Town Sports International (TSI), operator of New York, Boston, Washington, D.C. and Philadelphia Sports Clubs, is upgrading its gyms for the first time since it opened up shop in 1973.
Digital agency Kettle is responsible for the entire project, creating everything from the in-gym experience to the entire digital ecosystem and logo design.
TSI is first rolling out the reimagined gym experience at select New York and Boston Sports Clubs locations, with the goal of introducing this makeover to the broader network in the next year.
The initial group of gyms are receiving an updated visual aesthetic highlighting the "The city is your gym" messaging as well as the addition of new equipment. Each club will reflect its location with unique touches including large wall maps and community boards where members and employees can share local tips, events and news as well as custom mottos for each club.
A Welcome Zone will be installed at each club 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 improved fitness rooms for cycling, mind and body and weightlifting, a redesigned fitness evaluation zone, and new branding and signage. Additionally, select clubs will feature lifestyle elements such as offering Pure Green, an organic, pressed juice brand.
The logo will be refreshed with "brighter, warmer colors and friendlier fonts," but will honor the brand’s heritage and equity by preserving the overall essence of the original logo. "The new TSI tone of voice is straightforward, familiar, optimistic, and inclusive, making every interaction memorable and meaningful," says the agency.
Updated visuals are consistent throughout the clubs and digital platforms. TSI has redesigned the website and is introducing its first-ever app. With the app, members will also have access to gym check-in, class sign-up, class schedules and their own user profile including a workout log.
"With programs like app based ClassPass and Fitsreserve making a big splash on the scene, we're seeing how digital experiences have tapped into the consumer need for flexibility and choice," says Kettle. "Yet, these programs are running into trouble with price hikes making them unattainable to the average gym-goer and making their current users feeling like they've been left high and dry. Recognizing that the consumer values choice but still needs the stability of not worrying about their fees getting raised every month, TSI is working to digitize their presence and offer the best of both worlds - affordable fitness, anywhere, anytime."