According to NBCChicago.com, niche gyms are carving a larger place for themselves in the health club industry.
Lou Defrancisco, author of “Entrepreneurs Look to the Growing World of Niche Gyms,” wrote, “In the fitness industry, niche gyms — that is, small-scale gyms with a particular focus or target clientele — are rapidly increasing their share of the market.”
According to Defrancisco, niche gyms are growing in popularity for a few reasons; one, they serve specific clientele; and two, they easily provide individualized and custom programming to their members. Additionally, “the environment at niche gyms is more inclusive, perfect for people who feel overwhelmed or uncomfortable working out in a larger space,” said Defrancisco.
Another appeal to niche gyms, at least in an ownership sense, is the low overhead. Defrancisco wrote, “Lower overhead is also appealing to entrepreneurs looking at a niche fitness concept. The small gym atmosphere requires less staff and a smaller space, which helps small business owners break even more quickly and start making a profit.”
Whether or not your club fits in the “niche” category, what are some things that niche gyms excel at, that you could execute in your facility? Think about how you can provide individualized, and custom programming to your members. Also, how can you foster an inclusive environment?
Encourage camaraderie in your members, and make sure they get that small, “local-business,” feel, whether or not your club is a big-box facility, an average-sized club, or otherwise.
Rachel Zabonick is the Assistant Editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
