Big Breakthoughs in 2008

There is one tried and true method to have massive breakthroughs I’ve personally used (and have successfully coached others to to).

Do you know what it is?

Let me tell you a quick story…

Today I received a massage. I’ve been getting deep tissues massages once a week for over 3 years. The number of benefits from deep tissue massage are just about endless…

A brand new massage facility just opened up 1 mile from my house. It’s called Massage Envy (massageenvy.com).

They have a very unique business model.

They charge a monthly membership fee of $58 per month and that includes your first massage of the month. Then each massage after that is just $39 (well below market price).

This company took an industry that has done business the same way and added a monthly membership model.

They basically copied the health club model.

By doing this, they instantly positioned themselves as the source for busy people who want inexpensive massages (without an appointment).

What is the lesson?

If you want to have big breakthoughs, you must continue to look OUTSIDE your industry.

Expand your horizons, my friend!

  • Matt
    Yes and no...you get the massage as is (which is what you are in essence paying for, so 1 visit each month) compared to a health club where if you don't/hardly go, you've thrown away your money on it.

    The big difference would be if it is like health clubs, in which your membership needs to be paid several months upfront, down payments, etc. If it's simply monthly, no questions asked, then you're not really losing out on much. You get a bad massage, you've in essence paid for it to begin with, so canceling is easy. You really like them, they got you coming back for more.
  • Douglas
    The thing about Massage Envy is their business model very closely follows health club models. They're more about signing people up and getting the monthly revenue stream, then they are about providing a quality product\service. And we've all seen what that approach has done to a number of health club chains that we can no longer recall the names of.

    Though I 100% agree with your point about looking "outside".
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