You cannot build something that will last without a strong foundation. For nearly 50 years, Western Racquet and Fitness Club has been helping individuals from all types of backgrounds improve their overall health and fitness in the Green Bay community. But Mary Thomas, the owner and general manager of the facility, knows the club wouldn’t be where it is today without the groundwork laid by those before her.
In 1974 a group of investors opened a tennis and racquetball facility in the Green Bay area, and Thomas’ parents — Bob and Bonnie Goelz — were part of that original group of investors.
Western started as a six-court tennis facility and 10-court racquetball facility with a hopping bar and social scene. Over the years, different members of the original group of owners sold their interest in the business, and for about eight years a local packing company, Green Bay Packaging, leased the club to provide sport and health options to its employees.
However, Green Bay Packaging eventually decided they wanted out and the Goelz’ took over as the sole owners in 1988. As a dentist by trade, Bob made Western his labor of love up until 2004, when Thomas returned to the area.
“I found myself back in Green Bay in 2004 and began working at the club in the role of marketing director,” explained Thomas. “I knew very little about the industry and was fortunate to have the opportunity to work with a long-time club consultant for about five years while I learned the ropes. Little did I know that in a few short years, I would be handed the reins and given the chance to live out the most meaningful of business management projects I can think of — being a part of this club that each day has the opportunity to make such a positive and profound impact on the lives of employees, members and our entire community.”
While grateful for the foundation her parents poured, Thomas knew in order to carry Western into the future, the facility needed changes.
“In 2008, we literally tore the club all the way down to the six tennis courts and what is now just two remaining racquetball courts,” said Thomas. “We wanted to start fresh and create a new environment and era for the club.”
Over the years, Western has continued to evolve in order to best serve its community.
“Many of us were not industry experts when we began at the club. The basis of my parents’ involvement in the club over the last several decades has really been to offer a place where people’s hearts can grow and be strengthened for the betterment of themselves and everyone around them so the gifts they have to share can be enjoyed by so many,” said Thomas. “We’re not checking our stock prices; we’re checking scores from MXM. We’re watching usage and membership numbers to make sure the promise we’re making to our customers is what we’re delivering on.”
One way the facility ensures it’s servicing members to the fullest is by always considering the facility’s three central pillars — movement, connection and peace.
Movement
The movement pillar is centered on every program the facility offers. While there is a plethora of options for members and nonmembers alike, Thomas said it’s vital the facility continues to stay sharp and fresh in terms of programming.
From boxing and yoga to HIIT and barre — and everything in-between — Western offers over 60-free group fitness classes a week that are designed to help members reach goals with a community of like-minded people. Members can also purchase premier class packages to experience the benefits, creativity and motivation from certified world-class instructors in small group training classes like TRX, rowing and Heavy Bag Burnout.
Other offerings include Rock Steady Boxing — to help those with Parkinson’s lessen their symptoms and improve their quality of life — personal training, tennis and pickleball. Every program at Western is designed to serve individuals from all types of backgrounds and help improve their overall health and fitness. This is something even more people are focusing on after the COVID-19 pandemic.
Connection
The pandemic also showed Thomas the importance of having connection as a pillar.
For three years many members — and society as a whole — shifted to doing things in an isolated state, whether that was blocking noise out with their headphones, watching a screen while running or just being on their own in general.
“I think there’s starting to be a strong shift back toward the more social side of things to really connect people and find a way to bring more meaning to working out,” said Thomas. “Being a member at Western isn’t just coming in and renting a piece of equipment and paying us X amount per month to jump on a treadmill. The connection piece focuses on how we develop programs inside of the club, how we have social events and how we bring people together.”
From trivia nights and golf outings to a Hint of Fitness Beer Run 5K and yoga date nights, Western offers special programs and events throughout the year to ensure it’s cultivating spaces for members to connect.
Katie Kane, the director of special projects and programming and the HR director, said they’re constantly striving to improve staff, membership and the overall club experience to create a true home away from home.
“Like the beloved sitcom Cheers, we want everyone to feel like they’re among friends who know their name,” said Kane. “Heart and soul is the main culture of the Western community. It’s what sets us apart in Green Bay and makes us unique. The staff within our walls possess a special magic and as we look to put ideas and thoughts into action within the club — we are all dedicated to bringing people together through the language of a healthy lifestyle. But above all, our culture is built on a foundation of family and love.”
Peace
That foundation of love can be seen in the biggest focus of the club and the third pillar — peace.
Thomas explained with so much unrest and unsettledness in people’s minds nowadays, she really wants to figure out different ways to bring members a sense of peace. “I think once you find that settled sense of peace, so much of life starts to come together,” she said. “Oftentimes, I’ve been stuck in the cycle of promos, selling and figuring out how to constantly offer shiny new things. I’d like to look more tangibly at how we can help bring some balance to people’s lives.”
One way the club is doing this is through GameChangers at Western, a combination of fitness and eating disorder care. This program primarily serves individuals who are athletic or enjoy exercise but struggle nutritionally, and it aims to help them return and continue to pursue their various fitness or movement goals.
Tad Taggart, the well-being team director, said GameChangers also connects members and the community as it provides a service severely lacking in the Greater Green Bay Area. He explained there’s a bit more work that goes into the program, like communicating with doctors and monitoring different vital signs, but the response has been very positive.
“There’s a lot of members who, as they find out I’m offering this service here, have a very positive reaction,” said Taggart. “I’ve found a lot of my clients are more comfortable coming to Western to get eating disorder care. It’s almost like the perception that instead of having to go to a counseling clinic, they get to go to the gym to work on their eating disorder, which I think kind of normalizes it in a way.”
Taggart said programs like GameChangers at Western wouldn’t be possible without the support of Thomas and the can-do attitude the club possesses.
“There’s this authentic desire that Mary has to provide any service she can think up and realistically offer,” said Taggart. “And I think it bleeds into the culture. In my time here, I’ve had the opportunities to try so many different things that have led to my own professional growth, whether it’s different training modalities, or going to different conferences. Mary wants to support that and wants us to bring it back to the club.”
For Thomas, creating new programs and bringing ideas to life is possible due to her team’s adaptability and maneuverability. As a family-owned business where many employees have been working together for over a decade, there’s established trust and a group of people who are all bought in on always delivering better.
“There’s this component of freedom, care and the awareness that if you come to me with an idea, we’ve built such a strong sense of trust I know you’re going to rock it,” said Thomas. “If it’s something my team has their heart behind and want to make happen, let’s make it happen.”
Overall, Western is built on family, love, and a deep desire to serve and improve.
With almost 50 years of operations, the club and the entire industry have endured many changes. It began as a labor of love for the Goelz’ which laid the foundation for success. Over the years, Thomas said she’s learned to embrace change. She is always looking at what opportunities are possible beyond the four walls of fitness to set the club up for success for the next 50 years.
