Community Is A Signal

Ahh, fitness industry - you’ve done it again

Just as soon as we are given a nice thing

Like the idea that people really value community, and fitness can be a huge part in that

We have to go and ruin it

Because show me someone who doesn’t promise clients a community as part of their coaching now.

It’s another example of ‘this thing good - I must add thing’

Alas, this is not helping businesses

Community can be incredibly powerful, and lots of coaches should look to build community

In the AI era, it will become more and more important

But you can only promise a community if you actually have one

The way community is sold is support

‘You get conversations and encouragement from people like you who just get it’

This is incredible - if true.

It comes with a condition attached - people have to engage.

They have to post, reply, ask questions - and many won’t.

Which is a problem. Unless…

You don’t think about community this way

Instead, you ask yourself - What would my clients value in a community.

Signal

To give you an in person example - I’ve been changed by being in a room with some people, without me saying anything or doing anything.

Just seeing what normal looks like for people who are in the position I’d like to be. What they do without making a big thing of it. What they talk about, how they talk about, what they don’t bother justifying.

You can change your identity and your behaviour by proximity alone, without participation.

So quiet people aren’t always ‘failing to get value’ - They can get value without the need to perform.

So that brings me back to what community should be for coaches.

It should be aligned to their clients, and their niche.

Will they want an arm around the shoulder, space to vent kinda space? Or will they want a ‘Show me how you get shit done, so I can step up’ kinda thing? Or a mix of both?

Is it just about sharing wins? Struggles? Having a laugh?

Obviously you don’t have to box it off this strictly - but at least be intentional with what community is for you.

It’s not just ‘Chuck them all in a Whatsapp group so I can add it as a perk on a sales call’

Will post about this properly soon - but enough for you to chew on for now!