The problem with traditional health, fitness, and wellness marketing

"Here's the problem you have, the problem you have is all the people who already know they need a fitness place have one. So those people have already solved their fitness problem. You're not going to get growth, unseemly growth, fast growth, wonderful growth, unless you figure out how to sell to people who don't know they have a fitness problem. And the challenge you have is most people don't want to listen to you, those people are ignoring you, you've got to figure out how to get their friends to tell them. And the essence if what I came to talk about today, to this industry is, the industry is not good at that, the industry has created an environment with a lot of strangers standing next to each other on machines, as opposed to creating a culture where people want to tell their friends." - Seth Godin IHRSA Conference 2009