Health Club Design - Thought Leadership

DESIGNING A HIGHLY MOTIVATIONAL
FITNESS ENVIRONMENT
ATTRACT AND RETAIN THOUSANDS OF MEMBERS AND GUESTS
1 LES MILLS INTERNATIONAL © 2012

GROWING MEMBERSHIP AND PROFIT

FOCUS ON GETTING MORE PEOPLE
THROUGH THE DOOR MORE OFTEN
Attendance is the most important metric in our industry. But is one of
the least measured by club owners. Regular attendees renew their
memberships, refer their friends and promote their clubs at staggering
rates compared to members who pay but seldom use their gyms…and
are willing to pay more

LES MILLS INTERNATIONAL © 2012

THREE OPPORTUNITY FOR GROWTH
WHITE PAPER FUTURE OF FITNESS
1. Exertainment
2. Community/Building bonds
3. Health

WE BELIEVE WE CAN COMBINE THESE UNDER ONE HEADING…

MOTIVATION

CLUB DESIGN| DESIGN WITH A PURPOSE
How can you play with your environment,
architecture, layout, aesthetics, music,
lighting, volume etc to create a feeling of
energy, movement, motivation and encourage
connection between people?


HIGHLY MOTIVATIONAL CLUB DESIGN
10 TIPS


1. DESIGN WITH A PURPOSE - KNOW YOUR BRAND
When you know your brand and the experience you want to offer – you can deﬁne your
“image” via the architecture, color, graphics and lighting you use.
Before you work on design – and ideally, before you even look for a club location or
building, be 100% clear on:
!  What is your brand identity?
!  Who are you as a club & why?
!  What is your story and how do you want to tell it? You have to tell your story well and
the place to start with is your box. How does it feels? How does it looks like? Who do
you target?
!  Who is your main target market?
!  What is your value proposition – and how will you deliver on it?


Northern Arena, Silverdale North Auckland, New Zealand
!  Swim training and gym facility – pool, health & fitness, physio services,
gymnasium, GF facility
!  Goal to add “WOW” factor to existing club design, pool and GX studios
!  Bring the ‘water’ theme alive and recognize most pool users would be children


NORTHERN ARENA – Color
! Create Big Impact
! Reflect vibrant “take no prisoners” motivational approach to exercise


NORTHERN ARENA – Architecture
! Rounded/curved walls mimic water and waves
! Provide natural flow towards pool
! Wave-themed pattern repeated on flooring


NORTHERN ARENA – Color
! Continued in pool area
! Wall design meant to look like refracted light under water


DESIGN WITH A PURPOSE | CLUB DESIGN
NORTHERN ARENA – Lighting

! “School of fish” created by
52 suspended fish
silhouette lights leading to
pool entrance


NORTHERN ARENA – Main Studio, Colour & Lighting

Les Mills New Zealand - Planet Energy !
Members should feel they’re special because they’re in a special place – and that the
environment there takes them to another world… Planet Energy !


16

Gym Box, London – Forward Thinking
Spaced Out
!  When myself, Ben Kelly, and BKD’s design director Patrick McKinney first met with Richard, we had a shared vision of a new type of health
club. Back then most gyms were bland in design with no character whatsoever – nothing on offer except a few machines and white
walls. We clicked instantly - we both wanted to see what features could be revealed in the space, what elements could become interesting.
The site in Holborn was perfect as a first venture – The space was challenging and exciting – it was underground, raw. It was semi-industrial
and suited our approach which is to use lots of colour, raw materials and taking certain substances and placing them out of context. Richard
wanted a boxing ring which immediately set up a tension in the design – a fantastic iconic object that we could contrast with the columns in the
basement which would become interesting with the use of lighting.
Disco, not Disco
!  As the Gymbox ethos embraces music and club culture so passionately we were able to amplify an energy which had never been
done in gyms before. With this project there was no baggage or any preconceptions, we wanted to create something new, and to be
frank – better. All other gyms are all blonde wood and white walls, such an iodine space, which doesn’t say anything. As we had
done with the Hacienda, we wanted to make bold statements, use the language of materials – not be afraid. All Gymbox spaces have a
vibrant and exciting interior, using urban and tough materials, finishings and fittings. We were able to be sensible but bold - make a statement.
We believe that one’s environment – loud, bright, brash – is a better space to respond to physically, other than the mellow chilled
out design which one normally encounters which slows you down. We don’t want members resting, we want them sweating, to loud
music, bright colours - much like being in a nightclub, which gives you a buzz.
Fast Forward
!  Richard has constantly encouraged us to keep challenging our own ideas. Each venue is different, nothing is repeated or formulaic. The gyms
have been created in car parks, cinemas, bank vaults… all such different spaces with different characters. We like to respond to these
characters. The Bank location for instance had original thick steel vault doors, which led into rooms which were once full of gold bars. When
we were in there we could almost smell the gold. We wanted to keep the heavy doors as part of the language and we created a space where
people lift heavy weights. All the Gymbox venues are great, heroic spaces. We’re looking forward to the next challenge.


Gym Box, London – Heroic space!

5. ZONES – TEAM/ATHLETIC TRAINING


The first thing you will notice is that your gym looks nothing like your living room. In fact it
looks nothing like anything else in the outside world. This is because I want you to forget
the outside world while you are here. It is a landscape for the senses, carved out of
my imagination and built with one objective; to get your heart racing before you ever
step onto the treadmill. When you step out of the 9 to 5 world and into ours, I want you
energized. I want your imagination dwarfed. I want you to feel like your whole life just
got better. I want you surrounded by extravagance because our world serves as a
monument to how successful we have been at changing bodies. Tangible reminders that
anything is possible, the only limit is ones own imagination and energy. David Parton.


1. DESIGN WITH A PURPOSE - KNOW YOUR BRAND

Who are you?
What is your story?
What experience do you want to offer members?
Where do you want to take them?


2.DESIGN STARTS OUTSIDE


ARCHITECTURE

6. IMAGE – ARCHITECTURE, COLOR, GRAPHICS, EQUIPEMENT, FURNITURES…

3. HIGH CEILINGS Optimal Height: 7 m (23 f)
Minimal Height: 4.5 m (12.5 f)

3. HIGH CEILINGS

4. Natural lighting

4.Natural Lighting

4. Natural lighting

4.Natural Lighting

4.Natural lighting – Alternative/Fake Outdoors

5. LAYOUT/FLOOR PLAN
! How can you organize the space to create a feeling of energy & movement,
motivation and encourage connection between people?
!  Example – Most popular activity (i.e. GF) at opposite ends of reception – A big
number of people have to cross the gym all the time creating movement and energy
!  Having a ‘life line’ crossing the gym floor
!  Cardio equipment facing the ‘life line’
!  Team training activity in the middle of the gym floor and cardio equipment
! Changing rooms close to reception – creates 1-way traffic flow
! Zones – Create zones with unique personality, design, atmosphere, décor
matching the feeling and energy you want to create in each of this zone. Make
sure it works with the overall club design.


5. ZONES - RECEPTION

5. ZONES – SOCIAL AREAS

5. ZONES – GYM FLOOR AND CARDIO AREA

63

5 ZONES – GYM FLOOR AND CARDIO AREA

5. ZONES – GX STUDIO

5. ZONES – MIND BODY

5. ZONES – PTs/TEAM TRAINING

5. ZONES – PTs/TEAM TRAINING/ATHLETIC TRAINING


5. ZONES – BOXING


5. LAYOUT/FLOOR PLAN – ZONES – KIDS


5. LAYOUT/FLOOR PLAN – ZONES – CHANGING ROOMS


ARCHITECTURE

6. IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO


ARCHITECTURE

6 IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO

COLOR
!  Defined palate maintains continuity in club and in multiple locations
!  Colors should be restricted to 3-4 colors to support “image”, should highlight vs.
saturate the space – and needs to support graphics and lighting used in facility vs.
overwhelming them.


COLOR



DECOR

6 IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO

GRAPHICS
Refine & define image, brand and story
–  Holistic use vs. separate items placed wherever
–  Strategic placement – Eg. Posters promoting classes grouped in key locations to form a
gallery worth looking at vs. dotted in free spaces throughout building


GRAPHICS


GRAPHICS

6. IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO 110

GRAPHICS


7.LIGHTING
Can be varied to provide mood change, sculptural effect, sense of energy

7.LIGHTING

6.LIGHTING

7.LIGHTING

8. SOUND & AUDIO-VISUAL
Use music to create energetic and motivating spaces!
One of most fundamental mistakes club owners make is either
having no music or playing the music too low

–  Separate by “zones” to adjust to activity and mood
–  Control by house
–  Separate sound in GF studios controlled by instructors
–  Consider music/video/TV use in cardio & general areas where energy/movement
needed
–  Consider acoustic noise separation where needed to avoid sound “bleed” – i.e. so
RPM™ sound doesn’t bleed into BODYBALANCE™/BODYFLOW™ space


8. SOUND & AUDIO-VISUAL


8. SOUND&AUDIO VISUAL: CREATE A SENSE OF MOVEMENT AND ENERGY

9. GREEN YOUR DESIGN
Your commitment to environmental sustainability is becoming a compulsory
basic customer expectation

-  People interested in Health & Fitness have increased awareness of environment
-  Many consumers now assume and expect your facility will be committed to lowering impact
-  Environmentally friendly gains commercial beneﬁts with minimal impact on member
services


9. GREEN YOUR DESIGN
1.  Culture: get team on board, championing efforts – they’ll spread passion
–  Sustainability champion, contest, discussions, encourage walking, biking, public transport to work, clear policies

2.  Building materials - keep construction waste out of landﬁll!
–  Recycled products, better quality that requires less replacement and lower capital over time;
greenery to break space; rubber ﬂooring; sustainably harvested timber; carpet tiles vs. broadloom
is easier to replace damaged areas
3.  Reduce Energy use
–  Natural lighting & ventilation; solar; LED lighting
4.  Waste Management – make it obvious and easy to recycle & provide measurement
5.  Products – non caustic chemicals; reduce amount used whenever possible

The Green Microgym (Potland,OR)


Green Fitness Studio (Brooklyn, NY)

Green Fitness Studio’s Green Initiatives 7/10/12 8:50 AM

HOME ABOUT CLASSES PERSONAL TRAINING BOXING NUTRITION SPA VERDE JUICE BAR GOING GREEN NEWS CONTACT US Green Fitness Studio’s Green Initiatives

We launder the gym towels on the premises in our high efficiency washer and dryer. We
use eco-friendly detergents when washing our towels as well.
Green Initiatives Our eco-friendly touch screen computers use 48% Less Power
Touch screen computers only need 200 watts of power while in full operation, which saves
We are proud to be the first eco friendly fitness center, and we are constantly challenging up to 48% of power compared to HDTV, achieving the perfect balance between efficiency
ourselves to make our studio more eco friendly and energy efficient. At every design stage, and power usage.
we have searched for ways to be more environmentally friendly. This attitude carries over
to every aspect of our operation, from the sheets we use in on our massage tables to the Local, organic, and sustainable is the theme for our juice bar.
vegetables at our juice bar. We are working with local farmers and our local food coop to bring fresh, healthy, and
consciously grown foods to your plate. We encourage our guests to dine in, but also provide
Here are some of the ways we are going green:
eco-friendly carry containers for those on the go!
Bamboo floors in our group fitness studios. Community
Bamboo is one of the most sustainable flooring products on the market. Bamboo can
Green Fitness Studio seeks to foster a communal space where residents of Bushwick can
regrow into mature fiber in three and a half to seven years- oak takes approximately 120
learn about green initiatives. Our gym is more than just a place to work out and lift
years to grow to maturity!
weights; we are a total mind and body fitness center working towards a healthier
community and a healthier planet. We encourage members to get a drink from the juice bar
Recycled rubber flooring in the workout area
and relax on the outdoor rooftop area or the lounge.
The flooring in the workout area is made from recycled rubber, typically old rubber tires. By
using recycled rubber flooring we are keeping scrap rubber from sitting in landfills and
putting it to good use as durable and green flooring.

Remanufactured and Self Powered gym equipment
Most of our gym equipment has been refurbished to work like brand new equipment.
Instead of purchasing new equipment, we chose to use refurbished equipment that would
otherwise have been thrown away. By using remanufactured gym equipment we are
keeping trash out of landfills- and they look great in our gym! Many of our machines are
self powered. This means they are not plugged into the wall, constantly using electricity. Home | About | Classes | Personal Training | Boxing | Nutrition | Spa | Verde | Going Green | News | Conta
They only turn on when being used, making them more energy efficient than traditional
exercise equipment. 232 Varet Street Brooklyn, NY 347.599.0663 info@greenfitnessstudio.com

We have a living roof! © 2009 Green Fitness Studio. All rights reserved. Site design: MSteinberg Design
Outdoor rooftop area will featured a 2000 square foot space covered with sod. Our living
roof will allow us to use less energy to cool the gym and acts as a substrate for pollution to
settle out and detoxify. Living roofs also conserve rain water and reduce storm water
runoff.

Our bathrooms will feature infrared saunas.
Infrared saunas are 40-50% more energy efficient than hot rock or steam saunas and help
detoxify the body and promote weight-loss.

Our bathrooms conserve water.
Our dual flush toilets, low flow faucets, and low-flow showerheads all conserve water
without compromising your shower experience. Low flow appliances cut water usage in half!

Our water is filtered at the source, so every drop from the shower
to the sink is clean and energizing.
We encourage our members to use reusable water bottles instead of buying plastic.

Our brand new patented “old bike” bike rack.
Before you even enter our door you’ll see how Green Fitness Studio constantly seeks out
opportunities to be eco-friendly. We took old junk bikes recovered from the Brooklyn landfill
and restored them to the streets of Bushwick, by building our patented new powder coated
bike rack.

To light the gym we use Compact Fluorescent Lights.
Compact fluorescent lights are more energy efficient than traditional fluorescent lights.

Our beautiful glass enclosed atrium uses heat mirrored glass.
Heat mirrored glass retains hot/ cool air allowing us to reduce the energy required to heat
or cool the gym.

When a new member joins, they will be using our revolutionary
paperless contract system.
This system allows us to maintain electric files and reduce our use of paper.

The towels

http://greenfitnessstudio.com/going_green.html Page 1 of 2


http://greenfitnessstudio.com/going_green.html

HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO
10. MAKE THE MOST OF YOUR BIGGEST OPPORTUNITY

129

TOP DRIVERS OF GX ATTENDANCE
! 78% say room to exercise is extremely/very important!
! 60% say the ambience of the room is extremely/very important


IMPACT ON BUSINESS – THE ‘PUMPKIN’


IMPACT ON BUSINESS - THE ‘PUMPKIN’


BUILD AS BIG AS YOU CAN
Create massive energy and capitalize on economies of scale


HIGHLY MOTIVATIONAL CLUB DESIGN | STUDIO
BUILD AS BIG AS YOU CAN
Allow space for people to move
•  Optimal Length: Width Ratio: Between 10:6 -10:8
•  Height: minimum of 10 ft (3 m) - ideally 16.5 ft (5 m)
•  RPM™/cycle allow: 21 ft² (2 m²) per bike
•  All other classes allow: 43 ft² (4 m²) per person
What if your studio is too small?
•  Can you move a wall?
•  Change the position of the stage?
•  Rearrange storage?
•  Swap spaces inside club?
•  Add more classes to the schedule by increasing timeslots/days classes are
offered?
•  Use parking lot, garage, other storefront etc?
•  If not…can you slowly increase dues?


NAIL THE BASICS AND MOVE ONTO BIGGER THINGS

NO EXCUSES!
All GX Studios MUST have great stage, sound,
microphone and lighting!

CREATE AN EXPERIENCE – THE FOCUS SHOULD BE ON THE INSTRUCTOR
!  Stage
!  Theatre impact
!  Members see instructor
!  Stage is away from entrance
!  Size and height
!  Rectangle room - place stage on the shorter wall
!  Square – What about using a corner?
!  No mirror behind the instructors
!  Use neutral wall behind instructor with colors
!  Dramatic color schemes/graphics at side of stage


CREATE AN EXPERIENCE – THE FOCUS SHOULD BE ON THE INSTRUCTOR


CREATE AN EXPERIENCE – CREATE A FEELING OF ENERGY USING SOUND,
LIGHTING, COLORS, GRAPHICS, CARPETS etc

CREATE ENERGY - SOUND

MAKE THE INVESTMENT
Does it make sense to invest small money on a sound system to run group classes
servicing hundreds or thousands of members each week vs $10,000 on 1 treadmill
servicing a few tens?

CREATE ENERGY - LIGHTING


CREATE ENERGY – LIGHTS


CASE STUDY: Les Mills East Coast (LMEC)
Teamwork and smart shopping to create a studio


CREATE ENERGY – CARPET


CREATE ENERGY – GRAPHICS AND DECO

CRCREATE ENERGY – GRAPHICS AND DECO


EQUIPMENT AND STORAGE
! Easy Access: either side of the stage;
room with enter and exit sides
! Use “dead zones” (side of stage) to
maximize ﬂoor space
! Looks neat and tidy


EQUIPMENT MAINTENANCE – CYCLING STUDIO


YOUR TURN!| TRANSFORM YOUR SPACE
Starting with your current GF studio – what can you do to work
towards a highly motivational space?


Health Club Design - Thought Leadership

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