New York Sports Club (NYSC) acquired Fhitting Room, a NYC-based boutique fitness brand. Founded in 2013, Fhitting Room is known for its HIIT and strength training programming.
“Fhitting Room offers one of the best boutique concepts in the New York metropolitan area and was built by an innovative and talented team that is unmatched in the boutique fitness industry,” said Bill McMenamy, CEO, NYSC. “As we embark on bringing a new NYSC concept to our members, one that centers around high performance and social fitness, Fhitting Room will be a key component to our success. Today’s members are looking for a unique fitness offer that challenges them to be the best version of themselves while getting great value for their fitness dollars spent. Combining the strength of our brands by leveraging our real estate portfolio and Fhitting Room’s expertise in brand building, programming, community and trainer development will allow us to deliver a compelling offer and stand out in the fitness marketplace.”
As part of the acquisition, Fhitting Room’s Founder Kari Saitowitz, a marketing executive and brand strategist who held leadership roles at Pepsi and American Express, was named chief marketing and creative officer, NYSC. Fhitting Room President Tristan Saw, a former Equinox executive and digital transformation expert, will serve as NYSC chief strategy and systems officer.
“Joining forces with NYSC is a win-win as it offers incredible growth potential for the Fhitting Room brand and gives our team the opportunity to have a positive impact on a larger organization,” said Saitowitz. “The New York Sports Club brand has been a fixture in the NYC fitness scene for almost 50 years, and while it has faced recent challenges, the comeback is always greater than the setback. With demand for wellness and specifically group fitness at an all-time high, this is the perfect opportunity to bring a branded boutique experience grounded in authentic NYC flagship studio excellence to the new NYSC portfolio.”
Fhitting Room’s NYC flagship studios will continue to operate as standalone locations with plans to expand the brand into select NYSC locations.
NYSC also said it would upgrade more than 20 clubs by the end of 2022, with plans to improve all locations in its portfolio with renovated studios, new programming and elevated services.
Photo courtesy Fhitting Room/Kari Saitowitz