It is too early to tell just what will make the Holmes Place Health Club unique in the Chicago market beyond the obvious distinction. It is the first U.S. club opened by a company with more than 70 upscale health clubs throughout Europe and Israel.
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But there are some hints evident at the club’s 45,000-square-foot space in the new River East residential tower on East Grand Avenue, which is a joint venture with the Chicago-based Bally Total Fitness.
One is the swimming pool. Some early observers have raved about the stylish stainless-steel construction with those “disappearing” edges you might see at a resort. Floor-to-ceiling glass windows with a cityscape view add to the dramatic effect.
But what makes this pool worth mentioning is the ozone water-filtration system. The pool water has a minimal amount of chlorine (required by city code), just enough to kill harmful bacteria and other unwanted organisms but not enough to permeate your skin, hair, mouth and eyes. Though chlorine is an effective and natural disinfectant, there is debate about whether chlorine is harmful to health.
Here’s one vote for more ozone-filtered pools. It changes the swimming (or water aerobics) experience for the positive. The water feels more refreshing, and the air has a decidedly less chemical scent.
“Our European clubs all have 100 percent ozone-filtered pools,” said Mark Minter, a vice president for the London-based Holmes Place clubs, during a recent visit to Chicago.
Minter’s primary job is to open clubs outside of England, having crisscrossed Europe during the last few years.
“What is most pleasing is that we can import our ambience, style, technology and service in each market and country without being known as an English brand,” Minter said. “There is more of a subliminal European consciousness to our clubs.”
At the Chicago club, this consciousness is visible. There are two “gym” areas with cardiovascular and weight-training equipment. The “primary gym” features cutting-edge programmable treadmills and an Italian line of Technogym weight machines used by the Ferrari Formula One racing team among many other Europeans.
Minter said no other Chicago-area club has installed these machines. In a bow to American expectations, there is a sizable free-weights area, along with other brands of weight equipment. Europeans prefer bigger cardio areas and care less about free weights, Minter said.
The second “holistic gym” at Holmes Place is borrowed from the successful European clubs. It is smaller and features an inviting number of weight machines that double as flexibility and coordination builders. Workout studios frame the area, so you might see a yoga or Pilates class in session.
The Technogym “multihip” machine will help anyone who feels sore after a day of playing with the kids or cleaning out the storage area. A squat machine from Free Motion is easy to use without feeling awkward or worried about injuring yourself.
Minter said the holistic gyms are popular in other countries and even designated as “ladies-only” at some facilities.
“People feel slightly less exposed and intimidated in the holistic gym,” he said.
Craig Bradley is general manager of the new club, which will open a second location in 2003 near North and Sheffield Avenues. For obvious reasons, he discontinued his East Bank Club membership earlier this month. Some folks might want to characterize Holmes Place as a sort of British invasion on East Bank’s top-shelf turf, but Bradley said the Holmes Place approach is more “boutique style.”
Club dues will range from $100 to $170 per month depending on whether a person wants use of Holmes Place-River East exclusively, other American health clubs operated by Bally or a membership that permits use of clubs throughout Europe. Initiation fees vary, but Bradley said they are less than the reported $600 to $800.
“Chicago has openly welcomed us,” Bradley said. “We stand on our service and technical expertise.”
Group exercise classes “help manage attrition” in European clubs, Minter said. A full schedule of classes will feature the current health-club standbys (different types of yoga, Body Pump, Pilates, kickboxing, the requisite spinning studio) along with some alternatives, including group rowing, ski fitness and “legs, bums and tums” classes. A spa and rehabilitation/physical therapy service round out the perks.
“We’re not trying to be elitist at any of our clubs,” Minter said. “Our target is people who aspire to better health.”
No reason why it can’t be in posh surroundings.
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