At this “fitness concept club,” membership is by application only, which means: Send us your Instagram handle and … we’ll call you.
While in line for my iced Americano, I hear rumblings about a new contender in the fitness space opening in Hollywood, dangerously close to my apartment. A guy in front of me whispers, “It’s like Equinox meets Soho House, with a splash of WeWork.” I wipe the drool from my chin and inquire how one might gain entry to such a magical place.
Turns out he was talking about Heimat, a “fitness concept club,” where membership is by application only, which means: Send us your Instagram handle and … we’ll call you. On its, I learn that “heimat” is a German word used to describe “that familiar feeling of where your heart feels at home.” And with the catchphrase, “There’s no place like Heimat,” it’s giving Wizard of Oz, if Oz were a ripped personal trainer slash wellness guru.
Membership is $150 a month for those under 25 years old , and $350 a month for the geezers like me . I do some quick mental arithmetic to decipher how many iced Americanos I’d have to sacrifice to offset this cost and hit “Apply.” I’m 29, gay and, in many ways, alone — there’s no time to waste.The free-weight training area inside Heimat.Two days later I’m touring the place. The email instructs me to enter through a back alley via a golden door. I’m Dorothy, and this is my yellow brick road.
I try my best to assume the posture of someone who wants for nothing as Poupy shows me the kingdom. The first floor houses traditional weight lifting equipment and there’s a separate cardio room with lighting fixtures shaped like clouds. The design is undeniably sexy — the ceilings are high; the equipment is sleek; the walls are marbled, mirrored or muraled, with large windows framing a breathtaking view of … La Brea traffic. “Oh wow!” I gasp.
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