Beyond the Workout: How Gyms Can Create a True Wellness Experience

For years, gyms have focused on strength, endurance, and aesthetics—helping members lift heavier, run faster, and build muscle. But today’s gym-goers are demanding more than just training. They’re looking for a wellness experiences to help with stress management, mental resilience, recovery, and community.

The most forward-thinking gyms are evolving beyond traditional fitness, integrating holistic recovery services such as ice baths, saunas, breathwork, and nervous system training. The result? Higher retention, increased revenue, and members who stay healthier and happier in the long run.

In this blog, we’ll explore:

• Why recovery is now essential for performance
• The power of contrast therapy (heat & cold) in gym settings
• How recovery-focused gyms boost member retention
• Examples of gyms that have successfully integrated wellness spaces

If you want your gym to stand out in a crowded market, improve retention, and increase revenue, it's time to think beyond the workout. 

The Importance of Contrast Therapy (Heat & Cold)

One of the most effective ways to incorporate recovery and wellness into a gym setting is through contrast therapy—alternating between cold exposure (ice baths) and heat therapy (sauna, infrared, or steam rooms).

This approach has been used by elite athletes and wellness experts for decades to accelerate recovery, improve circulation, and enhance mental resilience.

How Contrast Therapy Works:

• Cold Exposure (Ice Baths, Cold Plunges – 7-10°C)
  • Reduces inflammation and muscle soreness
  • Boosts dopamine by up to 250%, improving mood & motivation
  • Enhances nervous system resilience, reducing stress & anxiety
  • Improves sleep quality by lowering cortisol
  • Stimulates cold shock proteins, aiding brain repair

• Heat Therapy (Sauna, Infrared, Steam – 70-90°C

  • Expands blood vessels for better circulation
  • Stimulates heat shock proteins, aiding cellular repair
  • Enhances detoxification through sweating
  • Supports deep relaxation, promoting parasympathetic activation

  
  

• Alternating between heat and cold creates a powerful response:
  
  • Increased blood flow (removes toxins, speeds recovery)
  • Boosted immune function
  • Mental clarity & resilience (adaptation to stress)

Pro Tip: More gyms are introducing contrast therapy zones to help members recover faster, feel better, and train harder.

How Wellness-Focused Gyms Increase Member Retention

The gyms with the highest retention rates aren’t just offering workouts—they’re offering a lifestyle.

Why Recovery Boosts Retention:

More Value = Higher Membership Loyalty

• 74% of gym members say they would pay more for science-backed recovery options.

• Recovery services turn a gym into a destination, not just a workout space.

Injury Prevention = Fewer Dropouts

• Many members quit due to injuries. Offering recovery solutions like ice baths & guided stretching keeps them training consistently.

Stress Management = More Engaged Members

• People don’t just come to the gym for physical fitness anymore. They come to destress, reset, and improve mental wellbeing.

• Providing wellness services (saunas, guided breathwork, contrast therapy) creates stronger emotional connections to your facility.

Pro Tip: Members who regularly engage in both training & recovery services are 42% more likely to renew their memberships.

Examples of Recovery Spaces Done Right

The most successful gyms are redefining fitness by integrating recovery into their core offerings.

 1Rebel, London – Boutique Gym Meets High-Performance Recovery

• Integrated Brass Monkey Ice Baths into their premium recovery suite.

• Maintains 6°C cold plunge temperature for optimal user flow management

• Uses smart booking systems to optimise member flow.

• Key Result: Members see the ice bath as a necessary part of their routine, increasing overall gym usage.

David Lloyd Trafford – Luxury Gym Meets Scientific Recovery

• Launched a £5M spa transformation, including contrast therapy rooms.

• Installed dual ice baths alongside sauna & steam rooms.

• Key Result: Completion of their thermal suite and upskilled personal trainers with contrast therapy training for use in their member programs.

Salus, London – A Gym That’s Built on Connection

• Added two Brass Monkey Ice Baths to create a premium recovery experience.

• Integrated ice baths into personal training programs.

• Offers community contrast therapy sessions, building a strong social aspect to recovery.

• Key Result: Offers a successful tool to grow memberships and boosted social engagement by 45%.

These gyms prove that recovery spaces aren’t just a “nice-to-have”—they’re a major driver of long-term success.

Why Now? The Future of Fitness is Wellness

Gyms that fail to adapt to this trend will struggle to compete. Those that embrace recovery and wellness will:

• Stand out from the competition
• Increase retention & member engagement
• Generate new revenue streams
• Position themselves as leaders in fitness innovation

The Gyms Leading This Movement

The future of fitness isn’t just about training—it’s about balance, recovery, and resilience.

The most successful gyms are creating spaces where members can train hard AND recover well. Those that invest in wellness experiences today will thrive in the fitness industry of tomorrow.

Is Your Gym Ready to Lead This Movement?

If you’re serious about offering premium recovery solutions, it’s time to integrate ice baths, contrast therapy, and dedicated wellness spaces into your gym. Want to explore recovery solutions for your gym? Contact Brass Monkey to learn how wellness-driven gyms are shaping the future.

Remember you can download our free guide to utilsiing ice baths in your gym or studio and how to monetise them.