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Preventive healthcare is hard. Really hard.
It stems from the average consumer’s aversion to activity and a tendency to revert to counterproductive habits on the nutrition and sleep front. It’s tragically funny how averse the average person is to maintaining a boring routine that sees them hit the bed by 10 pm. Compulsive screen use is a big part of the problem.
The hardest won training streaks are derailed by the slightest friction. Mild niggles, travel, illness or just a long day at work tends to pull the handbrake on training. It’s just not a habit most people fight hard enough to sustain, understand or maintain. Which is why even if I find Hyrox, bodybuilding and obstacle stuff strange, I’ll gladly lose a client to that noise if it means they will do something for an appreciable period of time.
As for nutrition, deficits are hard. Figuring out what your maintenance calorie intake needs to be and eating a little less than that takes patience and persistence. The precision it takes to know how much food you need to eat to drop some weight while still eating the protein, healthy fat, fiber and micronutrients you need to thrive can be daunting for many.
And the consumer environment we inhabit genuinely makes it hard to not overeat. You need will-power and an education to know how your default choices aren’t helping your health or physical capacity. And invoke that will-power every single day for decades. To overcome hyperstimulating and conflicted messaging. That’s not an easy fight to win.
Building a business out of trying to teach people to exercise will-power, exhibit judgement and embrace hard work does not make for a sustainable or scalable business model. You have to constantly decide if you want to spend your money on efficacy, retention or reach. And like the quick, cheap or good adage for fast food, fitness companies can only pick two traits.