Kory Angelin, chief operating officer for new HIIT fitness concept, Volofit, is no stranger to the fitness industry. He is an award-winning fitness expert and two-time published author and has helped some of the top fitness companies in the world to build their brand. With the fitness industry about to boom post-pandemic, big-box gyms and boutique fitness studios are rethinking how to acquire new members and retain existing ones.

“I used to think that having a cheaper price than my competitors would help me acquire more clients”, Angelin states. “But what I learned over the course of my career was that consumers wanted a better experience and were willing to pay a higher price point for it.”

With more of the population focused on living a healthy life now more than ever, more and more fitness concepts are putting their dollars behind creating what the fitness expert likes to call experiential memberships. That essentially means creating a great customer experience from the time a client inquires about purchasing a potential membership to the point at which the gym tries to sell them one. More gyms now focus on the lighting, equipment, and technology, and yes, the right staff to interact with the customers.

There is no better example of this than the rise of boutique fitness studios. According to Angelin, “Boutique fitness has seen the biggest rise in the past decade because of the sense of community as well as the experience they provide for their members.”

In fact, big-box gyms over the years have taken some notes from boutiques so much that they, too, are trying to create a similar atmosphere within the walls of a big-box gym. 

There is a reason why millennials are the primary customers for boutique fitness studios,” stated Angelin. “They want a unique and intimate setting when it comes to fitness and if that experience is there, they are willing to pay big dollars for it.”

So the next time you visit a gym, pay close attention to the experience you get. It can be the determining factor as to how much you would be willing to pay to join.

To learn more about Kory Angelin, visit his official website.