And I'm not talking about furniture! I'm posting my latest article here, which delves into the emergence of functional training as a "new" method of shaping up, achieving better health and improving one's lifestyle. Studios like
Get Fit are providing a welcome alternative to the impersonal mega-gym, though each has its place in the rapidly exploding Health and Wellness Industry.
According to economist
Paul Zane Pilzer, the Health and Wellness Industry is now a $350 billion dollar business. Out of that astonishing figure, $24 billion accounts for fitness club memberships, with another $12 billion paid to Personal Trainers. While this is just the tip of the iceberg in terms of the Wellness Industry as a whole, those figures merit a closer look into the preponderance of mega-gyms around the country and the simultaneous emergence of a new kind of workout regimen known as functional training. Clearly Americans have come a long way. As Pilzer states, “In 1975, jogging was regarded as a “craze,” a fringe thing, like the hula hoop that would go away quietly if we just gave it enough time. The idea that an entire nation would consider running as a normal, everyday activity would have been sheer lunacy.”
Today, it is hard to meet anyone who doesn’t at least give lip service to the idea of regular exercise. But what is the difference between a traditional gym and this new phenomenon of functional training, and how does design impact the success of each? A good place to start is with their target markets.
According to Christine King, Founder and Director of the Delray Beach, Florida-based,
Get Fit! Functional training studio, their services cater to the professional 45 year-old female who’s too busy to exercise and intimidated by the gym. Additionally, she doesn’t really believe she can actually accomplish her goals due to a lack of guidance and structure. As King observes, for many of these clients just walking through the door is an accomplishment.
As I met with her in her studio office, Christine motioned to the chair I’d been sitting in and remarked, “I’ve renamed that the ‘crying chair,’ because our required initial consultation tends to be a highly-emotional experience for our customers. So many women want to lose weight and feel better, but they’re incredibly frustrated because nothing they’ve tried – including the mainstream gym approach – has worked for them.”
So how does
Get Fit appeal to its client-base? It begins with a user-friendly website, carefully crafted after much research into the pros and cons of various competitor sites. In their design, Christine employed clean lines against a white space, with easy-to-read information within a simple navigation system. The studio itself is friendly, bright, cheery –and most importantly – clean. The naturally-lighted space is devoid of two major elements that characterize the traditional gym atmosphere: Wall to wall mirrors and intimidating machines.
Christine’s philosophy of “keeping it simple” is also reflected in photographs hung at each station that mimic its respective form and assist the client in understanding how to execute the move. This emphasis on the client’s needs separates
Get Fit from other competitors in the fitness industry. As Christine explains, “We focus on the person and their individual goals, not the studio. We share what our studio can do for
them, not the other way around.”
And with a staff of highly-trained, certified professionals,
Get Fit can also accommodate the needs of clients with disabilities, since the circuit is adaptable to all fitness levels. Among some of the physical issues the studio addresses are MS, Lou Gehrig’s disease, Autism and severe back injuries. About the last one, Christine states with confidence, “Bad backs - we can fix them,” a claim not often heard in the traditional gym arena, or even in
Get Fit’s closest rival,
Curves. Also unlike the popular women’s fitness chain,
Get Fit is open to both sexes and provides a “personal training experience,” without the extra cost. Whether there’s one person or fifteen working out at a time, each receives personalized attention and instruction from a highly-knowledgeable expert.
Among traditional gyms,
LA Fitness is one of the most popular, with over 140 locations nationwide. As with Get Fit their official site is user-friendly and set against a white background, though the many photographs of athletic-looking men and women participating in everything from a basketball game to a dumb-bell workout would most likely succeed better at driving away, rather than enticing the typical Get Fit consumer. Then again, the
LA Fitness client profile is significantly different.
According to trainer Matt Swig, regular gyms like
LA Fitness appeal to an 18-40 male and female demographic, many of whom are seeking a “larger than life” workout experience. To that end, most gyms are happy to oblige, with wall-to-wall mirrors, lots of imposing equipment, a separate cardio area with ubiquitous treadmills and stationary bikes, and a “muscle-head” section, featuring a plethora of free weights in varying increments of poundage.
As is the case with
LA Fitness, gyms tend to keep cardio and weight-training in distinctly different areas, due to their unique cultures. Most cardio areas are stacked higher than other gym offerings, to keep the consumer engaged in the activity; by offering a view, along with a TV set, the aim is to keep the person working harder and longer. By contrast, those who frequent the free-weight area are, as Matt says, “looking for the clang.” They want to hear the noise of the weights, which fuels their “machismo” as they lift and lower. According to Matt, gyms like
LA Fitness are rife with “cliques,” segments of the membership who either gravitate to one form of exercise or the other, without a lot of crossover.
Another departure from the functional training concept is the lack of experience of most employees hired by the national fitness chains. Unlike
Get Fit, there’s typically no guidance and no supervision. Once you get past the initial, friendly -- and usually inexperienced – Greeter -- and sign on the dotted line, you are pretty much on your own. Most machines have no instructions or photographs to help the user, so in many cases, members can’t be sure that they are even orchestrating the moves properly or efficiently.
As its name suggests,
LA Fitness lures its market by invoking an aura of glamour and California-style good health and looks. Each location has a standard design and is the exact same square footage. But if you are suffering from a disability or struggling in post-rehab from a sustained injury,
LA Fitness is not your best option since there are no programs for physically-challenged clients. At best, you’ll find two pieces of functional equipment: a stability ball and a medicine ball; hardly enough to build a results-oriented workout around.
In fact, according to Matt, the large-chain fitness centers don’t even really want
healthy clients, once they’ve paid their membership. “Most gyms are designed to get your money and hope you never come back,” Swig states, “because if everyone did, there’d never be enough equipment to meet the demand.”
Still, the model is working, at least for the fitness chain’s bottom line, if not necessarily their clients’ figures. Established in 1984,
LA Fitness now boasts 140 thriving locations nationwide as mentioned earlier; a quick zip-code search for nearby centers netted 10 results in just two South Florida counties, all within easy access. By contrast, although
Get Fit as a functional-training company recently celebrated its 10-year anniversary, the privately-owned studio of the same name has been in existence for just 2 years. Still, it’s a concept that is growing steadily, fueled by Christine King’s local involvement in the chamber of commerce and other civic organizations, and weekly
Fit Chat conference call, a free service designed to inspire members to reach their personal goals and improve their overall health and quality of life. Additionally, King has been nominated for “Small Businessperson of the Year,” which will yield positive publicity for her burgeoning enterprise, regardless of the outcome.
In the end, as always, it is up to the consumer to choose the method of fitness that’s most beneficial for their personal circumstances and preferences. With the addition of functional training studios to the fitness scene, they now have more variety than ever before.
End Note: I've been happily working out at
Get Fit for the past 5 months, and continue to be impressed with the quality of their staff, the cleanliness of the studio and the overall effectiveness of functional training.