Clean Smarter, Grow Stronger
In the premium fitness space, studio owners spend countless hours refining programming, investing in equipment and elevating the client experience. Yet one operational decision is often overlooked: the products used to clean and maintain the studio every day.
As operating costs continue to rise and studios face an overwhelming number of cleaning products all claiming to be “the best”, choosing the right solution has become about far more than hygiene alone. Increasingly, studio owners are asking a different question: how can cleaning products help protect their investment, extend the life of expensive equipment and strengthen the reputation of their brand?
For Dean Tansman, President of Wipex, the answer lies in understanding that cleaning is no longer simply a back-of-house function.
“Studio owners are navigating rising costs across rent, staffing and equipment, while also trying to deliver an exceptional member experience,” Dean explains. “The products they choose to clean with can either add to those pressures or help reduce them over time.”
Reformers, mats and upholstery represent some of the largest capital investments a studio will make. Yet many cleaning products, particularly harsh chemicals and disinfectants, can gradually damage finishes, dry out materials and shorten the lifespan of equipment.
“Operators often don’t realise that the wrong product can accelerate wear and tear,” Dean says. “What looks like a small purchasing decision today can translate into significant replacement and maintenance costs down the track.”
Wipex has positioned its products around a different philosophy: delivering laboratory-verified cleaning performance while preserving the materials studios rely on every day.
“Our goal has always been to create a solution that doesn’t force studios to compromise,” Dean says. “You shouldn’t have to choose between effective hygiene, equipment preservation and member wellbeing.”
That balance is becoming increasingly important as clients place greater value on the overall studio experience. In a competitive market, cleanliness has become a visible reflection of a brand’s standards and professionalism.
A reformer that feels cared for, a studio that smells fresh rather than clinical and an environment that communicates safety all contribute to how members perceive a business.
“Clients notice the details,” Dean explains. “They notice whether equipment looks worn, whether the studio feels fresh and whether the staff care about their wellbeing. Those moments shape trust and, ultimately, retention.”
For many operators, the challenge lies in navigating a marketplace crowded with competing claims around sustainability, safety and performance.
“There are countless products promising to do everything,” says Dean. “Studio owners are already managing instructors, schedules and member experience. They don’t have time to decipher complicated ingredient lists.”
Wipex says its approach is grounded in independent testing and ingredient transparency, providing studios with confidence that the products they use will clean effectively while protecting the surfaces they come into contact with.
The company believes that smart product selection can have a direct impact on profitability over time, not only by reducing maintenance and replacement costs, but by helping studios build stronger relationships with members.
“In boutique fitness, reputation is everything,” Dean says. “The studios that succeed long-term are the ones that create spaces where people feel safe, cared for and proud to return to week after week.”
As the wellness industry continues to mature, cleaning products are becoming part of a much broader business strategy.
Because in an era of rising expenses and endless choice, the smartest investment may not be the product that promises the most, but the one that quietly protects the business for years to come.
For Wipex, that means helping studios do more than clean.
It means helping them preserve what they have built.
It means helping them preserve what they have built.
Backed by Testing, Not Just Claims
· Independent cleaning tests: Evaluated at the TURI Laboratory at the University of Massachusetts Lowell, with strong results for removing sweat and body oils from studio surfaces.
· Equipment compatibility: Wipex conducted 21-day soak tests on common studio materials, including upholstery, reformer platforms and rubber flooring, to confirm the products clean effectively without accelerating wear and tear on high-value equipment.
· Skin safety: Wipex Studio’s fitness wipe formulations have undergone testing to evaluate skin tolerance, helping studios feel confident about repeated member contact with the products.
· Ingredient transparency: Wipex products have achieved EWG Verified® status, meaning the ingredients and safety claims have been independently reviewed, giving studio owners greater confidence in what they are using every day.
Find out how Wipex could be the right choice for your studio. Find out more.