Xperience Fitness eyes former Marshalls building in Brookfield

Xperience Fitness eyes former Marshalls location

Oct. 9, 2012

Xperience Fitness is looking to open a health club and spa, complete with a swimming pool, where Marshalls once was along Capitol Drive in Brookfield.

The club would draw 340 people in an hour during the highest use time of the year, just after New Year's Day, when resolutions to get in shape are in full gear, owner Jamie Nelson said. The plan calls for 220 pieces of cardio-training equipment, free weight and resistance weights, tanning, personal training and group fitness classes to be offered.

Water fitness classes and family swim time would be offered in the pool, and the 54,000-square-foot space also would have a kids play area, sauna, steam room and Pro Shop.

It's anticipated the club would be open around the clock Tuesdays, Wednesdays and Thursdays. It also would open at 4 a.m. Mondays, close at 11 p.m. Fridays, and operate from 6 a.m. to 8 p.m. Saturdays and Sundays.

Xperience Fitness has been expanding throughout the Milwaukee area, having recently opened locations in Waukesha, Hales Corners and Oak Creek.

Parking should be adequate

City of Brookfield Plan Commissioners supported the proposal Monday, recommending approval by the Common Council.

The biggest issue for what would be the biggest gym in the city could be parking, but city planners agreed with Nelson that the commercial center Shopper's World of Brookfield, anchored by Pick 'n Save and occupied by relatively low parking users like OfficeMax, is the right site for the endeavor. The center is just west of 124th Street on Capitol Drive.

"This might be one of the few shopping centers I can envision in Brookfield where you could put a 54,000-square-foot health club and not have a problem with parking," Commissioner Kevin Wahlgren said.

The lot has 950 spaces. Estimates on how much parking Xperience customers and employees would need are hard to pin down, city planner Mike Theis said. But given that certain areas of the facility won't contribute to much car traffic - for instance the kids won't be driving themselves to the Kids Club, and the pool won't have many people in it at a time - it is unlikely there will be a problem.

Still, the Plan Commission's support comes with the stipulation that if parking does become a problem, the business will need to step down the intensity of its use.

That was amenable to Nelson, who said that many Xperience customers come with a friend or family member. Therefore, while there may be hundreds of people in the club at a time, there will be fewer cars in the parking lot.

A 'casual' workout place

Xperience Fitness caters to "casual" users, Nelson said, and data gathered at other locations suggests they work out for an average 47 minutes.

Whereas some clubs offer multiple group fitness rooms, his will offer only one. About 28 instructors will each offer one or two classes a week.

The club also expects to have 12 to 20 full-time, certified personal trainers on staff.

Next Step

WHAT:Common Council review of Xperience Fitness' request for a change of use

WHEN:7:45 p.m. Oct. 16

WHERE: City Hall, 2000 N. Calhoun Road


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