Sneak Peek: Core Fitness Opens For Business in Former New Life Location

Unless you'd been in the former New Life Fitness World when it was open, you can't fully appreciate the transformation that happened since the health club changed hands to Core Fitness this spring.

Until last Friday, I never had been there. Even after getting a full explanation and tour, I still can't quite convey the overhaul as well as someone who experienced the before and after.

"It's the light, the atmosphere, the energy," explained Jacki Brennan, a water fitness instructor who taught for New Life and now for Core. "The other place was rundown and tired."

Brennan is one of about eight or nine former New Life instructors to get hired on by . Several other staff members and dozens of clients have come over as well.

Core owners Tracy Davis and Rick Novak in May, and they opened their newest location last week after a two-month renovation led by . The facility is on Mormon Trek Boulevard on the west side of Iowa City, which offers a convenient new handle - Core-Mormon Trek.

This is the third Core location. They opened on Core-First Avenue in Iowa City in 2003 and added a second location, Core-North Liberty, in 2007.

"It's a great change," Davis said. "I couldn't be happier with the transformation of what we have done to make it what it is now. For people that live in that area, it is a great thing for them."

Take a look at pictures at the right from before and after the renovation provided by Core.

The renovation includes brand new equipment, new windows, updating the pool and spa area, and gutting and refinishing the workout rooms. Core-Mormon Trek is also a 24-hour gym, same as Core's other locations. 

"Each location has its own personality," said Jen Aldrich, Core's group fitness manager.

Full disclosure, I've been using Core-First Avenue off and on for the past few years, and last Friday a workout class was my excuse to come check out the new digs.

The group fitness room is located on the second floor. About 20 people, including some familiar faces and some new ones attended. Weight-lifting class was similar to ones held at First Avenue, but the room felt spacious and with more natural light. It also has all new weights. 

After leading the class, Aldrich toured me through the free weights room, treadmills and stair-steppers, and past the daycare, locker rooms and the pool, which has a television hanging on the wall beside it.

"We're a full service health club," she says.

Aside from the sprucing up, former clients of New Life, which originally opened in 1986, will notice things have been rearranged. For example, the group fitness room is now on the second floor, and the spin room has been moved to a former racquetball court, and it features stationary bikes on elevated tiers. The cardio equipment is in the center of the floor and a smoothie bar sits at the entrance.

Staff say the pool will be a draw for existing members. The pool will support aquafit, lap swim, possibly kid lessons and other aquatic classes. Having the use of another location on the west side of town is also a perk.

I visited on the second day after it re-opened. After the group class let out, a crowd gathered around a seating area near the front desk and smoothie bar. The gym floor was sparsely filled with people exercising, but potential customers have been popping in to check out the new place. Several former New Life customers that had dropped out over time have been by and old Core members that are coming back because of the proximity of the new location.

The expanding west side of Iowa City, and numerous businesses near by, including the university, hospital and car dealerships, should create a core base of clients, Davis said. Work day visits should be especially strong, Davis said.

"That whole three-mile radius is stronger than ever," Davis said. "And, there is such a need here."

Doug Storm, 38, of Iowa City, stopped by last Friday during his lunch break from his job at the University of Iowa. It was the first time he visited since Core opened.

"I like it. It's close to work. In the morning, I go to the one in North Liberty, but if I go during the day, I hop out of work quick and go back," Storm said. "I think it's great. Everything is new and it's a convenient location."