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09 Jan 2024
F45 launches Vaura Pilates concept with first location in New York City
BY
Kath Hudson
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F45's new dynamic pilates brand
photo: VAURA Pilates
Described by F45 Training as a “dynamic fusion of art and science to energise every cell of your body”, the first Vaura Pilates studio has opened in New York City. With light shows, 'seductive lighting', a luxe setting and 'entrancing beats', CEO at F45 Training, Tom Dowd, says Vaura Pilates brings an athletic vibe to reformer Pilates: “We're creating a new full-body sensory experience unmatched by any other exercise regimen,” he says.
“Everything about our classes, from the studio design and luxurious amenities to the club-like mood lighting, work in harmony to create a space that inspires transformative results members will love, and they will awaken muscles they never knew existed.
F45 is clearly finding Pilates a lucrative model, having launched the FS8 Pilates concept in 2021 in Australia.
"We're thrilled to add another unique Pilates concept to the family of F45 offerings for our growing fitness community, along with our other Pilates concept, FS8,” said Dowd.
Franchised by Travis Frenzel, Club Sports Group CEO, the 1,800sq ft space on NYC’s Upper East Side will include 28 Pilates reformers, showers and a beauty bar.
A choice of four 50-minute classes are being offered. Total is the signature class, combining strength, endurance and stretch in a full-body conditioning workout for every level.
Stretch is influenced by Pilates and yoga and features deep stretch poses intended to improve mobility and flexibility, build strength, help prevent injury and reduce stress.
Circuit is a high-energy calorie-burner, which fuses strength, HIIT and stability training. It's comprised of 12 to 16 rounds at multiple stations, with 90-second intervals.
Fusion is a 50-50 split class with half the time spent on the reformer and half dedicated to floor-based, functional movements, allowing for the use of heavier weights and moving at a faster pace.
Prices for the 50 minute classes start at US$42, with various class packs available. Classes are also bookable on ClassPass.
Dowd was appointed CEO of F45 last year, following the company being in entangled in multiple legal challenges and retrospectively revealing losses of US$372.3m for 2021 and 2022.
In a previous interview, F45 investor, Dowd described the company as a “slow motion train wreck” suffering from a lack of management expertise. However, having taken the helm he promised a new phase: “The days of shooting from the hip are over, it’s a much more professional company run by real adults.”
According to Les Mills research Gen Z Fitness: Cracking the Code Gen Z favour sculpt workouts, such as Pilates, stretch and yoga.
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