Once overlooked, recovery has become a profit center, retention driver and member favorite — here’s how clubs are capitalizing.
The words “no pain, no gain” have long been said inside gym walls, on sports fields and in marketing campaigns promoting the hustle or grind of fitness. However, this mindset can be misleading when it comes to overall health and wellness.
“Historically, we have been conditioned to push through the pain and stress of everyday life, often forgetting that taking care of ourselves is fundamental,” said Ainoa Lopez, the sales coordinator for The Covery by The Houstonian Club. “While this mindset may have helped people get by, it’s certainly not a sustainable way to live. Now more than ever, society is prioritizing quality of life and longevity. Additionally, research is showing recovery is just as important as the workout itself, helping to shift the narrative toward slowing down and prioritizing recovery.”
In recent years recovery has gained popularity from professional athletes to the average Joe. With more people focused on their overall health and wellness, recovery has also become a major profit center for health clubs. But with so many options from foam rollers to cold plunges, how do you choose what’s best for your facility?
“We’re at a point where recovery is no longer just about rest, but more intentional instead,” said Mindi Bridges, the chief brand and marketing officer at VASA Fitness. “Things like infrared heat, mobility work and hydrotherapy are becoming as routine as weights and cardio. At VASA, we’ve built recovery into our gym experience so members can maximize their results and feel their best, without adding extra costs or complexity to their routine.”
In addition to top-of-the-line equipment, free weights and a variety of group fitness classes, nearly all of the VASA clubs have recovery amenities including steam rooms, saunas, pools, hot tubs, massage chairs and more.
“The biggest trend in recovery is accessibility — services that are easy to use, don’t require appointments and fit seamlessly into members’ gym visits,” explained Bridges. “Hydrotherapy — hot tubs, cold plunges, etc. — infrared heat, massage chairs and guided stretching classes are growing fast because they’re effective, require minimal supervision, and members can easily integrate them into their workout routine.”
Premium recovery services can be a revenue driver for some gyms but in the HVLP space, Bridges said it’s more about increasing retention and overall member satisfaction. In her opinion, members who recover well stay consistent, feel better and are more likely to stay.
Ani Oksayan, the vice president of fitness for Chuze Fitness, agreed recovery will look different in HVLP models compared to big box gyms.
“Balancing affordability and effectiveness when adding recovery options to a gym can be challenging, especially for gyms operating under a HVLP model like Chuze Fitness,” said Oksayan. “It’s essential to create an environment that supports member needs without straining operational costs. The key to this balance is identifying recovery amenities that offer maximum value while maintaining a focus on scalability.”
For a gym with high membership volume and traffic patterns, it’s important to invest in recovery options that are both cost-effective and easy for members to use independently. This means choosing recovery amenities that don’t require constant staff oversight but still provide meaningful benefits. For Oksayan, self-guided recovery technologies such as foam rollers, massage guns and hydrotherapy stations are ideal. These tools can be easily integrated into the gym space and used autonomously by members, reducing the need for complex instructions or staff involvement. This approach ensures more members can utilize these resources without compromising the quality of their experience.
“By prioritizing autonomous-use recovery options, gyms can ensure each investment not only promotes member wellness but also contributes to operational efficiency,” said Oksayan. “This balance allows gyms to meet the evolving needs of their members while keeping costs manageable and accessible, staying true to the HVLP model. Ultimately, it’s about being strategic in selecting tools that both enhance recovery and align with the gym’s business goals.”
At Chuze Fitness, all recovery amenities are included within the cost of a single membership, ensuring members have full access to services without the added burden of extra fees. Oksayan said they believe in providing a comprehensive wellness experience that empowers their community to prioritize their health and recovery without the concern of additional charges. Ultimately, gyms need to carefully consider both cost and engagement when integrating these modalities to ensure they meet the needs of their diverse member base.
Lopez echoed this sentiment adding achieving a balance between affordability and effectiveness can be done by initially incorporating the most requested therapies of members, and then adding additional therapies and enhancements as profits grow once you’ve developed a solid base and educated your membership.
“Compression therapy and cryotherapy are two therapies we see the most demand,” said Lopez. “They are well-known, require minimal time commitment and are economical for fitness centers to carry, making them ideal options for both members and businesses. These services are part of the lowest tier in The Covery membership, which attracts many people to try them at a lower cost. These sessions are also short in duration, making them ideal for clients who can’t spare more than 30 minutes. IV therapy, although pricier, is highly requested to fight the day-to-day stress from our environment and a lack of hydration, nutrients and minerals.”
The increasing demand for recovery services like compression therapy, cryotherapy and IV therapy highlights a shift in how members prioritize their well-being. As more gym-goers seek convenient and effective recovery solutions, fitness centers have an opportunity to meet this demand by incorporating additional low-cost recovery equipment that provides tangible health benefits.
For Lopez, this equipment includes infrared saunas, cold plunges and compression boots, which are all relatively low-cost items for a business to purchase, and the return on investment is high. “The average gym-goer likely is aware of the health and recovery benefits hot-cold therapy and compression therapy can provide, ensuring their use and profit return,” she said.
While some of your members may be educated on the benefits of recovery, ensuring everyone who walks through your doors knows is the key to success.
Oksayan said it’s vital to break the misconception that recovery is reserved only for athletes or those who’ve “earned” it by working hard in a workout. Recovery should be seen as an essential, proactive part of overall well-being, not a “reward” for pushing oneself to the limit. Shifting this mindset and positioning recovery as a vital service for all members helps remove the stigma surrounding it.
“As a result, members will feel more comfortable integrating recovery into their routines, whether they’re working out intensely or just focusing on their overall health,” said Oksayan. “Changing the perception that recovery is unnecessary or frivolous requires time and consistent education. By continuously educating and destigmatizing recovery, we’ll help members see it as an investment in their long-term health, not a luxury. Additionally, exploring and promoting active recovery — a less intense form of exercise that enhances recovery without the strain of a full workout — provides accessible options for all fitness levels. These low- to moderate-intensity exercises help improve blood flow, reduce muscle tension and complement any fitness regimen.”
Jacqueline Buchanan, the director of experience and engagement at In-Shape Family Fitness, agreed education is vital. She said it best: If a member doesn’t understand how recovery helps them perform better and feel better, they’re less likely to take advantage of it. Because of this, In-Shape ensures recovery education is part of its Wellness Workshops, personal training sessions and even the signage around the club.
“You have to sell recovery just like you sell the workout,” said Buchanan. “If members truly understand how recovery will help them perform better, avoid injuries and reach their goals faster, they’ll make it a priority. That starts with education through marketing and content that showcases the benefits of recovery, not just as a feel-good add-on but as an essential part of fitness success.”
To achieve this, Buchanan said they lean hard into their wellness marketing. Marketing recovery is no different from marketing a workout — you need to show the results, benefits and experience. Whether it’s through digital content, social media, in-club signage or one-on-one conversations, the message is simple: If you want to get the most out of your fitness journey, recovery is non-negotiable.
“Personal trainers are another critical piece of the puzzle,” said Buchanan. “We empower our trainers to talk about recovery with their clients, incorporating it into sessions just like they would strength training or cardio. If a trainer tells a member that stretching, HydroMassage or compression therapy will help them recover faster, perform better and feel stronger, they are much more likely to try it.”
Chad Shaw, the COO of Fit Athletic Club, agreed bundling recovery with personal training is a huge opportunity for the industry. He explained when trainers use recovery tools as part of their sessions, members feel the benefits firsthand. That experience drives higher package upgrades and repeat purchases.
“The biggest challenge is members don’t know how to use recovery effectively,” said Shaw. “If there’s no guidance, engagement stays low. The fix is to make recovery structured. Build it into personal training, offer guided post-workout protocols and have staff actively introduce it. Don’t expect members to figure it out on their own. Also, visibility drives usage. The easier it is to access, the more members will use it.”
As recovery continues to earn its rightful place in the fitness conversation, it’s clear the role of the fitness professional is expanding. It’s no longer just about delivering a good workout — it’s about creating a holistic experience that supports members before, during and after they train. When clubs prioritize education, accessibility and intentional programming, recovery becomes more than a buzzword — it becomes a powerful tool for retention, results and long-term member success.
“The future of fitness is not just about reps, miles or calories burned — it’s about longevity, resilience and total well-being,” said Buchanan. “A true fitness partner doesn’t just push members through a workout, it supports them in every step of their wellness journey from effort to recovery and stress to strength. As the industry evolves, the most successful fitness spaces will not be the ones that only challenge their members but the ones that truly care for them.”
