Boutique fitness clubs, knows for their high-end style work out lessons and gym equipments, seem to have added one more luxury to their offerings. In cities like Manhattan, these fitness centres now sell expensive retail and designer clothing, as well as jewellery and accessories. In other words, this new practice allows any gym user to purchase items like formal dresses and elegant leggings en route to the gym.

At first glance, this idea might seem unfitting. A $225 Swarovski crystal-encrusted iPhone case at a fitness centre?  A $88 leggings at a gym? But with a second glance, it becomes visible that this might actually be a great marketing idea.

Many of the people who visit such gyms do so with a goal in their heads: to sculpt their bodies. And as they get close to their goals, they may need or want a reward of some kind. If that means buying a $88 leggings in one size smaller, the gym just made another sale.

The idea of having an expensive ‘reward’ store in a gym may actually be an extensively clever marketing strategy. Furthermore, this new business strategy may actually do some societal good. Having a nice, elegant dress hang near the gym window will do best in motivating people to gym harder.

Picture Source: http://www.businessweek.com/articles/2012-02-29/upscale-gyms-are-places-to-shop-not-just-sweat

Article Source: http://www.businessweek.com/articles/2012-02-29/upscale-gyms-are-places-to-shop-not-just-sweat