Beck Ventures' Trophy Club Town Center development opened during a nationwide pandemic, and now it is betting on an experiential gym concept run by former Dallas Cowboys star DeMarcus Ware to help drive traffic as other major U.S. gym brands take a hit across the country.
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The Trophy Club mixed-use development hopes to benefit from changing gym norms as its newest tenant, Ware's 3Volt Fitness brand, opens in the heart of the project.
The gym, which Ware co-owns with Angela Daniel and Randi Chapman, offers different full-body workout rooms for fitness enthusiasts and allows attendees to train next to sports stars like Ware and other professional athletes who routinely visit the premises.
The three leaders officially opened the venue July 20 and have already signed up more than two dozen members, Daniel told Bisnow.
"We are hitting all aspects of training," Daniel said. "We are bringing in different types of professional athletes because they see the value in what we are doing."
As an experiential gym brand, the concept trades on the mystique that the average gym-goer is training with the best-of-the-best. Ware, who played for the Cowboys for nine years, is ninth all-time in career quarterback sacks.
"We are hitting every single type of training, and you might be working out next to [a professional athlete]," Daniel said. "DeMarcus took a 6:15 a.m. [treadmill] class this morning, so you might have been working out next to one of the greatest linebackers of all time."
A slight delay in the opening of the gym due to the coronavirus resulted in 3Volt being able to stay ahead of the curve in terms of coronavirus-fighting technologies inside the 4K-plus SF gym.
"DeMarcus actually installed special medical grade air filters or [air] infiltration systems, so that circulates the air on a much more frequent basis than your standard retail establishment ... certainly the standard gym," Beck Ventures' CEO and President Scott Beck said.
The 3Volt Fitness outlet opened in Trophy Club this week. By July 27, well-known Tex-Mex restaurant Anamia's should be open, too, Beck said.
"Anamia's is doing social distancing with tables apart," Beck added. "They built an unbelievable area, so people can eat outside if they want to. 3Volt also is doing social distancing with masks; and they have classes that will be limited [in terms] of the amount of people [in attendance]."
Since the onset of the coronavirus, Beck Ventures has been working with tenants at the new Trophy Club Town Center to ensure they have enough flexibility to open when it's safe and makes the most sense for their concepts.
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