The commercial fitness and leisure industry is continuing its strong recovery from the hit it took through 2020, with members confidence returning and operators seeing positive membership growth.
But with more gyms opening and investing in their facilities, how can you ensure your gym floor and brand really stands out to both existing and potential members?
One way of doing this is by fitting your gym with equipment customised for your brand.
Investing in new equipment is a huge commitment for any operator, and one of the primary considerations is how to maximise the impact of that investment, so choosing to highlight your brand on the gym floor and add customised equipment that is bespoke to your specific fitness product, is a huge win!
Reasons why you should get customised gym equipment
Powerful Brand Consistency
Fitness fans love working with a recognised brand
And just like in every other industry, brand consistency plays a huge role in helping members feel at home with your gym.
Customised gym equipment makes sure that all your gyms, in all your locations follow the same branding strategy. They don’t have to be exactly identical but it is very reassuring to your members to see the exact same style regardless of which town they go to.
There’s a reason fast food franchises, hotels, amusement parks and other businesses keep their branding consistent across their outlets.
In an ideal world, anyone simply glancing at a picture of a gym should be able to tell that it’s your franchise, the same way anyone seeing the inside of a Mcdonalds can tell which restaurant it is.
Needless to say, this is pretty huge for your brand.
Impress Potential Members
When you think about the modern gym, what comes to mind?
Is it an endless stretch of grey treadmills and subdued black walls?
If so, then you need to get out there and see just how much effort gyms have put into turning their facilities from boring grey boxes, to vibrant, inspiring workout arenas.
The modern gym is a visually impressive setting that gets members motivated to workout.
Working directly with your chosen manufacturer to make customised gym equipment means you can realise your perfect gym vibe and impress everyone who comes in to scout the gym before opting in for a paid membership.
This could be the difference between getting a new member and watching them go off in search of a more impressive space.
In this age of social media, a fair number of members can choose your gym over a competitor’s based on whether your gym equipment looks great in the background of their posts or if being in your gym makes them look like they take their fitness seriously.
Imagine how it looks for your potential members, seeing your modern gym facility, brimming with intensity & RGB lights, only to find it’s equipped with generic, grey equipment.
It’s almost as shocking as opening up the danish cookie tin as a kid, only to find your mom’s sewing kit… Absolutely tragic.
This could be the difference between getting a new member and watching them go off in search of more neon.
Attract more franchise partners
Having customised equipment makes it easier for you to attract more franchise owners as they know they will be able to immediately capitalise on the benefits of your brand.
Franchise buyers are looking for 1 thing above all else…
A strong, replicable brand.
There’s no point investing in a brand that’s wildly inconsistent. After all, when everything’s different, they have no guarantee that they will have the same success as your other franchise owners.
However, when you have a strong brand, which extends to how you brand your gym space and your equipment, you greatly increase the trust that gym franchise buyers have in you.
You want a situation where the success of one franchise in location A boosts the profile of the franchise in location B. One of the best ways of doing this is by letting members know that they are getting the same experience in both gyms.
Your equipment is this experience.
This is why they come to the gyms and if they are consistently branded, your members across your franchise will feel more at ease at any location that opens up.
Which is great news for your franchise buyers.
Attract the best trainers
Where do you find the best personal trainers?
The best gyms with the most clients.
What draws a large number of clients to a gym?
The best personal trainers.
A gym with a reputation for great personal trainers is going to attract a lot more members as people will believe they can better hit their fitness goals in this gym.
Personal trainers also know this, which is why the best ones choose to align themselves with the best gyms. Not only do they have more clients to choose from, they also have better equipment to work with.
One sign that a gym is committed to providing the best experience is in how much they invest into their fitness equipment. And there is no greater sign of being invested than by getting customised gym equipment.
This tells the trainers that you are a proper business and you’re willing to do everything to bring in the client base they need to succeed. This means they are more willing to work with you and start that feedback loop that ultimately fills up your membership books.
If you have a shabby gym floor, trainers aren’t going to take you seriously enough to work with you… Because you don’t take yourself seriously enough.
Conclusion
Getting customised gym equipment for your facility is one of the best investments you can make.
It could be an absolute game changer for your brand and help you beat your revenue goals by bringing in new members & franchise partners.
Want more info about how to get your own customised gym equipment or need to talk to an expert about details of your next project.
Click here to schedule a commitment free talk with one of our experts.
We’ll be more than happy to provide you with the guidance you need.
