New Westwood Athletics gym opens on Arthur Ashe Blvd. -Richmond BizSense

A new fitness center has joined the mix on Arthur Ashe Boulevard, where it is situated next to a large mixed-use project that just opened.

Westwood Athletics opened last week at 1105 N. Arthur Ashe Blvd.

Behind the new gym are friends Jake Rowell, owner of another gym called RVA Performance Training, and David Foster, co-owner of High Point Barbershop.

Westwood Athletics offers strength and cardio equipment in a 4,200 square foot space open 24/7. The owners said Westwood is aimed at experienced gym-goers and that the concept is an attempt to fill what they see as a gap in similar offerings in the city.

We want to target people who are familiar with strength and conditioning training. Maybe we’re talking about people who were former athletes in high school or college. People who definitely know a fitness club, Foster said.

Consequently, Westwood does not offer training or classes. Rowell’s other gym, RVA Performance, located nearby at 2522 Hermitage Road, offers these experiences and the idea is that the two gyms can complement each other.

(RVA Performance) is very coaching-based. Basically everything we do there is group classes or personal training. This is actually the opposite of a complementary form. Here they won’t have training, but they will have 24-hour access, a wide variety of equipment, Rowell said.

The new Westwood gym offers a one-time $150 membership package rather than the typical multi-tier membership model. Rowell said the setup was intentional.

I’ve been a gym owner for a long time and it’s always been an effort to simplify things. I think the fewer options the better, he said.

The gym anticipates it will have a membership cap of 200 to 225 people, a number the owners hope will foster a sense of community and provide members with enough opportunities to use the equipment they want without waiting.

This is an incredibly common complaint for anyone who goes to a gym. They can’t get access to the equipment they want, when they want it, Rowell said.

He said the gym filled about 30% of its membership capacity in early sign-ups.

The owners estimated that they spent around US$140,000 to equip the gym, which in addition to aerobic and weight training equipment includes a sauna.

Westwood leases the property that previously housed Workbench RVA, a membership-based woodworking space. Alex Wotring of Thalhimer handled the lease negotiations on behalf of Westwood.

Westwood Athletics offers strength and cardio training. The gym on Arthur Ashe Boulevard opened in October.

Foster and Rowell began developing a friendship around 2015 when Foster began training at RVA Performance. The pair bonded further through their shared experiences as small business owners, and in early 2022, Foster pitched the idea for Westwood to Rowell, who suggested they attend the new gym together.

I already own gyms and have a lot of experience there, Rowell said. Foster, on the other hand, created a really good culture at High Point and got people really excited about High Point. I think we rely on some of those complementary skill sets.

Rowell launched RVA Performance in 2007 under the name RVA Crossfit and rebranded when the gym moved to its current location at 2522 Hermitage Road. He owned Colonial CrossFit, which he sold before the pandemic.

Foster is one of the owners of High Point, which has locations in Henrico, its newest outpost, as well as the Fan and Scotts Addition.

Other gyms that opened relatively recently in Scott’s Addition include CoreFitness RVA and Pure Fitness RVA.

Westwood Athletics, named after now-rejected plans to open on Westwood Avenue, opens while construction is underway next door to The Ace, an eight-story, $98 million mixed-use project at 1117-1201 N. Arthur Ash Blvd. The project developers recently started the project.