Fitness First unveils ‘invitation only’ club concept
by Jak Phillips | 20 May 2015
The Singapore site features a rooftop pool and a deck for a variety of al fresco workouts
Fitness First Group has today (20 May) revealed details for its exclusive new health club concept, Gravity.
With a joining fee in the region of £1,500 and membership costing £300 per month, the invitation only proposition is targeted squarely at high-powered business executives. Its inception was influenced by Fitness First research which found 94 per cent of C-Suite executives would prefer a private, premium and personalised environment to help them achieve their health and wellness goals.
The development marks the latest chapter in Fitness First Group CEO Andrew Cosslett’s quest to move the brand up-market and diversify from mainstream gyms into new concepts that can be scaled up around the world. The luxury sector is familiar territory for Cosslett, who was previously chief executive of Intercontinental Hotels Group (IHG).
The first Gravity health club will launch in Singapore in July, with ambitions of bringing a marquee site to London at a later date. The S$9.5m (US$7.3m, €6.5m, £4.7m) gym will be located at the top of the new CapitaGreen Tower in the Singapore Central Business District, offering “spectacular” views of Marina Bay.
The gym will have a strong focus on personal training, with membership packages offering numerous 1:1 sessions and physiological analysis. In addition to top-of-the-range kit, there will be an outdoor deck for a variety of al fresco workouts. Also on site is an outdoor pool, a spa offering a wide range of treatments and a 6,500sq ft (604sq m) restaurant scheduled to open in October.
Gravity will champion holistic healthcare, with a range of visiting health practitioners offering specialist treatments such as personalised nutrition programmes, custom-made vitamin supplementation and a number of alternative therapies. A digital healthcare app has been developed to help members track their progress and schedule appointments for health treatments. The app also creates a closed community network exclusively for members.
“Conceived with the needs of business executives and individuals of discerning taste in mind, Gravity is a new category of health club that aims to enable these busy executives to embrace the luxury of health and wellness,” said Simon Flint, CEO of Fitness First Asia.
“Gravity will set new standards in fitness management in Asia and serve as an hub for innovation leading the evolution of new products and services across the Fitness First Group.”
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Fitness First Group has today (20 May) revealed details for its exclusive new health club concept, Gravity. With a joining fee in the region of £1,500 and membership costing £300 per month, the invitation only proposition is targeted squarely at high-powered business executives. Its inception was influenced by Fitness First research which found 94 per cent of C-Suite executives would prefer a private, premium and personalised environment to help them
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