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How to Create Dynamic "Studio Clubs" Within Your Club

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Bruce CarterBruce Carter

One of the more significant trends in the club industry has been the growth of studio clubs and major chains such as Soul Cycle and Orangetheory. Studios can often be just 2,000 - 4,000 square feet, yet generate monthly dues of $100 - $200 per month. This can obviously be frustrating to a large, full-service club in the same marketplace offering similar types of programs, yet only charging $20 - $50 per month or more for their entire club.

What makes the studio club so "in demand" and at higher prices? What can larger facilities do to better compete with the studios?

First, successful studio clubs have exceptional programming and staffing. Second, they have a profound image and brand, which includes graphics and signage. Third, they have a unique and exciting environment. Your individual studios should have all three traits. We will focus on branding and unique environments that will result in spaces that are every bit as dynamic and "exclusive" as the studio clubs.

Before moving forward, it should be noted that not all studio clubs can charge high prices and generate substantial revenue. Many are nothing more than small basic spaces with equipment or programs and are generic in many ways. Even with exceptional staffing and programming a studio club can still be a boring and uninspiring environment appealing to only the very dedicated exercisers.

A successful studio club has an image that the exercise experience provided is better than any other option in the marketplace, especially larger clubs that offer the same programing. People in general perceive that a club that specializes on just one thing, such as yoga, would do it better.

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