Bönström has launched LOVFIT – co-ed functional fi tness studios


20 per cent of full-service club members also use specialist studios “There’s a market for it and we should be in it,” agreed


Thorstad. “The margins and profi ts are bigger, and it will be positive for members” – this thanks to a highly results-focused, member-centric, interactive and experiential formula. When speaking with European Congress attendees,


Alison O’Kane Giannaras, IHRSA’s associate vice president of international development, consistently heard views on the growth of this boutique model. “Mid-market and higher- end clubs are looking at the boutique models and trying to incorporate the concept into their existing model,” she says. “The general consensus at the Congress was that the mid- market club is not dead, and that the growth in budget and


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The outdoor market is growing more rapidly than traditional gyms


boutique clubs is only making traditional clubs refi ne their value proposition – that there’s space in the market for all.” According to delegates, one key to refi ning the value


proposition will be a greater emphasis on staffi ng and the importance of human resources among the traditional mid- market health clubs. “As budget clubs continue to grow in number – with brand new offerings, equipment and concepts – a key element most are still missing is staff. The mid-market clubs are therefore increasingly realising the power a great staff member can have in retaining members,” says O’Kane Giannaras. These predictions of the continued growth of the boutique sector are consistent with the fi ndings of The IHRSA Health Club


Health Club Handbook 2015 101


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