Sensory Impact Of Your Gym Subconsciously Impacts Usage & Then Retention
I want to challenge how you think about member experience.
100% great service still matters. But if you want people raving on socials and sticking around longer, it’s time to sharpen your sensory design.
Here’s what I see working:
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Bright light lifts mood.
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Blue tones sharpen focus.
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Warm hues relax and soften space.
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The right music tempo can boost heart rate & even member efforts by up to 15%.
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Scent—like citrus or mint—improves energy and reduces stress.
At RECESS Fitness in Dallas, the bass shook the floor, mirrors popped with lighting, and the whole space smelled incredible. You just felt it the moment you walked in.
Your members won’t consciously notice most of this. But they’ll feel it, share it and they’ll come back for it.
What sensory tweaks could you make?
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.