20 Jun 2022
F45 jumps into the hotel market
BY Frances Marcellin
F45 will be launching its first studio in a hotel in Q3 2022, following a partnership agreement with Hilton Austin. The 1,236 square foot/114 square metre studio will provide the 45-minute circuit workouts for which the brand is renowned.
“We're excited about our partnership with Hilton Austin, as it marks an important milestone in our ongoing efforts to make F45’s high-powered classes accessible to more people,” said Adam Gilchrist, president and CEO. “We’re thrilled to bring the F45 experience to Hilton Austin’s guests and to our members in the surrounding Austin community.”
F45 classes are designed from a database of over 8,000 functional training movements, which work to standardise the company's offering, but also keep sessions fresh and enjoyable for members.
Following the restrictions of the pandemic, F45 has sought to impact new industries and extended its network into new customer territories. In a partnership with OneSpaWorld – the ship’s luxury spa provider – F45 launched on Celebrity Cruises’ Apex in 2021 and earlier this year on new fitness-focused ship Beyond.
“We're committed to finding new and innovative ways to offer what we consider to be the world’s best workout to new and existing F45 members around the world,” added Gilchrist. “Given the hotel’s connection to the Austin Convention Center via sky bridge, the studio can also serve guests visiting Austin for business.”
If the pilot with Hilton Austin brings positive results, it is a model that could be rolled out into other cities.
“We’re always looking for unique amenities to elevate the guest experience and expand our connection to the local community,” said Joe Bolash, general manager at Hilton Austin. “We’re committed to promoting health and wellness, and this new on-site F45 studio will add value for both our hotel guests and F45 users looking to maintain their fitness goals while visiting or living in Austin.”
F45 has been targeting new audiences, including the US military, which it's tapping to find new franchisees.
The company is also working increasingly with celebrity trainers, such as Gunnar Peterson and celebrity athletes, such as David Beckham, who has invested in F45.
The F45 workout runs on a proprietary system, however, the company has recently lost a lawsuit it brought against Body Fit Training in the Australian courts, where the judge ruled that two F45 patents were invalid and costs were awarded to Body Fit Training. A similar court case is upcoming in the US.
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