NVR Logo
New life, new digs for women's gym
Wednesday, October 31, 2007
Save and Share Share
More than 1,500 local Lady of America gym members were locked out earlier this month, when the south Napa gym abruptly closed. Six months behind in rent, franchise owner Laura Dayton was subsequently removed as owner of the facility at River Park Shopping Center.

Today, the gym has a new lease on life. A new franchise owner is taking over, and the fitness center is moving to a new location.
Lady of America Franchise Corporation announced the gym will reopen at 1850 Soscol Avenue, next to Wal-Mart and at the site of the former La Cancha health club.

Matt Kathol, co-owner of two local gyms named FitFirst, has signed a letter of intent to become the new Lady of America franchisee.
"It's an awesome deal," said Kathol, who will co-own the gym with business partner Kim Rasmusen. "(Lady of America) made (the franchise) very attractive to us."

"The exciting part is that members will get a brand new, state-of-the-art facility that I think will be very, very inviting to them and managed by highly-trained, successful, experienced staff."
Lady of America Franchise Corporation spokeswoman Jill Cook did not name Kathol specifically, but said the corporation "is working with a potential franchisee to takeover ownership of this new Napa location and we are very excited about this candidate's experience, enthusiasm and knowledge of the health club industry."

The fitness center at 1850 Soscol is expected to open within the next three to four weeks.

Both Cook and former franchise owner Dayton said their first choice would have been to keep the Imola Avenue location open, but had no luck negotiating with the mall owner, River Park LLC.

Citing "ongoing legal action," Jan Harder with mall property manager Shelter Bay Retail Group could not comment on Lady of America's River Park lease.

Dayton, also owner of the closed Consigning Women resale shop in River Park, said the experience of losing her business was "traumatic." Given five minutes to leave the Lady of America gym, and followed by a sheriff and locksmith, she said, "I was dumbstruck."

"I had fallen behind in rent, there is no question there," said Dayton, who reportedly owed $63,000 in back rent at the gym.

Dayton said she paid $12,500 to open the gym franchise in 2004.

"The gym was my dream to provide a place where women could feel comfortable. I strongly believe I did give that ... Unfortunately, I did it as I was slowly bleeding to death to keep the gym afloat," said Dayton.

Dayton said her franchise was breaking even, "but when Synergy (Medical Fitness Center) opened, our membership took a nosedive and we never recovered."

Why did she hold out for so long? "I guess I preferred to slowly bleed rather than hemorrhage."

Dayton said the gym employed 27 people.

"I had some great employees," she said. "The bulk of them were instructors that train at other clubs, so they still have other income."

However, "There are about nine employees out in the cold. A lot of them were really affected. I have been trying to do whatever I can to help them out. We just have to pick ourselves off the ground and keep going. We all miss the club. For the most part, most of my members are very understanding."

The businesswoman said she's filed for Chapter 13 bankruptcy protection.

"I'm just going back to writing for a living," said Dayton.

"After four years of owing everyone money, I feel a little bit relieved," said Dayton. "I didn't know what was going to happen and it's not all that bad. I have my health and a wonderful husband and my pets and I get to keep my home. Everyone will miss Lady of America, but we'll all get on in life."

"It's bittersweet," said Dayton. "The gym was a great place while it lasted."

Lady of America members with specific questions, including memberships and contracts, can contact Stacie Davis at 954-854-8986 or Barbara Dunn at 480-513-1883.
11 comment(s)

JUSTBOYS wrote on Oct 31, 2007 9:38 AM:

" Isn't that nice...this gym is deciding to reopen. Guess what ladies, I received a letter in the mail stating that I owed money...to be exact $49.95..not what I was paying. I called the company and was told that my credit card declined the payment, well yes!!! I mentioned that they closed the doors on all their members and employees on the 10th of October and that I was paid up. I was told to bad you owe us this money...and you will pay it since we will be opening up soon and you have NO CHOICE. Now correct me if I am wrong. My contract was up, the doors closed, what obligation do I have to this person who couldn't pay her rent, fix the equipment when it broke down,etc. etc. etc. BUT according to the billing department of Ladies Of America they will continue to charge my credit card until I give them a 30 day notice...Ladies I urge all of you who have either found another reliable gym to go to or found other means of exercise (as I have) to call this Barbara Dunn and make sure if you are not going to return that you are not charged!!!!!! Funny statement that Ms Dayton saids~~"After four years of owing everyone money, I feel a little bit relieved." tells me alot... "

mytwocents wrote on Oct 31, 2007 11:01 AM:

" Received a letter that I would not be billed during this time. I hope that's true. I will check my statement.It's too bad no one at this company is addressing customer service and offering a month free for the inconvience. "

mikeb wrote on Oct 31, 2007 11:05 AM:

" JustBoys, you did business with a known crook, what do you expect!? Your contract contains fine print stating you will be charged no matter what. They charge a per month fee they've calculated very few people, if any, will be willing to take them to court over. And even if someone does, they're only out $49. So your choice is don't pay it, they'll submit you to collections for $49, or pay it along with submitting the 30 day notice and get the mess over with. Yes, they are ripping you off; it's just a matter of how far are you willing to go for $49? If you go all the way to court you will win...$49. And you will receive a paper you can submit to the credit bureaus to have the delinquent payment removed from your credit history. And it the entire process will probably only take you 2 years....for $49. Nice scam isn't it? "

JUSTBOYS wrote on Oct 31, 2007 11:37 AM:

" Thanks MikeB~~~I have already taken care of it by having my account closed with a zero balance due by calling Barbara Dunn...And I personally did not know that the owner was a known crook as you put it...Thanks again for your input.... "

wow wrote on Oct 31, 2007 11:57 AM:

" all you have to do is call the department. I recieved a letter saying that i was not going to be billed. I checked my online bal. and i did get charged. But, i called the billing dpt and got a refund....JUST CALL! tell them you recieved a letter! "

NVGal wrote on Oct 31, 2007 12:48 PM:

" Well, some of you are in a better boat than I am because I prepaid for 1 year - I am going to try calling later and see if I can get my $$ back, good luck, right? Not impressed with who may be taking it over, either. "

luigi wrote on Oct 31, 2007 1:26 PM:

" I signed up before they even opened the doors and what a let down after a few months. Nothing like placing the nursery right next to the aerobic room and listening to screaming kids and loud kid viedos during a pilates or yoga class. It got so bad she couldn't even replace a broken wall fan. Hello Home Depot 5 minutes away. And the classes what a joke! The final straw was the girls at the front desk letting all their hispanic friends come in for free and take up all the machines. I am so glad I quit in August. Unbelievable!!! Worst place ever!!!! "

oceansundance wrote on Oct 31, 2007 1:46 PM:

" I have to tell you - no idea on the past situation with the place but it's SUPER exciting with Matt Kathol & Kim taking over the gym - new location, new energy, and highly professional/trained staff. So, if womens only is the way for you - keep an open mind about joining back again or stay on board (give it a chance, please) because this new deal is going to be more than impressive. So sorry about the lame past experiences - that old owner lady gave the business a bad name. And contract deal, no bueno but seriously - you will be pampered and overjoyed with the new take over. I've heard about it, can't wait to join, have requested what classes I want to see there - they have the BEST teachers on their staff!! pilates, kickbox,boot camp, spin, dance, yoga, you want it - tell them - they will do it. And daycare - as a single mom, my concern - which I already contacted Matt Kathol on - it will be done not only right, but the way any parent who wants to get in a good work out and stay focused would want it to be (so no worrying on the kids safety, or them being anything less than content at the new childcare area). And I just read your post luigi on sound during yoga/pilates classes - how awful! This new place will have good sound proofing, proper ambiance for any class setting, and will value member feedback/suggestions and LISTEN! Sorry, I'm super excited about the new place! I hate being harassed by men when working out so this womens only club with the best gym/personal trainers I've ever met - such a sweet deal/dream to me. I'll be signing up! Happy Halloweeny'all! "

Mac wrote on Oct 31, 2007 2:59 PM:

" I also signed up before they opened the business and put up with a few inconveniences because it was an affordable gym for me. I thought the Instructors were great. Loved the Kick Box class with Judy. Now my concern with this new "state of the art facility" is what are they going to raise our rates to? And maybe price us right out of our original intent of an affordable work out? "

REPUBLICAN KID wrote on Oct 31, 2007 4:23 PM:

" Wow $10.000 For rent Thats steap "

napalady wrote on Oct 31, 2007 7:03 PM:

" Wow guys. That sound terrific! I'm really excited that Rasmusen and Kathol get to run the place. I might quit Exertec and join Ladies Of America just for that! Kim and Matt are close friends to me and they are two wonderful guys dedicated to their work. They know how to make a workout fun and yes, they may kick your butt, but you still love them. I couldn't think of two better guys to be in charge of a women's facility. Despite how much testosterone is running through these guys, they're extremely sweet and they treat women with complete respect. I'll be seeing you guys soon!! Good luck! :] "

Comment guidelines
All comments will be screened and may take several hours to be posted.
• Keep comments clear, concise and focused on the topic in the story.
• Comments exceeding 300 words will not be posted.
• Refrain from personal attacks, degrading comments or remarks that do not add to a constructive dialogue.
• Comments implying suspects in crime-related stories are guilty before they have been proven so in a court of law will be deleted.
• Do not post e-mail addresses or links except for pages on Napavalleyregister.com or government Web sites.
• Comments will not be edited - they will be approved or declined.
• Comments may be used in the print edition of the newspaper.
• If you feel a posted comment has violated our guidelines, please contact dross@napanews.com or bkennedy@napanews.com
For further information on the comment guidelines, click here.
Search:
Advanced searchWeb Search Powered By Yahoo! Search
Copyright © 2008 Napa Valley Publishing, a member of Lee Enterprises, Inc.
Terms of Use | Privacy Policy