Medical need to improve
When your life is on the line, there is little most won't do to take action. This doesn't mean that it has to be torture. Find creative ways of getting non-fitness lovers motivated.
Beginners vs Lifestyle
The team mentality of an athlete in breed in for those that start early; but for those that start later, too much contact seem awkward and invasive.
Business Onwers & Trainers
Running a health-based organization stems from a deep personal passion. New owners soon learn that loving health and running a business are 2 very separate things.
The mind of an athlete is different than any other. The wanting to self-improve and naturally trusting organizational strength of a unified team objective.