Now, the concept of "going to the gym" has been increasingly overshadowed by niche fitness classes. All of them promising to be the best workout you will ever get on planet earth. These classes also come with pretty package incentives, which are absurdly overpriced and can hardly be considered motivation to join.
As the old saying about creativity goes, you can't break the rules until you know them. The same goes for culture. For a brand to employ culture effectively it needs to understand what 'codes' are out there, and which are most culturally salient in order to smash, break and combine them into something that is truly vibrant, new and culturally on point.
Sensing that a growing number of people are forgoing their gym membership in favor of specialized experiences like boot camps or cycling studios, some gyms have begun partnering with smaller boutique studios, offering them temporary or permanent space and giving their customers access to the gym's amenities.