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Why The Right Health Club Interior Sells More Memberships

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Bruce CarterBruce Carter

Having given seminars in the fitness industry over the years, a question I commonly ask is, "Do most people love or hate exercise?"

The answer is always the same. Most people hate exercise. It is also accepted that some people love exercise, but most don't. It comes down to about 1 out of 5 people love it; the other 4 out of 5 don't. This is supported by the fact that approximately 14% of the population is currently a member at some kind of fitness or recreation facility. Yet, even many of the people who are members still dislike exercise. This makes for quite a daunting task of getting new members, and then, getting them to stay members.

Doesn't it become obvious then that a club has to sell something far more than the base product of exercise if it is to attract a much broader segment of the population?

There is one area that has increasingly proven to motivate people to join a club. Inspiring and exciting health club design and décor can make a dramatic difference in overcoming the dislike people have with exercise. The key point here is the cause and effect of the proper interior atmosphere. Membership sales are then far more powerful than what has previously been accepted.

City Place is a multi-billion dollar casino hotel and residential project under construction on the strip in Las Vegas. The chief architect talked about why he did certain things from a psychological point of view. The gaming industry has long been using techniques to get people to gamble and keep gambling. Stimulating lights and sounds create excitement. No windows or clocks cause people to lose their sense of time and gamble longer than they normally would. One of the more memorable concepts indicated by this architect was the James Bond design principle. The architect did not believe in the use of any mirrors in the hotel or casino common areas. "Look, the average guy coming into a casino to gamble thinks he is James Bond. If he were to see himself in the mirror, he realizes is not James Bond and stops gambling".

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