Fitness goes upscale: Life Time Athletic to open in Bloomfield Township
Life Time will open its first Life Time Athletic — an upscale version of its Life Time Fitness gym, complete with a spa and a café — in Michigan on Saturday. The 73,500-square-foot facility will feature cardiovascular and resistance machines, classes, an indoor lap pool, certified personal trainers and nutrition coaches, like Life Time Fitness. But the equipment is higher-end, the dressing rooms filled with complimentary J.R. Watkins all-natural bath and body products and kids entertained with a special program. "When you look at health clubs with all these added benefits and features, there are people willing to pay a bit more, but they get a lot in return. Not only will they exercise," said Wayne State University School of Business Administration marketing professor and Kmart Endowed Chair Abhijit Biswas. "On other hand, there are people who like their bare-bones amenities. As long as they can exercise and be healthy, they’re (happy)."