Heard on the Street: New strength gym to pump up Crossroads Center

January 4, 2019 GMT

Rochester’s Crossroads Shopping Center lost a fitness gym at the end of 2018, but it’s gaining a new one at the start of 2019.

Partners Rob and Brandy Heilman with Kelsey Beck are working toward opening Iron Physique Gym in the former Fish & Pets spot, 1201 S. Broadway. Fish & Pets closed in early 2018.

The 11,000-square-foot space is in the middle of the center, north of where Edge Fitness closed its doors earlier this week.

The Heilmans have a Iron Physique Gym in La Crosse, Wis. and are partnering with Beck to launch the Rochester location.

“We have been contacted by many people over the last few years to expand to Rochester,” said Rob Heilman.

Iron Physique is a 24-hour gym focused on strength and sports, so expect more free weights than cardio equipment.

“While there are other gyms there, there is nothing else like this. We feel there is a need for it in the area,” said Beck. “We’ve been looking in Rochester for quite a while and this location just fell into place.”

The deal was in the works long before Edge Fitness abruptly announced its closure last week.

Iron Physique is now signing up members for the new Rochester gym at the nearby Fitness Shoppe, 90 14th St. SW in the Crossroads Plaza and at its La Crosse location.