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For years, gyms prioritized focusing on the essentials of offering plenty of equipment and providing enough space for members to get stronger, leaner and fitter. But the fitness landscape has expanded substantially as have member expectations, both of themselves and the gyms to which they belong. Today’s gym-goers demand thoughtful, intentionally designed spaces; cutting-edge recovery tools; and environments that support long-term well-being as much as short-term sweat.
That’s exactly the approach 24 Hour Fitness took with the recent refresh of its Hillsdale location in San Jose.
Unveiled July 12 during a grand reopening event, the redesigned space marks a significant shift in how fitness clubs are imagined for modern life. It’s no longer just about a workout; it’s about a fuller picture of health, balancing effort with recovery and supporting every stage of the wellness journey.
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More room to move, train and recover
Located at 1825 Hillsdale Avenue, the Hillsdale club has long been a neighborhood staple. But this update went beyond a simple facelift to a fundamental rethink of how members train and recover.
The remodel introduced a larger training floor, dedicated turf for sled pushes and agility drills, upgraded cardio and strength equipment, and a layout designed to reduce congestion. Underused areas were transformed into open, flexible zones that welcome everyone from beginners to seasoned gym pros.
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Next-level recovery and personalized training
The refresh also brought in two of the brand’s newest premium amenities: Recovery24 and Premium Fit24, both designed to help members train smarter and recover faster.
Recovery24 offers a spa-inspired environment featuring Hyperice Normatec compression therapy and Human Touch massage chairs. These tools are designed to help reduce muscle tension, improve circulation and flush lactic acid, all helping members feel rested, recharged and ready for their next session.
Premium Fit24 provides a private strength-training experience where members can access connected machines that offer built-in tutorials, goal-driven workout programs and real-time progress tracking. Developed in partnership with the National Strength and Conditioning Association, the program is designed to help everyone improve consistently over eight to 12 weeks of guided workouts.
Additionally, Premium Fit24 offers a secluded, private setting for members who want to work out in a more focused environment away from a sometimes-busy gym floor.
“These updates reflect our belief that fitness should feel motivating, not overwhelming,” says David Roth, VP of club operations at 24 Hour Fitness. “With Recovery24 and Premium Fit24, we’re making boutique-quality tools accessible to everyone.”
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A Bay Area investment and competitive edge
The Hillsdale refresh represented the seventh major club renovation by 24 Hour Fitness in the Bay Area over the last 16 months, including upgrades in El Cerrito, Mountain View, Walnut Creek, Livermore, Hayward and Fremont. It’s part of a multi-million-dollar investment focused on upgrading existing clubs in the Bay Area, giving members modernized spaces without having to change their home gym.
While boutique studios and premium operators continue expanding, 24 Hour Fitness has differentiated itself by scaling high-end amenities across multiple locations. Almost 20% of its clubs nationwide are now refreshed or receiving new equipment, a strategy aimed at staying competitive in a rapidly evolving fitness market.
“We’re not just keeping up with the market or opening new locations for the sake of having more clubs,” Roth says. “We’re raising the bar for what a community gym can be for our members, especially here in the Bay Area.”
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A celebration of community fitness
The reopening event welcomed members and guests with free group workouts, giveaways, music and special membership offers. Community members had the chance to tour the upgraded space and experience firsthand what modern fitness looks like in San Jose.
For more information about the Hillsdale club, visit 24HourFitness.com/Hillsdale.
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