LA Fitness, Irvine, California, is revamping 26 of its 43 Arizona health clubs as part of a $13.6 million renovation project, which includes further developing the brand's emerging club-within-a-club concept, HIIT by LAF.
The company is updating equipment, flooring and interior color schemes at 21 clubs in the Phoenix metro area as well as five clubs in southern Arizona. It will also begin offering its new HIIT program, HIIT by LAF, at a forthcoming Gilbert, Arizona, club, slated to open in early 2019.
HIIT by LAF was first introduced at LA Fitness' Bell Road club in Phoenix in 2018. Each 50-minute workout features a variety of functional, core, cardio and strength exercises, with the aim of burning 1,000 calories, as tracked with provided Myzone wearables. Participants must register for classes in advance online or via the LA Fitness app. Only LA Fitness members can attend HIIT by LAF classes, and separate fees and waivers are required.
“For nearly 35 years, LA Fitness has been a true national trailblazer in the fitness club industry, so it’s fitting that we’re leading the charge in redefining fitness for today’s active and busy lifestyles,” Dion Gentile, LA Fitness' regional vice president of sales and marketing, said in a media release. “As a fitness-conscious community, it only makes sense that some of our Arizona locations are set to be among the first in the nation to debut our new look and introduce our newest fitness program, HIIT by LAF.”
HIIT by LAF is currently only available at LA Fitness’ Tinley Park club in Illinois, outside of the Bell Road club and the new Gilbert club. The company is planning to add the program to four California locations, five Texas locations and one Canada location in 2019.
“HIIT by LAF brings members an exciting and unique experience that combines cardio, muscle conditioning, strength training and physical endurance in a fun setting for anyone looking to take their fitness goals to the next level,” Barbie Sparks, Regional Coordinator of Aerobics for LA Fitness’ Arizona region, said in the release. “In a time-strapped world, HIIT by LAF gives everyone the chance to reach their fitness goals, and our coaches are determined to make sure of this. Whether it’s a mom looking to recharge, an athlete fine-tuning a workout in preparation for the next competition, or an executive seeking an efficient, 360-degree workout–HIIT by LAF will offer a little something for everyone.”
LA Fitness ranked No. 1 on Club Industry's Top 100 Health Clubs of 2018 list, reporting $2.1 billion in 2017 revenue. It is one of only five billion-dollar clubs companies on the list.