Company News

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We have everything you need from used & refurbished fitness equipment to the latest in new technology. Stop by or give us a call 770.218.9390

5 Reasons to Upgrade Your Gym’s Cardio Equipment

But just as important as making purchasing decisions for brand-new facilities, club operators of existing clubs need to know when to invest in an equipment upgrade. That decision is a bit more complicated—and club owners often put it off. As IHRSA’s e-book says: “New prospects expect it, existing members request it, and staff push for it, but investors/owners often resist it.”

Mostly, reinvestment is a retention strategy. The IHRSA Health Club Equipment Report found that 73.2% of club owners say that their equipment purchasing decision is based on retaining existing members. The good news is that the average ROI industry-wide supports the decision to invest in equipment upgrades. The IHRSA Health Club Equipment Report cited above found that some clubs enjoy revenue growth as high as 33% after investing 13.4% of revenue into new equipment. READ MORE

33rd Annual Food-A-Thon

The 2019- 33rd Annual Food-A-Thon benefitting the Atlanta Community Food Bank

The 33rd Annual Food-A-Thon benefitting the Atlanta Community Food Bank collected monetary & food donations to provide 8.39 MILLION MEALS! about some ROCKSTARS! It’s amazing what our industry is able to do when we come together! SEE MORE PICS #ThisIsAAA #community 33rd Annual Food-A-Thon

Taking 1st Place at CrossFit Breaking Boundaries Dog Days of Summer!

Proud of Logan Southard, one of our Innovative Fitness family from our Sales Department, for competing in and WINNING 1ST PLACE @ CrossFit Breaking Boundaries Dog Days of Summer! CrossFitCrossFitCrossFit

AMLI Fitness for Food

Supporting the fight against hunger with AMLI Residential

We want to thank AMLI Residential for inviting us to participate in the 9th annual AMLI Fitness for Food was successful in raising nearly $60,000. for the Atlanta Community Food Bank. We look forward to next year's event! — with Amli Residential at Urban Body Fitness. AMLI Fitness for Food

cherokee town and country club

Cherokee Town and Country Club

Cherokee Town and Country recently utilized Innovative Fitness to upgrade its strength room flooring, dumbbells, and selected weight equipment. Billy Burke and his team were excellent in their ability to communicate with the club and internally so that we were able to get exactly what was needed.

Billy’s expertise and guidance were superb. He did not try to oversell us on equipment or flooring, but rather made sure to show us all our options in order to make an informed decision. His design team was great and meticulous in making sure that our current layout would accommodate the new equipment and assisted in designing a new layout using the space more effectively.  The flooring team was professional and efficient. They stayed out of member areas and were communicative, making sure that the club was always kept in the loop.

Since our reopening, we have received compliments from our membership on a daily basis. The flooring looks fantastic and ties in well with our new and existing equipment. We are pleased with how close the color matching was on the flooring and dumbbell logos, with club colors. Overall, working with Innovative Fitness has been a positive experience, and we would work with them again on future projects.

-Cherokee Town and Country Clubcherokee town and country club

2019 Can Can Ball benefiting the Atlanta Community Food Bank

As a proud sponsor we had a spectacular night at the 2019 Can Can Ball benefiting the Atlanta Community Food Bank.  This annual black-tie party put on by the Atlanta Apartment Association benefits the Atlanta Community Food Bank and includes live music, dancing, auction, great food and more!

To celebrate the efforts of our annual Food Drive and all our hard work, the Can Can Ball was founded, bringing our community together.  We were excited to come together to celebrate such a worthy cause. The Atlanta Apartment Association's continued participation and dedication to The Atlanta Community Food Bank and Can Can Ball is critical to the success of this compassionate effort.


Happy to be a sponsor at the UGA RECREATIONAL SPORTS SCHOLARSHIP FUND GOLF TOURNAMENT which raises money for student scholarships. Proceeds from this event help to establish the UGA Recreational Sports Scholarship Fund to provide need-based aid for members of the UGA "Ram Fam" (short for "Ramsey Family").

For more information, or to secure your spot next year, contact us at or 706-542-5060.

Thank you for your support of these deserving students!For more information, or to secure your spot, contact us at or 706-542-5060. Thank you for your support of these deserving students!UGA RECREATIONAL SPORTS SCHOLARSHIP FUND GOLF TOURNAMENT

We have EVERYTHING Fitness!

When Stranger Things film crew needed 80’s style fitness equipment we were able to provide it!

Check it out - Stranger Things: Season 3 Episode 4.

Gym Design and Installation

This Fitness Center is Designed to Please with Two Fitness Focused Areas.

The HIT (High Intensity Training) Studio includes a Freedom Climber rotating climbing wall, a Functional Storage Rig, and two Rowing Machines so exercises can be performed with a high level of effort, or intensity, to stimulate the body to produce an increase in muscular strength and size.

The Virtual Group Training Studio features Fitness on Demand providing unlimited high quality fitness media and programming, group fitness accessories stored beautifully on a MSR (Multi-Storage Rig) with a custom lasered logo combined with Exercise Bikes which display live virtual instructors as well as digital content.Gym Design and Installation


We are celebrating Matt's 11 Year Anniversary!

Matt, Congratulations on 11 wonderful years at Innovative Fitness. You are a key piece of our TEAM! It is a pleasure to work with you! #WorkFamily

Wrok Ethic