Recovery has become an increasingly important component of the fitness experience, but integrating recovery services across fitness clubs presents a unique set of challenges. Leaders across the industry are tackling these barriers head-on, finding innovative ways to integrate recovery into their club ecosystems.
“Implementing recovery services in gyms presents several challenges, but with careful planning and strategy, these obstacles can be overcome,” said Ani Oksayan, the VP of fitness at Chuze Fitness. Among the most common challenges she noted are the cost of equipment, space, member education and consistent engagement.
“High-quality recovery equipment — like massage chairs or infrared machines — can be expensive and gyms may struggle to allocate space for recovery areas,” said Oksayan. To start small and build up, she recommends introducing affordable, space-efficient options like foam rollers and massage guns, which allow clubs to scale as demand grows.
Space constraints are a recurring theme. Mary Frank, the vice president of sales and marketing at Cincinnati Sports Club shared how her team addressed the issue. “Our solution was to repurpose underutilized areas, like converting a storage closet into a cold plunge alcove and expanding the building envelope to add a sauna, all without impacting existing amenities,” she said.
Jacquline Buchanan of In-Shape Family Fitness echoed the same: “Space is another challenge – so maximize what you have by thinking about these spaces as versatile recovery zones, or if they can be used for multiple activities.”
Another key hurdle is educating members about recovery’s importance.
“Many members may not understand the importance of recovery or how to use the equipment,” said Oksayan. “Offering clear, accessible content and information can help raise awareness and normalize recovery as an essential part of fitness for everyone, not just athletes.”
To support this education, staff training is essential. “Gym staff must be knowledgeable about recovery practices and equipment. Investing in training ensures that staff can effectively guide members, while also implementing self-guided systems for autonomy,” explained Oksayan.
At VASA Fitness, integrating recovery into the brand strategy and programming has been a successful approach. “The biggest challenges are cost, space and education,” said Mindi Bridges, the chief brand and marketing officer. “The key is integrating recovery in a way that feels intuitive. Gyms should create recovery solutions that match their brand’s strategy and ensure clear communication of benefits in clubs and in marketing.”
Encouraging consistent member usage is also critical. “Recovery services are often used sporadically,” said Oksayan. “To combat this, gyms should promote recovery as a regular part of a wellness routine, offering memberships that encourage consistent use.” She also highlighted the importance of addressing the psychological barrier some members face. “Overcoming the ‘guilt’ associated with recovery is key, as some members may feel it’s a luxury rather than a necessary component of their fitness journey,” she said.
Maintenance and member feedback also play important roles. “Ongoing maintenance is another consideration that clubs must plan for proactively, including updating maintenance protocols and housekeeping protocols when new amenities are added,” said Frank. Buchanan added, “Tracking usage and listening to member feedback helps us refine our offerings to make sure we’re providing the services people actually want.”
Finally, marketing recovery services is essential for member adoption. “Effective marketing and promotion of recovery services through social media, email campaigns, and workshops can help raise awareness and increase usage,” said Oksayan. “Staying updated with new recovery trends is essential, and gyms should assess member preferences to introduce innovations that align with their needs.”
With thoughtful implementation and a clear strategy, recovery services can enhance both member satisfaction and retention — making them a worthy investment for clubs looking to deliver holistic health experiences.
