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What we can learn from boutique gyms

January 2nd, 2017 09:00 by FunXtion

What we can learn from boutique gyms
Keeping clients inspired and motivated is the biggest challenge facing all gym owners. One specific category seems to be doing better than the rest: boutique gyms. What are they doing right and what can we learn from them? Read our five tips below.

1. Hone your focus
Cardio, strength training, spinning, Zumba: traditional gyms tend to offer a huge range of workout options. As a result, the coaches tend to know a little about a lot and lack the necessary specialization, in-depth advice, and targeted feedback clients need. 
That's why boutique gyms hone their focus by exclusively offering high-intensity training, spinning, CrossFit, or another specific sport. In turn, this allows them for focus on their specialization and offer classes of consistently high quality.

2. Go for experience
Boutique gyms are all about the experience. They offer a welcoming reception area, a well-equipped gym, an espresso bar, upbeat music, and enthusiastic coaches. That boosts customer satisfaction and customer loyalty.
The atmosphere is choreographed down to the last detail: from the floor and the gym equipment to the lights and the changing rooms.

3. Transform your coach into the ultimate motivator
Coaches play an important role in boutique gyms and serve as motivators. They're part of the overall brand experience and exude passion and dedication.
Their work isn't limited to the gym alone; they also motivate clients online and ensure a continuous stream of positivity and enthusiasm.

4. Create a community
As soon as your clients leave the gym, the connection is gone. Does this sound familiar? Boutique gyms establish a lasting bond by creating a close-knit community of like-minded clients that share the same interest in a particular sport.
Clients and coaches can interact with one another online and via apps. Exchanging experiences, challenging each other, sharing personal goals, or asking questions: it's all possible.
A community also makes for a more pleasant atmosphere. It helps your clients bond with each other, with the coaches, and with the club. The result: clients are more likely to come back to the gym to meet each other in person.

5. Offer flexible prices
Many consumers want to go to the gym when it suits them, without being bound by contracts. Boutique gyms offer flexible prices, usually on a pay-for-play basis or in the form of a loyalty card. This means you only pay for actual gym visits.

Do you have to change everything at once?
Transitioning to a boutique gym can't be done in a day; transforming your concept requires time and money. Nevertheless, client turnover shows that change is indeed necessary.

The first step: club-in-club
So what are your options? First, find an accessible way to incorporate certain elements of the boutique gym into your own concept. Make working out a fun experience. You can start by launching a club-in-club concept: instead of making a drastic change, try adding a mini-boutique to your gym.

FunXtion: mini-boutique in your gym
FunXtion is an excellent solution for a club-in-club concept. You can update your current gym concept with a FunXtion Experience Station, which is essentially a huge iPhone that clients can work out with as a group or alone. The features range from rounds-for-time and AMRAPs to challenges and single exercises. Interactive classes and personal coaching are also part of the possibilities, which are offered in a social and motivational setting. As soon as your clients leave the gym, they can continue their workout using the app. This makes exercising fun, interactive, and social. In short: an immersive experience similar to the one offered by a boutique gym.
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