Gyms are constantly on the lookout for innovative workout programs to keep their members engaged and motivated. In recent times, an interesting trend has emerged where health club operators are partnering with renowned fitness brands to bring unique concepts to their facilities. One such example is NYSC, which has teamed up with Les Mills to introduce strength and boxing concepts like CEREMONY and CONQUER. Starting in New York, these classes will now be rolled out to locations in Boston, Philadelphia, and DC. Les Mills, known for its instructor training and popular group fitness programs like BODYPUMP, licenses its workouts to a whopping 22K clubs worldwide. Having piloted these concepts in its own New Zealand gyms, it is now offering boutique-style, equipment-led circuit training as a service, reaching Fitness First Australia and the UK's Bannatyne clubs.

Bringing the Boutique Treatment In-House

Gyms are realizing the importance of providing a boutique-like experience to their members. 24 Hour Fitness has partnered with white-label class provider SH1FT for mobility and longevity programming. In Europe, the Urban Gym Group and Holmes Place Brands are co-locating boutique concepts within luxury health clubs. Fitness racing series HYROX has launched a training ecosystem for affiliate gyms, including a tier for adding co-branded Centr equipment. This shows that gyms are actively seeking ways to enhance the member experience and stand out in a competitive market.

Expanding Group Training Spaces

Life Time is building more space for group training classes like Alpha and Ultra Fit, while Fitness International is growing its multi-modality business Club Studio. This indicates that big-box gyms are not just focusing on traditional equipment but are also investing in diverse group training options. By doing so, they aim to provide a more comprehensive fitness experience and meet the evolving needs of their members.

Competing with Boutiques

For a long time, boutiques have been known for their supercharged group fitness offerings. However, big-box gyms are now making moves to rival these experiences. They are realizing that by partnering with renowned fitness brands and expanding their group training offerings, they can attract more members and stay relevant in the market. This competition is driving innovation and pushing the boundaries of what gyms can offer.