By Nadezhda Grishaeva
In June 2023, I gave an interview to Forbes Russia about Anvil, the premium fitness club I founded in Moscow, and the philosophy behind its creation. Looking back at that conversation more than three years later, I am pleased to see how relevant those ideas remain.
In fact, I believe they have become even more relevant today.
The fitness industry is evolving. People increasingly want more than modern equipment, professional trainers and a convenient location. They are looking for an experience, a sense of belonging and a place that reflects their lifestyle and values.
This is where I see the future of premium fitness: destination fitness clubs that bring together training, wellness, design, hospitality and community.
A Vision That Began with Anvil
When I created Anvil, my inspiration came partly from the country club culture I had encountered in the United States.
People were willing to travel considerable distances to spend time in beautiful surroundings, enjoy good food, play sports and meet people who shared their interests.
I wanted to bring a similar philosophy into an urban fitness environment.
Anvil was never intended to be simply another gym filled with exercise machines. I wanted it to become a destination in its own right — somewhere people would genuinely look forward to visiting.
My journey from professional basketball to entrepreneurship has strongly influenced the way I think about fitness and wellness. As reflected in my personal story, healthy living, personal empowerment and an active lifestyle have always been important parts of who I am.
That vision influenced every aspect of Anvil, from its unconventional interior design to its café, spa facilities and personalised training approach.
I wanted members to feel that they belonged to something special.
In my 2023 interview with Forbes Russia, I explained why creating a community was just as important to me as providing excellent fitness facilities.
I still believe that today.
Why People Are Willing to Cross a City for a Gym
For a conventional gym, proximity is often the deciding factor. People choose somewhere close to home or work because convenience matters.
But destination fitness clubs operate according to a different logic.
Their members may willingly drive across an entire city because they are looking for something they cannot find at their neighbourhood gym.
Perhaps it is the quality of the trainers, the architecture, the atmosphere or simply the people they meet there.
Most likely, it is a combination of all these things.
A successful destination club gives people a reason to come — and a reason to stay.
Members might arrive for a personal training session, then have breakfast, meet friends, discuss business or spend time recovering in the spa.
The workout becomes part of a larger experience.
I also believe that the social dimension is particularly important. People enjoy being surrounded by others who share their commitment to health, discipline, personal development and an active lifestyle.
Friendships develop naturally. Professional relationships sometimes emerge. Over time, the club becomes part of a person’s social life.
This sense of belonging cannot be created simply by purchasing expensive equipment.
Dubai: A City Embracing the Destination Fitness Concept
Dubai offers some fascinating examples of how this philosophy can take different forms.
One of them is J Club by Jumeirah, where fitness is part of a broader lifestyle experience that includes beach access, swimming pools, wellness facilities and racket sports.
I find this combination particularly interesting. A member can structure an entire day around health, exercise, relaxation and leisure, rather than treating a workout as an isolated activity.
Another example is The Bay Health Club in Al Barari, which places considerable emphasis on its environment, thoughtful design and the integration of different wellness activities.
Then there is 1Rebel Dubai, which represents a different interpretation of the destination concept. Its distinctive lighting, music and energetic studio environment turn fitness into something closer to an immersive experience.
These clubs are different in their positioning and target audiences, but they demonstrate an important principle: a strong fitness brand needs its own identity.
Luxury does not necessarily mean marble floors, expensive furniture or exclusivity for its own sake.
To me, genuine luxury means attention to detail, outstanding service and the ability to make every member feel understood.
GYM U in New York: When Fitness Meets Nightlife
Another example that I find particularly inspiring is GYM U in New York City, created by the renowned fitness entrepreneur David Barton.
In many ways, its philosophy is remarkably close to what I wanted to achieve with Anvil.
GYM U combines serious training facilities, striking interior design, sophisticated lighting and a vibrant social atmosphere. It is a place with its own personality, where the environment is every bit as memorable as the workout itself.
One of its most fascinating features is the use of live DJ performances.
And I do not mean simply playing energetic music through speakers, as many gyms do.
At GYM U, a real DJ performs behind the decks during special DJ nights, turning an ordinary evening workout into an entirely different experience.
The combination of live music, dramatic lighting, beautiful interiors and people training together creates an extraordinary atmosphere. It brings some of the excitement and energy of New York nightlife into a serious fitness environment.
For me, this illustrates an important point: fitness does not have to feel like a routine obligation.
It can be exciting, social and emotionally engaging.
David Barton has been challenging conventional ideas about what a gym should look and feel like for decades. GYM U is another expression of that philosophy.
I particularly appreciate how the club combines entertainment and design with genuine attention to training quality. The atmosphere is distinctive, but the fitness offering remains central.
This is exactly the kind of balance I believe successful destination clubs should pursue.
People should come for the quality of the training, but also because they genuinely love being there.
Personalisation Is the Real Meaning of Premium Fitness
Another important part of my original vision for Anvil was personalisation.
After years in professional basketball, including representing Russia at the 2012 London Olympics, I understand that every body is different.
People have different ambitions, physical abilities, limitations and expectations.
Some want to develop strength or improve their appearance. Others want greater mobility, better general fitness or simply a healthier relationship with exercise.
A premium club should recognise these differences.
My experience in professional sport also shaped my interest in helping younger generations develop their abilities and discover the value of physical activity.
As I have explored through my work with young basketball players in the UAE, creating the right environment, offering individual guidance and building a supportive community can make an enormous difference.
I believe the same principles apply to premium fitness clubs.
For me, personalisation is not limited to an individual training programme. It is an approach that influences the entire member experience — from coaching and nutrition to recovery, hospitality and everyday communication.
Technology can certainly help, but I believe human relationships remain essential.
People want to feel that somebody knows them, understands their objectives and genuinely cares about their progress.
The Future Belongs to Clubs with Character
I am delighted to see how the premium fitness industry continues to evolve, particularly in cities such as Dubai and New York.
More operators are recognising the importance of distinctive design, personalised service, wellness facilities and carefully cultivated communities.
At the same time, I do not believe every successful fitness club needs a beach, a swimming pool or an extravagant interior.
There is room for many different concepts, provided they offer something authentic.
A sophisticated lifestyle club, an intimate personal training studio and a high-energy gym with live DJ performances can all become destinations in their own way.
What matters is giving people a genuine reason to identify with the place.
When I look back at my Forbes interview from 2023, I recognise the same conviction that inspired me to create Anvil: a fitness club can be much more than a place to build a stronger body. It can also be a place to find inspiration, build relationships and become part of a community.
I am truly happy to see this approach gaining momentum.
And I believe we are only beginning to explore its potential.