That’s a slower way to grow, especially as the Shred415 community called for expansion outside of Chicago. As the brand first grew, it was corporate-owned – a model in which one controlling entity invests in and opens all locations. The pair can now count themselves as franchisors. “I feel like we’re back in this full-circle cycle where we started with big box gyms and people were paying memberships … there’s a lot more competition in the playing field now and we’ve all come back to trying to capture our clients and have recurring revenue and memberships.”Īnd lot of other elements have changed through the near-decade of Shred415. “Everything comes back full-circle,” Roemer mused. A departure from big-box gyms and their commitment-focused memberships. Those who wanted to do their favorite fitness classes bought class-packs, not memberships. Together, they bonded over their shared love of fitness and their desire to create a treadmill and strength training format.Īnd eight years ago when Micheli and Roemer opened their first Shred415 location, Roemer recalls where the fitness industry was: fitness fanatics were committed to their routines, but not to their gyms. Micheli had just started teaching Barre at Dailey Method, although her deep passion for fitness fueled her through her early career as a traveling computer programmer. Roemer spent her early career at Bally Total Fitness, creating a new focus on lifestyle within the former fitness giant, but when life brought her to Chicago, she worked at PowerPlate in their studio and eventually was the General Manager of David Barton Gym. “I think we’re sisters at this point,” Micheli said of the pair that met in line at Starbucks and immediately connected. And although I will follow that style, I must note how difficult it’s going to be, which is a true win for the pair who have successfully branded themselves by their first names together and created a world for themselves built around fitness.
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In fact, it was during this interview that I realized that I had not ever pronounced their last names aloud.Īnd at aSweatLife, we use a style that was beaten into me in Journalism School – spelling out a full name and listing a title on first mention (Bonnie Micheli and Tracy Roemer – co-founders of Shred415) and then referring to that person by their last name from that point forward. Together, they go by Bonnie and Tracy, populating a shared Instagram under the name with photos of the two of them, sharing an office where each sits under their first initial, taking vacations with their families together. Bonnie Micheli and Tracy Roemer – co-founders of Shred415 – are sort of a package deal.
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