Before the
Kosama Body Transformation fitness studio moved into
Laurel Village, a downtown Minneapolis apartment complex, the 4,000-square-foot space had been vacant for over a decade.
Jake Madrinich, who owns the local Kosama, says, “I was able to come in and work with the landlord, who wanted there to be an amenity for people in the building.”
From the outset, Madrinich had been looking to bring the fitness studio to the neighborhood because “This area is starting to change and grow,” he says. Plus, the central location offers “great visibility,” and it’s easy for downtown commuters to stop in before or after work.
Even though gym memberships tend to wane in the warmer months, Kosama, which opened six months ago, continues to grow its clientele, says Madrinich. The fitness studio stands out for its group dynamic, he says.
While people work out in a group, their heart rate is being monitored, with a display on a TV. This fosters a healthy level of competition. “Nobody wants to be last on the heart rate monitor,” according to Madrinich.
It may sound counterintuitive, but in a group setting, where everyone is trying to meet various fitness goals, “Self-consciousness goes away and we get down to getting results,” Madrinich says. “We’re helping people with lifestyle changes and making fitness a part of their life.”
“Even though it’s in a group setting, we provide individual feedback,” he says, adding that people receive an email afterward telling them how many calories they burned along with other infoirmation.
Beyond fitness, “I really hope we can become a focal point within the community, where people can get to know their neighbors,” Madrinich says.
Source: Jake Madrinich, owner, Kosama
Writer: Anna Pratt