There has been much buzz about our new prototype location in Atlanta… half spa/ half health club. This breathtaking 10,000 square feet, 2 floor facility is currently under construction, with an anticipated December 2007 opening – in conjunction with Moda Spa, Atlanta’s top spa operator. The facility will feature a full service spa, salon, health club, and diet coaching.
The dramatic space features a 30 foot ceiling height, full length windows and glass, and a classic Georgian brick exterior. The elements design team is creating a rich, yet modern interior featuring chandeliers, Murano-glass crystal wall coverings, and dramatic "living walls" throughout. Full length velvet drapes and other surprise design components will certainly make this club a conversation piece.
Two additional (similar) facilities are also planned for the Atlanta market. We expect this hybrid facility to be a prototype for the next generation of spa/fitness, and have received many media inquiries from spa, lifestyle, and fitness trade publications. From the standpoint of an operator, there are practically limitless variations of packing, co-branding, and marketing. One of the secrets to building a successful fitness business is through generating referrals, something this club should have no trouble doing.
elements clubs range from 4,000 square feet and up, with upscale amenities including smartcard workouts, yoga, pilates, private exercise areas, diet consulting, lifestyle coaching, retail and more. Our philosophy regarding profit centers for each facility is not to offer the service unless we can be the category leader. In other words, it would not be enough for an elements to simply offer one room for facials, a club offering spa as an amenitiy must be able to compete with top spas in that particular market. Having each club feature as the absolute best ensures that the clubs remain the market leaders, and the brand is continually recognized as a category leader.
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Tags: fitness, lifestyle coach
