Follow the Build
The Physique Lab is being built — but its community starts now. Get on the list and follow the journey from the inside: the equipment arriving, the floor taking shape, the room coming to life. No cost, no commitment — and when OG enrollment opens during the buildout, the list hears it first.
Concept renderings from our gym designers — and the room you can watch become real, update by update, from the inside. Final finishes may vary. The standard won't.
Every piece on this floor was chosen, not settled for — Watson, hand-built to order in Britain. Gym80, built in Germany. Gymleco, GluteBuilder, Hammer Strength, Primal, Rogers, Vulcan and more — equipment you won't find in the average Midwest gym. Most gyms won't tell you what's on their floor. We're naming every piece.
The Physique Lab is coming to 976 American Drive in Fox Crossing — serving Neenah, Menasha, Appleton, Oshkosh, and the whole Fox Valley. The equipment lands this fall, and OG members follow every arrival from the inside. Opening date announced as soon as it's official.
The Physique Lab isn't a franchise or an investor's spreadsheet. It's the realization of a dream Jess and Brandon have shared since their two boys were toddlers: to build the gym they always wanted but could never quite find.
Jess began her career as a registered nurse before refocusing on fitness and wellness. Her experience spans countless half marathons and marathons, group fitness, strength training, personal training, gym management, and competitive bodybuilding. Years ago, at a small boutique gym in downtown Neenah, she discovered the power of community through group fitness. She carried that passion into Xperience Fitness, where her consistently full classes and inclusive energy led to a promotion overseeing group fitness across four gyms. Then bodybuilding got hold of her — three shows and counting.
Brandon is a practicing dentist and former collegiate baseball player who joined Jess in duathlons, half marathons, and a sub-four-hour marathon they finished hand in hand. When Jess encouraged him to try bodybuilding, he won all five of his classes in his first show. Today, they compete together while pursuing their IFBB pro cards.
When COVID closed the gyms, they built a garage gym so serious that the cars have lived in the driveway ever since. That project grew into an obsession with equipment, training flow, and gym design. Brandon now seeks out top bodybuilding gyms whenever he travels — including Absolute Recomp, Madhouse, Iron Religion, Social Candy, and Madtown Fitness. Every piece on The Physique Lab's floor was hand-selected based on what those gyms and years of training taught them.
Through it all, this has remained a family dream. Their boys have grown up in gyms, surrounded by fitness, competition, and community. Now, what Jess and Brandon imagined when their boys were little is becoming a family affair.
Jess will bring her healthcare, fitness, and management experience to the gym's day-to-day operations, while Brandon continues practicing dentistry and shaping the equipment, layout, and overall training experience. Together, they're building the gym and community they've always dreamed of — and they can't wait to share it with the Fox Valley.
The Physique Lab isn't open yet — but the story has already started. When the buildout is underway, we'll open OG enrollment: original-member status for the people who were part of the Lab before opening day. The benefits get announced when enrollment opens — and the email list hears every word of it first.
No cost to join the list. No commitment. Unsubscribe anytime.
Drop your name and email and follow the journey from the inside — equipment arrivals, buildout milestones, and first notice when OG enrollment opens. No cost, no strings, just the story as it happens.
You'll receive occasional email updates about the build and the opening. No spam, unsubscribe anytime.