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Core Progression fitness chain expanding with $900K Sloan’s Lake buy (Local Tips & Reviews)

Fitness chain opening another Denver location

Core Progression offers personal one-on-one training, partner training, and semi-private classes with up to five people with one trainer. (Courtesy Core Progression)

Only a year after buying his seventh Denver-area property, Jon Cerf is working out his eighth – this time near Sloan’s Lake. 

Cerf, founder of the Core Progression, bought about 3,000 retail square feet at 1515 Julian St. last week for $900,000 for the gym chain’s latest location. 

This will make nine locations for Core Progression, eight in the metro area and one in Dallas. Four are franchise locations.

jon cerf

Jon Cerf

“I previously used to live in the Sloan’s Lake, West Highlands neighborhood and I feel like it’s been underserved for sure with what Core Progression offers,” Cerf said. 

Founded in 2008, Core Progression focuses on individualized fitness and small group training sessions. Cerf said each studio has roughly five to seven trainers and caps out at 200 members. 

“We want to give people the personalized touch, and that’s the number we feel we can handle at each location,” Cerf said. “That’s part of why we’re expanding; we want people to have that experience, and that part of town makes geographical sense.”

Cerf started the business because he believes that fitness is necessary for preventive health, but that many people don’t know how to properly work out on their own.

“Very few people cut their own hair, or do their eyelashes or taxes,” Cerf said. “We outsource to professionals for other aspects of our life, but for exercise people are like ‘Oh, I’ll walk on a treadmill and figure it out.’”

Core Progression membership fees vary, but average about $400 a month, Cerf said. Members have access to personal trainers, group classes, acupuncture services and physical therapy.

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The owner of Core Progression has purchased the retail space in the building at 1515 Julian St. in Denver. (Courtesy Core Progression)

The space on Julian Street is on the ground level of a recently completed eight-story apartment building developed by Aussie Developments LLC. Cerf said the previous owner was foreclosed on after getting stuck in Australia during the pandemic.

Cerf is investing roughly $175,000 in a full build out of the space, and hopes to be open within six to nine months. Cerf’s wife, Samantha Cerf with Cerf & Associates, represented him in the deal.

Cerf said he’s looking to open a few more Core Progressions in suburban markets, like Littleton or Highlands Ranch, but his main goal is to expand further out of state.

According to Cerf, Core Progression wrapped up 2022 with $4.5 million in revenue, a $1 million increase from 2021. 

“It’s been awesome to not only see how we’ve grown but the number of people we’ve helped change their lives, exponentially.” 

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