we provide an incredible value for the service. When we were one-on-one personal trainers, people were willing to pay us 3 to 4 times more per session than what we charge now. And, dare I say, we get significantly better results for people in this setting than we did in our prior iteration doing one-on-one.

And this brings me to the main point of this mildly egotistical post. You, my dear price-objecting consumer, are punishing me for having refined my system and being good at what I do.

And while you should give absolutely zero shits about that, here is something that should get your attention – you are costing yourself a LOT of time and money by not joining exclusively due to the price.

Before I explain, a quick caveat. Not everyone can afford to train like this. The choice would truly be between buying groceries or attending our facilities. If this describes you, ignore what I’m about to say. This doesn’t pertain.

But if you are the 90% of people who we speak to who could afford a membership with possibly some mild sacrifice, this is for you.

I’m going to use body weight to make my point because it’s very easy to understand and losing weight is probably the most common goal in fitness.

We’ve had 5 clients recently lose over 10lbs in their first 4 weeks of training with us. That’s a significant result in a very short amount of time for an investment of a few hundred dollars.

Now, the same people who don’t want to spend hundreds of dollars on a gym will spend $100 to $300 per month at everything from Crunch to Equinox and never go nor never get anything out of it. I guarantee that you or someone you know can very easily relate to this scenario. You’ve taken what seems like the inexpensive route only to get no real result or experience at all. And, ultimately, it’s cost you your health, your time and your goals.

I’ll make it even simpler. If I said, hand over a few hundred dollars and you’ll lose 10lbs instantly, most of you would fork over the money faster than Kyle downing a plate of diner pancakes after a 10-day fast.

I’ll give you a non-fitness example just to drive the point home. If you hired me to build a great website and I built it for you in 3 weeks, why would you want to pay me less than if it took 6 months to build the same thing? Because my cost per hour was higher? That’s insane.

When I was in advertising we had a saying, “You can have it good. You can have it fast. Or you can have it cheap. Pick any two.”

But while “good, fast and cheap” are subjective, I’ve been in this business long enough to know that, compared to all the other noise that is out there, we deliver on all three.

I’m not here to tell you how to spend your money. But all I ask is that, next time I call, try to focus more on what you are getting rather than solely on what you have to give.

Your goals, and the speed at which you reach them, depend on it.