Low-priced brand Blink Fitness added 14 clubs in 2014 and plans to add a minimum of 12 this year as it sets its sights on becoming a national brand.
Equinox's low-priced brand, Blink, now has 35 clubs with a minimum of 12 more set to open this year. By 2020, the brand plans to have 300 locations around the country. Photo courtesy of Blink.
Blink Fitness, New York, the low-priced fitness club brand from Equinox, increased its number of locations by more than 60 percent while doubling membership numbers system-wide in 2014, the company announced today.
Founded in 2011, Blink has 35 locations after opening 14 clubs last year in New York City, Westchester County, NY, and New Jersey. The company did not offer membership numbers beyond that they had doubled.
Blink plans to add a minimum of 12 clubs in New York and New Jersey later this year, which would increase its club numbers by more than 30 percent. In addition to continuing expansion throughout New York, Blink is targeting markets such as Washington, DC, Maryland and Virginia and plans to open more than 300 locations across the country by 2020.
The company said that one contributor to its growth was the consumer appeal of Blink's signature Mood Above Muscle philosophy, which celebrates the positive emotions generated by exercise as opposed to solely focusing on its physical benefits.
"Our continued growth throughout the New York Tri-State area is a true testament to our approach to fitness," Todd Magazine, executive vice president and general manager of Blink Fitness, said in the announcement. "Since the beginning, we have strived to create a unique setting within our gyms—we call it the Feel Good Experience. If we foster a gym environment that is motivating and fun while actually making people feel good, then they'll want to keep coming back. That goes a long way to helping them achieve the results they are seeking. Our goal is for Blink to be a place where everyone is encouraged to reach their fitness goals, and based on our members, it's working."
The company's Feel Good Experience focuses on those things that Blink has identified as essential to a great member experience: all associates are responsible for cleaning, which ensures members are welcomed into a spotless club; every member is greeted with enthusiasm and treated with respect; the clubs are designed to be open and bright with colors that are proven to have a positive effect on mood; specifically selected music is used to motivate members; and training programs are designed to be encouraging and fun.
When developing the brand, Blink worked closely with architecture firm The Rockwell Group to create a modern, open and spacious floor plan that allows breathing room around the cardio and strength training machines while maintaining an inviting atmosphere. From Blink's personal training program with sessions called "happy hours," to the club's version of small group fitness classes called Boost Camp, all service and amenities are designed to deliver the Feel Good Experience, the company says.
Memberships at Blink start at $15 per month for the Gray Plan, which includes single club access; $20 per month for the Blue Plan, which offers multi-club access and unlimited guest privileges; and $25 per month for the all-access Green Plan, which allows guests to visit all clubs and unlimited guest privileges.
"We know that our clubs are only successful if our team strives for greatness," Magazine said. "From our front desk associates, who we affectionately call Mood Lifters, to our certified personal trainers, everyone at Blink Fitness is here for one goal: to ensure that our members have the best experience and leave our clubs feeling better than when they arrived."