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Budget chain looks to monetise high-tech, 'super-clean' water with subscription model
US-based budget fitness chain 24 Hour Fitness will begin offering members a "subscription" to newly-installed FloWater stations.
The new-tech water refill stations offer seven-stage water purification that is said to eliminate up to 99.9 per cent of all impurities and toxins – and also enhance the water with added alkalinity and electrolytes and trace minerals for better hydration.
Now, members at 24 Hour Fitness' 100+ clubs across California will be able to subscribe to the hydration system for a monthly fee for 60 water refills.
FloWater currently delivers its "super-clean" water to major offices of the likes of Google, Red Bull and Play Station – and is now looking to expand in the fitness sector.
According to FloWater co-founder and CEO, Rich Razgaitis, the move shows how the fitness industry is "moving towards advanced hydration options" by offering purified water for its guests – and that the "tech water" options can be monetised.
“24 Hour Fitness pays close attention to innovative fuel and hydration products to offer its members, and we’re pleased to introduce FloWater’s advanced purification and hydration. We believe club members will soon become fans of the product.”
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