“Getting older shouldn’t be deemed undesirable,” says US fitness founder Ruth Zukerman, who’s focusing her energy on a club concept incubating in Sydney.
It’s 10.35am on a Tuesday and a group of five 50-something women clad in Lululemon are going hard on the chlorophyll water while absent-mindedly picking from a fruit platter post-workout. The decor of their surrounds – an Insta-worthy kitchen/lounge area adjoining a serene studio space – is more Mosman trophy house than gym. No one is in a rush to leave. And that’s a fact that pleases American fitness entrepreneur Ruth Zukerman no end.
Beautiful amenities cost, but people want a great experience after being locked away. Who wants to be one of the masses?Since the pandemic, what their members crave the most, gyms are finding, is not rock-hard biceps and steel abs but ‘connection’. And if there’s anyone who understands how the power of community can become a bigger drawcard than the workouts themselves, it’s the co-founder of the indoor-cycling phenomenon SoulCycle.
“The age group we’re targeting is the demographic who crave the social aspect,” says Zukerman, who is 64. “There are so many studios out there pushing people until they’re depleted,” says Zuckerman. “What’s the point if you only end up injured and unable to work out? An older demographic needs support and encouragement. They’re also gatherers of information. So, we’ll be offering regular talks and pop-ups: having experts in to talk about menopause, metabolism changes, etc.At Malibu Crew in Manly, it’s all about men. There too, “community is key”, Zukerman says.
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