There’s something a few of my friends and I do that we really enjoy, but it is pretty much the antithesis of most people in the gym culture. We share our lifting failures and welcome the heckling in doing so. 

Our “anti-highlights” are not for the sensitive. We share our short 30-second videos and then wait for the abuse from the rest. And this could be just the ironic gym culture your place of fitness needs to grow membership sales.

The Opposite of Most Gyms

If you scroll through any fitness influencer’s social media feed, you’ll see them posting about PRs, the correct form, on-point diet, and all while looking amazing like they just stepped out of a magazine. 

To the ordinary gym-goer, this can be viewed as two things: motivation or pressure. 

Is your gym’s social media like this as well? A culture that rewards only the highlight reel and the beautiful people in it? It could be too much for some. 

But still, on the other hand, promoting highlights should feel fine also. It is a slippery slope where you don’t want to ignore any group of people. After all, alienating any of the crowd could lead to fewer people in your gym.

Honoring the Near Misses

Hosting a “Near Miss” event at your gym or posting about the fails, the awkward first attempts, and exercises that did not go according to plan could distinguish your gym culture from others. 

Of course, this would all have to be done with people’s consent while ensuring them that we are all laughing with them and not at them. This is definitely key. We all enjoy when we are part of the joke, but not so much being the butt of it. To be able to laugh at yourself means that you feel you are in a safe community without harsh judgement. Doesn’t sound like such a bad gym culture to be a part of?

Back to Gymtimidation

As written about previously, gymtimidation is the anxiety of being at a gym and feeling judgment, embarrassment, fear, intimidation, and crippling self-consciousness when you don’t believe you are at the same level as others. And it keeps people from attending the gym. 

A culture that only celebrates the wins is quietly overlooking the majority of the members without noticing it. Others are still putting in the work without getting a pat on the back. It’s time to celebrate the ordinary.

Failure Celebrations

I once belonged to a gym where a group of us guys would get together once or twice a year at a nice restaurant and discuss our gym failures. Many of us did not know each other well, but I will tell you something… This dinner was always packed! And for every putdown about your shortcomings, there was a nod of support from a complete stranger. It was like being at a comedy roast but without Jeff Ross hosting. Sometimes the pleasantness of it all felt more like Bob Ross was hosting instead. 

When people are able to see the strongest member in the room laughing and cringing about a missed lift, it humanizes even the toughest individual. New members will realize that at times, all of us are sort of just winging it as we go. And the psychological aspect of it reduces the gymtimidation and builds connections. Veteran members showing they are taking the losses in good humor will often do more for retention rates than putting out a 600-pound squat on social media.

A Culture Shift and Not a One-Off Gimmick

Marketing these types of events will require some strategy. To better ensure success, leadership needs to participate. If owners and coaches can openly discuss their struggles and have fun in the process, others will feel more comfortable in participating. 

For marketing purposes, be careful when naming the event. Something such as “Anti-Highlight Reel Night” may go over better than using the word failure in the title. Plus, if only five people show up to the first one, take that as a win. The word of mouth will eventually grow, and there will be better participation for the next one if you post short videos of it on your gym’s social media. 

Soon enough, people will start recognizing the members who are constantly putting in consistent effort without having to hit record-breaking PRs. However, the highlight reel should not disappear and progress should still be recognized. It just shouldn’t be the only thing celebrated. 

People keep coming back to a gym when they feel they belong, even on the days they fall short. When your culture celebrates effort over perfection and treats imperfect workouts as part of the journey, members stop feeling the pressure to perform and start feeling at home. That sense of acceptance is what turns occasional visitors into lifelong members.

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