Walk into Revival, and you’ll immediately know you’re in a different kind of club.
A glass entryway opens to a 13-bag boxing circuit and ring, and the workout space is filled with state-of-the-art weight training and wellness equipment. You might catch members sparring, hitting the heavy and speed bags, participating in a variety of group fitness classes, taking advantage of the rare Keiser A400 resistance circuit equipment, or working closely with the staff of expert trainers.
In the club’s lower level, the vibe shifts from energetic to zen, with dim lights and calming music. Revival’s wellness studio hosts group classes like Pilates, barre and yoga. Inside the luxurious locker rooms is a couch area and TV, accessible facilities, and a communal dry sauna.
The new club – which opened in Brookfield (17800 W. Bluemound Rd.) this winter – is the product of an initial idea by Eric Goetsch and Jeff Jasso.
Goetsch began as simply a boxing enthusiast – he was introduced to the sport during a fitness and wellness event, where he met Jasso, a boxing coach and martial artist. Goetsch quickly learned to love pulling on the gloves and stepping into the ring: the thrill, the way it improved his fitness, and just the fun of it all. But when COVID lockdowns hit, gyms started closing. After multiple spots where Goetsch trained folded, he texted Jasso:
“Hey, you and I need to open a boxing gym in Milwaukee.”
Jasso was immediately on board. And now, after acquiring two additional partners in Rob Miller and Sarit Singhal and nearly two long years of planning and construction, Revival – a one-stop-shop for elevated fitness and luxury wellness – has opened its doors.
The two-story club feels spacious, inviting and modern with soft lighting and clean lines. All of the countertops are white and each room has chic black accents and light wash wood paneling to add depth.
Wellness and recovery are foundational to Revival’s mission. Members can schedule sessions in private infrared saunas, medical grade red light therapy beds, and cold plunge baths for rest and recovery.
Before Revival opened, Ryan Seymour had never had a gym membership. He was a D1 soccer player and played professionally until he dislocated his knee, broke his leg and broke his ankle.
“I started working out at Revival in February and it’s been a reset button for me and for my health. I definitely needed it,” Seymour says.
In eight weeks, Seymour has seen major improvements to his injured leg’s mobility. Using the Keiser A400 resistance circuit machines, he’s able to track exactly where his weak spots are using the machine’s easy-to-access data collection. That lets him target his fitness for maximum recovery. Revival is one of only four clubs in the nation with the full Keiser A400 circuit.
“Without the equipment that they have here I would have never been able to see or know that I’m actually improving,” Seymour says.
For over 30 years, Brad Mazola has bounced around different gyms. He says that he always viewed working out as a chore but after joining Revival, he looks forward to it every day.
“This is a unique place – it feels like ‘grit meets luxury,’” Mazola says. “As I’m driving here, I know I’m going to be treating myself – after beating myself up for a while.”
Revival has a unique membership model. For the first month, new members get access to everything in the club for a highly reduced price. Once the month is over, Revival’s expert staff will help to tailor the membership to each person’s unique needs so no one is paying for more than what they use.
“Think of it as a restaurant menu,” Jasso says. “As an athlete, I’m going to do red light, cold plunge and perhaps the boxing circuit. If I want, I can switch those the next month. People love it because they know what they’re paying for. They’re not paying for everything and only using two things.”
Revival leadership plans to cap memberships between 600 and 800 to keep workout classes intimate. Unlike “big box” gyms, their goal is to put trainer/member relationships at the forefront. Goetsch says they will hire more staff and offer more classes before forcing members to sit on waiting lists to get into classes.
Mazola says that at his previous gym, you could only receive one-on-one attention from a trainer if you paid a fee, but at Revival, there’s always someone willing to demonstrate the equipment or offer advice.
“Even though I was familiar with equipment and familiar with gyms, I wasn’t familiar with this awesome, high-end stuff,” Mazola says. “When I started here, a trainer took the time to make me feel very comfortable with everything.”
Revival is also a great place for health and wellness beginners. They offer entry level fitness classes across disciplines and trainers strive to break down barriers for those who don’t know where to start.
“We have an intro to boxing class as boxing can be intimidating by nature,” Goetsch said. “We’re saying, ‘Listen, you don’t need to know anything about anything here. Come in and learn.”
What Revival currently has to offer is only phase one of their long-term plan. Eventually, members will have access to IV therapy, private workspaces, meal preparation services and nutrition coaching, massage therapy and more.
To learn more about Revival or request a tour, visit revivalbrookfield.com.
Photos
BY KENNY YOO / MILMAG STUDIO
