Time of Life has created a paradise of fitness and recovery
Don’t you dare call it a gym.
Step into Lifetime for the first time and it may take a few minutes to fully process the world you’ve entered. The equipment is impressive, but the exercise isn’t the first thing that comes to mind. You notice the space, the scale and the feeling of the place you never want to leave. Within minutes, it becomes clear why first-time visitors struggle to find the right comparison. Time Life is in a league of its own.
“I feel like I’m at a resort and I don’t even have to leave the city.”
“You walk in and everything from the wall coverings to the tables,” he says. “To the eucalyptus in the steam room, you feel like you’re in a spa environment.”
This change is intentional. Life Time isn’t trying to feel like a better version of a traditional gym. It tries to create something that operates completely outside of that category.
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A category that doesn’t fit old labels
Founded in 1992 by health club visionary Bahram Akradi, Life Time was easy to categorize with other high-end gyms. It offered more space, amenities and a higher price, but it lived in the same conversation. This framework no longer holds, especially when you see how members describe the experience.
It sounds like you are a country club without golf.
That kind of feedback is what helps the brand build on its “country club sports” identity, Bushaw says. This phrase works because it shows how people use space. It’s not just about learning, it’s about everything that happens around it.
“We have our salons, we have our kids’ academy, we have our full-service LifeCafe,” Bushaw says. “We have beach club parties on the roof … people dress up.”
At that point, it becomes less about where you go to work and more about where you 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 moving beyond traditional gyms
Moving to Time Life isn’t just about what it has to offer. It’s about what people realized they were missing. With gyms closing during COVID, there was a real question as to whether people would return at all. Home workouts were convenient, affordable, and for a while it looked like they could replace personal training.
What Life Time heard from its members told a different story.
“I need you to be frank,” Bushaw said. “This is my community.”
This response redefined the role of space. It wasn’t just about access to equipment or classes. It was about connection and consistency, something that people can’t replicate on their own.
This idea of society went forward. People are no longer just looking for a place to exercise, they’re looking for a place that feels familiar and social, something that fits into their routine outside of the workout itself.
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Hard training is still important – but it’s not the only game to win
Training is still ongoing. The fitness floors are spacious, giving members room to work out without the usual crowding. The equipment menu covers everything from general fitness to serious strength work, which is where Time Life separates itself from traditional commercial gyms.
“The spacious fitness floor … every single piece of equipment you can imagine,” Bushaw says.
It includes details that are important to experienced lifters.
“People always love that our dumbbells go up to 130 pounds,” he said. “You just don’t see it.”
Programming is just as broad. With more than 100 group fitness classes per week at some locations, members have access to strength, conditioning, yoga and hybrid formats, eliminating the need for multiple memberships.
“The average club offers over a hundred group fitness classes a week,” she says.
But what stands out is how often the conversation goes outside of training. The way members use space has changed.
It’s not uncommon for members to either work from designated areas within the range and only have access to the cold showers, hot tub, sauna, recovery room and steam room.
This reflects a broader shift in people’s attitudes towards fitness. It’s not just about effort anymore. Recovery, longevity and overall well-being are part of the same equation.
Community is the real differentiator
What ultimately separates life is not equipment or even amenities. It’s the way people communicate when they’re inside. It starts with something simple – recognition.
“Our job is to make sure that when you walk into the club … we know you,” Bushaw says.
This familiarity changes the tone of the experience. What would normally be a transactional journey becomes something more personal and relevant.
“It’s basically like this ecosystem that’s growing like this,” he says.
Over time, these relationships grow into something deeper.
“People grew up together,” Bushaw says. “They saw their friends get married, have babies, lose parents, become grandparents.”
That kind of continuity is hard to replicate in spaces designed for fast workouts. This is a big reason why members don’t just join – they stay.
Among those frequently seen on Life Time is Dan Solomon, president of the Mr. Olympia, the world’s most prestigious fitness event. Sulaiman shares, “There was a time when Lifetime was considered just a country club environment, but times have changed. The culture is made up of people who take their fitness seriously and those who want to be surrounded by the best of the best. The overall environment is a vibrant mix of great amenities and ambitious and successful members. It’s a great place to spend a few hours.”
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Why the price point makes sense
Lifetime is sitting at a higher point, and that’s part of the decision for anyone considering it. But when people experience it, the comparison tends to shift away from value and worth.
“That’s when they come in and see it,” Bushaw says.
At that point, it is no longer comparable to a single service. It becomes a combination of learning, rehabilitation, child care, work space and social environment under one roof.
This changes in how members talk about it.
“You don’t say, ‘I’m going to the gym.’ “It’s kind of like … you go to Life Time,” he says.
It’s a subtle change in language, but it reflects a different relationship with space.
The future of fitness is already here
The idea of a “third space”—a place other than home or work—has become increasingly prominent in the fitness conversation. Life Time operated in this space for years before it became a wider industry trend.
“We were actually talking about being in the third space… in 2004,” Bushaw says.
Now, more brands are moving in this direction, focusing on the environment, the experience, and how long people stay there, rather than just what they do.
“I think the aesthetic is a … places to enjoy … and then a level of comfort,” he says.
That’s where the expectations go. Fitness is no longer just about the exercise itself – it’s about how that exercise fits in with everything else. And for a growing number of people, that’s what they’re actually investing in.
