Andy Capped                                                   Saturday 25 - 31 January 2014

It’s often said that ‘you get what you pay for’. What that means is that there is an implicit and intrinsic relationship between price and value. We expect to pay more for a gourmet restaurant meal than take-away fast food and for a luxury car than for an economy model. By the same token we expect the gourmet meal to also deliver much more in terms of taste and presentation and our luxury car should be full-house in comfort and performance.

Value should not be confused with personal preference. My daughter favours McDonalds and I prefer a good steak at the Beef Baron, not least because the service there is so much better. If I pay more, I expect to get more.
For example I have 3 personal gym training sessions per week at Physique Transformations. This is a private gym situated in the Fairgrounds where owner and manager Andy Brasem has raised the bar and the price when it comes to personal training in Gaborone.
Having worked with personal trainers for years I feel that I am in as good a position as anyone to comment on what Andy does, the value of it and why it is inevitable that his business will become even more successful than it already is. But firstly a little background on the personal training industry.

This industry is worth billions and includes individuals who offer one-on-one and small group fitness training. Typically in my experience a personal trainer will take your measurements, assess your fitness, discuss your goals and then develop a customised exercise programme, after which the hard work begins.
The commitment usually requires a minimum of 3 one-hour sessions a week, the idea being that personal training should optimise your routine to give you the most effective results in the least amount of time. As they say, time is money and a personal trainer will enable you to learn more and achieve more in a much shorter time span than trying different things on your own.

Now Andy’s time at Physique Transformations doesn’t come cheap; in fact I suspect he is 3 times more expensive than anyone else in town. I think when he started his business many people wouldn’t pay the rates he was asking as they didn’t know anyone else who was pricing themselves in that bracket.
They didn’t understand the price-value continuum. But now people are breaking down his gym doors trying to get a slot and the price is no longer the issue. You know why? Because Andy is the best at what he is doing. He might be 3 times more expensive, but he’s arguably more than 3 times better than anyone else and that’s priceless to some.

NOW I DON’T THINK PERSONAL TRAINING IS ROCKET SCIENCE BUT IT IS A SCIENCE AND ANDY HAS THE SPECIALIST KNOWLEDGE WHICH HE USES TO TAILOR-MAKE A PROGRAMME FOR YOU. BUT IT DOESN’T STOP THERE; HE LOOKS AT MOTIVATION AND DIET, UNDERSTANDS YOUR UNIQUE NEEDS (IN MY CASE PROBLEMS), THROWS IN REGULAR PROGRESS REVIEWS AND CHANGES THE PROGRAMME REGULARLY. EXERCISE IS VARIED, QUICK (GONE ARE THE DREADED ONE-HOUR LONG BORING GRIND ON A TREADMILL WHERE MORE EFFORT IS SPENT WATCHING THE CLOCK THAN THE EXERCISE) AND INTERESTING.


THE PREMISES WHICH ANDY OPERATES FROM ARE NO MEGA-SIZED SPORTS FACILITY BUT A SMALL, SUPERBLY ORGANISED AND EXCEPTIONALLY CLEAN GYM. IN RECENT YEARS THERE HAS BEEN AN INCREASED AWARENESS OF HOW TO EXERCISE WITHOUT BIG AND BULKY EQUIPMENT.
THE REALISATION THAT WE DON’T ACTUALLY NEED INDIVIDUAL MACHINES FOR EVERY BODY PART AND THAT NOT EVERYONE REQUIRES 400KG OF WEIGHT ON THE BARBELL TO MAKE PROGRESS IS PUT TO USE. HIS GYM IS AN APPEALING ALTERNATIVE TO THE TRADITIONAL EXERCISE ENVIRONMENT AND SO IS HIS ATTITUDE.

EFFICIENCY, ATTENTION TO THE CUSTOMERS AND A 100% FOCUS DURING THE TRAINING SESSION IS THE PHILOSOPHY OF PHYSIQUE TRANSFORMATIONS WHICH IS A DRAMATIC CHANGE FROM MY LAST PERSONAL TRAINER WHO WOULD ARRIVE LATE FOR THE SESSIONS WITHOUT A LESSON PLAN, FORGET THE REP COUNTS, ENCOURAGE ME TO PICK UP MORE WEIGHTS THAN WAS WISE AND THEN WHEN HE WASN’T AIDING AND ABETTING MY INEVITABLE INJURY, HE SPENT THE MAJORITY OF THE SESSION TEXTING ON HIS MOBILE AND TAKING CALLS.

NOW NOT EVERYONE IS RIGHT FOR PHYSIQUE TRANSFORMATIONS BUT ANDY UNDERSTANDS HIS MARKET AND KNOWS HOW TO SPEAK TO THEM. HIS CLIENTS PLACE A HIGH VALUE ON PERSONAL ATTENTION, EXCLUSIVENESS, QUALITY AND TIME AND HOW HIS BUSINESS IS DESIGNED SPEAKS TO ALL OF THIS.

WHILST MOST OF THE CLIENTS MIGHT BE THOSE WITH MEANS, AT THE SAME TIME THEY TEND TO BE BUSINESS SAVVY AND A FRUGAL LOT, WILLING TO PAY FOR HIGH QUALITY, BUT NOT WILLING TO THROW MONEY AWAY. THEY DEMAND VALUE AND ANDY GIVES IT.
THIS IS A BUSINESS THAT WORKS WELL: IT UNDERSTANDS ITS NICHE, DOESN’T DEVIATE FROM IT, UNDERSTANDS WHAT IT'S OFFERING AND DELIVERS BETTER THAN ITS COMPETITORS. CUSTOMERS ARE DELIGHTED AND THEIR WORD-OF-MOUTH PERSONAL ENDORSEMENTS ADVERTISE THE BUSINESS BETTER THAN ANY PRINT MEDIA ADVERTISING CAMPAIGN CAN.

SO I TAKE MY CAP OFF TO PHYSIQUE TRANSFORMATIONS FOR ESTABLISHING SUCH A HEALTHY BUSINESS IN THE HEALTH INDUSTRY. WHATEVER YOUR FITNESS LEVEL, IT’S FAIR TO SAY THAT THIS GYM WILL FIX IT BUT REMEMBER WHAT THEY SAY ABOUT BUYING A ROLLS ROYCE – IF YOU HAVE TO ASK THE PRICE, YOU CAN’T AFFORD IT.

STUART WHITE IS THE MANAGING DIRECTOR OF HRMC AND THEY CAN BE REACHED ON 395 1640 OR AT WWW.HRMC.CO.BW 

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