Monday, July 6, 2009

New Gold’s Gym Getting An Image Change

Around here, we think of Gold's Gym as a fitness center tucked in the corner of a shopping center like Willow Lawn or created to fit in an older building like the one in the Fan. Clearly, we need to think again. The new Gold's at Westchester Commons in Midlothian is about as shiny and state-of-the-art as any gym in town. And across the nation, that's a Gold's norm. ’It's becoming the Gold's standard,’ said Jennifer Hummel, general manager and part owner of the 45,000-square-foot center off Midlothian Turnpike at state Route 288. Gold's is emerging from its original image as a male-oriented, body-building shop to a family-friendly gym with options for everyone. ‘The body builders really are a small percentage of our members,’ Hummel said. But that gold-colored logo with the muscled arm still sends a message to the public sometimes. ‘People will walk in and say they didn't realize we are coed . . . and that we have [group exercise] classes,’ Hummel said. Maybe people are envisioning a dimly lit gym with barbells and free weights. Instead, this Gold's is decorated in soft, earth tones with lots of workout areas and exercise studios. ‘It's more spa-like,’ Hummel said. So it's not surprising that this Gold's has more female members than males. ‘We have a lot of couples and a lot of families . . . and a lot of people taking advantage of the kids club,’ Hummel said..."

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