UK Gym Taps Freemotion Fitness as Part of $10M Renovation

Kingsmead Pools & Fitness will open this autumn with a full suite of Freemotion equipment, including connected fitness content from iFIT

With the U.K. fitness industry experiencing an increase in memberships and a market value that has risen 9.7% since 2023, one of the region’s sports and leisure management organizations has committed to delivering an “unrivaled” health and fitness experience in Canterbury, England.

Fusion Lifestyle, the parent company of Active Life, has forged a partnership with fitness equipment provider Freemotion Fitness , part of iFIT, as part of an £8 million ($10.3M) renovation project that the sides say is “set to redefine the leisure landscape in Canterbury.”

The enhancements will begin at Kingsmead Pools & Fitness to deliver Freemotion’s latest cardio fitness equipment and designated zones for personal fitness and small group fitness with Genesis DS strength machines.

The upgraded gym is planned to open this autumn.

“We’re delighted to announce our partnership with Freemotion, one of the U.K.’s biggest and most innovative names in health and fitness, to power our new look gym,” Fusion Lifestyle’s operations director Richard Allan said. “The new fitness equipment we’ll be installing will be some of the most innovative, immersive and inclusive available right now in the U.K., helping all our members achieve their fitness goals.”

Blake Fletcher, U.K.. and Ireland country manager at iFIT and Freemotion Fitness, gave some insight into what members will experience, such as the ability to work out with more than 250 trainers or climb to new heights with iFIT’s immersive technology. Gym members can either load their own workouts using Google Maps or select from over 18,000 of iFIT’s workouts, which include cycling in the Bahamas or climbing to Mount Everest base camp.

“We’re looking to hyper-personalize the exercise experience, including embracing the power of AI, and customers at Kingsmead Pools & Fitness will be among the first in the U.K. to benefit from that,” Fletcher said.

Freemotion and iFIT have invested in the power of AI, unveiling a digital coach that interacts with users via text message for personalized fitness support .

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