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Press Release 10/2/08
World of Fitness launches new brand identity 

World of Fitness, headquarters in Burley, Leeds announced today that they have formally unveiled a new brand identity that represents a definite milestone in the organisation's history and further signifies its future expansion and development plans.  

World of Fitness has operated its fitness centre from Burley for the past 11 years and is now looking to take its experience and expertise to the next level in development. 

The current site at Evans Business Centre, Burley, has undergone a major refurbishment with investment and sponsorship not only being provided by landlords Evans Easyspace and equipment providers Precor USA but also, in recognition of its social purpose and community work, significant financial support has been provided by Sport England, Key Fund Yorkshire, The GMB and WYSE Link. 

As of 2008 their mission "to provide first class health and fitness services that are affordable and accessible to the needs of the diverse communities in which it operates" will be overtly publicised and unrivalled individual and group membership deals introduced.  

Anne Bateson, Executive Director of World of Fitness, said: "We have successfully built the health and fitness centre in Burley over the past 11 years and we now have aggressive expansion plans to develop more sites in disadvantaged areas across the UK over the next 2-3 years. We are both honoured and proud to have started World of Fitness Leeds, but now we have the opportunity to grow, we are eager to take World of Fitness to the areas where it can benefit most.  

Anne added, "The new brand identity not only represents our values but also accurately represents our attitude to health and fitness and fun. It has already created interest and helped us to attract investment but we can and want to do so much more.” 

Making the expansion possible is an alliance formed with Reclaim Creative, a Yorkshire based Social Business and The Springboard, a service that provides practioner based support to social enterprises. Anne credits the collaboration with infusing the organisation not only with financial investment, but also with the confidence to move forward with its growth.  

Andy Peers, of The Springboard, said the expansion of the World of Fitness brand "is not capital-constrained in any way and we are extremely excited about the opportunity to introduce their business model to communities that are most in need of affordable and accessible health and fitness. With the quality of their product, people, brand and the experience that World of Fitness provides, they can look forward to playing an integral part in the lives of the members of these new communities.  

Andy explains “In my opinion, Anne and her team will continue to be successful in the industry because they know how to do business with a conscience. They have always been committed to the Fitness Industry and I know they'll do a great job promoting their new venture."  

Matthew Sales, Senior Creative Consultant at Reclaim Creative added: "I regard Anne Bateson as one of the most progressive and innovative social entrepreneurs that I ever had the pleasure of working with. I am confident that under her leadership her organisations success will continue to be truly remarkable."  

What drives World of Fitness is not only their reputation for building and successfully operating a magnificent ‘state of the art’ fitness centre and developing and recognising talent but also their enduring mission to help people to lead healthier, more active and happier lives. The Burley amenities include: panoramic elevated indoor studio complete with boxing ring and breath taking views, elaborate ultra-modern Cardio areas with some of the newest cardio equipment, resistance, toning tables and free weights - flat screen TVs - group exercise classes including Boxing, Kickboxing, Hip Hop and Cheerleading - changing rooms - showers - personal training and nutrition programmes – a Conversion to Learning Centre to help access free training opportunities. In addition to this, are the satellite branches operating across the region, offering child, teen and adult classes. 

Mick Ryan, Board Chairman for World of Fitness said, "We are constantly looking for exceptional talent, new opportunities and markets in which to develop the World of Fitness brand." 

For more information or an interview with Anne Bateson please call Carly on 0113 2660655.