Gone are the days when gyms were just places to work out. High-end gyms now offer a range of amenities and services, blurring the lines between fitness centers and social hubs.
Luxury gyms like Life Time, headquartered in Chanhassen, Minnesota, are leading this trend. They not only provide top-notch exercise equipment and classes but also offer coworking spaces, child care facilities, and even hotel rooms. This shift has been fueled by the desire to create “third places” where people can socialize outside of their homes and workplaces.
At Life Time, members can drop off their children for a fee before a workout and then head to their private office or dedicated Herman Miller desk at Life Time Work, the gym‘s coworking space. This model, which combines fitness with work and socializing, has become increasingly popular, especially in a post-pandemic world where remote work has become more prevalent.
Gyms like Chelsea Piers in New York have also embraced this concept, offering coworking spaces with stunning views of the Hudson River. These spaces are not only places to work but also host events and creative workshops for members.
To accommodate these additional amenities, gyms are expanding their footprint and taking over unused spaces. Chelsea Piers, for example, was built on unused piers along the west side of Manhattan, showcasing how gyms can repurpose underutilized areas.
Despite the challenges posed by the pandemic, luxury gyms have rebounded strongly, with membership rates and in-gym purchases surpassing pre-pandemic levels. This success has allowed gyms like Life Time to reinvent their business models and offer a more holistic fitness and lifestyle experience to their members.
As the fitness industry continues to evolve, it’s clear that luxury gyms are at the forefront, redefining what it means to be a gym and offering a wide range of amenities to cater to their members’ needs.
