"Rite Aid Alamo would like to thank all of our customers for the support over the years! Thank you! We will miss you!" Employees wrote that on a handmade poster taped to the checkout counter in August 2025, as DanvilleSanRamon.com reported while the shelves emptied and even the fixtures went up for sale. The store at 130 Alamo Plaza closed for good on Aug. 24, 2025, as part of the fallout from Rite Aid's bankruptcy.
A little more than a year later the space has a new tenant, and it doesn't sell toothpaste. Vim + Vigor Fitness is turning the 17,640-square-foot former pharmacy into the first location of a new upscale concept it calls the Reserve Club. That choice says a lot about Alamo Plaza. The big box that once handled the plaza's most routine errand is being filled by the kind of business the center has been gathering for years.
Where the old Rite Aid errand went
The pharmacy left before the store did. Pharmacy service at the Alamo Rite Aid ended July 28, 2025, and customers' prescriptions were transferred to the CVS Pharmacy across the street at 3158 Danville Blvd. In its October 2025 downtown series, DanvilleSanRamon.com described that CVS as the community's one remaining pharmacy. CVS's store locator showed the Danville Boulevard location open as of Oct. 24, 2026, with store hours of 8 a.m. to 10 p.m.
So the December opening doesn't bring that errand back. The Rite Aid's closing changed the plaza's basic retail mix, and the lease that followed points the center somewhere else. When Rite Aid left, Safeway became Alamo Plaza's only anchor tenant. The anchor space that just got leased is going to a club.
A plaza that was already leaning this way
The gym fits a pattern. Here is what the fitness side of Alamo Plaza looks like right before the Reserve Club opens:
- The Iron House, 190F Alamo Plaza. Coaching-based training, private or in small groups of up to six, with nutrition guidance, recovery support, massage, youth programs and golf fitness.
- BODYROK, 170F Alamo Plaza. A hybrid Pilates studio whose class list includes sculpt and jump, flow, and other strength-focused formats.
- The former 24 Hour Fitness. The chain's Alamo Express club closed in 2020, early in the pandemic. In August 2025 the bike drive Adopt-A-Family Bikes was using the empty storefront next to Rite Aid as its seasonal home.
The October 2025 downtown series found the same thing across the wider core. Salons, medspas, fitness studios and doctors' offices "abound throughout the plaza and the surrounding shopping centers." EDENS, the retail real estate company that bought Alamo Plaza in a 2022 deal covering eight West Coast centers, puts wellness in its own description of the center. Its Alamo Plaza property page describes a Safeway-anchored center with more than 200,000 square feet of retail, dining, wellness and service offerings.
The Reserve Club is that same category at a much larger size. The Iron House and BODYROK work in coached sessions and scheduled classes. A 17,640-square-foot club with 24-hour access, as Bay Area Telegraph reported, is the kind of place someone could stop at on the way to Safeway.
Who is actually moving in
Some people heard the old Rite Aid was becoming a Fitness 19. Bay Area Telegraph traced where that rumor came from. The signs will say Vim + Vigor Fitness Reserve. The company behind it, ENDO Fitness, runs clubs under both names and has already converted several Bay Area Fitness 19 locations to Vim + Vigor, including ones in Concord, Pleasanton, Campbell and San Jose.
According to an April 2026 profile in Club Solutions, ENDO started in 2003 as a Fitness 19 franchise operator, and Bob Rodger is now CEO. The company says it is putting its new growth into the Vim + Vigor brand. Its current location list runs from Campbell and Pleasanton to Carson City and Lompoc. The nearest club to Alamo today is in Concord, at 4115 Concord Blvd. Danville, San Ramon and Walnut Creek don't have one. Alamo gets the first Reserve Club anywhere.
On its Alamo page, the company calls the Reserve Club its "most elevated fitness experience." Beyond strength and cardio equipment, it lists a Himalayan salt sauna, red-light therapy, compression boots, massage chairs and personal training. Those recovery features are the ones that overlap most with the services already spread around the plaza.
The founding rate has already moved
The pricing has changed since the lease was first reported.
| Membership tier | Monthly rate | Where it was published |
|---|---|---|
| First founding round, first 400 members | $65 | Bay Area Telegraph, Aug. 31, 2026 |
| Second founding round, next 300 members | $85 | Vim + Vigor Alamo page, current |
| Standard rate after founding rounds | $109 | Both sources |
The company's Alamo page now shows the $65 rate struck through, with $85 offered to "the next 300 members only," and says rates go to $109 once the second round is claimed. So the first founding tier is no longer listed, and the club still has more than a month before its doors open.
From empty storefront to December
The schedule, as the company and local reporting describe it:
- August 2025. Rite Aid closes. The 130 Alamo Plaza unit stays empty for just over a year.
- Early September 2026. Remodeling crews are working inside the unit, according to DanvilleSanRamon.com.
- Monday, Nov. 2. A temporary pre-enrollment office opens.
- December 2026. The club's target opening, as stated by the company.
December is the company's own target date. No specific opening day has been announced.
Around the plaza this week
The Reserve Club's pre-enrollment office opens Monday, Nov. 2, and the days before it are busy around the plaza.
On Friday, Oct. 30, Better Together Performing Arts is hosting a free, indoor Sensory-Friendly Trick-or-Treat from 4:30 to 6:30 p.m. at the Alamo Women's Club, 1401 Danville Blvd. It's designed for kids of all abilities. On Sunday, the Alamo Farmers Market opens at 9 a.m. in the plaza parking lot near Bank of America, as it does every Sunday. And for families who have been working around the fence at Hemme Station Park, Contra Costa County says the play area closed Oct. 26 for rubberized-surface maintenance and is set to reopen Monday, Nov. 2, the same day the gym's sign-up office opens.
Julie has followed changes like this in Alamo since 2001. If you own nearby and want to talk about how changes at Alamo Plaza could affect your home's position, Julie Whitmer is glad to help. Schedule a complimentary home strategy call.