HEIMAT, a New Concept Fitness Club, Opens in LA

HEIMAT

There’s a new luxury fitness club in LA. Meet HEIMAT, a 75K-square-foot, five-floor, members-only community.

Trend watch. As we detailed in Issue No. 184, social wellness experiences are in high demand. On-trend, HEIMAT aims to foster connection through fitness, relaxation, dining, and more.

Besides free weights and cardio machines, the space features six purpose-built studios, customized by exercise modality. Spa treatments, dry sauna, and IV therapy round out the holistic health offering. A restaurant, bar, rooftop pool, and work spaces add to the clubhouse vibe.

Living well. Developed by RSG Group—the Germany-based owner of Gold’s Gym, JOHN REED, and Europe’s McFit fitness chains—HEIMAT wants to push the limits of living well.

Unlike Remedy Place, an LA-based wellness club competitor creating a “temptation- and toxin-free” environment, HEIMAT isn’t harping on discipline and sacrifice.

As Sebastian Schoepe, the head of RSG Group North America, sees it, living well is “not just fitness, but also social and indulgence,” telling Bloomberg:

“You can go out on a Friday night and get some drinks or get hammered. But Saturday morning you show up at the gym. It may not be your best workout, but you have to have both.”

Punchline: Club, community, hangout — call it what you will… HEIMAT and other health-minded spots believe people want more in-person wellness experiences, not less. Reimagining the third space in a post-pandemic world, RSG Group is eyeing locations in Paris, San Francisco, Dallas, and Berlin.

Breaking down the business of fitness and wellness

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