Private gym chain New York Sports Clubs (NYSC) has acquired boutique brand Fhitting Room, which operates two studios in New York City (Flatiron and Upper West Side). These will continue to operate as standalone, flagship clubs, but NYSC CEO Bill McMenamy has confirmed plans to launch new studios by locating Fhitting Room inside some NYSC facilities.

The plans are part of a strategy to turn NYSC around after it was bought out of bankruptcy in 2020 by investors, including Peak Credit, which is part of investment bank Lepercq, de Neuflize and Co. Around 20 clubs should be upgraded by the end of the year as the company works to reinvent itself.

NYSC was previously owned by Town Sports International.

"As we embark on bringing a new NYSC concept to our members, one that centres around high performance and social fitness, Fhitting Room will be a key component to our success,” said McMenamy. “Combining the strength of our brands, by leveraging our real estate portfolio and Fhitting Room's expertise in brand building, programming, community, and trainer development will allow us to deliver a compelling offer and stand out in the fitness marketplace.”

The move will see Fhitting Room founder Kari Saitowitz becoming chief marketing and creative officer for NYSC and president Tristan Saw taking the role of NYSC’s chief strategy and systems officer.

“Joining forces with NYSC is a win-win as it offers incredible growth potential for the Fhitting Room brand and gives our team the opportunity to have a positive impact on a larger organisation,” said Fhitting Room founder Kari Saitowitz. “With demand for wellness and, specifically, group fitness at an all-time high, this is the perfect opportunity to bring a branded boutique experience grounded in authentic NYC flagship studio excellence to the new NYSC portfolio.”

Fhitting Room – an omnichannel operator with a kettlebell-based proprietory workout – has been striking innovative partnerships recently, including a club-in-club deal with new gym concept, Drop Fitness, which opened recently in New Jersey US.

The brand is one of a number which have partnered with Drop Fitness which is creating a new health club business model based on permanent membership and club-in-club offerings.

Read more about Drop Fitness and its tie up with Fhitting Room in HCM's exclusive interview with founder Jeb Balise here.