Women-only gym opens in Battlefield

A connection over social media several months ago has led two local women to partner on a new kind of fitness experience in the Ozarks.

Jennifer Hernandez Longoria and Gabriela Verdugo-Johnson are the owners of The Chicas Club LLC, a women-only gym that held its grand opening on April 5 at 4032 W. Lark St., Ste. A, in Battlefield. The 3,000-square-foot venue provides free weights, cardio machines and group fitness classes with the intent to provide a welcoming and nonintimidating environment for women to exercise.

The concept for the venture, which is open 24/7 and offers child care options six days a week, was born out of Hernandez Longoria’s desire for her own personal exercise journey. She was in an emotionally abusive relationship several years ago and suffered trauma from the abuse. That impact permeated into her next relationship after meeting her now-husband, she said, adding that it spurred her to get more involved in exercise.

“For me, health and fitness was my healing,” she said. “So, I just felt like in incorporating that in my life, I was just a better person, better mother, better wife and friend, and just better person overall.”

A mother of three children, Hernandez Longoria said she struggled to find any gyms with day care.

“And then it is a little bit of intimidation around men,” she said of working out in gyms largely populated by males. “I would actually go at 2 or 3 in the morning to avoid people in general, but especially men, and just because of my schedule with my kids.”

The owners say The Chicas Club is the only women-only gym they are aware of in the area.

A 2021 survey conducted by personal training provider OriGym noted that six in 10 women have been sexually harassed at least once while at a gym. The report adds two in five women avoid exercising at the gym and 45% choose to go with a friend.

While Verdugo-Johnson said she’s consistently worked out in gyms since the age of 9 and doesn’t feel intimidated in those settings, she acknowledges that a lot of women get that feeling – particularly if they are new to working out in a fitness center.

“That’s the type of people that we want to target because there is no reason why, just because you’re a woman, you cannot learn how to do weights, be strong and be healthy,” she said, noting weightlifting can help with hormones, metabolism, equilibrium and posture. “I want women to understand that that should be a part of their life, too.”

To help members, Verdugo-Johnson is creating weekly workouts and videos for them to reference while at the gym to get more familiarized with the equipment.

Forging a partnership
Other than being Facebook friends, the two owners had never met each other until late last year when Hernandez Longoria took the initiative to send a message to Verdugo-Johnson to discuss her business idea over coffee. She knew Verdugo-Johnson had gym experience, which included several years as a licensed personal trainer – both from her home and Propel Fitness Center.

Hernandez Longoria previously worked at Orangetheory Fitness but wanted to become a first-time business owner. She quickly convinced her new friend to come on board, as Verdugo-Johnson said she’s always wanted to own a gym.

“I want to be part of this thing because I think that we can create a very, very good brand in the future,” Verdugo-Johnson said, adding she continues to focus full-time as a real estate agent with Murney Associates, Realtors.

It’s a full-time gig at The Chicas Club for Hernandez Longoria, who said they also employ five part-time workers mostly to help with child care.

The women said startup costs were roughly $100,000 but declined to disclose the rate of their three-year lease. The property is owned by Can Van Tran, according to Greene County assessor records. Verdugo-Johnson said they financed half of the venture with their own money and the remainder with loans.

“My goal is to help people emotionally, spiritually, physically – in all areas of your life,” Hernandez Longoria said. “I feel like health and fitness is the core of that. And obviously God as well.”

She said not pursuing The Chicas Club would have made her feel regretful.

“I don’t want to be in my deathbed and be like, ‘I could have done this,’” she said.

Boosting members
While day passes are $15 for adults and $10 for children under 18 years old, monthly membership options range $50-$70, which includes two group classes per week. Additionally, members pay a one-time $99 enrollment fee.

Roughly 50 members are signed up, which is meeting expectations, Hernandez Longoria said. Part of the goal of growing that number is to promote child care at the facility, she said, noting roughly one-third of members are utilizing the service.

“I have three kids under 5, so it’s just so hard to find the time to work out,” she said. “Nowadays, everyone works 40 hours a week and you don’t find that time to work out. Fitness helps a lot with your health overall.”

Child care is offered 8 a.m.-noon and 4-8 p.m. Monday-Friday and 8 a.m.-noon Saturday. Verduga-Johnson said there’s no cap on how many child care hours a member can use but they must also be at the facility. The cost is $25 per month for one child, $40 for two children and $50 for three children.

While the short-term plan for The Chicas Club is to grow its membership, Verdugo-Johnson said a second location or larger facility is part of the vision down the road.

Although only a few weeks into seeing her venture come to fruition, Hernandez Longoria said witnessing women in the group classes sharing laughs, boosting health and building confidence is inspiring to her.

“Starting as a business owner, sometimes you have a little doubt in yourself – kind of like imposter syndrome,” she said. “Just sitting at my desk and seeing people talk and laugh and just stuff like that, it’s like, ‘OK, this is why I’m doing this.’ So that’s a good reminder for me.”