A Mile Wide And An Inch Deep...

The Platte River is a mile wide at the mouth and only six inches deep. 

Think about that for a minute. 

That's the health club model. 

Let's cram as many people as we can into this box (wide), and it doesn't really matter if we know them or not, if they come or not, or if they have success or not (only 6" deep). 

Yesterday I did a recap video of 2017 to our members and announced a lot of exciting things coming in 2018 including a rewards program, additional sessions and services, more social and charity events, and some equipment and facade upgrades. 

The biggest?

We announced that we're capping our membership, our tribe. 

Read that again. 

It's a bigger deal than most will make it out to be. 

It's been a big decision we've been weighing for a long time. 

We've tried the mile wide and inch deep approach, and to be honest, we hate it. 

We go really deep with every single member of our gym. 

We get to know them, we care about them a lot, we invest a lot into them, and thus, the experience they have is much better. 

You can only go so deep if you're constantly adding new people to the funnel, it causes a bottleneck, and we've seen it. 

We hate it because we lose touch with our valued members, and they hate it because they get less attention from our team. 


We're capping our tribe at 400 members strong. 

That's it. 

Once we hit that, we'll turn to a waitlist. 

We'll have some natural attrition, people move, jobs change, etc. 

When we have an opening we'll make a post, and we'll find someone that wants to be a part of our community, our tribe. 

We're just a few dozen away from hitting that cap, and I imagine we'll hit it in 2018. 

Ultimately, it's going to allow us to triple down on what matters.

Instead of constantly chasing new members, we'll be able to spend our time and resources (and money) on our members, our tribe, continue to strengthen the community we have built, do things that make a difference, and fulfill our values. 

We've tried going a mile wide and an inch deep, and it's not us. 

We exist to change lives. 

And if we're going to make an impact on you, if we're going to empower you, if we're going to be with you every step of the way, we can only help so many in our facility. 

We're really excited about this clear vision. 

What's the lesson for you?

You can't be all things to all people and you need to be clear about what you want in life. 

We're designed for people who don't like the regular health club. 

We're designed for the people that are bored with regular fitness, for people that are afraid of getting hurt, and for people that want to be a part of something bigger than themselves, a community, a tribe. 

We're very clear on that. 

It may not be for you and that's okay. 

You should spend some time as we head into the new year about what YOU want, what do you want to do, who do you want to spend time with, and what kind of impact do you want to make with your precious time left. 

Too many of us are living lives we don't love, we're living somebody else's dream, we're doing everything for everybody else but nothing for ourselves. 

2018 should be about taking care of YOU. 

We're super excited for 2018 and the vision we have and I hope you are too. 

Thank you for being a part of the great journey we've had so far. 

We're just getting started. 

1% Better.

Dedicated to Your Success,

Doug Spurling

PS: If you want to join our community before we hit our cap we have just a few dozen spots left. Get started with our 6 Week Transformation Challenge that kicks off on January 11th. Click here to learn more