UNICUS Fitness is doing away with gym memberships at its newest creation on Michigan Ave in the heart of the Loop. They announced the opening of The Fitness Lair at 233 N. Michigan Ave. The Fitness Lair will have a stocked lineup of specialty fitness programs, personal training, elite sports conditioning and corporate wellness programming. The unique thing is that no memberships will be sold. In order to get into this exclusive location, people will have to decide which of the offerings that they want to purchase based on the result they are looking to achieve.
“We wanted to offer something to people who don’t want to go to a typical gym and pay an initiation fee and then a monthly rate and then an extra fee for personalized instruction or programming. With The Fitness Lair, people just pick from our menu of services and we deliver the service,” explains UNICUS Fitness Co-Founder and President, Frank Nunez.
“The Fitness Lair is all about the client and their result. The Lair doesn’t have leather couches or waterfalls in the lobby or expensive art work on the wall, but it does have a lineup of equipment that delivers the promise of our clients getting the result they want.”
Set on the top floor of 233 N. Michigan Ave, there isn’t even an elevator you can take to get to the Fitness Lair.
“Our clients want privacy and exclusivity. We have no walk up traffic, since no one can even get in the building without first calling or emailing us and asking for an appointment,” says Nunez. “We offer high level training for all our clients but we have attracted a lot of interest from professional athletes, models and actors/actresses, groups that place a premium on getting a result and complete privacy.”
Once in the Fitness Lair, the first thought that runs through peoples minds is, “This is going to be serious.” No shiny rows of machines or the sterile look of contemporary gyms, just a wide open, industrial look that lets the customer know that the Fitness Lair is not your average workout facility. With a combined total square footage of just around 11,000, there is an area roped off exclusively for personal training that has dumbbells all the way to 100lbs, barbells and benches, plus an entire alcove dedicated to state of the art functional training equipment made exclusively by Vortex Fitness. There is even custom made equipment, provided for UNICUS Fitness by Body Solid and Direct Fitness Solutions, local Chicago land equipment vendors. A separate Group Fitness Area and Sports Conditioning Area, including a fighting sports section, complete with a small army of punching bags, round out the many training sections of The Fitness Lair. “If your typical high end gym or health club in the city were like going to a drugstore and buying an over the counter medication to take care of yourself, The Fitness Lair is like going to a heart surgeon in a state of the art clinic. ” says Nunez. “We have things that people won’t ever see in a typical gym and we guarantee our work.”
There is a therapy room that UNICUS offers massage as well as pain therapy in the form of what is called Muscle Activation Technique. There is also an office that houses a Registered Dietician and Corporate Wellness Specialist. A complete line of nutritional products are also available for clients with everything from genetically engineered vitamin packs to meal replacements to XS energy drinks available for purchase onsite.
For additional information on the Fitness Lair or UNICUS Fitness programming or to arrange a private tour, contact Frank Nunez.
About UNICUS Fitness:
UNICUS Fitness is a fitness service business based in the Chicago land area since 2003 with 5 complete divisions of service/programming: Professional Fitness services, Corporate Wellness programming, Specialty Fitness services, Personal Wellness programming and Facility Management Services. It’s founders, Dina Castillo and Frank Nunez, have dedicated their lives to helping other people achieve extraordinary lives through the power of fitness and teamwork.
President and Co-Founder