24 Hour Fitness & Kevin Durant’s Boardroom Team Up

24 Hour Fitness is reaching members in a new way with community-building events that focus on fitness and sports

Boardroom, Kevin Durant and Rich Kleiman’s sports and entertainment media brand and 24 Hour Fitness have teamed up to cultivate engagement and create content for community organizations and 24 Hour Fitness members.

Earlier this month, the two celebrated the new partnership at 24 Hour Fitness in Falls Church, Virginia, where gym members and children gathered for a youth basketball skills academy led by Durant’s father, Wayne Pratt, head coach of AAU organization Team Durant.

The gym chain has close to 300 locations across 11 states in the U.S.

“Team Durant was established when Kevin [Durant] wanted to give back to the community that helped create his game, and we have always tried to pay that forward to the kids in the DMV area,” Pratt said. “We have a staff that’s been really innovative and proactive, and that’s allowed us to grow and to impact kids far beyond those in our program.”

Upcoming events are in the works that include pro athletes and various sports-centered community organizations, including a clinic with the Brooklyn Aces , a major league pickleball team.

24 Hour Fitness president and CEO Karl Sanft noted that being able to play on a professional sports team puts fitness into action.

“Working with a brand like Boardroom, we’re showing that an active lifestyle, coupled with a strong community, is not only great for your health but something members have in common with these amazing athletes: a commitment to being the best they can be,” Sanft said.

Boardroom CEO Kleiman echoed Sanft’s sentiment.

“Sports is at the heart of everything Boardroom does, and the skills you learn as a teammate on the court translate to every aspect of life,” he said. “We’re excited to have begun our partnership with 24 Hour Fitness through this activation with Wayne Pratt and Team Durant, and to continue to work with them to build community in different ways throughout the year.”

Investing in Members

The partnership with Boardroom is the latest win for 24 Hour Fitness, as the gym chain undergoes a multi-million dollar modernization project beginning with some of its clubs in the San Francisco Bay area. In the coming years, additional clubs in the Western U.S. region are expected to see similar improvements.

While 24 Hour Fitness gives a refresh to San Fran Bay-area clubs, the gym chain is also rolling out new small group setting fitness formats with SH1FT Fitness —Modus Move and Modus Mobility — which focus on recovery training and longevity.

It’s another way that 24 Hour Fitness is looking to serve its members with best-in-class offerings that deliver real change, said Mike Heim, head of programming and education for 24 Hour Fitness.

“Longevity training or ‘fitness for life,’ is an area that is far too underserved in group exercise – but it’s incredibly important to us at 24 Hour Fitness,” he added. “Having both of these programs helps our members get the sort of fitness benefits they can enjoy today and for the rest of their lives.”

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