Members of Jean-Robert’s Gym in Aspen, Colo. have access to arguably one of the best gym views in the U.S. Nestled in the Rocky Mountains, the gym’s top floor features 360-degree views of the mountains — prime, attractive real estate for any club owner.
Three years ago, the club’s owner, Jean-Robert Barbette, adapted a new pricing model allowing only top-tier ($158 per month) members access to the gym’s upstairs, which in addition to pristine mountain views, boasts higher-end equipment and top-notch personal training.
According to Barbette, the new pricing model came about as a result of his need to differentiate himself from competitors in the local marketplace. Barbette considers the club to be a high-end facility, but he didn’t want to limit the gym’s access to only those who could afford a high-priced membership. “Our model is very unique,” said Barbette. “I wanted to appeal to high-end clientele, who want more exclusivity and privacy. But, we still had to compete with the low-end market.”
A split-pricing model was the solution. “We created a system where if you want a top-end product you can pay more, or if you just want access to the basics, you can pay less,” explained Barbette.
Though the top floor earns you access to better equipment and amazing views, Barbette explained the bottom floor (a downstairs membership costs $98) is nothing to balk at. “There’s still state-of-the-art equipment, it just gets trickled down after the top floor has access to it,” he said. Additionally, the locker rooms and a pool are located on the bottom level.
Opened in 1989, Jean-Robert’s Gym transformed from a 12,000-square-foot facility into a two-level, 16,000-square-foot club when Barbette purchased the upstairs space from a former business. This purchase, in addition to the new pricing model and Barbette’s leadership, has allowed the gym to find success in downtown Aspen.
“I came to Aspen for the quality of life,” said Barbette. “If I can improve the health and fitness of Aspen, that’s great.”
By Rachel Zabonick
