How Western Racquet and Fitness Club turned a wellness center into a thriving profit center with 259% growth.
As a health club owner, you’re always looking for new ways to boost revenue beyond membership dues. According to the Health and Fitness Association, leading fitness-only clubs generate 21.8% of their total revenue from non-dues profit centers. In 2019, the top five revenue drivers in these clubs were aquatics and pools, youth programs, food and beverage, spa services, and personal training.
For Mary Thomas, the owner and general manager of Western Racquet and Fitness Club, her top-performing profit center is Renew, the club’s wellness and holistic healing center.
“I believe its success comes from our personalized approach,” said Thomas. “Members meet with the director to create curated protocols that best utilize the space’s services including vibration and sound therapy, PEMF, radiofrequency detox, red light therapy, cryotherapy, energy healing, stretching, cupping, and more. With so many wellness options available, it can be overwhelming for consumers to navigate. We simplify the process by providing structured plans tailored to their needs, ensuring they get the most effective and safe combination of treatments.”
Thomas emphasized having an expert oversee member care not only enhances results but also builds trust and long-term engagement. Additionally, having a clear vision for your recovery space, rather than simply placing items in a room paid off.
“About a year ago, we reimagined the space with a clear vision,” said Thomas. “We really focused on creating a destination for those battling disease, anxiety and chronic conditions.”
The vision paid off as the club has seen a significant increase in senior participation, which has been a game-changer. While some might question the reimbursement model for insurance-based visits, this has provided an excellent way to engage those members at a higher level, offering them real solutions while also increasing their monthly spend in a meaningful way.
specially designed LED light therapy mask for Cryo facials.
The club also offers a free monthly chat on the first Friday of every month to answer any questions members may have about Renew. Those who attend can meet others on a similar journey and enjoy a welcoming and nurturing environment to share and learn.
Western is capitalizing on the growing wellness market that’s now worth $6.8 trillion — 26% more than it was pre-COVID-19 pandemic. The industry is now roughly four times larger than the global pharmaceutical industry — $1.6 trillion — and nearly 60% as big as all consumer health expenditures — $10.6 trillion — according to Global Wellness Institute research. And it’s paying off for the club.
Year-over-year growth for Renew is up 259%. Thomas said the biggest drivers for the wellness center have been staff involvement and the power of word-of-mouth. “Members share their success stories, and that organic buzz has been invaluable,” she explained.
Additionally, Western has seen a rising demand for breathwork, meditation and stretching classes, which has further fueled Renew’s growth by creating a seamless connection between movement, recovery and holistic healing.
“We’re continually looking for ways to enhance the experience and provide a truly integrative wellness journey for our members,” said Thomas.
