For Gyms & Clubs, Massage Chairs Offer High Value in the Wellness Era

Leading gym brands such as EoS Fitness and Crunch are making massage chairs a key part of their overall recovery packages

Five years ago, recovery equipment in fitness facilities translated to a foam roller in the corner that most members didn’t know how to use. The space that clubs and gyms dedicated to recovery – if there was any – consisted of some rubber matting. A place for people to stretch.

Fast forward to today’s environment, and the market is jam-packed with recovery tools and methodologies from percussion massagers to compression boots to cryotherapy chambers to vibration plates … the list goes on. Members are looking for more than just a “gym” – more than just fitness – and operators who don’t act on this will fall behind.

So, as an operator or owner, the question becomes, what equipment do you choose to create a space that will not only meet the demands of members but will remain “sticky,” draw in new members and generate ROI?

Robotic massage tech pioneer Human Touch has a solution in the brand’s recently launched Novo XT Pro Stretch Edition (SE) massage chair .

As the leading full-recovery chair in the health club market today, it offers massage, stretch, zero gravity, compression, heat and sound, all of which are in demand.

“Members are exposed to a plethora of wellness treatments available today, and they want to participate in a more rounded experience,” Dave Corley, vice president of business development for Human Touch, told Athletech News. “When you can take all of these features and put them into one recovery chair, with a small footprint, it’s a very attractive solution for members who are looking for more than just a “gym” today, and for operators looking to gain a high return.”

EoS Fitness, one of the United States’ top high-value, low-price (HVLP) gyms , is one of Human Touch’s biggest clients.

“EoS Fitness locations equipped with the XT Pro SE are consistently bustling with members relaxing and recovering,” said Richard Idgar, chief operating officer of EoS Fitness. “According to a recent member survey, our innovative recovery options, including the Human Touch Massage Chairs, are among the most highly praised amenities.”

New Evolution Ventures (NEV), an investment firm with ties to fitness brands including UFC Gym and Crunch Fitness, uses Human Touch chairs at many of its locations.

“Our members love them,” said Mike Feeney, executive vice president and co-founder of NEV. “They go back to the chairs over and over.”

Built for the Industry

Beyond being chock-full of features, Corley says what sets the Novo XT Pro SE apart from other chairs on the market is its comprehensive commercial focus.

“For the Price of the XT Pro Stretch Edition, club owners get a very affordable product that members love, three years of warranty on parts and service, and excellent customer service to boot,” noted Corley. “For over four decades, Human Touch has been manufacturing chairs and consulting on recovery spaces. We plan on being here another four decades and helping our fitness facility clients scale and succeed.”

Stretching the Boundaries

What differentiates the chair from a user perspective is its unique stretch and recovery functions. Members know they need to do both, but doing so is not the most fun part of the workout. Offer them a phenomenal and relaxing massage experience that incorporates stretch and recovery and you have a slam dunk.

How does it work?

During the stretch massage program, the compression pillows inflate to provide a stretching sensation as the chair reclines into a zero-gravity angle while the calf portion bends down to provide a stretching function of the lower back. This expansive “bend and stretch” functionality provides unprecedented leg and spine relief, increasing blood flow to the vertebrae and discs and rejuvenating the lower back, allowing for recovery with greater efficiency.

“The XT Pro SE truly stands out for its quality and range of features,” said Idgar. “It meets our high standards, demonstrating impressive longevity, easy care and user-friendliness. It is notably comfortable and offers a range of wellness customizations that leave our members feeling refreshed before or after a workout.”

Additionally, the XT Pro SE’s anti-microbial upholstery can withstand frequent use with just a quick wipe-down before and after each use, ensuring hygiene and durability.

Chair Versus Handheld

A common pitfall for operators is assuming handheld percussion massagers can deliver the same member experience at a lower cost.

(Handheld massage guns)  are great isolated recovery tools designed for muscle activation and recovery, targeting one part of the body at a time,” said Corley. “In contrast, a massage chair offers full-body recovery in a single session. While providing a full body massage, it simultaneously compresses and stretches your arms and legs, offering a comprehensive recovery experience.”

How To Monetize Massage Chairs In Your Club

The beauty of the massage chair is that it can be a standalone recovery solution or work as part of a larger recovery zone.

“We added Human Touch Massage Chairs in specialized recovery zones within our gym, like the Recovery Room or The Tank, an innovative recovery space,” said Idgar. “We recognize rest as an integral part of a balanced fitness regimen and designed these dedicated areas to feature diverse offerings, including percussion massagers, compression boots, (WellnessSpace Brands) CryoLounge+ loungers, stretch tables and more.”

When it comes to monetizing recovery, Corley explains this varies between facilities as well.

“Most health clubs can integrate the Novo XT Pro SE massage chairs in various membership structures,” he explains. “They can create a new membership tier with the chairs as a main attraction, include them in their top-tier membership categories, or offer them as an add-on option (a la carte) similar to towel service or child care.”

“Additionally, some lifestyle clubs, such as East Bank Club and California Athletic Clubs, provide the XT Pro SE chairs as part of their overall luxury amenities,” noted Corley.

“For us, it depends on the club,” said Feeney. “For our high-value, low price-point clubs, it’s a value add to higher-tiered memberships. For others, it’s simply a straight value add to the existing membership.”

In closing, Corley points to one more element that he believes is critical – service. His customers agree.

“The exceptional customer support we receive from the Human Touch team sets it apart,” said Idgar. “As our growing membership continues to explore recovery and utilize the product, the chairs may require maintenance. Human Touch’s customer support team has delivered quick resolutions, which is critical for ensuring our members continue to have a positive experience.”

“ I have tried and tested several chairs and worked with several companies,” he added. “Human Touch has done all the little extra things that support and help our clubs.”

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