Seeking to add to her suite of growing franchise fitness clubs, Jaimee Cox has targeted the end of February to open StretchLab, at 2007 Tea Olive Lane, directly north of Lake City High School in Coeur
d’Alene.

The fitness club will be located in The Northern at Coeur d’ Alene Place shopping center, near the northwest corner of Hanley Avenue and Ramsey Road.

StretchLab’s website says it has more than 180 studios “in development” across 20 states.

Cox, a Coeur d’Alene native, is also a franchise owner of Pure Barre, which focuses on Pilates and yoga, and Cycle Barre, which emphasizes cardiovascular improvement.

The two fitness clubs employ close to 30 people. StretchLab will take that figure to 50 or more employees, she says.

StretchLab, which will be membership-based, will occupy 1,100 square feet of space. Trainers, also called flexologists, work with individual members in either 25- or 50-minute sessions to help improve flexibility through stretching.

The club will accommodate up to 10 members at any time, she says.

“We’re really looking at a target group that can be as young as 12 extending to age 80,” Cox says. “It really does cater to a lot of different demographics.”

From “professionals stuck at a computer all day” to athletes of all ages, or people who suffer chronic back pain, StretchLab clubs in other states claim successful results for clients, she says.

“We’re excited about the new shopping center, as well as to be able to round out another leg of fitness needs in our area,” she says.