“I have tried to enchant people with great stuff and I have tried to enchant people with crap…let me tell you, it’s a lot easier to enchant people with great stuff than crap…it’s the skin of it”
I take enchant to mean seduce. And often enough, gym developers get it, (but sometimes not). Apple stores are masterful works of minimal architectural art. Geometry and color play a shrewd role in the stores design. Furthermore, Apple embraces the spirit of power branding in the design of their retail outlets. It's easy to see the seamless brand identity wind through their marketing, products and stores. It's all pared down and easy on the eyes. Interesting to note, there is typically some white background that acts as a canvas to their colorful offerings. That is, their advertising, packaging, point of purchase displays, products and stores all typically employ white as a neutral design element.
Apple doesn't leave any marketing opportunities on the table. In contrast, the fitness industry, wholesale, walks away from a table full of missed design opportunities which I call marketing opportunities.
Gym developers should model Apple, meaning model how they exploit their stores as an instrument of marketing.There is a disconnect in design, as a marketing tool, in blurred gym brands that are precipitating a death spiral of better sameness.
Your brand can be integrated throughout your facility, as does Apple. Bring your design and marketing team together, coordinate, strategize, then market like Apple….. because design counts.