How to Set Your Business Apart from the Competition

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When I present on customer experience, I often remind an audience that all fitness facilities are the same. They all have cardio equipment, strength training machines and accessories, group exercise classes, personal training and other, similar amenities. And for the most part, they all offer the same thing: A promise to help people improve their lives through fitness.

While this is an exaggeration, it’s also a common perception, and perception is reality. The average consumer may not realize that a facility has superior exercise equipment, more qualified trainers or safer group exercise classes. How then can a facility differentiate itself from the competition?

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