A rendering of the turf field at the 49ers Fit facility. (Courtesy of the San Francisco 49ers)
The 49ers are planning to open a new gym this fall. The fitness center won’t be for San Francisco’s players to train at, but for fans to experience a little of what the pros go through.
The 36,500 square-foot facility, 49ers Fit, will be located at the Westgate Center Outlet Mall, less than 10 miles from Levi’s Stadium. It will feature typical gym equipment, much of it complete with 49ers branding, and exercise programs and classes designed by San Francisco’s strength and conditioning staff.
“49ers Fit is going to be cutting edge in every sense of the word and we’re going to leverage our unique organizational assets in ways that will make 49ers Fit one of the most dynamic gym experiences in the country,” said 49ers President Al Guido in a statement.
There will also be a 40-yard turf field and a recovery lounge where 49ers Faithful can try out some of the high-tech equipment and methods used by 49ers players, such as cryotherapy, NormaTec, and hydromassages.
“The 49ers brand is a perfect match for a fitness concept and we look forward to developing winning fitness game plans for people throughout the Bay Area,” said Mark Mastrov, chairman of 49ers Fit, in a statement. Mastrov is also chairman of New Evolution Ventures and founder of 24 Hour Fitness.
SportTechie Takeaway
Opening a fitness center seems makes a lot of sense for a sports franchise, a brand that by definition is linked to fitness and which is sure to have expertise in that space. Patriots quarterback Tom Brady already has his own TB12 Fitness Center in Foxborough, Mass. Last year, undefeated boxer Floyd Mayweather launched his own gym franchise, Mayweather Boxing and Fitness.
Major brands often try to keep consumers within their own ecosystem as much as possible. Facebook wants you to surf the Internet through Facebook, Android devices keep users logged into the Google platform, Apple has managed to create a hyper-loyal consumer base. With 49ers Fit, San Francisco will be keeping fans faithful even when they are just heading to the gym.
