The idea of 24-hour fitness centers is not a new one. It has been around for quite some time now, but hasn’t really caught on until recently. With the rise in popularity of boutique gyms and personal training, more people than ever before want to get fit, stay fit and look good doing it.
This increased demand has spawned an abundance of 24-hour fitness centers that cater to every kind of exerciser with membership options as low as $10 per month.
There are many benefits to becoming a member of a 24-hour gym, such as having access to facilities even when other gyms are closed, paying less money per month because you’re not renting gym space from them, and never having to worry about missing your favorite class because it’s almost over by the time you get there. Here are five rules for successful 24 hour fitness centers so you know what you should look for if you’re thinking about joining one yourself:
Five Rules for Successful 24-Hour Fitness
Today’s 24-hour fitness boom is much more than a trend. Studies show people are working longer hours and want convenient exercise options. This demand has led to an increase in available locations, from hotels to college campuses and everywhere in between.
Now, there are over 4,000 24-hour gyms located throughout the U.S. alone But what makes for a successful 24-hour gym? It’s not as simple as opening your doors a few extra hours or adding cardio equipment or weight machines.
As with any business venture, you need to do your research before launching and develop a strategy that will make you stand out among other establishments. To help you get started on the right track, here are five key principles that have helped other successful boutiques succeed:
1. Educate Your Audience
The fitness industry is known for its jargon, which can be confusing and off-putting to newcomers. Before you open, you should try to understand the language by reading articles, attending fitness conferences and speaking with industry professionals.
Understanding your customers’ language will help you communicate more effectively and help people feel welcome and comfortable. This goes beyond jargon, however. You should also keep up with the latest trends in fitness, including the latest research, diet and workout trends.
Knowing the latest research can help you advise people on what workouts are best for them and what they should avoid. Knowing the latest diet trends can help you recommend meal plans that are best for your customers’ goals.
2. Transform Your Space
While some people visit the gym to socialize, most want a place to focus on their workout without distractions that can lead to injuries or poor form. To fit this need, you will want to add features like soundproof walling and low-to-no noise flooring.
You might also benefit from installing blackout curtains to help reduce outside light. You’ll also want to make sure your lighting is at the right intensity level. A good rule of thumb is that your lights should be 10% brighter than your customers’ normal indoor light. If you’re not sure what level is right for your customers, you can either ask them directly or use an app like the Lux App to measure the indoor light in the room.
3. Create a Culture of Health
Making your business all about fitness is great for getting customers in the door, but it does little to help create a strong, healthy community. To help build a culture of health, you can host in-gym events, like lectures, yoga and pilates classes.
You can also create partnerships with local businesses and develop programs that benefit the community. You can also use the design and layout of your space to encourage a culture of health and wellness. For example, you can include plants and other green elements in your design to promote clean air and help calm nerves before a workout. You can also include areas and seating that encourages socializing and talking among people who visit.
4. Be Mobile-Friendly
As more and more people use mobile devices to research, book and manage their fitness routines, having a mobile-friendly site is more important than ever. Beyond your standard website, you should also have an app, if possible.
This way, people can easily book appointments, view class schedules and more, even if they don’t have access to a computer. If you don’t have the time or resources to create an app, you can use a service like GymBump to create an instant booking app. If you don’t have a website, you still want to be online, and using a service like FitnessBooking can help get you there.
5. Offer Unique Services and Amenities
Beyond the general fitness services, you can offer unique services and amenities that go above and beyond your general offerings. For example, you can offer nutritional guidance, massage, specialized training programs or even studio space for yoga or meditation.
You can also offer specific amenities that benefit your customers’ experience, such as a showers, lockers or even child care. Beyond unique offerings, you can also use the layout of your space to your advantage. For example, you might consider how certain features, like various weights and pieces of equipment, can be used to create different routines.
You might even consider hosting a small group fitness event where you let your customers try out different things to see what they like best. This way, they can learn what they like without having to sign up for a program they might not like.
Conclusion
Successful 24-hour gyms have more in common with boutique fitness classes than they do generic health clubs. They have a clear focus on the type of people they want to attract and the types of services they’re providing.
With the right strategy in place, success is possible for any boutique fitness business, including 24-hour gyms. What makes for a successful 24-hour gym? It’s not as simple as opening your doors a few extra hours or adding cardio equipment or weight machines.
As with any business venture, you need to do your research before launching and develop a strategy that will make you stand out among other establishments.
