Dave Corley, the vice president of business development at Human Touch, shares recovery solutions for health clubs.
While health club members have success using their favorite strength or cardio equipment to elevate heart rates and accomplish a good training day or workout, many fail to incorporate a recovery plan. Whether their goals are to get stronger, leaner, more flexible or just to maintain a healthy lifestyle, they will need to incorporate a successful recovery program to maximize the full benefits of their workout routines. Health clubs that offer recovery methods to members can help enhance member experience and satisfaction, increase their revenue, and build upon their brand’s reputation.
Recovery is an important part of achieving and maintaining optimal physical, mental and social well-being. Massage, zero-gravity positioning, stretch, compression therapy, sound therapy and heat are some of the tools that can be highly effective modalities of recovery. These modalities can help improve circulation, prevent injury, reduce muscle soreness, increase flexibility, and most importantly, allow members to work out the next day.
Many health clubs are incorporating commercial massage chairs and zero-gravity chairs as part of their recovery space offerings as they encompass at least one, if not all, of the mentioned recovery methods. By way of massage chair, a member can experience a full body massage — pre and/or post workout — in a zero-gravity angle that will help relieve stress and boost the immune system while decompressing their vertebrae.
A club might also incorporate cold therapy or cryotherapy as part of an overall offering. The theory is cold helps with inflammation and reduces your pain or other symptoms. Red light therapy is also a growing option. This treatment may help skin, muscle tissue and other parts of the body heal. Heat recovery options, such as heated massage chairs, saunas and hot tubs, help increase blood flow which is important to stimulate healing of the muscles.
By offering recovery solutions, member experience will improve. Health clubs with the opportunity to include a recovery area are easily able to offer higher-tiered memberships for as low as $10 per month per member. This additional option can commonly increase monthly membership dues by $5,000 and up per month. Gate access options on a massage chair will only allow members of a more expensive membership tier to gain access to the chairs. In addition, a growing trend is having an entire room or area with access via a higher/qualifying membership tier. Having these modalities on-site will increase a member’s experience and will be shared and noticed by others, which only improves a health club’s brand reputation and brand equity.
With proper recovery after a workout, members can expect to improve their sleep quality, manage stress and improve their overall performance. Offering recovery modalities will show members you care about their well-being by providing them with a space that is dedicated to making them feel better.
Overall, wellness involves creating healthy habits such as exercising regularly and incorporating a recovery routine in the mix.
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