In this blog from ukactive Strategic Partner, PURE ENERGY GO, Hannah Trigwell – the organisation’s head of marketing – explains how carefully selecting music within a class or fitness facility can redefine member experience and wellness providing greater incentives for members to keep returning.
As we step into a new year, gyms are poised to redefine the member experience, and the spotlight on wellness takes centre stage. The recognition of music’s impact on members’ well-being in the gym extends far beyond entertainment; it plays a pivotal role in influencing both cognitive and physical performance. A powerful anthem has the potential to fuel extra reps, while music infused with positive motivational energy can alleviate anxiety during exercise. Imagine the possibilities if gyms curated their music choices in 2024 with a deliberate focus on enhancing member wellness.
Wellness, as defined by the World Health Organisation (WHO), transcends the absence of disease, encompassing complete physical, mental, and social well-being. To truly enhance member wellness, gyms should consider curating music designed to promote mindfulness, optimise exercise, and foster social connectedness – elements that collectively impact overall health.
As the pursuit of wellness draws thousands of new gym members each new year, the key to making their fitness habit stick lies in positive reinforcement with every visit. Each positive experience becomes a compelling reason for members to return; reinforcing the notion that member wellness should be at the forefront of a gym’s priorities.
Crucially, the atmosphere during workouts significantly influences members’ experiences. Whether it’s the intensity of a HIIT session or the meditative state achieved during yoga, the session’s soundtrack, if perfectly tailored to the discipline and intended vibe, can play a pivotal role in shaping these experiences.
Gyms that prioritise member wellness are positioned to thrive in 2024. A study conducted by Goncalves et al on ‘Member Retention in Fitness through Satisfaction, Attributes Perception, Expectations, and Well-being’ emphasised that “well-being in the club is the variable with the largest causal effect on membership retention.” The research concluded that member wellness was the most important factor for gyms to consider when prioritising member retention – followed by facilities, equipment, expectations, human resources, and innovation and services.
Music, both subconsciously and consciously, has the power to influence our actions, thoughts, and emotions. However, different music affects different people uniquely. While catering to the diverse preferences of individuals may seem challenging, certain attributes like frequencies, rhythm, and BPMs can be harnessed to craft music that elicits a specific psychological and physiological response in the majority of people. By adopting this strategic approach to soundtracking sessions, gyms will quickly discover that choosing the perfect soundtrack for every exercise significantly contributes to member wellness – which, in turn, can positively affect member retention.
The harmony between music and member wellness is a powerful dynamic that gyms should leverage to thrive in the evolving fitness landscape of 2024. As gyms prioritise member wellness through expertly-curated soundtracks, they not only enhance the member experience but also set the stage for their long-term business success and growth.
To learn more about PURE ENERGY GO click here.
PURE ENERGY GO is a member of the ukactive Strategic Partner Group – find out more click here.
Disclaimer: Any views or opinions expressed are solely those of the author and do not necessarily represent those of ukactive.
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