Strategies and benefits of implementing outdoor fitness at your fitness facility.
According to the Outdoor Industry Association, a record 168.1 million Americans participated in outdoor recreation in 2022. The fitness industry has been looking to capitalize in this area ever since the COVID-19 pandemic, when going outside was a solution to mandates against gathering inside. From pickleball to outdoor exercise classes and social events to obstacle courses, there are many ways to bring club programming outside. Today, clubs must find a balance to accommodate members who prefer to exercise outside and those who enjoy their indoor routine.
In the latest Thought Leaders digital roundtable, Adrian Antigua, the general manager of Gainesville Health & Fitness (GHF); Lindsey Calof, the owner of Lindsey Calof Fitness Services; and Jesse Sallas, the director of people and programming at Club Northwest, sat down to discuss the strategies and benefits of increasing outdoor fitness opportunities.
For Sallas, implementing more outdoor programming was a good idea because people living in the northwestern U.S. want to be outside. Recent initiatives include renovating courts for pickleball, adding a 2,500 square foot open-air, covered outdoor training space, believed to be the largest space of its kind for a commercial fitness facility in America and encouraging these areas be enjoyed socially.
“Here in southern Oregon, being outside is kind of a way of being for us,” said Sallas. “One of the things we did is create some spaces where members can hang out and be. They can relax and be outside in the fresh air and sun. I think we as people naturally gravitate to want to be outside.”
Sallas noted the effectiveness of being creative with outdoor areas, especially if you don’t have the means to create a lasting outdoor area. Before creating a permanent outdoor obstacle course, the club staff created one with items like sand from the outdoor volleyball court, caution tape and PVC pipes.
If there is a lack of useable space at your club, innovative thinking can lead you to new spaces. Sallas recommended branching out to nearby parks or organizations like local schools to be the setting for an exercise class.
When the club opens a new outdoor space, ensuring members feel welcome and are aware of is important. Sallas explained how the team throws a big launch party to introduce members to the space and encourage them to use it. One strategy included an incentive where the first 100 people to use the space and interact with a trainer got a t-shirt from BeaverFit, their partner who created their outdoor facility.
“These parties are a cool way to launch these spaces,” said Sallas. “It creates a lot of awareness and messaging around it. We left the balloons and decorations up for a month to create interest and awareness around the space.”
Similarly, a strategy at GHF includes hosting special or social programming in its outdoor fitness pavilion. There’s exercise equipment for members and trainers to use, but the club also hosts events like dances, trunk-or-treats and egg hunts in the wide-open space. It’s also another way to get people into the space and familiar with what’s provided.
“Having social events outside builds the environment for somebody to go out not just for fitness,” said Antigua. “Being out there, members see and get their hands on the equipment even if the intent isn’t to work out. They’re just being in that space.”
Members are allowed to use it for their exercise on their own or if they simply want to be outside, but Antigua explained how many are apprehensive and often need a push or feel the need to seek permission to use these spaces. One way to alleviate this is during the onboarding process.
“The first simple thing is when somebody’s getting start with the club, walk them through the space,” explained Antigua. “Introduce the space and tell it’s available to use. A lot of the time, members forget they can go into and use our outdoor areas. They think it’s restricted.”
Intentional decisions like this are part of what make an outdoor space an opportunity for success.
Calof emphasized the need for intentionality behind using these spaces because programming shouldn’t be moved outside without making the reasoning behind it obvious. When done sufficiently, members understand you’re truly invested in their interests rather than simply participating in a trend.
“Making sure there’s a connection and communication about why you’re going outside and that it’s complimentary to what you’re already offering ensures it doesn’t feel like you’re simply moving your equipment outside,” explained Calof. “When you have harsh winters like where I am in Minnesota, it can feel segmented from what these people signed up for. Some good intention could fix that.”
Having proper intention can stem from asking yourself ‘why’ you’re making these additions. When you focus on the outcomes you want the results truly benefit your club and members.
“Ask yourself, ‘What would I like to see happen?’” advised Calof. “Is it better retention in the summer? More qualified leads? Higher member lifetime value? All three things involve a different solution. Make it really clear what you would like to see happen before you make an investment and add something.”
Similarly, Antigua emphasized relying on what you already know can ease the process and improve engagement of these programs and spaces.
“My approach to everything is, ‘How do we keep things simple?’” said Antigua. “How do we allow it to continue? It also has to fit with what we traditionally do. I’m not trying to create something outside of the realm of us. We really try to stay within our culture and core values.”
Outdoor fitness is more than an alternative setting to traditional fitness spaces. While it is a trend, its purpose is rooted in improving well-being and better serving members. Encouraging members to return to the great outdoors fosters a sense of adventure and connection to the world around us that can’t be found indoors.
