The Club Insider Archives: August 2025
Cover Story Classics
Club Marketing - Then, Now, Always
By: Justin Cates
Justin CatesPublisher's Note: The following Cover Story Classic comes to you from February 2014. The subject is Club Marketing, and it is fascinating to read the words written then, now, in hindsight. It seems like so much has changed, but a lot has stayed the same. Throughout the article, I will provide a few updates. Additionally, the original version of the article featured interviews from an all-star line-up of contributors: Mike Grondahl, Derek Barton, Casey Conrad Bill McBride, Terry W. Browning, Sherry Robb, Tracey Bourdon and Nancy Trent. Though not included here because of space constraints, these interviews can be found in the original version of this article. Their insights, combined with what you are about to read (or re-read), will give you a true arsenal of tools to take your club's marketing to the next level.
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Developing Tomorrow's Leaders, Today
Inside the REX Leadership Academy
At a time when the fitness industry is evolving faster than ever, one thing remains true: the strength of a club lies in the strength of its people. That's the driving force behind the REX Leadership Academy, the one-of-a-kind program created to turn great managers into exceptional leaders. The 2025 REX Leadership Academy brought together high-potential team members from clubs and studios across North America for a transformative, three-day experience filled with practical learning, leadership development and personal growth.
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Beyond Bright Lights
The Allure of the Darker Gym Trend
By: Bruce Carter
Bruce CarterHealth club interiors have come a long way, from basic, utilitarian rooms filled with equipment to immersive, experience-driven environments. One of the most notable recent shifts is the rise of dark gym design: fitness spaces with moody, atmospheric lighting and dramatic visual elements. This trend often accompanies the growing popularity of free weights and "power" zones, positioning these spaces as more motivating, liberating and immersive than traditional, brightly lit gyms. Visually, the dark gym aesthetic is defined by blacked-out interiors, dimmable LED lighting, neon lighting and nightclub-style audio-visual effects. The goal is to create a high-energy, theatrical atmosphere that particularly appeals to Millennials and Gen Z (ages 18 - 45).
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Recovery Trends Outpacing Fitness in Today's Club Industry
By: Nancy Trent
Nancy TrentFor years, the health club industry focused on "no pain, no gain" with intense workouts and ever-evolving equipment to push the body further. But, in 2025, recovery is redefining what it means to be fit, and clubs, retailers and brands are racing to meet the demand. From magnesium lotions to adaptive rollers, recovery tools are fast outpacing traditional fitness gear in consumer buzz, sales growth and club integration.
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Look in the Mirror
A Leadership Wake-Up Call on Hiring Accountability
By: Herb Lipsman
Herb LipsmanBe honest. We have all heard the complaints: "This employee is a nightmare. They are dragging the team down. They cannot get the job done. They have a bad attitude. They keep making the same mistakes..." And, yet, here's the uncomfortable truth...
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A Three-Question Interview with ChatGPT
By: Jeffrey Pinkerton
Jeffrey PinkertonThe other day, I had the chance to sit down (create a free account) with ChatGPT. The topic of exercise, group fitness, habit building, exercise adherence - and, as fate would have it, writing this article - came up. What follows is a shockingly accurate and in-brand discussion of the benefits of group exercise, the power of community and connection, and proof that the challenge of getting more people moving at your facility has more to do with inspiration and motivation, versus education and information. In other words, it's not just what you know, it's what you do with that information.
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Crunch Franchisees Making Big Moves!!!
CRUNCH - Fitness Ventures and Primetime Fitness announce large acquisition deals in their respective/expansionary territories. The leaders of the two club companies have hundreds of years of experience. Crunch ranked No. 1 in the fitness category for the second year in a row and No. 32 overall in the annual Entrepreneur Franchise 500, the world's most comprehensive franchise ranking. Crunch continues to expand nationwide and push the bar with innovative offerings for its members.
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Workout Anytime Accelerates Growth in 2025
ATLANTA, GA - Workout Anytime, the premium 24/7 fitness franchise with more than 200 locations nationwide, is entering the second half of 2025 with strong momentum. As the second half of 2025 begins, Workout Anytime is focused on continuing its upward trajectory. The brand is targeting additional signings and leases, deepening community engagement and expanding its leadership infrastructure to support the next generation of franchisees.
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The Fitness Industry's Global Momentum Continued in 2024, New Report Shows
BOSTON, MA - The Health & Fitness Association (HFA) releases the 2025 HFA Global Report, the comprehensive annual resource on the state of the global health and fitness industry. The report captures strong consumer demand, record membership levels in key markets and increasing alignment between fitness, healthcare and public policy. This year's edition features insights from nearly 30 countries and includes a robust increase in partner contributions and survey participation from 2024, reflecting the growing influence and engagement of the global fitness community.
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Norm's Notes for August 2025
By: Norm Cates
Norm CatesHello Everybody! This is your Club Insider Founder and Tribal Leader Since 1993 checking in with our 380th monthly edition of this 30+ year running club business publication I refer to as: A Labor of Love! I'm very thankful that you've tuned in again for this iteration of Norm's Notes, as I proceed on my keyboard with my longtime habit of "Telling-It-Like-It-Is!" I'm really happy that you're reading this edition, and I want to THANK YOU ALL for sticking with us every month! As usual, we have a bunch of health and fitness club business news, so please read on!
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