Company: Results: The Gym
Headquarters: Washington, D.C.
Industry: Fitness
Company Size: Small (annual revenues of less than $50 million)

"The integration of the arts into the gym has greatly enhanced the overall environment of the facility, increased public interest in the gym, and led to existing members becoming more interested in the arts."
                - Sarah Lengyel, Operations Director

Objectives
To enhance the environment of the gym, to attract and retain members, to build awareness of the company and its services and to support the local arts community.

Program

• To support the careers of local artists and to introduce gym members to their art work, Results: The Gym displays art works and presents exhibitions throughout its Capitol Hill facility.
• Every two months the gym presents a new exhibition that begins with an invitational preview and reception for members, prospective members and the public. The reception is advertised in local media outlets. Invitations are also sent to the more than 3,000 gym members, as well as potential members. The participating artists attend the receptions and discuss their work with guests.
• All works are for sale. Alongside each work is a label with information about the artist and the price. Artists receive the proceeds of the sales, except for a small portion which goes to the gym to cover business expenses.

Results
This marriage of fitness and the arts makes the gym unique and encourages members to engage in lively discussions about art while working out. The arts program has garnered local news coverage, which has raised the profile of the company, increased interest in membership and generated support for the metropolitan Washington, D.C. arts community. During the first several months of the art program, more than $10,000 worth of art was sold.

« back to Case Studies