The Dallas Cowboys announced Thursday that they will open a new Cowboys Fit in the AT&T Discovery District in downtown Dallas.
The 20,000-square-foot fitness center will open in the winter and will be developed in partnership with global fitness developer Mark Mastrov. This will be the third development of the franchise.
“Our vision with Cowboys Fit has always been to build a state-of-the art fitness center that goes beyond the every day gym-experience,” Dallas Cowboys Chief Sales Officer Jerry Jones Jr. said in a statement. “With our third Cowboys Fit venue announced today, we feel that Cowboys Fit will continue to prove that you don’t have to be a world-class athlete to have access to a world-class facility.”
The AT&T Discovery District is a massive $100 million project downtown that will transform the 4-acre headquarters into a contemporary attraction for the community.
The district will offer a variety of destination-based food and drink, including Hawthorn and the Food Hall and Beer Garden. It will also offer art gallery exhibits, entertainment experiences, and more. The site is located around the intersection of Jackson and Akard Streets.
“The AT&T Discovery District is not only our headquarters campus but a welcoming public space with terrific food, entertainment and experiences for our employees and visitors to downtown Dallas. We could not have chosen a better partner than the Dallas Cowboys to open a fitness center in this unique destination,” said Lori Lee, AT&T’s Global Marketing Officer and CEO of AT&T Latin America.
“To have Cowboys Fit as part of the development is a big step forward for the AT&T Discovery District and builds on the foundation of our longstanding, strategic partnership with the Dallas Cowboys, particularly with AT&T Stadium,” Lee said.
Cowboys Fit has more than 125,000 square-feet throughout its three facilities in Plano, Frisco and now downtown Dallas. The franchise offers dynamic training staff, boutique-style classes, recovery lounge and technology for its customers.