Personal Fitness Studio Coming to Whitefish Bay

A personal fitness studio could be coming to the west end of Silver Spring Drive as soon as February.

Orange Shoe Personal Fitness plans to open at 121 E. Silver Spring Dr., located between the former Honquest Furniture space and Home Care Assistance. The Plan Commission unanimously granted the business a conditional use permit at its meeting Tuesday night.

The fitness facility offers a number of services, including personal training, small group training, yoga, pilates, strength activities, massage, corporate wellness, fitness assessments and endurance coaching.

Orange Shoe's nearest location is in Brookfield, but also has three studios in the Madison area and one studio in Chicago. The company was started in 2004 by Joshua Martin, who named the store after a memorable pair of blaze-orange running shoes.

Martin said he chose Whitefish Bay because it's an active community with people and businesses that are focused on well-being. He said he sees his business as different from other nearby fitness studios like Fitness Together, the Jewish Community Center, and LA Fitness.

"We understand that there's always going to be a lot of opportunity in the marketplace, but we feel that we fill a specific niche when it's personal and when it's more community-oriented," he said.

Martin said everyone on his team is committed to leading a healthy lifestyle, and the trainers have an eagnerness to share that lifestyle with the community in a fun, engaging way.

"The team portion and the community portion is really important," he said. "I really think if you come to our facilities and meet our team and the clients that interact with us, you'll see it appeals to a group of people that are focused on making a positive change."

The business is based only around appointments and will be open from 6 a.m. to 10 p.m. Martin requested to open at 5:30 a.m., which was approved by the Plan Commission and may require further approval from the Village Board.