New Gold’s Gym getting an image change

Around here, we think of Gold's Gym as a fitness center tucked in the corner of a shopping center like Willow Lawn or created to fit in an older building like the one in the Fan.

Clearly, we need to think again.

The new Gold's at Westchester Commons in Midlothian is about as shiny and state-of-the-art as any gym in town.

And across the nation, that's a Gold's norm.

"It's becoming the Gold's standard," said Jennifer Hummel, general manager and part owner of the 45,000-square-foot center off Midlothian Turnpike at state Route 288.

Gold's is emerging from its original image as a male-oriented, body-building shop to a family-friendly gym with options for everyone.

"The body builders really are a small percentage of our members," Hummel said. But that gold-colored logo with the muscled arm still sends a message to the public sometimes.

"People will walk in and say they didn't realize we are coed . . . and that we have [group exercise] classes," Hummel said.

Maybe people are envisioning a dimly lit gym with barbells and free weights. Instead, this Gold's is decorated in soft, earth tones with lots of workout areas and exercise studios. "It's more spa-like," Hummel said.

So it's not surprising that this Gold's has more female members than males.

"We have a lot of couples and a lot of families . . . and a lot of people taking advantage of the kids club," Hummel said.

The fitness center holds the area's second Cardio Cinema, where exercisers can take their minds off their cardiovascular workouts with a movie on a big screen in front of them. The first Cardio Cinema in the area was built at the Willow Lawn Gold's.

"If you're self-conscious about the way you look . . . it's perfect," Hummel said. The lights are turned low, so you can't see your neighbors as they walk, jog or pump through an elliptical workout.

"One guy went in for 10 minutes," Hummel said. "He stayed for 4 miles" on the treadmill.

With such offerings as Cardio Cinema, Gold's is trying to reach out to the 82 percent of the population that doesn't exercise regularly, Hummel said.

Sure, a new, glitzy gym is always going to appeal to people who work out. "But when you can get the deconditioned, on-again, off-again people . . . that's awesome," Hummel said.

The location is also key in achieving that goal, she said. At Midlothian Turnpike and state Route 288, the new Gold's is convenient for a lot of commuters.

"We're trying to limit the excuses," Hummel said. "It's on the way home, you can play some basketball, you can watch a movie, you can take some motivating classes . . . you can create a social network."

If you can do all that at the gym, it's obviously not a place built just for burly guys pumping iron.

"It's nice and inviting and warm," Hummel said.

Maria Howard is a group exercise instructor for the YMCA of Greater Richmond. Her column runs every other week in Sunday Flair.