The grandfather of all low-cost gyms – German operation McFIT – is, it seems, no longer content with dominating the budget segment.

Up until mid-2016, the company was still focused on its traditional budget club territory: the original McFIT brand – now hundreds of clubs strong and operating across multiple markets including Germany, Austria, Poland, Spain and Italy – had been joined in the portfolio by HIGH5, launched in 2015 as a smaller footprint, but still low-cost, model focused on functional training.

But the McFIT Global Group is now spreading its wings with two brand new club concepts that move it away from this familiar realm of low-cost and into the experiential, premium end of the market.

The two brands in question – virtual-only WORLD OF CYBEROBICS and Millennial-focused, design-led JOHN REED Fitness Music Club – are united by one key element: cinematic-quality virtual class content, into which McFIT has reportedly poured millions of Euros of investment. Shot in specially selected locations in the US and fronted by famous names such as actress Kate Hudson and trainer to the stars David Kirsch, this virtual content is branded CYBEROBICS – showcased at the World of Cyberobics, but also a key feature at the John Reed Fitness Music Clubs.

The World of Cyberobics ‘concept store’, located in the heart of Berlin, is positioned as a tourist attraction as much as a gym and is a one-off. The design of the €10m venue is highly futuristic, with one of the largest LED walls in Germany helping to deliver an immersive experience for all the senses. Cyberobics members have access to the training rooms from 8.00am–10.00pm on weekdays, and 10.00am–10.00pm at weekends – but even outside the training area, World of Cyberobics is hoping to draw the crowds and earn a place on Berlin’s tourist map.

ROLLING OUT THE NEW BRANDS
It’s logical to surmise that the store’s raison d’etre is to drive consumer demand for virtual fitness – and Cyberobics’ content in particular, which is now being rolled out across the McFIT low-cost estate. There’s also a franchise package for would-be Cyberobics studio owners, as well as on-demand Cyberobics on Sky in Germany and Austria.

But while World of Cyberobics might therefore be seen primarily as a marketing tool, the speed of roll-out of the John Reed Fitness brand suggests this has been identified as a significant growth opportunity for McFIT. Indeed, just a few months in, clubs are already open in multiple markets – Germany, Austria and Italy – with many more in the pipeline.

We’ll be speaking to the McFIT team in the next edition of Health Club Management about the opportunities they’ve identified for these two new brands, but for now, what are the clubs actually like?

We asked two impartial observers to pay a visit and share their thoughts. This is what they told us…