GO fit Plans Italian Wellness Hub

GO fit is taking its wellness concept to Italy.

The latest: The fitness brand’s parent Ingesport partnered with Milan City Council to transform its open-air swimming complex, at Piazzale Lotto, into a GO fit wellness hub.

An expansive development, a large outdoor pool will be transformed into a lake for year-round canoeing and kayaking, adding to another swimming pool, four tennis courts, football pitches, mini golf, a gym and more.

Taking the plunge. Having closed in 2019, Italian operator Milanosport was unable to maintain the decaying lido. Ingesport’s €26.6M investment will fund a renovation and cover a 42-year lease with an annual rent of €80K.

Over the next three years, a sports centre and new swimming pool will be built while overhauling the existing pool and buildings.

As is typical with GO fit contracts, the city keeps ownership of the building and retains pricing control. Monthly individual and family memberships will range from €39 to €75.

For context: GO fit’s model provides exercise, nutrition, mindfulness and recovery services through public-private partnerships (PPP). An important endeavour, the company’s approach to making high-level fitness facilities sustainable and accessible was recognised by the UN last year.

Looking to grow its network across Italy, the UK, and other European territories, GO fit will point to the success of its 18 clubs in Spain and two in Portugal, where it delivers more than €300M per year in social impact.

Takeaway: Italy has the fourth-biggest fitness market in Europe, but its physical inactivity levels are among the highest. However, with Italians placing greater importance on well-being overall, GO fit’s inclusive approach could prove to be a hit with the Milanese.