A couple month’s ago, one of the professional teams that I was training at Athletic Lab changed head coaches and decided to look elsewhere for training. While training at Athletic Lab they were the top in their league for 2 consecutive years and set plenty of club and league records for success on the field due in no small part to their physical dominance over their opponents. As mentioned, they decided to train with a competitor this year who offered their services for free in exchange for them for marketing. The president outright told us that we were too expensive even though we had already offered them an hourly rate that was less than many of my personal training clients even though I was training 20-25 professional athletes in a single session. This barely covered our amortized rent, utilities and cleaning costs for those sessions. In return, we were also given a marketing package (field advertisements, announcements, etc) that helped to offset our time and financial investment. They thought it was too much and some at the top of the organization didn’t see the value in what they were receiving. We decided not to fold and either dumb down our services or lower our already low cost. We would do fine without them.

Flash forward to the new season…the team is winless in their first 7 games and at the absolute bottom of their league playing with a less fit and athletic team. That’s right….from first to worst in one year. Ticket sales are down. Fans are abandoning the team. And being the hyper-competitive person that I am, I can’t say I’m shedding any tears.

While there’s rarely good reason to pay for the most expensive option. There’s almost never good reason to seek the lowest priced option unless your primary driver is cost rather than value.

Read these:

Price vs. Value

Free doesn’t pay