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Members Choice Confident Despite New Sports Complex

  //health-fitness.news-articles.net/content/2026/ .. choice-confident-despite-new-sports-complex.html
  Published in Health and Fitness on Wednesday, January 28th 2026 at 18:38 GMT by Grand Forks Herald
      Locales: North Dakota, UNITED STATES

Grand Forks, ND - January 28th, 2026 - As the eagerly anticipated Altru Sports Complex nears its grand opening, regional fitness chain Members Choice Health & Fitness remains optimistic about its continued success and isn't anticipating a slowdown in membership growth. CEO Jody Brandel expressed confidence in the company's established position and community focus, suggesting they are well-equipped to navigate the increased competition.

The Altru Sports Complex, slated to open in late spring, represents a significant investment in regional athletic infrastructure. Designed to attract athletes and fitness enthusiasts seeking specialized training, the complex boasts amenities such as a climbing wall, dedicated cycling studio, and a turf field. This focus on advanced facilities and specialized programs contrasts with Members Choice's approach, which prioritizes broad accessibility and a welcoming environment for the general public.

"We've really seen consistent growth over the last few years," Brandel stated. "And we don't foresee anything changing." This steady growth suggests Members Choice has successfully cultivated a loyal customer base throughout the Red River Valley.

Brandel emphasized that Members Choice doesn't aim to be a high-performance training facility, but rather a holistic fitness center catering to the diverse needs of the entire community. This differentiation is a key element of their strategy. While the Altru Sports Complex will likely draw those seeking advanced athletic pursuits, Members Choice will continue to appeal to individuals and families looking for a convenient and supportive environment to improve their overall fitness.

"We're really focused on the community, creating a welcoming environment and a place where people can get a great workout," Brandel explained. "We're not a training facility; we're really a fitness center for the whole community."

Members Choice offers a comprehensive range of fitness options, including a diverse schedule of classes, personalized training programs, and group fitness sessions. This flexible approach allows them to cater to various fitness levels and preferences. The company prides itself on providing individualized attention, helping members set and achieve their personal health goals.

Industry analysts suggest that the fitness market is increasingly segmented. While large, multi-purpose facilities like the Altru Sports Complex cater to a specific niche, community-based fitness centers like Members Choice thrive by fostering a sense of belonging and offering accessible services. This trend has been observed nationally, with smaller, localized gyms often experiencing consistent growth even in the presence of larger competitors.

The chain currently operates locations in Grand Forks, East Grand Forks, Moorhead, and Fargo, establishing a strong regional presence. This wide geographic coverage allows Members Choice to serve a broad demographic and provides convenience for members across the Red River Valley. Expansion plans have not been explicitly announced, but Brandel's confidence suggests the company is actively exploring opportunities for further growth.

The opening of the Altru Sports Complex will undoubtedly reshape the regional fitness landscape. However, Members Choice's focus on community, personalized service, and comprehensive fitness options positions them to not only withstand the competition but to continue thriving. The key, according to Brandel, is remaining true to their core values and consistently delivering a positive experience for their members. The coming months will be crucial in observing how both facilities carve out their respective niches and contribute to the overall health and wellness of the region.