For many years, gyms and fitness facilities have focused heavily on strength, endurance, and making members look good, for example—from strength training to bodybuilding. But today's society is changing rapidly; training methods are changing, and more and more people are becoming interested in health on a broader level, where diet, sleep, and recovery have become popular over the last decade. Now, however, the next generation of health habits is about to gain real momentum: Infrared saunas and cold baths. - Two of the absolute favorites of health experts!...
- The most skilled gyms and training facilities have already seen this shift coming, and they have been preparing and sifting through the 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 of that? Increased sources of income, more visitors, happier members, and also more loyal members... Because why should your members have to go somewhere else to, for example, sauna, cold baths 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 primarily in the Nordic countries, but which in recent years has really become popular globally, to help athletes and exercisers with recovery - is through contrast therapy - an alternation between cold (ice bath, or cold bath) and heat (e.g. sauna, infrared or steam sauna).
How Ice Baths Work:
Cooling: (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 nervous system's resilience and reduces stress and anxiety
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Improves sleep quality by lowering cortisol levels long-term
Heat (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 take care of their members in every way possible. Most often, they don't just offer training—they offer a lifestyle that makes it easy for members to come there 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 spot.
Injury Prevention = Fewer Dropouts
Many members stop training for periods due to temporary injuries. This also increases the risk that they will not visit you for a period, and may lose routines for training 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 ensure that these customers are retained, even during periods of, for example, injuries. In addition, by giving your members a recovery routine, you can reduce the risk of injuries and increase the likelihood that members can continue training with you even without injuries and worries.
Stress management
People no longer just go to their gym to lift heavy weights, run long distances, or jump high: More and more people are going to the gym to reduce stress, regain their energy, change their environment, and perhaps just take a break from a rather stressful everyday life.
Offering them a rewarding experience and recovery method in the form of an ice bath and sauna is very interesting for gym members who want an experience and a break from everyday life.
Why do this right now? - The future is Wellness!
Those facilities that do not adapt to this trend will have to fight harder to compete with those that do. - While those facilities that take action and create the best conditions for recovery will:
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Stand out from the competition
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Get more satisfied members
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Generate more revenue streams
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Positioning itself as a leading facility
How do you know if your facility is ready to take on this? - Answer these questions...
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 who are 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's time to take action.
- The gym and fitness facility of the future is not just a place to work out – 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 leading player.
Would you like to know more about Swedish Cold's premium solutions for ice baths for facilities? - Contact us for a free consultation.