It's something I butted up against several times in my previous role (hence now why I'm a "former" CMO...). I worked at a group fitness company, really great c

It's something I butted up against several times in my previous role (hence now why I'm a "former" CMO...). I worked at a group fitness company, really great concept which blends play and HIIT to create an inclusive, fun workout (essentially running around like children in sharp bursts, which is ultra effective). I kept trying to push the notion that we shouldn't be trying to convince people that they hate the gym, or that they should embrace group exercise when it's not right for them. However, it's worth noting that broadly, the numbers back it up that the majority of people just don't like the gym regime. Churn, vacancy rates, MRR... all point to people trying to force themselves to do it, and then give up because they don't like it (50% will quit before 6 months - sure, it might be they achieve their goals in that time, but attendance rates would probably indicate otherwise). My main critique of the piece is the lack of awareness that things like Zumba are specifically group exercises, randomly dancing in a normal gym is like body-popping in a morgue - if that's what you want to do, do it in a different place. As ever with opinion pieces like the article, one person bemoaning other people's workouts isn't helpful. It's almost as if we are an amazingly diverse species with different drivers and motivations, isn't it?