Bonding with a big brand in fitness
Jenn Winkowski’s FX Studios gyms are linked with Under Armour
Each of the four gyms is called “Under Armour Performance Center powered by FX Fitness,” and they could hardly have a more Under Armour feel.
The famous athletes whose photos adorn the walls are brand ambassadors for the Baltimore-based apparel, footwear and fitness technology company. Carolina Panthers quarterback Cam Newton and Green Bay Packers wide receiver Randall Cobb — both prominent Under Armour athletes — periodically train at one of the gyms during football’s offseason.
While most people immediately recognize the “Under Armour” moniker on the centers, it’s Jenn Winkowski’s job to make sure they don’t miss the “FX” portion of the title. Winkowski, 28, is marketing director for FX Studios, which owns and operates the facilities, located in Locust Point, Port Covington, at 10 Light Street and in Hunt Valley.
Having a partnership with a nearly $5 billion-ayear athletic brand clearly has its advantages.
Under Armour occasionally dispatches athletes to the Locust Point gym for product testing.
It has conducted photo shoots at the 10 Light Street facility, located in a former bank lobby of a 1929 art deco office building that was converted to apartments.
“It helps us get our name out there,” Winkowski said of the Under Armour partnership.
“On the flip side, it’s confusing. Under Armour is not in the gym business.”
The relationship began in 2010 when Under Armour retained FX Studios to design and run the original Under Armour Performance Center on the company’s headquarters campus in Locust Point.
“Under Armour is in the performance apparel and technology space. We give athletes a place to use that gear to actually train,” Winkowski said.
“We say, ‘We want to use this equipment,’ or ‘We think this type of class would help your brand.’ It’s collaborative.”
The centers also provide physical therapy. The 10 Light Street and Hunt Valley centers also offer salon and spa services.
The Port Covington gym is for Under Armour employees and not open to the public. In the coming years, Under Armour will gradually relocate its headquarters to Port Covington.
Hunt Valley is the highest-priced of the centers at $80 per month, or $55 with an annual membership.
There is a wait list for memberships to the Locust Point gym, although the public can sign up for personal training or group fitness classes.
Recently, the Baltimore Brigade, the city’s new Arena Football League entry, partnered with FX Studios as its official strength and conditioning sponsor.
The Brigade is signing players still and looking for season-ticket buyers. But FX Studios said it is ready for the team.
“We have a whole program set up for them,” Winkowski said.