The gym with the $120,000 initiation fee
It’s true that you can’t put a price tag on your health. Or is it?
A new gym – the EZIA Athletic Club in Nantucket (pop. 10,399), a tiny island off Cape Cod in Massachusetts – is scheduled to open in the spring of 2017 with a “soft” opening next summer. There are already several traditional fitness venues on Nantucket, but EZIA is different. How?
For starters, it has an initiation fee of $120,000 and annual dues of $5,000.
EZIA ( Easy, Intelligent, Athletic) Athletic Club was “officially” founded as EZIA Human Performance in Carlsbad, CA, in 2009, but has evolved into a larger, more grandiose private mega facility on three acres, recently approved by the Nantucket Planning Board and currently under construction. The club is “capped” at just 250 families, and almost 30 members have already joined for the “discounted” pre-opening initiation fee of just $60,000.
Facilities will include the requisite fitness center (5,000 sf), Olympic-size swimming pool, 4 squash courts, spa services (including salts and mud baths), putting green, simulated golf, sports bar, athletic field, performance gym (8,000 sf), nutritional services (including blood and DNA testing), business lounge complete with computer stations and meeting rooms, and more. It may not have gold toilet seats, but it is truly a “gym” of a different sort. In reality, it is more than just a gym.
Founder and visionary Isaiah Truyman is touting “a radical new approach to health, fitness, and wellness that helps you not only set goals…but actually achieve them,” which probably sounds like a typical cliché to most gym owners. Except for one thing – based on the overwhelming praise for his earlier Carlsbad model, it seems Truyman actually delivers on his promises.An Amherst native, Truyman, 36, is a self-described “welfare kid” who grew up with a single mom and left home at 15. He has earned professional certifications from USA Weightlifting, National Strength and Conditioning Association (NSCA), National Academy of Sports Medicine (NASM), Kettle Bell Concepts and is a certified ESP Performance Coach.
Truyman realized that there was a gap in the industry with a growing trend toward low-cost, high volume, bare-bones facilities leaving few alternatives for the 1% who might be willing – and able – to pay more for privacy, exclusivity, and a greater menu of services. He seems to have found a way to bridge that gap while remaining true to his core fitness values.