Looking back on phone scripts, and how people found out about CrossFit Ireland, a sizable proportion of people don’t find out about us from members, but from friends or people on the internet (boards.ie being one particular hotspot).

With this in mind, it’s very important for us to think about our reputation and our image, about how we present ourselves and come across to potential clients. People are going to form opinions on you long before they ever meet you.

I believe that no one has the right to be arrogant on the internet, or in real life. Sure, we’re very proud of what we do here at CFI, but we’ve no right to reach globogym levels of arrogance:

We believe that exercise should be fun for everyone and an enjoyable experience, and as Ross said when first started, everyone seems so close-knit. If people walk in and see CrossFitters working out together, talking and having the craic, then we’ve done a good job.

A lot of companies, across every industry, claim to be the best at what they do, and this can get pretty arrogant in the fitness community when you’ve egos involved. Are we the best? Well, we’re constantly striving to be the best, but we call always be better and I don’t think we should ever stop trying to improve. Because the moment you start to rest on your laurels, and take your success or your clients for granted, that’s the moment you allow yourself to be run out of business by someone who’s hungrier to serve.

As a counterpoint, I’ll say that as the web becomes less about brochure sites that just tell you about products and services, and more about collaborative sites (blogs/forums), it’s very important we stay human as well. As Tom told me over a year ago ‘People buy from people’. They buy from people like them, and want the people serving them to be humans, not just constantly peddling their company or product.

After all, who are you more likely to stick with: The guy who just coaches you or the guy who chats to you about the game, goes to your barbecue and spends a little time getting to know your family?

Of course, as a final point, there’s only so much you can spend thinking about your reputation or how you come across to people. Really, the best way to be perceived is to genuinely care about who you’re serving. And you can’t fake that.

As always, thank you,