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ForMe Life in national store rollout at Westfield shopping centers

A luxury at-home fitness company that offers a smart exercise mirror is expanding in malls across the country.

ForMe Life will open eleven stores nationwide in partnership with Unibail-Rodamco-Westfield, owner of Westfield malls in the U.S. The rollout began with the opening of a flagship at Westfield Century City in Los Angeles. A second flagship is set to open next month, at Westfield World Trade Center in Lower Manhattan. 

The openings, which include kiosks, will continue through early 2021, with locations in Santa Clara, Chicago, Paramus, Bethesda, Seattle, San Diego, Topanga, Sherman Oaks and San Francisco.

The streaming fitness and wellness system, developed by renowned Swiss industrial designer Yves Behar, features a stylish, 6-ft.-tall, wall-mounted or standing mirror. When turned on, it transforms into a voice-controlled virtual training studio, with what ForMe Life claims to be the largest and highest resolution digital display and touchscreen in the fitness category.  Similar to Peloton’s digital display on its bikes, expert instructors appear in the mirror, leading live or on-demand interactive workouts.

The mirror comes in two models: A mirror-only “Studio” or “Studio Lift,” which includes resistance-training equipment that tuck behind the unit when not in use, along with accessories. Neither model comes cheap. The mirror-only style sells for $2,495 (or $69 per month for 36 months) while Studio Lift sells for $4,495 (or $125 per month for 36 months). The content runs $39 per month. 

“We are delighted to welcome FORME Life to some of our most affluent centers across the country," said Colin Shaughnessy, executive VP, U.S. leasing. "Their new-to-market stores are an exciting addition to our lineup of wellness boutiques, fitness offerings, and cutting-edge technologies that aim to revolutionize the modern shopping experience. Now, more than ever, home fitness is an important category as our guests look to access workouts and build a fitness routine from the comfort of their own home."

ForMe Life flagships will average approximately 1,000 sq. ft., while kiosks will be around 400 sq. ft. Both will feature clean lines and minimalist design to complement ForMe Life's signature aesthetic. 

The retail launch marks the first time customers will be able to purchase ForMe Life in person, having garnered significant interest since announcing pre-orders in May of this year, the company said. Customers will now be able to experience the equipment and class content before placing an order. 

“We love that people can finally experience what we believe to be the very best in home fitness,” said Trend Ward, founder and CEO, ForMe Life. “For this reason, Westfield Shopping Centers have purposefully placed FORME Life within their luxury lifestyle stores and experiences.”

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