Comfort Fort Fitness and Beauty Group Co., Ltd., Shanghai Comfort Fort Fitness and Beauty Center Co., Ltd., Hong Kong's large-scale and distinctive fitness and beauty center, a professional fitness and beauty club integrating men's and women's fitness, beauty, and women's SPA leisure
Founded in 1986, Physical Beauty & Fitness Centre is the largest fitness company in Hong Kong and the earliest fitness centre chain in Hong Kong, with operations in Hong Kong, Chinese mainland and Macau. Currently, there are 31 branches in the fitness department and 24 in the beauty department. In the early days, the fitness department only served women, and the fitness and beauty salon was combined in one store, and in the late 90s, a men's and women's club was added and the fitness and beauty business was separated, and there are still individual fitness branches that only serve women. The store covers a total area of more than 1 million square feet and has more than 500,000 customers. The scale of business, the rapid development and the huge investment can be described as the top in the industry.
The Group continues to expand and evolve in terms of size and facilities, but its service tenet of "High Quality Service, Affordable Price" remains the same. Fort Comfort has been selected as the most popular fitness and beauty salon No. 1 Service Award by Hong Kong authorities for 4 consecutive years, and at the same time, in 2002, Fort Comfort (PHYSICAL) Group hired Mr. Aaron Kwok, a famous Hong Kong artist, as the image spokesperson, creating a precedent for advertising in the bodybuilding industry.
In Hong Kong, as at 30 August 2014, there were 20 fitness shops, of which the Paliburg Plaza (68 Yee Wo Street) in Causeway Bay (at Lee Theatre Plaza before the relocation) was still only for women. In 1986, the first branch was opened in Elizabeth House, Causeway Bay, and then the clubhouse was successively added in Causeway Bay, Lee Stage Plaza, Kornhill Plaza, Quarry Bay, Sheraton Tsim Sha Tsui Hotel and Mei Foo Sun Chuen, in November 2003, it was stationed in Sha Tin Citylink Plaza (the largest branch in Hong Kong, covering an area of 70,000 square feet), in 2005, it opened Tsuen Wan City Centre and Tuen Mun Town Plaza Women's Store, and in September 2007, the Tsuen Wan store was moved to Concord Plaza in the same district. In August 2010, it first entered the densely populated Mong Kok district (Hollywood Commercial Centre) and occupied 4 floors. In October of the same year, the Sheung Shui Plaza store was opened, which was the first large-scale chain fitness center in the North District. In January 2011, the Tuen Mun Town Plaza Women's Gym was relocated to Tai Hing Garden Shopping Mall in the district and changed to male and female guests. In September of the same year, Fort Comfort underwent a new round of expansion and entered Central for the first time; In October, the second branch of New Territories South (Metroplaza in Kwai Fong) was opened after the Tsuen Wan store; In November, it was extended to Kowloon East for the first time (Amoy Garden Shopping Centre, Kowloon Bay). At the end of June and mid-December 2012, Ma On Shan Plaza and Kwun Tong Ning Jin Centre stores were added successively, and in early February 2013, Aberdeen Centre was the first large-scale fitness center in the Southern District, followed by Wan Chai and Yuen Long stores in mid-April, Sheraton Tsim Sha Tsui branch was closed in August and relocated to Carnarfon Plaza in the same district to continue operation, and Tai Po store was added in September. In 2014, Comfort Fort further expanded its network with the opening of its 20th Hong Kong store (Lok Fu store) on 30 August, and the Kennedy Town store is scheduled to be added at the end of January 2015, continuing to strengthen its position as the largest fitness center in Hong Kong. The Beauty Department in Hong Kong currently has a total of 13 outlets, covering areas with fitness shops, including Kowloon City, which does not have a fitness department.
There are currently 11 fitness shops in Chinese mainland, and Comfort Fort made its first foray into the Chinese mainland market in November 2002 with the opening of a branch in Metro City, Shanghai, followed by Hong Kong Plaza, Lai Public Plaza, Bund Centre and Baodi Plaza Clubhouse. In May 2004, the Hangzhou Huanglong Century Plaza store was opened, followed by the West Lake Times Square, Starlight International Plaza, Hangzhou International Holiday Inn and Skyline Tower, the Shanghai Hong Kong Plaza store was closed in December 2013 and moved to Jinguang International Shopping Center to continue business, and the Chengdu International Financial Center store was opened in January 2014. In 2008, a new Shaoxing Holiday Xintiandi Club was added, but it was later closed due to demand problems. In addition to the significant expansion of stores in Hong Kong, Comfort Fort has also continued to add clubhouses in Chinese mainland, announcing the addition of Shanghai Crystal Center, Huaihai International Plaza and Bauhinia Plaza stores in October 2014. There are 11 beauty shops in Chinese mainland, 6 in Shanghai, 4 in Hangzhou, 1 in Dalian, and 7 out of 11 beauty shops dedicated to women.
All fitness clubs are equipped with a variety of fitness equipment imported from Europe and the United States, yoga and health dance studios, cardiopulmonary exercise area, weight equipment training area, boxing training area and magazine area, etc., and the bathing room provides free hair wash and shower gel, conditioner, hair dryer, etc., and is equipped with sauna and steam room (Sheung Shui, Ma On Shan and Aberdeen stores only have sauna rooms due to limited space), and Comfort Fort also provides Hong Kong's unique electronic digital scale to facilitate weight measurement. With the exception of Queen Elizabeth House, Kornhill, Mei Foo, Sha Tin and Sheung Shui stores in Causeway Bay, all gyms are equipped with computer internet access. Towels will not be provided free of charge, and since 2011, most new members have unlimited free towel use.
One-on-one personal trainers are available at each fitness club (additional charge) who are qualified in physical fitness and can design individual training plans for participants. Under the guidance of a personal trainer, students can learn how to exercise safely and effectively, as well as how to eat healthily. They will also give advice and encouragement on a regular basis, and the more they understand their physical fitness and dedication to each training, they will be able to achieve their goals with half the effort. Through personal training, individual coaching can be obtained to achieve the participants' goals in a short period of time. Our experienced personal trainers will tailor the ideal training plan to your student's goals and health condition. A personal trainer will provide advice on fitness testing and assessment, exercise physiology, exercise methods and nutrition.
Business positioning: PHYSICAL is aimed at middle and high-class consumers, not only providing beauty and hairdressing services, but also providing fitness services, mainly for middle- and high-class consumers who come to the store to consume.
Fort Comfort embodies lifestyle trends through forward-looking business strategies that meet the needs of customers. Today, bodybuilding has become an indispensable part of urban life.
