01 Nov 2019
LifeFit begins conversion of Fitness First sites into Smile X clubs
BY Tom Walker
German fitness group LifeFit has revealed plans to convert five of its Fitness First sites into Smile X clubs.
Fitness First branches in Esslingen, Freiburg, Pforzheim, Stuttgart Bad Cannstatt and Trier will all be rebranded to smile X clubs – which is marketed as a “high-value-low-price” operator.
As part of the rebranding, the training areas at all five clubs will be expanded – incorporating the Smile X offer – and equipment will be upgraded and updated.
The move is part of the LifeFit's plans to expand the Smile X brand in southwest Germany.
LifeFit acquired Smile X earlier this year, making it the sixth company in its portfolio of fitness brands. The other five are Fitness First Germany, Barry's Bootcamp, The Gym Society, elbgym and NewMoove.
LifeFit, which is majority-owned by Oaktree Capital, was set up earlier this year to acquire and operate a diverse selection of fitness operators, in order to cater for different segments in the booming German market.
Long-time Fitness First executive Martin Seibold was named CEO of the group. The company currently operates nearly 100 clubs serving 275,000 members.
According to Seibold, the rebranding of the five Fitness First sites is part of a larger plan to grow the footprint of Smile X.
"We want to further expand the Smile X brand in Southwest Germany and are looking for existing facilities for acquisition as well as new locations," he said.
He added that there are also plans to grow the other brands within the portfolio.
"The brands and their concepts are very different and therefore complement each other in a portfolio that can serve the fitness market nationwide and provides the right offer for every customer," he said.
• To read an interview with Seibold and to learn more about his plans for LifeFit, click here for the August issue of HCM magazine.
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