Hollman brings four decades of craftsmanship and innovation to a new era of fitness and wellness design — where lockers move from background utility to a cornerstone of the brand experience.
Lockers aren’t the first thing you think of when designing a gym. But they might be the first — and last — thing your members touch and remember.
They hold more than just shoes, wallets or towels. They hold trust. Safety. A sense of belonging. In a communal space, the locker is the only element that’s truly personal.
That, says Travis Hollman, CEO of Hollman, is what makes lockers so much more than storage. “Lockers are interesting,” he explains. “They’re the only spot inside someone else’s business that’s your own. When you join a club, everything else is shared, but your locker, that’s yours.”
For Hollman, a company that for nearly 50 years has outfitted some of the most iconic names in fitness and sport — from Equinox and SoulCycle to Planet Fitness — lockers have evolved from an afterthought to a cornerstone of experience design. They are now a strategic tool that connects functionality, safety, sustainability and brand identity in ways few other elements can.
Personal Space Meets Purposeful Design
Across the fitness landscape, operators are rethinking what locker design represents. For decades, the locker room was utilitarian — rows of metal boxes tucked behind a shower area. Today, lockers sit on the floor, in plain view, acting as both functional tools and brand statements.
“In the franchise model, people often walk in ready to train,” says Hollman. “They’re not looking for a locker room, they just need a place for a purse, keys or a sweatshirt. So we’re designing lockers that live on the floor, right where members are. They’re small, secure and visible, and they might even include charging stations.”
This shift, he explains, mirrors the efficiency and accessibility of modern franchise fitness. Members expect convenience and speed. Gym operators, meanwhile, need solutions that maximize space while reinforcing safety and brand cohesion.
For higher-end clubs and luxury wellness destinations, lockers take on an entirely different role: revenue and ritual. “At that level, lockers can become a source of income,” Hollman notes. “Some clients offer personal lockers for rent, complete with lighting, shelving, ventilation, and felt interiors. It’s about giving members a space that feels like it’s truly theirs.”
These VIP locker rooms, he says, can outperform retail square footage in value. “In Aspen, we’ve seen ski lockers go for $4,000 a year. Even in fitness, a $300 locker that brings in $20 to $30 a month pays for itself quickly.”
Every Detail, Designed with Intention
Whether designing for a national franchise or a boutique tennis club, Hollman starts with one question: What do members need this space to do?
The answer often depends on geography, activity and culture. “A tennis club needs room for racquets,” Hollman explains. “In the Northeast, you might need space for boots and umbrellas. In the South, you’re designing for heat and airflow. Every locker configuration is intentional — it reflects the life of the member who uses it.”
Even materials vary to meet the environment. “If it’s near a pool, you need a different finish than in a yoga studio,” he adds. “Durability, ventilation and moisture resistance all come into play. It’s not one-size-fits-all — it’s engineered personalization.”
That precision is now easier than ever to deliver. “Machining and customization technology have advanced so much,” Hollman says. “We can customize at scale so operators can be strategic about every inch of design and every member interaction.”
Brand, Safety and Simplicity
Locker design, Hollman argues, is where brand meets trust. “Safety is huge,” he says. “Members are leaving personal items — wallets, jewelry, phones — so the locker has to feel secure.”
Hollman is a strong advocate for simplicity in locking systems. “Not everyone brings a padlock. Keyless systems with four-digit codes are simple and universal,” he notes. “Some digital locks are great for high-end clubs, but in franchise environments where staff turnover is high, maintenance becomes an issue. You want locks that are easy for everyone to use — and hard to break into.”
For multi-location operators, consistency across sites is just as critical. “People want to know what they’re walking into,” Hollman says. “Equinox might vary the colors, but the locker style is the same. Planet Fitness does it too. It’s about creating a familiar, reliable experience — one that reflects your brand at every location.”
Behind Hollman’s sleek designs lies an equally strong sustainability story. The company has achieved platinum-level green certification, recycling more than 96% of its materials. Every product is built using reconstituted wood, FSC-certified laminates and zero-VOC UV coatings.
“We use recycled materials, and we recycle our waste,” Hollman says. “Items get taken off-site, reground and reused. Wood technology has advanced to the point where almost every product we make qualifies for LEED. It’s just the right way to do business.”
That commitment extends beyond materials. By designing for longevity and creating products that resist wear, moisture and damage, Hollman helps operators reduce replacement cycles and minimize waste. “We want to build something once and build it right,” he says.
The Locker as an Extension of Experience
In today’s fitness economy, every touchpoint is part of the experience, and lockers are no exception. “The materials you use matter,” Hollman says. “The locker should fit your brand – maybe that’s rugged and bold for a franchise and refined and soft for a spa. That’s what creates consistency and emotional connection.”
As wellness and recovery continue to merge with fitness, lockers are also evolving to serve new functions. “Recovery spaces need different storage — robes, slippers, gloves for cryo, bathing suits for cold plunges,” Hollman notes. “The locker must support that full recovery ecosystem. It’s all about understanding the use case and building for it.”
Technology is adding another layer. “RFID access is growing, and it’s huge in Europe,” he says. “You’ll see more wristband systems that handle everything from locker access to juice bar payments. The locker is becoming part of that seamless, smart experience.”
Looking ahead, Hollman sees the locker room as more than storage, it’s becoming an extension of the brand and the wellness journey itself. “In high-end clubs and wellness spaces, design will be about how you feel when you walk in — light, air, calm,” he says. “It’s part of recovery. Part of the ritual.”
That focus on emotional design is changing how Hollman approaches every project. In premium wellness clubs, lockers are destinations; in franchise gyms, they’re seamless touchpoints — visible, efficient and designed for speed. Either way, every detail serves a purpose.
“Locker design used to be about square footage,” Hollman reflects. “Now it’s about experience. We’re creating the first and last impression members have of a club, and that’s powerful.”
In the end, what seems like a simple cabinet is actually one of the most personal spaces in the entire facility, a small but vital reflection of brand, trust and belonging. And for Hollman, that’s exactly the point.
“It’s the one thing that’s truly yours,” he says. “When design, comfort, and security come together in that space, it changes how people feel about the whole place. That’s the power of a locker.”
