ORIENTATION

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Today’s modern fitness center is light years beyond the “gyms” of yesteryear.Modern fitness centers serve a rapidly evolving fitness market that caters to different sub-sets of fitness styles and demographics. It’s crucial to understand these contemporary functional and aesthetic directions and how they function so that you can appropriately identify your target clientele and improve your fitness center to serve that particular fitness market demographic.

Modern fitness centers have taken several directions, both functionally and aesthetically. They split up into two camps:

One camp of modern fitness centers favors minimalist design and business models that focus on a single type of machine or a targeted array of fitness options.You can see this example in the group training aesthetic of Barry’s Bootcamp, stationary bicycle studios, or even Pilates studios. These minimalist fitness centers have less equipment today than they did just a few years ago, and look more like hotels or spas with plenty of multi-functional space. We see this trend when the fitness amenity integrates into a public space like a hotel or corporate office building.

The other camp of forward-thinking fitness amenity takes an opposite approach to the “hospitality aesthetic” and creates an immersive, energetic high tech venue.Bold graphics, lighting, and color inspire users to jump in and work out.

No matter the modern fitness trend, it’s essential to know your target market and build your amenity around that particular clientele.You must conceptualize your fitness amenity toward best serving that target market, and inspire motivation and excitement.