Three years after opening its doors in Ballston in the middle of a global pandemic, VIDA Fitness is holding a grand opening this Saturday.
“It sounds odd, off the cuff, close to three years after the grand opening to do a party, but this was the first time in the timeline to do it,” VIDA Fitness Director of Operations Aaron Moore tells ARLnow.
The D.C.-native fitness club was waiting for nice weather and a strong enough membership base to throw a party people would attend at 4040 Wilson Blvd. The event is scheduled for May 6 from 3-6 p.m.
Moore credits its fastest-growing program, nutritional counseling, for growing its roster of members. Launched in 2019, it aims to address the health issues Americans are facing — and represents another claim staked on a booming wellness industry some project will be worth $7 billion in 2025.
“The biggest trending term is ‘wellness,’ and that’s a function of being cooped up during the pandemic and leading a sedentary lifestyle,” Moore said. “The average life expectancy has gone down for the first time in decades.”
While the program predates Covid, interest in nutritional counseling jumped after the lockdowns and as people began thinking about health less in silos like “working out” and “eating right” and started viewing these as components of overall wellness. The in-person and virtual 12-week workshop, with group and individual sessions, also demonstrates how better nutrition improves exercise results, work productivity and sleep habits.
“It’s pretty comprehensive and we’ve seen some amazing health outcomes,” he said, even for an area “where people are more in tune with their bodies and taking care of themselves.”
And the benefit sweetening the deal? It is free through many types of health insurance as preventative care, he says. VIDA offers the program directly to individuals and to businesses that want to purchase the benefit for their employees.
Initially, the fitness center focused on generating buzz about the gym’s Covid-era health and safety protocols. Moore said that helped coax customers who were already the 10-15% of people who habitually go to the gym, despite Covid, along with others who were more safety-conscious and planned to return when the pandemic was “over, over.”
“That’s where the communication plan was helpful and productive to talk about our cleaning protocols, our air changeover rate, our check-in and contact tracing system, all that good stuff,” he said.
VIDA Fitness cultivated “the credibility of doing what we said we were going to do” while, at the same time, people got more comfortable living with Covid, Moore continued. Membership rates turned a corner in 2022 because people liked the variety of amenities, services and distinct workout environments provided there.
“That’s when it really started to take off,” Moore said. “We’re thriving now.”
Buoyed by “a great first quarter” and more members, the Ballston location completed a large-scale renovation that included the addition of more strength and squat racks and three Peloton bikes.
“We are now a fixture in the Ballston neighborhood and the Arlington community,” Moore said. “We’ve got a great relationship with the Ballston Business Improvement District, which is an amazing resource, and the Chamber of Commerce is a great partner to us.”
Saturday’s celebration will include tours, opportunities to mingle with trainers and neighbors and free giveaways, per an event page. Food and drinks will be provided by Rosslyn taqueria Taco Rock, Ballston-based True Food Kitchen, Clarendon restaurant Buena Vida, D.C.-area chain Nando’s and Northern Virginia winery Fabbioli Cellars.
Meanwhile, the gym is already building its seventh location, in Reston, which is set to open in the summer of 2024. A would-be Rosslyn location was scrapped last year, the Washington Business Journal reported.
