Why Did La Fitness Change Name To Esporta?
Contents
La Fitness changed their name to Esporta because they wanted to rebrand themselves as a luxury fitness company.
The History of La Fitness
La Fitness was founded in 1984 by Chin Yueh-Ching and Louis Welsh. The company was originally named “Life Time Fitness” but changed its name to “LA fitness” in 1991. In 1999, the company went public and began expanding rapidly across the United States. As of 2019, LA fitness has over 700 locations across the country.
The company has been through several ownership changes over the years. In 2015, private equity firm TPG Capital acquired a majority stake in LA fitness for $1.8 billion. In 2019, TPG sold its stake in the company to Discovery Inc for $2.7 billion.
Discovery Inc is a media and entertainment company that also owns other fitness brands such as 24 Hour Fitness and Touchstone Climbing. Discovery Inc acquired 24 Hour Fitness for $2.4 billion in November of 2019 and announced plans to combine it with LA fitness. It is unclear at this time how the two brands will be combined or if the LA fitness name will be changed.
The Rebranding of La Fitness
In May of 2007, La Fitness underwent a rebranding and changed its name to Esporta. The company felt that the new name better reflected its focus on health and fitness.
The rebranding was not without its critics, however. Some felt that the name change was unnecessary and confusing. Others pointed out that the word “esporta” did not have a clear meaning in English.
Despite the criticisms, La Fitness has persisted with its new name and has continued to grow in popularity. In recent years, the company has expanded its reach by opening new locations across the United States.
The Benefits of the Change
Many people are wondering why La Fitness changed their name to Esporta. There are many benefits to the change, including the following:
1) The new name is more reflective of the company’s focus on health and fitness.
2) The change will help to differentiate the company from other fitness companies.
3) The new name has a more modern feel and can help to attract new customers.
The Drawbacks of the Change
There were several drawbacks to the name change. First, many members were unhappy with the new name and felt that it was a downgrade from the old one. Second, the change caused confusion among members and staff, as Esporta was not a well-known brand. Finally, the name change meant that the company had to spend a lot of money on new signage and marketing materials.
The Future of La Fitness
The name change to Esporta came as La Fitness was facing declining membership due, in part, to the increasing popularity of health and fitness clubs that offered more than just weight-lifting and cardio equipment. La Fitness decided to rebrand itself as a club that could offer its members a complete wellness experience, including a full-service spa, personal training, and group fitness classes. The name Esporta is intended to convey the idea of “escape” or “transcendence,” which aligns with the club’s new mission.
Despite the name change, La Fitness remains committed to offering its members the same quality equipment and services that they have come to expect. The company has invested heavily in state-of-the-art fitness equipment and continues to offer a wide variety of classes and services. La Fitness Club’s goal is to help its members achieve their fitness goals and live healthier lives.
