David Barton employs high design as marketing and a facilitator in the generation of revenue for a specific demographic, that's the point.
The David Barton aesthetic defies the conventions of traditional gym design and transcends all the major design styles that which I had noted in an earlier post. It's this design effort that best telegraphs their marketing message. Walk into any DB facility and know that you're experiencing design on many levels and of a pedigree beyond what is typically practiced in gym design. It should go without saying, but it should be said, DB invests heavily in design and construction on the front end resulting in greater returns on the back end.
A gym brand should posses at least one of any of the following three features. It should endeavor to telegraph fitness, it should exhibit energy and excitement, and it should convey the brand, best case, it should embody all. Of the three, energy and excitement, I believe, can be a powerful motivator in the fitness environment and David Barton does just that, energy and excitement, with élan and wit. Consider the over the top stage sets (environments) and light shows for a WWE wrestling event. It's an eye candy orgy of spectacular theater as a tool of "marketing".
The David Barton aesthetic is all showmanship and theater and that is an environment that moves prospects as spectators to members and then brand ambassadors.
I liken all this to Tesla's Elon Musk's comments about focusing on signal over noise... essentially saying Tesla never spent money on advertising, they focused on efforts resulting in a better product or service....better still, he argues to reject trends and boil your company down to fundamental truths and reason up from there.
Is there is an untapped demographic market segment, that 85% of the American public who are averse to fitness, yet have liquid income, but have not been sold on fitness, perhaps because they are unmoved by the lackluster facilities/brands that populate the landscape?
That is a new question.