24 Hour Man
When the country's largest fitness chain decided to make its move into New York, naturally they consulted none other than the pinstripe-clad Derek Jeter.

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By: Michael Galdieri

June 18, 2008

Captain of the Yankees—a New York icon on the magnitude of the Empire State Building or the Statue of Liberty. In the past ten years, you’ll find no one more emblematic of New York than a pinstripe-clad Derek Jeter. He’s hardworking, sophisticated, and he’s not afraid to get his uniform a little dirty to take the lead—a New York man through and through. Naturally, when the country’s largest fitness chain decided to make it’s move into New York, they checked with Derek first.

Originating as a single-club operation in 1983, 24 Hour Fitness has grown to more than three million members worldwide, with 400 clubs in 15 states and five Asian countries. An innovative company from the beginning, 24 Hour Fitness was the first gym to offer twenty-four hour availability, and the first to introduce month-to-month memberships. In the past few years, the company has opened clubs in partnership with numerous world-class athletes, including Lance Armstrong, Shaquille O’neal, Andre Agassi, and Magic Johnson among others. Derek Jeter now joins this elite list as 24 Hour Fitness opens the first of three Derek Jeter Fitness Clubs this summer.

“24 Hour Fitness is the best at what they do— helping people improve lives through health and fitness, and that is why I’ve partnered with them,” says Jeter.

Not only is Jeter an equity partner in the venture, he’s also worked closely with the company to actually design the clubs, the first of which is a tremendous 28,000 square foot location overlooking Madison Square Park.

“It’s not just my name on the club,” says Jeter, “it’s my vision—through and through. I wanted to make it a first class club—somewhere that people really look forward to going.”

The first club, which opens its doors June 27th, is located on 26th and Madison. And thanks to this prime real estate adjacent to the Park, the club floor will share unobstructed views drenched in natural sunlight. Facilities will include an extensive line of cardio equipment with built-in monitors, free weights, a spinning room, group exercise classrooms for yoga, Pilates, and kickboxing, and an experienced staff of personal trainers. Each of the gyms, which fall under 24 Hour’s Ultra-Sport class of club, will offer the finest amenities available. Just a few of the finer touches include a sauna, childcare for the convenience of members with families, a juice bar and café, and locker and laundry service for busy executives. And of course, each location will be open twenty-four hours a day.

“When you hear the words ‘twenty-four hour,’ the first thing that comes to mind is New York City—the city that never sleeps,” says Jeter. “A lot of people like to work out early in the morning. Some work late, and they want to go work out afterwards. Some people want to do it in the afternoon. And to know it’s really limitless in the time that you can go—I think that’s the biggest thing that’s going to stick out with these gyms.”

That won’t be the only thing that separates these clubs from the pack. Each of 24 Hour’s Signature Athlete Clubs provides a distinct element of the athlete’s character. The Shaquille O’Neal and Magic Johnson clubs have full NBA-sized basketball courts. The Lance Armstrong clubs have extensive cycling rooms. How will the Jeter clubs prove to be unique? With a touch Derek Jeter’s consummate style and sophistication, of course.

“Derek really wanted to cater to the people of New York,” says Charles Damiano, 24 Hour Fitness East Coast Market Manager. “So, these centers are going to be very hip, very classy—as he says, very New York. He doesn’t want it to have a Yankee theme. He doesn’t want it to be Derek Jeter theme. He wants it to be a very New York theme, which kind of represents him—a classy, sophisticated, hip kind of guy, and he wants the club to have that environment.”

Following this summer’s opening of the Madison Square Park location, two additional Jeter Signature Clubs are slated to open in New York City by June of 2009. The second club on 600 Broadway (near Bleecker) will be 31,000 square feet with a 4th, 5th, and 6th floor view of NYU and Broadway. Surrounded by wraparound windows, this facility will have similar natural sunlight to the 26th St. location, as well as all the same amenities. The third opening on 53rd St. comes in at a whopping 51,000 square feet complete with full basketball courts, a 75 ft. swimming pool, and both steam room and sauna for the complete spa atmosphere.

“Each club will have a full-service feel, with all the amenities and pampering services that the busy New Yorker will need to get back to work,” says Damiano. “From laundry services to complementary toiletries—Derek wanted to supply everything necessary to make the experience as first class and as accommodating as possible.”

According to Damiano, 24 Hour Fitness will be opening several gyms in New Jersey, the Bronx, and Brooklyn, with a total of ten clubs going up in the New York area by the end of 2009. An additional eight to ten gyms are scheduled to open in the Washington D.C. area, as 24 Hour Fitness continues its expansion to the East Coast.

Discounted pre-sale for charter membership at the Jeter Signature Clubs is currently available online, and for the level of luxury, it’s a surprisingly good value. Monthly dues are comparable to standard fitness chains and significantly more affordable than other New York facilities that offer the amenities you’ll find at the Jeter clubs. Enrollment also provides full access to 24 Hour’s entire network of over 400 clubs nationwide.

Throughout his life, Derek has shown dedication to the improvement of his talents on the field and the improvement of lives through his charity work off the field. In 1996, he created the Turn 2 Foundation to promote academic achievement and leadership through programs designed to motivate youth to “turn to” a healthy lifestyle and away from drugs and alcohol. In his partnership with 24 Hour Fitness, Derek hopes to expand upon this work and improve lives by helping to make fitness more available to everyone.

“I know how the New York City lifestyle often makes it difficult to find the time to take care of your health,” says Jeter. “I think the people of New York will appreciate having a club of this quality accessible twenty-four hours a day, and I want to lead by example and encourage people to live better by incorporating fitness into their daily lives.”

So, in true New York fashion, Derek is spreading the news with the style of Sinatra and the batting average of DiMaggio. The fitness club that never closes has made its way to the city that never sleeps, as Jeter continues to lead the charge on fitness with the same determination that helped him and the Yankees become champions on the field.

Jeter's MLB achievements