How Fitness Centers Can Help Solve the Loneliness Crisis

Prolonged isolation, excessive screen time, and lack of community meeting places have created a loneliness crisis around the world. This isolation, a result of the lingering habits and psychological effects of pandemic lockdowns, have people craving social connection and interaction with people in person instead of texting and Zoom calls.

The US Surgeon General called loneliness and isolation an epidemic in 2023, and the World Health Organization (WHO) has established a Commission on Social Connection (2024-2026) to address isolation and loneliness as a global priority, since people who lack social connection face a 30% higher risk of early death.

WHO Director-General Dr. Tedros Adhanom Ghebreyesus says: “High rates of social isolation and loneliness around the world have serious consequences for health and well-being. People without enough strong social connections are at higher risk of stroke, anxiety, dementia, depression, suicide, and more.”

In his 1989 book The Good Great Place, sociologist Ray Oldenburg introduced the concept of “third spaces,” such as cafes, parks, and public libraries, as anchors of communities and a home away from home.

Oldenburg describes third places as neutral ground that’s accommodating and easily accessible. These are areas conveniently located where people can freely visit and connect with other people in an informal way.

"Third spaces offer a break from the pressures of work and home life and play a crucial role in helping individuals feel connected to a community,” says David Van Daff, vice president of industry development and public affairs at the National Academy of Sports Medicine.

"Humans are naturally social beings, and community offers a supportive network that fosters motivation, accountability, and a sense of belonging."

Home Away From Home

Traditional institutions like church groups and social clubs (e.g., Elks Lodge, rotary club, Knights of Columbus) no longer have the draw they once did. Coffee shops, libraries, and other familiar commercial and public meeting areas have also fallen off as third spaces. Fitness centers and boutiques can fill this void, according to some in the industry.

"Health clubs are uniquely positioned to serve as third spaces because they combine physical health, mental wellness, and social interaction in an active, supportive environment," says Brian Sullivan, director of marketing at Club Fitness, which has 19 locations in Missouri and Illinois. "They foster engagement through shared experiences, mutual support, and collective goals."

Another growing contributor to social isolation is the shift in the workplace—what was once a hub for face-to-face interaction has, for many, become just more time spent at home in front of a screen.

“With more people working from home and feeling digitally connected but socially isolated, there’s a growing need for places where they feel a sense of community, routine, and purpose,” says Lauren McAlister, co-owner of McAlister Training in San Luis Obispo, California. “Third spaces fill that gap by offering connection, identity, and belonging outside of work or home.”

It is a ripe opportunity for a health club or studio.

"People are absolutely looking for third spaces," says Andriana Spence, vice president of marketing for Chelsea Piers Fitness in New York City and Connecticut. “We find our members socializing at all times of day. Gone are the days where they show up at the gym, quickly work out without talking to anyone, and leave.”

Fitness centers that thoughtfully prioritize engagement and commit to building a community can earn third-space status along with the many corresponding benefits. Among them: increased membership, greater retention, and higher revenue.

“With the strong interest in fitness today, it’s the perfect moment for clubs to expand their offerings and become community builders in addition to being facility operators,” Spence suggests.

Tabitha Green, head of marketing at Les Mills US, agrees. “Fitness facilities are a unique community like no other, with like-minded people in an environment that empowers them to be the best versions of themselves. I’d challenge you to show me a coffee shop that dishes out high-fives the way a group fitness studio does.”

Connection in Action

According to McKinsey’s 2024 Future of Wellness survey, in-person fitness spending is a big area for growth. That means clubs should capitalize on this timely opportunity of converging needs and interests.

But it encompasses more than just exercise. Gyms that offer family activities, educational programming, spas, events, and volunteer work naturally can become a preferred destination and play a larger role in people’s lives (see sidebars for more).

Fostering a third space starts with cultivating a welcoming and inclusive culture. That includes simple but meaningful gestures, such as greeting people by name, celebrating member wins and milestones, encouraging feedback, and actively listening.

“It’s about walking through the door and being seen, supported, and celebrated by a community that knows you and believes in your potential,” says Morgan Kline, co-founder and CEO of Burn Boot Camp, which has more than 350 locations
in 44 states. "When a place lifts you up physically, mentally, and emotionally, that’s the one you keep going back to."

Outstanding service is essential to deliver exceptional experiences that drive advocacy among members, increase check-ins, and boost retention.

“We can learn from the hospitality industry about tailoring customer journeys and creating a place that people want to come back to,” Green says. “Fitness facilities can become the beating heart of local communities.”

THE X FACTOR: The Power of Group Training

Group X classes and small group training are associated with fostering connection at gyms because they naturally attract a group of regulars, provide opportunities for interaction, and encourage teamwork.

“Demand for live fitness experiences is at an all-time high, and research shows that working out with others leads to greater enjoyment and adherence,” says Tabitha Green, head of marketing at Les Mills US. “Clubs have a huge opportunity to accelerate growth by leaning into the group X studio as an engaging element.”

Burn Boot Camp leverages the power of group fitness to drive loyalty. “There’s something magical about a place where you show up, work hard, and know you’re not alone,” says Morgan Kline, co-founder and CEO of Burn Boot Camp. “We bring people together for good vibes.”

Every spring through fall, Chelsea Piers gives back to the community by offering more than 200 free fitness classes open to the public at local parks throughout the New York Tri-state area.

Community events like this can help attract the 80% of the population who are not gym members. “Experiences make a world of difference,” Green says. “If a non-member’s first impression of a gym is memorable, they’ll want to continue reliving that experience over again.”

Exponential Impact

Fully embracing and enhancing its role as a third space benefits a gym’s culture and bottom line.

“A prominent third-space culture transforms members into enthusiastic supporters who organically advocate for and attract others to join the community,” Van Daff contends. “Plus, these advocates tend to pick up weights, wipe down equipment, throw trash away, and help take care of the place.”

To reinforce this carefully cultivated sense of belonging, clubs should leverage data and AI to track participation, customize messaging and promotions to members, and tailor in-person and digital interactions.

But it goes beyond the in-club experience.

“Gyms have the power to be so much more than a stop in someone’s day,” Kline adds. “When a gym feels like more than a gym, it sticks with you and becomes more than fitness. It changes not just your body but also your life.”

McAlister agrees. “Being a third space means growing from the inside out and reminds us that fitness is about people first. This transforms a gym from a transactional place into part of someone’s routine and identity.”

For the fitness industry, gyms as third spaces can promote public health and thereby increase overall visibility and credibility to support advocacy efforts.

“We should all work on deepening the engagement of our current members and bringing in new people to grow the industry,” Green adds.

"A rising tide lifts all boats."

THREE WAYS TO BUILD COMMUNITY

Here are some ways to establish your facility as a third space beyond group fitness.

Social Events and Fundraisers

Fundraisers, happy hours, holiday or themed parties, family gatherings, and group activities position gyms as more than exercise centers.

“We produce a series of member socials, workshops, and networking events exclusive to members and their guests, and we plan monthly outings to nature and sporting events to bring our members together,” explains Andriana Spence,
vice president of marketing at Chelsea Piers Fitness.

Hosting fundraisers and volunteer opportunities provides purpose and nurtures goodwill.

“This lets people rally around something bigger than themselves and roots your business in something bigger than fitness,” says Lauren McAlister, co-owner of McAlister Training.

Pickleball, Programming, and Family Services

The opportunities for group connections at gyms are virtually endless, including pickleball, tennis, swim lessons, fitness challenges, and special programming like ballroom dance lessons. Fitness centers also can sponsor clubs or leagues for running, hiking, volleyball, and more.

"To truly function as a third space, gyms and studios need to offer more than just workouts to give members the chance to connect,” McAlister says.

Amenities can be instrumental in encouraging members to spend more time and money at their third space.

“We’ve purposefully built clubs that can accommodate a range of needs, including cafes, lounges, pools, sundecks, and recovery areas,” Spence adds.

Providing daily babysitting, as Chelsea Piers Fitness and Burn Boot Camp do, also enables parents to visit more frequently and to view the club as a non-negotiable destination.

Local Outreach

Part of becoming a third space is engaging with the local community beyond the gym’s walls. That can include participating in local wellness fairs, supporting charitable organizations, sponsoring local events, and partnering with nearby small businesses.

Club Fitness’ CF Rewards program partners with many local health and wellness providers to give members expanded opportunities to enhance their well-being.

“This program creates a reciprocal ecosystem that introduces non-members to our clubs, draws visitors, and reinforces our position as a community-focused organization,” notes Brian Sullivan, director of marketing at Club Fitness.

At Chelsea Piers Fitness, a primary responsibility for the team is to connect with the surrounding neighborhood, Spence points out. “They bring in exciting business owners and vendors, design an events series customized to that community, and intentionally create connections. This has proven to build life-long friendships and partnerships among our members.”