It struck me this weekend as I toured my new neighborhood gym, “Why are they designed so badly?” The bright fluorescent lighting makes everyone look horrible. The painted concrete walls remind us of unfinished basements.

I never noticed this until the sales rep proudly showed off the room they designed for yoga classes. It was dimly lit and absolutely beautiful. But where does it say that beauty is only for yoga and not for the Stairmaster?
 
What would happen if an entire gym was softly lit, nicely designed and aromatherapied? In this designer’s opinion, this gym could transform the category and become a very successful business.

In a world of abundance, where our basic necessities are already taken care of, beauty and what’s compelling to our souls are becoming more valuable to us. Beyond price, convenience and quality, Design is becoming the new battleground for business.

The most charismatic brands of our day seem to be built on it. Look at Target, Starbucks and Apple. If it can happen in discount retail, coffee shops and computer manufacturing, it’s inevitable that it will happen in every other category. Including yours.