According to the 2021 Global Fitness report (Les Mills), the location of the fitness club (35%) and high-quality equipment (33%) are still the top two reasons why a customer chooses their club. A good atmosphere (30%) and the facilities (27%) took third and fourth place.
By creating modern and beautiful facilities with high-quality equipment, you have already addressed two of these criteria, that customers find relevant when choosing their club. Your members should feel that it is an experience to visit the club every time. Happy and motivated members will also bring friends and talk about the club on their social channels, creating a positive buzz and attracting new members. So, make your club a real go-to fitness destination that people will visit even from further away.
Here are 3 easy and inexpensive ways to make a group exercise studio an experience for your members.
- Start designing the group fitness studio from outside the studio. Group fitness is the most experiential and motivating activity you can offer your members. So, maximize your customer experience starting from outside the studio. One of the most cost-effective design effects is to use large wall space and design a suitable wallpaper for the wall or a cool motivating text. Wallpaper and text can also be easily and inexpensively renewed every few years.
- Indoor cycling is possibly the most cost-effective studio of all your studios. The 2021 study also revealed that indoor cycling classes are the second most popular classes among gym-goers. In the indoor cycling studio, invest in quality equipment and why not make a statement there as well with a cool wallpaper. Use large screens in the studio to maximize the effect of virtual and immersive content.
- Build a functional group exercise studio. Did you know that almost half of the new potential members look at the quality of equipment in a group exercise studio when considering membership? Investing in high-quality equipment pays for itself. Aim for equipment that has multi-functions, plates that can double up as dumbbells, and try to find barbells with no clips or easily breakable parts. This saves space, and money, and the equipment is longer-lasting and neatly stackable.
When a new customer visits your club, do they say, "WOW what a studio"? What grade would you give your own club right now in terms of the facilities and the equipment? Why not contact your local professionals to support with lighting, sound, décor, equipment, group fitness studio design, etc.
Les Mills Nordic designed this modern wallpaper in collaboration with Esport Bristol in Helsinki Finland for the wall outside their indoor cycling studio. This fresh wallpaper invites the members to the amazing imaginary world of THE TRIP Immersive class.