AusLeisure

Fitness First has revealed details of its exclusive new fitness club concept, Gravity, which will open its first facility in Singapore in July.

To be located at the top of the new CapitaGreen Tower on in Raffles Place in the Singapore Central Business District with views over Marina Bay, the club will cost S$3,000 to join with monthly fees of about S$600.

Membership will be by invitation for senior ‘C-Suite’ (corporate) executives, influenced by Fitness First research which found 94% of C-Suite executives would prefer a private, premium and personalised environment to help them achieve their fitness and wellness goals.

The development marks the latest chapter in Fitness First Group Chief Executive Andy

Cosslett’s quest to move the brand up-market and diversify from mainstream gyms into new concepts that can be scaled up around the world.

The luxury sector is familiar territory for Cosslett, who previously headed Intercontinental Hotels Group (IHG).

The new S$9.5 million (US$7.3 million) facilty will have a strong focus on personal training, with membership packages offering numerous 1:1 sessions and physiological analysis.

In addition to top-of-the-range equipment and fittings the 1,600 metre² facility will offer an outdoor deck for a variety of al fresco workouts. Also on site is an outdoor pool, a spa offering a wide range of treatments and a restaurant scheduled to open in October.

Gravity will champion holistic healthcare, with a range of visiting health practitioners offering specialist treatments such as personalised nutrition programmes, custom-made vitamin supplementation and a number of alternative therapies. A digital healthcare app has been developed to help members track their progress and schedule appointments for health treatments. The app also creates a closed community network exclusively for members.

Introducing the Gravity concept, Fitness First Asia Chief Executive Simon Flint explained “conceived with the needs of business executives and individuals of discerning taste in mind, Gravity is a new category of health club that aims to enable these busy executives to embrace the luxury of health and wellness.

“Gravity will set new standards in fitness management in Asia and serve as an hub for innovation leading the evolution of new products and services across the Fitness First Group.”

Backing up Fitness First’s Gravity innovation, was research on 2,500 C-suite executives, bankers and lawyers in Singapore from 2013 that found that while more than 90% believe it is important to stay fit and healthy, finding the time to exercise regularly given the heavy demands on their time was a battle.

Seven in 10 cited a lack of time as the reason for not exercising enough.

Further research from Euromonitor International shows that Singaporeans spent $638 million on vitamins and dietary supplements in 2013, a 5% increase from 2012.

Fitness First currently has 16 clubs in Singapore.

Images show the planned gym floor at Fitness First Gravity Singapore (top) and the planned pool deck (below). 

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