{"id":19382,"date":"2026-09-16T08:48:57","date_gmt":"2026-09-16T06:48:57","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=19382"},"modified":"2026-09-10T16:49:43","modified_gmt":"2026-09-10T14:49:43","slug":"la-communaute-un-produit-a-forte-valeur-ajoutee","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/la-communaute-un-produit-a-forte-valeur-ajoutee\/","title":{"rendered":"La communaut\u00e9, un produit \u00e0 forte valeur ajout\u00e9e"},"content":{"rendered":"

De plus en plus de concepts lifestyle<\/strong> r\u00e9unissent sous un m\u00eame toit sport, bien-\u00eatre, restauration, coworking<\/em> et communaut\u00e9. Les entreprises ne vendent ainsi plus un seul produit ou service, mais un sentiment d\u2019appartenance<\/em>. Le club de fitness devient un lieu de rencontre, le concept de bien-\u00eatre un \u00e9cosyst\u00e8me social et l\u2019abonnement<\/em> un s\u00e9same vers un mode de vie plus conscient.<\/strong><\/p>\n

Cette \u00e9volution repose sur un puissant moteur \u00e9conomique. En 2024, l\u2019\u00e9conomie mondiale du bien-\u00eatre<\/strong><\/a> repr\u00e9sentait 6,8 billions de dollars, soit 7,9 pour cent de plus qu\u2019un an auparavant. D\u2019ici 2029, le secteur pourrait peser pr\u00e8s de 9,8 billions de dollars. Le march\u00e9 progresse \u00e9galement en Belgique : l\u2019\u00e9conomie belge du bien-\u00eatre<\/strong> repr\u00e9sentait 24,4 milliards de dollars en 2024, contre 23,1 milliards un an plus t\u00f4t. La valeur commerciale<\/em> de la communaut\u00e9 appara\u00eet elle aussi de plus en plus clairement. Selon le CMX Community Industry Report 2025<\/strong><\/a>, 85 pour cent des professionnels des communaut\u00e9s<\/em> affirment que leur communaut\u00e9<\/em> a un effet positif sur les objectifs de l\u2019entreprise.<\/p>\n

Du club de fitness au hub lifestyle<\/h2>\n
\"\"
\u00a9\u00a0DR<\/figcaption><\/figure>\n

\u00c0 Bruxelles, cette tendance prend litt\u00e9ralement place sous un m\u00eame toit. Animo Social Wellness & Performance Club<\/strong><\/a> r\u00e9unit sur 4.500 m\u00e8tres carr\u00e9s sport, bien-\u00eatre, r\u00e9cup\u00e9ration<\/em>, restauration, coworking<\/em> et concept store<\/em>. Depuis son ouverture d\u00e9but 2025, le club a atteint 2.350 membres actifs<\/strong> ; leur nombre est plafonn\u00e9 \u00e0 2.500. L\u2019espace social fait d\u00e9lib\u00e9r\u00e9ment partie du concept. Dans le lounge r\u00e9serv\u00e9 aux membres, ceux-ci peuvent travailler, se d\u00e9tendre et se rencontrer. Il y a aussi Seven<\/strong><\/a>, le caf\u00e9-restaurant ouvert toute la journ\u00e9e<\/em> au d\u00e9cor soign\u00e9, qui a inaugur\u00e9 sa deuxi\u00e8me adresse \u00e0 Animo Cinquantenaire et accueille \u00e9galement les non-membres. Son menu de saison et son int\u00e9rieur minimaliste s\u2019inscrivent dans le positionnement sain et lifestyle du club. Sport, r\u00e9cup\u00e9ration et alimentation ne sont ainsi plus des moments de consommation distincts, mais les diff\u00e9rentes composantes d\u2019un hub lifestyle<\/strong> qui les rassemble.<\/p>\n

La salle de sport comme tiers-lieu<\/em><\/h2>\n

\u00c0 Anvers, The Brick<\/strong><\/a> se pr\u00e9sente lui aussi r\u00e9solument comme bien plus qu\u2019une salle de sport. \u00ab Nous avons commenc\u00e9 comme studio de fitness boutique, mais nous avons depuis \u00e9volu\u00e9 pour devenir un tiers-lieu \u00bb<\/em>, explique l\u2019\u00e9quipe. Un seul abonnement<\/em> donne acc\u00e8s aux entra\u00eenements, \u00e0 la r\u00e9cup\u00e9ration<\/em>, \u00e0 la restauration<\/em>, au coworking<\/em> et aux \u00e9v\u00e9nements<\/em>, r\u00e9partis sur plusieurs sites. \u00ab Nous voulons pouvoir occuper autant que possible le temps libre de nos membres. Plus ces activit\u00e9s sont r\u00e9unies en un m\u00eame lieu, plus l\u2019ensemble gagne en force. \u00bb<\/em> Chez Stokers<\/strong><\/a>, le hub consacr\u00e9 \u00e0 la long\u00e9vit\u00e9<\/em> de la marque, entra\u00eenement et r\u00e9cup\u00e9ration<\/em> se m\u00ealent notamment \u00e0 la th\u00e9rapie par le chaud et le froid<\/em>, \u00e0 la th\u00e9rapie par lumi\u00e8re rouge<\/em> et \u00e0 l\u2019hydromassage.<\/p>\n

\"\"
\u00a9\u00a0DR<\/figcaption><\/figure>\n

\u00ab Les membres qui se sentent li\u00e9s au club en deviennent naturellement les ambassadeurs \u00bb<\/em>, explique Tiffany, cofondatrice. Selon l\u2019entreprise, la communaut\u00e9<\/em> ne constitue toutefois pas une fin en soi. \u00ab La qualit\u00e9 doit toujours rester la base. \u00bb<\/em><\/p>\n

La force de la communaut\u00e9<\/h2>\n
\"\"
\u00a9 DR<\/figcaption><\/figure>\n

C\u2019est sans doute l\u00e0 que r\u00e9side la v\u00e9ritable valeur de ces nouveaux concepts lifestyle<\/strong>. La communaut\u00e9<\/em> ne remplace pas le produit, mais le rend plus difficile \u00e0 substituer. Les installations peuvent \u00eatre copi\u00e9es ; pas les relations, les habitudes et le sentiment d\u2019appartenance qui se cr\u00e9ent autour d\u2019elles. C\u2019est pr\u00e9cis\u00e9ment ce sentiment de faire partie d\u2019un groupe qui donne toute sa valeur \u00e0 la communaut\u00e9<\/em> : les gens ne reviennent pas seulement pour ce qu\u2019un lieu propose, mais aussi pour celles et ceux qui le font vivre.<\/p>\n","protected":false},"excerpt":{"rendered":"

De plus en plus de concepts lifestyle r\u00e9unissent sous un m\u00eame toit sport, bien-\u00eatre, restauration, coworking et communaut\u00e9. Les entreprises ne vendent ainsi plus un seul produit ou service, mais un sentiment d\u2019appartenance. Le club de fitness devient un lieu de rencontre, le concept de bien-\u00eatre un \u00e9cosyst\u00e8me social et l\u2019abonnement un s\u00e9same vers un mode de vie plus conscient. Cette \u00e9volution repose sur un puissant moteur \u00e9conomique.<\/p>\n","protected":false},"author":70,"featured_media":19381,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"image_verticale":0,"gif":0,"url_video":"","footnotes":""},"categories":[1,60,27,28],"tags":[],"class_list":["post-19382","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualite","category-lifestyle","category-societe","category-sports"],"acf":[],"_yoast_wpseo_title":"La communaut\u00e9, un produit \u00e0 forte valeur ajout\u00e9e | Forbes Belgique","_yoast_wpseo_metadesc":"Les clubs de bien-\u00eatre deviennent des hubs lifestyle r\u00e9unissant sport, r\u00e9cup\u00e9ration, coworking, restauration et communaut\u00e9. Animo et The Brick illustrent l\u2019essor de ce mod\u00e8le.","auteur_traducteur":"","yoast_head":"\nLa communaut\u00e9, un produit \u00e0 forte valeur ajout\u00e9e | Forbes Belgique<\/title>\n<meta name=\"description\" content=\"Les clubs de bien-\u00eatre deviennent des hubs lifestyle r\u00e9unissant sport, r\u00e9cup\u00e9ration, coworking, restauration et communaut\u00e9. 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