Diesel Fitness to Close
Diesel Fitness is no more. Just weeks after making our list as one of the best fitness clubs in Toronto, the acclaim seems to have done them in. In an email sent to members this morning, owners George Chaker and Josh Feuer declined to disclose the reason for the closing aside from saying their lease was expiring on April 1st. Luckily for members they've made arrangements for them to work out at Totum on King who will honor all existing Diesel Fitness membership commitments.
Rumours of Diesel's demise have been circulating for well over a year now. Detractors will likely blame the perceived (but not fair) elitist brand positioning, high membership prices and poor management. More likely scenarios might be the high rent, high churn, intense competition and failure to attract enough new customers from all the nearby condos. Whatever you might think of Diesel, the facilities and classes were some of the best in the city; and they helped push the boundaries for what a fitness club could be.
Keep reading for the email sent to members this morning:
Dear Diesel Fitness members and friends:
After 6 years in its current location, Diesel Fitness' lease at 99 Spadina is coming to an end. A new exciting boutique health and yoga center is being negotiated in the area and will be the new home for all our members and staff. We see this as our chance to EVOLVE.
A new location will take a few months to finalize and build out so effective Monday, March 17th, Diesel Fitness members and personal trainers can work out at Totum Life Science (across the street at 445 King Street West). Current Diesel Fitness members can take classes at Totum and use all amenities with no change to your monthly or yearly fee. Note that a small amount of paperwork must be signed upon your first visit to Totum. The present Diesel Fitness location will be closed permanently as of April 1st, 2008 until that date, members can feel free to use either club though most classes will be held at Totum. You may see some of Diesel Fitness' instructors teaching at Totum during this time period. The Totum schedule is available online at www.totum.ca (King St. location).
Diesel Fitness staff and administration will all be available at Totum after March 31, 2008 to answer any questions or to provide updates.
Over the past few months we have been very busy ensuring we have a home to go to once our doors close. We are sincerely sorry if you have encountered frustration in any way with cancelled classes, rumors or any other reduction to our usual high level of service. Having said that, we are all very excited about this POSITIVE CHANGE as it will allow us to once again become an exclusive, boutique fitness experience and also allow for a FRESH START with the highest level of customer service.
Once we open the new facility, present Diesel Fitness members will receive GUARANTEED ACCESS and a preferred rate. Also, all existing paid in full memberships will be honored at the new location or at Totum Life Science.
We would like to personally thank every single member, trainer and instructor that has made Diesel Fitness the most talked-about, single-location health club in Canada. We look forward to unveiling our next evolution as we enter a new and exciting chapter.
Yours in health,
The Diesel Fitness Team
Thanks to David for the tip.
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