Benedetto Camerana works with Go Fit to transform Turin's Mercato dei Fiori into a health and wellness club for the community
Iberian health and wellness operator, Go Fit, has made its debut in Italy – at Turin’s former flower market, Mercato dei Fiori – and is now exploring further opportunities in Milan and Bologna.
The 14,000sq m site, which was previously derelict has been completely regenerated, including extensive asbestos removal.
Local architect Benedetto Camerana, worked on the scheme, along with engineering and project management specialists.
The new club offers more than 150 weekly activities, including group exercise, dance, mind-body disciplines such as reformer Pilates, aquatic activities in the pools, and intergenerational programmes for all ages and physical conditions.
There is also a free Kids Club playroom for little ones, and the GO Fit family programme allows free entry for children under 16 who are part of families with an active membership.
In keeping with Go Fit’s commitment to sustainability, the building incorporates solar panels, heat recovery systems, water saving, the exclusive use of 100 per cent renewable energy and reduced use of chemicals in the pools.
Through a partnership with the Department of Medical Sciences of the University of Turin the Social Return on Investment will be measured and the data will be used for developing personalised exercise programmes based on scientific evidence.
Go Fit CEO, Mario Barbosa, says Mercato dei Fiori represents an inclusive, sustainable, and accessible wellness model for all, designed to improve quality of life and strengthen the Turin community.
“The former Mercato dei Fiori, once celebrated as a lively hub filled with colours and fragrances, is now reborn as a modern, inviting space where physical activity and leisure are essential tools for living longer and better lives,” he says.
“This transformation goes beyond restoring architectural significance or creating a new public venue; it reflects our deep commitment to Turin as a city that prioritises wellbeing for all its citizens.”
At the launch on 21 October, Turin’s mayor, Stefano Lo Russo, said: “We are truly pleased to inaugurate the result of a major project, which has been developed through a positive public-private partnership. This initiative has redeveloped a long-abandoned public building, bringing new urban functions to this area of the city and is an extraordinary vehicle for wellbeing, health and also social interaction.”
Go Fit has entered into an exclusive collaboration with Technogym in Italy to equip all future centres with the Technogym Ecosystem, which uses AI to offer personalised and trackable workouts.
Earlier this year Go Fit launched a €20 million sports centre in Santa Cruz, Tenerife and will be investing a further €150 million in eight more locations between 2026 and 2028, bringing the estate to 30. This will be funded by equity and external funding that is already in place.
Go Fit Mario Barbosa Department of Medical Sciences of the University of Turin Stefano Lo Russo TechnogymWith record profits, Go Fit ramps up growth in Spain and Italy
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