Over the past decade, the definition of a “gym” has changed.
What once centered on weight racks, cardio machines, and athletic performance has transformed into something much more holistic with lifestyle support – think: spa experiences, coworking spaces, chef-led cafés, recovery lounges, and even meditation studios.
Just look at Life Time. Once branded as an “athletic club,” it’s now repositioned itself as a luxury wellness resort with the tagline “Your Life. Your Time.” This isn’t just rebranding. It’s a reflection of what members are actually craving: a whole-person approach to health.
People want more than fitness. They want lifestyle support and well-being.
Today’s club members aren’t just coming in for a workout. They’re looking for energy, stress relief, weight management, clarity, sleep support, and a stronger sense of balance.
Many are navigating these needs quietly – trying to lose 15–20 pounds, manage hormonal changes, recover from burnout, or rebuild structure in their lives. They don’t just want another HIIT class or personal training session. They want real lifestyle support that helps them feel better every day.
For clubs, this is an opportunity. Whether you’re a boutique studio, luxury country club, or full-scale wellness facility, your members are craving a personalized approach to health that blends movement, recovery, nutrition, and mindset into a seamless experience.
Why traditional club fitness facilities and gyms are losing ground.
Fitness alone isn’t enough anymore. Rows of treadmills and a packed class schedule won’t differentiate your brand in a market where members can get workouts from YouTube, Peloton, or a fitness app at home.
What they can’t get from those tools is a curated in-person experience paired with a wellness strategy designed to help them achieve real results. Clubs that fail to embrace this shift risk stagnant growth and higher churn rates.
Member cancellations rarely happen because people “don’t like the gym.” More often, they leave because they don’t feel supported, don’t see progress, or can’t integrate fitness into their daily life.
The real challenge for clubs today isn’t competition from other gyms – it’s competing with convenience. If members feel like they can get similar results with a home treadmill or an on-demand class, there’s little incentive to maintain a monthly membership. Clubs that position themselves as a “hub” for well-being rather than just a place to exercise create an irreplaceable experience members can’t replicate at home.
Bridging the gap between workouts and real life.
Your members may leave your club feeling motivated, but what happens when they get home? What do they eat? How do they recover? How do they stay consistent with healthy habits?
This is the critical gap most gyms and health clubs miss – and it’s the reason member engagement fades over time.
Alterra Health fills that gap. We provide clubs with a ready-to-implement, clinically-backed lifestyle platform that supports members between workouts, meals, and daily stressors.
This approach makes your club more than a workout destination. It becomes a trusted partner in your members’ health journey, leading to stronger fitness club retention and higher long-term loyalty.
Forward-thinking clubs are starting to see wellness as an ecosystem rather than a menu of services. Personal trainers, dietitians, and health coaches don’t just offer separate services – they work together to build a seamless member experience. When a club can connect these touchpoints into a personalized wellness plan, it transforms into a results-driven community rather than a transactional space.
How lifestyle support boosts member retention at country clubs, wellness clubs, and gym facilities.
When a member feels that your club plays a role in their entire well-being – not just their workout – you become an essential part of their lifestyle.
A member who experiences better energy, improved sleep, and lasting results will view their membership not as a luxury but as a critical investment in their health.
This shift is what separates forward-thinking clubs from competitors. It’s no longer about who has the nicest equipment or largest class offerings. It’s about who can guide members toward long-term, sustainable wellness.
Why Alterra Health is the next step for forward-thinking fitness clubs, wellness clubs, and country clubs.
We help clubs evolve beyond “fitness” into full-spectrum wellness, without adding to your team’s workload.
With Alterra Health, your club can:
• Guide members on how to build real habits that support performance and recovery
• Offer support for stress, sleep, mindset, and nutrition – all integrated into their lifestyle
• Reinforce personal training, spa, and food services with education that sticks
• Keep members engaged with tools that match their evolving needs, not just their gym schedule
And it’s all clinical, evidence-based, and branded to your club experience.
You’ve already built the space. Now offer the lifestyle support and wellness strategy.
Clubs like Life Time didn’t just add amenities – they redefined what it means to be a member.
Your club has the energy, the programming, and the community. What your members need next is a trusted source to help them connect the dots in their daily lives.
Alterra Health is how you do that – supporting your evolution from a place people visit to a lifestyle they commit to.
Article by: Whittany Gibson, RDN
Whittany is the Co-Founder of Alterra Health and a seasoned expert in lifestyle and wellness programming, blending clinical experience with a broader vision for whole-person health. She develops evidence-based solutions that integrate nutrition, movement, and mindset – used by clinics and wellness spaces to support lasting change.