Fitness First has opened a new location in the new Riverview House building at 276 Flinders Street in the Melbourne CBD, making it the chain’s first major opening in Australia in over two years.
Flinders St Platinum is the largest Fitness First club in the Melbourne CBD, providing members with ‘a bigger and better fitness experience’, including custom designed hot yoga, XT Strength Training (with Olympic lifting platforms) and an outdoor rooftop training space. The emphasis on functional training and an innovative new style of fitness experience has seen the club being hailed as the most exciting gym in Australia.
The $7 million Flinders St Platinum club has also installed Star Trac’s HumanSport 6 dual-function system, which uses the cable-based machines to create 12 workout stations ideal for dynamic movement, core stabilisation and base strength training.
The launch of this club marks the chain’s first local expansion since its high profile brand relaunch at the start of this year. Future plans for this year include $40 million to be spent across products, training and capital expenditure.
Recently speaking about not only the financial investment but Fitness First’s plans to improve customer service, Managing Director Pete Manuel said, ‘a financial investment is just one part of our commitment to making changes for the best across Fitness First. We have also invested in raising the bar of customer service and ensuring that we have a team that offers both exceptional service and fitness expertise. We know that machines don’t motivate people – people motivate people, so we are making a significant investment in developing and training our team to ensure they can help our members to go further.’
He adds, ‘To be the best, to be a leader, you can’t stand still, you need to embrace change and keep challenging the status quo, and this is what we are doing at Fitness First.’