CHICO, Calif. — The hammers are swinging and the sun is shining at In Motion Fitness, but the latest expansion at Chico’s largest health club isn’t just about new aesthetics—it’s about a massive bet on renewable energy to keep membership dues from skyrocketing. The club is located on E. 1st & Longfellow Ave. in Chico.
The fitness center, often described by management as the “Disneyland of fitness,” is currently transitioning its outdoor track into a seamless indoor loop. The project is the latest in a series of high-end upgrades that include “Muscle Beach” and the “Speakeasy,” a 1920s-themed workout space featuring ornate murals and chandeliers.
While the “Great Gatsby” atmosphere might seem like a luxury, members say the environment is part of the draw. “I feel like I’m in a private oasis,” one member said.
Solar Power Offsets Expansion Costs
The price tag for such expansive renovations typically reaches into the millions, raising concerns among the club’s 20,000 active members about potential fee hikes. However, management points to the roof—not the weight floor—as the club’s primary financial engine.
A massive new solar installation is projected to save the facility approximately $500,000 annually in energy costs. According to Patrick Townsend of In Motion Fitness, these savings are being funneled directly back into the construction projects.
“We’ve been expanding like crazy,” Townsend said, noting that the energy efficiency measures help keep dues stable.
Current membership rates sit at roughly:
While a modest increase may occur next year to keep pace with inflation—similar to last year’s $5 to $7 bump—Townsend emphasized that the club avoids annual maintenance fees.
The Parking Pinch
Despite the “magic” of solar funding, the club faces a very grounded reality: a lack of asphalt. Parking remains the primary source of member complaints.
To address the shortage, the club purchased an additional lot across the street. However, ongoing construction has kept the area congested. Management expects the pressure to ease in a few months, when the completion of current projects is slated to free up previously occupied spaces.
