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Having introduced a strength focussed club model in July, World Gym has announced the introduction of a second type of new fitness space that it says will “redefine” the category.

Set to be showcased at its franchisee conference later this month, the World Gym Signature concept is described as an “exciting evolution” of the classic World Gym that will includes a large training floor with cardio, including a ‘connected cardio’ section, that will bring popular at-home technology to the gym floor for all to use.

With the first of the new Signature spaces likely to open at a franchised location as of next year, company World Gym International Chief Operating Officer, Jarrod Saracco stated “we’ve completely re-imagined the typical ‘big box’ gym experience and redefined the category.

“We've been closely monitoring the shift in consumer behaviours and where the industry is going. Our new Signature gym model with Studio X is going to captivate a whole new generation of franchise owners and gym members.”

Recognising that as fitness consumers are returning to the gym they are looking for a better experience, not a cheaper one, the new gym model is designed for those seeking a full-service facility, with a focus on experiences and strength training.

World Gym Signature will be a 2,300 metre² model that will have one studio, Studio X, to house a combination of live in-studio instruction for both traditional group exercise formats and for the new specialty INCINER8 programming that World Gym is introducing. (INCINER8 is a 25-minute interval training workout rooted in heart rate-based programming.) In addition, Studio X is fully equipped to offer on-demand virtual instruction and live virtual instruction through the new World Gym+ system.

It will also offer Booty Boulevard ™, an innovative line-up of specialised equipment focusing solely on the glutes and wellness and Recovery wing

Because the World Gym Signature locations will have one studio instead of multiple studios, their build out costs, monthly running and payroll costs will be lower.

In addition, the Studio X software system has the ability to control the programming, lighting, music and overall environment for a one-of-a-kind workout experience.

Saracco goes on to say “we’re seeing a giant shift in consumer behaviour.

“We’re also seeing a giant shift in workforce availability. Not too long ago, we built gyms to have multiple studios - a main group X studio for Les Mills and sculpting and cardio classes, a cycle studio, a mind/body studio - and now you see more and more adding HIIT or specialty workout studios. But, try finding instructors for all four of those studios right now during prime times. Or, check your attendance at your cycle classes now that more and more people invested in at-home cycling options. The drain on cleaning, maintaining, staffing and outfitting these studios is taking its toll on gym owners and classes.”

With over 230 locations on six continents, World Gym is pursuing an aggressive expansion plan in North America and abroad, with several new gyms currently in development.

Images show concepts for the World Gym Signature model courtesy of World Gym International.

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