In May 2013, Chicago became host to a new kind of gym — one that combined fitness with healthy eating.
CrossTown Fitness, owned by Charles D. Graff, 33, is unique due to its café/gym combination. The rear section hosts a 3,000-square-foot gym, CrossTown Fitness, where members can participate in personal training and choose from roughly 100 classes per week.
The front, called Daily Feed, serves food made from only fresh and local ingredients, and is open to the public. After a workout and on the way out the door, CrossTown Fitness members can choose from a variety of ready-to-eat and convenient meals, such as grass-fed bison meatballs with tomato ragu, or Greek shrimp quinoa salad.
These healthy and local food options are provided by CJK Foods, a food vendor local to Chicago. According to Graff, partnering with a local vendor and serving local food was an important aspect to his business plan. “As a small business owner, supporting the local community financially was important,” he said.
Graff explained that staying local may not be the easiest, quickest or most cost-effective way to perform business, but that it’s worth the effort in the long run. “It’s not the easiest thing to do, but it’s the best thing to do,” he said. “It helps bring credibility to us and what we’re doing.”
The café has become a valuable profit center for Graff’s business, in addition to a lead generator. “It’s been a profit center as far as cash flow and generating leads,” he said. “It’s a lot easier for someone to walk into a café, versus a gym.”
According to Graff, the gym/café combination was a natural fit for the small studio, which encourages gym camaraderie. Before, Graff explained that members might have gathered after workouts at nearby cafés or restaurants, versus staying at the gym. “Now, when you get done with your workout, you can stick around after class and grab something to eat,” he said. In fact, members with children can leave their kids in the gym’s day care center, while they grab a bite. “It creates more of a community feel,” Graff continued.
As a result of the Daily Feed and CrossTown Fitness combination, Graff explained he’s able to call his business a true “wellness” facility. “The fitness part is 20-30 percent of what’s important in terms of wellness and living a healthy lifestyle — the most important part is nutrition,” said Graff. “People are looking for fresh, healthy food on a daily basis. We brought in the café component to be a fully wellness facility.”
For other owners considering going local in their café or juice bars, Graff advised they take their time choosing a partner. “Do your homework,” he said. “Sample the products. Go out to the farm and fields where you’re buying your products. Go into it trying to establish a long-term partnership.”
As a result of Graff’s partnership with CJK Foods, he’s been able to craft a unique gym concept allowing members to “eat clean, train dirty” — the gym’s tagline.
By Rachel Zabonick
