The gym in the plaza on the N.E. corner of Dixie Highway and Spanish River Blvd (one block west of Federal Highway) has changed hands a lot in just the past few years. First it was the well-known chain, Gold’s Gym. Then it became Fit Gym, but that only lasted a few months. Two years ago, it became Fitness Now, and new owner Jesse Wolff doesn’t plan on going anywhere.
In just two years Fitness Now doubled its membership and changed its fitness philosophy. Wolff prides himself on customer service and being honest and straightforward with his members. “My main focus is customer service,” Wolff says.
And he put his money where his mouth is. Wolff completely renovated the facility including new flooring, new equipment, new locker rooms, a new sound system and new air-conditioning. But it’s the new spin studio that really blows us away. “I’m most proud of the spin room,” Wolff says. “We have 27 bikes and stadium seating. We offer glow in the dark spin and yoga.”
By investing in the new spin room, Wolff hopes to compete with the more established high-end spin studios in town. “Our price for one month of unlimited access to the facility is the same price as one class at one of their studios and we hire the best instructors in town too.” While it’s true that the instructors at Fitness Now have great followings, they are also doing innovative things like the new Zumba Sentao. It’s a new Zumba program that uses the cardio dance moves you already love and mixes in using a chair for targeted resistance training. Fitness Now will be the third facility in our area to carry the program according to Zumba.com (the other two are in Lighthouse Point and Wellington).
Wolff also hopes to compete with the high end gyms. “We offer free towels and coffee just like the high-end gyms, but no one else is doing this at our price point.” Fitness now also offers an array of classes from yoga to TRX. They also just became a Silver Sneakers (a program for older adults and seniors) facility.
Fitness Now is doing interesting things with pricing and trial offers. First, they offer a three-day free trial. Wolff says this is part of the customer service philosophy. He wants people to come in and try it out before signing up. For membership, they offer a low one-time yearly fee (around $300) or you can chose from three different monthly membership options. But what is the most interesting is what Wolff calls the “Proof of Membership Program”.
If you are a member of any other local gym, bring in proof of that membership to Fitness Now and Wolff will give you a free month all-access trial with no strings attached. Act quickly though because this deal ends in October. A free month? Sign us up.