The fitness landscape is once again starting to shift, and we believe that independent gym owners are in the best position to capitalise on that shift. We will be focusing on how gyms and fitness clubs are in a fantastic position to benefit from this growing aspect of the functional fitness movement.
Strength Training was largely considered niche and unpopular until Arnold Schwarzenegger and his ilk rewrote the rules and thrust it into the limelight. From there on, for decades strength training was marketed almost exclusively to the young, the athletic, and those chasing a certain aesthetic.
Over the last decade we have witnessed a new narrative forming, one that positions resistance training as a fantastic tool for life quality and longevity, functional independence and general vitality. It’s no longer just about building enough muscle to give the Terminator a run for his money, it’s about building a longer, better life. And depending on your area, your gym might be perfectly positioned to lead this charge.
Strength Training as Functional Fitness
Fitness science has repeatedly been able to demonstrate the benefits of strength training for decades now, but as anyone working in the fitness industry knows, all the positive stats in the world won’t move the needle if there isn’t social momentum to back it up.
With the rise of functional fitness in the post-pandemic fitness scene, that momentum is very much here and it is time to revisit the stats.
- Metabolic Health: The first benefit shouldn’t surprise anyone. Strength training, of course, increases muscle mass, the body’s primary engine for glucose metabolism, directly combating insulin resistance and reducing the risk of type 2 diabetes.
- Improve Bone Density: Whether it is wearing a weighted vest, backpack or doing bicep curls, Weight bearing exercises have shown increasingly promising results when it comes to improving bone mineral density, as well as slow progressive bone loss. This can be vital in slowing and combating conditions such as Osteoporosis.
- Joint Longevity and Pain Management/Regulation: Stronger muscles quite literally help lighten the load for our joints. This has numerous benefits, including muscle stability, reducing wear-and-tear, increased joint longevity. It has also been proven to assist specific, localised types of chronic pain conditions such as arthritis and lower back issues.
- Mental Health Benefits: There has been a lot of focus on the benefits of exercise on mental health in the last decade and Strength Training is no different. Consistent strength training has been shown to help assist blood flow, improve cognitive function, combat depression, and enhance sleep quality.
- Increased Longevity: We’ve explored the longevity revolution previously on this blog and since then Strength training has emerged as a front-runner, becoming a key focus for those who want to maintain their independence and vitality for longer.
How Strength Training, Functional Fitness and the 50+ Demographic can Boost Membership
And while we are on the topic of longevity, the current shift towards ‘functional’ and sustainable strength training opens up new avenues for independents looking to expand their offerings and attract members that their facility might previously not have been able to cater to.
Not only for those independent gyms and fitness club owners that have strength equipment, but also for those that have already carved out a membership base by providing longevity and functional fitness, looking to expand their offerings further.
Functional Fitness For All Ages:
The functional fitness movement has helped to expand the number of people in a given area that independent gyms can target.
We have seen many independent gyms change the perception of their facility from one which seemed if not inhospitable to ‘young, high-intensity users’, seemed at least indifferent to them. By introducing functional fitness and supporting it with the appropriate marketing, these gyms have been able to get new members through the door who would’ve previously never looked twice at their gym.
These members are now seeking training that translates directly to life outside the four walls of a fitness facility. They want to feel capable and resilient, they want to feel as if they are investing in their body, not punishing it. Classes and programmes that focus on movement, versatility and sustainable strength have become increasingly popular across all age groups in the last five years and it is a trend that shows no sign of slowing down.
Boost Membership by targeting the 50+ Fitness Market:
The 50+ market isn’t a niche, it is an ever-growing portion of the population. Due to societal and economic pressures, the population in the UK and Ireland, like much of the western world, is ageing.
This would be a big enough reason to start pivoting away from the more traditional gym-going demographics by itself, but taken with the fact that more and more people ove 50+ want to live better into their old age, it becomes an easy call to make.
These are not people just looking for ‘senior sessions’. They are informed, invested in their health and seek expert guidance to train smarter. More often than not they have a level of disposable income not seen among younger people these days, as well as higher retention rates due to a lack of moving around.
Taken together, you can see why many independent gym and fitness club owners have stopped purely focusing on ‘below 40’ and started looking ‘above 50’.
Five Actionable Points for Independent Gym Owners
To round off today’s blogs, we are going to finish with five easily actionable points that you can start implementing within your gym or fitness club today. As a company run not only for independent gym owners but by independent gym owners, we know the value of practical, actionable advice.
1. Welcoming Messaging: We all know that specific brand of ‘gym speak’. Terms like ‘feel the burn’ or ‘I don’t start counting until it starts hurting’ definitely feel satisfying to say, but they aren’t what is going to get Brian, age 56 through the door. Neither will a bunch of flames and lightning on a poster advertising aerobics. Testimonials from members in their 50s, 60s and 70s achieving real-world goals will, as well appropriately applying images. Aspirational images that depict the benefit of functional fitness such as an older person picking up their grandchild.
Highlight health outcomes as much as the physical transformations.
2. Train and Educate Your Team: It is important to make sure your staff and class-leads are ready for the shift. Working with older people can be different from both a social and fitness perspective. Make sure that they are approaching these classes and other initiatives with a sustainable and functional workout mindset.
Of course, the relevant certification is the only true way to ensure your staff are qualified and prepared, but only focus on specific specialisation once you are sure the demand is there.
3. Focus on sustainable, practical programmes to start:
- Beginner Strength Classes: Start with a class that focuses on technique with a small group size.
- Longevity: Host monthly workshops to gauge demand in your area with names like ‘staying strong past 50’.
- Clear Demarcation/Progression: It is vital that each class has clear parameters and limits to avoid any discomfort, mismanaged expectation or injury.
4. Community Messaging and Management: The 50+ demographic responds better to getting ‘out and about’ than their younger counterparts. Social events and groups striving towards a goal (the now ubiquitous coach to 5k is the go-to example) will be likely to attract, retain and get people communicating.
5. Ensure you have the Right Equipment for classes and increased demand:
- Racks with safety bars and spotter arms.
- Dumbbells, with a focus on the lighter increments.
- Resistance bands
Ready to Work with a Team That Can Sustainably Support Your Business?
For over 25 years, we here at Ashbourne Membership Management have been a trusted partner for independent gym and fitness club owners up and down the country. We understand the unique pressures you face, which is why we have built our services around a single goal: to simplify and streamline everything from payment collection to access so you can focus on running your business.
Our comprehensive suite of tools is designed to automate the day-to-day administrative tasks, secure your facility, and provide you with clear, actionable insights into your club’s performance.
Our approach combines intuitive software with dedicated, in-house support. From seamless payment processing and access control to our proactive payment recovery team, we handle the tedious behind the scene nuisances that can bog down an independent gym owner.
With straightforward onboarding and practical training we start as we mean to go on, providing a reliable service that will improve life for you, your staff and your members.
We have helped thousands of gyms transform their operations, recover lost revenue and make more informed strategic decisions. Contact our team here to find out more about how Ashbourne can help future-proof your business, today.
