Howard Luks makes the point that the fitness industry is not designed for those who want/need to start looking after their physical health, but for those who are already sold on the lifestyle.
Who is it for?
What is it for?
Two questions worth asking when designing a service, product, or developing an idea.
It reminds me of the age-old problem of the expert designing the service, then wondering why it doesn’t work the way it should.
Replace should with could, and you might be in for a surprise.
If you want to design a practice where belonging is a design choice, not a slogan, then you might want to check out my new book, Good Coach Bad Coach.