Pico is a global leader in Total Brand Activation. We specialise in engaging people, creating experiences and activating brands. Leveraging a track record in experience design that spans half a…read more
Soma Collection a new entry in Sydney’s premium gym market
The new Soma Collection gym at Sydney’s Chifley Tower - a new entrant in the NSW capital’s premium gym market - has been described as feeling “more like a social club than sports centre”.
Offering a holistic health experience in the competitive Sydney CBD fitness market, Soma is aimed largely at city centre workers, offering high quality fittings and one of the city’s most relaxing workout experiences.
As reported by Broadsheet, co-founders Simon Anderson, Franco Atashi and Amy Atashi have set out to offer a premium experience distinct rather compete with more mass-market gyms was the motivating priority for co-founders Simon Anderson, Franco Atashi and Amy Atashi.
As Amy Atashi told Broadsheet “we’re not after every single person in the CBD, we’re keeping it to a small pool of members who will stay with us for a long time.”
Soma’s classes and services are divided into four pillars: strength, studio, spa and social. There are two group-class studios and a gym, along with massage, physiotherapy and beauty treatment rooms. Members can choose from 70 yoga, Pilates (mat and reformer), flexibility and barre classes each week, plus more than 30 high-energy HIIT and boxing sessions.
Classes are capped at 18 participants, giving trainers the opportunity to offer personalised advice to everyone.
Some is also offering a range of personal training option, with more than 30 trainers each mentored and trained in-house, with a holistic focus on improving flexibility, mobility and mental health, in addition to traditional fitness goals.
Franco Atashi advised “the more I’ve worked in the corporate realm, I’ve realised the importance of stress management, posture correction and rehab.”
Soma’s interiors - designed by Surry Hills studio Giant Design (Goodfields, Spice Alley, Cuckoo Callay) - feature dark timbers, bronze accents and brass touches, while the airy studio spaces have linen drapes that let in soft, glowing light.
One of the highlights can be found in both the men’s and women’s bathrooms with two state-of-the-art infra-red saunas are the perfect spot to stretch or zen out after a tough class.
Advising that is part of the team’s desire to foster a sense of connection with the members, giving them a space to de-stress and improve their overall wellbeing, Amy Atashi adds “we felt the whole mentality in larger commercial gyms is to push people through like a sausage factory. There’s no sort of long-term care.”.
The team is planning to launch a series of wellness workshops to educate members about caring for their minds and bodies outside of class.
As Franco Atashi concludes “we’re hoping to create an oasis for executives. When work gets stressful, they can come in and unwind. No matter what style of workout or experience they’re looking for, they’ll find it all under one roof.”
9th October 2019 - Property developer embraces fitness and wellness at major city developments
15th August 2019 - Three years of operation at Crunch Fitness’ Sydney CBD gym
9th August 2019 - Virgin Active opening four new clubs in Sydney
9th October 2017 - Affordable luxury at refurbished Sydney CBD fitness club
5th October 2016 - Australia’s most luxurious gym opens its membership
21st October 2015 - New Power Plate distributor aims to offer premium service
9th October 2015 - Auckland’s The Form Room: ‘Exclusive, personal, luxurious’
31st August 2015 - Fitness First opens exclusive Gravity club in Singapore
22nd May 2015 - Fitness First unveils luxury invitation-only Singapore gym
15th May 2015 - Luxurious Lilianfels hots up with spa award
1st April 2014 - Virgin Active opens Premium club in Bangkok
12th August 2013 - $130 million global investment to boost Fitness First brand
7th September 2011 - Palazzo Versace chooses Technogym for the ultimate wellbeing lifestyle
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