![]() ![]() “If you can make the perimeter of the studio seem like a big box, or a ‘wrapper,’ and have the divider walls between the support spaces sort of ‘float’ in the space, delineating the studio, it can create the impression of a much larger area.” “When we’re trying to create ‘size,’ we keep everything simple and clean,” says Dunkelberger. New clubs, especially when they are impressive in terms of layout, function, and design, always create fresh demand.”Ī good place to start is “spatial creativity,” where color choices, lighting, arrangement of architectural elements, and other factors can transform small spaces, making them appear larger than they are. According to The IHRSA Health Club Business Handbook, “Design, too, can also affect demand. And you should also have an eye on the type of member you want to attract. You should have data on your member profile and what type of equipment and programming they value. “It all starts with how you’re generating income.” “Every square foot has to be maximized for revenue generation,” says designer Bryan Dunkelberger of S3 Design, who shared his expertise in IHRSA's Guide to the Boutique Studio Phenomenon. One reason why boutique studios make bold choices is simply because a lack of resources and space can force more creative solutions. Whether or not you take that step, you should look at how space and aesthetics are utilized in a typical boutique establishment. Some health clubs are competing against boutique clubs by appropriating some of the design effects and unique programming of popular studios. So how should you overhaul your club’s space and environment? It may help to think small. According to The IHRSA Health Club Business Handbook, “…once every ten years, most clubs need a total overhaul/reconfiguration if they wish to maintain market momentum and remain competitive.” Rethinking your space and environment is also something you should do on a regular basis. It’s commonsense that when faced with two products of similar functional ability, the one with the better aesthetics wins out every time. Tech companies, such as Apple, place a great deal of emphasis on sleek, minimalist packaging and clean graphics. Younger demographics, in particular, are more sensitive to design. Today’s clubs don’t just have to accommodate multiple trends and equipment upgrades, they have to compete with the boutique aesthetic that’s become more commonplace in the industry. How you utilize space directly affects revenue and retention. Not the entire building, of course, but with functional fitness gear, spa and tanning services, personal training areas, dance fitness classes, group training, and other fitness trends taking root, your club may be running out space.ĭesign and environment matter, and not just for safety/liability reasons. You may not have noticed, but your health club may be shrinking.
0 Comments
Leave a Reply. |