Health Club Design - Thought Leadership

LES MILLS INTERNATIONAL © 2012 1

DESIGNING A HIGHLY MOTIVATIONAL FITNESS ENVIRONMENT!ATTRACT AND RETAIN THOUSANDS OF MEMBERS AND GUESTS !!

LES MILLS INTERNATIONAL © 2012

GROWING MEMBERSHIP AND PROFIT!

FOCUS ON GETTING MORE PEOPLE THROUGH THE DOOR MORE OFTEN!Attendance is the most important metric in our industry. But is one of the least measured by club owners. Regular attendees renew their memberships, refer their friends and promote their clubs at staggering rates compared to members who pay but seldom use their gyms…and are willing to pay more

!


THREE OPPORTUNITY FOR GROWTH WHITE PAPER FUTURE OF FITNESS!

1. !Exertainment!2. !Community/Building bonds!3. !Health !

3

WE BELIEVE WE CAN COMBINE THESE UNDER ONE HEADING…!


MOTIVATION!


CLUB DESIGN| DESIGN WITH A PURPOSE How can you play with your environment, architecture, layout, aesthetics, music, lighting, volume etc to create a feeling of energy, movement, motivation and encourage connection between people?!


HIGHLY MOTIVATIONAL CLUB DESIGN!10 TIPS!


HIGHLY MOTIVATIONAL CLUB DESIGN 1. DESIGN WITH A PURPOSE - KNOW YOUR BRAND!

Before you work on design – and ideally, before you even look for a club location or building, be 100% clear on: !  What is your brand identity? !  Who are you as a club & why? ! What is your story and how do you want to tell it? You have to tell your story well and

the place to start with is your box. How does it feels? How does it looks like? Who do you target?

! Who is your main target market? !  What is your value proposition – and how will you deliver on it?

7

When you know your brand and the experience you want to offer – you can define your “image” via the architecture, color, graphics and lighting you use. !!


HIGHLY MOTIVATIONAL CLUB DESIGN Northern Arena, Silverdale North Auckland, New Zealand!! Swim training and gym facility – pool, health & fitness, physio services,

gymnasium, GF facility ! Goal to add “WOW” factor to existing club design, pool and GX studios ! Bring the ‘water’ theme alive and recognize most pool users would be children

8


HIGHLY MOTIVATIONAL CLUB DESIGN NORTHERN ARENA – Color!! Create Big Impact ! Reflect vibrant “take no prisoners” motivational approach to exercise

9


HIGHLY MOTIVATIONAL CLUB DESIGN NORTHERN ARENA – Architecture!! Rounded/curved walls mimic water and waves ! Provide natural flow towards pool ! Wave-themed pattern repeated on flooring

10


HIGHLY MOTIVATIONAL CLUB DESIGN NORTHERN ARENA – Color!! Continued in pool area ! Wall design meant to look like refracted light under water

11


DESIGN WITH A PURPOSE | CLUB DESIGN NORTHERN ARENA – Lighting!

!  “School of fish” created by 52 suspended fish silhouette lights leading to pool entrance

12


HIGHLY MOTIVATIONAL CLUB DESIGN NORTHERN ARENA – Main Studio, Colour & Lighting!


HIGHLY MOTIVATIONAL CLUB DESIGN !Les Mills New Zealand - Planet Energy ! Members should feel they’re special because they’re in a special place – and that the environment there takes them to another world… Planet Energy ! !


HIGHLY MOTIVATIONAL CLUB DESIGN !Les Mills New Zealand - Planet Energy ! !


Spaced Out

!  When myself, Ben Kelly, and BKD’s design director Patrick McKinney first met with Richard, we had a shared vision of a new type of health club. Back then most gyms were bland in design with no character whatsoever – nothing on offer except a few machines and white walls. We clicked instantly - we both wanted to see what features could be revealed in the space, what elements could become interesting. The site in Holborn was perfect as a first venture – The space was challenging and exciting – it was underground, raw. It was semi-industrial and suited our approach which is to use lots of colour, raw materials and taking certain substances and placing them out of context. Richard wanted a boxing ring which immediately set up a tension in the design – a fantastic iconic object that we could contrast with the columns in the basement which would become interesting with the use of lighting.

Disco, not Disco

!  As the Gymbox ethos embraces music and club culture so passionately we were able to amplify an energy which had never been done in gyms before. With this project there was no baggage or any preconceptions, we wanted to create something new, and to be frank – better. All other gyms are all blonde wood and white walls, such an iodine space, which doesn’t say anything. As we had done with the Hacienda, we wanted to make bold statements, use the language of materials – not be afraid. All Gymbox spaces have a vibrant and exciting interior, using urban and tough materials, finishings and fittings. We were able to be sensible but bold - make a statement. We believe that one’s environment – loud, bright, brash – is a better space to respond to physically, other than the mellow chilled out design which one normally encounters which slows you down. We don’t want members resting, we want them sweating, to loud music, bright colours - much like being in a nightclub, which gives you a buzz.

Fast Forward

!  Richard has constantly encouraged us to keep challenging our own ideas. Each venue is different, nothing is repeated or formulaic. The gyms have been created in car parks, cinemas, bank vaults… all such different spaces with different characters. We like to respond to these characters. The Bank location for instance had original thick steel vault doors, which led into rooms which were once full of gold bars. When we were in there we could almost smell the gold. We wanted to keep the heavy doors as part of the language and we created a space where people lift heavy weights. All the Gymbox venues are great, heroic spaces. We’re looking forward to the next challenge.

HIGHLY MOTIVATIONAL CLUB DESIGN Gym Box, London – Forward Thinking!


HIGHLY MOTIVATIONAL CLUB DESIGN !Gym Box, London – Heroic space! !


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – TEAM/ATHLETIC TRAINING!


The first thing you will notice is that your gym looks nothing like your living room. In fact it looks nothing like anything else in the outside world. This is because I want you to forget the outside world while you are here. It is a landscape for the senses, carved out of

my imagination and built with one objective; to get your heart racing before you ever step onto the treadmill. When you step out of the 9 to 5 world and into ours, I want you

energized. I want your imagination dwarfed. I want you to feel like your whole life just got better. I want you surrounded by extravagance because our world serves as a

monument to how successful we have been at changing bodies. Tangible reminders that anything is possible, the only limit is ones own imagination and energy. David Parton.


HIGHLY MOTIVATIONAL CLUB DESIGN 1. DESIGN WITH A PURPOSE - KNOW YOUR BRAND!

39

Who are you? What is your story? What experience do you want to offer members? Where do you want to take them? !


HIGHLY MOTIVATIONAL CLUB DESIGN 2.DESIGN STARTS OUTSIDE !


HIGHLY MOTIVATIONAL CLUB DESIGN 6. IMAGE – ARCHITECTURE, COLOR, GRAPHICS, EQUIPEMENT, FURNITURES…!

43

ARCHITECTURE


HIGHLY MOTIVATIONAL CLUB DESIGN 3. HIGH CEILINGS! Optimal Height: 7 m (23 f)

Minimal Height: 4.5 m (12.5 f)


HIGHLY MOTIVATIONAL CLUB DESIGN 3. HIGH CEILINGS!


HIGHLY MOTIVATIONAL CLUB DESIGN 4. Natural lighting!

49


HIGHLY MOTIVATIONAL CLUB DESIGN 4.Natural Lighting!


HIGHLY MOTIVATIONAL CLUB DESIGN 4.Natural lighting – Alternative/Fake Outdoors


HIGHLY MOTIVATIONAL CLUB DESIGN 5. LAYOUT/FLOOR PLAN !! How can you organize the space to create a feeling of energy & movement, motivation and encourage connection between people? ! Example – Most popular activity (i.e. GF) at opposite ends of reception – A big

number of people have to cross the gym all the time creating movement and energy ! Having a ‘life line’ crossing the gym floor ! Cardio equipment facing the ‘life line’ !  Team training activity in the middle of the gym floor and cardio equipment

! Changing rooms close to reception – creates 1-way traffic flow ! Zones – Create zones with unique personality, design, atmosphere, décor

matching the feeling and energy you want to create in each of this zone. Make sure it works with the overall club design.

56


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES - RECEPTION!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – SOCIAL AREAS!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – GYM FLOOR AND CARDIO AREA!


HIGHLY MOTIVATIONAL CLUB DESIGN 5 ZONES – GYM FLOOR AND CARDIO AREA!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – GX STUDIO!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – MIND BODY!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – PTs/TEAM TRAINING!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – PTs/TEAM TRAINING/ATHLETIC TRAINING!


HIGHLY MOTIVATIONAL CLUB DESIGN 5. ZONES – BOXING !


HIGHLY MOTIVATIONAL CLUB DESIGN 5. LAYOUT/FLOOR PLAN – ZONES – KIDS!

81


HIGHLY MOTIVATIONAL CLUB DESIGN 5. LAYOUT/FLOOR PLAN – ZONES – CHANGING ROOMS!


HIGHLY MOTIVATIONAL CLUB DESIGN 6. IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO!

95

ARCHITECTURE



96

ARCHITECTURE



97

ARCHITECTURE


ARCHITECTURE



HIGHLY MOTIVATIONAL CLUB DESIGN 6 IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO!

! Defined palate maintains continuity in club and in multiple locations ! Colors should be restricted to 3-4 colors to support “image”, should highlight vs.

saturate the space – and needs to support graphics and lighting used in facility vs. overwhelming them.

COLOR


COLOR




DECOR


Refine & define image, brand and story –  Holistic use vs. separate items placed wherever –  Strategic placement – Eg. Posters promoting classes grouped in key locations to form a

gallery worth looking at vs. dotted in free spaces throughout building

HIGHLY MOTIVATIONAL CLUB DESIGN 6 IMAGE – ARCHITECTURE, COLOR, GRAPHICS, DECO!

GRAPHICS


GRAPHICS



HIGHLY MOTIVATIONAL CLUB DESIGN 7.LIGHTING!Can be varied to provide mood change, sculptural effect, sense of energy!

!

!


HIGHLY MOTIVATIONAL CLUB DESIGN 7.LIGHTING!


HIGHLY MOTIVATIONAL CLUB DESIGN 8. SOUND & AUDIO-VISUAL!

One of most fundamental mistakes club owners make is either having no music or playing the music too low –  Separate by “zones” to adjust to activity and mood –  Control by house –  Separate sound in GF studios controlled by instructors –  Consider music/video/TV use in cardio & general areas where energy/movement

needed –  Consider acoustic noise separation where needed to avoid sound “bleed” – i.e. so

RPM™ sound doesn’t bleed into BODYBALANCE™/BODYFLOW™ space

118

Use music to create energetic and motivating spaces!


HIGHLY MOTIVATIONAL CLUB DESIGN 8. SOUND & AUDIO-VISUAL!

119


HIGHLY MOTIVATIONAL CLUB DESIGN 8. SOUND&AUDIO VISUAL: CREATE A SENSE OF MOVEMENT AND ENERGY !


Your commitment to environmental sustainability is becoming a compulsory !basic customer expectation!

!-  People interested in Health & Fitness have increased awareness of environment!-  Many consumers now assume and expect your facility will be committed to lowering impact!-  Environmentally friendly gains commercial benefits with minimal impact on member

services!

HIGHLY MOTIVATIONAL CLUB DESIGN 9. GREEN YOUR DESIGN!

123


1.  Culture: get team on board, championing efforts – they’ll spread passion !!–  Sustainability champion, contest, discussions, encourage walking, biking, public transport to work, clear policies!

2.  Building materials - keep construction waste out of landfill!!–  Recycled products, better quality that requires less replacement and lower capital over time;

greenery to break space; rubber flooring; sustainably harvested timber; carpet tiles vs. broadloom is easier to replace damaged areas!

3.  Reduce Energy use!–  Natural lighting & ventilation; solar; LED lighting!

4.  Waste Management – make it obvious and easy to recycle & provide measurement!5.  Products – non caustic chemicals; reduce amount used whenever possible!

HIGHLY MOTIVATIONAL CLUB DESIGN 9. GREEN YOUR DESIGN!

124


HIGHLY MOTIVATIONAL CLUB DESIGN The Green Microgym (Potland,OR) !


HIGHLY MOTIVATIONAL CLUB DESIGN Green Fitness Studio (Brooklyn, NY) !


7/10/12 8:50 AMGreen Fitness Studio’s Green Initiatives

Page 1 of 2http://greenfitnessstudio.com/going_green.html

HOME ABOUT CLASSES PERSONAL TRAINING BOXING NUTRITION SPA VERDE JUICE BAR GOING GREEN NEWS CONTACT US

Green InitiativesWe are proud to be the first eco friendly fitness center, and we are constantly challengingourselves to make our studio more eco friendly and energy efficient. At every design stage,we have searched for ways to be more environmentally friendly. This attitude carries overto every aspect of our operation, from the sheets we use in on our massage tables to thevegetables at our juice bar.

Here are some of the ways we are going green:

Bamboo floors in our group fitness studios.Bamboo is one of the most sustainable flooring products on the market. Bamboo canregrow into mature fiber in three and a half to seven years- oak takes approximately 120years to grow to maturity!

Recycled rubber flooring in the workout areaThe flooring in the workout area is made from recycled rubber, typically old rubber tires. Byusing recycled rubber flooring we are keeping scrap rubber from sitting in landfills andputting it to good use as durable and green flooring.

Remanufactured and Self Powered gym equipmentMost of our gym equipment has been refurbished to work like brand new equipment.Instead of purchasing new equipment, we chose to use refurbished equipment that wouldotherwise have been thrown away. By using remanufactured gym equipment we arekeeping trash out of landfills- and they look great in our gym! Many of our machines areself powered. This means they are not plugged into the wall, constantly using electricity.They only turn on when being used, making them more energy efficient than traditionalexercise equipment.

We have a living roof!Outdoor rooftop area will featured a 2000 square foot space covered with sod. Our livingroof will allow us to use less energy to cool the gym and acts as a substrate for pollution tosettle out and detoxify. Living roofs also conserve rain water and reduce storm waterrunoff.

Our bathrooms will feature infrared saunas.Infrared saunas are 40-50% more energy efficient than hot rock or steam saunas and helpdetoxify the body and promote weight-loss.

Our bathrooms conserve water.Our dual flush toilets, low flow faucets, and low-flow showerheads all conserve waterwithout compromising your shower experience. Low flow appliances cut water usage in half!

Our water is filtered at the source, so every drop from the showerto the sink is clean and energizing.We encourage our members to use reusable water bottles instead of buying plastic.

Our brand new patented “old bike” bike rack.Before you even enter our door you’ll see how Green Fitness Studio constantly seeks outopportunities to be eco-friendly. We took old junk bikes recovered from the Brooklyn landfilland restored them to the streets of Bushwick, by building our patented new powder coatedbike rack.

To light the gym we use Compact Fluorescent Lights.Compact fluorescent lights are more energy efficient than traditional fluorescent lights.

Our beautiful glass enclosed atrium uses heat mirrored glass.Heat mirrored glass retains hot/ cool air allowing us to reduce the energy required to heator cool the gym.

When a new member joins, they will be using our revolutionarypaperless contract system.This system allows us to maintain electric files and reduce our use of paper.

The towels

7/10/12 8:50 AMGreen Fitness Studio’s Green Initiatives

Page 2 of 2http://greenfitnessstudio.com/going_green.html

We launder the gym towels on the premises in our high efficiency washer and dryer. Weuse eco-friendly detergents when washing our towels as well.

Our eco-friendly touch screen computers use 48% Less PowerTouch screen computers only need 200 watts of power while in full operation, which savesup to 48% of power compared to HDTV, achieving the perfect balance between efficiencyand power usage.

Local, organic, and sustainable is the theme for our juice bar.We are working with local farmers and our local food coop to bring fresh, healthy, andconsciously grown foods to your plate. We encourage our guests to dine in, but also provideeco-friendly carry containers for those on the go!

CommunityGreen Fitness Studio seeks to foster a communal space where residents of Bushwick canlearn about green initiatives. Our gym is more than just a place to work out and liftweights; we are a total mind and body fitness center working towards a healthiercommunity and a healthier planet. We encourage members to get a drink from the juice barand relax on the outdoor rooftop area or the lounge.

Home | About | Classes | Personal Training | Boxing | Nutrition | Spa | Verde | Going Green | News | Contact Us

232 Varet Street Brooklyn, NY 347.599.0663 [email protected]

© 2009 Green Fitness Studio. All rights reserved. Site design: MSteinberg Design


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO 10. MAKE THE MOST OF YOUR BIGGEST OPPORTUNITY!

128


129

! 78% say room to exercise is extremely/very important! ! 60% say the ambience of the room is extremely/very important

HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO !TOP DRIVERS OF GX ATTENDANCE!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO !IMPACT ON BUSINESS – THE ‘PUMPKIN’!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO !IMPACT ON BUSINESS - THE ‘PUMPKIN’!!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO BUILD AS BIG AS YOU CAN!

133

Create massive energy and capitalize on economies of scale

!


HIGHLY MOTIVATIONAL CLUB DESIGN | STUDIO BUILD AS BIG AS YOU CAN!

What if your studio is too small? •  Can you move a wall? •  Change the position of the stage? •  Rearrange storage? •  Swap spaces inside club? •  Add more classes to the schedule by increasing timeslots/days classes are

offered? •  Use parking lot, garage, other storefront etc? •  If not…can you slowly increase dues?

134

Allow space for people to move •  Optimal Length: Width Ratio: Between 10:6 -10:8 •  Height: minimum of 10 ft (3 m) - ideally 16.5 ft (5 m) •  RPM™/cycle allow: 21 ft² (2 m²) per bike •  All other classes allow: 43 ft² (4 m²) per person


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO NAIL THE BASICS AND MOVE ONTO BIGGER THINGS!

135

!NO EXCUSES!!All GX Studios MUST have great stage, sound, microphone and lighting!


!  Stage !  Theatre impact !  Members see instructor !  Stage is away from entrance !  Size and height !  Rectangle room - place stage on the shorter wall !  Square – What about using a corner?

!  No mirror behind the instructors !  Use neutral wall behind instructor with colors !  Dramatic color schemes/graphics at side of stage

HIGHLY MOTIVATIONAL CLUB DESIGN | STUDIO CREATE AN EXPERIENCE – THE FOCUS SHOULD BE ON THE INSTRUCTOR!!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE AN EXPERIENCE – THE FOCUS SHOULD BE ON THE INSTRUCTOR!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE AN EXPERIENCE – CREATE A FEELING OF ENERGY USING SOUND, LIGHTING, COLORS, GRAPHICS, CARPETS etc!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE ENERGY - SOUND!

MAKE THE INVESTMENT!Does it make sense to invest small money on a sound system to run group classes servicing hundreds or thousands of members each week vs $10,000 on 1 treadmill servicing a few tens? !!

139


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE ENERGY - LIGHTING!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE ENERGY – LIGHTS!


CASE STUDY: Les Mills East Coast (LMEC) Teamwork and smart shopping to create a studio !

147



HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE ENERGY – CARPET!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CREATE ENERGY – GRAPHICS AND DECO!


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO CRCREATE ENERGY – GRAPHICS AND DECO!


HIGHLY MOTIVATIONAL CLUB DESIGN | STUDIO

EQUIPMENT AND STORAGE!

! Easy Access: either side of the stage; room with enter and exit sides!! Use “dead zones” (side of stage) to maximize floor space!! Looks neat and tidy!

153


HIGHLY MOTIVATIONAL CLUB DESIGN| STUDIO EQUIPMENT AND STORAGE!


HIGHLY MOTIVATIONAL CLUB DESIGN | STUDIO EQUIPMENT MAINTENANCE – CYCLING STUDIO!


YOUR TURN!| TRANSFORM YOUR SPACE Starting with your current GF studio – what can you do to work towards a highly motivational space? !

Health Club Design - Thought Leadership

Education

Transcript of Health Club Design - Thought Leadership