The Club Scene 

Last check, Health club memberships have almost doubled since 1990, to 39.4 million. Females represent more than 60% of participants in fitness activities, such as stretching, fitness walking, aerobic dance, yoga/tai chi, other exercise to music, elliptical motion trainer, water exercise, Pilates, and cardio kickboxing. However, in the 1950’s and 1960’s, gyms were dominated by men training for specific goals of size, strength, explosive strength or a combination of all of these goals. Women are the most active readers of magazines relating to their health. The second most searched area on the web by women is personal health information. Not surprisingly women are the number one buyers of magazines. Older marketing campaigns featuring the “trophy bodies” are only now starting to be overcome in the clubs. So how do we get to the next level? I continue to see many club owners dedicating space for women only area’s which just so happen to be; close to the locker rooms; empty of mirrors, ceiling fans, machines and functional tools that are considered effective endurance and or selectorized machines and adaptable to fit larger individuals. We are all aware of the successful growth model of the Curves concept. I would say whatever model you choose, women need to be integrated and a core component of your health club. Women are voracious consumers of health and fitness information, we should feed that appetite with staff and in-club resources. Plain and simple, Women are the future of fitness!

Frank O'Rourke