In 1994, the Sports Club/ LA went public becoming the first among sports clubs to do so. The company was valued at $100 million. In 1995 they partnered with Reebok International and opened Reebok Sports Club/ NY in Manhattan. By 2003, the company had 10 clubs nationwide with 60,000 members in Los Angeles, New York, Washington DC, San Francisco, Boston and Miami.
In 2006, six of The Sports Club/ LA locations were purchased by Millennium Partners including Reebok Sports Club/ NY. (This was the time we got involved with the brand.) With the competition breathing down their neck, the client was looking to flex their marketing muscle and reassert themselves as the original high-end fitness club. When asked, the competition scoffed calling The Sportsclub/ LA a ‘country club’ and not a gym. Our positioning was born.
In 2011, Equinox Fitness purchased the remaining 4 Sports Club/ LA clubs from The Sports Club Company for about $130 million.
