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Millennials Paying Big to Sweat!

National  + Retail  | 

A 35-year-old hair stylist is punching a heavy bag as if she were preparing for a title fight, although she’s really doing her regular workout.

And Carla Zuniga, like so many other millennials these days, is not sweating at some low-fee, big-box fitness chain. She favors Prevail Boxing, a 1,500-square-foot studio in Los Angeles that charges $250 for 10 classes.

“I think people in my generation are more willing to invest in what challenges them and makes them healthy,” said Zuniga, who grew bored with cheaper, traditional gyms. “It’s expensive to be healthy, but it’s more expensive to be sick.”

Costly coffee and artisanal avocado toast may be blamed for millennials’ inability to afford a house, but those expenses pale compared with what a growing segment is willing to spend on fitness, abandoning $30-a-month gyms for trendy studios where classes for cycling, boot camp or yoga can run $30 a session.

As for old-school, full-service gyms, they’re borrowing pages from the boutique studios’ playbook.

The Gold’s Gym chain, for instance, recently debuted what it calls Gold’s Studio in 40 of its nearly 740 locations, and plans to invest heavily in spreading the concept, which “allows members to experience coach-led, community-driven and individually adapted boutique-style classes.”

The Assn. of Fitness Studios noted such moves in a recent study.

“Watch some of the big box boys create studio-in-the-club environments, while others decide to open their own studios, either as brand extensions or completely new business models,” the trade group concluded in its study. “No sense letting those profitable training dollars leave forever.”


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About Dennis Kaiser

Dennis Kaiser is Vice President of Content and Public Relations for Connect Commercial Real Estate. Dennis is a communications leader with more than 30 years of experience including as a journalist and in corporate and agency marketing communications roles. He is responsible for Connect’s client content operations and is involved in a range of initiatives ranging from content strategy, message development, copywriting, media relations, social media and content marketing services. In his most recent corporate communications roles, he led a regional public relations effort across Southern California for CBRE, played a key marketing role on JLL’s national retail team, and was responsible for directing the global public relations effort at ValleyCrest, the nation’s largest commercial landscape services company. In addition to his vast commercial real estate experience, Dennis has worked on communications and launch strategies for a number of residential projects such as Disney’s Celebration in Florida, Ritter Ranch in Palmdale California (7,200 homes, 22,000 acres), WaterColor in Florida and PremierGarage in Phoenix. Dennis’s agency background included firms such as Idea Hall and Macy + Associates. He has earned an outstanding reputation with organization leaders as a trusted advisor, strategic program implementer, consensus builder and exceptional collaborator. Dennis has developed and managed national communications programs for Fortune 500 companies to start-ups, both public and private. He’s successfully worked with journalists across the globe representing clients involved in major-breaking news stories, product launches, media tours, and company news announcements. Dennis has been involved in a host of charitable and community organizations including the American Cancer Society, Easter Seals, BoyScouts, Chrysalis Foundation, Freedom For Life, HOLA, L.A.’s BEST, Reach Out and Read, Super Bowl Host Committee, and Thunderbirds Charities.

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