The Journal
STEELE Fitness Opens New Downtown Location
By Jeremy Zoss. LORING PARK — Upscale fitness and personal training company Steele Fitness has opened its newest location above Lunds Wine and Spirits, returning the company to its downtown roots. Founded in 2005 as an in-home training service, Steele Fitness opened its first retail location in Butler Square. The original store was open for a year before expanding to locations in St. Paul, Edina, Wayzata and Excelsior. Now back downtown, the newest Steele Fitness location encompasses the entire second floor of the historic auto showroom building at the corner of 12th and Harmon Place that also houses Lunds’ liquor store.

The 8,000-square-foot fitness center features a retail area with athletic wear and active fashion clothing, group and one-on-one training areas and spa-quality locker rooms. In the spring, the fitness center’s workout space will double when the rooftop workout area opens. Like all Steele Fitness locations, the downtown center features a concierge to help schedule appointments with trainers, high-end bath and body projects and “Four Seasons-grade” bath fixtures. Workout options include personal and group training, 25 fitness classes per week and a variety of proprietary workout programs.

Steele Fitness founder Steele Smiley said he expects the new downtown location will quickly become the chain’s busiest location.

“I think people in downtown have been really underserved for a fitness option that is like ours,” said Smiley. “We’re not necessarily a product for everybody, but for those people looking for an exceptional experience, you’re going to choose us. There’s a lot of places to work out, but for those clients that are looking for that extra special something, we provide that.”

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