News and Tribune

September 11, 2013

Getting a 'Workout Anytime'

All-access fitness club opening in Jeffersonville

By BRADEN LAMMERS
braden.lammers@newsandtribune.com

JEFFERSONVILLE — Working odd hours, it’s harder to find the time to do everything you want.

But by October, not having the time won’t be an excuse for not hitting the gym. Jeffersonville residents will be able to swipe a card and have access to a gym at 3 a.m. if they so choose. Workout Anytime is putting the finishing touches on a 24-hour, seven-day-a-week, 6,000 square foot gym in the Youngstown Shopping Center along 10th Street.

Farther up 10th Street, near the intersection of Allison Lane, another 24-hour gym Snap Fitness has just opened. But Workout Anytime owners said they’re different.

“We give you a full-service, full amenity club,” said Bruce Krug, Workout Anytime area developer for Indiana and franchise owner of the Jeffersonville location. “We offer some different things that you’re going to see at your ordinary clubs, whether they’re big boxes or storefronts. Most of the 24-hour gyms that are out there don’t offer full-service scenarios.”

He said among the offerings are a large free weight area, a pro-shop, tanning beds, hydromassage and full locker rooms with showers.

“We really service such a broad base of clients,” Krug said. “We cater to a very diverse market.”



RELOCATING FOR A DREAM

Krug, a New Jersey transplant, moved to the region when his wife, an attorney, was recruited to work at Humana in Louisville.

With his two kids attending college at Indiana University, Krug, who owned a mortgage business, sold his company and saw the opportunity to pursue a dream of owning his own fitness club, while at the same time moving closer to his family.

“I’ve always had a passion for this industry,” Krug said. “I call it my country club, because I don’t play golf. I’ve been working out since I was 18. I almost live at the gym.”

Krug said he used the gym as a source of networking when he owned his own business because it was a non-evasive environment. And at one time, he had four different gym memberships. The gym was always a place he connected with people and was somewhere he enjoyed going.

“I’m never going to have a Monday,” Krug said. “I’m coming somewhere I love.”

Initially, Krug said he discussed opening a franchise in Kentucky. But when he spoke to the commonwealth’s area developer, he decided to pursue being the area developer for Indiana. An area developer manages several locations in a state, often with other franchisees for the Atlanta-based Workout Anytime.

And for Indiana’s first location, which will be the showcase and prototype for the state, Krug chose Jeffersonville.

The expansion of the business into Indiana is part of the company’s expansion west.

Randy Trotter, vice president of development of Workout Anytime, said the company has locations in 11 states, has more than 75 locations sold and is on track to open its 100th club this year.

Expansion plans in the Hoosier state are already moving forward before the first location has opened.

“We are expanding,” Trotter said. “We really like the Indiana market. We want to add six more stores in 2014. We know if we do that we can double it in 2015.”

Krug said he is talking with prospective franchisees in Evansville and Indianapolis and hopes to eventually expand to college towns in Indiana like West Lafayette, Bloomington and South Bend. But Jeffersonville was chosen to be the first location because of the area’s potential.

“Jeffersonville, I think, is one of the most up and coming cities in this area,” Krug said. “This community is extremely underserved,” he added. “People are traveling 15 to 20 minutes to get to a fitness center.”

Along with the proposed road widening project along 10th Street and the promise of the completion of Ohio River Bridges Project — which will bookend Workout Anytime’s location — the business is well situated to capitalize on increased traffic in the area.

“This whole area, it’s like the bottom of the wave here, it’s just starting to explode,” Krug said.

At its peak, the expectation is that the center will have between 1,500 and 3,000 members. With those members Krug also expects to boost business in the shopping center.

“We just bring a lot of value to a center because of the foot traffic,” he said.

By the time the gym opens, Krug said he hopes to have about 250 members already signed up. The goal is to open by Sept. 15 with a firm deadline of opening by Oct. 1



WORKING OUT, ANYTIME

Workout Anytime’s unique feature is largely that it is a 24-hour, seven-day-a-week gym.

Krug explained despite the concept of having people at the gym on their own, there is a dedication from the staff to work with its members.

“We also offer guidance to our people,” he said. “We don’t just let them come in here and stray.”

The facility will employ personal trainers, when members sign up they receive a free fitness evaluation and the gym will be staffed from about 8 a.m. to 8 p.m. daily. When staff is not on-hand, the location is under full surveillance and there are panic buttons throughout the facility if an emergency were to occur.

But the thing that Krug said sets the gym apart from other 24-hour gyms is the cost for the amenities offered. Workout anytime offers $15 a month-to-month membership with a premium membership for $10 more a month which includes unlimited tanning and hydromassage. The only restriction for members is they cannot tan without staffing due to a state law.

Other amenities include an extensive cardio program, video spin bikes, free weights and a potential outdoor cross fit space.

“You can walk in here at 4 in the morning and punch a keyboard and some spin instructor will come on (and take you through the workout),” Krug said.

For a member to get into the gym during non-staffed hours they simply swipe in with a key card. Nearby Clark Memorial Hospital, nearby factory or warehouse workers like at Amazon.com’s fulfillment center and police and fire workers are targets for the all-hours club. Krug feels the gym is well-positioned to thrive.

And it won’t need thousands of members to be a success.

“We don’t need huge density,” Krug said. “We don’t need 10,000 members to be successful. We need 1,500.”

Trotter said the focus is those people who are intimidated by or overwhelmed by the larger facilities.

“People got tired of paying for swimming pools, saunas and racquet ball courts they didn’t use,” he said. “We have people [that join Workout Anytime] that don’t normally join gyms because it’s not as large and intimidating.”