SH1FT Bringing Low-Cost Live Classes to 24 Hour Fitness Locations
SH1FT Fitness says its license-free approach enables gyms to operate a class schedule at a fraction of the usual cost
Following a successful pilot in several California clubs, SH1FT Fitness has announced a nationwide partnership with 24 Hour Fitness to bring live classes to the gym chain’s U.S. locations.
During the first phase, all five SH1FT Fitness formats will be available as live classes at 24 Hour Fitness clubs around the country.
The London-based group fitness company launched in 2017.
SH1FT attributes its license-free approach, which enables gyms to operate a class schedule at a fraction of the usual cost, and its Instructor App, which reduces fitness teacher prep time by up to 90%, as key to its value proposition for clubs like 24 Hour Fitness.
With live, virtual, and on-demand sessions, the company now provides a comprehensive group workout solution for fitness establishments. Classes include SH1FT, a functional training class for all fitness levels, L1FT, a strength development class, M1ND, a functional stretching and mobility class, R1ZE, a high-intensity functional training class, and R1DE, high-intensity, low-impact cardio on a bike.
“We are thrilled to partner with SH1FT Fitness to bring their innovative approach to training to our network of clubs,” said Mike Heim, senior manager of programming and education at 24 Hour Fitness. Heim added that the partnership will provide the club operator with fresh and exciting formats.
“24 Hour Fitness is one of the world’s most iconic fitness brands, and we couldn’t be more excited that they have chosen to partner with us,” said SH1FT founder Will Brereton. “We developed our solution to put instructors first, and this really resonated with the team at 24 – they understand the value of instructors to the success of a club, and are as committed as we are to making their lives easier.”
SH1FT says its online education portal enables instructors to train on-demand and submit assessments directly from their mobile devices, allowing for efficient onboarding.
To commemorate the launch of SH1FT x 24 Hour Fitness, SH1FT announced a Summer Shoot Competition for its USA-based instructors, where a SH1FT fitness instructor will be chosen to travel to London for a content shoot and learn from SH1FT’s team of trainers and presenters.
“We are committed to putting our instructors at the forefront, and this is a great opportunity to extend what we’ve done for our UK-based instructors for a number of years,” said Bereton. “We know a lot of fitness brands are focussed on the direct-to-consumer market but we are not – and this unique position allows us to keep our partners and instructors front and center, with our content powering their brands.”
