HIT ME!
It has been a week since the Health & Fitness Association tradeshow and convention. Kudos to the team at HFA for producing one of the best shows in recent memory. The education, networking and overall production were world class. Being surrounded by both the fitness and gaming worlds got me thinking: Gyms have a lot to learn from the hospitality and gaming industries—especially when it comes to member retention and engagement.
Casinos are masters at keeping people on the floor: lights, music, loyalty programs, tiered rewards, VIP experiences, and a deep understanding of player psychology. Hotels do the same with personalization, curated experiences, and frictionless service.
The big difference?
Working out is, well… work. Sitting at a blackjack table isn’t. But that’s exactly why we need to try harder.
Fitness professionals talk a lot about motivation, accountability, and results—but what if we focused more on experience? On making people want to come back, not just feel like they should?
What if your gym “check-in” felt more like a hotel welcome?
What if your member app behaved more like a casino loyalty platform?
What if your classes were programmed with the same attention as a live show schedule?
There’s no reason our industry can’t create environments where hard work feels rewarding, even addictive—in a healthy way.
Curious to hear: Who’s doing this well? What hospitality or gaming strategies do you think could translate to fitness?
