Reading, UK – Elevate Health & Fitness Club, housed within the Voco Hotel Reading, has experienced a significant boost in fitness activity following a major upgrade of its equipment by Freemotion Fitness, a division of iFIT. This enhancement has led to a 15 percent increase in gym usage, underscoring the growing trend of wellness travel.
The club’s overhaul features the latest offerings from Freemotion’s 22 Series, which includes advanced cardio machines like Reflex treadmills, cross trainers, and coach bikes. Strength training enthusiasts can now benefit from new adjustable benches, a half rack, and cable crossovers.
Paul Dickinson, Operations Director at Elevate Health & Fitness Club, highlighted the positive impact of the new equipment. “The state-of-the-art machines have not only improved the gym’s aesthetic but also transformed how our guests and members engage with their workouts. The advanced cushioning technology on the treadmills and the extensive on-demand workout library have been particularly well-received,” Dickinson noted.
In addition to the physical upgrades, Freemotion’s omnichannel approach has allowed the club to increase its membership prices, reflecting the enhanced value. “Our guests appreciate the online workout availability on their mobile devices, which helps them maintain their fitness routines even outside the gym. These features keep our members motivated and coming back for more,” Dickinson added.
Blake Fletcher, Freemotion’s U.K. Country Manager, expressed his satisfaction with the partnership. “Working with Voco Hotel, part of the IHG group, has been a pleasure. The remarkable increase in gym usage and weekly visits demonstrates the effectiveness of the iFIT holistic platform, which provides users with access to world-class coaching and workout experiences from across 120 countries.”
Hotel Brands Adapt to Fitness Demand
The global wellness economy is expected to reach $8.5 trillion by 2027, driven by consumer enthusiasm for health and fitness. In response, hotels are enhancing their fitness amenities to cater to active guests, especially business travelers.
Marriott’s resort in Dorado Beach, for example, now offers yoga, pickleball, and a forest trail, while the St. Regis Bahia Beach Resort provides trainer-guided fitness classes and recovery treatments at its spa. Other St. Regis locations in Grace Bay and Grand Cayman have introduced slow cardio, muscle-recovery massages, and professional tennis and pickleball coaching.
Similarly, Hyatt has partnered with Peloton to equip 800 of its properties with Peloton’s signature fitness equipment. World of Hyatt loyalty program members can earn rewards for using Peloton bikes during their stay, unlocking special deals on Peloton products. This partnership follows Peloton’s previous agreement with Hilton, which saw the installation of its bikes across Hilton hotels globally.
