Hampshire Athletic Club, new main entrance
Just in time for the surge in participation HAC's new main entrance is now in use. The final piece of a three part project that started last spring with a much needed renovation of the men's and women's locker rooms.
January is of course the health club industry's peak month because of New Year's resolutions. And in New England inclement weather also helps to keep people indoors.
Unfortunately, for the majority of those new customers, come February they are already back to their old habits, which do not include working out. That formulae is built in to standard industry pricing, so those who do show up regularly year round are somewhat subsidized by the newbies in January who pay to play and then don't play for long.
Planet Fitness, on the other hand, takes the opposite approach by purposely pricing their product four to five times lower than industry standard, and then hope the majority of customers come infrequently or never, but keep paying their monthly dues since it is such a token amount.
Seems to be working ... so far.