Recovery is becoming more than an add-on at fitness facilities. At VASA Fitness, it’s becoming part of the reason members come back.
The 73-club operator has partnered with Human Touch since 2023, bringing massage chairs into every location. With 12 additional clubs planned by the end of 2026, that footprint will grow to 85 locations across 11 states.
The goal was simple: offer accessible recovery without adding operational complexity.
“Something that members could use on their own; There’s no schedule needed,” said Chris Griebe, the COO. “Members simply scan their barcode and access the chairs without booking an appointment or requiring dedicated staff.”
The approach appears to be working. More than 10% of VASA members use the Human Touch products, while 70% of members with access return for more than two visits, and 40% use the chairs four or more times per month.
“It’s not something that’s a novelty,” said Griebe. “It’s really quite habitual,.”
That repeat usage also makes recovery a potential retention tool. VASA sees increased club engagement as another opportunity to keep members active and coming through the doors.
“The more times they come into the club, the more likely they are to be a retained member,” explained Griebe.
The appeal also stretches across demographics. VASA sees nearly an even split between male and female users, with adoption ranging from Gen Z to Baby Boomers. Baby Boomers are the most frequent users, averaging about seven visits per month.
For VASA, the takeaway is that recovery doesn’t have to be complicated to be valuable. When it’s easy to access, broadly appealing and integrated into the member journey, an amenity can become a habit and another reason to return.
