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Fitness center to settle on Fourth St.
By MIKE SAEWITZ
© St. Petersburg Times, ST. PETERSBURG -- Lifestyle Family Fitness expects to open a center on the 5900 block of Fourth Street N by January. "We have more women and seniors than most clubs," chain president and owner Geoffrey Dyer said. "There's a non-intimidating atmosphere in our clubs. We're not a gym." Fifty-five percent of members of existing branches are women, Dyer said, but he added that it's not for women only. The fitness center also "skews older" than other gyms, Dyer said. The median age of members is 39. The 27,000-square-foot center, across from the Bonefish Grill, will be two stories high. The center will include an aerobics room, a tanning center, pro shop, juice bar and a child care area where children can stay up to two hours per visit, he said. The cost of joining is a $99 initiation fee, plus $19.99 a month for up to four days a week, or $29.99 a month for unlimited use of the club. To join the new club and have unlimited access to the 12 other branches of Lifestyle, pay a $199 initiation fee, plus $39.99 a month. People can sign up at 1146 94th Ave. N, where a presale center and temporary workout facility will be open within 10 days. Dyer said that those who join before the club opens could have their initiation fee reduced up to 50 percent. Membership dues could be reduced by as much as 25 percent. The club's bottom level will have strengthening machines, Dyer said. The "Express Workout" will send a member through a supervised nine-piece weight workout in 30 minutes or less. There will be a Pilates room, which will feature isometric exercise aimed at strengthening and toning without weight resistance, Dyer said. "It's the hottest craze in the industry right now," he said. Use of the room will cost extra, because a private instructor will work on an hourly fee. The mezzanine level will have cardiovascular equipment, including treadmills and elliptic exercises. Groundbreaking comes next month, but creating a $3-million Lifestyle from scratch has already taxed Dyer's nerves: obtaining neighborhood association approvals, soil testing, and securing the city's go-ahead for the planned 180 parking spaces under the elevated center. "It's been a nightmare," Dyer said. But, he said, it's worth it for the "exploding" market on Fourth Street N. "We've been looking here for a long, long time," Dyer said. "It's the right place to be." For about five years, Dyer tried but couldn't find an existing building on Fourth Street N big enough to accommodate the center. Dyer got a 40-year land lease for the space. Dyer is not worried about competition from other gyms, because they have different audiences, he said. He said the most competition will be from Lifestyle centers in Tyrone, Seminole and Largo. Ten new Lifestyle clubs will open by 2002, thanks to new investment capital obtained eight months ago, Dyer said. The club will employ 50 people, including 10 personal trainers. Hiring will begin 45 days before its opening.
 © 2006 • All Rights Reserved • St. Petersburg Times
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From the Times South Pinellas desks |
