Shaking it up….
There are two major fitness industry conventions each year, where new innovations and products are released. As the premium diet and fitness brand for women, our team is always on the search for products and services which can improve the member experience, or attract new potential guests to our clubs. As a franchisor, i believe it is one of our primary responsibilities to monitor closely the trends, and the pulse of the industry… and then share this information with our club owners and, of course, members.
On one of my frequent visits to Europe, I had noticed a rather interesting fitness innovation, and was surprised to see it at Harrod’s, arguably the top fashion retailer in London. Health clubs in London are, in my opinion, a step above the US fitness clubs in terms of their appearance and amenities. From Holmes Place to Virgin Active, these luxurious facilities redefine working out in style. Where US fitness consumers have come to regard a clean facility as superior, the European consumer is much more discerning. We can learn much about improving the club experience through our key Euro markets, but I digress…
At Harrods, on the eight floor, in between a healthy mix of D&G, Prada, and Chanel, is a Power Plate fitness studio, which is catering to a decidedly upscale clientele, of mostly females. Closer inspection reveals a new method of "acceleration training" which is grounded in over 80 years of NASA-type science. The general premise is that precise vibrations are used, in conjunction with exercises, to achieve the results of a 100 minute workout in just 25 minutes. Harrods was charging 20LB ($45 US dollars) per 25 minute session, and was fully booked. Needless to say, I was intrigued…
I was happy to further research Power Plate again at the Club Industry show in Chicago last week, and had the opportunity to do a full workout on one of the devices, along with a visit to the Power Plate Institute, located downtown. I see a potential mega-trend emerging here, and a great portal to lead more time-conscious consumers to our elements clubs. Our goal at elements? clubs is to offer a mix of lifestyle and wellness services, where the consumer can create a customized routine… from diet coaching to candlelight yoga, smartcard workouts to massage, there is a unique blend of amenities to attract and retain the most discerning clients.
