Gyms were already bougie, now they’re exclusive, too

Planet Fitness just won’t cut it for younger gym rats: They love a luxury gym or fitness studio and are apparently willing to pay for it. 

And we’re not talking about Equinox or Life Time, where memberships range between $100 and $400 per month compared to the $40-$70 average monthly fee for a US gym.

We’re talking about clubs so exclusive they have a waitlist.

Why?

Millennials and Gen Z now make up 80%+ of members, per Business Insider, and they’re crowding traditional gyms.

Those serious about getting swole now want exclusive gyms, which has led to a rise in invite-only establishments. 

• NYC’s Tera Studio & Pilates Club is accessible only if one of its 300 members refers you. Then it’s $65 for a 55-minute session. 

That exclusivity…

… ensures that students receive enough attention from trainers, encourages socialization, and protects the “vibe” — if you care about that kinda thing. 

• Heimat, in the Los Angeles area, is $350+ a month, but offers a gym, co-working space, pool, restaurant, and more. Its membership is curated to like-minded people who want to socialize. 

But it can also serve as a boon for celebrity clientele who don’t want their deadlift face on TikTok. 

• BI checked out Dogpound, which recently added an unlimited annual pass for $100k. The gym is popular with celebrities, who can work out in peace, despite the fact that it doesn’t even have showers.
• The Alo Gym, located in the fitness brand’s HQ in Beverly Hills, California, requires an invitation. Maybe you’ve seen a celebrity post about it on Instagram. Maybe that celebrity is Sarah Michelle Gellar. 

The trend…

… provides an avenue for fitness pros who want to build their own thing.

NYC’s The Ness is a trampoline dance gym founded by two trainers, Aly Giampolo and Colette Dong. They vet members, and don't tolerate talk that isn't body positive.

“We don’t want any of that energy in our community,” Dong told BI.

Ness members pay $160 for four classes, plus one cold plunge or sauna session, per month. Those who want to take 20 classes must spend $720/month, though drop-in classes are available to anyone for $48.

BTW: If you really want to splurge, you could go to Exos. It’s $30k a year — but geared toward pro athletes.