Lakeway’s World of Tennis rebrands to Elevation Athletic Club in a bid to attract new membership

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The World of Tennis and Fitness in Lakeway is in the midst of a major renovation and rebranding effort in a bid to attract what a regional vice president for the facility’s ownership group said is what the fitness lifestyle consumer is looking for today.

“What we really try to do is to give our staff a bigger offering that addresses all the mosaics of the changing community that we have,” ClubCorp Regional Vice President for the Southeast John Woodeshick told Community Impact Newspaper.

Recent renovations of the 47-year-old facility include 10 rebuilt tennis courts and upgraded LED lighting on two existing indoor courts. The renewed emphasis on overall wellness and fitness is shown in the presence of the latest advancements in cardio and weight training, spin and Pilates, and other offerings such as TRX, where participants use their own body weight to train, Woodeshick said.

ClubCorp, a made-in-Texas conglomerate of about 200 businesses, golf and country clubs nationwide, is also incorporating the use of technological personal fitness advances, such as the Inbody scale, which is designed to read a user’s muscle mass and body fat to set fitness benchmarks and goals.

An outdoor boot camp is being discussed at Elevation for next year—a current fitness trend Lakeway’s founders might not have imagined when the retirement community was founded more than 50 years ago. Today Lakeway is home to around 14,000 people with an average age of 46.9, according to U.S. census data.

Rounding out the “millions” being spent on upgrades are updated locker rooms and social spaces in what Woodeschick described as a continued evolution.

“We have a whole younger generation moving into the community; they want something different. We also have people who are retired who want a type of training and fitness,” he said. “We’re trying to marry the two together. We’re just retaking space that was unutilized.”

The original World of Tennis facility sits on 14.7 acres and first opened in 1971 on Highlands Boulevard and Trophy Drive. The footprint was built out in 1990 with the addition of a racquet-shaped swimming pool, and today the site is valued at $3.45 million, according to Travis County property records.

Texas ClubCorp, according to its website, owns the Lost Creek Country Club, The Hills at Lakeway, the University of Texas Club, The Woodlands Country Club and the Clubs of Kingwood, located northeast of Houston. The first club, Brookhaven Country Club, was built in 1957 in Farmers Branch, a suburb of Dallas.

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Rob Maxwell
Rob Maxwell joined the world of print journalism and Community Impact in Sept. 2017 as editor of the Lake Travis - Westlake edition. He previously enjoyed a successful and rewarding career in radio and television news. In his spare time, Rob can be found scoping out area climbing walls and hiking trails. He lives in Cedar Park with his wife and daughters and looks forward to receiving his LCP edition of Community Impact Newspaper every month.
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