The de-conditioned market represents 75% or more of the adult population. Yet many fitness centers and trainers unknowingly build barriers to reaching this target group through their marketing, programs, staffing, customer service, training methods and physical environment. Understanding this market and adjusting operations accordingly could yield valuable increases in membership and retention. This session will give insights into the de-conditioned market, identify common deficiencies and mistakes in typical gym operations and address effective ways to obtain, train and retain de-conditioned individuals.