July 19, 2022
The Los Angeles locale is the company’s first—but is not intended to be the last: New facilities are planned for San Francisco, Dallas, and Berlin.
According to the company, “Our first [La Brea] location … offers all the amenities of a Private Member Club …. These include an innovative fitness concept; a spa; a rooftop pool; coworking and event spaces; and Mother Tongue, a restaurant in partnership with Michelin-starred chef Michael Mina. First-class service, high-end aesthetics, and distinctive design round out the offerings. Site-specific enhancements such as the integration of personal training, beauty or wellness amenities are also possible.”
The monthly rate is about $350 and gives members access to an abundance of free weights, machines, and cardio equipment—as well as classes including spinning, boxing, boot camp, barre, dance cardio, Kinesis, TRX, yoga and Pilates.
“Los Angeles to us is one of the most competitive fitness markets in the world,” RSG Group North America CEO Sebastian Schoepe tells Variety. “It’s the birthplace of physical fitness, and a lot of trends have started in L.A. … We created Heimat to disrupt what people thought a fitness club could be. Whereas most gyms connect with their members by preaching sacrifice and discipline to reach their goals, Heimat takes a more holistic approach.”
A rooftop pool features a Jacuzzi, an outdoor bar and views of the Hollywood Hills. The spa offers hydrafacials, nail care, massages and IV wellness treatments, and the locker rooms are designed with marble, brass accents, and mood lighting. There are also several private workspaces that can be reserved in advance.
With Netflix and Sirius offices and the Paramount lot nearby, expect a big industry presence. Is it any surprise that the spinning studio can be easily transformed into a screening room?
Research contact: @Variety