So often, hotel and resort managers view fitness centers and related services as merely a "value-added" amenity, provided to reinforce a positive guest experience. Granted, this is without question, a valuable role. But at the risk of sounding harsh, it's a perspective that is often short-sighted and may eliminate a wealth of profit-generating potential inherent to any fitness center when managed with an eye toward generating revenue.

I spend a great deal of time working with clients to illuminate the various revenue-generating vehicles that can be brought to bear with any fitness center, whether they be through retail offerings, training programs or other unique platforms. That being said, I thought it would be valuable to break some of these down and demonstrate just how a fitness center can go beyond merely pumping up your guests, and pump up your bottom line:

Fitness Retail

One of the opportunistic attributes about a focus in health & fitness is that it carries a unique and built-in merchandise demand. From workout apparel to bottled water, to headphones and yoga mats, a moderate inventory investment in these products supportive to fitness can be turned into easy and high-margin sales. It's not uncommon to have fitness-minded guests who forget ...