NEW YORK, Nov. 1, 2016 /PRNewswire/ -- Town Sports
International (TSI), operators of New York, Boston, Washington,
D.C. and Philadelphia Sports Clubs, announced today the
launch of a new experience for members both in the gym, with club
makeovers and new programming, and online with a new digital site
and app that allows members to personalize how they work out.
Since 1973, Town Sports International, Inc. has been the leading
innovator and operator within the health and fitness realm with a
network of approximately 150 health and fitness clubs. The company
has experienced rapid growth since the late 1990s, becoming one of
the largest health club chains in the
United States with more than 500,000 members, and plans to
keep that momentum alive with the help of this exciting
rebrand.
Since its inception, TSI has been committed to enhancing its
members' experience, and for the upcoming brand refresh has
incorporated consumer feedback into the changes and renovations
that the clubs and digital assets will undergo. The company
continues to emphasize its position as a true neighborhood gym by
maintaining the comradery and community focused efforts it's known
for, while introducing a more customizable and efficient experience
with updated digital tools, in-depth research and personal touches
that will fit into every member's life both inside and outside the
gym.
"This fall marks a new chapter in the company's rich history and
we're excited to launch these cutting-edge offerings and
programming to our members," stated Michelle Ryan, Town Sports International's Chief
Marketing Officer. "Our goal is to bring the best out of every body
and meet every customer's fitness needs. The introduction of
innovative and personalized experiences will allow us to
break our current mold and appeal to a new audience while better
servicing our current members."
A Reimagined Gym Experience
Making sure members have the best experience in the gym, TSI is
piloting a reimagined gym experience at select New York and Boston
Sports Clubs locations, with the goal of rolling out to the broader
network in the next year. This initial group of gyms will undergo
renovations that encompass an updated visual aesthetic highlighting
and celebrating the company's new brand identity, as well as the
addition of new state-of-the-art equipment.
At the entrance of each club will be a Welcome Zone outfitted
with kiosk apps for a more streamlined member registration process,
along with new furniture, modern lighting, and an open office
concept. There will also be improved fitness rooms for cycling,
mind and body and weightlifting, a redesigned fitness evaluation
zone, and new branding and signage.
With clubs throughout the five boroughs, as well as in
Long Island, Westchester, Connecticut and New Jersey, New York Sports Clubs
is truly an accessible neighborhood gym. The new clubs will reflect
these local ties with unique touches including large wall maps and
community boards where members and employees can share local tips,
events and news. There will also be localized touches throughout
the gym including custom mottos for each club. Additionally, select
clubs will also feature elevated lifestyle elements such as
outposts of Pure Green, an organic, pressed juice brand.
For consumers who prefer a boutique gym experience, TSI will
introduce FlexSystem, a small group training program in select
Manhattan locations with three
specialized workouts: Compete, Lift and Spin Fusion. The program
will be available to members and non-members for an additional
price. Each class is custom designed to combine the best of
one-on-one training for a small group environment and will target
different goals to burn calories, spark metabolism, build
muscle and improve strength and endurance.
The first nine locations to be unveiled will be Broad Street,
West 16th, East 36th, Astoria, East 91st, West
94th Street, West 62nd and West
73rd in New York and
Wellesley in Boston, with a companywide roll out to
follow.
A Transformed Brand Identity
The brand ethos has undergone an evolution with an updated
design aesthetic and cultural identity that conveys a customized
experience that fits into every member's life both inside and
outside of the gym and within their communities. With an
overarching goal to "bring the best out of every body," the brand's
new promise is to get to know each member like no other gym in the
marketplace today through digital tools and personal touches. TSI
is consistently learning and listening to discover what's most
relevant for its members and building on that with customized
routines and support that improves every move they make.
The new identity is led with an improved art direction that is
accessible yet bold, with updated visuals throughout the clubs and
digital platforms. The logo will be refreshed with brighter, warmer
colors and friendlier fonts, but will honor the brand's heritage
and equity by preserving the overall essence of the original logo.
The new TSI tone of voice is straightforward, familiar, optimistic,
and inclusive, making every interaction memorable and
meaningful.
New Digital Platforms
A more customizable and efficient experience is being created
through updated digital tools, in-depth research and personal
touches that will fit into every member's life. This includes an
enhanced, clearer and easier to use website and the company's
first-ever app, both launching in October.
The website will showcase the art direction of the new branding
and introduce a best in class user experience (UX), featuring
membership sign up, club location search, class schedules and
booking, training information, custom profiles for group fitness
instructors and trainers, and updated member profiles. Members will
be able to customize their group fitness experience based on
fitness goals and preferences through a personalized search feature
on the website. With the app, members will also have access to gym
check-in, class sign-up, class schedules and their own user profile
including a workout log.
TSI tapped New York-based
independent digital agency, Kettle, to assist in the brand
rejuvenation, updated design and digital platforms.
For more information on membership details and club locations,
please visit www.newyorksportsclubs.com.
For more information on Town Sports International, please visit
www.newyorksportsclubs.com.
About Town Sports International Holdings, Inc.:
New York-based Town Sports
International Holdings, Inc. (Nasdaq: CLUB) is one of the
leading owners and operators of fitness clubs in the Northeast and
mid-Atlantic regions of the United
States and, through its subsidiaries, operated 148 fitness
clubs as of September 30, 2016, comprising 101 New York Sports
Clubs, 27 Boston Sports Clubs, 12 Washington Sports Clubs (one of
which is partly-owned), five Philadelphia Sports Clubs, and three
clubs located in Switzerland.
These clubs collectively served approximately 545,000 members as of
September 30, 2016. In addition, the Company also owned two
BFX Studio locations and had one partly-owned club that operated
under a different brand name in Washington, D.C. as of September 30,
2016. For more information on TSI, including the Company's Form
10-Q for the quarterly period ended September 30, 2016, visit
http://investor.mysportsclubs.com.
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SOURCE Town Sports International Holdings, Inc.