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FITNESS, HEALTH, WELLNESS

Latest news

F45 launches Vaura Pilates concept with first location in New York City

Troubled fitness franchise outfit, F45 Training, has launched a new reformer Pilates brand called Vaura Pilates
The first studio has just opened in New York City’s Upper East Side as the company seeks to reboot
50 minute class formats are: Total, Stretch, Circuit and Fusion
F45 says the studio environment includes mirrored ceilings, 'epic beats' and 'seductive lighting'

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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There were 312 new F45 studio openings in 2021 and another 351 in 2022, resulting in system-wide total studios of 2,100 / F45 Training

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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,”
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Latest news

F45 launches Vaura Pilates concept with first location in New York City

Troubled fitness franchise outfit, F45 Training, has launched a new reformer Pilates brand called Vaura Pilates
The first studio has just opened in New York City’s Upper East Side as the company seeks to reboot
50 minute class formats are: Total, Stretch, Circuit and Fusion
F45 says the studio environment includes mirrored ceilings, 'epic beats' and 'seductive lighting'

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.

Related news
There were 312 new F45 studio openings in 2021 and another 351 in 2022, resulting in system-wide total studios of 2,100 / F45 Training

F45 was a 'slow motion train wreck', says new CEO, Tom Dowd, as the company reveals US$372.3 million losses and turnaround strategy

01 Nov 2023
Tom Dowd, recently appointed CEO of F45, said he remains optimistic the business can be ...
In a statement announcing the plans to delist, F45 said 'going dark' would be the best way forward / F45

Shares in F45 plummet after it delists from NY Stock Exchange and 'goes dark'

16 Aug 2023
The share price of F45 Training has fallen by 75 per cent, after the franchised ...
Adam Gilchrist is stepping down as CEO but will remain on the board / F45

F45 CEO steps down as company issues profit warning and halves head office headcount

28 Jul 2022
Mark Wahlberg- and David Beckham-backed F45 Training has announced a reduction in its core workforce ...
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,”
HAF,FIT,IND,PTS,FRN
F45's new dynamic pilates brand / VAURA Pilates

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After introducing Xponential’s reformer Pilates concept, Club Pilates, to Germany last year, Matin Seibold's LifeFit
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As United Fitness Brands gears up to launch its fifth Reformcore location at Battersea Power
The Gym Group has built on the positive momentum of 2023, with a strong half-year
The way fat stores are metabolised during exercise is different in males and females, according
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Fuel the debate about issues across the industry and share your ideas and experiences. We’d love to hear from you: [email protected]
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Click on a catalogue to view it online
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