When ARM Systems launched in 2011, I have to admit, we were kind of basic. There really wasn’t anything different about us. I’d like to think we were better than the big-box gyms–and a better value too. But different? Not so much.
Around 2013 or 2014, things started to change. Our approach became more holistic, our identity a little more sophisticated. We started attracting a different type of client–and that’s when things got interesting.
That’s because the people who were coming to us were living these big, impressive, but also really difficult lives. Their responsibilities were gigantic in every area–home, family, the office, local community groups, churches and other houses of worship–and the pressure was intense.
As we expanded beyond fitness into wellness, we realized that, without some recharging of the batteries, burn-out would be a serious, if also predictable, problem for these clients. So we introduced a variety of luxurious amenities–Italian espresso bar; cooling aromatherapeutic towels; shakes and smoothies included with training services; et cetera–to ease their tension, minimize their worry, and give them little bits of joy when they needed them most.
It worked–and we realized there was even more to do....
As of summer 2016 we replaced our entire menu of fitness services with a curriculum called THE ARM ACADEMY. But wait! What does that mean? Here’s the deal…
Over the course of the past year, we’ve been doing our absolute best and most to create a dynamic, fascinating environment for our staff members; a worthwhile, value-packed service offer for our esteemed clientele; and a laboratory of luxury and innovation to inspire our community of local entrepreneurs and business people.
As we on-goingly reviewed our successes and failures, as well as feedback from loyal customers, we realized that what’s wanted and needed in the fitness industry–but what’s totally missing right now–is an all-inclusive solution that’s about much more than training on the floor. People want and need (A) lifestyle coaching, (B) access to complimentary wellness resources, (C) a sense that specific goals are being set and met, and (D) a progressive approach–not just the same type of training month after month, no end in sight. No, what we’ve heard, time and time again, is that people love a sense of graduation from one strictly defined level to another.
At first, we thought we could deliver upon these wants in the context of large-group fitness classes. Unfortunately, that didn’t work out; we weren’t able to deliver the level of personalized, individualized service that’s our gold standard.
(PS, by the way, that’s why we won’t be offering them anymore–unless, of course, a group comes to us requesting one, in which case we’ll gladly oblige.)
Instead, we’ve scanned the global marketplace for business models from which we might borrow structures and/or metaphors. After a full month of exploration, we were surprised but delighted to realize that the organizational model best suited to our wants and needs was that of the college or university.
Honestly, I’ve just top-lined our new curriculum for you. There’s so much more to share, for example: all of the luxurious extras that are included with tuition; our small-group learning options, which can reduce costs by as much as fifty percent; our merit-based scholarship program; and our financing options, which make it easier than ever to get ARMed.
Want to know more? Request a complimentary consultation by clicking here.
Meanwhile, please remember that, when it comes to your fitness, wellness, and performance, the best step is usually the next step.