Can Gyms Win Back Millennials With Cryotherapy?
January 11, 2017 11:00 AM Eastern Daylight Time
Atlanta- (DGI Wire)- For a growing number of millennials, traditional gyms just aren’t cutting it anymore. According to a recent article in the New York Post, many of these young people are forsaking treadmills and resistance machines in favor of boutique studio classes, online streaming services, running clubs, CrossFit gyms, Kayla Itsines workouts and other exercise options.
A decade ago, reports the Post, the fitness industry was dominated by neighborhood gyms and a handful of specialty studios. Today, in contrast, a larger-than-ever portion of the fitness landscape is represented by boutique studios; in 2014, they represented 42 percent of the market, a 100 percent increase over 2013, according to the International Health, Racquet & Sportsclub Association. And millennials are increasingly turning to specialized classes such as yoga and cross-training.
Now some gyms are trying to rebrand themselves, says the Post, by undergoing transformations to make them feel more personalized and offering classes that are more appealing to millennials.
“One terrific option that gym owners should ponder when it comes to attracting back the younger generation is whole body cryotherapy,” says Richard Otto, cofounder and CEO of Impact Cryotherapy. “It offers a novel experience that more and more people—young and old alike—are eager to try. And with all of the positive buzz generated by high-profile athletes and others who have tried cryotherapy, it is bound to transcend generational boundaries.”
Dating back to ancient times, cryotherapy is the practice of using cold temperatures to promote healing and wellness. Today, in the 21st century, its popularity is on the rise thanks to the advent of whole body cryotherapy, which was first developed in Japan in the 1970s and later spread first to Europe and then to the United States.
Impact Cryotherapy’s whole body cryosaunas are precision-manufactured from laser-cut anodized aluminum, plexiglass and other materials, with an advanced nitrogen vapor delivery system and operator controls designed for safety.
The company’s octagon-shaped whole body cryosauna fills with nitrogen vapor and drops the ambient temperature inside to a range of -90°C (-130°F) to -120°C (-184°F). This creates a temporary dry chill that surrounds an individual’s body. To date, Impact Cryotherapy has sold more than 200 cryosaunas in 38 states and more than a half-dozen major markets worldwide to pro sports teams in major national football, basketball, hockey and baseball leagues; to physical therapy facilities; to health clubs and trainers; to retail locations; and to spas and resorts.
“With cryotherapy gaining ground at facilities located in trendy neighborhoods in cities and towns across the nation, there is little doubt that millennials will feel the urge to try it out for themselves,” adds Otto.