Managed Fitness Amenities Lead to Greater Tenant Satisfaction

Managed Fitness Amenities Lead to Greater Tenant Satisfaction

Providing health and fitness amenities is not a new trend, however it continues to be one of the highest sought after amenities!  Whether it be an onsite fitness centre, virtual wellness solutions or wellness programing.   For property owners and managers, a fitness amenity is designed to achieve 2 outcomes:

  1. Attract/Impress prospective tenants
  2. Create value for current tenants to renew leases

In a recent study, findings show that access to health and fitness is a top priority for employees. When employees were asked which aspects or perks would be most likely to make them stay if they were considering whether to stay or leave, nearly 40 percent said health amenities. (1).

Good Intentions don’t  deliver Great Results

Armed with this knowledge, it is important to note one important fact- a “build it and they will come” approach may be misguided.

Providing fitness space and equipment is a nice intention.  However, many of the tenants likely already own or have owned fitness equipment in their homes that ended up never being used. This is often the same outcome for unsupervised fitness centres offered as a tenant amenity. It can also become a low value amenity causing frustration for owner/managers and tenants with unmaintained equipment or lack of centre care potentially resulting in limited use and an unsafe environment. 

Many building owners/managers are realizing investing in a fitness amenity and leaving it unstaffed is a mistake. Those who invest in proper design and provide a professional atmosphere are achieving better returns on their investment.

Initially the first impression of a fitness facility is judged by the condition, variety, layout, moderness and maintenance of the equipment. Also by the general feel for the facility, the colours, the music (is it welcoming, does it represent the  building tenants demographic, etc.). These are all key areas to consider during design.  

Deliver Ongoing Value and Build Long-term Relationships

Once an initial impression and expectation is set, it is critical to maintain a positive, lasting impression.  The follow up to ensure you do not over promise and under deliver includes details like etiquette enforcement, safety and services (available services and classes) .

In many cases tenants will justify paying an additional fee (membership) if the value is there. 

Tenants who would typically never use a “self-serve”  or un-supervised facility, will join and use a staffed facility.  On-site staff provide the necessary comfort level, connecting tenants with tenants and recruiting new tenants to be engaged all creating more value in the building.

When looking at staffing your fitness amenities, the team you have in place is also important to consider.  Here are a few key benefits to hiring a management company, such as LIV North, versus leasing space to a private fitness operator:

  • Consistent Service 
  • Professionally Managed
  • Access to additionals resources and programming
  • Equipment Maintenance and Procurement
  • 30-40% of tenants use a professionally managed amenity vs only 8-10% for unstaffed fitness amenities
  • Decreased liability risk
  • Revenue and expense management
  • Shared vision with Property Owner/Manager
  • Help build community within companies and buildings

With over 45 years of experience in club management across Canada, LIV North is prepared to work with your team and develop plans and programs to meet and compliment your organization’s goals.  Whether the goal is engagement, usage, revenue or tenant retention, we can help.

If you would like to learn more about LIV North’s Fitness Management division, don’t hesitate to contact us at amenities@livnorth.com or visit us online at www.livnorth.com.

(1)https://www.capitalone.com/about/newsroom/wps-survey/

Who is LIV North Fitness Management

Who is LIV North Fitness Management

For over 45 years, LIV North Fitness Management has been providing consulting, management and programming solutions for fitness facilities across Canada! Whether your facility is a corporate site, tenant building, community centre or virtual, we have a solution for you!

Learn more about the services that we offer by watching the video below. If you would like to learn more about how LIV North Fitness Management can assist your facility, contact us at amenities@livnorth.com.

LIV North Celebrate National Health & Fitness Day with Free Audio Guided Workouts from June 5-11, 2021

As Canada enters our second summer of battling COVID and coping with pandemic restrictions, we are all growing tired, frustrated and fatigued. While physical activity opportunities are limited or unavailable, we know that being active helps significantly with managing stress and depression. This year especially we want to highlight the ways people can get active and how important activity is for physical and mental health.

National Health & Fitness Day is June 5, 2021.  To help Canadians be more active and stay safe, LIV North’s Fitness Management team is launching outdoor, audio guided workouts on their virtual platform – Optimal by LIV North.

These audio guided tracks include:

  • Walk/run tracks (great for beginners and advanced runners alike);
  • Mindful walks (combining mindfulness and activity, ideal for a break or at lunch) and;
  • Outdoor workouts (take your fitness class outside with the instructor in your ear).

From June 5th to 11th, LIV North is letting everyone try audio guided workouts!  CLICK HERE to learn more and to try some of the audio tracks out in celebration of National Health & Fitness Day!  

If your organization could benefit from guided audio tracks or any of LIV North’s Virtual Services, let’s connect!  You can reach us at virtual@livnorth.com.

LIV North Fitness Management Hosts Virtual Wellness Week for Clients

LIV North Fitness Management division has always included elements of wellness into our programming.  With COVID raising concerns about mental wellness, stress management and employee burnout, a few of our LIV North Account Managers set out to address these concerns. 

In the Spring of 2020, a few of our facilities took part in a virtual health fair that received great reviews from the participants and our clients.  Now that we are 16 months into this pandemic the need for wellness has increased dramatically, hence the idea for a Wellness Week was born.

Wellness Week 2021 is a virtual event that takes place from Monday, June 7 to Friday, June 11th and includes 5 daily live sessions and activities.  This service is available on the Optimal by LIV North platform as well as through several of our management projects that are hosting the event.

Below are some details about the 2021 event.  

If your organization is interested in taking part and having access to the live sessions, you can reach out to us at virtual@livnorth.com.

2021 Predictions on How the Pandemic Will Reshape the Fitness Industry

The impact of 2020 has reshaped how we live, play, and work; the imposed restrictions, put in place due to the pandemic, have created a new reality that we have had to, and will continue to, adapt to. Some of these new behaviours will stick beyond Covid 19, while others will fade.  Although we know that restrictions will extend deep into 2021 in some form, there is a light at the end of the tunnel.  Change exposes us to different perspectives, new opportunities, and time to reflect on what we need and what we truly value.

A few of my thoughts on how I believe fitness has, and will continue to evolve post pandemic.

#1 A larger portion of the population will make activity a higher priority. 

Although Covid will eventually fade, the vulnerability felt by those who had underlying conditions, and to those whose health was affected directly or indirectly, will last. The messaging about how being active can help with and prevent chronic conditions, improve immunity and aid in mental health are hitting home during this pandemic.  The realization that activity, even in small amounts, can provide major benefits is here to stay.

  • Movement is Medicine Less focus on abs and buns and more focus on heart and lungs. All health professionals agree that physical activity is essential to one’s well being. No longer is fitness viewed primarily as a body transformation activity (washboard abs, weight loss). Instead the aesthetic results achieved through fitness is now secondary. Wellbeing (current and future health status) and Improved Performance (productivity, energy, mood) are equally as valued from those who participate or intend to participate.  This shift in perspective will be a key message in attracting the right clientele to your facility.
  • More people moving Walking is a great starting point for the inactive population (no prep, no learning curve or special equipment) and during the lockdown we wanted/needed to get out of the house so many people began walking. Beyond walking the pandemic has also broken down physical activity barriers for many with a plethora of online fitness options. People can participate in the comfort and anonymity of their home without feeling self conscious. The opportunities to explore and try a variety of activities online without buying a membership or specific equipment has been extensive. With more inactive people being introduced to activities, building confidence and realizing the benefits moving more provides it translates to an expanded market. This emerging untapped demographic will be purchasing professional  fitness services/memberships both online and in-person in 2021contributing to the rebound for many facilities.

#2 Social Connection is Vital

We have an innate need to belong, to be part of a community that provides a sense of acceptance, inclusivity and sharing common interests/goals. The Social Connection has long been a key component for many fitness participants because it provides another reason to attend,(it’s fun, it’s motivating and it feels good to sweat and accomplish with others). 

  • The social aspect is the key to virtual success. The emergence of Virtual Fitness skyrocketed in 2020. The need for people to feel connected to a familiar instructor or workout group was evident as people flocked to Zoom and recorded workouts. For many facilities this began as a band-aid solution until the return of in-person fitness could resume but there is no doubt that Virtual Fitness will remain as a permanent and popular option even after all restrictions have been lifted. Although Zoom fatigue and excess  of screen time is a challenge, facilities and professionals who continue to embrace the social aspect of online workouts, and refine ways to connect with people online, will separate themselves from the crowded field of virtual fitness  options. 
  • Working out (together) in-person will return and thrive. The impact of social distancing and lockdowns became and remains a heavy burden for many people. The lack of connection and social interaction due to working from home is a major dilemma. The need for a hub, for people to come together, will heighten and fitness facilities will become a popular option. During the lockdown those who valued and relied on this in-person element and did not make the switch to stay connected online struggled with consistency.  Whether it is working out and bumping into fellow members, planning a workout with a friend or attending a scheduled group workout, the positive reinforcement, shared challenge and accomplishment in a place that you are comfortable and feel you belong, is a much more powerful element then the actual workout itself. 

 #3 In-Person Facility Experience gets a reboot: It has been a devastating year for the Fitness Facility Industry, the lockdowns and safety protocols have made it extremely difficult for Studios and clubs to stay afloat. During the shutdown phases, fitness facility owners and operators quickly pivoted showing ingenuity by renting equipment, offering existing and new services remotely, and staying connected to their members.

  • Flexible Memberships– No one is looking for long term commitments. Month to month options will become the new norm. It will not be uncommon for members to have memberships at multiple facilities simultaneously or throughout the year.  Assessing the convenience of a facility, when working at home and/or when at the office, along with considering the interest in different activities and needs throughout the year, will shift consumers purchasing decisions. 
  • “Working out at home isn’t the same!!” is a phrase I keep hearing. The value of having a dedicated time and place to workout has proven to be critical for many. Working out alone at home with distractions is hard to adhere to. The structure, atmosphere and social aspect will be a major factor in the return of members to facilities.
  • Access to equipment– Although we have been exposed to creative and effective bodyweight and minimal equipment workouts, the love of using equipment to get more from a workout will remain. Some have purchased equipment for home but notice the quality of their Treadmill/Elliptical doesn’t compare to commercial equipment. It is hard to stay motivated doing activities that don’t feel good, or the same way you remember them. To progress towards our goals we need to be challenged in different ways, however, purchasing high quality equipment, and a variety of weights for home may not  be reasonable (space considerations) or affordable, making the existing fitness centres the most viable option.
  • Professional Instruction–  There are an abundance of fitness ‘coaches’ online however, a fit Instagrammer, athlete, celebrity or someone who has had a successful body transformation, does not qualify them to competently coach others. Reports from participants doing generic online workouts that are either “too easy”, “too hard” or “unsafe” are unfortunate but not surprising. Certified Fitness Pros in clubs and studios have extensive training and several have many years experience.  The realization is now more apparent than ever that trained professionals offer an abundance of value including being able to identify appropriate intensity, provide necessary adjustments to technique, modify for injuries, identify weakness/imbalances, provide timely motivation boosts, and create personalized workout design & instruction.  All of these offerings will lead to improved results, reduce risk of injury and provide a better experience overall.
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