According to Fabiano, new clubs are allocating between 600 to 2,000 square feet to recovery spaces.

West Wood Clubs, which has six locations in Dublin, Ireland, recently opened a new recovery room with heated hydrotherapy massage and cryotherapy beds at its Sandymount location. At the Clontarf Club, the company gutted its existing spa to build a bigger space that includes two giant Jacuzzis, a larger sauna and steam room, an ice room, a salt room, heated loungers, and a cold plunge pool.

“Members absolutely love the new spa area, and usage is out the door,” says Karen Polley, the managing director at West Wood Clubs.

Longevity Club created a dedicated stretching and recovery area, and also now offers acupuncture, chiropractic, massage, and functional medicine in-house.

“We built our brand on hospitality, where people feel cared for,” says Jennie Brooks, the owner/president of the Longevity Club. “So, we offer convenience in as many ways as we can, including a variety of curated services that we know members appreciate having under one roof.”

Healthworks Fitness Clubs in the Boston area debuted the Restore Spa after refurbishing its 19,000-square-foot flagship facility in Cambridge. It features a cold plunge pool, infrared sauna, eucalyptus steam room, whirlpool, spa showers, and restorative massage services.

“Recovery and longevity technology and services are just as important as cardio and strength,” observes Mark Harrington, the president of Healthworks.

Because recovery also encompasses mental health, some clubs are incorporating meditation pods, quiet rooms, and spaces with a strong connection to nature to help members release stress and relax.

Accentuating Ambiance

In addition to recovery spaces, locker rooms represent a haven and are a frequent target for upgrades.

“Members now expect more spacious grooming areas, increased privacy, and larger showers, and upscale clubs are offering heated shower floors, full-body dryers, and private dressing niches,” Fabiano says.

Carter adds that unisex bathrooms with private showers are becoming more common among studios and smaller clubs.

Equally as important are club lobbies and reception areas, which today are viewed as places to showcase the brand and linger.

“Lobbies have become much more inviting and less intimidating,” Carter reports. “Rather than offering sightlines to a mass of exercise machines, these areas are being designed to make a great first impression that is welcoming to both new and existing members.”

West Wood also unveiled a new reception and café area in Clontarf, which Polley describes as “a bright, beautiful, and friendly hub of the club.” Healthworks likewise designed a new reception area and lounge where members can relax and socialize.

At the Longevity Club, Brooks focuses on sensory appeal and making a stellar first impression when members enter not only the reception area, but also each floor of the multi-story facility.

“Taste has a big effect on memory, so we offer amenity bars with complimentary mints, fruit, tea, and coffee at the entrance and exit of each floor so that members come in and leave with a lasting pleasant impression,” she explains.

Co-working spaces have been limited to large, multipurpose facilities to date, but some clubs are placing communal tables with charging stations in the lobby as a convenience for members.

“The integration of co-working areas reflects a broader, more holistic approach to member services, acknowledging evolving lifestyle needs that blend work, fitness, and wellness,” Fabiano observes.

Lighting, colors, and flooring all contribute to fostering a custom environment that differentiates brands, attracts customers, and encourages repeat visits.

“There’s a trend toward creating visually stunning and immersive environments through thoughtful lighting, color schemes, and overall design as consumers increasingly expect higher quality in fitness facilities,” Januszek says.

Return on Reinvestment

Design upgrades and remodels are an ongoing cost of stimulating growth amid competition.

“We are always busy, and the facilities get old and tired every few years,” Polley says. “It’s a constant cycle of reinvestment, which is essential to meeting the evolving needs of our members and keeping us ahead of the curve.”

Januszek acknowledges the worth of engaging spaces. “By offering a comprehensive experience that goes beyond traditional workouts, clubs give members more reasons to value their membership and return.”