Josh Adams, the director of professional education at Therabody, shares the benefits of offering recovery solutions in your health club.
As the fitness space evolves into a more holistic place, recovery is quickly becoming an essential part of the industry. Physical activity was once a core focus of a trip to the gym, and now recovery is often just as important. For members, it serves as an opportunity to get a more inclusive and well-rounded workout. For gym owners, it’s an engagement opportunity for increased retention and non-dues revenue. Keep reading to find out all the benefits of offering recovery services in your health club.
To start, members are increasingly drawn to high-intensity exercise programs like HIIT and CrossFit. We know this can lead to greater mechanical and metabolic stress, along with a higher potential for injury. This trend has increased the need for recovery modalities and services as a part of member care. With recovery solutions offered in your health club, they’ll be better prepared for their workout and in better condition to keep coming back.
Beyond that, there is a continuing shift of viewing exercise as a mind and body benefit rather than just a means of losing weight. Because of this, members want the total wellness experience, not just a place for physical activity. Recovery services provide exactly what they’re looking for.
Recovery programs and facilities can be a foundation of stress management and a means of decompressing from the daily stress and demands of life. They can also be a great means of reducing and eliminating the risk of burnout and injury; two primary causes of member attrition.
For potential new members, recovery and self-care are less intimidating services and may present a perceived lower barrier to entry than some fitness-focused programs. This is a good way to engage with a wider audience and grow your membership base. Additionally, recovery as a paid service can increase non-membership based revenue as an add-on to membership dues, like personal training services, specialty program access, or as a benefit to a premium membership.
To sum it all up, you can help members achieve greater results while also helping your business thrive with the addition of recovery solutions in your health club.