For many years, gyms and fitness centers have focused on strength, endurance and making members look good - from weight training to body building, for example. But today's society is shifting rapidly; exercise regimes are changing and more and more people are becoming interested in health on a broader level, with diet, sleep and recovery becoming popular in the last decade. Now, however, the next generation of health habits is gaining real momentum: infrared saunas and cold baths - two of the health experts' absolute favorites!
- The best gyms and fitness centers have already seen this shift coming, and they have been preparing and screening their offerings for a long time. Ice baths, saunas, breathing exercises and other types of seminars and workshops are already in place at prominent facilities around the world. What will be the result? Increased revenue, more visitors, happier members, and more loyal members... Because why should your members have to go elsewhere to, for example, sauna, cold bath and "just be" - when you will soon have a small recovery department?...
Contrast therapy (Heat and Cold)
One of the most popular health methods, which has long been used mainly in the Nordic countries, but in recent years has become really popular globally, to help athletes and exercisers with recovery - is through contrast therapy - an alternation between cold (ice bath, or cold bath) and heat (eg sauna, infrared or steam room).
How Contrast Therapy Works:
Cold: (Ice bath / Cold bath
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Reduces inflammation and muscle pain
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Increases dopamine by up to 250%, improving mood and motivation
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Strengthens the resilience of the nervous system and reduces stress and anxiety
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Improves sleep quality by lowering cortisol levels long-term
Heating (Sauna, Infrared, Steam sauna)
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Increases blood circulation
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Contributes to cell repair by stimulating "heat-shock proteins"
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Promotes detoxification, thanks to sweating
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Provides more relaxation and activates the parasympathetic nervous system
Increase your Member loyalty
The gyms and facilities with the most loyal members look after their members in every possible way. More often than not, they don't just offer exercise - they offer a lifestyle, which makes it easy for members to come and stay at their facility for a long time
Why a recovery department increases customer loyalty:
More Value = Higher Member Loyalty
- 74% of gym members say they would pay more for recovery options at their facility.
Recovery options make the gym a destination for health and well-being, not just a short and quick workout.
Injury prevention = Fewer dropouts
Many members stop training for periods of time due to temporary injuries. This also increases the risk that they will not visit you for a period of time, and may lose the habit of exercising and being with you. But by offering attractive recovery solutions such as ice baths, saunas, interesting lectures and workshops, for example with breathing exercises, you can make sure to keep these customers, even during periods of injury, for example. In addition, by providing your members with a recovery routine, you can reduce the risk of injuries, and increase the likelihood that members will be able to continue exercising with you even without injuries and concerns.
Stress management
People no longer come to the gym just to lift heavy, run long or jump high: more and more people are going to the gym to reduce stress, get their energy back, change their environment and maybe just get a break from a rather stressful everyday life.
Offering them a rewarding experience and recovery method in the form of ice baths and saunas is then very interesting for gym members who want an experience and a break from everyday life.
Why do this now? - The future is Wellness!
Those establishments that do not adapt to this trend will have to fight harder to compete with those that do - while those that embrace it and create the best conditions for recovery will:
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Stand out from the competition
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Getting happier members
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Create more revenue streams
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Positioning yourself as a leading establishment
How do you know if your facility is ready to take on this challenge?
1. Are you willing to stand out from the crowd and offer something that really sets you apart from your competitors?
2. Do you want to increase your revenue sources and attract new members looking for more than just traditional training?
3. Do you see your gym as a leading facility not only today, but also in the future?
If you answered yes to these questions, it is time to act.
- The gym and fitness facility of the future is not just a place for exercise - it is a destination for recovery, wellness and community. By investing in ice baths, contrast therapy and having a dedicated wellness space, for example, you are positioning your facility as a leader.
Want to know more about Swedish Cold's premium ice bath solutions for facilities? - Contact us for a free consultation.