PROGRAM AND SERVICE INNOVATIONS THAT WORK

5 Ways to Capitalize on Wellness Retreats

Out of sight is not out of mind.

BY JULIE KING

As consumers increasingly prioritize holistic wellness, fitness facility operators have an abundance of new services and experiences to offer members. That includes wellness retreats, sometimes referred to as wellness tourism.

It’s a fast-growing market. According to a Market.us report, consumers are expected to spend as much as $184 billion on wellness retreats this year, a market set to grow to $372 billion with a CAGR of 7.3% by 2034.

“Wellness retreats are a powerful differentiator, because they extend your brand beyond your four walls into experiences that competitors can’t easily replicate,” says Erik Aiple, CEO of Fit4Travel. “They position your health club or studio as a lifestyle leader, not just a place to work out.”

Here’s how gyms can get in the game.

Aiple

1. Align With Your Audience

Critical to success is ensuring the retreat matches your members’ needs and preferences—who they are, what they value, and what they can afford. From local one-day and weekend retreats to weeklong international excursions, options abound. Key considerations include location, duration, cost, and theme.

“Many first-time hosts send a survey to gauge interest in destinations, price points, and travel preferences before locking anything in,” Aiple says.

2. Tap Expertise and Start Small

The logistical demands of retreats keep many operators on the sidelines. To make execution easier, they can partner with a provider that is experienced in group travel logistics and has a comprehensive understanding of the wellness space.

“Your retreat company is an extension of your brand, so reliability, communication, and attention to detail are critical,” Aiple says.

Plus, he suggests, “Start with a shorter, closer-to-home retreat to reduce complexity and investment while still delivering a memorable experience. This lets you test the market and understand whether your community is interested.”

By focusing on a clear theme, strong programming, and thoughtful details, clubs and boutiques can build confidence and demand before expanding to larger, international retreats.

3. Design Compelling Experiences

Retreats succeed because they create transformative, shared experiences that go beyond typical health club programming.

“Travel has been shown to boost dopamine and reduce stress, which enhances emotional connection and memory formation,” Aiple points out. “That positive association gets tied directly to the health club or studio brand, creating a deeper sense of loyalty and belonging.”

This emotional imprint can foster stronger community bonds, greater retention, and higher member lifetime value.

“Wellness retreats are a powerful differentiator, because they extend your brand beyond your four walls into experiences that competitors can’t easily replicate.” • Erik Aiple

4. Price Properly

Beyond incremental income, wellness retreats can become a sustainable business line when priced correctly.

“Pricing should reflect the full experience—not just the hard costs but also your expertise and programming,” Aiple recommends. “Build in margin from the start rather than treating the retreat as a break-even marketing tool.”

Pricing mistakes are common. “Underpricing reduces profitability or results in losses, while overpricing can set expectations too high and leave attendees disappointed.”

5. Encourage Organic Marketing

Retreats are a powerful organic marketing tool, as members often bring partners or friends who aren’t part of the gym’s community. This introduces new prospects to the brand and generates visibility.

“Attendees share their experience across social media, putting your brand in front of thousands of new eyes,” Aiple says. “That combination of word-of-mouth, social proof, and lived experience creates a domino effect of interest for your gym and future trips.”

Health & Fitness Business is a publication of

Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.

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