The 49ers are launching a new fitness center business venture with 24 Hour Fitness Founder & CEO Mark Mastrov. The first 36,500-square-foot 49ers Fit center will open this fall in San Jose. It will be located at the Westgate Center Outlet Mall, 10 miles from Levi’s Stadium. 49ers President Al Guido said it is another way to bring the team's brand to football fans but also fitness buffs. Guido also said the the team could open more fitness centers in the Bay Area and Silicon Valley. The center will have some football style strength, conditioning and recovery equipment as well as a 40-yard-dash turf area, workout ropes and sleds. Mastrov, who will serve as 49ers Fit Chair, said, "We’re bringing in a lot of the things the 49ers players use." But it will also offer traditional workout equipment and classes, Guido said. Mastrov is fitness investment firm New Evolution Ventures Chair and previously partnered with the Cowboys on another NFL fitness concept. Cowboys Fit is at the team’s $1.5B HQ development in Frisco, Texas. He is also working on a fitness venture with the Bears. Mastrov, a Bay Area native, owns part of the NBA Kings and is a longtime 49ers fan. Guido said memberships to 49ers Fit will start at $49 per month with no contracts. The fitness moves are another path for NFL teams to leverage their brands and venture beyond the gridiron. The 49ers are also investors in a $15M funding round for PlayVS -- a high school esports venture.
