The women-only fitness club chain elements is expanding in South Florida and beyond. The Miami Beach, FL-based company is opening five South Florida locations over the next 12 months as well as adding clubs in the New York, Atlanta, Boston and Los Angeles areas, according to Chris Palumbo, brand director.
The company’s growth includes a conversion of three clubs from the Miami-based women-only chain Fitsource. Expansion in South Florida includes additional locations that are scheduled to be developed within the next two years. The company plans to continue to grow through conversion, acquisition, additional services, renovations and traditional franchising.
“Our industry is about to see an explosion like we’ve not seen,” Palumbo says. “That has to do with the mainstream public really becoming aware of their own wellness, but also the operators are getting a little more sophisticated.”
Palumbo describes elements as a boutique-style club that is “Equinox meets Victoria’s Secret.”
“It’s a little unique in the women-only marketplace because we don’t consider ourselves a women-only brand,” Palumbo says. “We consider it a women-centric brand. Everything we build is revolving around our female customer and creating the ultimate fitness lifestyle experience for them. Our belief is that we should hire the very best people and have the very best instructors.”
elements clubs vary from 6,000 to 11,000 square feet. The price point is $29 per month, but Palumbo says that because most members customize their membership with additional services, the average price for active members is $52.
There are currently 14 elements clubs open, Palumbo says. In addition to growth in the United States, projects in Latin America also are scheduled next year.
The company also operates BalanceDiet weight-loss centers. One of those centers is open in Dallas, and others are under construction in Atlanta, Miami and Asheville, NC.