Harnessing Data for the Ultimate Health Club Design
A Modern Approach to New Builds and Renovations
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Bruce Carter
The health and fitness industry has evolved significantly, with more people now focused on overall wellbeing, which has led to new approaches to club design for health clubs and wellness centers. The design of these spaces can directly influence user engagement, satisfaction and overall success.
With technology improving every day, incorporating data has become critical for creating efficient, effective and member-centric health club spaces. Data informs design decisions to optimize space usage, enhance the member experience, control construction costs and streamline operations.
You will find that there is an abundance of data available when you take the time to look. These include Google Search, AI such as Perplexity.ai, contacting known club owners, equipment vendors and studying other clubs and the competition. Watch what large, successful chains are doing. They are learning from experience; what's working, what is not. Gym management software companies publish data on tracking usage, peak hours, preferred equipment, and popular classes. Associations and organizations often publish information on trends, including the Health & Fitness Association (HFA), American Council on Exercise (ACE), American College of Sports Medicine (ACSM) and Idea Health and Fitness Association and their publications.
A key area of important data is knowing the evolving trends in health clubs and club design.
One area affecting design is post-pandemic considerations, which the COVID-19 pandemic led to a shift in fitness preferences, from crowded gyms to more spacious and flexible environments that can accommodate more desired social distancing.
Relevant data can show how to use design to enhance a user's experience. Using data about member flow, usage patterns and peak times, design can optimize the layout to reduce overcrowding, bottlenecks and create a smooth user experience. Personalization of the user experience through custom training areas or zones based on data about specific fitness goals can boost member satisfaction.
As it is becoming widely known, there is an increasing emphasis on wellness and multi-use spaces. Modern gyms are not just for working out; they serve as holistic wellness and social hubs that include areas for relaxation, meditation, nutrition and recovery (e.g., cryotherapy, red light, massage units, saunas, wellness zones).
Extremely important is the focus on aesthetic appeal and comfort. Lighting, colors, finishes, acoustics and ambiance are all part of the user experience. An inviting and inspiring environment profoundly affects sales and retention. Data on user preferences (such as lighting intensity and sound levels during different activities) can guide decisions to make the space more inviting. Additional design elements like open layouts or intuitive signage create a more comfortable and welcoming environment.
Other important areas of data for either new builds or renovations include member demographics and behavior, such as age, income, education levels, fitness levels, goals and activity preferences that help dictate the design of workout areas, class spaces and amenities.
Customer feedback and satisfaction metrics, including regular surveys and feedback, can highlight design flaws or areas for improvement, like poorly placed equipment or inadequate locker room facilities. Data on energy consumption, air quality and natural light exposure helps make the club eco-friendly and cost-effective. This can result in designing energy-efficient HVAC systems, LED lighting and water-saving fixtures.
Equipment selection and layout are among the more challenging decisions that affect design.
Data on the most popular equipment types (e.g., cardio machines, free weights, resistance training) and emerging trends (e.g., functional training areas, mobility tools) can inform purchasing decisions. It is interesting to note that research has shown that, when sensors are placed on equipment to acquire data on what gets used, the usage most often differs from what club management might assume.
Key trends include an increasing emphasis on free weights and plate-loaded equipment, and less emphasis on cardio, with the demand for selectorized equipment remaining constant. Functional training areas are key, but more for personal use than class-type offerings. Simplicity and ease of use remain a key demand for equipment.
Prioritizing what equipment to select is often affected by space availability and member demand. When you have a better understanding of what equipment is in demand and the space available, the data can then allow for prioritizing of what to purchase. This will lead to easy movement between different workout areas, preventing congestion, safe distances between machines, optimal use of the equipment and accessibility for all users, including those with disabilities.
Data can show demand leading a club design to consider flexible spaces that can accommodate a range of activities, from HIIT to yoga, based on the diverse needs of members. For example, sports vinyl flooring can accommodate weight usage as well as for classes. Lighting options such as colored lighting and all lighting on dimmers can provide different environments in the same space.
Here are some key dos and don'ts to focus on.
When possible, do collect and analyze member data regularly. If this is not available with a current club, this information is available in the areas of data availability mentioned previously.
Integrate technology thoughtfully, including incorporating fitness tracking systems, digital wall monitors, mobile apps, or smart equipment to enhance the member experience, making it interactive and personalized.
Do focus on flexibility and adaptability, ensuring that the design can be adjusted as trends change and member needs evolve. Spaces for group workouts should be designed with easy adaptability in mind.
Focus on changing trends in interior design, such as lighting, colors and finishes. Keep in mind, the environment needs to be energizing yet non-intimidating. However, keep in mind that certain current design trends, such as dark rooms: black walls, floors and ceilings with LED lighting may or may not appeal to your target markets.
Do prioritize safety and comfort, paying attention to details like ventilation, temperature control, lighting and acoustics to create a comfortable, injury-free environment for users.
Don't overcrowd the space and avoid placing too much equipment too closely together. Data can show where space is underutilized, allowing you to adjust accordingly.
Don't overlook member feedback or fail to research what other clubs have learned from their membership feedback.
Don't underestimate the importance of community spaces because many members join health clubs not just for the workout but for the social experience. Creating areas where people can relax, socialize and network is a key aspect of health club success.
Incorporating data into the design of a health club is not just a passing trend; it's a strategic approach that can lead to enhanced member satisfaction, improved operational efficiency and long-term success. By understanding member preferences, optimizing space, personalizing experiences and adapting to trends, health clubs can create a dynamic, attractive and efficient environment. Data isn't just about numbers; it's about building a space that works for both the business and the members.
