Nothing is ever routine with David Wilshire ... and I do mean ever.
I walked into Cheetah Gym, hoping to merely get some information about the newest incarnation of his health club (opening in Bucktown) and maybe some data on various exercises.
Then, he hit me with the news. Apparently, Wilshire had just been involved in a shakedown (in conjunction with the Chicago Police Department) in which a building inspector named Mark Rutzen allegedly solicited a $500 bribe from him. (Rutzen was arrested and charged with felony bribery and official misconduct.) Although this development, along with the general overseeing of his Andersonville and incipient Bucktown and Edgewater clubs, left Wilshire feeling depleted, he also seemed happy and (thankfully) willing to answer any question I threw his way.
Andrew Davis: Wow, that's something else [about the bribery scam]. How did it all come about?
David Wilshire: First of all, it took three years to get a building permit for [the] Edgewater [location], and that's just ridiculous for it to take so long. So I just went ahead and but I was told I had to stop.
AD: Because you didn't have the permit.
DW: Because I did have the permits to cover the work that I had. I had a demolition permit, the window replacement permit ... and you can do certain amounts of work with [those]. But I wasn't going to just stop the project because ... the situation was so screwed up. I'm looking around and there are a lot of projects going up without permits. Once I went ahead with the move, I felt that, as long as I'm building to code, I thought it would be OK for a certain amount of time. So five months later, I still don't have a permit and I thought that this was just getting ridiculous. So I said 'You guys can do whatever you want to me but I'm not waiting. I'm not stalling. I'm not going to be the victim of this screwed-up bureaucracy [again].'
AD: So this only involved the Edgewater location, correct?
DW: No, actually it involved both [the Edgewater and Bucktown sites]. It took three years to get the permit for Edgewater and that club will be done by the end of the summer. Bucktown is where most of my energies are right now. It's a really cool facility. I [finally] got the building permit and had a lot of altercations with the building department. It seems like there's no infrastructure [with the building department] with all of these residential properties going up.
AD: You should try building something in the River North area. Everything seems to be going up there. You'd probably get a permit really quickly there.
DW: Well, you'd be surprised. I don't think [getting a permit] happens anywhere real quick. [However,] depending on the project and on certain situations ... I've heard of people getting permits in as little as 10 weeks. How they get them, I don't know.
Last Friday [Feb. 7th], some guy I didn't even know and who didn't even flash a badge said that my stairs [at the Bucktown site] weren't up to code. However, the fact is the stairs I built were standard fire stairs.
AD: So they were up to code?
DW: Exactly! They were better than code; they were good fire stairs. And this guy said 'Well, I can make you tear those out.' And I said 'You're not going to make me do that.' Then he said 'Or you can take care of me and have me sign off on [them] right now.' And I asked 'What does that mean?' He said 'Well, it's gonna cost you $500.' He said it just like that, out in the open.
AD: Wow.
DW: So I talked to people and found out what the best course of action was. (Note: At this point, a gym member comes up to Wilshire and says 'Nice article. I won't offer you $500.') I'll probably be hearing that all night. [Laughs]
AD: So you're still going ahead with the gyms and they'll be finished ...
DW: Oh yeah. Bucktown should be ready to open at the end of March and Edgewater will be done at the end of summer.
AD: How is the Bucktown gym going to be different from [Andersonville]?
DW: I'm using a lot more wood elements in the Bucktown one and it'll be more open. I'm using lofty bricks and also higher-end finishes on the wood. The locker rooms will be pure luxury: a sauna and a whirlpool. The equipment will also have a different look.
AD: Now will you have local services there as well, like a chiropractor?
DW: Yes. I don't know who I'll be working with. We'll have a physical therapist and a chiropractor as well as a bigger restaurant and a bigger Internet cafe. You can even do your laundry while you're working out.
AD: This gym [in Andersonville] has changed so much since the last time I was here. The juice bar hadn't been completed and now people can even check their e-mail. Out of curiosity, do you have those machines that let people e-mail while they're riding them?
DW: No. Actually, those machines are [susceptible to bugs]. It's hard to have a computer that can withstand the [exertion] from cardiovascular activity. I'd rather have the television sets that let people surf 100 channels while they exercise.
AD: Now I want to ask you about a rumor ... and don't worry; it's not terrible. Were you supposed to have a gym on Halsted Street where the Multiplex is now?
DW: Oh yeah. I was in that property before they were and it was my dream to open a gym ... and they pretty much ended the deal. The owner of the property didn't live up to his end of the agreement. Basically, they pulled the deal out from under me ... and I'm delighted that they did. The space is not good [and] the landlord is awful.
AD: So I guess you did benefit ...
DW: Oh yeah. I'm happy to be out of there.
AD: What other new things are going on?
DW: We're trying something called Tri-Training, which is a trademarked form of exercise for triathletes. Special machines are used; it's really hot.
AD: Who presented this idea to you?
DW: No one. I thought of it myself. You [basically] swim, run and bike.
AD: So what is Wilshire Urban Resorts? I think that's what I saw outside the gym.
DW: I want to get more into unique recreational facilities. There are places that are more consumer-friendly. They're very reasonably priced (at or below market rates) but people still get luxury services, luxury amenities and a luxury look. We still want an urban look. People should be able to get a great workout at a health club and then be able to chill: get a massage or get a manicure ... and get it for a reasonable price.
AD: For what some gyms charge, you should be able to move in them.
DW: [Laughs] Yeah, really.
AD: Where do you see yourself 30 years from now?
DW: Let's see; 30 years from now I'll be exactly 40 years old. [Laughs]
AD: That must be that new math.
DW: Right. I probably won't be working anymore but over the next 20 years I see myself building new businesses. I can't see myself not doing this.
AD: You mean something in the health industry?
DW: No; it could be anything. Most likely it will be this, but I need a lot of stimulation so I'll probably venture into other types of businesses. I'm not clairvoyant but I have so many interests. My ideal situation would involve art. If I could paint or draw all day long, that would be ... (sighs)
AD: One last question: What is the next big trend in the health industry?
DW: Well, we're all on that baby boomer path. Facilities and programs that concentrate on geriatrics are critical. People who are 25 to 35 will always be a core market but the population is getting older. I'm also getting into kids' fitness in every way.
AD: How so?
DW: Edgewater is going to have a big kids' gym. Kids who are six to 12 will be able to work out. There will [even] be a kiddie rock-climbing wall. They'll be in a separate space from their parents.
AD: That's good, because kids don't want to exercise with their parents.
DW: I think it's more like parents don't want to exercise with their kids. [Laughs]
About two weeks after the interview, Wilshire gave me a tour of the Bucktown site that was still under construction. However, if this place has everything Wilshire indicated it will have, prepare to be knocked out. Not only will you be able to work out, but you'll also be able to check your e-mail, print resumés, do your laundry and even shop for groceries. Basically, according to Wilshire, this 'mini-city' (which will hopefully be open at the end of this month) will be a model of efficiency and convenience. Oh, and in case you were wondering about the cost, it's going to be about $69 a month; however, the bells and whistles will cost a little extra.
