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Originally Posted by officedweller
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That makes sense since it originally used to be Fitness World before they got into that endorsement deal with Steve Nash at the height of his NBA popularity - right before that relationship went sour and he spent years in court (and beaucoup dolares) and litigation trying to extract his name and brand from that business relationship...unsuccessfully.
In a weird way, this pandemic and the terminal damage it did to them and their brand (along with countless other 'mom and pop' gym clubs country-wide) saved him and finally set him free.
It also doesn't hurt that the previous owners damaged the brand so much with financial mismanagement and bad PR and customer relations, that it was inevitable that any prospective buyer would insist on a name change.
I don't know which locations would qualify as "higher end" that would be closed or saved, although I've heard that the Trevor Linden club franchise will possibly be buying some locations for their own brand (EDIT: I just read your link which was basically stating the same thing. Though not this location). The one that would have been at this location is almost certain to be bought out by someone if the former SNFW opts not to proceed to open it.
(*on the flip side, it might all be part of an elaborate re-branding/re-packaging effort by the very same parties in an attempt to use the lockdown to clear debts, get creditors off their backs and re-open under a "new" name and brand. ....
....or so the rumour goes.
Okay,.....end of Off-topic; back to regular discussion.
Sorry, Mods.)