Diesel Fitness to Close

Diesel Fitness to Close
Diesel Fitness is no more. Just weeks after making our list as one of the best fitness clubs in Toronto, the acclaim seems to have done them in. In an email sent to members this morning, owners George Chaker and Josh Feuer declined to disclose the reason for the closing aside from saying their lease was expiring on April 1st. Luckily for members they've made arrangements for them to work out at Totum on King who will honor all existing Diesel Fitness membership commitments.

Rumours of Diesel's demise have been circulating for well over a year now. Detractors will likely blame the perceived (but not fair) elitist brand positioning, high membership prices and poor management. More likely scenarios might be the high rent, high churn, intense competition and failure to attract enough new customers from all the nearby condos. Whatever you might think of Diesel, the facilities and classes were some of the best in the city; and they helped push the boundaries for what a fitness club could be.

Keep reading for the email sent to members this morning:

The email:

Dear Diesel Fitness members and friends:

After 6 years in its current location, Diesel Fitness' lease at 99 Spadina is coming to an end. A new exciting boutique health and yoga center is being negotiated in the area and will be the new home for all our members and staff. We see this as our chance to EVOLVE.

A new location will take a few months to finalize and build out so effective Monday, March 17th, Diesel Fitness members and personal trainers can work out at Totum Life Science (across the street at 445 King Street West). Current Diesel Fitness members can take classes at Totum and use all amenities with no change to your monthly or yearly fee. Note that a small amount of paperwork must be signed upon your first visit to Totum. The present Diesel Fitness location will be closed permanently as of April 1st, 2008 until that date, members can feel free to use either club though most classes will be held at Totum. You may see some of Diesel Fitness' instructors teaching at Totum during this time period. The Totum schedule is available online at www.totum.ca (King St. location).

Diesel Fitness staff and administration will all be available at Totum after March 31, 2008 to answer any questions or to provide updates.

Over the past few months we have been very busy ensuring we have a home to go to once our doors close. We are sincerely sorry if you have encountered frustration in any way with cancelled classes, rumors or any other reduction to our usual high level of service. Having said that, we are all very excited about this POSITIVE CHANGE as it will allow us to once again become an exclusive, boutique fitness experience and also allow for a FRESH START with the highest level of customer service.

Once we open the new facility, present Diesel Fitness members will receive GUARANTEED ACCESS and a preferred rate. Also, all existing paid in full memberships will be honored at the new location or at Totum Life Science.

We would like to personally thank every single member, trainer and instructor that has made Diesel Fitness the most talked-about, single-location health club in Canada. We look forward to unveiling our next evolution as we enter a new and exciting chapter.

Yours in health,

The Diesel Fitness Team

----

Thanks to David for the tip.

Reader Reviews and Comments

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I've been sent spam from them for the past 2 years, all attempts to unsubscribe haven't worked. Glad to hear they're closing.

Posted by: Zorbs [TypeKey Profile Page] at March 17, 2008 1:27 PM

High prices, high prices, high prices.

Posted by: IPH at March 17, 2008 1:40 PM

Whether you liked the place or not, this is a very classy way to go.

Unlike the majority of fitness club closings.

Posted by: Michael at March 17, 2008 1:56 PM

No Eye of the Tiger in this club, Rock.

Posted by: Steve at March 17, 2008 2:15 PM

Awww man, not looking forward to having my gym (Totum) overrun by Dieselites over the next few weeks. But good for them that something was worked out.

Posted by: TTS at March 17, 2008 2:27 PM

This gym wasn't for those who actually wanted to work out, anyways.

You can only sell so many over priced 'smoothies'.

... as a competitive figure competitor, this place was a joke.

and completely overpriced.

gooooooodbye diesel! You won't be missed!

Posted by: aquaholic at March 17, 2008 2:50 PM

I was out at a bar a couple of weeks ago and saw George buying bottles of gray goose for everyone.

what a JA - no wonder the place is going under.

Posted by: disclosed at March 17, 2008 4:02 PM

^^^^^HAHAHA...
Done in by the "goose"

Posted by: apetimberlake [TypeKey Profile Page] at March 18, 2008 10:20 AM

It's unfortunately that Diesel is closing -- but Stretch fitness on Bloor and Avenue (right across from the ROM on top of Gabby's restaurant)www.stretchfitness.ca is a beautiful boutique gym that offers personal training and tons of fitness and dance classes. If you liked Diesel, you'll love Stretch. It's a wonderful environment to work out in and the people are amazing!! Check it out .. it's Toronto's best kept secret!

Posted by: Julia at March 18, 2008 4:40 PM

Can't say I am sorry to see it close either - something might be in the works - who knows, would not surprise me. Rumour is they are going to the Spoke Club, which is a members only club, so VERY hard to believe that anyone will be allowed to use the facilities there without paying the initiation fee which numbers in the thousands. I think its time for a good down to earth gym to open up in the area - and it might be on its way...

Posted by: MWK at March 25, 2008 6:00 PM

Bye bye to superficial central!

Posted by: AA at March 31, 2008 1:00 PM

AGREE - I'm glad Diesel closed - what a joke of a gym; mismanaged, overpriced, superficial and phony. BTW - What are the stupid Initiation fees for (administrative charges...my ass) - and why would you need a 12 mnth commitment? WAKE-UP - If you're club was actually any good you wouldn't have to force people to commit they would just want to renew. There's a tagline for any fitness business that actually believes in their product/service/brand. Put some skin in the game and you might actually be worthwhile investing in.

Posted by: JohnK at April 1, 2008 10:17 AM

I'm sad to see the gym close but can't say I'm shocked. I joined in the 1st year they opened and really enjoyed the first few years I was a member. Unfortunately, in my 3rd year, I felt that the club was not being maintained to the extent it once was. The locker rooms started to get a little gross and repairs took a lot longer to be performed than they had in the past. For $120+ per month, I expected more so I cancelled my membership. This was a negative experience as they continued to charge me for several months after the paperwork was complete and despite E-Mails from the owner to the contrary, I was never paid back. This place was great in it's day but unfortunately lacked the proper management to succeed.

Posted by: Chris at April 12, 2008 3:30 PM

I think that's a poor excuse, if this was foreseen and antoher gym was actually going to be opened, it would have been a smooth transition. Either they are poor managers or the club is not reopening. The bad news is now Totum is flooded with the "Diesel crowd" and quite frankly, if I wanted to go to Diesel for the "scene" I would not have gotten a membership at Totum. On that note, I really hope Diesel does open up again!

Posted by: AIMEE at April 17, 2008 10:35 AM

Actually ... they're crooks. Before the gym closed, my girlfriend tried and tried to quit and every time she tried, there was another reason she couldn't. Many times the manager couldn't be reached and he never called back. Then they were out of the proper forms. It went on and on. Then in March, they locked their doors. Yet, they still take money off her credit card ? and now AM EX is threatening to sue them for the money back. She's not the only who they are taking advantage off. We, too, will be looking to find out who is behind "the Diesel Team" and get her money. But people be warned: they're fraudsters.

Posted by: A Fraser at April 23, 2008 2:35 PM

What a great club. I didn't realize just how innovative it was until it closed. There really is nothing else like it. I hope these guys do re-open. If not, it will be a shame. I can't work out at totum or extreme. Its just not the same. I'm reading about these people that feel burned. Just remember, most gyms just close without warning....at least there was an effort made to arrange membership at another spot.

Posted by: David V. at April 25, 2008 11:08 PM

I was a former Diesel member that got relocated to Totum on King. As of May 31st, Totum is not honoring the agreement. Apparently Diesel has not paid Totum. Josh and George or no where to be found. Rumor has it that there will be no new location... They are a bunch of crooks

Posted by: Julie at June 13, 2008 2:29 PM

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