Rarely will we make a big decision without consulting our members first. Some of you may consider us fools at times, but we’re smart enough to realize the success of Ageless is not because of us.. It’s because of you. That’s why we look at your monthly membership dues as investments, not payments. I can say with 100% honesty that every dollar Ageless has ever made has either went back into the gym or the community. It has and never will be about money.
However at the same time, a business that makes no money will be a business that’s no longer in business after a year. It would be nice if everything was rainbows and sunshine, but it’s not. Power bills have to be paid, rising insurance premiums are common, and banks like to see profit and a positive cash flow at the end of the year. Over the last year we’ve been trying to convince banks that an expansion in Gillespie is needed. However, because of the success we’ve had and that the size of our market is small, we keep getting the same answer: “I don’t know if an expansion will provide the return on investment to justify a loan. I think you’ve tapped out your market.” Even Litchfield Bank and Trust, a bank that’s been extremely good to us, felt an expansion was not appropriate at this time. And so not to put the current gym in jeopardy, we listened and settled on a remodel.
Now we’ve been given the opportunity to expand Ageless and open A Squared, otherwise known as Ageless 2, in Staunton. Because the investment is 1/4th of the cost of the expansion in Gillespie and it’s a relatively new market, our bank has approved us to move forward with this project. The question we pose to you is – should we?
Before you answer that question, here are our top 4 reasons why we love the idea:
- Another gym = more employees = more ideas = more classes and other services we can offer at BOTH locations.
- Another gym = more revenue = more profit = increases the likelihood of getting a loan for an expansion in Gillespie.
- Another gym = a larger Ageless family = more contest, races, events, etc. = more fun
- Another gym = another place for you to exercise or take a class in case you missed it when it was offered in Gillespie ( access cards will work at both locations and you won’t have any additional fees).
Don’t think for a minute that anything will change in Gillespie. We will still offer all of our classes, small group training, contests, etc. Gillespie is and always will be our home. It will ALWAYS be our primary focus. In fact, the only reason we even entertained this decision because we felt it would benefit our gym in Gillespie.
So what do you think? Yay or Nay?
I know that I’m not a member, but the only thing that concerns me about an expansion in Staunton is that it will eat into Staunton members who come to your facility here.
I’ve always thought how great it is that Ageless not only provides a great service to our local residents, but it helps other businesses in town by bringing people from places like Staunton INTO TOWN.
I just think Staunton may be too close and may affect you negatively here. Ageless is almost like an attraction here. With another so close, people from other towns would have less reason to make a trip to Gillespie.
Legitimate concern. In fact, we discussed it quite a bit. Here’s our solution – The gym in Staunton will not have a basketball court. Thus, all of the leagues will still be run out of the Gillespie gym, as well as all of our athletic training. That’s what draws the large majority of “out-of-towners” to our gym in Gillespie.
Even though I live in Staunton and the commute would be less, I enjoy the Gillespie gym enough to have mixed feelings about a Staunton site. What would be different, other than no basketball court? Same equipment? Could I do everything I do in Gillespie in Staunton?
I think it would be a boon here and maybe draw people from towns nearer to Staunton than Gillespie.
It would be nice if the Staunton site offered some things unavailable in Gillespie–yoga, meditation, etc.
The equipment would be ALMOST identical. Gillespie would have a few more pieces than the Staunton gym because of the difference in size. Staunton would not have a basketball court so all of our little kids’ leagues and sports training will still be in Gillespie. Also, a class like Morning Madness may only be offered at Gillespie.
We’ve tried yoga in the past and we could never get the numbers to sustain it. With two gyms, we might be able to draw more people into a few niche classes like yoga.
Somehow I think it would be the end of a good thing. Part of what makes Ageless ‘special’ is that it draws members from all over the area. Seeing the kids from both Staunton and Gillespie in the gym is encouraging. It promotes competition and sportsmanship. Somehow, I know the success of our football team this year was from our kids watching the Staunton kids working out at Ageless and competing and learning from them. I golf league with a lot of people from Staunton and enjoy seeing many of them in the winter at Ageless. Several of my best friends, former Gillespie area residents, currently live in Staunton, and I would strongly suspect that if I wanted to workout with them, I would be driving to Staunton. I understand the concern with trying to establish a facility in Staunton before someone else does and draws members away. I would suggest if you did it you may consider offering unique opportunities at each facility. That way the members from all communities would still be encouraged to interact. With two facilities that offered the same services members would segregate back into their respective communities. Would it be possible to raise additional capital for the expansion in Gillespie either from additional investors or some kind of prepaid membership to raise the cash now. Like $1000 for a 3 year membership. Getting the expansion built and starting some leagues would undoubtedly bring in additional members when it was complete.
Raising capital and offering multi-year memberships would just be too complex. We’ve talked about it with our accountant and lawyer before,and it just wouldn’t work the way we’d like. But we do really like your idea about offering different opportunities at the two locations so that we’d still have that “melting pot”-like atmosphere. That’s one thing we’re definitely going to consider and see how creative we can get.
I love that you are expanding, but honestly, I would be missing my gym-friends from Staunton if they only went to Staunton and Gillespie to Gillespie. 🙁 I think one of the big bonuses for Ageless has been the pull of the small communities together. HOWEVER, would my membership be honored at Staunton as well as at Gillespie and vice versa? Because THAT option might make different classes/different nights really beneficial! I’m sure an Ageless weights/gym would be a great success in Staunton though.
Yes, memberships would be valid at either gym. We’ve already contacted ADT, and keycards will work at BOTH locations.. Because we want to keep the “melting pot” atmosphere at Ageless, every once in awhile certain activities will only be offered at one location.
I would love to see Ageless come to Staunton!! With my work schedule, it’s sometimes impossible to get to a class on time. Also, I know it’s only a 15-20 minute or so drive to Gillespie but that is extra time that I am away from my family. Staunton needs an Ageless! I think you would have a great business here!
Please make this happen, This is what Staunton Needs!!
Will it be 24 hours?
Where you guys thinking of locating it?
If you need daytime Staff Help please let me know also?
We’re looking at the building that was 5 Star Auto. Thanks!
I used to live in Staunton and worked with people and seen many faces daily… There are a lot of people that I talked to that would love a closer gym!! They are not happy with what is already offered in Staunton. I believe I even at one time said something jokingly to Pete about putting a gym in Staunton and I would help him by working there part time..lol There are many small communities around the area that a gym that close would draw.. I don’t think it would hurt the Gillespie gym members as they are already dedicated and like where they are. Even though I don’t live there any more I think it would be an awesome idea.!
Honestly, Ageless moving to this Staunton location might make me get rid of my YMCA membership and sign up at Ageless instead. I have been on the fence about doing this for a long time anyway and this might just be the kick in the butt I need since I NEVER go to my gym because it’s too far. I say YES!!!!