September 10th, 2018
The Rise of Fitness Facility Management
Today’s corporate fitness centers are nothing like they were years ago, when they resembled hotel gyms rather than health clubs. Newly built tenant gyms are fully functional health clubs with all the amenities, and services that a high-end big box gym would offer, but with the convenience of being located within the workspace. Some of Kinema’s newest clubs now have onsite juice bars, multiple group fitness studios, cycling rooms, Pilates studios, treatment rooms and SPA offerings. There is tremendous investment by developers and owners to increase the presence of health and fitness in the hopes of attracting potential tenants, marked by the need to differentiate as well as offer incentives to companies. By making that capital investment, there needs to be the assurance that utilization will follow.
Over the last few years, we have seen an exponential increase in the number of inquiries related to fitness center management within commercial office buildings. We are often presented with the question whether outsourcing is right for the facility. It is our recommendation that a fitness presence increases utilization, offers health and fitness incentives and overall presents a tremendous value add to any location. Within the last 20 years, several changes have taken place attributing to the rise of fitness center management.
The number of fitness memberships continue to rise every year due in large part to the increased awareness of the benefits of an active lifestyle. Not only are millennials taking advantage of a more active lifestyle so are the other generations that find themselves working longer. Fitness centers are now catering to this by offering much more than just strength machines and cardio. There has been an influx of new programming, fitness classes, fitness genres that appeal to a wider audience then ever before, all of which may be integrated to an onsite tenant fitness center.
Advancement in technology has allowed for freedom for the operator to effectively manage the sign-up process, collect membership fees, implement classes, schedule programs, and allow for the sign ups of personal training. All these processes are now fully integrated within a smart phone app, thus enabling members easy access to their account and communication with the staff. There is no longer a need for a large reception desk with multiple computers, server room, printers or check-in as everything can be conducted virtually. Within the equipment itself, smart gyms are being created and individuals can track their workouts from one machine to the next and when an issue arises within a piece of equipment it is easily troubleshooted.
It is no secret that individuals are becoming more health conscience, but the role of the employer in this process has evolved as they are now getting more involved to help facilitate the process. They are not necessarily looking to be the solution but provide vetted and dependable options for employees and one of those options, is seeking a workspace that has a fully functional onsite fitness center. Companies are seeking full-service fitness centers that are professionally managed and recognize the benefits of employees spending time on premises yet creating work- life balance. This minimizes travel time away from the workplace, encourages community activities with other co-workers, and assists in recruiting.
Evolution of Personal Training
One of the centerpieces of Kinema Fitness’s core services is our personal training program. It is not only a vital component to the success of our clubs, but also a vital part of a dynamic fitness center and a staple and core element of tenant fitness centers. The education behind personal training has become sophisticated with numerous certifications offered for different modalities of training. The trainers that we employ are career professional trainers that have a deep understanding of biomechanics, nutrition, and performance training. The upbeat energy of personal trainers in the gym, engaging in programs, teaching group fitness classes, and creating challenges changes the whole dynamic and makes the club a more engaging and dynamic place for employees to spend time before, during or after work.
Mainstream of Holistic Wellness
Holistic wellness has garnered more attention as stress management has come to the forefront of today’s society with anxiety ranking high among employees. Employers are now seeking solutions that provide more then just a fitness component. Kinema thrives on the ability to create and innovate new and unique wellness programs by embracing holistic wellness with meditation, Yoga Nidra, Reiki, and health coaching. Providing more than just a fitness component has helped to create additional value for tenant fitness centers. This allows the fitness center to trickle throughout the building organically and reach a broad range demographic.
Factors to consider when thinking about professionally staffing your health club:
- Square footage of the facility
- Total population of the building
- Complimentary or monthly membership fees
- Studio space within the facility for classes
- Emphasis ownership is putting on utilization of the club
- Internal property management resources if the site is managed in house
- Overall budget, but in most multi-tenant sites that charge a monthly membership the operational expenses of the club can be completely covered by the revenue that is coming in.
One thing is certain, onsite fitness centers are getting bigger, offering additional services and amenities, implementing more technology, and becoming an integrated part of the building. Whether or not a managed solution is right for you, will depend on your vision for the club.