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The World’s First ‘Face Gym’ Is Opening in New York

As a Sporteluxe reader, you’re probably no stranger to a work out that burns your abs, glutes, and biceps, but we bet you haven’t tried a work out for your face before. The concept is coming to New York this year via a new “gym” that promises to exercise your face muscles as an alternative to more invasive procedures like botox and fillers; FaceGym.

FaceGym first launched in London as a spa/gym hybrid that uses “high energy kneading movements” to tone and tighten the muscles in your face. Now, FaceGym is set to open a 2,000-square-foot flagship space on Bond Street in New York City this September, FastCompany reports, while the FaceGym website promises a studio will open in NYC’s Saks Fifth Avenue this May.

Clients can expect a 30- or 45-minute group class that follows the structure of a regular fitness session, complete with a warmup, a routine, and a cool-down. Trainers perform what’s described as more like a high-intensity sports massage than a relaxing facial and the company warns that the treatment can leave you with some pain, similar to what your muscles would feel after a tough weights session at the gym. The goal is to boost muscle tone, circulation and to promote lymph drainage that will, in turn, improve skin texture and tighten the skin. Classes start at $70 and FaceGym recommends taking the workout onces or twice a week to see and maintain results.

Members can also choose to try laser sculpting and more intense muscle manipulation that involves sending electric muscle stimulator that FaceGym founder Inge Theron told FastCompany are like “sit-ups for your facial muscles.” Theron got her start in the beauty industry as a journalist and launched FaceGym in London two years ago as an answer to her own search for a non-surgical answer to sagging skin. She set out to bring the group fitness culture of SoulCycle and Barry’s Bootcamp into the beauty industry.

While you may be raising a skeptical eyebrow at Theron’s FaceGym concept, there is some research to suggest there might be something here. One recent study by Northwestern University found that 30 minutes of daily facial exercises can plump up cheeks, reduce visible signs of aging, and tone the shape of one’s face.

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