The holistic way – the key to member satisfaction (and retention)

We all know it – modern fitness consumers are looking beyond merely having cardio or weights sessions. People have made the connection that physical fitness is just one aspect of good health. They want experiences that nurture the mind, body, and spirit.?

The good news is that the growing demand for a more holistic approach to health presents gyms, health clubs and other facility operators with a great opportunity to expand their services and meet the evolving expectations of their members. From interactive group classes and programming that helps you sleep and eat better to mindfulness practices, there is plenty we can offer.?

Catering to the demand for a holistic approach to health is already happening in the business world, where corporate wellness has been elevated from an afterthought to the forefront by companies and organisations keen to retain their valued staff. Workplace fitness programs, mental health apps and holistic wellness policies have become the norm in the corporate world - which also has direct implications for gyms and fitness facilities.?

Why? Because the expectations of members are changing. Offering on-demand access to services such as nutritional counseling, mental health and mindfulness classes, sleep advice and digital fitness programs have become the key to attract and retain members.

So, how do you build a holistic ecosystem??

Well, partnering with a digital platform like Fitness On Demand is a strategic and effective way to do just that.?

One operator to do so is Marriott Hotels , with whom we collaborated on its Marriott Bonvoy loyalty program. We created a solution which now offers Marriott Bonvoy members access to fitness and mental health content in hotels across Europe, Middle East & Africa.?

Through the partnership, Bonvoy members gain free access to Fitness On Demand’s virtual fitness classes and wellness content that they can enjoy on vacation – from their hotel rooms, the beach, pool, or hotel gym. The collaboration covers more than 450 hotel properties.

Access to our wellness platform perfectly complements Marriott’s hotel offer – and feeds into the consumer need for holistic services.?

Just like Marriott and hotel groups like it, the fitness industry can benefit from offering services that go beyond what they might consider their core product – which is, let’s face it, working out on the gym floor. By addressing the broader dimensions of wellness and adopting a holistic approach, gyms can enhance member satisfaction, drive retention, and open up new revenue streams.

There’s also a generation aspect at play. The connection between exercise and mental health is becoming increasingly recognized particularly among Gen Z.?

According to a report by the American Psychological Association , 91% of Gen Z adults have experienced at least one physical or emotional symptom due to stress, highlighting the critical role of mental health services. Fitness clubs can tap into this by offering mental health resources, mindfulness sessions, and stress-relief activities, positioning themselves as comprehensive wellness hubs.

At Fitness On Demand, we believe that the fitness industry is at a pivotal point where understanding and adapting to the needs of more holistically-minded customers (and different generations) is crucial for success.?

For example, Gen Z’s preference for holistic wellness, digital integration, and mental health support represents a significant shift from traditional fitness models. At the same time, older generations' focus on active aging highlights the need for diverse offerings that cater to all stages of life.

Fitness On Demand caters to every age, ability and confidence level through dedicated categories for active aging, nutrition, mindfulness, cardio, strength, yoga, recovery and more. Want to find out more about how Fitness On Demand can help your facility meet the needs of all your members? Schedule a free demo today!