LA fitness has converted its flagship South Kensington club into the chain’s second LAX site, signalling its commitment to driving forward with the new premium health club brand.

Having reopened at the end of August, the £500,000 refurbishment – which follows the launch of the first LAX in the City last year – marks the latest chapter in LA fitness’s battle to banish the blues of its recent CVA (company voluntary arrangement).

Dubbed a “new breed of gym,” the LAX concept has been designed specifically with time-pressured professionals in mind and offers small group training sessions in the functional area and on the gym floor in the shape of LAX20 and LAX30 – short, high intensity workout sessions. The new sessions have been added to the existing timetable, meaning there are now 80 trainer-led classes including yoga, Pilates and zumba that members can enjoy for free.

As part of the new ethos, the gym floor has been expanded to accommodate a brand new 230sq m (2,476sq ft) functional training floor with upgraded equipment. A new Technogym Omnia rig has been introduced for small group workouts and suspension training along with kettlebells and Kamagon Balls, Vipr free weights and Surge – water-based resistance training kit. Slam balls and power bags are on offer for explosive power training, Bosu and water stax for stability training, while battling and sand ropes have also been installed to help build muscle and burn fat.

The Spin Studio has doubled in size to increase capacity for the ever-popular class, while Technogym CV equipment has been added to the gym’s cardio area and the free weights area has also received enhancements.

We have launched the LAX brand successfully in the City and are delighted to expand that formula to South Kensington which has always been a flagship club for us,” said LA fitness marketing director Tony Orme.

“We know that people want access to effective, structured training techniques as well as exciting new ways to work out. We’ve got that all under one roof in SW7.”

To read an interview with Martin Long about the LAX concept from the January 2014 edition of Health Club Management, (p.38-42) click here.