The new fitness and wellness facility on La Jolla Boulevard wants to keep workout numbers small while focusing on big ideas like strength and longevity.
The new Bird Rock Athletic Club, which opened Sept 1 at 5721 La Jolla Blvd, aims to improve members’ strength, wellness and longevity with focused, personalized attention.
And with its first 100 founding memberships already sold out, co-owners Michael Divine and Beth Hunter hope they’re well on their way to achieving that goal.
Bird Rock Athletic Club features equipment from all the industry’s premium brands, including stair machines, treadmills, adjustable benches, a cable and pulley system, squat racks and more.
“All the bells and whistles,” Divine said. “We hand pick each machine.”
The club also features the Skillcourt device, which captures human movement using LIDAR technology to diagnose, train and optimize performance.
Skillcourt, used by professional sports teams, can improve reaction time and brain health while preventing injury, Divine said.
The device can train children learning a sport, Hunter added, or help an older person with mental agility.
The facility also has a recovery area, with infrared sauna, heated hydro massage, compression boots and dry cold plunge – no suit or towel needed to enjoy the benefits like the reduction of inflammation and muscle soreness.
“It’s like a big ice pack over you,” Divine said. “It’s really nice.”
Another highlight: a private Pilates reformer area and personal training services, along with body composition scanning that outputs more than 40 measurements and a nutrition profile.
All the services come with personal attention; Divine and Hunter are intentionally limiting memberships (there are only about 75 spots remaining) to maintain a niche experience.
When they reach 200 memberships, the club will pause sales and is expecting a wait list, Hunter said.
“We don’t want it to feel big box,” she said.
“We want to keep it private and uncrowded,” Divine added.
The goal is for Bird Rock Athletic Club to be the neighborhood gym, he said. “It’s so convenient for the neighborhood here in Bird Rock.”
“We’re not just a gym, it’s a club,” Hunter said, “where you know everybody you work out with.”
The mother-and-son ownership team also hopes the club’s motto of “strength, wellness and longevity” doesn’t just apply to its members but the business as well.
“We’re happy to be here,” Hunter said. “It’s a dream come true.”










