Delivering an Enhanced Wellness Experience through Approach, Equipment & Innovation

Athletech News taps Brynn Scarborough president & chief executive officer, JK Products & Services to discuss strategy in wellness space design

Wellness JK, a division of JK Health & Beauty Technologies, brings over 30 years of experience in the spa and wellness industry to the fitness sector.

Leveraging its parent company’s expertise in creating elevated guest experiences, Wellness JK delivers cutting-edge products like the WellSystem Wave, Red Light Revive Series, and SolEnergy Infrared Saunas. The company is dedicated to meeting the growing demand for holistic health solutions within gyms and clubs – solutions that prioritize convenience, accessibility and a deeply rewarding and personalized wellness experience.

In this interview with Athletech News, Brynn Scarborough, president & chief executive officer and ATN 2024 Power Player, shares insights on how innovation, technology and smart equipment choices play a crucial role in creating wellness spaces that boost member satisfaction and retention.

Athletech News (ATN): When a gym or studio is designing a wellness space, what considerations come into play regarding equipment choices?

Brynn Scarborough (BS): Creating a wellness space involves more than just filling a room with equipment — it’s about curating an environment that aligns with the gym’s values and best serves its members. The choices should reflect the needs of the clientele, whether that’s recovery, relaxation or performance enhancement. It’s also important to consider the aesthetics and functionality of the space — everything should feel intentional and accessible. The goal is to make wellness an inviting, integral part of the member experience.

ATN: How important is innovation and technology when it comes to equipment and how can it be leveraged to enhance the member experience within wellness spaces?

BS: Innovation and technology are redefining wellness, with scientifically based, evidence-driven technologies becoming the new standard. The WellSystem Wave embodies this evolution by going beyond a traditional massage. It was developed by experts to integrate massage, light therapy, and relaxation meditation, offering an elevated and highly personalized wellness and recovery experience.

This advanced system allows users to customize their sessions for stress relief, muscle relaxation, or personalized comfort, enhancing the immediate experience while fostering a deeper, ongoing connection between members and the wellness facility.

ATN: With consumers increasingly seeking holistic wellness experiences, how can gyms best align with these outcomes, particularly when staffing is limited, and how does that impact equipment choices?

BS: People today want more than just a workout – they’re looking for holistic wellness experiences that address physical, mental and emotional health. Equipment that supports mindfulness, recovery, and flexibility, in addition to traditional fitness, can help gyms meet these evolving needs.

Incorporating options like hydro-massage beds, infrared saunas, meditation pods, cryo chambers, or full-body red light sessions provides a comprehensive wellness offering that resonates with a broader audience and appeals to those seeking a complete approach to their health and wellness.

Regarding staffing issues, this shouldn’t stand in the way of delivering great wellness experiences. Choosing intuitive, user-friendly equipment and automated systems allows gyms to offer valuable experiences with minimal oversight. The focus should be on selecting low-maintenance yet high-impact options that provide the benefits members are looking for without needing constant staff assistance. This approach not only conserves resources but also empowers members to take control of their own wellness journey.

ATN: Should wellness equipment complement other gym products, or should gyms consider stand-alone options, and what are some best practices for promoting wellness spaces and products?

BS: This decision depends on the gym’s overall strategy and available space. Complementary equipment that integrates with existing offerings can create a cohesive member experience and often encourages longer engagement.

For facilities aiming to create an integrated wellness journey, equipment that supports a member’s entire routine — from warm-up to cooldown — makes the most sense.

Promotion should begin with educating both staff and members about the benefits and value of the wellness space and how to use the products effectively. Hosting introductory sessions, open house events, and offering free trials are excellent ways to generate initial interest. Leveraging digital channels—such as email campaigns, social media, and apps —to share educational content and member success stories can further build awareness and excitement. The key is to clearly communicate how the equipment supports the overall wellness journey and why it’s an essential part of the member experience.

ATN: How can gym operators effectively measure the impact and ROI of investing in wellness equipment?

BS: Measuring impact goes beyond just the financial return, it’s about understanding member satisfaction and engagement. Track utilization rates, gather member feedback through surveys or apps, and analyze trends and insights into how the equipment is enhancing the member experience. Digital tracking tools can also provide insights into usage patterns and preferences, helping operators fine-tune their offerings. The data should guide decisions and demonstrate how these investments are not just costs but drivers of overall member value and loyalty.

ATN: What are some creative ways gyms can use wellness spaces to build community and enhance member engagement?

BS: Wellness spaces offer a great opportunity to foster community. Hosting group sessions, wellness workshops, or themed events can make the space feel like a hub of activity. Creating challenges or loyalty programs around the consistent use of wellness offerings can also motivate members to engage more deeply. Social media is a powerful tool—encouraging members to share their experiences can help build a sense of belonging both in and out of the gym.

ATN: What are the most common mistakes gyms make when incorporating wellness equipment, and how can they be avoided?

BS: A common mistake is not fully integrating the wellness equipment into the overall member journey. If members don’t know it’s there or understand how it benefits them, they won’t use it. Another mistake is poor placement—equipment should be visible and inviting. To avoid these issues, make sure the wellness space is well-promoted, and well-placed, and that staff are enthusiastic and knowledgeable advocates who can guide members to explore and utilize these offerings.

ATN: How do you foresee the future of wellness spaces in gyms evolving, and how can equipment like the WellSystem Wave adapt to those changes?

BS: Wellness spaces are evolving to become essential parts of the gym experience, not just add-ons. As people increasingly seek holistic wellness solutions that address both physical and mental health, gyms will need to offer more personalized and immersive experiences.

Equipment like the WellSystem Wave, with its advanced technology and easy-to-use customizable programs, is well-positioned to adapt seamlessly to these trends. As member expectations continue to evolve, gyms that prioritize innovation, flexibility, and comprehensive wellness solutions will stay ahead of the curve, offering spaces that not only meet but exceed member expectations.

Ultimately, creating successful wellness spaces involves understanding member needs, embracing innovation, and aligning equipment choices with broader wellness goals. By doing this, gyms can design environments that not only attract new members but also foster long-term engagement and loyalty, positioning themselves as leaders in the evolving landscape of fitness and recovery technology.

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