Blog 46: Health Club Marketing Unconscious Incompetence

I have read somewhere (and I apologize for not remembering where) that we go through four stages in mastering a given skill, i.e., unconscious incompetence, conscious incompetence, conscious competence, and unconscious competence. This is also true for the art of health club marketing.

The first stage is referred to as “unconscious incompetence” (simply put, you are unaware you are unequipped to do the task), i.e., successfully market your health club. This is the stage where you try to do a task that you have no education, skill set, or even any idea where to start. “Unconscious incompetence” is how almost all health club marketers start out today. They are just thrown into the position and expected to figure it out while increasing traffic and raising revenue without the proper education. This is when the health club marketer feels like a duck out of water. They have been trained in other areas of the health club industry and therefore are expected (ignorantly) to know how to properly market their health club. Because of this lack of knowledge, the health club marketer feels incompetent, overwhelmed and has no faith (justifiably) in the results of their health club marketing efforts.

Using the analogy of driving a vehicle, “unconscious incompetence” is very similar to when you first learned how to drive a manual shift vehicle opposed to an automatic transmission vehicle. When you first get into the vehicle, your brain starts to scan the levers, controls, pedals, and so on. Your mind is trying to figure out the function of the clutch, the gear shift, etc., and how they work. At this point, you have no idea of what you are doing, but with a little curiosity, you start to move into “conscious incompetence” which I am going to discuss in my next blog.

Be aware of the four stages in mastering a new skill set (health club marketing) and you will grow your health club and your health and fitness career.

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