This page contains a Flash digital edition of a book.

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

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

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84