The creator presents a trend analysis on the 'Soho-House-ification' of fitness clubs, arguing that gyms are evolving into exclusive social hubs or 'wellness fourth spaces.' She supports this thesis with examples like Equinox, Life Time, and high-end pickleball clubs, explaining that consumers are now buying into a sense of belonging and community rather than just a workout. The creator concludes that the new competitive advantage in the fitness industry is experience design, positioning the gym as a central part of a person's day and identity.
Post caption
Have you noticed the “Soho House effect” take over in gyms lately?
Welcome to part 4 (?) of my series where I guide you through where fitness and wellness is headed in culture, commerce, and design
And TODAY I want to talk about the shift toward gyms becoming the new country club?
I’m talking Equinox Hotels and $3K/month longevity memberships, LifeTime’s “Athletic Country Clubs”, and even as niche as Pickleball Clubs
This is the rise of the “wellness fourth space” - not home, not office, not a gym… but somewhere in between?
We’re in an age where fitness and wellness is no longer just one facet of our lives and identity, but our *entire* life and identity.
And spaces are catering to that.
As my brand studio has worked with gyms, often the focus is on the experience they’re providing more than the equipment. And to other gyms and studios hitting the scene I’d say the same thing - design and market around experience first.
What do you think of this shift?
#fitnessbrand #marketingstrategy #brandstrategy #wellnessbrand #thirdspace #gymbrand #brandidentity
Transcript
We are watching the Soho Houseification of fitness, and it is happening fast. Welcome to part four of my series where I guide you through where fitness and wellness is heading in culture, commerce, and design. Today, I wanna talk about the shift towards gyms becoming the new country club. From Equinox and these three ks a month longevity memberships, to lifetime building luxury fitness resort, with no working lounges and cafes, to pickleball clubs that look more like tech campuses than rec centers. This is the rise of this wellness fourth space. Not home, not office, not gym, but somewhere in between. A third place with benefits. Coworking tables at boutique studios, bio hacking pods and spa rooms, social strength clubs replacing happy hour. Consumers aren't looking to buy worse. They're looking to buy into belonging. Currently, what we're seeing is a lot of high end, you can't sit with us, kind of takes on this angle. With Equinox sometimes saying the quiet part out loud with some of their brand campaigns, and Lifetime being a touch more approachable, but still literally using the term fitness country club. But some other studios are offering similar perks with more welcoming messaging, like Othership with their classes built around connection and rejuvenation. Fitness and wellness are no longer fringe, and they are no longer just about designing a space to worse out. They're about designing identity. They're about curating community, and they're about hosting culture. And the new competitive advantage in this industry isn't equipment, it's experience design. And the gym isn't a pit stop in your day, it is the day.
