Viva Gym chosen for pricing policy

"Like Sandton, we're increasingly positioning ourselves as a one-stop eat, sleep and work destination," said Anton Bieber, Old Mutual Properties' Portfolio Manager for the Rosebank Node. "Massive investment by listed property funds, the launch of several high-end apartment blocks and the huge upgrading of several malls, including The Zone, points to a greater number of professionals living and working in the area."

Viva Gym, which offers month-to-month contracts and 90 minutes' free underground parking, aims to cater for more price-conscious customers. Bieber said that this was part of the reason that the international franchise was chosen over two other leading local gyms to occupy the 2000m² space. "Viva Gym was making local inroads with solid international backing and it offered an innovative package that would grow the emerging health-conscious market situated in the burgeoning surrounding office market, but also the hundreds of new residential apartments going up in Rosebank," he said.

Viva Gym isn't the first international name to make its home at The Zone @ Rosebank. Healthy food franchise Kauai chose Rosebank to launch the first of its new and improved healthy eating experiences out of 150 locations nationwide. "This says something about the importance that retailers, both large and small, place on Rosebank's growing healthy living appeal," said Bieber.

"We recognise the importance that residents and professionals place on holistic living, so we'll be expanding our customer experience by providing stores that aren't seen in traditional malls and can't be found elsewhere in Rosebank," he added.

Health and wellness retailers

The Zone @ Rosebank will soon be home to no fewer than nine health- and wellness-led retailers, among them existing tenants Nike, the US-headquartered sports footwear, apparel and equipment store; Seven Point Five, the UK-based homeopathy retailer that offers live blood analysis; and Primal Gym, home to Crossfit and Krav Maga. New tenants to launch in the next two months include Lush, the handmade cosmetics retailer headquartered in the UK; Chrome, a nutritional supplements retailer; and Puma, the German multinational athletic and casual wear brand, which will be opening the first of their new-look stores at the centre.

With direct access to the Gautrain, malls undergoing multimillion-rand refurbishments and office space increasing dramatically, Rosebank is now being seen by many professionals as a living destination too, with associated health and wellness facilities being a requirement. Three major apartment developments were launched this year: the 445-apartment luxury Park Central on the corner of Keyes Avenue and Baker Street, the 200-unit The Tyrwhitt on Tyrwhitt Avenue, and the 10-storey The Vantage apartment block on the corner of Tyrwhitt and Bath Avenues.

With the Centre far into its phased R500 million redevelopment, which includes the opening of a 2000m² indoor food emporium later this year, The Zone is aiming to offer a well-rounded sensory experience for shoppers who demand variety which covers arts and culture, innovation and wellbeing.