When I asked friends in Salzburg what was going on in the fitness scene, the answer was immediate: “John Reed!” It had just opened, with a major Austrian television star presiding over the ceremonies, so the club had achieved a name recognition and image that usually takes years.

So I headed off to the John Reed Fitness Music Club – a new brand developed by McFIT where, promised the website, I’d discover “a party in my sweatpants”.

The brand has already been rolled out in several markets and numerous cities. In Salzburg, John Reed is located in a 1940s cinema that’s been converted into a fitness centre, with cardio equipment replacing the seats in front of the screen. There are lots of other rooms for weights, virtual classes and ‘leisure’.

The décor of John Reed is unique for a fitness club (though I expect to see knock-offs soon): dim lighting, lots of black and a noise level suited to Millennials but intolerable for most over-40s (the website proudly declares John Reed is louder than other clubs).

Huge, overstuffed fake leather sofas sit between training areas, shelves are lined with fake leather books which are glued down, there are fake marble fireplaces, giant golden Buddhas…. Think gym meets English private members’ club meets nightclub meets Buddhist temple. But of course they aren’t trying to fool anybody: it’s all so over the top, so beyond kitsch, that the effect is not vulgar but entertaining. People smile when they take a club tour. Over the top taken up a level. Goal achieved.

HEALTHY PARTYING
John Reed, in addition to a high-powered sound system, has regularly scheduled DJs to bring the energy level up even higher; discos in Salzburg which cater to the under-25s will soon feel the competition. And it’s a healthy option, where young people can go through their mating ritual while pumping (iron) and Spinning and slugging energy drinks rather than boozing and smoking and popping. The only health threat here is to the eardrums.

The price structure diverts radically from the usual McFIT ‘one price, one programme’ approach (usually €19.90 a month on a one-year minimum contract). John Reed offers 12 membership options according to duration and club access. Single club for 24 months is €20 a month; access to all John Reed and McFIT clubs for three months is €50 a month.

And just in case anyone might be unsure about the exact location of the “party in your sweatpants” promised by the website, the two models illustrating the motto (or mission statement) make it clear: the sultry young blonde’s sweatpants are low-riding, with a long dangling drawstring. The male has his hand wrapped firmly around a dumbbell pressed to that part of his pants where a zipper would be if sweatpants had a zipper.

It might not be quite the club for me, but John Reed clearly knows its clientele, and I have no doubt they will love it.

I would advise anyone who’s thinking about virtual fitness to visit the World of Cyberobics in Berlin. Opened in late 2016, I believe it was the first virtual-only studio worldwide, and they’ve set the bar high.

The store (because this is a concept store and showroom for the new Cyberobics virtual class content) isn’t without live personnel: on arrival, I was welcomed by a very enthusiastic Cyberobics team, keen to get visitors active in one of the classes. But the classes themselves are all entirely virtual.

IMMERSIVE EXPERIENCE
So what are the classes like? In my opinion, Cyberobics is one of the most advanced virtual content providers on the market – it’s easy to see where the millions of Euros invested by McFIT has gone, with great detail and editing, eye-catching landscapes and unique trainers, including celebrities like actress Kate Hudson.

But content is only one of three important factors for success in virtual fitness provision. Even more important is the virtual installation itself: creating the right atmosphere in the right space is key to driving participation.

At Cyberobics, the immersive experience began in the entrance lift: with its video feed onto all four walls of the lift, it acted as a sales tool to help you instantly understand the concept. After the lift ride, I was greeted by a multimedia panorama show on one of Germany’s biggest LED screens. With sweeping light and sound effects, it created a memorable first impression.

The third factor, and often the biggest challenge for fitness operators, is making sure members know virtual exists. World of Cyberobics definitely ticks the box here: the store is positioned as a fun tourist attraction, which brings virtual fitness onto the radar of far more people. It introduces them to virtual fitness in a memorable but also unintimidating way.

Indeed, thanks to the way the ‘store’ is marketed, World of Cyberobics is able to engage with those who don’t feel a gym is for them – people who feel too intimidated to take part in a live group exercise class. Going to the gym can still be daunting for many, but World of Cyberobics’ immersive experience doesn’t feel like going to the gym at all.

Meanwhile, Millennials are already an important fitness market – and for them, digital is an expectation, not a luxury. World of Cyberobics’ futuristic feel engages this cohort, introducing them to a new way of taking part in group exercise.

EMBRACING TECH
If we as an industry want to drive change and engage the next generation of fitness consumers, we must offer more than just memberships. We have to offer personalisation, convenience, support, progress reports and ongoing interaction through the use of technology.

Cyberobics is at the forefront of this journey, bringing world-class fitness and technology together seamlessly. I was very impressed by its new concept store.