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Upgrade Labs is looking to develop 1,000 sites by rolling out its fullsize concept, and developing a version with a lower price point. A classbased concept is also in the works.

■ EXPERIENCE OFFERINGS Road Warrior Reset: For before or after travel. Claimed to eliminate jetlag and boost the immune system Red Carpet Radiance: An ‘internal detox’, billed as leading to ‘glowing, toned skin, increased energy and a calm mind’ to develop individualised custom plans for high performance in brain, body and recovery. There’s no guesswork – machines crack the code and accelerate results. Performance is constantly monitored and programmes are adapted to maximise results. Do people work out or relax when they visit? It depends on their goals. Fifteen minutes twice a week on The Cheat Machine is all that’s needed to build strength and endurance. It’s like lifting weights, but the machine works out the appropriate amount of weight for both the push and the retraction. On the flip side, the PEMF (Pulsed Electro Magnetic Field ) is all about recovery, detoxing, energising and reducing inflammation – it pulls with the earth’s magnetic field and re-energises the body on a cellular level. The technology can induce the benefits of three hours of exercise in just 30 minutes, as the machines tell the body how to respond. Members lose fat and build muscle without breaking a sweat or raising their heart rate. How does the membership work? People can either come for an hour and use one machine (US$75, €66, £57); purchase an hour with a trainer who will curate the experience (US$175, €155, £134); or monthly memberships start at US$500 (€442, £382) a month, rising to US$3,500 (€3093, £2672), depending on how often they want to use it. Who are the members? There’s now an amazing mix. We started with high performers like celebrities and elite athletes; then the very affluent professionals came in; they were followed by people with injuries and those in the midst of a health crisis. We’re now starting to see ourselves spread to the general public. People are willing to pay the price to go away feeling better after just one session and with a report card about their health. 50

healthclubmanagement.co.uk May 2019 ©Cybertrek 2019

About Last Night: Designed to purge toxins, rehydrate and repair damage caused by a big night out

Sweat: 60-minutes which are claimed to be the equivalent of a week’s worth of exercise

Custom: A 60 minute experience involving any three technologies from the recovery or strength labs

Profile for Leisure Media

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.