Starting a Gym? Don't! Why opening a gym is no longer the only key for success in the operator space
Build a community, not just a gym
All four speakers made some really great points to consider, speaking about the impact your space can have on your members. Social interaction has become an increasingly important part of the fitness experience, especially post-pandemic. Community events are on the rise, and fitness facilities have a great opportunity to tap into this. Make your facility a community and a club, incorporating social spaces like bar and restaurant spaces where people can come together, relax, socialise, and even bring their laptops to work.
A focus on strength, conditioning & recovery
Strength training is more popular than ever, with gym floor layouts being designed to maximise their strength equipment offering for members, while incorporating dedicated recovery areas is becoming increasingly important. Members are training for their workout prior to their workout, with time dedicated to rehabilitation and recovery afterwards. The equipment is still key - members will identify with quality equipment, brands they recognise, and new, unique features as part of the gym experience. But that experience has now grown to encompass a broader range of strength and conditioning training and recovery work, and fitness facilities should view this as an opportunity, not a threat.
More than just an equipment supplier
Life Fitness is more than just an equipment supplier. Creating strong partnerships with customers to co-create unique experiences is what the team does every day, and the panel discussion, ‘Opening a Gym? Don’t!’ explores what else operators need to be doing to be successful in an ever-competitive market.
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