NZ owned fitness chain challenges traditional 'gym' business model

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 new '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 (but) 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 Director of Programming, Allyson Donnelly explains "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."
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.
Rogerson adds "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."
cityfitness is a New Zealand based, family owned company that began operating one club in Porirua in 2000 and has steadily grown to 21 clubs nationwide over the last 12 years.
cityfitness clubs offer a wide range of amenities, including: personal training, group fitness, indoor cycling and 'state of the art' strength and cardio equipment.
For further information contact on Dominic Rogerson 027 457 3183.

http://www.cityfitness.co.nz/