Cityfitness, a gym chain in New Zealand, will implement a new business model over the next few months in select clubs, separating distinct sections of the facilities into “Training Zones.” Each Training Zone, featuring semi-private training programs, such as TRX Suspension Training and Boxmaster, will be available to members and non-members who pay an extra fee. According to Allyson Donnelly, the director of programming for Cityfitness, members will receive exclusive rates to the Training Zone programs, and non-members can pay a standard rate of about $20 per class.
“Cityfitness added the Training Zone to its offer to expand its workout options for members, and to provide results-focused programs for non-gym members who are looking for an exercise solution, other than a gym membership,” said Donnelly. “Our goal is to help create a fitter, healthier New Zealand and by diversifying our platform of programs we hope to expand our appeal and to keep our current members on track to continue reaching their goals.”
In 2010, Cityfitness executed a similar venture by opening up Hot Yoga and Pilates studios in some of its clubs, called “Abundance Mind Body.” “Our Abundance studios were opened under the same premise — that we would be able to provide health and fitness services to a broader range of New Zealanders if we had a true yoga and Pilates program,” explained Donnelly. “If Abundance is any indication, members will love the Training Zone and use it as a complement to their existing workout program. The belief that a program is of benefit to members is a prerequisite to adding anything to our offer.”
By Rachel Zabonick
