O2 Fitness Rebrand Coming to East Shore Athletic Clubs

The East Shore Athletic Clubs transition will place 25 clubs under the O2 Fitness brand
<p>The East Shore Athletic Clubs transition will place 25 clubs under the O2 Fitness brand. </p>

The 12 East Shore Athletic Clubs in the Charleston, South Carolina, area will rebrand as O2 Fitness, Raleigh, North Carolina, later this week.

O2 Fitness Founder Michael Olander said the clubs will begin the brand change after Christmas Day, according to the The Post and Courier.  MDO2 Fitness, a subsidiary of MDO Holdings, acquired the East Shore Athletic Clubs chain in 2013 for an undisclosed price and planned to invest $1 million in upgrades and improvements to the clubs. More renovations will occur at the East Shore Athletic Clubs with the changeover, according to The Post and Courier report.

"This transformation is bringing an entire new culture to what we have now," East Shore's Liz Lauder told The Post and Courier. “It’s more than just a name change. It’s a whole new attitude and feeling that’s meant to move you.”

The East Shore Athletic Clubs transition will place 25 clubs under the O2 Fitness brand. O2 Fitness has 13 locations in North Carolina, with clubs in the Raleigh and Wilmington metro areas.

O2 Fitness, founded in 2002, was the 12th-highest ranked fitness club-related company on the 2015 Inc. 5000 list with 2014 revenue of $27.8 million. O2 Fitness added 183 jobs and employed 729 in 2014, according to the list. 

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