Town Sports International (TSI), the company that owns New York Sports Club (and partner gym chains in other cities, like Boston Sports Club) and BFX Studio, just announced partnerships with two hot fitness brands—and the development may affect your workout schedule.
Rapidly expanding Cyc Fitness and cult-favorite Tone House have both signed on to set up “shop-in-shop” concepts where they’ll operate independent studios inside some gym and BFX locations in New York City, and beyond.
“We are maximizing our unique real estate position to provide a world class customer experience by partnering with best-in-class studio experiences,” says TSI spokesperson Lisa Hufcut. “The goal of these partnerships is to elevate the NYSC brand while offering a unique unrivaled experience to our consumers in which they can take an elite spin class one day, an amazing cross training class the next day, and then a third dynamic class the following day.”
How will this affect your sweat sessions? The partnerships will roll out gradually across the clubs, but there are a few things you should know, now:
1. Tone House will open inside a downtown New York Sports Club, first, this summer.
As a first step, Tone House will be setting up in a still to-be-announced NYSC in Soho or Tribeca. The crazy-hard workout favorite is essentially renting the space from Town Sports, so the studio will be clearly delineated and class packages and memberships will be completely independent (think a Cyc at DavidBartonGym situation). “This real-estate partnership will allow Tone House to expedite its growth strategy and expand its brand footprint in NYC and beyond,” says Tone House COO Elvira Yambot.
2. BFX Chelsea is transforming and another location will open on Manhattan’s Upper East Side this summer.
At BFX Chelsea, Spinning (which appeared to be struggling) will disappear. The in-house BFX Build, BFX Burn, and Stoked Series classes will still be offered alongside Cyc and Tone House. Essentially it will be three fitness studios operating independently in a shared space—like a much sweatier WeWork. The exact layout is still being discussed, Hufcut says, and the company plans to keep the space open throughout the makeover. “The original Boutique Fitness Experience model is still evolving,” she says. “Like many other startups it takes time to find the right balance and the right mix of experiences.” Another BFX with a similar set-up is expected to debut on the UES by summer.
3. BFX Fidi is becoming a special NYSC.
Meanwhile, downtown, BFX’s Financial District studio will shutter and be converted into a special-edition New York Sports Club that will serve as a sort of “fitness incubator” for testing new programming. “Leading fitness experts and staff will test and explore the latest trends in fitness technology, training equipment, and next-level member service advances,” Hufcut says. (Let us know if you get an invite!)
4. In the future, this will likely mean way more Cyc and Tone House classes.
Since Town Sports is such a real estate giant, this essentially gives the boutique brands a fast, easy way to expand without starting from scratch for each new studio. If you like to box on the bike or push sleds on the Astroturf, consider it good news.
More gym news: Why New York Sports Club rolled out insanely affordable $20 memberships.
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