Trend Alert: The Gym as a ‘Lifestyle’ Company
More and more gyms are making the shift from fitness-only facilities to lifestyle brands, striving to meet the many and varied needs of customers — whether it’s providing a space for them to work, do their laundry, or in the case of Life Time, even live.
This week, Life Time announced the launch of Life Time Living: high-end, leased residences the company states are “thoughtfully designed to inspire a holistically healthy lifestyle.”
Each property will include a Life Time Athletic Resort & Spa, LifeCafe, and in some cases, a Life Time Work location — in addition to being strategically placed in neighborhoods that feature convenient access to restaurants, shopping, nightlife and transportation.
Residents of Life Time Living will also have Diamond-level access to the fitness brand’s suite of 140-plus locations in the U.S. and Canada.
“Living an active, healthy and happy lifestyle is dependent upon many factors,” said Bahram Akradi, founder, chairman and CEO of Life Time, in a statement. “Among them is the critical element of where we choose to live. By integrating where we live, work and play in these Life Time Village developments, we’re creating far more time efficiency for members in their day-to-day lives, while also having a positive impact on our planet. The design truly is a natural extension of our mission to inspire people to live completely healthy, happy lives.”
Life Time is one of a multitude of brands that are expanding offerings outside of strictly fitness, wellness and health. MVP Sports Clubs recently launched its own coworking spin-off — Work-Space by MVP— as an added benefit to its All-Star membership.
In addition, Newtown Athletic Club is in the midst of adding a preschool to its campus, with additional plans in the works for a business center.
Jim Worthington, the owner of Newtown Athletic Club, told Club Solutions Magazine earlier this year: “The whole idea is that you spend your day here in a suburban setting. We’re going to begin offering more things that are non-fitness related to be included in this campus.”
Citing these examples, don’t be surprised to see an increasing number of gyms transitioning outside of strictly fitness, wellness and health, to true “lifestyle” companies.