‘Anything we do here as a business is done with the province in mind': Shapes looks to build on three-decade run in Winnipeg

Winnipeg Free Press

01-05-2025

A few years ago, Kevin Richardson came up with a slogan to use when telling people about Shapes Fitness Centres: 'Created by a Winnipegger in Winnipeg for Winnipeggers.'
The former biochemist, who has worked at the chain since 2017, admits as far as a motto goes, it's unwieldy. But it expressed something he wants people to know: Shapes, which has gyms across the city, is locally owned and operated.
'I was telling people we're only in Winnipeg and people would be surprised,' Richardson says. 'Over and over they would say, 'I didn't know it was local only, and I grew up here.''
RUTH BONNEVILLE / FREE PRESS
Kevin Richardson plans to raise awareness about the company's Winnipeg roots with a new 'shop local' social media campaign launching later this month.
Chris Rousseau opened the first Shapes gym on Nairn Street in September 1994.
Today, there are six: three women's-only locations and three co-ed locations, all of them open 24 hours a day, seven days a week. They include hundreds of pieces of fitness equipment, offer more than 380 group fitness classes each week and employ almost 200 people.
Rousseau's son and daughter-in-law, Lyle Rousseau and Christina Teixeira, handle the company's day-to-day operations.
'Chris wanted to offer something made for Manitobans. Anything we do here as a business is done with the province in mind,' Teixeira says. 'In the 31 years, Shapes has withstood time and competition and is still standing, stronger than ever.'
One reason the company has lasted is because it's changed with the times. If you walked into a Shapes gym in 1994, you would have encountered free weights, weight lifting machines and treadmills. Those things are still there today, but they're only part of what the business offers.
Take for example the company's 1910 Pembina Hwy. location, which underwent a multimillion-dollar renovation five years ago. It includes a cycle room for spin classes, hot yoga studio, room dedicated to high-intensity interval training, monkey bar-like contraption called a Queenax rig for functional training, and a climbing wall.
Patrons can relax in massage chairs and the changing rooms include saunas and tanning booths.
'Our goal is to offer what you would find at multiple standalone facilities under one roof at the best possible price,' Teixeira says.
RUTH BONNEVILLE / FREE PRESS
An instructor checking out the ropes at their new climbing wall.
'We believe we're the right place and we believe it just has to be the right time for customers,' she adds. 'It's our job to help them when they realize it's time to put themselves first.'
Teixeira was a university student when she started working at Shapes 17 years ago. 'I fell in love with the people and that's really what this job is: being excited for people actually seeing their fitness goals through or incorporating fitness into their life.'
People don't enter a gym on a whim, Teixeira adds. Something is motivating them. It could be someone's made a comment about their appearance or their clothes don't fit the way they want or they're not sleeping well.
Shapes staff aim to put newcomers at ease and create an environment where everyone feels welcome.
'When someone walks through that front door, I want them all to understand we all start somewhere. There's a Day 1 for all of us,' she says. 'Put all that hesitation and all those worries behind you.
'Just come and have a talk with someone and you'll be surprised by how you feel when you leave. Nobody's worth it more than you are, when it comes down to it.'
Richardson understands. As a university student, he enjoyed working out with friends and ran a few marathons. But by the time he was in his mid-40s, health had taken a backseat to a demanding career in the pharmaceutical industry. He was sedentary, working late nights and eating a lot of fast food.
'I was developing drugs for Type 2 diabetes and at the same time, I was developing Type 2 diabetes myself,' he says.
RUTH BONNEVILLE / FREE PRESS
The company's 1910 Pembina Hwy. location, underwent a multimillion-dollar renovation five years ago and includes a High-Intensity Interval Training (HIIT) room.
In 2016, when he found out he was going to become a father for the first time, Richardson decided to invest in his health. Through a combination of exercise and changes to his diet, he lost 100 pounds.
The next year, he started working at Shapes as a trainer. Today, he's the company's wellness manager — a nebulous title that allows Richardson to take on a variety of duties, including leading corporate wellness initiatives that help businesses support the health of their employees.
For Richardson, the mental health benefits that come from working out are just as important as the physical outcomes. One of the things he likes about Shapes is it allows people to get away from their homes and where they work and come together with people of all ages who are working toward a common goal: improving their health.
'I know how hard it is to start living a healthier lifestyle and I don't have any secrets — there are none,' he says. 'But I want people to rethink the gym … It's not what you think it is. You don't have to do as much as you think and the benefits are better than you think it could be.'
Richardson plans to raise awareness about the company's Winnipeg roots with a new 'shop local' social media campaign launching later this month.
Rather than just put Shapes in the spotlight, the campaign will highlight other Manitoba businesses, too — companies that people might not know originated in the keystone province.
Coal and Canary, Stella's and Chocolatier Constance Popp are a few of the businesses that will be featured.
Constance Menzies has been passionate about promoting local products ever since she started Chocolatier Constance Popp in 2007 — her offerings include two Manitoba-shaped confections — and appreciated getting Richardson's invitation to participate.
RUTH BONNEVILLE / FREE PRESS
Shapes member Alp Vaid makes his way across the Queenax training system
Monday Mornings
The latest local business news and a lookahead to the coming week.
'Kevin has just got great energy around him. It's easy to get motivated by the work that he does,' Menzies says. 'I think he appreciates local, Manitoba-made work and I think he has a respect for local business owners, as well.'
In Menzies' experience, consumers are increasingly interested in buying local because it allows them to meet the people who make the products they're purchasing. 'Kevin gets that, so that's very cool.'
Richardson wants to highlight as many companies as he can with the campaign.
'We're not looking for anything in return,' he says. 'We're just happy we've been successful for 31 years. Maybe we can help you be successful for 31 years or more.'
[e-mail]
Aaron EppReporter
Aaron Epp reports on business for the Free Press. After freelancing for the paper for a decade, he joined the staff full-time in 2024. He was previously the associate editor at Canadian Mennonite. Read more about Aaron.
Our newsroom depends on a growing audience of readers to power our journalism. If you are not a paid reader, please consider becoming a subscriber.
Our newsroom depends on its audience of readers to power our journalism. Thank you for your support.