GLENDALE - The fitness market is splintering with the popularization of yoga, barre and Spinning, causing big-box franchise gyms to bend over backward to meet the demand.
But the idea of professional, guided training in a studio environment is nothing new for Sarah Addeo, a former professional dancer who worked at top-level health clubs in New York City and Los Angeles before moving to Whitefish Bay in 1996. Shortly after moving here, she opened In Motion Fitness in Fox Point, which was the Milwaukee area's first Spinning studio. After eight years at In Motion Fitness, she developed fitness programming for another health club in the area for 13 years.
For the past couple years, though, Addeo has been itching to create her own studio with her own fitness programs. Now, with the business acumen of Milwaukee Brewers vice president and general counsel Marti Wronski, Addeo is prepared to open six specialty studios under one roof — a concept that Wronski and Addeo say has never been tried before, at least in the Midwest.
"The studio setting and that one-on-one feeling has always been in my blood. It's what got me a reputation on the east and west coasts, by focusing on the corrections and feedback," Addeo said. "It's a different way of doing this in the industry, but it's just natural for me."
Located in a 14,000-square-foot space within a former Johnson Controls office building at 5055 N. Lydell Ave., AddeoFit is in the middle of a massive renovation that will create six separate studios dedicated to Spinning, ballet barre, yoga, cardio, athletic conditioning and a special studio for Addeo's custom fitness programs. AddeoFit is scheduled to open the week of Feb. 20.
Addeo's custom programming will be in a large studio, where she will lead her own brand of hip hop dance, strength training, kickboxing and more.
Another area of the studio she is looking forward to is barre ballet, which she has been practicing since she was ballet dancing in New York. While in New York, she actually worked with Lotte Berk, a former ballet dancer who invented barre in the 1950s. Addeo has developed her own brand of barre with her own manual, called AddeoFit Barre.
"This is my baby," Addeo said. "This is something that is very creative for me, because I have my thumbprint on it."
In the cardio room, training will focus on interval training using a mix of treadmills, elliptical machines, rowing machines and weights. In the back of Addeofit, the athletic performance training center has weights, racks, TRX, a running track, weightlifting racks and other equipment that focuses on strength, endurance and full-body training.
Another unique aspect of AddeoFit is the after-school fitness programming for children and teens older than the age of 8. The specialized youth and teen fitness programs, which can be adapted to athletes or non-athletes, are a rarity in the fitness marketplace, said Wronski, a mother of four athletes ages 8-14.
While the business model is primarily based around classes, members are also able to use any of the equipment when classes are out. Child care service is also available for parents while they exercise.
An open house will be held from 8:30 a.m. to 2:30 p.m. and from 5 p.m. to 7 p.m. on Wednesday, Feb. 8, and Thursday, Feb. 9. Another open house will be held from 8:30 a.m. to 2:30 p.m. Friday, Feb. 10. More information about pricing and scheduling will be available in the future at addeofitmke.com or on the AddeoFit Facebook page.