BERKELEY COUNTY, S.C.–New starts are popular this time of year and that holds true at O2 Fitness Clubs, which recently rolled out a name changes and fresh branding at its 12 Lowcountry locations.
But the striking outward changes – gone are the familiar East Shore Athletic Club signs – are simply the latest step in an ongoing and bold transformation at the Lowcountry’s largest fitness provider.
There are O2 locations in Goose Creek, Hanahan and Moncks Corner.
Raleigh, N.C.-based O2 Fitness acquired ESAC nearly two years ago and since then has spent close to $2 million – $1 million in the past month alone – and countless hours prepping its Charleston-area gyms for the transition, a change that goes far beyond a new logo.
“When we purchased the clubs there was a lot to do in terms of bringing them in line with how we operate,” said O2 Fitness CEO Michael D. Olander, Jr. “We wanted to put our programming, service and internal structure in place first, before we put the O2 Fitness name on anything. Over the past two years we’ve addressed big-ticket items, like locker room and pool upgrades, in addition to significant equipment improvements and a staff expansion so that we can offer the O2 Fitness member experience that is our cornerstone in other markets.”
The improvements at O2 Fitness in Charleston – which benefit the club’s nearly 20,000 Lowcountry members – have been both large and small. At 
the Dorchester Road location, for instance, more than 3,000 square feet was converted to a functional training space, while the pool received a major refurbishment.
The Johnnie Dodds Boulevard location in Mount Pleasant, meanwhile, is nearing completion of an overhaul that will see it feature cycle studio LED light shows, upgraded spa and pool areas, new TVs throughout and significant aesthetic improvements.
All O2 Fitness clubs now boast functional training areas with gym turf, TRX bands, battle ropes and more, while new flooring and stages abound in group fitness rooms as the company aims to add consistent amenities across locations. Members can also take advantage of more than 250 classes each week, and to celebrate the change to O2 members who join in January will also receive:
- Two free, one-on-one personal training sessions used to design a program based on individual needs and goals
- 21-day custom nutrition program
- 4-week personalized cardio program
- A monthly program reassessment aimed at ensuring lasting success
Membership at O2 Fitness includes access to all 12 locations, all cycle and group classes, Kid’s Club and complimentary towel service. For a limited time new members can join the club for just $1.
“O2 Fitness is a company built on being a welcoming, motivating, professional and fun place to get fit,” said Olander. “Our staff, trainers, programs and facilities have to be a reflection of that, and we’ve put in the time and resources to where we’re ready to move forward full steam in Charleston.”
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