CHANGING ROOMS CHANGING PLACES


There’s no longer a ‘one size fits all’ approach to changing rooms: they need to uphold an operator’s brand qualities and complement the overall look and feel of a club. Health Club Management takes a look at some recent installations


The prints of naked silhouettes on lockers are now a ‘defi ning part of the brand’ at Russian health club chain I LOVE FITNESS “By using different designs, colours and


DEFINING THE BRAND


Client: I LOVE FITNESS Supplier: M Fitness/Foreman Lockers


I


LOVE FITNESS is a contemporary chain of health clubs in Russia, described as Russia’s equivalent of Virgin Active by Harry Harris, MD of


M Fitness, which owns Foreman Lockers. The clubs have embraced current trends including boxing and MMA and use Moscow DJs to create the vibe. “The style of the clubs goes against


the norm in Russia, with a more Western approach,” says Harris. “They wanted locker rooms that were


April 2014 © Cybertrek 2014


cheeky and sexy, and that continued the personality of the brand, creating something that was special and different.”


In contrast to the décor usually


favoured in Russia, I LOVE FITNESS is bright and colourful, using lime green and yellow. The brief also specifi ed lots of different locker areas: the common area, a children’s area, and a VIP area. The lockers had to be the same high quality across the facility, but also help differentiate each area.


fi nishes, we were able to create very clear differences between each changing area. The result looks a lot more expensive than it actually was,” says Harris. A Foreman speciality is putting images


on lockers. Here, designers Lab 17 made it look like naked people are inside.


“This locker style is now a defi ning part of their brand,” adds Harris.


“By using different designs, colours and


fi nishes, we were able to create very clear differences between each changing area”


Read Health Club Management online at healthclubmanagement.co.uk/digital 75


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