Fitness and spa facilities in the private club industry have done a complete 180. They’re now a multi-million dollar, revenue-producing stream for clubs. The trends of the private club industry are closely related to the mainstream industry trends as members seek to experience fitness and spas within private clubs. The trends reported here are a combination of both club and industry.
Historically, the country club community lifestyle revolved around golf and tennis. During the 1990s, fitness centers and spas became a new concept in private clubs communities. Those private clubs that took a gamble by adding fitness centers and spas to their properties have found that these investments now play a major role in the sale and resale of their properties and memberships. The average number of years a fitness center has been in operation in private clubs has been 16 years, while spas and salons are markedly less at an average of only 10 years.
According to the most recent Club Spa and Fitness Association (CSFA) annual trend report, spa and fitness are the fastest growing segment within the club, as can be seen with 85 percent of reporting clubs having already expanded their fitness and spa areas and another 57 percent of clubs are planning an expansion over the next 5-7 years.
The CSFA also has conducted market research with real estate agents who report that the second amenity that potential new members request to tour after the clubhouse is the fitness center and spa areas.
Because the country club industry is one that represents a population of individuals who seek and expect excellence in all areas, we know that fitness and spa facilities are no longer considered an optional amenity within the private club community, but rather a lifestyle requirement for all new clubs.
In the past, country clubs may have skewed more toward the older population, putting the mean age of a club member at 67 years old. Today, that trend has changed dramatically. The mean age for members, according to the CSFA, has dropped to 61.3, with more families with children as members.
Today’s Trends
The hottest fitness trend right now according to the ACSM 2014 Fitness Survey is high intensity interval training (HIIT), which involves short bursts of activity followed by a short period of rest or recovery. This is HIIT’s first appearance on the top 20 list, and its number 1 spot indicates its popularity nationwide. The number 2 trend is also making an appearance for the first time: body weight training. This “back to the basics” form of fitness uses minimal equipment and includes exercises like push-ups and pull-ups.
Educated and experienced fitness professionals also topped the list of fitness trends. As part of top quality offerings, clubs are now employing highly educated staff that not only include certified fitness professionals, but physical therapists, medical fitness concierges, athletic trainers and those with multiple certifications to be able to cross over into private or group settings. Most clubs are only accepting top industry certifications from their training staff.
Other top trends rounding out the 2014 ACSM survey report include strength training, exercise and weight loss, personal training, fitness programs for older adults, functional fitness, group personal training and yoga.
Spafinder, the global spa and wellness resource, has identified global spa trends that will influence experiences for consumers and the industry in 2014. The 11th annual Spafinder Wellness 365 trends report highlights an industry innovating diverse new sensory experiences and treatments that focus on mind as well as body. They indicate the “über trend” of mindful living, which is one of the biggest movements of the wellness industry. Focusing on a healthy mind—whether through meditation, yoga or an app—places the focus on a less stressed, happier and more focused mind. Activities proven to reduce stress and relax bodies will be integrated into wellness and fitness routines.
The physical benefits of spa and wellness activities have long been known to reduce stress and relax our bodies, but in 2014 and beyond there will be a sharp focus on interweaving mindfulness techniques into these practices to help us reach a whole new place of serenity and calm.
Another top trend—healthy hotels—focuses on wellness tourism and travelers’ desires for multi-faceted programming to promote wellness and healthy lifestyles. One way to assist people in monitoring their fitness levels is seen in the “wired wellness” trend that includes apps, tracking devices and clothing with sensors to measure your heart rate and track personal health data.
Other top trends noted by Spafinder include the sensory trend of “suspending gravity,” which includes aerial and anti-gravity classes, flotation experiences and other ways to escape gravity’s pull. “Ferocious fitness” includes HIIT and triathlon training programs. Organic, natural beauty, aromatherapy, destination retreats and programs geared toward life transitions round out the top 2014 global spa and wellness trends forecast.
Spafinder Wellness predicts that Wired Wellness has an impressive amount of potential to change the way we both look at and approach our overall wellbeing. Today’s “Wired Wellness” digital world consisting of phone apps that track your every step and calorie to sensors measuring the correct foot pressure in your sneakers and even workout attire that tracks your breathing and changes in heart rate will revolutionize the industry.
In 2014 (and beyond), we will see more all-new destination spa properties or “wellness retreats” thrusting into the industry, aromatherapy scents moving in bold directions and playing a greater role in the treatment of pain and lastly a growing percentage of spas around the world offering services specifically created for people suffering from serious illnesses like cancer.
Looking into the future of fitness and spa, as the housing market fluctuates and the market goes through ebbs and flows, communities are challenged more than ever with offering top-of-the-line facilities and services that include the latest trends. Private clubs in general have to offer more amenities to their membership in order to compete for new members and add value to their existing memberships.
Paul Raymond, a founding board member of the Club Spa & Fitness Association (www.CSFAssociation.com), is Assistant director of fitness and spa operations at Mizner Country Club in Delray Beach, Fla. He can be reached by calling (786) 554-2933 or by email at[email protected].