Off The Couch And Into An Exercise Routine: How Corporate Fitness Operators Bring Wellness Into The Office

Companies have been eager to bring employees back to the office, but many are finding that unless they can offer something new, the allure of the couch is much stronger than the call of the desk.

One strategy some businesses are taking to try and draw workers back is to implement a corporate wellness program designed to cater to both mind and body. Corporate wellness has been rising in popularity since the pandemic, with one goal being to help employers secure their top talent. In October, ReportLinker found that by 2027, global corporate wellness spending could rise to an estimated $94.4B, up from $57.9B in 2020. 

These programs offer a variety of health and wellness opportunities that target physical and psychological needs through exercise classes, nutrition education and stress management activities, among others. 

For struggling office owners looking to lease up their spaces, having the tools in place to help companies create successful wellness programs could be a key to success. 

Joshua Love, CEO of corporate wellness company Kinema Fitness, said corporate wellness programs can benefit offices that are looking to stand out among competitors while also providing a space for tenants to make time for their health goals while at work.

“Both employers and employees are looking for a sophisticated solution that addresses holistic well-being and supports their objectives and goals,” Love said. “These programs focus on engagement by creating an inviting space where they can participate in activities and learn new information.”

Love said office owners could help companies create more engaging wellness programs by bringing in an outside corporate fitness operator to run the programs rather than managing their own fitness facility. Many instructors for corporate fitness programs have the training and expertise to guide individuals through programs that cater to each individual's fitness and nutrition goals. Having an operator with instructors that are CPR- and AED-certified also helps to mitigate risk for companies, should injuries occur.

“With self-managed facilities, tenants may be pressed for time and only feel motivated to come in for a few minutes of working out, which is not what most people are looking for,” Love said. “Instead, they’re looking for something more comprehensive that helps them work toward their goals. Some may want to learn proper form or guidance using the cardio equipment, while others are looking for personal training or group exercise classes.”

People are often in different phases of their health and wellness journey, and Love said that Kinema brings professionals on board — including health coaches, physical therapists and trainers — to help deliver wellness options for a variety of skill levels.

“We focus on tailoring an experience that is directly related to the employer’s staff and coming up with programs that make sense for them,” Love said. “On the individual side, it’s about integrating fitness with nutrition and bringing all of the solutions together in one.”

Kinema creates spaces that are adaptable to fit different activities. In addition to exercise and personal training, tenants can also take advantage of meditation rooms and quiet areas as well as studio rooms for toning, small group training sessions and workout classes. Its cardio equipment contains built-in LCD screens so participants can stream their favorite content while exercising. 

Kinema Fitness works with buildings of all sizes and customizes its offerings to fit employers’ needs.

Love said that employers should invest in a corporate fitness operator that focuses on creating an interactive and diverse wellness experience for tenants, with exercise being not just about completing the workout, but on having fun doing so.

“It comes down to making sure that the space is inspiring and that people are having fun,” he said. “Having that element of human engagement and building relationships with employees are the key ingredients for bringing people back to the office.”

This article was produced in collaboration between Studio B and Kinema Fitness. Bisnow news staff was not involved in the production of this content.

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