Expectations around residential amenities have changed significantly over the past few years. Previously, having a good quality gym, swimming pool or spa was regarded as a premium, stand out development. Today, these facilities remain hugely important to support a generation rapidly driven by the importance of health and fitness … but with growth comes a shift in resident expectation. “Health and Fitness” has evolved into “Health, Fitness and Well-being” elevating our responsibility to enhance the mind and body.
For Developers and Property Managers, it’s time to think differently about amenity spaces; the focus no longer revolves around calorie burning facilities but rather, how the space is used beyond this, how it’s managed and ultimately, what it truly adds to the wider resident experience.
A great space is only the starting point…
We’re saturated with impressive residential gyms – high end equipment, great lighting, premium finishes and beautifully designed spaces critical to the luxury residential market but as quick as it is to install, is as quick as residents can disengage with a facility that has no real pull for long term commitment.
Creating spaces that truly engage with your target resident holistically is where the biggest shift has taken place and oversight of this will be detrimental to long-term value.
We frequently see the link of success with developments that look beyond the equipment and dive into the wellness space of opportunity. This could include a group exercise programme, personal training, events surrounding awareness days, wellness workshops, challenges or simply having a knowledgeable and approachable team on site who know the residents and understand what they want from the facility. The secret is how the space is brought to life to pull in the community.
Wellness means different things to different people…
It’s important to recognise that wellness isn’t just about going to the gym. For some, it might be an early morning workout before work. For others, it could be a Pilates or yoga class, a swim at the weekend or simply spending some time relaxing in the spa. We see the industry starting to respond organically to more bespoke solutions but if you think proactively, it’s a very exciting, valuable and rewarding space to be in.
As experts in the field across multiple UK residential sites, we’re seeing greater interest in areas such as Reformer Pilates, recovery, mobility and holistic well-being – but it’s important to note in addition to the more traditional fitness facilities. Residents increasingly dedicate more time for their well-being meaning they’re looking for options, flexibility and innovation rather than one standard approach to all.
This shift means we’re looking at our gym, studio, swimming pool and spas as part of the same overall experience rather than treating each one as a standalone facility. The best amenities should work for the person who trains five times a week just as well as they do for someone who has little interest in a traditional gym but still wants to look after their well-being.
The people behind the facilities matter…
Something often overlooked is the importance of the team operating these spaces. Your Gym and Spa teams are some of the most visible and valuable people representing your development – engaging with residents daily, receiving feedback and seeing first-hand how your facilities are being used and received. The operational management of your site is critical in the overall experience of the resident.
Always take care to ensure the fundamentals are right including Health and Safety, cleanliness, maintenance and operational standards but never forget the importance of a great team sitting at the foundation of a successful operation and happy resident. We define a successful team as those who go the extra mile – remembering residents, understanding their routines, offering encouragement to try a class or event and creating an environment where people feel comfortable and supported using the facilities. Those interactions might seem small but collectively make a significant difference.
Bringing people together…
Planning a Wellness space also plays a critical role in creating a sense of community. Residents can live in the same development for years without necessarily knowing their neighbours and this elevates your gym, studio and wellness space as a base for interaction and social well-being.
We’re proud to observe even the simple events such as fitness challenges or a new class offering starts conversations, brings people together and visibly enhances the mental well-being of residents. A big, costly event is unnecessary and often, we see the most successful ideas are the ones that reflect the residents who live within the development. That’s why a strong, operational team that watch and listen to residents is extremely valuable.
Never assume what residents want, create a trusted team that care about your residents and how your space is utilised to evaluate how you can facilitate ongoing improvements – because what works well at one development won’t necessarily work at another.
Making the investment work harder…
There is significant investment going into residential amenity spaces, particularly at the premium end of the market. The challenge is to make sure the investment works for the development and continues to do so long term. Regardless of how impressive it looks, a £1 million amenity space that isn’t being used or doesn’t connect with residents isn’t delivering and this represents the importance of ongoing management to continue driving value.
Programming needs to evolve… new trends should be considered, resident feedback needs to be actioned, and the offering should change as your community evolves. It isn’t necessarily about adding more but looking at what you already deliver and adapting to your residents.
More than an amenity…
Ultimately, residents aren’t experiencing a gym, pool or spa in isolation, they’re experiencing the development in its entirety. The service they receive, the people they interact with and the experiences available to them all contribute to their resident outlook. That’s why the lifestyle shift from “Health and Fitness” to “Health, Fitness and Well-being” is here long term.
For Developers and Property Managers, your gym remains focal, but it’s part of a much bigger picture and a rewarding opportunity to create spaces that don’t just look impressive but adds real life value to your resident’s long term…because a premium wellness experience isn’t defined by how much amenity space you have, it’s defined by what you do with it.
To find out how we can support your Gym and Spa Management requirements contact info@m8group.co.uk or call 020 8481 9700
