As the health club industry bounces back from COVID, a factor that is now more important than ever is the interior design of the space. The visual environment of a club creates an emotional experience for everyone who comes in – as a member or a potential new member.

Why is the environment so important? Simply the fact is most people hate to exercise and need all the motivational help they can get to become and stay a member. An exciting space can be the all-important inspirational help people need to start and stay with exercise. Create a dynamic interior and people will say, “I love it here” and “I want to come back”. Create a bland space and give just as many people another reason to stay home.   The bottom line – the love of exercise only motivates about 1 in 5 people.

A new mindset is needed for the fitness industry the correlates with so many other industries that know the absolute value of inspiring design.

Recently, two women being toured through the locker room of a new club in Mass. were so moved – and surprised by how beautiful the locker rooms looked they called their girlfriend during the tour to tell them “they had to come and see this place”. It was not the equipment or staff that prompted this call, but the wonderful ambiance they had not expected in a “health club.”

Interestingly, the viewpoint of many new clubs or renovations of existing clubs is that they don’t need a strong interior. This is “old-fashioned” thinking and only weakens a club’s competitive position and ability to attract new members. Therefore designing a bland space will cost money in the long run in reduced sales and profits.

So the message seems to be clear. Clubs no longer can afford to be “average” and uninviting, no matter how strong their sales staff, location, or amount of equipment.

Club design is coming into a new era in attracting the ever-increasing market for fitness – especially the deconditioned market. Clubs sell a product that promises to improve the appearance of an individual. It only makes sense that a club should start by looking its absolute best.

The rewards are for everyone. The member loves coming to the club more, gets better results leading to better word-of-mouth advertising and retention. As a result, any club will benefit from this – immediately and in the long run. Do check out our services page to learn more.