March 15, 2020
The Ocean Reef Club in Florida has expanded its view of fitness into a wellness mindset. Here’s why it works and how others can do it.
By Luis Bracamonte
Wellness has several dimensions, including physical, mental, emotional, spiritual, environmental and social. The Global Wellness Institute reports that the global physical activity economy, which includes sports, active recreation, fitness and mindful movement, is currently valued at $828 billion and it is projected to surpass $1.1 trillion by 2023. These findings show that people are investing more time and resources on their well-being and in active living than previous generations. For the fitness industry, this means increased opportunity and growth of influence. The expansion from fitness to wellness is one way to capitalize on this societal trend.
The Ocean Reef Club is a member-owned private community in Key Largo, FL. For the past few years we have expanded our view of fitness into a wellness mindset with great results. This has led to revenue growth of 52 percent over five years while maintaining a member satisfaction score of more than 97 percent as measured by Market Metrix surveys.
To do this, our menu of fitness offerings ranges from traditional group exercise classes such as bootcamps, cycling/spin, Pilates, HIIT, strength and cardio fusions, boxing, yoga and dance to holotropic breathing classes, energy medicine workshops, Tai-Chi, yoga therapy, meditation and mindfulness sessions. We also have a holistic doctor who sees patients twice a week in our facility and we welcome several lecturers to provide fitness and wellness education to our members throughout the year.
Fitness trainers with different specialties and strengths work with each other sharing clients and have referral networks that include Medical Doctors, Physical Therapists, Registered Dietitians, golf and tennis professionals and License Massage Therapists. When a wellness network of this nature develops, everyone involved wins.
To view fitness from the expanded lens of wellness is to pay greater attention to every possible way to improve a person’s life. Our aim as our industry matures should be to influence more aspects of a person’s well-being.
Direct influence comes from our own knowledge and skills and the rest comes from the strength of our network. Wellness is a large umbrella and the possibilities continue to expand. It is up to us to capitalize on this opportunity to grow our operations and improve our communities like never before.
About the author
Luis Bracamonte is Director of Fitness and Wellness at
Ocean Reef Club — “A Unique Way of Life,” in Key Largo, FL
P: 305-367-5820 C: 305-393-9846