At Dina Silverman’s new Cherry Creek studio, customers won’t be lifting any weights, riding bikes or even breaking a sweat.
Instead, her customers will focus entirely on what they often forget to do: stretch.
Silverman is opening StretchLab, a California-based franchise that provides one-on-one assisted stretching, in Cherry Creek this March. She’s leased 1,200 square feet at 3201 E. 2nd Ave.
“From a target demographic standpoint, it’s our sweet spot,” Silverman said, adding that she plans to open two others in the next 18 months. “There are many complementary businesses near our studio.”
At StretchLab, customers will be able to receive either a 25-minute or 50-minute professional stretch on one of the studio’s 10 benches. The studio also will offer small group stretching classes, where a coach will walk clients through a series of stretches.
One 25-minute stretch at StretchLab will cost $55. Regular monthly memberships will range from $169 to $579, but are heavily discounted prior to the studio’s opening, Silverman said.
“If you come in once a week regularly, you will get so much out of what you’re doing regularly … One-off stretching doesn’t do anything for anybody,” Silverman said. “We are a membership model for that reason.”
Stretchers at StretchLab — or “flexologists” — all have backgrounds in personal training, physical therapy, yoga or Pilates training, or massage therapy, Silverman said. StretchLab takes them through a training program, including two days at the company’s headquarters in Irvine, Calif., and 20 hours of practicum training before working.
Silverman, 41, recently moved to Denver from North Carolina, after working in various roles at Disney, Kraft Foods and Starwood Hotels. After staying at home with her kids for five years, Silverman was looking for a job that would give her a flexible schedule. She worked with a franchise consultant, who introduced her to StretchLab.
“I thought Denver was the perfect place for something like this,” she said. “It focuses on the recovery side of fitness, which is so important but often neglected.”
StretchLab, which has five studios open in Chicago, Idaho, New Jersey and California, plans to expand to 100 locations by year-end, Silverman said. StretchLab’s parent company is Xponential Fitness, whose other brands include Club Pilates, CycleBar, Row House and Pure Barre.
Silverman said she has invested $200,000 in her new studio, including a $125,000 franchise fee for rights to three studios in the Denver area. She also will pay 7 percent of monthly gross revenue as well.
“As much as I thought it was such a brilliant concept that was going to help so many people, it’s not a fad to me,” Silverman said. “It may have more competition, but no one is ever going to say stretching is no longer trendy or out of style.”
StretchLab is in good company in Cherry Creek. Recovery business Vive Float Studio, another recovery-centric business, is a block away, and national fitness chains SoulCycle and Rise Nation are nearby as well.