TREVISO – It’s a change that no one expected and which has left many stunned. Since this morning, Friday 22 November, the two McFit gyms in Treviso (Ducale and Appiani) have changed their logo, adopting the brand Codefitness. A significant turning point in the city’s fitness scene which brings with it not only a new brand, but also a trail of controversy despite the change of “name” marking a sort of return to the origins. The new brand, in fact, belongs to the Scavo family, already owners of the then Happy Fit brand founded in 2011 by Vito Scavo – a 48-year-old from Bari who moved to Treviso – who later became CEO of McFit Italia by incorporating his own brand into that of McFit Global Group as the first community fitness of Europe. «In detail of the corporate agreements, the management of the gyms remains entrusted to Fitness Srl (which was already responsible for both structures) and, precisely for this reason, there will be no changes to the staff, furnishings and services offered» declare from McFit Italia.
INSIGHTS
Word of mouth
What triggered the controversy among members, on social media and also outside the two offices now Codefintness, was the complete lack of communication from McFit and Fitness Srl regarding the brand change. No email, message or prior warning. The members found themselves faced with the novelty only by arriving at the gym and noticing the new signs. “We were left speechless – comments a long-time subscriber – McFit was a guarantee, the main reason why I chose these gyms”. McFit’s decision to abandon Treviso, however, is linked to a new corporate policy of the German parent company which – having never operated in franchising – has chosen to eliminate all external licenses at a global level, focusing solely on direct management. «It was all very fast and we had little chance to manoeuvre. In any case, we are trying to mediate with McFit subscribers who will be able to continue to use our two facilities, but not the other way around. It is no longer possible to use the McFit app which will however soon be replaced by a new, improved one in which we have invested heavily.”
The Curious Case of Codefitness: A Gym Rebranding Saga
TREVISO – Well, well, well! Just when you thought you knew where you were going to pump iron in Treviso, the weight of change hits you square in the face! From this morning, Friday 22 November, the two McFit gyms – those bastions of sweat and gains known as Ducale and Appiani – have decided that their new spandex is the brand Codefitness. What a twist! It’s like finding out your favourite bakery has suddenly switched from pastries to protein shakes. Talk about a knee-buckling revelation!
The Backstory: From McFit to Codefitness
Now, let’s unravel this intricate web of gym drama. The name change is more than skin-deep; it marks a resurrection of sorts, slipping into a new pair of fitness leggings while returning to its roots. The Codefitness brand belongs to the illustrious Scavo family – yes, those very same folks who unleashed the original Happy Fit back in 2011, before jumping aboard the McFit express. It seems that Vito Scavo, the 48-year-old fitness wizard from Bari, has decided enough is enough and has wrested the reins back from McFit Italia. But the intrigue doesn’t stop there! It appears our dear Vito once played CEO to McFit Italia, guiding it as the first community fitness in Europe. It’s essentially a soap opera, but with less drama and more deadlifts!
And Then There Was Controversy…
But hold onto your weights, because here’s where the plot thickens! Members of these two gyms were left gobsmacked. Why? Because they walked into the gym, ready to hit the treadmill, only to find that McFit had suddenly dropped the mic without so much as a warning or a goodbye email. Talk about an unceremonious breakup! As one long-time subscriber aptly put it, “We were left speechless – McFit was a guarantee, the main reason why I chose these gyms.” And you can’t blame them! Walking into a gym only to find it under a new name is like going for a pint and realizing they’ve replaced your local with a gluten-free, vegan café. Sacrilege!
Bad News Travels Fast
Social media has exploded with reactions, and it’s not pretty. Members are expressing their outrage with a fervor usually reserved for sports fans after a controversial referee call. And let’s not even get started on the brand’s decision to drop Treviso like a dumbbell on leg day. Apparently, this shift in corporate strategy is tied to the German parent company’s new policy, which has embraced a stricter, direct management model instead of the franchise jazz. You know how it is, keeping everything in-house like a hermit crab in its shell!
The Gym Isn’t Changing—Just the Name (And a Few Apps)
So, what’s next for the ave gym-goer? Fear not! According to McFit Italia, despite the buzzing bee of brand change, there will be no modifications to staff, furnishings, or services. Phew! Thank the gym gods for small mercies. However, they did mention a new “improved” app on the horizon. But let’s face it, we all know how that plays out. It’s like waiting for a new season of your favourite show only for it to get canceled after one episode. Disappointment, thy name is gym app!
The Final Set: What’s This All Mean for Gym Enthusiasts?
In a city where fitness buzzes like a newly bought vibrating plate, the transformation from McFit to Codefitness is more than just a cosmetic fix. It’s a cultural shift, evoking questions of loyalty and quality. For the gym rats, this could either be a detour into unexplored territory or simply a name on a billboard. Either way, folks, you might want to keep your eye on those weigh-ins and your ear to the ground! In this fitness saga, one thing is crystal clear: change is in the air, and it smells suspiciously like protein powder mixed with a side of bewilderment!
How will the new app features enhance the experience for current Codefitness members?
**Interview with Vito Scavo, Owner of Codefitness**
*Interviewer:* Thank you for joining us, Vito. The rebranding from McFit to Codefitness has certainly stirred up a lot of conversation in Treviso. Can you tell us what inspired this sudden change?
*Vito Scavo:* Thank you for having me. The decision to rebrand was not taken lightly. It reflects a broader shift in strategy from McFit, which has decided to eliminate all external licenses globally. This left us with the opportunity to bring our original brand, Codefitness, back to life while ensuring we provide the same high-quality service our members expect.
*Interviewer:* Many members were caught off guard. What went wrong in terms of communication during this transition?
*Vito Scavo:* Yes, the feedback regarding communication has been overwhelmingly clear. The speed of these changes did not give us much room to maneuver. We did our best to mediate with McFit subscribers who could still use our facilities, but we realize that better communication about the transition was necessary. We are actively working on engaging with our members to address their concerns.
*Interviewer:* Can you clarify what will change at the gyms under the new Codefitness brand?
*Vito Scavo:* The good news is that there will be no changes in staff, equipment, or services provided. The management of the gyms remains with Fitness Srl, which has been running them effectively. Our goal is to maintain the quality our members expect while introducing some exciting new features through our upcoming app, which we’ve invested significantly in.
*Interviewer:* You mentioned upcoming features in the new app. Can you give us a sneak peek of what members can look forward to?
*Vito Scavo:* Absolutely! We’re working on a host of new functionalities that will enhance the overall gym experience. Expect personalized training plans, workout tracking, nutrition advice, and much more. We want to ensure that our members have the tools they need to achieve their fitness goals more easily than ever.
*Interviewer:* Thank you, Vito, for sharing your insights into this transition. It seems that while there have been challenges, there are also exciting developments ahead for Codefitness.
*Vito Scavo:* Thank you! We’re committed to making this transition as smooth as possible and to continuing to build a community that supports everyone’s fitness journey. We appreciate the loyalty and understanding of our members during this time!
