Towers Fitness

towers fitness center


Kinema Fitness successfully transitioned Towers Fitness, a 15,000 sq. ft. fitness center from an in-house operation that was managed by the property management team to a staffed health club by Kinema’s fitness professionals.  Kinema implemented a variety of solutions to quickly enhance the overall experience for the current members and to drive additional memberships to the gym.  These solutions included a re-branding, leveraging technology within the member experience, rolling out new dynamic fitness classes and personal training, and implementing a wide variety of wellness programs.  Kinema reached out to the many tenants in the building to create corporate partnerships and within two years has signed up nine employers.  These partnerships include additional wellness offerings such as in-tenant stretching sessions, meditation, or private yoga classes.    Within a short amount of time, membership grew rapidly along with gross revenue and net profit.

Towers at Emeryville is a three-building, Class A office park located on 16.1 waterfront acres across the bay from downtown San Francisco in Emeryville, California. Developed between 1972 and 1985 and renovated in 1998 and 2012, Towers at Emeryville is a trophy-quality property encompassing 815,018 square feet of office space. Current tenant amenities include an on-site cafe and bakery, a full-service bank, dry cleaners, car wash, state-of-the-art fitness center with locker rooms and conference rooms.  (Courtesy of KBS)


Kinema knew that this would be a challenging transition so one of the first things our team did was work closely with the on-site property management team to get to know their building and their tenants. Kinema also surveyed all the tenants in the building to better understand the current situation in the gym and what our firm could do to better the experience.


Kinema took a multi-faceted strategy during this transition. This included building a strong outreach programs to the many employers that are located at the Towers. It also included rolling out a wide variety of engaging programs that appealed to the many audiences within the gym. These programs included dynamic fitness classes, basketball tournaments, competitions, and challenges. Lastly, Kinema knew hiring the best fitness professionals to carry out those programs and the outreach strategy would be key in building memberships.


Within months, there was a recognizable shift in memberships, energy and programs at the club. Classes that were rolled out by Kinema Fitness were packed, personal training was being utilized and memberships were way up. The momentum that was built in just the first few months carried into the next few years and we have seen year over year growth every year since we started. Highlights below.


  • Increased revenue over the course of three years from $2,700 per month to $17,000 per month
  • Increased memberships from 130 to over 430
  • Increased net profit by an astounding 328% from $1,423 to $6,090 per month
  • Signed up 9 employers to corporate partnerships
  • Implemented in-tenant wellness programs
  • Rolled out an array of building wide tenant wellness programs
  • Implemented a wide variety of group fitness classes
  • Custom built