Outside of fitness, industries wage pitched battles in efforts to differentiate their brands. Look no further than the "hamburger arms race" between McDonald's and Burger King or auto giants Honda and Nissan. What's at stake? Market dominance, market share...r-e-v-e-n-u-e.
Yet the fitness industry continues to cross industry trend, or brand borrow cannibalize, internally the aesthetics of its market segments. Cross industry trending is the focus of this content and off all the gym trends which greatly blur a gym brand, the aesthetic known as Boutique Design, reigns supreme. It deserves special scrutiny because it gets little mention in the rhetoric of critical design conjecture. As noted in one of my earlier posts, the design intelligentsia considers this trend to be sophisticated stylish and cool, yet the reality is that it's an exhausted pedestrian cliché employed across all manner of commerce. Hotels, restaurants, bars, residences, retail, hardware stores, dry cleaners, food chains and now gyms embrace this trend.
Boutique Design's greatest disservice is that it telegraphs nothing about fitness, nor a gym brand.
As a gym developer you have to really ask of yourself, where is the greater value? Is it in adopting aesthetic trends, or delivering a unique gym model to the marketplace?The preceding will certainly result in a nice facility, the later, opportunity to find other features of your branding platform that will further differentiate you from your competition.
Header Image Boxing Gym
Image 2 Gym Reception Area
Image 3 CrossFit Locker Room
Image 4 Gym Locker Room