The Dallas Cowboys on Thursday offered the media a look at “Cowboys Fit, the fitness center that’s part of the franchise's headquarters at The Star in Frisco.
"You get a chance to train beside our players and our cheerleaders," said Charlotte Jones-Anderson, the Cowboys executive vice president/chief brand officer. "Most importantly, hopefully you will want to create that same kind of mentality in how you want to transform your own self to be the best that you can be. ... You'll want to try to lift as much as Tyron (Smith). You'll want to try to be as fast as Zeke [Elliott]. And you'll want to be inspired by their commitment to excellence."
That statement alone speaks to the marketing genius of the Cowboys … a “problem,’’ according to their detractors, which I’ll get to below.
The three-story, 60,000-square-foot facility was designed in partnership with the founder of 24 Hour Fitness, and includes three fitness studios, a health and nutrition bar, cryotherapy, NormaTec and hydro massage, a 40-yard indoor fitness turf and most gloriously, a rooftop deck and pool. … from which members get to overlook the practice field and in theory, get to watch practice.
I say “in theory’’ because we don’t yet know how willing scouts from the Giants, Eagles and Redskins are to fork out the membership fees of $88 per month for individuals, $138 per month for couples and $188 per month for families.
It’s also “in theory’’ that you’ll actually be lifting next to Tyron or sprinting next to Zeke, as the Cowboys players, of course, have their own separate facilities elsewhere in the building. (You do get to workout alongside cool photos and graphics of the players, however.)
At some point, critics will not only wonder about illicit sneak peeks onto the practice field, but also about whether the Jones family should concentrate more on football and less on marketing and branding. This complaint has existed for more than a quarter of a century, but the Jones family style isn’t going anywhere.
So Cowboys Nation can tell critics to go jump in a lake … or, now, a rooftop pool.