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The gym uses machinery that adapts each member's workout program to their progress with real-time feedback.
When Andre Enzensberger started working with a personal trainer, he had a hard time seeing results. He blamed his genetics, explaining to his trainers that his body doesn’t “respond” to workouts.
After training at Fred Fitness, using equipment that automatically adapts to his progress, he said he’s seeing results for the first time.
“I’m a fan of my own product, which isn’t necessarily super credible,” Enzensberger, the gym’s CEO, told L.A. Business First during a pre-opening weekend walkthrough of the space. “However, it really is true.”
Opening in Santa Monica this weekend, Fred Fitness is an “AI-powered” gym, with machines generating personalized workouts for each member. When signing up, members take an assessment using artificial intelligence-based equipment developed by EGym, a Munich-based “smart-fitness” technology company.
The EGym equipment seemingly has a mind of its own. The machines, which appear like ones found in any standard gym, scan each member’s body to determine their muscle mass, physical measurements and “BioAge” for strength, cardio, metabolism and flexibility.
When members tap their wristbands to the machine, their data links their goals and physical stats to the equipment, which uses the data to create a personalized workout.
As members train, the equipment adapts the workout program to their progress with real-time feedback, lowering their BioAge as they excel. And yes, there’s a connected Fred Fitness app for members to keep up with their progress.
Yvonne Busch, CEO of Ally Communication & Marketing, the L.A. firm working to aid Fred Fitness’ growth, pulled up the app during the tour of the gym. Her BioAge in strength, cardio, flexibility and metabolism were all different following her training assessments. Her BioAge for strength was more than 20 years younger than her actual age.
“It’s proof of concept that a new age in the fitness industry can start right now, with equipment that basically adapts to you,” Busch told L.A. Business First.
The idea for Fred Fitness came from Enzensberger’s brother Alfred, as did the name, inspired by his nickname “Fred.”
Headquartered in Germany, Fred Fitness is backed by German fitness chain Clever Fit, founded by Alfred Enzensberger, with the support of Egym CEO Philipp Roesch-Schlanderer. EGym’s AI technology recently secured $200 million in growth capital and is valued at more than $1 billion. Members’ data is stored securely in Germany by EGym, Busch said.
Successful soft opening leads to immediate member sign-ups
The 11,500-square-foot Fred Fitness gym is brick-walled and spacious, with hardwood floors and a beam ceiling dotted with skylights. Enzensberger found the space, a former Patagonia store at 1344 4th St., on his own online, and signed a lease soon after meeting with the leasing agent. He made few renovations besides some aesthetic updates, then moved in the AI machines.
Strength equipment stands in rows on the bottom floor of the gym, with Matrix Fitness cardio equipment on a second-floor loft. A mobility and recovery station sits at the back, and the space also includes tucked-away locker rooms with showers and a sauna.
Fred Fitness has been in the midst of a soft launch. Scheduled to open Jan. 11, the gym delayed its official opening due to the fire in the Pacific Palisades. Instead, the gym quietly opened its doors to passersby affected by the fires as a community space. Some already signed up.
Days ahead of the Feb. 15 grand opening, Fred Fitness already has around 140 members, most of whom stumbled across the gym while walking down Fourth Street, Enzensberger and Busch said.
Membership starts at $150 per month, though the price will be knocked down to $120 per month during the opening weekend. Enzensberger said current members have been tapping him on the shoulder to say the price is “too low” for the value of the experience.
The Santa Monica location is Fred Fitness’ debut. Enzensberger said he’s working on signing a lease in Culver City, with an eye on West Hollywood next. The Fred Fitness team identified Los Angeles as the starting point for its growth, attracted to the demographic’s open-mindedness.
Busch and Enzensberger, both German-born Angelenos, noted Santa Monica’s reputation as a place of firsts, as well as a known tech hub.
“To me, Santa Monica always had a flagship location vibe, as a fitness mecca meets Silicon Beach,” he said. “We also have a high regard for the people of Los Angeles being cooler than we are. It takes a certain mindset like that to really embrace something that is so entirely new.”
For AI skeptics, Enzensberger noted that there are trainers around the gym for added support, combining a human element to complement the technology.
“The AI is a fantastic starting ground, and the machines being dialed in to the training plan is extremely useful,” Enzensberger said. “You don’t have to wait for a trainer to show up or work around the trainer’s schedule, but you can also grab a floor trainer who’s readily available.”
During a tour, one member was moving from machine to machine.
“That’s our No. 1 member who works out every day,” said Fred Fitness General Manager Miguel Alvino.
Alvino, who came to Fred Fitness from Gold’s Gym in Venice, was demonstrating the AI assessment as a new member followed exercises to determine his BioAge. At the end of the workout, the technology had settled on a BioAge and measurements for the young man, who tapped his wristband to a nearby machine for his next activity.
Enzensberger said he has a hard time summing up Fred Fitness.
“It’s personalized training, finally affordable, made possible through technology,” he said. “But there’s so many more layers that make this place special that it’s almost unfair sum it up in one sentence.”
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