THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Wednesday, July 27, 1994 TAG: 9407260123
SECTION: VIRGINIA BEACH BEACON PAGE: 04 EDITION: FINAL
COLUMN: EARNING A LIVING IN VIRGINIA BEACH
SOURCE: BY LORI A. DENNEY, STAFF WRITER
LENGTH: Long : 112 lines
Beth McPherson is committed to helping women achieve their physical goals. Whether those goals are shaping up or losing weight, McPherson is convinced she can help even the most lethargic person become physically fit.
Her ideas and philosophy on exercise were also convincing to a North Carolina bank, which financed her $75,000 business and enabled her to open Ladies Workout Express in the Cypress Point Shopping Center last year.
``I wanted a health club where I could help people,'' said McPherson, 34. ``I've put all my money in what's going to help women.''
McPherson's gym is used exclusively by women and was designed with women in mind. The 6,000-square-foot building, painted a bright teal and purple, is host to about 600 members (18 and older) including 28-year-old Cheryl Corbin.
Corbin became a member after finishing physical therapy for a back injury caused by a car accident.
``It's helped me already,'' Corbin said, while pedaling a stationary bicycle. ``I haven't had any pains at all. It's good when you have somebody who knows what you're going through.''
The exercise machines, made by Paramount and called the Fitness Line, are smaller and more attuned to a woman's shape, she said. McPherson invested $25,000 in 11 pieces of the special equipment.
McPherson also invested $25,000 for a specially made 2,000-square-foot floor that promises to reduce the impact of aerobics and other high impact exercises.
``I've cut all of the fat,'' said McPherson, an Asheville, N.C., native. ``There are no whirlpools, etc. I spend the money on stuff that's going to help my members get the service they want.''
As McPherson said, there are no fancy whirlpools or saunas. The women's dressing room features one shower that McPherson says is hardly ever used. The one room that is constantly used, however, is the free nursery stocked with playpens, swings and a television set.
Children from 6 weeks to 6 years are invited to play in the staffed nursery while mom works out. Children are also encouraged to bring their favorite videos for the television.
The cost to join the Ladies Workout Express is $75 down and $28 a month for one- or two-year memberships. The business is also affiliated with the International Physical Fitness Association and members can transfer their memberships to any other affiliate.
McPherson, with her staff of 15 instructors, offers low impact aerobics, step aerobics, interval cross-training, a class called ``Improving Me'' for beginning exercisers and a weights-plus strength training class.
Most of the classes are on a walk-in basis and there are even some designed strictly for seniors.
Signing on is not as easy as just walking in the door, however. Each woman meets with a counselor to go over her goals and to set up an exercise regimen that fits her abilities while moving her toward her goals.
Every 15 visits, the members are measured and their heart rates monitored so that both the customer and McPherson can be sure that the chosen plan is doing the trick.
``The key is decreasing the percentage of body fat,'' said McPherson. ``I don't believe in diets. Diets don't work.''
McPherson and her staff teach customers how to measure fat in food and how to monitor their physical conditions, such as heart rate.
The equipment for the business can be counted on two hands. What can't be counted but, is always present, is McPherson and her ``can do'' attitude.
An athlete herself, McPherson preaches that becoming physically fit is a ``lifestyle'' change and that three visits to the gym weekly will net results.
``The only thing I ask when you sign up is that you come because I know I can get results for you,'' she said.
McPherson opened her business last August, after spending six to eight months on a detailed business plan which she presented to bankers.
``I went over it and over it (to be sure it was perfect),'' McPherson said. ``And they believed in me. I think a lot of it was all the experience I had, and I'm a very detail-oriented person.''
McPherson has worked in health clubs for 10 years. She spent about four years, off and on, training with the U.S. Volleyball Association in Knoxville, Tenn. She didn't make the team, she said, but she learned everything possible about exercising the right way.
``I built up an exercise base of knowledge with those coaches,'' said McPherson.
She came to Hampton Roads to finish a degree in marketing at Old Dominion University. After graduation in 1992, she put her newfound marketing skills to work by opening her own business.
McPherson herself is an attestation to her exercise savy.
``I work out every day. I don't remember a day that I've been sick. And I certainly wouldn't be able to work these hours (without working out),'' said McPherson.
``Really, I just want to provide a friendly, relaxed atmosphere. This isn't a dress-up place. I just really believe in being good to people and giving them what they pay for.'' MEMO: The Ladies Workout Express can be reached at 491-1700.
ILLUSTRATION: Staff photos by
MORT FRYMAN
Beth McPherson opened Ladies Workout Express in the Cypress Point
Shopping Center last year. The 6,000-square foot gym is used
exclusively by about 600 female members. The exercise machines are
smaller and more attuned to a woman's shape.
by CNB