| News & Know How | On The Move Strategic Partnerships


24 Hour Fitness Expands Les Mills and bodybugg Offerings


24 Hour Fitness Worldwide, Inc., the largest privately owned U.S. fitness club chain, is enhancing its members’ experience by expanding its Les Mills International and bodybugg offerings. The company will be adding Les Mills’ popular BODYPUMP


class to more than 100 of its clubs in Florida, Missouri, Nebraska, Tennessee, Texas, and Utah. Developed in Auckland, New Zealand, this total-body fitness routine is designed to improve strength and endurance through choreographed barbell exercises, which are constantly updated and modified to keep the sessions fresh and motivating. In addition to group exercise opportunities, 24 Hour Fitness


will be implementing the newest version of its proprietary body- bugg calorie-management system into its weight-management offerings. The new bodybuggSP was designed for convenience, providing users with real-time access to calories burned and consumed. The monitoring system has an armband that calcu-


Movers and Shakers


A BODYPUMP class in progress


Midtown Athletic Club Names Rich Novelli GM


> Chicago-based Tennis Corporation of America (TCA) recently named Rich Novelli general manager of the Midtown Athletic Club in Bannockburn, Illinois. In his new role, Novelli will be responsible for company operations; maintaining a strong community and build- ing upon member-based relationships; complying with company values and objectives; improving busi- ness results; and fostering open communication between club members and staff. —|


24 Hour Appoints Allison Lewin to VP of Marketing


> 24 Hour Fitness USA, Inc., has appointed Allison Lewin to vice president of marketing. She will lead the company’s marketing communications group, overseeing advertising, brand strategy, customer relationship management, field marketing, marketing services, and online marketing develop- ment. Lewin previously worked in category marketing for Wal-Mart and earned the “2009 Best Holiday Campaign” award from the Retail Advertising and Marketing Association. —|


lates calories using a variety of biometrics, including galvanic skin response, physical activity, and temperature. The Bluetooth functionality allows members to control the content through mobile devices and smart phones. “We’re constantly surveying our members to see how we can


better help eliminate the barriers to fitness,” said Bill Quinn, senior vice president of merchandising at 24 Hour Fitness. “The bodybugg system has helped more than 100,000 Americans lose weight and stay fit, and the new bodybuggSP system is a remarkable breakthrough for people who want up-to-the-min- ute information on their weight-loss progress.” —|


Biotonix and Equinox Launch Pilot Project


Equinox Fitness Clubs, the renowned upscale club chain, has partnered with Biotonix, Inc., a leader in postural health solutions, to launch a project implementing Biotonix’s FitPrint software at the Columbus Circle location in New York City. The software, which assesses posture and coordination, will be tailored to Equinox’s unique approach to fitness. The project could lead to greater implementation in 2011 among the company’s Tier Four clubs across the country. “Equinox strives to offer its members innovative, first-class


programs with cutting-edge tools,” said David Harris, senior director of personal training at Equinox. “Our approach to


www. ihrsa.org | FEBRUARY 2011 | Club Business Internat ional 33


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