There was a time when we got all the exercise we require from our daily activities. But as hunting and gathering lead to farming and eventually the industrialized world we live in today the need for human “labor” has been nearly eradicated. Now that we work desk jobs, eat our meals from the hot bar at Whole Foods, and enjoy a generally sedentary lifestyle we are required to reintroduce this missing physical activity. For some reason, the question of how to add physical activity, or work, back into our lives is one that has proven to be puzzling, controversial, and difficult terrain to navigate.
In response to the demands of the market the fitness industry has grown tremendously, particularly in North America where an estimated $28 billion was spent in 2015. Much of this industry is dominated by health clubs and large gym franchises that offer a sampling of strength equipment, cardio machines, TV’s, massage chairs and minimal staffing. Granted how many staff members do you need when your members don’t actually attend the club? In a study done by students at UC Berkeley found 67% of gym memberships are never used in the population they surveyed.
“If you are not going to the gym, you are actually the gym’s best customer.” -Stacey Vanek Smith, NPR
The savvy marketers at big box gyms know how to target their marketing towards individuals who won’t actually come to the facility. As humans we often get a rush of excitement by a new fitness undertaking. “This is it, the time I actually change, no looking back,” you say. The challenge is that the health club has made zero commitment to you. They don’t care if you show up or not. Luckily there is someone out there who does.
Boutique fitness is the alternative to the traditional health club model. Boutique gyms offer specialized classes based on the expertise of the owners, teachers, or coaches. CrossFit boxes, Barre studios, Bikram yoga, parkour facilities, spin classes are all great examples of the boutique fitness model.
These communities succeed when the all parts are working together; the owner, staff, and clientele all succeed when they each meet their goals. This synergistic effect leads to faster results and more satisfaction from all parties. As a client you have a team of coaches and fellow members who are all rooting for you, teaching you, and most importantly holding you accountable. Becoming fit doesn’t have to be a chore, a challenge, or a pain point. In fact, it can even be fun 😉
Boutique gyms have been seen rapid growth in the past decade as clients recognize that when it comes to fitness, not all gyms are created equal. Some of the most common excuses sound like:
- “I have a hard time sticking to a routine”
- “I’m just too busy to exercise”
- “I get bored with going to the gym, it always feels like work”
- “I don’t know how to lift weights/choose a routine/eat the right food”
These are great excuses, but since you’re ready to make a change it’s time to ditch the excuses and focus on RESULTS. By implementing a system that counters your excuses you’ll be left with the only option, the results that you want to achieve.
If you struggle with sticking to a routine you will benefit from the coaches, friends, and community members that you’ll meet at each class. A group of people that will ask you about your day, learn about your goals and life, and most importantly encourage you to show up consistently to your workouts.
If you claim to be too busy then you should sign up for classes ahead of time. The wide variety of classes that are available each day at time frames that are consistent with your schedule make it easy to squeeze in an hour long workout.
If boredom is your challenge then a workout that changes every day is exactly what you need. Not only that but the different coaching styles and friends you’ll make at different times of the day make each class a totally unique experience.
If information is the enemy then relax, because that’s already been taken care of for you. Your coach has put a lot of thought into a training program that will improve your fitness and will be by your side to instruct you on form, breathing, and what weights to use. Keep an eye out for group nutrition challenges to boot!
To get the results you want sometimes you need to try a new approach. If that trip to the gym feels more daunting than Frodo walking the ring to Mordor then it’s time to see what a boutique gym has in store for you!