It may not come standard or cheap but the right specialty equipment is a member investment where you can’t afford to skimp. Here’s what you need to know to shop smart, get the most for your money and create an affordable, functional specialty equipment resource for your club.
Specialty equipment is definitely the cool kid of the health club scene-everybody wants in, but plenty of people, including club owners, are a little intimidated by it. While it’s sometimes hard to know what trends have staying power for your particular membership, ignoring the specialty market is a sure way to stall member renewals. Specialty equipment gives your club a sense of newness-a little zing, if you will, that keeps your members interested and your programming feeling fresh. And buying it doesn’t have to be intimidating if you know what you’re looking for.
Part One – Why you need it
Specialty equipment may not be the reason most of your members join your gym, but for many members, it’s the reason they stay there. Unlike strength and cardio workouts that most members approach because they have to, specialty fitness is exciting and interesting-if your members try it, it’s probably because they want to, not because they have to. And that enthusiasm will keep them coming back for more.
In fact, of all the equipment in fitness clubs, specialty equipment is the most member-driven purchase most clubs make. Brian Johnson, director of purchasing for Urban Active clubs, says that 90% of Urban Active’s specialty equipment purchases are driven by its members.
“It’s not just my job to respond to members when they’re looking for equipment that we don’t have because that doesn’t really happen very often,” Johnson says. “It’s my job to stay on top of trends in fitness equipment so that when a member comes in and says, ‘Hey, I just heard about this cool new fitness thing,’ we can say, ‘Let me give you a demo.’ Good clubs anticipate what their members are going to want.”
Doug Werner, COO of Healthtrax. agrees that members’ opinions carry a lot of weight when it comes time to buy specialty equipment. “Our members and even our non-members can have a lot of impact on the specialty equipment we buy if their demand is vocal and consistent enough,” Werner says.
Johnson and Werner agree that specialty equipment is a must for most clubs, but Werner is adamant that you can’t jump pell-mell into a specialty equipment buying frenzy. It’s vital to make smart purchases that work for your club and its specific membership, or you’ll end up with expensive equipment gathering dust.
“When we buy a piece of specialty equipment, we need to be convinced that it helps attract new members, close membership sales, improve membership sales, contribute to our differentiation in the marketplace and do all those things with a return on investment that’s at least on par with all the other equipment purchases we make.”
Specialty equipment is definitely the sizzle in the sell-your potential members are going to expect you to have treadmills and circuit training machines, but they’ll be impressed by your Pilates equipment or your fancy climbing walls. And those “extra” pieces may be just the motivation they need to sign your club’s contract on the dotted line and show up in their sneakers ready to work out the next day.
Part Two – What you need
Specialty equipment comes with all kinds of forms and functions. In general, it’s smart to start with a smaller investment-depending on the scale of your operation, that might mean buying one piece of equipment or equipment for just one club-and using it as a test to see how members respond. Here are some forms of specialty equipment that might get your members excited:
PILATES/YOGA. Yoga and Pilates equipment is almost as much of a must-have as free weights, which means it can be easy to get carried away. Spend time thinking about your membership before you spend money on equipment: If your club’s Pilates classes have waiting lists, you might think about buying big-ticket items like reformers and giving them dedicated floor space. If most of your members seem interested in the idea of Pilates more than the practice of Pilates, you might want to start with a smaller investment, such as Pilates chairs. Not only are they more affordable in terms of price, they’re also more portable and stackable, reducing your club’s real estate investment for them.
Most high-end Pilates equipment available now is reliable and safe for members, so choosing pieces often comes down to aesthetics. The traditional wooden machines are beautiful, but more affordable versions in club-friendly materials can be just as effective. If you’re testing the waters, consider pieces that have room to grow-reformers that let you add towers, for instance-so that if your investment proves profitable, you can upgrade your offering without having to invest in all new equipment.
Education might be the most important factor to consider when you’re buying Pilates equipment. Not only does your equipment need qualified trainers so that your members can use it properly, your trainers need regular continuing education to keep your Pilates programming interesting for your members. The best companies offer comprehensive, ongoing training programs and easily accessible customer service assistance for your trainers.
BALANCE AND STABILITY. Balance and stability equipment plays an important role in one of the industry’s current key trends: functional training. Balance and stability gear is beloved by personal trainers and physical trainers alike, since it contributes to core conditioning and expands the possibilities for flexibility and variation in cardio and strength training. Though many trainers provide their own balance and stability equipment for their personal training sessions, it makes sense to provide your members with the gear they rely on in those sessions for their non-trainer workouts, too, so you might consider investing in balance boards, stability balls, wobble boards, domes, balance discs, foam rolls, balance pads, medicine balls, balance beams, balance mats, wavy pads and trampolines and rebounders.
One of the key factors to look for in this equipment is durability. High usage means this equipment needs to be replaced fairly frequently, but it should stand up reasonably well to regular use. Also look for equipment that “gives” before it breaks you don’t want stability balls that will suddenly pop while a member is using them.
INVERSION. Inversion equipment probably isn’t a must-have for most of your members, but there is a core group of people who are committed to inversion. If some of them are lobbying your club to add equipment, it’s worth considering. (It can also be a draw for baby boomers, a coveted demographic for many clubs. Used correctly, inversion equipment can improve posture, joint pressure, circulation and immune system function. The key to purchasing inversion equipment is to buy from reputable companies and distributors since durability and proper use are important for inversion equipment.
CLIMBING WALLS. Climbing walls are great for strength training, but they also have an undeniable fun factor. Even better, since they require wall space rather than floor space, they’re an inexpensive addition in terms of club real estate. They’re also appealing to the Gen X demographic and to young adults and teenagers, so they’re worth looking into if you’re looking to grow your membership in these areas.
Look for walls that can be configured in different patterns to keep things interesting.
SPORT CONDITIONING. Sport conditioning workouts are becoming more popular as members join clubs or sign up with trainers so that they can play better golf or train for a triathlon. Depending on what your members are looking for, you can put together sport conditioning training areas for a variety of sports. This is one area where it’s especially smart to ask your trainers for input: What equipment would they recommend for tennis conditioning? How many members do they have interested in improving their golf games? Member surveys can also be a useful tool here.
AQUATIC. If you have a swimming pool and you don’t have aquatic programming, you may be missing out on a potential revenue stream. Water exercise classes remain popular with women and seniors, so if those groups are in your target demographic, consider adding aquatic equipment. You can start with something as simple as floatation belts and if they prove popular upgrade to full-on underwater gyms.
VIBRATION. It’s cutting edge right now and many clubs are taking a wait-and-see approach, but vibration machines were all over this year’s IHRSA show-and many boast endorsements from elite athletic groups, who say vibration helps with workout recovery. Vibration may indeed help with muscle recovery, both for athletes and those in physical therapy. This is one area where it’s smart to start small-if you want to test the waters, invest in one machine and see how your members respond before dedicating additional funds and space.
Part Three – Bells & whistles
When it comes to specialty equipment, the bells and whistles take a backseat to interest and customer service.
“Don’t be the first person in your market to buy a piece of specialty equipment,” says Doug Werner, who thinks club owners should give new equipment at least a year of use before they spend money on it so that their members don’t have to be product guinea pigs.
“Most new equipment will go through several versions early in its life cycle, and many manufacturers rush a product to market before it’s properly tested-just ask anyone who bought a Skywalker 10 years ago,” says Werner. “Let someone else pay for that process.”
After making sure that the equipment you want to purchase is proven safe, the most important feature it can have is a dedicated back-end support system. “If the equipment is high-tech or not intuitive, we expect a lot of support from the manufacturer,” says Werner. Since specialty equipment often requires special training for staff and members, buying from a manufacturer who offers a comprehensive package- including signage, member handouts, initial and ongoing instruction and readily available customer service is key to successful product integration. Remember, with specialty equipment, you’re not just buying a single piece of equipment, you’re purchasing a whole new field of possibilities for your club-and the success or failure of that venture depends largely on your ability to leverage that equipment for both your current and potential members. You want to be sure you purchase equipment from a manufacturer or distributor who is knowledgeable about its products and one who will work with you to educate your team and your members. Remember, your specialty equipment investment is one that can easily backfire without sufficient backend support, so you should never purchase your specialty equipment without a solid knowledge of what that support entails.
Part Four – Maintenance
Specialty equipment is often more prone to damage than other forms of equipment just by its nature-mats and balls will need to be replaced more often than big machines, and the more parts something has, the more likely it is that one of those parts is going to need replacing. That’s why it’s so important to regularly inspect your specialty equipment to look for signs of wear and tear-damaged equipment can cause serious injury and frustrated exercisers. Also, encourage your staff to observe members on the equipment to make sure they’re using the equipment properly-incorrect usage can speed up wear.
Other than regular safety inspections, keep your specialty equipment in good shape with frequent cleanings and wipe downs. (Check with your manufacturer or distributor for specific care instructions for your specialty equipment-it can vary significantly from product to product.) Store non-permanent equipment properly to maximize its lifespan. And if you’re in doubt about whether a piece of equipment needs to be replaced or repaired, check with the manufacturer for a recommendation.
