Virgin Active brings super-rich health club to Sandton, South Africa
by Chris Dodd | 03 Sep 2013
Virgin Active says it has introduced a new R150m (US$14.6m, £9.3m, €11m) health club for the 'super-rich' in Sandton, Johannesburg, South Africa, as the region’s demand for luxury services continues to grow.
Situated in the province of Gauteng – home to the biggest number of millionaires in Africa – the 3,600sq m (38,750 sq ft) double-storey Alice Lane Health Club has been designed to cater for the region’s wealthiest consumers. According to global consultancy firm Bain & Company, South Africa’s luxury goods market will grow 20–30 per cent over the next five years.
"Our members are busy executives who need to maximise their workout time, so we have introduced fast-paced, high impact training equipment and high-energy fitness areas. These are balanced with chill and calming zones, as well as space where members can work creatively depending on their needs and goals," said Virgin Active South Africa brand director Richard Lamb-Hughes.
The club features a full wellness suite with access to a range of qualified health professionals, state-of-the-art equipment, classes, as well as networking and business areas for members.
The luxury venture, part of the Virgin Active Classic Collection, will also include a shoe shine bar and a full-service restaurant led by a world class chef, the aim being to attract members who are industry leaders and heads of business to use the facility. Other offerings include a pool area with multimedia functionality, a spa and a training facility giving members the option to exercise outside on the club’s roof.
Equipment includes Technogym Artis, Wattbikes and multi-functional Queenax machines.
The gym will have a high staff-to-member ratio as well as personalised support through the wellness suite, which offers a onsite biokineticists, personal trainers and dietitians.
Specialist advice on offer includes sport-specific conditioning, weight management, cardiac rehabilitation, biomechanical assessments, risk intervention programmes and insurance assessments.
Personal membership costs R1,600 (US$155, £100, €118) a month for one year and R1,450 (US$141, £90, €107) a month for two years.The Alice Lane club can accommodate up to 9,000 members, but it's thought membership will be capped at 4,000.
Virgin Active says it has introduced a new R150m (US$14.6m, £9.3m, €11m) health club for the 'super-rich' in Sandton, Johannesburg, South Africa, as the region’s demand for luxury services continues to grow. Situated in the province of Gauteng – home to the biggest number of millionaires in Africa – the 3,600sq m (38,750 sq ft) double-storey Alice Lane Health Club has been designed to cater for the region’s wealthiest consumers.
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