When it comes to getting in shape, one has lots of options in Beirut, but an exhaustive inspection of the city’s fitness centers shows that the prestigious KX Fitness is the ultimate destination. It has an active online presence, best gym classes, trainers, workouts, and above all, the best branding image that of its owner and manager the expert in Lebanese Fitness centers Shams Hammoud….
1- Congrats for opening a luxurious and prestigious Fitness Club in Beirut. As usual, we inquire about the choice of the place’s name, location, and identity.
Verdun has always been the most prestigious area in Beirut and my choice in the first place, since we were in this location in Genesis before for many years, especially that a majority of my members live nearby. And Dunes building is a landmark of Verdun area, and had a prestigious and upper market feel like what I tend to associate myself with my clients. The facilities that are provided in Dunes have all been turned into a wellness center accommodating all of a person’s needs from A to Z, from hotel to hairdresser, next door there will be a spa opening up , a swimming pool, the well known hairdresser Tony Sawaya, cinemas, when you enter this complex you seek shopping and relaxation.
2- Who are your members? VIPs and niche people looking to indulge in the most opulent workout and best possible fitness services available?
I am keen on preserving the privacy of my members, we have from VIP members, to ordinary housewives and businessmen and students. We have classes for young kids. We accommodate clients from all walks of life.
3- The main services and facilities you are keen on providing KX Fitness’ members with ? The range of Fitness ,weight reduction classes you offer per week? Hardcore sessions with trainers? Group classes? Private training sessions ? group classes? Sport therapy services? Relaxation and meditation classes? What makes KX Fitness classes different and varied in comparison with the classes of other Gyms?
We provide top options , that no other gym can provide: usual yoga classes-Pilates classes-Spinning-RPM- Sprint. I am happy to announce that We are the first gym in the Middle east to introduce Virtual Spinning, without forgetting TRX, Zumba, Latin Dance , Capoeira , Les Mills, Radical and Free Style classes. Any class you think of is given in KX Fitness.
4- Your trainers: expertise, commitment, skills’ updating due to training sessions and workshops follow-up
Our trainers receive continuous skills’ update with workshops, while they continue their education to get higher certifications. There is never a limit to how much you can be educated. Don’t forget that every few months, discoveries are being made health wise, nutrition wise for your posture, to help us as we move on in an era requiring of everyone to keep his body mobile.
5- A word about the gym’s equipment (brands), partnership with adidas
We don’t have a partnership with adidas, but a sponsorship from the mother company adidas in Germany, the other exclusivity that we have is the exclusive line of Precor machines only available in KX Fitness.
6- The swimming pool: Your next step?
By the end of October, there will be a pool available at Dunes as a part of the center and the accessibility of which will be available to my clients
7- A word about the services and facilities your members can benefit from?
We provide our members at the gym with high end services and facilities, we offer them top end furniture and lockers we brought from Italy.
8- Who was your interior designer?
Mrs Elissar Bechara, who had done a great job as one can deduce.
9- Do hotel guests have free access to KX Fitness? And personalized attention of fitness trainers?
We have in Dunes, the Radisson Hotel, its guests have access to our gym’s facilities, and are happy to use it
10- What healthy meals and drinks are served in your gym’s café?
Our gym homes one of the best cafes in town. We serve healthy and wholesome food. We import proteins from Finland. If you go early in the morning, you will find people having post workout breakfast before work. Mid –morning groups of chatty ladies taking a break after a yoga class. At other times of the day, you will find the café occupied by fitness-junkies enjoying a post- session protein smoothie or much needed coffee.
11- On what basis you decide upon the membership fees ‘value on a monthly, 3 months, 6 months, or annual basis? Are there Off peak memberships, seasonal packages, promotions, guests’ passes?
Members pay their membership fees on a monthly basis, we have as well 3 and 6 months memberships. They can also opt for an open end membership ( by which they pay a lifetime membership) and off peak memberships , in this case members can access the gym within specified time intervals. A corporate membership applies to a certain number of corporate associates working within the same organization, who can benefit from this type of membership specifically.
12- Your branding strategy for KX Fitness? Reliance on Social Media
We don’t have a specific branding strategy, however social networks are today a substantial part of every marketing strategy. If your health and fitness center is not making advantage of social media marketing then it misses out on brand awareness. We rely on Social Media tools to schedule and update posts, and invite everyone of you to follow and get to know us on our social networks: Facebook, Twitter, Instagram. Our members download and fill in their membership applications on their mobiles.
13- How do you face the fierce competition of fitness clubs proliferating in town?
To win the first place in this competition, you must possess a deep knowledge of your gym audience, of your communication channels( social media, search ads, mobile apps). Updating should be your motto, you keep appealing to specialized instructors and innovate in your fitness, aerobic, martial arts, dancing classes. Giving great attention also to our administrative and technical staffs. Trying as best as we can to be ahead in adapting and responding to the dynamics of market competitiveness while others are far behind.
14- Who stood behind you and allowed you to achieve your success story in the world of prestigious Fitness clubs in Lebanon? To whom you owe your success ?
I am lucky enough to have such a great team surrounding me, believing in my capacities, and pushing me since Genesis time (my old gym) to climb the ladder a step further, and helped me within a year of time since the closure of Genesis to pursue my dream, on the professional level, in opening KX Fitness.
15- Who empowered Shams Hammoud?
My son, a young entrepreneur living in London, he was the ispiring source behind KX Fitness.
16- They say:” There is something so special about a woman who dominates in a man’s world. It takes the nerve to never take no for an answer” How much is this true in your case?
In summary, to be successful in any part of your life, you need to work hard and not to give up!
17- Is it true that there is no limit to what women can accomplish? Is the sky your limit Shams Hammoud? Do you think of expanding KX Fitness on a local level or to franchise it with the help of regional partners?
An Updating scheme for the gym is on my agenda. I may think of franchising it on a regional level, and opening a branch in London first.
18- The magic formula for women empowerment in your opinion..
A woman of culture, dignity, grace, and joy is a woman that will go far on the road to empowerment.