Marketing and sales pundits teach that in order to both market or sell a product or service, the marketer or salesperson should speak to the one problem that the product or service promises to solve. Stated otherwise, don’t overwhelm a prospect with too many purported benefits.
With every passing year, this becomes a challenge with resistance training. 25 years ago, strength training was positioned as a means to get stronger and add muscle. And, of course, this matters.
As we commence the final quarter of 2024, our understanding around the benefits of strength training have expanded. These benefits are so robust that they almost appear too good to be true. Additionally, the multitude of benefits are almost distracting.
What’s the “problem” that strength training is uniquely designed to solve? You pick.
- Decline in cognitive function leading to cognitive impairment.
- Sarcopenia – Muscle loss with aging.
- Dynapenia – Strength loss with aging.
- Falls and fractures with aging.
- Cardiovascular disease risk factors.
- Lower back pain.
- Low bone mineral density.
- Lack of flexibility.
- Poor body composition – too much fat and not enough muscle.
- “Slow” metabolism – not burning enough calories all day long.
- Poor sleep quality.
- Mediocre long game on the golf course.
- Declining memory with age.
- Poor running economy as a marathon runner (or at least, not maximized running economy).
- Pre-diabetes and Type II diabetes.
- Arthritic pain.
- Poor academic performance in school-aged children.
How to market and sell strength training? I don’t have the answer. However, with each passing year, I get more excited about the high-quality research being published on the robust, saw-sharpening benefits of strength training.
If you’ve been inspired by this content, the workout, or the brand, we invite you to explore the Discover Strength Franchise Opportunity here!