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Anytime Fitness Abandons Plans for Whitefish Bay Location

Silver Spring recently lost Anytime Fitness, Simon Oliver and Les Moise, but gained ATI Physical Therapy and two new spa businesses.

Six months after hoisting the sign to recruit customers, Anytime Fitness franchise owner John Mathie said he no longer plans to open a fitness franchise on Silver Spring Drive.

"We just weren't seeing the demand, unfortunately," he said.

Whitefish Bay has several fitness facilities, including the and . Anytime's nearest location is at .

Mathie at 109 E. Silver Spring, which used to house Elements East, and 103 E. Silver Spring, the home of the , late last year with the intention of .

When Mathie purchased the building, Elements East was forced out of its rental agreement after 10 years in the village and will at 4533 N. Oakland Ave. in Shorewood, across the street from .

Now, a new business, Massage Envy Spa, is seeking a conditional use permit to do business at the space. The Plan Commission will consider the business' application on July 17. Massage Envy is a national chain that provides massages and facials at 700 locations across the country, according to the company's website.

More business district news

closed its doors at 318 E. Silver Spring Drive after nearly three years in the village. A 25-year veteran of the menswear retail business, owner Perry Newsom offered high-end formal and casual wear for professional men. Simon Oliver's online store appears to still be in business.

Newsom wasn't available for comment. John Stuhlmacher, the chairman of the Whitefish Bay Business Improvement District, said he was sad to see the business didn't make it.

"I don't know what else he could have done to stay in his business," he said. "For closings, this is the time of the year when it's going to happen."

Also on Silver Spring:

  • Les Moise in Mequon, leaving the 9,000-square-foot storefront at 151 E. Silver Spring Drive after 56 years. Owner David Rosman said he relocated because he wanted more space, more parking and the ability to own his own space.

  • opened its 12th Wisconsin location at 106 W. Silver Spring Dr. on June 4. The clinic will celebrate the opening with a grand opening silent auction event on July 19.
  • Tom Harris has finished , where he will re-open his two art businesses, and . A new business, LyLy Nail & Spa, will present its plans to the Plan Commission on July 17 to open in the former Gallery 505 space. The other space at 507 E. Silver Spring Dr. will be occupied by .
Bob McBride July 06, 2012 at 06:39 PM
Instead of building a new DPW building to the tune of $4.1MM, why not just convert one of the 2 or 3 strings of unoccupied storefronts into a new facility for that department? It looks like this retail district thing just isn't working out.
A WFB Resident July 07, 2012 at 03:47 PM
They need somewhere to put their trucks, so a retail front store wouldn't work.
Bob McBride July 07, 2012 at 04:02 PM
I probably should have made it more clear that, of the two sentences in the comment, that one was not meant to be taken seriously.
Robert July 07, 2012 at 11:20 PM
YEAH ! Make them pick up the garbage with wheelbarrows, that will make them take it all and not drop it ! Clear the road with shovels to , I manage to get my driveway and side walk done !
Linda Lang Hazaert July 09, 2012 at 02:53 PM
I think WFB needs to think outside the box and get with it! Make our business district desirable to potential businesses, and not be such "fuddy-duddys" when it comes to considering new proposals. We really could use a nice casual pizza place with wine/beer and possibly outside seating. (kids go into the FoxBay and parents chill).
Harry July 09, 2012 at 03:23 PM
good idea Linda......go for it. Make the personal investment and try to cater to this fickle community.
Bob McBride July 09, 2012 at 03:42 PM
I see two (interrelated) trends here. One is the loss of existing businesses (Les Moise, Zita's - sort of) and, apparently, less than adequate qualification of a some new businesses (Anytime Fitness, Honquest Furniture, Zita's - sort of). Do we just pretty much take anyone who says they're willing to come in here, without properly qualifying their ability/willingness to stay for the long term? That's sort of what it seems like. Do we stay in touch with these people so we aren't caught off guard, as in the case of Honquest and Anytime Fitness? See how things are going for them, offer suggestions if they are struggling (City Market, from appearances)? We've allowed Anytime Fitness to run off a business (Elements East - to Shorewood's benefit) and, in their place will come yet another of what I consider part of the second trend - a chain franchise operation. We've now got chain haircutters competing with longtime establishments and a chain coffee/donut shop competing with longtime coffee shops and a bakery. We've got one frozen yogurt place supposedly coming in and another one supposedly coming in 3-4 blocks east of that. We also have to decide if what we want to be is a place where local residents within walking distance of Silver Spring can visit much the same types of stores they find elsewhere without hopping in the car, or we want to be a destination shopping district with unique establishments. The trend seems to indicate a desire for the former.
Jay Sykes July 09, 2012 at 04:33 PM
Can one find enough unique establishments to fill all the storefronts?
Bob McBride July 09, 2012 at 04:59 PM
No, but we lost 4 unique ones and gained (or will gain) 4-5 chain establishments. I'd call that a trend. Frankly, at this point given the number of vacant storefronts, we're so far behind in the game that we probably have no choice in the matter. Would be nice to know if we have anyone actively attempting to get new businesses, whether or not we've got a plan in place to encourage certain types of businesses into the area, or if we just rely on the property owners to advertise vacancies, wait until they come up with something and then give it the thumbs up or thumbs down.
Jeff Rumage July 09, 2012 at 05:21 PM
I know by talking to Business Improvement District leaders that the BID does do a number of things in terms of recruitment. I also know the BID does look at the long-term viability of a business before doling out money through the Retail Incentive Grant program. We're actually working on an article about the differing philosophies of Shorewood and Whitefish Bay business districts this week or next week, so stay tuned!
Santa Monica Guy July 13, 2012 at 11:39 AM
If someone will open a bar, I and many others will be patrons. We need one in WFB!
Bob McBride July 13, 2012 at 12:38 PM
Rob if we need a bar, we need three of them. Preferably within walking distance of each other, each operated by someone who has never been in the bar business and with just enough regular clientele between the 3 of them to assure 2 of them fail within 2 years of opening. It's the WFB way.

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