Upscale Workout Clothier Opens In Ballwin

A new entry into the field of upscale workout clothing has opened for business in St. Louis and has chosen Ballwin.

FitShop opened April 29 in the Ballwin Grove shopping center on Clayton Road. For owner Amy Berger and manager Lauren Reese, both personal trainers with some experience working in retail in California, it is the first attempt at owning and managing their own operation.

The business looks to target consumers like themselves who might wear "contemporary" clothing as an "outfit of choice," even when they're not on their way to or from a workout.

The Ballwin Grove location was attractive for the proximity to nearby gyms in the area and to a consumer demographic with money to afford a higher pricepoint. The store carries brands like Beyond Yoga and Elecric Yoga, which are seen as competitors for the Lulu brand, which is already carried locally.

Including Berger and Reese, the store has six employees and has hours seven days a week.