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Discuss this article (0 Comments)Keeping up appearances
by ArabianBusiness.com staff writer on Wednesday, 10 September 2008
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One company addressing this gap in the market is Physical Advantage Fitness Solutions - best known for its Dubai beach bootcamps - which has launched a new Gym Design and Facility Management arm.
"As experienced trainers, we have been operating out of many gyms all over the world, so feel we have a point of difference and an innovative angle on gym design," says Physical Advantage co-founder and director of fitness operations Corey Oliver.
"We will have an affiliation with Technogym and Spa Resources International," explains Oliver.
Sometimes there is the space to be a little more adventurous and try something different. The industry is missing the guts to do this.
"We are currently partnering with a prominent developer in Dubai on creating eight fully functional state of the art wellness centres in the upcoming Business Bay area, which would essentially incorporate the gym and spa treatment side of things and be a first for any developer in the region," he reveals.
Another company looking to offer its expertise to the Dubai market is London-based Zynk Design, a specialist interior design company for health clubs.
For Zynk's managing director Stavros Theodoulou, good quality design is essential because it "enhances a consumer's relationship with a brand".
"The experience of a club is defined by its brand communication across all levels. The club's interior forms a major part of that communication by defining the operational structure and the ambience of the various spaces, which in turn define the brand values associated with that club. Put simply, great design enhances a customer's experience, often without them even noticing," asserts Theodoulou.
Define and refine
With this in mind, Theodoulou says that the first priority for any developer or operator embarking on a new health club project is to define your proposition.
"Know what your proposition is - are you going to encourage a fast turnaround or be a club that people can spend half a day at?
"Understanding your brand positioning helps with space allocation. For example, the trends for fast fitness involve lots of equipment and minimal showers as members are encouraged to change and shower at home," says Theodoulou.
"The design of the club is the functionality. Don't think of the design as the finishes applied to the end product. The design starts with the brand strategy, the customer experience and ends with the finishes, lighting and the music system. It's all connected and needs to be considered as a whole," he adds.
For example, Bevan explains that as Body & Soul branded clubs target the entire family, "we include more features such as youth areas, party halls, relaxation lounges, a coffee bar, TV areas and kids' crèches so the members can relax as well as be active".
Fitness First, which has recently announced a supplier partnership with Technogym, takes a different design approach to suit its business model.
TREND ALERT: Is your club up to date?
Stavros Theodoulou, managing director of London-based Zynk Design - which has worked on the Jumeirah Carlton Tower in London - highlights the key design trends for the health club sector:
Back to basics
We are encouraging clients to get ‘back to basics' by allocating space for one on one personal training. Think old school gym, bars, benches and mats, throw in a Swiss ball for core training and add free weights for personal training.
Natural not artificial
Gyms used to have bright, zingy colours to represent energy and activity. There is a move towards more natural environments using muted colours, natural stone and texture.
Flexibility of equipment
Most equipment now comes with its own entertainment system, which means that we don't have to have rows of kit facing the Cardio Theater screens.
Giving users choice is the key, let the user decide where they want to work out by placing groups of equipment in different areas. Let the user hide away, face a mirror or face everybody else. This also assists with the boredom as the member can change their sight lines and ambience with each visit.
Studios
With the popularity of yoga and core training, studios are also becoming more relaxed and earthy, again with natural materials and finishes. On the other hand combat training is still popular and the spaces need to reflect this. Ideally you would have two, even three studios for different activities. If space doesn't allow, a multifunctional lighting system can change the ambience of a space dramatically and add colour and contrast.
Lighting
With legislation on energy use becoming ever-tighter, there will be a greater emphasis on new technology, in particular that of LED lighting which has very low energy consumption but with the ability to add contrast and colour very easily.
Colour is important but colour change has had its day. Instead, let the lighting create different atmospheres at different times of day - a chameleon effect.
Stavros Theodoulou, managing director of London-based Zynk Design - which has worked on the Jumeirah Carlton Tower in London - highlights the key design trends for the health club sector:
Back to basics
We are encouraging clients to get ‘back to basics' by allocating space for one on one personal training. Think old school gym, bars, benches and mats, throw in a Swiss ball for core training and add free weights for personal training.
Natural not artificial
Gyms used to have bright, zingy colours to represent energy and activity. There is a move towards more natural environments using muted colours, natural stone and texture.
Flexibility of equipment
Most equipment now comes with its own entertainment system, which means that we don't have to have rows of kit facing the Cardio Theater screens.
Giving users choice is the key, let the user decide where they want to work out by placing groups of equipment in different areas. Let the user hide away, face a mirror or face everybody else. This also assists with the boredom as the member can change their sight lines and ambience with each visit.
Studios
With the popularity of yoga and core training, studios are also becoming more relaxed and earthy, again with natural materials and finishes. On the other hand combat training is still popular and the spaces need to reflect this. Ideally you would have two, even three studios for different activities. If space doesn't allow, a multifunctional lighting system can change the ambience of a space dramatically and add colour and contrast.
Lighting
With legislation on energy use becoming ever-tighter, there will be a greater emphasis on new technology, in particular that of LED lighting which has very low energy consumption but with the ability to add contrast and colour very easily.
Colour is important but colour change has had its day. Instead, let the lighting create different atmospheres at different times of day - a chameleon effect.
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