You might be thinking this sounds obvious, but with so many factors to consider with fitness facility design today, like recovery rooms and technology integration and specialized training areas, you’d be surprised how often people get distracted perfecting those and lose sight of the fact that a design should do more than look good and include your branding.

As Bruce says in the video, “in the health club industry, we sell a product where most people agree to the value, but they don’t like.”

And even for those who do love exercising, there’s always the threat of cheaper/nearer/better competition, or the fact that workouts can be repetitive, or difficult to fit into a busy routine.

That’s why you need to keep this in mind while designing your facility: people shouldn’t just like your design, they need to love your design.

The key is to use aesthetics strategically rather than treating them as a cosmetic layer. Lighting, color, cleanliness, equipment organization, room layout, signage, acoustics, and finishes can work as a business, marketing, and member retention strategy, supporting perceived value, member satisfaction, and more.

Try to identify where design improvements can make the club easier to use and more appealing, because the visual appeal of a fitness center is more than just superficial; it sets the tone for the entire member experience.