KidZania has launched a new concept called kinezis, a gym-style destination merging fitness, wellness and entertainment.
kinezis offers three different experiences – kinezis fitness, which focuses on physical training, kinezis fun, which includes adventure activities, and kenezis health, which provides wellness experiences.
kinezis fitness is a boutique gym area with classes led by trainers. It uses state-of-the-art equipment and provides immersive activities.
kinezis fun features adventure activities, from climbing walls to zip lines, and kinezis health is a wellness area with a spa, personal trainer and nutritionist.
Adventure, wellness and fitness
“We wanted to diversify and we saw an opportunity in wellness. We investigated everything that existed around the subject and launched this new proposal”, Xavier López Ancona, Kidzania’s founder, told Expansión .
“It is the first time that a gym, a health and entertainment center have been combined in the same place. To do this we invested five years of time.”
The first kinezis location has opened in the Mundo E shopping mall in Tlalnepantla de Baz, Mexico.
The $23 million venue is the first of many, as KidZania plans to open additional locations in Mexico and across the world.
“We are going to test [kinezis] for a year and we are going to create a format that is easy to replicate around the world in a traditional franchise scheme,” López added.
“Sports clubs are getting smaller and they are competing on price, but that is also lowering services. None of them have this holistic theme, so we have a very big differentiator with the necessary physical distancing.”
KidZania is an interactive edutainment brand with 27 locations across the world. KidZania venues are interactive miniature cities for children, who can independently explore the cities and more than 100 careers.
The company was founded by López in 1997 and opened its first attraction in 1999. “The concept is very simple,” he told blooloop in 2018.
“On the one side, KidZania is entertainment, it’s fun. However, on the other side, it has a very strong educational aspect, and educational content.”
Last year, Netflix launched a new experience at KidZania in Japan based on its new animated series Rilakkuma’s Theme Park Adventure.
Images: kinezis
