If you’re looking to lure more members to your club, don’t underestimate the positive impact of the right design. Here’s the scoop on the changing face of club design – and how you can tell if the time is ripe to give your own gym a facelift.
Fitness centers have come a long way since the days when you’d walk in to see a couple of huge guys pumping intimidating iron almost in the doorway, and fitness club owners have been quick to stay on top of the trends. Walk into a fitness club today, and those huge guys are still working out – but you’ll also find a welcoming lobby; rooms full of exercisers on treadmills working out to the evening news; clusters of members waiting for the Pilates class to begin, and bathrooms that would make most nice hotels feel a little envious. In fact, most of today’s fitness club design is pretty posh.
“When I show prospective members around, one of the first things they always comment on is the way the club looks,” says Sandy Esher, who owns three fitness clubs in southern Georgia. “Renovating can be pricey, so we started out with just one club, but we’ve really seen results and plan to update our other clubs very soon.”
Mike Hansen, whose company iTech designs can turn around virtual three-dimensional walk-throughs of clubs based on nothing more than an architectural rendering, has noticed the trend, too.
“It’s not just about the gym anymore, it’s about the experience,” Hansen says. He says that clubs are turning into wellness centers and cites the trend of bringing hospitality industry experts on board as club design consultants.
Here’s a look at some of the biggest trends in fitness club design:
Please your demographic.
The key to successful club design is creating an environment that your members will love – and to do that, you need to know who your members are. A club with a mostly single, urban, twenty-something membership might benefit from bright colors and lots of social areas, whereas a club whose membership is mostly older might opt for muted hues and more space for stretching and yoga activities.
Welcoming reception area.
These days walking into a club can feel a lot like walking into a hotel lobby, and for many members that’s a welcome change. With entrances as warm and friendly as your reception staff, members feel special and valued the minute they walk through the door. And Hansen suggests showing just enough of the club’s interior – 10 to 15% – to intrigue prospective club members to explore further.
Getting technical
Looks aren’t everything. To create an environment that’s really member-friendly, you’ll want to be sure you’ve got mechanical systems that can warm up a chilly yoga class and keep a sweaty aerobics class from getting too hot.
Clearly defined zones.
“Multiple workout areas offer a variety of workout experiences, so don’t be afraid to break your club up into distinct zones, using wall color, equipment and even music to differentiate between zones,” says Ron Fabiano, president of Fabiano Designs.
Elegant details.
Little touches like upholstered benches in the changing rooms or sleek wood finishes instead of standard metal for members’ lockers can make a big impact without costing that much extra, as CTA Group discovered when they transformed two floors of a Washington office building into an upscale fitness center.
Inviting exterior.
You don’t want members to feel like they’re entering a warehouse to work out, so make sure your club feels like a public building. You don’t have to change locations to do this. Simple switches like adding uplighting instead of spotlighting and investing in some inexpensive landscaping can make a big difference.
Keep the hardcore exercise in the back.
Plenty of members can be intimidated by a wall of weights or cardio machines, so why not put the equipment for your most fit members in a place where it’s not the first thing those less fit members see?
Let members see the fun.
Members are more likely to join classes if they can get a peek at them before they start, so installing some kind of window into group rooms can be a smart move. Still, you don’t want class members to feel prey to gawking, so a few smaller windows can make classes visible without making them into entertainment.
3 Strategies for Smarter Renovations:
1. KEEP HIGH-COST AREAS CLASSIC.
Carpet and tile can have high price tags and look dated fast. Instead of splurging on of-the-moment styles there, opt for simple neutrals that will stand the test of time. Bold paint colors and trendy fixtures are much easier and less expensive to update.2. SPEND FOR THE FIRST IMPRESSION.
To attract the not-so-hardcore fitness types, the key is to make your club’s environment seem appealing the moment someone walks through the door. It’s worth splurging to create a great first impression.3. DON’T SKIMP ON THE BATHROOMS.
It’s worth spending to install the best quality changing and shower rooms you can afford. A very nice bathroom may not sound impressive, but it makes a big impact.
Need a hand? These companies specialize in fitness club design.
CTA Group: ctagroup.com
Fabiano Designs: fabianodesigns.com
Ohlson Lavoie: olcdesigns.com
Earl Swensson Associates: esarch.com
iTech Fitness: itechfitness.com
