Thornton gym swaps brands

A newly rebranded Powerhouse Gym is set for new equipment and other upgrades. Photos courtesy of Powerhouse.

A newly rebranded Powerhouse Gym is set for new equipment and other upgrades. Photos courtesy of Powerhouse.

A Thornton gym is returning to its roots.

The Denver Gym and Fitness location in Thornton will rebrand as a Powerhouse Gym next weekend, making it the second Powerhouse location in Colorado.

“Before we were Denver Gym and Fitness, we were Powerhouse,” owner Sara Porat said. “The change back was based on the apparel. We still have all the Powerhouse items, and we’ve been selling a lot of it. There are people who, two or three years later, were still wearing their Powerhouse clothes coming to the gym.”

Porat officially brought her 5,600-square-foot gym under the Powerhouse umbrella when she signed a licensing agreement in April. Powerhouse has 300 branded gyms in 39 states. Porat’s gym will join the Aurora Powerhouse as the chain’s second location in Colorado.

Porat is planning to throw a rebranding party on June 13.

Sara Porat

Sara Porat

The rebranding process will change more than just the gym’s name. Porat is investing $15,000 into remodeling the interior, buying new equipment and designing a new website. She’s financing the project through her savings and loans from friends and family, and the city of Thornton is subsidizing 50 percent of her costs through a local business grant.

Porat’s gym has about 1,500 members.

“We have everyone from bodybuilding competitors and pro athletes to your regular average Joe,” she said. “We cater to pretty much everyone.”

Porat also said she’s looking into launching a second gym in the future.

“We’re considering opening another gym or taking over an existing one,” she said. “I was going to buy my building last year and got approved for an SBA loan. That fell through, but I still have an SBA approval that will let me buy another gym.”

A newly rebranded Powerhouse Gym is set for new equipment and other upgrades. Photos courtesy of Powerhouse.

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