Fitness Center Management Take Over OBP Fit at One Boston Place
Fitness Center Management Take Over OBP Fit at One Boston Place
OBP Fit at One Boston Place
Lulafit goes beyond fitness, also engaging the full tenant population through wellness focused activations and building-wide communication aimed at creating a positive tenant experience for everyone in the building.
We achieve this through building-wide events and lobby activations marketed by our team.
Summer lobby pop up featuring locally made popsicles & summer skincare giveaways
• 150 guests were served
• 6 new members & 1 PT client generated directly from this event
Fitness focused event to drive aware-ness to OBP Fit & highlight group exercise classes. Bootcamp fitness classfollowed by happy hour!
• Non-member opportunity to experience group exercise program
• Great feedback from attendees on class format
Provided tenants with a build your own trail mix bar to add a fun snack to their lunch!
• 100 guests were served
• Directly led to: free trial day bookings, tour inquires & new member sign ups
Lobby music provided an opportunity to speak with tenants about wellness initiatives.
• 4 hour event
• Surprise+delight tenants during lunchtime.
Barista event designed to engage tenants and raise awareness forOBP Fit.
• 100 guests were served
• 25 tours of the fitness center that morning
Lulafit monthly newsletter provides updates regarding the fitness center, virtual wellness programs, and ideas to bring small moments of wellness into daily routines.
Prior to the Oct 17, 2022 launch, Lulafit team evaluated the existing fitness space and found areas of greatest impact to improve facilities and create a higher end offering for tenants.
New shelving, reorganized equipment, and upgrades to fitness accessories (yoga mats, fitness mats) introduced.
We introduced inclusive group fitness classes designed for individuals of all experience levels.
New desk, rebranding with updated signage & app integration, flatscreen, and towels arrangement
Infused water station & essential oil diffuser introduced.
Complimentary hair, skin & shaving products were added to improve members' locker room experience.
The lulafit app encourage members to take their wellness on the go with virtual experiences and tracked performance to boost engagement.
Pre-Lulafit
Membership: 104 Members
*104 existing members confirmed to still work in the building & reached in transition. 50-60 members of the 186 provided by the previous operator were no longer employed in the building
Lulafit Transition/RelaunchMembership:
0 Members
All memberships canceled andmembers contacted to renew.
Post-Relaunch Membership:
108 Members
Successfully surpassed theactive membership of theprevious operator.
Steady Growth StateMembership:
201 Members
Increase of 20+ members inJanuary, continued pace of steady growth.
Driving Increased EngagementMembership:
228 Members
Relaunch of personal training program, lobby activations continue to bring awareness, introduction of additional class programming
Pushing Through SummerMembership:
265 Members
Regular events, lobby activations and tenant outreach leads to increased membership even throughout summer, a season where gyms
typically experience a downward trend. As summer continues, OBP Fit’s numbers are growing rapidly.
Penetration vs Building Population
As of Jan 31, 2023 fitness center membership was held by 21% of the active building occupancy and 11% of the total population.
In March 2023, this increased to 23% of the active building occupancy & 14% of the total population.Our membership population represents between 65-70% of One Boston Place at any given time.
Beyond driving revenue through individual memberships, companies with the highest membership numbers also engage in ancillary wellness activities and revenue opportunities like private class bookings & customized wellness programming for their team.
Corporate Memberships
Our corporate membership option allows companies to provide the ultimate wellness offering to their team, while also allowing OBP Fit to sign up large groups of employees or full teams all at once to drive revenue back to the building.
• Companies who elect to enroll 50%+ of their team are given a $5 per person discount.
• Companies who elect to enroll 100% of their team are given a $10 per person discount.
• Memberships invoiced monthly through the company, allowing employees to enjoy complimentary
membership as a benefit of their employment and tenancy at OBP.
Current Corporate Agreements
• Benchmark Strategies• Cohn Reznick
• Steer Partners
Personal Training Program
Our personal training program allows members to work directly with our wellness experts to maximize their time in the fitness center and work 1 on 1 with a coach to reach their wellness goals. These sessions are an additional optional fee on top of membership and provide an additional ancillary revenue stream for the building.
Upon taking over the OBP Fit space, there was no existing PT program and we were still training &developing our coaches. In April 2023, we launched Personal Training at OBP Fit and our trainers
gained traction quickly ensuring we are ahead of our target to make up the revenue missed in Q1.
Dave Dyer, Asset Manager Director at Nuveen
