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The Tide Is Rising

There was an interesting little piece in The Times recently that may be an omen of where we’re going in this country, a nice one.

Smart hotels are spending more dough on more and better gyms. Huh! How come? Easy: Travelers like you and me – and especially those a hair younger – are demanding them. A survey in 2016 by MMGY Global (whoever they are) found that: NEARLY HALF OF MILLENIALS (those born 1980-1998) said that A PREMIUM FITNESS CENTER WITH OPTIONS FOR ON SITE AND OFF SITE EXERCISE CLASSES WAS INFLUENTIAL, WHEN CHOOSING A HOTEL.

Another survey of Millenials went further: It was THE MOST IMPORTANT FEATURE WHEN CHOOSING A HOTEL. A THIRD OF GEN-XERS FELT THE SAME WAY AND A QUARTER OF BOOMERS.

So lots of hotel people are giving themselves a little shake and adding (or improving) gyms. Even Hotels (a brand) is starting to put stand-up desks in their rooms, and work out videos. Because they concluded that, “What the world needed was a place that would help them maintain their wellness.”

There’s a line for you: “A place that will help them maintain their wellness.” So much of America is a steaming swamp that is the mortal enemy of wellness and here are some folks who are pushing the other way. Oh boy!

NOW, IF CORPORATE AMERICA WOULD JUST WAKE UP AND GET THE SAME DAMN MESSAGE, WE’D BE ROLLING. Corporate America needs to make it easy, not hard, to work out at lunch time… or before work or after. It needs to make it easy (and cheaper) to eat decently. Pretend you’re in the hotel business, Corporate America. You’ll save a ton of money and make this a radically better country. Yes! LEAD THE WAY!

WELL, WE’RE WORKING ON IT, HERE AT YOUNGER NEXT YEAR WORLD HEADQUARTERS (?), in New York, Aspen and San Francisco. Details to follow.

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Chris Crowley
Chris Crowley

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