Called the "Concept Club" the idea is based in the designer's belief that a gym brand should be created organically, from the owners own vision rather than following the trends that currently hold the fitness industry in a death spiral of better sameness.
This phenomena of aligning new gym brands to a trend led the designer to develop the Concept Club model wherein ownership abandons the trend in order to cultivate a club design that is an organic and conceptual vision all their own. "A Concept Club can be inspired by the love of a film, a historic novel, or a random idea with endless possibilities" says the designer. The objective he says is to create a gym brand that dominates the market.
As a benchmark of this new process Black's design for Mid City Gym in New York's Times Square was inspired by Arnold Schwarzenegger's Terminator 2 Judgment Day film. The design is an action-packed-theatrical-Hollywoodesque-environment-for-physical-fitness-and-personal-training.
Black says Concept Club Design should be seen as an implicit part of a comprehensive marketing strategy and as a vehicle to marketplace dominance. In turn, it ultimately becomes a facilitator in the generation of revenue for the facility.
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