Trend Watch: Fitting in Fitness

Learn how these proprietors have woven workouts and spa services into their daily offerings.
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Since its inception more than a decade ago, Matrix Fitness and Spa in Denver has been both a gym and day spa facility. To encourage staff to cross-promote, the business has devised programs to expose its 60-person staff to all that Matrix has to offer: Employees are gifted complimentary spa services for their birthdays; monthly, each department’s top provider receives a spa treatment of their choice; and company training pairs gym instructors with spa staff members to demo their services on each other. “I’ve noticed that when our trainers make recommendations to clients, they really listen,” explains vice president Kami Banks. To further capitalize, Matrix created the Starter Kit ($525, $399 for new members), which includes four personal training sessions, a nutritional consultation and a 60-minute spa service. “Immediately introducing guests to all of our facilities and services is crucial to making sure they’ll stay active and engaged,” says Banks.

Continue reading about this trend in our July digital edition!