Club Insider

The Fitness Industry Undergoes Seismic Shifts... Again

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Daron AllenDaron Allen

Times, they are a changin'. With the maturity of the high-volume, low-price (HV/LP) model and the explosion of boutique fitness, established clubs are seeing same-store sales become flat.

Clubs are starting to see the volume of consumers who flock to the low-price membership options begin to decrease, creating significant concern around this business model.

After running the HV/LP model, clubs are left asking themselves, "Where have all my best customers gone?"

They have found a new fitness experience that is cost-effective, fun and creates a sense of community. i.e. CrossFit, SoulCycle, Orangetheory... the list goes on and on.

So, with member volume decreasing and high-ticket customers leaving for boutique fitness, what is the club operator left to do?

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