We all know someone who’s made phenomenal strides in a sport—or in their own fitness journey—in spite of seemingly insurmountable odds. Everyone loves a happy ending, and it can be a great reminder that we ourselves can stretch a bit further, rise above the odds, and perhaps even become a success story ourselves. I mean, if a favela kid can become a soccer star or someone who grew up in the projects can become an NFL star, then those of us raised in suburbia can soar to great heights as well, right? If that single mom can juggle school and work and the gym while still finding time for her child, and we’re blessed with a lighter load to carry, what’s our excuse?

So yes, people who prioritize fitness or athleticism despite serious challenges can be inspirational, but there’s a dark side to this as well. I’ve seen it primarily from gym owners who, quite possibly, have been hanging out with internet marketing gurus a bit too long and are intently focused on meeting certain sales goals, perhaps trying to meet a self-imposed quota for personal training sessions or gym membership or something.

The switch happens when instead of viewing people who perhaps have very little time or money to spare but spend every bit of it at the gym as inspirational, you start assuming that the ones who don’t are simply “making excuses.” That they’re lying. Then come the tirades and think pieces about how people just need to prioritize and if they just stopped buying cappuccinos in the morning, they could afford $150 training sessions three days a week.

Surely there are people who squander money at Starbucks and lament that they don’t have time to go to the gym but spend four hours a day watching TV and playing video games. And then there are people who are working two jobs and raising a family and literally struggling to make ends meet. Probably not a good idea to assume that they’re lying when they tell you that they can’t afford your gym membership, or to lecture them about priorities.

So in the interest of folks on that end of that spectrum who are often not represented in marketing classes, let’s take a step back and look at the basics. In the end of this article, I’ll also list off some strategies to consider if you care about making your gym more accessible.

Truth #1: Not Everyone Can Afford A Gym Membership, Let Alone Personal Training

Not everyone has cash to spare at the end of the month. This is so incredibly obvious that I’m not really sure why people need a reminder, but I can’t count on both hands the number of times I’ve heard folks say something like, “We all have time and money,” thereby showcasing a distinct lack of awareness over people’s financial situations.

Some people legitimately cannot afford gym memberships, let alone personal training. It’s not that they’re blowing wads of cash on hookers and blow, but that they haven’t yet figured out how to squeeze blood from a stone. The oft-repeated budgeting advice (like “Stop spending all of your money on coffee”) isn’t applicable to everyone.

I’m sure it’s easier to acknowledge the existence of people who can’t afford gym memberships or personal training sessions if you’re not trying to sell those very same gym memberships and personal training sessions. That said, I’ve never been able to ascertain whether people who deny this possibility have never faced any real financial difficulty themselves, or are trying to convince themselves that it’s not a thing so they’ll be more confident in their sales pitches. Maybe both. In any case, it’s frankly insulting to pretend to know someone’s financial situation better than they do. Assuming people are lying to you is probably a bad way to start.
 
Not Everyone Needs A Gym Membership
 
Sure, it’s probably easier for most people to stay in shape with a gym membership, but some people manage to make do with a sparse home gym or even just a set of adjustable dumbbells, a bicycle, and some running shoes. Again, the only people I see trying to convince the world that people who don’t have gym memberships are doomed to a life of inactivity (or are statistical anomalies) are people trying to sell gym memberships. One would hope that people in the fitness industry would want people to get in shape, even if they weren’t making money from it, so leaving people feeling disempowered is a major fail.

Higher Costs Are Not A Great Thing For Everyone

There’s definitely a lot to be said for charging premium prices for premium services. That said, justifying higher prices by telling people they’ll value their training more is hardly applicable to everyone--especially when you’re basing “value” on anecdotal evidence or very limited statistics of people who don’t show up to lower-cost gyms but make time for pricy personal training sessions. Perhaps there are other factors at play. Which leads us to…

Schedule Concerns Are A Thing
 
As someone who often drives to the gym at 11PM or midnight, I’ve always appreciated the flexibility of the 24/7 gym. I hear a lot of coaches selling their gym (with limited hours) by telling people that if they can’t make set hours they’re not really committed--or would never go anyway. Hopefully I’ve explained why leaving people disempowered (unless they give you money) is shitty, but beyond that, the justifications used for it are inaccurate. People will basically delve into statistics indicating that folks who pay more money for group classes or personal training sessions during restricted hours show up in a higher percentage than those who get memberships at 24/7 gyms. Without even delving into the fact that you’re dealing with individuals rather than statistics, people who make this argument might benefit from reviewing the difference between correlation and causation. There are clearly other factors at play. Maybe people willing to pay more money for personal training are more likely to show up because they are more committed in the first place (or wouldn’t have paid that much in the first place). People who can afford pricy personal training sessions can probably also afford a babysitter. They may also have a better support system in place. (“Plenty of people with kids make it to personal training” can sound just as tone deaf as something like “have you tried not being poor?”) And once again, it’s worth remembering that living, breathing individuals have unique circumstances and may not match the statistics you’ve memorized—you’re dealing with people, not numbers, remember?

Just like you can’t assume that an individual is burning money on Starbucks and beer every day just because you do, you also can’t assume that the person in front of you who says they’re pressed for time is spending three hours a day watching television because of some study you read about average Americans.
Bottom Line: Don’t Be A Classist Asshole
 
Takeaways:

1. Don’t assume that people who say they can’t afford your classes or can’t find the time in their schedule are lying, or are in denial, or need a savior/coach to help them see the error of their ways after they pay the fee and realize it was worth it all along.

2. Don’t tell people they’ll magically make the money back because their confidence will improve and they’ll get raises (which, I’m guessing, is a statistical anomaly at worst--at best it’s absolutely not something you can guarantee).

3. Don’t tell people who don’t sign up at your gym that they’re too lazy to work out alone, too unmotivated to go to a 24-hour gym, or need to see the light and pay $800 to $1200 a month for personal training or die out of shape

4. In general, it’s always good to develop some empathy muscles. You may also wish to examine whether you’re profiting at someone’s expense or are constantly, in little ways, making the community a little worse. Just something to think about.
 
Some Suggestions For Running A Gym That’s More Inclusive
 
I get it. Not everyone has the desire (or even ability) to offer gym memberships at competitively low prices or accommodate people who are really struggling (financially or otherwise). That said, there are a few things you can do...
 
1. Consider putting your gym cost on your website

Sure, people won’t get the tour and marketing spiel and find out the cost until after you’ve done your persuasive bit about the true value of what you’re offering. But it also stops people who can only afford a third of what you’re charging from wasting everyone’s time.
 
2. Be up-front about hidden costs

Whether it’s a one-time sign-up fee, a bunch of patches or shirts they’re expected to buy, or a series of classes they’ll need before getting started, telling them about it before they sign a contract is a good idea.
 
3.  Consider offering monthly fees rather than annual fees

It’s counterintuitive, but someone without $1000 in the bank for emergencies may prefer to pay additional money each month rather signing a year-long contract, just in case something comes up for them. Talk about priorities all you want, but if you had to choose between paying your gym fees and getting emergency car repair so you can get to work, the choice would be obvious. Not everyone has credit cards (some people have a history of bad credit), and not everyone has friends or family members who can bail them out in times of need. If nothing else, speaking with individuals about their circumstances to work out a payment plan (or whatever) if they miss a month’s dues before sicing collections on them can be a generous thing to do.
 
4. Accommodate people with children
 
Not everyone can offer child care at all of their facilities, but maybe you can run a kid’s class and adult class at the same time once or twice a week, so parents won’t have to find a babysitter. Or perhaps a one-off workshop could include childcare options in order to accommodate more parents.
 
5. Have occasional pay-what-you-can classes

Worried about people not coming through the door now that you’re posting your fees on your website? Having a sliding scale class every month or two can be a draw. You can even make it a fundraiser for a local charity or non-profit, so you’ll be contributing to the community while simultaneously creating an event that’s more accessible to folks, regardless of financial circumstances.
 
6. Consider an occasional scholarship

Letting people (perhaps at-risk youth or another criteria you set) apply for free or reduced-cost sessions for a month or two can help them see what a solid facility looks like, and these things have a way of coming back around to you.
 
7. Be aware of other options
 
You don’t want to send business away, but if someone motivated truly can’t afford your gym and is looking for other options, a working knowledge of the sliding-scale YMCA or the $3 rec center can help you refer people out. That’s a much more honorable decision that simply trying to convince them they need to prioritize better.
 
8. Provide something of value for free

Website, anyone? Just remember that “something of value” probably doesn’t include platitudes about priorities or shaming folks for being poor or busy or having weak support systems.
 
9. Be aware that people you think are making poor choices may well be navigating what’s available to them in a rational way
 
Sure, some people might really benefit from your tirades about how everyone should eat lean protein and fresh veggies and healthy fats. Other people live in food deserts or can’t afford to buy grassfed beef at Trader Joe’s or shop around at the farmer’s market. Some people literally don’t have time to prepare the type of meals in your Paleo cookbook because they are constantly working. If you haven’t ever eaten on a food stamp budget, perhaps you’re not a leading authority on what should and shouldn’t be in poor people’s grocery carts.
 
10. Enjoy the journey

Coaching is an ongoing process of performance, feedback, and revision. So is developing empathy and building a culture of inclusivity. Taking time to listen to clients (and non-clients) and modifying as necessary will get you well on your way.