Downtown News

Cowboys to open state-of-the-art fitness center in downtown Dallas

Cowboys to open state-of-the-art fitness center in downtown Dallas

Cowboys Fit Plano
This will be the third development of the Cowboys Fit franchise. Photo by James D. Smith and Jeremiah Jhass

The Dallas Cowboys are opening a new location of Cowboys Fit, their trademark fitness center, in an oh-so central location: the AT&T Discovery District in downtown Dallas.

This will be the third development of the Cowboys Fit franchise and, according to a release, will open in winter 2019.

Called Cowboys Fit at the AT&T Discovery District — which seems like an unmanageably long name — the 20,000-square-foot center will house all aspects of health and fitness in the same building, with a training staff, boutique-style classes, and technology tools.

Cowboys Fit chairman Mark Mastrov says in a statement that they're excited to be part of the AT&T family.

"The Cowboys Fit brand has proven that it consistently raises the bar when it comes to the fitness industry," Mastrov says. "We have no doubt that our third location at the AT&T Discovery District will uphold this ideal and continue to offer a comprehensive experience to our growing community."

Bringing Cowboys Fit to downtown Dallas is the latest addition to the AT&T Discovery District, as AT&T invests in its headquarters campus. They've already teed up a food hall and beer garden, and a glitzy, high-tech outdoor plaza.

Membership benefits include:

  • State-of-the-art equipment, including the same strength and resistance machines and cardio machines seen in the Dallas Cowboys team training rooms.
  • Access to other locations. Cowboys Fit will have membership options that allow members to work out at all Cowboys Fit locations. "Membership options," meaning you probably pay extra.
  • Group fitness. Classes include yoga, barre, circuit training, and cardio.
  • Retail. You can buy stuff, i.e. "exclusive merchandise" only available inside the doors of Cowboys Fit.

The first location opened at The Star in Frisco, and a second location opened in Plano in June. Rates at the Plano location are the lowest, with some deals as low as $50 per month. Frisco is the highest at $88 a month, because you get to rub elbows, sort of, with the team. Rates at the downtown location will probably fall somewhere in between.

AT&T marketing officer Lori Lee calls the AT&T campus a unique destination. "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," she says.