In December 2022, FitCo Health Club took over an old historical building in LaGrange, Georgia.
The building was constructed around 1920 as a clothing store for the Cook, Fleeth and Wilson Company. Changing hands and purpose many times, the building eventually stood empty for about a decade before it was remodeled. In 1984, a fitness company opened in part of the building. Since then, it’s housed a succession of gyms as well as other businesses and restaurants.
“Prior to us taking over this old historical building that’s three stories, plus a basement, it’s a gym that was losing some steam,” said Daniel Stickler, a co-owner of FitCo Health Club. “This was a club acquisition where we could bring new life to the space.”
It underwent an entire renovation top to bottom after the acquisition in order to provide the best experience for FitCo members. However, it didn’t come without challenges.
“This building particularly is owned by the Downtown Development Authority, and because it’s a historic building, it hasn’t been opened up in decades,” explained Stickler. “When you open these old buildings and you start digging in these bricks, you just never really know what you’re going to find — drainage issues and updates to electrical issues and roofing issues. I think the biggest obstacle was really figuring out what we could open up without causing another $50,000 in damage or fixings, all while keeping the historical value intact on the building.”
The club reopened its doors on November 18, 2023, after nearly a year of renovations. While taking over a location is almost always met with some pushback, Stickler said the community response has been great since members have seen the value FitCo has brought into the space.
As part of the remodel, FitCO added a recovery space to the facility. Equipped with WellnessSpace Brands’ RelaxSpace, CryoLounge+ and two hydromassage beds, a red-light therapy bed, and compression boots, rollers, a cupping system and percussive therapy guns from Therabody, the recovery space is designed to bring new amenities to members and help them discover full-body wellness.
Additionally, the newly renovated space features a smoothie bar, Clean Eatz prepped meals and a self-serve cafe.
“Our attempt with that is we want our clients to stay inside our gym and utilize all the spaces we have,” explained Stickler. “We’re kind of past the day and age where we want you to sign up and never return. Because when you never return, you’re not seeing results, and if you’re not seeing results then you’re not telling people about us. So, we want you to come in utilize all the amenities we have to offer. It’s almost like a smart space, you can go in there and you can get on your laptop and do work, play on your phone, plug in, eat a meal, or just hang out.”
Overall, FitCo’s renovation has paid off with a great member response to the space. The company hopes to bring more recovery and social spaces to its eight other locations and potentially grow with it franchising model.
To learn more, visit fitcohealthclub.com/fitco-health-clubs-franchise.
