For Wellness JK, Recovery Is the New Retention
Partnership
Sponsored By Wellness JK
Wellness JK knows recovery and holistic health are the keys to growing the fitness community and its client base
Products, modalities, franchises and programming that facilitate longevity and recovery are exploding in prevalence and popularity, infiltrating the fitness industry at a robust pace.
Gyms and studios that don’t offer wellness options will be overlooked. It’s become a non-negotiable with members and consumers as a whole.
For a gym that’s looking to build out its wellness space, several considerations must be taken into account. What will be the best fit for your members and best address lifespan, healthspan, recovery, and all the things that consumers are demanding? What equipment can be turned over fast and give you the best return? What can you offer that’s ‘sticky’ enough to keep people coming back – even when they don’t want to work out? How will you handle any operational complexities that come with running a wellness space?
With all of the new brands and products flooding the market in this space, it can help to choose a company that has some longevity of its own. Founded in 1927, JK Products & Services has steadily expanded its influence, emerging as a national and global market leader in lifestyle, wellness and tanning.
“Our years of experience and evolution have landed us in the forefront of light spectrum technology,” said Brynn Scarborough, the company’s President & Chief Executive Officer. “We have learned over time how to offer our partners solutions that require minimal operational resources and run at a high level of profitability. We also know how to create customer loyalty, and we lean into these benchmarks as we lead the way in the wellness space with our Wellness JK brand.”
Wellness JK offers smart and innovative solutions in the way of red light and near-infrared products, infrared sauna and automated massage.
Recovery Is the New Retention
“For years in the fitness space, the mentality has been no pain, no gain and go hard or go home,” Scarborough says. “Now consumers are looking to the industry to offer the juxtaposition to that – exertion followed by recovery that’s efficient and repeatable.”
This, according to Scarborough, is why Wellness JK sees and treats recovery like the new retention.
“If your space offers equipment that makes people feel rejuvenated, relaxed, less sore, and also offers anti-aging effects, this becomes the thing that gets people through the door on days they would not show up,” she says. “It is the thing causing people to hold onto their membership if they are dabbling in other facilities, and it is the thing that is helping gyms steal wallet share.”
How do Wellness JK products achieve this?
“We take great experiences and heighten them,”’ says Scarborough. “If you think about a standard automated massage and then heighten it to a full sensory immersion with aromatherapy, sound, and the benefits of water, it becomes something members crave. It’s also something consumers can’t purchase online or replicate at home.”
“For years in the fitness space, the mentality has been no pain, no gain and go hard or go home,” she added. “Now consumers are looking to the industry to offer the juxtaposition to that – exertion followed by recovery that’s efficient and repeatable.”
Creating ‘Stickiness’
Scarborough explains that Wellness JK has a long history of providing quality equipment that stands the test of time and also encourages repeat use, which she says comes from the company’s background in UV tanning.
“We’ve been able to carry many best practices forward to deliver not just recovery products but premium amenities for consumers,” she says. “Our products have that level of stickiness (customer retention and loyalty) that brings people in, keeps them coming back and drives the value of a facility’s existing services up.”
She also points to the company’s history when it comes to red light therapy.
“Wellness JK was one of the first companies to come out with full body red light equipment fifteen years ago before the conversation of red light had even started,” she said. “We’ve been evolving the technology for almost two decades and the new REVIVE PRO IR laydown bed truly optimizes the delivery and efficacy of red light therapy.”
Driving ROI
For fitness facilities, a colossal factor in developing a wellness space is determining the resources it will take to run it smoothly.
This, Scarborough says, is where Wellness JK shines.
“Our equipment is designed to give operators the ability to incorporate this amenity and address the massive consumer demand for recovery without adding operational complexity of staff and overhead and maintenance that other services might,” she says.
This focus on ease of operations and quality equipment that’s easy to maintain is what drives ROI.
“The cost per session is nearly nothing, and it’s a service people are willing to commit to,” she explains. “They will get in their car and drive to your location to receive this service, and that’s what it takes in this market.”
This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.