Town Sports International Holdings Inc. (TSI), owner and operator of more than 148 fitness clubs including New York, Boston, Washington and Philadelphia Sports Clubs, and some located abroad, is bolstering its programming with a new digital site and accompanying app allowing members to better personalize their workouts.
“This fall marks a new chapter in the company’s rich history, and we’re excited to launch these cutting-edge offerings and programming to our members,” said Michelle Ryan, Town Sports International CMO. “Our goal is to bring the best out of every body and meet every customer’s fitness needs. The introduction of innovative and personalized experiences will allow us to break our current mold and appeal to a new audience while better servicing our current members.”
The website will showcase the new art direction of refreshed branding, and introduce a “best in class user experience (UX), featuring membership sign up, club location search, class schedules and booking, training information, custom profiles for group fitness instructors and trainers and updated member profiles.” Members will be able to customize their group fitness experience based on fitness goals and preferences through the personalized search feature on the website, and with the app, members will have access to gym check-in, class sign-up, class schedules and their own user profile including a workout log.
TSI tapped New York-based independent digital agency Kettle to assist in the brand rejuvenation, updated design and digital platforms.
Alongside its digital makeover, TSI is re-imaging the gym experience for its consumers via a pilot program at select New York and Boston Sports Club locations, with the goal of rolling out to the broader network in the next year. This initial group of gyms will undergo renovations that encompass an updated visual aesthetic highlighting and new art equipment.
At the entrance of each club will be a Welcome Zone outfitted with kiosk apps for a more streamlined member registration process, along with new furniture, modern lighting and an open office concept. There will also be renovated fitness rooms for cycling, mind and body and weightlifting, a redesigned fitness evaluation zone and new branding and signage.
