Changes are underway at 24 Hour Fitness. The company recently announced additional strategic responsibilities for a few members of its leadership team. Among these changes includes an expanded role for Lashaun Dale, who will take on the role of vice president for content and programming.
Dale previously worked at Equinox planning programming for the brand. Now in her new role at 24 Hour Fitness, Dale plans to make several changes that will enhance member experience.
Several of these changes revolve around group fitness programming. Throughout the past year, 24 Hour Fitness has expanded Group X to include numerous new programs.
“The first batch that we started with was based on my analysis of what we needed at 24 Hour Fitness that we weren’t currently doing,” said Dale. “We weren’t really meeting the high intensity interval training needs in terms of the Group X experience, so we launched the Les Mills GRIT program. Then we wanted to diversify our dance offering, so we launched this really great community based program called U-Jam.”
Dale explained her mission is tho stay ahead of the game instead of waiting for new trends to emerge. “We really wanted to bring 24 Hour Fitness into the market, not wait to see what is going to be successful, but instead be part of the innovation story and create the next opportunity around Group X programming to excite our members and the industry,” she explained.
A few of these newer, innovative programs to be launched at 24 Hour Fitness include:
HIGHX – In partnership with Women’s Beach Volleyball League star, Gabrielle Reece, and Lifeline, HIGHX is a 50-minute, high intensity workout designed to maximize the body’s ability to burn fat, build lean muscle and improve overall daily performance. HIGHX Training will roll out in all clubs this spring and fall.
SandBells – The patented SandBell neoprene sand disc sandbag weights shift with every movement to provide a challenging workout. Dale added, “As a product we brought forward SandBells, which was really crucial for us and we love it as a product. I can think of four different programs we can create using SandBells in our studio and that helps us diversify and reach different demographics.”
POP Pilates – In order to reach women and a younger population, 24 Hour Fitness partnered with YouTube fitness star Cassey Ho to launch POP Pilates this fall. The Pilates-based program provides a total body, sculpting workout for people of all ages and fitness levels.
Treat While You Train – Created by Jill Miller this new, exclusive class places emphasis on self care, bringing in components such as myofascial release, restorative stretches and stress reducing breath techniques. “It is a really great program that we are excited to bring to our members because they need to learn to take care of their bodies so they can continue to train hard and come to the club more often,” explained Dale. The program will launch in mid-November and will continue to roll out through 2016 as well.
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Emily Harbourne is the former assistant editor of Club Solutions Magazine.
