Yet consider the aesthetics of the reception areas of its competitors below...
This is no condemnation of these two brands nor their aesthetics, they're highly successful business models, and they're in close proximity to the club in the header image......however, there is something significantly important emerging here for the industry
"If you want to dominate your market you must steal the show...." While the club in the header image, Source Fitness of St Clairsville OH., does not have the eyes of fitness editorial or the ear of the investment groups and franchisors and their deep pockets, this independent gym, and more new brands on the horizon, are making headway against the chains baby's, their franchisee's.
I'm sure you've heard little about it i.e., the de facto invincibility of the chains. Yet new, stealthy, entrepreneurial independent gym developers are waging small battles in a larger war and emerging the victor. Since our content is design-specific and delivered in direct proportion to those who will most benefit, independent developers, we'll focus on aesthetics and leave global-fitness-political-rhetoric aside.
Simply....a fitness prospect researching the marketplace as a means to select a gym would get what impression when visiting the three gym brands illustrated in this post? Really, after looking at the three gyms pictured, what impression does each have on you?
Its been noted that a consumer shops with their eyes and commits emotionally, or not, if the right triggers are pulled. It's our understanding that Source Fitness reached their target membership numbers exceedingly fast, excitedly so, in a marketplace with firmly entrenched chain models. That's a refreshing insight into the power of pedigreed and superior design and its ability to seduce a savvy public into buying into your brand, let's just nicely say they usurped their competition.
The good news is that any gym brand can employ this strategy by considering the following principals.
1. Know the Six Gym Design Trends that hold the industry in a death spiral of better sameness, and commit to NOT embracing their aesthetic models. Produce and deliver to your market a superior and unique branded design that is exponentially 10X better than your competition. In essence, don't do better sameness.
2. Know the 80/20 rule, theoretically invest 80% of your construction budget in your facility's reception area and the remaining balance in the remainder of the facility. Remember, I said theoretical. The point being, if you build a dramatic reception area, as did Source Fitness, it will most likely trigger prospects to buy into your brand and dismiss your competitors as an inferior product.
3. Know you marketing platform and brand identity and differentiation factors. In harmony, you can upstage and dominate your market, and you don't have to compete on price.