Fitness clubbing

By Rhiannon McGregor 14 : 02 : 2017 Ministry Of Sound : Fitness : The Polarity Paradox

London – A new fitness space by the Ministry of Sound combines elements of clubbing with a full-body training programme.

Ministry Does Fitness is a bespoke fitness studio inside a former Ministry of Sound stockroom
With its ‘Be Good to be Bad’ ethos, the space encourages a work-hard, play-hard mentality

With a programme of classes that begins at 6:45am and ends at 8:00pm, and a drinks menu that features alcoholic cocktails alongside protein shakes, juices and coffee, Ministry Does Fitness aims to bring together the best of clubbing and exercise. The space uses the same state-of-the-art sound system as the Ministry of Sound, and playlists are tailored to fit the rhythm and feel of each class.

The bespoke fitness studio’s six-day schedule of classes is designed by personal trainer Harry Jameson, who together with his team of fitness experts guides visitors through a variety of cardiovascular exercises and interval training.

According to Ministry of Sound, the studio, which bans selfie-taking and has ‘straight-talking staff’ and no set dress code, is a response to the proliferation of ‘pretentious gym culture’.

The Big Picture

Consumers are experimenting with a new model of self-restraint by living in temporary extremes, and brands are increasingly offering services that help them to satisfy their varied needs. Read our macrotrend The Polarity Paradox to find out more.