Holmes Place Invests 20M NIS to Launch Advanced Recovery Fitness Hubs
Holmes Place Group is investing 20 million shekels to launch innovative recovery and wellness complexes across its Israeli fitness clubs, introducing advanced dry-cold and red-light technologies.
The Holmes Place Group is investing 20 million shekels to launch a network of innovative RECOVERY complexes across its fitness clubs in Israel, marking a strategic shift toward a holistic approach that integrates physical rehabilitation, recovery, and wellness alongside traditional exercise.
The initial facilities will open this November at the Holmes Place club in Hod HaSharon and the Icon Fitness club at the Shalom Tower in Tel Aviv. Following the pilot launch, the group plans to expand rapidly through 2027 by opening approximately 20 additional complexes nationwide, with an estimated investment of 1 million shekels per site.
Advanced Technologies and Equipment
The newly designed spaces provide members with advanced post-workout recovery solutions utilizing cutting-edge equipment. The facilities feature a recovery chair that simulates cold-water immersion through dry-cold exposure without water, targeted red-light therapy to accelerate natural tissue healing, and high-speed self-massage devices equipped with infrared heating to dilate blood vessels and boost muscle blood flow.
Additional amenities include traditional ice baths, infrared saunas, red-light cabins, hydrodynamic massage chairs, and dynamic air-compression leg devices designed to enhance circulation.
Holmes Place CEO Keren Shtaoy emphasized the significance of the rollout: "We are proud to lead the fitness sector in Israel and bring innovative wellness technologies to our members. The launch of the RECOVERY complexes is another step in the evolution of the industry, expanding the experience beyond the workout itself and giving a prominent place to physical release, balance, and long-term vitality."
Flexible Pricing and Expansion
Usage of the recovery facilities will operate on a flexible pricing model. A single-session pass for one of the devices will cost approximately 130 shekels, while customers purchasing punch-card packages will benefit from discounted rates starting at 25 shekels per session.
This nationwide expansion follows the group's recent victory in a municipal tender to operate a Holmes Place Family club in Netivot under a 10-year agreement. The Netivot facility is scheduled to open in the final quarter of 2026, joining the group's 13 existing Family clubs across the country.
