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FITNESS CLUBS

Premium Memberships

During the past decade, many fitness clubs are following the model created by the very successful high-volume/low-priced fitness chains in the U.S. that began offering “premium” memberships as a way to generate higher revenues. Many clubs have found that adding the exciting and unique Cocoon Wellness Pro System to their premium amenities available with upgraded memberships can significantly increase sales of premium memberships.  

New Member Recruitment and Member Retention

Nothing is more important to the survival of a fitness club than the recruitment of new members and retention of existing members. The Cocoon Wellness Pro System has also had a dramatic impact on both the recruitment of new members and the retention of existing members for many fitness chains and clubs. The Cocoon is rapidly becoming a popular attraction at many of the premier fitness chains in the world because successful clubs understand the importance of providing both excitement and wellness benefits to their members beyond the standard (traditional) health club offerings such as aerobic and strength equipment.

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Market Differentiator

Since the American “invention” of the modern “health club” introduced by Vic Tanny in Santa Monica, California in 1940 and developed further by entrepreneurs such as Joe Gold in Venice, California, virtually every gym included free weights and various weight machines primarily for the development of strength. With the publication of Dr. Kenneth Cooper’s bestselling Aerobics in the late Sixties, America ushered in the era of an increased emphasis on “aerobic” (i.e., “cardio”) exercise and equipment including treadmills and stationary bicycles designed to foster the development of cardiovascular fitness. In the Seventies, the fitness club craze quickly spread to hotels, malls, shopping centers, and office parks. Most clubs offered the standard array of strength and aerobic equipment while some clubs expanded their services to include swimming pools, tennis courts, and more. As the fitness club industry became increasingly competitive through the Eighties and beyond, the most successful chains became increasingly creative in ways they could differentiate themselves from the competition. Recent years have seen the advent of a variety of “spa services” being offered within the larger fitness clubs in addition to “premium memberships” being offered as upgrades from standard memberships. Adding the revolutionary Cocoon Wellness Pro System to a fitness club on its own or as part of premium (upgraded) memberships has been found to be an excellent way for a club to instantly stand apart from the competition.   

Spa Services: The New Dimension of Fitness

Many fitness clubs and chains have added spa services such as massage, tanning, face and body treatments to some degree during the past decade to help them stand out from the competition and to increase revenues. Whether your club has already started adding spa services or not, the Cocoon Wellness Pro System will be a welcome addition to your offerings.

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