Vertical Fitness Group (VFG) will convert 11 Gold’s Gyms in Wisconsin and Minnesota to its new “Xperience Fitness” brand. The health club management group recently reached an agreement with Gold’s Gym International (GGI) in order to launch its new brand.
VFG also has reached agreements with four Milwaukee-area Cardinal Fitness gyms to join the Xperience Fitness brand. The new company will have a total of six metro Milwaukee gyms and a total of 15 Xperience Fitness locations throughout Wisconsin and Minnesota.
“Xperience Fitness is all about fitness as it should be — on your terms,” said VFG partner Jon Barton. “No contracts, no gimmicks, just fair and honest pricing and great facilities with top-notch amenities. We are built around a singular unifying concept — we believe that by actively participating in a fitness lifestyle, or ‘experiencing fitness,’ you will be affected in a way that allows you to get greater joy out of all the important moments in your life.”
Current Gold’s Gym members will retain their current membership perks and VFG will to continue to own and operate all gyms. Members will also enjoy the added benefit of being part of the IHRSA Passport Program that grants members access to health clubs throughout the world at discounts of 50 percent or more, depending on the individual health club’s policy.
“IHRSA is an association featuring more than 9,000 health clubs ensuring our members will have a large selection of facilities to choose from when they are away from home,” said Barton.
The Xperience Fitness website (www.myxperiencefitness.com) will give members the ability to track their fitness progress through a member profile, make online payments, and participate in live chats.
“In addition to our low rates and no long-term contractual commitments, we will offer fast, technology-based procedures with self-managed capabilities so members have the ability to direct their own fitness experience if they so choose. We have developed tools that deliver on the promise to help our members lead an active lifestyle and bring the experience with them wherever they go,” said Barton.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
