Cityfitness challenges the traditional ‘gym’ business model
MEDIA RELEASE
NZ owned fitness chain cityfitness
challenges the traditional ‘gym’ business model
July 2012
New
Zealand gym chain cityfitness is challenging the traditional
‘gym’ business model by introducing a garage style
training approach to its core fitness offerings. Over the
next few months cityfitness will roll out ‘Training
Zones’ across select clubs New Zealand wide. The Training
Zones will be a separate ‘user pays’ area of the gym and
incorporate three new fitness programmes; TRX Suspension
Training, Boxmaster and CrossFit. The move is a
groundbreaking one given that programmes such as CrossFit
are rarely housed in a gym.
cityfitness Managing Director Dominic
Rogerson says “Most gyms offer programmes that cater to a
very mainstream audience. At cityfitness we are developing
new initiatives that better cater to the needs of all New
Zealanders and part of our mission in doing this is to
provide service to those who don’t necessarily want gym
memberships. With several new international gym chains
entering the New Zealand market, we saw this as a way to
really differentiate cityfitness as a market leader and
provider of a more personalised fitness solution’.
While CrossFit's growing international
popularity has fuelled interest in the intense, military
style work out, ‘cityfitness supports the idea of an
overall fitness regimen with workouts that boost athleticism
by building physical skills in endurance, speed,
flexibility, strength, coordination, agility, and balance’
says cityfitness Director of Programming, Allyson Donnelly.
This isn’t the first left field
innovation the fitness group has rolled out over the past
few years. Late in 2010 cityfitness opened the first Hot
Yoga and Pilates studio within an established gym; Abundance
Mind Body Studio, in their flagship Porirua club. They have
since opened Abundance studios in three other locations
across New Zealand.
‘Our focus is
on being fit and healthy for life, not on looks and image,
which is why we feel strongly about diversifying our fitness
offering and providing a complete solution for everybody’
says Mr Rogerson.
cityfitness is a
New Zealand based, family owned company beginning with one
club in Porirua in 2000 and has steadily grown to 21 clubs
nationwide over the last 12 years.
The
cityfitness group is one of the country’s most progressive
health and fitness businesses, building a reputation on
their high level of customer service, facilities, equipment
and member support. cityfitness clubs offer a wide range of
amenities, including: personal training, group fitness,
indoor cycling and ‘state of the art’ strength and
cardio equipment.
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