There is a trend impacting both private country clubs and boutique fitness studios. Social clubs, fitness clubs, country clubs, and even retailers are trying to satisfy 3 major audiences that all share a common need: 1. Families looking for like-minded communities. 2. Gig economy and remote workers 3. The ever increasing health and fitness conscious consumer The result is that many private clubs are creating 'clubs within clubs' to keep their members engaged and at the club.

1. 2020 - The Year of Clubs Within a Club
An Emerging Trend in 2019

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Private Clubs Recognize the Need to Diversify
The Club Within a Club
trend encompasses more
than just a private club’s
fitness center. These
private clubs are
developing fitness studio
offerings that include
class instruction and
booking.
The studio class offerings
are more than just aqua
aerobics and yoga.
Spinning, kickboxing,
barre, and pilates are all
classes private clubs are
looking to offer.
There are varying Club
Within a Club models.
Some athletic clubs are
acquiring private clubs.
Some private clubs are
acquiring fitness studios.
Some private clubs are
developing their own
fitness studios
organically.
Gym vs. Studio Studio Class Offerings Different Models

3. 2016
Home and Office Fitness
Offerings Give Traditional
Gyms a Run for Their Money
2017
Retailers Muscle in on
Fitness Centers too
2018
Health and Fitness
Industry Reaches $30B
with 3-4% growth annually
2019
Fitness Declared the Most
Attractive and Monetizable
Amenity for Country Clubs
2020
The Club Within a Club Trend
Accelerates as Private Clubs
Develop Smaller Tribal Communities

4. Sea Pines Country Club Debuts
$2.55M Fitness Center
The project includes the addition of a second floor, growing
the facility from 2,500 sq. ft. to 7,300 sq. ft. The first floor
now offers the latest cardio and strength training
equipment, while the second floor features a new multi-
purpose room for group classes and gatherings.
“SPCC’s fitness center renovation and expansion was
the result of members placing a greater emphasis on
wellness and requesting additional fitness-program
offerings. Three new certified instructors have been
added to accommodate the expansive group fitness
lineup, including yoga, Pilates, spin, full-body strength
training, TRX, water aerobics and more.”

5. Matrix Racquet Club Spins off a
Seperate Fitness Center
The owners of the racquet club realized they weren't
making enough money through their tennis club so they
decided to open their own fitness studio. The fitness
studio is divided into 3 boutiques (currently they're doing
pop-up classes while they complete the build). Members
can join the tennis club or the fitness club or both.
“Matrix Fitness is class driven; even if that class
is not on the schedule! We are unique in that
way too; custom time slots are available for
groups of 5 or more as well as personal training
and nutrition meetings.”

6. Missouri Athletic Club Expands
Fitness Offering
The Missouri Athletic Club has recently expanded its fitness
offerings to include boutique studio classes.
“The MAC offers an extensive array of group
fitness classes that are fun, motivational and yield
results, including CrossFit, Pilates, yoga, spinning,
and kickboxing.”

7. Wisconsin Athletic Club Acquires
Lake Country Racquet and Athletic
Club for $3.5M
WAC, the largest privately owned athletic club in
Wisconsin, completed the acquisition of the 4-acre,
98,000-square-foot Lake Country property for $3.5 million.
“The Lake Country community has been one of our
most requested markets to open a Wisconsin Athletic
Club. We appreciate the tradition the Gebhards have
created at Lake Country Racquet & Athletic Club and
look forward to continuing to build on that tradition.”

8. Five Seasons Athletic Club Merges
With Logik Fitness Club
Instead of developing a fitness program from the ground up,
Five Seasons merged with Logik Fitness solving their need for
expanded studio class offerings, and Logik’s need to compete
in an ever-growing studio market.
“Experience the new Five Seasons Powered by
Logik Fitness.
Welcome to Logik, the region's definitive fitness and
training facility. 'Logik' is our unique philosophy of adopting
leading edge technology in our clients education of fitness
fundamentals and the application of science to their
physical fitness and training programs. Our 12,000 sq/ft
studio is designed and equipped to provide consistent,
quantifiable results through rewarding, competitive, and
completely addictive group exercise experiences. Give us
the opportunity and we'll guarantee you results!”

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Create a Frictionless
Fitness Experience

10. Watch How

11. Facilitate the
Check-in
Process
Allow members to easily check-in to
the fitness center, class, or personal
training session. Clubessential’s
check-in kiosk makes this a
seamless process.

12. Extend the
Fitness
Experience
The fitness experience should
include more than the just the
workout. With solutions like mobile
ordering and mobile POS, you can
allow members to order something
as simple as bottled water or a pair
of yoga socks, as well as customize
their favorite post-workout smoothie
with modifiers.

13. Pay Their
Way
With every purchase, allow
members to pay the way they
prefer. Using Clubessential
solutions, members can charge to
their account or pay with their credit
card.

14. Utilize Your
Website and
Reservation
Systems
Allow members to buy and book
training sessions for on your
website or through your mobile app.
This lowers the barrier for entry and
takes away some objections to
buying training. Clubessential’s
reservations system allows for easy
booking of personal training
sessions.

15. Understand
Member
Fitness
Utilization
Utilizing analytics across these
systems you can begin to identify
seasonal, weekly, and daily trends
associated with the use of your
fitness facilities. Define which days
and hours members frequent and
whether there are additional sales
associated with that activity. You
can also break this down across
members as well as their guests.

16. © 2019 Clubessential LLC. Do not distribute or reproduce without express permission of Clubessential.
Amp Up Your Personal Training
And Speaking of Personal Training

17. 13.5%
According to the International Health, Racquet & Sportsclub Association, 43 percent of health
club members participate in group exercise, while only 13.5 percent work with a personal trainer.
That’s a lot of training sessions left behind. While your member base makes for a captive
audience (and built-in leads) for your personal trainers, it will probably take more than just
hanging a sign in the locker room about a training promotion to get them to take advantage of
all that your fitness staff has to offer.

18. Begin with
Onboarding
It all starts at the beginning. Having a
sound onboarding process and
system in place to make sure all new
members are contacted, and meet
with your fitness staff, is essential to
developing and nurturing them.
Utilizing Clubessential’s CRM
solution, clubs can develop an
onboarding workflow that supports
these fitness initiatives.

19. Develop
Mentoring
Programs
It may take more than just a fitness
assessment during a member’s
onboarding process to help develop
the rapport and trust needed to turn a
member into a client. A mentoring
process during the first month of
membership not only allows your
training staff to strut their stuff but may
have the side benefit of boosting
retention as well.

20. Build a Blog
Clubs recognize the value of a blog, but
often struggle with resourcing the
content needed to be effective. A blog
that your fitness staff can help write will
help your trainers attract new clients by
giving them authority and making them
more in demand from those members
wanting results. Clubessential’s website
CMS lends itself nicely to this regular
content creation.

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Partner with the Best

22. We Know Fitness
The fitness studio experience is
different than the experience
defined throughout the rest of the
club. You need to partner with
someone that understands the
private club and the fitness studio
member experience.
We Know the
Member Experience
From new member onboarding,
class and session bookings,
check-ins, and payments,
Clubessential can support the
frictionless fitness experience
your ‘Club within a Club’ requires
to be successful.

23. © 2019 Clubessential LLC. Do not distribute or reproduce without express permission of Clubessential.
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