Town Sports International, New York, formally announced club makeovers featuring new programming as well as a new website and its first-ever app.

Along with new branding and signage, a “Welcome Zone” with kiosk apps will be outfitted at the entrance of each club to streamline member registration. Clubs will include new furniture, modern lighting and an open office concept. There also will be improved fitness rooms for cycling, mind/body and weightlifting, and a redesigned fitness evaluation zone.

TSI operates almost 150 New York Sports Clubs, Boston Sports ClubsWashington Sports Clubs and Philadelphia Sports Clubs. The company will roll out its new look at nine clubs, eight in New York (Broad Street, West 16th, East 36th, Astoria, East 91st, West 94th Street, West 62nd and West 73rd) and its Wellesley club in Boston. A company-wide rollout is expected next year.

Related: Town Sports Revenue Down in Q3 2016

The new clubs will reflect local ties in their neighborhoods with custom mottos, large wall maps and community boards where members and employees can share local tips, events and news. Select clubs will feature lifestyle elements such as Pure Green, an organic, pressed juice brand.

In select clubs in Manhattan, TSI will introduce FlexSystem, a small group training program with three specialized workouts: compete, lift and spin fusion. The program will be available to members and nonmembers for an additional price.

“This fall marks a new chapter in the company’s rich history, and we’re excited to launch these cutting-edge offerings and programming to our members,” TSI Chief Marketing Officer Michelle Ryan said in a statement. “Our goal is to bring the best out of every body and meet every customer’s fitness needs. The introduction of innovative and personalized experiences will allow us to break our current mold and appeal to a new audience while better servicing our current members.”

TSI Chairman and CEO Patrick Walsh alluded to club remodels and other improvements in a statement announcing the company’s third quarter 2016 results.

TSI’s stock opened Tuesday at $2.50 and closed at $2.38 on the NASDAQ Stock Market.


Stuart Goldman is Editor of iClubs.