Quick Take
The couple who owns Santa Cruz Power Fitness have found that their members often belong to several gyms as they seek different amenities. In swooping into the Midtown spot vacated by Rite Aid, they're hoping to consolidate a variety of clients into one state-of-the-art spot.
Where some people might see just an empty former pharmacy, Chris Ellis sees potential for a whole new kind of health facility.
Ellis and his wife, Camile Periat, plan to turn the old Rite Aid next to Whole Foods Market on Soquel Avenue into a state-of-the-art fitness center that brings together exercise with nutrition, wellness and recovery.
This is not just another gym, he said.
Earlier this month, the Santa Cruz planning commission granted the couple’s request for a change of use permit, giving the project the green light to move forward. Now it’s on to building renovations.
Ellis and Periat have owned Santa Cruz Power Fitness on Water Street since 2018. When the couple took it over, they really wanted to change what they saw as the gym’s reputation for being intimidating and only for “hardcore” powerlifters. Both come from a professional bodybuilding background – and compete professionally – but wanted to create a space that was more welcoming, especially for women. They’ve substantially increased the membership (they currently have about 2,000 members) and now are looking to expand.
However, they don’t want to just create a bigger Santa Cruz Power Fitness. Instead, the goal is for something different and more inclusive, something that Ellis says will be unlike anything currently at other local gyms. He did not say what’s next for Power Fitness’s Water Street location.
After surveying community members about what they’re looking for in a gym membership, they quickly realized that many belonged to multiple gyms and facilities, each offering different amenities. Other feedback centered on price and age/type of equipment.
“The crux for me was, if all these people have two or three other gym memberships, we could figure out how to consolidate all of their time into one location, with ample parking and easy access,” Ellis said. “We really want something that is something for all fitness levels and we want every age demographic to feel welcome and comfortable.”
After a couple of years of looking for a new space, they found the 23,000-square-foot former Rite Aid, which closed in November amid the corporation’s bankruptcy filings. Once they found the building, owned by the Ow family, it took a few months to determine if the space could actually be used for what Ellis and Periat envisioned.
“What we’re doing is really special; it’s a very unique concept,” said Ellis, adding that he and Periat traveled all over to check out other fitness facilities for inspiration. “No one is really attacking our county with a whole approach toward fitness, recovery and nutrition.”
He’s tight-lipped about the details, but said that in addition to workout stations and a yoga studio, there will also be an emphasis on recovery services for long- and short-term injuries, sports-specific training and cutting-edge equipment.
The space will need a lot of renovation, but Ellis is optimistic for an opening before the end of the year. Capitola-based Fuse Architects is leading the project. The city granted a demolition permit last week, and all of the other plans have been submitted.
Ellis is passionate about the central location. Being able to shop for groceries next door once you’re done working out is just another perk, he said. He sees a lot of opportunity in the Midtown/Eastside area of Santa Cruz, especially with planned developments on nearby Water Street. Ample parking is also a plus.
“Midtown is really in the midst of a transition and I see this as a real opportunity,” said Ellis, who has a background in business and finance. “People are going to start taking a risk on Santa Cruz.”
Have something to say? Lookout welcomes letters to the editor, within our policies, from readers. Guidelines here.