The Santa Monica, Calif. venue that set the tone for the fitness movement, Muscle Beach®, has announced plans to bundle its fitness services into an affordable package for clubs. As the Birthplace of Fitness®, Muscle Beach® is the staple of a Multinational Brands, Inc., located in Wilbraham, Mass.
The move by Muscle Beach® will allow clubs to get branding, personal training and group exercise from the same company. Muscle Beach® has been franchising its branding to the fitness community around the world. For people who aren’t able to reach a gym, the company will release exercise routines on DVD and through infomercials. The company’s numerous divisions are planning further expansion across North America, South America, Central America, the Caribbean, Europe, Asia, Africa, the Middle East and Oceania. Presently, they are interviewing single-unit and multi-unit operators, as well as area and master developers in all of the aforementioned regions.
“Over the course of my 40 years in the business, I don’t think it’s even been done before,” said Daniel Tschirret, founder and chairman of Muscle Beach®. “The reason being, most fitness club chains choose a name that contains the term ‘fitness’ or ‘gym,’ which limits the ability of their brand to diversify into other aspects of the industry.” To go along with a fitness club, entrepreneurs have the ability to add other Muscle Beach® branded businesses, like a tanning salon or nutrition store, so their growth and potential will never be limited.
Muscle Beach® is where fitness legends Harold Zinkin, Jack Lalanne, Joe Gold, Steve Reeves, Joe Weider and many others got their start. It’s long legacy, deep in lineage, storied history and legendary reputation that has earned it unprecedented recognition. The brand was founded by Tschirret, BSBA, MBA and 40-year fitness industry veteran.
