Go into Lifetime for the first time and it may take a few minutes to fully process the world you’ve just entered. Machines are amazing, but exercise is not the first thing that comes to mind. You notice the space, the scale, and how it feels like somewhere else you won’t want to leave. In a few minutes, it becomes clear why first-time visitors find it difficult to find the right comparison. Life Time is in a league of its own.
“I feel like I’m at a spa, and I didn’t have to go out of town.”
That’s the reaction Natalie Bushaw – Vice President of Public Relations and Corporate Communications for Life Time – says she hears all the time, especially when new locations open. It’s not just about design—it’s about how the environment changes expectations when one enters.
“You go with everything from wall coverings to desks,” he says. “Eucalyptus in steam rooms, you feel like you’re in a resort.”
That change is intentional. Life Time isn’t trying to feel like a better version of a traditional gym. It tries to create something that works outside of that category entirely.
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Category Incompatible with Old Labels
Founded in 1992 by group health guru Bahram Akradi, Lifetime was easy to combine with other high-end gyms. It offered more space, more amenities, and a higher price point, but it still stayed in the same conversation. That framing doesn’t hold up, especially when you look at how members describe what’s going on.
It feels like a country club without golf.
Bushaw says a response like that is what led the brand to lean on its “country club athletics” identity. This saying works because it captures how people use space. It’s not just training—it’s about everything that happens around you.
“We have hair salons, we have our children’s school, we have our LifeCafe in full operation,” said Bushaw. “We have rooftop beach club parties… people dress up.”
At that time, it becomes difficult in terms of where you go to work and in terms of where you choose to spend your time. The experience extends beyond the gym floor, and that’s where the difference starts to show.
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Why People Are Going Beyond Traditional Gyms
Switching to Life Time isn’t just about what it offers. It’s about what people realize they’re missing. When gyms were closed during COVID, there was a real question about whether people would come back. Home workouts were easy, accessible, and for a while, it seemed like they could replace personal training.
What Life Time heard from its members told a different story.
“I need you to relax,” Bushaw thought. “This is my community.”
That response redefined the role of space. It wasn’t just access to equipment or classes. It was about communication and harmony, something that people couldn’t replicate on their own.
That public opinion has moved on. People aren’t just looking for a place to train anymore—they’re looking for a place that feels familiar and social, something that fits their routine beyond the workout itself.
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Intensive Training Is Still Important—But It’s Not Just About Drawing
The training is still on. The fitness floors are spacious, giving members space to train without the usual crowding. The range of equipment includes everything from casual fitness to serious strength work, which is where Life Time begins to set itself apart from traditional commercial gyms.
“The most spacious fitness floor… any equipment you can think of,” Bushaw said.
That includes important information for experienced lifters.
“People always like our dumbbells to go up to 130 kilograms,” he said. “You don’t see that.”
The planning is equally extensive. With more than 100 group fitness classes per week at some locations, members can access strength, conditioning, yoga, and hybrid formats eliminating the need for multiple memberships.
He says: “A typical club offers more than 100 group fitness classes a week.
But what stands out is how often the conversation goes beyond training. The way members use the space has changed.
It is not unusual to see members working remotely from designated areas inside, just to use the cold room, hot tub, sauna, recovery room, and steam room.
That reflects a broader shift in how people approach fitness. It is no longer just an effort. Recovery, longevity, and wellness have become part of the same equation.
Community is the Real Difference
What differentiates Life Time is not equipment or utilities. It’s how people communicate when they’re inside. That starts with something simple—recognition.
“Our job is to make sure that when you walk into the club… we know you,” Bushaw said.
That familiarity changes the tone of the experience. It turns what could be a business trip into something personal and consistent.
“It’s like this slow-growing ecosystem,” he says.
Over time, that connection builds into something deeper.
“People grew up together,” Bushaw said. “They have watched their friends get married, have children, lose their parents, become grandparents.”
That kind of progression is hard to replicate in spaces designed for fast workouts. It’s a big reason why members don’t just join – they stay.
Among those frequently seen at Life Time are Dan Solomon, President of Mr. Olympia, the world’s most prestigious fitness-themed event. Solomon says, “There was a time when Life Time was considered a country club place, but times have changed. The culture is made up of people who take their fitness seriously, who want to be surrounded by the best of the best. The whole place is a powerful combination of high-quality amenities and ambitious and successful members. A great place to spend a few hours.”
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Why the Price Point Matters
Lifetime sits at a premium, and that’s part of the decision for anyone considering it. But when people see it, the comparison often shifts from cost to value.
“That’s when they come in and see it,” Bushaw said.
At that time, it is no longer comparable to a single service. It becomes a combination of training, recovery, childcare, workplace, and social space all under one roof.
That change is reflected in the way members talk about it.
“You don’t say, ‘I’m going to the gym.’ It’s like… you’re going to Life Time,” he says.
It’s a subtle change in language, but it shows a different relationship with space.
The Future of Fitness Is Already Here
The concept of a “third place”—somewhere outside of home or work—has become increasingly prominent in the fitness debate. Life Time has been working in that space for years, long before it became a widespread industry trend.
“We were talking about third place … back in 2004,” Bushaw said.
Now, many brands are going in that direction, focusing on the environment, the experience, and how long people stay rather than just doing what they do.
“I think beauty is one thing… entertainment venues… and then there’s the level of amenities,” he said.
This is where the expectations are. Fitness is no longer just about the exercise itself—it’s about how that exercise fits into everything else. And for a growing number of people, that’s what they’re actually investing in.
