Town Sports International CEO Bob Giardina says the biggest obstacle to getting new members isn't price, but convenience. The company, which operates under the New York Sports Club, Boston Sports Club and Washington Sports Club brands, has 160 locations in four markets. Town Sports has announced plans to open a new smaller studio concept called BFX Studio which will offer classes in spin, yoga and other small group exercise. The first studio will open in New York City in mid-2014 with plans of up to four locations by the end of the year.

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