Vacant Riverfront Building Turns into Planet Fitness

After two months of renovations, Planet Fitness, which boasts hundreds of locations around the country, opened a new facility on Main Street in South Toms River Monday, and signed 200 clients after opening its doors.

“This has been the biggest welcoming we’ve had yet,” said Russ Del Rosso, owner of the new facility, as well three other Planet Fitness locations. Del Rosso also owns the on Fischer Boulevard, one on Brick Boulevard in Brick, and a third in Monmouth Mall in Eatontown.

Del Rosso said because this South Toms River location was far enough away from his other gyms, and the community had few fitness facilities, it was ideal for Planet Fitness.

, which opened last month north on Main Street, is the only other gym in the downtown area.

Both gym owners, however, aren’t worried about competition. Del Rosso and Martin Van Strein, owner of CrossFit, said because the gyms offer two very different experiences, competition shouldn’t be an issue.

“I'm not the least bit worried,” Van Strein said. “With two being located already near by, we continue to attract people from the $9.99 Globo-gyms.” He added that several of his members were converts from Planet Fitness or other low price gyms.

“CrossFit already posts free ‘workouts of the day’ every day via their main website, yet people still come to us, join, and workout on a daily basis,” he added.  “$19.99, $9.99, or free gyms; none of it is a worry. We attract people who value our services and coaching and want to be there with us.”

“We don’t really look into competition,” Del Rosso said, explaining that because Planet Fitness focuses on individuals, while CrossFit features a community workout setting, they are selling their products to different markets. He added that the growth Planet Fitness has had over the years is an indicator that his facility will be a success.

After opening these four locations, Del Rosso is also slotted to open a total of 13 facilities throughout Monmouth and Ocean County. He said he was preparing to open another gym in Monmouth in about two months, but would not give the exact location.

Del Rosso said when he had opened Planet Fitness at his other locations, it received the moniker “average Joe’s gym” for its judgment free atmosphere. He explained 65 percent of the gym’s membership is female, the free weight section is limited with a max weight of 75-pound dumbbells, and the focus is on general fitness and comfort, rather than bodybuilding.

“We’re here for real people, not the body beautifuls,” he said.

The gym offers a $10 basic membership to access the facility, with no contract to sign. For an upgraded “Black Card” membership, clients will also gain access to unlimited tanning, can bring a guest, and can work out at any Planet Fitness. The Black Card membership is $19.99.  

Del Rosso said a majority of the 20,000 square foot gym is dedicated to cardio, another indicator that the gym focuses on general fitness.

“At most clubs, you have to wait for cardio,” he said, “Here, you’ll never have to wait for a treadmill.”

This Planet Fitness will attract clients within a three to five mile radius, Del Rosso said, so it should also add to the revitalization of downtown Toms River.

“While I wish it was within our boundaries, if it does expose more to our Downtown, we welcome that potential patronage of our businesses wholeheartedly,” said Jody Alessandrine, executive director of .

Sitting right on the Toms River just over the South Toms River bourder, the building has seen its tenants change over the years, most recently serving as a plumbing supply and kitchen design center, but was vacant before the conversion into the gym. Shore Vineyard Church, now in Beachwood, is renovating the front of the facility.

Planet Fitness is open 24 hours a day, Monday through Friday, and from 7 a.m. to 7 p.m. Saturday and Sunday. For more information, call 732-244-2066 or visit www.planetfitness.com/gyms/NJ/South_Toms_River.