Fast-paced fitness brand stretches to DTC

half hour power ftd

A fitness concept focused on 30-minute workouts is expanding. Photos courtesy of Half Hour Power.

A local gym is beefing up with a second Denver location.

Half Hour Power is planning to open a new gym near the Denver Tech Center on Jan. 12, almost two years after founder Howard Waldstreicher opened the company’s first gym in Cherry Creek. And as the Tech Center location pushes out its first reps, Waldstreicher is eyeing space for a third outlet in Lone Tree.

“Three is the magic number, first,” he said. “Then we might try to open another gym closer to Boulder or downtown, but the goal is to franchise pretty quickly.”

Waldstreicher has signed a five-year lease on his second gym, a 1,300-square-foot storefront in Village Center Plaza at 5332 DTC Blvd. He declined to say what it would cost to build out the new gym or how the project is being funded.

Space at Village Center Plaza is currently leasing at an asking rate of $30 per square foot.

Half Hour Power is a high-intensity workout using resistance bands instead of conventional weights. Waldstreicher developed the workout and opened the first Half Hour Power gym at 250 Steele St. in February 2012.

Howard Waldstreicher

Howard Waldstreicher

The gym at Cherry Creek and the Denver Tech Center branch will maintain separate memberships for the time being, Waldstreicher said. Right now Cherry Creek has about 100 monthly members, with the rate for unlimited workouts set at $150 a month, he said.

Waldstreicher was drawn to the Tech Center, he said, by the area’s high office traffic. A major part of the Half Hour Power’s appeal is the ability to squeeze a workout into a tight schedule.

“It’s all about time, it’s what can you do in 30?” he said.

Half Hour Power has brought on three new trainers to staff the Denver Tech Center location, including a head trainer who was a former pitcher for Major League Baseball’s Florida Marlins.

To get the word out about the new gym, Waldstreicher has hit the airwaves with a radio ad that began playing late December. He’s also taken out a billboard along Colorado Boulevard to advertise the business.

A site search for the third Half Hour Power outlet is underway. Waldstreicher said he is looking for a little more than the DTC gym’s 1,300 square feet somewhere in the Lone Tree or Highland Ranch area.

It will take about six months to build out the new space after Half Hour Power signs a lease, and Waldstreicher is eyeing a spring or summer opening for the Lone Tree Half Hour Power. After getting the third gym up and running, however, Waldstreicher is planning on selling his concept to perspective gym franchisees outside of Denver.

“We’re opening these first three gyms to prove the concept,” he said.

Denver Broncos wide receiver Wes Welker is member of the Cherry Creek gym, Waldstreicher said. Teammate and fellow wide out Emmanuel Sanders has also worked out at Half Hour Power, Waldstreicher said.

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