Cryotherapy, IV drips and elixirs: Would you pay $1000 a week for a gym?

This may sound like some sort of sci-fi alternate universe, or like something out of a Black Mirror episode. But it’s ultimately simply intended to make you feel better, something many Australians are striving for, says chief executive of AUSactive, Barrie Elvish.

“There’s been some research released that says … giving up a gym membership is one of the last things people would do,” he says. “They’re seeing the value of their wellbeing, the social connection, the motivation to get out of bed.”

Though they’re still willing to spend on fitness, people are aware of rising interest rates and rent, meaning when they do spend, they want to ensure they get the biggest bang for their buck. Premium memberships that offer hyper-personalised benefits are becoming more appealing than budget gyms (like Anytime Fitness or GoodLife), which are often self-directed and offer fewer exercise or wellness options.

“If they’re getting the value that they think they’re paying for, I think they’ll keep paying for it,” Elvish says.

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People are also drawn to the convenience of premium fitness centres. Instead of going to a café for coffee, a gym for strength exercises, a studio for yoga and a restaurant for dinner, Elvish says premium centres like Saint Haven bring it all under one roof. For those that suffer from decision fatigue or wish to save time and petrol, a premium membership could be the answer.

After selling out far quicker than expected, Saint Haven founder Tim Gurner can already envision the expansion. “We want five to six in Melbourne, probably about seven to eight in Sydney, one in Gold Coast, one in Brisbane,” he says.

But he’s quick to clarify that Saint Haven isn’t for everyone. The average age of members is 39 (not many 20-somethings could afford $149 a week), and all of them are “highly motivated by health and wellness”, Gurner says.

“We really don’t want anyone who is pretending, or who just wants to be part of the new flashy thing. This is not an Instagram club, this is very much a private club where people have the same goals and ambitions.”

It’s important to note that the word “premium” denotes some form of privilege – not everyone can afford to prioritise their fitness to such an extreme when rent keeps notching up. And Saint Haven is as premium as it gets.

But not every premium facility requires such commitment and investment. Melbourne’s BalanceNorth provides podiatry, physiotherapy, massage and on-site nutritionists – all of which you can pay for as you go – and Happy Melon allows you to do two weeks of unlimited fitness classes for just $50. And in Sydney, membership at Paramount Recreation Club begins at $50 a week.

Emerging from the surreal luxury of Saint Haven, I felt guilty about how long it had been since I last hopped on a treadmill. The price may give me heart palpitations, but its messaging is pure: take care of your health like it’s a premium product.

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