New stores, fitness centers opening in Pleasanton

Pet Food Express opens next Saturday

New stores and fitness centers will be opening in Pleasanton in the coming weeks, including a second grocery store in the Rose Pavilion and a pet food store in the Safeway Supermarket complex on Santa Rita Road at Valley Avenue.

The fitness centers—24-Hour Fitness and Gold's Gym—are actually relocating their existing facilities to larger space in Pleasanton.

Pet Food Express, a Bay Area-based company, will open its 36th store Saturday, Dec. 4, where it has renovated the former Hollywood Video store at 1737 Santa Rita Rd. Owned by Michael Levy and Mike Murray, the business first opened in 1980 in San Francisco as a small pet food supply store. It has grown significantly ever since, achieving a growth rate of 10% last year compared to 5% overall in the pet supply industry, and this during a recession.

On opening day, Pet Food Express will be offering pictures of customers' pets or their family with Santa Claus for $10, with the proceeds to be given to the Valley Humane Society in Pleasanton.

"Pet Food Express and Murphy's Paw, the local pet supply store, are also teaming up to help Valley Humane and to help each other," Murray said. "It's a great example of companies working as 'compliments' to each other instead of 'competitors.'"

Farther north on Santa Rita Road, British-owned Fresh & Easy will open a grocery store in the Rose Pavilion next April in space once occupied by Express Fitness, a membership exercise club that relocated to other space in the pavilion earlier this year.

The 15,585-square-foot store is one of 12 Fresh & Easy stores that are set to open early next year in Northern California.

24 Hour Fitness also will open a new facility Friday, Dec. 17 in the former Tri-Valley Herald building at 4770 Willow Road in the Hacienda Business Park.


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Posted by Pro-Law
a resident of Another Pleasanton neighborhood
on Nov 26, 2010 at 11:34 am

Watch out for 24's bait and switch. They do it ALL the time. You sign up for a "low" fee for a set term (sometimes life membership) and then they "upgrade" the facility or move it a mile or two away. They then require you to pay an upgrade fee even after they say you will be included in the new facility. In Contra Costa County the district attorney got involved. Here are a couple of examples (and there are tons all over the web - just Google it):

Web Link

Web Link

Web Link

Maybe the Weekly can look into this??

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Posted by fitness buff
a resident of Birdland
on Nov 29, 2010 at 9:07 am

that is why Express Fitness is so great! They are honest.
I am excited that we are getting new business in town.... too bad it isnt happening DOWN TOWN!!!!!

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Posted by Cadillac Pets
a resident of Another Pleasanton neighborhood
on Nov 29, 2010 at 9:08 am

Just how many Cadillac pet food stores do we need? You can buy all the pet food you need at the grocery store.

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Posted by Claudette
a resident of Another Pleasanton neighborhood
on Nov 29, 2010 at 10:24 am

I've been with 24 hour Fitness / 24 hour Nautilus for over 25 years now. Since moving to Pleasanton 7 years ago I've been going to the one on W. Las Positas road. It's been there for a long time so bait and switch It Is Not ~ They are an upstanding company but like all businesses you will have those that look at things differently when there are changes. They are considering keeping the small gym on Las Positas open with no additional costs to the current clients, but if you want to use the New gym that will have lots of extras like the swimming pool, racquet ball courts... you will pay extra. That seems fair to me ~

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Posted by Denise
a resident of another community
on Nov 29, 2010 at 11:22 am

Inquire about "grandfathering"...when I use to manage current members were transferred to the new upgraded facility free of charge. Remember, you get what you pay for. 24 hour fitness has great looking facilities with fantastic amenities... I'm still a member after using many clubs throughout the United States.

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Posted by not all pet food the same
a resident of Another Pleasanton neighborhood
on Nov 29, 2010 at 12:51 pm

Cadilliac pets, not all pet food is the same. I dont feed my cats food that comes from the grocery store. It'd be like saying all burgers and steaks are the same.

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Posted by Gold's
a resident of Another Pleasanton neighborhood
on Nov 29, 2010 at 6:55 pm

Anything on Gold's new Express on santa Rita? I've heard it's an Alamo couple that owns about 4 other first-class Gold's.

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Posted by pet food express
a resident of Another Pleasanton neighborhood
on Nov 29, 2010 at 7:26 pm

Cadillac Pets - while you may feel this way there are clearly thousands of people who disagree - namely the customers at the Pet Food Express in Dublin (and PetsMart, PetCo, PetWay, etc.). I'll no longer be going there (Dublin store) and will now spend more of my money in Pleasanton along with many others. So, just because you aren't interested in it, you don't need to piss on everyone elses parade.

Sorry they aren't putting in a <put your favorite type of store> in that space, but I'm happy to see the Pet Food Express.

Not that you care but they also have toys and a pet Wash - something you don't really get at the grocery store. I know, I know.. you have a hose and/or tub at home and a laser pointer for your cat so you're all set. LOL.

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Posted by Nosy Neighbors
a resident of Pleasanton Heights
on Nov 29, 2010 at 9:50 pm

The new 24 HR. club on Willow Ave. will actually be the 2nd largest 24 HR. fitness club in all of N. Cal. so unless they are planning to scrap a multi million dollar, completely new club I think you'll be OK there "Pro-Law" I've worked with their systems integration folks doing their alarm/security/AV and intercom systems and have found them to all be honest and creative businessmen and nthe new owner group that owns both 24 HR., Crunch Gym & the UFC clubs have been retrofitting older health clubs and building new gyms for the past few years and have done a pretty good job of making them both family friendly for the 24 HR's and also cutting edge and completely modern in the case of the Crunch/UFC models.

I've seen worse member care from the Club Sports, City Beaches of the world who were all in their heyday during the high times in the economy. The new management knows times are tough and this club in particular will have much better amenities than anything in the Tri-Valley area and should be comparable to the competition as well.

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Posted by Pro-Law
a resident of Another Pleasanton neighborhood
on Dec 2, 2010 at 12:59 pm

Nice try 24 hour fitness marketing guys, but we know the truth. 24 sucks and my links above prove they are scamming of customers. I'm sure they are "creative" businessmen as you say.

By the way, I've been a member of Club Sport and it is so much better. How do you know what the member care of Club Sport and City Beaches are? Were you a member?

I'll try to be grandfathered in when the new 24 opens and when I'm not, I'll be back to report it. I HIGHLY doubt they will keep the W Las Positas gym. Doesn't make sense for them to do that. Look at my links above and Google 24's bait and switch. It happens all the time until someone complains to the media / authorities - then 24 backtracks.

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Posted by Pro-Law
a resident of Another Pleasanton neighborhood
on Dec 2, 2010 at 11:25 pm

Alright - Ironically enough, today I received a letter from 24 hour Fitness stating the following:

*The West Las Positas Blvd 24 hour will be closing Janurary 3rd, 2011.
*The Willow Rd 24 hour will open on December 17th, 2010.
*Since I have a limited-term membership, I will be allowed to use the Willow Rd 24 hour until my term is up.

In closing, I'm happy. I'm just curious what people who got "life" memberships for "all gyms" will be offered.

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Posted by Glad to see the Stores
a resident of Danbury Park
on Dec 6, 2010 at 9:08 am

A Pet Food Express, and the new Groceries are so much better than vacant stores!

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Posted by Ruth
a resident of Amador Valley High School
on Dec 6, 2010 at 8:47 pm

It's wonderful that so many new stores have opened lately. Rose Pavillion is finally coming back to life. The first brave store to open there was Iron Horse Nutrition in March next to Express Fitness (my son and fellow athletes at AVHS love the products and great advice - no pushy salespeople), then it was Ranch Market that got rid of the old Levitz eye sore. Now Fresh and Easy market will open across from TGIFridays early next year. All good, more tax revenue for the city to keep it the way we've loved it for decades!

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Posted by Maria
a resident of Another Pleasanton neighborhood
on Dec 7, 2010 at 10:14 pm

My mother isn't happy about that fact that Gold's won't be a females only gym, but I have been happy with it thus far, even if it looks a little shabby due to construction (which isn't an issue anyways, I'm there to work out!) Since we both went to Kathy's before the transition, we got a great deal on the rates. The guy in charge of the registration process is very nice.

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Posted by Average Joe
a resident of Canyon Meadows
on Dec 8, 2010 at 7:17 am

Got my letter from 24 Hour Fitness. My membership is good for all gyms except the super sports. 24 Hour has allowed me unlimited access to the new gym even though my membership doesn't cover the upper tier facilities. Glad to see they decided to that route instead of trying to deny me access - props to 24 hour fitness!

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Posted by Keith
a resident of Dublin
on Dec 9, 2010 at 3:22 am

I just moved to Dublin from Sacramento on 11/15/2010. One of the many determining factors of moving here was that there was a 24-Hour Fitness near my house (W Las Positas). After three weeks of trying to get my new house in order, I was finally able to go to the gym on 12/06/2010. That's when I found out about this gym closing and the Super Sport opening. I was told that I would have had to been working out at the current gym by 11/30/2010 in order to be grandfathered into the Super Sport. I tried to explain that I just moved and missed their cut-off date by a mere six days, but they said there was nothing they could do and offered to sell me an upgraded memebership.

I've been a member of 24-Hour fitness for over six years and originally bought the lifetime membership. I'm not trying to scam a free upgrade, I just want a little flexibility considering my situation. I explained to the employee that I didn't want to drive all the way to Livermore to work out and that I may have to cancel my membership. He simply shrugged his shoulders at me. Unbelievable. I plan to contact the San Ramon corporate headquarters, but I'm not sure if that will do any good. Very disappointing and frustrating.

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Posted by Lisa
a resident of Dublin
on Dec 16, 2010 at 11:17 am

I have a lifetime all club (except Super and Ultra clubs) membership and the new Pleasanton location offered me free access to their club since I have worked out at the Pleasanton location this year. I went last night (they opened earlier this week) and had no trouble getting in. I think it's great that they made it an easy transition for those of us who were using the older Pleasanton location. I was surprised at how packed it was last night, but the gym is really nice - it looks like a state of the art gym and gives Club Sport a run for their money.

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a resident of Ridgeview Commons

on Apr 24, 2017 at 2:46 pm

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