Sport&Health Clubs announced the completion of the multi-million dollar renovation of its Crystal Park facility in Arlington, Va.
Sport&Health worked with Vibe Design Inc. to update the Crystal Park facility, which was built in 1987, to create a contemporary and uplifting atmosphere. The project has been part of Sport&Health’s club revitalization plan, implemented in 2009.
“Having grown throughout the years through the acquisition of a variety of clubs and club chains, we recognized that we certainly needed to invest in creating a consistent, timeless ‘branded’ look and feel to our portfolio of properties,” explained Mark Fisher, the CEO and president of Sport&Health, about the club revitalization plan. “We embarked on an aggressive revitalization plan in 2009 to improve upon the member experience in our clubs. To date, we have significantly touched about 80 percent of our portfolio.”
According to Fisher, club design is an important aspect that is often overlooked by club owners. “I think this is a great topic in general,” said Fisher. “Design and how it impacts a club’s performance is an often overlooked component of our business and having recognized that, we have made a considerable ongoing investment towards staying in front of the edge.”
Fisher expects the $3 million renovation of the Crystal Park facility to have a positive impact. “We anticipate that the renovation will give us an increase in net membership through lower attrition and increased sales performance, but also [it] will help us continue to up-position our brand in the metro area,” he said. “It’s a win for the club and the members, as we were able to add a considerable amount of new amenities and services through this process.”
Additional amenities included a Mind/Body Zen-like studio equipped for Pilates and Yoga, a Virtual Cycling studio, a functional training studio with TRX, kettle bell and Dynamax training, a cardio theater and more, along with updated locker rooms with quartz vanity tops and ceramic tile flooring.
According to Sport&Health, Vibe Design Inc. had previously worked with Sport&Health on the architecture and design work for the company’s new clubs, as well as for the redesign of other Sport&Health club locations. “We were looking for an architecture and design firm that could understand our intended market position and communicate that through a targeted and timeless design aesthetic,” explained Fisher. “We interviewed a number of firms but really like what the team at Vibe had to say. They really understand the fitness space, how members use our clubs and they have a fantastic design perspective… We continue to believe that an investment in thoughtful club design and a beautiful club aesthetic is not only necessary, but vital to long term success.”
The Crystal Park location’s official grand reopening celebration will be held on September 27, 2012. Two additional Sport&Health clubs are in the process of being built in North Frederick and Woodbridge, Va.
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.
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