Town Sports International Holdings Inc. (TSI), New York, on Tuesday announced a new branding initiative that includes a makeover of its health clubs in addition to a new website and digital app.

New branding materials at select New York Sports Clubs and Boston Sports Clubs emphasize the facilities' functions as community-centric, neighborhood gyms. TSI’s updated digital platforms—now live—are designed to be efficient, user-friendly and highly customizable, aiming to personalize each member’s experience. Direct client feedback was incorporated into these company-wide facelifts, according to a release provided to Club Industry, which will spread to more TSI facilities throughout 2017.

"This fall marks a new chapter in the company's rich history, and we're excited to launch these cutting-edge offerings and programming to our members," Chief Marketing Officer Michelle Ryan said in the release. "Our goal is to bring the best out of every body and meet every customer's fitness needs. The introduction of innovative and personalized experiences will allow us to break our current mold and appeal to a new audience while better servicing our current members."

Welcome Zone kiosks, intended to streamline the registration process, will greet new members at the entrance of each club. Members will find updated lighting and furniture, as well as improved fitness rooms for cycling, weightlifting and mind-and-body exercises. Community-specific maps and message boards will be incorporated throughout the clubs, with each club having its own custom motto, according to the release.

As part of the update, TSI has introduced FlexSystem, a new small-group training program, now available in select New York City locations. The program features three specialized workouts—Lift, Compete and Spin Fusion—designed to burn calories, build muscle, spur metabolism and boost endurance.

The new company logo features “brighter, warmer colors and friendlier fonts but will honor the brand’s heritage and equity by preserving the overall essence of the original logo,” the release said.

The new website and digital app offer enhanced functionality, including a club locator, training information, goal-tracking, custom social profiles and membership sign-up.

TSI released its third quarter earnings last Wednesday, reporting a decrease of $5.3 million from this period in 2015.