Why Gyms With Custom Strength Equipment Are a Class Above

Watson Gym Equipment explains why unique machinery and equipment will be critical to success amid the strength boom

Even if they hold the same plates and bricks, standard strength training equipment doesn’t carry the same weight today as it once did. Rather than rudimentary machines with copycat designs, gym operators want unique equipment that taps what’s trending, unifies with layouts and branding, and of course, allows an effective training experience.

“Although it’s hard to say which is the most key, there are several factors driving the shift away from standardized strength equipment toward fully customized gym layouts,” said Robert Sawhney, Chief Commercial Officer of Watson Gym Equipment.

Already with years of experience supplying customized equipment for brands like Equinox, Gold’s Gym, World Gym, Fitness First, Pure Gym Asia, a variety of professional sports teams and celebrities like Jennier Lopez and Chris Bumstead, Watson Gym Equipment is ahead of that curve. It’s built trust over time as well, backing its products with a lifetime guarantee. 

The brand intends to stay in that advantageous spot by listening to customers and guiding operators as it introduces them to strength training’s next chapter.

Shift Toward Customization

The same trend that’s causing trainers to alter programming, operators to adjust floor layouts and executives to rethink marketing strategies is fueling this demand for customized equipment. The interest in strength is abundant, stemming from a variety of areas and keeps operators wondering how they can facilitate it better. 

“One reason for this shift is the rise of strength training across many demographics, where even the average person is interested in aesthetics and training like an athlete,” Sawhney said. “This combination, with the resurgence of bodybuilding, has led to customers demanding both unique pieces of equipment as well as equipment which has great biomechanics.”

Smart operators also recognize the organic marketing opportunities that come with customized equipment. As social media continues to dominate consumer attention, they’ll only grow as well. 

“Custom designs add to the aesthetic appeal of the facility, but can also be useful in promotion as members post their workouts on social media with the facility’s unique colors and logo on display,” Sawhney said.

Unique machines also help gyms stand out from the pack, which retains current members and attracts new ones. The specific taste right now among more dedicated lifters for variety creates another advantageous leverage point for operators. 

“Gyms often now promote the unique pieces they have and the niche brands they work with to help differentiate themselves from the more mass market brands and gyms,” Sawhney said. “In addition, factors such as strength profiles, light starting weights and greater adjustability are crucial factors for many lifters, especially those who are more serious.”

Watson’s Solution

Watson specializes in meeting gyms where they’re at, or where they want to go, to leverage all of the above. The company works with customers from concept and 3D design forward to address their specific needs regarding customization, equipment selection and layout.

“The gyms now will often invest in customization of things like colors and logos, but at Watson, we also get asked to make one-off custom pieces only for that gym, which we often do,”  Sawhney said. “If a customer asks us to make bespoke pieces based on their club size, layout or anything else, we can do that.”

But even with this emphasis on custom design, Watson doesn’t forget that functionality comes first. It consults everyone from strength professionals to standard consumers to make sure it hits the mark in making machines that move and train well. 

“Primarily, the machine needs to have great biomechanics and be able to be used by a wide range of users,” Sawhney said. “We work very closely with a number of well-known strength coaches and athletes globally, and listen to their feedback on equipment design needs. We, of course, also listen to our many customers and incorporate this feedback into both customizing and updating our machines.”

Invest in Differentiation

Multiple industry executives recently touted the rise in popularity around strength training as something certain to continue, and Watson expects the call for customization to follow alongside. 

“I do see customization becoming the norm across strength training spaces,” Sawhney said. “I see the continued growth in unique strength equipment production and in spaces.” 

As the demand for these bespoke pieces grows, Sawhney expects fewer operators and owners to furnish their entire gym floors from one supplier. While it might seem like a convenient and cost-effective deal on the surface, he said in the long run, it could prove costly as the consumer market evolves further. 

“Operators will need to think about the mix of equipment, but also, and especially in more unique or premium clubs, how that supplier can support them in making their facility stand out,” Sawhney said. “That means not falling back into the trap of buying from one supplier but getting best of class from a variety of brands if their club is large enough.”

In the end, differentiation, and the success that Sawhney insists will come from it, requires vigilance. 

“Try to look at what your major competitors are doing and don’t be afraid to be different,” he said, adding owners need to scrutinize their needs before committing. “Does the equipment have the right footprint for you? Can it be used by someone five feet and seven feet tall? Will the customization meet your brand standards? Will the supplier be responsive for repairs? Will they provide education? Will they customize certain looks only for me if the volume is sufficient?”

Watson looks forward to answering those questions across the globe in the near future. The brand recently appointed several new exclusive distributors in the Asia-Pacific, Europe, North America and Middle East regions. It also announced the addition of several new fitness chains to its international clientele.