Fitness2020 Sees Member Conversion Boost from LG Electronics, PLAE Additions
The Georgia-based gym brand has seen strong growth in premium membership conversions and new member acquisitions after adding digital display tech from LG and strength equipment from PLAE
Fitness2020 operates in a sector often known for frugal spending practices, yet the gym brand continues to invest in high-quality and innovative services to drive positive results, according to Jason Pelusi, its founder.
In a recent case study, Pelusi said Fitness2020 has proven that complete investments in technology, staff development and modern design have lead to increased membership numbers while building a stronger community.
And build a community it has. Since introducing its first PLAE Performance Zone at the McDonough, Georgia, Fitness2020 location, Pelusi said he’s seen major growth in premium membership conversions and new member acquisitions.
The 8,000-square-foot PLAE Performance Zone at the McDonough location provides a performance-oriented, high-energy experience through PLAE strength and conditioning equipment and LG Electronics display technology. The Performance Zone features PLAE equipment including Achieve 18mm rubber flooring as well as Attack turf, together with cable machines, free weights, storage systems and the Iconx Strength Racks ecosystem.
Standard gym fixtures don’t match the Performance Zone, which focuses on serious training requirements.
Additionally, two massive LG videowalls installed in the Zone provide vivid and dynamic presentation of PLAE training programs to enhance the overall energetic environment. Three LG multi-touch displays throughout the gym allow members to access personalized content, track their progress and customize workouts while exercising in real time.
According to Pelusi, the LG videowalls create a powerful energy dynamic in the space.
“It’s not just flash, it’s function,” he said, adding that the training rhythm, program guidance and excitement from technology surpasses what standard equipment provides. It also serves as an essential tool to motivate members through physical as well as emotional stimulation.
A Potent Upselling Tool
Fitness2020’s members have reacted positively to the changes made so far. Pelusi said the Performance Zone has led 31% of McDonough’s current members to join the premium tier after its launch during the first half of this year.
The Performance Zone has also led to 27% of new members joining the premium tier immediately upon signing up, before their first visit to the gym, because of the state-of-the-art visuals and enhanced fitness facilities displayed in Fitness2020 marketing materials, Fitness2020 revealed.
Fitness2020 is using the McDonough location’s success as a starting point to introduce matching improvements into its entire operation. Its Eagles Landing, Georgia, facility will open a second PLAE Performance Zone while new facilities in East Lake, Atlanta and Acworth will also offer these features.
The Benefits of In-Gym Digital Tech
When asked about the role digital display technology plays in creating a more engaging gym or fitness studio experience, Tracey Estes, senior account manager at LG Electronics, told Athletech News that it has the potential “to transform gyms from simple workout spaces into dynamic, immersive environments that motivate and guide members throughout their fitness journey.”
“At facilities like Fitness2020, LG commercial display solutions – from large-format videowalls to interactive touchscreens – do more than just display content; they drive energy, boost engagement, and guide workouts,” Estes explained. “Unlike traditional TVs that passively play entertainment or background news, LG’s digital displays are purpose-built for training environments.”
Estes said at Fitness2020, the videowalls broadcast dynamic PLAE training programs in stunning clarity, “while the interactive touchscreens allow members to engage directly, tracking progress and customizing workouts on the fly. This creates a workout experience where digital displays are part of the fitness journey, not just a distraction on the wall.”
“For owners, LG’s commercial display technology helps their facilities stand out in a competitive market, creating environments that feel modern, energetic and built for performance,” Estes said.
“From a member’s perspective, the technology adds value by delivering interactive, intuitive and motivating experiences,” Estes added. “It helps establish a training rhythm, fosters a stronger connection to the space and makes the gym feel more like a high-performance training environment than a routine obligation.”