Now Operating As LA Fitness. Again.
Esporta Athletic Club, an affiliate of LA Fitness, has ceased operation at 75 Fifth Street in midtown.
Esporta originally opened this past February (story here) replacing what was a standard LA Fitness health club. The original LA Fitness closed back in June 2009 when the parking deck patrons utilized for the club collapsed.
An athletic club concept from overseas, Esporta opened in Atlanta as a test market only providing confusion and dissatisfaction for LA Fitness patrons.
Unable to capture the “signature club” members LA Fitness was hoping to gain, they pulled the plug on the Esporta concept and re-branded themselves as LA Fitness.
So what does this mean if you are an Esporta or LA Fitness patron? Well, nothing has changed but the price point and the marquee for the better.
From what we understand, LA Fitness members are invited to use the space as it was before its closure last year while still enjoying the upgrades (without the Esporta prices): signature club status, towel service, exercise machines equipped with LCD screens and a renovated locker room.
Are you a member? Tell us your dirt below. What hell has LA Fitness in midtown put you through during this process?
Expect additional details as the story unfolds.
LA Fitness
75 Fifth Street, NW, Suite E
Atlanta, GA 30308
