'Move' is a Toronto gym that offers women a different kind of fitness experience. Instead of placing the focus on weight loss and radical physical transformations, Move helps women build strength and confidence.
Move is the brainchild of Kelly Taphouse, who is a personal trainer and former fitness model. She opened her all-female gym in an effort to provide women with a safe and functional space to train and work towards their fitness goals. This means that the space is not only equipped with traditional gym equipment such as weights and rowing machines, but also more hardcore machines such as battle ropes, prowlers and a contraption nicknamed the "death bike."
Of course, the Toronto gym also has some more luxurious features for laddies who like to indulge after a good workout. This include an organic smoothie bar, an infrared sauna and a shower room stocked with high-end Kiehl’s products.
What Makes This Trend Stand Out
- Women-only Gyms
- There is a disruptive opportunity for gyms that create a safe and functional space for women to train and work towards their fitness goals.
- Strength and Confidence Focused Fitness
- By shifting the focus from weight loss to building strength and confidence, fitness programs have an opportunity to differentiate and grow their member base.
- Luxury Amenities for Fitness Memberships
- Providing members with luxurious features such as an organic smoothie bar and Kiehl's products can be a unique selling point for fitness businesses.
Sectors Adopting This
- Fitness
- The fitness industry has an opportunity to cater better to women by creating more women-only gyms and fitness programs.
- Wellness
- By offering luxurious amenities alongside fitness programs, the wellness industry has an opportunity to attract more high-end clientele.
- Personal Care
- Personal care companies such as Kiehl's have an opportunity to partner with fitness businesses and offer their products as luxurious amenities for members.
