19/06/2026
Not everyone is going to the gym to sweat and go anymore šŖ
Thereās been a lot of talk about fitness facilities becoming the āthird spaceā, after home and work, for members.
Remote-working loneliness and a fixation on longevity have created a yearning for recovery spaces such as cold plunges, infrared saunas, compression therapies and social coffee zones.
Perhaps thereās room in your business strategy to start including this in your offering. That could take the form of a new recovery studio if youāre going big, or you could add in weekly or monthly guest sessions with local massage therapists and nutritionists.
What do you think about the rise of recovery - is it a fad or something that will stick in the industry?