RESIDENTIAL GYMS
1980s. Today the company manages over 80 locations in New York, New Jersey and southern Florida.
President Wendy Bosalavage says that sophisticated US consumers are driving growth: “Savvy consumers who are buying or renting property now expect leisure facilities at home to be on a par with the best commercial health clubs. In New York and the surrounding regions, the market is benefi ting from new developments in urban and suburban neighbourhoods, where real estate companies are looking to create a sense of community through lifestyle centres.” Bosalavage explains that the term ‘lifestyle centre’ is pertinent, indicating a range of services beyond a traditional gym – incorporating fi tness machines, movement studios, therapy rooms, dry and wet spa areas, swimming pools, basketball courts and lounges. In return for operating the facility and providing staff – depending on the client, requirements can vary from fi tness to cleaning teams – American Leisure takes a management fee and captures additional revenue from specialised services such as swimming lessons, massage and personal training. The company budgets for the running costs of a centre either through a share of the residents’ common charge or, in the case of rentals, by estimating a monthly membership fee for individuals below market value. This is so the developer can run a self-sustaining facility rather than make a profi t. “We’re there to support real estate companies to leverage their developments for sale or rental and, as such, we’re brought in at the conceptual stage to assess local demographics and incorporate the latest lifestyle trends,” Bosalavage explains. “We shape the
Residents at Williamsburg Edge can mix and socialise at the on-site cinema
design and content of the bricks and mortar – so, for example, we will tailor the type of branded equipment according to the demographic. This may mean installing a signifi cant free weights area for a young audience, or looking at facilities that support functional medicine for the over-50s. But in addition to the bricks and mortar, we provide forward- thinking programming.”
In real terms, this equates to American Leisure staff working with residents to create programmes with measurable goals. “Using the technology inherent in modern residential developments, we disseminate information about our clubs, free community events and programme offerings,” she continues. “We hold regular focus groups so we can respond to changing needs.”
A newly launched initiative is ‘Your Wellbeing’, which invites residents to consider fi ve pillars of wellbeing: physical, emotional, intellectual, social and mindful. Under the programme, a resident could enjoy a two-hour ‘digital detox’ session by playing backgammon or table tennis with neighbours. Intellectual stimulation could come in the form of fi lm screenings, wine tastings or cookery lessons, all within the setting of the lifestyle centre.
While those residents engaging with the Your Wellbeing initiative will be charged for this type of service, some of American Leisure’s other goals-orientated programmes are complimentary. One of American Leisure’s recent success stories is Williamsburg Edge on the waterfront in Brooklyn, New York. Two buildings consisting of 780 condo units offer lifestyle centres occupying a combined space of 6,320sq m (68,000sq ft). Bosalavage describes the “quintessential” centres as incorporating the full array of lifestyle amenities, with additional touches such as a communal fi re pit, chef’s kitchens and screening rooms. The focus here was to attract and build a youthful community in an area that had once been depressed, so American Leisure ran neighbourhood contests, organised a trek, put on healthy eating dinners and designed events to highlight organic products and recipes – all with its young audience in mind. “Our residential audiences are not transient, so it’s important to programme for a stable community and to staff centres with highly trained team members who appreciate the relevance of fi ve-star service in a home environment,” Bosalavage adds. “This is a particularly exciting time for our industry as more time-starved people turn to the convenience of residential lifestyle centres where they can take care of their health holistically.”
The Edge: Communal areas are designed to promote a sense of wellbeing 44 Read Health Club Management online at
healthclubmanagement.co.uk/digital
NEW OPPORTUNITIES Examples from the UK and US markets show that residential gyms are not a new phenomenon. But as more property developers seek to differentiate their schemes with sophisticated leisure facilities equivalent to the leading high street clubs, the sector offers promise to those operators who have the required stamina, imagination and commercial awareness, and who can tap into its potential by programming and marketing to different demographics. ●
March 2013 © Cybertrek 2013
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