FRISCO, Texas – Affixed to the blue wall on the first floor of Cowboys Fit is a bold, 3-D quote from Jason Garrett that serves as a daily mission statement for America's Team:
"The Only Thing That Matters Is What We Do Now."
Garrett demands his football team pursues excellence in everything they do. It's the same type of commitment that inspired the creation of Cowboys Fit – a brand-new health and fitness center at The Star in Frisco where Cowboys fans can work toward being their own very best with the same state-of-the-art fitness and recovery equipment used by the players and the Dallas Cowboys Cheerleaders.
"Not only will these facilities be used by our players, they will be used by our club members," said Jerry Jones Jr., executive vice president and chief sales and marketing officer for the Cowboys. "The very sports nutritionists and sports therapists that help our players, our club members will have access to. This is an incredibly unique way for our fans to engage in the Dallas Cowboys in an experience never seen before. At Cowboys Fit, you don't have to be a world-class athlete to train in a world-class performance training center."
Jones said the three-story, 60,000-square foot facility includes "some of the greatest technology in the industry," including sports performance recovery techniques such as cryotherapy, NormaTec and hydromassage. Three Cowboys Pro Bowl players – Dak Prescott, Ezekiel Elliott and Dez Bryant – stopped by Thursday's media tour to demonstrate the equipment.
"Every day that our players and our cheerleaders show up to work out here, they are constantly in the pursuit of excellence. They challenge themselves every day to be better today than they were yesterday, both physically and mentally. Cowboys Fit is the physical manifestation of that," said Charlotte Jones Anderson, executive vice president and chief brand officer for the Cowboys. "We hope that we invite members to come be a part of Cowboys Fit and also become a part of the Cowboys themselves. We hope that every person that goes through that door is inspired every day to be the best that they can be to reach their own level of peak performance."
Mark Mastrov, chairman of New Evolution Ventures and founder of 24 Hour Fitness and development partner for Cowboys Fit, said the new facility includes "immaculate design elements" and a "first-class training staff."
"The Dallas Cowboys brand is unmatched and we wanted Cowboys Fit to reflect that," he said.
Other amenities include a Fuel Zone Café; a "Rowdy Room" interactive kids club named after the Cowboys' mascot; boutique style classes in three separate studios; a rooftop deck and pool overlooking the team's practice fields; a 40-yard indoor fitness turf; 100-plus free weights totaling more than 20,000 pounds; and the DCC training facility.
Cowboys Fit memberships are currently $88 per month for individuals, $138/month for couples and $188/month for families. Memberships can be purchased online at CowboysFit.com, in person at the enrollment center at The Star or by calling 972-437-5000.
Views of the Dallas Cowboys at a press conference and tour of Cowboys Fit at Ford Center at The Star in Frisco, Texas.