Photo Credit: Wheaton Park District / Lana Kozol
According to Forbes, there are six reasons why the fitness industry is booming. Health insurance costs, new demand for healthy foods, wearables such as Fitbit and Apple Watch, streaming exercise classes, outdoor obstacle races, and budget-friendly gyms all attribute to this acceleration. This “historic boom,” as Forbes refers to it, has a fitness center of some type (pop-up boutique, high value/low price, weight-loss clinic) on almost every corner. This changing market has left many park district fitness facilities and programs facing low enrollment and decreased revenues. How do our agencies continue to fulfill the mission as health and wellness recreational centers while sustaining a good business model? We must adapt, grow, and find a new place in this overcrowded market.
Competing With Your Neighbors
High-value, low-price (HVLP) health clubs, stereotypically, tend to look for quantity over quality, while boutique studios are thought to be small and specialized to suit patrons’ needs. However, these alternatives to private gyms and studios pride themselves on offering communities exactly what they need in a fitness center.
Boutique gym classes, such as Zumba, yoga, and cycling, can still be found in programs offered by HVLP gyms. In addition to specific programs, they offer a variety of equipment, group fitness classes, personal training, and extra amenities like pools, saunas, running/walking tracks, and towel service.