Magic brand expands

24 Hour Fitness has taken its Magic Johnson Sports Club brand outside California for the first time.

Two new 50,000sq ft athletic clubs, which include a full-size basketball court and dedicted children's facilities, have opened in the Dallas area. Magic Johnson is a private equity partner in both clubs and is playing a prominent role in promoting the new facilities.

24 Hour Fitness's regional vice president, Mike Maynard thinks Texas is a logical choice for the exansion of the brand. 'Magic was eager to open a club outside California, and Texas is one of 24 Hour Fitness' best markets,' he says.