The Bears are "testing the waters" with the launch of their team-branded fitness center, Bears Fit, a "concept gym, which opened for workouts April 15" in Vernon Hills, Ill., according to Phil Thompson of the CHICAGO TRIBUNE. Before this, the "extraordinarily cautious franchise hadn't had so much as a pro shop outside of Soldier Field in their 100-year history." Bears Senior VP and General Counsel Cliff Stein said, "This is our first expansion outside of professional football." The Bears brand is "literally plastered to the wall" in the 45,000-square-foot facility, which also includes "navy-and-orange Nautilus machines, Bears-head barbells, an orange TRX training area and a 40-yard turf field with a big Bears 'C' in the center." The gym "uses some of the same tiles, glass panels and other architectural elements" as the Bears' offices and Halas Hall. Old wooden lockers from Halas Hall "serve as decor" at the new gym. Bears Fit GM Mark Palmieri said the team has "never done a brand extension in 100 seasons." The gym "trades on familiar Bears names -- prospective members can buy the Brian Urlacher package, $54 per month, or the Mike Ditka package, $89 for couples." The team "plans to talk to" former players Alex Brown and Jason McKie about "using the place as a home base for their All-Sports Performance training business" (CHICAGOTRIBUNE.com, 5/1).
