IIDA Perspective - Summer 2019 - 53

WORKOUT
STATS

$87.2
billion:
Global health club
industry revenue in 2017.
That includes more than
201,000 clubs serving 174
million members.

No. 1:

The United States is the
global leader in both
club count and gym
memberships. Brazil is
the runner-up when it
comes to the number of
fitness clubs. Germany
takes second place for
number of gym members.

1,100:

Number of Orangetheory
locations around the
world. The fitness studio,
which launched in 2010,
is the fastest-growing
boutique gym worldwide
and hit $1 billion in global
revenue last year.

Photos by: Courtesy of Cuoco Black

China
is a major hot spot for
gyms: Over the past
five years, the industry
has grown 10.4 percent
(hitting $7 billion in 2018).
The United States saw
growth of just 5.2 percent
over that same time
frame.
Sources: IHRSA 2018 Global Report,
Orangetheory, IBISWorld

PERSPECTIVE: What would that look like in practice?
BLACK: Design-savvy consumers are voracious consumers of social

The design for
Trainerspace was
inspired by the
Disney move Tron:
Legacy.

media-they've seen it all. If a brand wants to grab consumer attention
they have to shift toward conceptually inspired spaces that eclipse the
commonplace and pedestrian designs that glut fitness marketplaces.
One of our clients, Trainerspace of Boca Raton, Florida, embraced
[the Disney film] Tron: Legacy as inspiration for their brand platform.
Fixtures, features, finishes, and design attributes back-link and reinforce
the brand aesthetic; it's completely immersive and innovative for a gym
model. Melt RX Fit, of Littleton Massachusetts, is another example: an
immersive, conceptual environment-theatrical, dramatic, and highly
differentiated from its competitors.
PERSPECTIVE: How is technology shaping how you approach
gym design?
BLACK: The fitness technocrats/vendors are all-in on fitness

technology; in contrast, I have a love-hate relationship with it. Many
gyms are pushing it-use this app to follow a program, check your
heart rate, or link your performance to a computer to see your progress
and how you compare with other gym members. I argue for use of
a minimum amount of technology yielding a maximum amount of
health-related data. Consumers want to escape technology. They are
over-indexed with it now. Technology doesn't add to the end-user
experience-it detracts from it. Consumers need a tech-detox space,
beyond Starbucks-a fourth place from the home or office.
PERSPECTIVE: What's a universal problem you see in gym
design?
BLACK: They're predictable, pedestrian, fitness environments-a

marriage of utility, competent design, and fitness. You're going to
get A or B, where A is a muscle/legacy gym environment, and B is a
hospitality gym environment. That's all fine, and that's all good, but to
drive industry innovation you have to move off the design grid.

summer 2019

perspective

53



IIDA Perspective - Summer 2019

Table of Contents for the Digital Edition of IIDA Perspective - Summer 2019

IIDA Perspective - Summer 2019
From IIDA
Contents
Next
Talk, Talk
Pre/Post
Powered by Design
From the Ashes
That Creative Spark
The Hybrid Hotel
Change of Seat
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2019 - IIDA Perspective - Summer 2019
IIDA Perspective - Summer 2019 - Cover2
IIDA Perspective - Summer 2019 - From IIDA
IIDA Perspective - Summer 2019 - 2
IIDA Perspective - Summer 2019 - Contents
IIDA Perspective - Summer 2019 - 4
IIDA Perspective - Summer 2019 - 5
IIDA Perspective - Summer 2019 - Next
IIDA Perspective - Summer 2019 - 7
IIDA Perspective - Summer 2019 - 8
IIDA Perspective - Summer 2019 - 9
IIDA Perspective - Summer 2019 - 10
IIDA Perspective - Summer 2019 - 11
IIDA Perspective - Summer 2019 - Talk, Talk
IIDA Perspective - Summer 2019 - 13
IIDA Perspective - Summer 2019 - Pre/Post
IIDA Perspective - Summer 2019 - 15
IIDA Perspective - Summer 2019 - Powered by Design
IIDA Perspective - Summer 2019 - 17
IIDA Perspective - Summer 2019 - 18
IIDA Perspective - Summer 2019 - 19
IIDA Perspective - Summer 2019 - 20
IIDA Perspective - Summer 2019 - 21
IIDA Perspective - Summer 2019 - 22
IIDA Perspective - Summer 2019 - 23
IIDA Perspective - Summer 2019 - From the Ashes
IIDA Perspective - Summer 2019 - 25
IIDA Perspective - Summer 2019 - 26
IIDA Perspective - Summer 2019 - 27
IIDA Perspective - Summer 2019 - 28
IIDA Perspective - Summer 2019 - 29
IIDA Perspective - Summer 2019 - 30
IIDA Perspective - Summer 2019 - 31
IIDA Perspective - Summer 2019 - That Creative Spark
IIDA Perspective - Summer 2019 - 33
IIDA Perspective - Summer 2019 - 34
IIDA Perspective - Summer 2019 - 35
IIDA Perspective - Summer 2019 - 36
IIDA Perspective - Summer 2019 - 37
IIDA Perspective - Summer 2019 - The Hybrid Hotel
IIDA Perspective - Summer 2019 - 39
IIDA Perspective - Summer 2019 - 40
IIDA Perspective - Summer 2019 - 41
IIDA Perspective - Summer 2019 - 42
IIDA Perspective - Summer 2019 - 43
IIDA Perspective - Summer 2019 - Change of Seat
IIDA Perspective - Summer 2019 - 45
IIDA Perspective - Summer 2019 - 46
IIDA Perspective - Summer 2019 - 47
IIDA Perspective - Summer 2019 - 48
IIDA Perspective - Summer 2019 - 49
IIDA Perspective - Summer 2019 - Scratch Pad
IIDA Perspective - Summer 2019 - 51
IIDA Perspective - Summer 2019 - Insider Intel
IIDA Perspective - Summer 2019 - 53
IIDA Perspective - Summer 2019 - IIDA News + Updates
IIDA Perspective - Summer 2019 - 55
IIDA Perspective - Summer 2019 - Why This Design Works
IIDA Perspective - Summer 2019 - Cover3
IIDA Perspective - Summer 2019 - Cover4
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