Beware the Fitness Zombie

Peter Earle returns, four doors down from his old haunt, only smaller @ 3,000 sq ft

After the death of his full sized, full service health club almost one year ago, Peter (the-Duke-of) Earle has arisen from the grave and will soon haunt the Happy Valley fitness scene with a woman only operation, touting "services and programs that make fitness, fun, easy and affordable."

At $14.95/month--affordable for sure--but still expensive compared to Planet Fitness, the 'King of Cheap', at $9.95/month. Or the $50 million UMass Recreation Center, which is free to students, his preferred target demographic:

When Gold's Gym was at its peak (2006) they helped promote a Mixed Martial Arts event at the Mullins Center whereby Earle sent an email blast to young female members enticing them to participate in a "hot body bikini contest."

So the $64,000 question is, can this (re)start-up business survive at low membership price points in an already saturated competitive market when odds are against start ups celebrating a 2nd or 3rd birthday--especially when you exclude half the market?

Considering Peter Earle's checkered past in the field of fitness, about as much chance as a sand castle weathering a tropical storm.

Earle opened Gold's Gym--the gold standard of fitness franchises--on University Drive, Amherst in 2003 with two very experienced partners who owned a handful of successful Boston area Gold's. Only a year later the two experienced partners fled back to Boston. For good reason.Fools Gold

New partner, attorney Joanne Delong, bought in with a 50% deed to a dilapidated business condo in Amherst center that mysteriously burned just prior to opening as a tanning salon, and then years later when Earle tried to cash in that ownership learned the paperwork was never properly filed at the Registry of Deeds, thus making it worthless to him. Did I mention Ms. Delong was an attorney?

Cooper Mine tanning salon: never opened for business

They cut corners by dropping the Gold's Gym name to save on the franchise fee and remade themselves as "The Leading Edge." That too soon lost its luster.

This past October 18, the club suddenly closed with only a couple hours notice to employees and members, leaving behind unpaid workers, unhappy customers--most of them owed refunds--and a whopping $250,000 bank debt.

A couple months later, on Christmas morning no less, Amherst Police discovered Mr. Earle in the shuttered business trying to abscond with truckloads of exercise equipment only five days after filing papers for a new fitness business in Keene, NH. His former partner was not amused.Former fitness room, now Amherst Brewing Company

And neither are his former employees or numerous customers still owed money from the sudden implosion of 'The Leading Edge'. Earle's Craigslist ads for hired help are shadowed by postings from previously burned anonymous victims who issue a warning highlighting Earle's shady business practices.

Of course it makes sense that Earle would wish to hire a manager to oversee Amherst operations for a degree or two of separation, as he would not want to be on site when ghosts from Christmas past stop by seeking repayment.

Indeed, PT Barnum may still be correct about "a sucker born every minute." But now, with the Internet "wisdom of the crowd," the suckers--and everyone else--stand a fighting chance against hucksters like Peter Earle.

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Since the demise of Gold's/Leading Edge, 3 fitness facilities have opened in Amherst:

Jazzercise, South Amherst

Personal training center and Aerobics Studio close by, East Amherst

The Deathstar! $50 million UMass Rec Center (free to students)
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Craigslist: Personal Trainer (Amherst)

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Be advised that Fit Women / Fit Nation are the same people who used to own the leading edge/gold's gym in Amherst. They closed that business very abruptly last October and STIFFED virtually all of the staff, trainers, instructors, and members on their way out of town. They have a lot of nerve to think that they can slink back into Amherst under a new name and open a very similar business in such a small community. People will remember how they were treated and many of us were treated very badly! There are lawsuits and fair labor hearings in progress so you should avoid this one like the plague!