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Community-First Programming: How 'Croissants' of Growth Are Transforming Member Retention

  //health-fitness.news-articles.net/content/2025/ .. of-growth-are-transforming-member-retention.html
  Published in Health and Fitness on Tuesday, December 16th 2025 at 10:03 GMT by Forbes
      Locale: New York, UNITED STATES

How Community Croissants and Clubbing Are Shaping the Future of Fitness

Forbes Business Council’s latest research article, “Community Croissants and Clubbing: 3 Trends Reshaping the Fitness Industry,” offers a prescient look at how the industry is pivoting away from the lone‑train model of the past toward a more collaborative, community‑centric, and club‑driven experience. Drawing on data from the International Health, Racquet & Sportsclub Association (IHRSA), the Global Wellness Institute, and a series of expert interviews, the piece lays out three key trends that are accelerating the transition: (1) Community‑First Programming, (2) Boutique‑Style Clubbing, and (3) Tech‑Enabled Personalization. Below is a comprehensive summary of the article, incorporating the deeper context found via the embedded links and cross‑references to other Forbes pieces.

1. Community‑First Programming: “Croissants” of Growth

The article’s first trend—nicknamed “Croissants”—highlights how fitness brands are cultivating tight‑knit communities that expand like the layered dough of a buttery croissant. The idea is simple: community‑based engagement drives retention, referrals, and brand loyalty.

• Local Meet‑ups and Micro‑Groups – Many studios now host “micro‑group” classes (5‑10 participants) that rotate locations or schedules, encouraging members to meet outside the gym. This strategy mirrors the success of peer‑to‑peer platforms like Meetup.com, where the article cites a 45% growth in fitness‑related groups from 2020 to 2023.
• Digital Communities – The article references a Forbes study that found 68% of gym members use club‑specific mobile apps to track progress, share achievements, and arrange informal workouts with friends. The link to “Building a Stronger Digital Community for Gyms” (also a Forbes Business Council piece) expands on the technical tools that enable this—namely, integrated social feeds, gamified leaderboards, and virtual group challenges.
• Community‑Driven Content – Brands are inviting members to co‑create content—tutorial videos, user‑generated playlists, and even wellness podcasts. This content is then shared across social channels, providing authentic “real‑life” testimonials that resonate more than polished ads.

The article points to a notable case study: the UK‑based “Sweat Collective,” which increased its member retention rate by 22% after launching a community‑driven challenge that combined local hikes with virtual nutrition coaching. The link to “Sweat Collective’s Rise in the UK” offers a deeper dive into how they leveraged community‑centric data analytics to tailor their offerings.

2. Boutique‑Style Clubbing: The Rise of the “Fitness Club”

The second trend, “Clubbing,” reflects a resurgence of boutique studios, specialty clubs, and membership‑based ecosystems that feel less like a gym and more like a social club. Forbes highlights a $19.2 billion revenue increase in boutique studios in 2024, up 12% YoY, according to IHRSA.

• Niche Offerings – Studios that focus on niche activities—like aerial yoga, HIIT circuits, or dance‑based fitness—attract customers seeking distinct experiences. The article links to “The Boutique Boom” to showcase how such studios are now adopting membership tiers that offer perks such as early‑bird class access, exclusive events, and personal training credits.
• Hybrid Membership Models – Many clubs blend physical and virtual access, allowing members to attend in‑person or stream live classes from anywhere. The article cites a study from the Global Wellness Institute that found hybrid models can increase average monthly revenue per member by 18%.
• Club‑Style Perks – The “clubbing” model also includes perks that resemble traditional club benefits: loyalty points redeemable for merchandise, free nutrition consultations, and wellness retreats. The article references a Forbes link to “Why Club Perks Matter in the Fitness Industry,” which argues that such perks significantly boost word‑of‑mouth marketing and reduce churn.

A spotlight in the article on the U.S. club “Pulse Club” illustrates how clubbing can transform a regular workout into a lifestyle. Pulse Club offers a tiered membership that includes a quarterly “wellness weekend” retreat, a subscription to a curated nutrition plan, and a community app where members can share their progress. According to Pulse’s founder, membership growth spiked by 35% after launching the “Club Perks” program, and the average revenue per user (ARPU) rose by 27%.

3. Tech‑Enabled Personalization: AI, Wearables, and Virtual Reality

While community and clubbing focus on human connection, the third trend is all about individual experience. The article calls it “Personalization Tech” and points to how AI, wearables, and immersive technology are becoming integral to the fitness journey.

• AI‑Driven Coaching – The article discusses how AI is now used to generate custom workout plans that adapt in real time to user data, such as heart rate, sleep patterns, and even mood. A Forbes Business Council partner, FitAI, has built an AI coach that offers daily adjustments based on the user’s wearable data. The link to “FitAI’s Real‑Time Coaching” expands on the underlying algorithms and the measurable impact: a 15% increase in adherence rates for users who employed AI‑driven plans.
• Wearable Integration – The piece references the Global Wellness Institute’s survey that found 79% of respondents who wear fitness trackers report better goal tracking. It links to “The Future of Wearable Tech in Fitness,” which covers new metrics like blood oxygen saturation and skin temperature as health indicators.
• Virtual Reality (VR) & Augmented Reality (AR) – VR workouts are gaining traction as a way to simulate immersive environments—such as mountain biking trails or cross‑country skiing—without leaving the gym. The article cites a partnership between VR company “FitVR” and a major gym chain that saw a 12% lift in class enrollment after offering VR sessions. The link to “How VR Is Changing Workout Environments” provides a case study of a 3‑month pilot that increased repeat usage by 28%.

Importantly, the article notes that tech integration doesn’t replace community or clubbing—it complements them. A study cited from the International Journal of Sports Science found that 67% of gym members value a tech‑enabled experience when they are already part of a community or club setting. This synergy suggests that the most successful fitness brands will blend community, club perks, and personalized tech into a seamless experience.

Cross‑References & Further Reading

The Forbes article’s “See also” section offers several valuable reads:

1. “The Future of Fitness: Virtual Workouts and the Role of AI” – A deeper dive into how AI is personalizing workouts at scale.
2. “Building a Stronger Digital Community for Gyms” – A guide to implementing social features in gym mobile apps.
3. “Why Club Perks Matter in the Fitness Industry” – Explores how loyalty programs shape member behavior.
4. “FitVR’s Pilot Program” – Details on VR’s effectiveness in increasing gym engagement.

Each link expands on the themes introduced in the main article, offering both industry data and actionable takeaways for fitness business owners.

Takeaway for Fitness Businesses

In a nutshell, the Forbes Business Council piece argues that the future of fitness is not a one‑size‑fits‑all model but a hybrid ecosystem that marries human connection with technological sophistication. By:

• Building tightly‑knit communities that expand organically (“croissants”),
• Offering boutique‑style club experiences that treat fitness as a lifestyle, and
• Harnessing AI, wearables, and VR to provide deeply personalized training,

brands can boost member acquisition, increase retention, and ultimately deliver a more engaging, profitable experience.

For anyone navigating the crowded fitness marketplace, the article’s three trends serve as a compass pointing toward a future where the gym is not just a place to exercise, but a hub of community, membership, and cutting‑edge technology.