After facing financial trouble, Just Breathe, a local wellness therapy business, has split into two new locations.
“It’s a journey and it’s a commitment,” said Michael Minkus, owner of Just Breathe.
Right off Second and Garfield streets, the former location — a short walk from ASU’s Downtown campus — focused on an overall holistic approach to health. Just Breathe offered yoga, massage, acupuncture, pilates, spinning and even zumba sessions.
Just Breathe’s former lead massage therapist, Cimarron Anderson, said the past location was “just beautiful.” Anderson, 32, worked at the eco-friendly establishment for the past year and a half and thought the concept behind the facility was great.
Just Breathe encouraged the use of paperless massage assessments done on laptops and also educated its clients by decorating with circular plaques filled with information on green initiatives.
Showcasing local bands during First Fridays, offering affordable membership and non-membership rates and creating exclusive deals geared toward ASU students were just a few of the methods used to draw in customers. But despite Just Breathe’s marketing attempts in the downtown community, it made more sense to get out before going under.
While the change may have come as a shock to some clients, Minkus said this was an inevitable decision. In his original optimistic predictions, Minkus foresaw spending up to 15 years downtown. Once the economy turned sour, his hopeful idea followed suit.
One location, now called Just Breathe| Spinning +, joined forces with Core CrossFit, a local strengthening and conditioning facility on 7th Street south of Roosevelt Street. The partnership will allow clients to combine serenity with endurance-exercise options. With one and a half years of experience at Core CrossFit, 28-year-old coach D.J. Zor has positive thoughts on the new partnership.
“I think it’s a good idea and there is a lot of opportunity there,” Zor said.
Core CrossFit owner Kim Flores described the union as one of great value.
“Our new relationship with Just Breathe allows us to bring two very different wellness models together, subsequently creating a non-traditional experience for clients from both businesses,” she said.
The “Use It Here” promotion will continue for ASU students by rolling over to the two new establishments. “Use It Here” provides discounts to students from select vendors near all four campuses with a valid ASU Sun Card. 2012 deals are currently being updated.
The second location, Just Breathe| Massage, near Thomas Road and 24th Street, will continue to offer massage services as well as its unique Doga class. Doga allows participants to bring their dogs to the session. The pet-friendly location also has two Labradors that greet customers at the door.
Minkus still dreams of opening a national chain and eventually going global, but Just Breathe continues to see this new year as a refreshing one. The massage location is at 2942 N. 24th St., with the exercise location at 825 N. 7th St. Both sites opened their doors on January 3.
“Taking a chance is like jumping off a cliff. If we do it the right way, in the long run it will help us prosper,” he said.
Contact the reporter at lauren.guzman@asu.edu
