SHREWSBURY – Planet Fitness is moving to Shrewsbury Plaza on Route 35 early next year, a change that is moving the fitness center out of its basement location on Monmouth Mall in Eatontown.
The district’s Land Use Board recently approved a motion from Planet Fitness to move into a 21,520-square-foot area previously inhabited by AC Moore. The artisan closed all of its branches at the end of 2019.
Planet Fitness has been located in the basement of the Monmouth Mall since 2010. A company spokesman said it was slated to open in Shrewsbury in early 2022, likely by the end of March. The project to convert the AC Moore area is currently awaiting a building permit.
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According to a decision by the Land Use Board, Planet Fitness wanted more space and leave the mall’s basement location. The lease for the 15,184 square meter area in the shopping center is expected to expire and a renovation is due.
The move will fill the largest vacant space in Shrewsbury Plaza, a 24.67-acre shopping mall owned by National Realty & Development Corp. Other major tenants are ShopRite, Marshall’s and Home Goods.
In approving the use of the former AC Moore space as a fitness center, the Land Use Board said the Planet Fitness application was a “reinvestment” of the empty storefront.
“The board of directors is aware that a very prominent large vacancy in a clearly visible area of an existing shopping center does not inspire confidence in the economy,” says the board of directors’ resolution. It will “restore much-needed life” to that corner of the mall.
Planet Fitness has 12 centers in Monmouth and Ocean counties. It is aimed at first-time and occasional gym owners who may never have been to a gym before. It describes itself as a “judgment free zone” where members can train at their own pace without being judged.
The new location in Shrewsbury will include a stretching area, circuit training area, free weights area, cardio area and reception area. There will also be changing rooms and new state-of-the-art cardio and weight machines. The fitness center will also have a Black Card Spa, which will include HydroMassage beds, massage chairs, and solariums / benches for Planet Fitness Black Card members.
Planet Fitness is taking a different approach on the Jersey Shore. In June, What’s Going There reported that Planet Fitness has rented Model’s 17,867-square-foot former sporting goods store in the Toms River Shopping Center on Route 37.
The company has also moved into new space in the remodeled and redeveloped Hazlet Town Center on Route 35. It was previously in a different part of the mall that is being converted into a Panera Bread restaurant.
David P. Willis, an award-winning business writer, has been reporting on business and consumer news for the Asbury Park Press for more than 20 years. He writes the What’s Going There and Press on Your Side columns on APP.com and can be reached at firstname.lastname@example.org. Visit his What’s Going There page on Facebook for updates.