The back wall of Technogym's store in New York features a vertical garden of 900 plants designed by Town and Garden LTD to improve air quality, lower energy consumption, provide a natural shield against weather and add to the design aesthetics. Photo courtesy of Technogym.

NEW YORK -- Technogym launched its first U.S. wellness center last week. The center, in the Soho neighborhood of New York City, is a one-stop education center, retail location and showroom, according to the company.

The center is for individuals looking to set up home gyms and for fitness facility owners. Club operators can purchase equipment at the facility, and they can set up training classes for their personal trainers to learn how to instruct on Technogym machines.

Technogym’s equipment is displayed throughout the first and second floors, but its commercial equipment is mainly on the first floor, which features an actual gym. A Technogym expert is on hand to answer questions about the strength, cardio and FLEXability stations.

The ground level also offers a Technogym wellness lounge, which is an area replicating a sleek living room, where customers can sit, sip on a cup of coffee, read a wellness book from the library or interact with a professional personal trainer.

Home wellness products on display include the Kinesis Personal and the Run Personal, the first designed treadmill featuring a 19-inch screen offering Internet, TV and MP3 connection.

The Technogym wellness center sells tailor-made lifestyle programs. The lifestyle store will offer services on all levels to create a unique lifestyle program. A team of Technogym personal trainers is available to develop personalized training programs, provide consultations on nutrition, outdoor training or specific sport preparations. An interior designer also is available to develop interior projects for the customer’s home wellness space complete with AutoCAD customized layouts.

“Wellness is a total social opportunity—for governments to reduce health service costs, for companies to stimulate their members to be more creative and productive and for all people to improve their health and daily lifestyle,” says Nerio Alessandri, founder and president of Gambettola, Italy-based Technogym. “People’s awareness of the benefit of physical exercise is constantly growing in all population clusters, and we feel that it’s the right moment to launch our comprehensive consumer plan, catering to the needs of every user, from beginners to professional athletes.”

Technogym is featured in several U.S. luxury hotels, such as The Standard Hotel in New York, SLS Beverly Hills and the Delano in Miami. The company’s equipment also is in the high-end Core Club in New York, is used by celebrity trainers and by professional sports teams, according to Technogym. In fact, Technogym was named the official fitness supplier for the Olympic Games in Sydney, Australia; Athens, Greece: Torino, Italy; Beijing, China; and the London games in 2012.

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