If there is one word to describe Rogue Running and Pure Austin Fitness fans, it's dedicated. Rogue runners log miles and miles on Austin roads before the rest of us have even had our coffee. Likewise, ask any Pure Austin Fitness devotee about their studio and you're likely to receive a diatribe in return. When you're two of the most recognized fitness brands in Central Texas, how do you get to the next level? You join forces.
Taking inspiration from the old Mercedes-Benz repair center that used to call the space home, 410 Speed Shop is a lofty industrial space dedicated to a different kind of body work. With distinct — but harmonized — spaces for both Rogue and Pure, the result is a 12,000-square-foot celebration of all things fitness.
But merging two of Austin's premier fitness brands into a cohesive, workable space is no easy task. For the project, Rogue owner Ruth England and Pure Austin Fitness owner Beto Boggiano turned to architects Jean-Pierre Trou and Aaron Vollmer of Runa Workshop. Using the space's history (the name is a cheeky nod) and the train tracks running right behind the studio (be warned, if a train whistle blows during a Pure class, expect to do a few extra burpees), Speed Shop is a sleek space with the kind of industrial details that make Pinteresters swoon.
With its entrance on the right side of the building, Rogue, which moved from the east side earlier this year after outgrowing the Brushy Street location, has an impressive selection of running gear, workout accessories and sneakers. In the back is a place for Rogue runners to gather, stretch and mingle before they head out on the trail, an integral part of Rogue's training and something England notes is even closer now.
On the left is Pure Austin, an expansive (seriously, you could work out with 80 of you closest friends) exercise area. Overhead is a lighting truss that looks like it was designed for the stage at Stubb's rather than an exercise studio. But that's the point. Controlling the lights from his iPhone, Boggiano can make the space look like a nightclub (just instead of drunk people in Spandex, it's filled with fit people in Spandex). The 410 Speed Shop hopes to put all these impressive features to good use by hosting concerts and events in the space.
The 410 Speed Shop isn't just about getting your sweat on (though that's a huge part of it), it's also about fostering a community. In between Pure's palatial class area and Rogue's shop, England and Boggiano are putting in a bar for juice and — because this is Austin after all — beer. The owners say they plan on featuring local brews and hope that gives people a chance to mingle and meet. Hanging out in a space like this, we imagine folks will be mingling for quite a while.
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Located at 410 Pressler Street, 410 Speed Shop opens today, March 7, with a grand opening party from 7-11 pm. For more information, visit Runa Workshop's Facebook page.
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