As traditional cardio routines face a decline in popularity, gyms are revolutionizing the exercise experience by offering immersive mini theaters where members can watch movies while working out on treadmills, ellipticals, or stationary bikes.
A Little Rock, Arkansas-based franchise, 10 Fitness, is at the forefront of this movement with its Cardio Cinema concept. Members have the option to watch cult classic movies while engaging in their cardio workouts, transforming mundane exercises into exciting movie-driven adventures.
This fusion of movement and moving images is part of a broader trend towards immersive workout experiences, providing an alternative to conventional gym settings. While Cardio Cinema has been around since at least 2008, fitness brands like 10 Fitness, Gold’s Gym, and EoS Fitness are increasingly promoting it as a novel approach to engage members during workouts.
At 10 Fitness, the fully immersive mini-theater provides a “cool, dark, and secluded” environment where gym-goers can exercise while enjoying daily movie screenings. According to Eric Buckner, CEO of 10 Fitness, Cardio Cinema enhances member engagement and workout consistency by blending the adrenaline rush of blockbuster hits with physical exercise.
Operational ease is another key feature of Cardio Cinema, with centrally managed movie selections ensuring a consistent experience across franchises. Statistics from 10 Fitness indicate that over 30% of new members join specifically for the Cardio Cinema experience, highlighting its effectiveness in attracting and retaining members.
Similarly, EoS Fitness promotes its MOVEōS Cinema cardio room as a community-building tool. By offering a shared movie experience, members have the opportunity to connect with others and strengthen bonds while working out. EoS Fitness encourages members to structure their workouts to sync with movie plot stages, adding an engaging layer to the exercise session.
While there are no immediate expansion plans, 10 Fitness sees the success of Cardio Cinema as a potential template for future innovations in fitness entertainment. As competition in the fitness industry intensifies, offering immersive workouts becomes a valuable strategy to differentiate and retain members, ultimately enhancing the overall gym experience.
