In the roughly 30 years of the modern health club era, the mid-market club has reigned supreme. For consumers, getting fit meant joining a traditional health club as a one-stop-shop where all of their fitness needs were met. Of course, they might also have some home exercise DVDs and run outdoors, but the central focus was always the health club.
The fitness consumer of today has changed. Health and wellness are no longer discretionary activities but rather a core part of their very identity. They wear yoga pants, running shoes and a Fitbit® everywhere they go as symbols of their active lifestyle. They no longer accept bland or boring experiences and are willing to pay more for craft experiences which provide the deeper benefits of community, a high level of personalisation and, for some, a cult-like sense of purpose and belonging. It’s not so much about losing weight or getting fit – it’s more about connecting with a purpose and strengthening their sense of self.