If you’re into fitness, you might be familiar with “aesthetic fitness”. What I mean by “Fitness Aesthetics” is kind of different, relating more to how the whole fitness environment is set up. I’ve spent many years bouncing between yoga studios and fitness centers. Even visited a couple of boutique fitness spaces, until I finally settled down and started investing in fitness solutions both digital and physical. During these years, I noticed quite a lot of things about how successful fitness businesses run and some more that a lot of fitness business owners probably didn’t think much of.
That made me see Fitness Aesthetics, or more accurately Fitness Business Aesthetics, in a different way.
Let me break them all down quick for you.
Fitness Aesthetics
People perceive fitness in different ways. Some consider themselves fit if they have the stamina and endurance to exert themselves physically for a few hours. Some see fitness as just a byproduct of an active lifestyle. Many view fitness as a testament to their overall good health. But for those who approach fitness centers to regain their lost glory or retain their hard-earned physique, fitness is all about the appeal and the feel.
Aesthetics matter more for people now. They want to be able to actually see the change and then feel it. They love seeing their physical tone change and feel their energy levels go up as time passes. Because this is etched into their minds, they are likely to reject fitness centers that don’t reflect this particular perception of theirs.
What I mean is that fitness centers, yoga studios or even local health clubs that lack an aesthetic appeal are seen as counterintuitive. The most successful fitness businesses I came across had nailed the tiny details that others overlook.
The “Wow” factor must be evident in the environment to keep reminding clients that they did not make a wrong choice.
And this “aesthetic” begins with the people at the fitness destination.
The Important Perspective
You walk into a high-end yoga club thinking about getting a membership. You could see the instructors correcting poses of other clients. But then you notice that the instructors, or a few of them, are wearing tees that are just sweaty. You also spot corners where curled yoga mats are untidily kept. You know they are doing the work but start wondering about the hygiene, the whole setup and the choice of attire. You are one among many customers that will feel like the environment just doesn’t seem right though the efficiency is somewhat evident.
Imagine the same scenario where the environment is neatly organized. There are indoor plants and wall arts that give off a serene vibe. There are racks to keep yoga mats and towels. The room is well lit and isn’t polluted by the noise from outside. The instructors are looking pristine wearing sleek, branded polos. The floors are clean, the air is fresh and the people are having a hearty chat after a rough session.
What surprised me was that the first scenario was too common. And I met people that believed this was the norm, and someone walking into a fitness club expects the same. That it shows they mean business.
It doesn’t.
We’ve all seen that trainer whose shirt turned into a soggy mess halfway through class. Not exactly inspiring and can take away anyone’s focus.
To make things right, you start with the staff.
Staff Appearance
You’d be surprised to know that there are health clubs in America that neglect the importance of apparel engineered for performance. They just go for custom tees because those are cheap but casual and comfy enough to work. The fabric is overlooked a lot more than we know. Successful fitness centers are fully aware though. They invest in performance polo shirts, performance tees, tank tops and jackets just to nail the aesthetic that I spoke of earlier. These are also how they keep their staff comfortable and confident through hours of demos and explanations.
It was a personal trainer in Colorado that taught me how big of a difference staff appearance can make in the environment. She knew a lot about performance wear then (this was around 9 years back). It’s like that feeling you get when you join a gym desiring to get jacked in a few months, and then see your trainer with a physique that you want to achieve.
As a matter of fact, studies have shown that what fitness instructors wear actually influences how clients perceive their expertise. There is a correlation that you just can’t ignore.
What Your Staff Can Wear
You can make any performance-wear work if the setting is right. If it’s outdoor training on a chilly day, performance jackets and performance caps could help your staff stand out and give your fitness center some visibility. If it’s summer classes, you can outfit them with moisture-wicking polo shirts. With your trainers being comfortable, they can focus entirely on your clients. And there’s no visibly sweaty mess distracting your clients when they are looking at their trainers.
These outfits don’t demand a big investment either, unless you want big name brands like Nike and Puma. You can skip the retail markup entirely and go straight to wholesale.
Invest in something like Port Authority polos wholesale in the right sizes for your staff. I’d recommend checking out the Port Authority K500 polo shirt. Or you could go for another budget-friendly brand that specializes in performance apparel like Sport-Tek. Just make sure your apparel picks come with all the right features for the season.
You could say there’s a similarity to the “white coat effect” in healthcare, but instead of lab coats, we’re talking about sleek performance wear that reflects your professionalism and expertise. Many fitness facilities that I visited understood that their staff uniforms need to check multiple boxes:
- Professional appearance that builds trust with clients
- Comfort during high-intensity sessions
- Durability
- Breathability
These businesses aren’t looking for canvases to stick their logo on. They’re strategically choosing performance-focused apparel that:
- Maintains color vibrancy even after exposure to sweat and sunshine
- Gives wearers mobility as they demonstrate exercises and poses
- Projects professionalism and investment in quality
Something to Think About
Your staff’s appearance speaks volumes about your fitness business before anyone says a word. But staff appearance is just the first step to setting up a great environment where anyone would love to spend hours working out. The message of all this is to highlight that this is the place where one can achieve their fitness goals.
Start with the basics: comfortable, professional, performance-ready uniforms that make your team feel as good as they look. Your clients will notice the difference.
What steps has your fitness business taken to keep your team looking and feeling their best during workouts? Drop a comment below – I’d love to hear your experiences!
