Planet Fitness to open in former Toys R Us building in Fairview Heights
Plans call for a new Planet Fitness location to open this spring in the old Toys R Us building in Fairview Heights, making yet another change to the health-club landscape along Interstate 64.
The 50,000-square-foot building at 120 Commerce Lane has been vacant for 18 months, so it was a top priority for city leaders to see it brought back to life.
A Cincinnati-based franchisee called Planet Fitness Midwest has leased the entire building and is converting 30,000 square feet on the south end into an exercise and spa facility. The company is in negotiations to sublease the other 20,000 square feet.
“We don’t build anything that isn’t Class A and top-notch, and that’s what we’re going to build in Fairview Heights,” said managing partner John Clancy, of Palm Beach, Florida.
Planet Fitness is known for its $10 basic monthly membership fee, 24-hour operation, free fitness training and “judgment free zone.”
The Fairview Heights location will feature 120 cardio units, strength equipment and locker rooms with showers. People with advanced-level memberships ($22.99 a month) will have access to massage chairs, hydro-massage and tanning beds.
“We pride ourselves on creating and maintaining a non-intimidating, non-judgmental atmosphere,” Clancy said. “We won’t stand for anyone to feel uncomfortable.”
The company also operates the Edwardsville Planet Fitness location, which was built in 2015. Plans call for the opening of an Alton location this year.
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Competition along I-64 corridor
Planet Fitness is entering a competitive and rapidly-evolving health-club market along Interstate 64 in the metro-east.
In 2017, the McKendree MetroRecPlex opened off U.S. 50 in O’Fallon with two NHL-size ice rinks, a fitness center, two swimming pools, an indoor track, a half-court gymnasium and event spaces. Individual and family memberships range from $20 to $70 a month at the 160,000-square-foot facility.
Last May, the city of Fairview Heights opened its 57,000-square-foot, $21 recreation complex called The Rec on Bunkum Road.
“Personally, I welcome competition (from other health clubs) because people need something to compare us to,” said Facility Manager Chris Tierney-Hurst. “We’re building a brand and a culture that is family friendly and caters to all fitness interests.”
The Rec has an aquatic center with a pool, water slide and “lazy river,” basketball and volleyball courts, climbing walls, an indoor track, a fitness center, game room, birthday party space and outdoor trails. Individual and family membership fees range from $20 to $65 a month.
Tierney-Hurst declined to give specific membership figures but noted that The Rec easily surpassed its first-year goal of 894 “units,” which includes both individuals and families. It recently began participating in the SilverSneakers insurance program for older active adults.
“That number keeps increasing,” Tierney-Hurst said. “It’s well over 1,000 right now.”
In September, a 42,000-square-foot Club Fitness location opened in the old Gander Mountain building on Central Park Drive in O’Fallon. It follows a similar concept as Planet Fitness with a $10 basic monthly membership fee and 24-hour operation.
In October, a Gold’s Gym location near the intersection of Interstate 64 and Green Mount Road in O’Fallon closed after 15 years in business. It had about 5,500 members, according to General Manager Jeremy Connelly.
“Our lease was up last month, and the owner of the building just wasn’t interested in renewing,” he said on Oct. 7. “It seems he has other plans for the property. It’s sad, but at the end of the day, it’s business, and there’s nothing we can do about it.”
No relationship to old franchise
Planet Fitness had a location in Fairview Heights Plaza, north of Interstate 64, until December of 2018, when the franchisee split from the national company and went independent under the name Blue Fire Fitness. That gym is still in business.
“The owner just decided it was time to move away from Planet Fitness,” employee Kyle Ziegel said in October of 2018. “All the employees are staying. All the equipment is staying.”
This week, Clancy emphasized that the new Planet Fitness location has no relationship to the former Fairview Heights franchise. His company, which operates 32 locations in eight states, has made a big push in the St. Louis area in recent years.
Current Planet Fitness Midwest locations include Edwardsville and Overland, St. Peters, St. Louis, Wentzville, Ferguson, Crestwood and Shrewsbury, Missouri. New locations are opening this year in Alton and Bridgeton, Florissant and Festus, Missouri.
“We have 18 locations in the Cincinnati area, and we feel there are a lot of similarities with the two markets,” said Mike Hamilton, partner and chief operating officer.
The company that owned Toys R Us and Babies R Us filed for Chapter 11 bankruptcy in 2017 but later decided to liquidate instead of reorganize. The Fairview Heights stores closed in 2018. A Miami real-estate investment firm bought the buildings.
Planet Fitness Midwest leased the Toys R Us building two months ago. It’s installing new Sheetrock, flooring, lights, fixtures and locker rooms with granite counters and tiled showers. Hamilton expects to open by the end of April.
That’s good news for Fairview Heights Economic Development Director Paul Ellis.
“We always want vacant buildings to get filled up, and ideally we want to see a higher and better use,” he said. “I would put Planet Fitness in that category. They’re renovating an older building.”
This story was originally published January 4, 2020 at 5:00 AM.
