• No Contracts
• Month to Month
• Nutrition & Fitness Programs
• One On One Personal Training
• Group Circuit Training
• Cardio Cinema (Dolby Surround Sound)
• Cardio Deck with Individual TV’s (Exertainment)
• 30,000 Pounds of Free Weights
• Hammer Strength Plate and Pin Loaded
• Life Fitness Selectorized Circuit
• Free Motion Cable Circuit
• Juice Bar / Waterfall
• Executive Locker Rooms / TV Lounge

This gift certificate is good for a one-month membership.
 
3101 Roswell Road
Marietta, GA 30062
 (770) 565-6330
 
www.justfitness4u.com

The Future is Here!

Less Pain, More Fitness

 by Rudy Ferraro
 
It’s called “EXERTAINMENT.”  Wouldn’t it be great if we could do 2 full hours of
cardio work out and not even notice?  Or how about having the luxury of all the fitness
equipment you could ever want to play with and still be able to watch Oprah or any other of the
90 cable TV channels you would normally watch?  “Exertainment” is the term coined by Ken
Lynch, General Manager and partner of the East Cobb Just Fitness Facility.  “My vision is to
help create Generation ‘H’—the healthiest generation ever.  If we can get people to exercise
regularly by making it easier and more enjoyable physically, emotionally and financially, they’re
much more likely to be successful no matter what their situation or age,” Ken states passionately.

At first glance the massive 22,000 plus square foot facility is none other than impressed. 
The 30,000lbs of free weights and isles of enough cable resistance machines to make waiting for
someone to finish their set a thing of the past will leave you standing in awe, but that’s only the
tip of the ice burg.  Each piece of cardio equipment—the ellipticals, bicycles and every
treadmill—has its own individualized HD television set.  One can watch TV at will unlike the
traditional fitness center where the TV sets hanging from the ceilings are set to only one channel.

A futurescape of going to the movies, the cinema, and getting a cardio work out at the
same time is something we’d be more likely to find at Disney’s Epcot Center, but the future is
here, in East Cobb.  The Just Fitness Facility, located at the corner of Old Canton Road and
Roswell Road also boasts a full cinema.  Instead of seats, the theater includes several isles of
cardio equipment—treadmills, bicycles and ellipticals—an enormous movie screen with theater
surround sound all in a darkened theater room where each day a different Blockbuster film is
shown and looped throughout the day.  My first week of trying out this “Exertainment” concept I
completed several 2-hour treadmill workouts while watching silver screen hits such as PS, I
Love You,  WAR and Casino Royale.  Before this I’d never been able to stay on a treadmill for
longer than 30 or 40 minutes—I’d either get bored or yield the pain of the workout.  Being in
that theater, though, got me through each of those hour and a half to two-hour movies with little
mental effort at all.  The sweat pouring off my body was a clear indication that the concept of
“Exertainment” is a success.

What could you possibly add to your experience of a hard workout at the moives?  Well,
how about you sit in the facility’s Daily Grind Café and sip on a soothing latté or a healthy fruit
smoothie while checking your email on the free WiFi?  Just Fitness is certainly setting trends
with its innovated and futuristic concepts, but the cherry that tops it all is the $10 a month no
contract deal.  Ken Lynch says “We’re not selling fitness memberships, we’re motivating
individuals to get healthy.  We keep the costs way down and can offer much lower prices without
contracts, because we’ve taken the fluff out of the fitness center and offer only what most people want—less pain emotionally, physically and financially.  We’re using peoples bad habits to
make good ones and focusing on the things most people want from exercise.”  The East Cobb
center is the first of its kind and a prototype for expansion plans to bring the future of fitness to
the region.

Today there is no scarcity of studies and news reports to tell us how unhealthy and
overweight we Americans are becoming.  With our busy and stressful lives it’s hard to find the
time and energy to exercise.  Fitness centers normally provide one avenue to help us take care of
our bodies, but fail terribly in motivating us to actually do what we need.  Exercising and
working out is hard and painful and we humans are experts at making excuses why we should
skip it today.  There’s no doubt that if there were a fitness pill one could take each morning to
stay healthy and fit we’d all be doing it; however, the reality of it all is that we’ve just go to work
at it.  Until now, it’s been simply a struggle of sheer will power, but “Exertainment” has arrived
and the future of getting fit is here.