Fitness First's flagship club showcases new gym model
Fitness First celebrated the opening of its new flagship club in Cheltenham earlier this year. The club’s state of the art gymnasium, equipped with a full range of cardiovascular and resistance kit from Life Fitness, has become the new standard gym model for the Fitness First group. Moving away from the traditional cardio-theatre set up, the new gym design features integrated entertainment screens and dedicated zones, providing members with a truly progressive workout experience.
Nick Smith, Health and Fitness Director, says: “Keeping the member interested, through positive progression is really important if we are to retain members within our clubs.”
“New members are first inducted on the intuitive Life Fitness Signature Series and then progress through to the Motion Technology Selectorised (MTS) range. As confidence and experience grows, our instructors and personal trainers introduce the Hammer Strength plate loaded equipment, cable machines and free weights. This enables the fitness team to regularly introduce a new selection of equipment, ensuring that the member remains motivated and receives progressive instruction.”
The Life Fitness CV equipment incorporates LCD screens delivering a wide variety of music and visual entertainment. Matt Keatley, Purchasing Manager at Fitness First, said: “This system allows much more flexibility in the positioning of equipment - it is no longer necessary to place products in regimented rows facing communal television screens. Harsh angles have been replaced with sweeping curves allowing us to create a more welcoming environment for first time users, not to mention a more aesthetically pleasing look.”
These changes were implemented following feedback from Fitness First customers together with findings from research at the Life Fitness Academy. Both sources showed that the majority of members prefer to exercise on machines that have an integrated entertainment screen. Moreover, retention rates improve and satisfaction levels increase when members are given the opportunity to progress from one range of equipment to the next, as they become ready for the increased challenge.
Fitness First Cheltenham occupies over 19,000 square feet on two floors. In addition to the gym, facilities at the club include a fitness studio hosting a wide selection of classes, a swimming pool, sauna, steam room and large luxury changing areas.
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