RSG Group has opened its first HEIMAT location, which is in Los Angeles, the company announced on June 18. It plans to roll out HEIMAT in Dallas, San Francisco, Berlin, and other cities over the next three years.
“Los Angeles is the perfect place to introduce a concept that sets a new standard for fitness and living well,” Sebastian Schoepe, president and CEO of RSG Group North America, said in the announcement. “We chose the city as the base for HEIMAT’s flagship because of its passion for wellness and its track record for setting fitness trends for the rest of the world.”
RSG Group, the German company that purchased Gold’s Gym in July 2020, calls the HEIMAT concept a “groundbreaking first-of-its-kind fitness and wellness concept club for those to work, play and simply ‘be.’” Heimat is German and means the “feeling of home.”
RSG Group announced plans for the new concept in August 2021.
Spanning 75,000 square feet of real estate and five floors, HEIMAT is in a 1930s industrial building in Hollywood’s Media District, renovated to feature marble, woods, and custom-forged metals among other premium materials. The facility also has raw concrete elements and small design touches such as original graffiti from street pop artists. Original murals on view were commissioned by emerging artists Abel Macias, Jessalyn Brooks and Sophia Dherbecourt to invoke LA’s vibrant cultural topography.
Although rooted in fitness, HEIMAT is also about nurturing a community and weaving a social element through every member touchpoint, partially through group fitness, the company said.
All memberships include Cycle, Run, Bootcamp, Barre, Boxing, Dance Cardio, Kinesis, TRX, Yoga (mat and hot) as well as Reformer Pilates. Rounding out the fitness offerings, HEIMAT has been equipped with custom weight and circuit training machines from gym80. For cardio, TechnoGym has provided treadmills, ellipticals, rowers and more that can be linked to each member to create individual workouts and track progress.
The facility also includes a restaurant, and a rooftop with pool, jacuzzi, cabanas and an outdoor bar with panoramic views of the Hollywood Hills.
A boutique spa features a full range of treatments while the top floor of the club offers a co-working and event space.
HEIMAT has partnered with Michelin-starred Chef Michael Mina to debut the globally inspired Mother Tongue, which also serves as the one amenity open to the public inside the club.
Valet parking also is available.
HEIMAT's all-access membership is $350 per month.
RSG Group owns multiple other brands beyond Heimat and Gold’s Gym, including McFIT. Last month, RSG Group sold its McFIT clubs in Poland to focus on growth in North America.
[Correction: A previous version of this story said that HEIMAT had three membership tiers, but it just has a $350 per month all-access membership.]