Planet Fitness hailed as great fit for growing plaza

An emerging “city center” commercial area in Satellite Beach may finally be taking shape at 1024 State Road A1A with the addition of a 14,000-square-foot Planet Fitness to be located in the Atlantic Plaza across from Oceana condominiums currently under construction.

Satellite Beach Development Director John Stone said that plaza, anchored by a Publix, could one day represent something of a commercial focus for the town of about 10,000 located on a strip of State Road A1A.

“We’re a linear city along A1A and don’t have a lot of east-west. We’ve been looking to have a concentrated effort there for a long time,” but that effort remained slow with plaza vacancies resulting from the downturn in the economy.

The wait-and-see situation with Atlantic Plaza was energized significantly with the investment of Planet Fitness, which showed patience in assembling enough space from three former tenants, including a Chinese restaurant and Ace Hardware, Stone said.

The 14,000 square-foot club will offer state-of-the-art cardio and strength equipment, free fitness training, and a Black Card Spa which will include HydroMassage beds, said Planet Fitness spokesman Becky Zirlen. Planet Fitness caters to first-time and casual gym-goers who may have never belonged to a gym before. There is a non-intimidating, judgment-free atmosphere where members can feel comfortable working out at their own pace.

Membership starts out at $10 a month, or $21.99 a month for the PF Black Card. The Black Card offers the amenities, the ability to bring a guest for free, and use of any of the 1,600+ Planet Fitness locations nationwide in all 50 states.

As an added bonus, Stone said, nearby City of Satellite Beach workers will have the facility listed for use on their insurance.

With the addition of Planet Fitness, things may have turned the corner for Atlantic Plaza, said Kristen Moore, spokesman for Brixmor Property Group.

“We’re bullish on this property because of Oceana and the future development of condos on the Patrick housing area to the north, as well at the whole oceanfront there,” she said.

As part of the renewed activity, Brixmor plans “physical enhancements for the plaza.”

Atlantic Plaza positives include having a “market dominant” Publix serving as an important anchor, and the certainty of new condo residents across the street and plans for others moving into developments on the former Patrick property to the north.

“Anytime you add more residents in the area, it’s all very positive,’’ she said.

According to market research, Atlantic Plaza is surrounded within three miles by a population considered affluent with an average household income of more than $91,000.

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