The new owners of Spire Institute are tweaking the name of the massive sports complex in Geneva, as well as giving it a new logo, website and brand campaign.
It’s all part of meeting a challenge that has been a constant for the property: how to make the best use of a 177-acre mix of Olympic-caliber facilities, outdoor sports venues and undeveloped land.
Spire Institute & Academy’s campaign touts the “Spire Way,” which co-managing director Rich Odell calls the “common thread that weaves together our four divisions.” Those are Spire’s academy, institute, fitness center and events.
Odell and Ted Meekma, consultants with strong IMG ties, were hired last year to oversee Spire’s facilities and programs. The duo was brought in by Axxella, a Baltimore investment firm that purchased the complex in December for a price that a source told Crain’s was in the $9 million to $11 million range.