GROW YOUR MEMBER BASE AND DESIGN FOR THE FEMALE DEMOGRAPHIC:
Don't underestimate the potential to grow your women's member base by designing for the female demographic.
We studied the women's only club models, the boutique gyms, and the the better sameness models for cues regarding design for the female demographic. For the most part it's poorly executed design. The strategy is typically a toned down version of the men's locker room, paint being the common denominator of change.
Our design for the women's locker room (image above) at Mid City Gym illustrates a beautiful design tied to the brand... while telegraphing "gym," without being feminine.
In our header picture above, the three story feature wall at the Helena Residential Towers in New York City floods the interior gym with a kaleidoscopic array of colors. Without the four different wavelength and color temperatures of the lighting we specified, this wall would appear banal and unimpressive.
Lighting has the ability to amplify and magnify a design feature in your gym. Choose your lighting wisely, unlike the adjoining post of gym lighting.
Retain us because we'll help you generate revenue, not because we're designers. It just so happens that we create beautiful design as a byproduct of our services.
Reception DesK Design
While our competition designs reception desks using aged cliches, pedestrian and exhausted design tools (top image) we endeavor to design your desk (lower image) in an aesthetics that "Arrests" the publics imagination..and in so doing...generates viral word of mouth branding for your facility.
...and of course, does it cost more? yes, however your brand dismisses the efforts of your competition's facility, enabling you to out-market and upstage them.
CLOSED MIND: I received a response to our Terminator Concept Club press release. The individual (who manufactures fitness equipment) said as follows "Concept club is not a good business idea. Gym should focus on science based workouts and on training tech".
"Gyms should focus on science based workouts".... my response was simple, that he missed the point, that a concept club is only part of a larger comprehensive marketing strategy combining programming, services, amenities, equipment, and design, in an effort to dominate the market place. I went on further to state that any club owner who elected to address only one or two of these components in their club, was leaving the door open for a competitor to do all, and there-in be the superior product in the market.
My point, be open minded in every aspect of your facility, we are only a piece of your strategy.
“Club owners should avoid design trends at all costs. Trends blur brands and dis-empower marketing advantages.” Cuoco Black 2013
BEFORE AND AFTER: Choose your contractor wisely
...a great contractor makes the difference..spot on with locating power, data, and utilities in the slab
Cuoco Black creator of the Concept Club Gym Design Model