Pure Austin Fitness’ owner, Beto Boggiano, said his clubs are “out of the box,” and he means that in the most literal sense. Unlike traditional clubs, workouts at Pure Austin in Austin, Texas, aren’t confined to the clubs’ four walls.
On any given day, Pure Austin’s members can choose from a host of outdoor activities, such as paddleboard yoga, kayaking and swimming lessons at its Quarry Lake location. “[Pure Austin] is like a playground for adults,” said Boggiano.
Founded in 1998, Pure Austin began with the goal of becoming a fitness playground for Austin’s many cyclists and runners, which Boggiano said the city is popular for attracting. “Austin is a very outdoorsy town, but there were really no gyms specific to outdoors activities,” he said.
So Boggiano and his wife, Danielle, opened Pure Austin’s first location, Pure Austin at Town Lake, in the city’s downtown area. The 26,000-square-foot club features state-of-the-art cardio equipment, natural lighting, high ceilings and a host of fitness classes ideal for supplementing any runner or cyclist’s workouts. The gym’s slogan is, “the indoor gym for outdoor people.”
In 2005, Boggiano expanded upon the “indoor gym for outdoor people” concept when it opened a second location, Pure Austin at Quarry Lake. Located on 14 acres of land directly next to a lake owned by the Boggiano’s, outdoor activities are plentiful. “It’s more of a getaway,” said Boggiano.
In addition to a 32,000-square-foot fitness center, members at Quarry Lake can participate in paddleboard yoga, sand volleyball, outdoor yoga and cycling, or run fitness trails surrounding the lake. “Weather permitting, we try to bring some of the traditional indoor classes, outside,” said Boggiano. “We attract a lot of triathletes.”
Due to these out-of-the-box fitness options, Boggiano said visiting Pure Austin is an experience in and of itself. “It’s something you go and talk about rather than say, ‘I just go to the gym,’” he said.
That experience has provided Pure Austin with a number of awards and accolades, including Austin Fit Magazine’s “Best Local Gym” in 2011 and 2012, and a mention in The Greatlist’s “25 Best Alternative Gyms.”
With no sales team on staff, Boggiano believes the unique experience Pure Austin provides sells itself, and has kept members coming back for more. “The thing people struggle with the most is staying committed,” suggested Boggiano. “If you make it fun, it’s easier.”
To keep things fresh and exciting for its members, events are a big part of Pure Austin’s makeup. According to Boggiano, events range from small races, to triathlons. These events account for most of Pure Austin’s exposure, as it abstains from traditional forms of advertising, such as billboard advertisements or TV commercials. “Instead of traditional advertising, we tie ourselves to events and donate to local charities,” explained Boggiano.
These “out of the box” approaches to advertising, member activities and sales, have worked well for Pure Austin’s purposes. The club has been recognized in the community as a fitness destination, rather than just a club.
“When most people get up in the morning, they think, ‘I have to go to work, and I have to go to the gym,’” said Boggiano. “We want to make people’s gym experience one they’re excited about.”
By Rachel Zabonick
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
