From Crossfit to Planet Fitness, seemingly every gym preaches inclusivity and a welcoming environment to all. However, one high-end fitness center is going against the grain and making sure only the most committed of workout warriors earn a membership, one that costs close to four figures no less. In what place on earth could such an idea gain traction? Why, New York City, of course!
Performix House is the latest and greatest bougie workout hub in the Big Apple. In a story last month for the New York Post, author Lauren Steussy details the demanding hoops which must be jumped through for membership:
While most gyms will do just about anything to get you to sign up, at Performix, you have to convince them you’re worthy of being a member. After filling out the online form — and providing an Instagram handle, of course — applicants must undergo a phone interview with their director of membership, followed by an in-person consultation with a trainer. In a fitness-obsessed age where hoards of boutique studios offer to curate the perfect workout experience — from the design of the locker room to an instructor’s playlist — Performix is taking it a step further, promising to make sure your fellow gymgoers are also top-notch.
Boasting exceptional amenities, including cryotherapy chambers and infrared saunas, along with prominent personal trainers, the top-notch offerings aim to allure celebrities and Manhattan’s wealthiest, who can afford just about anything. Membership options range from $250 to $900.
The homepage on the gym’s website features a 60-second video flashing clips of individuals performing impressive physical feats in front of what appears to be a studio photoshoot set. Text flashes phrases such as “OWN SHOWING OFF” and “OWN THE MOVEMENT,” concluding with “OWN EVERYTHING.” It concludes with a handsome blonde man biting into a slice of pizza. Makes sense.
The paradigm is certainly counterintuitive to the traditional stand-alone-gym business model, yet the steep fees will require fewer members than other gyms would need to turn a profit.
Will this a genius ploy or another failed attempt to reinvent the wheel? Only time will tell, but ideas like these serve to education fitness marketers, whether as an innovative breakthrough or a cautionary tale.
For more details, read the Post’s full writeup here.