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Viru Keskus’ renewed MyFitness helps to fulfill New Year’s resolutions


New Year’s resolutions are waiting? At MyFitness, you can try Meghan Markle’s favorite workout

Reformer pilates classes are becoming increasingly popular among Estonians, with slots filling up weeks in advance. Due to high demand, a new Fusion Pilates studio was recently opened in the renovated MyFitness located in  Viru Center, allowing enthusiasts to access the classes more quickly.

Estonians are paying more and more attention to their health and appearance, as shown by the visitation data of MyFitness and Viru Center’s Ilusfäär. Among the new trends are an increased interest in group fitness classes, active training among young people, and a rise in the popularity of beauty treatments. “The health and beauty floor, Ilusfäär, opened in Viru Center in 2022, offers both aesthetic medicine and sports as well as beauty services and treatments. We see that clients value convenience – the ability to visit various health services in one place, combined with shopping, has been very well received, and our visitor numbers are growing nicely,” said Viru Center’s marketing manager Kristel Sooaru.

Many visitors of Ilusfäär also find their way to MyFitness, where they can participate in Fusion Pilates – a fitness class that is based on Meghan Markle’s favorite workout, Reformer Pilates. “It’s a group class where pilates exercises are performed on a special machine called reformer. In this low heart rate workout, exercises combine the best of pilates and fitness, allowing for the deepest muscles to be worked,” said MyFitness marketing manager Marika Mäsak. Previously, Fusion Pilates classes were only available at MyFitness Kristiine, but due to high demand, MyFitness decided to expand the service to Viru Center as well.

The renovated MyFitness club has taken into account the diversity and preferences of visitors, focusing on new technology and sustainability. For outdoor workout enthusiasts, there is an open area available during the summer, and cardio training fans are welcomed by new machines.

“The main feature that speaks about the new level of popularity of sports is that some classes in the clubs were completely full during Christmas and New Year’s. This definitely shows a fashion trend in sports among Tallinn residents, but also the growing popularity of health behavior and sports. In the beginning of the New Year, there are especially many people in sports clubs because many have made a New Year’s resolution to focus more on their health,” added Mäsak.

In addition to MyFitness, Viru Center’s Ilusfäär also houses Confido aesthetic and express clinic, Niine Skin Clinic, Dental 360 dental clinic, and the beauty salons Make Your ID and NailSpa. Thus, the entire floor is dedicated to the whole body. During the summer period, Padel Company operates on the roof of Viru Center.

Photos MyFitness and Kalev Lilleorg

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