Location, Location, Location!

Deciding where to open your fitness facility is easily one of the most important factors for determining your success or failure. According to IHRSA’s Guide to the Health Club Industry for Lenders & Investors, “the trading area for clubs in competitive markets extends no more than 10 to 12 minutes travel time from the club, which translates into no more than five miles from the club site.”  Lack of convenience and lack of close proximity are frequent reasons for members to quit a gym.

This is why demographics and feasibility studies are so important in the planning stages. Be sure to identify your target area (population, size of the area, and commute time) before committing to a location. It’s also important to be aware of projected growth in your target area so your existing location can accommodate more members in the future.

You also have to be cognizant of anchor tenants (other businesses in the vicinity), visibility, and traffic counts as these can all drive business to or away from your facility. Try to surround your business with others that support your vision and welcome your target population. Setting up shop behind the chemical plant and dive bar may not be the best way to drive traffic into your family fitness center.

Parking is often overlooked when selecting a property. According to architect Hervey Lavoie of the Ohlson Lavoie Corporation in Denver, you should plan on one parking space for every 12 to 15 members in a suburban club. (This accounts for the impact of public transportation and multiple passengers per car.)

Key Takeaways:

1. Make sure the site you select is in close proximity to your target population and convenient for them to access.
2. Do your homework and be certain that the area demographics will support your business plan.
3. Don’t overlook who you’re opening up next to and whether there is enough parking.

The Art of Floor Planning and Equipment Layout

Creating a welcoming and non-intimidating environment inside your facility is just as important as a good location. There are limitless effective design schemes out there but ensuring that your space is created with a purpose and follows the overall functions of the club should be top priority.

A gym should be inviting and create energy. This can be done with smart lighting, the effective use of color and a sensible layout. A typical fitness floor plan can attempt to weave the following into a seamless flow:

• Reception
• Offices
• Locker rooms / changing rooms / restrooms
• Main fitness floor
• Studios (personal training, group cycling, group exercise, etc.)
• Utility room
• Storage
• Staff facilities (break room, restrooms, etc.)

Each area of the gym should flow into the next ensuring that members have convenient paths of travel throughout the building. Equipment should always be placed according to recommended spacing as well as reflect accessibility guidelines to provide equal access to all members.

The strategic placement of equipment on the main fitness floor should also be dictated by function, member demographics, and facility programming. Depending on your facility’s goals, there are different approaches to creating an effective fitness floor.

• Create a variety of specific and separate fitness spaces. Separating free weight, cardio, selectorized strength and other areas creates clean sight lines and can minimize intimidation of new or potential members. For example, by creating distance between advanced training spaces and areas that are geared more towards exercisers new to fitness, semiprivate training environments can be achieved. You may have members with little to no interest in free weights. So why should they have to walk through a row of power racks to access the treadmill? Keep in mind that some exercisers don’t want to be on public display during their workouts. So rows of new cardio equipment don’t necessarily need to be placed in high-traffic areas. Make sure you give members the option of privacy.
• Use small group training as a hub of an open fitness room. A small group training area directly on the main fitness floor can create excitement and encourage members. Consider surrounding a large SYNRGY360 unit with cardio equipment that can be incorporated into group training or used by individuals.
• Create dedicated personal training spaces. Personal training can drive a lot of revenue, and it can help members stay encouraged and keep them coming back to the gym. Allocate spaces where personal trainers can work with exercisers away from the general public.. Personal training can drive a lot of revenue, and it can help members stay encouraged and keep them coming back to the gym. Allocate spaces where personal trainers can work with exercisers away from the general public.
• Allow for flexibility. Have the ability to change with the wants and needs of exercisers. For example, some older health clubs opened in the late 1980s and early 90s with busy racquetball courts. As the popularity of the sport declined, these courts turned into unused rooms and storage spaces. Now, some of those clubs are benefiting from the boutique boom and turning those courts into specific boutique-type training areas that host classes like group cycling, performance strength training and yoga.

Regardless of the layout approach, the design should always seek to enhance members’ fitness experience to the fullest.

Key Takeaways:

1. Ensure that your facility is welcoming and not intimidating.
2. Maintain a bright and open design.
3. Ensure that each area of the gym can easily be accessed by all members.
4. Equipment should be strategically and purposefully placed to meet the needs of your members.
5. Be prepared to change to appeal to what exercisers want.

Equipment Purchasing: Quality Wins in the Long Run

Deciding what brand and type of equipment to utilize in your gym can be confusing. Most manufacturers offer several different lines of equipment and within each line, there are typically different models, entertainment options, colors, upgrades, etc. Partnering with a local sales representative can be an invaluable tool in sorting through a manufacturer’s catalog, gaining in-depth knowledge about the features and benefits of each product, and ensuring that the right products for your facility and members are being selected.

While it may be tempting to utilize lighter duty products to minimize cost and maximize profits, you’ll undoubtedly eventually see a shorter product lifespan, multiple service calls and a nonexistent trade allowance. The tempting low price tag ultimately costs more in the long run, so be sure that the product line and model you select is reliable enough to meet the demands of your facility and members.

Keep in mind that a trusted manufacturer offers essential post-sale support, including reliable service and preventive maintenance that keeps your equipment performing.

A Smart Equipment Mix

Be sure that the equipment you select caters to your target population. Unless you’re opening the doors to a very specific type of facility (e.g. powerlifting space, kickboxing gym, Pilates studio, etc.) be sure to offer something for everyone.

Know your audience, but don’t necessarily limit your offering. For example, encourage members to progress in their fitness journey offering selectorized strength equipment and free weights. Olympic lifting on a Hammer Strength rack may initially seem intimidating to new members, but after some experience with strength training, many novices may step up to the challenge and adopt this effective form of training.

Don’t Be Afraid of Digital

Cardio equimpent connected to the internet can provide you with valuable asset managment information about what equipment is being used and when it’s being used the most. This informs you of both peak times in your facility (which helps you make smart staffing decisions) and the popularity of each piece of equipment (which can guide future equipment purchases).

Keep in mind that many exercisers are digitally savvy, and many likely use fitness apps to track their progress. Consider cardio equipment that’s compatible with these apps and the digital experience that exercisers are used to.

Consider “Trends”

Finally, while it’s nice to offer cutting edge fitness trends that are exciting and new, exercisers still have plenty of interest in staples that never go out of style. Check out the list of the Top 20 Fitness Trends for 2017 put out by the American College of Sports Medicine (ACSM). The majority of the “trends” on the annual list don’t fade away. Be sure to address some of these items from the ACSM list when deciding on equipment, layout and staff.

• Body weight training
• High-intensity interval training (HIIT)
• Educated and experienced fitness professionals
• Strength training
• Group training
• Personal training
• Functional fitness
• Group personal training
• Circuit training

Key Takeaways:

1. Consult with industry experts on which equipment provides the best solution for your needs.
2. Budget appropriately so you can spend the extra money on high-quality, reliable equipment.
3. Offer equipment that your target population(s) want and need.
4. Realize the importance of the digital experience.
5. The majority of what you offer should be tried and true fitness activities, which are still on trend. Producing results never goes out of style.

 CONTACT EVOLVE FITNESS EXPERT DEPARTMENT FOR GYM DESIGN AND PLANNING CONSULTATION TODAY!