Residents of Paramus and surrounding New Jersey communities have a new option for personalized fitness and healthy aging with the opening of a third The Exercise Coach studio owned by franchise operator Richard Edelstein.
Opening Sept. 29 at 12 NJ 17 in Paramus, the studio introduces the company’s expanded Strength Plus platform, which combines artificial intelligence-powered strength training, balance development, coach-assisted stretching and cognitive fitness exercises.
The concept is designed to help adults maintain strength, mobility, coordination and independence as they age. Rather than focusing exclusively on traditional workouts, Strength Plus takes a broader approach to what the company describes as healthspan: the years people spend living in good health and maintaining an active lifestyle.
The studio will feature The Exercise Coach’s proprietary Exerbotics technology, which automatically adjusts resistance in real time based on an individual’s strength and performance. Its newer Exerbotics Balance Tracker technology assesses balance and cognitive performance while incorporating exercises intended to challenge both the body and brain.
The Strength Plus program includes three primary components: coach-assisted stretching to improve flexibility and everyday movement; balance transformation training focused on stability and coordination; and cognitive fitness integration designed to engage reaction time, spatial awareness and mental processing.
Clients work with certified coaches in a private, appointment-based environment. The company’s signature workouts last just 20 minutes, with two sessions per week recommended. Semi-private sessions accommodate no more than four clients per coach, offering individualized attention without the atmosphere of a traditional large gym.
Edelstein already operates Exercise Coach studios in Midland Park and Hillsdale, with plans to open two additional locations in the region in 2027.
His business background spans three decades in franchising. He and his father opened one of the early Wetzel’s Pretzels locations, the franchise’s sixth, and he sold three stores in 2024. Edelstein and his son, Matt, are also certified franchise consultants with FranServe and plan to grow their consulting business together.
The Paramus opening coincides with The Exercise Coach’s 25th anniversary. Founded in 2000, the company has expanded to more than 225 locations nationwide and was recognized by Entrepreneur magazine as one of the top 10 fitness franchises.
The new studio will serve Paramus and nearby communities, including River Edge, Ridgewood, New Milford, Teaneck and Hackensack.
For adults looking for a more structured approach to fitness, The Exercise Coach is betting that shorter, technology-assisted workouts and personalized coaching can make maintaining strength and independence more accessible.