Over the past four to five years, we have seen a steady rise in the consumer demand for recovery centers. It goes without saying how beneficial this has been for our industry as we all are always seeking to turn the corner with a competitive advantage. However, why does this necessitate recovery centers?
It’s simple. As we look at gyms from the early 90s, through the new millennium there had been at some capacity, recovery centers built in. Turning back the clock and reflecting to one of the gyms I grew up going to, there were juice stations for recovery. Though, as we became more progressed in our data and offerings, we’ve better understood the need for full out centers. Looking at Life Time, their ability to offer full-fledged spa services, along with chiropractic services better equips their members to fully embrace a more holistic fitness approach. In conjunction with this, we can then expect members who are more in tune with their wellness paths to invest into other pathways of betterment as well such as personal training, and small group training.
Understandably though, not all companies have been movers with full service spas. What has become a rising trend in our industry is the implementation of cryotherapy chambers, HydroMassage beds and red light therapy, to name a few. Like the above example, it’s easy to truly see the value of this. As we become more forward thinking about health and wellness as a society, we tend to seek out brands and corporations that align with us. By offering these recovery amenities, not only will your brand stay competitive, but I would argue member retention would also be more favorable, specifically if your facility is in an area where these amenities typically are not offered.
In addition to member acquisition, choosing cutting-edge recovery options can help reduce operational costs.
Red Light Therapy Sauna
Let’s compare a red light therapy sauna to a traditional sauna. Not only is this option cleaner for your teams and clubs, but the health benefits are numerous too. One of the main anchors is the infrared option penetrates the tissue at a deeper rate, thus allowing for a better recovery experience. From a safety perspective, while people are more likely to become dehydrated in regular saunas, infrared technology mitigates that risk because of how it operates. Due to infrared heating at a steadier range, users are less likely to suffer negative side effects.
Additionally, infrared saunas enhance circulation. Research from physioprospt.com explains that because the heat levels are controlled, the cardiovascular strain often experienced in traditional dry saunas is significantly reduced or even eliminated with infrared saunas. These benefits, along with other recovery advantages, make infrared saunas a valuable investment.
HydroMassage Beds
When shifting our focus to HydroMassage beds, the main benefit for operators and owners is undoubtedly the financial advantage. The cost savings of switching to hydro beds versus whirlpools are unmatched. Not only do members receive what can be considered a superior full-body massage, but owners and operators also avoid the substantial expenses associated with building whirlpools, installing aquatic pump systems and covering ongoing maintenance costs.
The convenience factor is another key reason HydroMassage beds should be considered a must-have. Additionally, when incorporated into a recovery lounge — a growing trend in the industry — they create an easy opportunity to expand service offerings and develop more customizable recovery spaces.
Cryotherapy
Lastly, one of the most impactful recovery options to consider is cryotherapy. Its presence in fitness centers is steadily increasing, particularly in Texas, with notable adoption by Crunch Fitness. The recovery and health benefits of cryotherapy are extensive. Some of the most significant advantages for many members include pain relief, reduced inflammation and improved skin health.
However, because cryotherapy is not yet widely accessible, offering it in clubs would not only enhance overall member wellness but also attract individuals actively seeking these services. Additionally, with the rise of resistance training among younger generations, the anti-inflammatory benefits make cryotherapy even more valuable to a broader audience.
At the end of the day, integrating cryotherapy into fitness facilities helps appeal to members focused on holistic health. More importantly, it allows clubs to offer wellness services that truly encompass all aspects of recovery and seamlessly connect to other fitness pathways. Ultimately, recovery centers play a crucial role in enhancing the overall value of fitness clubs.
