Don’t Call It a Gym: The Rise of Sporting Clubs

Some fitness centers are swapping the industrial, minimalist feel for the nostalgic appeal of midcentury country club chic.

When the luxury Gleneagles Hotel in Scotland wanted to design a fitness center that would appeal to a new generation of visitors, the designers didn’t look to the future for inspiration. Instead, they looked to the past, drawing on a photograph titled “Tennis in the Bahamas, 1957” by photographer Slim Aarons. The result was the Gleneagles Sports Club, a luxury sports facility with expansive courts, equestrian stables, and a courtside relaxation area.

The club’s design was inspired by the famous sports clubs of the late 19th and mid-20th centuries, which were not just places to exercise but also to socialize. This idea is a new trend for fitness centers, where elements of a social club are combined with traditional gyms.

Back to the Past

Some of these gyms are making simple changes, such as tweaking the typefaces they use or introducing products with a vintage feel. Budget chain Blink Fitness, for example, added the word “club” to its name and launched a T-shirt with an ’80s-inspired twist. Other places have gone for radical change, such as adopting vintage gym equipment and period-inspired designs.

Lev Glassman, co-founder of Maker Gym in New York, was inspired by the aesthetics and elaborate designs of old gyms. The gym, which opened in 2020, features cork floors and European sports equipment from the 1920s and ’30s, such as a horse and Austrian circus rings. “Bringing historical elements into the space makes the experience more interesting,” Glassman says.

Growing interest in social clubs

Inspiration from the recent past is also evident in new gyms inspired by recent films like “Challengers” and “King Richard,” which have rekindled interest in tennis and racquet sports. Reserve Padel founder Wayne Boesch took inspiration from the tennis clubs he grew up in in the 1980s, with a design that evoked the Wimbledon vibe.

In Nashville, Forza Pilates Athletic founder Sydney Domler chose a country club-inspired design for the brand rather than the industrial feel of a traditional Pilates studio. “I felt it was more classic and less modern,” Domler says.

Nostalgia and a culture of belonging

Emily Oberg, founder of Sporty & Rich, was one of the first to promote this aesthetic. The idea began in 2014 with an Instagram account featuring inspirational images from the past and has evolved into a print magazine and a thriving brand with a flagship store in Manhattan. Oberg sees this nostalgia as reflecting a desire to reclaim a social culture that modern gyms have lost.

Natalia Millman Petrizella, a history professor and author of Fit Nation, sees the trend as a reflection of a growing awareness of loneliness that has been exacerbated during the pandemic. “There’s a growing desire to socialize in real, authentic ways,” she says.

Luxury for All

While modern gyms aren’t cheap—monthly memberships range from $140 to $500—they’re trying to break away from the exclusivity that has characterized traditional gyms. “We’re seeing the democratization of luxury experiences, where people can join a premium gym without having to pay a high membership fee,” Petrizella says.

Design Beyond Performance

Glasman sees people increasingly looking for unique design spaces rather than just functionality. “I think there’s a growing movement toward creating interesting environments in gyms,” he says.