Millennium Partners Sports Club Management, LLC (owners of The Sports Club/LA) recently announced that the company has introduced a new eco-friendly and technologically innovative club concept called the “Jewel Box.” Smaller than the brand’s normal-sized clubs, the Jewel Box clubs will feature traditional fitness amenities staple to the brand, blended with technological innovations such as state-of-the-art architecture and an eco-friendly design.
“[The new concept] will create an unrivaled fitness experience for our members,” said Travis Murray, the future general manager of the first Jewel Box location located in Chestnut Hill, Mass. According to Murray, the concept is an integral part of The Sports Club/LA’s growth strategy — due to the economy, the brands normal sized clubs (between 100,00 and 140,000 square feet), were impractical. “We wanted to make sure our brand held strong, but at a smaller scale,” said Murray.
The Jewel Box will offer members a paperless on-boarding experiences via iPads, radio-frequency identification technology for check-in and locker management, state-of-the-art cardio equipment that tracks members’ workouts online, sunlit yoga and Pilates studios, a cycling studio that simulates races and heart-rate monitoring — along with other technological facets and amenities.
Plans to create more Jewel Box clubs are in the works, and these specialized, eco-friendly clubs will be placed in key areas surrounding the traditional, full-sized clubs — giving community members more access to The Sports Club/LA brand.
Memberships are available for purchase, and the Chestnut Hill location is slated to open in December of 2012.
By Rachel Zabonick
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
