7 reasons why having specialty strength machines vs. commodity-based machines is more advantageous when it comes to attracting higher value members.

We all know strength training is what’s driving memberships in today’s gyms. In the past, cardiovascular products are what drove the market but currently that is a rapidly declining trend with some of my clients reporting over a 70% decline in cardio usage. Over the years, many of the larger equipment companies invested the majority of their research and development dollars into cardio equipment while effectively neglecting their strength offerings. Members have recognized this and now perceive those brand’s strength machines as commodities.

In the new fitness landscape, we are seeing a divergence in strength. Whereas the low-cost clubs need a commodity-based line in order to drive a price point, how does one compete against a low-cost club when offering the same commodity-based equipment? The answer, specialty strength machines. Here are seven reasons why you should offer specialty strength machines to attract higher value members.

1.    Superior Performance: Specialized strength equipment is designed to excel in a specific area or function. It offers superior performance, precision, biomechanics for example, linkage systems on plate loaded equipment, and a wider product line than compared to generic or commodity equipment. Consumers who value high performance or have specific requirements will be drawn to specialized equipment that can deliver superior results.

2.    Customization: Specialized equipment can be tailored to meet specific needs, brand, or design standards. It can offer customization options to accommodate unique requirements or design appeal. This level of flexibility appeals to consumers who value equipment that aligns precisely with their taste rather than the same old silver or black frames with black upholstery.

3.    Enhanced Features and Functionality: Specialized equipment often incorporates advanced features and specialized technologies that are not found in commodity equipment. These additional functionalities like Load Drop or Easy Start can provide distinct advantages, such as increased efficiency, enhanced safety, improved biomechanics, or expanded capabilities. Consumers seeking these specialized features will be more inclined to join a club that offers unique machines.

4.    Expertise and Trust: Specialized equipment is typically associated with expertise and industry knowledge. Manufacturers specializing in strength machines have a deeper understanding of customer needs and the challenges faced with strength training. This expertise builds trust among consumers, as they perceive specialized equipment providers as reliable sources for addressing their specific requirements.

5.    Competitive Advantage: Offering specialized strength equipment gives clubs a competitive edge by differentiating themselves from competitors who offer only generic or commodity strength equipment. By catering to the people who love strength training, clubs can position themselves as leaders in the field of strength training. This differentiation attracts members seeking specialized strength equipment and allows clubs to command premium pricing.

6.    Brand Perception: Specialized strength equipment contributes to an enhanced brand image and reputation. By focusing on strength training, clubs can cultivate a perception of being leaders and authorities within a market. This perception generates brand loyalty and establishes a reputation for quality by attracting members who prioritize trust and credibility when making a decision to join a club.

7.    Targeted Marketing: Specialized strength equipment lends itself well to targeted marketing efforts. Gyms can tailor their messaging and advertising to reach specific customer segments or industries. This targeted approach helps attract consumers who identify with the specialized nature of the strength equipment and perceive it as a solution tailored specifically to their needs