NEW BERLIN – the latest entry The growing fitness sector in New Berlin did a lot of work to turn a free high-capacity store into something useful.
Vasa-Fitnesswhich on June 1. presented its 60,000-square-foot gym in New Berlin during a media gathering, soon to open in the long-empty former Pick ‘n Save 13995 W. National Ave.
The institution is the first Utah-based club in Wisconsin and 49th in general, with only a handful in Illinois, so Vasa – the Latin name for “vessel”, in this case the human body – is a relatively newcomer to the region. fitness industry.
In New Berlin, however, it is the fourth fitness event in three years – all together or next to the National Alley – since the introduction of the Waukesha County YMCA. institution for seniors near the city center OAW Indoor Sports Complex Racine Avenue and public-private partnerships supporting a city-owned recreation center with Burghardt Sporting Goods.
What’s inside the new club?
The new complex offers a gym that inexpensively caters for all fitness enthusiasts due to a wide range of equipment, programs and studies, Vasa representatives said.
Haley McCoy, head of the Vasa national brand, said New Berlin appears to be in line with Vasa’s fitness strategy, which is based on an inexpensive approach: $ 9.99 per month for a basic membership, $ 21.99 for a membership that includes group fitness. lessons and $ 39.99 covering special activities. studies.
“There are other gyms around, but we thought we could change something here not only because of its price and make it affordable … but we really wanted it to be a place where people could spend time and meet friends. , “She said.” It was a really great place. “
Mindi Bridges, chief marketing officer at Vaasa, said that in addition to key demographic elements, New Berlin was suitable for marketing.
“There are no (high-value, low-price) competitors in this area,” said Bridges, noting the competition that Vasa faces from Planet Fitness in other markets. “It simply came to our notice then.
The layout of the club is immediately visible at the entrance to the door and the spacious lobby.
Straight ahead – the entire chain of Life Fitness muscle-insulating weight machines. On the left are long rows of aerobic exercise machines and plenty to the main weight trainers, the free weights zone and the green turf workout zones. This downtown area is part of the gym, which is open to those with major memberships.
Beyond the walls along the perimeter of the club, there are rooms for members with additional fitness goals in mind.
A group gym, cycling studio, 3-lane pool and sauna, basketball court, hydromassage salon and light therapy room are open to those with a membership fee of $ 21.99.
The Studio Red Room and Studio Flow Infrared Yoga Room are open to those with a $ 39.99 plan.
TURI page on the Vasa website includes a video about the New Berlin Club and rating and other information, including links to registration. Bridges said it expects about 2,500 new members before the club opens.
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Vasa has transformed the old Pirk ‘n Save into a new gym
For the city of New Berlin, Vaza offers another physical fitness business as well as an element of financial fitness for the community.
Gary Szpara, President New Berlin Chamber of Commerce and Visitors’ Officenoted in comments during June 1. a ribbon-cutting ceremony and a tour of how Vasa invested time and money to turn an abandoned, vacant large-box store into a vibrant gym.
McCoy said the decision to upgrade the old Pick ‘n Save was in line with previous additions to the Vasa method elsewhere.
“We usually go to an old grocery store or something like that because it has the infrastructure, but it’s pretty open inside,” she said. “We can do what we need because we don’t need many borders.”
Bridges said the former shopping center, located on Sunnyslope Road and National Avenue, was an ideal location for Vases with plenty of useful interior space.
“There was a lot of real estate in New Berlin that we needed,” she said. “We like to be 60,000 square feet because we like open space, we like enough equipment for everyone to use what they want.”
Mayor Dave Ament, who for the past two years has enjoyed the city’s move towards the new Berlin Activity and Leisure Center, which itself celebrated opening of the first stage on June 4, said residents will open it soon.
“New Berlin is very fortunate to be able to offer so many different opportunities for residents to play a variety of sports indoors or outdoors, to train and many other activities for all ages and abilities,” said Ament. “These facilities improve the quality of life for everyone, of all abilities, from our youth to seniors. We are delighted that Vasa will complement the many opportunities on offer here in New Berlin.”
Ament previously argued that the city could partner with private fitness companies to promote community health. Vase officials are open to this idea.
“Vasa did not talk about joint ventures with the city, but (Vasa officials) say they are very much looking forward to keeping in touch with city officials and becoming part of the New Berlin fitness community,” said Jaime Cottini. Representative Vases.
Cottini said the ceremonial opening of the gym, originally scheduled for June 4 and later on June 11, has been further delayed as crews manage changing rooms. The opening date will be announced later on its website.
Contact Jim Riccioli at (262) 446-6635 or james.riccioli@jrn.com. Follow him on Twitter @jariccioli.