These days we’re no doubt spoiled for choice. Whether browsing the grocery aisle, scouring a new restaurant menu or selecting a personalized service, all kinds of factors influence the selections we make. But regardless of individual preference, there’s still one trend almost everyone can agree on: go local.

As one of the fittest cities in the country, Austin has no shortage of alternatives to “chain” gyms, offering a wide array of affordably-priced, locally owned and operated fitness facilities. Sifting through these options to find one that’s right for you can be a daunting task. But among the mix is a location so unique in its culture and services that it’s created its own niche. That gym is Premiere Lady Fitness, Austin’s only privately-owned gym built exclusively for women.

In 1996, Cindy Attwood opened Premiere Lady Fitness, the first “ladies only” fitness facility in the Austin community. Premiere Lady was not only distinctive in its female culture, but also featured more than just the usual gym offerings. For example, it was one of Austin’s first health clubs with a full-service salon and spa. Now, in addition to having access to multiple group exercise studios (offering more than 150 classes each week), cardio equipment, weight machines, free weights, a heated pool, Jacuzzi, steam and dry sauna, each member can take advantage of massages, hair styling, waxing, facial services and sunless spray tanning.

Cindy passed away in 2005, and the clubs were left to her young children. Wanting to keep the Premiere Lady brand in the family, her sister-in-law — Linda Attwood — and her niece — Nicole Attwood — purchased the business from the family estate in 2007.

“It was really important to my mom and me to keep the business in the family,” Nicole explains.

A recent college graduate with an athletic background and experience in the fitness industry, it took Nicole almost no time to acclimate. Linda, a lifelong exerciser and avid tennis player, was also a natural fit as co-owner and promoter of the legacy her sister-in-law had built.

An A+ for Accessibility
As any member will tell you, one of the areas Premiere Lady really shines is in its convenience, openness and “no-judgment” atmosphere. According to Nicole, this is where the gym has really made a point to focus its attention.

“For many of our clients, Premiere Lady is their first and only experience with a fitness facility. For others, it’s their first choice after returning from an extended absence,” she says. “Women choose Premiere Lady because they feel welcome and comfortable when they first walk in. It’s not like walking into a chain or a corporate gym. This is truly a family atmosphere.”

M.H. Luna, a member since 2002, and J.B. Ortega, a member since the early 80s, met at the gym several years ago. They’ve both been loyal patrons ever since, finding the gym a refreshing, energizing respite from the “hard body” hangouts that have since popped up around town.

“You make friends here,” Luna says. “I met J.B. here and now we’re like sisters.”

Among other things, Luna says she really appreciates the personalized service she receives whenever she steps foot in the door.

“I had two knee replacements, and they held my membership until I was able to come back and do my rehab. They really do everything they can to take care of you here.”

Ortega seconds that sentiment, but says the all-female culture is what keeps her coming back.
“It was a draw for me that it’s all ladies. I don’t need to be around smelly, sweaty men. I have one at home and that’s enough. I’m very comfortable here.”

Perhaps not surprisingly, The Premiere Lady Fitness team attributes their own success, and that of their members, to this uniquely comfortable culture.

“We focus on being accessible and approachable, so members feel comfortable coming up to us and letting us know how they feel,” Nicole says. “Our success is based on our members’ success and making sure they get results. Without question, listening to our members is crucial.”

But achieving that comfort level takes work. As Linda explains, one of the biggest challenges of her job is “getting the right people on the team.” In her words, “having the right staff is vital to the success of Premiere Lady.”

That, as well as attracting some of the best trainers in town. All Premiere Lady trainers are nationally-certified and specialize in women’s fitness. More importantly, they have a deeper, personal connection to the gym — because they’re often former clients.

“We’ve had trainers that were once members, and through their own personal successes and passion for fitness they’ve become personal trainers to help others reach their goals,” Nicole explains. “Our trainers know the struggles that women face in their fitness and weight-loss journeys because they have experienced it for themselves.”

On the Horizon
Since taking over the business in 2007, Nicole and Linda have continued to provide the women of Austin with the very best, and have very specific goals for how to continue to improve and grow the Premiere Lady Fitness brand.

“The fitness industry has gone through many changes in the past few years and will continue to change,” says Nicole. “We have to adapt to what the members of today are asking for, and keep the classes interesting and progressive,” adds Linda. “We have to find a balance between progressing and still keeping the foundation that’s enabled us to be successful.”

In the coming months, Premiere Lady will launch functional group fitness training classes, including kettle bells and battle ropes. Additionally, for those members looking to ramp up their training, a TRX suspension training system and group boxing classes will be added to the offerings.

“We want to expand our fitness offerings to other markets within the greater Austin area. We also want to capture more of the 85 percent of the population that doesn’t work out or belong to a health club,” Linda explains.

So, if you’re looking for a new gym, want to begin a new fitness routine, or simply need to shake things up and kick your fitness into high gear, Premiere Lady is certainly worth a look. Nicole and Linda even provide free trial V.I.P. passes for those interested in learning more about the facilities.

“I think women choose Premiere Lady Fitness because they feel welcome and comfortable when they first walk in,” says Nicole. “They stay because of the relationships they build and the results we provide. I would encourage any woman who wants to improve their quality of life to come and try us.”